Influence Purchase Decisions Research Articles

Exploring Purchase Decision of Skincare Products: The Interplay of Halal Awareness, Country of Origin, and Online Cosumer Reviews with Religiosity as A Moderating Variable

This research aims to identify and analyze the effect of halal awareness, country of origin of, and online consumer reviews on purchase decisions for local brand skin care products with religiosity as a moderating variable. The population in this research is Muslim millennial generation consumers in the city of Palu who use local brands of skin care products. The sample size is determined using the Lemeshow formula, the reason researchers use this formula is because the population size is unknown because the number is too large and can change at any time. Based on the Lemeshow formula calculation above, the sample size was 96 people, but to avoid outliers, the sample was rounded up to 100 people. This research analysis using the SmartPLS 3 analysis tool. The results show that halal awareness, country of origin of the product, and online consumer reviews influence purchase decisions. Religiosity is able to moderate Halal Awareness and Country of Origin on purchase decisions, but is not able to moderate Online Consumer Reviews

ANALISIS PENGARUH KUALITAS PRODUK, HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM DI PAYAKUMBUH

This study aims to analyze the effect of product quality, price, and advertising on purchasing decisions of SMEs in Payakumbuh, using a case study of SMEs Sanjai Anna in Payakumbuh. This research was conducted by collecting data from 30 respondents who are customers of UMKM Sanjai Anna. The data collection method was carried out by distributing questionnaires to respondents who were selected purposively. The questionnaire consists of questions related to product quality, price, advertising, and purchasing decisions. The collected data were then analyzed using multiple linear regression techniques and hypothesis testing. The results of the study show that product quality, price, and advertising have a significant effect on purchasing decisions at Sanjai Anna's SMEs. Good product quality can increase customer confidence and satisfaction with the product, thereby influencing purchasing decisions. Competitive prices and promotion through advertising also have a positive influence on purchasing decisions. This research makes an important contribution to the understanding of the factors that influence purchasing decisions for MSMEs in Payakumbuh, especially for Sanjai Anna's MSMEs. The results of this study are expected to provide input for MSME owners in developing marketing strategies

KUALITAS LAYANAN VIA INSTAGRAM MARKETPLACE MEMBANGUN KEPUASAN CUSTOMER ZARA DI KOTA PADANG

This study aims to analyze the effect of product quality, price, and advertising on purchasing decisions of SMEs in Payakumbuh, using a case study of SMEs Sanjai Anna in Payakumbuh. This research was conducted by collecting data from 30 respondents who are customers of UMKM Sanjai Anna. The data collection method was carried out by distributing questionnaires to respondents who were selected purposively. The questionnaire consists of questions related to product quality, price, advertising, and purchasing decisions. The collected data were then analyzed using multiple linear regression techniques and hypothesis testing. The results of the study show that product quality, price, and advertising have a significant effect on purchasing decisions at Sanjai Anna's SMEs. Good product quality can increase customer confidence and satisfaction with the product, thereby influencing purchasing decisions. Competitive prices and promotion through advertising also have a positive influence on purchasing decisions. This research makes an important contribution to the understanding of the factors that influence purchasing decisions for MSMEs in Payakumbuh, especially for Sanjai Anna's MSMEs. The results of this study are expected to provide input for MSME owners in developing marketing strategies

The Influence of Promotions and Prices on Purchase Decisions at Shopee (Case Study in Tanjung Piayu Community, Batam City)

This study aims to determine the effect of promotions and prices on purchasing decisions at Shopee partially or simultaneously on purchasing decisions at Shopee. This research method is quantitative with the sampling technique in this study, namely probability sampling with the simple random side method. The distribution of questionnaires in this study used the simple random sampling technique and the data were analyzed using the SPSS version 25 statistical program. The results of this study indicated that promotions at Shopee significantly influence purchase decision making at Shopee with a significance of 0.000 <0.05 and t count 5.426 > 1,984. And with a significance result of 0.000 <0.05 and t count 4.378 > ttable 1.984, prices also have a significant effect on purchasing decisions at Shopee. It was concluded that promotions and prices had a significant effect on purchasing decisions at Shopee. According to the coefficient of determination for R Square of 0.579, the percentage effect of promotion and price on purchasing decisions at shopee in the Tanjung Piayu community in Batam City is 57.9% and the influence of other variables not included in this study is 42.1%.

