Influence Purchase Decisions Research Articles

CONFORMITY IN THE DECISION TO BUY BIKE ACCESSORIES AND SPARE PARTS FOR ADULT AGE CYCLISTS

The current needs of cyclists, which have now become part of their lifestyle, are accessories and spare parts. One of the reasons someone decides to buy something is due to the influence of conformity. The purpose of this study is to predict the contribution of conformity behavior to the decision to purchase bicycle accessories and spare parts. This research uses a quantitative method with a simple regression analysis. The scales used are the conformity scale and the purchase decision scale. The sampling technique used in this is the purposive sampling technique. The population in this study consists of adult cyclists (21–60 years old), for a total of 83 participants. Based on the analysis of data collected from the conformity scale and purchase decision scale, then processed using SPSS version 26, it was found that the significance value of conformity and purchase decision is 0.00 (p= < 0.05), which means conformity significantly influences purchase decisions. However, this influence occurs negatively. Meanwhile, the contribution of conformity to purchase decisions is 16.9%. Based on the research results, it is shown that adult cyclists exhibit conformity behavior, and this conformity behavior negatively influences the decision to purchase bicycle accessories and spare parts. This finding is noteworthy because conformity is commonly found in adolescents, while adulthood is generally referred to as "trial and error" behavior, but this time conformity behavior is found in adults. The reason conformity only slightly influences purchase decisions may be because there are still many other factors influencing purchase decisions, such as self-concept, product quality, product branding, lifestyle, attitudes or evaluations of products, and income.

The Influence Of Brand Image, Brand Awareness, and Brand Loyalty On Purchasing Decisions With Purchase Intention As A VariableIntervening (Case Study On MotorHonda Brand In Wonosobo)

The purpose of this study was to find out how brand image, brand awareness, and brand loyalty influence purchasing decisions with purchase intent acting as an intermediary variable (Case study on Honda motorcycles in Wonosobo). Questionnaire samples from 100 participants were distributed during the study process in Wonosobo. SPSS 26 is used to analyze data. The results of this study show that Brand Image has an influence on Purchase Intent with a significance value of 0.001. Brand Awareness has an influence on Purchase Intent with a significance value of 0.006. Brand Loyalty has an influence on Purchase Intent with a significance value of 0.000. Brand Image has no influence on the Purchase Decision with a significance value of 0.669. Brand Awareness has no influence on Purchase Decisions with a significance value of 0.071. Brand Loyalty has no influence on Purchase Decisions with a significance value of 0.084. Purchase Intent influences Purchase Decision with a significance value of 0.000.

The Influence of Content Quality And Price On Purchase Decision of Skintific Skincare Products Mediated By Visibility Celebrity Endorsers (Empirical Study: Instagram Users In Jakarta)

The aim of this research is to analyze more deeply the relationship and influence of content quality, price on purchase decisions mediated by celebrity endorsers on purchase decisions via Instagram. The method used in this research is a quantitative method. In this research the variables used are independent variables, mediating variables and dependent variables. The independent variables used are price and content quality. The mediating variable used is Celebrity endorser. The Dependent variable used is Purchase decision. The population in this study are Instagram social media account users who live in Jakarta with a sample size of 150. Data analysis techniques using SEM with AMOS tools. The conclusions are Price influences Celebrity Endorser, Celebrity Endorser influences Purchase decisions, Price influences purchase decisions, and Price influences purchase decisions through celebrity endorsers with a CR value of 2.06 > 1.96

The study of female college students' consumer psychology mechanism toward male celebrity endorsed products: Tempted or coerced?

