Purchase Decisions Research Articles

Analysis of Impulsive Buying Among Generation Z and Millennials in Bekasi City: What is the Role of Flash Sales and Live Shopping?

This study aims to explore the effect of flash sales, live shopping, and consumer trust on positive emotion in influencing impulsive buying behavior. This study uses a quantitative approach with data collected through questionnaires from 251 respondents who are Shopee e-commerce users in Bekasi City. Data analysis was carried out using the Structural Equation Modeling (SEM) method through AMOS software. The results showed that flash sales and live shopping have a positive and significant influence on impulsive buying and positive emotion. In addition, consumer trust was also found to play an important role in increasing positive emotion which in turn encourages impulsive buying behavior. These findings confirm that promotional factors and consumer trust play an important role in creating positive emotions that can trigger spontaneous purchase decisions on e-commerce platforms.

Evaluation of Consumer Purchase Decisions at Cafe on the Wheels: What is the Role of Social Media Marketing, Brand Image, and Product Quality?

The purpose of this study was to determine the effect of social media marketing, brand image, product quality on purchase intention and purchase decision for consumers of café on the wheels Jago Coffee. The research method uses Quantitative with a survey approach. The sampling technique in this study used purposive sampling sampling with criteria. The criteria used are, have bought Jago Coffee at least once in the last 4 months, live in Jakarta City, know the existence of Instagram social media from Jago Coffee (@Jagoid) and have seen the content. The sample in this study were 303 respondents. The data analysis technique uses Structural Equation Modeling (SEM) through AMOS 23 software and SPSS version 25 to analyze and manage research data. The results of this study indicate that: first, social media marketing, brand image, product quality have a positive and significant effect on purchase intention. Second, social media marketing, brand image, product quality, and purchase intention have a positive and significant effect on purchase decisions.

Quality cue or price anchoring: The effect of price on consumer behavior in repeat experiments

AbstractPrice is one of the most important factors affecting consumer purchase decisions. Consumers may use price as a quality cue or reference point to make the decisions. However, few studies have considered the quality cue by controlling the price anchoring and vice versa. We conduct four identical experiments weeks apart to estimate the effect of price on consumers' product quality evaluation and WTP. The results show that (1) the price has a significant impact on appearance rating and taste rating; (2) product quality mediates the price effect on consumer WTP only if consumers have incomplete quality information about the product; and (3) the marginal effect of price on consumer WTP differs over time. The results of this study provide deep insights into the role of price on consumers' quality assessment and valuation formation of products.

Influence of Social Media Marketing and Influencers on Purchase Decisions of Culinary MSMEs in Bandung Regency

Purchase decision is a crucial concept in marketing because various elements that support or hinder a purchase decision significantly affect the choice to acquire a good or service. One element that affects the purcahse decision is social media marketing and influencers. This research was carried out to understand the extent of the impact of marketing through social media and influencers on purchase decisions. This research method implements qualitative and quantitative analysis using questionnaire data collection techniques. Sampling was done by probability sampling with simple random sampling involving 100 respondents. To analyze the data to answer the research question, validity and reliability tests, descriptive analysis, classical assumption testing, multiple linear regression, and hypothesis testing both partially and simultaneously were used. The results showed that (1) every aspect of the purchase decision received a positive rating in the good category. (2) respondents also gave a good rating on social media marketing in all questions (3) for influencers; they scored good on 4 and a fair rating on 2. (4) Social media marketing positively influences individual purchasing decisions. (5) Influencers positively impact purchase decisions (6) Simultaneously, social media marketing and influencers show a positive and significant influence on purchase decisions. That way, if the marketing strategy on social media and the use of influencers in promotions in the MSME culinary sector are more effective, then it will affect the level of consumer purchase decisions for MSME culinary.

