Consumer Purchase Decisions Research Articles

Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Minuman Esteh Indonesia di Kecamatan Kedamean Kabupaten Gresik

The beverage industry is becoming increasingly competitive, making it crucial for businesses to establish a strong brand image and product quality to attract consumers. This study aims to analyze the influence of brand image and product quality on purchase decisions for Esteh Indonesia drinks. A quantitative research method was employed, untilizing non-probability sampling techniques. Data was collected through questionnaires distributed to 50 respondets in Kedamean District, Gresik Regency. Multiple linear regression analyseswas used as the data analysis technique. The findings revealed that brabd image has a positive impact on purchase influence, while product quality does not have a significant positive impact on purchase decisions for Esteh Indonesia drinks. However, the influence of brand images was found to be stronger than that of product quality. These findings suggest that Esteh Indonesia should maintain its brand image and enhance product quality to reinforce consumer purchase decisions. additionally, Esteh Indonesia should cultivate a positive brand image through various marketing strategies to enchance brand appeal among costumers.

The Influence Of Ambassador Brand, Price And Product Quality On Decisions To Purchase Ms Glow Products In Borobudur

This research aims to analyze the influence of brand ambassadorship, price, product quality on purchasing decisions for Ms Glow products. The sample in this study were 37 respondents who had purchased MS Glow products. The data collection technique used was a survey method with the research instrument used was a questionnaire. The results of the instrument test stated that the data in this study was proven to be valid and reliable. In the Classic Assumption Test, it is stated that the data in this study is normally distributed and produces a regression model that is free from multicollinearity, heteroscedasticity, autocorrelation. The results of this research prove that: 1) The R Square value is 0.759. This means that 75.9% of the variations in APBD preparation variables can be explained by the Brand Ambassador, Product Price and Product Quality variables which jointly influence Product Purchasing Decisions. Meanwhile, the remaining 24.1% is explained by other factors outside the model. researched. 2) Partially, the ambassador brand has a significant influence on the decision to purchase Ms Glow products. 3) Partially, product quality has a significant influence on the decision to purchase Ms Glow products. 4) Simultaneously, the ambassador brand and product quality have a significant influence on the decision to purchase Ms Glow products. These results have implications for future researchers to study consumer behavior towards various environmentally friendly toiletry products. The findings of this research have implications for Ms Glow producers to formulate pricing strategies to be able to influence consumer purchasing decisions.

The Impact of Social Media on Consumer Purchasing Decisions

The Impact of Social Media on Consumer Purchasing Decisions

Pengaruh Customer Review dan Customer Rating Terhadap Keputusan Pembelian Konsumen pada Marketplace Shopee: Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Bengkulu

Purchasing decision is a process where consumers evaluate various alternative choices and choose one or more alternatives based on certain considerations. Several factors that influence the purchasing decisions of online shopping consumers are customer reviews and customer ratings. This study aims to determine the effect of customer reviews and customer ratings on consumer purchasing decisions. This type of research is quantitative research with a descriptive approach. The population of this study were all students of the Faculty of Economics and Business, University of Muhammadiyah Bengkulu, who use the Shopee marketplace. The number of research samples was 90 people. Data collection was carried out by distributing questionnaires. The data analysis technique uses multiple linear regression analysis techniques. The results of data analysis obtained multiple linear regression equations as follows: Y = 1.577 + 0.483 X1 + 0.360 X2. The results of the analysis show that partially customer review has a positive and significant effect on purchasing decisions (tcount = 5,350 and Sig = 0.000) and customer rating has a positive and significant effect on purchasing decisions (tcount = 3,747 and Sig = 0.000). Simultaneously, there is an influence of customer review and customer rating on purchasing decisions (Fhitung = 85,744 and Sig = 0.000). It is recommended for online traders in the Shopee marketplace to be able to increase consumer purchasing decisions by increasing consumer confidence through increasing positive customer reviews and customer ratings.

The Influence of E-WOM Through Social Media TikTok on Aerostreet Product Brand Awareness

The development of technology has had a huge impact on business actors in marketing their products. The dissemination of information about marketed products can develop rapidly in a more effective and efficient manner. From this phenomenon, business people take advantage of promotions through EWOM or word of mouth promotions on social media. Social media that is currently popular with various groups in Indonesia is Tiktok. This research aims to determine whether or not there is an influence of Electronic Word of Mouth on brand awareness of Aerostreet products on Tiktok which can influence consumer purchasing decisions. This research uses an associative method to see the influence of one variable on other variables using a quantitative approach. The research results show that the hypothesis test shows that the T value is greater than the T table, namely T count is 15,323 and T table is 1,922. This means that Electronic Word of Mouth has a significant influence on brand awareness of the Aerostreet brand on Tiktok.

