Influence Customer Purchase Intention Research Articles

Banking with purpose: the impact of CSR-S on customer behavior during the COVID-19

PurposeThis article examines the impact of banks’ corporate social responsibility communication through social media (CSR-S), electronic word of mouth (eWOM), and brand reputation on consumer behavior during the COVID-19 crisis, with a focus on purchase intention.Design/methodology/approachThe study employed a quantitative approach to analyze data from a survey of 621 Egyptian bank customers who followed the banks’ social media pages and interacted with CSR-S initiatives. A genetic algorithm selected the most relevant variables affecting purchase intention. A Bayesian regression model was used to analyze the impact of CSR-S communication, eWOM, and brand reputation on purchase intention.FindingsCSR-S initiatives, eWOM, and brand reputation were found to influence customer purchase intention. CSR-S initiatives can boost purchase intention by encouraging brand reputation and initiative sharing with friends and other customers. However, CSR-S negatively moderates the positive impact of eWOM and brand reputation on the predisposition to contract products and services with the bank.Originality/valueThis study addresses critical research gaps in CSR literature. Firstly, it examines the impact of CSR-S actions on customer behavior, a perspective less explored in previous research. Secondly, it investigates the intricate relationships between CSR-S, eWOM, brand reputation, and purchase intention, shedding light on their interplay, particularly during the COVID-19 pandemic. Additionally, this research extends CSR-S investigations to the competitive banking industry and focuses on a developing country context, enhancing the applicability of findings for Egyptian banks. Lastly, the study employs advanced methodologies to improve the accuracy of results.

SUSTAINABLE BEHAVIORS AND PERSONALITY MODERATING THE STATUS GOAL AND PURCHASE INTENTION RELATIONSHIP OF LUXURY BRANDS

Luxury brands are related to two major mechanisms of social adaptation: value-expressive and social-adjustive. Researchers have established that these two functions are likely to influence customer purchase intention. Additionally, evidence suggests an interaction between sustainability beliefs and personality traits. Traditional, luxury brand purchasers are considered carefree of sustainability considerations. Therefore, a research gap exists regarding sustainable behaviors and personality issues in relation to luxury brands. Thus, building on a model of the effects of the value-expressive and social-adjustive functions of luxury brands on purchase intention, this study analyzes the effects of two types of moderating variables, namely, sustainable consumption (anthropocentrism, perceived self-efficacy, ecological behavior, conservatism, and egoism) and personality traits (conscientiousness, extraversion, openness, and neuroticism). Results of a structural equation modeling analysis with nested models, using a sample of 299 U.S. luxury car consumers, reveal that for the value-expressive and purchase intention relationship, only perceived self-efficacy shows a negative moderating effect. Meanwhile, for the relationship between social-adjustive and purchase intention, anthropocentrism, egoism, extraversion, and neuroticism demonstrate moderating effects. Thus, the variables here proposed primarily moderate the social-adjustive and purchase intention relationship. Therefore, luxury product firms pursuing a long-term sustainability agenda may benefit from strategies based on social-adjustive needs.

The Influencers’ Attributes and Customer Purchase Intention: The Mediating Role of Customer Attitude Toward Brand

The main purpose of this study is to discuss whether online influencers can improve customer brand attitude and thus increase purchase intention as both of them are important performance indicators in a live show. Drawing on the persuasion theory, the authors aim to investigate the impacts of influencers’ attributes (professionalism, credibility, interactivity and attractiveness) on customers purchase intention from the perspective of attitude toward brand. Data were collected from 233 customers in China where the influencer centered livestreaming e-commerce is enjoying rapid growth. The hypotheses were tested via structural equation modeling. The findings indicate that the influencers’ credibility and attractiveness increase purchase intention directly. Further, customer brand attitude plays a mediating role in the relationship between the influencers’ attributes (attractiveness, credibility, and interactivity) and purchase intention. While, the professionalism improves neither favorable customer brand attitude nor purchase intention. The findings provide theoretical implications for scholars to rethink the role of internet influencers in influencing customer purchase intention.

