Customer Purchase Intention Research Articles

Integrated Marketing Communication Strategy For Cannon Viking: Case Study Of Cannon Far East Indonesia

Cannon Far East Indonesia (CFEI) is one of the market leaders for PU (polyutherane) processing machine providers in Indonesia. However, in bedding and mattress PU application, CFEI encounters difficulties in selling Cannon Viking machines which negatively affects CFEI sales in Indonesia. Even with economic recovery post-pandemic, CFEI’s position in the bedding and mattress market does not seem to change significantly, in comparison to the growth of the processing industry in Indonesia. Hence, the brand awareness issue of CFEI’s Cannon Viking machines is to be explored further in this research, as well as its impact on consumer’s purchase intention. This research contributes to the analysis of the bedding and mattress market of PU applications in Indonesia, as well as the factors impacting customer purchase intention within the industry. The objectives of this research are to conduct internal and external analysis of CFEI, identify factors influencing purchase intentions for consumers, and create promotion strategies to increase the brand awareness of CFEI’s Cannon Viking products. This research utilizes qualitative methodology for data collection and hypothesis analysis. The research data are collected using observation of CFEI’s operations, questionnaire distributions, and interviews with CFEI’s customers. The external analysis was conducted using PESTEL Analysis, Porter’s Five Forces, Competitor and Customer Analysis, while the internal analysis was conducted using VRIO, Marketing Mix, STP Analysis, and Value Chain Analysis. The result of the research shows that IMC affects both Brand Awareness and Consumer Perception, which also affect Purchase Intention respectively. CFEI is recommended to implement the IMC plan with a stronger emphasis on the strength of Cannon Viking machines and initiate digital marketing activities to form a stronger online presence in Indonesia.

Application of The UTAUT Model to Customer Purchase Intention Toward Online Food Delivery Services: Case Study Gofood

This study investigates the factors influencing customer purchase intentions in GoFood. The UTAUT model integrates four essential constructs: Performance Expectancy, Effort Expectancy, Social Influence, and Trust. The research data was collected through a Google Form questionnaire with 207 respondents. Additionally, the research may inform strategic decisions for GoFood and similar platforms, helping them enhance user experiences, build trust, and ultimately increase customer purchase intentions. Based on data analysis, Social Influence, Effort Expectancy, Performance Expectancy, and Trust have negative and not significant effect on Online Purchase Intention. Trust has positive and significant effect on Performance Expectancy and Effort Expectancy.

The Impact of Sentiment Scores Extracted from Product Descriptions on Customer Purchase Intention

This study investigates whether and how the textual content of product descriptions, especially the sentiment element, influences buyers’ purchase intentions. Using year-round digital transaction data from Mercari, a leading e-Commerce platform in Japan, we examine the interplay of hard and soft information signals exchanged between sellers and buyers. The study addresses two crucial questions: (1) Do the descriptions that sellers provide on product sales pages impact the buyer’s intent to purchase? and (2) In what way does the description influence the buyer’s purchase intention? Quantitative analysis is used to understand the relationship between product descriptions, sentiment elements, and purchase intentions. The results show that sentiment factors in product descriptions can serve as high-quality “signals” that can help buyers make informed purchasing decisions and reduce information asymmetry between buyers and sellers. This research contributes to understanding decision-making in online markets, particularly the role of soft information and sentiment analysis.

Analysing Influence of Product Attributes And Customer Characteristics Towards Customer’s Purchase Intention on Edible Cutlery

Plastic waste has become a significant threat and problem to the world, causing many environmental and ecosystem issues. Plastic pollution causes a disturbance towards habitats and interferes with natural processes, reducing the environment's ability to adapt to climate change. Indonesia consumes more than 93 million plastic straws every day, making the country the fourth largest plastic straw-consuming country in the world. Many actions have been taken to solve this problem, one of them being the introduction of edible cutleries, including edible straws. Although the market value for edible straws shows a great opportunity, predicted to reach USD 446.96 in the year 2029, a growth of 113% from 2020, several edible cutlery provider businesses have not been receiving the expected response from the market. Departing from this problem, this research was conducted to identify factors influencing a customer's purchase intention on edible cutlery products. Seventy-eight respondents who have ever consumed any edible cutlery product residing in DKI Jakarta or Kota Bandung were involved in this study. The data was gathered using an online survey in the form of a questionnaire, using Bahasa Indonesia as the survey language. The data was then analyzed by implementing multiple linear analysis methods. The result of the study indicates that psychological factors significantly and positively affect a customer's purchase intention on edible cutleries. On the other hand, product quality, product features, product style and design, cultural factors, social factors, and personal factors do not significantly affect the purchase intention of edible cutlery products of a customer. Moreover, each independent variable for this research simultaneously affects a customer's dependent variable on edible cutlery products.

