Consumer Purchase Research Articles

Transformation of Consumer Buying Interest After The Pandemic Covid-19 Pandemic in Shopee E-Commerce

Digital marketing has become an essential strategy for influencing consumer purchasing decisions in the digital era. Technological and internet advancements have transformed how companies interact with consumers, enabling wider reach through platforms like social media, websites, and e-commerce. Besides enhancing brand awareness, digital marketing influences consumer preferences and behavior by offering personalized and tailored experiences. This study examines the impact of price, social media usage, and location on consumer buying interest on the Shopee platform. Using a quantitative method, data were collected through electronic questionnaires from 100 respondents and analyzed using SmartPLS with multiple linear regression. The results reveal that price significantly and positively influences buying interest (coefficient: 0.503, t-statistic: 6.234, P-value: 0.000). Social media usage, however, shows a positive but insignificant effect (coefficient: 0.138, t-statistic: 1.404, P-value: 0.164). Location also demonstrates a significant positive effect on purchase intention (coefficient: 0.316, t-statistic: 3.634, P-value: 0.000). The study concludes that price and location are critical factors in shaping consumer purchasing decisions on e-commerce platforms, particularly in the post-pandemic context. These findings underscore the importance of competitive pricing and convenient delivery as key drivers of purchase intention, providing valuable insights for businesses to refine their marketing strategies and adapt to evolving consumer preferences.

The Impact of Social Media Marketing, Content Marketing and Online Convenience on Consumer Buying Decision Process in Fashion Apparel Industry of Pakistan

In today's digital age, social media marketing, content marketing, and the ease of online platforms all significantly impact customer buying decisions, particularly in the fashion apparel business. This study examines how these digital marketing methods influence customer buying behavior, emphasizing the role of electronic word-of-mouth (eWOM) as a mediating factor. Social media marketing influences the consumer buying decision process, fosters peer recommendations, enhance credibility through online reviews and allows marketers to connect with their targeted audience. Traditional buying habits have changed as a result of online convenience, which includes accessibility, usability, and time-saving features. A survey of 237 respondents via Google Forms revealed a strong connection between these digital marketing techniques and consumer buying preferences, with eWOM acting as a key mediator. Overall, this study highlights the increasing importance of digital marketing in influencing customer choices and behaviors and provides practical suggestions for fashion Pakistani brands on how to make the most of social media, engaging content, and seamless online shopping experiences to attract and keep customers in today’s competitive market.

Quality cue or price anchoring: The effect of price on consumer behavior in repeat experiments

AbstractPrice is one of the most important factors affecting consumer purchase decisions. Consumers may use price as a quality cue or reference point to make the decisions. However, few studies have considered the quality cue by controlling the price anchoring and vice versa. We conduct four identical experiments weeks apart to estimate the effect of price on consumers' product quality evaluation and WTP. The results show that (1) the price has a significant impact on appearance rating and taste rating; (2) product quality mediates the price effect on consumer WTP only if consumers have incomplete quality information about the product; and (3) the marginal effect of price on consumer WTP differs over time. The results of this study provide deep insights into the role of price on consumers' quality assessment and valuation formation of products.

Evaluation of Consumer Purchase Decisions at Cafe on the Wheels: What is the Role of Social Media Marketing, Brand Image, and Product Quality?

The purpose of this study was to determine the effect of social media marketing, brand image, product quality on purchase intention and purchase decision for consumers of café on the wheels Jago Coffee. The research method uses Quantitative with a survey approach. The sampling technique in this study used purposive sampling sampling with criteria. The criteria used are, have bought Jago Coffee at least once in the last 4 months, live in Jakarta City, know the existence of Instagram social media from Jago Coffee (@Jagoid) and have seen the content. The sample in this study were 303 respondents. The data analysis technique uses Structural Equation Modeling (SEM) through AMOS 23 software and SPSS version 25 to analyze and manage research data. The results of this study indicate that: first, social media marketing, brand image, product quality have a positive and significant effect on purchase intention. Second, social media marketing, brand image, product quality, and purchase intention have a positive and significant effect on purchase decisions.

Understanding the Dynamics of e-WOM in Food Delivery Services: A SmartPLS Analysis of Consumer Acceptance

The evidence on e-commerce rapidly adopting and expanding has led to a high degree of changes in consumer behavior, with food delivery platforms playing a pivotal role in the digital economy. The current study highlights the interplay between consumer perception, consumer acceptance, and electronic word of mouth (e-WOM) assessed in the context of the food delivery chain. By integrating latent variables, such as trust, consumer purchase intentions, perceived usefulness, and psychological distance, the current study explores the role of e-WOM in influencing consumer perception and acceptance within the food delivery services. Data collection and analysis implied a qualitative approach by issuing an online survey and gathering 835 valid responses, further quantitatively assessed through structural equation modelling. The data reveal the validity of the two general hypotheses, according to which consumer acceptance is positively connected to consumer perception, to which the influence of electronic word of mouth was added. The current study stresses the importance for food delivery chains to gain insight and implement strategies based on its electronic peers’ online suggestions and recommendations. The current research actively contributes to the theoretical discourse on food delivery chain management related to the electronic consumers’ experience, in order to competitively position it on electronic markets as well as the food delivery global industry.

