Influence Purchase Decisions Research Articles

Pengaruh Gratis Ongkos Kirim, Diskon dan Online Customer Review Terhadap Keputusan Pembelian Konsumen Tiktok Shop

Development of Technology Over the past few years, technology has advanced rapidly and will continue to do so indefinitely. In Indonesia today, online shopping has emerged as a trend and option for acquiring a wide range of desired goods. This study aims to determine how free delivery, limits, and online customer surveys influence purchase decisions on the Tiktokshop Commercial center. Comparative causality is used in this study. This study uses a type of quantitative data because the presented data are related to numbers or scoring. Customers who use TikTok Shop are the focus of this study. Subsequently, the plan of this study utilizes a quantitative methodology, utilizes a coincidental examining technique, and afterward utilizes a non-likelihood testing strategy to make a populace and an example. The study reveals that TikTok Shop purchase decisions are influenced simultaneously by free shipping, discounts, and online customer reviews. The connection between free transportation, limits and online client audits is at the same time sure, intending that in the event that the general factors of free delivery, limits and picture are improved, the buy choice will increment.

The Influence of Country of Origin, Halal Label and Promotion on Consumer Loyalty of Mixue Ice Cream on Teenagers in Palembang City with Purchase Decision as an Intervening Variable

This research is motivated by issues regarding the halalness of a product, which often come to the fore. This is because there is a strict prohibition in Islamic law on certain foods, such as pork and liquor, products that can be consumed, both food and drink and medicine, must be free from unacceptable elements. This also happened to one of the drink labels originating from China, namely Mixue, which has been marketing its products in Indonesia for the last few years. This research aims to analyze the influence of County of Origin, Halal Label, and Promotion on Consumer Loyalty on Purchase Decisions for mixue ice cream among teenagers in the city of Palembang with Purchase Decisions as an Intervening Variable. This research uses a quantitative approach. The population of this research is teenagers who consume mixue ice cream in the city of Palembang with a sample size of 200 respondents. The data collection technique uses primary data in the form of distributing questionnaires using a Likert scale. The data analysis technique in this research uses Outer Model Analysis, Inner Model Analysis, Bootstrapping, Path Coefficient. The results of this research show that (1) Country of Origin has an effect on Consumer Loyalty, (2) Halal Label has no effect on Consumer Loyalty (3) Promotion has an effect on Consumer Loyalty (4) Country of Origin has an effect on Purchasing Decisions (5) Halal Label has an effect on Purchase Decisions (6) Promotion influences Purchase Decisions (7) Purchase Decisions Influences Consumer Loyalty (8) Country of Origin influences Consumer Loyalty through purchasing Decisions (9) Halal Label influences Consumer Loyalty through Purchase Decisions (10) Promotion influences on Consumer Loyalty through purchasing decisions.

Brand Awareness Mediation: Analysis of Online Customer Reviews and Influencer Marketing on Local Perfume Purchase Decisions in E-Commerce

This research aims to determine the influence of online customer reviews and influencer marketing mediated by brand awareness on purchasing decisions for local perfumes in e-commerce. Quantitative methods were used in this research with a sampling technique using a purposive sampling method. The population in this study involved Gen Z and millennials with an age range of 17-40 years who were perfume customers in the city and district of Cirebon. The sample used was 150 respondents who met the research sample criteria. Data analysis in the research was processed using structural equation modeling (SEM-PLS) using the SmartPLS 4.1.0 application. Based on the results of the analysis of validity tests, reliability tests, discriminant validity, r-square tests, and path coefficients, results were obtained which stated that there was a positive and significant influence of each exogenous variable, namely Online Customer Reviews, Influencer Marketing on purchasing decisions. Furthermore, Brand Awareness can be a positive mediator in the correlation between Online Customer Reviews and Influencer Marketing which simultaneously influences Purchase Decision variables for local perfume products in e-commerce.

Pengaruh Celebrity Endorser, Electronic Word of Mouth, Content Marketing Tiktok terhadap Keputusan Pembelian Produk Scarlett Whitening

Scarlett Whitening is a company engaged in the beauty sector and has been officially established since 2017. The Scarlett Whitening company uses social media as a tool to market products and find out customer needs and wants. The aim of this research is to understand the influence of celebrity endorser, electronic word of mouth, content marketing TikTok towards purchase decision of Scarlett Whitening product. This research uses quantitative descriptive alongside with purposive sampling. This research the sample used was 97 people with an age range of 16-60 years. The researchers use SPSS version 26 to process the data, with multiple linear regression as the main method. Based on the result of the study, it is indicated that the electronic word of mouth and content marketing does not significantly influence Purchase decision, while the celebrity endorser has a significant effect on purchase decision of Scarlett Whitening product.Celebrity endorsers, electronic word of mouth and content marketing together can measure the dependent variable, namely purchasing decisions.

