The Effect of Word of Mouth (WOM) and Marketing Strategy in Mediating Consumer Loyalty to UMKM Product Purchasing Decisions
Keywords:
Systematic Literature Review, Word of Mouth, marketing strategy, consumer loyalty, purchasing behaviorAbstract
This research systematically explores the roles of Word of Mouth (WOM) and marketing strategies in mediating consumer loyalty and its impact on purchasing decisions for Micro, Small, and Medium Enterprises (MSMEs) products. Applying a Systematic Literature Review (SLR) method, this study synthesizes scholarly articles sourced from major academic databases such as Scopus, ScienceDirect, Google Scholar, and ProQuest, covering publications from the past decade. The selection of literature followed rigorous procedures including identification, screening, and eligibility assessments, with strict inclusion criteria to ensure the relevance and quality of the reviewed studies. The analysis reveals that WOM significantly influences consumer perception and trust, while well-implemented marketing strategies help establish long-term consumer engagement. These two factors contribute positively to consumer loyalty, which in turn plays a pivotal role in shaping purchasing behavior toward MSME products. Additionally, consumer loyalty is identified as a key mediating variable that reinforces the relationship between WOM, marketing strategies, and purchase decisions. The findings offer valuable insights for both academic and practical perspectives, particularly in designing relationship-oriented marketing approaches to strengthen MSME competitiveness.
References
Agistina, M. C., Ginting, R., & Thariq, M. (2023). Digital marketing communication transformation in small medium enterprise product marketing during the COVID-19 pandemic. ir.uitm.edu.my. https://ir.uitm.edu.my/id/eprint/81809/%0Ahttps://ir.uitm.edu.my/id/eprint/81809/1/81809.pdf
Ampadu, S., Jiang, Y., Debrah, E., Antwi, C. O., Amankwa, E., Gyamfi, S. A., & Amoako, R. (2022). Online personalized recommended product quality and e-impulse buying: A conditional mediation analysis. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102789
Anwar, K., Bord Nandre Aprila, Ngurah Pandji Mertha Agung Durya, Ajeng Andriani Hapsari, & Vivid Violin. (2023). Analysis Of The Influence Of Product Quality, Lifestyle And Promotional Strategy On The Decision To Purchase Samsung Smartphone Products. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2377–2382. https://doi.org/10.35870/jemsi.v9i6.1637
Anwar, R. N., & Amelia, D. R. (2023). The influence of celebrity endorser and electronic word of mounth on purchase decision with brand image as an intervening variable on MS Glow Products. Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan, 5(6), 2553–2565. https://doi.org/10.32670/fairvalue.v5i6.2927
Apriandi, D., Najmudin, N., Karnowati, N. B., & Prakoso, F. A. (2023). How Digital Payment And Social Media Marketing Affect Purchase Decisions Of Subang Culinary SME Customer, Indonesia. In International Journal of Science, Technology & Management (Vol. 4, Issue 4, pp. 768–773). ijstm.inarah.co.id. https://doi.org/10.46729/ijstm.v4i4.861
Arief Aulia Fahmy, Wiyadi Wiyadi, Muzakar Isa, & Zulfa Irawati. (2024). The Influence of Brand Image and Price Perceptions on Purchasing Decisions Mediated by Consumer Buying Interest in Levi Strauss & Co. Brilliant International Journal Of Management And Tourism, 4(1), 117–136. https://doi.org/10.55606/bijmt.v4i1.2672
Azizah, F. D., Nur, A. N., & Putra, A. H. P. K. (2022). Impulsive Buying Behavior: Implementation of IT on Technology Acceptance Model on E-Commerce Purchase Decisions. Golden Ratio of Marketing and Applied Psychology of Business, 2(1), 58–72. https://doi.org/10.52970/grmapb.v2i1.173
