Purchase Decisions Research Articles

Application of Fuzzy - AHP - Topsis Model Integration to Select Green C2C Websites in Online Shopping

In today's digital age, online shopping has become an indispensable part of daily life. The strong development of e-commerce platforms helps consumers easily search and choose products from around the world with just a few clicks. Making purchasing decisions is not simple when buyers have to consider many factors such as price, quality, brand and many other factors. To support smart consumers in shopping, the study applied the Fuzzy - AHP - Topsis integrated model to evaluate purchasing criteria on 4 popular C2C websites: Shopee, Tiki, Lazada and Sendo.

Increasing Purchase Decision Through Brand Image

This study aims to determine the role of brand image in mediating purchase decision factors in Telkomsel prepaid consumers in the Tangerang city. The research method used is quantitative with a descriptive approach. This study collected data based on questionnaires, and literature studies. The population in this study is the people of Tangerang city aged 17-64 years and a sample of 152 respondents was taken with accidental sampling and purposive sampling. The data analysis method used is structural equation modeling (SEM) with the SmartPLS 4 statistical analysis tool. The results of this study show that Social Media Marketing has a significant effect on Purchase Decision. Social Media Marketing has a significant effect on Brand Image. Brand Image has a significant effect on Purchase decisions. Product Quality has no effect on the Purchase Decision. Product Quality moderates the negative direction of the relationship between Social Media Marketing and Purchase Decision. Brand Image mediates the relationship between Social Media Marketing and Purchase Decision.

Leveling up on labels? Consumer preferences for firm‐level eco‐labels as substitutes for or complements to product‐level eco‐labels

AbstractEco‐labels can inform consumers about the environmental impact of their purchase decisions, but preferences for different types and combinations of labels—especially the under‐researched concept of firm‐level eco‐labels—are poorly understood. Furthermore, the effectiveness of displaying one versus more labels on products remains unclear, as does the impact of consumers' specific shopping goals and the availability of information about the labels' meaning. Relying on discrete choice experiments and with theory on consumers' attributions and goal pursuit as its starting point, this paper tackles the questions, “How do consumers respond to different types and combinations of eco‐labels, and how does information about the labels' meaning and specific shopping goals impact revealed label preferences?”. The results establish firm‐level eco‐labels as important supplements to or replacements for (some) product‐level eco‐labels and have implications for firms' decisions on which labels to feature on products as well as legislators' efforts to stimulate responsible consumption.

The Influence of Attitude, Subjective Norms, and Behavioral Control on the Purchase Intentions of Maybelline Cosmetics in Bandar Lampung

This study examines the influence of attitude, subjective norm, and perceived behavioral control on the purchase intention of Maybelline cosmetic products in Bandar Lampung. Using a descriptive quantitative approach, data was collected through surveys and interviews with Maybelline users in Bandar Lampung. The findings indicate that all three factors—attitude, subjective norm, and perceived behavioral control—positively and significantly affect consumers' purchase intentions. Consumers’ attitudes towards Maybelline are shaped by product quality, innovation, and its ability to meet beauty needs. Subjective norms, influenced by social factors such as recommendations from friends and influencers, also drive purchase decisions. Furthermore, behavioral control, based on consumers’ perception of their ability to afford and use Maybelline products, plays a critical role in their purchasing decisions. The study suggests that Maybelline can enhance its market position by focusing on sustainability, promoting transparent reviews, and offering affordable product bundles. Collaborations with influencers and popular figures can also strengthen emotional connections with consumers and further encourage purchase intentions. The research provides valuable insights into how attitude, social influence, and perceived control impact consumer behavior, offering practical implications for marketers in the cosmetics industry.

Analysis of the Factors Influencing the Purchase of Electric Vehicles in Brazil

The transport sector, and especially the increase in individual vehicle ownership, contribute significantly to air pollution. The transition to electric vehicles (EVs) is seen as a sustainable alternative to reduce emissions of polluting gases. However, in Brazil, the EV market has not yet reached a significant size. Given this scenario, this study aims to analyze the factors that influence the decision to buy EVs in Brazil, highlighting personal, psychological, economic, performance, and environmental variables and barriers. The aim is also to develop a model with guidelines that can help stakeholders. The quantitative stage of the study involved a survey of 514 respondents. The data were analyzed using statistical methods, including structural equation modeling (SEM), which allowed for a deeper investigation of the proposed hypotheses. The survey findings reveal that, in the Brazilian context, performance factors—such as autonomy, availability of recharging infrastructure, and maintenance—are the main drivers influencing EV purchase decisions. Environmental factors, including energy reuse, pollution reduction, and minimizing environmental impacts, have also gained significant importance. Economic factors are crucial, particularly concerning cost–benefit perceptions. The differences between Brazil and other regions highlight the importance of accounting for cultural and economic variations when analyzing consumer behavior towards EVs.

