Building Purchase Decisions For Fashion Products in E-Commerce: The Role Of Social Media Endorsers, Viral Marketing, And Perceived Quality

Lilis Purwitasari ; Hesti Respatiningsih ; Dewi Shanti Nugrahani
International Journal of Islamic and Economic Educ... 📅 2025 Vol 2, No 1 🔗 DOI: 10.70062/greeneconomics.v2i1.162
Abstract
The purpose of this study was to see how social media endorsements, viral advertising, and perceived quality can build Shopee consumers' decisions in Purworejo Regency to buy fashion products in e-commerce. We conducted data analysis using regression, t-test, and F-test on a sample of 107 respondents. The results showed that social media endorser and viral marketing variables had a positive and significant effect on purchase decisions, while perceived quality did not show a significant positive impact. These findings highlight the importance of marketing strategies that incorporate social media endorsers and viral marketing in influencing consumer purchase decisions. This research provides valuable insights for marketers in designing effective campaigns for fashion products on e-commerce platforms.
Keywords
Purchase decision; Social media endorsers; Viral marketing; Perceived quality
How to Cite

Lilis Purwitasari, et al. (2025). Building Purchase Decisions For Fashion Products in E-Commerce: The Role Of Social Media Endorsers, Viral Marketing, And Perceived Quality. International Journal of Islamic and Economic Education, 2(1). https://doi.org/10.70062/greeneconomics.v2i1.162

Lilis Purwitasari; Hesti Respatiningsih; Dewi Shanti Nugrahani, "Building Purchase Decisions For Fashion Products in E-Commerce: The Role Of Social Media Endorsers, Viral Marketing, And Perceived Quality," International Journal of Islamic and Economic Education, vol. 2, no. 1, 2025.

Lilis Purwitasari; Hesti Respatiningsih; Dewi Shanti Nugrahani. "Building Purchase Decisions For Fashion Products in E-Commerce: The Role Of Social Media Endorsers, Viral Marketing, And Perceived Quality." International Journal of Islamic and Economic Education, vol. 2, no. 1, 2025.

Lilis Purwitasari; Hesti Respatiningsih; Dewi Shanti Nugrahani. "Building Purchase Decisions For Fashion Products in E-Commerce: The Role Of Social Media Endorsers, Viral Marketing, And Perceived Quality." International Journal of Islamic and Economic Education 2, no. 1 (2025).

Lilis Purwitasari, et al. (2025) 'Building Purchase Decisions For Fashion Products in E-Commerce: The Role Of Social Media Endorsers, Viral Marketing, And Perceived Quality', International Journal of Islamic and Economic Education, 2(1). doi: 10.70062/greeneconomics.v2i1.162.

Lilis Purwitasari; Hesti Respatiningsih; Dewi Shanti Nugrahani. Building Purchase Decisions For Fashion Products in E-Commerce: The Role Of Social Media Endorsers, Viral Marketing, And Perceived Quality. International Journal of Islamic and Economic Education. 2025;2(1).

Artikel Terkait

The Effect of Corporate Commitment, Organizational Civilization Behavior, and Personal Compensation on Employee Performance with Work Achievement as a Moderator Study Hj. Fatimah Sulhan Hospital, Demak Regency

Aditya Angger Wibowo

Reconstructing Islamic Financial Management Philosophy through a Dynamic Maqashid al-Shariah Framework

Liya Setiawati; Muhardi Muhardi

Profit Analysis of the Banana Chips Home Industry in Unaaha City

Sarty Syarbiah; Tauwi Tauwi

The Effect of Gamification on Learning Motivation and Positive Perceptions of Economics in the Tenth Grade of High School

Mustaman Mustaman; Elpisah Elpisah; Saripuddin Saripuddin; Suarlin Suarlin

The Effect of AI-Based Digital Teaching Materials on the Motivation and Learning Outcomes of High School Stu-dents

Dian Ariswati; Muhammad Fahreza W; Andi Mulyadi Radjab

Muslim Students’ Perception of Green Economy Education in Promoting Ethical and Sustainable Economic Awareness

Lady Eka Rahmawati; Eliza Noviriani; Elshad Yusifov
Tren Sitasi Jurnal