Online Purchase Decisions Research Articles

Impact of Digital Marketing, Influencer, Live Features, and Reviews Shopee Purchase With Brand Image

The advancement of information and communication technology in the digital era has revolutionized various aspects of human life, including in the realm of business and marketing. Marketing activities that once relied on direct interaction between sellers and buyers have now shifted towards digital marketing that utilizes online platforms. Indonesia, as the largest economy in Southeast Asia, has made an e-commerce as the main driver of socioeconomic growth. Supported by a population of over 270 million people and ever-increasing internet penetration, the development of e-commerce in Indonesia has experienced rapid progress in recent years. This study aims to analyze the impact of digital marketing, influencer marketing, live features, and Online Customer Reviews on online purchase decisions on the Shopee platform with brand Image as an intervening variable. This research used a quantitative method with a data collection technique through an online questionnaire to 210 Shopee users in Indonesia. The measurement of construct validity and reliability was carried out using the measurement model (outer model). Then, the structural model (inner model) was used to test the model's strength, predictive ability, model significance, and the direct and indirect influence of independent variables on the dependent variable. The test tool employed SmartPLS 3.0. The results of this study indicate that the variables of Digital Marketing, Live Features, and Brand Image have a significant influence on Purchase Decisions on Shopee e-commerce. Furthermore, the variables of influencer marketing, live features, and Online Customer Review have a significant influence on Brand Image on Shopee e-commerce. Meanwhile, for the indirect influence, the variable live features have a significant influence on purchase decisions on Shopee e-commerce through Brand Image as an intervening variable.

The Impact of Parasocial Relationships and Self-Congruity on Online Purchasing Decisions: The Mediating Role of Fear of Missing Out

The widespread adoption of digital technology has significantly altered consumer purchasing habits in the online arena. Online purchasing decisions have become critical to consumer behavior, involving various complex psychological, social, economic, and technological considerations. This study examines how three key factors, parasocial relationships (PR), self-congruity (SC), and fear of missing out (FoMO), influence online purchasing decisions (OPD). Structural equation modeling (SEM) was used to determine the influence of PR and SC on OPD and to discover any essential mediating factors in this association. Data was gathered empirically from 286 consumers who completed the entire online survey form. The results showed no statistically significant direct influence of PR or SC on OPD. However, this study found that FoMO is essential in mediating the interaction of PR, SC, and OPD. It implies that the association between PR and OPD is due to FoMO inclinations. As such, this work verifies FoMO's role as a mediator in the relationship between SC and OPD. The findings imply that a match between a person's self-congruity and a specific brand or product influences their online purchasing decisions through FoMO.

THE FACTOR INFLUENCES STUDENT’S ONLINE PURCHASING EXPERIENCES ACROSS A VARIETY OF SOCIAL MEDIA PLATFORMS

This study examines the experiences of students at a university in northern Malaysia who make online purchases using social media platforms such as Facebook, TikTok, and Instagram. TikTok, and Instagram. Social media has become an important online shopping platform due to the rapid growth of e-commerce, and it has a huge impact on consumer behavior, especially for younger consumers.The aim of the study is to understand what motivates students to use different social media platforms to make their online purchases, as well as the benefits and difficulties encountered and the satisfaction obtained. There are three objectives studied in this study, which are to identify the factor of perceived usefulness that influences student’s online purchase intention, to identify the factor of perceived of ease-ofuse that influences student’s online purchase intention and to identify the factor of trust that influences students’ online purchase intention. This study was conducted using a thematic analysis, involving a total of seven university students as respondents. The results of the analysis show that there are five factors that influence online purchase decisions. The five factors are: demonstration factors, comments, convenience, trustworthiness, and engaging content. The findings of this study have successfully answered the research questions and research objectives as mentioned before.

How False Advertising Victims’ Experiences Define Their Online Purchase Decision in Fashion Product? - Comparison between Generations

This research aimed to analyze how the experiences of victims of false advertising in the fashion industry can influence their behavior in online purchasing decisions. This research used quantitative research, which is based on the positivism paradigm. Research data was obtained from consumers in the fashion industry in Indonesia who had experienced advertising fraud, with a sample size of 200 respondents. Research data was then analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with a moderation model. This research also compared the purchasing decision behavior of each generation as control variables. The results of the analysis showed that: exposure to false advertising and perceived risk do not have a significant influence on purchasingdecisions, both in model one and model two, hedonism and impulsive buying behavior have a significant influence on purchase decision, both in model one and two, hedonism and impulsive buying behavior are neither able to strengthen nor weaken the influence of exposure to false advertising and perceived risk on purchase decision, both models and all control variables consisting of age generation, gender and marital status do not havea significant influence on purchase decision.

