Customer Purchase Decision Research Articles

Implementation of social responsibility principles into the strategy of hospitality companies

The article researches the impact of sustainable development principles on the service sector, analyses the features and benefits of tourism sector development in sustainable development, and reveals the specifics of corporate ethics as an integral part of business ethics. Tourism is considered the most influential industry in the world, covering a wide range of economic activities, and therefore causes severe damage to natural systems and generates social tension. This has led to numerous attempts to adapt the main provisions and principles of sustainable development to the context of tourism. Criteria have been identified that aim to establish a form of corporate responsibility. Quality tools have been identified, aimed not only at compliance with the rules and principles but also at introducing charters, codes, and other rules of proper behaviors contained in these declarations. The necessity of introducing effective criteria, which can be defined as a tool designed to evaluate and compare potential actions from a certain point of view and which can be identified, measured, accepted, and accepted by many people, is substantiated. A comparison is made to understand the performance and efforts made by the tourism enterprise in the quality field. The specifics of building a tourism product primarily based on environmental, cultural, and social quality are determined. The algorithm for creating a sustainable tourism product as a process that requires time and investment, which are much greater than traditional activities, is investigated. The goals that should be considered, such as customer satisfaction and purchase decisions, are identified because "every choice is a rejection", and in this case, it is about finding ways to encourage demand for tourism products to those that respect the principles of sustainable development and reject those that do not meet specific standards. Keywords: tourism industry, social responsibility, quality, sustainable development, business processes, quality assessment, tourism product.

Influence of marketing communication on smartphone buying decision

Today, along with the increase in the number of smartphone users, marketing communications need to be personalised based on consumer interaction, with useful information while also providing a customer experience with high service quality to turn potential consumers into buyers. The mobile phone market in Vietnam is still growing market and is increasingly differentiated. The objective of the study is to explore the effects of marketing communication on the smartphone purchase decision of customers. The authors used qualitative and quantitative methods, applied to 255 consumer surveys using smartphones in Vietnam. The results show that there are 3 main groups of factors that affect the consumers' decision to buy smartphones, including communication by advertising through websites, communication through promotions, and communication by advertising through search engines. From the results obtained, the research team proposes some administrative implications for relevant organizations and businesses about the effects of marketing communications on the purchasing behaviour of the customer, thereby increasing consumers' smartphone purchase decisions.

The Effect of Factors of E-marketing on Purchase Decision in MSME's snack product: A case study in PT. Saikho Indo Kreatif

Due to the multiple advantages that it offers to both sellers and consumers, the digitalization of services is a process that is gaining popularity on a global scale. The aim of this research was to explore the impact of e-marketing elements related to SME products on sustainable customer behavior in the context of purchasing decisions. The expanded unified theory of acceptance and use of technology (UTAUT2) model and the technology acceptance model (TAM) were both used to research the elements that lead to long-term behavioral changes in favor of more sustainable consumer purchasing decisions. Sustainable consumer behaviors are those that are based on trust and continuation intention (CI). The case study is based on a SME company that creates modernized versions of traditional snacks and markets them online. Researchers surveyed 122 of their customers for the survey-based statistics. The findings reveal that, out of the six factors, only 4 factors that had significant impact on trust, which are Perceived of Usefulness (PU), Perceived Ease of Use (PEOU), Social Influence (SI), and the most significant is Hedonic Motives (HM). While, Quality Information (IQ) did not contribute to Trust. Trust (T) appears to have a substantial positive impact on the development of customer’s continuous purchase decision (CI). Age and education did not moderate the relationship between trust and CI. Small and medium-sized enterprise (SME) business owners should therefore focus on Perceived Risk related variables to build greater levels of trust and capture customers’ ongoing interest. This study contributes to a body of knowledge on the e-marketing of SME items, particularly snacks, by demonstrating how CI might cause long-term behavioral changes in favor of more sustainable customer purchase decisions.