Influence of Social Media Marketing and Influencers on Purchase Decisions of Culinary MSMEs in Bandung Regency

Purchase decision is a crucial concept in marketing because various elements that support or hinder a purchase decision significantly affect the choice to acquire a good or service. One element that affects the purcahse decision is social media marketing and influencers. This research was carried out to understand the extent of the impact of marketing through social media and influencers on purchase decisions. This research method implements qualitative and quantitative analysis using questionnaire data collection techniques. Sampling was done by probability sampling with simple random sampling involving 100 respondents. To analyze the data to answer the research question, validity and reliability tests, descriptive analysis, classical assumption testing, multiple linear regression, and hypothesis testing both partially and simultaneously were used. The results showed that (1) every aspect of the purchase decision received a positive rating in the good category. (2) respondents also gave a good rating on social media marketing in all questions (3) for influencers; they scored good on 4 and a fair rating on 2. (4) Social media marketing positively influences individual purchasing decisions. (5) Influencers positively impact purchase decisions (6) Simultaneously, social media marketing and influencers show a positive and significant influence on purchase decisions. That way, if the marketing strategy on social media and the use of influencers in promotions in the MSME culinary sector are more effective, then it will affect the level of consumer purchase decisions for MSME culinary.

Marketing Strategy in Increasing Consumer Buying Interest at Garuda Restaurant

This research aims to determine marketing strategies through SWOT analysis with a focus on segmentation, market position, targeting and marketing mix, which aims to increase consumer buying interest at Restaurant Garuda. The research results show that Restaurant Garuda implements various marketing mix strategies that influence the SWOT analysis, placing it in quadrant I (SO quadrant). This indicates a successful implementation of the odds and profits strategy, although with a slight difference of 2.4:2.95. Garuda Restaurant emphasizes the aspects of price, product, location and physical form of the building as the main factors that stimulate consumers' buying interest to try and remain loyal to their products. To maintain and increase consumer buying interest, it is recommended that Restaurant Garuda adopt product development strategies, improve brand image and maintain price stability. By implementing these strategies, it is hoped that Restaurant Garuda can maintain and increase their market share and customer satisfaction.

IMPACT ASSESSMENT OF AI ON CONSUMER BUYING DECISION

The proliferation of digital technology has greatly transformed consumer behaviour, as online platforms and cutting-edge technologies like artificial intelligence (AI) challenge and enhance consumer perceptions related to goods and services. This paper explores how artificial intelligence (AI) influences consumer behaviour, with a focus on AI-powered tools and technology. The findings reveal a positive link between AI and consumer buying decision and underscore AI's importance in modern business strategies, where personalized, data-driven experiences are key to maintaining customer loyalty. Nevertheless, the investigation also addresses challenges and ethical dilemmas, including algorithmic bias and data privacy, underscoring the necessity for businesses to strike a balance between the advantages of AI and these potential concerns in order to maintain consumer trust. KEYWORDS: Artificial Intelligence; AI-driven decision; Buying Behaviour; Consumer Behaviour; Predictive AI

Unpacking tourism blind boxes: consumer experiences and purchase drivers?

ABSTRACT Tourism blind boxes represent tourism products – typically hotel, airline, and package tours – that are purchased without knowing their exact nature or details. Despite its continuous expansion in size and scope worldwide, little is understood about the overall experiences of consuming tourism blind boxes. This study adopted a qualitative design, combining online comments and in-depth interviews, to obtain a comprehensive understanding. The analysis suggests five features of the consumer experience, including uncertainty, scarcity, functionality, aesthetics, and symbolic meanings. Tourism blind boxes are different from physical blind boxes in terms of functionality-oriented, higher requests for consumer deliberations, and delayed uncertainty resolution. Accordingly, four propositions were presented to explain the mental journey of purchasing tourism blind boxes. Specifically, the expectation for hedonic and utilitarian outcomes enhances purchase intention, whereas the delays in uncertainty resolution exert a negative impact. Trust, perceived control, and embodiment can modulate the effect. Practical implications of implementing the blind box selling strategy in the tourism area were discussed.

