Consumer Purchase Decisions Research Articles

Consumer Buying Decision for Smartphones: An Analysis of Price, Brand, and Features

In today's digital age, smartphones have become indispensable tools, serving as the primary means of communication, text messaging, email correspondence, web browsing, file storage, audio recording, and photography. The study aimed to examine the effect of price, brand, and product features on smartphone consumer buying decisions. The research employed a descriptive and causal-comparative research design. The study targeted individuals living in the Kathmandu Valley with prior smartphone experience. Three hundred forty respondents were selected using a convenience sampling technique. Data collection was executed through a five-point Likert scale questionnaire. The study mainly adopted correlation and regression to analyze the data. The study's findings revealed that price, brand, and product features had positive associations with consumer purchasing decisions toward smartphones. Interestingly, brand and product features significantly influenced consumer purchasing decisions, whereas price had no significant influence. Gender affects consumer buying decisions and product features, but not price and brand. As per the result, product features are essential in ensuring customer buying decisions, while brands create value for smartphones. Therefore, companies must maintain the brand image and adjust the latest product features to meet consumer expectations. The study has considered only three explanatory variables, i.e., price, brand, and product features, so future researchers can test the impact of other independent variables on the purchase decisions of smartphone consumers in a large sample size.

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

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

Impact of Social Media on Purchase Decisions: A Case Study of Pokhara Valley

Background: In the modern digital landscape, the consumer purchase decision process has been transformed by the influence of social media. This evolution has also led to a paradigm shift in marketing strategies. Objectives: This research aimed to assess the impact of social media influencers on purchase decisions with special reference to Pokhara Valley. Methods: This study was conducted in the Pokhara Valley of Nepal, involving 250 respondents. The research utilized a quantitative approach with a descriptive research design. Primary data was collected through a self-administered survey questionnaire. Data analysis involved descriptive statistics and Partial Least Squares Structural Equation Modelling (PLS-SEM) to examine the impact of independent variables on the dependent variable. The study took place in 2023, spanning three months from January to April. Results: The results revealed that online communities have a positive and significant impact on purchase decisions (β = 0.202, p = 0.006). Similarly, perceived usefulness (β = 0.172, p = 0.019), ratings and reviews (β = 0.234, p = 0.002), and trust (β = 0.140, p = 0.035) significantly influence purchase decisions in a positive manner. However, recommendations and referrals do not have a significant impact on purchase decisions. Conclusion: This study concluded that individuals who actively participate in online communities, perceive social media as useful for product information and purchasing, rely on ratings and reviews, and place trust in the platform are more likely to make purchase decisions based on their online experiences. Understanding these factors and their implications can guide businesses and marketers in tailoring their strategies to effectively engage with consumers and drive purchasing behaviour.

Effect of Digital Marketing Channels on Consumer Buying Intentions in FMCG Industry in Pakistan

Digital marketing and Advertising are pivotal in increasing customer information and awareness towards products and services and engaging them in decision-making. Digital mediums are persuasive advertising mediums, and due to the advent of technology and innovation, digital marketing and advertising are important. For instance, YouTube is used as a persuasive medium for advertising and shapes consumer decisions toward purchase. This research is based on the post-positivism research paradigm, and it is quantitative. For this purpose, the researcher used the questionnaires to collect data and performed hypothesis testing. The research was conducted based on FMCG product purchases and data collected from consumers of FMCG brands who are watching Digital advertising and are involved in purchase decisions. The data was collected through Google survey forms from the 385 respondents based on convenience sampling. The collected data was processed through Smart PLS and reliability tests, correlation analysis and regression analysis. The results were analyzed based on reliability; the results are consistent, and more than 70% accuracy was found in data collection. All the variables, including Digital Advertising, use of social media, Content Marketing, Product appeal, and Digital Display, have a significant impact on mediating variable customer satisfaction and interaction and this significant impact on consumer buying intentions. One hypothesis is rejected as content marketing in this case in significant variables, and all variables are significant with mediating and moderating impacts on consumer buying decisions.