Effect of Product Brand Identity on Customer Buying decisions: A Case of Del Monte Company`s Products in Kenya

Effect of Product Brand Identity on Customer Buying decisions: A Case of Del Monte Company`s Products in Kenya

The Influence of Honey Product Development Toward Customer Purchase Decision

Beekeeping is a large industry that has a big impact on the world economy. The main products produced by beekeepers include honey, beeswax, and royal jelly. Beekeepers are currently under a lot of pressure to provide honey of a high quality at a price that is reasonable so that they can maintain their competitive position in the industry. Beekeepers must create marketable, unique honey products if they want to increase revenue. The purpose of this study is to determine whether product variety and packaging have influenced consumer purchase decisions and increased sales. 210 consumers of honey products were tracked in this study using online questionnaires. This study found that product packaging and product variety have a 43.7% impact on customer purchasing decisions, with the remaining 56.3% being influenced by other factors. Based on the findings of the study, packaging design and product variety must be considered in order to develop a strategy for increasing customer purchases.

The Influence Of Product Quality, Promotion, Price, Trust And Purchase Decisions On Consumer Loyalty At Pt. X

Increasingly intense competition between product provider institutions recently is not only caused by globalization. But more because customers are getting smarter, price conscious, more demanding, less forgiving, and approached by many products. Consumer loyalty is an important factor in maintaining existence in market competition, increasing sales and as a step in purchasing decisions and to achieve goals. This study uses quantitative methods. The aim is to determine customer loyalty and purchase decisions as intervening variables. The research sample is all consumers at PT X with a total sample of 150 respondents. The data analysis method used in this study is SPSS and also Smart PLS version 3. The results of this study indicate product quality, promotion, price, significant trust in purchasing decisions. as well as a significant purchase decision on customer loyalty.

A DIGITAL MARKETING STRATEGY USING SOCIAL MEDIA MARKETING TO INCREASE CONSUMER PURCHASE DECISIONS MEDIATED BY BRAND PERCEPTION

Improving customer impressions of non-subsidized mortgages is one of the challenges facing banks today, and the use of digital marketing media has become necessary to win the competition. This study attempts to examine the roles of brand perception in mediating the interactions between social media marketing and customer purchase decisions in the non-subsidized mortgage setting since consumer perception is still a problem in non-subsidized mortgages in Indonesia. Three hundred twenty participants from non-subsidized mortgage debtors who have had new credit agreements for more than three months and who follow Bank XYZ on Instagram were used in this study. PLS-SEM, or partial least square structural equation modeling, was used in this study's data analysis. According to the findings, brand perception significantly and positively mediates the influence of social media marketing on customer purchasing decisions. The study's findings suggest that Bank XYZ has to improve its social media marketing approach, focusing on producing engaging, interactive, and educational content for users. Building a brand relationship with customers is extremely important for improving brand perception. Consumers will find it simpler to use a mortgage at Bank XYZ because of the perception connected to their minds.

Green Marketing of Aqua Mineral Water: How Does Trust Mediate Among Generation Z?

Indonesia is the second-largest country globally that produces a very high amount of plastic waste, reaching 68 million tons. Meanwhile, plastic materials are difficult to decompose and take hundreds of years to disappear completely. This led to the increasing awareness of consumers around the world to decrease the use of plastic by choosing sustainable products. The purpose of this study is to analyze green marketing of the Aqua product and its impact among Generation Z. The variables of this research such as green product, green branding, and green advertising are independent variables, purchase decision is a dependent variable, and consumer trust is an intervening variable. This research is quantitative research using non-probability sampling with purposive sampling to spread the questionnaires with 30 questions and processed with SmartPLS 3.3.5 (Partial Least Square- Structural Equation Model). The total respondents of this research are 299 respondents with aged around 17-25 years old (generation Z) in Indonesia. The result shows that 7 hypotheses are accepted. Hence, this study explains that the green product, green branding, and green advertising will increase consumer trust and ultimately increase customer purchase decision of Aqua green products.