From Consumer's Attitude towards Online Purchase Decision: Influence of Friends and Reference Groups

The rapid advancement of e-commerce has piqued researchers' interest in identifying the determining factors of online purchase decisions. They have found abundant information about the influence of consumer attitudes but still have divergent results, indicating a gap in studies with mediating variables. The study aims to examine the mediating effect of the opinions of friends and reference groups on the relationships between consumer attitudes and online purchase decisions. The study surveyed 654 respondents and analyzed the data using partial least squares structural equations (PLS-SEM). The results show that consumers' attitudes significantly positively influence their online purchase decisions, which are mediated by the opinions of friends and influence groups. The opinions or recommendations of friends or other reference groups with similar purchasing experiences influence consumers. The research establishes a connection between constructs that influence online purchase decisions, with the main theoretical contribution being the analysis of the effect of friends' opinions and reference groups on generating a better consumer predisposition to make decisions in the virtual environment. The empirical contribution offers information that marketing managers should consider based on the results achieved, proposing strategies focused on reference groups that facilitate consumer decision-making.

Effect of Influencer Marketing and Online Customer Review On Online Purchasing Decisions (Case study on Generation Z as Shopee Users in Karawang Regency)

Effect of Influencer Marketing and Online Customer Review On Online Purchasing Decisions (Case study on Generation Z as Shopee Users in Karawang Regency)

An Analysis of Consumer Trust During Online Purchasing Decision Process in Cross-Cultural Perspective: A Case Study of Online Marketplace

The purpose of this research study is to analyse consumer trust during the online purchasing decision process from a cross-cultural perspective, specifically in the case of an online marketplace. The study has three primary objectives: to explore the value and importance of online purchasing among customers in different cultures, to examine the factors that influence consumers in different cultures to gain trust in online purchasing, and to assess the factors that affect consumer trust in different cultures when purchasing goods online. The study will use focus group discussions to gather data from participants in Indonesia and China, and thematic analysis will be conducted to analyse the gathered data. The findings of this study will be significant in providing insights into the factors that influence consumer trust in online purchasing decisions, specifically in cross-cultural contexts. Understanding these factors can help online marketplaces improve their services and increase consumer trust, which can lead to increased revenue and customer loyalty. Moreover, the study will contribute to the body of knowledge in the field of cross-cultural marketing, as it will provide insights into how cultural factors influence consumer behaviour in online marketplaces.

The Influence of Social Media Promotion on Online Purchase Decisions for Beauty Products

In the contemporary digital age, the internet has emerged as a powerful medium for product promotion, significantly influencing how people access information and fulfill their daily needs. This ease of access extends to business transactions, where entrepreneurs leverage the internet as a platform for online product sales. Social media, a relatively new mode of communication enabled by the internet, plays a pivotal role in this process. This research seeks to examine the impact of social media promotion on online purchasing decisions for beauty products among students at Universitas HKBP Nommensen, Medan. The study employs a quantitative approach. The population consists of all students at Universitas HKBP Nommensen who have purchased beauty products online; however, the exact population size is not known. Using the Slovin formula, a sample of 100 respondents was randomly selected to represent each faculty. The findings reveal that social media promotion has a significant effect on purchasing decisions, as demonstrated by the results of the t-test. The t-value obtained was 8.429, exceeding the critical t-value of 1.4355, with a significance level of 0.000, which is less than the 0.05 threshold. The coefficient of determination (R²) was calculated to be 0.420, indicating that 42.0% of the variance in purchasing decisions can be attributed to social media promotion, while the remaining 58.0% is influenced by other factors not covered in this study. In conclusion, the research confirms that social media promotion has a positive and significant impact on the online purchasing decisions of beauty products among students at Universitas HKBP Nommensen, Medan.

