Influence Consumer Purchase Decisions Research Articles

희소 또는 인기? 소비자 심리 소유권과 제품 품질 인식에 대한 온라인 정보 단서 유형의 영향 연구

With the development of artificial intelligence, big data, and push technology, product information has taken on various forms, and online retailers are employing two strategies, scarcity/popularity clues and opportunity/cost-based promotion accessibility, to influence consumer purchase decisions. However, there has been little research on the effectiveness of these promotional strategies. In this paper, drawing on the scarcity heuristic model, we investigate, through three experiments, the impact of information cues and promotion accessibility on consumer’ perceptions of product quality, mediated by psychological ownership. The research findings indicate that, compared to popularity clues, consumers perceive higher product quality under scarcity clues. In the case of opportunitybased promotion accessibility, popularity clues promote a higher level of consumer perception of product quality compared to scarcity clues. In the case of cost-based promotion accessibility, scarcity clues promote a higher level of consumer perception of product quality. Psychological ownership of consumers acts as a mediator in the interaction between information cues and promotion accessibility, affecting consumers’ perception of product quality. This study not only explores the positive effects and underlying mechanisms of different types of information cues and promotion accessibility on customers’ perception of product quality in the online shopping context but also investigates the mediating role of psychological ownership in the impact pathways. This research contributes to enhancing the effectiveness of consumer shopping for businesses and platforms, creating a more appealing promotional environment and more attractive product information that consumers prefer.

Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan terhadap Keputusan Pembelian Produk iPhone

In an increasingly digitally connected world, technology products such as the iPhone have become a popular choice among consumers; Service quality and customer satisfaction play an important role in consumer purchasing decisions. The research method used is a survey distributed to participants who are iPhone product users. The collected data were analyzed using regression analysis and descriptive statistics to evaluate how the studied variables relate to one another. This study aims to analyze the effect of service quality and customer satisfaction on purchasing decisions for Iphone products. The number in this study are customers who use Iphone products with a total of 100 respondents. Based on the results of the study indicate that service quality has a positive and significant effect on purchasing decisions. Consumer trust has a positive and significant effect on purchasing decisions. Service quality and consumer trust have a positive and significant effect on purchasing decisions. Better understanding of how service quality and customer satisfaction influence consumer decisions to buy iPhone products allows companies to develop more efficient marketing strategies and increase customer loyalty. Further research can be conducted to explore other components that can influence consumer purchasing decisions for technology products.

PENGARUH GREEN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PRODUK BEACH VOLUNTRIP DI PT. GEMILANG MEDIA WISATAMA DI YOGYAKARTA


 
 
 Green marketing mix is an important field of study for companies because it provides opportunities for competitive advantage that can influence consumer purchasing decisions. This research aims to determine the effect of green marketing mix on purchasing decisions for Beach Voluntrip product at PT. Gemilang Media Wisatama (Travelxism) partially and simultaneously. This research uses quantitative research methods and data collection techniques including observation, documentation, interviews, questionnaires, and literature study. Data analysis techniques in this research include research instrument tests, classical assumption tests, descriptive statistical analysis, multiple linear regression analysis, and hypothesis testing. The sampling technique in this research uses probability sampling technique and saturation sampling by distributing questionnaires to domestic tourists aged ? 17 years who had purchased Beach Voluntrip product at Travelxism. The results state that green marketing mix variable has a significant and positive effect on the purchasing decision variable partially and simultaneously. Based on the research results, Travelxism is advised to intensify promotions targeting tourists with an age range of 17-25 years on social media, diversify eco-friendly tourism products and provide competitive prices so they can compete with alternative tourism products and other conventional tourism products.
 