The influence of government subsidies on remanufacturers' production decisions, considering product quality, customer purchase intention, and carbon emissions

Compared to the original product, the quality of remanufactured products has higher uncertainty, resulting in lower customer purchase willingness and market acceptance. It has been considered as a bottleneck for the sustainable development of the remanufacturing industry. In response, this study aims to propose strategies that can enhance the quality of remanufactured goods, thereby stimulating consumer demand and fostering the growth of the remanufacturing sector. To achieve this objective, a two-stage model incorporating the original manufacturer, remanufacturer, and retailer was formulated, with a particular emphasis on carbon -neutral objectives. The study explores the impact of the government's dual policy, encompassing cap-and-trade mechanisms and subsidies, on the quality-linked strategies adopted by remanufacturing enterprises. A comparative analysis was conducted to evaluate the effects of different government subsidy approaches, considering scenarios without subsidies, subsidies to consumers, and subsidies to enterprises, all contingent on carbon emissions from enterprises. The findings of our analysis revealed that, under carbon emission limits, an increase in the government subsidy coefficient linked to carbon emissions effectively heightens consumers' willingness to purchase remanufactured products. This, in turn, leads to an improvement in the overall quality of remanufactured goods and an expansion of the remanufacturing industry. Notably, the impact of combining government subsidies with carbon allowance trading varies, with subsidies proving more advantageous for improving the economic and environmental efficiency of the manufacturing process as well as enhancing consumer surplus and social welfare within the industry under specific conditions of subsidy amounts and carbon emissions. The proposed model's validity and reliability were affirmed through arithmetic simulations. In conclusion, this study presents a novel strategy aimed at improving the quality of remanufactured goods, fostering customer purchase intention, and generating a combination of economic, environmental, and social benefits for enterprises. The findings of this research offer valuable insights for the development of low-carbon legislation, serving as a guide for policymakers in the quest for sustainable manufacturing practices.

Proposed Marketing Experiences Throughout The Integration Program Of Saudagar Laweyan To Increase Purchase Intentions

This research explores the marketing strategies and customer behavior within Saudagar Laweyan, a prominent F&B business in Surakarta, Indonesia. Despite its long-standing reputation and diverse menu offerings, Saudagar Laweyan has experienced declining sales, primarily due to changing customer behaviors and increased competition. The study focuses on understanding customer satisfaction and purchase intentions in relation to the restaurant’s servicescape quality, product innovation, and promotional activities. Qualitative and quantitative methods, including interviews with the managing director and surveys among customers, are employed to investigate these aspects. The research aims to determine the most effective marketing strategies to enhance customer purchase intentions and improve Saudagar Laweyan's overall performance in the competitive F&B sector.

The impact of social media marketing activities on customer purchase intention: a study of the property industry in Malaysia

PurposeThis study investigates the impact of social media marketing activities on customer purchase intention in the Malaysian property market.Design/methodology/approachThe study utilises a survey research approach to collect data from 331 respondents using a questionnaire.FindingsThe findings of the study reveal that entertainment, interaction, customisation and word-of-mouth variables had a significant and positive impact on customer purchase intention in the Malaysian property market. However, the study demonstrates a positive but insignificant impact of trendiness on customer purchase intention.Research limitations/implicationsFirst, the study relies on a sample of 331 respondents in Malaysia, which may limit the generalizability of the findings to a broader population. Hence, future research could aim for a more extensive and diverse sample to enhance the validity of the results. Second, while the study identified significant relationships, the measurement of variables, in particular “trendiness,” could be refined for better accuracy. The future study may consider including a more precise measurement to provide comprehensive insights.Practical implicationsThe results suggest that marketers should focus on creating engaging and interactive content, providing personalised experiences and leveraging word-of-mouth recommendations to enhance customer purchase intention. The overall findings highlight the importance of social media marketing activities in the property market and their potential to drive customer purchase intention.Social implicationsThe study contributes to the existing literature by shedding light on the role of social media marketing activities in influencing customer purchase intention in the Malaysian property market.Originality/valueTo the best of the authors’ knowledge, there is no similar studies have been conducted in this area of research.