Understanding reference points to make purchase decisions: overview, phases, and time-features

The examination of reference hasn’t been examined thoroughly from the domain of consumer decision-making process, as in the literature; there is a lack of research to examine the use of reference points in a wider variety of attributes, targeted to specific decision-making sequences. As such, the current research introduces a new approach on trying to examine the effects of reference points (RPs) on consumer buying decision process that rely on three time frame dimensions, ex-ante, ex-interium and ex-post. The methodology that has been adopted is a case study analysis following the principles of Bayesian analysis that tries to bring out the effects of reference points in the consumer purchasing decision process. The findings show that consumers' preferences for reference points are established and structured throughout the entire buying decision process, and can be modified based on potential signals and biased approaches. We are prompted to examine the crafting of RPs beyond their physical or tangible attributes due to these implications. Knowledge of the consumers’ assessment, about the use of the triangle framework of reference points, could be effectively used by different policy makers, in order to promote and guide consumers in a more efficient way. As a result, there are now many possibilities for casual modeling practice in the future.

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


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

The Influence of Product Quality and Promotion on Consumer Purchase Decisions

The research entitled The Influence of Product Quality and Promotion on Purchasing Decisions is a study of how big the influence of the quality of the products produced by the company and the promotional activities carried out to support marketing, resulting in purchasing decisions made by consumers. This research uses a descriptive and verification research design, with quantitative testing research methods. Descriptive analysis in this research uses continuum line analysis and verification analysis uses path analysis. The results of the analysis show that the quality of the products produced by the company is in the moderately improved category, this is supported by promotional activities carried out by the company which are considered quite good by respondents. Judging from the relationship and the magnitude of the influence between the variables studied, it shows that the quality of the product and promotions, both simultaneously and partially, have a positive relationship and have a significant influence on consumer purchasing decisions. Of the two variables studied, product quality has a greater influence than promotion on consumer purchasing decisions.

Pricing on Consumer Purchasing Decisions at Coffee Shop in East Jakarta

The purpose of this study was to analyze the effect of pricing on purchasing decisions at the East Jakarta Bro and Brew coffee shop. Quantitative descriptive is the method used in this research. The population is 6,800 consumers at the Bro and Brew coffee shop and 100 consumers are respondents who use the Slovin formula. The questionnaire as a container for obtaining primary data for this study used a Likeart scale using the SPSS version 26 program, namely the reliability test of the model with the Cronbach Alpha formula, a simple linear regression data analysis technique. The results of testing the hypothesis obtained a positive slope value of 3.461, which means that there is a significant influence between price on consumer purchasing decisions with an influence level of 80%, it can be said that the price hypothesis test influences consumer decisions (Ho is rejected) at the Bro and Brew coffee shop, East Jakarta.

Analysis of the Influence of the Marketing Mix on Consumer Purchasing Decisions Using the Structural Equation Modeling Method

This study aims to determine the effect of the 7P marketing mix, namely product, price, location, promotion, people, physical evidence, and process on Budiman Swalayan Jembes’s consumers that affect their decision-making when purchasing at Budiman Swalayan Jembes. This study uses the Structural Equation Modeling (SEM) method with the Smart PLS version 3.0 program. The data used in this study are data obtained from respondents totaling 155 people through filling out questionnaires. Data analysis conducted in this study is an evaluation of the measurement model (outer model), evaluation of the structural model (inner model) and hypothesis testing. The results of this study indicate that of the seven variables studied, three of them influence consumer purchasing decisions. The three variables that influence consumer purchasing decisions of Budiman Swalayan Jembes are product variables, price variables and location variables. As for the other four variables, namely the promotion variable, the people variable, the physical evidence variable and the process variable, the analysis shows that there is no influence on consumer purchasing decisions at Budiman Swalayan Jembes.

THE EFFECTS OF SOCIAL MEDIA ADVERTISING ON CONSUMERS AYURVEDIC BEAUTY PRODUCTS PURCHASING DECISION OF GENERATION ‘Y’: SPECIAL REFERENCE TO KURUNEGALA DISTRICT IN SRI LANKA

Technology enables consumers to examine product labeling and express critiques, among other capabilities. As a result, many businesses today have pages on social media networks to supplement the information held about products and services, which is held by consumer feedback about products and tends to relate more to a business after reading various reviews. There has been a noticeable increase in demand for cosmetics made with organic and natural components on a global basis. As a result, an increasing number of marketers are focusing on the Ayurvedic market sector, highlighting the importance of the cosmetic business as an essential and important part that demands serious attention in the modern environment. This study proposed the effects of social media advertising on consumer purchasing decisions of generation Y reference to Ayurvedic beauty products in Sri Lanka. The study is quantitative and descriptive in nature. The sample counted 384 respondents from generation Y using the purposive sampling technique. The results show that all the independent variables, credibility, entertainment, informativeness, and interactivity, have significant positive value and strong relationship with the dependent variable (consumer purchasing decision). This study provides a number of theoretical and practical guidelines on how ayurvedic beauty product manufacturers can effectively plan and implement their advertising campaigns over social media.