 

Utilization of TikTok Shop Interactive Features and Their Impact on Consumer Purchasing Decisions

TikTok, a widely used social media platform, recently introduced the TikTok Shop interactive feature, enabling users to shop directly from videos. This study, employing a quantitative descriptive method, gathered data through surveys and questionnaires, focusing on consumers who accessed TikTok Shop. The findings reveal a significant positive impact of TikTok Shop's interactive features on consumer purchasing decisions. Users frequently engaging with products showcased in TikTok Shop videos are more likely to make purchases. Additionally, recommendations and reviews from other users on the platform significantly influence consumer purchase decisions

The Influence of E-Wom and Digital Marketing on Purchasing Decisions at Shopee Marketplace in Palembang City

The purpose of this study was to analyze the influence of Electronic Word of Mouth (E-WOM) and Digital Marketing on purchase decisions made by consumers on the Shopee marketplace, especially in Palembang City. The use of E-WOM and Digital Marketing has increased significantly with the development of social media and e-commerce. The research method used was a causality approach with quantitative data collected from 100 Shopee application users in Palembang City through an online questionnaire. The research results showed that E-WOM and Digital Marketing significantly influenced the purchasing decisions made on the Shopee marketplace. Every improvement in online reviews (E-WOM) regarding Shopee led to an increase in purchase decisions. Additionally, an effective Digital Marketing strategy also contributed positively to consumer purchase decisions. The use of technology and online media, particularly related to the Shopee marketplace, was recognized as an important factor in consumer behavior. This study helps to understand the importance of E-WOM and Digital Marketing in online marketing, with a focus on consumers in the city of Palembang. The practical implications of this study are that companies can improve their digital marketing strategies and manage online reviews effectively to positively influence consumer purchase decisions.

Elements of Style in Floral Arrangements: How Discerning Are Consumers Toward Floristry Design Principles and How Much Are They Willing to Pay?

Florists use design theory to create arrangements that they assume will be pleasing to consumers, thus increasing purchase rates and spending. However, certain elements of design theory and their relationship with consumer acceptance and spending have not been empirically tested. Using mixed logit models and eye-tracking technology, we investigated whether consumer preferences support three key elements of existing floral design theory: line, color, and form. We also examined consumer preferences for floral species, which, although not a traditional element of design theory, may influence consumer purchasing decisions. Our findings challenge existing design theory because consumers did not uniformly favor it. Instead, they valued symmetrical form, arrangements with similar (but not identical) colors, and, surprisingly, the presence of roses in an arrangement was the most crucial factor in capturing consumer attention and increasing the willingness to pay.

INFLUENCE MARKETING AS AN EFFECTIVE TOOL FOR ATTRACTING CONSUMERS

The purpose of the article is to justify the importance of the company’s implementation of the partner program as an influencer marketing tool aimed at improving the company’s marketing communication system. The conducted analysis showed that the current state of companies’ marketing communications requires greater use of influencer marketing as an effective tool for influencing consumer purchase decisions, namely through the implementation of partnership programs that contribute to the formation of consumer trust in a specific brand, their retention and the creation of long-term relationships with them. On the basis of the conducted research devoted to the use of influencer marketing by the domestic drogerie chain “EVA”, the article justifies that the key to a successful and effective affiliate program is not only the organization of this process, but also the correct selection of bloggers. In the article a list of criteria that they must meet is represented. These criteria will help “EVA” to select bloggers for effective cooperation and positive influence on the brand. In the article 7 steps of implementation of the affiliate program for influencers from “EVA” are proposed. The introduction of an affiliate program will contribute an effective communication with bloggers and allow to create a base of influencers who can independently promote “EVA” without additional agreements. That is, it optimizes the working process for two company divisions: the marketing promotion of the Internet store “EVA”, and the influencer direction. In addition, the implementation of the program will allow to optimize the budget, since the funds will be planned as an investment in long-term partnership relations that are beneficial to both parties. This will help to provide continuous exposure for “EVA” and its online store, so the company will get more exposure to the audience for a relatively small cost. Using a specific example in the article, it is justified that the company can afford to implement a partner program not just as an ordinary one with commissions, but as affiliate program in the format of building a bloggers community. When implementing the program, the involved bloggers will be the face of the brand as well as additional marketing channel of communication through which “EVA” new marketing communications can be transmitted. Moreover, since influencers will be brand representatives, they will also build the positioning of the company for the audience, contribute the increase of loyalty, which will positively affect the further development of the company. In further research, it will be appropriate to consider the effectiveness of the implementation of partner programs and the spread of their use in other industries.

