Increase Purchase Intention Research Articles

From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship

PurposeThis study aims to investigate the complex dynamics of sports sponsorship within the context of mixed martial arts (MMA). Specifically, it explores how audience attitudes toward MMA influence their perceptions of players and sponsors, and subsequently, how these attitudes affect brand perceptions and purchase intentions. Furthermore, this research examines the moderating effect of fans' attitudes toward MMA on the relationship between their attitudes toward sponsors and their purchase intentions. MMA was selected as the focus of this study due to its propensity to evoke more intense emotional responses than other sports, as evidenced by previous research.Design/methodology/approachStudy 1 was conducted to systematically assess the emotional responses elicited by MMA. This preliminary study involved 277 participants. Building on the findings from Study 1, Study 2 employed an online survey to investigate the relationships among various constructs related to MMA. This survey was facilitated through an external portal and included a sample of 459 participants residing in the United States. The constructs measured in this survey were attitudes toward the player (ATP), attitudes toward the sponsor (ATS), perception of brand quality (PBQ), purchase intention (ITP) and attitudes toward mixed martial arts (ATM).FindingsThe study reveals that respondents rated MMA the most negatively among the analyzed sports, with the highest standard deviation, indicating that MMA evokes extreme emotional responses. The findings confirm that attitudes toward the player positively influence attitudes toward the sponsor, aligning with sponsorship-linked marketing theory. Moreover, positive attitudes toward the player were found to enhance perceptions of the sponsor’s brand quality. The research further demonstrated that attitudes toward the sponsor and perceptions of brand quality mediate the relationship between attitudes toward the player and purchase intentions, underscoring the complex nature of consumer decision-making in MMA sponsorship.Originality/valueThis research provides novel insights into the critical role of audience engagement and personal connection with sports in formulating effective sponsorship strategies. It emphasizes the need for marketers to tailor their approaches to align with the sport’s personal significance to the audience, employing narratives that resonate with their identities and values. Enhancing player-sponsor associations through co-branded campaigns and endorsements is essential. Furthermore, consistently maintaining high product quality and fostering emotional connections with the sport are key strategies to drive increased purchase intentions.

Empowering Informed Life Insurance Decisions: The Impact of Financial Literacy on Framing Effects

This study investigates the impact of financial literacy on consumers’ intention to purchase life insurance policies with a framing effect. Although life insurance companies use framing to nudge consumers, this marketing tactic fails to foster long-term relationships and informed decisions. The study introduced a financial literacy education comparing the benefits of life insurance with traditional banking instruments. Using a rating-based conjoint analysis experiment, the effects of financial literacy on premium and benefit framing were tested and analyzed with three-way ANCOVA and Hayes Process. Results indicate that financial literacy significantly increases purchase intention for policies with monthly premiums and aggregate benefits.

Analysis of Social Media Interaction on Purchase Intention Mediated by Source Credibility, Homophily and Content Quality

This research analyzes the influence of social media interactions on purchase intentions for Scarlett Whitening products, which are mediated by source credibility, homophily, and content quality. This study aims to understand how interactions on Instagram can influence purchase intentions. This research method uses a quantitative survey on 230 respondents, namely Scarlett Whitening users on the Instagram application in Indonesia. This research analysis uses the software SmartPLS by using the method Structural Equation Modeling (SEM). The results show that social media interaction has a positive and significant effect on source credibility, homophily, and content quality. Furthermore, homophily and content quality have a positive and significant effect on purchase intention, while source credibility does not have a significant effect on purchase intention. This research highlights the importance for Scarlett Whitening to not only actively interact with consumers but also pay attention to elements such as source credibility, homophily, and content quality to increase purchase intentions.

