Consumer Purchase Decisions Research Articles

PENELITIAN DAMPAK SOSIAL MEDIA INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN DAN MINAT BELI KONSUMEN

In research on social media, it was concluded that social media is a platform that is widely used by various individuals, with Instagram being one of the frequently used social media. When analyzing purchasing interest, it was found that many people looked for information about various products via Instagram, which then generated purchasing interest and influenced purchasing decisions. In the analysis of purchasing decisions, it was found that Instagram has features that support consumers to make transactions on their platform which will increase consumer purchasing decisions to be stronger. From the results of the descriptive analysis of social media, it shows that respondents agree that social media encourages respondents to shop online. via the Instagram application, from the results of the descriptive analysis of purchasing interest, respondents agree that there is purchasing interest in shopping online via the Instagram application. From the results of the descriptive analysis of purchasing decisions, respondents agree that purchasing decisions encourage respondents to shop online via the Instagram application and can easily make transactions through the feature. -features in the Instagram application, from the results of hypothesis testing, there is a positive relationship between social media and consumer buying interest, and from the results of hypothesis testing, there is a positive relationship between buying interest and purchasing decisions.

Live Streaming, Electronic Word of Mouth, and Brand Trust on Consumer Purchase Decisionsat Parfume Mykonos

This consider points to decide the impact of Live Streaming, Electronic Word of mouth, and Brand Trust on Consumer Purchasing Decisions for Mykonos Aroma in Sidoarjo. This consider employments quantitative inquire about with speculation testing. The test utilized in this think about summed to 96 respondents. The explanatory instrument utilized in this investigate is way investigation procedure, carried out utilizing SmartPLS (Fractional Slightest Square) computer program adaptation 4.0 for Windows. Essential information in this ponder were gotten from a survey whose estimations utilized a Likert scale that had been tried for legitimacy and unwavering quality. The comes about of this ponder demonstrate that (1) Live Streaming affects purchasing decisions, (2) electronic word of mouth affects purchasing decisions, (3) brand trust affects purchasing decisions.

The Influence of Product Quality, Promotion and Location on Consumer Purchasing Decisions at The Dikit Lagi Coffee Shop

The purpose of this study was to determine the effect of product quality, promotion and location on consumer purchasing decisions at Kedai Dikit Lagi Kopi. The research method is quantitative, primary data source by distributing questions using a questionnaire. Determination of the sample of this study using nonprobability sampling techniques and purposive sampling methods and obtained 100 consumer respondents at Kedai Dikit Lagi Kopi. Data was measured using a Likert scale and analyzed by multiple linear regression. Based on the results of the study that product quality has a positive effect on purchasing decisions, promotional variables have no positive effect on purchasing decisions, and location variables have a positive effect on purchasing decisions. Product quality, promotion, and location together (simultaneously) influence purchasing decisions by 42.3% while the rest is influenced by other factors outside this study.

The Influence of Website Quality on Buying Interest Consumer

This study examines the impact of website quality on consumer purchase interest, focusing on ease of use, interaction, and information quality as key assessment components. A quantitative research approach was employed, utilizing data from 107 respondents residing in Greater Bandung who had interacted with the Rumahweb website. Data was collected via questionnaires distributed through Google Forms to obtain primary data. The analysis revealed that website quality positively influences consumer purchase interest, accounting for 64.4% of the variance in purchase intent. Simple regression analysis was conducted to test the hypothesis, confirming the significance of website quality in driving consumer engagement and purchase decisions. This research underscores the importance of maintaining high-quality websites to enhance consumer interest in products and services.

Investigating the Influence of Packaging Design on Consumer Purchasing Decisions: A Study of Northeastern Cereal Agricultural Products in Jilin, China

Investigating the Influence of Packaging Design on Consumer Purchasing Decisions: A Study of Northeastern Cereal Agricultural Products in Jilin, China

