Analisis Peran Strategi Digital Marketing dan Harga Produk terhadap Keputusan Pembelian E-Commerce melalui Gaya Hidup sebagai Variabel Intervening

Abstract

As we look about digital marketing is increasingly developments, especially in digital business, and technology but with the gap of managerial gaps this results in an influence on sales. Not only digital marketing, but in terms of price and lifestyle in Indonesia also influences purchasing decisions. This research is to analyze and test the results of digital marketing strategies and product prices against purchasing decisions using LISREL 8.80 Software The research methods used are path analysis, CFA analysis or path coefficients and hypothesis tests. This type of research is descriptive research. Dora used is primary data. This data captures this study with simple random sampling. The study sample numbered 190 with a population in the DKI Jakarta area. The results of this study showed that digital marketing, product prices did not have a positive effect on lifestyle and lifestyle did not negatively affect purchasing decisions. For several other factors, digital marketing strategies, consumer behavior positively influences e-commerce purchasing decisions.