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All Journal IJEBA (International Journal of Economic, Business & Applications)
Marhadi Marhadi
Riau University
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Effect of Product Quality and Price with The Halal Label as a Moderating Variable on Purchasing Decisions Zoya Halal Cosmetics in Pekanbaru City Masita Isnania; Rendra Wasnury; Marhadi Marhadi
INTERNATIONAL JOURNAL OF ECONOMICS, BUSINESS AND APPLICATIONS Vol 7, No 2 (2022)
Publisher : Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31258/ijeba.7.2.53-74

Abstract

The purpose of this study is to determine the effect of product quality and price on purchase decisions for Zoya brand halal cosmetics in Pekanbaru, using halal labels as a moderating variable. The population in this study are consumers who have purchased and used Zoya cosmetics and are domiciled in the city of Pekanbaru. The sampling technique is non-probability sampling, with a total sample of 128 respondents. This study uses structural equation modeling with partial least squares (SEM-PLS) in analyzing the data. The results showed that product quality had a positive and significant effect on purchasing decisions. Price has a positive and significant effect on purchase decisions. As a moderating variable, the halal label strengthens the positive relationship between product quality and purchase decisions. Furthermore, the halal label acts as a moderator, weakening the negative relationship between price and purchase decision
The Effect of Shopping Lifestyle and Fashion Involvement on Purchase Decision with Impulse Buying as an Intervening Variable In E-commerce Shopee Ayu Sari Dewi; Aida Nursanti; Marhadi Marhadi; Mida Aprilina Tarigan
IJEBA (INTERNATIONAL JOURNAL OF ECONOMICS, BUSINESS AND APPLICATIONS) Vol 8, No 1 (2023)
Publisher : Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31258/ijeba.8.1.49-68

Abstract

This study aims to analyze the influence of shopping lifestyle and fashion involvement on purchasing decisions with impulse buying as an intervening variable on e-commerce shopee. This research was conducted on all consumers domiciled in Indonesia who had purchased products at Shopee e-commerce.In this study, it consists of four variables, namely one bound variable, one intervening variable, and two free variables. These variables are: Impulse Buying (Y2), Purchasing Decision (Y1), Fashion Involvement (X2), Shopping Lifestyle (X1). This study was conducted using a sample of 132 people with questionnaire crossing. The data analysis tool used for hypothesis testing is path analysis with a Partial Least Square (PLS) approach using the SmartPLS ver 3.0 software application. The results of this study state that: 1) shopping lifestyle has a positive and significant effect on impulse buying; 2) fashion involvement has a positive and significant effect on impulse buying; 3) Impulse buying has a positive and significant effect on the whiteness of the purchase; 4) shopping lifestyle has a positive and significant effect on purchasing options; 5) fashion involvement has a positive and significant effect on purchasing decisions; 6) shopping lifestyle has a positive and significant effect on purchasing decisions ventilated by impulse buying; 7) Fashion involvement has a positive and significant effect on purchasing decisions that are ventilated by impulse buying.
Co-Authors Aida Nursanti Ayu Sari Dewi Masita Isnania Mida Aprilina Tarigan Rendra Wasnury