This study investigates whether perception of product quality positively mediates the relationship between interactivity and purchase intention and whether the relationship between interactivity and perception of product quality is moderated by cost such that higher-priced items strengthen the relationship. Differences between those consumers purchasing personally or as a business were considered. Three hundred and forty-nine participants experienced a simulated environment within a real-world retail website they had previously shopped at. Results from a questionnaire were analysed using moderated mediation regression analysis. The hypothesized theoretical model was supported for individual consumers with results indicating that the effect of interactivity on purchase intention is mediated by product quality, and this indirect effect is moderated by cost. No such result was found for business consumers. This research demonstrates a notable difference between purchasing behaviours of business and individual consumers when considering interactivity and perception of product quality.

The problem at Soekarno-Hatta Airport was the need for more facilities with value for consumers, both utilitarian and hedonic. The research examines the impact of Utilitarian and Hedonic Values on Purchase Intentions, which Customer Intentions mediate. Based on the data, the research approach used was quantitative. According to the explanation category, this research is asymmetric causal research. The study population comprised business class passengers of full-service airlines at Soekarno-Hatta International Airport with various destinations, and the sample size was 219 respondents. The sampling technique was non-probability sampling, in this case, incidental sampling. The method of secondary data collection used was a study-desk with technical data using SEM-PLS. The results showed that Hedonic Value and Purchase Intention directly and significantly influenced Customer Intention and Purchase Intention. Customer Intention Hedonic Value had a positive but insignificant impact on purchase intention.

This study aims to examine the effect of halal labels on purchasing decisions with brand image as an intervening variable in rice processing companies. The study investigates the effect of halal labels on purchasing decisions, the effect of the halal label on brand image and the effect of brand image on purchasing decisions. The research method is quantitative and carried out using an online questionnaire distributed through social media. Determination of the research sample used a purposive sampling method, with the criteria of consumers of rice processing companies domiciled in the last year. 345 filled questionnaires were collected and processed using structural equation modeling (SEM). The results show that the halal label and brand image had a significant effect on purchasing decisions, brand image also played a mediating variable between the effect of halal labels and purchasing decisions. The study contributes to the theory that halal labels and brand image had a positive impact on purchase intentions. Company managers apply a halal label and create a brand image to increase purchase intention. Meanwhile for the industry, the research can be an important reference for consumer responses. Moreover, for academics, the results of this study become a reference for knowledge related to factors related to consumer purchasing decisions in consuming rice including the halal label, price, and brand image aspects.

This study studies the influence of omnichannel service benefits in customer product purchasing decisions and investigates the omnichannel adoption behavior of customers in fashion apparel retail in Bali. Data collection is completed twice in stages I and II, covering fifteen to thirty days (15-30). The population in this study is a group of Balinese customers with high adaptation to technology. The maximum sample in this study is 210 respondents. The study findings reveal that their path coefficient values supported some hypotheses while some others were not supported. The research findings indicate that the variables of service integration and perceived effectiveness cannot be proposed to expand the UTAUT 2 model. The technology familiarity variable can be the variable proposed to expand the UTAUT 2 model. This study’s findings confirm the inconsistent relationship between the effect of intention to purchase apparel products on product purchase behavior that could be overcome by studying behavioral intention to use behavior using a longitudinal method. Implications of research through the data collection method involves two stages of research by collecting the same sample group, which is declared to be able to observe changes in customer behavior.

In the COVID-19 era, green consumption has risen into a global trend, leading beauty products to be more environmentally friendly to satisfy these new consumers’ needs. However, not every natural beauty brand, especially natural cosmetic products, survived in the market. This study aimed to examine the cause and effect of a phenomenon of storytelling marketing strategies on the public's purchase intention for cosmetic products made from natural ingredients. The literature study showed that the relationship between storytelling and purchase intention is somewhat inconsistent. As a countermeasure and study gap, this study implemented product innovation as a mediating variable. This research was carried out quantitatively in Jakarta, Indonesia. Data used in this study was primarily obtained through questionnaires in 2021 and judgement sampling of 200 respondents. The data were tested using Structural Equation Model Partial Least Square (SEM-PLS) models’ technique on SmartPLS 3.0. The results showed that storytelling positively increases natural cosmetic purchase intention through product innovation.

