Shaping Consumer Research Articles

THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE ON BUYING INTEREST DECISIONS AT OKI SERBA 8000 BATAM STORES

This study examines the significant influences of product quality and brand image on purchase intentions at Toko Oki Serba 8000 Batam. Employing a quantitative approach, the research utilizes primary data collected through observations and questionnaires from 204 respondents. Data analysis techniques include multiple regression analysis, correlation coefficient analysis, coefficient of determination analysis, t-tests, and F-tests performed using SPSS Version 26. Findings from the t-test suggest a significant relationship between product quality and buying interest, indicating that buying interest is influenced by product quality to a certain extent. Meanwhile, brand image significantly impacts buying interest. F-test results lead to the rejection of the null hypothesis (Ho) and acceptance of the alternative hypothesis (Ha), confirming that purchase intentions at the Oki Serba 8000 store are significantly influenced by both product quality and brand image. This study highlights the critical role of these factors in shaping consumer purchase behavior and offers insights for retailers to enhance marketing strategies focusing on product quality and brand image to boost customer buying interest

Social comparison theory: A review and future directions

AbstractSocial comparison theory provides valuable insights into how individuals assess themselves by comparing various facets of their lives to others. This theory offers a framework that helps in understanding the motivations behind self‐evaluation and improvement, as well as shaping consumer behaviors. The extensive body of research related to the theory has resulted in numerous publications across various domains, hindering a comprehensive overview of the research field and constraining its progress. Our multi‐disciplinary study addresses the fragmented scholarly landscape through a hierarchical bibliometric analysis, unveiling key authors, themes, and connections, and emphasizing its current state and future potential, particularly in the marketing domain. Our research indicates that interest in social comparison theory has surged, driven by social media's impact on body image and self‐esteem. Our findings also highlight the significance of themes such as body image, envy, social media, motivation, and life satisfaction, revealing the multifaceted expansion of the theory across various fields.

Exploring the Influence of Thai Government Policy Perceptions on Electric Vehicle Adoption: A Measurement Model and Empirical Analysis

This study explores the influence of Thai government policy perceptions on the adoption of electric vehicles (EVs). Transitioning to EVs is vital for reducing greenhouse gas emissions and combating climate change, aligning with global sustainability goals. This study addresses gaps in understanding how multidimensional perceptions of government policies influence EV adoption intentions in emerging markets, particularly in Thailand. A questionnaire was distributed to 3770 respondents across Thailand between January and March 2024. The survey assessed multiple dimensions of government policy, including commitment and efficiency, welfare, communication, policy effectiveness, and tax benefits. Using statistical techniques such as Exploratory Factor Analysis (EFA), second-order confirmatory factor analysis (CFA), and structural equation modeling (SEM), this study validated the constructs of government support perception and examined their influence on EV adoption intentions. The findings highlight that tangible government policies, particularly those improving EV infrastructure and providing clear regulatory support, alongside effective communication about these policies, significantly influence public willingness to adopt EVs. The results also emphasize the critical role of perceived government commitment and fiscal incentives in shaping consumer decisions. Based on these insights, this study recommends prioritizing the expansion of EV infrastructure, enhancing the visibility of government commitment, and improving direct financial incentives to accelerate EV adoption. These findings contribute to the growing body of knowledge on EV adoption in emerging markets and offer practical implications for policymakers seeking to promote sustainable transportation solutions.

Understanding the effects of live streamers’ appearance and abilities in shaping consumer purchase: A cross-cultural empirical research

This research aims to investigate the comprehensive mechanism of streamers' attractiveness on consumer purchases in diverse cultural contexts. We confirmed the cultural differences between Douyin's and Tiktok shop's users through a pre-survey, and then collected live video data and viewer behavioral data from the two platforms. Based on the elaboration likelihood model framework, this research reveals that both appearance attractiveness and abilities attractiveness have positive effects on purchase behavior. Intriguingly, two types of attractiveness exhibit a substitutive relationship in Eastern cultural group, whereas they are complementary in Western cultures. Findings highlighted the complex impacts of streamers' attractiveness on consumer purchases, emphasizing the importance of cross-cultural analysis to comprehend consumer behavior in digital retail.