Get inspired and pay for the goods: An investigation of customer inspiration and purchase intention in livestream shopping

Livestream shopping, a novel business model, has demonstrated great potential in social media marketing. Unlike traditional live broadcasting, livestream shopping enables real-time interactions between online streamers and customers and creates an immersive and inspiring space for transactions. This study investigates how livestream shopping cultivates customer inspiration and enhances customer engagement. Our results show that states of inspiration positively influenced customers' intention to engage in livestream shopping. Customer inspiration consisted of two interrelated stages – “inspired by” and “inspired to.” The state “inspired by” was triggered by external stimuli, while the state “inspired to” exerted influence on consumers’ motivational intentions. Our results suggest that, during streamer-viewer interactions in livestream shopping, content-related characteristics (i.e., content diagnosticity, vicarious expression, and source credibility) and scene-related characteristics (i.e., social presence and telepresence) significantly facilitated customer inspiration. This study enriches our understanding of the role of inspiration in livestream shopping and social media marketing, and offers practical insights for the streamers and marketers of livestream shopping platforms.

The Effect of Celebrity Endorsement on Consumer Buying Behaviour: A Comparative Study between Female & Male consumers

In India, the practice of celebrity endorsement is experiencing a tremendous surge, similar to that observed in other industrialised and developing nations. This article aims to analyse the impact of celebrity endorsement on the purchase intention of male and female customers in the mobile phone industry. An empirical study was conducted to investigate the variables that influence customers’ intention to make a purchase. The study utilised a sample of 200 individuals, consisting of 100 males and 100 females. This research employed a questionnaire technique, with both male and female respondents being administered the same questionnaire. An analysis involving descriptive statistics and regression was conducted to obtain the findings. The study identified likeability, attractiveness, experience, and personality as the primary factors that significantly affect male buyers’ inclination to acquire mobile phones through celebrity endorsements. Female shoppers consider the likeability, beauty, and believability of the celebrity while buying a mobile phone. This study primarily examined the intention of consumers to purchase mobile phones and the impact of celebrity endorsement. It is recommended that a researcher should carry out a comparative study between males and females for another product category, using a substantial sample size. The study presents strategies for using celebrity endorsement to enhance male and female customers’ inclination to purchase mobile phones. To develop an advertising policy that targets male or female clients, marketing managers or policy makers might adhere to the following guidelines.

Effects of TikTok Influencers on the Purchase Intention of Gen-Z: Cosmetic Industry

This study investigates how TikTok influencers affect Generation Z's purchase intention toward the cosmetic industry in HCMC. The research issue is a lack of knowledge on how TikTok influencers affect Generation Z's buying intentions for cosmetics. The research objective is to investigate the relationships among influencers' credibility, physical attractiveness, expertise, social advocacy, customers' trust, gender, and purchase intention. The literature study emphasizes the significance of customer trust and influencer characteristics in influencing consumer intention. A questionnaire survey is used as a data gathering technique in this research employing a quantitative methodology. To analyze the data, SPSS will be used as the statistical program. Descriptive statistics will be computed to summarize the data. Multiple regression analysis will examine the relationship between influencers' characteristics and customer trust toward their purchase intention. According to the findings, all influencers' characteristics, including credibility, physical attractiveness, expertise, and social advocacy, have favorable effects on Gen Z's purchasing intention. Surprisingly, customer trust has the most influence on Gen Z behavior. It indicates that there is a difference in purchase intention for different genders. The outcomes will offer valuable insights to cosmetic industry marketers at HCMC to develop effective influencer marketing strategies for Generation Z consumers.

