THE IMPACT OF LIFESTYLE AND PROMOTIONS ON PURCHASING DECISIONS OF THE LOCAL FASHION BRAND ROUGHNECK IN E­ COMMERCE WITH CONSUMER BEHAVIOR AS AN INTERVENING VARIABLE

Pangestu, Ida Ayu and Supriyadi, Supriyadi (2025) THE IMPACT OF LIFESTYLE AND PROMOTIONS ON PURCHASING DECISIONS OF THE LOCAL FASHION BRAND ROUGHNECK IN E­ COMMERCE WITH CONSUMER BEHAVIOR AS AN INTERVENING VARIABLE. Masters thesis, Institut Informatika dan Bisnis Darmajaya.

	Text cover tesis ida ayu pangestu pdf.pdf Download (25kB)
	Text abstrak tesis ida ayu pangestu pdf.pdf Download (20kB)
	Text halaman pengesahan tesis ida ayu pangestu .pdf Download (394kB)
	Text daftar isi cetak ida ayu pangestu.pdf Download (73kB)
	Text BAB 1.pdf Download (276kB)
	Text BAB 2.pdf Download (241kB)
	Text BAB 3.pdf Download (345kB)
	Text BAB 4.pdf Download (375kB)
	Text BAB 5.pdf Download (53kB)
	Text DAPUS.pdf Download (179kB)
	Text LAMPIRAN (2).pdf Download (1MB)

Abstract

This study aims to analyze the influence of online customer reviews and electronic promotions on purchasing decisions for Skintific cosmetic products in Shopee live shopping, with purchase intention as an intervening variable. The type of research used is associative quantitative, with a population consisting of all Skintific followers totaling 3,600,000. The sample was selected using purposive sampling, involving 400 respondents. Data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method.The results show that online customer reviews influence purchase intention for Skintific cosmetic products in Shopee live shopping. Electronic promotions also influence purchase intention. Online customer reviews have a direct effect on purchasing decisions. However, electronic promotions do not have a direct effect on purchasing decisions. Pmchase intention significantl y affects purchasing decisions. Furthermore, online customer reviews affect purchasing decisions through purchase intention. Similarly, electronic promotions influence purchasing decisions through purchase intention. Keywords: Online Customer Reviews, Electronic Promotions, Purchase Decisions, Purchase Intention.

Item Type:	Thesis (Masters)
Subjects:	600 Teknologi - Ilmu terapan > 650 Manajemen eTheses
Divisions:	Pasca Sarjana > Magister Manajemen
Depositing User:	Ida Ayu Pangestu
Date Deposited:	09 Sep 2025 06:25
Last Modified:	09 Sep 2025 06:25
URI:	http://repo.darmajaya.ac.id/id/eprint/22514

Actions (login required)

View Item