The trend of male celebrities endorsing female products is increasing. However, research is lacking on whether this influence is due to the positive emotions generated by the male celebrity's attractiveness or the peer pressure due to mass purchases by the celebrity's fans, and how these effects differ across products with different attributes. This study aims to fill the gap in the existing literature by investigating the influence of male endorsers on female consumers purchase intention, and to deepen the understanding of the mechanisms by which attractiveness and conformity jointly influence purchase decisions. This study used a mixed-design text experiment to investigate the impact of male endorsers' attractiveness and conformity on female college students' positive product attitude and purchase intention for gender-neutral product, female skincare product, and female intimate product, based on the Theory of Planned Behaviour (TPB). The data collected from 456 female college students were analyzed using bootstrap analysis. The study found that both male endorsers' attractiveness and conformity can enhance female college students' positive product attitude and promote their purchase intention for gender-neutral product. However, for female skincare product, male endorsers' attractiveness affects their positive product attitude and purchase intention. Nevertheless, when conformity was present, attractiveness no longer had an effect. Furthermore, for individuals with high levels of loneliness, attractiveness had a detrimental effect on their positive product attitude. On the other hand, conformity had a positive effect by promoting positive product attitude and increasing purchase intention. For female's intimate product, attractiveness did not affect positive product attitude and purchase intention, but the positive effect of conformity remained significant, and both relationships were not moderated by loneliness. It enhances our comprehension of the intricate dynamics underlying the influence of male celebrity endorsements on consumer purchasing decisions, and also offers theoretical justification for the selection of male endorsers for diverse female product.

Analysis of factors affecting purchase decision on freshwater ornamental fish (Case Study: Bandung Ornamental Fish Center, Bandung City, West Java)

Bandung Ornamental Fish Center is one of the freshwater ornamental fish markets in Bandung City. Since its inauguration in 2020, Sentra Ikan Hias Bandung has experienced a decrease in the number of sellers due to the consumer interest on freshwater ornamental fish. This research aims to analyze the consumer characteristics and the factors of consumer behavior and marketing mix (4P) that influence consumer purchasing decisions for freshwater ornamental fish at the Bandung Ornamental Fish Center. This research was conducted from 19 December 2022 to 19 January 2023. The method used in this research is a case study using descriptive analysis for consumer characteristic and statistical inferential methods using PLS-SEM to analyze the factor affecting purchase decision on freshwater ornamental fish. The data collection technique used in this research is a questionnaire and interview. Data analysis in this reaserch uses the PLS-SEM analysis method with a five-point Likert scale using SmartPLS 3 software with nine variables con-sist of personal, psychology, social, culture, price, product, pro-motion, place and purchase decision that listed in Table 1. The analysis results showed that the factors influencing purchase decision of a freshwater ornamental fish at the Bandung Ornamental Fish Center were psychological, social and promotional factors. Researchers suggest the marketers carry out promotions related to consumer psychological and social factors to attract consumer interest.Keywords: Consumer behavior; factor analysis; freshwater ornamental fish; marketing mix; purchase decision; PLS-SEM

Impact of social media advertising features on Vietnamese gen z’s online shopping intentions

The growing use of social media has fundamentally transformed the advertising landscape, particularly among youngsters. Understanding the elements that drive online purchase intentions is critical for firms catering to this population. The purpose of this research is to study the impact of social media advertising features on Vietnamese GenZ’s online shopping intentions. (Which examines the theories of source informativeness (INF), Interactivity (INT), Interesting (IR), Viral (VR), Credibility (CRE), Entertainment (ENT) and builds structural models (SEM) with high accuracy.An online survey evaluated the impact of social media advertising features on Vietnamese GenZ’s online shopping intentions. The minimum sample size for this study will be 197 (n=197) by using Google Form. Through the data, CFA and SEM will be conducted by using AMOS software and SPSS. Reliability statistics of the scale will be conducted by using Cronbach's Alpha, EFA and CFA. The result showed that viral advertising significantly impacts consumer behavior by enhancing interest, credibility, and purchasing decisions through widespread content sharing, which increases trust and perceived product quality. The strong interaction between informativeness, virality, and viewer engagement, with virality having the most substantial effect, highlights its critical role in influencing purchase decisions and customer engagement.

