Purchase Decisions Research Articles

Decisions to seek cognitive performance feedback: Potential determinants of feedback value and consequences for learning

Performance feedback is essential for effective learning. Feedback contains both informational and affective properties. Following negative feedback (indicating an incorrect response), the unpleasant experience of being wrong can diminish the value of constructive information that feedback also provides. This can hinder motivation to seek feedback, which can impede learning. Therefore, research into factors that directly shape the subjective value of feedback is critical. The current study investigated potential behavioral and physiological contributors to feedback valuation and to subsequent feedback-seeking behavior. Fifty-nine participants completed a willingness-to-pay associative memory task that measured feedback valuation via trial-wise decisions to either purchase or forgo feedback during a learning phase in service of maximizing a performance-contingent monetary reward during a future test phase. Skin conductance response (SCR) was also measured during feedback decisions. Lower confidence in response accuracy significantly predicted higher likelihood of purchasing feedback during learning. Neither self-reported emotional responses to feedback nor SCR during feedback decisions predicted feedback purchases. Purchase decisions yielding negative feedback significantly predicted better performance during test. These results suggest that confidence during learning significantly impacts performance feedback valuation and should be considered when devising methods to motivate feedback-seeking in settings where learning is critical to success.

Contribution of brand image, price, and product quality in purchase decisions through the buy now, pay later (BNPL) feature on beauty care products

This study aims to examine the influence of brand image, price, and product quality on consumers' purchase decisions when using the "Buy Now, Pay Later" (BNPL) feature for beauty products. The research involved 101 respondents who are active BNPL users. The research method used is multiple linear regression analysis. The results showed that price and product quality had a significant positive influence on purchase decisions, while brand image had no significant influence. This indicates that consumers prioritize rational factors such as price and quality over emotional factors such as brand image when deciding to purchase beauty products through the BNPL feature. The implications of this study are that businesses need to focus more on competitive pricing strategies and improving product quality to attract customers, as well as integrating the BNPL feature as one of the flexible payment options.

Exploring the mediating role of brand trust in the impact of digital marketing and online reviews on purchase decisions for beauty products: A case study on students in solo

The rapid development of information and communication technology has significantly altered the way consumers interact with brands. In the digital era, digital marketing has emerged as a primary strategy for companies to reach consumers and promote their products. The beauty industry, in particular, has undergone a major transformation, with digital marketing and online reviews playing crucial roles in influencing consumer purchasing decisions. This study focuses on exploring the mediating role of brand trust in the relationship between digital marketing, online reviews, and beauty product purchasing decisions among university students in Solo, Indonesia. The research aims to provide insights into how brand trust, as influenced by digital marketing and online reviews, impacts consumer behavior. The findings are expected to help beauty brands in enhancing their digital marketing strategies and improving brand trust among young consumers.

Analysis of the Use of Gen Z Terminology on the Purchase of Fashion Trends of Jims Honey Products on the Tiktok Platform

The study aims to find out the level of use of the term gen z in the TikTok platform towards the purchase of Jims Honey fashion products. The research was also made to find out what words Jims Honey uses in their fashion content on TikTok. The information in this study was obtained by listening to words or terms written on TikTok social media videos. The method used in the study is the Qualitative Descriptive Method. Information processing is carried out using documentation on the TikTok platform. This study was also made to determine the influence of the use of the term gen z or slank language on costumer purchase decisions. The results of this study show that the level of use of the term gen z in the TikTok platform increases the attractiveness and interest of consumers or costumers in purchasing fashion trends on Jims Honey products.

The Influence of Brand Ambassador, Product Quality, and Price on Product Purchasing Decision Store in Sidoarjo

The cosmetics industry in Indonesia is experiencing rapid growth with cosmetic products becoming part of fashion trends. This study aims to analyze the influence of Brand Ambassadors, product quality, and price on the purchase decision of Radiance Up Y.O.U Beauty serum products in Sidoarjo. This study uses a quantitative approach with survey methods and regression analysis to see the influence of these three variables on purchase decisions. The results of the study show that Brand Ambassador, product quality, and price have a significant influence on purchasing decisions. Among the three variables, price proved to be the most dominant factor influencing consumer decisions, followed by product quality and Brand Ambassador. Based on these findings, companies are advised to consider a more optimal strategy in selecting Brand Ambassadors, maintaining product quality, and setting competitive prices to attract more consumers.

