THE INFLUENCE OF LIFESTYLE, SKEPTICAL ATTITUDE TO E-COMMERCE TRANSACTIONS IN MODERATE ADVERTISING (Case Study of Sungai Penuh City and Kerinci Regency)

Abstract

Lifestyle is broadly identified as a way of life that is identified by how people spend their time (activities), what they consider important in their environment (interests), and what they think about themselves and the world around them. Bearden, et al (2002) argued about the effect of variations in advertised price information and differences in consumer skepticism towards advertisements for familiar brands and unfamiliar brands. The skeptical attitude of consumers towards advertising is mostly due to the low level of consumer knowledge about the brand. The high price of products that are informed in advertisements for product brands that are not well known by consumers, makes consumers skeptical about the truth of price information in advertisements for these products. Research methodology. Analysis Tools, Statistical Analysis Using SEM AMOS Structural Equation Modeling (SEM) is a statistical tool used to solve multilevel models simultaneously which cannot be solved by linear regression equations. Conclusion: Lifestyle, Skeptical Attitude and Advertising contributed 80.8%. The remaining 19.2% is contributed by other variables not examined in the study. Thus proving Lifestyle, Skeptical Attitude and Advertising together contribute to Purchasing Decisions using E-commerce in the City of Sungai Full and Kerinci district. Keywords: Lifestyle, Skeptical Attitude and Advertising together contribute to Purchase Decision.