Influencer Marketing and Online Advertising as A Digital Marketing: A Case Study Green Beauty Products

The beauty industry in Indonesia is experiencing rapid growth, driven by factors such as a large young population and increasing purchasing power. The government is also encouraging improvements in the supply chain of raw materials to increase the national added value. Additionally, advancements in technology and the rise of social media and digital platforms have provided opportunities for the promotion and dissemination of beauty products. Influencer marketing and online advertising have become popular strategies for promoting beauty products. These techniques have been found to have a positive impact on consumer purchase decisions. Green brand knowledge has also gained importance in the beauty industry, as consumers are becoming more conscious of environmental issues and seeking sustainable and eco-friendly products. Therefore, this study aims to examine the impact of influencer marketing, online advertising, and green brand knowledge on the purchase decisions of green beauty products. The study utilizes a quantitative research approach and analyses data from 100 consumers. The findings suggest that influencer marketing and online advertising, have a direct impact on purchasing decisions, while green brand awareness has an insignificant impact on purchase decisions. The study recommends that companies focus on creating high-quality influencer content and implementing effective online marketing strategies to enhance the impact of these techniques. Additionally, companies should choose influencers and platforms aligned with their target audience. The study acknowledges limitations in sample size and research method and suggests further research to validate the findings. Keywords—Influencer Marketing; Online Advertising; Green Brand Knowledge; Purchase Decision

A Study on Product Branding on Sale Performance

In today's competitive marketplace, effective product branding has emerged as a pivotal factor influencing sales performance. This study delves into the intricate relationship between product branding strategies and their consequential impact on sales outcomes. Employing a mixed-methods research approach, we conducted in-depth analyses of diverse industries to comprehend the multifaceted dimensions of product branding and its correlation with sales success. The research investigates the elements that constitute a strong brand identity, exploring the role of brand recognition, brand loyalty, and perceived quality in shaping consumer behavior. By employing both qualitative interviews and quantitative surveys, we aim to capture the nuanced perspectives of consumers and industry experts, providing a holistic view of the branding-sales nexus. Furthermore, this study assesses the effectiveness of various branding channels, including traditional media, digital platforms, and experiential marketing, in influencing consumer perceptions and purchase decisions. Through statistical modeling and regression analysis, we quantify the impact of branding investments on sales metrics, shedding light on the return on investment (ROI) of branding initiatives. In addition, the study examines the role of cultural and demographic factors in shaping consumer responses to product branding. By considering regional variations and demographic trends, we seek to identify market-specific nuances that can inform tailored branding strategies for enhanced sales performance. Ultimately, the findings of this research endeavor aim to provide valuable insights for businesses seeking to optimize their branding efforts for improved sales outcomes. By understanding the intricate dynamics between product branding and consumer behavior, organizations can make informed decisions to create compelling brand narratives that resonate with their target audiences and, consequently, drive heightened sales performance in a dynamic and competitive market landscape.

Electronic Word-of-Mouth Analysis and its Impact on Purchase Decisions: Studies on “Millennial and Z” Generation

The consumer purchase decision is a significant factor for a company as it concerns revenue and long-term operational continuity. This study aimed to measure the factors of electronic word-of-mouth (e-WOM) and its impact on consumer purchase decisions in the marketplace Shopeefood. It employed a quantitative approach paradigm. The research instrument was a questionnaire containing 15 items measured with the Likert scale model. The samples were selected using a purposive sampling approach covering millennial and Z-generation consumers. The primary data were obtained through surveys. A total of 107 respondents contributed to this study. The collected data were analyzed using descriptive analysis and multiple regression. The results indicated that most (71.40%) of consumers open the Shopeefood application, and 91.34% access information about the products, reviews, and ratings before making a transaction. A total of 72.66% of consumers have a positive experience from previous transactions. Hypothesis testing partially showed that the intensity parameter does not affect the purchase decision. Meanwhile, the content parameter and the valence of opinion simultaneously affect and contribute 30.30% to the purchase decision.