Pengaruh Strategi Pemasaran Online Terhadap Keputusan Pembelian Konsumen Pada Produk Mixue di Kota Jayapura

This research discusses the influence of online marketing strategies on consumer purchasing decisions for Mixue products in Jayapura City. This research uses qualitative methods to understand social phenomena and people's perspectives on these topics. Mixue is a franchise company that sells soft ice cream and tea drinks, originating from China and has expanded to Indonesia. Mixue's marketing strategy includes low prices, targeting lower market segments, and social marketing via social media. Mixue has also expanded to Papua by opening several branches there. The conclusions of this research are written carefully, fairly and honestly, based on the facts of existing research findings, and being careful if there are attempts at generalization. The sources used cover various topics related to marketing management, integrated marketing communications, consumer behavior, and product innovation. This research provides insight into how online marketing strategies can influence consumer purchasing decisions, especially Mixue products in Jayapura City.

How does AI drive branding? Towards an integrated theoretical framework for AI-driven branding

Brands are transforming with the acceptance, adoption, and use of artificial intelligence (AI) technologies. AI builds dynamic consumer-brand relationships that help build sustainable businesses for brands to thrive. The brands sustain in competitive markets by crafting engaging brand narratives that holistically influence consumer purchase decisions. The present study comprehensively reviews the theoretical underpinnings of AI-driven branding from the extant literature. The thematic analysis of theoretical premises instrumentalises developing a novel integrated theoretical framework. The intricate analysis of the constellation of theories and the simultaneous amalgamation of concepts allows for a unified viewpoint. The integrated theoretical framework offers an in-depth overview of the drivers, mediators, moderators, and consequences of AI-driven branding. The integrated theoretical framework extends the current theoretical understanding of consumer-brand relational dynamics with AI that practitioners may use to sustainably transform their brands.

Can Online Consumer Reviews Identify Key Evidence Regarding Common Consumer Choices for High-Tech Pet Products?

Online consumer reviews (OCRs) significantly influence consumer purchase decisions for new products. Therefore, today’s companies actively seek practical approaches for analyzing these OCRs. This study proposes a comprehensive method for OCR analysis using topic modeling and association rule analysis to overcome the current limitations in topic interpretation and topic overlap in text mining. Meanwhile, to examine the development of the high-tech industry and customer interest in the pet care field, this study synthesizes and analyzes reviews from consumers who are using healthcare products in the pet industry. To this end, we first collected 20,820 customer reviews from Amazon.com (accessed on 2 August 2023) for high-tech pet products and categorized them into three distinct product categories. Topic modeling was then conducted on each category, revealing five key topics per category. Subsequently, association rules analysis was performed on the customer reviews associated with the most representative topic. As a result, we were able to demonstrate that ‘satisfaction’ emerged as the most crucial topic across all three categories of high-tech pet products. Satisfaction is a topic expressing consumers’ attitudes after experiencing the product, and they used words to describe their feelings in the product reviews. A diverse range of associated terms was also identified that represented the essence of each product’s corresponding representative explanations. By leveraging these approaches, we are confident that pet product companies and market players will gain valuable insights into consumer preferences and behavior.

Pengaruh Harga, Persediaan Barang dan Citra Merek Terhadap Keputusan Pembelian Konsumen Melalui Minat Beli Sebagai variabel Intervening

Consumers buy goods or services to fulfill their needs. In the process of fulfilling these needs, consumers employ various methods. One of them is seeking information related to the product they intend to purchase, such as its price and availability in the store they plan to visit. This is because the majority of consumers opt for affordable items with comparable quality, thus saving time and effort. This research adopts a qualitative approach, focusing on hypothesis testing with measurable data to draw conclusions that can be generalized. The population in this study is infinite, encompassing all consumers of the BASMALAH store in Jember Regency. The sampling method used is incidental sampling, which selects samples based on chance. The representative sample size for the study is 21 x 5 = 105 respondents. Data analysis is conducted using path analysis, developed from regression analysis, and hypothesis testing is assisted by SPSS version 23. The analysis results indicate that the price variable has a significant influence on consumer buying interest, with a standardized coefficient of 0.219. The inventory variable also significantly affects consumer buying interest, with a standardized coefficient of 0.346. The brand image variable has an effect, but it is not significant in influencing consumer buying interest, with a standardized coefficient of 0.158. The price variable significantly influences consumer purchase decisions, with a standardized coefficient of 0.384. The inventory variable has an effect, but it is not significant in influencing purchase decisions, with a standardized coefficient of 0.207. Brand image has an effect, but it is not significant in influencing consumer purchase decisions, with a standardized coefficient of 0.188. The price variable significantly influences purchase decisions through buying interest. The inventory variable has an effect, but it is not significant in influencing purchase decisions through buying interest.

