The digital age which is signed by the use of internet media on business through various channels such as electronic commerce (e-commerce) creates a new thing of consumer behavior particulary on ...students. The aims of this study were to find out the effect of social influence on students’ purchase decision at marketplace of Shopee. This research is categorized into quantitative research and used a verificative description method. The data were collected using observation and online questionnaire technique. The sampling technique of this research used a purposive sampling with total of the samples were of 91 students who had been purchasing at Shopee. The analysis result showed that there was a positive and significant effect of social influence on purchase decision at marketplace of Shopee is 31,7%. Briefly, the hypothesis proposed in this research was accepted. In conclusion, it can be stated that social influence can effect on students’ purchase decision at marketplace of Shopee.
Purpose: This research aimed to find out what causes consumer ethnocentrism. In addition, the study will look into the relationship between ethnocentrism and consumer purchase patterns in Chennai. ...Theoretical Framework: Consumers are increasingly confronted with a wide selection of home and foreign products as marketplaces become more globalised. Consumer ethnocentric attitudes are one factor affecting the purchase of domestic versus international products. Design/Methodology/Approach: A total of 139 consumers in Chennai were polled in this face-to-face study. Correlation and regression tests were used to analyse the data. Findings: Consumer ethnocentrism is most strongly predicted by the factor 'prejudice.' Research, Practical & Social Implications: According to the study, consumer ethnocentrism significantly and positively impacts customers' purchasing decision patterns. Originality/Value: To develop successful marketing tactics inside and outside national borders, marketers must comprehend consumers' ethnocentric tendencies. The study's findings will also help marketers create and tailor their own strategic initiatives for the home market. The results of this study suggest that customer ethnocentrism and consumer shopping habits in Chennai are related.
This article was created with the aim of identifying the influence of location and promotion on purchasing decisions at Geprek Express outlets in Samarinda, with a population of 258 people, where the ...sample in this study used 15% of the total population, namely 39 people. To get the data in this study, the author uses a questionnaire or a questionnaire, with a simple linear regression data analysis method and multiple linear regression analysis. The results of the partial calculation show that the T-count number has a lower number than the Ttable can be said that there is a joint influence of location and promotion on purchasing decisions at Geprek Express Gerai Bumi Sempaja outlets, Samarinda city. So marketing field of Geprek Express in Samarinda City to further increase promotional activities so that the products from Geprek Express are better known by the wider community so as to foster public interest in buying these products.
Due to the ever-increasing harmful emissions affecting natural life and health seriously, it is inevitable the usage of renewable energy sources instead of fossil resources in the near future. ...Another drawback of fossil fuels is several threats like environmental pollution and global warming, which are potential risks for future generations. Given that the transportation sector makes a huge contribution to carbon emissions, the importance of battery electric vehicles (BEVs), which are an eco-friendly form of vehicles is obvious. Because the BEV market has been rapidly expanding recently, it has become a significant issue to assess BEV alternatives comprehensively from the customer's point of view. This assessment can be made by addressing the basic features of each BEV. Further, multiple criteria decision making (MCDM) techniques are efficient instruments for the right BEV purchase decision. In this work, therefore, ten BEVs are chosen as alternatives. These vehicles are then ranked using SECA, MARCOS, MAIRCA, COCOSO, ARAS, and COPRAS multi-criteria techniques on the basis of technical specifications, such as acceleration, price, battery, range, and so on. Afterward, results from various MCDM techniques are aggregated by applying the Borda count and Copeland ranking methodologies. “Price”, “permitted load,” and “energy consumption” are determined as the most three significant factors for BEV selection, respectively, whereas Tesla Model S is highlighted as the best choice. Further, the robustness and reliability of the results are performed by applying a sensitivity analysis. The proposed framework can be utilized as a basis for more detailed purchasing decisions.
•A novel integrated MCDM model for BEV selection is presented.•Six MCDM methods as well as two ranking strategies are utilized.•10 BEVs are evaluated as per 11 factors.•Price, permitted load, and energy consumption are the most significant factors.•Tesla Model S is highlighted as the best choice.