The impact of social media marketing activities on customer purchase intention: a study of the property industry in Malaysia

PurposeThis study investigates the impact of social media marketing activities on customer purchase intention in the Malaysian property market.Design/methodology/approachThe study utilises a survey research approach to collect data from 331 respondents using a questionnaire.FindingsThe findings of the study reveal that entertainment, interaction, customisation and word-of-mouth variables had a significant and positive impact on customer purchase intention in the Malaysian property market. However, the study demonstrates a positive but insignificant impact of trendiness on customer purchase intention.Research limitations/implicationsFirst, the study relies on a sample of 331 respondents in Malaysia, which may limit the generalizability of the findings to a broader population. Hence, future research could aim for a more extensive and diverse sample to enhance the validity of the results. Second, while the study identified significant relationships, the measurement of variables, in particular “trendiness,” could be refined for better accuracy. The future study may consider including a more precise measurement to provide comprehensive insights.Practical implicationsThe results suggest that marketers should focus on creating engaging and interactive content, providing personalised experiences and leveraging word-of-mouth recommendations to enhance customer purchase intention. The overall findings highlight the importance of social media marketing activities in the property market and their potential to drive customer purchase intention.Social implicationsThe study contributes to the existing literature by shedding light on the role of social media marketing activities in influencing customer purchase intention in the Malaysian property market.Originality/valueTo the best of the authors’ knowledge, there is no similar studies have been conducted in this area of research.

Integrated Marketing Communication Strategy in Computer Hardware Industry: A Case Study on PT. IZZM

This study addresses PT. IZZM's struggle to sell power supply units (PSUs) despite success in motherboard sales. Recognizing the importance of PSUs in computers, the author proposes an Integrated Marketing Communication (IMC) strategy to enhance brand awareness and customer purchase intention within the competitive power supply market in Indonesia. Recognizing the growing significance of effective communication strategies, this study combines both quantitative and qualitative research methodologies to formulate a robust strategy tailored to the unique characteristics of the Indonesian market. The results of this quantitative research will provide valuable insights into the market dynamics and facilitate the development of targeted communication strategies. Complementing the quantitative research, the qualitative aspect employs in-depth interviews to gain a deeper understanding of consumer perceptions, preferences, and emotional connections to power supply brands. Based on the findings from both quantitative and qualitative research, the proposed IMC strategy integrates various communication channels such as digital marketing, social media engagement, influencer collaborations, public relations, and traditional advertising. Special attention is given to cultural nuances and localized communication strategies to ensure resonance with the Indonesian target audience. This project aims to provide PT. IZZM with a strategic roadmap to enhance its market presence in Indonesia, fostering increased brand awareness and positively influencing customer purchase intention in the power supply segment. The combination of quantitative and qualitative research methodologies ensures a well-rounded and data-driven approach to inform the development and implementation of an effective Integrated Marketing Communication strategy.

Proposed Marketing Strategies of Indihome TV to Increase Brand Awareness and Subscribers

Over-the-top (OTT) platforms have experienced phenomenal global growth in recent years. Indonesians are increasingly turning to OTT for their favorite shows. Nearly one in three Indonesians now stream OTT. Indihome TV, is a Video Over The Top (OTT) application service that allows users to experience IndiHome TV on various devices. PT. Telkom’s development of its own OTT platform, such as Indihome TV, is crucial for maintaining a competitive edge in the telecommunications industry. However, despite the availability of IndiHome TV on the application, only a limited number of users are aware of its existence. There are only a few active users of the IndiHome TV app.The low number of subscribers of Indihome TV presents a significant challenge. To address this issue, it is crucial for the company to enhance brand awareness and develop strategies tailored to their target consumers. The objectives of this research are to increase brand awareness of Indihome TV, identify significant product attributes influencing customer purchase intention, and design effective marketing strategies to promote the Indihome TV premium package. A quantitative methodology is employed, involving customer analysis and hypothesis testing. Questionnaires are distributed to potential target market respondents who have previous experience with OTT platforms. The collected data is processed using SMART PLS. The research findings reveal that Social Media Marketing and E-WOM have a positive impact on Brand Awareness. Additionally, significant product attributes influencing customer purchase intention include content variety, available payment options, and compatibility. Both Brand Awareness and Product Attributes positively influence Purchase Intention. Based on these findings, several recommendations are made. These include collaborating with local film production companies to enhance content offerings, partnering with Telkomsel to create bundled packages, implementing a point-based system to encourage user reviews, and delivering a seamless user experience across platforms and devices. These strategies are derived from internal and external analysis, as well as the SWOTTOWS analysis and QSPM Matrix.

A Study on Impact of Social Commerce on Customer Purchase Intention

This project aims to investigate the impact of social commerce on customer purchase intention. Social commerce refers to the utilization of social media platforms and social interactions to facilitate online shopping and influence consumer buying behavior. With the increasing popularity of social media and the rise of e-commerce, understanding the relationship between social commerce and customer purchase intention has become crucial for businesses to develop effective marketing strategies. This project will employ a combination of quantitative research methods, including surveys and data analysis, to explore the factors influencing customer purchase intention in the context of social commerce. The findings will provide valuable insights for businesses looking to leverage social media platforms to enhance customer engagement and drive sales.

