Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Bina Bangsa Ekonomika
Yeni Septyani
Universitas Muhammadiyah Surakarta
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH INFLUENCER, BRAND IMAGE, PRICE, DAN PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE DENGAN LIFESTYLE SEBAGAI VARIABEL MODERATING Yeni Septyani; Yuli Tri Cahyono
Jurnal Bina Bangsa Ekonomika Vol. 17 No. 2 (2024): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jbbe.v17i2.652

Abstract

This study aims to analyze the influence of influencers, brand image, price, and product quality on purchase decisions in e-commerce with lifestyle as a moderating variable. This study uses a quantitative approach method with purposive sampling techniques. The type of data in this study is primary data with a collection method through questionnaires that have been made by researchers. The distribution of the questionnaire was carried out through a google form with a total of 102 respondents. The results of the study provide empirical evidence that influencers and product quality are influential, while brand image and price have no effect on purchase decisions in e-commerce. Furthermore, lifestyle is not able to moderate between influencers, price, and product quality, while lifestyle is able to moderate between brand image and purchase decisions in e-commerce
Co-Authors Yuli Tri Cahyono