Influence Purchase Decisions Research Articles

Pengaruh Electronic Word of Mouth (E-WoM) terhadap Keputusan Pembelian Kamar di Fave Hotel Olo Padang

The background of this research is because of the many positive and negative reviews written by guests about Fave Hotel Olo Padang via the internet. Testing how much influence electronic word of mouth has on the decision to purchase a room at the Fave Olo Hotel Padang is the aim of this study. There were 1093 respondents in this study, but only 204 samples using purposive sampling method. The questionnaire uses a Likert scale to collect this data information. To ensure its accuracy, the questionnaire has been tested for validity and normality. Simple regression analysis was used for hypothesis testing. SPSS 20.00 software was used to perform the analysis. The results are, (1) electronic word of mouth has a fairly good value, namely 41%, and (2) the decision to buy a room has a fairly good value, namely 30%. The calculated f value is 64,048 which concludes that Electronic Word of Mouth and purchasing decisions have a significant effect with a Sig value of 0.000 <0.05. Based on the R square value of 0.241, 24.1% electronic word of mouth influences purchase decisions while 75.9% is influenced by other factors.

Pengaruh Promosi Dan Kelengkapan Produk Terhadap Keputusan Pembelian (Survei Pada Konsumen Prianka.Gallery Tasikmalaya)

This study aims to determine the simultaneous and partial effect of Promotion and Product Completeness on Purchase Decisions at Prianka.Gallery Tasikmalaya. The research method used in this study is the causality method with a survey approach. The population in this study is not known with certainty. The sampling technique in this study used Acidental Sampling with a total sample of 100 people who were Prianka.Gallery Tasikmalaya consumers. The type of data used is primary data obtained from questionnaires. The data testing technique used in this study uses validity, reliability, and classical assumption tests. Data analysis in this study used multiple regression analysis using SPSS version 25. The results showed that Promotion and Product Completeness simultaneously influenced Purchase Decisions at Prianka.Gallery Tasikmalaya. Promotion partially has a significant effect on purchasing decisions at Prianka.Gallery Tasikmalaya. Product Completeness partially has a significant effect on Purchasing Decisions at Prianka.Gallery Tasikmalaya.

Study on Consumer Buying Behaviour of Selective Herbicide in Kurukshetra District of Haryana, India

Syngenta India Pvt. Ltd is a prominent player in the agri-inputs industry, with a focus on high-quality innovative agrochemicals that increase crop yield and quality. The aim of this research paper is to explore the consumer buying behavior of selective herbicide in the agricultural product market. The research will provide a comprehensive understanding of the factors influencing the purchasing decisions of farmers and stakeholders in the agriculture industry. The study will use a mixed-methods approach, including both qualitative and quantitative data collection methods. The research will involve the use of surveys and interviews to collect data from farmers and other stakeholders in the agriculture industry. This research paper aims to examine the consumer buying behavior of herbicides, including factors that influence purchase decisions, attitudes towards these selective herbicides. The research used a multistage sampling method and involved personal interviews and questionnaires with 120 farmers. Agrochemical companies used various marketing strategies such as price discounts, field demonstrations, and promotional schemes to generate demand from farmers.

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 BRAND IMAGE, PRODUCT VARIETY, AND PRICING STRATEGY ON PURCHASE DECISION OF EYELASH EXTENSION AT LASHTHETIQUE MANADO (STUDY ON LASHTHETIQUE CUSTOMERS)

The needs and desires of a dynamically moving market change rapidly and continuously, makes a company need to find a good strategy to meet the market wants and needs. The purpose of this research is to analyze the influence of brand image, product variety, and pricing strategy on purchase decision of eyelash extension service made by customers at Lashthetique partially and simultaneously. This research conducted using quantitative method with saturation sampling method, which use all of the population for the sample totaling 74 sample due to a small amount of population. The collected data from questionnaires with likert scale method was processed in SPSS 26 resulting brand image, product variety and pricing strategy are influencing purchase decision simultaneously, brand image and product variety does not influence purchase decision partially, and pricing strategy influence purchase decision partially. In this research, a brand image does not play an important role because a new running business still have less customer experience and perceived, while product variety and pricing strategy will be considered by customer to match their need and wants based on their purchasing power. Keywords: purchase decision, brand image, product variety, pricing strategy

