Pengaruh Affiliate Marketing, Perceived Price Dan Lifestyle Terhadap Purchasing Decision Dengan Mental Accounting Sebagai Variable Moderasi (Studi Pada Masyarakat Di Kota Surabaya)
Daftar Isi:
- Digital Marketplace exists to meet the needs of the community in the Era of Society 5.0 which can save time and costs. This study aims to find out how individuals manage finances and evaluate their purchasing decisions against offers that are difficult to miss from a mental accounting perspective by examining the effect of Affiliate Marketing, Perceived Price, and Lifestyle on Purchase Decisions. The population in this study is the respondents of Digital Marketplace users in the city of Surabaya with the age of 15-35 years. The sampling technique used is non-probability sampling with a sample of 110 respondents. The data analysis technique used is a survey technique through a questionnaire. Based on the results of the study, it shows that Affiliate Marketing, Perceived Price, and Lifestyle have a significant effect on Purchase Decisions. And Mental Accounting is able to moderate the relationship between variables. Keywords: Mental Accounting, Affiliate Marketing, Price Perception, Lifestyle, Purchase Decision