PENGARUH HARGA, CITRA MEREK DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA MULIA PRINT

This research aims to examine and analyze the Influence of Price, Brand Image, and Digital Marketing on Purchase Decisions at Mulia Print. The study was conducted at Jl. Mh. Thamrin No. 150A, Banyuwangi, with consumers of Mulia Print as the research sample. The sampling technique employed in this research is probability sampling, with a total of 40 samples. The method used in this study is quantitative, employing the distribution of questionnaires. Data analysis methods include instrument testing, multiple linear regression analysis, hypothesis testing, coefficient of determination testing, and classical assumption testing. Based on the analysis results, it was found that the calculated F value is greater than the tabulated F value (38.864 > 2.866), indicating that simultaneously, price (X1), brand image (X2), and digital marketing (X3) collectively influence purchase decisions (Y). In terms of individual variable analysis (t-test), the price variable showed a t value greater than the tabulated t value (4.501 > 2.028), leading to the conclusion that price influences purchase decisions. On the other hand, for the brand image variable, the t value was less than the tabulated t value (2.758 > 2.028), suggesting that brand image influences purchase decisions. Regarding the digital marketing variable, the t value was greater than the tabulated t value (1.926 > 2.028), leading to the conclusion that digital marketing does not significantly influence purchase decisions
 
 Key words: Price, Brand Image, Digital Marketing, Purchase Decisions

Dampak Pemasaran Aplikasi Seluler Augmented Reality: Memanfaatkan Pengalaman Sosial Bersama untuk Pemasaran Viral

In today's business landscape, technology plays a pivotal role, enabling a shift from traditional to digital marketing practices. Augmented reality (AR) technology has emerged as a promising tool to enhance consumer experiences and influence purchase decisions. This study examines the impact of aesthetics, entertainment, education, escapism, AR marketing satisfaction, shared social experiences, and purchase intention on AR mobile applications in Indonesia. Data collected through online questionnaires were analyzed using SEM-PLS, revealing significant effects across all variables. Aesthetic elements positively influenced entertainment, education, and escapism, subsequently enhancing AR marketing satisfaction. Furthermore, AR marketing satisfaction positively affected shared social experiences and purchase intention.

Consumer Perspectives on Commercial Pension Insurance Products: Insights and Implications

This study delves into the consumer perspectives on commercial pension insurance products, aiming to uncover insights into awareness, understanding, preferences, and concerns among consumers. Through interviews with 50 participants from five prominent Chinese insurance companies, the study examines demographic characteristics, awareness levels, perceived benefits and risks, factors influencing purchase decisions, and satisfaction with current products. The findings reveal a nuanced landscape wherein participants recognize the importance of pension insurance for long-term financial security but express apprehensions regarding policy transparency, affordability, and reliability. Trust in insurance companies, reputation, and financial stability emerge as primary factors influencing purchase decisions, highlighting the need for flexible and affordable policy options aligned with individual retirement goals. Comparative analysis among companies underscores variations in consumer perceptions, emphasizing the importance of continual product evaluation and improvement to meet evolving consumer needs. The study concludes by advocating for enhanced consumer education initiatives and regulatory frameworks to foster transparency and consumer welfare within the competitive insurance market.

INVESTIGATING INTO CUSTOMER PREFERENCE AND SATISFACTION REGARDING FROZEN AND INSTANT FOOD PRODUCTS

This study aims to explore consumer preferences and satisfaction levels regarding frozen and instant food products. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather comprehensive data. The survey will assess factors influencing purchase decisions, such as taste, convenience, price, and perceived healthiness. Additionally, interviews will delve deeper into consumer perceptions, attitudes, and experiences with frozen and instant food items. Findings from this research will provide valuable insights for food manufacturers, retailers, and marketers to better understand customer needs and enhance product offerings to meet evolving consumer demands in the frozen and instant food market segment. KEYWORDS: Customer preference, Satisfaction, Frozen food, Instant food, Consumer behaviour, Purchase decision, Taste, Convenience, Price, Market research, Food industry.