Barta, S., Gurrea, R., & Flavián, C. (2023). Using augmented reality to reduce cognitive dissonance and increase purchase intention. In Computers in Human Behavior (Vol. 140). Elsevier. https://doi.org/10.1016/j.chb.2022.107564
Cakranegara, P. A., Kurniadi, W., Sampe, F., Pangemanan, J., & Yusuf, M. (2022). The impact of goods product pricing strategies on consumer purchasing power: a review of the literature. Jurnal Ekonomi, 11(03), 2022. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Carrión Bósquez, N. G., Arias-Bolzmann, L. G., & Martínez Quiroz, A. K. (2023). The influence of price and availability on university millennials’ organic food product purchase intention. British Food Journal, 125(2), 536–550. https://doi.org/10.1108/BFJ-12-2021-1340
Cesarina Mason, M., Pauluzzo, R., & Muhammad Umar, R. (2022). Recycling habits and environmental responses to fast-fashion consumption: Enhancing the theory of planned behavior to predict Generation Y consumers’ purchase decisions. Waste Management, 139, 146–157. https://doi.org/10.1016/j.wasman.2021.12.012
Chaihanchanchai, P., & Anantachart, S. (2023). Encouraging green product purchase: Green value and environmental knowledge as moderators of attitude and behavior relationship. Business Strategy and the Environment, 32(1), 289–303. https://doi.org/10.1002/bse.3130
Chen, H., Chen, H., & Tian, X. (2022). The dual-process model of product information and habit in influencing consumers’ purchase intention: The role of live streaming features. Electronic Commerce Research and Applications, 53. https://doi.org/10.1016/j.elerap.2022.101150
Chen, L. R., Chen, F. S., & Chen, D. F. (2023). Effect of Social Presence toward Livestream E-Commerce on Consumers’ Purchase Intention. In Sustainability (Switzerland) (Vol. 15, Issue 4). mdpi.com. https://doi.org/10.3390/su15043571
Chen, T., Samaranayake, P., Cen, X. Y., Qi, M., & Lan, Y. C. (2022). The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study. In Frontiers in Psychology (Vol. 13). frontiersin.org. https://doi.org/10.3389/fpsyg.2022.865702
Chen, X., Rahman, M. K., Rana, M. S., Gazi, M. A. I., Rahaman, M. A., & Nawi, N. C. (2022). Predicting Consumer Green Product Purchase Attitudes and Behavioral Intention During COVID-19 Pandemic. In Frontiers in Psychology (Vol. 12). frontiersin.org. https://doi.org/10.3389/fpsyg.2021.760051
Chen, X., Shen, J., & Wei, S. (2023). What reduces product uncertainty in live streaming e-commerce? From a signal consistency perspective. Journal of Retailing and Consumer Services, 74. https://doi.org/10.1016/j.jretconser.2023.103441
Daru, A., SOELTON, M., TKHORIKOV, B. A., RATNAWATI, K., & ... (2022). Sustainable Product: Endless Campaign for a Healthy Life. Iccd, 4(1), 334–338. http://iccd.asia/ojs/index.php/iccd/article/view/486%0Ahttps://iccd.asia/ojs/index.php/iccd/article/download/486/425
Dea Khoirunnisa, & Albari, A. (2023). The effect of brand image and product knowledge on purchase intentions with e-WOM as a mediator variable. International Journal of Research in Business and Social Science (2147- 4478), 12(1), 80–89. https://doi.org/10.20525/ijrbs.v12i1.2256
Dewi Widhy Asti, Hasbiah, S., & Wardhana Haeruddin, M. I. (2022). The Influence of Price and Product Quality on Product Purchasing Decisions at Pt Intan Pariwara. Journal of Scientific Research, Education, and Technology (JSRET), 1(2), 238–258. https://doi.org/10.58526/jsret.v1i2.32
Dong, Y., Li, Y., Cao, J., Zhang, N., & Sha, K. (2023). Identification and evaluation of competitive products based on online user-generated content. Expert Systems with Applications, 225. https://doi.org/10.1016/j.eswa.2023.120168
Fadli, Rivaldo, Y., Kamanda, S. V., & Yusman, E. (2022). The Effect Of Products, Promotions And Prices On Mizon’s Purchasing Decision At Alfamart Sungai Harapan. In Jurnal Mantik (Vol. 6, Issue 2, pp. 2393–2399).
