Consumer Purchase Decisions Research Articles

Product aesthetics and consumer buying decision in the cosmetic sub-sector in Nigeria

In the recent modern marketing age, there is huge competition of product atheistic due to changing life style of the consumers and the improvement in cosmetic products. Every organization focuses on the packaging positioning of products because that is the main tool of stimulating consumer buying decision. The objective of this paper was to examine the effect of product aesthetics on the consumer buying decision. This research identified the relationship between the dependent and independent variables. This survey research consists on the primary data which were collected through the distribution of the questionnaire and SPSS software was b used for the purpose of the analysis. This study consists on the response of the 100 respondents and tested the reliability of the model. Findings shows that the dimensions of product atheistic such as product information and product packaging have positive effect on consumer buying decision. Results also shows that the dimensions of product packaging explain the variability of consumer buying decision of cosmetic brands in selected super supermarkets. The study recommended that management of supermarkets should engage the services of professionals who are knowledgeable about customer reactions towards product information and texts in order to continuously develop and improve on their packaging so as to boost their consumer purchase decision. Keywords: Product Aesthetics, Product Information, Product Packaging, Consumer and Buying Decision.

Analysis Brand Image, Product Quality, And Brand Ambassador On Customer Purchase Decision For Scarlett Whitening Product In Sidoarjo

The tight business competition between companies today means that all companies want to be the best to attract the attention of consumers. Scarlett Whitening is a company that reached a sales record of 1 billion in 4 hours when collaborating with Exo. EXO is used as a strategy to attract consumers to buy this product. However, Scarlett Whitening consumers do not only look at the type of product or quality, consumers also look at the advantages in terms of the brands that are most popular. This research aims to examine the influence of Brand Image, Product Quality, and Brand Ambassador on Consumer Purchasing Decisions in Sidoarjo. This type of research is quantitative using descriptive statistical data analysis methods and testing methods including: Validity Test, Reliability Test, Classical Assumption Test, and Hypothesis Test. Data collection took the form of distributing questionnaires which produced valid data for 100 samples. The results show that the brand image variable has an insignificant positive influence. Meanwhile, the product quality and brand ambassador variables have a positive and significant effect.

A Review on the Impact of Social Media and the Internet on Consumer Purchasing Decisions

This essay's goal is to examine the nuanced effects of social media and the internet on consumers' decision-making processes while making purchases. Due to the quick advancement of Internet technology and the enormous popularity of social media platforms, social media serves as a vital forum for customer interaction and communication as well as the formation of opinions that have a significant impact on consumers' decision-making processes when making purchases. A significant quantity of information about how social media and the Internet affect consumer buying decisions has been gathered through sample analysis and literature reviews. The research framework is established in the literature review portion. The data collection and analysis of the earlier samples was utilized in the sample analysis phase to validate the research findings and identify the precise mechanisms by which social media and networks influence consumer purchase decisions. The following factors primarily illustrate how social media and the Internet affect consumer purchasing decisions: First, social media offers a wealth of product information via e-live broadcasting and other channels. Users may explore, search, and compare products to gain a more thorough understanding of them and to assess them more critically, enabling them to make better purchasing decisions. Second, social media advertising, word-of-mouth marketing, and user reviews have a big influence on consumers' purchasing decisions, which are frequently impacted by other people's assessments and opinions. Furthermore, social media influences consumers' psychological views and emotional reactions, which in turn influences their purchasing decisions.

Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen (Survei pada Konsumen Lazatto UNSIL di Kota Tasikmalaya)

This study aims to determine the simultaneous and partial effects of Brand Image and Brand Awareness on Consumer Purchasing Decisions at Lazatto UNSIL Consumers in Tasikmalaya City. the research method used in this research is an associative quantitative method with a survey approach. The population in this study amounted to 100 respondents. The type of data used in this study is primary data obtained through questionnaire data. The data analysis used is multiple linear regression analysis, correlation coefficient, and coefficient of determination. The results of this study indicate that Brand Image and Brand Awareness simultaneously have a significant effect on Consumer Purchasing Decisions at Lazatto UNSIL Consumers in Tasikmalaya City. Brand Image partially, has a significant effect on Consumer Purchasing Decisions at Lazatto UNSIL Consumers in Tasikmalaya City. Brand Awareness partially, has a significant effect on Consumer Purchasing Decisions at Lazatto UNSIL Consumers in Tasikmalaya City.