PENGARUH CUSTOMER SERVICE DAN WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN AL AZIZIAH TOUR AND TRAVEL

After the end of the Covid-19 pandemic, the world economy began to show signs of improvement with economic growth in various countries. The economic growth then triggered business development in Indonesia which occurred in various sectors, including the tourism and service sectors such as Hajj and Umrah travel agency companies. With such high competition, Umrah travel organizers need an appropriate way to compete. One of the efforts that can be carried out to compete is to improve the quality of marketing. In obtaining consumers, one of the crucial aspects to keep in mind is the buying interest of Umrah pilgrims, because it can play a role in the success of the Umrah travel agency business. One of the aspects that have an impact on buying interest is service quality, including the customer service section or more commonly referred to as customer service and verbal word of mouth communication or commonly referred to as word of mouth. This study was conducted on Al Aziziah Tour and Travel. Al Aziziah Tour and Travel is a travel agency that organizes umrah in Indonesia. It was founded in 2013 and is headquartered in Bekasi. The purpose of this study is to examine the influence of customer service and word-of-mouth on Al Aziziah's customer purchase intention. A quantitative approach based on a descriptive causal research type was used in this investigation. A total of 325 participants were polled using a non-probability sampling technique. Descriptive statistics and multiple linear regression were employed for data analysis. The data were processed using SPSS Version 23 software. The findings revealed that the customer service factor exhibited a positive and noteworthy impact on purchase intention, with a significance level of 0.000, indicating its significance at a 5% level of significance. The t-value of 7.122 surpassed the t-table value of 1.967. Similarly, the word-of-mouth variable demonstrated a positive and significant influence on purchase intention, with a significance level of 0.000, also surpassing the t-table value with a t-value of 7.435. When considered simultaneously, both customer service and word of mouth significantly affected purchase intention, with a significance level of 0.000 and an F-value of 171.302, exceeding the F-table value of 3.0237. The combined influence of the independent variables, word of mouth, and customer service, accounted for 51.6% of the variation in purchase intention, while the remaining 48.4% was attributed to unexamined factors in this research.

Anteseden Yang Mempengaruhi Niat Pembelian Pada Jasa Pengiriman Makanan Online (Integrasi TBP, TPR, DAN ELM)

The Covid-19 pandemic has driven the expansion of Indonesia's digital economy. One of the emerging sectors is the hospitality industry and the online food delivery services included in it have been rapidly growing across Indonesia. Therefore, the elements that influence customer perception and purchase intention regarding OFDS must be better understood. Therefore, this study was created to examine perceived benefits (convenience, trust, order accuracy, and variety of choices), perceived risks (financial risks, product risks, security risks, time risks, social risks, and psychological risks), and online persuasion through central routes (argument quality) and peripheral routes (image appeal, navigation design, social presence, and connectedness) on consumer attitudes and purchase intention by integrating the theory of planned behavior, theory of perceived risks, and the elaboration likelihood model. Based on an online survey of 1002 participants living in Indonesia, it was found that perceived benefits, perceived risks, and online persuasion influence consumer attitudes and purchase intention. The paper also discusses areas of future research and theoretical and practical consequences. Keywords: Elaboration Likelihood Model; Online Food Delivery Services; Theory of Planned Behavior; Theory of Perceived Risks; Purchase Intention

Impact of firm-created and user-generated social media marketing on customers’ purchase intention in the fashionwear industry: evidence from Sri Lanka

PurposeThis study aims to investigate the relative impact of firm-created (FC) and user-generated (UG) social media marketing communication on fashionwear customers' purchase intention (CPI) in Sri Lanka. The primary objective is to identify the influence of social media marketing on the purchasing intention (PI) of customers in the fashionwear industry in Sri Lanka.Design/methodology/approachA standardized online survey was conducted, generating 312 datasets for analysis.FindingsThe empirical findings reveal that both firm-produced and UG social media fashionwear marketing communication has a significant influence on CPI. However, firm-produced social media fashionwear brands demonstrate a higher impact on CPI.Originality/valueThis study highlights the importance of social media marketing communication in shaping customers’ PI in the fashionwear industry in Sri Lanka. Both FC and UG content on social media platforms play a crucial role in influencing customers' intention to purchase fashionwear products. However, firm-produced social media fashionwear brands exert a stronger impact on CPI. These findings emphasize the need for marketers to incorporate effective social media strategies, including both FC and UG content, to enhance customer engagement and drive purchase decisions in the fashion-wear industry.

