Articles

Influence of Purchase Decision for An Advanced Production Digital Platform Adoption Process in The Coal Industry: The Investigation Using Pls-Sem Analysis

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In 2022, the coal-producing sector faced unusual difficulties, which were paralleled by a significant rise in global pricing. The business is too complex for the the most advanced technologies, especially when it comes to figuring out the best blend scenarios. This calls for a comprehensive approach that combines modern technology with careful consideration to support companies in surviving in a competitive and unpredictable commercial environment. Over the past few years, industries have been seeking technological advancement in an effort to improve operating procedures and efficiency, but these innovations still face challenges in being broadly accepted and adopted. In order to determine the primary characteristics that most significantly promote technology adoption, this study combines the Unified Theory of Acceptance and Use of Technology (UTAUT) with purchasing decision theory. The main tool used to collect data is structured questionnaires, which are given to respondents who fulfill predetermined requirements. The replies are gathered, and the SmartPLS 4.0.9.9 software is used to handle them.  According to the study, behavioral intention and behavior manner use are not significantly mediated by unanticipated situational events or other people’s attitudes that align with purchase decision theory. Additionally, users’ use of behavior to adopt digital production platforms in the coal mine business is positively impacted by behavioral intention. Policymakers could consider encouraging all staff members on a regular basis to help them develop a positive mindset, which will enhance their usage behavior.

 

The Influence of Electronic Service Quality, Sales Promotion, and Product Variation on Purchase Decisions and Satisfaction: a Study on BUKALAPAK

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Bukalapak, as one of the most popular online shopping applications in Indonesia, faces challenges in satisfying its customers. Despite offering a variety of products and services, there are significant complaints regarding the quality of service and the conducted promotions. This research aims to evaluate how product variation, sales promotions, and electronic service quality at Bukalapak influence purchase decisions and customer satisfaction, as well as the extent to which each of these factors impacts the decisions and satisfaction of Bukalapak’s customers. The study employs a quantitative method, collecting data through a survey distributed via Google Form, and selecting samples using non-probability sampling with purposive sampling technique. Respondents included those who have shopped at Bukalapak while residing in Indonesia, including millennials, Generation X, and Generation Z. For data analysis, the research utilizes the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique with the assistance of SmartPLS software. The results of this research indicate that respondents rate the electronic service quality, sales promotions, and product variation offered by Bukalapak, as well as the purchase decisions and customer satisfaction at Bukalapak, as Very Good. Electronic service quality, sales promotions, and product variation have a positive and significant impact on both purchase decisions and satisfaction.

Measurement Tool for The Influence of Sales Promotion, Utilitarian Motive, Self Esteem Motive, and Hedonic Motive on Purchase Decision with Impulse Buying and Behavior Intention as Variable Intervening in E-commerce XYZ

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One proof of the ease of technology is the emergence of e-commerce. E-commerce is a medium that allows sellers and buyers to meet face-to-face. This research aims to provide a measurement tool to analyze the influence of sales promotion, utilitarian motive, self-esteem, and hedonic motive on purchasing decisions with impulse buying and behavioral intention as intervening variables. This research surveyed with the participation of 30 respondents who had purchased products through XYZ e-commerce Therefore, this measuring instrument meets the requirements and is acceptable for further research.

The Influence of Social Media Endorsement on Customer Purchase Decision

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Celebrity social media endorsement has become a popular marketing strategy over the last decade. However, it is not always effective in the consumer purchase decision process. Sometimes, it brings adverse effects to the brand and product due to the wrong selection of celebrity figures. and for MSME who have limited capital, it is very important to effectively choose celebrities on social media for endorsement so that marketing strategies carried out result in consumer purchase decisions. Therefore, this research aimed to investigate three variables that related to celebrity social media endorsement but had the most significant influence on purchase decisions. Among others: expertise, trustworthiness, and attractiveness so it can be used by marketers or MSME as an insight. This research used a quantitative method to collect the data; there were 205 respondents as a sample. The data will be analyzed with inner and outer models and calculated with PLS statistics. The findings revealed that all variables, including expertise, trustworthiness, and attractiveness, have a positive influence on purchase decisions. However, it is only trustworthiness and attractiveness that have significant influence, with the p-values of trustworthiness (0.042  0.050) and a coefficient obtained of 0.175, which means they have a positive and significant influence also p-values of attractiveness (0.000  0.050) with a coefficient obtained of 0,647, which means a positive and significant influence and expertise had an insignificant influence on purchase decisions with p-values (0.843 > 0.050) and a coefficient of 0.014, which means it had a positive and insignificant influence on purchase decisions. This research has come to the conclusion that MSME may consider applying celebrity social media endorsements to their campaigns, but they must take into account the variables that have a significant influence on the purchase decision. Particularly attractiveness, which had the most significant influence.

