The paper explores how social influence and consumer engagement affect the purchase intention of complementary and alternative medicine. The study aimed to investigate consumers of alternative medicine within Indonesia. The study provides practical insights into enhancing marketing strategies and strengthening consumer engagement with complementary and alternative medicine (CAM) by understanding these factors. A quantitative approach was used, involving a sample of 580 complementary and alternative medicine consumers in Indonesia. Participants were selected using purposive sampling criteria, which included individuals aged 17 years and older who had consumed CAM at least twice in the month. Data analysis was conducted using SmartPLS4 as the analytical tool. These insights offer a deeper understanding of how consumers behave in relation to alternative medicine, which can assist healthcare professionals in formulating more effective, targeted approaches to encourage the adoption of alternative medicinal practices.

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.

This study investigates the role of Xiaohongshu in shaping Chinese international students’ purchase intentions (PI) toward Malaysian traditional food. Drawing on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the research examines the direct effects of information quality, electronic word of mouth (eWOM), perceived usefulness (PU), and perceived enjoyment (PE) on PI, as well as the mediating roles of attitude and trust and the moderating role of food neophobia. A quantitative research design was employed, and data were collected through a structured questionnaire distributed among Chinese international students studying in Malaysia. A total of 380 valid responses were obtained, with established scales adapted from prior research to measure the constructs. The data were analyzed using SPSS, including reliability testing, correlation analysis, regression analysis, and mediation and moderation tests. The results revealed that all four independent variables significantly influenced PI, with both attitude and trust mediating these relationships. Furthermore, food neophobia was found to moderate the effects of attitude and trust on PI, weakening these positive associations among students with higher levels of neophobia. These findings confirm the importance of cognitive and affective factors in food-related consumer behavior within a cross-cultural context. This study extends TAM and TPB by applying them to the context of social media–driven cross-cultural food consumption. It provides theoretical insights into the role of trust, attitude, and individual differences in shaping consumer behavior, while also offering practical recommendations for marketers and cultural promoters seeking to enhance the acceptance of Malaysian traditional food among international students.

The purpose of the study is to identify factors affecting consumers' intention and decision to purchase OCOP products as well as to test the impact of intention to purchase OCOP products on Vietnamese consumers' decision to purchase OCOP products through a case study in Thanh Hoa province. This study uses a combination of qualitative and quantitative research methods. Qualitative research aims to test the reasonableness of each scale and screen observed variables. Quantitative research methods are used through the collection and processing of data from 250 consumers who have purchased OCOP products. Data are collected, processed and analyzed using PLS-SEM software. Based on the use of TAM consumer behavior theory and the development of 4P marketing elements to build a research model. The study added the fifth P, Pride in Local Specialties, as a new factor to match the characteristics of OCOP products. The results of the study showed that the factors: (1) Pride in Local Specialties; (2) Product Awareness; (3) Price Perception; (4) Convenience in Shopping and (5) Product Communication all have a positive impact on consumers' intention to buy OCOP products. The results of the study also showed that the intention to choose OCOP products (INT) has a great impact on consumers' decision to choose OCOP products (DEC).

Corporate social responsibility (CSR) has gained research attention as the result of the Sustainable Development Goals (SDG), which focus on responsible consumption and production (SDG-12). However, previous studies mainly focused on Carroll’s pyramid of CSR and other facets of CSR practices need to be further explored. The objective of the study is to examine the impact of CSR practices on customer purchase intention in the clothing industry by integrating the Triple Bottom Line (TBL) model and ISO26000 best practices with the Signalling theory as the theoretical foundation. Through an online survey, a total of valid 182 responses were obtained via purposive sampling. Multiple regression was utilized for data analysis. The results show that economic CSR had the strongest impact on customer purchase intention, followed by environmental, social, and customer issues. Surprisingly, there was no significant impact between fair operating practices and customer purchase intention. The current study is unique by integrating the TBL framework with the customer-related ISO26000 CSR practices in a single framework and utilizing the Signalling Theory as the underpinning theory to explain the relationships, which is novel in an emerging market. The results provide insightful implications to the clothing company's management to emphasize the (social, economic, environmental, and customer issues) CSR attributes to guarantee business sustainability and attract consumers in this competitive marketplace.

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.