Consumer Behavior in Online Shopping: A Comparative Analysis of Generational Differences

The consumer behavior in online shopping across different generations, focusing on Millennials, Generation X, and Baby Boomers. With the proliferation of e-commerce platforms, understanding how generational cohorts engage with online shopping is crucial for businesses aiming to effectively target and cater to diverse consumer preferences. Utilizing a quantitative research approach, this comparative analysis explores factors influencing online purchase decisions, including trust in online retailers, perceived risks, shopping motivations, and preferences for digital payment methods. variations in consumer behavior among generational cohorts. Millennials, characterized by their digital proficiency and preference for convenience, exhibit a higher propensity for online shopping and are more likely to embrace emerging technologies such as mobile commerce and social media influencers. In contrast, Generation X consumers prioritize product reviews and brand reputation when making online purchases, emphasizing trust and reliability in e-commerce transactions. Baby Boomers, while increasingly adopting online shopping for convenience, express concerns about data security and prefer traditional payment methods.

PENGARUH ONLINE CONSUMER REVIEW DAN ONLINE CONSUMER RATING TERHADAP ONLINE PURCHASE DECISION PRODUK WARDAH OFFICIAL SHOP MARKETPLACE SHOPEE (STUDI KASUS PADA MAHASISWI MANAJEMEN UMB)

This study aims to determine the influence of online consumer reviews and online consumer ratings on online purchase decisions of Wardah Official Shop products on the Shopee marketplace (case study on management students of UMB). This research is quantitative. The population in this study consists of 400 management students at UMB who use Wardah products. The object of this research is 180 management students at UMB who are consumers of Wardah products on the Shopee marketplace. In this study, the author used data collection methods through observation, interviews, and the distribution of questionnaires. The data analysis techniques used in this research include instrument tests, classical assumption tests, respondent response analysis, multiple linear regression analysis, hypothesis testing, and determination coefficient analysis (R2). The results of this study indicate that online consumer reviews and online consumer ratings have a positive and significant effect on online purchase decisions. Keywords : Online Consumer Review, Online Consumer Rating, Online Purchase Decision.

PENGARUH E-WOM, PRICE DISCOUNT, ONLINE CUSTOMER REVIEW, DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA PLATFORM SHOPEE

This research aims to determine the influence of e-wom, price discounts, online customer reviews and online customer ratings on online purchasing decisions on the Shopee platform for undergraduate management students at Muhammadiyah University of Bengkulu. This type of research is a quantitative descriptive type of research, the object of this research is users of the Shopee application among Management undergraduate students at Muhammadiyah University of Bengkulu. The sampling method uses accidental sampling technique. The number of respondents in this study was 150 people. The data collection method uses a questionnaire. The data analysis technique uses the Multiple Linear Regression Analysis Test, and Hypothesis Testing, namely the t test and f test. The results of this research can be concluded that the E-wom variable has a positive effect on Purchasing Decisions, Price Discount has a positive effect on Purchasing Decisions, Online Customer Review has a positive effect on Purchasing Decisions, Online Customer Rating has a positive effect on Purchasing Decisions, and E-wom, Price Discount , Online Customer Review, Online Customer Rating together have a positive and significant influence on online purchasing decisions on the Shopee platform for Bachelor of Management students at Muhammadiyah University of Bengkulu. Keywords: Electronic Word of Mouth, Price Discount, Online Customer Review, and Online Customer Rating, Purchase Decision

Dynamics of Trust, Information Quality, and Risk Perception in Online Purchasing Decisions

This study aims to analyze the influence of trust, information quality and risk perception on online purchase decisions. This research is a quantitative research with a research design using exploration. The population in this study is the overall consumer of online shop services in South Jakarta. The sampling method in this study uses purposive sampling using the Roscoe (1975) approach in determining the number of samples. The data analysis method in this study uses SEM-PLS. Based on the results of the study, it was found that trust, information quality and risk perception play an important role in influencing online purchase decisions. It was also found that the perception of risk had a significant negative effect on purchase decisions.

One size does not fit all: Optimizing size-inclusive model photography mitigates fit risk in online fashion retailing

AbstractDespite retailers’ interest in moving away from thin-model photography to embrace body-size diversity, online fashion shopping predominantly features thin models. While concerns about negative consequences for sales impede industry-wide changes, we demonstrate that consumers and retailers benefit from optimally portraying diverse bodies. Three studies unveil the “Dissimilarity-Risk Deterrence Effect,” wherein thin models dissuade consumers with larger clothing sizes from online purchasing due to perceived body-size dissimilarity and heightened fit-risk perception. Eight experiments demonstrate that models of consumers’ own size mitigate the effect, enhancing online purchase decisions, while controlling for mechanisms like positive affect, authenticity and social identification. The effect extends across various clothing items but attenuates when body size matters less to fit evaluation. Moreover, the effect is concealed by retailers’ risk-reducing strategies, such as measurement information and free product return policies. This research underscores the strategic significance of diverse product imaging to improve supply chain efficiency and consumer well-being.

