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This study investigated the factors influencing consumer repurchase intentions of beauty and haircare products on e-commerce platforms in South Africa. With the growing trend of online shopping, understanding the determinants of repurchase intention became essential for businesses looking to retain customers. The purpose of the study was to explore how various factors such as brand trust, security risk perception, ease of use, customer readiness, and loyalty impact consumer repurchase behaviour. A quantitative research design was employed, using an online questionnaire to collect data from 164 respondents who had previously purchased beauty and haircare products on an online shopping site for cosmetics in South Africa. The study utilised multiple regression analysis to assess the relationships among the identified factors and their influence on repurchase intentions. The findings revealed that brand trust, ease of use, and customer loyalty were significant positive predictors of repurchase intentions, while security risk perception had a negative impact. Readiness did not show a significant relationship with repurchase intentions. Based on these results, the study recommends that e-commerce businesses in the beauty sector focus on building trust, enhancing user-friendly interfaces, and fostering customer loyalty programs to encourage repeat purchases.  

With the increasing awareness of health and the widespread adoption of social media advertising, health food advertising has become an important source of information influencing consumer decision-making. However, existing studies have primarily focused on the effects of attitudes or behaviors, with limited attention to the underlying psychological mechanisms. Therefore, this study applies optimal arousal theory to examine how expertise and trustworthiness in health food advertising influence consumers’ purchase intention through perceived information relevance. The findings indicate that both expertise and trustworthiness positively affect perceived information relevance, which in turn significantly enhances purchase intention. These results suggest that individuals tend to pursue an optimal level of stimulation, and when advertising information evokes an appropriate level of psychological arousal and aligns with personal needs, it is more likely to facilitate positive behavioral responses. In addition to confirming the importance of perceived information relevance, this study extends optimal arousal theory from the level of sensory stimulation to the cognitive level, thereby advancing the development of optimal arousal theory research.

This study mainly aimed to examine the impact of university students' purchasing tendency from e-commerce sites and demographic characteristics on student satisfaction through the example of a leading foundation research university in Türkiye. In the study, it was investigated whether there was a significant difference between students' purchasing tendencies from e-commerce sites and student satisfaction. It was also investigated whether there was a significant difference between demographic characteristics and student satisfaction. Methodologically, a descriptive online survey method including a questionnaire was applied to collect data. The survey was responded by 240 randomly selected students. The data were analyzed with SPSS-26. The study concluded that there was no significant difference between the average daily time spent on the internet and the type of device used to connect to e-commerce sites, which are among the criteria reflecting the tendency to purchase from e-commerce sites, and student satisfaction whereas there was a significant difference between the number of products purchased through e-commerce sites and student satisfaction. Furthermore, it was revealed that there was no significant difference between demographic characteristics such as gender, marital status, education and monthly income and student satisfaction, whereas there was a significant difference between age and student satisfaction. Accordingly, it was indicated that the difference in terms of age was especially in favor of students in the 22-25 age group. It is thought that the study will contribute to the literature by examining the impact of university students' purchasing tendency from e-commerce sites and demographic characteristics on student satisfaction, together with the example of a leading foundation research university. The study is limited by the selected sample foundation research university, the number of students responded, survey questions-answers, the applied statistical analysis methods and tests. Therefore, in order to reach more general results, it is suggested to expand the studies with more diverse and larger numbers of foundation research universities, students, survey questions and statistical methods.

This study provides a comprehensive analysis of the marketing mix strategies that influence customer acquisition at Spar in Durban. Utilizing a quantitative methodology, data were collected through structured questionnaires completed by 278 respondents. The findings indicate that Spar effectively employs digital marketing tools—including social media, WhatsApp, and loyalty programs—as key communication channels to engage customers. Reliability analysis confirmed the validity of the measurement instrument (Cronbach’s ? = 0.902; KMO = 0.899). The results demonstrate that younger consumers are more responsive to digital platforms, particularly social media and loyalty programs, while traditional methods such as printed flyers are less effective. No significant differences were observed in the perceived effectiveness of specific digital channels across different respondent groups, suggesting a consistent perception of Spar’s digital engagement. The study emphasizes the importance of integrating digital strategies with factors such as pricing, convenience, and product assortment to enhance customer acquisition in Durban’s competitive retail environment.

