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All Journal SEGMEN Jurnal Manajemen dan Bisnis Jurnal Akuntansi dan Pajak Jurnal Ilmiah Edunomika (JIE) Budimas : Jurnal Pengabdian Masyarakat International Journal of Economics, Commerce, and Management International Journal of Economics and Management Sciences Global Management: International Journal of Management Science and Entrepreneurship Green Economics: International Journal of Islamic and Economic Education Brilliant International Journal of Management and Tourism
Dewi Shanti Nugrahani
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Building Purchase Decisions For Fashion Products in E-Commerce: The Role Of Social Media Endorsers, Viral Marketing, And Perceived Quality Lilis Purwitasari; Hesti Respatiningsih; Dewi Shanti Nugrahani
Green Economics: International Journal of Islamic and Economic Education Vol. 2 No. 1 (2025): Green Economics: International Journal of Islamic and Economic Education
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/greeneconomics.v2i1.162

Abstract

The purpose of this study was to see how social media endorsements, viral advertising, and perceived quality can build Shopee consumers' decisions in Purworejo Regency to buy fashion products in e-commerce. We conducted data analysis using regression, t-test, and F-test on a sample of 107 respondents. The results showed that social media endorser and viral marketing variables had a positive and significant effect on purchase decisions, while perceived quality did not show a significant positive impact. These findings highlight the importance of marketing strategies that incorporate social media endorsers and viral marketing in influencing consumer purchase decisions. This research provides valuable insights for marketers in designing effective campaigns for fashion products on e-commerce platforms.
Co-Authors Adi Sucipto Anna Probowati Aprian Aditama, Rizky Ramadhan Heri Listiyawan Hesti Respatiningsih Hesti Respatiningsih Indah Purwaningsih Lilis Purwitasari Rizky Ramadhan Aprian Aditama Safina Yuliani Selmadea Oktaviana Tri Wahyu Apriyani