Perceived Value Sebagai Pemediasi Hubungan Antara Pengaruh Brand Image dan Hedonic Shopping Terhadap Purchase Decision The Body Shop

Penulis

  • Syifa Rizkika Rahmani Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala
  • Syarifah Evi Zuhra Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala
  • Rizki Amalia Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

DOI:

https://doi.org/10.58812/jmws.v4i12.3252

Kata Kunci:

Brand Image, Hedonic Shopping, Purchase Decision, Perceived Value, Body Shop

Abstrak

Studi ini bertujuan menganalisis pengaruh Brand Image dan Hedonic Shopping terhadap Purchase Decision, dengan Perceived Value sebagai variabel mediasi pada Konsumen produk The Body Shop di Kota Banda Aceh. Sampel ditentukan melalui purposive sampling sehingga didapatkan 152 konsumen The Body Shop. Analisis data melalui Partial Least Square (PLS) guna memahami pengaruh antar variabel. Hasil studi menyatakan Brand Image dan Hedonic Shopping memengaruhi Purchase Decision. Selain itu, Perceived Value terbukti memengaruhi purchase decision. Uji indirect effect membuktikan perceived value berperan sebagai mediasi yang signifikan pada pengaruh brand image dan hedonic shopping terhadap purchase decision.

Referensi

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Unduhan

Dimensions

Diterbitkan

2025-12-31

Terbitan

Vol 4 No 12 (2025): Jurnal Multidisiplin West Science

Bagian

Artikel

Lisensi

Hak Cipta (c) 2025 Syifa Rizkika Rahmani, Syarifah Evi Zuhra, Rizki Amalia

Creative Commons License

Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.

Cara Mengutip

Perceived Value Sebagai Pemediasi Hubungan Antara Pengaruh Brand Image dan Hedonic Shopping Terhadap Purchase Decision The Body Shop. (2025). Jurnal Multidisiplin West Science, 4(12), 2731-2743. https://doi.org/10.58812/jmws.v4i12.3252