Consumer Purchase Decisions Research Articles

Commodification of Religion in Marketing Communication for Sharia-Compliant Properties

This study explores the influence of integrating religious values and the use of religious symbols in marketing Sharia-compliant properties on consumer purchase decisions. Employing a netnographic method, this analysis observes consumer interactions on the Instagram account @shariagreenland, revealing how spiritual resonance and the commodification of religious symbols affect consumer preferences and behavior in the property sector. The findings reveal that religious symbols are strategically used in the marketing of Sharia-compliant properties, not only to support religious identity but also as a tool to create added value in consumer perception. These symbols are integrated into various marketing aspects, from property branding using the term “Islamic Housing”, to payment systems and facilities that comply with Islamic law, indicating the occurrence of religious commodification. Furthermore, this research identifies marketing strategies that commodify religious symbols as a major differentiating factor influencing consumer interest. The results of this study provide important insights for property developers in formulating effective marketing strategies, emphasizing the need for an authentic and transparent approach in integrating religious values into their product offerings. These findings contribute to the literature on consumer behavior in the context of Sharia-compliant properties and highlight broader social and cultural dynamics surrounding the commodification of religion in contemporary marketing.

Analysis The Impact of Viral Marketing, Price, and Online Costumer Review On a Celebrity Endorser-Mediated Buy Decision On The TikTokShop App

Research Aims: This study aims to analyze the influence of three main factors, namely viral marketing, perceived prices, and online customer reviews, on purchasing decisions mediated by celebrity endorsers in the TikTok application. Design/methodology/approach: This research uses a quantitative approach by collecting data through surveys using questionnaires and literature studies. Data analysis using regression tests with the help of the SPSS program. Research Findings: The results showed that viral marketing, perceived price, and online customer reviews are important factors that can influence consumer purchasing decisions on the Tiktokshop application. Theoretical Contribution/Originality: A marketing strategy that combines these factors effectively can be the key to increasing sales and company competitiveness on the Tiktokshop platform. Keywords: viral marketing, perceived price, online customer review, purchase decision, celebrity endorser

Analysis of The Effect of Halal Labelization, Brand Image and Prices on Consumer Purchasing Decisions With Religious As Moderating Variables on Coastal Honey in Kertasada Village, Sumenep District

The need for honey in Indonesia alone reaches an average of 150,000 tons per year. This means that Indonesia has to import around 50% of its honey from abroad to meet this demand. This could also be an opportunity for local entrepreneurs to develop their honey business. Even though it seems traditional, the honey business opportunity has undergone modernization and development, from marketing to the processed honey itself. Coastal Honey is a honey bee cultivation business located in Kertasada Village. Coastal Honey, which has been established for around 8 years, is a business that has great prospects with profits increasing almost every year, coupled with the existence of resellers in various regions of Indonesia. The purpose of this research is to research and analyze the influence of halal labeling, Brand Image and Price on Consumer Purchasing Decisions with Religiosity as Moderating Variable on Coastal Honey in Kertasada Village, Sumenep Regency. This research is a quantitative exploration, with the population being the people of Sumenep, especially people who buy Coastal Honey. The testing strategy in this review uses purposive sampling testing, specifically determining samples with certain standards, especially consumers who buy Coastal Honey. Interviews and direct observations with the owner Coastal Honey and distributed questionnaires to 100 respondents which were used to collect data. As well as using data analysis techniques, namely Descriptive Statistics Test, Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Test, Coefficient of Determination Test and Hypothesis Test. The results of this research show that the Halal Labeling variable, Brand Image, Price and Religiosity have a significant effect on Purchasing Decisions partially and simultaneously. And the moderation results show that Religiosity moderates the relationship between Halal Labeling, Brand Image and Price on Purchase Decisions.