The Effect of Marketing Mix on Consumer Satisfaction and Purchase Decisions on Honda Motorcycles

This study analyzes the influence of marketing strategies on consumer satisfaction and Honda motorcycle purchase decisions in Siak Regency. This study uses a quantitative approach with a survey method, collecting data from respondents who use Honda motorcycles through a closed questionnaire. The research was conducted in Siak Regency from September 2023 to July 2024. The data collected was processed and analyzed using statistical methods, including Structural Equation Modeling (SEM) analysis. The results show that product variables have a positive and significant influence on consumer satisfaction and purchase decisions, while price has a significant effect only on purchase decisions. Distribution and promotion channels did not show a significant influence on either consumer satisfaction or purchase decisions. Consumer satisfaction also does not have a significant effect on purchase decisions. The conclusion of this study is that product quality and competitive prices are important factors in improving the decision to buy Honda motorcycles in Siak Regency.

The Influence of Social Media Marketing and Electronic Word Of Mouth on Consumer Purchase Decisions of Coil Rocket Builds in Sidoarjo

The Influence of Social Media Marketing and Electronic Word Of Mouth on Consumer Purchase Decisions of Coil Rocket Builds in Sidoarjo

The impact of co-branding on consumer purchase intentions in the automotive industry

This study aims to delve into the influence of co-branding on consumer purchase intentions in the automotive industry and the impact of brand image. It seeks to analyze how co-branding is carried out, its characteristics, and how it affects consumers' brand perceptions and purchase decisions, especially exploring consumers' acceptance and willingness to buy co-branded products. A quantitative research methodology is adopted, involving questionnaire design and data collection through an online survey. Multiple analyses, such as frequency, reliability, validity, factor, correlation, and regression analyses, are conducted to examine the data. Co-branding has a positive effect on consumer purchase intention. Brand fit, innovativeness, and product complementarity are crucial factors contributing to the success of co-branding. Brand image has a positive moderating impact, and complementary brand images enhance consumers' purchase intention. The study also reveals that these factors can explain a significant portion of the variance in purchase intention. Automobile brands can enhance their attractiveness and market competitiveness by engaging in co-branding with suitable brands, focusing on brand fit, innovation, and product complementarity. Maintaining and enhancing a positive brand image is of great importance. Additionally, demographic information can help brands target consumers more effectively and design co-branding campaigns that better meet consumers' needs and preferences. These findings offer practical guidance for marketers to utilize co-branding strategies more efficiently and boost brand value.

A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON THE BUYING BEHAVIOUR OF CUSTOMERS

In today's marketing landscape, celebrities play a crucial role in advertising, leveraging their credibility and allure to enhance the effectiveness of campaigns. Marketers strategically utilize celebrities from various fields to capture consumer attention and influence purchasing decisions, particularly in regions like India where celebrity adoration is profound. This study delves into the transformative impact of celebrity endorsements on consumer purchasing patterns and brand perception, examining the intricate interplay between celebrity influence and consumer decision-making processes. Concurrently, the consumer buying decision process is explored, highlighting the stages individuals undergo when considering a purchase from identifying a need to post-purchase evaluation. Understanding these processes sheds light on how celebrities and consumer behaviours intersect, shaping marketing strategies and brand outcomes.

PENGARUH LOKASI, RASA, DAN CIRI KHAS TERHADAP LOYALITAS KONSUMEN GUNA MENINGKATKAN KEPUTUSAN PEMBELIAN PADA MAKANAN KHAS DI KABUPATEN SELUMA DESA AIR TERAS

This study is entitled The Influence of Location (X1), Taste (X2), Characteristics (X3) on Consumer Loyalty (Y) in order to increase Consumer Purchase Decisions (Z) on Typical Foods in Seluma Regency, Air Teras Village, it can be concluded that Location affects Consumer Loyalty, Taste affects Consumer Loyalty, Characteristics affect Consumer Loyalty, Consumer Loyalty affects Purchase Decisions in using products. Location indirectly affects the Purchase Decision in using the product. Rasa has an indirect effect on the Purchase Decision in using the product. Characteristics have an indirect effect on Purchase Decisions Keywords: Location, Taste, Characteristics, Consumer Loyalty, Purchasing Decisions

Pengaruh Program Diskon Terhadap Keputusan Pembelian Konsumen pada Alfamart Cabang Panda Kabupaten Bima

This study aims to analyze the influence of discount programs on consumer purchase decisions at Alfamart Panda Branch, Bima Regency. The research method used is quantitative with data collection through questionnaires distributed to Alfamart consumers. The results of the study show that discount programs have a significant influence on consumer purchase decisions. The discounts offered by Alfamart have managed to attract consumers' attention and increase the intensity of purchases. These findings have practical implications for retail managers in designing effective marketing strategies to increase sales.

