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Pengaruh Attractiveness Terhadap Buying Decision dengan Competitive Advantage Sebagai Variabel Moderasi dalam Perspektif Manajemen Bisnis Syariah

Year: 2025

Type: article

Abstract: This study examines the effect of attractiveness on buying decisions with competitive advantage as a moderating variable in the context of sharia business management. The research was conducted on consumers of “Sahabat” beef kiosk in Pringsewu using a quantitative approach and SmartPLS analysis. The results show that attractiveness significantly influences buying decisions, and competitive advantage strengthens this effect. In sharia business, ethical attractiveness and trustworthy competitive advantage support purchase decisions with spiritual value.

Source: El-Mal Jurnal Kajian Ekonomi & Bisnis Islam

DOI: 10.47467/elmal.v6i9.9813

Authors: Husni Ainurridho, Suhendar, Zathu Restie Utamie

Institution: Universitas Islam Negeri Raden Intan Lampung

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4413889267

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