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Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Produk Digital Pada Platform LYNK.ID

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To analyze the influence of price perception, creator credibility, and ease of use on the purchase decision of digital products on the Lynk.id platform, with the perception of Artificial Intelligence (AI) product substitution as a moderating variable. This study employed a quantitative approach, with data collected through Google Forms. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) and processed with SmartPLS 4 software. The results reveal that price perception, creator credibility, and ease of use have a positive and significant effect on purchase decisions. The perception of AI product substitution significantly and negatively moderates the relationship between creator credibility and purchase decisions. However, its moderating effect on the relationship between price perception and ease of use with purchase decisions is not significant. These findings indicate that although AI technology is perceived as a potential substitute, price and ease of use remain the main determinants of purchase decisions, while creator credibility is more vulnerable to the influence of AI substitution perception.

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Detail Information

Series Title

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Call Number

REF 658.84 AMA a

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110101174

Classification

658.84

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Purchase Decision
Price Perception
Ease of use
Creator Credibility
Ai Product Substution Perception

Specific Detail Info

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Statement of Responsibility

Lina Fadhilah Amatullah

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