PLS Structural Equation Modeling Research Articles

Wheeling towards sustainability: the nexus of external pressures, green innovation and circular supply chain excellence

PurposeThe study aims to investigate the firm reaction to external pressures and the subsequent transformation to green innovation (GI) and sustainability, leading to an enhanced circular supply chain performance. The research examined the effect of coercive, normative and mimetic pressures on GI within the Indian tire industry context.Design/methodology/approachThe authors have designed a self-administered questionnaire and received 283 responses. Nonresponse bias analysis was conducted first before proceeding to other assumptions such as constant variance and normality. The confirmatory factor analysis was used to check the data’s integrity and reliability. The PLS-structural equation modeling (SEM) is used to validate the constructs and test the established hypotheses.FindingsExternal regulatory pressures significantly impact the tire industry’s move towards GI. Normative pressures from societal expectations and industry standards, along with mimetic pressures where companies emulate best practices, both drive the industry toward sustainable initiatives. Further, a clear positive relationship emerges between GI and sustainable supply chain practices (SSCP). This shift emphasizes recycling, reusing and reducing waste and showcases the industry’s commitment to minimizing its environmental impact.Originality/valueUnlike existing literature that predominantly explores SSCP, the study introduces an integrated framework that intertwines institutional pressures (IP), green innovation (GI), and SSCP to elevate circular supply chain practices (CSCP). The current study highlights the relationships and practical implications within the Indian tire industry.

Dimensions of Personal Culture of Excellence and The Effects on Innovation Performance

Over the years, China has been developing in all aspects, not only as an economic power, but also as an innovative scientific and technological power, which is inevitably related to China's long history of excellent culture. Meanwhile, considering that colleges and universities are important carriers for cultivating innovative talents, our study focuses on college students in Ningxia, China. The purpose of the study is to explore how personal culture of excellence (PCE) affects the innovative performance (IP) of individuals in Chinese universities. This study utilizes Hofstede's theory of cultural dimensions and divides Chinese excellent culture into 10 dimensions based on the characteristics that Chinese excellent culture exhibits in individuals. In this study, the questionnaire method was used to survey the students of 10 universities in Ningxia. The collected questionnaires were also sorted and analyzed using SPSS methods, and the entire research process was modelled using Smart PLS Structural Equation Modeling (SEM) analysis. The study found that the personal cultural values of excellence have a positive impact on the innovative performance of individuals (i.e., students) in higher education institutions. This study aims to clarify the different dynamics between IP and PCE, which relatively contributes to a deeper understanding of how a culture of personal excellence influences expected innovation performance.

Development of a Holistic Nursing Model Based on Transcultural Nursing to Improve the Quality of Life of Patients with Type-2 Diabetes Mellitus

Introduction: The management of Type 2 diabetes mellitus (T2DM) primarily emphasizes physical care, yet the quality of life (QoL) remains suboptimal. Often, the management of diabetes neglects psychological, socio-cultural, and spiritual aspects, which are essential components of transcultural nursing. Developing a holistic nursing model rooted in transcultural nursing is imperative to enhance QoL in individuals with T2DM.Purpose: This study aimed to develop a nursing model based on transcultural nursing to enhance the QoL of individuals with T2DM.Methods: In this study, an explanatory research design with a cross-sectional approach was employed. A sample of 145 individuals diagnosed with T2DM was recruited using a simple random sampling technique. A self-developed questionnaire was utilized, incorporating factors from Dossey's holistic nursing model, Leininger's transcultural nursing model, and a Quality of Life (QoL) questionnaire. The study's variables included respondent characteristics, technological factors, religious and life philosophy factors, social and kinship factors, cultural and lifestyle factors, biological factors, psychological factors, holistic nursing based on transcultural nursing, and QoL. Inferential statistics, specifically Smart PLS-Structural Equation Modeling (SEM), were employed for data analysis.Results: The findings revealed that the holistic nursing model based on transcultural nursing in individuals with T2DM was directly influenced by several factors. Specifically, respondent characteristics (t=3.313, p=0.001), religious and life philosophy (t=2.836, p=0.005), social and kinship (t=2.579, p=0.010), cultural and lifestyle (t=2.833, p=0.005), biological (t=2.718, p=0.007), and psychological (t=2.497, p=0.013) factors showed significant influence. However, the technological factor was not significant (t=0.802, p=0.423). Furthermore, there was a direct influence of holistic nursing based on transcultural nursing on the quality of life (t=9.124, p=0.000).Conclusion: The holistic nursing model based on transcultural nursing encompasses six variables: respondent characteristics, religious and life philosophy, social and kinship, cultural and lifestyle, biological, and psychological factors. This model directly impacts and proves useful in enhancing the quality of life of individuals with T2DM.