Fakhreddin, F., & Foroudi, P. (2022). Instagram Influencers: The Role of Opinion Leadership in Consumers’ Purchase Behavior. Journal of Promotion Management, 28(6), 795–825. https://doi.org/10.1080/10496491.2021.2015515
Fernandes, S., Panda, R., Venkatesh, V. G., Swar, B. N., & Shi, Y. (2022). Measuring the impact of online reviews on consumer purchase decisions – A scale development study. Journal of Retailing and Consumer Services, 68. https://doi.org/10.1016/j.jretconser.2022.103066
Frimayasa, A., & Nasution, I. H. (2022). The Influence Of Social Media, Celebrity Endoser, And Brand Image On Consumer Purchase Decisions At Tokopedia. The Influence Of Social Media, Celebrity Endoser, And Brand Image On Consumer Purchase Decisions At Tokopedia, 1(3), 1–10. http://ulilalbabinstitute.id/index.php/JIM/article/view/139
Gabel, S., & Timoshenko, A. (2022). Product Choice with Large Assortments: A Scalable Deep-Learning Model. Management Science, 68(3), 1808–1827. https://doi.org/10.1287/mnsc.2021.3969
García-Salirrosas, E. E., & Rondon-Eusebio, R. F. (2022). Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior. In Sustainability (Switzerland) (Vol. 14, Issue 14). mdpi.com. https://doi.org/10.3390/su14148499
Geofakta Razali, Masfiatun Nikmah, I Nyoman Tri Sutaguna, PA. Andiena Nindya Putri, & Muhammad Yusuf. (2023). The Influence Of Viral Marketing And Social Media Marketing On Instagram Adds Purchase Decisions. CEMERLANG : Jurnal Manajemen Dan Ekonomi Bisnis, 3(2), 75–86. https://doi.org/10.55606/cemerlang.v3i2.1096
GS, A. D. (2023). Management IMPACT OF SOCIAL MEDIA MARKETING AND BRAND AWARENESS ON PURCHASE INTENTION IN COFFEE SHOP CULINARY IN SURABAYA. In IJEBD (International Journal of Entrepreneurship and Business Development) (Vol. 6, Issue 5, pp. 968–977). https://doi.org/10.29138/ijebd.v6i5.2367
Gunawan, I. (2022). CUSTOMER LOYALTY: The Effect Customer Satisfaction, Experiential Marketing and Product Quality. In KINERJA: Jurnal Manajemen Organisasi dan Industri (Vol. 1, Issue 1, pp. 35–42). pdfs.semanticscholar.org. https://doi.org/10.37481/jmoi.v1i1.6
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. In International Journal of Information Management Data Insights (Vol. 2, Issue 2). Elsevier. https://doi.org/10.1016/j.jjimei.2022.100102
Hazaea, S. A., Al-Matari, E. M., Zedan, K., Khatib, S. F. A., Zhu, J., & ... (2022). Green purchasing: Past, present and future. In Sustainability. mdpi.com. https://www.mdpi.com/2071-1050/14/9/5008
Helmi, S., Ariana, S., & Supardin, L. (2022). The Role of Brand Image as a Mediation of The Effect of Advertising and Sales Promotion on Customer Purchase Decision. In Journal of Economics and Sustainable Development. researchgate.net. https://doi.org/10.7176/jesd/13-8-09
Hoyos-Vallejo, C. A., Carrión-Bósquez, N. G., & Ortiz-Regalado, O. (2023). The influence of skepticism on the university Millennials’ organic food product purchase intention. British Food Journal, 125(10), 3800–3816. https://doi.org/10.1108/BFJ-02-2023-0093
I Nyoman Tri Sutaguna, Chevy Herli Sumerli A, Geofakta Razali, & Muhammad Yusuf. (2023). Hanan Catering’s Instagram promotions, pricing, and menu variety influence consumer purchasing decisions in Bandung. In International Journal of Economics and Management Research (Vol. 2, Issue 1, pp. 76–87). https://doi.org/10.55606/ijemr.v2i1.67
Ilham Ilham, Warkianto Widjaja, I Nyoman Tri Sutaguna, Arief Yanto Rukmana, & Muhammad Yusuf. (2023). Digital Marketing’s Effect On Purchase Decisions Through Customer Satisfaction. CEMERLANG : Jurnal Manajemen Dan Ekonomi Bisnis, 3(2), 185–202. https://doi.org/10.55606/cemerlang.v3i2.1154
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. In Asia Pacific Management Review (Vol. 28, Issue 2, pp. 174–184). Elsevier. https://doi.org/10.1016/j.apmrv.2022.07.007