The Impact of Store Atmosphere, Service Quality, and Social Media Marketing on Purchase Decisions: Insight from the Coffee Shop Market (Case Study at Kedai Kopi Distrik Metropolitan Surabaya)

This research aims to identify the influence of store atmosphere, service quality, and social media marketing on purchasing decisions at the Surabaya Metropolitan District Coffee Shop. Using quantitative methods with non-probability sampling techniques through purposive sampling, this research involved 115 respondents aged over 17 years who had bought and visited shops and had social media. Data was collected via Google Form and analyzed using Partial Least Square (PLS). The research results show that store atmosphere, service quality, and social media marketing have a positive influence on purchasing decisions. Consumers consider the design at Kedai Distrik Metropolitan to be quite unique by combining Vintage Chinatown-Sumatra themes. With a unique place and cheap product prices, consumers are happy to visit Kedai Kopi Distrik Metropolitan Surabaya, especially among teenagers.

FACTORS INFLUENCING ONLINE PURCHASE IN OMNICHANNEL STRATEGY OF X STORE

This research explores the factors influencing online purchasing decisions within the omnichannel strategy of X Clothing Store, focusing on a sample of 100 respondents. Utilizing a combination of univariate until multivariate analyses, the study examines the relationships between various independent variables such as gender, age, promotions/discounts, online stock availability, customer service satisfaction, shipping speed, and product information and the likelihood of making online purchases. Findings reveal that a significant majority of respondents (72%) engage in online purchasing, with key factors such as promotional availability (78%), customer service satisfaction (72%), and clear product information (69%) being crucial determinants of purchasing behavior. The analysis indicates that younger consumers (ages 18-42) are more inclined to shop online, while women exhibit a higher likelihood of making purchases compared to men. Additionally, the results demonstrate that factors such as shipping speed and online stock availability significantly influence purchase decisions. The study underscores the importance of optimizing these factors to enhance customer satisfaction and increase online sales for X Clothing Store. Overall, the findings provide actionable insights that can inform marketing strategies aimed at improving the online shopping experience.

When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand Preference

Every interaction between a brand and its consumers can shape their brand attitudes and purchase decisions. Brand rejection is the rejection or neglect that consumers experience when trying to connect with a brand, and it may have far-reaching effects on consumer psychology and behavior. Against this backdrop, consumer response to brand rejection has become a concern in interactive marketing. This study investigated how consumers cope with brand rejection by satisfying their need to reduce uncertainty based on the uncertainty–identity theory. This study examined the effect of brand rejection on consumers’ in-group brands (e.g., local brands) preference and the corresponding mediating mechanism and boundary condition through four experiments. The results demonstrated that consumers who experienced brand rejection were less likely to purchase products from that brand and showed a greater preference for other in-group brands than out-group brands (foreign brands). This relationship was mediated by consumers’ sense of control. Moreover, brand familiarity moderated the relationship between brand rejection and sense of control, affecting consumers’ in-group brand preference. These findings expand the research area of brand rejection and in-group brand preference and provide a practical reference for the development of local brands.

Helping other customers to avoid harmful brands: The role of idealism, attitude and cynicism

Background: Consumers are not always aware of how their purchase decisions may harm other humans and the environment. Green customer helping behaviours could aid in solving this problem.Aim: The study aims to develop a research model, advancing knowledge of the extent to which idealism (an ethical philosophy) may influence green attitudes and promote green customer helping behaviours that could aid other customers in avoiding harmful brands. The study further aims to gain clarity regarding the moderating role of customer helper cynicism within the proposed model.Setting: A self-administered questionnaire was fielded amongst consumers in South Africa and the United States of America (US).Method: Mplus 8.5 and PROCESS macro in RStudio were used to analyse and compare the survey data obtained from the two samples.Results: All direct relationships assessed were positive and significant for South Africa and the US samples. Varying results were uncovered between the two samples concerning the moderating role of customer helper cynicism.Conclusion: The identified model confirms the important role of idealism in influencing green customer helping behaviours, as mediated by green attitudes and moderated by customer helper cynicism.Contribution: Novel insight is provided into the contribution of ethical philosophy in promoting green customer helping behaviours. Additionally, direction is provided for the deployment of strategies that could promote green customer helping behaviours in diverse green contexts and across continents and that effectively may aid other customers in avoiding brands harmful to society.