Relationship between Neuromarketing and Online Purchasing Decisions of Peruvian Consumers in the Post-Pandemic Era

The pandemic has accelerated the transition toward e-commerce, highlighting the necessity of understanding how neuromarketing affects online purchasing decisions. This quantitative study, based on a correlational and cross-sectional design, explored the relationship between neuromarketing and purchasing decisions in virtual stores in northern Peru. Using a 40-item questionnaire, data from 498 adults in La Libertad and Lambayeque were collected. The analyses revealed significant correlations between cognition attention and the information search (rho=0.58) and alternative evaluation phases (rho=0.53), between emotion and the postpurchase stage (rho=0.54), and between memory and the recognition of need (rho=0.57), in addition to a strong direct association between cognition attention and the overall influence of neuromarketing on purchasing decisions (rho=0.72). These findings underscore the considerable impact of sensory and emotional experiences generated by neuromarketing on the critical stages of the purchasing behavior of Peruvian digital consumers, pointing to its relevance in enhancing customer satisfaction and loyalty in the digital age. In conclusion, various components of neuromarketing, specifically linked to the generation of pleasant and memorable sensory experiences, have a significant influence on the search, evaluation, and postpurchase satisfaction behaviors of virtual consumers in the region studied. Received: 3 March 2024 / Accepted: 13 June 2024 / Published: 02 July 2024

Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Online Kosmetik Perawatan Wajah Skintific

Brand image is important for a product, with a good brand image, it can influence consumer preferences to make purchasing decisions. However, at this time, brand reputation is not the main factor for consumers when considering purchasing beauty products. This study aims to determine the effect of brand image on online purchasing decisions for Skintific facial care cosmetics. This research method uses a quantitative approach with a survey method. Data was collected through questionnaires distributed to 96 respondents with a sampling method in the form of nonprobability sampling with a purposive sampling technique. Based on the simple linear regression test, the significance value of the X and Y variables is 0.000 <0.05. In the T test, the significance value is 0.000 <0.05 and the t value is 10.328> t table 1.98552, so it can be concluded that Ha is accepted and Ho is rejected. In the determination coefficient test, the coefficient of determination is 0.532, which means that the influence of brand image contributes 53.2% to the online purchasing decision for Skintific facial care cosmetics, while the remaining 46.8% is influenced by other variables not examined in this study. The results showed that brand image has a positive and significant influence on online purchasing decisions for Skintific facial care cosmetics.

UNLOCKING CONSUMER BEHAVIOR IN AGE OF ARTIFICIAL INTELLIGENCE: A STUDY ON TAILORED DATA, PRIVACY RESERVATIONS, AND PURCHASE INTENTIONS

This study investigates the complicated relationship between consumers and artificial intelligence (AI), precisely exploring the impact of tailored data (AI) on purchasing decisions. Drawing from a diverse sample of social media users in top five HEC ranked universities, the study investigates how factors such as privacy reservations and positive past experiences intersect with AI-driven personalization, impact consumer attitudes and willingness to make purchases online. The researcher applied survey method to collect data from 346 participants, primarily social media users, with the focus on those regularly engaging with the social media advertising and AI-based applications. This research tested three hypotheses wherein findings show significant influence of tailored data on consumer purchasing willingness and positive past experiences with AI ads. The privacy concerns, however, were found to have an insignificant impact on the online buying decisions. In this linking, these insights contribute to broader discourse on AI's role in consumer behavior, offering practical implications for various businesses navigating integration of artificial intelligence technologies in marketing strategies.