THE EFFECT OF SERVICE QUALITY AND PRICE ON PURCHASE DECISIONS AT D'CREPES PONDOK INDAH MALL SOUTH JAKARTA

This study aims to analyze the effect of service quality and price on consumer purchase decisions at D'Crepes Pondok Indah Mall, South Jakarta. The research employs a quantitative method with an associative approach, where service quality and price serve as independent variables, and purchase decisions act as the dependent variable. Data was collected through questionnaires distributed to 100 respondents. The findings indicate that both service quality and price significantly influence consumer purchase decisions, both partially and simultaneously. Simple linear regression analysis reveals that service quality has a strong impact on purchase decisions, while price also exerts a considerable influence. Additionally, multiple linear regression confirms that service quality and price together have a very strong correlation with purchase decisions, accounting for 76.4% of the variation in consumer behavior. This research emphasizes the importance of providing high-quality service and setting appropriate prices to improve consumer purchase decisions. However, the study acknowledges several limitations, including the restricted number of variables analyzed and the sole use of questionnaires for data collection. Further studies are recommended to explore additional factors such as location, promotion, and brand image, and to expand the sample size for broader insights.

THE INFLUENCE OF SERVICE QUALITY AND PRICE ON PURCHASE DECISIONS IN CLOTHING STORES AT PARUNG MARKET

This study aims to identify the influence of service quality and price on the purchase decisions of clothing at stores in Parung Market, both partially and simultaneously. The research is associative and quantitative, with consumers of Parung Market stores as the subjects. The sample consists of 90 individuals selected using Slovin’s formula. Data collection was done through questionnaires, and the data were analyzed using various tests, such as validity and reliability tests, classical assumption tests, linear regression, correlation coefficient, determination coefficient, and partial and simultaneous hypothesis testing. All analyses were performed using SPSS version 25. The results show that service quality affects purchase decisions, with a positive relationship demonstrated by the regression equation. The correlation coefficient indicates a fairly strong relationship between service quality and purchase decisions. In addition, price has a significant influence on purchase decisions, with a higher correlation coefficient compared to service quality. Simultaneously, both service quality and price together influence purchase decisions. This relationship is strengthened by the high and significant correlation coefficient. The conclusion of this study is that both service quality and price, individually or together, play an important role in influencing consumer purchase decisions at Parung Market.

Impact of Celebrity Endorsements on Consumer Buying Decisions – A Conceptual Framework

The use of celebrity endorsement has become a prevalent strategy in contemporary marketing, embraced by numerous large corporations. This approach is characterized by a well-known individual leveraging their public recognition to promote a specific product or service. The study employed exploratory research methods alongside a qualitative framework, which included an extensive review of existing literature, leading to the development of a conceptual model. The findings of the research indicate that certain key attributes are essential for a celebrity to be deemed suitable for endorsement roles. These attributes include congruency, flexibility, expertise, attractiveness, longevity, and likeability, all of which contribute to the effectiveness of the endorsement in enhancing brand visibility and consumer engagement.

The influence of message frame and product type on green consumer purchase decisions : an ERPs study

Green consumption is a crucial pathway towards achieving global sustainability goals. Product-oriented green advertisements can effectively stimulate consumers’ latent needs and convert them into eventual purchasing intentions and behaviors, thereby promoting green consumption. Given that neuromarketing methods facilitate the understanding of consumers’ decision-making processes, this study combines prospect theory and need fulfillment theory, employing event-related potentials (ERPs) as measures to explore changes in consumers’ cognitive resources and emotional arousal levels when confronted with green products and advertising information. This enables inference regarding consumers’ acceptance of purchasing and their psychological processes. Behavioral results indicated that message framing influences consumers’ purchases, with consumers consuming more green in response to negatively framed advertisements. EEG results indicated that matching positive framing with utilitarian green products was effective in increasing consumers’ cognitive attention in the early cognitive stage. In the late stage of cognition negative frames stimulated consumers’ mood swings more, and the influence of product type depended on the role of message frames, and the consumption motivation induced by the product, whose influence was overridden by external evaluations such as message frames. These research findings provide an explanation for the impact of frame information on consumers’ purchasing decisions at different stages, assisting marketers in devising diverse promotional strategies based on product characteristics to foster the development and practice of green consumption. This will further embed the concept of green consumption advocated by organizations such as the United Nations Environment Programme (UNEP), World Wildlife Fund (WWF), and Greenpeace into the public consciousness.

