Academic Journal
The Effect of Perceptions of Ease of Use and Perceptions of Risk on Impulse Buying Through Shopping Interest as a Mediating Variable Among Shopeepay Users in the Cirebon Region.
| Title: | The Effect of Perceptions of Ease of Use and Perceptions of Risk on Impulse Buying Through Shopping Interest as a Mediating Variable Among Shopeepay Users in the Cirebon Region. |
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| Authors: | Hutami, Sekar Ayu, Yusuf |
| Source: | Eduvest: Journal Of Universal Studies; Jun2026, Vol. 6 Issue 6, p6715-6731, 17p |
| Subject Terms: | Impulse buying, Consumer behavior, Risk-taking behavior, Structural equation modeling, Electronic funds transfers |
| Geographic Terms: | Indonesia |
| Abstract: | The rapid growth of the digital economy has significantly transformed consumer purchasing behavior, particularly through the adoption of digital payment systems such as e-wallets. ShopeePay, one of the leading digital wallet services in Indonesia, offers convenience and efficiency in online transactions, which may influence consumers’ shopping behavior, including impulse buying. This study aims to analyze the effects of perceived ease of use and perceived risk on impulse buying through shopping interest as a mediating variable among ShopeePay users in the Cirebon region. This research employed a quantitative approach with a causal-explanatory design. Data were collected through an online questionnaire distributed to ShopeePay users in the Cirebon area using purposive sampling. A total of 170 respondents participated in the study. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to examine both direct and indirect relationships among variables. The findings indicate that perceived ease of use and perceived risk have positive and significant effects on shopping interest. Shopping interest also has a positive and significant influence on impulse buying behavior. Furthermore, shopping interest successfully mediates the relationship between perceived ease of use and impulse buying, as well as the relationship between perceived risk and impulse buying. These results suggest that consumers who perceive ShopeePay as easy, secure, and reliable tend to develop stronger shopping interest, which subsequently increases the likelihood of impulsive purchasing behavior. In conclusion, shopping interest plays a crucial mediating role in explaining how perceived ease of use and perceived risk influence impulse buying among ShopeePay users. The study contributes to the literature on digital consumer behavior and provides practical insights for digital payment providers in designing usercentered and secure financial services. [ABSTRACT FROM AUTHOR] |
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| Database: | Complementary Index |
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