Consumer Perception on Drinking Water in Sustainable Tetra Pak Packaging: A Case Study on Product Development of Indonesian Beverage Company

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The demand for Packaged Drinking Water (PDW) in Indonesia continues to grow due a substantial increase in the population and the challenge of accessing safe drinking water. This creates a larger opportunity to the water market industry, but also to an increase in the plastic pollution crisis. As a response to this, the Indonesian Government has issued updated regulations on waste management to address the emergency on plastic pollution.  In line with the situations, an Indonesian beverage company is planning to launch their innovation on water products in sustainable Tetra Pak packaging. However, as this is going to be the first product to be launched in Indonesia, consumers’ perception and expectation towards the product needs to be explored to be able to decide on the appropriate marketing strategy. This research aimed to decide the appropriate marketing strategy for the sustainable drinking water product by identifying the consumer perception of a product and how several factors within the perception could impact their intention to buy and their decision to purchase. For this purpose, a preliminary qualitative method (semi-structured interview) and quantitative method (questionnaire) were conducted and analyzed through PLS – SEM. The results showed that environmental awareness and packaging are the two attributes within consumer perception that significantly influence purchase intention. Based on the findings, a Green Marketing Mix Strategy should be applied. Using the 4P (Product, Promotion, Price and Place) approach, the solution would involve (1) Green Campaign, (2) Brand Ambassador, Influencer and KOL Marketing, (3) Event Marketing, (4) Packaging Design Collaboration (5) Value-Based Pricing, and (6) Setting Up Sales Channel.

Omnichannel Business Strategy for MSME to Increase Profit during Post-Pandemic: A Case of Jaya Raya Store

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This study aims to analyze business issue of Jaya Raya Store as one of the MSME in Indonesia during post-pandemic, determining what kind of channel can be beneficial, how the channels proposed work well, determining the possible combination of channels as strategies to solve the business issue. The business issue was identified by using 5 why analysis and this study was made by using quantitative data obtained through distributing questionnaire surveys to 203 potential customers of Jaya Raya Store. The data is then analyzed by using regression analysis through SPSS statistics. Result of the research shows that for the business to keep improving especially during post-pandemic, expanding business channels is necessary and it is proofed that some channels such as phygital, digital promotions and digital catalogs have a great influence on customer awareness and their purchase decision. This study has the value that can be seen form the interesting strategies which can also be used for other business that experience the same business issues as Jaya Raya Store. The author has researched through channels as the variables of this study and provided four business solutions with implementation plan proposed for 1 year period. Business stakeholders need to focus on expanding the business channels so that more potential customers can be reached. This study discussed on four variables as the solutions such as phygital, digital promotions, social media, and digital catalog. The findings of this study can be a consideration for other business stakeholder to choose the best strategy for their business and it can be used for those who agree by applying the proposed business solutions and implementation plan to influence the potential customer awareness and their purchase decision.