Faktor yang Memengaruhi Purchase Intention melalui Brand Image pada Skincare Lokal di Kota Batam

Background – During the COVID-19 epidemic, increased consumer interest in skincare is generating commercial potential for local skincare products in Batam City. Attractive and trustworthy brand ambassadors play an important role in influencing consumers' purchase intentions for products by enhancing brand image and increasing awareness of product quality, which will ultimately motivate purchases. Aim – The purpose of this study is to analyze the relationship between various factors (attractiveness, expertise, trustworthiness of brand ambassadors, E-WOM, and social media marketing) on purchase intention of local skincare products in Batam City. Design / methodology / approach – The purposive sampling method was used to collect data from 386 individuals who have used local skincare products in Batam City. The questionnaire was distributed using Google Form in April 2023. Findings – The results of the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis show a positive and significant influence of attractiveness, expertise, trustworthiness, E-WOM, social media marketing variables on purchase intention through brand image. Conclusion - The brand image of skin care products will increase if you use a brand ambassador, where this brand ambassador has a strong influence in increasing the desire to buy skin care products. Research implication – These findings provide insight that social media marketing approaches are efficient, brand ambassadors are influential, and E-WOM is effective in improving brand image and purchase intention of local skincare customers. Limitations – The limitation of this study is that the brand image variable can only be explained by 46.5% by variables such as attractiveness, knowledge, trustworthiness, E-WOM, and social media marketing. Other variables not studied, such as respect and similarity, can explain the remaining 53.5%. Similarly, the purchase intention variable can only be explained by 39.6% by the factors considered, with the remaining 60.4% possibly influenced by other variables such as sales promotion and product quality.

E-WOM: How do Fake Reviews in the Saudi Tourism Sector Impact Consumers’ Purchasing Intentions?

e-WOM (Electronic Word of Mouth) is a practical way of exchanging and discussing views on the quality of goods, services, ideas, and organizations that provide them. In the age of mass digitalization, people find it easy and practical to review/rate the output of any institution through Social Media channels available to them. However, the ease of Mass-communication is itself responsible or at least a contributor to fake/false/biased reviews of purchased products and services. This research will investigate e-WOM as expressed by service reviewing in the Saudi Tourism/Hospitality sector, which has been booming in recent years due to the 2020-2030 transformative Plan. We propose to study how different variables may influence the service provider (Brand Reputation), the consumers’ attitudes towards it, the quality of the information provided, and the ease of accessibility of them. To our surprise, we found no significant impact of e-WOM on Brand Reputation, while for Customer purchase intentions, all the above-mentioned factors proved to impact significantly.

Peran Beauty Influencer Dalam Meningkatkan Minat Beli Produk Make Up Pada Generasi Z

In recent years, the development of commercial communications and live broadcast events on television has attracted a lot of attention from the public, especially the younger generation. Is a Trend in today’s digital world across various social media platforms, creating an opportunity for brands to market through social media influencers, many artists or athletes getting involved with the product and delivering their reviews so that many target audiences. We call beauty influencers. Currently, generation Z will tend to look at reviews from beauty influencers before they buy a product. This research aims to see the effect of beauty influencers on customer purchase intention in cosmetic products. This research on Generation Z. The sample was 100 respondents using purposive sampling. The data will be processed using regression. The results show that the role of beauty influencers can increase the purchase intentions of Generation Z partially or simultaneously and influences 87.6% and the remaining 12.4% is influenced by other variables not examined in this research.
 
 Keywords : beauty influencer, purchase intention, gen z

Customer Engagement and Purchase Intention: Comparison on Different Demographic in Batam City

Dalam persaingan bisnis yang sangat kompetitif saat ini, memahami keterlibatan pelanggan dan niat membeli adalah hal yang sangat penting bagi perusahaan yang ingin berkembang di pasar. Penelitian ini menyelidiki dinamika keterlibatan pelanggan dan dampaknya terhadap niat membeli dengan fokus pada keragaman demografi di Kota Batam, Indonesia. Metode yang dipergunakan adalah metode kuantitatif dengan menyebarkan kuesioner melalui google form kepada masyarakat yang berdomisili pada suatu kecamatan di Kota Batam. Sampel yang dilaksanakan adalah cluster disproportional random sampling. Penulis berhasil mengumpulkan 431 responden tetapi 71 responden tidak dapat digunakan sehingga total data yang dianalisis hanya 360 responden. Tidak hanya itu, mayoritas penggunaan Instagram didominasi oleh wanita sebesar 54,5% sedangkan pria hanya 45,5%. Analisis outlier, validity, reliability dan linear regression dianalisis menggunakan perangkat lunak SPSS (Statistical Package for the Social Sciences) versi 26. Hasil penelitian menunjukkan bahwa seluruh variabel mempengaruhi variabel lainnya secara signifikan. Adapun rekomendasi penulis kepada peneliti selanjutnya yaitu target analisa kedepannya dapat ditujukan ke berbagai wilayah yang berbeda agar lebih variatif.