Defining The Decisive Factors on Purchase and Comparing Feature Importance Methods

Online retail companies focus on two activities for getting revenue in their businesses and to survive in the market. First activity is increasing traffic of the online shopping platform and second activity is converting this traffic to revenue for the company. Marketing facilities try to attract customers to the online shopping platforms at great costs. Because of the costs of getting traffic, it is crucial to make customers order. Online shopping platforms need to understand which factors are decisive on customer purchase decision. In this study, which factors are decisive on consumer purchase decisions will be studied on an e-commerce retail platform from Turkey, Hepsiburada. Which of these factors are most decisive try to be defined: traffic source type (google, campaign, direct etc.) of the customer, customer persona or segment, which types of page or page components has been seen, product position on the page, does the customer benefited from campaign or discount, product review scores and counts, has the product recommended or not. In this study, data will be gathered from Hepsiburada transactions stored in google's big query environment. Performance problems will be solved via SQL optimization and other methods. Data quality issues will be fixed to get consistent results. Then statistical methods, supervised machine learning and deep learning methods will be applied to data for getting feature importances. Importance value of the features will show which factor decisive on customer purchase decision. Feature importance values will be compared and evaluated according to method, model results. Hyperparameter tunings is applied to the methods. Also, the model performances will be compared and evaluated. This study uses and compares 7 methods and there is no comprehensive study in literature in terms of method variety.

Colors of Mind Determines Colors of Choice – Pakistani Consumer Behavior

Color is a key factor in influencing customer purchase decisions; it shapes and visualizes products in the minds of the end-users. Color is an excellent medium for influencing consumer perceptions of a brand and shifting preferences. In the study, it was expected that color would have an impact on consumer purchasing decisions, that it might help people remember brands better, and that there might be differences in color preferences between men and women. The research also investigated whether the weather influenced customer purchasing decisions, as well as differences in color kinds and preferences and socio-cultural influences. To conduct the research, a self-made questionnaire was administered to a sample of 462 people (26 items). There was a considerable gender difference in Pakistani consumers' color choices, which suggests that color has a big impact on their purchasing decisions. Consumers' color preferences are influenced by a variety of factors, including cultural conventions and the weather. Customers' evolving requirements and desires are also linked to cultural, gendered, and personal preferences/differences in the paper's use of color psychology. Marketers/advertisers can use the findings of this study to increase consumer interest in their products/services by focusing on the power of color.

The Antecedents And Consequences Of Customer Purchase Decision In Tokopedia

The purpose of this study was to determine the effect of brand awareness, brand image, brand love, trust, customer satisfaction, and purchase decisions on repurchase intention in the Tokopedia e-commerce application. The population used in this study were individuals who owned and used the Tokopedia application by distributing questionnaires online to 243 respondents. The sampling technique used in this study was purposive sampling. Data analysis using the PLS-SEM application. The results of this study indicate that brand awareness and brand image have affect on customer satisfaction. Brand image, brand love, and trust affect purchasing decisions, while brand ambassadors has no affect purchasing decisions. Customer satisfaction and purchase decisions affect repurchase intentions.

Do People Still Listen To Influencers For Buying Decision? Influencer Effect On Purchase Decision Mediated By Electronic Word Of Mouth

The proliferation of local skincare products has reach nationwide awareness. Practitioners have find an increasing attention to facilitating skincare consumer purchase decision exposures with influencer and word of mouth strategies. However, previous research on the impact of influencers on consumers' word of mouth is limited. This study aims to provide new insights into the drivers of customer purchase decisions on local skincare products. influencers and electronic word of mouth. The questionnaire spread to determine the appropriate influencers' effect. An online survey was held on to test the proposed model. Results indicate that influencers and word of mouth predict consumer purchase decisions. Word of mouth mediated the effect of influencers and consumer purchase decisions. This study sheds on a new path to the understanding of social media influencers through the lens of digital channels. Word of mouth is able to boost the effect of influencers on all social media channels.

Going Green on social media: Exploring the Effect of Firm-Generated Content on Brand Trust and Purchase Decision in Pakistan with a Focus on Environmental Concern

This study explores the influence of firm-generated social media content, perceived enjoyment, and originality on brand trust and purchase decisions. Additionally, the study examines whether environmental concern works as a moderator between customer engagement and purchase decisions. A quantitative survey was done as an investigation approach for the present inquiry on 400 participants. The outcomes show that firm-generated social media content, perceived enjoyment, and perceived originality positively impact brand trust and purchase decisions. Furthermore, environmental concern moderates the connection between customer engagement and purchase decision, meaning customers with a more significant environmental concern are more expected to purchase when they engage with a brand on social media. These findings have important implications for marketers who aim to build brand trust and increase purchase decisions through social media marketing. They also highlight the importance of considering customers' environmental concerns when designing social media marketing campaigns.