VRIO Analysis in Developing Branding Strategies for Egg-Based Food Products as Souvenirs from Blitar – Local Perspective

Blitar is rich in tourism potential. The local economy stands to benefit significantly from tourism, creating job opportunities and enhancing community development. Blitar's position as a major egg producer offers unique opportunities for developing egg-based souvenirs. However, challenges include identifying appealing products and effective branding strategy is required to enhance the marketability of these products, fostering economic growth and tourism in the region. This study utilizes a mixed-method approach to explore consumer perceptions of egg-based processed products in Blitar, combining quantitative surveys with qualitative interviews of business actors. A survey of 61 respondents gathered measurable data on consumer preferences and factors influencing purchasing decisions. In-depth interviews provided insights into marketing strategies and challenges faced by producers. The study employs descriptive statistics and VRIO analysis to develop effective branding strategies for promoting processed egg products as signature souvenirs from. The analysis reveals that respondents indicating higher interest in egg-based products as souvenirs from Blitar as food significantly influences their choice of tourist destinations, with a strong preference for local ingredients. However, awareness of Blitar’s egg production potential is low, leading to limited appeal for egg-based products. The VRIO analysis shows organizational weaknesses hinder competitive advantage despite valuable product features. Effective branding strategies tailored to consumer expectations are crucial for market success. Enhancing product awareness and education through organized action can further strengthen the appeal of these culinary offerings in tourism.

The Impact of Marketing Mix on Generation Z's Mobile Phone Case Purchasing Decisions in Chiang Mai, Thailand

Background and Aim: The proliferation of smartphones, particularly among Generation Z, has propelled the mobile phone case market into a period of remarkable growth. This research investigates the factors influencing the purchasing decisions of Generation Z students in Chiang Mai province, Thailand, regarding mobile phone cases. Materials and Methods: A quantitative research methodology was employed, utilizing a questionnaire administered to 385 Bachelor's degree students across various universities in Chiang Mai province. The data analysis encompassed descriptive statistics, correlation analysis, and multiple regression analysis to rigorously test hypotheses related to the impact of the marketing mix (product, price, place, and promotion) on purchasing decisions. Results: The research unequivocally establishes that all elements of the marketing mix significantly influence purchasing decisions among Generation Z students. Price is the most salient factor, followed by place, product, and promotion. Regression analysis confirms this influence (p < 0.05) with price (b = 0.251) exerting the strongest effect. The model accounts for 40.5% of the variance in purchasing decisions (R² = 0.405, Adjusted R² = 0.398, F = 64.561, p < 0.001), suggesting other factors also contribute to consumer behavior. These findings underscore the need for a comprehensive marketing strategy targeting Generation Z consumers, optimizing each element of the marketing mix. Conclusion: This study confirms the pivotal role of the marketing mix in shaping consumer behavior within the mobile phone case market. The results highlight the need for businesses to adopt a holistic marketing strategy that considers the relative importance of each element, with a particular emphasis on price and distribution channels. These insights can inform targeted marketing efforts and product development initiatives to effectively cater to the preferences of Generation Z consumers.

Online Marketing through Consumers: A Study of Effectiveness of Tools and Techniques Across Industries

This study aims to examine how consumers' perceptions of brands and their purchasing decisions are influenced by various online marketing tools used in different industries, such as Word of Mouth (WOM), online chat assistance, and email advertising. The purpose of this research was to explore the relationship between these online marketing tools and their impact on brand perception and consumer purchasing decisions. While there are many factors that influence consumer purchasing decisions and brand perception, the most significant ones are word of mouth, online chat, and email. Our findings indicate that internet-active residents of India prefer word of mouth over online chat and email advertising. Many companies use word of mouth as an online marketing strategy to attract potential customers and influence their purchasing decisions and brand perception. There are no universal factors that affect consumer decisions in India but word of mouth, being cost-effective, is widely used by consumers and has proven to be effective. In India, the cultural emphasis on personal recommendations holds significant influence over consumer behavior. This preference has led to a growing trend where brands are leveraging the power of influencers to promote and market their products. This strategy allows brands to tap into the trust and authority that influencers hold within their respective communities, ultimately enhancing their reach and impact in the market.

