Purpose – This study aims to examine the moderating role of customer value on the relationship between animosity, ethnocentrism, and religiosity on purchasing decisions of Chinese brand cosmetics.
...Design/methodology/approach – This study used a quantitative research design. Selected 150 millennial in the city of Semarang as samples was taken using the purposive sampling technique. The data were analyzed using a moderated PLS-SEM.
Findings – The results showed that hostility, ethnocentrism, and religiosity had a negative and significant effect on purchasing decisions. The study also found that customer value actually becomes a moderator that can weaken the relationship between these three variables on purchasing decisions.
Research limitations/implications – Data were collected from millennial in the city of Semarang. This condition causes limitations as it may not capture reflections from other age groups that are different from the sample. Thus, further marketing studies are needed with comprehensive respondent characteristics, increasing the number of samples, and including other moderating variables such as the level of customer trust.
Practical implications – The empirical findings of the current study help international businesses in understanding negative factors as antecedents of purchase decisions. This will be useful in planning marketing activities and efforts to increase market share. In addition, managers can consider the customer value to gain the trust of customers.
Originality – The study on the negative influence of animosity, ethnocentrism, and religiosity on purchase decisions in Indonesia is very limited. This study focuses on explaining the importance of customer value as a moderating factor, in anticipation of the negative relationship. This study contributes to multinational companies understanding the consumer purchase decision.
This research aims to determine the effect of product, price, promotion, and location on purchasing decisions. The data used in the research are primary data sourced from filling out questionnaires. ...The sample used in the research amounted to 56 respondents with the form sampling using accidental. The analytical technique used to answer the research problem and test the hypothesis is multiple regression analysis using a statistical product service (SPSS) application which is used to analyze the data. The results of the research (1) there is a negative but not significant effect of the product on purchasing decisions (2) there is a positive and significant effect of price on purchasing decisions (3) there is a positive and significant influence of promotion on purchasing decisions (4) there is a positive but not significant influence of location on purchasing decisions (5) there is an effect of the product, price, promotion and location on purchasing decisions.
The purpose of the study was to determine the effect of food quality, service quality, and location variables on consumer decisions at NK Café Malang. The data used is the result of distributing ...questionnaires to consumers. The sample selection technique is Accidental Sampling with a total of 50 consumers. Data processing uses multiple linear regression and is free from the classical assumption test. Consumer decisions are explained by 47.6% of the independent variables. The results show that the variables of food quality, service quality, and place have a significant effect on consumer purchasing decisions. Based on the results of the study, it shows that NK Café must maintain the values of the three variables even if it needs to be increased.
With the prevalence of the Internet and new media channels, consumer reviews have become one of the main determinants of Consumers’ purchasing decisions. This paper uses the Latent Dirichlet ...Allocation (LDA) model to identify the key factors that are of major concern to consumers, including design factors, laptop setup factors, logistics factors, after-sales factors, and user experience factors. And, we classify these factors into product quality factors and supporting service factors for new products. We then explore the relationship between online reviews and purchase decisions under these different factors, and also further explore the impact of interactions between online review metrics on purchase decisions. Our findings suggest that the impact of online reviews on consumer purchase decisions also varies considerably across different consumer focus factors. In addition, we find that the impact of the interaction between online review features is complex. In particular, consumers do not follow the positive guidance and make purchase decisions as we would expect when confronted with a large number of positive emotional polarity online reviews. Meanwhile, the interaction between negative emotional polarity and variance of online reviews had no significant effect on consumer purchase decisions. The variance of online reviews has a limited role in reducing consumer risk perceptions triggered by negative emotional polarity. Our study provides new evidence for the study of the impact of online reviews through text mining.
The rise of social media has facilitated consumer social interactions. Many product-focused online social platforms have included design features that can convey more information about product ...quality as well as the credibility of the members of the social community. Drawing on information signaling theory, we empirically examine how the two social information cues frequently found on online social communities, action-based social information (i.e., peer consumer purchase) and opinion-based social information (i.e., peer consumer review), influence consumer purchase decisions. We also explore the moderating role of consumer characteristics, consumer engagement and consumer expertise. Analyzing panel data (n=39,897) collected from a popular online beauty community, we found that consumer purchase decisions are indeed influenced by the two social information cues and that action-based social information is more influential than opinion-based social information. Furthermore, our results show that both consumer engagement and consumer expertise play an important moderating role in consumer purchase decisions, albeit in opposite direction: Whereas consumer engagement exerts a positive moderating effect, consumer expertise is found to have a negative moderating effect. This study contributes to existing literature by providing an evaluation on the signaling role of online social community features in consumer purchase decisions. The results offer important and interesting insights to IS research and practice.