The Art of Balancing Price and Plug: Developing a Theoretical Model for Dynamic Pricing in the Electric Vehicle Market

This study presents a novel approach to understanding the complex dynamics of the electric vehicle (EV) market through the lens of differential game theory. We developed a comprehensive model that captures the strategic interactions between EV manufacturers and charging network operators, while incorporating the effects of consumer behavior, market uncertainties, and reference price effects. Using differential game theory, we examined the impact of reference price effects and the charging network’s influence on pricing strategies, focusing on three distinct approaches: basic pricing, static pricing considering reference price effects, and dynamic pricing strategies. Our model offers new insights into consumer behavior and price expectations in the rapidly evolving EV market. The key findings reveal that under static or dynamic pricing strategies, the optimal pricing for EV manufacturers is positively correlated with the initial reference price. When the initial reference price is high (low), the optimal pricing strategy resembles skimming pricing (penetration pricing). As the effort level of charging network operators increases and their influence on consumers’ purchase decisions grows stronger, EV manufacturers tend to set higher prices. Notably, while dynamic pricing strategies can optimize EV manufacturers’ profits, the profits of charging network operators may decrease compared with static pricing strategies. This integrated approach significantly contributes to the field by bridging gaps among market dynamics, pricing strategies, and the infrastructure’s development in the context of electric mobility, providing a comprehensive framework for understanding and optimizing the EV ecosystem. Ultimately, this study advances sustainable business models that balance profitability, consumer behavior, and the infrastructure’s growth in the rapidly evolving EV market.

PENGARUH KUALITAS PRODUK DAN KEPERCAYAAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN MOTOR MELALUI KEPUASAN PELANGGAN PADA PT. SURYA GEMILANG MOTOR SURABAYA

The purpose of this research is to test and analyze the influence of product quality, customer trust on purchasing decisions through customer satisfaction at PT. Surya Gemilang Motor, West Surabaya. Sampling method using Purposive Sampling. The scope of this research is only on variables related to product quality, customer trust which directly or indirectly influence purchasing decisions through customer satisfaction. The approach of this research is a quantitative approach method. The data analysis technique for this research uses the Partial Least Square (PLS) method with the SmartPLS 4.0 application program which includes the design process of the Inner Structural Model, Outer Structural Model and Hypothesis Testing (Resampling Bootstrapping). The research results found that there was no direct effect of product quality on customer satisfaction at PT. Surya Gemilang Motor Surabaya. There is a direct influence of Customer Trust on Customer Satisfaction at PT. Surya Gemilang Motor, West Surabaya. There is a direct effect of product quality on purchasing decisions at PT. Surya Gemilang Motor, West Surabaya. There is a direct influence of Customer Trust on Purchasing Decisions at PT. Surya Gemilang Motor, West Surabaya. There is a direct effect of purchasing decisions on customer satisfaction at PT. Surya Gemilang Motor, West Surabaya. There is no effect of Product Quality indirectly on Purchase Decisions through Customer Satisfaction at PT. Surya Gemilang Motor, West Surabaya. There is an indirect effect of Customer Trust on Purchasing Decisions through Customer Satisfaction at PT. Surya Gemilang Motor.

Effects of Packaging on Consumer Buying Decision: A Study of African Black Soap (Alata Samina)

Product packaging plays a key role in consumer purchasing decision as packaging promote brand identity and customer loyalty. However, the African black soap prepared in Ghana has not seen the best of packaging, hence, its rejection in international marketplace. It is in this vein that the researcher sought to examine effect of packaging on consumer buying decision of African black soap (Alata Samina). Correlation and cross-sectional design were used. Cluster and simple random were used to select 245 respondents. Findings revealed that best packaging influence consumers’ perception to buy local Alata Samina soap recorded a cumulative mean of 4.69198 and standard deviation of 3.31842, suggesting respondents’ agreement that best packaging induce consumer buying decision. In terms of relationship, it was clear that strong positive link exist between packaging elements and consumer buying decision; Packaging colour had r(245) = 0.882, p<0.05, Background image had r(245) = 0.881, p<0.05, Packaging materials had r(245) = 0.882, p<0.05, Font style had r(245) = 0.876, p<0.05. Printed information had r(245) = 0.772, p<0.05, Labelling, wrapper design and creativity had r(245) = 0.882, p<0.05. Standard Multiple Regression was used to analyzed the effect of packaging elements on consumer buying decision and the result were packaging colour had 53.8% and statistically significant effect of r(245) = 0.538, p<0.05. Brand image had 85.3 % and statistically significant effect of r(245) = 0.853, p<0.05. Printed information had 73.8% and statistically significant effect of r(245) = 0.738, p<0.05. Packaging materials had 62.6% and statistically significant effect of r(245) = 0.626, p<0.05. Innovation had 92.3 % and statistically significant effect of r(245) = 0.923, p<0.05. Labelling quality had 76.5% and statistically significant effect of r(245) = 0.765, p<0.05. Design of wrapper had 44.2% and statistically significant effect of r(245) = 0.442, p<0.05. However, font style had only 1.2% and this effect is not statistically significant; r(245) = 0.012, p<0.05. This means that most consumers do not believe that font style influences consumers’ purchase decision. The study recommends that Institute of Packaging Ghana, Federation of Ghanaian Exporters, Ministry of Trade and Industry, Ghana Exports Promotions Authority and Association of Ghana Industries should collaborate to improve the packaging skills of the local African black soap producer. The essence is to enable them to package their products to meet the export market standards.