The consumer purchase motivation of Organic Food in Online Retail

Organic food relies on consumer confidence as the driver of its buying process. Generally, consumers purchase it directly to ensure its organic guarantee. The increasing purchase of agricultural products and organic food online in Indonesia shows consumer confidence in organic products sold in e-commerce. These studies aimed to determine the driving factors of purchasing organic food through online retailing, the types of organic food purchased, and the relationship between consumer motivation and purchasing decisions. This study uses a cross-sectional method with a purposive sampling technique, and the data is processed using SPSS with General Linear Model analysis. The results from 102 respondents in Indonesia showed that convenience, practicality, and time efficiency as the biggest motivation of consumers (85.30%). On the other hand, pleasure is the slightest consumer motivation (1.0%). Vegetables and processed seeds/nuts are widely purchased as fresh and processed organic foods. The relationship between consumer motivation and online purchasing decisions is that both variables affect one another. The consumer motivation driving factors are diverse product variants, attractive packaging, organic labels, nutritional value, discounts, time efficiency in purchasing, easy-to-find online stores, and advertising. Affordable prices do not motivate consumers to purchase organic food online. Therefore, organic food consumers in Indonesia purchase products through online retailing for convenience.

Marketing Signals Influencing Consumer Trust in Online Purchase Context: An Empirical Paper

Consumer trust is crucial in online purchase decisions, particularly for luxury goods as it involves few risks such as authenticity status, information asymmetry and the nature of online shopping which is absence of feel and touch. Based on signaling theory, this study aims to analyze four factors known as marketing signals which are brand reputation, online reviews, money-back guarantee and site aesthetics on consumer trust in the context of online purchase of personal luxury goods. Using SPSS and AMOS, this study analyzed 214 data collected from consumers in Malaysia who intend to purchase or has experience purchasing personal luxury goods online through either one of various online platforms such as official brand website, third-party platforms and social media commerce. The results from the analysis showed that brand reputation and online reviews positively and significantly influence consumer trust. However, money-back guarantee and site aesthetics were found to have non-significant influence on consumer trust. Luxury marketers must ensure to build strong brand reputation in order to gain consumer trust to purchase online. In addition, luxury marketers can also consider incorporating online reviews in their own unique way to enhance consumer trust while maintaining the luxury identity online.

TRENDS AND PATTERNS IN ONLINE PURCHASE DECISION RESEARCH A LITERATURE REVIEW AND BIBLIOMETRIC ANALYSIS

Abstract : The internet has transformed the way consumers make purchase decisions, and with the increasing popularity of e-commerce, it has become vital to understand the factors that influence online purchase decisions. The COVID-19 pandemic has further accelerated the shift towards online shopping, making it even more crucial to understand the online purchase decision-making process. This bibliometric review examines 95 articles on the keyword "online purchase decision" from Scopus journals generated by Publish or Perish on April 25th, 2023, to identify the most influential authors and trends in this field from 2002 to 2023. The study reveals a steady rise in publications on this subject over time, with a significant surge in recent times. S. Yoon emerged as the most cited author in this field, followed by H.W. Kim and N. Hu. "Decision Support Systems" is the most productive journal in this field, and M. Ramesh is the most prolific author. The research variables have similarities and differences in focus and approach. For instance, trust, price, reviews, website characteristics, and the influence of social media are the focuses in these studies. The studies differ in their approaches and focuses. For example, (Yoon, 2002) examines the antecedents and consequences of trust, (Kim et al., 2012) compares price and trust, (Hu et al., 2014) analyzes online review sentiment, and (Luo et al., 2012) investigates the impact of website characteristics. There are also differences in the scope of the research, including cross-cultural approaches, the teenage market, gender, and potential customers vs. repeat customers. The findings of this study provide valuable insights into the key trends and patterns in online purchase decision-making research, which can inform marketing strategies and improve online salesKeyword : Keputusan Pembelian Online, Analisis Bibliometrik, Perilaku Konsumen

The physical environment matters: room effects on online purchase decisions.

People as individual consumers are regularly targeted in sustainability campaigns or communications with the hope of enhancing sustainable behavior at an individual level, with subsequent sustainability transformation at a larger societal scale. However, psychological motivation is complex and campaigns need to be based on an understanding for what individual, and contextual, factors support or hinder sustainable behavioral choices. In a discrete choice experiment, participants made hypothetical online purchases in each of three rooms designed to evoke associations to hedonic, gain, and normative goal frames. Participants were shown a campaign message intended to prime sustainable textile consumption prior to the purchase. For each product (t-shirt or bananas) hedonic (comfort/look), gain (price), and normative (organic/ fairtrade) attributes were varied in an online choice experiment. Preferences for the normative attribute of t-shirts increased in the normative room compared to the room with gain associations. No effect of the rooms with hedonic or gain priming was observed on the choice. The study supports the hypothesis that the physical room can enhance goal frame activation and behavioral choice but concludes that such priming effect is sensitive to specificity of the prime.