Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Economics, Business and Innovation Research
Muhammad Iqbal Prawira Yuda
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
The Influence Of Source Credibility And Discount Framing On Brand Reputation And Brand Image In Increasing Buying Interest In E-Commerce Shopee Indonesia Muhammad Iqbal Prawira Yuda; Albari
International Journal of Economics, Business and Innovation Research Vol. 4 No. 06 (2025): October- November, International Journal of Economics, Business and Innovation
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v4i06.2579

Abstract

This study aims to analyze the influence of source credibility, discount framing, brand reputation, and brand image on purchase intention among consumers of the Shopee Indonesia e-commerce platform. The research involved 200 respondents who have purchase intentions toward products sold on Shopee and employed a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that source credibility and discount framing significantly affect brand image, while discount framing also exerts a strong influence on brand reputation. Furthermore, brand reputation positively enhances brand image, and brand image emerges as the most dominant factor driving purchase intention, followed by brand reputation. These results indicate that marketing strategies emphasizing influencer credibility, transparent discount communication, and the strengthening of brand image and brand reputation are essential for increasing consumer purchase intention.
Co-Authors Albari