THE INFLUENCE OF VISUAL APPEAL, DISCOUNT PRICE, AND PERCEIVED INTERACTIVITY ON IMPULSE BUYING WITH PERCEIVED ENJOYMENT AS A MEDIATING VARIABLE (Study on Marketplace Consumers in Semarang City)

Abstract

This study aims to analyse the effect of visual appeal, discount price, and perceived interactivity on impulse buying with perceived enjoyment as a mediating variable. This research was conducted to determine the factors that encourage consumers to make impulse purchases in the marketplace, especially in Semarang City. The population used in this study are all Marketplace consumers in Semarang City whose numbers are unknown. The sample used was 100 respondents using purposive sampling technique. The research method used is quantitative with a survey approach, where data is collected through questionnaires distributed to Marketplace consumers. Data analysis was carried out using the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique with SmartPLS 4. The results of this study indicate that perceived interactivity has no effect on impulse buying, while visual appeal, discount price, and Perceived enjoyment on impulse buying. Based on the results of the specific indirect effect, Perceived enjoyment is able to mediate visual appeal, discount price, and perceived interactivity on impulse buying. In future research it is recommended to use other variables related to consumer emotional factors. It is also recommended that companies improve attractive visual displays, provide more competitive discounts, and develop more responsive interactive features that can be an effective strategy to encourage impulse buying.