Education has become a necessity in this competitive environment for employees. Employees need a way to attain proper education with some degree of flexibility and a practical solution to this problem is Online University. The purpose of this study is to further investigate the factors that can influence purchase intention for Online Universities. Two factors studied in this research are Brand Image and Price Perception with Brand Trust as a Mediator. Data for this research was collected from 400 respondents in South Sumatera specifically Palembang and the object of this research is associated with Online University specifically Binus Online Learning, a popular university in the region of the study. The data collected was analyzed with Structural Equation Modelling (SEM). The results show that there is a positive relationship between Brand Image and Price Perception towards Purchase Intention, Brand Trust is also proven to mediate the relationship between these variables.

Social media has become one of the most effective tools for marketing and promotion of brands. Given this importance of social media, it is therefore critical for brands to develop quality content for their brand pages and frequently interact with consumers. Using theoretical lens of Stimulus-Organism-Response (S–O-R) paradigm, this research aims to study the impact of content quality and brand interactivity on purchase intention via mediation of brand awareness. To this end, we collected data from n = 282 millennial shoppers of sportswear to test hypothesized relationships. Our findings suggest that content quality and brand interactivity significantly impact purchase intention. It is further revealed that brand awareness mediates the relationship between content quality and purchase intention as well as brand inter-activity and purchase intention. This research provides new theoretical insights into social media marketing and consumer behavior research by linking content quality and brand interactivity to purchase intention.

This paper investigates the impact of social media marketing on brand image and brand trust toward the purchase intention of Indonesian Male’s Skincare. The study proposes a model that shows the effect of skincare marketing strategies through social media for male millennials generations. A quantitative approach is used to collect the data to support the model using online surveys. The data samples are collected from 203 male respondents using non-probability sampling techniques with convenience sampling method. The results are analysed with PLS-SEM methodologies by Smart-PLS, considered to be applied when the research is exploratory. The research result shows that social media marketing had a significant impact on brand image and brand trust. Moreover, brand trust and brand image had significant im-pacts on purchase intention. With brand image and brand trust 56.1 percent explained the purchase intention, 53.6 percent social media marketing explained the brand image, and 65.4 percent of the social media marketing explained the brand trust as well.

This study investigates the aspects of e-payment security concerning e-commerce consumers’ purchase intentions. This study further involves college students in Semarang – Indonesia as representatives of the millennial generation. Structural equation modeling (SEM) using Wrap-PLS is employed to analyze the data. The findings show a fit model to explain e-commerce customers’ purchase intentions. The results of this study reveal a better mediating effect of perceived usefulness on e-payment security and customers’ purchase intentions. Perceived ease of use also has a significant indirect effect, through e-payment security, on e-commerce customers’ purchase intentions. In addition, understanding the ease and usability of the security aspects of the payment affects e-commerce consumers' purchase intentions. The results also give a heightened awareness of security in electronic transactions.

In today's competitive business environment, organizations are always seeking for valuable practices to build a strong brand and enhance purchase intention. Accordingly, this study is designed to propose and test the effect of country-of-origin image on brand image, brand evaluation and purchase intention. These relationships are verified through 283 customers with purchase intention of electric household appliances. Cronbach’s alpha and confirmatory factor analysis (CFA) tests are applied to examine the reliability and validity of the scale. Structural Equation Modeling (SEM) is also adopted to test hypotheses. The finding shows that the country-of-origin image had a positive effect on brand image, brand evaluation and purchase intention. Brand image and brand evaluation also had a positive effect on purchase intentions. In addition, the study indicates that both brand image and brand evaluation played mediating roles on the relationships between country-of-origin image and purchase intention. As the result, some implications are discussed, and the next research direction is proposed.