FACTORS INFLUENCING CUSTOMER PURCHASE INTENTION VIA FACEBOOK LIVE STREAM AT EVER CLOTHINGS MANADO

One way to get customers to make purchases via Facebook Live Streaming is to analyze the factors that influence customer purchase intentions. The purpose of this research was to analyze the factors that influence Customer Purchase Intention via Facebook Live Streaming at Ever Clothings Manado. This research used the quantitative method with factor analysis techniques. The sample of this research is 100 samples which are customer of Ever Clothing Manado. At the beginning of the research there twenty factors that are determined as material for testing and research. After doing the analysis, the result showed that two variables must be eliminated because the extraction value of this variable is less than 0.5, and only eighteen variables can be used. From the 18 variables, 4 new factors were formed which are: Popularity of Facebook Account, Quality of Products, Quality of Seller, and Seller Communication Ability. Keywords: digital marketing, Facebook live stream, purchase intention, Facebook account popularity, quality of products, quality of seller, seller communication ability, factor analysis

Factors Influencing Customer Purchase Intention in B2B Telecommunication Industry

Digital transformation has the potential to improve consumers’ lives by providing new opportunities for business firms to create business value. This phenomenon forces the telecommunications industry to become one of the leading industries in digital transformation as the main digitalization mover and to be able to adapt to the changing trends of the digital transformation era. The increasing trend of digitization and consumption of digital media platforms by global and domestic customers has led to a demand for higher bandwidth with high-speed connectivity. This phenomenon creates new business opportunities for the telecommunication industry. With all the developments in the digital era, the telecommunications industry must adapt to achieve new opportunities in transformation and digital ecosystems that are rapidly developing by increasing the economic value and services of more data-oriented companies. This study aims to determine what factors influence customer purchase intention in B2B telecommunication companies, namely the DWS Telkom division under PT Telkom Indonesia, which plays a role and focuses on carrying out wholesale business portfolio management activities. The division’s mission is to provide sustainable value to wholesale customers through digital connectivity solutions, digital platforms, and communications. This research was conducted using qualitative methods by interviewing 7 existing customers of Telkom DWS using question guidelines to determine B2B product purchasing factors. Results from interviews with customers were analyzed using the triangulation method. The results show that the factors influencing purchasing decisions in the B2B industry are product quality, service quality, relationship commitment, trust, customer satisfaction, and loyalty.

Factors Influencing Customer Purchase Intention in B2B Telecommunication Industry

Factors Influencing Customer Purchase Intention in B2B Telecommunication Industry

Proposed Marketing Strategies for CV. Ganesha Sora to Increase Brand Awareness and Sales

MSMEs are the most important pillars of the Indonesian economy, contributing for 61.07% of GDP or $8,573.89 trillion rupiah. The MSME in the food processing industry is one of the most developed MSMEs. The presence of dairy products produced by these MSMEs benefits the food processing industry. The demand for dairy products in Indonesia has surged by more than 10% each year over the last ten years. Ganesha Sora is one of the MSMEs engaged in the production of dairy products that according to the company’s data is now facing a decrease in sales. Meanwhile, based on preliminary research and problem exploration undertaken by the author reveal that Ganesha Sora continues to have low brand awareness. The purpose of this research is to increase Ganesha Sora brand awareness, identify major product attributes that influence customer purchase intentions, and to design suitable marketing strategies to increase the chances of sales. This study will include both quantitative and qualitative methods. For consumer analysis and hypothesis testing, the quantitative method is used. Data is gathered by distributing questionnaires to respondents who buy mozzarella cheese products in stores and online marketplaces. The output is then processed by SMART PLS. The qualitative method is utilized in preliminary research by interviewing 10 respondents and the business owner. According to the findings of this research, businesses can boost brand awareness by engaging in marketing activities such as sales promotion and advertising, which also have a beneficial impact on purchase intention. The following finding is about important product attributes that influence customer purchase intention, which include convenience, taste, and availability. From those findings, the author makes several recommendations based on internal and external analysis, along with a SWOT and TOWS analysis for Ganesha Sora to increase sales by entering and selling products to tourist attractions, offering testers or price discounts, and providing buy one get one e-vouchers on monthly occasions such as 11.11, 12.12, and so on. Ganesha Sora can conduct advertising activities such as creating an advertising video that highlights the product qualities and campaigns #BanggaDairyBuatanIndonesia to raise awareness. Ganesha Sora can launch a new product in a lighter weight variation and rent cold storage space in numerous potential places to deliver the attributes that consumers value.