Unveiling Consumer Preferences: Exploring Factors Influencing Purchase Decisions in the Jewellery Market

This study investigates consumer-buying behavior in the traditional and branded jewellery market, focusing on factors influencing purchase decisions and overall satisfaction. Data from 240 respondents in Gujarat, India, were analyzed using factor analysis and Smart PLS. Results indicate a preference for traditional jewellery, with brand image and personal style significantly affecting overall satisfaction. Conversely, factors related to price and traditional values may not have a significant relationship with satisfaction. Future research could explore cultural influences on consumer preferences and conduct comparative studies across different regions. Understanding consumer behavior in the jewellery market has implications for businesses globally, enabling them to tailor marketing strategies and product offerings to meet customer needs effectively.

Factors that influence purchase decision of “Tani Organik Merapi” consumers in the Special Region of Yogyakarta

Abstract CV Tani Organik Merapi (TOM) is a provider of organic vegetables in the Special Region of Yogyakarta. This study aimed to determine the profile of consumers who make purchasing decisions for TOM products and to determine the effect of product quality, price, promotion, brand image, and brand awareness on purchasing decisions for TOM products. This research was conducted at CV TOM’s retail partners in the Special Region of Yogyakarta, such as Superindo, Mirota Supermarkets, and Progo Supermarkets from February to March 2023. Quantitative data were collected from 105 respondents and were analyzed using SEM-PLS line analysis. The variables examined in this study included product quality, price, promotion, brand image, brand awareness, and purchasing decisions. The results of this study showed that consumers of TOM products were dominated by women, the age ranged from 21 to 30, with student and private employee status, and an income ranging from Rp. 1,000,001.00 – Rp. 5,000,000.00 and made purchases less than five times a month. Based on the results of the SEM-PLS analysis, it was found that the variables of product quality, brand image, and brand awareness have a significant influence on purchasing decisions while price and promotion variables have no influence on purchasing decisions.

Impact of Social Media Usage on Consumer Decision-Making in E-Commerce Platforms in Malawi

Purpose: The aim of the study was to assess the impact of social media usage on consumer decision-making in e-commerce platforms in Malawi. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicated a significant impact of social media usage on consumer decision-making within e-commerce platforms. One notable finding is the influence of social media platforms in shaping consumer preferences and purchase behaviors. For instance, consumers often turn to social media channels to seek product recommendations, reviews, and testimonials from peers or influencers they trust. Moreover, social media platforms provide a space for e-commerce businesses to engage with their audience through targeted advertising, promotions, and interactive content, thereby influencing purchasing decisions. Additionally, the viral nature of social media enables the rapid spread of information about products and brands, amplifying their visibility and influencing consumer perceptions. Implications to Theory, Practice and Policy: Social influence theory, technology acceptance model and social cognitive theory may be used to anchor future studies on assessing the impact of social media usage on consumer decision-making in e-commerce platforms in Malawi. Businesses should prioritize authenticity, transparency, and consumer engagement in their social media marketing strategies. Policymakers should consider regulatory measures to ensure transparency and accountability in social media advertising practices.

The Electric Vehicle Market in Brazil: A Systematic Literature Review of Factors Influencing Purchase Decisions

The Electric Vehicle Market in Brazil: A Systematic Literature Review of Factors Influencing Purchase Decisions

The Role of Packaging Design in Influencing Purchase Decisions and Sales with Special Reference to Parle Company

The Role of Packaging Design in Influencing Purchase Decisions and Sales with Special Reference to Parle Company