Pengaruh Digital Marketing Dan Word Of Mouth Terhadap Keputusan Pembelian Pada Cake House By Widya Gerai Oleh-Oleh Pekanbaru

The objective of this study was to ascertain the impact of word-of-mouth and internet marketing on Cake House customers' purchasing decisions. Pekanbaru souvenir shopping by Widya. The independent variables are digital marketing (X1) and word of mouth (X2), while the dependent variable is the purchase decision (Y). This study employs a descriptive and quantitative methodology. The participants included in this research were all customers of Cake House by Wizya Souvenir Shopping Pekanbaru. An incidental sampling strategy was used to choose 100 respondents for the sample. The data used in this study was gathered by the administration of questionnaires, which were then analyzed statistically using the SPSS software. Digital marketing influences purchase decisions, as does word of mouth; both digital marketing and word of mouth influence buy decisions at Cake House by Widya Souvenir Shopping Pekanbaru, according to the findings of this research.

Research on T-shirt-style design based on Kansei image using back-propagation neural networks

Abstract Users’ Kansei image preferences have become one of the most important factors influencing purchase decisions. However, defining Kansei image can be complex. To address this issue, researchers have widely applied back-propagation neural networks due to their capacity to handle extensive data, adaptively adjust weights and biases, conduct multi-class classification and regression predictions, and offer interpretability analysis, among other features. In this study, a clothing-style design model based on users’ Kansei image cognition is proposed, using collarless T-shirts as an example. Furthermore, the attributes of T-shirt patterns are quantified using parametric graphics principles, and a semantic scale system for emotions is established through user research. The quantified sample data and corresponding semantic scale scores are then used as inputs for training a back-propagation neural network algorithm. Consequently, a design model grounded in users’ Kansei image cognition is developed, resulting in five optimal clothing design forms across various Kansei image categories. Additionally, the styles are showcased through the Style 3D platform, and the design evaluation is presented using radar charts. The results demonstrate that the five female T-shirt designs generated by the model align with users’ style preferences based on Kansei image.

Influential Celebrities In Sustainable Online Shopping: A Theory Of Reasoned Action Insights

ABSTRACTThe implementation of lockdown in 2020 as a response to COVID-19 has led to significant behavioral changes, pushing society to adapt to online transactions. This research aims to analyze the influencing factors such as e-trust, e-wom, e-servqual, and celebrity endorsers on online purchase decisions, as well as examine the moderating effect of celebrity endorsers on these decisions. The research methodology used is quantitative with stratified sampling techniques, employing the Structural Equation Model Partial Least Square (SEM-PLS) with WarpPLS 8.0 software. The results of the study indicate that e-trust and e-WOM have a positive and significant impact on online purchase decisions, while e-service quality does not have a significant influence. Another finding is that celebrity endorsers can moderate e-trust, strengthen consumer trust in online transactions, and impact purchase decisions. However, celebrity endorsers are not effective in moderating e-WOM and e-service quality in online purchase decisions. In this context, e-trust, e-WOM, and celebrity endorsers play crucial roles in influencing online purchase decisions, in line with the Theory of Reasoned Action. The practical implications of this research emphasize the importance of building consumer trust in online transactions and managing the use of celebrity endorsers wisely to enhance purchase decisions. E-commerce companies and online platforms need to provide high-quality services to strengthen consumer trust. Moreover, the role of e-WOM should also be considered to influence purchase decisions and improve online service quality according to consumer expectations. The policy recommendations resulting from this research highlight the need for companies to focus on managing consumer trust and utilizing celebrity endorsers wisely to enhance sustainable online shopping.

Consumer Acceptance of Cape Goodberry Processed Products in Muang Chiang Mai District, Chiang Mai Province Thailand

The research investigates consumer acceptance and the product development of processed Cape Gooseberry products in Muang Chiang Mai District, Chiang Mai Province. Conducted with 400 individuals from Chiang Mai who were purchasing at Doi Kham Royal Project, data collection involved questionnaires, interviews, and consumer acceptance tests. Results demonstrate a high interest in Cape Gooseberry products, with texture softness significantly influencing purchasing decisions. Recommendations concentrate on improving texture, scent, taste, and color to enhance consumer appeal, while also addressing packaging, pricing, and online marketing. This study provides valuable insights into the factors driving consumer acceptance, highlighting the pivotal role of texture. Guidelines prioritize quality enhancement and consider social values, health, and digital market development, aiming to maximize the appeal and competitiveness of processed agricultural products.

