scholarly journals HOW FASHION INFLUENCER CONTRIBUTES TO CONSUMERS’ PURCHASE INTENTION OF UNIVERSITY STUDENT

2021 ◽  
Vol 3 (9) ◽  
pp. 209-227
Author(s):  
Tsaniya Athaya Tsarashafa ◽  
Annisa Rahmani Qastharin
Keyword(s):  
Purchase Intention ◽  
Consumer Attitudes ◽  
Regression Method ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
University Student ◽  
Consumer Attitude ◽  
Fashion Industry ◽  
The World ◽  
Potential Customers

Fashion is receiving more attention these days since it has become a continual existence in a person’s everyday life, especially for the younger generation as it represents their identity. On the other hand, the dynamic competitive environment of marketing-led fashion brands to put in the excess effort to achieve effective marketing strategies. As social media grew, one of the most effective ways to do it is using influencers in the marketing campaign. Influencer marketing is becoming increasingly popular throughout the world, prompting marketers to consider it an essential component of their marketing strategy. This research determines the factors of fashion influencers that contribute to influencing purchase intention. The variables constructed include trustworthiness, expertise, similarity, likability, and familiarity. Further, consumer attitude is proposed to mediate between trustworthiness, expertise, similarity, likability, and familiarity to purchase intention. The research was conducted using a quantitative approach and analyzed using a regression method through IBM SPSS Statistics. From 234 qualified respondents, the results presented trustworthiness, similarity, familiarity, and likability significantly contribute to purchase intention, and consumers' attitudes towards influencers are proven to be mediate the relationships between independents variables and purchase intention. The findings of the study assist marketers and advertisers in the fashion industry in understanding the elements influencing consumer attitudes about fashion influencers and, as a result, better choose influencers capable of establishing purchase intentions in existing and potential customers.

Consumer Attitudes Towards Imported Canned Coffee Beverages in Riau Province, Indonesia

2019 ◽  
pp. 216-231
Author(s):  
Novia Dewi ◽  
Yeni Kusumawaty
Keyword(s):  
Strong Influence ◽  
Consumer Attitudes ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Reference Source ◽  
Consumer Attitude ◽  
Input Stimulus ◽  
The World ◽  
Product Leadership ◽  
Left Quadrant

As the second largest traded product in the world, coffee has high potential and competitive market. Product excellence and competitiveness in the minds of consumers will determine product leadership. For coffee products, it is necessary to know the criteria that are in accordance with the characteristics and culture of Indonesian consumers. In this chapter, input stimulus variables that determine consumer behavior are viewed from the marketing mix aspects. These attributes were then analyzed using a Participatory Prospective Analysis to identify the position of the driving factors in influencing consumer attitudes. The results showed that the driving variables for consumer attitude towards consuming imported canned coffee drinks were affordable price, packaging, flavor, reference source, and availability. These attributes were located in the upper-left quadrant which shows strong influence and low-dependence between the attributes. Recommended alternative marketing strategies are institutional strengthening of marketing/distribution and development of marketing mix.

scholarly journals Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

2021 ◽  
Vol 13 (12) ◽  
pp. 6735
Author(s):  
Ganesh Dash ◽  
Debarun Chakraborty
Keyword(s):  
Customer Satisfaction ◽  
Life Insurance ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Digital Transformation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Five Dimensions ◽  
Customer Involvement ◽  
The Relationship

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

scholarly journals Consumer attitudes towards the mountain product label: Implications for mountain development

2021 ◽  
Vol 18 (9) ◽  
pp. 2255-2272
Author(s):  
Ivana Bassi ◽  
Matteo Carzedda ◽  
Luca Grassetti ◽  
Luca Iseppi ◽  
Federico Nassivera
Keyword(s):  
Purchase Intention ◽  
Geographical Origin ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Product Label ◽  
The European Union ◽  
Latent Constructs ◽  
Statistical Relevance ◽  
Marketing Actions ◽  
Mountain Development

AbstractTo protect and promote the originality and authenticity of mountain foodstuffs, the European Union set Regulation No 1151/2012 to create the optional quality term “mountain product”. Our research aimed at exploring the attractiveness of the mountain product label for consumers, considering both attitude towards the label itself and purchase intentions. We propose a model to investigate relationships between four latent constructs — mountain attractiveness, mountain food attractiveness, attitude towards the mountain product label, and purchase intention — which have been tested, thus confirming the statistical relevance of the relationships. All 47 items selected for describing the latent constructs are suitable for this purpose. Ridge and LASSO results also show that 17 items of the first three constructs are relevant in explaining purchase intentions. Some contextual variables, such as age, income, geographical origin of consumers, and knowledge of mountain products and mountains for tourism purposes, can positively influence consumers’ behavior. These findings could support the design of mountain development strategies, in particular marketing actions for both the product and the territory.

scholarly journals Green Purchase Intention: an examination of customers towards Adoption of Green Products

