Electronic Resource

Pengaruh Influencer Marketing Kualitas Konten dan Diskon Harga Terhadap Keputusan Pembelian Lozy Hijab dengan Self Control Sebagai Variabel

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"This study aims to test and analyze the influence of influencer marketing, content
quality, and discounts on Lozy HIjab purchasing decisions moderated by self-control. The method
in this study uses a causal quantitative method. The sampling technique in this study is the Non
Probability and Purposive sampling methods. The number of samples using the Slovin formula
and there are 220 respondents. In this study, data was obtained from distributing online
questionnaires. The data analysis technique uses the Partial Least Square Structural Equation
Modeling (PLS-SEM) technique. The results of the study indicate that the variables of content
quality and discounts have a positive and significant effect on purchasing decisions. While the
influencer marketing variable has no effect on purchasing decisions. And self-control can
significantly moderate the effect of discounts on purchasing decisions.
Kaywords: Influencer marketing, content quality, price discount, self control, purchasing decision"

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Detail Information

Series Title

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Call Number

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Publisher

Bogor : Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah., 2025

Collation

1580 – 1600

Language

Indonesia

ISBN/ISSN

NIM.2110101085

Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

Vol 7 No 9 (2025)

Subject(s)

Purchasing Decision
influencer marketing
Self Control
Price Discount
Content Quality

Specific Detail Info

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Statement of Responsibility

Siti Aisyah ; Afif Zaerofi

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