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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA)
Letitia, Shareen
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Economics, Econometrics & Finance Social Sciences

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ADVERTISING ATTRACTIVENESS, PRICE DISCOUNT, INFLUENCER MARKETING CUSTOMER PURCHASE DECISION MEDIATING BY ONLINE CUSTOMER REVIEWS: A STUDY FROM FASHION H&M DI ZALORA Purba, John Tampil; Letitia, Shareen
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

This study aims to evaluate the influence of advertising attractiveness, price discount, and influencer marketing on purchasing decisions for H&M fashion products on the Zalora platform. The research also pays attention to the role of online customer reviews as a mediator in influencing marketing factors on purchasing decisions. The research method uses a quantitative approach by distributing electronic questionnaires through Google Forms in the JABODETABEK area with respondents aged 13-45 years. The data collected will be analysed using IBM SPSS Statistics version 26 and AMOS version 26. The results showed that advertising attractiveness, price discount, and influencer marketing have a positive influence on purchasing decisions, supported by online customer reviews as a mediator. This research is expected to deepen the understanding of marketing factors that are significant in making purchasing decisions and contribute to future research.
ADVERTISING ATTRACTIVENESS, PRICE DISCOUNT, INFLUENCER MARKETING CUSTOMER PURCHASE DECISION MEDIATING BY ONLINE CUSTOMER REVIEWS: A STUDY FROM FASHION H&M DI ZALORA Purba, John Tampil; Letitia, Shareen
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to evaluate the influence of advertising attractiveness, price discount, and influencer marketing on purchasing decisions for H&M fashion products on the Zalora platform. The research also pays attention to the role of online customer reviews as a mediator in influencing marketing factors on purchasing decisions. The research method uses a quantitative approach by distributing electronic questionnaires through Google Forms in the JABODETABEK area with respondents aged 13-45 years. The data collected will be analysed using IBM SPSS Statistics version 26 and AMOS version 26. The results showed that advertising attractiveness, price discount, and influencer marketing have a positive influence on purchasing decisions, supported by online customer reviews as a mediator. This research is expected to deepen the understanding of marketing factors that are significant in making purchasing decisions and contribute to future research.
Co-Authors Purba, John Tampil