The Influence of Competence and Information Technology Utilization on Employee Performance with Organizational Culture as a Moderating Variable at Amanjiwo Resort in Magelang

This study aimed to determine and analyze the Effect of Human Resource Competence and Information Technology Utilization on Employee Performance with Organizational Culture as a Moderation Variable at Amanjiwo Resort in Magelang.. This type of research is quantitative research. The data in this study are primary and secondary data in the form of questionnaires given to 91 respondents and the results of interviews with the Human Resource Manager of Amanjiwo Resort. The population of this study were all employees at Amanjiwo Resort, totaling 117 people. The sampling technique used was a random sampling technique with cluster random sampling with a sample of 91 people. The method used is the Structural Equation Model (SEM) method with the help of SmartPLS 4 software. The analysis technique used is the PLS SEM method in the form of outer model analysis and inner model analysis. The results of this study indicate tha t: 1.Human resource competence has a positive effect on employee performance at Amanjiwo Resort, 2.Utilization of information technology has a positive effect on employee performance at Amanjiwo Resort, 3.Organizational culture does not moderate the influence of human resource competence on employee performance, 4.Organizational culture does not moderate the effect of using information technology on employee performance.

Analyzing the Impact of Creative Self-Efficacy, Leadership Style, Locus of Control, and Organizational Culture on Innovative Work Behavior and Employee Performance

This research aims to explore the impact of various variables, including creative self-efficacy, leadership style, locus of control, organizational culture, innovative work behavior, and employee performance within a mining contractor company, named SIS. The research adopts a quantitative approach, and the sample consists of 111 respondents, specifically Production Group Leaders from SIS. Data were collected through a questionnaire and analyzed using Structural Equation Modeling (SEM) with the SEM PLS program. The findings of the study reveal the following relationships: (1) Creative self-efficacy significantly and positively influences innovative work behavior, (2) Creative self-efficacy significantly and positively influences employee performance, (3) Leadership style significantly and positively influences innovative work behavior, (4) Leadership style significantly and positively influences employee performance, (5) Locus of control significantly and positively influences innovative work behavior, (6) Locus of control significantly and positively influences employee performance, (7) Organizational culture significantly and positively influences innovative work behavior, (8) Organizational culture significantly and positively influences employee performance, and (9) Innovative work behavior significantly and positively influences employee performance. These results provide valuable insights for the mining contractor industry, offering implications for enhancing creative self-efficacy, leadership styles, locus of control, organizational culture, innovative work behavior, and ultimately, employee performance.

Green transition in the hospitality industry: The influence of market forces and customer dynamics on sustainable performance in the digital era

In recent years, the ongoing environmental challenges have caused hotel firms to experience stress from stakeholders (i.e., customers and competitors). These stringent ecological changes have compelled hospitality firms to go green. This study investigates the influence of customer and competitive pressures on green innovation and sustainability in the hospitality industry. Utilizing a sample of 309 employees from multiple hospitality companies, the study rigorously tests a series of hypotheses using Smart PLS and Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings supported all the hypotheses, indicating that customer and competitive pressures significantly foster green product and process innovations, enhance sustainable firm performance, and encourage green CSR initiatives in the Chinese hospitality sector. Furthermore, green product innovation, green process innovation, and green CSR were found to be critical mediators in enhancing firm performance under the influence of these pressures. These results have substantial implications for theory and practice, highlighting the importance of external pressures in promoting sustainable practices in the hospitality industry.