Enhancing appeal of aggregate payment framing: effects of temporal payment framing and goal proximity on consumer purchase decisions

Purpose The purpose of this paper is to examine how temporal payment framing (i.e. segregate vs aggregate framing) and goal proximity (i.e. proximal vs distal goals) influence consumer purchase decisions. Design/methodology/approach Study 1 included four laboratory experiments and examined the moderating role of goal proximity in temporal payment framing. Study 2, using Facebook and a firm’s website for an online field experiment with a data set of 38,731 impressions, extended Study 1, enhancing the generalizability of the findings. Findings Consumers exhibited a stronger purchase intention for segregate payment framing. This effect became less pronounced when goal proximity was coupled with temporal payment framing. If products or services emphasized a distal goal, individuals showed greater responses for aggregate payment framing rather than segregate payment framing. The effect was substantial, demonstrating a consistent behavioral pattern in individuals’ browsing choices, including browsing duration and the number of pages viewed. Research limitations/implications Future studies ought to investigate if the alignment of goal proximity and temporal payment framing holds consistent across different product types, such as utilitarian versus hedonic products, or search goods versus experience goods. Practical implications Marketers can improve the effectiveness and efficiency of their marketing strategies by crafting persuasive messages where the monetary offer is in harmony with the goal proximity. Originality/value Temporal payment framing literature has focused on payment framing; however, consumers make their decisions based on a combination of factors rather than solely on payment framing. This study identifies the moderating role of goal proximity.

The Influence of Social Media, SEO (Search Engine Optimization), and Mobile Applications on Consumer Purchasing Decisions at PT. Udayana Bali Ambassador

Consumer behavior is changing significantly due to the development of technology and the internet, which has impacted transaction activities from conventional to online. In Indonesia, the increase in internet users has made it easier for consumers to access information and compare products before purchasing. This requires companies, including PT Udayana Bali Ambassador, to understand the influence of digital elements such as social media, SEO, and mobile applications on consumer purchasing decisions. The three digital marketing elements are essential in building consumer relationships, increasing visibility, and facilitating buying. The combination of these three strategies creates an effective digital marketing ecosystem. This research aims to analyze the influence of social media, SEO, and mobile applications on consumer purchasing decisions at PT Udayana Bali Ambassador. The research method used is quantitative and descriptive, with data collection through questionnaires distributed online to 97 respondents. Instrument tests include validity, reliability, and classical assumption tests such as normality, multicollinearity, and heteroscedasticity. Data analysis was conducted using multiple linear regression to test the effect of independent variables on the dependent variable. The results showed that social media, SEO, and mobile applications significantly influence consumer purchasing decisions. The calculated F value in this study has exceeded the F table value, namely, 407.078> 3.092, which means that social media (X1), SEO (Search Engine Optimization) (X2), and Mobile Application (X3) simultaneously affect consumer purchasing decisions (Y). Based on this, it can be concluded that social media, SEO, and mobile applications influence consumer purchasing decisions.

The Influence of Word of Mouth, Product Quality, and Perception of Benefits on the Decision to Purchase, with Consumer Trust as a Mediator

Consuming milk is part of a healthy lifestyle for people worldwide, including in Indonesia. Among mammal milk types, goat's milk offers greater benefits. In Indonesia, the milk market, particularly for maintaining bone strength with high calcium content, is quite popular. The variety of goat milk products encourages consumers to assess them, influencing purchase interest and decisions. This research aims to determine the impact of word of mouth, product quality, and perceived benefits on Etawa Goat Milk purchasing decisions, with consumer trust as a mediator. The sample consisted of 150 active Etawa milk (Provit) consumers. Data was collected via questionnaires distributed through Google Forms using a 1-10 interval scale. Data analysis employed the Partial Least Squares approach using structural equation modeling. The findings reveal that word of mouth, product quality, and perceived benefits positively influence purchasing decisions, mediated by consumer trust. This research provides insights into improving Etawa milk (Provit) product quality to enhance consumer purchasing decisions.