The aim of the research is to analyze the influence of viral marketing and customer reviews on purchasing decisions with consumer trust as a mediating variable. In marketing theory, purchasing ...decisions can be improved by mediating consumer trust, so that products can be sustainable. The study was conducted on Indonesian iced tea products, which are typical tea leaf products from Indonesia. The type of research used in this research is quantitative and analyzed using PLS. 105 respondents in the research were customers of Indonesian iced tea products in Palangka Raya City. The research results show that viral marketing, customer reviews mediated by consumer trust variables had a significant positive effect on purchasing decisions, viral marketing had a significant positive effect on purchasing decisions, viral marketing had a significant positive effect on consumer trust, customer reviews had a significant positive effect on purchasing decisions, customer reviews had a significant positive effect on consumer trust and consumer trust had a significant positive effect on purchasing decisions for Indonesian Iced Tea products in the city of Palangkaraya.
The influence of social media in providing the information is undeniable in the current era. How the information is received is then processed as a helpful reference in deciding the purchase is ...always an exciting thing to discuss. Based on Self-Determination Theory (SDT), in this study, we examined how motivation arises in the form of fear if left behind or not involved in an excellent condition when consuming a product—through quantitative. Data approach collected from 231 sample people, then processed with Structural Equation Modeling using AMOS 23 through Confirmatory Factor Analysis and Model Fit Testing. The study results confirm that social media content can increase fear of missing out (FOMO), encouraging consumers to make purchases. The results of this study show that purchasing decisions influenced by FOMO can provide satisfaction for consumers. Situational Determinants, namely Perceived favorability and Self-relevance can significantly influence FOMO compared to personal traits (fears, worries, and anxieties). The results of this study are in line with Self Determination Theory, where the personal motivation of consumers in making purchases will encourage the creation of satisfaction.
In the digital era, social media increasingly has an important role as a marketing tool that needs to be optimized to increase a company’s sales and profitability. Social media continues growing and ...is widely used by all levels of society to become the appropriate media to offer products or services. The research aimed to test and prove the effect of social media marketing using Instagram on purchase decision through brand awareness for Bulog products in Shopee. The research used 397 respondents through purposive sampling with criteria of Instagram users who made transactions of Bulog products in Shopee during the last eight months. Data were collected using a questionnaire and distributed online through Google Form. Then, data were analyzed by Structural Equation Modeling - Partial Least Square (SEM-PLS) with WarpPLS 7.0. The results find that social media marketing through Instagram significantly influences brand awareness. It impacts the purchasing decisions at Perum Bulog in Shopee. Brand awareness also significantly influences purchase decision and mediates the effect of social media marketing on the purchase decision. Hence, companies must make social media the main tool for marketing programs. It can improve marketing personnel’s competence and creativity in creating marketing content on social media.
The notion of electronic word-of-mouth (eWOM) communication has received considerable attention in both business and academic communities. Numerous studies have been conducted to examine the ...effectiveness of eWOM communication. The scope of published studies on the impact of eWOM communication is large and fragmented and little effort has been made to integrate the findings of prior studies and evaluate the status of the research in this area. In this study, we conducted a systematic review of eWOM research. Building upon our literature analysis, we used the social communication framework to summarize and classify prior eWOM studies. We further identified key factors related to the major elements of the social communication literature and built an integrative framework explaining the impact of eWOM communication on consumer behavior. We believe that the framework will provide an important foundation for future eWOM research work.
► We conducted a systematic review in the domain of eWOM communication research. ► 47 articles were identified and 25 of them were used in our literature analysis. ► We used the social communication framework to summarize and classify prior eWOM studies. ► We then developed and proposed an integrative framework for the impact of eWOM communication.
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