PENGARUH DAYA TARIK VISUAL DAN PORTABILITAS TERHADAP IMPULSE BUYING MELALUI HEDONIC BROWSING SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Aplikasi Shopee di Kota Semarang)

*Nurfan Galih Yoga Sasmita  -  Departemen Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro
Yoestini Yoestini  -  Departemen Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro

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Abstract
BSTRACT
Thisstudyexamineshowelectroniccommerce(e-commerce)willincrease
consumers impulsive buying behavior. In addition, this study examines how hedonic values
influence their impulsive buying behavior in the context of ecommerce. Based on previous
literature on browsing and Technology Acceptance Model (TAM),this study viewshedonic
browsingas the main driver ofimpulse buyingine-commerce.This study adopts SEM-
PLS to analyze the data obtained from an online questionnaire. Two main findings emerge,
first visual appeal and portability affect hedonic browsing and hedonic browsingaffect
impulse buying. Second, visual appeal and portability indirectly influenceimpulse buying
through hedonic browsing. These findings provide an important reference for companies
and retailers to encourage online impulsive buyingbehavior
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Keywords: Keywords : Visual Appeal, Portability, Hedonic Browsing, Impulse Buying, Technology Acceptance Model, E-commerce
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Language : ID
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