The Role of Experiential and Viral Marketing Strategies in Increasing Brand Equity in Consumer Purchase Decisions for Tasikmalaya City Online Food Delivery Services

This study uses a descriptive quantitative approach with data collection through questionnaires and interviews from 400 respondents. Data analysis was carried out with a combination of exploratory and confirmatory factor analysis (CFA) and model feasibility testing using SEM-AMOS with the Service-Dominant Logic (SDL) approach. The results of the study indicate that experiential marketing and viral marketing have a positive and significant influence on brand equity and consumer purchasing decisions. In addition, increasing brand equity also has a positive impact on purchasing decisions. This study provides a practical contribution to the development of marketing strategies in the online food delivery service industry by emphasizing the importance of integration and interaction in creating value for customers.

Pengaruh Komunikasi Pemasaran, Kualitas Produk, dan Label Halal terhadap Keputusan Pembelian di TikTok Shop

TikTok is a effective medium to promote and selling product. Because Tiktok has hundred of thousand users, which of course makes the product known to various group. This application has been successfully used by various brand to promote their products to consumers, especially to cosmetic industry, both local product and international brand. One of local product that dominates market share is Wardah Kosmetik as with its trademark as halal cosmetics. This study aims to analyze and examine the factors influence consumer purchase decisions Wardah Lipstick products of TikTok aplication users. These factors include the product quality, promotion and halal label. The research used the quantitative with regression analysis method. The sampling method used purposive sampling and the number of samples used in this study amounted to 75 respondents source was distribution of questionnaires to TikTok users in Central Lombok by online via WhatsApp. The data were analysed with IBM SPSS version 21 and analysis was carried out by several tests such as validity test, realibility test, classic assumption test, linear regression analysis and coefficient of determination test. The results of this study indicate that the product quality, promotion and halal label has a significant effect on purchase decisions Wardah Lipstick products of TikTok aplication users. The findings of this study can be reference uses as a reference for future researchers who will study similar problems. This research can also be a reference for companies to always be able to maintain aspects of product quality, promotion and halal label in designing and determining effective and efficient markering policies.

An integrated analysis of consumer purchase decision-making on second-hand trading platforms: evidence from china

ABSTRACT In the context of circular economy and sustainable development, second-hand trading platforms are in the preliminary stages of development, revealing the consumer behavior of second-hand trading platform consumers has become a challenging topic. Previous studies have often used technology acceptance models to analyze consumers’ acceptance of electronic commerce platform technologies. However, these studies have not analyzed consumer purchase decision-making well, lacked affective explanations of the logic of consumer decisions, and lacked discussions of multiple stakeholders. Therefore, this study proposes a comprehensive framework model for consumer decision making on second-hand trading platforms. We analyzed consumer purchase decision process, identified three key dimensions eight factors. Through a combination of the ABC attitude model and the technology acceptance model, we sorted out a hypothetical model consisting of cognitive, affective, and behavioral. Then, we validated and analyzed the empirical results in China using the partial least squares structural equation technique. The findings underscore the significant impact of product and platform dimensions on consumer sentiment and behavior. Theoretically, this study advances the understanding of consumer decision-making in the context of second-hand platforms, particularly within the framework of the circular economy. Practically, it offers actionable insights for merchants and platform operators to enhance user experience and service quality, thereby supporting the sustainable growth of e-commerce.

The Digital Echo: The Influence of Digital Marketing Channels on Brand Awareness and Consumer Purchase Decisions

This study explore the impact of the digital marketing strategies ( Social Media Marketing, Email Marketing, Content Marketing and Online Advertising) on brand awareness while investigating to what extent does this resulting effect subsequent affects consumer purchase decisions. Understanding these relationships can allow businesses to tailor their marketing programs to produce higher brand visibility and an increased flow of consumers. The study employed quantitative research design and data was collected using online survey questionnaire from 265 respondents. Data analysis was performed using SmartPls software. The results of the study suggest that Social Media Marketing, Email Marketing, Content marketing and Online Advertising all have positive relationship in designed model with brand awareness. Moreover, the research demonstrates that consumers are more likely to purchase based on brand recognition. This study found strong relationships between social media, email, content, online advertising, brand awareness, and purchasing decisions. Brand awareness increases purchasing intention and consumer loyalty. A personalized and integrated digital marketing strategy is needed since different digital marketing channels have different effects on brand awareness and buying decisions. This study adds to the literature by showing how digital marketing methods affect brand awareness and purchasing decisions. This study helps marketers optimize their digital marketing strategies and improve brand performance in the digital age by explaining the complex relationship between digital marketing and customer behavior. It also emphasizes the need for a comprehensive strategy to digital marketing, since digital channels influence consumer perceptions and buying behavior.

