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Budi Suryowati
Management Study Program, Faculty of Economics, Business and Humanities, Universitas Trilogi, Jakarta, Indonesia

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Influence of Lifestyle, Consumer Perception, and Social Environment on Purchase Decisions on Shopee Diana Qotrunnada; Budi Suryowati
Greenation Management and Business Review Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gmbr.v2i2.754

Abstract

The rapid development of digital commerce has changed consumer purchasing behavior and increased the importance of factors that shape online purchase decisions. This study aims to examine the influence of lifestyle, consumer perception, and social environment on purchase decisions among Shopee users in the Greater Jakarta (Jabodetabek) area. A quantitative survey was conducted with 200 respondents selected through purposive sampling. Data were collected using a five-point Likert questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The measurement model was evaluated through convergent validity, discriminant validity, and reliability tests, while the structural model was evaluated using R-square, path coefficients, and bootstrapping. The results show that lifestyle, consumer perception, and social environment influence purchase decisions. The path coefficients were 0.402, 0.305, and 0.271, respectively, with T-statistics of 6.146, 5.217, and 4.921 and P-values of 0.000. The R-square value of 0.844 indicates that the three independent variables jointly explain 84.4% of the variation in purchase decisions. Lifestyle has the largest path coefficient and therefore represents the most dominant factor in the model.
The Effect of Product Quality, Price, and Product Reviews on Purchase Decisions for Sportswear Products Through Shopee Ahmad Raihan Muharram; Yocki Pramudya Ananda; Budi Suryowati
Greenation Management and Business Review Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gmbr.v2i2.761

Abstract

The development of e-commerce has transformed consumer purchasing behavior, including the purchase of sportswear products. In online transactions, consumers cannot directly inspect products, making product quality, price, and consumer reviews important considerations before making a purchase. This study aims to analyze the influence of product quality, price, and product reviews or electronic word of mouth (E-WOM) on purchase decisions for sportswear products on Shopee. This study employed a quantitative approach involving 100 respondents selected using purposive sampling. The respondents were consumers aged 17–40 years who had a Shopee account and had purchased sportswear products through Shopee within the previous two months in the Greater Jakarta area. Data were collected using questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results indicate that product quality, price, and E-WOM have positive and significant effects on purchase decisions. E-WOM had the strongest effect, with a coefficient of 0.365, followed by price at 0.328 and product quality at 0.231. Together, the three variables explained 61.6% of the variance in purchase decisions. These findings indicate that information derived from other consumers' experiences is an important factor in the evaluation process for purchasing sportswear products online.
The Influence of Beauty Influencer (Tasya Farasya), Electronic Word of Mouth (e-WOM), and Brand Image on Purchase Intention for Somethinc Cushion in Jakarta Maghfira Maghfira; Asep Imam Sujoni Sungkawa; Budi Suryowati
Greenation Management and Business Review Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gmbr.v2i2.762

Abstract

This study investigates the effects of beauty influencer (Tasya Farasya), Electronic Word of Mouth (e-WOM), and brand image on consumers' purchase intention toward Somethin Cushion products in Jakarta. The research was motivated by the continued expansion of the beauty industry and the need to identify factors that shape consumers' intentions to purchase beauty products, particularly through influencer recommendations, online consumer experientes, and brand perceptions. A quantitative survey method was applied, involving 100 respondents in Jakarta. Data were obtained through questionnaires and analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique. The findings indicate that: (1) beauty influencer (Tasya Farasya) has no significant influence on consumers' purchase intention; (2) e-WOM has a positive and significant influence on purchase intention; and (3) brand image has a positive and significant influence on purchase intention toward Somethinc Cushion products. These results highlight the importance of maintaining a strong brand image and encouraging positive electronic word of mouth as strategies to enhance consumers' purchase intention.
Co-Authors Ahmad Raihan Muharram Asep Imam Sujoni Sungkawa Diana Qotrunnada Maghfira Maghfira Yocki Pramudya Ananda