PENGARUH LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH

Cosmetics is one of the products offered to meet the secondary needs and desires of consumers, in order to appear more beautiful and attractive. Because the majority of the population in Indonesia adheres to the Islamic religion with a Muslim population reaching 86.9%, therefore certainty about product halalness is an important thing to pay attention to. The development of halal cosmetics in Indonesia has grown quite significantly. This is marked by the emergence of cosmetic companies with various brands. The cosmetic brand that is quite well-known in the community is Wardah. This study aims to determine how the influence of the halal label on the decision to purchase Wardah cosmetic products. In this study the authors used the label theory according to Philip Kotler and Garry Armstrong (2010) and the purchasing decision theory according to Tjiptono (2011). The method used in this study is a quantitative method by distributing questionnaires. Subjects in this study used a sample of 86 respondents. Sources of data used in this study are primary and secondary data. The data analysis method used in this study is the data normality test, data linearity test, simple regression test and t test using IBM SPSS 22. The results of this study indicate that the Halal Label (X) influences Purchase Decision (Y). The results in the test can be seen from the results of the simple linear regression test, it can be seen that the results of the significance of t are 0.000 <0.05 so that H0 is rejected and Ha is accepted. This shows that the Halal Label variable (X) has a significant effect on Purchase Decision (Y). And it can also be seen from the t count of 14.517 which means the t count is greater than the t table of 1.992.

Pengaruh Social Media Marketing dan Electronic Word of Mouth Terhadap Keputusan Pembelian melalui Brand Image pada Point Coffee Bandung

Technological developments cannot be separated from the influence of the internet which has now integrated into people's daily lives, many companies are utilizing technology, especially social media in their main business strategy to reach a larger target audience in marketing their products. The purpose of this research was to determine the influence of Social Media Marketing and Electronic Word of Mouth on Purchase Decisions through Brand Image at Point Coffee Bandung. The method used is a quantitative method with descriptive analysis and Structural Equation Modeling (SEM) analysis method through SmartPLS 3.0 software. The results obtained in this study are that Social Media Marketing variables affect Purchase Decisions, Electronic Word of Mouth influences Purchase Decisions, Social Media Marketing variables affect Brand Image, Electronic Word of influences Brand Image, Social Media variables affect Purchase Decisions through Brand Image, Electronic Word of effect on Purchasing Decisions through Brand Image.

The Effect of Customer Engagement, Content Personalization, and Trust on Purchasing Decisions in Indonesian E-commerce: A Case Study on the Fashion Industry

An in-depth understanding of the elements influencing consumer behavior is necessary given the constantly changing environment of e-commerce in the Indonesian fashion industry. This study looks into how trust, content personalization, and customer engagement affect consumers' decisions to buy. Using Structural Equation Modeling, a quantitative analysis examines a sample that reflects the heterogeneous consumer base of Indonesian e-commerce. The measuring model demonstrates strong psychometric qualities, and analyses of discriminant validity attest to the latent constructs' uniqueness. Fit indices support the structural equation model's suitability, while regression analysis demonstrates the importance of trust, content personalization, and customer engagement in influencing purchase decisions. Future research directions and their practical implications for enterprises are highlighted.

