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This study aims to explain the effect of product knowledge, brand image, e-WOM on purchase intentions for edtech products in Indonesia. Data were obtained using a closed questionnaire involving 230 respondents, from Indonesians who know about edtech startup products and are between 18 and 35 years old. The sampling technique used was convenience sampling. The analysis technique used is Structural Equation Modeling (SEM) and uses the help of the AMOS version 24 program. The results show that 1) product knowledge has a positive but not significant effect on purchase intention, 2) product knowledge and brand image have a positive and significant effect on e-commerce WOM, 3) brand image and e-WOM have a positive and significant effect on purchase intention. It was also found that e-WOM functions as a mediator variable from the effect of product knowledge and brand image on purchase intention. The effect of the e-WOM mediator is stronger than the direct effect of brand image on purchase intention.

Prior studies in Bangladesh examined how several non-demographic factors influenced consumers' online buying behavior. However, no specific research has been conducted to examine an association between consumers' demographic factors and the online shopping behavior of Bangladeshi buyers. Therefore, this study aimed to examine the association between online shopping behavior and the demographic characteristics of Bangladeshi buyers. The association between six consumers' demographic variables, such as age, gender, income, education, occupation, and marital status, and online shopping behavior, proxied by the frequency of online shopping, was examined. Primary data through a structured questionnaire was collected from the 547 respondents in urban and rural areas of seven divisions in Bangladesh through offline and online surveys. The chi-square test was used to examine the association between consumers' demographic characteristics and online shopping behavior. The study found that male and married consumers with a higher level of education and higher-category jobs have a higher propensity to shop online. However, consumers' age and income level do not significantly impact their online shopping behavior. The study's outcomes are expected to provide online retailers and merchants with critical information about buyer behavior. Keywords: Association, online shopping behavior, demographic characteristics, chi-square test, Cramér’s V, e-commerce. JEL Classification: M31, M39, and L81

Nowadays online shopping industry is growing rapidly, and social media platforms are a major part of promotional activities for many companies in Indonesia. The research aims to examine the relationship between price perception, brand image and digital marketing variables and purchase intention and brand loyalty. Design research is a quantitative research using a survey method with a questionnaire; the sampling technique is purposive random sampling. Using a structural equation modeling approach with AMOS software and 303 respondents, results show that price perception corporate image, and digital marketing promotion activities have significant and positive effects on purchase intention, while brand image does not directly have a significant effect on purchase intention. Furthermore, purchase intention has a significant effect on brand loyalty.

Along with the increasing demand for qualified skincare products these days, there are many companies in Indonesia that produce facial beauty products that emphasize a good image in the minds of the consumers and intensive promotion. This study was conducted to determine whether the promotion, product quality, and brand image affect the purchase decisions. The research was conducted using a survey method using a questionnaire to a sample of 200 respondents who used Wardah Cosmetics beauty products.  The sample was obtained by doing a purposive random sampling technique. The data analysis technique used in this research was using Structural Equation Modeling (SEM) using the AMOS program. The results of this study indicated that the promotion and the product quality had a significant effect on the brand image and brand image has a significant effect on purchasing decisions.

The purpose of this study was to examine the effect of the source credibility of celebrity endorsers such as trustworthiness, expertise, and attractiveness) on brand attitudes and purchase intentions for endorsed brands. The type of sampling used is purposive sampling with a total of 300 respondents. The analytical method used is the Structural Equation Modeling (SEM) method using Smart PLS (Partial Least Square) software. This study finds that the trustworthiness, expertise, and attractiveness of a celebrity endorser have a positive and significant effect on brand attitude and purchase intention. This shows that the better the trustworthiness, expertise, and attractiveness of a celebrity endorser, the better the consumer's positive attitude towards the brand (brand credibility). Furthermore, the better the consumer's positive attitude towards the brand (brand credibility), the higher the purchase intention that arises from a consumer.

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.