Pengaruh Komunikasi Persuasif Influencer Fadil Jaidi terhadap Minat Beli Produk Scarlett Whitening

The use of influencers has become widespread among companies or business entities to promote their products and services. Influencers are required to convey persuasive messages through endorsement content to increase purchase intention among the public. This research aims to measure the extent of the influence of Fadil Jaidi's persuasive communication on the purchasing intention in Scarlett Whitening products among Instagram followers @fadiljaidi. This research uses the Elaboration Likelihood Theory to determine which route followers @fadiljaidi take in processing the persuasive messages. Researchers use a quantitative approach with correlation research type and positivism paradigm. The data is collected through online questionnaires distributed to 400 respondents Instagram followers @fadiljaidi. Data analysis techniques include t-test hypothesis, simple linear regression test, and coefficient of determination test. The results show that Fadil Jaidi as a male non-beauty influencer has succeeded in carrying out persuasive communication of the Scarlett Whitening product as a beauty product to his followers on Instagram @fadiljaidi. Influencer Fadil Jaidi's persuasive communication has a high influence on purchase intention Scarlett Whitening products, as evidenced by respondents being more influenced through the central route than the peripheral route when processing the persuasive message conveyed by Fadil Jaidi.

Keterkaiatan antara Citra Merek, Kepercayaan Merek, dan Celebrity Endorser Terhadap Keputusan Pembelian dan Peran Minat Beli Sebagai Mediator

The fashion industry in Indonesia has undergone major changes with the development of the athleisure trend, which combines elements of sports with everyday fashion. Puma, as one of the leading brands, faces challenges in expanding its market share amidst increasingly fierce competition. This study aims to examine the impact of Citra Merek, Kepercayaan Merek, and celebrity endorsement on Puma consumers' purchasing decisions, and to evaluate the role of purchase intention as a mediating variable. A quantitative approach was used in this study, with data analysis through SEM-PLS 4.. The results showed that Citra Merek, which emphasizes modern and trendy aspects, has a significant positive effect on purchase intention and purchase decision. Kepercayaan Merek was also proven to have a positive effect on both variables. In addition, celebrities who become endorsers with high reputations also increase purchase intention and purchase decision. Purchase intention plays an important role as a mediator in the relationship between Citra Merek, Kepercayaan Merek, and celebrities with purchase decision. This study provides further insight into the interaction of marketing factors and highlights the importance of exploring further into other factors that influence purchase decisions.

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

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

TECHNOLOGICAL ADVANCEMENTS AND THEIR INFLUENCE ON CONSUMER DECISION-MAKING IN HEARING AID ACQUISITION

This paper reviews the impact of technological advancements on consumer decision-making regarding hearing aid acquisition, focusing specifically on the Indian context. While innovations like smartphone connectivity, AI-driven features, and rechargeable batteries increase purchase intention (Manchaiah et al., 2021), a complex interplay of cultural, socioeconomic, and accessibility factors influences adoption rates. The paper examines how the urban-rural divide (Kumar et al., 2020), affordability challenges (Reddy & Nair, 2019), and cultural nuances (Sharma & Patel, 2022) shape technology acceptance in India. It also explores the potential of Tele-audiology (Chopra & Sharma, 2021) and government initiatives (Kumar et al., 2021) in promoting wider access to advanced hearing aids. The review highlights the need for manufacturers to adopt segmented approaches, healthcare providers to expand telecom-services, and policymakers to implement inclusive policies to address the unique needs of the Indian market.

Review The Application of Factors that Influence Customers in Increasing Purchase Intention for Local Brand Sneaker Footwear Products in Indonesia