Cultural Influences on Privacy Calculus in Loyalty Programs: An Analysis of Individual and National-Level Cultural Values

This study examines the roles played by cultural factors in shaping consumer privacy concerns within loyalty programs, analyzing responses from 1,259 consumers across four culturally diverse countries. It uncovers how variations in cultural dimensions, specifically uncertainty avoidance and individualism/collectivism, influence privacy concerns, trust, and loyalty toward retailers. The research reveals that individual-level uncertainty avoidance and collective cultural norms notably amplify privacy concerns, shedding light on the nuanced relationship between cultural values and consumer perceptions in the context of loyalty programs. This exploration contributes to a deeper understanding of cultural diversity's theoretical and practical implications on privacy concerns, offering insights vital for retailers looking to navigate the complexities of consumer trust and loyalty in a global marketplace. The findings underscore the necessity for culturally informed strategies to effectively manage privacy concerns.

Do Anglophone Consumers Truly Trust or Simply Tolerate English Advertising? The Mediating Effect of Ethnic Self-Identification on Attitudes toward English Advertising and Advertising Trust

Language plays a crucial role in shaping consumer purchasing decisions, particularly within ethnic communities where cultural backgrounds and linguistic diversity influence perceptions. For companies operating in multilingual societies, strategic decisions regarding language use in branding and advertising are vital. While existing research has focused on visual cues in Western markets, this study fills a gap by examining the impact of textual cues, especially in emerging markets, on ethnic consumer responses. Understanding these dynamics is essential for effective multicultural advertising, enhancing advertising trust and engagement in emerging economies. A survey of 704 non-native English-speaking consumers in South Africa reveals the significant role of ethnic self-identification in mediating the relationship between attitudes toward English advertisements and advertising trust. It also highlights ethnic self-identification as a key moderator in this connection, suggesting that English proficiency alone does not guarantee trust in English advertising campaigns among Anglophone African consumers. Brands operating in this context should not assume that English language proficiency automatically translates to trust in English advertising.

Effect of Social Media on Consumer Buying Behavior in the Electronics Market

This research examines the effect of social media on consumer buying behavior in the electronics market in Kathmandu, Nepal. A survey was conducted on 151 social media users to analyze the influence of psychographic factors, advertising strategies, social media engagement metrics, and influence of social media influencers and celebrities. Descriptive statistics, correlation, ANOVA, and linear regression were employed for data analysis. In line with prior studies, it has indicated that consumer buying behavior can be influenced by focusing on psychographic factors, advertising strategies, social media engagement metrics, and the influence of social media influencers and celebrities. In addition to these results suggest that social media plays a crucial role in shaping consumer electronics purchasing decisions, with user reviews, ratings, and influencer recommendations holding more weight than traditional marketing methods.

The Role of Country Origin and Product Knowledge in Wuling Electric Car Purchase Decision in Indonesia

In today's competitive marketing landscape, understanding factors influencing consumer purchase decisions is crucial. This study examines the impact of country-of-origin image and product knowledge on the purchasing decisions for Wuling electric vehicles in Indonesia. Employing a descriptive quantitative approach with a sample of 104 respondents, the research uses literature reviews and questionnaires to gather data. Multiple linear regression analysis reveals that both country-of-origin image and product knowledge significantly affect purchasing decisions, with positive coefficients indicating their substantial influence. Specifically, a favorable perception of China's technological advancements and product quality, alongside strong product knowledge, plays a vital role in shaping consumer choices. The findings suggest that Wuling should focus on enhancing its country image and leveraging social media to increase brand awareness. Future research could expand to include additional variables and countries for a broader understanding of purchase decision factors

Marketing mix strategy to increase B2C volume at XXX (Logistic Company)

Purpose: This study develops and analyzes marketing mix strategies to enhance the B2C (business-to-consumer) segment of XXX, a leading logistics and delivery service provider in Indonesia. This study focuses on identifying the challenges in increasing daily shipment volumes and evaluating the effectiveness of current marketing strategies. Research Methodology: This study employs both quantitative and qualitative methods, including surveys, observations, and documentation. Data were collected from 214 respondents using structured questionnaires distributed through Google Forms. Structural Equation Modeling (SEM) with Smart PLS software was utilized to analyze the relationships between the 7Ps of marketing (Product, Price, Place, Promotion, People, Physical Evidence, and Process) and consumer attitudes and purchase intentions Results: The findings indicate that product quality, pricing strategies, promotional activities, and customer service significantly affect consumer satisfaction and brand loyalty. Efficient processes also play a crucial role in shaping consumers’ attitudes and purchase intentions. The study reveals that, while promotional activities and physical evidence have a lesser impact, elements such as products, prices, people, and processes are essential in driving positive consumer attitudes and purchasing decisions. Limitations: This study is limited to XXX operations in Indonesia and focuses solely on the impact of marketing mix elements on consumer attitudes, intentions, and purchase decisions. Future research could explore other logistics companies and encompass a broader geographical focus. Contribution: This study provides practical recommendations for XXX to enhance its market share in the B2C segment.