Jafar, R. M. S., Ahmad, W., & Sun, Y. (2023). Unfolding the impacts of metaverse aspects on telepresence, product knowledge, and purchase intentions in the metaverse stores. Technology in Society, 74. https://doi.org/10.1016/j.techsoc.2023.102265
Jasin, M. (2022). The Role of Social Media Marketing and Electronic Word of Mouth on Brand Image and Purchase Intention of SMEs Product. Journal of Information Systems and Management …, 01(04), 54–62. https://jisma.org/index.php/jisma/article/view/258%0Ahttps://jisma.org/index.php/jisma/article/download/258/54
Jung, I. N., Sharma, A., & Mattila, A. S. (2022). The impact of supermarket credibility on purchase intention of novel food. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102754
Kamalanon, P., Chen, J. S., & Le, T. T. Y. (2022). “Why do We Buy Green Products?” An Extended Theory of the Planned Behavior Model for Green Product Purchase Behavior. In Sustainability (Switzerland) (Vol. 14, Issue 2). mdpi.com. https://doi.org/10.3390/su14020689
Kasmad, K. (2022). Analysis of Purchase Decision Estimates Based on Store Atmosphere and Affordable Prices. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(1), 27–34. https://doi.org/10.37481/jmeb.v2i1.246
Kim, N., & Lee, K. (2023). Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context. In International Journal of Environmental Research and Public Health (Vol. 20, Issue 7). mdpi.com. https://doi.org/10.3390/ijerph20075312
Lavuri, R., Chiappetta Jabbour, C. J., Grebinevych, O., & Roubaud, D. (2022). Green factors stimulating the purchase intention of innovative luxury organic beauty products: Implications for sustainable development. Journal of Environmental Management, 301. https://doi.org/10.1016/j.jenvman.2021.113899
Lee, M., & Lee, H. H. (2022). Do parasocial interactions and vicarious experiences in the beauty YouTube channels promote consumer purchase intention? International Journal of Consumer Studies, 46(1), 235–248. https://doi.org/10.1111/ijcs.12667
Lim, Y. H., Lada, S., Ullah, R., & Abdul Adis, A. A. (2022). Non-Muslim consumers’ intention to purchase halal food products in Malaysia. Journal of Islamic Marketing, 13(3), 586–607. https://doi.org/10.1108/JIMA-06-2020-0172
Liu, F., Wang, Y., Dong, X., & Zhao, H. (2022). Marketing by live streaming: How to interact with consumers to increase their purchase intentions. In Frontiers in Psychology (Vol. 13). frontiersin.org. https://doi.org/10.3389/fpsyg.2022.933633
Luo, B., Li, L., & Sun, Y. (2022). Understanding the Influence of Consumers’ Perceived Value on Energy-Saving Products Purchase Intention. In Frontiers in Psychology (Vol. 12). frontiersin.org. https://doi.org/10.3389/fpsyg.2021.640376
M. Ridho Mahaputra, & Saputra, F. (2022). Determination of Public Purchasing Power and Brand Image of Cooking Oil Scarcity and Price Increases of Essential Commodities. In International Journal of Advanced Multidisciplinary (Vol. 1, Issue 1, pp. 36–46). pdfs.semanticscholar.org. https://doi.org/10.38035/ijam.v1i1.9
Majeed, A., Ahmed, I., & Rasheed, A. (2022). Investigating influencing factors on consumers’ choice behavior and their environmental concerns while purchasing green products in Pakistan. Journal of Environmental Planning and Management, 65(6), 1110–1134. https://doi.org/10.1080/09640568.2021.1922995
Mandarić, D., Hunjet, A., & Vuković, D. (2022). The Impact of Fashion Brand Sustainability on Consumer Purchasing Decisions. In Journal of Risk and Financial Management (Vol. 15, Issue 4). mdpi.com. https://doi.org/10.3390/jrfm15040176
Mariana Rachmawati, Jeffry Patria Awaludin, Muhammad Nurhadi Syarifudin, O. S. (2022). The Effect of Lifestyle and Promotion on Purchase Decision for Food and Beverages at ‘Holywings’ Bandung. In Central Asia and the Caucasus. repository.widyatama.ac.id. https://repository.widyatama.ac.id/bitstreams/b1938138-bee2-4375-9c31-8422ce7b177e/download
