Consumer Purchase Intention Research Articles

Implementasi Strategi Influencer Marketing untuk Membangun Brand Awareness di Industri Skincare Pria

The purpose of this study is to look into how influencer marketing techniques affect brand awareness in the men's skincare market. The method used is a literature review that examines relevant literature from scientific journals, using keywords such as "Advertising," "Strategy Implementation," and "Brand Awareness." Data was collected through Google Scholar and analyzed using bibliographic annotation techniques. The results show that influencer marketing has great potential to enhance brand awareness and consumer purchase intention. The appropriate use of influencers can increase public trust and brand strength, while inappropriate influencer selection can have negative impacts. The study also emphasizes that effective influencer marketing strategies involve selecting influencers that match the product persona and using integrated and sustainable marketing strategies. Thus, companies in the men's skincare industry can utilize influencer marketing to achieve optimal results in building brand awareness and encouraging consumer purchasing decisions.

The Effect of Product Personalization on Consumer Purchasing Intention, Customer Satisfaction, Brand Loyalty and Artificial Intelligence Applications with Machine Learning

The Effect of Product Personalization on Consumer Purchasing Intention, Customer Satisfaction, Brand Loyalty and Artificial Intelligence Applications with Machine Learning

Analyzing the Impact of Coffee Company’s Marketing Campaigns and Brand Awareness on Consumer Purchase Intention

Analyzing the Impact of Coffee Company’s Marketing Campaigns and Brand Awareness on Consumer Purchase Intention

Which type of information’s quality in live streaming commerce captures consumers’ attention the most? Considering the moderating role of network size

PurposeThis study aims to identify which types of information quality influence purchase intentions the most in live streaming commerce and to examine the role of network size in this context.Design/methodology/approachWe propose a model to investigate the correlation among the quality of different information in live streaming commerce, consumer trust, network size and purchase intention. An empirical analysis of 505 questionnaires was conducted by constructing a structural equation model.FindingsThe empirical findings indicate that information quality can directly enhance purchase intention and exert an indirect influence through the mediating factors of trust in products and streamers. Perceived network size positively moderates the relationship between information quality and trust in products. Of the five types of information, the quality of bullet-screen comments information is most important to consumers.Originality/valueThis study represents the first systematic analysis of how the quality of multiple types of information in live streaming commerce influences consumer trust and purchase intention, integrated within a unified framework. It uniquely introduces network size as a moderating variable, offering both theoretical insights and practical guidance for balancing information quality with network size in live streaming commerce environments.

Consumer Intention to Purchase Organic Ice Cream: How Health Awareness and Product Knowledge Support SDG 3 on Good Health and Well-Being

Objective: The study aims to examine the factors influencing consumer purchase intention towards organic ice cream in Indonesia. Adopting organic food products aligns with SDG 3, which promotes a healthy lifestyle. Theoretical Framework: This study employs the Theory of Planned Behavior (TPB) framework as the foundation for model development. The TPB model is expanded with additional variables: health awareness and product knowledge. Method: This type of research is quantitative research with a sample of 262 respondents. The sampling technique in this study used purposive sampling, and the data collection method used a survey. To test the data collected with Structural Equation Model (SEM) Partial Least Square (PLS). Results and Discussion: Consumers with high knowledge about the health benefits of organic ice cream tend to have a higher intention to purchase it. Product knowledge has a positive and significant indirect impact on the intention to buy organic ice cream through its influence on attitude. Research Implications: Our research highlights the knowledge gap regarding organic ice cream, in developing countries such as Indonesia. By extending the TPB model, we provide a more nuanced understanding of consumer decision-making processes. Originality/Value: Theoretically, this study addresses a gap in the existing literature by examining the mediating role of attitudes in predicting the intention to purchase organic ice cream. In practice, marketers need to increase organic food advertising and conduct consumer education to help them recognize organic products and their good health effects.