This study aims to determine the influence of differentiation strategies, product quality, and price on purchasing decisions in Mataram coffee shops. The type of research used in this research is quantitative research. Meanwhile, the data used in this study is primary data obtained from respondents' answers to the questionnaire to be shared. The sampling method uses the accidental sampling method. The population in this study is visitors to Mataram coffee shops every day. The sample in this study was 75 respondents. The data analysis in this study used multiple linear regression using validity test, reliability test, multiple linear regression analysis test and t hypothesis test and determination coefficient test with the SPSS 26 For Windows statistical application program. The results of this study show that differentiation strategies, product quality, and price have a positive and significant effect on consumer purchasing decisions. Mataram coffee shop management should improve marketing strategies in the form of more competitive prices, good product quality, and innovative differentiation strategies in an effort to improve purchase decisions. By implementing the right differentiation strategy in mataram coffee shops. By implementing the right differentiation strategy, Mataram coffee shops can increase the attractiveness of their products, attract new customers, and build long-term loyalty. Therefore, differentiation remains an element that needs to be strengthened to strengthen the business position in the midst of fierce competition.

In the face of heightened global competition, micro and small enterprises (MSEs) in Durban, South Africa, face challenges such as limited resources and restricted market access, which hinder their ability to achieve sustained growth and profitability. This study aims to examine the influence of the 4Ps marketing mix on the performance of MSEs. A cross-sectional, descriptive study with a quantitative research design was employed. Data was collected from 217 MSEs using structured questionnaires, and the analysis was conducted with SPSS 29. Multiple regression analysis was used to examine the relationship between the 4Ps (product, price, promotion, place) and MSEs' performance. The findings show that pricing decisions are a significant determinant of performance, while product diversity does not necessarily enhance business outcomes, emphasizing the importance of strategic product management. Promotional efforts, while positive, were statistically insignificant, indicating complexities in their impact. The relationship between physical location (place) and performance was weak, suggesting a need for MSEs to optimise distribution channels through omnichannel strategies. In conclusion, MSEs can improve performance by refining promotional strategies, leveraging pricing and optimising distribution networks. Further research is suggested to explore the generalizability of these findings across different industries and additional factors influencing marketing strategies.

In the ever-changing realm of retail banking, it is essential for banks to grasp the elements that affect customer decisions to stay ahead in the competition. This study delves into customer preferences when selecting a bank, focusing specifically on Absa Bank in South Africa. By utilizing a case study approach, the research delves into the factors that influence customer behavior in the retail banking industry. Referencing the consumer decision model, the study investigates various stages such as problem recognition, information search, evaluation of options, purchase decision, and post-purchase assessment. Factors such as security, convenience, assurance, accessibility, and responsiveness are pinpointed as crucial aspects in bank selection. The study employs quantitative research techniques, conducting surveys with Absa Bank customers to dissect their preferences. Findings suggest that transaction fees, corporate image, bank coverage, and size play a significant role in influencing customer decisions. The study emphasizes the importance of addressing these customer-identified factors to deter customer attrition. Recommendations include conducting regular surveys to keep abreast of changing customer preferences and maintaining a competitive edge. The research offered valuable insights that can guide strategic decision-making and marketing efforts in the retail banking sector.

In an incisive analysis of the marketing mix's impact on small retail businesses in Durban's Central Business District (CBD), this study scrutinizes the extended 7Ps framework: product, price, place, promotion, process, people and physical evidence. Utilizing a quantitative methodology, data from 217 owner-managers, captured via a 5-point Likert scale, were analysed through ANOVA and Tukey's HSD tests, unearthing deep insights. The findings disrupt conventional marketing paradigms, revealing that an intense focus on product attributes does not correlate with enhanced performance. Small businesses that maintained competitive, yet balanced pricing mechanisms outstripped are those that engages in fierce price wars, underscoring the dangers of excessive price reductions. Strategic promotional activities and well-considered choice locations were pivotal, whereas overemphasis on physical evidence and internal processes proved detrimental. The study results advocate for a balanced, strategic approach to the marketing mix, urging small businesses to rethink traditional priorities. This study offers crucial guidance for business owners seeking to optimize performance and calls for targeted policy measures to support the retail sector’s growth and sustainability.

The increasing nature of competition in the higher education sector of Botswana means that universities need to craft strategies to be more competitive. The recipe for competitiveness is primarily hinged on the ability of institutions to be cognisant of the factors that influence prospective learners in selecting a university of choice to study. They also critically need to know the sources of information where prospective learners acquire information to redirect their marketing strategies. To achieve these objectives, the purpose of this study was to investigate the factors influencing the choice of university of study as well as their sources of information in influencing choice decision-making. The study followed a qualitative research approach and data was collected using in-depth interviews. Thematic narrative analysis was used to unpack the underlying influences on decision-making. The findings indicate that prospective students get their information from multiple factors. The most influential sources identified are family and friends, career fairs and exhibitions, social media, and to a lesser extent the mass media and promotional materials. The findings also showed that prospective university students’ choice of university is influenced by a variety of factors. These include university location, availability of accommodation, perceptions of university reputation, quality of academic programs, alignment of lifelong interests and desires, and the perception of employability. There are other factors that are less influential as degree of persuasion, funding issues, costs associated with applications as well as government processes and procedures. These findings have potential to influence university marketing strategies and policies in seeking competitiveness and improvement in enrolment numbers.