The Influence of Product Quality, Service Quality, and Store Atmosphere on Purchasing Decisions McDonald’s Indonesia

The development of globalization has led to the development of fast-food restaurants in the world, one of which is McDonald’s, which is currently growing rapidly in Indonesia. As a large fast-food restaurant, McDonald’s offers various aspects to maintain customer satisfaction. Products, services, and outlets are aspects offered by McDonald’s Indonesia. Therefore, this research focuses on the impact of product quality, service quality, and store atmosphere on purchasing decisions at McDonald’s Indonesia. The population of this study is people who have made purchases at McDonald’s Indonesia with a total sample obtained through distributing questionnaires, namely 413 respondents. Sampling was carried out using the convenience sampling method with respondents who met the criteria, and the data was processed using SMARTPLS version 4 and SPSS software. The results showed that product quality, service quality, and store atmosphere had a positive and significant effect on McDonald’s Indonesia’s purchasing decisions partially and simultaneously.

Fruit consumption: Exploring consumer demand for exotic fruits in India - Trends and preferences

Exotic fruits, characterized by their unique flavors, vibrant colors and diverse nutritional profiles, have gained significant popularity in the Indian retail market, reflecting changing consumer preferences and a growing awareness of health benefits. This study explores the fruit consumption, import statistics of fruits and consumer preferences for exotic fruits in Coimbatore city, focusing on demographic characteristics, market availability and the intrinsic and extrinsic attributes influencing purchasing decisions. A survey was conducted to assess the demographic profile of exotic fruit consumers, revealing a predominantly educated and diverse group, with a significant proportion aged 31-45 years. Market analysis identified a wide range of imported fruits, highlighting their price points and seasonal availability. A conjoint analysis was performed to understand the importance of various attributes, including fruit appearance, taste, price and packaging size. Results of the study indicate that vibrant colors and competitive pricing are critical factors in consumer choices, with taste preferences favoring mild sweet and tangy flavors. The study also presents utility values for different product combinations, emphasizing the importance of aligning marketing strategies with consumer preferences. Ultimately, this research contributes to the understanding of consumer behavior regarding exotic fruits and offers practical recommendations for stakeholders in the fruit supply chain.

The Influence of Tiktok Content and Advertising on Purchase Decisions Mediated by Brand Awareness on Fashion Brand Polossurabaya

This study aims to examine the effect of TikTok content and advertising on purchasing decisions mediated by brand awareness in the Polossurabaya fashion brand. In the digital era, content and advertising on social media platforms such as TikTok have great potential to influence consumer behavior. This study aims to prove the effect of TikTok content and advertisements on purchasing decisions and understand the mediating role of brand awareness in this context. This research uses a quantitative approach with the Structural Equation Modeling method and Partial Least Square path analysis (SEM-PLS). The study population was all followers of the TikTok Polossurabaya account, with a sample of 338 respondents selected using the Simple Random Sampling technique. The results showed that TikTok content has a significant effect on brand awareness, but does not directly affect purchasing decisions. Conversely, TikTok advertising also has a significant effect on brand awareness and, through the mediation of brand awareness, affects purchasing decisions. Brand awareness proved to be a strong mediating factor between TikTok content and advertising on purchasing decisions. This study provides practical implications for Polossurabaya's marketing management to improve the quality of content and advertising on TikTok to strengthen brand awareness and drive purchasing decisions. The findings also emphasize the importance of an integrated digital marketing strategy to achieve optimal results in influencing consumer behavior on social media.

Why consumers hesitate to pay online: Evidence from online transactions

Purchase intention and decision turn out to be the research hotspots in the field of consumer behavior, whereas the reasons for consumer hesitation before purchase have been scarcely investigated. In order to explore the factors that affect consumers’ online purchase hesitation in the context of e-commerce retail, this study uses the theory of perceived risk to analyze how different dimensions of perceived risk dominated by consumer trust affect consumers’ purchase hesitation at the checkout stage, examines the moderating effect of consumers’ online shopping experience on the influencing process, and builds a test model with moderating variables. In this study, the factors for purchase hesitation are empirically analyzed using the methods of literature analysis and logistic regression based on the real transaction data from Taobao. The results show that seller credit rating, representing seller risk, exerts a significant adverse effect on purchase hesitation, whereas the order amount (i.e. financial risk, and price dispersion, representing product risk) positively affects purchase hesitation. The consumer experience plays a moderating role in the above process. In addition, this article further explores the heterogeneous role of buyer’s device, seller’s platform, and buyer’s gender and excludes some of the interfering factors that lead to involuntary hesitation. JEL Classification: M31, M37

