Abstract
One aspect that can lead to consumer purchasing decisions is the influence of information in electronic or online media. The information in such media is more effective compared to the ones in social life. The electronic media have greater accessibility and greater reach since consumers use online media with the aim of sharing their own experiences to a brand, product, or service that they have experienced. In the case of fashion model, the consumers use electronic commerce (e-commerce) electronic payment (e-payment) for purchasing. Using the fashion model as a moderating variable, this study shows that e-commerce has a positive and significant impact on purchasing decisions. At the same time, e-payment has a positive and significant effect, fashion models have a positive and significant effect.
Highlights
To survive in a business competition, companies must have something that can influence purchasing decision of their consumers
This study aims to determine the effect of e-commerce, e-payment and fashion models on purchasing decisions
(2) E-payment has a positive effect on purchasing decisions, meaning that the easier the online payment method, the more comfortable consumers will purchase online
Summary
To survive in a business competition, companies must have something that can influence purchasing decision of their consumers. Based on the description above the first hypothesis (H1) is as following: H1: E-commerce has an effect on buying decision Based on the description above the second hypothesis (H2) is as following: H2: E-Payment has an effect on buying decision The Influence of Fashion Models on Buying Decision Fashion models can Moderate the Effect of E-Commerce on Decisions Purchase
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
