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IJSTR >> Volume 9 - Issue 6, June 2020 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616


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Dita Amanah1, Dedy Ansari Harahap2



Visual appeal, models, online impulsive purchases, consumers, path analysis



This article analyzes the online impulsive purchases. Visual appeal, perceived enjoyment and purchase intention are the exogenous variables. The quantitative research is used in this study with descriptive analysis methods. The samples are 100 consumers who have shopped at the top four online stores in Indonesia (Lazada, Blibli, Tokopedia, Elevenia) and analyzed using path analysis. The results show that visual appeal has a negative influence on purchase intention and consumer online impulsive buying, while visual appeal has an influence on perceived enjoyment. Perceived enjoyment has an influence on purchase intention but has a negative influence on consumer online impulsive buying. Purchase intention has an influence on consumer online impulsive buying. Perceived enjoyment is the most influences variable on purchase intention compared to visual appeal, while the most influential variable on consumer online impulsive buying is purchase intention compared to visual appeal and perceived enjoyment.



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