Komunikasi Persuasif dan Word of Mouth dalam Pemasaran Tabungan Haji Panin Dubai Syariah Bank

Marketing communication has the function of conveying information, persuading and reminding potential consumers of products and services for making purchasing decisions. The type of product, the target market for prospective consumers, the strength of the network owned and the company's ability in terms of promotion budget are aspects that need to be considered in determining the form and channel of marketing communication for a product. Persuasive communication plays an important role for the company's success in influencing prospective customers to respond and act according to what is expected in relation to product marketing. Word of mouth about the experiences of customers who have enjoyed the company's products and services forms word of mouth which is an effective communication medium in influencing the decision making of other prospective customers. This study uses a qualitative approach and is descriptive in nature, aims to describe and analyze the application of persuasive communication elements and word of mouth elements as a form and channel of marketing communication for Hajj Savings at Panin Dubai Syariah Bank. The data used in this study are primary and secondary data. Primary data was obtained from direct observation and interviews, while secondary data was obtained from the results of research that had been carried out by previous researchers and scientific reports contained in articles or journals regarding persuasive communication and word of mouth. The results of the study show that the elements of persuasive communication (claims, warrants and data) are implemented in verbal communication by the opinion leaders and non-verbally in the choice of media sentences to promote PDSB Hajj Savings products. Word of mouth elements (WoM Units, Participants, Venues, Actions and Outcomes) occur and are implemented in the interaction process both by opinion leaders to the community and Hajj Savings customers who have experienced PDSB Hajj Savings services to the surrounding community.

The Role of Viral Marketing in Mediating the Relationship between Brand Awareness and Product Quality on Purchase Decisions

This study aims to analyze the impact of brand awareness and product quality on purchasing decisions, with viral marketing as a mediating variable for Mixue products in Pontianak. The method used is quantitative, with random sampling. The sample consists of 100 respondents. Secondary data collection was conducted through websites such as www.MomentumWorks.com, portaltebo.id, and Pergikuliner.com. Data analysis includes descriptive statistics, outer model, inner model, and specific indirect effects. The tool used is SmartPLS 3. The results of the study show that brand awareness has a positive but not significant effect on purchasing decisions, while product quality has a positive and significant effect on purchasing decisions. Brand awareness has a positive and significant effect on viral marketing, product quality has a positive and significant effect on viral marketing, and viral marketing has a positive and significant effect on purchasing decisions. Brand awareness has a positive and significant effect on purchasing decisions, with viral marketing acting as a mediating variable, and product quality has a positive and significant effect on purchasing decisions, with viral marketing acting as a mediating variable.

Impacts of personality traits of sustainability-oriented CEO, perceived environmental friendliness and organizational agility on repurchase intention

ABSTRACT Consumers wish to purchase eco-friendly products, but their perception of the environmental friendliness of products and services can be influenced differently by organizational agility and the personality traits of sustainability-oriented chief executive officers (CEOs). Therefore, it is crucial to study consumer perceptions and responses to environmental friendliness. This study investigates the impact of the combination of sustainability-oriented CEOs’ personality traits and organizational agility on customers’ perceived environmental friendliness using upper echelons theory. The research is conducted through a survey and analyzed using structural equation modeling. The results indicate that the personality traits of sustainability-oriented CEOs influence customers’ perceptions of environmental friendliness differently depending on organizational agility. Additionally, the degree whereto customers perceive environmental friendliness affects their continuous purchase decisions. This study provides practical insights for practitioners and managers in the marketing field, contributing to existing research on consumer behavior and competitive advantage through sustainability.

