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All Journal Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi
Yenny Nuery
Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Negeri Makassar
Economics, Econometrics & Finance

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Pengaruh Product Quality Dan Fashion Lifestyle terhadap Keputusan Pembelian yang Dimoderasi Digital Marketing pada Produk Thrift Renara Store di Kabupaten Mamasa Yenny Nuery; Sitti Hasbiah; Ilma Wulansari Hasdiansa; Isma Azis Riu; Nurul Fadilah Aswar
SINOMIKA JOURNAL: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Vol. 5 No. 3 (2026): September
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/sinomika.v5i3.3320

Abstract

This study aims to analyze the influence of product quality and fashion lifestyle on purchasing decisions for Renara Store’s thrift products in Mamasa Regency, as well as to analyze the role of digital marketing as a moderating variable. The study employs a quantitative approach with an explanatory design. A total of 170 respondents were selected using non-probability sampling via the purposive sampling technique. Data were collected through online questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS version 4. The results indicate that: (1) product quality has a positive and significant effect on purchasing decisions; (2) fashion lifestyle has a positive and significant effect on purchasing decisions; (3) digital marketing positively and significantly moderates the effect of product quality on purchasing decisions; and (4) digital marketing positively and significantly moderates the effect of fashion lifestyle on purchasing decisions. The study concludes that enhancing product quality and aligning with fashion lifestyle orientations not only directly drive purchasing decisions but are also further reinforced by the effectiveness of digital marketing strategies implemented through live streaming and social media content.
Co-Authors Ilma Wulansari Hasdiansa Isma Azis Riu Nurul Fadilah Aswar Sitti Hasbiah