Role of Workplace Spirituality and Organizational Citizenship Behavior (OCB) In Improving Lecturers’ Performance

Educators serve as primary stakeholders profoundly shaping the caliber of tertiary educational establishments. Various determinants impact educator performance, encompassing competencies, motivational factors, discipline, and leadership qualities, as well as Organizational Citizenship Behavior (OCB), where employees’ actions surpass their primary job responsibilities. This study intends to experimentally demonstrate the impact of workplace spirituality on the productivity of Lecturers in the Muhammadiyah Aisiyah College (PTMA) setting, both directly and indirectly. To gather empirical data on the impact of workplace spirituality on the performance of PTMA lectures, this study used a quantitative method with a causality design. A questionnaire completed by 260 academics was used to obtain the data. The PLS method and structural equation modeling were used to examine the data. processing data with the SMARTPLS program. According to the study's findings, OCB is positively and significantly influenced by the spiritual workplace, and both OCB and performance are positively and significantly impacted by the spiritual workplace's impact on PTMA lecturers’ performance. The final significant finding is that OCB can enhance performance in spiritual workplaces. These findings have consequences for PTMA managers, and it is vital to encourage an increase in OCB by bolstering the spiritual workplace in the PTMA they oversee to boost the performance of their lecturers.

PENGARUH SISTEM PENGENDALIAN INTERN PEMERINTAH, SISTEM APLIKASI KEUANGAN TINGKAT INSTANSI, DAN KOMPETENSI SUMBER DAYA MANUSIA TERHADAP KUALITAS LAPORAN KEUANGAN DENGAN GOOD GOVERNMENT GOVERNANCE SEBAGAI VARIABEL INTERVENING

The aim of this research is to test and analyze the influence of the government's internal control system, agency level financial application system, human resource competency on the quality of financial reports with good government governance as an intervening variable. This research uses a quantitative approach with a questionnaire survey given to all financial managers at the Directorate General of Economic Development and Investment in Villages, Disadvantaged Regions and Transmigration. The questionnaire that could be processed was 68 respondents. Data analysis uses PLS structural equation modeling. This research shows that the government's internal control system, agency level financial application system and human resource competency influence good government governance. The government's internal control system, agency level financial application system and human resource competency influence the quality of financial reports and good government governance also influences the quality of financial reports. From the results of this research, human resource competency has the greatest influence on good government governance. Competent human resources are very necessary so that financial management can be accounted for in a timely, transparent and accountable manner. It is hoped that the implications of this research can provide evaluation material for policy makers to create policies to improve the quality of financial reports.

Consumer Perception of Planned Obsolescence: A Research on Smartphone Owners

Purpose-This study aims to reveal the effects of planned obsolescence application types perceived by consumers on consumer satisfaction and subsequent consumer behavior. Design/methodology/approach –Research data were collected by online questionnaire method. The snowball sampling method was used in the research. Smart PLS structural equation modeling program was used to analyze the obtained data. The research model, created based on the literature research, was tested with structural equation modeling analysis. Findings-Structural equation modeling analysis results show that perceived technological obsolescence has a positive effect on satisfaction, while perceived psychological obsolescence has a negative effect on satisfaction. Perceived quality obsolescence did not have a significant effect on satisfaction. Satisfaction has a positive effect on repurchase intention and positive word of mouth. On the other hand, it was found that satisfaction had a negative effect on regret and negative word of mouthDiscussion-According to the research results, the significant effect of perceived technological obsolescence on satisfaction can be interpreted as consumers expecting technological innovation from smartphone manufacturers. The negative effect of perceived psychological obsolescence on satisfaction can be interpreted as supporting psychological obsolescence through advertising and marketing efforts, creating dissatisfaction in consumers. Therefore, businesses should be careful in advertising and marketing efforts to avoid consumer dissatisfaction. In this sense, it should not be forgotten that satisfaction will negative impact regret and negative word-of-mouth communication.

Religiosity, family integration and social capital as predictors of post-incarceration reintegration of ex- prisoners in Punjab, Pakistan

The current study was carried out to analyze the role of religiosity, family integration, and social capital as predictors of post-incarceration reintegration in Punjab, Pakistan. The current study was carried out using quantitative research methods with the implication of cross-sectional, explanatory, and survey research approaches. Data were collected by using interview schedules by visiting ex-inmates at their community settings and by telephonic interviews. The research instrument was developed by using preexisting scales pertaining to the variables of the study. To obtain the study results, descriptive analysis, KMO factor analysis, reliability analysis, and regression analysis were applied to test the study model using SPSS and Smart PLS SEM (structural equation modelling). The findings of the study showed that all the predictor variables in the model (religiosity, family integration, and social capital) showed a positive and statistically significant effect on the reintegration of ex-prisoners following their release from prison. However, in comparison to all predictor variables, family integration has a strong effect (0.568) on post-incarceration reintegration.

