Pengaruh Kemudahan Penggunaan dan Tampilan Visual E-Wallet terhadap Perilaku Pembelian Impulsif pada Aplikasi Gopay

Kevin Arpandarius Haras Putra Yakez, Novel Idris Abas

Abstract


Penelitian ini bertujuan menganalisis pengaruh Perceived Ease of Use dan Visual Appeal terhadap Impulse Buying dengan Perceived Enjoyment sebagai variabel mediasi pada pengguna GoPay. Penelitian menggunakan pendekatan kuantitatif melalui metode survei terhadap 246 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa Perceived Ease of Use tidak berpengaruh signifikan terhadap Impulse Buying, sedangkan Visual Appeal berpengaruh positif dan signifikan terhadap Impulse Buying. Selain itu, Perceived Ease of Use dan Visual Appeal berpengaruh positif dan signifikan terhadap Perceived Enjoyment. Perceived Enjoyment juga terbukti berpengaruh positif dan signifikan terhadap Impulse Buying. Hasil pengujian mediasi menunjukkan bahwa Perceived Enjoyment mampu memediasi pengaruh Perceived Ease of Use dan Visual Appeal terhadap Impulse Buying. Temuan ini menegaskan pentingnya pengalaman penggunaan yang menyenangkan dalam mendorong pembelian impulsif. Oleh karena itu, GoPay perlu meningkatkan daya tarik visual dan kemudahan penggunaan aplikasi untuk menciptakan pengalaman pengguna yang lebih baik.


Keywords


Perceived Ease of Use, Visual Appeal, Perceived Enjoyment, Impulse Buying, GoPay.

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DOI: https://doi.org/10.17509/ijdb.v6i1.107284

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