Effectiveness of digital advertising in Kathmandu Valley

This study examines the effectiveness of digital advertising in Kathmandu Valley. Consumer purchase decision is selected as the dependent variable. Similarly, digital advertising, email marketing, social media marketing, mobile marketing and blog are selected as independent variables. The primary source of data is used to assess the opinions of the respondents regarding effectiveness of digital marketing on consumer buying behavior in Kathmandu Valley. This study is based on primary data with 122 observations. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of digital advertising on consumer purchase decision in Kathmandu Valley. The study showed that digital advertising has a positive impact on consumer purchase decisions. It means that better digital advertising leads to increase in consumer purchase decisions. Similarly, email marketing has a positive impact on consumer purchase decisions. It indicates that increase in email marketing leads to increase in consumer purchase decisions. Moreover, social media marketing has a positive impact on consumer purchase decisions. It means that increase in social media marketing leads to increase in consumer purchase decisions. Likewise, mobile marketing has a positive impact on consumer purchase decisions. It shows that the increase in mobile marketing leads to increase in consumer purchase decisions. Further, blog has a positive impact on consumer purchase decisions. It shows that uniqueness in blog leads to increment in consumer purchase decisions.

Factors Affecting Customer's Purchase Decision of Makeup Products From Local Brands On TikTok Live Streams

Social media platforms have drastically reshaped communication, content sharing, and consumption in the fast-evolving digital era. TikTok, a prominent platform, has gained substantial influence in Indonesia, becoming a significant force in the business world. This study examines the factors that affect consumer purchase decisions for local makeup products during TikTok live-streaming sessions. Utilizing a mixed-methods approach, the research integrates qualitative and quantitative methods to understand consumer behavior comprehensively. Qualitative data is analyzed through manual coding, offering detailed insights into consumer perceptions and motivations. Quantitative data is assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to identify statistical relationships and patterns. The study involves a minimum of 12 participants for qualitative analysis and 200 for quantitative analysis, focusing on beauty enthusiasts familiar with TikTok's live-streaming features. The research aims to uncover how live streaming influences purchasing decisions and provides actionable insights for local beauty brands. By leveraging TikTok's interactive capabilities, the findings will help these brands enhance their marketing strategies and engage more effectively with their target audience. This study contributes to understanding the impact of social media on consumer behavior and offers practical recommendations for maximizing the potential of live streaming in the beauty industry.

Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Minuman Esteh Indonesia di Kecamatan Kedamean Kabupaten Gresik

The beverage industry is becoming increasingly competitive, making it crucial for businesses to establish a strong brand image and product quality to attract consumers. This study aims to analyze the influence of brand image and product quality on purchase decisions for Esteh Indonesia drinks. A quantitative research method was employed, untilizing non-probability sampling techniques. Data was collected through questionnaires distributed to 50 respondets in Kedamean District, Gresik Regency. Multiple linear regression analyseswas used as the data analysis technique. The findings revealed that brabd image has a positive impact on purchase influence, while product quality does not have a significant positive impact on purchase decisions for Esteh Indonesia drinks. However, the influence of brand images was found to be stronger than that of product quality. These findings suggest that Esteh Indonesia should maintain its brand image and enhance product quality to reinforce consumer purchase decisions. additionally, Esteh Indonesia should cultivate a positive brand image through various marketing strategies to enchance brand appeal among costumers.

The Influence Of Ambassador Brand, Price And Product Quality On Decisions To Purchase Ms Glow Products In Borobudur

This research aims to analyze the influence of brand ambassadorship, price, product quality on purchasing decisions for Ms Glow products. The sample in this study were 37 respondents who had purchased MS Glow products. The data collection technique used was a survey method with the research instrument used was a questionnaire. The results of the instrument test stated that the data in this study was proven to be valid and reliable. In the Classic Assumption Test, it is stated that the data in this study is normally distributed and produces a regression model that is free from multicollinearity, heteroscedasticity, autocorrelation. The results of this research prove that: 1) The R Square value is 0.759. This means that 75.9% of the variations in APBD preparation variables can be explained by the Brand Ambassador, Product Price and Product Quality variables which jointly influence Product Purchasing Decisions. Meanwhile, the remaining 24.1% is explained by other factors outside the model. researched. 2) Partially, the ambassador brand has a significant influence on the decision to purchase Ms Glow products. 3) Partially, product quality has a significant influence on the decision to purchase Ms Glow products. 4) Simultaneously, the ambassador brand and product quality have a significant influence on the decision to purchase Ms Glow products. These results have implications for future researchers to study consumer behavior towards various environmentally friendly toiletry products. The findings of this research have implications for Ms Glow producers to formulate pricing strategies to be able to influence consumer purchasing decisions.

