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All Journal JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi
I Putu Artha Yasa Wijaya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH HARGA DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION E-MARKETPLACE DENGAN MEDIASI CITRA MEREK I Putu Artha Yasa Wijaya; Ni Luh Anik Puspa Ningsih; Indiani, Ni Luh Putu
JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi Vol. 7 No. 1 (2024): JIMEK VOLUME 7 NO 1 2024
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/jimek.v7i1.5517

Abstract

This study aims to analyze the influence of price and product design on the purchase decision of e-marketplace fashion products with brand image mediation in Bali Province. This study obtained 200 valid samples. This study used PLS-based SEM as an analytical tool. The results showed that price, product design, and brand image have a positive and significant influence on brand image and purchase decision. Brand image mediates the influence of price and product design on purchase decision. Aspects that need to be considered to increase purchase intention through prices are ensuring prices are affordable by the target market, prices in accordance with product quality, competitive prices with similar competitors' offers, prices following the benefits obtained by consumers, and providing regular discounts. In the product design aspect, namely up-to-date clothing models, varied product design choices, materials with long durability, comfortable products to wear, and stylish. In brand image, marketers need to ensure the brand is known to consumers, has a good reputation, and builds a good emotional connection with consumers.
Co-Authors Ni Luh Anik Puspa Ningsih Ni Luh Putu Indiani