From likes to loyalty: Exploring the impact of influencer credibility on purchase intentions in TikTok

In recent years, influencer marketing has gained significant prominence within the digital marketing landscape, particularly on platforms such as TikTok. This study seeks to investigate the factors that influence the credibility and trust of influencers in TikTok marketing campaigns, and their subsequent impact on customer loyalty, purchase intentions, and recommendation behavior. Using a two-stage research methodology that integrates the Stimulus-Organism-Response (SOR) model and the Commitment-Trust Theory, 880 active TikTok users participated in this study. In the initial phase, structural equation modeling (SEM) was employed to identify the most influential predictors. Subsequently, a neural network model was utilized in the subsequent phase to validate the predictors identified from the SEM analysis. The empirical findings provide robust confirmation for all the proposed relationships outlined in the theoretical model. These research findings carry significant implications for brands and marketing practitioners, providing them with valuable insights to Lindevelop effective influencer marketing strategies that capitalize on the vast potential of this rapidly expanding platform.

Integrated Marketing Communication Strategy in Computer Hardware Industry: A Case Study on PT. IZZM

This study addresses PT. IZZM's struggle to sell power supply units (PSUs) despite success in motherboard sales. Recognizing the importance of PSUs in computers, the author proposes an Integrated Marketing Communication (IMC) strategy to enhance brand awareness and customer purchase intention within the competitive power supply market in Indonesia. Recognizing the growing significance of effective communication strategies, this study combines both quantitative and qualitative research methodologies to formulate a robust strategy tailored to the unique characteristics of the Indonesian market. The results of this quantitative research will provide valuable insights into the market dynamics and facilitate the development of targeted communication strategies. Complementing the quantitative research, the qualitative aspect employs in-depth interviews to gain a deeper understanding of consumer perceptions, preferences, and emotional connections to power supply brands. Based on the findings from both quantitative and qualitative research, the proposed IMC strategy integrates various communication channels such as digital marketing, social media engagement, influencer collaborations, public relations, and traditional advertising. Special attention is given to cultural nuances and localized communication strategies to ensure resonance with the Indonesian target audience. This project aims to provide PT. IZZM with a strategic roadmap to enhance its market presence in Indonesia, fostering increased brand awareness and positively influencing customer purchase intention in the power supply segment. The combination of quantitative and qualitative research methodologies ensures a well-rounded and data-driven approach to inform the development and implementation of an effective Integrated Marketing Communication strategy.

Investigating the Interconnection between Environmental, Social, and Governance (ESG), and Corporate Social Responsibility (CSR) Strategies: An Examination of the Influence on Consumer Behavior

The objective of this research is to develop a structural relational model that examines the relationship between environmental, social, and governance (ESG) variables and corporate social responsibility (CSR). Additionally, the study seeks to determine the impact of these factors on consumer behavior. This research endeavor included the gathering of data from Taiwan and Indonesia, with the aim of investigating the influence of ESG practices and CSR initiatives on customer attitudes and purchase intentions. The study used STATISTA 10 and LISREL to examine the impact of environmental, social, and governance practices on CSR activities. The findings indicated that the integration of environmental practices had a positive effect on CSR initiatives, but the influence of social and governance practices exhibited variability. The research emphasizes the importance of proficiently communicating environmental policies and proposes that organizations should prioritize environmental actions in order to bolster their brand and gain customer confidence. The results also underscore the need for consumer education about the ESG framework. The research closes by emphasizing the management implications, recommending that organizations should embrace a comprehensive strategy towards ESG and CSR policies in order to enhance company performance and ensure long-term sustainability.