Digital Influencers: Catalysts for Customer Engagement and Purchase Intention

Abstract Social Media Influencer (SMI) marketing represents a contemporary addition to the arsenal of digital advertising tools. Digital Content Creators are individuals who regularly share a variety of content, including visuals, audio recordings, and updates, across multiple social media platforms to shape consumers’ perceptions of a brand and its products. The focus of this study is to examine how the credibility aspects of social media influencers (expertise, attractiveness, and trustworthiness) influence purchase intention and brand intimacy while also considering the mediating role of consumer engagement. This study used a quantitative, cross-sectional design with convenience sampling targeting social media-active individuals. Data were collected via a questionnaire distributed through email and social media, selecting participants who followed influencers. To gather data, 250 participants were engaged in an online questionnaire distributed via Google Forms. The findings indicate that the credibility dimensions of SMIs, particularly their attractiveness and trustworthiness, positively influence brand intimacy and purchase intention. Furthermore, consumer engagement serves as a critical mediator, connecting the authenticity of social media influencers with purchase intention and brand intimacy. In line with these results, it becomes evident that consumer engagement indirectly influences influencer credibility (trustworthiness and attractiveness), purchase intention, and brand intimacy. Notably, expertise does not exert any discernible impact on either brand intimacy or purchase intention. This study’s outcomes provide valuable insights for marketing managers, underscoring the significance of partnering with influencers who possess a high level of trust within their respective marketing niches.

Towards Sustainable Consumption: Quantitative Insights into Consumer Behaviour on Circular Food Products

Abstract The concept of Circular Food Products, focusing on sustainability and waste minimization throughout the production and consumption cycle, has garnered significant attention recently. This research aims to provide empirical insights into factors influencing consumer behaviour regarding sustainability in the food industry. Using quantitative analysis techniques such as the questionnaire to measure attitudes, preferences and behaviours among consumers, and employing structural modeling for the collected data, the study yields important findings that advance knowledge in sustainable food consumption. These findings promote environmentally friendly and socially responsible practices within the food industry and among consumers. One key finding is the low level of consumer awareness about circular food products and their benefits. Perceptions varied, with some viewing these products as innovative and eco-friendly, while others considered them inferior to conventional products. This suggests the need for effective marketing campaigns to shape consumer awareness and perception of circular food products. Additionally, the research highlighted varying levels of awareness regarding the environmental impact of food production and consumption, with some consumers demonstrating strong concern for sustainability.These insights underscore the importance of targeted marketing and education to enhance consumer understanding and acceptance of circular food products, ultimately supporting the shift towards more sustainable consumption patterns.

EXPLORING THE ROLE OF NEUROMARKETING IN CONSUMER DECISION-MAKING

This research delves into the emerging field of neuromarketing, examining its role in understanding consumer decision-making processes. Neuromarketing integrates neuroscience principles with marketing strategies to uncover the subconscious factors that influence consumer behavior. Through techniques such as brain imaging technologies, biometric measurements, and implicit association tests, marketers can gain insights into the emotional and cognitive processes that drive purchasing decisions. This study highlights the significance of emotional engagement, memory recall, and decision fatigue in shaping consumer choices. By exploring how emotional connections enhance brand loyalty and the role of memory in brand preference, the research underscores the importance of crafting effective marketing campaigns that resonate with consumers on a deeper level. The findings address the challenges posed by decision fatigue in today’s complex marketplace, emphasizing the need for simplified choices to facilitate consumer decision-making. This research aims to provide a comprehensive understanding of how neuromarketing can inform marketing strategies, fostering more meaningful connections between brands and consumers while promoting ethical considerations in the application of neuroscience in marketing practices.

