Abstract:Along with the increasing competition in the world of transportation business which is getting tighter, ease of use and consumer experience is an effective marketing strategy in providing service and satisfaction to many…
consumers and this can encourage consumer repurchase interest. The purpose of this study is to determine the effect of ease of use and consumer experience on repurchase intention through satisfaction. The population in this study are consumers who know the KAI Access application in the city of Malang. While the sample in this study was 271 respondents. This type of research is descriptive and non-probability, using the Smart PLS program. The results are (1) ease of use has a positive and significant effect on satisfaction (2) consumer experience has a positive and significant effect on satisfaction (3) ease of use has a positive and significant effect on repurchase intention (4) consumer experience has a positive and significant effect on repurchase intention (5) satisfaction has a positive and significant effect on repurchase intention (6) ease of use has a positive and significant effect on repurchase intention through satisfaction (7) consumer experience has a positive and significant effect on repurchase intention through satisfaction. Based on the results of the study, similar business actors suggest that companies are more selective in using ease of use which will provide a good experience for consumers so that consumers feel satisfied and feel an interest in repurchasing
Abstract:The purpose of this study was to determine the effect of product quality, price, and after-sales service on purchasing decisions for Honda brand Matic Motorbikes individually and simultaneously. The sample used was 100 students…
tudents of the Faculty of Economics and Business who had been selected based on predetermined criteria. Data collection techniques were carried out by questionnaire and literature study. The data analysis technique consists of validity test, reliability test, classical assumption test which consists of normality test, multicollinearity test, and heteroscedasticity test, multiple linear analysis test, hypothesis testing, determinant coefficient test. All independent variables have a correlation that is in the same direction as the dependent variable (purchase decision). The most dominant variable influencing purchasing decisions is the product quality variable. Which means that the dependent variable purchasing decisions can be explained by variables consisting of product quality, price, and after-sales service, the rest is explained by other variables that are not examined.
Abstract:This study aims to determine the effect of service quality on repurchasing and the effect of customer satisfaction on repurchasing halal fashion products at the Bone Sewing House (RJA). The variables used are Service Quality…
lity (X1), Customer Satisfaction (X2) as the independent variable and Repurchase (Y) as the dependent variable. This study uses a quantitative approach. The research was conducted using a purposive sampling technique, with a sample of 80 respondents. The data collection method was through distributing questionnaires to the customer population of the Bone Sewing House (RJA). The data analysis technique used is Partial Least Square (PLS). The results of this study indicate that service quality (X1) has a significant effect on repurchase (Y) and customer satisfaction (X2) has a significant effect on repurchase (Y) with a sig value of 0.000, which means the value is less than α 0.05 or (0.000 < 0.05).
Abstract:The purpose of this study is to reveal the extent to which product quality, price and promotion can increase the purchase decision for Chocolatos Drink at PT. Garuda Foods, Tbk Depo Cianjur. The research method is the Associative…
sociative method. Where the population is the Shop Owners who are Customers of Chocolatos drink PT. Garuda Foods, Tbk Depo Cianjur who made transactions during January 2024 to May 2024 as many as 162 people, and the sample size uses the Slovin formula with an error rate of 10% so that the number of samples becomes 62 people with the Simple Random Sampling Technique. This study goes through the stages determined such as data quality testing, data prerequisite testing and data analysis to hypothesis testing with the multivariate regression analysis method. The results of the hypothesis analysis, both partially and simultaneously, product quality, price and promotion have a positive and significant influence on purchasing decisions for Chocolatos Drink at PT. Garuda Foods, Tbk Depo Cianjur
Abstract:The primary goal of this study was to quantitatively analyze the contribution of consumptive behavior and lifestyle toward shoe purchasing decisions among students at Universitas Linggabuana PGRI Sukabumi. The analysis consistently…
onsistently showed that both independent variables play a significant role in influencing purchasing choices. Specifically, consumptive behavior was found to have a positive and tangible impact on buying decisions when analyzed individually. Similarly, lifestyle also demonstrated a distinct, positive, and significant contribution. When examined simultaneously (Uji F), these two factors were collectively proven to be significant. The model exhibited strong explanatory power, indicating that the majority of the variation in student purchasing decisions can be effectively attributed to their lifestyle trends and high consumption levels. In conclusion, the findings confirm that both lifestyle and consumptive behavior are central and positive drivers in shaping students' shoe purchasing decisions
Abstract:Halal certification has become an essential mechanism for ensuring that products meet Islamic requirements while also maintaining standards of safety, quality, and consumer protection. Despite its growing importance, awareness…
reness and understanding of halal certification remain relatively limited among community members, particularly women who play a central role in household purchasing decisions. This community engagement initiative was designed to enhance the knowledge and awareness of members of the Family Welfare Empowerment Organization (PKK) in Sidodadi Village, Kedaton District, Bandar Lampung City, regarding the significance of halal certification in consumer products. The program engaged 30 participants and applied a participatory educational approach consisting of counseling sessions, interactive discussions, lectures, and question-and-answer activities. Knowledge acquisition was evaluated through pre-test and post-test assessments. The findings demonstrated a marked improvement in participants’ understanding, with average scores increasing from 51.3% prior to the intervention to 94.0% afterward. The program not only strengthened participants’ awareness of halal-certified products but also encouraged more informed and responsible consumption practices. These results highlight the effectiveness of community-based halal literacy initiatives in fostering greater public understanding and supporting the development of a halal-conscious society.