PENGARUH KUALITAS DAN INOVASI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK BATRISYIA DENGAN VARIABEL INTERVENING MINAT BELI

The evolution of contemporary market conditions has had numerous significant impacts on the cosmetics sector, particularly Indonesia. The cosmetics sector has seen economic and socio-cultural advancement, as well as changes in lifestyle, resulting in the emergence of a wide variety of beauty products. The purpose of this study is to identify the elements that influence purchase decisions for Batrisyia Herbal Beauty Products in Yogyakarta. This study employs quantitative research methods, with a population of 100 Batrisyia product users serving as the research sample. The research data is based on primary data gathered via a questionnaire. Data Quality Test employs validity and reliability tests. Data Analysis Methods Using Classical Assumption Tests and Multiple Linear Regression Analysis. In this study, the F and t tests, coefficient of determination tests, and Sobel tests were used. Based on the results of the data analysis, Product quality positively and significantly influences purchasing interest; Product innovation does not significantly affect purchasing interest; Product quality positively and significantly influences purchasing decisions; Product interest positively and significantly influences purchasing decisions

Pengaruh Digital Marketing, Celebrity Endorser dan Gaya Hidup Terhadap Keputusan Pembelian Pada Tokopedia

Technological developments currently have very rapid progress, including in the fields of economics and marketing. The internet is an information mechanism that provides advice or facilities to obtain important data needed. With advances in the field of information and communication innovation, it feels like the world no longer has boundaries, distance and time. Utilization for business people does not need to experience difficult things in collecting various data to support their business operations. Even today, various types of business information can be obtained quickly and without problems, so the data obtained needs to be filtered to get accurate and significant data. The method of analysis in this study used quantitative primary data, the test stages carried out were validity, reliability, normality, heteroscedasticity, multicollinearity, multiple linear regression, coefficient of determination, t-test and F-test. The data used in this study used a questionnaire instrument, and valid data collected by 111 respondents. The sampling method in this study was purposive sampling. The testing tool used is SPSS version 29. The results of the study show that the Celebrity Endorser and Lifestyle variables partially influence the Purchase Decision at Tokopedia. Meanwhile, Digital Marketing variables do not partially influence Purchase Decisions at Tokopedia, and Digital Marketing, Celebrity Endorser, and Lifestyle variables simultaneously influence Purchase Decisions at Tokopedia.

Can the vital cycle explain the circular consumer journey? A historical analysis of the relationship of Spanish Generation X with emblematic brands

PurposeThe purpose of this paper is to analyze the life history of the Spanish Generation X over the last five decades.Design/methodology/approachConsidering that the generational cohort concept can be identified from the marketing side as a market segment, this paper proposes to analyze the socio-economic and cultural context that has marked the different life stages of Generation X, and how they have related to brands according to their needs, desires and aspirations.FindingsThe results show that the customer journey can be considered a circular concept. The customer’s relationship with the brand can begin in childhood and continue into adulthood, such that the emotional relationship established with the brand as a child influences purchase decisions in adulthood.Research limitations/implicationsAlthough limited to the analysis of Generation X and its relationship with brands, this paper shows the importance of knowing the socio-economic, legal and cultural context of a generation.Practical implicationsAs a business implication, the importance of remarketing is evident as a business strategy that reinforces the emotional connection between the brand and the different generations.Social implicationsFrom a social point of view, this paper shows the power of brands as an element of self-expression of the needs, tastes or preferences of individuals is evident.Originality/valueThis paper offers a different and innovative vision of the customer journey, taking into account the individual’s life cycle, and the way in which at each stage of life, he/she relates to brands in a different way.

Factors Influencing ChatGpt Adoption for Product Research and Information Retrieval

ABSTRACT In recent months, Generative AI-based systems have become increasingly prevalent for public use. Traditionally, people use Google and other search platforms to research a product before purchasing. However, with the integration of ChatGPT into Bing and Google’s announcement of BARD, these models have the potential to impact how customers search for and discover products significantly. This article aims to understand whether people will shift from traditional to Generative AI-based search engines. The research examines the factors influencing purchase decisions and the likelihood of individuals using ChatGPT instead of traditional search engines and other sources. The results indicate that gender, product knowledge, and preference for online or retail store purchases can help predict their inclination to switch to ChatGPT. The paper also discusses people’s trust in Generative AI and the influence of demographic features on their attitude toward these machine learning systems.