The Influence of Psychosocial Factors on the Popularity of Consumer Behavior

This essay delves into the profound impact of psychosocial factors on the emergence and diffusion of popularity, highlighting the intricate dynamics that govern consumer preferences. The herding effect, wherein individuals follow the majority, is a pivotal force shaping trends. Consumers are drawn to products or ideas with widespread acceptance, influenced by the collective consciousness of society. Aesthetics also wield significant influence, as visually and sensory pleasing attributes enhance a product's appeal, contributing to its popularity. Moreover, the compelling drive of social affiliation emerges as a powerful force shaping consumer choices. The inherent human need for belonging and acceptance influences product selection, amplified by social media platforms where individuals showcase preferences, creating virtual spaces for exchanging ideas and trends.In conclusion, the interplay of psychosocial factors, including the herding effect, aesthetic appeal, and social affiliation, profoundly shapes the landscape of consumer popularity. Recognizing and understanding these influences are crucial for businesses, marketers, and policymakers navigating the ever-evolving societal context of consumer behavior. By acknowledging the potency of these factors, stakeholders can strategically leverage them to anticipate and respond to shifts in consumer preferences, ultimately fostering successful engagement in the dynamic marketplace.

The role of sales promotion in improving the relation between price perception and system quality of SVOD platform on purchase intention

This study aims to explore how Vidio.com can increase the number of users who are interested in even considering using this platform in the midst of fierce competition in theSVOD market, especially in Indonesia. The study was conducted from April to June 2023 and data collection took 1 month using a questionnaire method, namely Google Form which were distributed online to target respondents. The purpose of this research is to influence perceived price and perceived system quality in shaping consumer interest in subscribing to the SVOD platform - with a study on the Vidio platform. The results of this study indicate that the three variables under investigation have a major impact on users' intentions to subscribe to the platform (i.e., make a purchase). The impact of moderators between independent variables on dependents, specifically the influence of sales promotion methods can not enhance the relation of perceived pricing and perceived quality on ehancing the intention to purchase. Therefore, Vidio needs to pay attention to the performance of its application such as the speed of responding when users access features, the level of application errors or loading levels when the show is played, and privacy security, especially for users' personal data in order to provide a good user experience so that it can increase their interest in using the platform's paid packages.

Evolution of sustainable retailing and how it influences consumer behavior: a bibliometric review

ABSTRACT Over the years, sustainability has garnered much attention owing to evidence of climate change, United Nations (UN) sustainable development goals, pandemics, and the changing behavior of millennials. Retailers are one of the largest consumers of global natural and human resources. They have joined the sustainability bandwagon by pledging resources and communicating the same to their target customers for better business positioning. This study aims to analyze the conceptual structure of sustainability in the context of retail enterprises and its role in shaping consumer behavior. Therefore, it leverages bibliometric techniques to elaborate on the productivity and impact of the existing body of knowledge in this area through performance analysis and discover the knowledge clusters through science mapping. The data used for this study were sourced by querying the Scopus database for the intersection of terms related to ‘sustainability,’ ‘retail,’ and ‘consumer behavior.’ Subsequently, they were processed and illustrated using RStudio and the bibliometrix package for R to drive insights in bibliometric summaries, including tables, maps, and networks. In addition to highlighting temporal and spatial trends and dominant themes, the study suggests future research avenues in sustainable retailing.

Influence of Tiktok video content on youth people's online shopping intention for fashion items

This study delves into the influence of TikTok video content factors - Entertainment, Information, Usefulness, and Interaction - on the online purchase intention of fashion items among young consumers. Drawing upon the Integrated Theory of Planned Behavior, ABC model (Attitude, Behavior, Context), and Mobile Technology Acceptance Model framework, the research examines how these factors shape consumer behavior on popular social media platforms. A quantitative approach was employed, utilizing survey data collected from 620 young respondents in Vietnam. The findings reveal that Entertainment, Information, Usefulness, and Interaction significantly impact online purchase intention, with Usefulness and Interaction emerging as the primary drivers. However, the study also acknowledges several limitations, including sample size constraints and potential biases inherent in self-reported data. Future research directions include longitudinal studies to explore the dynamic nature of consumer behavior on TikTok and comparative studies across different demographic groups to enhance generalizability. This study contributes valuable insights for marketers and advertisers seeking to leverage TikTok as a platform for engaging young consumers and driving online purchase behavior in the fashion industry.