Can Influencer Persona Increase the Effectiveness of Social Media Video Ads? The Mediating Effect of Consumer Perceptions of Self

Persona, a special means of image management by social media influencers (SMIs), has become a trending phenomenon and it is expected to substantially affect SMIs’ persuasiveness and ad effect. This study aims to explore the impact of SMIs’ personas constructed through personal values on the effectiveness of social media video ads. Adopting the Stimulus-Organism-Response (S-O-R) framework, this study validates how SMIs’ personas constructed through self-enhancement values and self-transcendence values affect consumer cognitive processes and responses. Consumer behavioral intentions are used to verify the effectiveness of ads derived by SMIs. The findings reveal that influencers’ personas constructed by values can promote consumer purchase intention and forwarding intention. Consumer perceptions of self (i.e., ideal self and actual self) have a mediating role. Results also show that SMIs’ personas with self-enhancement values are more effective in stimulating female consumers’ forwarding intention, whereas personas with self-transcendence values are more influential in female consumers’ purchase intention. This study enriches the influencer marketing literature by providing a more tailored understanding of the impact of SMIs’ personas and extending the applicability of value theory. It also provides insights for stakeholders involved in influencer marketing on how to significantly capitalize on the benefits and deploy marketing campaigns.

PENGARUH STRATEGI PEMASARAN TERHADAP MINAT BELI PELANGGAN PADA PAKET WISATA DI NUANSA TOUR AND TRAVEL BANDUNG (STUDI KASUS PADA NUANSA TOUR AND TRAVEL BANDUNG TAHUN 2023)

This research aims to identify and analyze the impact of marketing strategies on consumer purchase intention at Nuansa Tour and Travel Bandung. This research uses a descriptive quantitative method with a survey approach, utilizing questionnaires distributed to consumers who have seen Nuansa Tour and Travel content on social media. The variables studied include the marketing mix (product, price, place, promotion, people, process, and physical evidence) and consumer buying interest, which are measured using a Likert scale. The data analysis technique uses a simple linear regression test to determine the relationship between marketing strategies and purchase intention. This research provides insight for Nuansa Tour and Travel in developing more effective marketing strategies to increase consumer buying interest. Recommendations include improving service quality, adjusting competitive prices, optimizing distribution channels, and strengthening promotions through social media. Thus, Nuansa Tour and Travel can better fulfill consumer needs and preferences and increase their competitiveness in the tourism market.

Price Sensitivity and the Influence of Green Knowledge on Consumer Attitude and Purchase Intention in the Context of Sustainable Goods

Background and Objective - Legislators and organizations trying to encourage sustainable consumption as a result of evolving consumer tastes and economical limitations need to recognize how these issues interact. This study aimed to assess the relationship among price sensitivity (PS), green knowledge (GRK), female consumers attitude (CA), and purchase intention (PI) for sustainable goods. Methodology - Using a questionnaire of 250 female consumers, this study examines hypotheses related to the factors using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) methodology. Results - The connection among GRK and CA for sustainable goods is moderated by PS, with greater GRK increasing PI. Nevertheless, PS affects the desire of customers to pay charges. Conclusion - In an atmosphere of competition, this study emphasizes the influence of price strategies and awareness among female consumers while highlighting the significance of PS and GRK in encouraging sustainable consumption patterns.

Social Media Marketing, Brand Image, Brand Awareness, Perceived Quality And Purchase Intention In Skincare Product Users

This study aims to examine the influence of social media marketing on brand image, brand awareness, and perceived quality in skincare product users. Research methods using quantitative approach descriptive causality. The sample consisted of 105 respondents who are active skincare users on instagram. Data were collected through online questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that social media marketing has a significant and positive influence on brand image, brand awareness, and perceived quality, which can increase purchase intention. These findings indicate that an increase in social media marketing can increase consumer purchase intention. Based on the results of this study, it is recommended that skincare companies are advised to continue to optimize social media marketing strategies to build a positive brand image, increase brand awareness, and strengthen perceived quality in order to create consumer desire to buy products.

Analysis of factors ifluencing consumer purchase intention on electric motorcycle

Analysis of factors ifluencing consumer purchase intention on electric motorcycle

Examining the Influence of Digital Media Marketing on Consumer Purchase Intentions

Digital marketing tactics, such as social media advertisements and online promotions, have an impact on customers' propensity to make purchases, influencing their purchasing decisions and behaviors. The effect of digital media marketing on consumers' intentions to purchase, is the term used to describe this phenomenon. Digital media marketing tactics have a problem that they can't take into consideration the variety of customer behaviors, which could result in generalized findings that are not applicable to certain market personal preferences. Randomly collected 180 participants for this study to find the impact of digital media marketing on customer buying intentions, and randomly questionnaires were collected. There are some factors depicted in this study that Consumer Purchase Intension (CPI) is a dependent variable, and independent variables such as Perceived Relevance (PR), Frequency of Exposure (FE), Content Quality (CQ), Platform Trust (PT), and Social Proof (SP). Digital media marketing's effect on consumers' ability to make purchases is investigated using statistical analysis using PLS-SEM, CFA, reliability, and Cronbach's alpha. The results of this investigation indicate a strong connection between CPI and digital media marketing and with reliable structures and believable models, it has successfully influenced consumer behavior and decision-making processes.