The Effect of Online to Offline (O2O) Services Through Mobile Apps in Indonesian Coffee Shop towards Consumers Purchase Decision

The Effect of Online to Offline (O2O) Services Through Mobile Apps in Indonesian Coffee Shop towards Consumers Purchase Decision

The Decline of Transmart: How Brand Image, Price, and Lifestyle Affect Consumer Satisfaction and Purchasing Decision

The Decline of Transmart: How Brand Image, Price, and Lifestyle Affect Consumer Satisfaction and Purchasing Decision

The Influence Of Marketing Mix On Purchasing Decisions On Umkm Products Malaysian Chips Reynia

This research is motivated by the researcher's observation of the marketing mix, which is a marketing strategy carried out to influence consumer purchasing decisions. This study aims to describe the marketing mix, purchasing decisions, and analyze the effect of marketing mix on purchasing decisions on Malaysian Reynia chips MSME products. The research method used in this research is a quantitative method with a causal associative approach. The population in this study were all Malaysian chip MSME customers with an unknown number. The sampling technique used was purposive sampling. Data collection was carried out with a Google form and using a Likert scale that had been tested for reliability validity. Data were analyzed by descriptive and correlation analysis. Based on the results of statistical calculations on marketing mix variables seen from product and price indicators with a percentage of 29%, the most dominant is the consideration of consumers in making purchasing decisions on Malaysian Reynia chips MSME products. The results of the research were conducted using Pearson product moment correlation analysis, it is known that the correlation coefficient of marketing mix (X) with purchasing decisions (Y) is 0.740 which is included in the strong category. The results of the hypothesis test obtained tcount> ttable, namely 8.926> 1.668 and a significance value of 0.000 <0.05. It can be concluded that there is a significant relationship between the marketing mix and purchasing decisions and the hypothesis results are Ha accepted and Ho rejected.

The Effect of Promotion , Brand Image and Social Media on Customer Purchase Decision at Fritto Chicken Sumarsono

The promotion activity carried out during the year 2023 at Fritto Chicken Sumarsono Branch in Medan were found to be quite a lot, but the promotions conducted on social media platforms through Fritto chicken accounts show a limited reach to customers, resulting in a lack of awareness and participation in purchase decision. Does Promotion have partially effect on customer purchase decision at Fritto Chicken Sumarsono branch, does brand image have partially effect on customer purchase decision at Fritto Chicken Sumarsono branch, does social media have partially effect on customer purchase decision at Fritto Chicken Sumarsono branch, do promotion, brand image and social media have simultaneous effect on customer purchase decision at Fritto Chicken Sumarsono branch. This research uses quantitative research. The sample in this study was 97 respondents with the criteria: costumers who are above 18 years old, gender male and female, customers who have made purchases at least once at Fritto Chicken Sumarsono. The basic data for this study was collected through interviews with the supervisor and surveys administered to customers of the Fritto Chicken Sumarsono branch in Medan. The research and analysis conducted with validity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, coefficient of determination test, the multiple linear regression. The research results show that Promotion has partial effect on the consumer purchase decision. Brand image has partial effect on the consumer purchase decision. Social media has partial effect on the consumer purchase decision. Promotion, brand image, and social media effect customer purchase decision simultaneously at Fritto Chicken Sumarsono branch.

The Influence of Brand Ambassadors in Building Brand Image and Their Impact on Purchasing Decisions for Scarlett Whitening Products

The Indonesian cosmetic industry is experiencing significant growth, driven by high consumer demand and an expanding market. This burgeoning industry has attracted several Indonesian celebrities to venture into the cosmetic business. The advancement of technology has subtly transformed the lifestyle of society, especially with the advent of social networks, which have provided business players with numerous marketing strategies that capture public attention. One such strategy is the use of brand ambassadors, who have become increasingly prominent in helping businesses introduce their products. The aim of this research is to understand the impact of brand ambassadors on building brand image and their subsequent effect on purchasing decisions of Scarlett Whitening products. This study utilizes the Elaboration Likelihood Model theory and employs a descriptive quantitative method. The population of the study consists of women aged 18-28 who use Scarlett Whitening products and follow the Instagram account @scarlett_whitening, totaling 100 respondents. The analysis techniques employed in the study include instrument testing, descriptive analysis, classical assumption testing, multiple regression analysis, correlation testing, and the Sobel test. The findings of the research reveal a positive and significant influence of brand ambassadors on both brand image and the purchasing decisions of Scarlett Whitening products. The researcher hopes that Scarlett Whitening will consider this study as a valuable reference in selecting brand ambassadors with similar criteria to enhance their brand image and its impacts. By strategically choosing brand ambassadors who resonate well with the target audience, Scarlett Whitening can strengthen its market position and drive consumer purchase decisions more effectively.

