Articles

Impact of Online Reviews on Purchasing Decisions: A Cross Generational Study

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This study delves into the influence of online reviews on the purchasing behavior of Generation X, Millennials, and Generation Z consumers in today’s changing digital marketplace. With the prevalence of online reviews that reshape consumer decision-making processes, this study aims to uncover the nuanced differences in how each generational group interacts with and responds to online reviews. Through a meticulous literature review, the paper examines existing studies, identifying a gap in understanding tailored approaches for distinct age groups. The research methodology involves primary data collection through a survey targeting 60 participants across the three generations. Findings suggest distinctive patterns in online shopping habits, reliance on online reviews, and factors influencing purchasing decisions within each group. Though online reviews prove to be significant factor across all generations, varying degrees of reliance and preferences is observed. Furthermore, advantages and disadvantages of online reviews show their pivotal role in consumer decision-making processes, alongside limitations such as sample size constraints and existing factors. The study concludes by emphasizing the importance for businesses to recognize and cater to the unique preferences of each generation, giving insights to navigate the digital shopper’s dilemma effectively. By understanding and adapting to generational needs and preferences, businesses can harness the power of online reviews which is the ‘New Word of Mouth’ to engage with diverse consumer segments, ensuring success in the ever-evolving digital landscape.

Purchase Intentions in Indonesian E-Learning: A Study on Brand Equity, Advertising, and Pricing

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This study investigates the factors influencing purchase intentions for online paid courses in Indonesia, with a particular focus on brand equity, advertising, and price. Utilizing a Likert scale questionnaire distributed to 595 Indonesians aged 18-35, who bought their e-learning themselves or through family support. The research employs Partial Least Square-Structural Equation Modeling (PLS-SEM) for data analysis. Key findings indicate a strong preference for e-learning platforms offering interactive, practical content aligned with personal and professional development goals. The study reveals that enhancing skill sets, especially for career advancement or entrepreneurship, is a primary motivator for users. The importance of practical application of skills in real-world scenarios is emphasized, highlighting the need for practical exercises and case studies in course content. Quality mentorship and interactive features like live sessions significantly improve the learning experience, while technical issues and budget considerations are noted as potential barriers. The findings suggest that e-learning providers should focus on delivering high-quality content through flexible and competitive pricing models to attract and retain learners.