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All Journal The Asian Journal of Technology Management (AJTM) International Journal of Social Science and Business MOTIVASI Jurnal Manajemen dan Bisnis AKMENIKA International Journal of Educational Administration, Management, and Leadership Jurnal Arastirma Jurnal Pengabdian Kepada Masyarakat JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Journal Of Business, Finance, and Economics (JBFE) EKONOMIKA45 International Journal of Humanities Education and Social Sciences Seminar Nasional Pengabdian Kepada Masyarakat Journal of Innovation Research and Knowledge Jurnal Ilmu Sosial, Pendidikan Dan Humaniora Optimal: Jurnal Ekonomi dan Manajemen Jurnal Pemantik Economics and Business Journal Journal of Artificial Intelligence and Digital Business Jurnal Manajemen Teknovokasi : Jurnal Pengabdian Masyarakat Vokatek : Jurnal Pengabdian Masyarakat Seminar Nasional Hasil Penelitian LP2M UNM Jurnal Kabar Masyarakat (JIMBE) Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Riset Ilmu Manajemen Bisnis dan Akuntansi Ininnawa: Jurnal Pengabdian Masyarakat Jurnal Kemitraan Responsif untuk Aksi Inovatif dan Pengabdian Masyarakat Aspirasi : Publikasi Hasil Pengabdian dan Kegiatan Masyarakat Journal of Innovative and Creativity Paramacitra : Jurnal Pengabdian Masyarakat Entrepreneurship, Management, and Business Research Journal Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi Kolaborasi: Jurnal Hasil Kegiatan Kolaborasi Pengabdian Masyarakat IJHABS Jurnal Ilmiah Manajemen Dan Kewirausahaan Lestari: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmu Manajemen
Abadi, Rahmat Riwayat
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Negeri Makassar
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Journal : EKONOMIKA45

 1 
Pengaruh Harga Terhadap Keputusan Pembelian E-Commerce Tokopedia Dimediasi oleh Brand Image pada Mahasiswa Manajemen Universitas Negeri Makassar Andi Yusril Yasmun; Chalid Imran Musa; Muhammad Ilham Wardhana Haeruddin; Romansyah Sahabuddin; Rahmat Riwayat Abadi
EKONOMIKA45 :  Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 12 No. 2 (2025): Juni: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/ekonomika45.v12i2.4360

Abstract

This study aims to determine the effect of price on Tokopedia e-commerce purchasing decisions mediated by brand image on management students of Makassar State University. This study uses a quantitative method with a descriptive approach. The population of this study was 1,607 active students and the sample was taken using a non-probability sampling technique with a purposive sampling method using the slovin formula to determine the sample so that a minimum sample of 94 respondents was obtained. Data were collected through questionnaires and analyzed using the Structural Equation Modeling Partial Least Squares (SEM-PLS) Version 3.29 application. The research results show that (1) Price has a direct, positive and significant influence on Tokopedia e-commerce purchasing decisions, (2) Price has a direct, positive and significant influence on Tokopedia e-commerce brand image, (3) Brand image has a direct, positive and significant influence on Tokopedia e-commerce purchasing decisions, (4) Brand image partially mediates the relationship between price and Tokopedia e-commerce purchasing decisions.
Co-Authors A. Afifah Humairah Abadi, Ridfan Rifaldy Abdi Akbar Idris Agung Widhi Kurniawan Ahmad Farhan, Ahmad Aliya, Sitti Nur Amiruddin Tawe Amiruddin Tawe Andhani, Rima Andi Dewi Angreyan Andi Dewi Angreyani Andi Mustika Amin Andi Shinta Ria Oktaviani Andi Yusril Yasmun Anita Anita Annisa Paramaswary Aslam Annisa Paramaswaty Aslam Antika, Wayan Rindi Anwar Anwar Anwar Anwar Anwar Anwar Ramli Anwar Ramli Arkam Susilo Aslam, Annisa Paramaswary Bernadus, Joel Glenn Burhanuddin Burhanuddin Burhanuddin Burhanuddin Burhanuddin Chalid Imran Musa Chalid Imran Musa Chalid Imran Musa Darmawinata, Widhi Nugraha Sumiharja Data, Muh. Umar Dwi Anugerah Lestari Musa Dwi Nurvania Edar Haeruddin, M. Ilham Wardhana Hardiyanti, Andi Aryani Hasbiah, Siti Hasbiah, Sitti Hasmyati, Hasmyati hasyim, hasyim Ichwan Musa, Muh. Idayanti Nursyamsi Idris, Muhammad Istiyansyah Ulman Ilma Wulansari Hasdiansa Ipoatmodjo, Tenri S. P. D Irwanto, Denia Isma Azis Riu Kamil, Usman Kartika Septiary Musa Kartika Septiary Pratiwi Khaidir Syahrul Khaidir Syahrul M Taslim Dangnga M. Ikhwan Maulana Haeruddin M. Ilham Wardhana H. Matthew W. McCarter Muh. Umar Data Muh. Yaqhzan Muh. Yushar Mustafa Muhaimil Sulhaid Musa, M. Ichwan Musa, Muh Ichwan Musa, Muhammad Ichwan Mustafa, Muh. Yushar Mustafa, Muhammad Yushar My Sarah Imran Natsir, Uhud Darmawan Nur Azizah Nur Fitri Nur Indah Atifah Anwar Nurfadillah Nurhalim, Muh Ridho Nurizzati Nurizzati Nurjannah Nurjannah Nurjannah Nurman Nurman Nurul Fadilah Aswar Paramaswary Aslam, Annisa Parawansa, Dian Anggraece Sigit Pratiwi, Andi Citra Putra, Muh Al Fatah Arief Putri, Annisa Mawaddah Arief Qhalby, Zakira Rezky Amalia Hamka Rezky Amalia Hamka Ridfan Rifadly Abadi Risma Risma, Risma Riu , Isma Azis Romansyah Sahabuddin Ruma, Zainal Saleh, Reyna Eka Saputri Sayba, Sayba Siti Aizah Mahardika Amar Siti Hasbiah Siti Hasbiah Sitti Hasbiah Sitti Hasbiah Sitti Hasbiah Syahir Fadli Syahrul, Khaidir Syamsuddin, Andi Reni Tawe, Amiruddin Tenri Sayu Puspitaningsih Dipoatmodjo Uhud Darmawan Natsir Wulansary, Ilma Zainal Ruma