In light of the challenges faced by Indonesia's film industry, such as limited screens, the dominance of major production houses, and low purchase intentions among local film viewers, this research aims to address the critical gaps in understanding viewer behaviour. By exploring the intricate relationships between purchase intention, e-WOM, perceived value, marketing mix, and brand equity, the study offers valuable insights and effective marketing strategies essential for the sustainable growth of the Indonesian film market. This research used quantitative research methods. A total of 255 respondents were collected using random sampling. Data were analyzed using Structural Equation Modelling through SmartPLS. The main findings of the study demonstrate that (i) marketing mix does not influence purchase intention, (ii) marketing mix influence on purchase intention is mediated by perceived value, (iii) brand equity influences purchase intention, (iv) brand equity influences on purchase intention is mediated by perceived value, (v) perceived value influences purchase intention and finally (vi) perceived value influences on purchase intention are moderated by e-WOM.

This research aims to see to how far extent the user interface and user experience an impact on consumer have purchasing decisions through E-Impulse Buying. The correspondents of this study were IKIP PGRI Samarinda students who were active in online purchases through the Shopee application with a usage time of 0-6 years and between 18-24 years of age. The total sample is 131 respondents using purposive sampling method. Research data comes from questionnaires distributed using Google Forms or Manually. The data analysis technique uses path analysis through the SPSS 22 program. The results found show that the user interface and user experience have an impact on purchasing decisions directly, the user interface has an impact on purchasing decisions through E-Impulse Buying, and User Experience has no Impact on decisions purchase through E-Impulse Buying.  

The objective of this article is to identify the determinants of saving decisions on fixed deposits. The effect of customers' prior experience with Non-Bank Finance & Leasing Institutions (NBFLI) has been investigated as a mediation factor. Structural Equation Modelling (SEM) in AMOS has been used to analyze the results and confirmed the results by using the bootstrap technique of SEM. The results show that the stability of the NBFLIs, security for the fund, interest rate of the fixed deposits, and quality and reliability of the service directly affect the decision to save fixed deposits. The institution's geographical location has not directly affected the decision on fixed deposits. The factors of the security, interest rate, quality, and reliability of the service have an indirect effect on the decision of saving fixed deposits with prior experience, except for the factor of stability of the institutions.

The purpose of this study was to investigate the impact of E-Wom and Brand Experience on MS Glow Skincare Product Purchase Decisions in Samarinda City. The sample for this study consisted of 95 people who had used and purchased MS Glow products at least twice and lived in Samarinda City. This study employs a quantitative descriptive approach. The collected data is then processed using the SmartPLS software. The findings of this study demonstrate that E-WOM has a positive and significant effect on purchase decisions and that Brand Experience also has a significant positive effect on purchase decisions for MS Glow Skincare Products in Samarinda City.

Yogyakarta is one of the regions in Indonesia that has a fast-growing culinary industry. The growth in the number of restaurants present in Yogyakarta shows that the business sector has experienced growth. One of the food businesses that is taking part in feeling the tight competition today is the satay restaurants business. Satay is a traditional food that has a prominent level of popularity in Indonesia and even in the world. Yogyakarta already has the most variety of satay with a total of twenty-one types of satays and even every year it continues to grow. As a form of food business, this satay restaurant needs to have a competitive advantage to survive and win the business competition. One way to create a competitive advantage is to apply service quality, product quality, price, and innovation properly to satisfy customers. The study aims to decide the effect of service quality, product quality, price, and innovation on customer satisfaction at satay restaurants in Yogyakarta. The analytical method used in this study is Structural Equation Modeling (SEM) which was conducted with the help of SmartPLS software. The population in this study were all individual customers who had visited a satay restaurant in the province of Daerah Istimewa Yogyakarta with a total sample of 211 respondents. The result of the study shows that service quality, product quality, price, and innovation have a positive and significant impact on customer satisfaction at Satay restaurant in Yogyakarta.