Customer Satisfaction Analysis: Factors Enhancing Purchase Decisions in Higher Education Institution

Higher education institutions face numerous obstacles, including severe rivalry. Higher education institutions must innovate to address these difficulties. The primary goal of this study is to investigate and analyze the elements that influence customer satisfaction and purchase decisions in higher education institutions. This research used quantitative methodologies, with questionnaires distributed to 385 students at one of Indonesia's institutions. The data will be processed using path analysis and correlational analysis with SEM-PLS in the SmartPLS software. The study's findings indicate that customer experience had positive and significant impact on customer satisfaction and purchase decisions (p < 0.05). Communication quality and event marketing positively and significant impacts customer experience and purchasing decisions (p < 0.05). Customer satisfaction significantly affects purchasing decisions (p < 0.05). Higher education institutions must focus on the elements that influence consumer satisfaction and purchase decisions. This can be accomplished through excellent quality communication and appealing marketing strategies.

The Effect of Price and Promotion on Purchasing Decisions for Alexandre Christie Watches in Palembang City

In today's digital era, effective Marketing Public Relations (MPR) strategies are crucial for businesses to remain competitive and increase consumer engagement. This research aims to analyse the influence of price and promotion on purchasing decisions for Alexandre Christie watches in Palembang City. The sample includes 100 respondents selected using purposive sampling, and data was collected through questionnaires with a Likert scale. The research employed multiple linear regression analysis using SPSS version 25. The findings reveal that both price and promotion variables significantly and positively impact purchasing decisions, partially and simultaneously. This study contributes to the growing body of literature by highlighting the importance of targeted pricing strategies and digital promotions in influencing consumer behaviour, particularly in the fashion accessory market. The results suggest that businesses should maintain competitive prices and leverage promotions to align with market demands and consumer preferences.

Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions

China’s live streaming boom has led to mukbang live streaming as a unique food marketing tool. Hosts interact with viewers by tasting and showcasing diverse cuisines in real time. This form of mukbang live streaming has recently been utilized to promote and sell green agri-food products. However, in-depth research into how mukbang live streaming affects the purchase intention for green agri-food products and the underlying mechanisms remains scant. We developed a theoretical model based on stimuli–organism–response theory to explore the impact mechanism. Data was collected via a survey of 455 users from agriculture-related live streaming platforms and analyzed using structural equation modeling with partial least squares. The study found that professional recommendation, audiovisual experience, and social interaction enhance consumers’ perceived utilitarian value; green advocacy, audiovisual experience, and social interaction positively affect consumers’ perceived social value. Both perceived utilitarian value and perceived social value positively affect the intention to purchase green agri-food products. Additionally, we used importance-performance map analysis to compare the model’s effects with latent variable averages, revealing each factor’s importance and performance. The findings offer new insights and recommendations for agri-food marketing strategies, particularly in enhancing consumer behaviors towards green agri-food products, aiding suppliers and mukbang live streaming platforms in more effectively promoting these products.

Understanding Consumer Beliefs and Choices Related to Food Safety: A Qualitative Study in Urban Ethiopia.

Provide an in-depth examination of consumers' food safety beliefs and practices to draw implications for interventions to improve nutrition and food safety in Ethiopia. Adapted Focused Ethnographic Study approach using in-person semi-structured interviews and free-listing exercises, in two iterative phases. A traditional food market in Hawassa, a mid-sized city. Forty-six market shoppers, selected randomly in line with quotas for age and gender. Consumers did not clearly differentiate between quality and safety, seeing them through connected concepts such as 'freshness'. While most respondents had some understanding of the causes of unsafe food, they did not generally worry about becoming ill themselves and felt food safety risks were easily mitigated through in-home behaviors. Thus, food safety practices were not a main motivator of market or vendor choice. There was no evidence that food safety concerns led consumers to prefer packaged, processed food or to avoid consuming fresh foods.Discussion: The study offers novel depth and detail on a topic of strong policy relevance. While building on an encouraging base of understanding of food safety, there remains considerable scope for increasing knowledge, particularly with regards to the need to procure safe food as opposed to expecting household-level practices to mitigate all safety risks. Motivating customers to give food safety factors more consideration when making food purchasing decisions, such as by leveraging emotion-based communication from trusted messengers to elevate the issue's salience in their minds, may contribute to improvements in food safety in low-income countries such as Ethiopia.

