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All Journal JURNAL PENDIDIKAN TAMBUSAI Kumawula: Jurnal Pengabdian Kepada Masyarakat Jurnal Informasi dan Teknologi Quantitative Economics and Management Studies Business Preneur : Jurnal Ilmu Administrasi Bisnis International Journal of Management and Business Economics Journal of Artificial Intelligence and Digital Business Journal of Economics, Entrepreneurship, Management Business and Accounting Indonesian Journal Of Business And Entrepreneurship Research Jurnal Manajemen Dan Bisnis Ekonomi Riwayat: Educational Journal of History and Humanities Jurnal Pengabdian Masyarakat dan Riset Pendidikan El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Maneggio International Journal of Economics, Accounting, and Management Journal of Ekonomics, Finance, and Management Studies Atestasi : Jurnal Ilmiah Akuntansi
Muhammad Aqshel Revinzky
Universitas Padjadjaran
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Pengaruh Strategi Branding Terhadap Minat Beli dengan Preferensi Merek Sebagai Moderasi Adang Sutisna; Ajeng Andriani Hapsari; Rudy Haryanto; Muhammad Aqshel Revinzky; Eva Yuniarti Utami
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 2 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i2.7125

Abstract

The business and trade world continues to experience growth and development. One of the industrial sectors that continues to experience development, especially in Indonesia, is the fashion industry, which is an industry that is growing and continuing to increase. In order to maintain the sustainability of its business, companies are faced with the creation of a strategy that is able to face competitive competition. This study aims to determine the effect of branding strategy on purchasing interest with brand preference as a moderation. The sampling technique in quantitative research is carried out randomly, data collection using research instruments, statistical data analysis with the aim of testing the established hypothesis. The results of this study found that branding strategy has an effect on purchasing interest. And brand preference as a moderating variable is able to moderate branding strategy on purchasing interest
Literasi Digital sebagai Moderasi Pengaruh Digital Marketing dan Lifestyle terhadap Keputusan Pembelian pada Marketplace Online Rosalia Irawaty; Ana Fitriyatul Bilgies; Abdul Latif; Muhammad Aqshel Revinzky; Eva Yuniarti Utami
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 2 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i2.7126

Abstract

Technological developments are currently experiencing very rapid progress, including in the fields of economics and marketing. The internet is an information mechanism that provides advice or facilities to obtain important data that is needed. Advances in the field of information and communication innovation, the world feels like there are no more boundaries, distance, and time. This study aims to determine digital literacy as a moderation of the influence of digital marketing and lifestyle on purchasing decisions in online marketplaces. The current analysis uses a quantitative approach. The population of this study are consumers who have shopped online. Samples were taken from this population, and the selection of this research sample was determined by random sampling to produce a sample of 150 respondents. Based on the results of the analysis, the results of this study found that digital marketing and lifestyle influence purchasing decisions in online marketplaces. Digital literacy is able to moderate digital marketing and lifestyle on purchasing decisions in online marketplaces.
Co-Authors Abdul Latif Abdul Latif Adang Sutisna Adang Sutisna Adhadian Akbar Ajeng Andriani Hapsari Ajeng Andriani Hapsari Ana Fitriyatul Bilgies Andreas Recki Prasetyo Andry Mochamad Ramdan Anggi Oktaviani Asyifa Anandya Bilgies, Ana Fitriyatul Cakranegara, Pandu Adi Camelia Rizki Agrina Cattleya Rejito Eliana Johana Rebecca Eva Yuniarti Utami Eva Yuniarti Utami Hafiizafitra, Naiandita Zahra Hapsari Widayani Hilmiana Hilmiana Irsyad Kamal Joval Ifghaniyafi Farras Jumroni, Jumroni Kurnia Khafidhatur Rafiah Kusna Djati Purnama M Chairul Ihsan M. Anwar Aini Muhammad Fikri Maulana Muhammad Fikri Maulana Prasetyo, Andreas Recki Putra, Johni Eka Putri Rizki Utami Rahmat Aji Nuryakin Rd. Rifqi Dwisanto Riri Cornelia Rosalia Irawaty Rosalia Irawaty Rudy Haryanto Rudy Haryanto Safaruddin Sartono , Sawal Septi Wifasari Sumarno . Susilo, Dwi Ermayanti Tuti Dharmawati Udi Iswadi Vita Sarasi Zidny Ilma Hasan