The Influence of Celebrity Endorser and Product Quality on Purchasing Decisions for Scarlett Products (Case Study of Scarlett Product Customers in Cimahi City)

The goal of this study was to ascertain how much influence celebrity endorsers and product quality have on purchasing decisions for Scarlett products. The research methods used are descriptive methods and associative methods. Scarlett product customers in Cimahi City are the unit of analysis on this study. Based on the results of the sample calculation using the lemeshow formula because the population is not known with certainty, there were 96 respondents in the study's samples. Multiple linear regression analysis is the technique utilized for analysis, in addition, t-test and F-test are also carried out. The findings of the research, the dependent variable (purchasing decision) is influenced by the independent factors (celebrity endorser and product quality) by 72.5%. The influence of celebrity endorser factors on purchasing decisions is 5.6%. While the influence of product quality is 66.9%. The implication of this research is that Scarlett products can review the criteria for using celebrity endorsers by having a good image and continuing to improve product quality for the better so that it can increase customer purchasing decisions

The Effect of Customer Value and Service Quality on Customer Satisfaction and the Implications for Telkomsel Prepaid Card Purchasing Decisions

The Indonesian telecommunications industry has been heavily affected by the rapid advances in telecommunications technology. Mobile telecommunications are an advancement in the field of communication technology. One of the cellular telephone service providers in Indonesia is PT Telkomsel. In Indonesia, Telkomsel, which launched its postpaid service on May 26, 1995, is the second GSM (Global System Mobile) cellular telephone provider. With 169.2 million users as of June 2021, PT. Telekomunikasi Indonesia (Persero) Tbk has increased its customer base by 5.7% from the same period last year. Telkomsel has a total of 162.48 million cellular subscribers. The remaining 6.72 million people are postpaid subscribers. The cellphone provider in Indonesia with the most customers as of June 2021 is PT. Cellular Telecommunications (Telkomsel). Customer satisfaction is very important for the survival of a company, so it is very important for companies to be able to leverage consumer preferences to offer consumer value, provide excellent customer service, and ultimately drive repeat business. In connection with the above, the authors need to conduct a study on customer satisfaction and decision making to buy Telkomsel prepaid card cellular users. This study aims to examine the phenomenon of making a decision to buy both in terms of customer satisfaction, customer value and service quality. It is hoped that Indonesia will be able to use the findings from this mobile research as a guide to further improve the functionality of Telkomsel's prepaid card. Research with a conclusive design, or a type of inference research that seeks to test certain hypotheses, is what is used. This can be descriptive, exploring a problem, or correlative, looking for relationships between variables between the independent and dependent variables. Customer value has a direct and significant effect on customer satisfaction. Customer value has a direct and not significant effect on purchasing decisions. Service quality has a direct and significant effect on customer satisfaction. Service quality has a direct and not significant effect on purchasing decisions. Customer satisfaction has a direct and significant effect on purchasing decisions. Customer value has an indirect and is not significant effect on purchasing decisions through customer satisfaction. Service quality has an indirect and significant effect on purchasing decisions through customer satisfaction. The practical implication is that Telkomsel prepaid cards must manage customer value as an important factor influencing customer satisfaction as well as service quality as the most important factor influencing purchasing decisions and managing customer satisfaction as the most important factor influencing purchasing decisions. Keywords: Customer Value, Service Quality, Customer Satisfaction, and Purchase Decision.

The influence of jenang ayas label and packaging on customer purchase decision

Jenang ayas is ethnic food from Gresik, East Java, Indonesia. Recently, jenang ayas are still packaged using improvised packaging, and the information conveyed regarding the product is still lacking. Even though the label information on the packaging can attract consumers' attention in making purchases, packaging will not only serve to protect the product but also as a means of promotion to increase the selling value of the product and influence the customer purchase decision. Therefore, this study aimed to examine the influence of the jenang ayas label and packaging that affect the customer purchase decision. A quantitative method with a descriptive approach was adopted following 179 responses to the online questionnaire. The finding revealed that the independent variables (label and packaging of jenang ayas) positively affected the dependent variable (customer purchase decision) both partially and simultaneously. The influence of food labels was greater than the packaging, with a value of 0.200 compared to 0.119. Label information, especially the expiration date, becomes an important factor in the jenang ayas product based on consumer choice. This study result provides useful insight into strategies for producing jenang ayas as Gresik food souvenir products in the Asian business.