Influence of visual merchandising, creative promotion, and price on purchase decisions in live shopping Shopee

Indonesia's internet boom (212.9 million users) fueled e-commerce growth, with Shopee leading the market (158 million visitors). This study explored factors influencing purchase decisions in Jakarta's Shopee live shopping. Live streams offered product visualization, seller interaction, and promotions. We investigated how visual merchandising, creative promotions, and price impacted buying decisions through a survey of 462 respondents. The research found that creative promotions and price significantly influenced purchases, while visual merchandising had no effect.

Processed vegan food packaging: influencing vegan diet and lifestyle consumption choices

As the demand for plant-based meat analogues (PBMAs) continues to surge globally, understanding the marketing strategies that drive consumer choice becomes imperative(1). This research project, part of a larger study at Massey University, explores the design and packaging of vegan food products, specifically focusing on processed PBMAs and how this influences vegan diet consumption choices in New Zealand vegans. We examined the packaging of vegan processed food available in New Zealand supermarkets and those promoted online, with a focus on processed PBMAs. This informed the development of an online survey including: demographics, motivations for following a vegan diet, and questions related to perceptions and preferences about vegan diets and processed PBMA packaging. The survey was offered to individuals who had previously participated in vegan research at Massey University and followed a strict vegan diet. There were 235 participants of whom 198 completed the survey. This consisted of primarily females (n = 156, 74%) and individuals of New Zealand European descent (n = 159, 71%), aged 18 to 76 years (37.8 ± 12.3). The participants had varying durations of following a vegan diet, with the largest group (n = 87, 42%) adopting it for 5 to 10 years. The primary motivation for following a vegan diet was animal welfare (n = 205), followed by environmental concerns (n = 189) and health (n = 175). Participants were able to select more than one option, suggesting there are often multiple reasons for choosing to follow a vegan diet. Factors influencing purchase decisions for PBMAs included nutrient claims on packaging, with protein having the highest positive influence. Environmental concerns also played a significant role, with eco-friendly packaging and positive environmental claims being important. Packaging images, particularly of the final prepared product, had a significantly positive impact on purchasing decisions (4.12 ± 0.78) where 1 represented a negative influence and 5 represented a positive influence on a Likert Scale. The majority sometimes, or always checked the nutrition information panel (n = 167, 85%) and examined the ingredients (n = 191, 98%). Participants reported concern about the nutritional value of processed PBMAs (n = 94), and reported that they are aware that these foods are classified as ‘ultra-processed (n = 91). This research provides valuable insights into the reasons people choose vegan diets and what influences their choices when it comes to purchasing PBMAs. It highlights the significance of marketing strategies in the plant-based meat alternatives industry. However, to gain a more comprehensive understanding of this evolving market, further research is necessary. Future research should consider a wider range of demographics and regional distinctions to better understand how consumer preferences in plant-based diets are changing. This should also include looking at how the market is maturing, with buyers becoming more aware of things like nutrients and the processing of food, which can impact the sustainable food choices individuals make.

A Study on Buyer’s Behaviour Towards Next Gen Home Products with Special Reference to Erode District

This study delves into the intricacies of buyer behavior concerning Next Gen Home Products in Erode District, India, with the aim of assessing consumer awareness and understanding of these innovative products and identifying key factors influencing purchase decisions. Employing a descriptive research design, the study utilized a sample size of 119 respondents from diverse occupational backgrounds through stratified random sampling. Statistical tools such as frequency analysis, descriptive statistics, ANOVA analysis, and correlation analysis were employed for data analysis. The findings of the study reveal that consumer awareness of Next Gen Home Products is highest for factors such as ‘Comprehension of Home Systems Controlled Remotely’ and ‘Familiarity with Automated Environmental Control Systems,’ while ‘Familiarity with Intelligent Home Technology’ ranks lowest. Factors significantly influencing buyer decisions include ‘Endorsements from Personal Contacts’ and ‘Influence of Online Consumer Feedback,’ followed by ‘Product Design and Visual Appeal’ and ‘Customer Support Quality.’ Notably, a positive correlation exists between consumer awareness and purchasing factors. Age, educational qualification, occupation, and gender were also found to influence consumer behavior. Based on these findings, several suggestions are proposed, including educational initiatives to enhance consumer awareness, leveraging personal contacts and online feedback, focusing on product design, improving customer support quality, emphasizing long-term savings benefits, and effectively communicating cost-effectiveness. In conclusion, this study provides valuable insights for businesses and policymakers in Erode District to align their strategies with consumer preferences in the Next Gen Home Products market. By implementing these suggestions, companies can improve their market performance and enhance the adoption of innovative home solutions in the region.