Impact of Risk Perception on Customer Purchase Intention in e-Commerce Platform

Purpose – This study aims to investigate the impact of risk perception on online purchase intention in e-commerce platforms.
 Design/Methodology/Approach – This research uses secondary data analysis and an archival study approach to investigate the impact of risk perception on online purchase intention in e-commerce platforms. The data was gathered from 385 customers using e-commerce platforms. Moreover, this research adopted four frameworks from previous research to construct a new conceptual framework.
 Findings – This research examined the factors that impact risk perception on online purchase intention in e-commerce platforms. The research's findings revealed that perceived CKM tool risk, social risk, product risk, and delivery risk of customers impact e-commerce platforms.
 Research Limitations/Implications – There are many limitations to researching the factors influencing customer purchase intention on e-commerce platforms. This research is based in China and uses e-commerce platforms, so this study may not completely apply to people from different cultural backgrounds in other nations.
 Originality/value - This research is about the important influencing variables that customers perceived CKM tool risk, social risk, product risk, delivery risk, and purchase intention.

Factors that Influence Customer Purchase Intention: A Case of Shopping Mall Customers

Factors that Influence Customer Purchase Intention: A Case of Shopping Mall Customers

The Factors that Influence Customer Purchase Intention: The Tale of Zalora Malaysia

Since Zalora Malaysia was designated as the top fashion specialised online retailer based on iPrice's Map of e-commerce, this study was done to investigate the factors that impact consumer buying intention in Zalora Malaysia. As a result, brand image, site design, and service quality are the independent variables for those elements. The intention to buy among Zalora Malaysia clients is the dependent variable of this study. Furthermore, the goal of this research is to look at the interaction between elements that impact customers' purchasing intentions in Zalora Malaysia. To confirm the research hypothesis, the researcher gathered 237 responses via a google form created by the researcher and distributed them online to any Malaysian citizen who only purchased from Zalora Malaysia and answered the questionnaire in general via Facebook or Instagram to obtain respondents aged 21 to 50 years and above. Only one hypothesis is validated and approved in this research study, according to the findings, and it is connected to the relationship between site design features and purchase consumers in the Zalora Malaysia application. The brand image and service quality elements that impact customers' purchasing intentions in the Zalora Malaysia application are two hypothetical relationship factors that are not approved and have no value. In the Zalora Malaysia application, this reveals simply the site design variables that are important and the link between client purchase intents.

Blockchain as a resource for building trust in pre-owned goods’ marketing: a case of automobile industry in an emerging economy

ABSTRACT Blockchain technology (BCT) has caught tremendous attention from businesses. In the present study, the authors propose that if BCT is used to track a product’s life cycle, that is, when it was manufactured, purchased, and used by the first and subsequent owners, the information asymmetry present in the pre-owned automobile market can be significantly reduced. The study uses a qualitative procedure to explore the challenges which buyers, sellers and intermediaries face while buying and selling pre-owned automobiles, specifically in emerging economies. Theoretical constructs of the resource-based view and the trust-based marketing theory are used to explore the extent to which BCT can influence customer purchase intention and the marketing performance of firms dealing in pre-owned automobile products in emerging economies. We collected data by conducting eight focus group discussions with generation Y and Z individuals who had experience of buying or selling pre-owned automobiles. We also conducted five personal interviews with managers of pre-owned automobile online/omnichannel retailers to understand the industry’s point of view. Three themes emerged during the study: ‘current challenges in pre-owned automobile transactions,’ ‘scope of blockchain in pre-owned automobile transactions,’ and ‘concerns regarding blockchain adoption in pre-owned automobile transactions.’ We present our findings based on these three themes. Further, we propose a conceptual model and provide theoretical and managerial implications for the pre-owned automobile industry.

The Effect of Internet Advertisement Features on Customer Purchase Intention of Selected Food and Beverage Companies in Lagos State, Nigeria

The study investigates the effect of internet advertisement features on customer purchase intention of selected food and beverage companies in Lagos State, Nigeria. The objective was to establish the degree to which internet advertisement influence customer purchase intention of products of food and beverage companies in Lagos State, Nigeria. A total of 125,393 students have been found. A total sample size of 776 was calculated. As a result, 776 undergraduate and post-graduate students of the chosen Universities in Lagos State were sent a questionnaire. In this research, a proportionate stratified sampling technique was adopted, and only 627 copies (or 80.3 percent) of the questionnaire were properly completed and recovered. To determine the link between the variables, the data was examined using the bivariate regression statistical technique. The finding revealed that internet advertisement features influence consumers purchase intention of the products of selected food and beverage companies in Lagos State, Nigeria (β = 0.863, t = 42.981, R2 = 0.747, p < 0.05). Hence, it was concluded that internet advertisement features promote consumers purchase intention of the products of selected food and beverage companies in Lagos State, Nigeria. The study recommends amongst other that management of food and beverage companies should introduce diverse online advertisement media in marketing that products considering their positive effect on consumers purchase intention. Keywords: Internet Advertisement Features, Customer Purchase Intention, Fast Moving Consumer Goods, Lagos State