Digital Marketing's Impact on Consumer Choices

In the digital era, internet advancements have significantly enhanced efficiency in the tea beverage business. This study investigates the impact of digital marketing strategies, product innovation, and brand awareness on consumer purchasing decisions for Indonesian Iced Tea products. Using a quantitative approach and data from 96 respondents selected via the Lemeshow formula, multiple linear regression analysis revealed that all three variables significantly influence purchasing decisions. These findings highlight the critical role of digital marketing, innovation, and brand awareness in driving consumer choices, offering valuable insights for marketers to enhance their strategies. Highlight: Digital marketing significantly boosts consumer purchasing decisions. Product innovation is essential for market competitiveness. Strong brand awareness influences consumer choices. Keyword: Digital marketing, product innovation, brand awareness, consumer purchasing decisions, Indonesian Iced Tea

Do Pro-Environmental Factors Lead to Customers’ Purchase Intention of Home Energy Management System? The Moderating Effects of Energy-Efficient Habits

Environmental challenges, encompassing climate change and global warming, compel consumers to alter their consumption habits. Although there has been a notable surge in consumer awareness regarding pro-environmental practices, especially concerning home energy, there remains a lack of comprehensive research exploring the factors affecting consumers' willingness to adopt or invest in home energy management system (HEMS) technology. Notably, there have been no studies focused on the factors influencing HEMS purchase intentions (PI) in the Iranian context. Grounded in the theory of planned behavior (TPB) and the norm activation model (NAM), this research delves into PI of Iranian households regarding HEMS, categorizing it as a type of eco-friendly behavior. It specifically analyzes the influence of factors such as attitude (ATT), social norms (SN), perceived behavioral control (PBC), awareness of consequences (AOC), personal norms (PN), and energy-efficient habits (EEH). Moreover, this research scrutinizes the potential moderating effects of EEH on the association among ATT, PBC, and PI. Using structural equation modeling, an innovative integrated model was tested based on data collected from 220 Iranian residents. The findings revealed that ATT, SN, AOC, and EEH significantly contribute to the purchase intention of HEMS among Iranians. Additionally, both AOC and SN were found to influence PN. These insights offer a fresh perspective on the pro-environmental determinants shaping the HEMS purchase decisions of Iranian consumers.

Navigating the complexities of online opinion formation: An insight into consumer cognitive heuristics

Few studies have considered changes in consumer perceptions when faced with multiple levels of review ratings. Drawing on availability heuristic theory, we aim to explore the synergistic effects of different levels of review ratings on consumers' cognitive processes. Using a longitudinal dataset of reviews from 4637 restaurants on Yelp, we conducted an empirical study using individual and time-dual fixed-effects models. Our findings indicate that easy-to-retrieve (review) rating is better than aggregate ratings in predicting consumer purchase decisions. The inconsistency between easy-to-retrieve and aggregate ratings influences consumers' cognitive heuristic when interpreting online reviews. Additionally, inconsistencies and proportional changes in expert and amateur reviews influence consumer perceptions of different levels of information. Furthermore, we conducted two online experiments to validate the distinguishing impact of aggregate versus easy-to-retrieve ratings on consumers. These findings provide insightful implications for understanding consumers’ cognitive heuristics in online consumption contexts.

The role of relationship marketing in the consumer purchase decision An exploratory study of the opinions of a sample of customers of Golden Mall in the city of Mosul

The current research aims to explain the impact of relationship marketing on consumers' purchasing decisions because of the great importance of relationship marketing in attracting new customers and the retention of the current ones .The customers of Golden Mall in Mosul city were selected as samples of the research. Questionnaire forms have been randomly given to 120 Golden Mall customers for data collection. The researcher has used the ready-made statistical software package (SPSS V26) to analyze the impact and correlation relationships between the research variables .After the statistical analysis, the research has found out that relationship marketing has great impact on and effective role in enhancing the consumers' purchasing decisions in business organizations. The results have also shown that there is a correlation between relationship marketing and consumers' purchasing decisions which means that adopting relationship marketing can greatly contribute in directing the customers' decisions to depend on the company's services. Within that framework, a number of recommendations have been suggested. One of the most important recommendations is the necessity of enhancing the dimensions of relationship marketing in the sample of this research for its vital role in consolidating the purchasing decisions of the customers.