The Role of Digital Transformation, Corporate Culture, and Leadership in Enhancing Corporate Sustainable Performance in the Manufacturing Sector of China

The Chinese manufacturing industry faces many challenges to sustainable development. This study examines how transformational leadership, corporate culture, and digital transformation affect Chinese manufacturing organizations’ sustainability. It will also examine the moderating role of environmental dynamism and the mediating effect of innovation capabilities. A self-administered survey was distributed to 350 manufacturing companies’ owners, managers, leaders, and employees, etc. Participants were selected via convenient sampling. This data collection effort validated findings and empirically tested theories. Smart PLS structural equation modelling (PLS-SEM), quantitative research, and cross-research are used in this study. The findings suggest that corporate culture, transformational leadership, and digital transformation significantly affect organizations’ sustainability. Innovation capability does not affect the relationship between corporate culture and sustainability. However, it mediates the relationship between transformational leadership, digital transformation, and business sustainability. Innovation capabilities and business sustainability performance are moderated by environmental dynamism. This study contributes to sustainable corporate performance theory by showing managers how transformational leadership, digital transformation, and corporate culture can help manufacturing companies grow indefinitely. The findings have major implications for China, a highly industrialized nation. This study could benefit regulatory authorities, academic institutions, industry, government agencies, and researchers.

THE ROLE OF E-TRUST AND BRAND IMAGE ON REPURCHASE INTENTION SHOPEE FOOD

The objective of this study is to examine the impact of E-trust and brand image on the association between E-Service Quality and sales promotion about Shopee Food consumer repurchase intention. The research methodology used is quantitative, with the sampling technique being convenience sampling. A total of 105 students from universities in Surakarta were selected as the research subjects. Research analysis employs PLS-Structural Equation Modeling (SEM). The findings of this study indicate that E-Service Quality, sales promotion, brand image, and E-Trust have a favourable and statistically significant impact on repurchase intention. The association between E-Service Quality and sales promotion and Shopee Food consumer repurchase intention is influenced by Brand image and E-Trust. The findings of this study can inform marketing strategies for marketplace platforms by optimizing E-Service Quality, sales promotion, Brand Image, and trust. These characteristics have been empirically shown to enhance consumer repurchase intention.

The Effect of Career Development, Physical Work Environment and Training on Job Satisfaction in Capital Market Licensing Department PT X

Job satisfaction is an important thing that must be considered by the company. In 2021 and 2022, the results of the PT X job satisfaction survey showed a decline. One of the factors can be seen from the majority of employees who are not comfortable working in the office with the lack of support for facilities in the office. PT X employees are also not satisfied with the promotions that are carried out that cannot reach employees who have met the criteria for promotion. Training opportunities held by PT X also cannot reach all PT X employees. In fact, employee participation in existing training also affects employee job satisfaction. This study aims to examine the effect of career development, physical work environment and training on job satisfaction. This research was conducted to be able to find out things that can be done to increase job satisfaction in the Capital Market Licensing Department of PT X. This research uses a quantitative method with a deductive analysis approach. Data collection techniques using interviews, questionnaires, literature studies and observations with a total of 121 respondents. The data analysis technique uses Structural Equation Modeling PLS and uses the PLS application as supporting software. The results showed that career development has a positive and significant effect on job satisfaction, the physical work environment has a positive and significant effect on job satisfaction, training has a positive and significant effect on job satisfaction. From the research results obtained, the authors hope that it can be a reference for companies to be able to make improvements in terms of career development, physical work environment and training.

Effects of Employee Learning, Knowledge, and Creativity on Employee Performance in Cigarette Companies in Kudus

Current competitive conditions are increasing and very competitive. This requires companies to be able to improve the performance of their employees in terms of increasing productivity. Competitiveness: To survive in an ever-changing market environment, companies need to utilize Human Resources (HR), especially employee performance. Employees are a key element of an organization; the success or failure of an organization depends on the performance of its employees. This research aims to determine the relationship and analyze the effect of employee learning on employee knowledge, employee creativity and employee performance, employee creativity on employee satisfaction, employee knowledge on employee performance, and employee satisfaction on employee performance. Respondents in this study were 135 respondents. The sample in this study was employee staff at a cigarette company in Kudus. This research is quantitative in nature with an analysis method using the PLS Structural Equation Model (SEM). The research results show that employee learning has a positive effect on employee knowledge, employee creativity, and employee performance, employee creativity has a positive effect on employee satisfaction, employee satisfaction has a positive effect on employee performance, and employee knowledge has a positive effect on employee performance.