Meli Makin, G., & Setiyawan, S. (2023). Effect of Promotion Mix on Purchasing Decisions on the Shopee Platform with Lifestyle as an Intervening Variable. The Management Journal of Binaniaga, 8(1), 17–26. https://doi.org/10.33062/mjb.v8i1.17
Meliawati, T., Gerald, S. C., & Akhmad Edhy Aruman. (2023). The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention. Journal of Consumer Sciences, 8(1), 77–92. https://doi.org/10.29244/jcs.8.1.77-92
Moslehpour, M., Chau, K. Y., Du, L., Qiu, R., Lin, C. Y., & Batbayar, B. (2023). Predictors of green purchase intention toward eco-innovation and green products: Evidence from Taiwan. In Economic Research-Ekonomska Istrazivanja (Vol. 36, Issue 2). hrcak.srce.hr. https://doi.org/10.1080/1331677X.2022.2121934
Muhammad Yusuf, & Nuuridha Matiin. (2023). Analysis of the Effect of the Marketing Mix on Purchasing Decisions. In International Journal of Economics and Management Research (Vol. 1, Issue 3, pp. 177–182). scholar.archive.org. https://doi.org/10.55606/ijemr.v1i3.56
Muljadi, Wulandari, I., & Rauf, A. (2022). Analysis of Social Media Marketing and Product Review on the Marketplace Shopee on Purchase Decisions. In Review of Integrative Business and Economics Research (Vol. 11, Issue 1, pp. 274–284). sibresearch.org. https://sibresearch.org/uploads/3/4/0/9/34097180/riber_11-1_15_t22-110_274-284.pdf
Mulyani, O., & Hermina, N. (2023). The Influence of Digital Marketing and Brand Awareness on Increasing Brand Image and its Impact on Purchasing Decisions. In Prisma Sains : Jurnal Pengkajian Ilmu dan Pembelajaran Matematika dan IPA IKIP Mataram (Vol. 11, Issue 1, p. 132). academia.edu. https://doi.org/10.33394/j-ps.v11i1.6594
Nasution, A. A., & Baginda Harahap. (2022). The Influence of Product Quality, Promotion and Design on Purchase Decisions for Yamaha Nmax Motor Vehicles SPSS Application Based. In International Journal of Economics (IJEC) (Vol. 1, Issue 1, pp. 01–13). pdfs.semanticscholar.org. https://doi.org/10.55299/ijec.v1i1.67
Nekmahmud, M., Ramkissoon, H., & Fekete-Farkas, M. (2022). Green purchase and sustainable consumption: A comparative study between European and non-European tourists. In Tourism Management Perspectives (Vol. 43). Elsevier. https://doi.org/10.1016/j.tmp.2022.100980
Norvadewi, Sampe, F., Ardianto, R., & Yusuf, M. (2023). The impact of brand image and price online product purchase decisions at Shopee. Asian Journal of Management Entrepreneurship and Social Science, 3(1), 336–351. https://ajmesc.com/index.php/ajmesc
Nugroho, A., & Wang, W. T. (2023). Consumer switching behavior to an augmented reality (AR) beauty product application: Push-pull mooring theory framework. Computers in Human Behavior, 142. https://doi.org/10.1016/j.chb.2022.107646
Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation. International Journal of Research in Business and Social Science (2147- 4478), 11(5), 18–32. https://doi.org/10.20525/ijrbs.v11i5.1893
Öztürk, A. (2022). The Effect of Halal Product Knowledge, Halal Awareness, Perceived Psychological Risk and Halal Product Attitude on Purchasing Intention. Business and Economics Research Journal, 13(1), 127–141. https://doi.org/10.20409/berj.2022.365
Purwanto, A. (2019). How The Role of Digital Marketing and Brand Image on Food Product Purchase Decisions? An Empirical Study on Indonesian SMEs in the Digital Era. In Journal of Industrial Engineering & Management Research (Vol. 3, Issue 6, pp. 34–41). jiemar.org. https://jiemar.org/index.php/jiemar/article/download/323/246
Qiang, W., Wen, Z., Jian, L., & Zhenzhong, M. (2023). The Effect of Online Reviews Credibility Perception on Product Sales. China Journal of Econometrics, 3(2), 513–530. https://doi.org/10.12012/CJoE2022-0112