The Influence of Brand Ambassador and Advertising Appeal on A Skincare Product Purchase Decision

The purpose of this study was to determine how NCT Dream’s status as a brand ambassador and his or her promotional attractiveness influenced consumers’ purchasing choices. A quantitative, descriptive research design was adopted for this study. The data for this study came from the 385 respondents who answered questionnaires with certain criteria—living in Bandung, Indonesia, being aware of and buying items, and having watched advertising with the brand ambassador. The data were processed using a variety of linear regression analytic techniques. The results of several research demonstrate how advertising appeal and brand ambassadors greatly influence consumer purchase decisions. It has a big impact on consumers’ shopping decisions as a precursor and brand ambassador. Advertising appeal has a big impact on consumer choice.

Pengaruh Kualitas Pelayanan dan Harga terhadap Kepuasan Pelanggan Produk Jasa Layanan Internet

Increasing human awareness of the importance of information and technological developments has increased human interest in using the Internet as a source of information and communication. PT X engaged in information and communication technology services and telecommunication networks. Service quality is a complex concept that involves understanding customer needs, provision of delivery, and managing customer expectations. In addition, price is an important factor in the marketing strategy of a product or service. The right price can influence consumer purchasing decisions so that it can affect sales and company profits. The purpose of this study was to determine service quality and price have a significant effect on customer satisfaction partially and to determine service quality and price have a significant effect on customer satisfaction simultaneously. The research design is a survey research using quantitative methods. The sampling technique used in this study was accidental sampling with a sample of 100 people. Data collection techniques used in this study were observation, questionnaires, and documentation. As well as the analysis techniques carried out in this study, namely validity test, reliability test, classical assumption test, and multiple linear regression test. The results of the research at a significance level of 0.000 <0.05 indicate that the first variable of service quality has a significant effect on customer satisfaction partially. Second, the price variable has a significant effect on customer satisfaction partially. Third, the variables of service quality and price have a significant effect on customer satisfaction simultaneously.

Pengaruh Bauran Pemasaran Product dan People Terhadap Keputusan Pembelian Paket Umroh Di PT. Satria Barokah Wisata

Based on research conducted by 2016, the results show that purchasing decisions are influenced by the product and people marketing mix by 8% and 17%. However, the characteristics of the Umrah package purchase decision are different from other products. Umrah packages have different characteristics from other products because they are related to the goal to be achieved, namely worship so that consumers consider many things before deciding to use an Umrah package product. This study aims to examine the effect caused by product variables and people variables on the purchase decision of the umroh package at PT. Satria Barokah Wisata. This research was conducted with a quantitative approach by distributing questionnaires to 260 pilgrims at PT. Satria Barokah Wisata from 2022 that has used the Umrah package by using purposive sampling technique. The theory used is the theory of travel packages from Nuriata (2014), theories about the ability of employees from Mangkunegara (2010) and purchasing decision theory from Kotler & Keller (2002). The results of the study explained that the product and people significantly influence the decision to purchase an Umrah package at PT. Satria Barokah Wisata amounted to 72.9% while the remaining 27.1% was influenced by other variables, which were not examined in this study. Thus the need for special attention from the Umrah travel organizer company, especially PT. Satria Barokah Wisata in paying attention to the product marketing mix and people to influence consumer purchasing decisions to choose the products they offer. With this result, it is hoped that it will become an opportunity for PT. Satria Barokah Wisata to optimize other promotion channels to increase sales.

