Impact of Capital Adequacy and Credit Risk on Bank Profitability, With Liquidity as An Intervening Variable

Abstract

Purpose: This study aims to examine the effect of influencer credibility, product price, and brand image on purchase decisions on the Shopee platform.

Method: This research uses a quantitative approach with an associative research design. The sample consists of 180 respondents selected through purposive sampling, with the criteria of having made purchases on Shopee within the last six months. Data were collected using a structured questionnaire with a five-point Likert scale. The data analysis technique employed is multiple linear regression, supported by validity, reliability, and classical assumption tests.

Findings: The results indicate that influencer credibility, product price, and brand image have positive and significant effects on purchase decisions, both partially and simultaneously. Among these variables, brand image has the strongest influence. The model demonstrates good explanatory power in explaining consumer purchasing behavior in e-commerce.

Novelty: This study contributes to the literature by integrating influencer credibility, pricing strategy, and brand image within a single model in the context of e-commerce in Indonesia. It also highlights the dominant role of brand image in influencing purchase decisions, providing insights for developing effective digital marketing strategies.