Rachmad, Y. E., Meliantari, D., Akbar, I., Rijal, S., & Aulia, M. R. (2023). The Influence of Product Quality, Promotion and Brand Image on Brand Trust and Its Implication on Purchase Decision of Geprek Bensu Products. Jurnal EMT KITA, 7(3), 597–604. https://doi.org/10.35870/emt.v7i3.1111
Rachmawati, E., Suliyanto, & Suroso, A. (2022). A moderating role of halal brand awareness to purchase decision making. Journal of Islamic Marketing, 13(2), 542–563. https://doi.org/10.1108/JIMA-05-2020-0145
Ridwan, M. (2022). Purchasing Decision Analysis in Modern Retail. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(1), 1–9. https://doi.org/10.37481/jmeb.v2i1.243
Rivaldo, Y., Sabri, Amang, A., & Syarifuddin. (2022). Influence of Marketing Strategy, Trust, and Perceptionservice Quality of Purchasing Decisions. Jurnal Manajemen Dan Kewirausahaan, 02(01), 20–35. https://doi.org/10.36352/jumka.v2i1.335
Rodgers, W., & Nguyen, T. (2022). Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways. In Journal of Business Ethics (Vol. 178, Issue 4, pp. 1043–1061). Springer. https://doi.org/10.1007/s10551-022-05048-7
Saputra, F., & M Ridho Mahaputra. (2022). Relationship of Purchase Interest, Price and Purchase Decisions to IMEI Policy (Literature Review Study). Journal of Law, Politic and Humanities, 2(2), 66–75. https://doi.org/10.38035/jlph.v2i2.76
Shahid Sameeni, M., Ahmad, W., & Filieri, R. (2022). Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode. Journal of Business Research, 141, 137–150. https://doi.org/10.1016/j.jbusres.2021.12.019
Shukla, P., Singh, J., & Wang, W. (2022). The influence of creative packaging design on customer motivation to process and purchase decisions. In Journal of Business Research (Vol. 147, pp. 338–347). Elsevier. https://doi.org/10.1016/j.jbusres.2022.04.026
Situmorang, I. R. (2022). Effect of Service Quality and Relational Marketing on Consumer Purchasing Decisions at PT. Garuda Teladan Biscuid Binjai North Sumatra. Jurnal Manajemen Bisnis Eka Prasetya Penelitian Ilmu Manajemen, 8(2), 229–242. https://doi.org/10.47663/jmbep.v8i2.248
Situmorang, I. R. (2023). The Influence of Consumer Motivation, Consumer Perceptions and Attitudes Towards Product Purchase Decisions at PT. Unikitz Bersatu Group Medan. JMBEP: Jurnal Manajemen Bisnis Eka Prasetya, 9(1). https://www.jurnal.eka-prasetya.ac.id/index.php/MBEP/article/view/284
Sri Rezeki, Muammar Rinaldi, Ihdina Gustina, & Antonio Lodian. (2022). The Influence Of Consumer Behavior and Prices On Consumer Decisions to Buy Products At PT. Daikin Airconditioning Indonesia. Jurnal Manajemen Bisnis Eka Prasetya Penelitian Ilmu Manajemen, 8(2), 284–295. https://doi.org/10.47663/jmbep.v8i2.261
Staniewski, M., & Awruk, K. (2022). The influence of Instagram on mental well-being and purchasing decisions in a pandemic. In Technological Forecasting and Social Change (Vol. 174). Elsevier. https://doi.org/10.1016/j.techfore.2021.121287
Sudirjo, F., Astuti, A. K., Parandy, L. M., Kowey, W. O., & Transistari, R. (2023). Analysis of The Influence of Electronic Word of Mouth, Brand Awareness and Digital Accessibility on Purchase Decision of Sayurbox Consumers. Jurnal Informasi Dan Teknologi, 53–58. https://doi.org/10.60083/jidt.v5i4.416
Sudirjo, F., Hadiyati, R., Muhammadiyah Luwuk, U., Nyoman Tri Sutaguna, I., Yusuf, M., & Bandung, S. (2023). the Influence of Online Customer Reviews and E-Service Quality on Buying Decisions in Electronic Commerce. Journal of Management and Creative Business, 1(2), 156–181. https://jurnaluniv45sby.ac.id/index.php/jmcbus/article/view/941
Sudirjo, F., Indrapraja, R., Arief, I., Parandy, L. M., & Nuridah, S. (2023). the Influence of Branding and Price on Purchase Decisions of Skincare Products. Jurnal Scientia, 12(03), 3990–3994. http://infor.seaninstitute.org/index.php
