Abstract:This study aims to determine the effect of Word of Mouth (WOM) and promotion on consumer purchasing decisions for Fore Coffee products at the Alauddin Makassar branch. In the current digital era, consumer behavior is heavily…
vily influenced by peer recommendations and digital promotional strategies. Using a quantitative research approach with stratified random sampling, data were collected from 100 respondents through a Likert-scale questionnaire. Multiple linear regression analysis was used to assess the impact of the two independent variables—WOM and promotion—on purchasing decisions. The results showed that WOM has a significant partial influence on purchasing decisions, indicating that peer communication, both traditional and electronic, is a dominant factor in shaping consumer perceptions and preferences. Promotion, on the other hand, did not show a significant partial effect, suggesting that price incentives alone may not be sufficient to influence purchasing behavior unless reinforced by social influence or trust. However, the simultaneous effect of WOM and promotion was statistically significant, emphasizing their combined role in consumer decision-making. The study concludes that WOM is a more dominant and effective marketing tool than standalone promotions and should be central to marketing strategies in the lifestyle-based coffee industry. These findings contribute to a deeper understanding of consumer behavior and offer practical implications for enhancing marketing effectiveness through integrated communication approaches.
Abstract:The development of digital technology has transformed consumer consumption patterns, particularly in the fashion industry, which is increasingly dominated by e-commerce platforms. Shopee, as one of the largest marketplaces…
es in Southeast Asia, has become a primary choice for consumers when shopping for fashion products. One factor influencing consumer purchasing decisions is the availability of online reviews on the platform. This study aims to analyze the role of online reviews as a mediating variable in fashion product purchasing decisions on Shopee. Online reviews serve as a source of information that helps consumers evaluate product quality, seller reputation, and the level of satisfaction of previous users. The research method used was a quantitative approach, distributing questionnaires to Shopee consumers who had previously purchased fashion products. The collected data was then analyzed using a path analysis model to examine the direct and indirect relationships between factors influencing purchasing decisions. The results show that online reviews play a significant role as a mediator in the decision-making process. Consumers tend to trust other users' real-life experiences more than solely the seller's product description. Positive reviews increase consumer interest and confidence in a product, while negative reviews can delay or even cancel a purchase decision. These findings confirm that the presence of online reviews is not only a supporting factor but also serves as a bridge, mediating the relationship between consumer perceptions of a product and the final purchase decision. The implication of this research is that sellers on Shopee need to pay attention to product and service quality to generate positive reviews, thereby increasing purchase conversion rates.
Abstract:In the growing world of e-commerce, product promotion and marketing via digital platforms is becoming increasingly important. One strategy that has become a trend in an effort to increase product sales is collaborating with…
ith influencers in live sessions on the Shopee platform. This research focuses on analyzing consumer decision strategies to make impulse purchases of products in collaboration with influencers on Shopee Live. SEM-PLS method is used to identify and understand the factors that influence consumer impulse purchasing decisions in the context of products collaborating with influencers. By collecting data through questionnaires from 100 active respondents on the Shopee Live Indonesia platform, this research aims to provide in-depth insight into how influencers influence impulse buying decisions and how live streaming interactions can influence consumer behavior. The findings from this research are expected to provide guidance for e-commerce and marketing industry players to improve promotional strategies and maximize sales potential through live-streaming platforms.
Abstract:The aim of this research is to determine the influence of product quality and price perception on purchasing decisions for Pixy cometics products at Watson, East Jakarta. The analysis method in this research uses primary…
data. The test stages carried out were validity tests, reliability tests, classical assumption tests (normality test, multicollinearity test, heteroscedasticity test), multiple linear regression analysis tests, T test, F test, and coefficient of determination test (R2). The data used in this research used a questionnaire questionnaire via Google Form and consisted of 100 respondents. The sampling method in this research is non-probability sampling with a purposive sampling technique. The testing tool used in this research is IBM SPSS 26 software. The results of this research show that simultaneously the product quality variable and the price perception variable have a significant influence on purchasing decisions for Pixy cosmetic products at Watson, East Jakarta. Partially, the product quality variable has a positive and significant effect on purchasing decisions, and the price perception variable has a positive and significant effect on purchasing decisions for consumers of Pixy cosmetic products at Watson, East Jakarta.