An Analysis on the Efficiency of Digital Marketing Strategies in the Context of Social Media Marketing (Smm)

Social Media play a very crucial role in terms of marketing in current transforming world. The current study looks on Social Media Marketing (SMM) with an emphasis on platforms such as Instagram, YouTube, and Facebook. The study investigates user preferences and behaviours using a questionnaire-based technique, indicating that The two most common choices among social media users who are active are Instagram and YouTube. Notably, information-rich content, particularly in areas such as Entertainment, Health, and Lifestyle, increases consumer engagement. According to the findings, short videos are the preferred advertising medium, influencing purchase decisions for a sizable majority of respondents. While social media presence has minimal effect on brand loyalty and purchasing decisions, the study also shows that when done correctly, SMM can encourage client loyalty through consistent communication. Despite these limitations, the findings highlight SMM's long-term potential as a cost-effective and influential marketing method.

The Impact of Digital Promotion, Product Quality, Product Price, and Business Location on Purchase in MSMEs in The Coastal Region

This study aims to examine the influence of digital promotion, product quality, product prices, and business location on purchasing decisions for products produced by micro, small, and medium enterprises (MSMEs) in Pabean Udik village, Indramayu district. Pabean Udik village is located in a coastal area with relatively low levels of education and technological literacy. The study population includes MSME actors, community members, and stakeholders in the village. The measurement scale used is a Likert scale. If the model includes intervening or moderating variables, it can be analyzed using path analysis. Path analysis allows for the examination of direct and indirect relationships between variables. The analysis will help in making decisions based on hypothesis testing. The findings show that product quality has a positive effect on purchase decisions, product price does not significantly influence purchase decisions, digital promotion has a positive effect on purchase decisions, and business location does not significantly influence purchase decisions. Additionally, product quality, through business location, has a positive effect on purchase decisions, and product price, through digital promotion, also has a positive effect on purchase decisions. Digital promotion has the strongest influence on customers' purchasing decisions. To enhance the competitiveness of MSMEs in coastal areas, it is recommended to utilize digital promotions through platforms such as WhatsApp and Facebook. Additionally, programs for improving the digital literacy and skills of MSMEs' human resources are recommended to better adapt to social media and digital platforms. The aim is to increase their positive competitiveness in the market.

Purchasing Decisions in the Food Service Industry: Factors of Influence

This study aimed to investigate the impact of location, food quality, service quality, and price on purchasing decisions in the food service industry. A total of 96 respondents from customers of a specific food establishment were included in the sample. Quantitative methods were employed, and data were collected through questionnaires. The analysis involved validity and reliability tests, as well as tests for normality, multicollinearity, heteroscedasticity, linearity, and autocorrelation. Multiple linear regression analysis, T tests, and multiple correlation coefficient (R) were conducted, along with the determination coefficient (R2). The findings demonstrated that location, food quality, service quality, and price significantly influenced purchasing decisions at the examined food establishment. The implications of this research contribute to a deeper understanding of consumer behavior in the food service industry, enabling practitioners to enhance their strategies and improve customer satisfaction. 
 Highlights: 
 
 Quantitative study: This research utilizes a rigorous quantitative approach to examine the factors influencing purchasing decisions in the food service industry, providing robust empirical evidence.
 Influential factors: The study identifies and analyzes various factors, such as location, food quality, service quality, and price, that significantly impact customers' purchasing decisions in the food service industry.
 Customer satisfaction: Understanding the influential factors can help food service establishments improve their strategies, enhance customer satisfaction, and ultimately drive business success.
 
 Keywords: Purchasing decisions, Food service industry, Influential factors, Quantitative study, Customer satisfaction

Pengaruh Kualitas Produk, Citra Merek Terhadap Keputusan Pembelian Lapis Kukus Pahlawan Surabaya

This study aims to analyze the influence of Product Quality and Brand Image on the Purchasing Decision of The Sidoarjo branch of Lapis Kukus Pahlawan Surabaya. The population used as the object of study was the consumers of the Sidoarjo branch of Lapis Kukus Pahlawan Surabaya with sample calculations through purposive sampling techniques through the lemeshow calculation formula obtained by 100 respondents. The quantitative method was chosen by the SEM (Structural Equation Modeling) data analysis technique using the PLS (Partial Least Squares) software application. The research proved that product quality influences purchase decisions for Lapis Kukus Palawan Surabaya and brand image influences purchase decisions for Lapis Kukus Palawan Surabaya Sidoarjo.