Impact of Website Reputation and Source Credibility on Perceived Ewom Credibility and Consumer Purchase Intentions

Impact of Website Reputation and Source Credibility on Perceived Ewom Credibility and Consumer Purchase Intentions

Branding and Labelling in Agribusiness: The Influence on Consumer Perception and Purchase Intentions

Branding and Labelling in Agribusiness: The Influence on Consumer Perception and Purchase Intentions

Purchase intention toward E-pharmacy: the consumption value perspective

Purpose This study aims to examine consumer purchase behavior towards E-pharmacy from a consumption value perspective. For this purpose, the influence of consumption values on consumer purchase intention is evaluated. Further, the role of consumer involvement in online purchase setup in the context of E-pharmacy is observed using moderation analysis. Design/methodology/approach The study used a cross-sectional survey design, wherein the respondents in the Delhi-National Capital Region of India were approached using a purposive sampling method. Responses received through the structured questionnaire were subjected to analysis using Smart PLS Version 4.0.9.6. Findings Results indicate a significant influence of functional (partial), emotional, social and conditional values on consumers’ purchase intention. Moreover, the moderation effect of consumer online involvement is seen in functional value (partial) and emotional value–purchase intention relationships. Research limitations/implications This study reinforces the use of the consumption value perspective to explain consumer purchase behavior toward information system (IS)-based platforms such as E-pharmacy. Some of the results, in this context, that did not establish significant relationships between a given form of consumption values and purchase intention, open up the possibilities of retesting the said relationships in the future. The researchers would realize the benefit of such examinations, as the E-pharmacy sector further evolves and matures in the future. Further, the successful establishment of a significant moderating role of consumer online involvement in certain consumption value-purchase intention relationships such as safety, perceived convenience and comfort value paves the way for future researchers to explore consumer online involvement for a similar role in IS research. Practical implications This study provides cues for E-pharmacy marketers to focus on enhancing product safety, usage comfort, users’ social image and awareness toward health consciousness that will help build purchase intention and assist in overcoming the challenges in the long run. It further suggests that marketers should have a strong re-look at forming price value perceptions and they must enhance the interactive features of the company’s mobile apps/websites with the help of the emerging artificial intelligence tools to re-orient the epistemic value and perceived convenience value toward E-pharmacy services. Furthermore, this study recommends following digital marketing practices to increase consumer online involvement, which would help strengthen perceived convenience formation that would otherwise be difficult to attain for E-pharmacy consumers. Originality/value This study provides novel insight into consumer purchase intention evaluation through the consumption value perspective in an emerging E-pharmacy market. The consumption value frame of reference helps to understand consumers’ buying rationale that affects their buying behavior beyond the initial adoption. Further, the moderation analysis of consumer online involvement provides an additional dimension to understanding consumer buying behavior concerning E-pharmacy.

The Effect of Green Product Awareness on Online Consumer Loyalty Based on Consumer Purchase Intention

The Effect of Green Product Awareness on Online Consumer Loyalty Based on Consumer Purchase Intention

Unravelling the Effect of Consumer Perception of CSR Practices of Multinational Enterprises on Consumer Purchase Intention: Insights from the Sri Lankan FMCG Sector

Due to increased market potential, Multinational enterprises offering fast-moving consumer goods have grown rapidly in developing countries such as Sri Lanka. Accordingly, the main objective of this study is to investigate how CSR practices in the MNE FMCG sector of Sri Lanka affect consumer purchasing intentions through the mediation of brand image, brand attitude, and perceived quality. A positivist research paradigm has been adopted in this study. Accordingly, self-administered questionnaires were distributed among 200 consumers of MNE FMCGs and the structural equation modeling technique was adopted to generate the study's statistical conclusions. It was found that consumer purchase intention is influenced by the CSR practices of MNE FMCG companies, while brand attitude, brand image and perceived quality partially mediate the aforementioned relationship.This study unravels the actual effect of CSR practices of MNEs on consumer purchase intention especially in the context of South Asia based on the theoretical foundations of Social Exchange theory and the Theory of Planned Behaviour. This would be in contrast to extant literature which seems to have inconsistent findings on this relationship.