The Influence Of Marketing Strategy On Consumer Purchasing Decisions At Transcom Megatronik, Gunungsitoli City

The purpose of the study was to determine the effect of marketing strategies on consumer purchasing decisions and to determine how much influence marketing strategies have on consumer purchasing decisions at Transcom Megatronik, Gunungsitoli City. The type of research used in this study is quantitative research. So the sample in this study was 36 people, this sampling was 36 because there were 36 consumers at Transcom. Data collection techniques used observation, questionnaires and documentation. Based on the results of the study conducted by the researcher, it was found that the Marketing Strategy at Transcom Megatronik, Gunungsitoli City was still not optimal and needed to be improved in order to attract product purchasing decisions at Transcom Megatronik, Gunungsitoli City. From the observations made by the author throughout the study, the author saw that consumers did not really know the products that would be sold because the marketing strategy was not optimal. And from the results of the study, the author concluded that the better the marketing strategy at Transcom Megatronik, Gunungsitoli City, the more purchasing decisions at Transcom Megatronik, Gunungsitoli City.

Analysis of the Influence of Brand Image and Product Variety on Purchasing Decisions for Wizzmie in Sidoarjo Regency

The goal of this study is to explore at how brand image and product diversity effect consumer purchasing decisions for Wizzmie in Sidoarjo Regency. A quantitative research approach, including a survey procedure, was employed. Wizzmie clients were requested to fill out surveys in order to collect primary data. The data was analysed using multiple linear regression techniques. The study's findings imply that brand image has a favourable and significant influence on client buying decisions. Product diversity has a substantial positive impact on buying decisions. As a result, both brand image and product variety impact Wizzmie consumers' purchase decisions in Sidoarjo Regency. This research implies that companies should pay attention to and enhance their brand image and product variety to improve consumer purchasing decisions. It is hoped that this will help companies in designing more effective marketing strategies.

The Influence of Advertising on Wardah Cosmetic Purchasing Decisions (Case Study of Germasa GPIB Petra Women)

Advertising plays an important role in influencing consumer perceptions and attitudes towards products, especially for well-known brands like Wardah. Advertising strategies help build a positive image and increase consumer interest. Research shows that consumers are more likely to buy products from well-known brands than lesser-known brands. Wardah, which is widely known by Germasa GPIB Petra women, allows consumers to recognize and create their image. Wardah's advantages include a halal guarantee from MUI and its availability in various online and offline stores. Quantitative research method This research examines the influence of advertising on consumer purchasing decisions based on syringe theory. The validity and reliability of the questionnaire are adequate (Cronbach's alpha 0.749). The analysis shows that the effect of advertising is very small (R² 0.030%). Although the T-test shows a significant impact (count 4.384 Table 2.0106), overall, the effect of advertising is not substantial (0.02958%). Internal and interpersonal factors are more dominant, so the syringe theory is not fully proven. Research shows that Wardah product advertisements have a significant influence on purchasing decisions (reliability 0.766 and 0.749). The hypothesis is accepted, but the R Square value of 0.030% shows a very small effect. GPIB Petra's female consumers rely more on personal experience and other factors than advertising, so advertising does not play a significant role in purchasing decisions.

Evolutionary Perspective on Tourists’ Conformity to the Minority: The Effect of Mating Motive

Tourists tend to conform to the majority when faced with uncertainty in decision-making, which poses a considerable challenge to the promotion of new, less popular tourism offerings. This study delves into the heuristic promotion of less popular tourism offerings by using the concept of mating motives from the field of evolutionary psychology. Findings show that tourists driven by mating motives are likely to follow the minority, rather than the majority, when making purchase decisions—particularly in the context of souvenir shopping, destination selection, and gift giving—with uniqueness seeking playing a mediating role. Although purchase risk can increase the tendency of tourists to conform to the majority, it does not mitigate the effect of mating motives. The findings contribute to the promotion of less popular tourism offerings by highlighting tourists’ uniqueness seeking. This study broadens knowledge on tourist conformity behavior from the theoretical perspective of evolutionary psychology.

The Impact of Short Videos and Live Streaming on E-commerce Consumers Purchasing Decisions

With the increasing popularity of online live broadcasts and short movies in e-commerce, the influence on customer purchasing behaviour has received extensive attention. This study seeks to investigate the influence of short films and live broadcasts on consumer purchasing decisions, with a particular emphasis on purchase intention, repeat purchase intention, and impulse consuming behaviour. The research used a literature review strategy to examine the particular influence of various live broadcast aspects on customer purchase decisions. This study discovered that short films and live broadcasts, due to their high engagement and immersive experience, may greatly improve customers' brand identity and happiness, resulting in increased buy and repeat purchase intentions. Furthermore, elements like real-time interaction, music and visual effects, and quick feedback can assist customers lower perceived risks and boost confidence in their purchase decisions. According to research findings, short films and live broadcasts are not only excellent marketing tools, but also essential strategic measures in modern e-commerce.