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All Journal Enrichment : Journal of Management
Gustina Adinda Putri
Universitas Riau
Economics, Econometrics & Finance

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The Effect Of Shopping Emotion And Perceived Risk On Purchasing Decisions Through Impulsive Buying As An Intervening Variable In Shopee E-Commerce Consumers Marhadi Marhadi; Gustina Adinda Putri; Aida Nursanti; Cifebrima Suyastri
Enrichment : Journal of Management Vol. 12 No. 2 (2022): Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1062.413 KB) | DOI: 10.35335/enrichment.v12i2.596

Abstract

The research was conducted with the aim of knowing the effect of shopping emotion and perceived risk on purchasing decisions through impulsive buying on E-Commerce Shopee consumers in Pekanbaru City. Questionnaires were distributed to 126 respondents using the Purposive Sampling technique and processed using the Structural Equation Modeling – Partial Least Square analysis method with SmartPLS software version 3.2.9.The results showed that there was a positive and significant influence between shopping emotion on purchasing decisions. There is a positive and significant effect between shopping emotion on impulsive buying. There is a positive and significant influence between perceived risk on purchasing decisions. There is a positive and significant effect between perceived risk on impulsive buying. There is a positive and significant influence between impulsive buying on purchasing decisions.
Co-Authors Aida Nursanti Cifebrima Suyastri Marhadi Marhadi