The competition in the footwear product business in the world is very competitive. Asia is the highest footwear producer at 88.2% as well as the highest consumer at 56%, followed by the Americas which produces footwear at 6.1% while the consumption rate reaches 20.8%. This proves that countries in Asia export a lot to other countries including Indonesia as the third highest exporter of footwear after China and Vietnam. The total footwear produced by the State of Indonesia reaches 1083 million pairs of footwear. Indonesia not only meets domestic needs, but Indonesia exports footwear up to 427 million pairs, but many imported products also enter Indonesia up to 150 million pairs. This is certainly a competition between imported/global brand footwear products and local brands. However, the results of the distribution of a questionnaire conducted by an online survey named Kurious in 2023 with https://www.kurious.id website address, with a total of 399 respondents conducted from February 14 – February 22, 2023. The purpose of this study is to find out what factors can affect customers in increasing the purchase intention of local brand sneaker footwear products in Indonesia. The method used in this study is a qualitative method using a descriptive approach of analysis and analysis through literature review from various Scopus publications on existing problems. The results of the study show that the factors that can influence customers in increasing the purchase intention of local brand sneaker footwear products in Indonesia are divided into 3 perspectives, namely consumers consisting of ethnocentrism or nationalism, emotional attitudes of liking local brands, then from the perspective of producers consisting of increasing creativity, innovation, durable product quality and conducting intensive promotions with the support of celebrities to influencing consumer behavior and then the third from a cultural perspective / cultural environment, including creating a taste for local products

Impact of airline social media marketing on purchase intention:Evidence from China using PLS-SEM

Social media has emerged as a pivotal marketing instrument and a platform that facilitates connections between consumers and businesses. In the intense market competition among peer airlines and high-speed rail services, the effective and efficient use of social media can provide a competitive edge for airlines in China. This paper constructs a partial least squares structural equation modelling (PLS-SEM) and examines the impact of the perceived ease of use of the social media platform, perceived usefulness of information, and marketing strategies on customer perceived value and purchase intention for Chinese airlines using multigroup analysis. The results suggest that social media marketing can positively influence on customers’ purchase intention, and perceived value plays a mediating role between social media marketing and customers’ purchase intention. Perceived usefulness of information is the most important factor contributing to the perceived value of airline products while marketing strategy is the most significant factor that can increase purchase intention. The research indicates a clear need to tailor marketing strategies for passengers based on factors such as gender, income, social media usage, and travel frequency.

Kepercayaan Konsumen sebagai Mediator: Menghubungkan Influencer dan Kualitas Produk dengan Niat Beli di TikTok

This study aims to analyze the influence of product quality and influencers on consumer trust and its impact on purchase intention. Data was collected through a quantitative approach through a survey involving respondents who actively use the TikTok platform. The sample used was 200 respondents. Data analysis was carried out using Path analysis through the Smart PLS application. The results showed that product quality positively and significantly influences consumer trust, which in turn impacts purchase intention. In contrast, the presence of influencers only considerably influences consumer trust. The findings indicate that companies must improve product quality and build consumer trust as critical strategies to increase purchase intention. This research provides important insights for companies in formulating more effective marketing strategies in the digital era, especially on the TikTok platform.

Increasing the purchase intentions for suboptimal products: Comparing potential marketing strategies

To reduce food waste, motivating consumers to purchase suboptimal (imperfect) products seems a promising strategy. Yet, two recent literature reviews show that it is challenging to motivate consumers to purchase suboptimal products. Moreover, the effects of the most promising marketing strategies thus far – pricing and communication strategies − have hardly been directly compared. Our research addresses these issues by 1) presenting two novel strategies that can increase purchase intentions for suboptimal products, and 2) comparing the effects of pricing strategies, communication strategies, and the two novel strategies. In a survey and an experiment, consumer responses to pricing (discounts or multi-item promotions), communication (concerning products’ naturalness or sustainability), and experience strategies (providing tasting or a show) were compared, revealing varying effects on product perceptions and purchase intentions. Consumers’ value orientations influenced consumer responses to marketing strategies. These findings provide valuable suggestions for future research on minimizing suboptimal food waste.

The Influence of Promotion via Social Media Instagram and Facebook on Purchase Interest among Generation Y at the FP Bali Hotel, Kuta

This study examines the impact of promotions through Instagram and Facebook on the purchase intention of generation Y at the FP Bali Hotel, Kuta. The quantitative method was used by distributing questionnaires to 100 Instagram and Facebook followers of the hotel who are generation Y. The data analysis process used multiple linear regression procedures on SPSS version 27.0. The findings show that the purchase intention of generation Y is significantly and positively influenced by product promotions on Instagram and Facebook, both individually and simultaneously. The management of FP Bali Hotel is expected to be able to utilize these findings as input to increase purchase intention through the implementation of appropriate promotion strategies.

