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"Maraknya e-commerce yang muncul di Indonesia membuat adanya persaingan yang cukup ketat. Salah satu perilaku konsumen yang sangat menarik bagi para pemasar adalah impulse buying.Penelitian ini melihat peranan dari atmosfer berbelanja atau lebih dikenal dengan istilah atmospheric cuesyang diwakili oleh e-store content, e-store design dan e-store navigation dalam memengaruhikesenangan berbelanja atau shopping enjoyment dalam menuju dorongan berbelanja impulsif atau urge to buy impulsivelyserta secara bersamaan mampu mengurangi risiko yang terpersepsikan atau perceived risk yang menjadi moderator hubungan antara shopping enjoyment dengan urge to buy impulsively. Penelitian ini menggunakan SEM-PLS dengan aplikasi WarpPLS 3.0. Kuesioner disebar pada 244 responden. Dan menghasilkan atmospheric cues secara utuh memengaruhikesenangan berbelanjadan menghasilkan dorongan berbelanja impulsif, sedangkan di sisi lain hanya e-store content dan e-store navigation yang mampu mengurangi perceivedrisk dalam memoderasi hubungan tersebut.

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E-commercebecome so popular in Indonesia. Impulse buying is a consumer behavior which is important for marketer. The objective of this study was looking tothe role of atmospheric cues whichare representated by the e-store content, e-store design and e-store navigation in influencing shopping enjoyment to create urge to buy impulsively and at the same time atmospheric cues influence the level of perceived risk as moderate variableto the relation between shopping enjoyment and urge to buy impulsively. This research using 244 participants which is a visitor at zalora.co.id. The result comes as the role of atmospheric cues is influencing the shopping enjoyment to create urge to buy impulsively. At the other side only e-store content and e-store navigation decrease the level of perceived risk. And also the perceived risk can moderate the relation between shopping enjoyment and urge."