Analysis of Brand Image, Product Quality, and Promotional Strategies towards Consumer Purchase Decisions: Evidence from Kimia Farma Pharmacy Mataram, Indonesia

Analysis of Brand Image, Product Quality, and Promotional Strategies towards Consumer Purchase Decisions: Evidence from Kimia Farma Pharmacy Mataram, Indonesia

The Role of Country Origin and Product Knowledge in Wuling Electric Car Purchase Decision in Indonesia

In today's competitive marketing landscape, understanding factors influencing consumer purchase decisions is crucial. This study examines the impact of country-of-origin image and product knowledge on the purchasing decisions for Wuling electric vehicles in Indonesia. Employing a descriptive quantitative approach with a sample of 104 respondents, the research uses literature reviews and questionnaires to gather data. Multiple linear regression analysis reveals that both country-of-origin image and product knowledge significantly affect purchasing decisions, with positive coefficients indicating their substantial influence. Specifically, a favorable perception of China's technological advancements and product quality, alongside strong product knowledge, plays a vital role in shaping consumer choices. The findings suggest that Wuling should focus on enhancing its country image and leveraging social media to increase brand awareness. Future research could expand to include additional variables and countries for a broader understanding of purchase decision factors

Marketing mix strategy to increase B2C volume at XXX (Logistic Company)

Purpose: This study develops and analyzes marketing mix strategies to enhance the B2C (business-to-consumer) segment of XXX, a leading logistics and delivery service provider in Indonesia. This study focuses on identifying the challenges in increasing daily shipment volumes and evaluating the effectiveness of current marketing strategies. Research Methodology: This study employs both quantitative and qualitative methods, including surveys, observations, and documentation. Data were collected from 214 respondents using structured questionnaires distributed through Google Forms. Structural Equation Modeling (SEM) with Smart PLS software was utilized to analyze the relationships between the 7Ps of marketing (Product, Price, Place, Promotion, People, Physical Evidence, and Process) and consumer attitudes and purchase intentions Results: The findings indicate that product quality, pricing strategies, promotional activities, and customer service significantly affect consumer satisfaction and brand loyalty. Efficient processes also play a crucial role in shaping consumers’ attitudes and purchase intentions. The study reveals that, while promotional activities and physical evidence have a lesser impact, elements such as products, prices, people, and processes are essential in driving positive consumer attitudes and purchasing decisions. Limitations: This study is limited to XXX operations in Indonesia and focuses solely on the impact of marketing mix elements on consumer attitudes, intentions, and purchase decisions. Future research could explore other logistics companies and encompass a broader geographical focus. Contribution: This study provides practical recommendations for XXX to enhance its market share in the B2C segment.

Factors influence on consumers purchase intention and purchase decisions of organic food in Indonesia

Background: Organic products in Indonesia represent 0.03% of global demand. Health problems are one of the causes of increasing consumer awareness in the world to maintain health and reduce environmental impact. The organic market is growing, but obstacles awareness still prevents it. The purpose of this research is to examine the influence of health consciousness, perceived quality, and environmental awareness of organic food in Indonesia. Methods: A quantitative method was used and the data acquired through Google form. The research design method by conducting online questionnaires. The questionnaires were distributed online for those who have intention to purchase organic food in Indonesia. The total respondents in this research are 180. The data analysis design used in this research is Partial Least Square-based Structural Equation Modeling (PLS-SEM) using Smart-PLS, starting from the measurement of outer model, inner model, and hypothesis testing. Result: This study has 7 hypotheses and the results showed that health consciousness, perceived quality, directly influencing purchase decision and indirectly mediated by purchase intention. Conclusion: However, environmental awareness has no direct and indirect influence on consumer purchase decisions of organic food in Indonesia. Novelty/Originality of this study: Using the PLS-SEM method, this study provides in-depth insights into how these factors influence purchase intention, while environmental awareness does not show a significant influence.

