Purchase Interest Research Articles

Pengaruh Brand Ambassador NCT Dream, E-WOM, dan Brand Image terhadap Purchase Intention pada Produk Mie Instan Lemonilo

This research aims to determine the influence of the NCT Dream Ambassador brand, e-WOM, Brand image on Purchase Interest. This research uses four variables, namely brand ambassador, e-WOM, and brand image as independent variables, and purchase intention as the dependent variable. The population in this research are K-pop fans who live in the Special Region of Yogyakarta who are familiar with Lemonilo instant noodle products, with a sample of 100 respondents. The sampling method uses purposive sampling with data collection using a questionnaire. The research results show that the Ambassador brand, e-WOM, and Brand Image together (simultaneously) have a significant effect on intention to buy Lemonilo instant noodle products, the Ambassador brand does not have a significant effect on the intention to buy Lemonilo instant noodle products, e-WOM has a significant effect on Lemonilo instant noodle products, and brand image have a significant effect on purchase intentions for Lemonilo instant noodle products.

Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Samsung Di Kota Semarang

This study aimed to analyze the influence of brand image, price, and product quality on the purchase decision of Samsung smartphones in Semarang City. A quantitative approach was employed, involving 100 respondents who were Samsung smartphone users residing in Semarang. Data were collected through questionnaires and analyzed using classical assumption tests and multiple linear regression analysis. The results revealed that brand image, price, and product quality positively and significantly influenced the purchase decision of Samsung smartphones. This implies that the better the brand image, the more affordable the price, and the higher the product quality, the more it will increase consumer purchase decisions toward Samsung smartphones in Semarang. This research provides practical implications for companies to continuously build a positive brand image, set competitive prices, and improve product quality to attract consumer purchase interest.

Strategi Pemasaran Pada RM Ayam Bakar Ma’lela Dalam Meningkatkan Minat Beli Konsumen (Generasi Milenial) Menggunakan Analisis Marketing Mix dan SOAR

This study aims to analyze the effectiveness of marketing mix marketing strategy analysis used by RM Ayam Bakar Ma’lela in increasing consumer buying interest (Millenial Generation) and poviding strategy proposals through SOAR Analysis. By understanding the characteristics of the millenial generation market and adjusting the marketing mix marketing strategy and their needs, it will increase their buying interest in Ayam Bakar Ma’lela products. The research modelis descriptive qualitative and focuses on the marketing strategy of RM Ayam Bakar Ma’lela. This variables in this research are the independent and depend on primary adn secondary data sources/ data collection methods include interview, observation and dokumentation. Based on the research conducted. It shows that RM Ayam Bakar Ma’lela is experiencing problems in the marketing mix marketing strategy, especially it terms of increasing consumer buying interest (Millenial Generation). The main factory influencing the instability of consumer purchase interest (Millenial Generation) is due to several marekting mix factors that have not been update. In an effort to overcome and minimize these risks, this research proposes the application of the SOAR analysis method to optimize marketing strategies and improve overall performance. Keyword: marketing strategy, marketing mix, SOAR analysis

The Influence Of Advertising Creativity, Brand Trust, And Brand Image On Consumer Purchase Intentions Of Cosmetic Products (A Study On Sociolla Store Users At Ska Mall Pekanbaru)

This study aims to understand the impact of advertising creativity, brand trust, and brand image on consumer purchasing interest in cosmetic products at the Sociolla Store, SKA Mall Pekanbaru. The development of digital economy has changed the way of trading, including in the cosmetic industry with the emergence of e-commerce platforms such as Sociolla. In the context of tight competition, understanding the factors that influence consumer purchasing interest becomes important. This study involved 120 respondents from Sociolla Store users at SKA Mall Pekanbaru. Data were collected using an online questionnaire assessing respondents' perceptions of advertising creativity, brand trust, brand image, and purchase interest. Data analysis was conducted using multiple regression to assess the influence of independent variables on the dependent variable. The results showed that the majority of visitors or consumers of Sociolla at SKA Mall Pekanbaru are individuals of relatively young age, especially in the age range of 26 to 35 years, with a background of higher education and diverse professions. Validity and reliability tests of the instrument showed that the questionnaire used has good validity and reliability. Data analysis showed that advertising creativity, brand trust, and brand image significantly influence consumer purchasing interest in cosmetic products. Advertising creativity plays an important role in attracting attention and influencing consumer purchasing interest. Brand trust also plays a role in forming long-term relationships between consumers and brands, while brand image creates unique perceptions and influences consumer preferences. In conclusion, advertising creativity, brand trust, and brand image have a significant influence on consumer purchasing interest in cosmetic products at the Sociolla Store, SKA Mall Pekanbaru. These results can be valuable guidance for cosmetic companies in enhancing their marketing strategies in the digital era

APAKAH MINAT BELI KONSUMEN DAPAT MENUNJANG KEPUTUSAN PEMBELIAN MELALUI SERVICE QUALITY?