The Influence of Leadership Transformation, Work Motivation, and Job Satisfaction on Employee Performance Through Work Discipline

The ability of an organization to survive and develop properly is determined by the competence of the human resources owned by the organization through various variables that can influence it, such as transformational leadership, work motivation, job satisfaction, and work discipline. This study used a quantitative method by distributing questionnaires to respondents, totaling 170 employees at the Tanjung Priok Class I Port Health Office. Data were analyzed using the PLS Structural Equation Model (SEM). Some of the findings in this study are that transformational leadership does not affect work discipline and employee performance, work motivation has a negative effect on work discipline and employee performance, job satisfaction has a positive effect on work discipline and employee performance, and work discipline has a positive effect on employee performance. Furthermore, it is demonstrated in this study that work discipline can mediate the effects of work motivation and job satisfaction on employee performance.
 Keywords: Transformational leadership, work motivation, job satisfaction, work discipline, and employee performance

Enterprise Implementation of Educational Technology: Exploring Employee Learning Behavior in E-Learning Environments

In the rapidly evolving landscape of information technology and with the ubiquitousness of the internet, corporations are increasingly focused on harnessing educational technology to boost their competitive prowess. A pivotal question emerges: Can they implement this technology effectively and sustainably to enhance the learning capabilities of their workforce and facilitate their accumulation of knowledge and skills? This concern remains a central focus in the corporate sphere. From educational psychology, goal orientation theory offers an explanatory framework for understanding learner (employee) behavior variations following learning interventions. This research is grounded in the e-learning environment fostered by educational technology within corporations. It explores and hypothesizes the impact of employee achievement motivations—including learning, proving, and avoiding goal orientations—on self-regulated learning (encompassing cognitive, motivational, and behavioral adjustments). Additionally, this study examines how employees’ self-regulated learning and learning satisfaction with the learning process influence learning effectiveness (learning outcomes) assessments. Our empirical survey targeted 380 employees from 26 companies participating in corporate educational technology learning (e-learning), with our research hypotheses tested through PLS structural equation modeling. The analysis indicates that employees’ learning and proving goal orientations indirectly positively affect their learning outcomes by mediating self-regulated learning and learning satisfaction. Conversely, employees’ avoidance goal orientation indirectly negatively impacts their learning outcomes by mediating their self-regulated learning and learning satisfaction. Finally, the researchers offer recommendations for management and future research directions.

Effect of Organizational Culture and Work Motivation on Employee Performance with Organizational Commitment as a Mediating Variable in Insurance Companies

The aim of this study is to investigate the following: 1) how organizational culture affects organizational commitment; 2) how work motivation affects organizational commitment; 3) how organizational culture affects employee performance; 4) how work motivation affects employee performance; 5) How organizational commitment affects employee performance; 6) How organizational culture affects employee performance with organizational commitment as a mediating variable; and 7) How work motivation affects employee performance with organizational commitment as a mediating variable. In this study, associative approaches were used to conduct descriptive research. PT. XYZ Insurance personnel in South Jakarta, numbering 96, comprised the study's population. In this study, saturation sampling is the sample method used. The PLS Structural Equation Model (SEM) was used as the analysis tool for this study. 2) Work motivation has a favorable and considerable effect on organizational commitment. These are the research's findings regarding the relationship between organizational culture and commitment. 3) Employee performance is significantly and favorably impacted by organizational culture. 4) Employee performance benefits greatly and favorably from work motivation. 5) Employee performance is significantly and favorably impacted by organizational commitment6) Through organizational commitment, organizational culture has a positive and significant influence on employee performance; 7) Through work motivation, organizational commitment has a positive significant impact on employee performance.

A Trust Model for Electrical Stove Technology Acceptance of Indonesian Stereotype

The surge in LPG consumption within Indonesian households, coupled with stagnant LPG production, has compelled the government to import 75% of LPG by 2022. Despite initial plans for a transition to electric stoves in 2023, the program was halted due to widespread public resistance to electric stove technology. The rejection was attributed, in part, to low trust in this emerging technology, emphasizing the pivotal role of trust in influencing technological acceptance. In response, this research endeavors to construct a robust and reliable model capturing trust in the acceptance of electric stove technology. Utilizing the PLS Structural Equation Model method for data analysis, the focus centers on two trust indicators: propensity trust and human-machine trust. In the quest for a valid model, the statistical modeling technique considers five initial hypotheses developed with 32 trust-related items. Upon analysis, one hypothesis is rejected, while four are accepted. Notably, the trust human-machine (THM) variable emerges as a significant influencer of trust for electric stove technology (TTK), substantiated by a path coefficient of 0.917 and p = <0.001. Thus, the resulting model takes on a reflective form, offering insights into the intricate dynamics of trust in the acceptance of electric stove technology.