Decoding consumer purchase decisions: exploring the predictive power of EEG features in online shopping environments using machine learning

This study explores the use of machine learning algorithms and EEG data to predict consumer purchasing decisions in an online shopping context. In a field experiment with 66 participants, we observed 328 decision-making instances. Two key EEG features—power spectral density (PSD) and prefrontal asymmetry index (PAI)—were analyzed. We employed traditional classifiers (KNN, RF, SVM) and a shallow neural network to assess predictive performance. Various feature selection methods (F-Score, T-value, Correlation, PCA, recursive feature elimination) were utilized. The results showed the SVM with a Gaussian kernel achieving the highest accuracy of 87.1%. Results underscore the significant roles of frontal and occipital regions in purchasing decisions. The PAI indicated the prefrontal cortex’s critical role in processing cognitive and emotional dimensions, while occipital PSD features highlighted visual processing and attention management in an online shopping environment. These findings affirm the potential of EEG features in consumer behavior analysis and emphasize the importance of advanced machine learning for interpreting neural decision-making correlates. This study provides a foundation for enhancing neuromarketing strategies and creating more engaging customer experiences, suggesting a comprehensive framework for improving marketing effectiveness and understanding consumer decision-making.

Analyzing the Influence of Price, Promotion, and Trust on Consumer Purchase Decisions: A Study of Mr. Frozen Food on the Shopee Marketplace

AbstractThis research investigates the impact of price, promotion, and trust on consumer purchasing decisions for Mr. Frozen Food through the Shopee platform. Applying a quantitative approach with a sample of 100 respondents, the study reveals that both price and trust significantly and positively influence purchasing decisions, while promotion has a significant negative effect. The regression analysis shows that all three variables collectively influence purchasing decisions, with an adjusted R square of 98.8%. These results highlight that competitive pricing and consumer trust are key drivers of purchasing behavior, whereas promotional strategies may require reassessment. The study offers valuable insights for shaping marketing strategies within the e-commerce sector. AbstrakStudi ini meneliti dampak harga, promosi, dan kepercayaan terhadap keputusan pembelian konsumen Mr. Frozen Food di platform Shopee. Dengan pendekatan kuantitatif yang melibatkan 100 partisipan, penelitian ini menemukan bahwa harga dan kepercayaan konsumen memiliki pengaruh positif signifikan terhadap keputusan pembelian, sementara promosi berdampak negatif signifikan. Hasil analisis regresi menunjukkan bahwa ketiga variabel tersebut secara simultan memengaruhi keputusan pembelian, dengan nilai adjusted R square sebesar 98,8%. Temuan ini menegaskan pentingnya harga yang kompetitif dan kepercayaan dalam meningkatkan keputusan pembelian konsumen, sementara efektivitas promosi memerlukan evaluasi lebih lanjut. Penelitian ini memberikan kontribusi bagi pengembangan strategi pemasaran di industri e-commerce.

TikTok live Streaming: The Role of Influencers in Shaping Consumer Purchase Decision

This study aims to determine the role of influencers in TikTok live streaming, promotion and trust in purchase urchase intention. The research method used in this research is descriptive quantitative. The sample in this study were 100 people. The sampling technique used is nonprobability sampling with saturated sampling. The approach used in this study was accidental sampling. The types of data used in this study are primary data and secondary data, where secondary data is used to strengthen the background of the problem. The measurement scale used is a questionnaire with a Likert scale of 1-5. The tests carried out in this study are validity and reliability tests, hypothesis testing, inner model, outer model and r square. The tool used to test the hypothesis is the Structural Equation Model (SEM) with the SPSS. The results of this study are that promotion and trust have a positive and significant effect on TikTok Live influencers in Yogyakarta, while promotion and trust have a positive effect on TikTok consumer buying interest, while the Influencer variable mediates the relationship between promotion and consumer buying interest TikTok Live in Yogyakarta.

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.