This study explored the effect of e-marketing on consumer purchase decision in Jordan. The population includes all the accessories E-marketing companies that are located in Jordan. The sample consist ...of (100) individuals who work as mangers. The researcher used a questionnaire that sheds a light on e-marketing. The targeted variables are: (website, social media). It was found that the severity of the impact of E-marketing on consumer purchase decision in Jordan is high. It was found that website and social media have a high impact on consumer purchase decision in Jordan. It was found that there is a significant difference between the managers’ attitudes which can be attributed to the company age regarding for the favor of the companies which has been established since more than 10 years. The researcher recommends assisting local companies in developing their electronic marketing methods. That shall foster the development of commercial companies, especially small and medium companies.
Using social media with email marketing is one of the most frequent forms of digital marketing used by businesses. Because of their ease of use and resilience, social media and email marketing are ...particularly effective in increasing customer involvement and, as a result, influencing purchase intent. Overall, digital marketing technologies enable firms to easily and quickly sell their products, resulting in an increase in sales volume. CoderFirst Sri Lanka, an ICT company, is the subject of this study, which aims to investigate the relationship between social media, email marketing, and customer engagement and purchase intention. Theoretical evidence of the relationship between the components is sought, as well as a determination of the appropriate implications for the long-term use of the research findings. 363 individuals completed an online questionnaire as part of this study's research instrument.
Brand identity helps customers to identify, as well as distinguish alternative competitive brands. If there is a consistent marketing strategy and consistent messaging, brand identity remains ...consistent, which helps in improving sales management and generating better revenue for the brand. In this digital era, there are various digital marketing tools and capabilities to improve brand identity, which help in establishing close association with customers to influence their purchasing decisions. However, we have limited understanding of the antecedents of brand identity in the digital era, and how the moderating role of consumer belief in brands could influence their purchasing decision making process. In this context, this study aims to determine the antecedents of brand identity in the digital era, and to examine if there is any moderating impact of consumer belief in brand (CBB) on consumer purchase decision (CPD). Based on the resource-based view and social identity theory, a theoretical model has been developed. Following the survey responses of representatives from 302 organizations/brands, the covariance-based structural equation modelling validates our model. Our analysis affirms that e-WOM, digital infrastructure, skilled manpower, and digital marketing capability positively impact on developing brand identity, which influences sales strategy differently in different situation to influence CPD, where CBB plays a moderating role. The study results have been derived by analyzing the inputs of the respondents based out of India which invited external validity issue and it has been considered as one of the limitations of this study.
Background: Various choices of topical analgesic to treat musculoskeletal disorders are available on the market Objectives: This study aims to determine the influence of psychological, cultural, ...social, and personal factors on purchasing decisions for topical analgesic drugs among consumers who need medication for musculoskeletal disorders Methods: This is cross-sectional quantitative research with an inferential statistics analysis approach. A convenience sampling technique was used to collect data during January 2023 using a questionnaire that was distributed online with a Likert scale via Google Form. A total of 318 respondents from 30 provinces in Indonesia who purchased topical analgesic drugs with complaints of musculoskeletal disorders and aged 18-60 years participated in this study. The data was analyzed using multiple linear regression to determine the relationship of psychological, cultural, social, and personal factors associated with purchasing decisions Results: The study showed that the majority of respondents were male (50.6%), domiciled in Central Java (20.1%), aged 21-25 years (29.9%), worked as private employees (37.1%) with a working duration of 6-8 hours (59.4%), and had an income of IDR 2,500,000-3,499,000/month (40.6%). The product most frequently purchased was the cream dosage form (60.1%), with locations in pharmacies (74.5%). The results of partial and simultaneous hypothesis testing show that psychological, cultural, social, and personal factors have a significant positive influence (p < 0.05) on the decision to purchase topical analgesic drugs among consumers who need medication for musculoskeletal disorders Conclusion: Given that psychological, cultural, social and personal factors influence decisions, it is recommended that marketers understand these factors.
