Explore the evidence.
Understand the reach.

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.

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.

Our brain has nearly 100 billion nerve cells, responsible for sensory perception and serving as a memory for all the information processed by the body. The brain is, therefore, the basis of cognition and emotions. This article aims to present the origins and the development timeline of neuromarketing from the first studies of the unconscious mind to the use of neurosciences techniques in the consumer behavior field. Therefore, the research method used in this paper is a systematic literature review based on a multidisciplinary theoretical exploration of events concerning the development of neuromarketing from 2010 to 2018. The paper theoretically proves that neuromarketing is the only field of research that induces the existence of unconscious, implicit, subliminal, and emotional processes that cannot be approached without the contribution of neurosciences. Still, its ethical nature limits its use and requires researchers to comply with specific regulations to protect consumers from possible risks of illegal exploitation. The results of this systematic literature review have shown that using neurosciences in marketing is crucial since it allows researchers to consider the unconscious and automatic elements in consumer decision-making.

Transmart needs the right strategy to increase consumer desire to make repeat purchases at Transmart MX Mall Malang during the post-pandemic recovery period. Repurchase intention can be formed from a positive brand image and customer satisfaction. Consumer perception of price or price image positively influences repurchase intention. This research was built using Consumer Behaviour Theory. This study aimed to test and analyze store price and brand image's influence on repeat purchase intention mediated by consumer satisfaction at Transmart MX Mall Malang. This research uses Transmart MX Mall Malang as the research object. The results of this study indicate that there is an influence between store price image and consumer satisfaction. This study also shows an influence between store price image and repurchase intention. In addition, this study shows an influence between brand image and consumer satisfaction. There is an influence between brand image and repurchase intention. This study's results indicate an influence between store price image and repurchase intention through consumer satisfaction. Finally, this study's results indicate an influence between brand image and repurchase intention through consumer satisfaction.

This article investigates the impact of social influence on online food delivery (OFD) purchase behavior in Vietnam, specifically examining the moderating role of trust and physical obstacles during the COVID-19 pandemic. A total of 378 respondents participated in the research, and the findings highlight the significance of social networks and interpersonal relationships in the OFD market. Regarding the role of trust as a moderator, the findings highlighting the importance of building trustworthiness and credibility in the OFD industry. The findings suggest that physical obstacles, such as the closure of non-essential stores and social distancing measures, weaken the influence of social factors on consumers' behavior. These changes in individuals' lifestyles have introduced physical barriers to traditional dining experiences, consequently increasing reliance on online food delivery (OFD) services. Overall, this study contributes to the existing literature on consumer behavior and provides insights for industry practitioners and policymakers to develop effective marketing and communication strategies and support mechanisms to facilitate the growth and sustainability of the online food delivery industry in Vietnam.

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.  

This article investigates the impact of social influence on online food delivery (OFD) purchase behavior in Vietnam, specifically examining the moderating role of trust and physical obstacles during the COVID-19 pandemic. A total of 378 respondents participated in the research, and the findings highlight the significance of social networks and interpersonal relationships in the OFD market. Regarding the role of trust as a moderator, the findings highlighting the importance of building trustworthiness and credibility in the OFD industry. The findings suggest that physical obstacles, such as the closure of non-essential stores and social distancing measures, weaken the influence of social factors on consumers' behavior. These changes in individuals' lifestyles have introduced physical barriers to traditional dining experiences, consequently increasing reliance on online food delivery (OFD) services. Overall, this study contributes to the existing literature on consumer behavior and provides insights for industry practitioners and policymakers to develop effective marketing and communication strategies and support mechanisms to facilitate the growth and sustainability of the online food delivery industry in Vietnam.

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.

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.