Purchasing decisions are the ultimate goal of establishing a business to be able to dominate the market and gain profits from the business. Purchasing decisions themselves are influenced by several factors, including store atmosphere, quality service and buying interest. The purpose of this research is to determine the determining factors for purchasing decisions based on consumer perceptions at Tenun Endek Tinizhop. This research was conducted at Tenun Endek Tinizhop which is located on Jalan Kembang Matahari I Denpasar Bali, by distributing 200 questionnaires to Tenun Endek Tinizhop consumers. This research is quantitative research with data collection using the questionnaire method. Research findings show that purchasing interest and purchasing decisions are significantly positively influenced by store atmosphere. Furthermore, purchasing decisions and purchasing interest are influenced by service quality in a significantly positive way. The results of the mediation test show that the relationship between store atmosphere and service quality on consumer purchasing decisions at Tenun Endek Tinizhop is significantly mediated by purchase interest. This research is quantitative research with data collection using the questionnaire method. The results of this research show that store atmosphere has a significant positive effect on purchasing interest and purchasing decisions. Furthermore, service quality has a significant positive effect on purchasing decisions and purchasing interest. The results of the mediation effects research show that purchase interest has a significant influence or strengthens the relationship between store atmosphere and quality service on consumer purchasing decisions at Tenun Endek Tinizhop

The effect of the implementation of quick responses indonesia standard (qris) on public purchase interest in the Lama market of Serang City

The QRIS implementation system policy is contained in the Board of Governors Regulation Number 21/18/PADG/2019 concerning the Implementation of the Quick Response Code National Standard for payments, which explains that QRIS transactions are directed to be in line with the Banten Provincial Government program, namely SIAP QRIS. Banten region occupies the top 5 positions as the province with the most QRIS users. One of these SIAP QRIS programs is focused on the Lama market of Serang City. A descriptive quantitative method was used in conducting this research. This research also has a limitation, namely in discussing how much influence the QRIS application has on buying interest. It is carried out on the population of Serang City, which has a total of 730,530 people. A sample was drawn using the Slovin formula with an MoR of 10%, namely 100 respondents. This study also aims to prove the influence of applying QRIS on buying interest. The determination of respondents is carried out as one of the instruments, namely using the purposive sampling technique. The results obtained based on field findings and the calculation results show that the Lama market in terms of provision has not been maximized, but the payment method is very reliable. It can be seen in the final calculation results that the variable (x) QRIS application and the variable (y) purchase interest influence 28.3%. In addition, variable (x) and variable (y) show a strong correlation indicated by the acquisition of a Pearson Correlation value of 0.532.

Interest of Muslim Youth: Purchasing Halal Korean Restaurants in West Java

Purpose: The objective aim this study is to investigate the factors influencing young Muslims' inclinations in West Java to purchase Korean food through visits to Halal-certified Korean restaurants, Employing the Knowledge-Based Theory of Planned Behavior (TPB) framework as the main variables under investigation.Design/Method/Approach: The research methodology utilizes purposive sampling, targeting individuals aged between 16 and 30 years old. Data analysis employs the Structural Equation Modeling with Partial Least Squares (PLS-SEM) method.Findings: Consumer knowledge exerts a positive and notable influence on attitudes, similar to the effects observed with attitudes and subjective norms, which positively and significantly influence the interest of Muslim youth in Halal-certified Korean restaurants. However, perceived behavioral control variables could not be identified as factors significantly influencing the purchase interest of Muslim youth in MUI-certified Halal Korean restaurants.Originality/Values: This article presents several updates, including geographical scope limitations, explanations of the variables used, and novelties in the research period. It is anticipated that the research's findings will significantly enhance marketing tactics and the administration of Halal-certified Korean restaurants in the culinary industry. Additionally, it is hoped that it will also assist business players in this sector in understanding the factors driving the purchase interest of Muslim youth to increase visits to Halal-certified Korean restaurants.