The Impact of Social Media on Consumer Purchasing Decisions

The Impact of Social Media on Consumer Purchasing Decisions

Pengaruh Customer Review dan Customer Rating Terhadap Keputusan Pembelian Konsumen pada Marketplace Shopee: Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Bengkulu

Purchasing decision is a process where consumers evaluate various alternative choices and choose one or more alternatives based on certain considerations. Several factors that influence the purchasing decisions of online shopping consumers are customer reviews and customer ratings. This study aims to determine the effect of customer reviews and customer ratings on consumer purchasing decisions. This type of research is quantitative research with a descriptive approach. The population of this study were all students of the Faculty of Economics and Business, University of Muhammadiyah Bengkulu, who use the Shopee marketplace. The number of research samples was 90 people. Data collection was carried out by distributing questionnaires. The data analysis technique uses multiple linear regression analysis techniques. The results of data analysis obtained multiple linear regression equations as follows: Y = 1.577 + 0.483 X1 + 0.360 X2. The results of the analysis show that partially customer review has a positive and significant effect on purchasing decisions (tcount = 5,350 and Sig = 0.000) and customer rating has a positive and significant effect on purchasing decisions (tcount = 3,747 and Sig = 0.000). Simultaneously, there is an influence of customer review and customer rating on purchasing decisions (Fhitung = 85,744 and Sig = 0.000). It is recommended for online traders in the Shopee marketplace to be able to increase consumer purchasing decisions by increasing consumer confidence through increasing positive customer reviews and customer ratings.

The Effect of Marketing Mix on Consumer Satisfaction and Purchase Decisions on Honda Motorcycles

This study analyzes the influence of marketing strategies on consumer satisfaction and Honda motorcycle purchase decisions in Siak Regency. This study uses a quantitative approach with a survey method, collecting data from respondents who use Honda motorcycles through a closed questionnaire. The research was conducted in Siak Regency from September 2023 to July 2024. The data collected was processed and analyzed using statistical methods, including Structural Equation Modeling (SEM) analysis. The results show that product variables have a positive and significant influence on consumer satisfaction and purchase decisions, while price has a significant effect only on purchase decisions. Distribution and promotion channels did not show a significant influence on either consumer satisfaction or purchase decisions. Consumer satisfaction also does not have a significant effect on purchase decisions. The conclusion of this study is that product quality and competitive prices are important factors in improving the decision to buy Honda motorcycles in Siak Regency.

The Influence of Social Media Marketing and Electronic Word Of Mouth on Consumer Purchase Decisions of Coil Rocket Builds in Sidoarjo

The Influence of Social Media Marketing and Electronic Word Of Mouth on Consumer Purchase Decisions of Coil Rocket Builds in Sidoarjo

The impact of co-branding on consumer purchase intentions in the automotive industry

This study aims to delve into the influence of co-branding on consumer purchase intentions in the automotive industry and the impact of brand image. It seeks to analyze how co-branding is carried out, its characteristics, and how it affects consumers' brand perceptions and purchase decisions, especially exploring consumers' acceptance and willingness to buy co-branded products. A quantitative research methodology is adopted, involving questionnaire design and data collection through an online survey. Multiple analyses, such as frequency, reliability, validity, factor, correlation, and regression analyses, are conducted to examine the data. Co-branding has a positive effect on consumer purchase intention. Brand fit, innovativeness, and product complementarity are crucial factors contributing to the success of co-branding. Brand image has a positive moderating impact, and complementary brand images enhance consumers' purchase intention. The study also reveals that these factors can explain a significant portion of the variance in purchase intention. Automobile brands can enhance their attractiveness and market competitiveness by engaging in co-branding with suitable brands, focusing on brand fit, innovation, and product complementarity. Maintaining and enhancing a positive brand image is of great importance. Additionally, demographic information can help brands target consumers more effectively and design co-branding campaigns that better meet consumers' needs and preferences. These findings offer practical guidance for marketers to utilize co-branding strategies more efficiently and boost brand value.

A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON THE BUYING BEHAVIOUR OF CUSTOMERS

In today's marketing landscape, celebrities play a crucial role in advertising, leveraging their credibility and allure to enhance the effectiveness of campaigns. Marketers strategically utilize celebrities from various fields to capture consumer attention and influence purchasing decisions, particularly in regions like India where celebrity adoration is profound. This study delves into the transformative impact of celebrity endorsements on consumer purchasing patterns and brand perception, examining the intricate interplay between celebrity influence and consumer decision-making processes. Concurrently, the consumer buying decision process is explored, highlighting the stages individuals undergo when considering a purchase from identifying a need to post-purchase evaluation. Understanding these processes sheds light on how celebrities and consumer behaviours intersect, shaping marketing strategies and brand outcomes.

