Marketing and Consumer Behavior

The Appeal of Viral Marketing, Product Photos, and Ratings: The Key to Increasing Purchase Decisions through Purchase Intention

Irsan Safardi , Rini Hidayati — Sun, 27 Sep 2026 00:00:00 +0700

The study aimed to examine the effect of Viral Marketing, Product Photos, and Ratings on Purchasing Decisions among students, with Customer Purchase Intention acting as a mediating variable. The research was conducted on students from the Faculty of Economics and Business, Yarsi University, class of 2019. Using purposive sampling, 75 student respondents were selected. Data was collected through a survey method using a structured questionnaire. The results revealed that Viral Marketing has a negative and significant effect on Purchasing Decisions, while Product Photos and Ratings both have a positive and significant effect. Furthermore, Viral Marketing positively and significantly influences Customer Purchase Intentions, whereas Product Photos have a positive but insignificant effect. Customer Purchase Intentions, in turn, have a positive and significant effect on Purchasing Decisions and successfully mediate the relationship between Viral Marketing, Product Photos, and Ratings with Purchasing Decisions. Managerial Implications This research suggests that e-commerce businesses, particularly on platforms like Shopee, should focus on enhancing product photo quality and encouraging positive customer ratings to strengthen purchase decisions. Although Viral Marketing may not directly lead to purchases, it significantly boosts customer interest.

Brand Power and Product Origin: Lifestyle Moderation in Determining Purchase Decisions

Della Syakira, Andika Nuraga Budiman — Sun, 27 Sep 2026 00:00:00 +0700

This study aims to determine and analyze the Influence of Brand Image, Country of Origin, and Product Quality on Purchasing Decisions with Lifestyle as a Moderating Variable on iPhone Smartphone Products (Study on Generation Z iPhone Smartphone users in Central Jakarta). The number of respondents in this study was 120 people. The sampling technique used was Purposive Sampling through questionnaire distribution. The data analysis method used was descriptive analysis and moderated regression analysis. The results of the study showed that: (1) Brand Image has a positive and significant effect on Purchasing Decisions. (2) Country of Origin has a positive and significant effect on Purchasing Decisions. (3) Product Quality has a positive and significant effect on Purchasing Decisions. (4) Lifestyle moderates the influence of the relationship between Brand Image and Purchasing Decisions. (5) Lifestyle moderates the influence of the relationship between Country of Origin and Purchasing Decisions. (6) Lifestyle moderates the influence of the relationship between Product Quality and Purchasing Decisions.

The Effect of Price and Service Quality On K-Pop Music Concert Ticket Purchase Decisions with Customer Satisfaction as an Intervening Variable

Fencing Diva Parawangsa, Muslikh — Sun, 27 Sep 2026 00:00:00 +0700

This study examines the effects of price and service quality on purchasing decisions for K-pop concert tickets, with customer satisfaction as an intervening variable. Using purposive sampling, data were collected through questionnaires from 100 respondents who had purchased concert tickets. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that price does not directly affect purchasing decisions but positively affects customer satisfaction. Customer satisfaction positively affects purchasing decisions. Service quality positively affects both customer satisfaction and purchasing decisions. Customer satisfaction does not mediate the relationship between price and purchasing decisions, but it does mediate the relationship between service quality and purchasing decisions. These findings offer practical guidance for concert organizers and marketing managers. Pricing should remain competitive and reflect perceived value, as fair pricing can improve customer satisfaction even when it does not directly determine purchase decisions. Organizers should also prioritize service quality throughout the ticket-buying and concert experience. Clear information, responsive customer support, efficient entry procedures, and reliable event operations can strengthen satisfaction and encourage ticket purchases. Since satisfaction mediates the effect of service quality on purchasing decisions, improving service can influence purchasing both directly and through a more satisfying customer experience.

From First Buy to Repeat Purchase: Exploring Key Factors Behind Repurchase Intention

Alfi Tri Widyastuti, Perdana Wahyu Santosa — Sun, 27 Sep 2026 00:00:00 +0700

This study was conducted with the aim of testing the influence of Price Perception, Product Quality, Service Quality, Electronic Word of Mouth, and Store Atmosphere on Repurchase Interest at Mie Gacoan Central Jakarta. The sampling technique used in this study was Purposive Sampling which is found in Non-Probability sampling with a sample size of 100 respondents. The data collection method used a questionnaire. The analysis in this study used the Partial Least Square Structural Equation Modeling (PLS SEM) method. The results of the study indicate that: (1) Price Perception has a negative effect on Repurchase Interest, (2) Product Quality does not affect Repurchase Interest, (3) Service Quality has a positive and significant effect on Repurchase Interest, (4) Electronic Word of Mouth has a positive and significant effect on Repurchase Interest, (5) Store Atmosphere has a positive and significant effect on Repurchase Interest.

Brand Image and Product Quality as Drivers of Customer Loyalty: The Mediating Role of Satisfaction

Alfiyyah Hany, Zainal Zawir Simon — Sun, 27 Sep 2026 00:00:00 +0700

This study examines the effects of brand image and product quality on customer loyalty, with customer satisfaction as an intervening variable, among Samsung Galaxy Series users in East Jakarta. Motivated by intensifying smartphone competition and customer complaints about performance and durability, the research used a quantitative survey. Data from 140 purposively selected customers were analyzed using structural equation modeling with partial least squares (SEM-PLS). The findings show that brand image and product quality positively and significantly affect customer loyalty and customer satisfaction. Customer satisfaction also positively and significantly affects loyalty. In addition, satisfaction partially mediates the relationship between brand image and loyalty and between product quality and loyalty. These results suggest that customers are more likely to remain loyal when they view Samsung Galaxy as a reputable brand and are satisfied with product quality. The study concludes that a strong brand image and continuous product quality improvement are important for strengthening satisfaction and loyalty. Managerially, Samsung should maintain product reliability, pursue relevant innovation, and protect its brand reputation to encourage repeat purchases and build lasting customer relationships.