Abstract:This study examines the factors that affect the exchange rate of the rupiah against the US dollar in Indonesia between 2013-2022. The observed factors include interest rates, inflation, and money supply. Annual data was…
used from legitimate sources such as Bank Indonesia and the Central Bureau of Statistics. The results show that interest rates have a significant influence on the rupiah exchange rate, with an increase in interest rates causing a depreciation of the rupiah against the US dollar. Inflation has no significant effect on the exchange rate, although high inflation can affect purchasing power and confidence in the local currency. Money supply also has a significant effect, where an increase tends to cause rupiah depreciation. An increase in money supply causes inflation and decreases purchasing power, thus decreasing the exchange rate of the rupiah against the US dollar
Abstract:The purpose of this research is to determine the influence exerted by digital marketing and service quality on consumer purchasing decisions Coffee Shop Lagi lagi chl Makassar City. The research method used is quantitative…
ve with descriptive methodology. To collect research data for this study, questionnaires and documentation were both used. In this study, 50 people were used as samples, and the Likert scale method was used to calculate the number of samples. Partial test (t test), simultaneous test (f test), coefficient of determination (R2), and classical assumption test are the data analysis techniques used in this study. The research findings show that each factor used has a beneficial impact on consumer purchasing decisions Coffee Shop Lagi lagi chl as a result of Digital Marketing (X1) related to marketing knowledge. Quality of service (X2). Purchase decision (Y).
Abstract:The purpose of this study was to determine the effect of sales promotions and brand awareness on purchasing decisions for Iconnet at PT. Icon+ in Makassar City. The population in this study are Iconnet customers. Sampling…
g in this study used the slovin formula so that 96 respondents were sampled. The type of research used is associative research. The data used is primary data obtained by distributing questionnaires to customers. The results of the study after being processed with SPSS 25 show that there is a partially significant effect between the independent variables on the dependent variable as evidenced by the t value of the sales promotion variable (X1) of 7.015 > t table of 1.661 with a sig. 0.000 < 0.05, and the calculated t value of the brand awareness variable (X2) is 2.873 > t table 1.661 with a significant value of 0.005 <0.05. Simultaneously there is a significant effect between the independent variable on the dependent variable as evidenced by the multiple linear regression equation Y = 4.565 + 0.302 X1 + 0.155 X2 +e and the significant effect of F count 41.345 > F table 3.094 with a significant level of 0.00 <0.05 The R Square value or the coefficient of determination of 0.471 indicates that 47.1% of the purchasing decision variable (Y) is influenced or can be explained by the independent variables of sales promotion and brand awareness, while the remaining 52.9% is explained by other variables not included in the this research. Based on this description.
Abstract:Advances in technology such as the presence of social media require companies to be able to adjust in carrying out their activities such as marketing using influencer marketing. This study aims to determine the effect of…
influencer marketing on purchasing decisions for the Makassar branch of Chaca Burgo. This research uses qualitative methods by conducting observations, questionnaires, and interviews. Data were analyzed using a simple linear regression analysis method that used SPSS data processing results to prove the hypothesis. The results showed that the influencer marketing variable had a positive and significant effect on the purchasing decision variable. So that the better influencer marketing is in carrying out promotions, the purchasing decisions by consumers will increase.
Abstract:This study aims to determine the effect of electronic word of mouth and price on purchasing decisions for Big Bananas in Makassar City partially and simultaneously. The population in this study are followers of the Big Bananas…
ananas Instagram account, totaling 78,182 users as of November 2022. The sample used is based on the slovin formula with an error rate of 10%, namely 100 respondents. The sampling withdrawal technique is systematic random sampling. Data collection techniques were carried out using questionnaires, literature studies and interviews. The data analysis technique used is multiple regression analysis using SPSS 22.00 for windows. The results showed that electronic word of mouth and price had a positive and significant effect on purchasing decisions for Big Bananas in Makassar City.
Abstract:The purpose of this study was to determine the effect of trust and perceived risk on purchasing decisions at E-commerce Shopee partially and simultaneously. The sample used was 100 students of the Faculty of Economics and…
d Business who had been selected based on predetermined criteria. Data collection techniques were carried out using questionnaires and literature study. Data analysis techniques consist of validity test, reliability test, classic assumption test consisting of normality test, multicollinearity test, and heteroscedasticity test, multiple linear analysis test, hypothesis test, test of the coefficient of determination. The Trust variable has a positive and significant influence on purchasing decisions, the Perceived Of Risk variable has a positive and significant influence on purchasing decisions. the dependent variable of purchasing decisions can be explained by variables consisting of Trust and Perceived Of Risk, the rest is explained by other variables that were not examined in this study