In carrying out business, there is one process that can be maximized in business development, which is the marketing aspect. Marketing is a total system of business activities designed to plan, price, promote, and distribute goods and services that satisfy the needs of both current customers and potential customers. This study is carried out on a business that pays attention to the marketing aspect for business development purposes, namely Elina Keramik Bandung. Customers who buy their products cannot be separated from their marketing strategies. The purpose of this study is to analyze the level of influence of the three marketing variables that can be found in Elina Keramik, namely brand image, price, and digital marketing on the level of customer buying decisions of Elina Keramik. The research method used in this study is a quantitative approach with a descriptive method. The sample that was used in this study is 125 respondents who are customers of Elina Keramik. The results obtained in this study are overall price, and digital marketing has a significant influence on buying decisions with a value of 70.6 percent. The variable price has a significant influence on buying decisions with a significant value of 0.43 <0.05. And the variable digital marketing has a significant influence on buying decisions with a significant value of 0.00 <0.05. While the variable brand image that was declared has no influence on buying decisions with a significant value of 0.06> 0.05.

In Indonesia, motorbikes dominated public transit, making motorcycle sales extremely competitive for a number of brands, particularly Honda and Yamaha. The goal of this research is to identify and assess the effects of pricing perspective qualities, brand advantages, media branding, promotions, after-sales guarantee, products, colors, and designs, as well as fuel consumption as motor product items on consumer behavior. Purposive sampling was used in this investigation, with a total sample size of 194 participants. Using SPSS software, descriptive analysis and multiple linear regression analysis were used to analyze the data. The findings show that Honda's products play a larger role in the execution of its marketing plans, accounting for 87.75 percent of the total, with Yamaha's quality accounting for the remaining 79.40 percent influenced by other factors. This shows that respondents choose motorcycles with the following criteria: Engine, Media Branding, Price, Advertising and Fuel Consumption affect consumer behavior to buy both Honda and Yamaha products.  

This study of college services consumers aims to determine several aspects of the service marketing mix of the decision to choose college x in Purwokerto, Indonesia. Furthermore, this study uses emotional branding moderation on aspects of the marketing mix on the selection decision. Emotional branding aspects were studied to determine customer emotional involvement, pride, emotional relationships, and expectations of the selected educational service products. Using a questionnaire with a Linkert scale, the study explored information from 300 student respondents who registered at college x in Purwokerto, Indonesia. Furthermore, the questionnaire data received were processed using the Smart-PLS 3.0 analysis tool. The results of the analysis of emotional branding were unable to moderate the relationship between promo si, price, place, process, and customer service to choose college x in Purwokerto, Indonesia during the Covid-19 periods. Promotions and places or locations. Other aspects do not affect. This condition indicates the importance of promotion and proximity to location when choosing a tertiary institution during the Covid-19 period. Promotion needs to be improved at tertiary institutions x in Purwokerto Indonesia, as done through online media and social media. Research on the emotional branding of College services has not been done much. This research complements the information and adds to the repertoire of research on emotional branding, brand equity, and emotional brand service products.

This research uses a quantitative approach, using 25 samples taken from the population, namely consumers of retail companies that sell private label products, including Superindo, Indomaret, and Alfamart. The purpose of this study is to analyze and determine whether the variable customer satisfaction can mediate the effect of promotion and place advertising on positive word of mouth. Data analysis in this research used PLS (Partial Least Square) with the SmartPLS program, which consists of a measurement model, namely convergent validity, discriminant validity and composite reliability, as well as structural models namely R-Square, Q-Square, Path test coefficients to test the significance of influence, and the Sobel test to test for mediation. The results showed that consumer satisfaction was not able to mediate a positive relationship between promotion and positive word of mouth, but promotion had a significant effect on consumer satisfaction.

Consumer buying behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase. This study aims to investigate the influence of commercial advertisement on consumer buying behaviour regarding internet companies in Erbil. The objectives of the study are multi fold, first To adumbrate the profile of the consumers in Erbil for future advertisement campaign, second to critically examine the perception of the consumer about advertisements, third to analyses and explain the new medium of advertisement and its impact, fourth to assess the role of advertisement in case of internet companies to promote their brands. Three internet companies are selected as sample size including Fast link, Newroz and Tishkent data collected via questionnaire by using 5 likers scale. A structured questionnaire was developed and distributed among 80 users of three internet service provider in Erbil, whereas 60 employees answered rightly. Most of the employees showed positive answers that they have influence of advertisement on their buying behavior toward internet services. This thing leads toward rejection of our Ho and acceptance of H1. Those who left behind with less positive answers  main reason were found during survey that was they are with less education  and most of them they are not  aware with usage of smartphone. Related to future research other authors can consider other variables that are not coved under this study.