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All Journal Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi
Triyani, Winny Viola
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Economics, Econometrics & Finance Education Social Sciences Other

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UNDERSTANDING ONLINE PURCHASE INTENTION THROUGH ATTRACTIVENESS OF INFLUENCER, BRAND IMAGE, AND PRICE DISCOUNT STRATEGIES Triyani, Winny Viola; Wibowo, Setyo Ferry; Monoarfa, Terrylina Arvinta
Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi Vol. 5 No. 3 (2024): Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi
Publisher : Faculty of Economics and Business, Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/jpepa.0503.16

Abstract

This study aims to examine how attractiveness of social media influencers influence online purchase intention and brand image, brand image influence online purchase intention and price discount influence online purchase intention of Wardah products in Jabodetabek area. This study uses a quantitative method with a purposive sampling technique. Respondents in this study were 200 of female Wardah users in Jabodetabek area. The data analysis technique used structural equation modeling (SEM) with AMOS 24 software. The results demonstrated that: (1) attractiveness of social media influencers had positive and significant influence on online purchase intention, (2) attractiveness of social media influencers had positive and significant influence on brand image, (3) brand image had positive and significant influence on online purchase intention, (4) price discount had positive and significant influence on online purchase intention of Wardah products in Jabodetabek area.
Co-Authors Monoarfa, Terrylina Arvinta Setyo Ferry Wibowo