PENGARUH HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KAIN SASAMBO DI MUTMAINAH KOTA BIMA

<strong><em>: </em></strong><em>When consumers buy the same product at a higher price and then find the same product at a lower price, it will certainly affect their purchasing decision. Apart from the price factor, the product quality factor as seen from the attractive product design will influence consumer purchasing decisions. If the quality of a product meets the needs and desires of consumers, then consumers will not care about the price given or feel they will not regret the quality that has been given to buy the product and consumers who buy it for the first time find it difficult to reach locations because of the route. in the same direction. The purpose of this study was to analyze the effect of price, product quality, location on purchasing decisions, both partially and simultaneously. The population is all consumers of mutmainah shops who have bought sasambo cloth, while the sampling technique in this study was using an accidental sampling technique, and using 96 respondents. The analysis technique used is multiple linear regression, correlation coefficient, determination test, t test and F test. The results show that: 1) Price, quality partially affect the purchasing decision at the mutmainah kota bima store, while the location has no effect on the purchasing decision. 2) Simultaneously price, quality and location affect consumer decisions at the mutmainah kota bima store</em>

Methodology of an interpretive structural map construction for social commerce success

Abstract The factors influencing consumer purchase decisions in electronic commerce platforms and the interrelationships of each element are prevalent in the domain literature. However, a comprehensive analysis of the complex interrelationships among the success factors remains unexplored, especially in a social commerce context. To address the gap, this work evaluates the relationship structure and determines the critical factors using interpretive structural modelling (ISM). On the other hand, the Matrice d’Impacts Croisés Multiplication Appliquée á un Classement (MICMAC) is introduced to analyse the interaction of the factors and recognise the most relevant among them. In demonstrating the ISM-MICMAC analysis, this work performed a case study evaluating 13 factors of social commerce success for food products derived from a previous study. The findings of this work suggest that timeliness, data privacy policy, and Internet connectivity drive most other factors. Thus, focusing the resources on augmenting these factors consequently improves other factors. These findings suggest that sellers must streamline their overall service chain to maintain timeliness in their transactions, safeguard consumers’ data privacy, and uphold consumer communication efficiency to maximise Internet connectivity. These insights provide useful information to help decision-makers in the food industry allocate resources and encourage more consumers for social commerce. Several managerial insights were discussed.

The Influence of Brand Image and Brand Trust on Purchase Decisions Through Consumer Trust as Intervening Variables in N'cip Roti

The fierceness of today's business battles requires business actors to be able to win the competition to achieve the goals that have been planned. Therefore, they must know what factors can influence consumer purchasing decisions. Brand image, brand trust and consumer trust are factors that can influence purchasing decisions. The research aims to determine the effect of brand image and brand trust on purchasing decisions through consumer trust as an intervening variable in N'cip Roti. The research was conducted by distributing questionnaires via Google form to consumers. The population in this study are consumers who make purchases at N'cip Roti. The sample of this research is 80 with purposive sampling technique. Data analysis techniques using SmartPLS 3.2.9. The results of this study indicate that the brand image variable has no effect on purchasing decisions, brand trust has an effect on purchasing decisions, consumer trust has an effect on purchasing decisions, brand image has no effect on purchasing decisions through consumer trust, brand trust has an effect on purchasing decisions through consumer trust in N’cip Roti.

The Influence of Brand Image and Trust on Purchase Decisions in TikTok Shop

The present study aims to investigate the relationship between brand image, trust, and purchase decisions in the context of the TikTok Shop. As the e-commerce industry continues to evolve, factors influencing consumer purchase decisions have become increasingly complex. This research focuses on the impact of brand image and trust on consumers' decisions to make purchases within the TikTok Shop platform. In this study, a quantitative research approach is adopted, utilizing survey questionnaires to collect data from a sample of TikTok Shop users. The questionnaires assess participants' perceptions of brand image, trustworthiness, and their purchase intentions within the TikTok Shop environment. Statistical analyses, including correlation and regression analyses, are employed to examine the relationships between these variables. The findings of this study contribute to the understanding of how brand image and trust play pivotal roles in shaping consumers' purchase decisions within the context of the TikTok Shop. By shedding light on the factors that influence consumers in making online purchases, businesses and marketers can develop strategies to enhance their brand image and foster trust among consumers. This, in turn, can lead to increased purchase intentions and ultimately drive business growth. This research provides valuable insights for marketers, practitioners, and researchers seeking to optimize their marketing efforts within the dynamic and competitive e-commerce landscape. Understanding the interplay between brand image, trust, and purchase decisions in the context of TikTok Shop can guide businesses in developing effective marketing campaigns and building stronger relationships with their target audience.

