Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi
Rizki Fajar, Mohammad
Unknown Affiliation
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
Analisis Variabel-Variabel Yang Memengaruhi Keputusan Pembelian Konsumen Di Pameran Sepatu Jakarta Sneakers Day Rizki Fajar, Mohammad; Suhud, Usep; Febrilia, Ika
SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Vol. 1 No. 5 (2023)
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sinomika.v1i5.602

Abstract

This study aims to analyze the influence of digital marketing, viral marketing, brand prestige, brand loyalty, and lifestyle variables on purchasing decisions for local brand sneakers at Jakarta Sneakers Day. The method of data collection is using the survey method with likert type purposive sampling. The object of this research is 227 respondents who were visitors to Jakarta Sneakers Day in Jabodetabek. This research used SPSS software version 25 and SEM (Structural Equation Modelling) AMOS version 25 for data analysis. The result of this study suggest: 1) digital marketing has a positive and significant effect on purchasing decisions, (2) viral marketing has a positive and significant effect on purchasing decisions, (3) brand prestige has a negative and insignificant effect on purchasing decisions. (4) brand loyalty has a positive and significant effect on purchasing decisions. (5) lifestyle has a positive and significant.
Co-Authors Ika Febrilia Usep Suhud