How knowledge, awareness and perceptions of pesticide residue risks in fruits and vegetables, influence purchase decisions across Malaysian communities

Understanding consumer perceptions and behaviours toward pesticide residues in food is vital for food safety and public health. This study examines the knowledge, awareness, and perceptions of 303 participants from rural, suburban, and urban Malaysian communities regarding pesticide residue risks in their food purchases, particularly fruits and vegetables. Participants completed adapted questionnaires via Google Forms or in-person interviews, covering sociodemographic information, food purchasing habits, and levels of knowledge, awareness, and perception of pesticide residues. Results indicate that urban communities have the highest knowledge about pesticide residues, followed by rural and suburban areas. Awareness levels are even across all community types, with rural areas slightly higher. Urban participants also show the highest perception levels, followed by rural and suburban communities. Rural communities demonstrate a strong positive correlation between knowledge and perception, while suburban areas show a moderately positive correlation. Urban communities exhibit significant correlations between knowledge awareness and perception, with a weaker relationship with awareness. These findings highlight the interplay between community settings and consumer behaviour in purchasing fruits and vegetables. The study emphasises the need for tailored educational and policy interventions to address the varying levels of knowledge and concerns about pesticide residues across different Malaysian communities.

The Impact of Digital Marketing and Product Quality on Purchase Decisions Mediated by Brand Awareness on Vaccine Products at PT "K" Farma Group

This research aims to determine the impact of digital marketing and product quality on purchasing decisions of vaccine products in the PT “K” Farma Group, with brand awareness serving as a mediating factor. Especially after we have gone through the era of the Covid-19 pandemic where now we are increasingly aware of the importance of vaccines for the people. Primary data was collected using questionnaire and total sample were 82. This study used a descriptive quantitative research design. The data analysis technique uses SEM-PLS (structural equation modeling-partial least squares). This research employs data analysis technique by structural equation modeling-partial least square. Results indicated that Product and brand awareness had a significant direct positive effect on purchasing decisions, while digital marketing had a direct positive but not significant effect on purchasing decisions. Mediating Effect of Brand Awareness on Digital Marketing, Product Quality and Relationship with Purchase Decision. The study results suggest that brand awareness and perceived product quality of vaccine products to enhance purchase decisions can be proven in company "K" Pharma. Digital marketing is important but without brand awareness, the results will not be significant.

Brand Loyalty through Consumer Protection of Selected E-Commerce Firms

Ensuring consumer rights and addressing their various concerns has been identified as a crucial step in securing customer loyalty. However, the e-commerce sector in Nigeria has struggled to retain its customers due to its failure to adequately protect consumer rights. This lack of consumer rights protection has resulted in poor customer loyalty, with users frequently abandoning e-commerce platforms. This study examines the effect of consumer protection on brand loyalty within selected e-commerce firms. The research surveyed 497 active users of these e-commerce platforms with a 90.3% return rate and employed multiple regression analysis to assess the results. The findings revealed that consumer protection has a significant effect on purchase decisions (Adj.R² = 0.660, F(3, 445) = 290.639, p < 0.05), customer trust (Adj.R² = 0.580, F(3, 445) = 207.126, p < 0.05) and customer satisfaction (Adj.R² = 0.590, F(3, 445) = 215.819, p < 0.05) of listed e-commerce firms in Lagos State, Nigeria. Consequently, the study concludes that consumer brand protection significantly influences the brand loyalty of selected e-commerce firms, recommending that e-commerce management prioritize the recognition and protection of consumer rights to enhance brand loyalty

Email Marketing: Is It Still the Influence Young Adults on Purchase Decision

This study has been undertaken to understand customer’s perception towards email marketing. The main aim of this research is to identify customer’s opinion in advertisement on email, how it’s useful for the customers, how much the customers believe theadvertisers, have they brought products based on the advertisement in email. This studyis mainly taken to know about the email marketing impacts on youths only. A sample of 100 responses have been collected through questionnaire. Chi-square andCorrelationAnalysis has been used.