THE ATTRACTIVENESS OF PRODUCT VARIATION, AND CLEANLINESS: ITS INFLUENCE ON PURCHASING DECISIONS AT SYAKILA BAKERY BENGKULU

This study aims to determine which factors are the most dominant in influencing purchasing decisions, the study was conducted briefly in November 2024. The sample of this study were consumers who had purchased products and knew Syakila Bakery. This study used a quantitative method on 25 respondents. The sampling technique was accidental sampling, the method used in this study was a quantitative method with Multiple Linear Regression analysis using SPSS 25 for windows. Based on the results of multiple linear regression, the regression equation form is Y = 3.195 + 8.805 (X1) + 6.175 (X2). The results of the study and the hypothesis in this study indicate that the variables of product variation and cleanliness have an attractiveness and have a positive effect, both partially and simultaneously, on purchasing decisions at Syakila Bakery.

The Influence of Electronic Word of Mouth, Service Quality, and Cafe Atmosphere on Purchasing Decisions at Zozo Garden Coffeeshop

The Influence of Electronic Word of Mouth, Service Quality, and Cafe Atmosphere on Purchasing Decisions at Zozo Garden Coffeeshop

Factors influencing Chinese consumers' green purchase intention: a quantitative analysis in the food industry

China is one of the world's most populous countries and has a huge consumer market. As a result, China is seen as the world's largest consumer market with ecological concerns. The increasing environmental problems have brought many negative effects on the lives of Chinese consumers. Therefore, the green purchase intention of Chinese consumers can affect the development of green markets at home and abroad. Before improving the green market environment and its strategies, companies must first identify which factors influence consumers' green purchasing intentions and how they can use these factors to attract consumers' attention and influence their purchase decisions. This study investigated several factors that influence Chinese consumers' purchase intention towards green food in the food industry. Quantitative analysis was used in this study and 200 valid responses were collected using an online questionnaire. Analysis was performed using a partial least squares (PLS) path modelling approach for variance-based structural equation modelling. The results indicated that environmental attitudes, eco-labelling, eco-packaging and green advertising have a significant positive impact on Chinese consumers' green purchase intention. However, environmental awareness has no significant effect on green purchase intention.

The Influence of Influencer Marketing and Product Quality on Purchase Decisions at The Don’s House in Bandar Lampung

The Influence of Influencer Marketing and Product Quality on Purchase Decisions at The Don’s House in Bandar Lampung

Assessing consumer preferences for plant-based ice cream: A conjoint analysis of soy and almond milk varieties

India, as the world's largest producer of milk, faces significant challenges due to the perishability of dairy products, driving demand for alternative value-added options like frozen desserts. Plant-based ice cream made from soy and almond milk offers a sustainable and healthier alternative to traditional dairy-based options. This study aims to explore consumer preferences for plant-based ice cream, addressing the growing demand for dairy-free and health-conscious dessert options. Using Choice-Based Conjoint Analysis (CBC), a survey was conducted among 120 respondents in Coimbatore, India, to evaluate preferences for plant-based ice cream across four key attributes: health benefits, taste, price and product form (cone vs. cup). Low-fat content significantly influenced purchasing decisions under the health benefits attribute. Chocolate emerged as the preferred flavour, with a utility value of 0.362, while cones were favoured over cups with a utility value of 1.612. Price was the most influential attribute, contributing 46.5% to consumer decision-making, followed by health benefits. The optimal product configuration included a cone-shaped, chocolate-flavoured, low-fat plant-based ice cream priced at Rs. 70. The findings provide crucial insights for manufacturers, highlighting the importance of competitive pricing and health-focused innovations to meet the demand for healthier, plant-based ice cream varieties in India. These results can guide product development and marketing strategies in the expanding frozen dessert market.