Perfume Influencers Impact on Customers’ Purchase Decision of HMNS Perfumery

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Nowadays, due to the fast growth of social media, the number of people using social media increases day-by-day. Influencer is one marketing strategy that has been used by marketers to strengthen brands’ reputations. Hence, the use of digital platforms as a marketing channel has increased. Influencer marketing has been observed whereby well-known social media users are employed by brands to promote their products. However, the problem in the perfume industry’s marketing is that it differs from other things in that its function and utility can be proved and seen easily, whereas it does not apply in the perfume industry.  Fragrance is considered to be a personal preference. Online descriptions rarely correspond to what the consumer imagines. Customers will not know how the perfume smells unless they read other people’s reviews on the internet. Therefore, the author wants to delve more into the impact of those people who are known as perfume influencers evaluations on HMNS brand consumer purchase decisions. This study was created to fill this gap. The purpose of this study is to explore the effect of social media influencers on HMNS Perfumery customer’s decision in purchasing perfume. This paper adopted the Ohanian model of source credibility since the authors aim to examine association between SMIs’ perceived attractiveness, trustworthiness, and expertise. For perfume influencer there is also one competence which the author assumes is needed to have, which is storytelling competence. The relationship between brand image and purchasing decision of perfume was then also investigated. The survey method was used as the research method. Online questionnaire was employed to gather primary data from the respondents in Indonesia. A total of 265 sample HMNS Perfumery customers participated in the survey and collected data was analyzed using PLS-SEM analysis with WarpPLS 8.0 software. Trustworthiness and expertise were found to have substantial impacts to increase brand image. Meanwhile, attractiveness and storytelling competence is not significant for the brand image increase. The results also showed that there was a favorable connection between brand image toward perfume influencers and their decisions to purchase fragrances. In addition to highlighting the study’s contributions to theory and practice, this paper also emphasizes those contributions.

Customer Preference Analysis on Attributes of Hybrid Electric Vehicle: A Choice-based Conjoint Approach

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Hybrid Electric Vehicle (HEV) have been introduced on the Indonesian market since the 2000s in an effort to minimize emissions from the country’s automotive industry. Using a conjoint analysis approach, the objective of this study was to determine the most preferred combination of HEV attributes. This study assessed whether a variety of attributes, such as (1) vehicle pricing, (2) driving range, (3) consumption level, (4) emission level, and (5) HEV policies, had the most influence on purchasing decisions. A conjoint analysis and a choice-based survey design were utilized to determine respondents’ preferences for HEV. The results revealed that price was the attribute that influenced respondents’ purchase decisions the most (39,7%), followed by policy (22%), emission (15,9%), consumption (13,7%), and driving range (8,7%) being the least preferred. Automotive companies will benefit from the findings of this study about customer preferences for HEV attributes. Lastly, the findings of this study can be used to research electric vehicles conducted around the world.

Analysis of Factors Influencing Purchase Decisions. Perception Study within the Former Insurance Policy Holders of Jiwasraya who agreed to proceed with Policy Restructuring Program to PT Asuransi Jiwa IFG (PT IFG Life)

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This research examined the significance of factors influencing the purchase decisions within the perception of the former Jiwasraya insurance policy holders who had migrated their policies to PT IFG Life. The purchase decision variable is measured by applying the Theory of Planned Behavior (TPB) developed by Ajzen (1991) through measuring a person’s attitude, subjective norm, and perceived behavioral control to understand their purchase intention. This research also examined the gap between purchase intention and purchase decision through measuring the mediating variable of implementation intentions (Carrington & Neville, 2010), and the two intervening factors (Kotler & Keller, 2009), namely attitudes of others and unanticipated situational factors. This research used quantitative approach by administering questionnaires to the respondents who were regarded fit the criteria. The responses from the respondents were then being processed using SmartPLS 3.3.9 application. The findings of this research proved that attitude, subjective norm, purchase intention and implementation intention have significant influence as to the proposed framework. However, the remaining variables such as perceived behavioral control, attitudes of others, and unanticipated situational factors were shown to not have any effects among the proposed framework.

The Influence of Promotion and Product Quality on Purchase Decisions Mediated by Consumer Satisfaction at PT. Maybank Indonesia Finance

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The purpose of the study was to determine the effect of promotion and product quality on purchasing decisions mediated by consumer satisfaction at PT. Maybank Indonesia Finance. The population is 1,097 people. The sampling technique used non-probability sampling with a sample of 100 respondents. Then processed using PLS-SEM. Promotion results have a significant effect on purchasing decisions, and product quality does not have a significant effect on purchasing decisions, for promotions has a significant effect on satisfaction, and for product quality does not have a significant effect on consumer satisfaction, for consumer satisfaction has a significant effect on purchasing decisions, and promotions have an effect significant effect on purchasing decisions that mediate consumer satisfaction, product quality does not have a significant effect on purchasing decisions that mediate consumer satisfaction.