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The Effect of Factors of E-marketing on Purchase Decision in MSME's snack product: a case study in PT. Saikho Indo Kreatif

Wiadi Iyus, Mudrika Siti, Suharjo Diyono, Azmy Ahmad, Deni Deni

Management

2023

Vol. 27, no. 1

157--183

Due to the multiple advantages that it offers to both sellers and consumers, the digitalization of services is a process that is gaining popularity on a global scale. The aim of this research was to explore the impact of e-marketing elements related to SME products on sustainable customer behavior in the context of purchasing decisions. The expanded unified theory of acceptance and use of technology (UTAUT2) model and the technology acceptance model (TAM) were both used to research the elements that lead to long-term behavioral changes in favor of more sustainable consumer purchasing decisions. Sustainable consumer behaviors are those that are based on trust and continuation intention (CI). The case study is based on a SME company that creates modernized versions of traditional snacks and markets them online. Researchers surveyed 122 of their customers for the survey-based statistics. The findings reveal that, out of the six factors, only 4 factors that had significant impact on trust, which are Perceived of Usefulness (PU), Perceived Ease of Use (PEOU), Social Influence (SI), and the most significant is Hedonic Motives (HM). While, Quality Information (IQ) did not contribute to Trust. Trust (T) appears to have a substantial positive impact on the development of customer’s continuous purchase decision (CI). Age and education did not moderate the relationship between trust and CI. Small and medium-sized enterprise (SME) business owners should therefore focus on Perceived Risk related variables to build greater levels of trust and capture customers’ ongoing interest. This study contributes to a body of knowledge on the e-marketing of SME items, particularly snacks, by demonstrating how CI might cause long-term behavioral changes in favor of more sustainable customer purchase decisions.

The impact of price promotions on purchase decisions of young buyers in rail transport on the example of Poland

Rosa Grażyna, Ostrowska Izabela, Tomaszewicz Agnieszka

Prace Komisji Geografii Komunikacji PTG

2019

nr 22(1)

7--12

The article discusses the impact of price promotions on buying decisions of young buyers in rail transport based on secondary and primary research. The study conducted by the research team is of pioneer nature in the transport services market and opens new possibilities for carriers in the scope of analyzing the expectations of service users and adapting to them. The study was conducted using the author’s questionnaire on a nationwide sample n = 353 (segment “young adults” 18-29 years). This article focuses on the segment of young people in literature included in the group of young adults who, because of continuing education outside their place of residence, taking up a job or for sightseeing reasons, often travel and are considered to be an important target group for railway carriers. The purpose of the article is to show and discuss preferences and behaviors of transport users and to identify their transport needs, with particular emphasis on price promotions. Especially for young people, who largely do not have a regular income, price promotions are an important factor during selection a means of transport. Knowledge about this will allow carriers to create a competitive offer and build lasting relationships with clients.