<![CDATA[This study aims to analyze the effect of product availability, service quality, and promotion on the purchasing decisions of Alfagift app users in Parepare City with Islamic lifestyle as a moderating variable. The study uses a quantitative approach with a survey method on 125 housewives selected through purposive sampling. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS. The outer model test results showed that all indicators met the validity and reliability criteria with factor loading values > 0.70, AVE > 0.50, and Composite Reliability > 0.70. The inner model test produced an R² value of 0.780, indicating the model's strong explanatory power. The hypothesis test results prove that product availability (β = 0.515), service quality (β = 0.383), and promotion (β = 0.445) have a positive and significant effect on purchasing decisions. In addition, Islamic lifestyle has a significant effect and is able to positively moderate the influence of these three variables on purchasing decisions, thereby strengthening the role of religious values in digital consumption behavior.]]>
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