2013 ◽  
Vol 3 (3) ◽  
pp. 244 ◽  
Author(s):  
Muhammad Umar Hayat Abbasi ◽  
Qamar Shehzad Qureshi ◽  
Muhammad Rizwan ◽  
Aftab Ahmad ◽  
Farukh Mehmood ◽  
...  
Keyword(s):  
Purchase Intention ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Green Marketing ◽  
Environmental Responsibility ◽  
Green Products ◽  
The People ◽  
Managerial Implications ◽  
Green Trust ◽  
Self Administered Questionnaire

Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle and people are actively trying to reduce their impact on the environment. Massive industrialization has changed this world radically and leaving behind a curse to nature. Environmental reduction is a concern of people all around the globe. The purpose of this study is to identify the important factors that influence the green purchase intentions of the people. This study investigates the effects of different variables on green purchase intention of consumers. A sample of 150 respondents was taken from the students and professional in Bahawalpur City of Pakistan. The data was collected through a self-administered questionnaire, using the previous established scales. Regression results of the study validate all the hypotheses of the study confirming the significant impact of green perceived value, green trust, green environmental responsibility, green marketing tools and green purchase attitude on green purchase intention. The current study falsifies the assumption that the consumers in developing countries are less prone towards purchasing of green products. Managerial implications and limitations are discussed to make this study more fruitful.

scholarly journals INTERPLAY OF THE DRIVERS AND DETERRENTS OF LEISURE COUNTERFEIT PURCHASE INTENTIONS

2015 ◽  
Vol 17 (6) ◽  
pp. 916-929 ◽  
Author(s):  
Mateja KOS KOKLIC ◽  
Irena VIDA
Keyword(s):  
Purchase Intention ◽  
Mail Survey ◽  
Moral Intensity ◽  
Structural Equations ◽  
Purchase Intentions ◽  
Consumer Attitude ◽  
Performance Risk ◽  
Theoretical Perspectives ◽  
Salient Factor ◽  
The Impact

Drawing on complementary theoretical perspectives, in this study we empirically investigate the drivers and deterrents underlying the formation of attitudes to leisure counterfeits and purchase intentions, and examine rationalization as a moderator of the attitude-intention relationship. The research model is examined via mail survey data of adult consumers using structural equations modelling. The findings indicate that perceived benefits and moral intensity significantly influence attitudes, while the impact of performance risk is negligible. The attitude and moral intensity significantly predict the purchase intention. Our analyses confirm rationalization as a salient factor moderating the relationship between attitude and behavioral intention. Based on this pattern of results, we discuss study implications in three areas: the perception of positive consequences for oneself, the perception of consequences for others, and the use of previously rarely examined consumer justifications. The finding that performance risk is not significant in affecting consumer attitude calls into question various appeals featuring adverse effects of buying counterfeits for an individual.

scholarly journals RELATIONSHIP BETWEEN ADVERTISEMENT AND PURCHASE INTENTION ON HALAL COSMETIC PRODUCTS IN MALAYSIA

2019 ◽  
Vol 7 (3) ◽  
pp. 683-694
Author(s):  
Salwani Arbak ◽  
Rabiul Islam ◽  
Harun Al Rasyid
Keyword(s):  
Significant Influence ◽  
Purchase Intention ◽  
Negative Impact ◽  
Critical Role ◽  
Muslim Women ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Cosmetic Products ◽  
Advertising Ethics ◽  
Islamic Ethics

Purpose of the Study: The aim of this paper is to examine the relation between Muslim women customer offense caused due to Islamic advertising of halal cosmetic products in Malaysia. Methodology: The violation of Islamic ethics on the advertisement of halal cosmetic products and purchase intention was examined through a survey that included 110 Muslim women respondents in Malaysia who used cosmetics. The items used for the operationalization of variables were based on the advertising ethics provided by Quran and Sunnah. The current study confirms that irrespective of their religion, women find those advertisements offensive that do not abide by Islamic ethics, which are universal in nature. Based on the correlation results, this study reveals that violation of Islamic advertising ethics (honesty, racism, sexism, intention, and language) has a correlation with purchase intention. A multiple regression analysis was highlighted and it was found that racism, sexism, intention, and language have negative and significant influence on purchase intention. Only one variable did not have a significant influence on purchase intention of halal cosmetic products in Malaysia. Results: Sexism plays the most critical role in influencing consumers’ intention that makes them avoid buying halal cosmetic products. Furthermore, customer offense created due to violation of ethics has a negative impact on the purchase intention of halal cosmetic products. If advertisers want to attract customers in Malaysia and retain them, then they must avoid creating customer offense by following Islamic advertising ethics. Implications: This study will be beneficial to marketers, advertisers, and companies in developing their advertising and marketing strategies for halal cosmetic products. In addition, this study has implemented the study of Islamic advertising ethic violations and purchase intentions of halal cosmetic products.