Sudirjo, F., Sutaguna, I. N. T., Silaningsih, E., Akbarina, F., & Yusuf, M. (2023). The Influence Of Social Media Marketing And Brand Awareness On Cafe Yuma Bandung Purchase Decision. The Influence Of Social Media Marketing And Brand Awareness On Cafe Yuma Bandung Purchase Decision, 2(3), 1–10. https://jurnaluniv45sby.ac.id/index.php/Inisiatif/article/view/989
Sugianto, L. O., Ardiana, E., & Wardhani, D. P. (2022). the Effect of Brand Image and Product Quality on Consumer Purchase Decisions. International Journal of Economics,Businessand Accounting Research (IJEBAR), 6(1), 55–63. http://enrichment.iocspublisher.org/index.php/enrichment/article/view/574
Sujono, R. I., Wiyandi, W., Wibowo, F. W., Yunadi, A., Kamal, A. H., Wibowo, A., & Salam, A. (2023). Purchase Decision on Halal Products among Female Muslim: Evidence from Indonesia. In Shirkah: Journal of Economics and Business (Vol. 8, Issue 3, pp. 309–321). shirkah.or.id. https://doi.org/10.22515/shirkah.v8i3.555
Sun, C., Fang, Y., Kong, M., Chen, X., & Liu, Y. (2022). Influence of augmented reality product display on consumers’ product attitudes: A product uncertainty reduction perspective. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102828
Sun, Y., Li, T., & Wang, S. (2022). “I buy green products for my benefits or yours”: understanding consumers’ intention to purchase green products. Asia Pacific Journal of Marketing and Logistics, 34(8), 1721–1739. https://doi.org/10.1108/APJML-04-2021-0244
Supiyandi, A., Hastjarjo, S., & Slamet, Y. (2022). Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty of Shopee on Consumers’ Purchasing Decisions. CommIT Journal, 16(1), 9–18. https://doi.org/10.21512/commit.v16i1.7583
Suprayitno, D. (2024). Analysis Of Customer Purchase Interest In Digital Marketing Content. Journal of Management, 3(1), 171–175. https://myjournal.or.id/index.php/JOM
Toha, M., & Supriyanto, S. (2023). Factors Influencing The Consumer Research Process: Market Target, Purchasing Behavior and Market Demand (Literature Review Of Consumer Behavior). Danadyaksa: Post Modern Economy Journal, 1(1), 1–17. https://doi.org/10.69965/danadyaksa.v1i1.5
Uhm, J. P., Kim, S., Do, C., & Lee, H. W. (2022). How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity, psychological distance, and perceived risks. Journal of Retailing and Consumer Services, 67. https://doi.org/10.1016/j.jretconser.2022.103027
Wang, B., Xie, F., Kandampully, J., & Wang, J. (2022). Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust. Journal of Retailing and Consumer Services, 69. https://doi.org/10.1016/j.jretconser.2022.103109
Wang, L., Xu, Y., Lee, H., & Li, A. (2022). Preferred product attributes for sustainable outdoor apparel: A conjoint analysis approach. Sustainable Production and Consumption, 29, 657–671. https://doi.org/10.1016/j.spc.2021.11.011
Wang, R., Ke, C., & Cui, S. (2022). Product Price, Quality, and Service Decisions Under Consumer Choice Models. Manufacturing and Service Operations Management, 24(1), 430–447. https://doi.org/10.1287/msom.2020.0947
Wang, Y., Ko, E., & Wang, H. (2022). Augmented reality (AR) app use in the beauty product industry and consumer purchase intention. Asia Pacific Journal of Marketing and Logistics, 34(1), 110–131. https://doi.org/10.1108/APJML-11-2019-0684
Yeo, S. F., Tan, C. L., Kumar, A., Tan, K. H., & Wong, J. K. (2022). Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry. Technological Forecasting and Social Change, 177. https://doi.org/10.1016/j.techfore.2022.121551
Yi, Q., Khan, J., Su, Y., Tong, J., & Zhao, S. (2023). Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision. In Journal of Retailing and Consumer Services (Vol. 75). Elsevier. https://doi.org/10.1016/j.jretconser.2023.103534