Analysis of Consumers' Perception on Purchase Decisions of Takeaway Coffee Drinks in Yogyakarta

This study aimed to determine and analyze the effect of brand image, product, price perception, and preference on purchase decisions of takeaway coffee. The research analyzed variables that most influence purchase decisions of coffee drink takeaway in Yogyakarta and the effect of each independent variable. Data were collected using an online questionnaire from individuals who have purchased takeaway coffee drinks in Yogyakarta more than once. The sample size was 100 respondents, selected using non-probability sampling techniques with the purposive sampling method. The other process was analyzing data by employing a multiple regression approach. The results showed that brand image and product positively affected purchasing decisions with t-count values of 2.340 and 2.715 and significant levels of 0.008 and 0.006, respectively. Price perception reversely influences purchasing decisions, with a t-value of 1.626 and a significance level of 0.107. Preference positively affected purchasing decisions with a t-value of 5.605 and a significance level 0,000. Furthermore, brand image, product, price perception, and preference positively affected purchasing decisions, with an F value of 65.334 and a significance level 0.000. (6) The magnitude of brand image, product, price perception, and perception of takeaway coffee drinks on purchasing decisions (adjusted R 2 ) is 0.504. Considering these results, the regression equation obtained was Y = -0,177 + 0,293X1 + 0,273X2 + 0,320X3 + 5,550D1 + e.

The Role of Brand Awareness and Integrated Marketing Communication on Consumer Purchase Decision of Online Travel Consumers

The purpose of this research is to explore and assess the deployment of integrated marketing communications in order to increase brand recognition and its impact on purchase decisions. Purposive sampling was utilized in this work as a non-probability sampling strategy. The researchers considered numerous sample characteristics in this study, including age (17-50) and having utilized travel agency services at least once to book aircraft tickets, trains, events, or hotel reservations. The purposive sampling technique was applied, and 100 samples were collected. SmartPLS was utilized to do partial least squares analysis. According to the findings of the study, integrated marketing communication has a direct effect on brand awareness; integrated marketing communication has a direct effect on purchasing decisions; brand awareness has a direct effect on purchase decisions; and integrated marketing communication influences purchase decisions indirectly through brand awareness.

Online Customer Reviews, Online Customer Ratings, Purchasing Decisions

Online shopping is now popular due to the development of Internet technology that enables shoppers to shop anywhere, anytime. However, behind its convenience, some drawbacks can be detrimental for the users, such as the breadth of the market and variants of similar products offered by different online stores that cause more difficult evaluations for many shoppers. In such a situation, shoppers rely on a shortcut mechanism to make purchase decisions, which considers mainly other customers' ratings and reviews. This study aims to investigate that shortcut in Tokopedia. Therefore, the authors recruited judgmentally 120 shoppers as respondents. Data analysis using multiple linear regression reveals that online customer reviews and ratings significantly and positively influence purchase decisions.

A meta‐analysis on the effects of product scarcity

AbstractProduct scarcity can influence purchase decisions, but this relationship is multifaceted due to the influence of various cues. This study aims to integrate knowledge of this subject through a meta‐analysis. The findings suggest that the likelihood of purchasing a scarce product is greater under (i) scarcity conditions of excessive demand (rather than restricted supply) and variety (rather than a category), but not urgency (limited quantity and limited time) scarcity, and (ii) product conditions of enduring luxuries (as opposed to transitory luxuries) and the presence (rather than absence) of social signaling and seasonality. From a theoretical standpoint, this study offers a typology of product and scarcity cues and employs a meta‐analysis to enhance our understanding of the relationships between product scarcity, product and scarcity cues, and purchase decisions, resulting in the establishment of a heterogeneous theory of product scarcity. From a managerial standpoint, the study suggests that product scarcity can affect purchase decisions and can be ethically utilized as a marketing strategy.