LITERATURE REVIEW: SIARAN LANGSUNG TIKTOK TERHADAP KESADARAN MEREK, KEPERCAYAAN MEREK, DAN KEPUTUSAN PEMBELIAN

This research examines the influence of TikTok live streaming in the context of marketing and consumer behavior. It aims to provide deeper insights into how TikTok live streaming affects consumer behavior, including enhancing brand awareness, strengthening brand trust, and influencing purchase decisions. The method used in this research is qualitative research with a literature review approach. The results of the study indicate the importance of TikTok live streaming in the context of marketing and consumer behavior. Marketing strategies utilizing live streaming need to be tailored to the characteristics of the target market and the desired objectives. Creating brand awareness and generating engaging content on social media can enhance consumer trust and drive purchase decisions.Kata kunci: Interaktivitas, Kepercayaan merek, Keputusan pembelian, Kesadaran merek, Siaran Langsung TikTok

Influence of Service Quality on Purchase Decision with Customer Satisfaction and Hedonistic View as Mediating Variables

Practicing pilot service in a game is popular. One of them is EL’s Merchant Pilot Service. This study was conducted to find the significant impact of service quality that influenced purchase decisions with customer satisfaction and hedonistic view as mediating variables using Smart PLS 3.0 software. The sample of respondents was 150, and they were asked to grade all the indicators using a five-point Likert scale. The results showed that service quality had a significant impact on purchase decisions. The hedonistic view also mediates well between service quality and purchase decision, as well as the serial mediation of the hedonistic view and customer satisfaction that mediates service quality and purchase decision. However, customer satisfaction does not mediate the relationship between service quality and purchase decisions. Theoretically, this study cooperates the collaboration among the service quality, hedonic view, and customer satisfaction to discover what may create the purchase decision in an online game pilot service sector. It enforces that the hedonic view and customer satisfaction are serially positioned as mediation variables between service quality and purchase decision. Keywords: service quality, purchase decision, customer satisfaction, hedonistic view

Factors influencing Italian consumers’ willingness to buy and pay for insect-fed poultry products

Abstract The use of insects as a protein source in feed production can significantly improve the sustainability of livestock production. Despite several environmental and animal welfare benefits, the economic sustainability of such an approach depends on the level of consumer acceptance and willingness to pay for insect-fed poultry diets. Using the results of an online survey of more than 850 Italian consumers, we first examine the main differences between two groups of consumers: those who are willing to buy insect-fed poultry meat and eggs and those who are not. The t-test is used to search for statistically significant differences between the two groups in terms of their stated preferences for key food attributes that influence purchase decisions, as well as their view on food safety, quality and environmental issues. We then use ordered logit regression to estimate the determinants of consumers’ willingness to pay a price premium for insect-fed poultry compared to conventional poultry products. Particular attention is paid to the possible role of trust in the ability of the food system to provide safe food in influencing consumers’ preferences. The results show that consumers who are willing to buy insect-fed meat and eggs are more environmentally aware, have a stronger belief in the crucial role that changes in current food consumption patterns can play for the environment and social well-being, and have a higher level of trust in the system that guarantees food safety. The willingness to pay a price premium for insect-fed poultry food is mainly influenced by respondents’ beliefs about insect-fed poultry food, especially in terms of its expected quality characteristics and animal welfare. Findings from this analysis could provide insights into investments to ensure the economic sustainability of a more circular supply chain.

Building Consumer Behaviourin E-commerce : A Case Study of Flipkart

ABSTRACT In the rapidly evolving landscape of e-commerce, consumer behaviourstands as a pivotal factor influencing purchasing decisions, brand loyalty, and overall business success. This case study delves into the strategies and practices adopted by Flipkart, a leading player in the Indian ecommerce sphere, to cultivate and sustain consumer trust. Through a meticulous examination backed by a sample size of 30+ respondents, this research employs statistical tools, specifically the Chi-Square test method, to scrutinize hypotheses pertaining to various dimensions of consumer trust. The study encompasses an extensive exploration of factors crucial to consumer behaviourin ecommerce, encompassing elements such as website security, product quality, customer service, and brand reputation. Utilizing a structured questionnaire, data is meticulously gathered from Flipkart customers, aiming to capture their perceptions and experiences with the platform. The application of the Chi-Square test method enables a thorough analysis of the interplay between different behaviourfactors and levels of customer satisfaction. Initial findings suggest that Flipkart's strategic emphasis on robust security measures, dependable product delivery mechanisms, responsive and empathetic customer support, and coherent brand messaging significantly contributes to fostering consumer trust. Moreover, the research identifies specific strengths within Flipkart's approach to building trust, alongside areas where further enhancements could be made. By illuminating the intricate mechanisms through which Flipkart nurtures consumer trust, this study offers valuable insights for e-commerce practitioners striving to fortify customer relationships and attain a competitive edge in the digital marketplace. These insights hold significance not only for Flipkart but also for businesses operating within the broader ecommerce ecosystem, providing actionable strategies to bolster behaviourand drive sustainable growth.