PERAN KEY OPINION LEADER TERHADAP KEPUTUSAN PEMBELIAN

In general, consumers will decide to purchase goods and services due to low pricing and in conjunction with their earnings level. However at the moment, consumers rely their decision to purchase a piece of apparel on the branded product and the personality who represents the brand. The intention of this study is to use case studies that involve actual consumers to evaluate how customers' decisions to make purchases under the Clarin The Label brand are influenced by key opinion leaders. Similar studies regarding Key Opinion Leaders on Consumer Purchase Decisions have not been found by researchers regarding their partial and simultaneous correlations. So with this it can be novelty in research so that it becomes new knowledge for consumers. This research used a descriptive qualitative methodology. In this study, three respondents were selected using the purposive sample method. The Visibility, Credibility, Attraction, and Power components have been appropriately applied in Rini Florencia's illustration based on the VisCAP model. With this, the Claryn The Label Key Opinion Leader encourages consumers' decision-making over their purchases.

The Influence of Product Quality, Service Quality and WOM on Consumer Purchasing Decisions at Mie Ayam Goceng Setu Bekasi Food Stalls

There are many facts and data that state how big the influence of the culinary business in Indonesia is. It's not just a business related to basic human needs, more than that culinary business is entrepreneurial from an economic perspective. The purpose of this research is to study how product quality, service quality, and word of mouth influence consumers' decisions to buy goods. The research subjects were all restaurant consumers with a purposive sampling size of 100 respondents who ordered chicken noodles and ate on the spot. This research was analyzed using multiple linear regression. The results of this research state that the choice of product purchase is not influenced by its quality. On the other hand, service quality and word of mouth have a positive and significant effect on purchasing decisions. Additionally, product quality, service and consumer reputation influence buyers' decisions.

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

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

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

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

Social robotics for children: an investigation of manufacturers' claims.

As the market for commercial children's social robots grows, manufacturers' claims around the functionality and outcomes of their products have the potential to impact consumer purchasing decisions. In this work, we qualitatively and quantitatively assess the content and scientific support for claims about social robots for children made on manufacturers' websites. A sample of 21 robot websites was obtained using location-independent keyword searches on Google, Yahoo, and Bing from April to July 2021. All claims made on manufacturers' websites about robot functionality and outcomes (n = 653 statements) were subjected to content analysis, and the quality of evidence for these claims was evaluated using a validated quality evaluation tool. Social robot manufacturers made clear claims about the impact of their products in the areas of interaction, education, emotion, and adaptivity. Claims tended to focus on the child rather than the parent or other users. Robots were primarily described in the context of interactive, educational, and emotional uses, rather than being for health, safety, or security. The quality of the information used to support these claims was highly variable and at times potentially misleading. Many websites used language implying that robots had interior thoughts and experiences; for example, that they would love the child. This study provides insight into the content and quality of parent-facing manufacturer claims regarding commercial social robots for children.

The Effect of Tik Tok Live Streaming in Increasing Consumer Trust and Purchasing Decisions

In the currently developing digital era, the use of live streaming on the TikTok platform is becoming an increasingly popular marketing strategy. This research aims to determine the relationship between TikTok live streaming and increasing consumer trust and purchasing decisions. By utilizing a literature review as a research method, this research aims to explore information from previous research involving TikTok live streaming, consumer trust, and purchasing decisions. Previous research results show that TikTok live streaming plays an important role in shaping consumer trust through content authenticity and direct interaction. Product details displayed during live streaming and the quality of the streamer's presentation can influence purchasing decisions. TikTok Live Streaming is considered effective as a promotional medium that can build trust and increase consumer purchasing decisions.

Analisis Pengaruh Sertifikasi Halal dan Kualitas Produk Jamu Ramuan Madura Terhadap Keputusan Pembelian Oleh Konsumen di Kecamatan Modung

Analysis of the Influence of Halal Certification and Quality of Madurese Herbal Medicine Products on Consumer Interest, specifically in Kedungdung Village, Modung District, Bangkalan Regency. The aim of this research plan is to determine the influence of Halal Certification and the Quality of Madura Herbal Medicine Products on Consumer Purchasing Decisions. The type of research used is quantitative descriptive which is considered very suitable for reviewing studies that describe variables as they are and are supported by data in the form of numbers produced from actual conditions. There are various interesting facts related to halal certified Madurese herbal medicine, which in this context is still difficult to implement in Indonesia, especially in Modung District, Bangkalan Regency, this is because there are still many Madurese herbal medicines that have not implemented halal certification, especially in Bangkalan Regency.