The influence of selebgram as celebrity endorsement and product quality on purchase decisions moderated with brand image

The purpose of this study is to determine the impact of Celebgram as celebrity endorsement and product quality on purchasing decisions mediated by brand image. The population and sample in this observation are Yogyakarta residents participating in Ella Skin Care. This observation was sampled using a non-probabilistic sampling technique. The analytical methods used in this study are instrumental tests consisting of validity and reliability tests, descriptive statistics tests, normality tests, multicollinearity tests, heterocystism tests and classical autocorrelation tests using SPPS. Hypothesis testing consisting of conservative hypothesis testing, multiple linear regression analysis, relaxed regression analysis, statistical t-tests, F-tests, and coefficient determinations. The output of SPSS is that the results of this study suggest that celebrity endorsement and product quality partially influence purchase decisions, and that brand image may moderate the relationship between celebrity endorsements and purchase decisions. , and that brand image may not moderate the relationship between product quality and product quality. purchase decision. At the same time, through celebrity endorsements and product quality, they jointly or jointly influence purchasing decisions.

Pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Honda Vario

This study aims to determine whether the quality of service has an influence on purchasing decisions for Honda Beat motorbikes at PT. Tunas Dwipa Matra Parepare Branch, where the truth is proven, Ha1 is accepted and Ho1 is rejected. and Product Quality has an influence on the Purchase Decision of Honda Vario motorbikes at PT. Tunas Dwipa Matra Branch of Parepare, where the truth is proven, Ha2 is accepted and Ho1 is rejected. As well as Service Quality and Product Quality jointly influence Purchase Decisions. This can be seen from the quality of service and product quality showing the calculated F value = 40.752 with a significance of 0.000 <0.05. So in this study, it can be stated that Service Quality and Product Quality have a joint and significant influence on Purchasing Decisions at PT. Parepare Branch of Dwipa Matra Branch.

Marketing Communication Mix on Purchase Decision in Industrial Area: A Study From International Chain Coffee Shop

The pandemic has impacted hospitality businesses, including domestic coffee shops, as it is becoming the primary factor in the economic rotation. Starbucks Coffee Indonesia also faces weakened demand from the community to purchase its products. This phenomenon is driven by panic-buying communities who prefer to buy daily necessities. Therefore, this study was conducted to determine the impact of the Marketing Communication Mix aspects, advertising, sales promotion, personal selling, public relations, and direct marketing, as mediated by purchase intention on Starbucks purchase decisions in Cikarang as an Industrial Area. The quantitative method was utilized to gather data using a questionnaire. The questionnaire was distributed online to consumers who purchased Starbucks coffee shop products during the pandemic (n = 188). Structural equation modeling was utilized to determine the proposed research hypothesis. The findings showed that advertising, public relations, and direct marketing positively influence purchase decisions directly and indirectly through Purchase Intention in the industrial region. Sales promotion and personal selling were unimportant in affecting consumer purchase decisions in industrial areas.

Determination Purchase Intention and Purchase Decision: Brand Image and Promotion Analysis (Marketing Management Literature Review)

This literature survey article discusses the impact of brand image and advertising on purchase intent and decision making with the aim of generating research hypotheses about the effects between variables that can be used in further research. The method of writing this literature review is a library research method derived from online media such as Google Scholar, Mendeley, and other online media. The results of this literature search are: 1) Brand image influences purchase intention. 2) Advertising influences purchase intent. 3) Brand image influences purchasing decisions. 4) Advertising influences purchasing decisions. 5) Purchase intent influences purchase decisions. It is hoped that future researchers will be able to add or study other variables that influence interest and purchase decisions, such as price, product quality, service quality, brand ambassadors, and trust.