INFLUENCE OF TASTE AND PRICE ON PURCHASE DECISIONS CASE STUDY OF NOMO COFFEE SHOP IN BANDUNG


 
 
 
 The development of the coffee industry in Indonesia has increased rapidly in recent years. In the face of increasingly fierce competition, coffee shops have become one of the favorite places for people to enjoy coffee. One of the famous coffee shops in Bandung is "Nomo Coffee". Currently, "Nomo Coffee" faces challenges in maintaining and increasing the number of customers amid increasingly fierce competition. The purpose of this study was to analyze the influence of taste and price on consumer purchasing decisions at "Nomo Coffee" in Bandung. The method that will be used in this study is a structured survey that will be run through a questionnaire to consumers "Nomo Coffee". The results of the descriptive analysis showed that most respondents gave a low to moderate rating on the taste of products at Nomo Coffee. This analysis provides an initial picture of consumer perceptions of the taste and price of products at Nomo Coffee. Furthermore, further analysis such as regression analysis can be performed to determine the extent to which taste and price influence on consumer purchasing decisions. Regression analysis shows that the variable "Taste" has a regression coefficient of 0.589, with a t-value of 3.725 and a significance of 0.001. Meanwhile, regression analysis shows that the variable "Price" has a regression coefficient of 0.378, with a t-value of 2.198 and a significance of 0.035. The results showed that the taste of the product has a strong influence on consumer purchasing decisions at Nomo Coffee. The importance of efforts to improve the quality of coffee taste and maintain competitive prices to influence consumer purchasing decisions in coffee shops. Coffee shop "Nomo Coffee" can focus on improving coffee quality, such as through the selection of high-quality coffee beans and good brewing techniques.
 
 
 
 

Pengaruh Beauty Vlogger, Iklan Dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Scarlett Whitening Pada Masyarakat Di Kalimantan Timur

ABSTRACT
 Fitriah, 2023. "The Influence of Beauty Vloggers, Advertising, and Prices on the Decision to Purchase Scarlett Whitening Cosmetic Products in Communities in East Kalimantan". Thesis, Department of Islamic Economics, Faculty of Islamic Economics and Business, State Islamic University of Sultan Aji Muhammad Idris Samarinda. This research was supervised by Mrs. Irma Yuliani S.E, M.Sc as supervisor 1 and Mrs. Tika Parlina, M.M. as supervisor 2.
 The background of this research is that there was cosmetic product brands are increasingly developing with different variants and brands in each beauty company. Many beauty vlogger reviews explain the advantages and disadvantages of a product, the many advertisements that can attract consumers' attention through the models in the advertisement, and the prices that are already listed on a product to influence consumer purchasing decisions. This study aims to find the influence of beauty vloggers, advertising, and prices on purchasing decisions of Scarlett's cosmetic products from the perspective of Islamic economics in the people of East Kalimantan partially and simultaneously.
 The research method used in this study was a quantitative method to find the effect of the independent variables on the dependent variable. The sample in this study amounted to 96 respondents and the researchers rounded up to 100 respondents who were taken using the Cochran formula. Data analysis techniques in this study used data instrument tests (validity and reliability tests), classical assumption tests (normality test, multicollinearity test, heteroscedasticity test, linearity test, autocorrelation test), multiple linear regression analysis, and hypothesis testing (t-test, test f, test the coefficient of determination).
 The results obtained from this study was that beauty vlogger has a positive and significant effect with a Tcount of 2.830 > Ttable 1.98498 with a significance of 0.006 <0.05, advertising has a positive and significant effect with a Tcount of 3.811 > Ttable 1.98498 with a significance of 0.000 <0.05, while the price has no effect with Tcount of 1.724 <Ttable 1.98498 with a significance of 0.088 > 0.05 on the decision to purchase scarlett whitening cosmetic products in people in East Kalimantan.