The effect of advertising, brand image, price and consumer motivation on consumer purchase interest in ms.glow skincare in the Rantauprapat Region

The effect of advertising, brand image, price and consumer motivation on consumer purchase interest in ms.glow skincare in the Rantauprapat Region

EFFECTIVENESS OF DIGITAL MARKETING TO INCREASE PURCHASE INTEREST OF CIREBON CITY CAFE VISITORS

This study is intended to determine the influence of Digital Marketing through Store Atmosphere on the buying interest of Café visitors in the city of Cirebon. The population used in this study was café visitors in the city of Cirebon. The sampling technique uses Incidental Sampling. In testing this data using analysis with Structural Equation Modeling- Partial Least Square (SEM-PLS), with respondents amounting to 200. The results show that Buying Interest is partially positive and significant which is influenced by 17% Digital Marketing and Store Atmosphere partially affects Buying Interest by 81%. This proves that Buying Interest is a link between the Digital Marketing variable and the Digital Marketing variable. This research provides theoretical implications for references for future research related to Digital Marketing, Store Atmosphere and Buying Interest, especially in Cafes. The implication is in the form of Café suggestions so that in the future it can improve the quality of Digital Marketing and also Store Atmosphere for Purchase Interest to increase.

Factors Influencing Consumer Purchase Interest in Shopee and Tokopedia

The phenomena of internet usage, which is anticipated to grow over time, presents a new economic potential for e-commerce. One of the businesses owned by Pondok Modern Gontor, situated in Ponorogo City, East Java, is La Tansa Gontor Book & Stationery Store which currently also using e-commerce. This study aims to investigate the factors that influence consumer purchase interest in e-commerce used by La Tansa. The Theory of Planned Behavior, popularized by Icek Ajzen, is the theory applied in this study. This hypothesis is predicated on three different variables: behavioral attitude, subjective norms, and perceived behavioral control. In this study, a descriptive survey method is combined with a quantitative approach. With a sample size of 358 participants, the population in this study consisted of the 3,416 followers in marketplace platform. Several linear regression tests were employed in this investigation. A total score of 31,038 indicated that the aspects of product price and quality were thought to be very influential. The product pricing component, one of the two variables included in the study, had the most significant impact on consumer purchasing interest. With a 66.3% percentage. Product quality, on the other hand, has a 11.48% influence on consumer purchasing interest. Overall, the factors of product price and product quality jointly affect consumer purchasing interest with a significance of 0.05 and a F computed value of 293,715 F table 3.021, indicating that both factors have an impact.

Synergistic Effects of Content Marketing and Influencers Marketing on the Formation of Brand Awareness and Purchase Interest of TikTok Shop Users (Cirebon City Case Study)

This research aims to investigate the synergistic influence between Content Marketing and Influencer Marketing on the formation of Brand Awareness and Purchase Interest of TikTok Shop users in Cirebon City. The aim is to analyze the impact of these two marketing strategies on brand awareness and purchase intention and to test their influence significantly. The research method uses a quantitative approach using research instruments and statistical analysis, especially with SPSS version 24. Samples were taken through non-probability sampling with purposive sampling criteria for respondents aged 17-30 years who are users of the TikTok application in the Cirebon area. Research variables include Content Marketing (X1), Influencer Marketing (X2), Brand Awareness (Y1), and Purchase Intention (Y2). The analysis results show that Content Marketing and Influencer Marketing have a significant influence on Brand Awareness and Purchase Interest, with a high R Square value indicating the influence of these variables on the outcome. In conclusion, this research found that Content Marketing and Influencer Marketing play an important role in forming brand awareness and interest in purchasing products on the TikTok Shop. Recommendations include strengthening content-based marketing strategies and collaboration with influencers, as well as paying attention to the relationship between Brand Awareness and Purchase Interest to improve sales performance through the TikTok Shop platform. This research can be the basis for further research regarding the influence of Content Marketing and Influencer Marketing in the context of digital marketing.