SGD3 - Health and Wellness: Mother and Father Perspectives on Healthy Eating in Chile

Objective: The aim of this research is to analyze the food preferences of fathers and mothers in the Maule region. In this context, we explore statistical differences that can inform the development of business and institutional strategies, considering food consumption preferences. Theoretical Framework: Consumer preferences play a vital role in the development of plans and programs that promote a high quality of life. Both public and private organizations should advocate for food as a fundamental right within society by strategically managing the tastes and preferences associated with food products. Method: A self-evaluation instrument was administered to a convenience sample of 120 parents in the Maule region of Chile. Descriptive statistics and measures of central tendency were calculated, followed by a reliability analysis for each dimension. Finally, statistical differences were examined. Results and Discussion: Significant differences are found in various aspects, including food purchase criteria, the reading of nutrition labels, the evaluation of “High in” seals on packaged products, and the perception of the importance of food attributes. Additionally, certain preferences emerged as noteworthy based on the assessments provided by parents in the Maule region. Implications of the research: This research provides information that can be used for the design of strategies concerning the preferences of fathers and mothers according to the food purchase decision. In terms of its theoretical value, the findings allow us to affirm that food preferences are different according to the particularities of the research subjects. As for its social value, the results can be used for the design of public policies that contribute to the social welfare of the social fabric. Originality/Value: It is evident the havoc being caused in society by excesses and an unbalanced life. In this sense, this research provides inputs for the design and strategic management that encourage healthy eating as a basis for social welfare in the Maule region.

A BETTER CONSUMER UNDERSTANDING – A NEUROMARKETING APPROACH

The consumer mind-set is complex and not easily interpreted by anyone, as it encompasses their thoughts, statements, actions, and emotions. Therefore, marketers not only aim to identify and satisfy consumer needs but also consider their feelings. The exploration of consumer emotions is termed neuromarketing, a concept introduced by Dutch marketing professor Ale Smids at Harvard University in 1990. Neuromarketing is becoming a strategic method that enables the mapping of consumer brain activities and offers insights into their sensory and motor responses to various business marketing strategies. Techniques in neuromarketing aid in examining the human brain to forecast decision-making through brainwave activities, with methodologies such as eye tracking and skin response being scientifically analysed using fMRI (functional magnetic resonance imaging). This medical technology assesses brain function by observing changes linked to blood flow. Marketing experts utilize fMRI technology to identify fluctuations in brain activity and seek to comprehend which areas of the brain are activated when consumers make purchase decisions. On-going research aims to investigate, identify, and elucidate how businesses can integrate neuromarketing as a tool for understanding consumer behaviour. This research paper will be beneficial for marketers, academics, and organizations, as neuromarketing provides a fresh perspective on marketing practices and consumer psychology. Keywords - consumer, behaviour, sensorimotor, emotional, neuromarketing, marketing,

THE INFLUENCE OF REFERENCE GROUPS, PRODUCT QUALITY, AND AFTER SALES SERVICE ON THE PURCHASE DECISION OF YAMAHA BRAND MOTORCYCLES (CASE STUDY IN THE COMMUNITY OF PINO RAYA DISTRICT, BENGKULU CITY)

This study aims to analyze the influence of reference groups, product quality, and after-sales service on purchasing decisions for Yamaha brand motorcycles in Pino Raya District, Bengkulu City. The study used a quantitative method with a sample of 160 respondents selected by Accidental Sampling. The data analysis technique used was multiple linear regression. The results of the study showed that partially, reference groups, product quality, and after-sales service had a positive and significant effect on purchasing decisions. The regression coefficient value for the reference group was 0.561, product quality 0.289, and after-sales service 0.412. Simultaneously, the three variables contributed 39.9% to purchasing decisions, while welfare was influenced by other factors outside this study. These results indicate the importance of a marketing strategy that strengthens the role of reference groups, maintains product quality, and optimizes after-sales service to improve consumer purchasing decisions.

