The Influence of Islamic Advertising Ethics, Consumer Satisfaction, Brand Image on Online Purchasing Decisions
(1) * Donny Dharmawan Mail (Manajemen, Fakultas Ekonomi Universitas Krisnadwipayana (FE UNKRIS), Provinsi : DKI Jakarta, Indonesia)
(2) Elizabeth Elizabeth Mail (FEB Manajemen, Jurusan : Manajemen Pemasaran, Universitas Budi Luhur, Provinsi : DKI Jakarta, Indonesia)
(3) Silvia Ekasari Mail (cSTIE MANAJEMEN BISNIS INDONESIA, Indonesia)
(4) Luh Komang Candra Dewi Mail (Manajemen, Jurusan : Pemasaran, Universitas Triatma Mulya, Provinsi Bali, Indonesia)
(5) Loso Judijanto Mail (IPOSS Jakarta Indonesia, Jakarta, Indonesia)
*corresponding author

Abstract


The purpose of this research is to analyze the factors that can influence
online purchasing decisions of Shopee application users. These factors
consist of Islamic advertising ethnics, consumer satisfaction, brand
image. This research applies quantitative techniques and is analyzed
using IBM SPSS version 25. Sampling applies the purposive sampling
method and the number of samples for this research is 110 respondents
obtained by distributing questionnaires to Shopee users in Surabaya
online via WhatsApp. The data was analyzed through several stages of
testing, namely validity testing, reliability testing, classical assumption
testing, multiple linear regression analysis and determination coefficient
testing. The results of this research show that this study shows that
Islamic advertising ethnics, consumer satisfaction, have a positive and
significant effect on online purchasing decisions, while brand image
does not have a significant effect on online purchasing decisions at
Shopee

Keywords


Purchasing Decision; Shopee; Islamic Advertising Ethnics; Consumer Satisfaction; Brand Image

   

DOI

https://doi.org/10.29099/ijair.v8i1.1.1324 		      

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