Make it unique! Why embossed product labels increase purchase intentions and willingness to pay

Make it unique! Why embossed product labels increase purchase intentions and willingness to pay

The Role of Brand Equity Mediates The Influence of Endorser Credibility and Brand Experience on Wardah Product Purchase Intention

This study is to find out the role of Brand Equity in mediating the influence of Credibility Endorser and Brand Experience on Purchase Intention of wardah products. A study found that endorsers who are considered knowledgeable, reliable, and physically attractive are considered credible. They generate a positive attitude towards the endorsed brand and increase Purchase Intention. The data source used in this study is primary data. Primary data collection was carried out by distributing questionnaires to users of Wardah skincare products in Cirebon City to find out their behavior in making purchases through Google Form. A sample of 150 respondents was used for analysis. data analysis using SmartPLS SEM. Based on the data analysis that has been carried out, Brand Experience and Brand Equity have a positive and significant effect on Purchase Intention, Credibility Endorser has a positive but not significant effect on Brand Equity, and Brand Equity has a positive and significant effect on Purchase Intention, Brand Equity acts as a mediator of the influence of Credibility Endoser and Brand Experience on Purchase Intention. Purchase Intention will be better if Credibility Endorser and Brand Experience are mediated by Brand Equity, meaning that in an effort to increase Purchase Intention, Brand Experience needs to be improved without forgetting Brand Equity which is a mediating variable.

The “healthy = (un)tasty” intuition concerning colour in organic wine labels

AbstractOrganic labels certify a product's commitment to ecological balance. However, the association between organic products and health benefits can inadvertently promote overconsumption, particularly in the case of alcoholic beverages such as red wine. In research conducted with participants from the United States, we demonstrate that consumers implicitly link organic wine with health and pleasure, which is explicitly reflected in heightened purchase intentions and anticipated consumption volume. Interestingly, our findings indicate that these effects are moderated by label colour. Implicitly, red organic labels are associated with a less healthy but tastier drink than green labels. Explicitly, organic labels overall stimulate higher purchase intentions regardless of their colour. Nevertheless, our results highlight a moderating role of label colour. Compared to green labels, red organic labels elicit increased purchase intentions, driven by greater expectations of tastiness associated with the red label. Additionally, red labels convey a perception of higher alcohol strength and an intention to consume wine in smaller quantities versus green labels. Thus, the use of a red label may signal both pleasure and potential danger, facilitating organic wine sales without necessarily increasing consumption. These findings have implications for marketers and policymakers interested in supporting responsible wine consumption.

Taste or health: The impact of packaging cues on consumer decision-making in healthy foods

According to the theory of dietary regulation, consumers frequently encounter conflicts between healthiness and tastiness when selecting healthy foods. This study explores how packaging cue that highlight “tasty” versus “healthy” affect consumers’ intentions to purchase healthy food. After an Implicit Association Test (IAT) confirmed a perceived lack of tastiness in health foods in the Preliminary study, Study 1 analyzed pricing and packaging details of the top 200 most-popular items in each of the ten healthy food categories on a major online shopping platform. Results showed that products with taste-focused cues commanded higher prices, indicating stronger consumer acceptance of healthy foods marketed as delicious. To address the causality limitations of observational studies, Study 2 used an experimental design to directly measure the impact of these cues on purchase intentions and perceptions of energy, healthiness, and tastiness. Findings revealed that taste-focused cues significantly boosted purchase intentions compared to health-focused cues, although they also diminished the perceived healthiness of the products. Moreover, in the control group exposed to unhealthy food options, health-emphasized packaging also increased purchase intentions, indicating that consumers seek a balance between healthiness and tastiness, rather than prioritizing health alone. Study 3 further explored the impact of cognitive load over these cue influences, revealing a heightened inclination among consumers to purchase healthy products with taste-focused cue under high cognitive load state. These insights have direct implications for food packaging design, suggesting that emphasizing a balance of taste and health benefits can effectively enhance consumer engagement. The study, which conducted in China, also opens avenues for future research to explore similar effects, maybe in different cultural contexts, different consumer groups, and under varied cognitive conditions.