Analysis of The Influence of Electronic Word of Mouth, Brand Awareness and Digital Accessibility on Purchase Decision of Sayurbox Consumers

Based on variables related to consumer behavior, the purpose of this study is to examine how brand awareness, electronic word-of-mouth (eWOM), and digital accessibility affect purchase decisions. Both quantitative and qualitative data are the kind of data that are employed. Both primary and secondary data sources are utilised. Customers of e-grocery who purchase fruit are sent a questionnaire via Google Form as part of the data collection process. The researcher came to the conclusion that there were 100 respondents in the sample. Both qualitative and quantitative analysis will be performed on the data collected from the questionnaire. In order to test the research concurrently, structural equation modeling (SEM) and partial least squares (PLS) analysis are utilized, with the smartPLS program. Drawing from the analysis and explanation presented above, the following deductions can be made: The behavior of consumers is not really impacted by brand awareness. Digital accessibility and electronic word-of-mouth (eWOM) have a genuine and substantial impact on e-grocery consumer behavior. It's probable that customer behavior is influenced by the lifestyle of internet buying. Purchase decisions are actually and significantly influenced by digital accessibility and brand awareness. Digital accessibility and electronic word-of-mouth have a genuine and substantial impact on customer behavior. Opinion leaders and reference groups may have an impact on customer behavior when it comes to emotional factors influencing purchase decisions.

The Influence of Social Media Communication on Purchase Intention and Purchase Decision Through Brand Equity in Mixue Indonesia

Purpose: This research aims to identify the influencing factors of Social Media Communication purchase intention and purchase decision through brand equity so that the business can maintain sustainability using descriptive analysis and SEM-PLS on SmartPLS. Theoretical framework: This research is a development of industrial theoretical aspects of ice & tea in Indonesia, which consists of Firm Generated Social Media Communication and User-Generated Social Media Communication variables influencing purchase intention and purchase decision through mediating variables, including brand awareness, brand association, perceived quality, and brand loyalty. Design/Methodology/Approach: This research uses quantitative methods. The data source comes from a survey by distributing online questionnaires to 385 people who have purchased Mixue products and have seen Mixue content created by the Mixue Indonesia company and other Tiktok users. The data analysis technique used is SEM-PLS analysis and using SmartPLS software. Findings: User-Generated Social Media Communication is the variable that most influences purchase intention and purchase through the TikTok social media application, while the mediating variable, Perceived Quality is one of the highest brand equity mediating variables. Additionally, adding variables in this research proves that purchase intention influences purchase decision. Research, Practical & Social implications: Mixue management must pay attention to social media communication, especially user-generated content on the Tiktok application and brand equity, to achieve and maintain consistency and sustainability. Originality/Value: This research is the first to analyze the factors influencing purchasing intentions and purchasing decisions at Mixue Indonesia so that it can become a reference in academic aspects and managerial knowledge.

Sharing More, Owning Less: How Consumer Minimalism Drives the Sharing Economy

Consumer minimalism has emerged as a significant trend influencing purchasing decisions in the evolving landscape of consumer behavior. However, minimalism is well acknowledged across various disciplines, very limitedly explored in tourism literature, especially in the context of shared services in the tourism industry. Based on this knowledge gap, this study proposes an integrative theoretical framework using the value-attitude-behavior theory and the theory of planned behavior to investigate the impact of minimalism on the purchase behavior of shared services. The data collected from 454 tourists with previous experience using sharing economy-based services implies that consumer minimalism profoundly influences purchase behaviors within shared services. Furthermore, Regional brand identity significantly impacts the relationship between consumer minimalism and behavioral intention. The results add substantially to the existing knowledge in the value-attitude-behavior theory and the Theory of Planned Behavior. The results will also help tourism managers and marketers frame policies to meet tourists’ backgrounds and value systems.

ANALISIS FAKTOR PSIKOLOGIS, HARGA, DAN KUALITAS PELAYANAN DALAM MENGAMBIL KEPUTUSAN PEMBELIAN IKAN GUPPY PADA ERA PANDEMI COVID-19 DI SOLO RAYA

This study aims to determine whether the independent variables, namely psychological factors, price, and service quality, affect the dependent variable Purchase Decision of Guppies during the COVID-19 pandemic in Solo Raya. This research includes correlational quantitative research, using 97 respondents from consumers who had bought Guppies in Solo Raya. This research uses a multiple linear regression analysis technique. The results of this study concluded that psychological factors, price, and service quality simultaneously affect purchase decisions. Partially, psychological factors and service quality influence purchase decisions, while price does not influence purchasing decisions.
 Keywords: Purchase Decision; Psychological Factors; Price; Service Quality