Artificial intelligent housekeeper based on consumer purchase decision: a case study of online E-commerce

PurposeThe rise of artificial intelligence (AI) and machine learning has largely promoted the emergence of “autonomous decision-making” (ADM). This paper aims to establish a personalized artificial intelligent housekeeper (AIH) that knows more about our hobbies, habits, personality traits, and shopping needs than ourselves and can replace us to do some habitual purchasing behavior.Design/methodology/approachWe propose an AI decision-making method based on machine learning algorithm, a novel framework for personalized customer preference and purchase. First, the method uses interactive big data to predict a potential consumer’s decision possibility. Then, the method mines the correlation between consumer decision possibility and various factors affecting consumer behavior. Finally, the machine learning algorithm is used to estimate the consumer’s purchase decision according to the comprehensive influencing factors data of the target consumer.FindingsThe experimental results show that the method can predict the regular consumption behavior of consumers in advance and make accurate decision-making behavior. It can find correlations from a large amount of data to help predict many simple purchase decisions in our life, and become our AIH.Originality/valueThis study introduces a new approach that not only has the auxiliary decision-making function but also has the decision-making function. These findings contribute to the research on automated decision-making process of AI and on human–technology interaction by investigating how data attributes consumer purchase decision to AI.

How Go-Food by GOJEK Apps work on consumer purchase decisions

How Go-Food by GOJEK Apps work on consumer purchase decisions

Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Samsung Di Kota Semarang

This study aimed to analyze the influence of brand image, price, and product quality on the purchase decision of Samsung smartphones in Semarang City. A quantitative approach was employed, involving 100 respondents who were Samsung smartphone users residing in Semarang. Data were collected through questionnaires and analyzed using classical assumption tests and multiple linear regression analysis. The results revealed that brand image, price, and product quality positively and significantly influenced the purchase decision of Samsung smartphones. This implies that the better the brand image, the more affordable the price, and the higher the product quality, the more it will increase consumer purchase decisions toward Samsung smartphones in Semarang. This research provides practical implications for companies to continuously build a positive brand image, set competitive prices, and improve product quality to attract consumer purchase interest.

Pengaruh Perceived Value, Satisfaction dan Trust Berpengaruh terhadap Loyalty

The aim of this study is to assess the extent of the influence of sales promotion on consumer purchasing decisions at the All-in-One Store in Batam City. This research employs an analytical descriptive method with the entire store's consumers as the study population. Data collection utilizes a questionnaire distributed to 100 respondents. The findings indicate that sales promotion significantly impacts consumer purchasing decisions at the All-in-One Store in Batam City. This suggests that effective promotional efforts can enhance consumers' interest and purchasing decisions at the store. The implications of this study underscore the need for improved and more targeted sales promotion strategies to support sales growth and consumer satisfaction at the All-in-One Store.

The Impact of Store Atmosphere and Customer Experience on Consumer Purchasing Decisions of KFC Wahidin Gresik

Competition in foreign franchise businesses in Indonesia is getting tighter, especially in fast food products. This study aims to determine the influence of Store Atmosphere and Customer Experience on the purchasing decisions of KFC Wahidin Gresik consumers. This research is a quantitative research type. The sample used amounted to 120 respondents with the criteria of respondents at least 17 years old and had purchased food or beverage products at KFC Wahidin Gresik. Data collection was carried out using questionnaires with google form media. Data collection using purposive sampling techniques and analyzed using SmartPLS analysis tools. The results of data analysis show that Customer Experience influences consumer purchasing decisions while Store Atmosphere does not influence consumer purchasing decisions.

