Drivers of Perceived Enjoyment on Purchase Intention in the Fotoyu Application: A Case Study of Running Event Enthusiasts

Authors

  • Anak Agung Wahyu Darma Putra Universitas Pendidikan Nasional, Denpasar, Indonesia
  • Nyoman Sri Subawa Universitas Pendidikan Nasional, Denpasar, Indonesia
  • I Made Suidarma Universitas Pendidikan Nasional, Denpasar, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v7i2.5639

Keywords:

Artificial Intelligence, Social Media Presence, Visual Aesthetic, Perceived Enjoyment, Purchase Intention

Abstract

The digital transformation of the photography industry is shaped by advancements in artificial intelligence (AI) and the growing role of social media as a medium for interaction and promotion. Fotoyu, an application that integrates facial recognition-based AI with visually appealing design, caters to consumer needs in documenting sports events. This study investigates the influence of AI, social media presence, and visual aesthetics on purchase intention, with perceived enjoyment serving as a mediating variable. A quantitative method was employed by distributing online questionnaires to 240 Fotoyu users who participated in running events in Bali. Data were analyzed using the SEM-PLS approach. The results reveal that all independent variables exert a positive and significant impact on both perceived enjoyment and purchase intention. Moreover, perceived enjoyment fully mediates the effect of AI and partially mediates the effects of social media presence and visual aesthetics on purchase intention. These findings emphasize the pivotal role of perceived enjoyment in shaping users’ purchasing decisions. From a practical perspective, the study highlights the importance of enhancing AI capabilities, implementing effective social media strategies, and optimizing visual design to foster enjoyable user experiences and increase purchase conversions on digital platforms.

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Published

2025-12-06

How to Cite

Darma Putra, A. A. W., Sri Subawa, N., & Suidarma, I. M. (2025). Drivers of Perceived Enjoyment on Purchase Intention in the Fotoyu Application: A Case Study of Running Event Enthusiasts. Dinasti International Journal of Education Management and Social Science, 7(2), 1326–1346. https://doi.org/10.38035/dijemss.v7i2.5639

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Vol. 7 No. 2 (2025): Dinasti International Journal of Education Management And Social Science (December 2025 - January 2026)

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