The Influence of Price, Product Completeness, and Ease of Use of the Bukalapak Application on Purchase Decisions on the Bukalapak Application in Mataram City

This study aims to analyze the influence of price, product completeness, and ease of use of the Bukalapak application on purchasing decisions in Mataram City. With the rise of online shopping trends, it is important to understand the factors that influence consumers' decisions in choosing an e-commerce platform. This study uses a quantitative method with data collection through questionnaires distributed to Bukalapak users in Mataram. The results of the analysis show that price has a significant influence on purchasing decisions, where consumers tend to choose products at prices that match the quality offered. In addition, product completeness also plays an important role, because the variety of product choices provides flexibility for consumers to choose according to their needs. The ease of use of the app is another factor that is no less important; An easy-to-use app increases user convenience and encourages them to make purchases. Overall, this study provides valuable insights for business actors in Bukalapak to improve their marketing strategies by considering the factors that influence consumer purchasing decisions. These findings are expected to help increase customer satisfaction and loyalty.

Marketing Mix and Consumer Purchase Decision of Fast-Moving Consumer Goods (FMCG) in Akwa Ibom State, Nigeria

This study was conducted to examine the effect of marketing mix on the consumer purchase decision of fast-moving consumer goods (FMCG) in Akwa Ibom State, Nigeria. The survey research design was used in this study. Data for the study were obtained through a structured questionnaire administered to the respondents. The population of the study comprised all the consumers of fast-moving consumer goods (FMCG) in Akwa Ibom State. The sample size of 308 respondents were selected using convenience sampling technique. Four hypotheses were formulated and tested using Spearman Correlation at 0.05 level of significance. The findings of the study revealed that there is a positive and significant relationship between marketing mix-product, price, place, promotion and consumer purchase decision of fast-moving consumer goods (FMCG) in Akwa Ibom State, with the correlation coefficient (r = 0.479), (r =0.573), (r = .0.720) and (r = 0.623) respectively at the significant value of 0.000 (p>0.05). Therefore, it is concluded that marketing mix plays an important role in influencing the consumer purchase decision of fast-moving consumer goods (FMCG).

The Impact of Social Media Advertising on Consumer Purchase Decisions

In the digital era, the rise of social media advertising has changed the way advertisements interact with consumers. This paper first discusses the concepts of consumer purchase decisions and social media advertising, and then analyzes the mechanisms through which social media advertising influences consumer purchase decisions, including information delivery, emotional stimulation, trust building, and guiding comparison. It also explores the role of factors influencing consumer purchase decisions in social media advertising, such as personal, product, and external environmental factors. Finally, strategies such as precise targeting and personalization, emotional resonance and value communication, trust building and word-of-mouth marketing, information optimization and guiding comparisons, as well as interactive participation and experiential strategies are proposed to provide a comprehensive reference for effectively influencing consumer purchase decisions through social media advertising.

Analysis of factors influencing electric vehicle adoption in Sub-Saharan Africa using a modified UTAUT framework

Electric vehicles (EVs) powered by renewable energy are central to achieving Sustainable Development Goal (SDG) 7.2, which aims to increase the share of renewable energy and reduce carbon emissions in the transportation sector. A 2023 projection estimated that EV sales in leading EV-importing Sub-Saharan African (SSA) countries, including Nigeria, Ethiopia, South Africa, Kenya, Rwanda, Mauritius, and Seychelles, would exceed 700 million units within 5 years and grow to 4 million by 2037. Despite these optimistic forecasts, the current adoption rate of EVs in SSA remains significantly low. This study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) framework to identify key factors influencing EV adoption in the region. The model incorporates facilitating conditions, trust, performance expectancy, social influence, network externalities, and effort expectancy as critical determinants. Empirical results reveal that facilitating conditions (H6) have a 30% stronger effect on behavioral intentions compared to network externalities (H5). These findings highlight the need for robust infrastructure, supportive policies, and favorable conditions to accelerate EV adoption in SSA and shape EV purchase decisions. The paper concludes by discussing the empirical results and proposing directions for future research to deepen understanding of EV adoption dynamics in the region.