PENGARUH ULASAN ONLINE, RATING, BEAUTY VLOGGER REVIEW DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK HANASUI DI INDONESIA

This study aims to determine the effect of online reviews, rating, beauty vlogger reviews and prices on purchasing decisions for Hanasui Lipstick products in Indonesia. The population used in this study is consumers who have purchased Hanasui lipstick products online at marketplaces in Indonesia. The sample used was 140 respondents who met the criteria. The criteria in question are having purchased a Hanasui Lipstick product at least once online in the marketplace, a Hanasui Lipstick product user, at least 17 years – 40 years old and accessing Youtube and Tiktok as media to view product reviews from beauty vloggers. Sampling was carried out using a purposive sampling method, namely Non-probability Sampling. The method of data analysis with the help of SPSS 26. The tests used are instrument tests (validity test and reliability test), classical assumption test (normality test, multicollinearity test and heteroscedasticity test), multiple liniear regression analysis test, coefficient of determination test and hypothesis testing (t test and F test). The results of this study indicate that online reviews partially have no effect on purchasing decisions. Ratings, Beauty Vlogger Reviews and Prices partially influence Purchase decisions. Simultaneously Online Reviews, Ratings, Beauty Vlogger Reviews and Prices influence Purchasing Decisions.

Influence of Price Perception, Product Quality, and E-Wom: Improving Brand Image and Purchase Decision

The purpose of this study is to determine the impact of price perception, product quality, and electronic word-of-mouth (E-Wom) on brand image and purchase decisions at The Originote skin care products. By using a quantitative approach, the population used in this research to the tune of 285 respondents. It consisted of the number of users or potential users using the convenience sampling method. Taking respondents who are available or who happen to be somewhere is a prerequisite for accidental sampling. Structural Equation Modeling (SEM) with the help of SmartPLS software was used in analizing data. The results show that price perception has no impact on brand image, but purchase decisions are positively impacted by price perception. In addition, the quality of the product has a positive and significant influence on the brand image and the purchase decision. E-wom also has a significant impact on Brand Image and Purchase decisions. Furthermore, Brand Image significantly influences Purchase Decisions at The Originote skincare.

Effect of Social Media Marketing “Instagram” Towards Purchase Intention : Evidence From Plant-Based Milk Product “Oatside” in Indonesia

In the ever-evolving field of marketing, building and maintaining purchase intent remains a central theme and a significant challenge for marketers. Among various strategies em-ployed to sustain customer brand loyalty, social media marketing has emerged as a recent and effective tool. This study delves into the impact of social media marketing on the pur-chase intent of consumers, an area that is garnering growing interest from both marketing scholars and industry practitioners. The research specifically encompasses customers in Indonesia who follow "Oatside" on Instagram. Oatside is a popular plant-based milk prod-uct, and its Instagram followers form the target demographic for this study. A structured questionnaire was administered to a sample of 130 respondents, serving as the primary data collection method. The collected data were then examined using linear regression analysis conducted via SPSS. The results of the study indicate a positive correlation be-tween purchase intent and several key factors related to the brand's social media pres-ence. These include the brand's provision of entertaining content, facilitation of two-way communication with consumers, presentation of trending topics, and offering of personal-ized content. Each of these elements contributes to enhancing consumer engagement and influencing purchase decisions. As a pioneer in this novel area of marketing, the study not only contributes to the academic understanding of the impact of social media marketing but also suggests practical tactics for industry practitioners. These strategies can be in-strumental in optimizing their social media marketing efforts, thereby enhancing customer engagement and driving purchase intent.

