Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Industrial Engineering & Management Research (JIEMAR) Universal Journal of Science and Technology
Prayuda, Rafie
Unknown Affiliation
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Materials Science & Nanotechnology Mechanical Engineering

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Universal Journal of Science and Technology

 1 
Investigating The Role of Marketing Content and Brand Image on Purchasing Decisions Mediated by Purchase Interest in Shop Online Users Prayuda, Rafie
UJoST- Universal Journal of Science and Technology Vol. 3 No. 2 (2024): September 2024
Publisher : Faculty of Science and Technology University of Pramita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11111/ujost.v3i2.148

Abstract

This research examines the variables of marketing content, brand image and purchasing decisions and is mediated by purchasing interest. The digital era is currently developing rapidly. The increase in digital transactions has also made consumers shift to online purchases, in this case e-commerce. The existence of interesting marketing content makes consumers interested in buying and also well-known brands make consumers not hesitate to buy. This research examines the variables of marketing content, brand image and purchasing decisions and is mediated by purchasing interest. Data sourced from 345 respondents was collected using a Google Form questionnaire. Data analysis using the SEM smartPLS 3.0 application. The results of this research are that marketing content has an influence on interest and purchasing interest has an influence on purchasing decisions, while brand image does not influence purchasing decisions. Purchase interest does not mediate the influence of marketing content on purchasing decisions.
Co-Authors