Fanfiction: When Copyright Violation Benefits Brands

We investigate fanfiction (i.e., original fiction adopting elements of pre-existing media), as a copyright-violating phenomenon and show it can benefit brands. Our work first identifies two benefits of fanfiction: 1) reading fanfiction increases purchase intent for brand content, 2) and fanfiction production rates can be used to generate more accurate estimates of next-week TV viewership. Next, we identify that brands can grow their fanfiction communities by waiving copyright protection, thus removing a barrier to publication faced by many fanfiction authors. We demonstrate these results using two real-world datasets representing billions of words of fanfiction content, and one lab study (N=600).

De vuelta a lo básico: la simplicidad del empaque y la percepción prémium

In a limited shelf space and with a wide product offering, the visual noise of packaging can be overwhelming. This study proposes that packaging with a simple design positively impacts the consumer: firstly, it is perceived as premium packaging, and secondly, it increases purchase intention. The methodology uses an intra-subject experimental design. Participants were randomly exposed to two product images, in this case, liquid milk: one with a simple packaging design and the other with a complex design. Next, they completed a survey where they indicated their perception of the product as premium and their purchase intention. The results support full mediation: compared to complex packaging, simple packaging increased the perception that the product is premium, which in turn increases purchase intention

Factors Influencing Sichuan Consumers' Purchase Intention on E-Commerce in the Apparel Industry

This study investigates the factors influencing Sichuan consumers' purchase intention on e-commerce in the apparel industry. The economic advantages of live streaming and e-commerce have attracted widespread attention, and researchers are particularly keen on delving into the psychological impact of these new channels on consumers' buying behavior. The emergence of new sales channels in the apparel sector is increasingly vital in stimulating sales growth. The number of respondents for this study was 395. The results of this study show that consumers’ purchase intention for e-commerce in the apparel industry would be impacted by performance expectation, effort convenience, perceived usefulness, perceived behavior control expectation, and social impact. These findings have practical implications for marketers and e-commerce platforms, enhancing the consumer experience and increasing purchase intention.

Analysis of The Influence of Automotive Brand Purchasing Intentions In Batam City

Purpose – This research aims to identify the influence of brand trust attitudes, brand image, risk perception, word of mouth promotion, brand awareness, and brand trust on automotive brand purchase intentions. Methodology/approach – This research aims to test hypotheses using quantitative research methods based on the philosophy of positivism. Data was collected from automotive brand buyers in Batam City using questionnaires as the main data collection tool, as well as literature studies to support relevant information. Findings – Attitude does not significantly influence purchase intentions when purchasing automotive brands (p-value > 0.05), but plays an important role in increasing trust (p-value=0.000). Brand awareness and brand image have a significant positive impact on purchase intention (p-value=0.000), indicating that good brand recognition and image increase purchase intention. In contrast, perceived risk does not influence purchase intention. Even though trust has no effect, word of mouth has a significant positive impact on purchase intentions, indicating that brand reputation in society influences consumers' purchase intentions. Novelty/value – This research significantly contributes to the understanding of the factors that influence consumer purchasing decisions in the context of automotive brands. The conclusion shows that attitude has a key role in building consumer trust in automotive brands, while brand awareness and brand image have a significant positive impact on purchase intentions. The research results also highlight the importance of word of mouth in shaping purchase intentions, with perceived risk not playing a significant role in consumers' purchase decisions. The practical implications of these findings can help automotive companies design more effective marketing strategies.