Building Consumer Trust in E-commerce : A Case Study of Flipkart

In the rapidly evolving landscape of e-commerce, consumer trust stands as a pivotal factor influencing purchasing decisions, brand loyalty, and overall business success. This case study delves into the strategies and practices adopted by Flipkart, a leading player in the Indian ecommerce sphere, to cultivate and sustain consumer trust. Through a meticulous examination backed by a sample size of 30+ respondents, this research employs statistical tools, specifically the Chi-Square test method, to scrutinize hypotheses pertaining to various dimensions of consumer trust. The study encompasses an extensive exploration of factors crucial to consumer trust in ecommerce, encompassing elements such as website security, product quality, customer service, and brand reputation. Utilizing a structured questionnaire, data is meticulously gathered from Flipkart customers, aiming to capture their perceptions and experiences with the platform. The application of the Chi-Square test method enables a thorough analysis of the interplay between different trust factors and levels of customer satisfaction. Initial findings suggest that Flipkart's strategic emphasis on robust security measures, dependable product delivery mechanisms, responsive and empathetic customer support, and coherent brand messaging significantly contributes to fostering consumer trust. Moreover, the research identifies specific strengths within Flipkart's approach to building trust, alongside areas where further enhancements could be made. By illuminating the intricate mechanisms through which Flipkart nurtures consumer trust, this study offers valuable insights for e-commerce practitioners striving to fortify customer relationships and attain a competitive edge in the digital marketplace. These insights hold significance not only for Flipkart but also for businesses operating within the broader ecommerce ecosystem, providing actionable strategies to bolster trust and drive sustainable growth.

EVALUATING THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING STRATEGIES IN DRIVING SALES: A CASE STUDY OF SNAPDEAL IN THE INDIAN ONLINE MARKETPLACE

This paper investigates the efficacy of social media marketing strategies in bolstering sales performance, with a specific focus on Snapdeal, a prominent player in the Indian online marketplace. In an era where digital connectivity is paramount, social media platforms have become indispensable tools for businesses seeking to enhance their market presence and drive revenue growth. Through a comprehensive analysis of Snapdeal's social media marketing approach, including targeted advertising, customer engagement, influencer partnerships, and content marketing, this study aims to elucidate the impact of these strategies on driving sales in the Indian e-commerce landscape. By examining Snapdeal's utilization of social media platforms to engage with its diverse consumer base, foster brand loyalty, and influence purchase decisions, this research provides valuable insights into the evolving role of social media in shaping consumer behavior and driving business success in the digital age. Keywords:- Social Media, Marketing Strategies, Snapdeal , India , Online Evaluation

Examining the relationship between pro-environmental consumption behaviour and hedonic and eudaimonic motivation

The present study examines the factors that influence the adoption of environmentally friendly products and environmentally conscious consumption by individuals. The conceptual framework incorporates environmental knowledge, perceived behavioral control, environmental concern, and perceived consumer efficacy in order to highlight the factors that contribute to environmental consciousness. Incorporating the theories of reasoned action and planned behavior, 479 participants completed structured questionnaires as part of this study. The study examined the mediating effects of hedonic and eudaimonic perspectives, in addition to the moderating effects of age and consumer attributes. Structural Equation Modeling Artificial Neural Networks (SEM ANN) were utilized for validation. Findings confirm the substantial influence of predictors from the Theory of Planned Behavior on hedonic motivation, amplifying cognitive rational processes and ultimately resulting in satisfaction and repeat product purchases. Individuals are driven by eudaimonic motivations to take part in sustainable actions, even if they have limited environmental knowledge. This reflects their deeper values of fulfillment and social responsibility. Generation Z and millennials have unique motivations that influence their decision to purchase green products. Regular buyers' hedonic motivations have a significant impact on their purchase intentions, whereas eudaimonic motivations consistently influence purchase decisions regardless of the type of buyer. The findings of the study offer significant insights for marketers of environmentally friendly products, enabling them to comprehend the aspects that impact pro-environmental considerations and successfully establish their green products as a brand.

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.