THE IMPACT OF E-COMMERCE TOWARD CONSUMER PURCHASE INTENTION AT UD.CIPTA PRIMA MEDAN

This study empirically examines the website attributes in ecommerce influencing customer purchase intention. The writer do the observation and preliminary data that UD. Cipta Prima Medan is having problems which the manager says that there is no consumer purchase intention and most of the customers are only came from North Sumatra. The population that the writer used is the purchasing customers in UD. Cipta Prima Medan, which is 45 customers. The writer uses convenience sampling technique in which the sample are selected because readily available and convenience. In analyzing data, the writer used some methods such as statistics, normality test, validity test, reliability test, correlation test, determination test, linier regression, and hypothesis test. Based on statistical calculation and analysis, the data is highly valid and the questionnaire is reliable. The Pearson correlation coefficient is 0,87 and the determination is 75.20%. This means that there are high and positive relation between E - Commerce and consumer purchase intention. The linear regression equation of this variable is Y = -3.54 + 1.28X. The Zcount of this skripsi is 5,8 and Ztable 1,96. Since Zcount > Ztable, hence Ha is accepted. This means that E- Commerce has an impact toward Consumer purchase intention at UD. Cipta Prima

Factors Influencing Customer Purchase Intention: Reference to Social Media Advertising

Social media plays a vital role in the lives of customers. Customer buying decision is influenced by social media advertising (SMA). It is a great challenge of marketers, to identify how customers’ make purchasing decisions and what factors influence their purchase decision. Current study is conducted to identify factors of SMA influence customer purchase intention. Theoretical framework developed based on the UTAUT2 model (performance expectancy, hedonic motivation, & habit) including interactivity and informativeness. Data collected from 400 respondents through google forms with 81% of response rate. Data analyzed through correlation and multiple regression techniques. Results revealed performance expectancy, hedonic motivation, interactivity & informativeness impacted on purchase intention whereas habit was not a significant influencing factor. Facebook dominates in Sri Lanka and informativenss is the strongest influencer of purchase intention. Furthermore, SMA is more effective in advertising products to male, young, & educated customers.

Factors influencing customer purchase intention towards halal logo on food packaging in Melaka

This research aims to examine the factors influencing Melaka Muslim community in purchase intention towards halal logo on food packaging. Theory of Planned Behaviour is used as theoretical framework and there are three factors in influencing customer purchase intention which are attitude, subjective norm and perceived behavioural control. Questionnaires were distributed to the 170 Muslims respondent which randomly selected in shopping complex or supermarket area in Melaka City. The data was analysed using statistical package, descriptive analysis, Pearson correlation and multiple regression analysis were applied in this research in order to identify relationship and the most important factors. The results indicated that attitude, subjective norm and perceived behavioural control have positive relationship to intention on purchasing food packaging with halal logo. The most important factor that influence consumer purchase intention towards halal logo was attitude and subjective norm.

‘I'm like you, and I like what you like’ sustainable food purchase influenced by vloggers: A moderated serial-mediation model

Internationally, researchers have shown an increased interest in customer decision-making regarding sustainable food choices that could be changed through tailored interventions. This study examines how vloggers influence customer purchase intention toward sustainable food. Based on the similarity-attraction theory, we undertook a serial mediation model in which health-related Homophily between vloggers and viewers was related to higher purchase intention of sustainable food via audience participation and parasocial interaction (P.S.I.). In addition, we tested whether these potential relationships were more substantial for young people from higher product-vlogger congruence and lower advertising recognition in the celebrity endorsement context. A statistical analysis of 382 youth questionnaire data from the steaming media platform was tested through the partial least squares structural equation model. The results show that (1) health-related homophily was related to greater audience participation and P.S.I., which, in turn, were related to higher purchase intention of sustainable food; (2) the positive indirect effects of health-related Homophily on purchase intention through audience participation and P.S.I. decrease as the advertising recognition increase, while increase as the product-vlogger congruence increase. These findings highlight the effectiveness of digital celebrity endorsement in young people's choices for sustainable food.