Abstract:The rapid advancement of digital technology has fundamentally reshaped consumer behavior globally, with social media becoming the primary channel for product information seeking. Approximately 51% of Indonesians rely on…
user reviews before purchasing, and 62% have bought products under the direct influence of Social Media Influencers (SMIs). Despite this, the psychological mechanisms linking influencer characteristics to purchase intention remain fragmented across sectors and platforms. This systematic literature review synthesizes nineteen empirical studies published between 2020 and 2025, spanning beauty, fashion, gadget, and sustainable product sectors across multiple countries, to examine how Source Credibility (attractiveness, trustworthiness, expertise) and Parasocial Interaction (PSI) jointly shape consumer purchase intentions. Three core findings emerge: (1) trustworthiness is the sole credibility dimension that is universally and consistently significant across all contexts, fundamentally challenging assumptions about the equal contribution of the three credibility dimensions; (2) PSI operates not as a single mediator but as a multi-pathway psychological bridge through hedonic value, brand attitude, vicarious experience, and social-personal value whose specific active pathway is contingent on platform, product type, and cultural context; and (3) generational and cultural moderators systematically shape which credibility dimension most powerfully drives PSI. A Proposed Integrative Conceptual Framework and a synthetic cross-study comparison matrix (Table 2) consolidate these findings. Results offer strategic implications for influencer marketing practice and identify priority directions for future research.
Abstract:The increasing environmental issues, particularly the problem of plastic waste in Indonesia, as well as the gap between awareness and purchasing behavior of environmentally friendly products, have become important phenomena…
ena in this study. This study aims to analyze the effect of green promotion and green packaging on green purchase behavior, as well as to examine the role of environmental knowledge as a mediating variable in Easy Green Unilever products. In this study, data were collected through a survey distributed to users of Easy Green Unilever products in Indonesia, with a total of 400 respondents obtained. The research method employed a descriptive and quantitative approach, using non-probability sampling with a purposive sampling technique. In data processing, this study utilized SmartPLS software. The results indicate that green promotion and green packaging have a positive and significant effect on green purchase behavior. In addition, environmental knowledge is proven to have a significant effect on green purchase behavior and is able to mediate the relationship between green promotion and green packaging on green purchase behavior. The conclusion of this study emphasizes that increasing consumers’ environmental knowledge is a key factor in strengthening the effectiveness of green marketing strategies in encouraging environmentally friendly purchasing behavior.
Abstract:This study aims to analyze consumer segmentation in the traditional culinary business of a Madurese duck rice and fried chicken restaurant in Konawe Regency. This study used a descriptive qualitative method with data collection…
lection techniques including interviews, observation, and documentation. Informants consisted of the owner, employees, and customers who had visited the restaurant two or more times. The analysis was conducted based on four types of market segmentation: geographic, demographic, psychographic, and behavioral. The results of this study indicate that this restaurant has a fairly broad market segment, encompassing both local and out-of-town customers, with consumers predominantly students, office workers, and families. Authentic taste, affordable prices, and fast service are the main factors attracting customers. Geographic segmentation indicates potential for expansion due to the increase in out-of-town visitors on weekends. Demographic and psychographic segmentation indicate that customers have a high interest in traditional, spicy dishes. Behavioral segmentation indicates the presence of loyal customers and repeat purchasing patterns. These findings provide important recommendations for businesses to develop more effective marketing strategies tailored to the characteristics of their target market.
Abstract:The beauty service industry has experienced rapid growth in recent years, particularly in specialized services such as nail art. In a highly competitive market, service quality and consumer satisfaction are considered critical…
itical factors influencing purchase decisions. This study aims to analyze the influence of service quality and consumer satisfaction on consumer purchase decisions at Glosse Nail Studio.
This research employs a quantitative approach using a survey method. Data were collected from customers of Glosse Nail Studio through structured questionnaires. Service quality is measured using dimensions adapted from SERVQUAL, including tangibles, reliability, responsiveness, assurance, and empathy. Consumer satisfaction is measured based on customers’ overall evaluation of service performance, while purchase decision is assessed through indicators reflecting consumer intention and actual buying behavior. Data analysis was conducted using multiple linear regression with the assistance of SPSS software, including validity and reliability tests, classical assumption tests, t-tests, F-tests, and coefficient of determination (R²).
The results indicate that service quality has a positive and significant effect on consumer purchase decisions. Furthermore, consumer satisfaction also significantly influences purchase decisions. Simultaneously, service quality and consumer satisfaction significantly affect purchase decisions, indicating that higher perceived service performance leads to greater customer satisfaction and ultimately strengthens purchasing decisions.