Power versus morality: uncovering the underlying mechanisms of consumer response to perceived visual sustainability in package design

Purpose Visual sustainability has gained significant relevance for both firms and consumers. While the importance of perceived sustainability in package design is well researched, there is a research gap regarding divergent responses of consumers to perceived visual sustainability. This research aims to close this gap by providing deeper insights into the underlying mechanisms of perceived visual sustainability in package design. As a boundary condition, this work also investigates gender differences in response to a design’s visual sustainability. Design/methodology/approach To explore the mediating influences of cognitive (i.e. a product’s gentleness and power) versus emotional (i.e. moral satisfaction) attributes as well as the role of consumer gender in the perceived visual sustainability–purchase intention relationship, the authors extend previous research through three experiments. Findings Study 1 provides initial evidence supporting the main effect of perceived visual sustainability on purchase intention. Findings of Study 2 show that moral satisfaction serves as a significant driver of purchase intention for females, while power-related attributes are more influential for males. Study 3 provides additional evidence for the main effect, the interaction effect with consumer gender and underlying mechanisms. Practical implications These findings have important implications for marketers and designers aiming to design packages that appeal to different consumer groups based on their (gender-specific) values regarding visual sustainability. Originality/value This work extends the literature on green behavior by highlighting the importance of perceived visual sustainability as a factor that influences purchase intention and the role of cognitive versus affective mechanisms in shaping consumer responses to design sustainability.

Optimizing positive goal framing in advertising: differential consumer responses to new product categories

PurposeThis research delves into the nuanced effects of positive goal framing quantity in advertising on consumer reactions towards new products, categorizing them into incrementally new products (INPs) and really new products (RNPs). It moves beyond the traditional binary evaluation of advertising effectiveness, offering a more intricate analysis of consumer engagement based on product novelty.Design/methodology/approachEmploying a comprehensive dataset encompassing 461 digital video advertisements from six leading technology-centric firms, this study employs content analysis alongside hierarchical polynomial regression to dissect the dynamics between the volume of positive goal framings and consumer engagements. This examination is contextualized within the spectrum of product innovation, offering insights into the differential consumer behaviors elicited by INPs and RNPs.FindingsThe investigation uncovers a non-linear, inverted U-shaped correlation between the volume of positive goal framings and consumer responses. This relationship exhibits variability in its intensity between INPs and RNPs, with INPs demonstrating a more pronounced response variability around a higher inflection point on the curve. This pattern underscores the complex interplay between goal framing and product novelty in shaping consumer perceptions and actions.Originality/valueThis study pioneers the exploration of goal framing within the realm of product advertising, shifting the analytical lens from its traditional roots in health and medicine to the intricacies of consumer behavior in response to advertising. By introducing a distinctive classification of product newness through INPs and RNPs, the research augments current understanding of effective advertising strategies, delivering profound insights for marketers and advertisers in tailoring their campaigns to align with consumer expectations and product characteristics.

Exploring the efficacy of ecolabels as a marketing strategy: Insights from the emerging bioplastic packaging market

AbstractThe packaging industry's significant role in plastic production and environmental pollution underscores the need for more sustainable alternatives. Bioplastics emerge as a promising solution, yet consumer understanding of this innovative material often lags, particularly in emerging markets. This study thus aims to explore effective marketing strategies for communicating bioplastic packaging to shape consumer adoption and disposal practices in such markets. Through a case study approach, we examine the role of ecolabels as a marketing tool across key sectors of the bioplastic packaging supply chain. Drawing upon the signalling theory, we identify key characteristics of effective signals, including costly signalling, visibility, clarity, fitness, consistency and credibility, which should be integrated into a broader context of ecolabels design in order to encourage consumer adoption and responsible disposal. Our study also identifies instances where noises from the environment may have little impact and where communication gaps hinder feedback loops between consumers and producers.

The Relationship of the 4P Model to Purchasing Decisions: Evidence on Residential Property

This paper explores the application of the 4P model (product, price, place, promotion) in analyzing the factors that influence house purchasing decisions in the Anging Mammiri Residence housing complex, Makassar City. Through quantitative research with a descriptive approach and collecting primary data through questionnaires, validity and reliability tests were carried out on these variables to ensure the robustness of the variables and the formation of a linear relationship between the variables. The population in this research is the number of consumers who have bought a house at Anging Mammiri Residence, Makassar City from 2016 to 2022. In this research, the sample was taken using the Census Sampling technique where the researcher took the entire sample or part of that number. Questionnaires were distributed to all home buyers totaling 131 respondents. However, at the data processing stage, 61 respondents did not return the questionnaire. So, the number of samples used was 70 respondents. The research results found that product, price, location and promotion had a significant and positive influence on the decision to purchase a house at Anging Mammiri Residence, Makassar City. This research contributes to understanding the elements of the marketing mix and analyzes the 4P model in shaping consumer decisions and its implications for the property market. Apart from that, it contributes to the government as a source of literature in formulating appropriate policies and in building infrastructure and regional development such as roads and other public facilities.