Articles

Analysis of Factors that Encourage Customers Towards the Process of Purchase of Goods on Credit

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This study aims to analyze the factors that influence customers in purchasing goods on credit among the community of Belinyu, Bangka Belitung. The growing trend of credit-based purchases among residents—most of whom work as fishermen and tin miners—serves as the key background of this research. A quantitative approach was employed using Structural Equation Modeling (SEM) with AMOS software. The variables analyzed include economic, psychological, social, and marketing factors, with the perception of credit convenience as a mediating variable and credit purchasing decisions as the dependent variable. The results indicate that psychological, social, and marketing factors significantly influence both the perception of credit convenience and the decision to purchase on credit. Conversely, economic factors do not show a significant effect. The perception of credit convenience also plays a mediating role in the relationship between the influencing factors and purchasing decisions. These findings offer practical implications for businesses to design more effective credit marketing strategies tailored to consumer characteristics in the region.

Cancel Culture: Unveiling the Dark Side of Social Media for Brands – A Systematic Literature Review

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The phenomenon and terminology of cancel culture are proliferating with the increasing use of social media in Indonesia. Through these platforms, the cancel culture movement is widespread and poses a significant threat to brands and products. However, research related to cancel culture in marketing is still limited. This research aims to describe the cancel culture phenomenon in marketing through a systematic literature review of 53 articles published from 2014 to 2024, with sources from ABDC and Scopus-indexed journals (Q1-Q4). The research identified relevant themes, methodologies, theories, variables, antecedents, consequences, and existing research gaps through this analysis. Based on these findings, the research proposes an integrative framework that describes the influence of cancel culture on brands, particularly the role of social media. The results also identify future research directions, including knowledge gaps in theory, methodology, and research context. The implications of this research are expected to contribute to developing marketing theory and practice related to cancel culture.