PENGARUH LOKASI, RASA, DAN CIRI KHAS TERHADAP LOYALITAS KONSUMEN GUNA MENINGKATKAN KEPUTUSAN PEMBELIAN PADA MAKANAN KHAS DI KABUPATEN SELUMA DESA AIR TERAS

This study is entitled The Influence of Location (X1), Taste (X2), Characteristics (X3) on Consumer Loyalty (Y) in order to increase Consumer Purchase Decisions (Z) on Typical Foods in Seluma Regency, Air Teras Village, it can be concluded that Location affects Consumer Loyalty, Taste affects Consumer Loyalty, Characteristics affect Consumer Loyalty, Consumer Loyalty affects Purchase Decisions in using products. Location indirectly affects the Purchase Decision in using the product. Rasa has an indirect effect on the Purchase Decision in using the product. Characteristics have an indirect effect on Purchase Decisions Keywords: Location, Taste, Characteristics, Consumer Loyalty, Purchasing Decisions

Pengaruh Program Diskon Terhadap Keputusan Pembelian Konsumen pada Alfamart Cabang Panda Kabupaten Bima

This study aims to analyze the influence of discount programs on consumer purchase decisions at Alfamart Panda Branch, Bima Regency. The research method used is quantitative with data collection through questionnaires distributed to Alfamart consumers. The results of the study show that discount programs have a significant influence on consumer purchase decisions. The discounts offered by Alfamart have managed to attract consumers' attention and increase the intensity of purchases. These findings have practical implications for retail managers in designing effective marketing strategies to increase sales.

Analysis of Brand Image, Product Quality, and Promotional Strategies towards Consumer Purchase Decisions: Evidence from Kimia Farma Pharmacy Mataram, Indonesia

Analysis of Brand Image, Product Quality, and Promotional Strategies towards Consumer Purchase Decisions: Evidence from Kimia Farma Pharmacy Mataram, Indonesia

The Role of Country Origin and Product Knowledge in Wuling Electric Car Purchase Decision in Indonesia

In today's competitive marketing landscape, understanding factors influencing consumer purchase decisions is crucial. This study examines the impact of country-of-origin image and product knowledge on the purchasing decisions for Wuling electric vehicles in Indonesia. Employing a descriptive quantitative approach with a sample of 104 respondents, the research uses literature reviews and questionnaires to gather data. Multiple linear regression analysis reveals that both country-of-origin image and product knowledge significantly affect purchasing decisions, with positive coefficients indicating their substantial influence. Specifically, a favorable perception of China's technological advancements and product quality, alongside strong product knowledge, plays a vital role in shaping consumer choices. The findings suggest that Wuling should focus on enhancing its country image and leveraging social media to increase brand awareness. Future research could expand to include additional variables and countries for a broader understanding of purchase decision factors

Marketing mix strategy to increase B2C volume at XXX (Logistic Company)

Purpose: This study develops and analyzes marketing mix strategies to enhance the B2C (business-to-consumer) segment of XXX, a leading logistics and delivery service provider in Indonesia. This study focuses on identifying the challenges in increasing daily shipment volumes and evaluating the effectiveness of current marketing strategies. Research Methodology: This study employs both quantitative and qualitative methods, including surveys, observations, and documentation. Data were collected from 214 respondents using structured questionnaires distributed through Google Forms. Structural Equation Modeling (SEM) with Smart PLS software was utilized to analyze the relationships between the 7Ps of marketing (Product, Price, Place, Promotion, People, Physical Evidence, and Process) and consumer attitudes and purchase intentions Results: The findings indicate that product quality, pricing strategies, promotional activities, and customer service significantly affect consumer satisfaction and brand loyalty. Efficient processes also play a crucial role in shaping consumers’ attitudes and purchase intentions. The study reveals that, while promotional activities and physical evidence have a lesser impact, elements such as products, prices, people, and processes are essential in driving positive consumer attitudes and purchasing decisions. Limitations: This study is limited to XXX operations in Indonesia and focuses solely on the impact of marketing mix elements on consumer attitudes, intentions, and purchase decisions. Future research could explore other logistics companies and encompass a broader geographical focus. Contribution: This study provides practical recommendations for XXX to enhance its market share in the B2C segment.