Analysis of the Influence of Product Innovation, Product Price, and Product Quality on Consumer Purchasing Decisions for Medan Pancing Mie Gacoan

The fastfood culinary industry in Indonesia is experiencing rapid growth, offering a variety of attractive food options for the community. One of the popular types of food is instant noodles, especially fried instant noodles made by the Mie Gacoan brand. This study aims to analyze the relationship between Product Innovation, Product Price, and Product Quality on Purchase Decisions for Mie Gacoan Medan Pancing. The research method used is quantitative, with data collection techniques through surveys. Data were analyzed using multiple linear regression. The results show that product innovation, product price, and product quality have a positive and significant effect on purchase decisions. Additionally, product innovation, product price, and product quality also have a simultaneous effect on purchase decisions. This study provides important implications for Mie Gacoan Medan Pancing, where Mie Gacoan Medan Pancing must continuously innovate by introducing new and attractive high-quality products for consumers, and also consider their product prices to remain competitive and affordable for consumers.

How does the Cigarette Company Deal with the Rise of Illegal Cigarette Products

The phenomenon of the rise of illegal cigarette products in Bekasi poses a problem for cigarette companies. The reason is that these illegal cigarettes do not use excise tapes or use fake excise tapes that are detrimental to cigarette companies or the government. The trade in illegal cigarette products does not have a circulation permit among the community. This study aims to find the influence of price and product packaging suitability on consumer purchase decisions on illegal cigarette products in East Bekasi. The method used was a quantitative approach with pre-survey results of 20 respondents. With the final survey results, 100 respondents were collected through google form using a data collection technique, namely purposive sampling. The statistical data processing used is Structural Equation Modeling Partial Least Square (SmartPLS). In combating illegal cigarette products, continuous efforts are needed and finding the right innovations in order to break the circulation of illegal cigarettes in the community. Such as strengthening regulations in collaboration with the government and law enforcement agencies. Tightening supervision of cigarette products circulating in the community. Some implications for cigarette companies such as issuing new innovations for the community to increase competitiveness in the market. A marketing campaign that promotes the importance of legality that can affect a cigarette product. A significant contribution to the literature on cigarette companies in this study is to look at business strategies from the perspective of cigarette companies in terms of dealing with the rise of illegal cigarette products. This study provides a new insight into policies that can be used into effective plans to reduce the circulation of illegal cigarettes while maintaining business sustainability.

The Role Of Social Media Marketing And Pricing In Influencing Purchasing Decisions Of Msmes In Padangsidimpuan City

This study aims to analyze the role of Social Media Marketing and pricing in influencing consumer purchasing decisions at Tabona Dessert MSMEs in Padangsidimpuan City. Social Media Marketing has become one of the main marketing strategies for MSMEs, especially in increasing visibility and market reach. On the other hand, pricing is an important factor that can influence consumer perceptions of value and purchasing decisions. This study uses a quantitative method with data collection through a questionnaire survey distributed to consumers of Tabona Dessert MSMEs in Padangsidimpuan City. The data obtained were analyzed using multiple regression techniques to see the effect of Social Media Marketing and pricing on purchasing decisions. The results of the study indicate that Social Media Marketing has a significant influence on purchasing decisions, where effective marketing strategies on social media can increase consumer interest and awareness of MSME products. In addition, pricing has also been shown to have a significant effect, where competitive prices and in accordance with product quality are the main considerations for consumers in making purchasing decisions. In conclusion, the combination of effective Social Media Marketing and appropriate pricing can significantly increase consumer purchasing decisions for Tabona Dessert MSME products in Padangsidimpuan City.

Novelty vs. trust in virtual influencers: exploring the effectiveness of human-like virtual influencers and anime-like virtual influencers

This research explores influencer trustworthiness and stimulus novelty as important paths for the effectiveness of virtual influencers. We compare human-like virtual influencers (HVIs) and anime-like virtual influencers (AVIs) operating either with sponsorship disclosure or non-disclosure. In two experiments, we found that HVI (vs. AVIs) produced higher content engagement and purchase intent via greater influencer trustworthiness only when sponsorship was not disclosed. Upon disclosure, the advantage of HVIs over AVIs disappeared. We also found that the influencer’s status, whether mega or micro, significantly moderated the influence of sponsorship disclosure. Perceived novelty of AVIs are consistently higher than HVIs, and perceived novelty mediates the effect of the AVIs (vs. HVIs) on content engagement, but only when sponsorship was disclosed. These findings offer important insights into how virtual influencers may influence consumer engagement and purchase decisions.

Social media consumer impression management, contextual outlook, and electronic word-of-mouth: Basis for consumer buying decision framework

Social media consumer impression management, contextual outlook, and electronic word-of-mouth: Basis for consumer buying decision framework