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Journal of Economics and Management Technologies
Published by Candela Edutech Indonesia
ISSN : 31092241     EISSN : 30901669     DOI : https://doi.org/10.63288/jemtech.v1i1
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
⭐Economic development and policy ⭐Business strategy and management ⭐Innovation and technology management ⭐Digital transformation in businesses and industries ⭐The role of emerging technologies in shaping economic and business landscapes ⭐Organizational behavior and leadership in the context of technological advancement ⭐Sustainability and ethical considerations in business and economic practices
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Menejemen Teknologi dan Inovasi
Articles 12 Documents
 1   2 
The Influence of Shopping Motivation and Shopping Lifestyle on E-Impulsive Buying on the Shopee Marketplace (Case Study of Graha Prima Computer Students) Bintang, Astina; Jusri, Jusri; Adi, Adi
Journal of Economics and Management Technologies Vol. 1 No. 3 (2025): Journal of Economics and Management Technologies
Publisher : Candela Edutech Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63288/jemtech.v1i3.11

Abstract

The Objectives – This study aims to determine 1) The influence of shopping motivation on e-impulsive buying on the Shopee marketplace, 2) The influence of shopping lifestyle on e-impulsive buying on the Shopee marketplace, 3) The influence of shopping motivation & shopping lifestyle simultaneously on e-impulsive buying on the Shopee marketplace. The Methods/approaches – This study uses a quantitative approach with a comparative causal research type. Data were collected through the distribution of offline questionnaires distributed directly. Each variable was measured with a Likert scale and then processed through SPSS 25 where the appropriate data analysis was multiple linear regression analysis, partial t-test, and F-test. The sampling technique used a purposive sampling method with a final sample of 104 respondents using the Slovin formula. The Results – The research results show that shopping motivation and shopping lifestyle, both partially and simultaneously, influence e-impulsive buying. The emergence of positive emotions, the practicality of the Shopee marketplace, the presence of circulating trends, a high level of lifestyle, and the influence of external factors such as advertising, discounts, and prices confirm that these are triggers for e-impulsive buying. The Research Implications – This research contributes to the understanding of e-impulsive buying behavior on the Shopee marketplace. Shopee needs to develop more effective business strategies to address the factors influencing e-impulsive buying, such as considering the influence of shopping motivation and shopping lifestyle.
Purr-suasion in Action: How Catvertising BoostsBrand Recall through Cognitive Fluency Achmad Ridha; Hasisa Haruna; Fina Ruzika Zaimar; Wiwin Riski Windarsari; Adriansyah
Journal of Economics and Management Technologies Vol. 1 No. 3 (2025): Journal of Economics and Management Technologies
Publisher : Candela Edutech Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63288/jemtech.v1i3.12

Abstract

The Objectives – This study investigates how catvertising, or the strategic use of cat imagery in social-media advertising, influences brand recall through the mediating role of cognitive fluency. The research aims to understand how emotional engagement and cognitive simplicity jointly enhance advertising effectiveness in digital environments. The Methods/approaches – Using a quantitative, cross-sectional approach, data were collected from 100 active social-media users aged 18–35 in Makassar City, Indonesia. Respondents were exposed to simulated social-media advertisements containing or excluding cat imagery and subsequently completed a seven-point Likert-scale questionnaire measuring catvertising, cognitive fluency, and brand recall. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method, consisting of two stages: outer-model and inner-model evaluation. The Results – The results reveal that catvertising has a significant positive effect on brand recall, while cognitive fluency also enhances recall independently. However, the interaction effect between catvertising and cognitive fluency is not significant, indicating that emotional appeal and processing ease operate as parallel rather than moderating mechanisms. The Research Implications – These findings contribute to the theoretical integration of affective and cognitive perspectives in digital advertising research and highlight the importance of emotionally resonant yet cognitively simple designs. For practitioners, the study emphasizes the managerial relevance of incorporating familiar and emotionally appealing visuals to strengthen brand memorability in competitive social-media contexts.

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