Impact of E-Word of Mouth (E-WOM) on Consumers’ Purchase Intention for Cosmetic Products: The Mediating Role of Brand Image (With reference to Facebook Users)

Social media marketing (SMM) is one of the emergent trends and a different marketing strategy that advertisers worldwide use today with the competition. In day-to-day life, cosmetics play a significant part as cosmetics are used as a regular ritual by almost everyone. The Electronic Word of Mouth (E-WOM) generated by the comments on social networking sites can influence the consumers’ purchasing decisions due to the vital role played by the SMM. However, consumers' adoption of E-WOM information is influenced by different factors. This study aims to investigate factors that affect E-WOM adoption on consumer purchase intention with the mediating effect on the brand image. The lack of research attention has been given on the impact of E-WOM on purchase intention with the mediating effect of Brand image. Hence, the current research addresses the knowledge and empirical gap. The researcher used the quantitative method and the data was collected from a sample of 384 respondents from Facebook users from Generation Z residing in Western province based on random sampling techniques. The collected data were analyzed by the Smart PLS. According to the findings, the researcher concluded that E-WOM has a significant impact on purchase intention. Further, results revealed a partially mediating effect of brand image on the relationship between E-WOM and purchase intention. The findings provide insights for cosmetics marketers to successfully manage the E-WOM activities. Moreover, the spread of accurate information through Facebook can foster a strong brand image, which will finally result an actual purchase behavior by consumers.

PENGARUH GREEN MARKETING TERHADAP MINAT DAN KEPUTUSAN PEMBELIAN KONSUMEN PT. SINAR SOSRO TABANAN

Ecological problems due to the increasing volume of plastic waste are a global concern, with several Asian countries including Indonesia as the main contributor of plastic waste to the oceans. PT Sinar Sosro hopes that by implementing green marketing it can influence customer purchasing decisions which include customer confidence and confidence in the products purchased. This study aims to evaluate the impact of green marketing on consumer choice and purchase intention at PT Sinar Sosro Tabanan Branch Office. The type of research used is quantitative research. The research subjects were all consumers of PT Sinar Sosro Tabanan Head Office with samples taken using accidental sampling technique totaling 60 samples. Partial Least Square (PLS) was used as a data processing tool. The results found that environmentally friendly marketing has a positive and significant effect on purchase intention with a coefficient of 0.788, and a purchase decision coefficient of 0.646. Purchase intention is also shown to mediate the impact of green marketing on purchasing decisions with a partial effect. Good implementation of green marketing increases consumer purchasing decisions and purchase interest, and supports PT Sinar Sosro in maintaining market share in the midst of intense beverage industry competition.

Determinants of consumer buying decisions: Evidence from Azerbaijani coffee shop market

In a highly competitive Azerbaijani coffee shop market, knowing what drives consumer behaviour is crucial for marketers and businesses looking to separate out from the competition and encourage customer loyalty. The article examines the effects of brand image, product quality and price on consumer purchase intention. The study is based on marketing theory, consumer behavior theory and the concept of customer-centric marketing. The methods of logical-structural, quantitative, factor and regression analysis are used. Within the scope of the research, the data were collected through an online questionnaire. The data set of the study is represented by data from an online survey of 298 customers of coffee shops in the city of Baku, collected in the period April-May 2023. According to the findings of the study, brand image, product quality and price, which are independent variables, have a significant and positive effect on the dependent variable, the purchase intention. The results contribute to the understanding that businesses need to focus on building a strong brand image in order to increase consumer purchase intention. By gaining a deeper comprehension of the factors influencing the purchasing decisions of customers, businesses can create more effective marketing campaigns, increase their market share, develop a solid market position and build consumer loyalty in an increasingly competitive environment. The study adds to the ongoing discussion about customer-centric marketing by throwing new insight on the elements that influence consumer behaviour.

Examining the Impact of Wine Influencers' Characteristics on Consumer Attitudes, Purchase Intention, and Actual Wine Purchase

Using the Elaboration Likelihood Model, this study examines the impact of wine influencers' characteristics on consumers' attitudes, purchase intentions, and actual buying behavior. A survey of 404 social media users was conducted using a structured questionnaire. The structural modeling analysis found that perceived credibility impacts attitudes toward influencers but not recommended brands. However, perceived expertise and trust strongly predict attitudes toward influencers and brands. Congruence has no significant impact. Attitudes toward influencers and brands positively correlate with purchase intention, which, in turn, leads to actual purchases. These insights offer marketers a roadmap for leveraging wine influencers' characteristics to impact consumer behavior effectively