Marketing Mix and Consumer Purchase Decision of Fast-Moving Consumer Goods (FMCG) in Akwa Ibom State, Nigeria

This study was conducted to examine the effect of marketing mix on the consumer purchase decision of fast-moving consumer goods (FMCG) in Akwa Ibom State, Nigeria. The survey research design was used in this study. Data for the study were obtained through a structured questionnaire administered to the respondents. The population of the study comprised all the consumers of fast-moving consumer goods (FMCG) in Akwa Ibom State. The sample size of 308 respondents were selected using convenience sampling technique. Four hypotheses were formulated and tested using Spearman Correlation at 0.05 level of significance. The findings of the study revealed that there is a positive and significant relationship between marketing mix-product, price, place, promotion and consumer purchase decision of fast-moving consumer goods (FMCG) in Akwa Ibom State, with the correlation coefficient (r = 0.479), (r =0.573), (r = .0.720) and (r = 0.623) respectively at the significant value of 0.000 (p>0.05). Therefore, it is concluded that marketing mix plays an important role in influencing the consumer purchase decision of fast-moving consumer goods (FMCG).

The Impact of Social Media Advertising on Consumer Purchase Decisions

In the digital era, the rise of social media advertising has changed the way advertisements interact with consumers. This paper first discusses the concepts of consumer purchase decisions and social media advertising, and then analyzes the mechanisms through which social media advertising influences consumer purchase decisions, including information delivery, emotional stimulation, trust building, and guiding comparison. It also explores the role of factors influencing consumer purchase decisions in social media advertising, such as personal, product, and external environmental factors. Finally, strategies such as precise targeting and personalization, emotional resonance and value communication, trust building and word-of-mouth marketing, information optimization and guiding comparisons, as well as interactive participation and experiential strategies are proposed to provide a comprehensive reference for effectively influencing consumer purchase decisions through social media advertising.

Research on the influence of anchor characteristics on consumer purchase intention—a case study of selected anchors on Dong Yuhui’s “With Hui” Live-stream account

Research on the influence of anchor characteristics on consumer purchase intention—a case study of selected anchors on Dong Yuhui’s “With Hui” Live-stream account

Research on Consumer Buying Behavior When Watching Livestreams on Digital Technology Platforms in Vietnam

This study provides a comprehensive analysis of consumer purchasing behavior during livestream sales on digital technology platforms, focusing on psychological and technological factors influencing buying decisions. Using Structural Equation Modeling (SEM), the research identifies key relationships between consumer attitudes, trust, perceived behavioral control, subjective norms, and purchase intentions. The findings reveal that consumer attitudes towards livestream sales positively impact purchase intentions, with perceived usefulness, ease of use, and perceived behavioral control contributing significantly to positive attitudes. Conversely, perceived risk does not significantly affect attitudes, indicating its limited role in livestream contexts. Consumer trust also positively affects purchase intentions, influenced by perceived risk, livestreamer reputation, and subjective norms. Purchase intention is a critical predictor of actual buying behavior. The study highlights practical implications for businesses and livestreamers, including improving livestream quality, enhancing user experience, and building consumer trust. Recommendations are provided for both businesses and consumers to optimize livestream sales strategies. The study also outlines limitations, such as the sample size and geographic focus, and suggests future research directions to broaden the understanding of livestream purchasing behavior.

Impact of consumer self-efficacy on online purchase intention in Henan province, China

This study examines the impact of consumer self-efficacy on online purchase intention in Henan province, China. Online shopping has become an increasingly popular method of buying goods and services in recent decades. However, little is known about the mediation effect of privacy concerns that affect the relationship between consumer self-efficacy and online purchase intention among online buyers. Therefore, this study aims to explore the research question, “How can consumer self-efficacy influence online purchase intention in Henan province, China?” to fill the research gap. A research model was developed based on social cognitive theory. Quantitative data from 530 valid questionnaires via an online survey in Henan province, China, were analyzed by Statistical Package for the Social Sciences (SPSS) 27 and Amos 23.0 to assess the research model. Findings show that privacy concerns and consumer self-efficacy are two important elements that promote purchase intention. Furthermore, privacy concerns play a mediating role in the relationship between consumer self-efficacy and purchase intention. Research presents theoretical relevance as it introduces new perspectives linked to the current literature on this topic. The practical implications are substantial, as they contribute to enhancing the impact of negotiating consumers' self-efficacy and conflict resolution on purchasing behavior.

Pengaruh Sertifikasi Halal dan Halal Awareness terhadap Minat Beli Konsumen pada Restoran All You Can Eat di Kota Surabaya

The purpose of this study was to determine the results of the analysis of the effect of halal certification on consumer purchase interest at All You Can Eat Restaurants in Surabaya City and the effect of halal awareness on consumer purchase interest at All You Can Eat Restaurants in Surabaya City. The method in this study uses a quantitative method with an associative approach, primary data sources through the distribution of questionnaires using gform. The sampling technique used in this study, the purposive non-probability technique, with a total of 104 respondents and analyzed using SmartPLS 4.0. The results showed that halal certification had a significant effect on consumer purchase interest and halal awareness also had a significant effect on consumer purchase interest.