Exploring the Impact of Food Labels on Consumer Purchasing Decisions: A Study on Awareness and Preferences

Exploring the Impact of Food Labels on Consumer Purchasing Decisions: A Study on Awareness and Preferences

Essential Characteristics for School Administrators in the Digital Age for Thailand

Introduction: It is well known that education and teaching practices are affected by technological developments. The ubiquitous spread of information and communication technologies in recent years has forced educational institutions to undergo a digital transformation so as to keep up with the today’s technological age. Educational activities have become sustainable in virtually all environments and under virtually all conditions, with interactive whiteboards having long since replaced the traditional blackboard in most schools. Changes emerging today include revised job definitions, changing patterns of daily life, and the desire for economic value; together they represent the primary results of this digital transformation. Objective: This study aims to explore the essential characteristic for school administrators in the digital age. Method: This is quantitative approach. The population was educational administrators in Thailand who are responsible for management in educational institutions. This Quantitative Research analyzed the data using Descriptive Statistics, Inference Statistic and Multivariate by IBM SPSS and Structural Equations Modeling (SEM) was analyzed by IBM SPSS AMOS. Results: 1) Government Policy (GP) 2) Performance Attribute (PA) and 3) Competent Innovation directly influence on Perceived Value. Moreover, Perceived Value directly influences on Performance Identification. Analysis of the SEM model was found to be accurate because the model is consistent with empirical data, harmonization index passed all criteria, Chi-Square = 173.53, df = 88 RMSEA = 0.04 and RMR = 0.03, index GIF = 0.96 and AGIF = 0.94 and R2/ df = 1.97. Conclusion: These findings can be used to develop academic fields such as research and strategic planning effectively and can be applied in educational industry as well, so making the product feature that meets the needs of the customer will result in the perception of the value of the product and making a purchase decision. This finding has benefits on human resources development and school management and school administrators as well.

The Effect of Price Transparency on Young Travellers’ Choices: An Experimental Study of Resort Packages

Product bundling has gained significant traction in the hospitality industry, with an increasing number of businesses offering all-inclusive resort packages to attract consumers. With the increase in online travel purchases, both academics and industry professionals are increasingly interested in understanding the factors influencing consumer travel package choices. This study employs a 2 x 5 mixed-design experiment where participants evaluated both an all-inclusive and a non-inclusive resort, with variations in price presentation. Pricing was presented either transparently or non-transparently, and package savings were displayed in multiple formats. The results reveal a strong consumer preference for all-inclusive resort packages, regardless of the perceived value. Moreover, how pricing information is presented plays a crucial role in shaping consumer purchase decisions. These findings highlight the importance of price presentation strategies in the marketing of travel packages and offer valuable insights for both marketers and practitioners in the hospitality sector.

Analisis Pengaruh Penerapan Strategi Bauran Pemasaran terhadap Keputusan Pembelian pada UMKM Serba Nanas Alam Sari Subang Jawa Barat

UMKM One of the producers in Subang offering processed pineapples is Serba Nanas Alam Sari. Processed pineapple sales are erratic. Businesses must create a strong marketing mix strategy in order to overcome consumer preferences and market rivalry. The purpose of this study is to examine how purchase decisions at Serba Nanas Alam Sari UMKM in Subang, West Java, are affected by the application of a marketing mix approach. In order to collect data for this study, 100 UMKM customers were given questionnaires. Mixed methods were used in this research. The techniques employed for gathering data included surveys, interviews, documentation, and observation. A Likert scale is used for variable measurement, and MSI is used to alter it. Multiple linear regression data analysis was used to ascertain the impact of place, promotion, price, and product variables on consumer purchase decisions. The study's findings indicate that the significant value is less than 0.05, indicating that purchase decisions are influenced by product, price, place, and promotion all at the same time. With a result of 1,042, the product variable has the biggest impact. This is due to the product's variety, good taste, and guaranteed product quality. The variables that affect promotion, pricing, and location are next in line. Based on the study's findings, Serba Nanas Alam Sari UMKM can benefit from an efficient marketing plan that combines quality products, competitive pricing, effective distribution, and eye-catching promotions to influence more customers' purchases.