EXPLORING THE MILLENNIALS PREFERENCES IN MOISTURIZER PRODUCT USING MIX METHOD APPROACH

In recent years, we have witnessed the growing interest from millennials to preserve their skin health. In order to maintain their skin health, they consume a variety of skincare products. One of the essential products for them is moisturizer product. This research objective is to explore the critical moisturizer product features for customer purchase decision. This research employs mixed method that consists of descriptive study and interview to millennials. The result of descriptive study indicates that price of the product is important cue for quality, therefore, consumer is preferring to select product with middle range prices. Descriptive analysis also reveals that consumer has weighted their decision based on the product composition and product efficacy. In addition, the analysis shows that consumer prefer small size product so it will be more practical to keep in carry on container. The interview gives us detailed information regarding the purchase decision process. The analysis of interview uncovers that beauty vlogger with honest review is more credible for purchase behavior compared with well-known brand ambassadors.

The exploration of customization in augmented reality from the affordance lens: A three-stage hybrid approach

Augmented reality (AR) has promised the evolution of traditional shopping by satisfying consumers' needs for customization via advanced technology. However, existing studies have largely overlooked the customization process in AR retailing. By contextualizing affordance theory, this study endeavors to not only identify the novel customization affordances but also unveil the underlying mechanism determining different types of customer involvement and purchase decision. Importantly, this study carefully designed a three-stage hybrid research approach to address the complexity of consumers' decision-making in an emerging phenomenon. Integrating qualitative interviews, an SEM-based research model, and artificial neural network (ANN) analysis. The research results identified six customization affordances (i.e., selectivity, measurement, locality, controllability, responsiveness, and personalization) and unveiled a causal relationship among affordances, involvement, and purchase intention in the research model, enabling us to rank the importance of customization affordances in terms of their predictive power. This research offers a prominent methodological paradigm by demonstrating the contextualization of affordance theory in exploring the customization process in AR retailing using a mixed-method design. The research implications also advance the understanding of the paramount role played by customization affordance in shaping consumers' involvement and behaviors in AR retailing.

Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Aksesoris HP Di Shopee Mahasiswa Unwaha

This study aims to identify the factors that influence the decision to purchase HP accessories on Shopee using a case study of Unwaha Jombang students. This study uses five independent variables, namely motivation, perception, knowledge, culture, and satisfaction. Data were collected from 100 respondents through an online questionnaire and analyzed using multiple linear regression. The results show that culture and satisfaction have a significant positive effect on the decision to purchase HP accessories on Shopee. However, motivation, perception, and knowledge do not have a significant effect on the decision to purchase HP accessories on Shopee. These findings can help HP accessory sellers on Shopee understand the factors that can influence customer purchasing decisions, especially among Unwaha Jombang students

Impact of Digital Marketing on Consumer Buying Perspectives in the Pakistan Market

Digital marketing (DM) has taken the world from conventional marketing to Information and Communication Technology enabled tools to reach consumers. Since the advent of digital marketing, research has been conducted to evaluate how DM shaped customer buying behavior and decisions in developing countries but its impact on developing countries' consumers has been inconsistent. Therefore, this study assesses the impact of DM and its platforms on the buying perception of Pakistani consumers. The data was collected through an online survey of consumers in Pakistani markets. The study showed social media having the highest persuasion power, with Instagram being the most effective in DM influence on buying perceptions of consumers, particularly among young people aged 18-32, followed by mobile marketing and the least SEO. This study provided empirical grounds to support that DM has changed the way Pakistani consumers buy things and this implies that to effectively reach consumers in Pakistan, DM space must be maximized. Based on the study, digital marketing has significantly transformed the purchase decisions made by Pakistani customers. Organizations must prioritize enhancing their digital marketing presence to effectively reach and engage these customers. Platforms like Instagram possess immense persuasive power, which businesses should leverage to persuade and sell their products successfully. This research also holds practical implications for Pakistani marketers and companies, such as understanding how social media platforms shape customer viewpoints. Marketers can utilize this knowledge to target and engage younger demographics. Marketers should incorporate mobile marketing methods due to the prevalence of smartphone usage among Pakistani consumers.