Comparison of Mediation Effects on Interaction and Multigroup Approach in Structural Equation Modeling PLS in Case of Bank Mortgage

“Structural Equation Modeling is one of multivariate statistical method that used to explain multiple relationships between latent variables simultaneously to test a mediation model to conduct a formal test on mediation effects. Application PLS-SEM for exploratory research and theory development are increasing. Under certain conditions, the effect of exogenous variables on endogenous variable is also strengthened or weakened by moderating variable. In SEM, there are two approaches in analyzing moderation variables, namely the interaction method and the multigroup method. This article aims to compare the mediation effect on interaction approaches and multigroup approaches in Structural Equation Modeling. The data used is the case of timeliness of Bank X mortgage payments. In this article, statistical methods are evaluated to compare indirect effect between groups and examine indirect effect on each group. It was concluded that Collectability Status moderates the indirect relationship between Capital and the Timeliness of Payment through Willingness to Pay. Debtors with current collectability status more strongly effect the Timeliness of Payment than debtors with incurrect collectability status. Theresults of testing indirect effects on moderation with interaction and multigroup approaches are not much different. In the multigroup approach, the bootstrap interval bias is smaller than the bootstrap interval bias in the interaction approach. The Q-square Predictive Relevance value in both methods is quite high, indicating that the model is good. On the Current Collectibility Status group Q^2 is 89.3%, in the incurrect Collectibility Status Q^2 is 84.2%. While in the interaction approach, Q^2 is 70.4%. Researcher recommend a multigroup approach to data that has categorical moderation variables because differences between groups can be directly observed without adding interaction variables in the model.”

Customer Product Choice: The Effect of Product Quality on Relative price and Price fairness and their implication on Customer Product Choice

This study examines the influence of product quality on individuals' perceptions of relative prices and price justice, as well as the potential consequences for consumer decision-making in product selection. This study employs robust statistical analysis to get insights into customers' decision-making processes when purchasing products and selecting brands, particularly about product attributes and pricing. The study employed a non-parametric Structural Equation Modeling PLS technique, which involved a sample of 100 consumers who had previously consumed cigarette goods in the urban area of Bandung. The questionnaire was distributed through social media platforms, utilizing a Google Form link. The employed sample method is convenience sampling, wherein clients are requested to complete a structured questionnaire that has been supplied. The poll encompassed inquiries about participants' perceptions regarding the quality of the product, its comparable pricing, and the appropriateness of the price. The survey data were subjected to rigorous statistical analysis, encompassing several analytical techniques such as regression analysis and hypothesis testing. The study's findings indicate that a product's quality plays a substantial role in shaping consumers' evaluations of comparable prices and perceptions of price justice. Consumers tend to make product selections predicated upon their subjective quality assessment, shaping their perception of the product's price. The presence of excellent product quality can mitigate price barriers, as customers exhibit a greater propensity to pay elevated costs for things they believe to possess superior quality. Furthermore, this study demonstrates that comparable costs and the perception of price justice influence consumer product choices. This condition highlights the significance of prudent pricing within a company's marketing strategy, whereby competitive and equitable pricing can catalyze consumers to opt for specific products. However, a further noteworthy discovery is that the relative pricing and price reasonableness factors do not influence customers' brand preferences. This condition suggests that when considering the choice of a brand, several elements, such as brand image, individual preferences, or distinctive brand characteristics, may exert a more significant impact. The correlation between product and brand compatibility plays a significant part in consumers' decision-making process when it comes to selecting a brand. The findings of this study offer significant implications for businesses in enhancing their marketing and pricing strategies. Furthermore, they contribute to a more comprehensive comprehension of consumer decision-making processes within the product and brand choices framework. In order to achieve success in a competitive and dynamic business climate, it is imperative to possess a comprehensive comprehension of the various elements that impact consumer decision-making.