Electronic Resource

aAnaisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Produk Digital Pada Platform LYNK.ID

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To analyze the influence of price perception, creator
credibility, and ease of use on the purchase decision of
digital products on the Lynk.id platform, with the
perception of Artificial Intelligence (AI) product
substitution as a moderating variable.
This study employed a quantitative approach, with data
collected through Google Forms. The data were analyzed
using Structural Equation Modeling-Partial Least Squares
(SEM-PLS) and processed with SmartPLS 4 software.
The results reveal that price perception, creator credibility,
and ease of use have a positive and significant effect on
purchase decisions. The perception of AI product
substitution significantly and negatively moderates the
relationship between creator credibility and purchase
decisions. However, its moderating effect on the
relationship between price perception and ease of use with
purchase decisions is not significant. These findings
indicate that although AI technology is perceived as a
potential substitute, price and ease of use remain the main
determinants of purchase decisions, while creator
credibility is more vulnerable to the influence of AI
substitution perception.

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Availability

Detail Information

Series Title

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Call Number

REF 658.84 AMA a

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

MBS

Language

Indonesia

ISBN/ISSN

NIM.2110101174

Classification

658.84

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

price perception
Purchase Decision
Ease of Use
Creator Credibility
Ai Product Substution Perception

Specific Detail Info

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Statement of Responsibility

Lina Fadhilah Amatullah

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