Pendampingan Peningkatan Santripreneur Dengan Penerapan Marketing Mix Produk Buket Batik di Pondok Modern Al-Ghuroba Kabupaten Sorong

Butek batik is the result of using patchwork waste by creatively utilizing patchwork waste. A batik bouquet is a flower arrangement made from patchwork waste with batik motifs and has high artistic value. Flower bouquet products are popular with young people because they can be used as birthday gifts, graduation souvenirs and so on. During service activities, the marketing team conveys marketing materials. Marketing Mix refers to a series of strategies used in promoting batik bouquet products. The activity aims to provide guidance to the female students of Pondok Modern Al-Ghuroba to find out the application of marketing mix to products, thereby influencing purchasing decisions for Flower Bouquet products. This service method begins with observation, licensing, carrying out activities, discussions, strengthening materials. Based on the implementation of the activities carried out, it shows the importance of implementing a marketing mix for developing a business so that the products sold can be well received by the determined target market. The product is named Boutique and given a logo, the marketing team sets the price for a batik bouquet no different from the market price, the marketing team determines the use of Instagram for distribution, and the marketing team uses the facilities available on Instagram to promote the product so that it is better known to a wider market reach. The results of service activities at Pondok Modern Al-Ghuroba were carried out well as shown by the level of participation of the participants.

Analisis Pengaruh Country of Origin dan Pengetahuan Produk Terhadap Niat Pembelian melalui Evaluasi Produk (Studi Kasus: Distributor Elektronik Maspion)

This research analyzes the impact of Country of Origin (COO) and product knowledge on purchase intentions, with product evaluation as a mediator. A case study was conducted on Maspion brand electronic products with a sample of people selected through purposive sampling. Path analysis is used to test the hypothesis. The research results show that COO has a significant positive effect on purchase intention, while product knowledge has no significant effect on purchase intention. COO also has a significant positive effect on product evaluation, while product knowledge influences product evaluation. Product reviews themselves have a significant positive impact on purchase intention. Product reviews play an important mediating role in linking COO to purchase intention, as well as linking product knowledge to purchase intention. These results highlight the important role of the COO in influencing purchase decisions, as well as demonstrating the importance of product reviews as a mediating link in the influence of these factors. The implications of this study can be used to develop marketing and branding strategies for Maspion brand electronic products.

Influencing Purchasing Decisions: The Interplay of Pricing and Product Quality for Garnier Facial Cleanser

The aim of this research is to determine the influence of price and product quality on purchase decisions for Garnier products. This study is a quantitative descriptive research using multiple linear regression analysis with a sample of 100 respondents from the Pangkalpinang city community, selected through purposive sampling. The research results indicate that price has a positive and significant effect on purchase decisions; product quality has a positive and significant effect on purchase decisions; and both price and product quality have a positive and significant effect on purchase decisions. The implications of this research are that companies need to understand that product quality and price are factors influencing purchase decisions. In this context, Garnier Company should develop more efficient and effective ways to compete with other companies, ensuring that purchase decisions are optimized.
 Keywords: Pricing; Product Quality; Buying Decision; Garnier; Pangkalpinang

Determinants of Indonesian Gen Z’s purchase behavior on online travel platforms: Extending UTAUT model

Understanding Gen Z’s purchase behavior in online travel agents is essential to effectively engage and meet the unique preferences of this generation, fostering long-term loyalty and satisfaction. Utilizing the unified theory of acceptance and use of technology (UTAUT) as the theoretical foundation, this study aims to analyze the impact of performance expectancy, effort expectancy, social influence, facilitating condition, and trust on purchase decision of flight tickets through online travel agent platforms. The data were collected through an online survey of 253 Gen Z users of online travel agent applications in Indonesia, such as Traveloka, Tiket.com, Pegipegi.com, Agoda, and Booking.com. The study employed PLS-SEM to test the hypotheses. The results indicate that performance expectancy, effort expectancy, social influence, and facilitating conditions influence trust (t-value 1.645, p-value < 0.05). Further, performance expectancy, effort expectancy, and facilitating conditions influence purchase decisions (t-value 1.645, p-value < 0.05). However, social influence does not significantly affect purchase decisions (t-value 1.041, p-value > 0.05). The analysis also shows that trust fully mediates the relationship between social influence and purchase decisions, while no mediating effect is identified in the relationship between effort expectancy and purchase decisions. By investigating the key factors contributing to Gen Z’s buying behavior in online travel agent platforms, this paper provides valuable insights for online travel businesses to effectively engage and cater to Gen Z’s unique needs and preferences.