Marketing and Consumer Behavior

Shaping Consumer Choices: How Lifestyle, Quality, and Store Ambience Drive Purchasing Decisions

Nanda Tasya Amelz — 2025-08-16

This study aims to determine the influence of lifestyle, product quality, service quality, and store atmosphere on purchasing decisions. This study was designed as explanatory research. The study population was Zara Indonesia consumers with a sample of 80 respondents. Data was collected using a questionnaire instrument. The results showed that lifestyle had a positive and significant effect on purchasing decisions. Product quality had an insignificant effect on purchasing decisions. Service quality had a positive and significant effect on purchasing decisions. The store atmosphere had an insignificant effect on purchasing decisions. Simultaneously, lifestyle, product quality, service quality, and store atmosphere had a positive and significant effect on purchasing decisions. The R² value of 0.64 indicates that variations in the independent variables used in this study contributed to variations in the dependent variable by 64%. Managerial Implications The results of this study indicate that lifestyle and service quality have a significant effect on purchasing decisions. Therefore, Zara Indonesia management is advised to focus more on developing marketing strategies that are relevant to the lifestyles of target consumers, as well as continuing to improve service quality through employee training and a responsive service system

When Celebrities Sell: An Analysis of Keanu Angelo's Influence on Consumer Decisions and Customer Satisfaction

Alviyani Muzdladifah — 2025-08-26

This study aims to determine whether there is an influence of celebrity supporters on customer satisfaction, and whether it is mediated by purchasing decisions between celebrity service providers and Keanu Angelo's customer satisfaction, and the review from an Islamic perspective. The population of this research is DKI Jakarta (Central Jakarta, West Jakarta, East Jakarta, North Jakarta and South Jakarta). The sample in this study was customers who had purchased a product or service through Keanu Angelo, with a total of 130 respondents. The sampling technique used was a non-probability sampling method, with a purposive sampling technique through distributing questionnaires. The method of data analysis was carried out using path analysis through the SPSS program. The results showed that celebrity influencers had a positive and significant effect on purchasing decisions, which in turn had a positive and significant effect on customer satisfaction, and that purchasing decisions mediated the relationship between celebrity customer givers and customers. The managerial implication is that companies should carefully select credible and ethical celebrity influencers who align with the brand's values. Since influencers significantly impact purchasing decisions and customer satisfaction, managers need to ensure influencer marketing strategies are both practical and trustworthy, including from Islamic ethical perspective

Do Promotions Work? Exploring Customer Satisfaction’s Role in GrabFood Repurchase Decisions

Rizka Ferliana — 2025-08-26

The purpose of this study is to determine how promotions influence GrabFood repurchase decisions with customer satisfaction as an intervening variable. The type of research used in this study is correlational research. Data was collected using a questionnaire. The sample in this study was 100 Indonesian GrabFood consumers. The sampling technique used a probability sampling method with a simple random sampling approach. Data analysis methods used were validity test, reliability test, descriptive test, classical assumption test, path analysis, Sobel test, hypothesis test (t and f), and coefficient of determination. The results of the study indicate that promotions have a positive and significant influence on customer satisfaction. Promotions have a positive and significant influence on repurchase decisions. Promotions and customer satisfaction simultaneously have a positive and significant influence on repurchase decisions. Customer satisfaction has an indirect effect and cannot mediate the effect of promotions on repurchase decisions. The managerial implications of this study indicate that companies such as GrabFood need to continue to consistently improve the effectiveness of their promotional strategies, as they have been shown to have a direct influence on consumer repurchase decisions.

When Quality, Price, and Brand Trust Meet: An Analysis of Consumer Purchase Decisions

Avi Arianti — 2025-08-26

This study aims to examine the influence of product quality, price, and brand trust on purchasing decisions for Nature Republic Aloe Vera products, both partially and simultaneously. The study population was students of the Faculty of Economics and Business, YARSI University, class of 2016. The sample determination used a simple random sampling method with the Slovin formula, resulting in 75 respondents. Data collection was carried out through distributing questionnaires, while data analysis used multiple linear regression, t-test, and F-test. The results showed that product quality, price, and brand trust had a positive and significant effect on purchasing decisions, both partially and simultaneously. Implicationally, companies are advised to maintain and improve product quality through continuous innovation, establish competitive pricing strategies that align with consumer value perceptions, and build brand trust through quality consistency, credible communication, and optimal after-sales service. An integrated strategy in these three aspects is expected to increase consumer loyalty and support sustainable sales growth.

Why Customers Repurchase: The Power of Trust, Innovation, Quality, and Satisfaction

Nurur Rohmah Al-Aluf — 2025-08-26

The managerial implications of this study suggest that companies should focus on the factors proven to have a positive influence on repurchase intention, namely brand trust, product innovation, and customer satisfaction. Managers can strengthen brand trust by ensuring consistent quality, product authenticity, and transparent communication with consumers. Product innovation should be continuously developed to align with market trends and consumer needs, making customers more interested in making repeat purchases. Furthermore, enhancing customer satisfaction through excellent service, convenient transactions, and positive post-purchase experiences is key to maintaining customer loyalty. The finding that product quality has no significant effect indicates that while quality remains an essential minimum standard, emotional factors such as trust and satisfaction play a more dominant role in driving repurchase intention. Therefore, management should balance both functional and emotional aspects in their marketing strategies.