Pengaruh Kemudahan Penggunaan, Reputasi dan Online Trust Terhadap Minat Beli Pada E-Commerce Lazada

The research aims to determine the influence of the variables Ease of Use (X1), Reputation (X2), and Online Trust (X3) on Purchase Interest on Lazada (Y) partially and simultaneously. The type of research that the author uses is field research with a quantitative approach, namely the method used to research certain populations and samples by collecting data using research instruments with the aim of testing predetermined hypotheses. The research results found that partially the ease of use variable did not have a significant effect on buying interest, the reputation variable had a significant effect on buying interest and the online trust variable had a significant effect on buying interest. Meanwhile, the results of the simultaneous test show that the variables ease of use, reputation, and online trust have a significant effect on buying interest..

Social Media Marketing Strategies and Their Impact on Brand Equity and Buying Interest in Cake & Bakery

Increasing competition in the food industry, especially in the cake and bread sector, encourages companies to increase their marketing competitiveness through social media, requiring marketers who can build strong brands. Even though the number of followers of a company on social media has become a general indicator, it cannot provide a definite picture of how much buying interest these followers have in the products being sold. This research explores the influence of social media marketing activities on brand equity and purchasing Interest in the food industry, especially in cake and bread products. This study takes a quantitative approach by analyzing data collected from the followers of Kumo Cake's Instagram account. By using a straightforward random sample technique, 122 participants from the Jabodetabek region were chosen for the survey. A Structural Equation Model (SEM) is used for the analytical purpose. The study's findings demonstrate that SMM campaigns boost brand equity, which in turn increases purchase interest, and that brand equity influences buy interest in a positive and statistically significant way. These results have important implications for food sector firms looking to improve their social media marketing strategy in order to raise consumer interest in their brands and products.

The Effect of Viral Marketing and E-Service Quality on Consumer Buying Interest in Disney+ Hotstar Services

This research was conducted with the aim of determining the influence of Viral Marketing and E-Service Quality on Consumer Purchase Interest in the Disney+ Hotstar Indonesia service. The population in this study is residents who are users or residents who know the Disney+ Hotstar Indonesia Video on Demand service in the Yogyakarta area. This research uses a quantitative approach, with data collection techniques using questionnaires distributed online. The sampling technique used purposive sampling with a sample of 180 respondents. The data analysis used in this research is multiple linear regression analysis with the Moderated Regression Analysis (MRA) test which is processed with IBM SPSS Statistics 26.0 software. The results of this research show that Viral Marketing has a positive and significant influence on Consumer Purchase Interest. Meanwhile, E-service Quality has a positive and significant influence on Business Model Innovation. It was also found that organizational risk-taking tolerance is a factor in consumer buying interest. And the Viral Marketing and E-Service Quality variables together have a positive and significant effect on Consumer Purchase Interest.

Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing

This research examined how brand image, brand awareness, and social media marketing influence consumers’ purchase decisions, including factors like purchase interest, service quality, and experiential marketing as mediating variables, offering valuable knowledge for marketers to enhance their understanding of consumers’ behavior. The population was Somethinc’s Instagram followers, totaling 156 samples. This study revealed that brand image did not significantly impact purchase decisions, in contrast to brand awareness, which significantly impacted purchase decisions. Purchase interest and service quality also had no significant impact on purchase decisions. Social media marketing had no significant impact on purchase decisions, but it significantly impacted experiential marketing, emphasizing its role in improving consumers’ experiences. Conversely, experiential marketing notably impacted purchase decisions, effectively mediating the impact of social media marketing on purchase decisions. This study also unveiled that purchase interest did not mediate the impact of brand image on purchase decisions, and service quality did not mediate the impact of brand awareness on purchase decisions. The findings provide valuable insights to craft more effective strategies within the modern marketing landscape, such as marketers leveraging this understanding to design approaches that prioritize creating engaging experiences for consumers.

The Influence of Product Quality on Purchase Interest of Mie Gacoan Pancing among Management Students at Medan State University

Business competition in the current era is increasingly fierce in the food business sector, companies are constantly required to survive and continue to excel in the competition. Purchase interest is one of the factors that influences a company to gain profits and survive. The object of this research is Mie Gacoan Pancing (Medan). Mie Gacoan is a spicy noodle restaurant that is popular and widely known among the public today, especially among young people. This research aims to analyze product quality on purchasing interest among Mie Gacoan consumers. This is because the noodles produced have a distinctive and spicy taste so that young people are interested in trying and consuming them. The method used in this research is a quantitative descriptive method with primary data types. In this study, the population that the researchers used was UNIMED students. Meanwhile, the sample used in this research was 30 UNIMED students who had consumed Gacoan Noodles and were willing to fill out the questionnaire provided by the researchers. The technique for taking data analysis uses the questionnaire method and then the results are processed using the SPSS application program. The results of this research state that product quality influences consumers' buying interest in Mie Gacoan Pancing (Medan).