Research on the Impact of Emotional Interaction on Consumer Purchase Intention in Social Commerce

Research on the Impact of Emotional Interaction on Consumer Purchase Intention in Social Commerce

Green Marketing and Greenwashing Effects on Consumer Purchase of Electric Cars

China promotes electric cars as an effective solution to environmental problems. In this context, green marketing and greenwashing are considered to be important factors that influence consumers to purchase electric cars. Based on the signalling theory, this study analyses the role of consumer trust in the influence of green marketing and greenwashing on consumers' purchase of electric cars and examines the moderating effect of environmental knowledge. 440 electric car owners from Beijing, China participated in a survey, whose results were analysed by the Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that although green marketing demonstrated a positive impact, greenwashing negatively affected Beijing consumers' trust in electric cars. However, environmental knowledge moderates the relationship between consumer trust and purchasing behaviour of electric car.

THE ROLE OF RELATIONSHIP MARKETING IN CONSUMER PURCHASE DECISION: AN EXPLORATORY STUDY

Objective: This study seeks to investigate the function of relationship marketing in consumer purchasing decisions. Theoretical Framework: As a result of the significant changes witnessed in the last millennium at the global level in all spheres of life, perhaps the most prominent is the shift from the planned economy to the market economy, as well as the pressures of intense competition, the emergence of globalization, the information and technology revolution, the rise in levels of foreign investment, and the enormous increase in the number and types of products, services, and brands. It significantly influenced the decisions of consumers. Method: Our study consists of a qualitative setting; thus, we have utilized the depth method, which helped us clarify the relation between consumer purchase decisions and relationship marketing from the perspective of both the consumer and the company, using semi-structured and unstructured interviews. Results and Discussion: The results indicate that the foundation for achieving growth and sustainability in the markets is to attract the greatest number of customers possible, to strive for their satisfaction and gain loyalty, to work on establishing permanent partnership relationships with all customers, and to treat each customer as if it were its market division. Research Implications: From a managerial application perspective, an understanding of consumers' expectations of their relationships with sellers would assist marketers in establishing, enhancing, and maintaining these relationships. Marketers need to identify how they can use customer data to improve customer relationships. Permission from customers can provide marketers with the privilege of contacting customers; information such as customer needs makes possible the customization of products and services; and data about the initiation and growth of customer relationships help to ensure effective and timely feedback. Marketers can informally survey their customers by asking about the relevance of various services, or they can formally survey their customers to gain more in-depth customer-specific information. Originality/Value: The findings provide insight into consumers' motivations and attitudes with regard to relationship marketing and suggest a way forward for further research. In particular, a number of ways in which mobile phone companies might seek to encourage consumers to consider value-added service propositions more seriously and become less solely price-sensitive are proposed.

SOCIAL MEDIA INFLUENCER AUTHENTICITY MENDORONG NIAT BELI KONSUMEN PADA PRODUK DESIGNER BRANDS MELALUI SOCIAL MEDIA INFLUENCER INSPIRATION

The purpose of this study is to analyze the influence of Social Media Influencer Authenticity on Purchase Intention of Designer Brand Products with Social Media Influencer Inspiration as a mediator. This study uses a quantitative method. The data used are primary data and secondary data. The research instrument was distributed to 140 respondents, the calculation of the number of samples using the Lamseshow method. The sampling method was collected by purposive sampling. Data analysis in this study used SEM PLS (Structural Equation Modeling). The results of the study stated that SMI Authenticity does not have a direct effect on consumer purchase intention on designer brand products, but its influence is indirect and mediated through SMI Inspiration

Boycott Calls, Brand Image on Loyalty and Purchasing Decisions of Israel-Affiliated Products

This study aims to analyze the impact of boycott calls on consumer loyalty and purchase decisions for products affiliated with Israel, as well as the role of brand image in these relationships. The study employs a mixed-methods approach, utilizing quantitative data collected through questionnaires and qualitative data through interviews. The findings indicate that boycott calls have a positive influence on consumer loyalty and purchase decisions, suggesting that some consumers remain loyal and continue to purchase despite the boycott pressure. Additionally, brand image was found to have a negative impact on consumer loyalty, though loyalty remains stable despite the boycott pressure. Consumer loyalty also serves as a mediator, influencing purchase decisions even in the presence of boycott calls. This study provides insights into the complex dynamics between boycott calls, brand image, loyalty, and purchasing decisions within the context of sensitive social and political issues.