<![CDATA[This research aims to examine the influence of perceived value on both cognitive and affective impulse buying in omnichannel beauty retail in Indonesia using the S-O-R (Stimulus-Organism-Response) theory. By distributing questionnaires to 279 respondents who had shopped at Sociolla or Sephora, both online and offline, the study found that channel integration positively affects consumer empowerment, while convenience does not have a significant impact. Consumer empowerment influences satisfaction, trust, and perceived value. Additionally, trust positively impacts perceived value, but satisfaction does not show a significant effect. Perceived value affects cognitive and affective impulse buying. This study provides theoretical contributions regarding the influence of perceived value in driving cognitive and affective impulse buying in the omnichannel beauty retail industry in Indonesia. It also offers managerial contributions related to marketing strategies for omnichannel beauty retail in Indonesia. The study emphasizes the importance of maintaining data security and consumer privacy, ensuring information equality, ease of shopping access, and preventing the negative impacts of impulse buying.]]>
Copyrights © 2026