scholarly journals The Effect of Website Quality Factors on Consumer Delightfulness and Purchase Intentions: Substantiation from Indian E-Tail Visitors

2019 ◽  
Vol 9 (1) ◽  
pp. 4133-4138
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Site Quality ◽  
Quality Factors ◽  
The World ◽  
Indian Consumers ◽  
Unique Model ◽  
On Line ◽  
To Come ◽  
Positive Effect

With the increasing attractiveness of on-line shopping and being the preeminent occupied nation inside the world, India is one among the primary on-line showcases as of now and is likely going to turn into the most significant market inside what's to come. In that capacity, different examinations are committed to site quality and assessments. Investigation endeavours region unit, in any case, in need of understanding the use of web locales as to on-line benefactors conduct, especially Indian consumers. This examination created and by experimentation tried a unique model of the effect of site quality on customer realization and purchase aims. Results showed that site quality consolidates an immediate and positive effect on customer delightful, which customer accomplishment joins a positive effect on purchase intention. .

scholarly journals Predicting Factors Influencing Online Purchase Behavior among Indian Youth

2019 ◽  
Vol 8 (2S6) ◽  
pp. 765-772
Keyword(s):  
Purchase Intention ◽  
Indian Subcontinent ◽  
Equation Model ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Purchase Behavior ◽  
Online Retail ◽  
Predicting Factors ◽  
Online Purchase ◽  
Questionnaire Method

To keep pace with the growing magnitude of the online retail platform in the Indian subcontinent, it has become crucial for e- retailers and marketers to decipher the key antecedents of customers’ purchase intention amongst the young Indian online customer. This study attempts to frame a conceptual model for finding the key determinants for online purchase intentions based on the data collected from 238 participants using the structured questionnaire method. Structured Equation Model was used on data collected to test hypothesizes of study. The study highlights that eWOM was the major contributing factor for Indian youth while shopping online This paper contributes to highlighting the importance of these factors and help e-marketers develop more customer specific marketing strategies to enhance the purchase intentions.

scholarly journals LOCATION-BASED ADVERTISING: INTRUSIVENESS AND IRRITATION

2020 ◽  
Vol 21 (2) ◽  
pp. 88-99
Author(s):  
Senny Handayani Suarsa
Keyword(s):  
Data Collection ◽  
Marketing Strategy ◽  
Conceptual Framework ◽  
Purchase Intention ◽  
Consumer Attitudes ◽  
Consumer Purchase Intention ◽  
Advertising Avoidance ◽  
Potential Customers ◽  
Service Location

Location-based Advertising (LBA) is a marketing strategy using cellular devices such as smartphones to offer products to potential customers at the nearest sales or service location. Intrusiveness and irritation are disorders that appear in the LBA. The conceptual framework of the research is built on the Advertising Avoidance Theory. Data collection was carried out with a self-administered survey involving 356 Politeknik Pos Indonesia students. The results showed that Intrusiveness and Irritation had a positive and significant effect on consumer attitudes toward LBA messages. Meanwhile, Intrusiveness has a negative and significant impact on consumer purchase intention, while irritation has a positive and significant impact on purchase intention. The more positive consumer attitudes towards LBA, the more positive the consumer's intention to buy.

scholarly journals Study of Airport Service Quality and Profitability in Indonesia

2021 ◽  
Author(s):  
Adi Nugroho
Keyword(s):  
Service Quality ◽  
Purchase Intention ◽  
Measurement Model ◽  
Purchase Intentions ◽  
Multidimensional Approach ◽  
Service Levels ◽  
The World ◽  
Quality Dimensions ◽  
Service Quality Dimensions ◽  
Better Than

This study was about the Airport Service Quality (ASQ) measurement and its relation to profitability in the airport industry. The main purpose of this study was to develop an understanding of the ASQ measurement in Airports by investigating the relationships of service quality in terms of creating purchase intentions. In specific to ASQ, the surveys have been systematically carried out by many airport operators all over the world. ASQ has 8 components: access; check-in; passport/personal ID control; security; finding your way; airport facilities; airport environment; and arrival services. This is different from PZB’s (1985) Service Quality dimensions. This suggests that an effective process of measuring and analyzing passenger perceptions of ASQ is not easily achieved. These concerns are certainly relevant to avoid misinterpreting passenger perceptions. The measurement model should be considered for a multidimensional approach in the context of airport performance measurement regarding service quality.The study, however, included the perceptions of both international passengers and domestic concerning the current service levels, more specific was using the measurement model of Cronin and Taylor (1992). Cronin and Taylor (1992) say that perception alone is enough and even better than other models i.e, PZB (1988) model. This study analyzes whether passengers may stay longer in the airport, recommend the airport to other people or pay higher tax if they are satisfied with the service offers by airport. This also included an assessment the ability ASQ to explain the variation in repeat purchase intention including interaction among variables. The results of this study show ASQ has a moderately low effect of purchasing intentions.

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