Determinants of Interest Purchasing Shallot Seeds of Varieties Thai Nganjuk (Tajuk)

The objective of this research is to analyze the factors influencing consumer interest in purchasing Tajuk variety onion seeds. The factors affecting consumer purchase interest include content marketing through YouTube, risk perception, and consumer trust. The research method employed is quantitative, with a purposive sampling technique used to select 85 respondents. Subsequently, the analysis results indicate that content marketing through YouTube does not significantly influence consumer purchase interest in Tajuk variety onion seeds. Risk perception does not have a significant effect on consumer purchase interest in Tajuk variety onion seeds. However, consumer trust has a significant influence on the purchase interest of Tajuk variety onion seeds. Furthermore, it is expected that content marketing through YouTube will provide development in the marketing of agricultural products, especially red onions, and through digital marketing media. Keyword: Content Marketing; Risk Perception; Consumer Confidence; Buying Interest; Shallot Seeds

The Influence Of Product Quality And Price Perception On Interest In Buying Realme Smartphones At Cahaya Cell Argamakmur

The aim of the research is to determine the influence of product quality and price perception on Smartphone Realme consumer buying interest at Cahaya Cell Argamakmur. And to find out which factors most dominantly influence consumer buying interest. This research used quantitative methods on 160 respondents. The population used in this research were consumers at Cahaya Cell Argamakmur and sampling in this research was a non-probability sampling technique. Based on the results of multiple linear regression, the regression equation Y = 5.347 + 0.225 (X1) + 0.261(X2) is obtained. The research results and hypothesis show that product quality and price perception have a partial or simultaneous positive effect on consumer purchase interest

Analisis Iklan Sosial Media Tiktok, Brand Image dan Kepuasan Konsumen terhadap Minat Beli Produk COSRX

This research aims to determine the influence of the Tiktok Social Media Advertising Variables, Brand Image, Cunsumer Satisfaction on Interst in Buying COSRX Products. The method used ini descriptive qunatitative research, sampling in this study used Random Sampling with a sample size of 100 respondents. Data collection uses questionnaires. The tests in this research carried out Validity test, Rehabilitation Test, Normality Test, Linearity Test, Multicollinearity Test, Autocorrelation Test, Heteroscedasticity Test, Multiple Linear Regression Test,T Test, F Test, Determination Coefficient Test (R2). The research results of Tiktok Social Media Advertising have no and significant influence on Purchase Interest, Brand Image have no and significant influence on Purchase Interest, Cusumer Satisfaction has a positive and significant influence on Purchase Interest.

INFLUENCE OF THE QUALITY OF ELECTRONIC SERVICES (WEBSITE DESIGN, CUSTOMER SERVICE, SECURITY/PRIVACY, FULFILMENT) ON CUSTOMER SATISFACTION AND REPURCHASE INTEREST IN THE McDONALD'S APPLICATION

With increasingly rapid advances in technology, many companies are innovating in online sales to increase consumer convenience in ordering food. Currently, competition between companies is getting tighter, encouraging companies to continue to improve service quality in order to gain repeat purchase interest from customers. This research was conducted to explore the influence of electronic service quality, including aspects such as website design, customer service, security/privacy, and fulfillment, on customer satisfaction and repurchase interest in the McDonald's application. The research population was McDonald's application users in Bandung City, with 400 respondents taken through distributing online questionnaires via social media. Sampling was carried out using a purposive sampling method, and data was processed using SMARTPLS version 4 software. The research results showed that website design positively and significantly influenced the quality of electronic services, customer service positively and significantly influenced the quality of electronic services, security/privacy positively and significantly influences electronic service quality, and fulfillment positively and significantly influences electronic service quality, electronic service quality positively and significantly influences customer satisfaction, customer satisfaction positively and significantly influences repurchase intention on the McDonald's application.