Pengaruh Product Quality Dan Fashion Lifestyle terhadap Keputusan Pembelian yang Dimoderasi Digital Marketing pada Produk Thrift Renara Store di Kabupaten Mamasa

Yenny Nuery (Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Negeri Makassar)
Sitti Hasbiah (Fakultas Ekonomi dan Bisnis, Universitas Negeri Makassar)
Ilma Wulansari Hasdiansa (Fakultas Ekonomi dan Bisnis, Universitas Negeri Makassar)
Isma Azis Riu (Fakultas Ekonomi dan Bisnis, Universitas Negeri Makassar)
Nurul Fadilah Aswar (Fakultas Ekonomi dan Bisnis, Universitas Negeri Makassar)

Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi
Vol. 5 No. 3 (2026): September

This study aims to analyze the influence of product quality and fashion lifestyle on purchasing decisions for Renara Store’s thrift products in Mamasa Regency, as well as to analyze the role of digital marketing as a moderating variable. The study employs a quantitative approach with an explanatory design. A total of 170 respondents were selected using non-probability sampling via the purposive sampling technique. Data were collected through online questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS version 4. The results indicate that: (1) product quality has a positive and significant effect on purchasing decisions; (2) fashion lifestyle has a positive and significant effect on purchasing decisions; (3) digital marketing positively and significantly moderates the effect of product quality on purchasing decisions; and (4) digital marketing positively and significantly moderates the effect of fashion lifestyle on purchasing decisions. The study concludes that enhancing product quality and aligning with fashion lifestyle orientations not only directly drive purchasing decisions but are also further reinforced by the effectiveness of digital marketing strategies implemented through live streaming and social media content.