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All Journal EKONOMIS : Journal of Economics and Business
Subianto, Dwi
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Economics, Econometrics & Finance

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Pengaruh Influencer dan Inovasi Produk Terhadap Keputusan Pembelian Kahf dengan E-Commerce sebagai Moderating Subianto, Dwi; Basuki, Kustiadi
Ekonomis: Journal of Economics and Business Vol 8, No 1 (2024): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v8i1.1322

Abstract

This study aims to determine the effect of influencers and product innovation on Kahf buying decisions with e-commerce as moderating. Data analysis used the SmartPLS version 4.0 tool with a sample size of 154 respondents. The population in this study are consumers in North Jakarta with purposive sampling. The results in this study are that influencers and innovations have a significant and positive influence on purchasing decisions. E-commerce as moderation strengthens the relationship between influencers and purchasing decisions. E-commerce as a moderator weakens the relationship between product innovation and purchasing decisions.
Co-Authors Kustiadi Basuki