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All Journal Jurnal Pendidikan dan Konseling Jurnal Ilmiah Edunomika (JIE) Jurnal Informatika Ekonomi Bisnis Al-Kharaj: Journal of Islamic Economic and Business JMK Jurnal Manajemen dan Kewirausahaan Jurnal Pengabdian Kepada Masyarakat Abdi Putra WAVE: Jurnal Ilmiah Teknologi Maritim
Evi Sirait
Politeknik Maritim Negeri Indonesia
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Languange, Linguistic, Communication & Media Mathematics Mechanical Engineering Public Health Transportation Other

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The Role of Brand Image as a Moderator in the Influence of Social Media, Online Prices, and Customer Reviews on Purchasing Decisions in E-Commerce Evi Sirait; Riani Prihatini Ishak; Vera Selviana Adoe; Damaris Yvette Koli; Andry Mochamad Ramdan
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10205

Abstract

This study aims to analyze the influence of social media, online prices, and customer reviews on purchasing decisions in e-commerce with brand image as a moderating variable. The research method used is a quantitative approach with an associative research type. Data were collected by distributing questionnaires to consumers who have made purchases on e-commerce platforms, using a purposive sampling technique. Data analysis was conducted using the Partial Least Squares (PLS-SEM) method and Moderated Regression Analysis (MRA) to test the role of moderating variables. The results show that social media, online prices, and customer reviews partially and simultaneously have a positive and significant influence on purchasing decisions. Social media can increase purchasing interest through interactive and informative content, online prices are a primary consideration in choosing a product, while customer reviews play a role in building consumer trust. In addition, brand image is proven to moderate the relationship between social media, online prices, and customer reviews on purchasing decisions by strengthening the influence of all three variables. The conclusion of this study is that purchasing decisions in e-commerce are influenced by a combination of digital marketing factors and brand perceptions. Therefore, business actors are advised to optimize the use of social media, set competitive prices, manage customer reviews well, and build a strong brand image to increase consumer trust and loyalty.
Co-Authors Abdul Karim Ahmad Salabi Alya Elita Sjiooen Andry Mochamad Ramdan Arif Rakhman Suharso Ario Hendarto Chevy Herli Sumerli Damaris Yvette Koli Deri Herdawan Djoko Widagdo Dwihandoko, Toto Heru Erwin Sutantyo Fitri Suprapti Hasmirati Hasmirati Hayu Lusianawati Heppi Syofya, Heppi Hutagalung, Maasyithah Indra Iryanto Nur Hidayat Iwan Harsono Jarul Mustajirin Junus Paulus Patty Kirtyana Nindita Muhamad Azkia Muhamad Risal Tawil Musran Munizu Purwanto Rahindra Bayu Kumara Riani Prihatini Ishak Rizal R. Manullang Saifuddin Zuhri Setyoningrum, Ari Ani Dyah Siska Armawati Sufa Sunday Ade Sitorus Susanti Susanti Susanto Susanto Tuti Sulastri Vera Selviana Adoe Widar Bayu Wantoro Zunan Setiawan