Development of Marketing Strategies with Digital Enhancements to Increase Patients’ Buying Decision in a Fertility Center

Infertility is a significant global concern, affecting a substantial portion of the adult population. Defined as the inability of a married couple to achieve pregnancy after 12 months of regular unprotected intercourse, its prevalence is increasing worldwide. According to the World Health Organization’s 2023 data, one in six adults experiences infertility, with notable variations across income brackets. Indonesia also faces this issue, affecting 10–15% of reproductive-age couples. This research examines the critical role of marketing strategies, specifically the 7Ps marketing mix (Product, Price, Place, Promotion, People, Physical Evidence, and Process), in influencing consumer buying decisions in fertility centers. The study aims to identify key factors that significantly impact patient choices and propose strategic improvements to enhance patient acquisition and retention. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM), this research evaluates the relationship between marketing mix components and patient decisions. The findings highlight the importance of competitive pricing, effective promotion, high-quality staff, and efficient service processes in attracting patients. Additionally, it underscores the need for facility improvements, continuous service quality enhancement, and ensuring access to fertility centers. Furthermore, the role of digitalization in enhancing marketing strategies is critical. Incorporating digital tools and AI can significantly improve patient engagement, streamline administrative processes, and provide personalized care. By leveraging digital platforms for promotions, virtual consultations, and patient follow-ups, fertility centers can enhance their reach and service efficiency. This integration of digital solutions is crucial for staying competitive in a rapidly evolving healthcare market. This study provides actionable insights for fertility centers to refine their marketing strategies, including digitalization to improve patient acquisition and retention.

Chemosensory analysis of emotional wines: Merging of explicit and implicit methods to measure emotions aroused by red wines

Wine is a cultural product capable of arousing emotions. Measuring emotions and figuring out how much they could influence preferences or purchase decisions of consumers is a new trend in sensory and consumer research. However, the complexity of feelings makes the measure of emotions extremely challenging. Thus, a comprehensive understanding of emotions related to sensory stimuli in wine tasting is still missing. The purpose of the study is to evaluate the emotional power of tasting red wines using a multidisciplinary approach, combining sensory analysis performed by trained panelists, implicit and explicit measurements of emotions and chemical analysis of the wines tasted. Various red wines, renowned for their high polyphenol content and expected to exhibit rich texture, mouthfeel, and aging potential, have been utilized to this extent. The results obtained showed that the emotions measured were well-correlated with quantitative and hedonic attributes obtained using classic sensory analysis. Some aromatic molecules can be identified as markers capable of eliciting positive and negative emotional reactions. While increasing literature in the topic is recently available, our study appears to be the first highlighting the presence of autonomic nervous system (ANS) differences verified by means of electrocardiogram (ECG) features, related to explicit and complete sensory patterns, in response to sensory stimuli related to emotional wine, with higher sympathetic values at extrema and vagal increase in the presence of neutral sensory compounds.

The Influence of Brand Image Brand Awareness and Promotion on Purchase Decisions for Ubiquiti Brand IT Network Devices in Indonesia

The background of this research is the increasing demand and competition in the wireless network device industry. Ubiquiti, as one of the major players in the industry, needs to understand how brand image, brand awareness, and promotional activities influence consumers' purchasing decisions. This study aims to analyze the influence of brand image, brand awareness, and promotion variables on purchasing decisions on Ubiquiti brand IT network products. Data were collected from 97 respondents, and analysis was conducted on the demographics of respondents, product use, and the influence of independent variables on purchasing decisions. Research analysis method using SPSS. The results showed that the majority of product users were men aged 25-29 years who worked as employees and used the product for less than 1 year. Statistical analysis revealed that the three variables of brand image, brand awareness, and promotion significantly influence purchasing decisions. Brand awareness has been shown to have the most influence, followed by brand image and promotion. This finding is reinforced by brand awareness's largest adjusted R square value (96.8%). The main conclusion is that brand awareness has the most significant influence on consumer purchasing decisions Ubiquiti brand IT network products, followed by brand image and promotion. The implication of this study is the importance of companies in designing effective marketing and branding strategies to improve consumer purchasing decisions. The research provides valuable insights for Ubiquiti and other companies in the wireless networking industry to better understand the factors driving consumer buying behavior, so they can develop targeted marketing strategies and increase their market share.