The Influence of Electronic Service Quality, Sales Promotion, and Product Variation on Purchase Decisions and Satisfaction: a Study on BUKALAPAK

Bukalapak, as one of the most popular online shopping applications in Indonesia, faces challenges in satisfying its customers. Despite offering a variety of products and services, there are significant complaints regarding the quality of service and the conducted promotions. This research aims to evaluate how product variation, sales promotions, and electronic service quality at Bukalapak influence purchase decisions and customer satisfaction, as well as the extent to which each of these factors impacts the decisions and satisfaction of Bukalapak’s customers. The study employs a quantitative method, collecting data through a survey distributed via Google Form, and selecting samples using non-probability sampling with purposive sampling technique. Respondents included those who have shopped at Bukalapak while residing in Indonesia, including millennials, Generation X, and Generation Z. For data analysis, the research utilizes the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique with the assistance of SmartPLS software. The results of this research indicate that respondents rate the electronic service quality, sales promotions, and product variation offered by Bukalapak, as well as the purchase decisions and customer satisfaction at Bukalapak, as Very Good. Electronic service quality, sales promotions, and product variation have a positive and significant impact on both purchase decisions and satisfaction.

Pengaruh Online Customer Review, Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian

This study examines and analyzes the effect of online customer reviews, product quality and service quality simultaneously and partially on purchasing decisions. And knowing which variable is the most dominant in influencing purchasing decisions. The research approach used in this research is quantitative research. The criteria for selecting the sample in this study were those aged 17 and over who had bought and consumed Mie Gacoan for more than 6 months and were in the Bali region. Questionnaires were collected as many as 195 respondents, the data was then processed using multiple linear regression method. Based on the results of the analysis it is known that online customer review variables, product quality and service quality simultaneously have a positive effect on purchasing decisions. Partially online customer review variables, product quality and service quality have a positive effect on purchasing decisions. Furthermore, the results show that the online customer review variable is the most dominant variable influencing purchasing decisions

The Influence of Product Quality, Brand Image, and Lifestyle on The Purchase Decision of Yamaha NMAX Motorcycles at Yamaha Mega Utama Motor Depok Dealers

The study investigates the influence of product quality, brand image, and lifestyle on the purchase decision of Yamaha Nmax motorcycles using primary data collected from a sample of one hundred users. Employing multiple linear regression and the SPSS program for analysis, the findings reveal positive effects between product quality (X1) and purchase decision (0.157), brand image (X2) and purchase decision (0.174), and lifestyle (X3) and purchase decision (0.609). The simultaneous impact of these variables is significant, with lifestyle demonstrating the most substantial effect (0.000). While these results offer valuable insights for Yamaha, future research could explore additional factors, and it's essential to consider potential limitations, such as respondent biases. The findings underscore the importance of enhancing product quality to positively influence purchase decisions and suggest avenues for further research and strategic development.

Pengaruh Store Atmosphere dan Brand Image terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Intervening: Studi Empiris pada Konsumen Mixue di Yogyakarta

This study the influence of store atmosphere and brand image on purchase decisions with purchase intention as an intervening variable among Mixue consumers in Yogyakarta. This study used a quantitative research method with a purposive sampling technique to collect 105 data points of Mixue consumers in Yogyakarta. The data were analyzed by multiple linear regression using SPSS. The results of this study reveal that: 1) store atmosphere has an impact on purchase intention, 2) brand image affect purchase intention, 3) purchase intention influence purchase decisions, 4) store atmosphere indirectly and positively affect purchase decisions through the mediation of purchase intention, 5) brand image indirectly and positively influences purchase decisions through the mediation of purchase intention. For this reason, it can be concluded that all variales in the research objective have a positive influence.