Assembly buildings, in the context of the low-carbon transformation of the construction industry, achieve superior outcomes in terms of carbon emission reduction, enhancement of building uniformity, and optimization of resource utilization as compared to traditional buildings. However, the supply chain for assembly building is marked by a significant susceptibility to risk and a need for timely fulfillment of requirements. This paper examines the risk of disruption and capacity limitations in the assembly building supply chain resulting from supply disruptions. It establishes a three-tier supply chain for assembly buildings, including primary component suppliers, backup suppliers, assembly manufacturers, and retailers. The study compares the optimal decision-making and coordination strategies of the supply chain members under centralized, decentralized, and joint agreements. The supply chain dual-source procurement decision coordination model is constructed by incorporating capacity constraints and analyzing the effects of supply disruption probability, repurchase coefficient, revenue sharing coefficient, cost, and other parameters on the expected profits of the supply chain members using arithmetic simulation. Research has indicated that when the likelihood of a disturbance occurring rises, the anticipated financial gain for the main provider decreases, while the predicted financial gain for the secondary supplier increases. The implementation of a collaborative agreement between the assembly maker and the parts backup provider would result in much greater anticipated profits compared to the decentralized decision-making approach. The impact of the revenue sharing coefficient on the predicted earnings of retailers and assembly manufacturers is more significant compared to the repurchase coefficient. The selection bias between NA and NB techniques under capacity constraints mostly arises from the assertiveness of the wholesale asking prices of inexpensive component suppliers, leading assembly manufacturers to increasingly prefer the NA option. This paper's research successfully achieves the contractual coordination of the assembly building supply chain, enhances the resilience of the assembly building supply chain, and promotes the long-term sustainable development of the assembly building supply chain.

The research objective is to investigate the effect of brand equity on Thai cosmetic purchasing decisions. The study involved 500 individuals aged 20-59 who had purchased and used Thai cosmetic products within the past year. A multistage sampling method was employed to select the participants. Data collection was carried out using questionnaires, and both descriptive and multivariate statistical analyses were conducted, explicitly utilizing Second-order Confirmatory Factor Analysis and Structural Equation Modeling. The research results showed four factors influencing the purchasing decisions of Thai brand cosmetic products: Brand Equity, Buying Behavior, Consumer Satisfaction, and Perceived Value. The Second-order Confirmatory Factor Analysis and Structural Equation Model demonstrated that these factors met the assessment criteria when applied to the empirical data. Consequently, if a brand can establish brand equity that surpasses its competitors in the eyes of consumers, it will contribute to long-term profitability and sustained growth.

The purpose of this study is to explore how various online marketing tools, including Content Marketing, Email Marketing, Social Media Marketing, and SEO, affect customers' decisions to purchase Internet services. The study utilized a survey distributed through simple random sampling, with 410 questionnaires given to Zain Telecom customers in Zarqa city. After excluding incomplete questionnaires, 385 were analyzed using multiple regressions, descriptive analysis, and reliability tests. Results showed that all independent variables had a significant impact on customers' purchasing decisions of Internet services, with Email Marketing having the strongest relationship. The study recommends further investment in Email Marketing strategies to improve customer retention and acquisition.

This research aims to investigate the role of internet marketing, word-of-mouth and brand awareness on purchasing decisions in online stores. The respondent sampling technique used in this research is a non-probability sampling technique, which uses a purposive sampling technique. The responses to this research were from 468 online store consumers. Measurements of “Internet Marketing”, “Word of Mouth Communication”, “Brand Awareness” and “Purchasing Decisions” were carried out using a seven-point Likert scale, ranging from strongly agree (1) to strongly disagree (7). In this research, the data was analyzed using the Partial Least Square (PLS) method with SmartPLS version 3.0 software. The stages of research data analysis are outer model testing, namely unified validity and reliability, inner model testing and hypothesis testing. Based on the results of data analysis, it is concluded that internet marketing, word-of-mouth and brand awareness had positive and significant effects on purchasing decisions. Better internet marketing will improve consumer purchasing decisions, brand awareness plays an important role in consumer purchasing decisions, and consumers will carry out word-of-mouth activities and tell other people about consumer experiences after consuming products, electronic word of mouth can help consumers in making buying decisions. Based on the results of data analysis, the study provides managerial implications as follows: online stores should evaluate the Internet marketing strategy used by the company by looking for information about what is currently trending among the public and forming a special team to carry out Internet marketing strategies to make them more attractive and creative and provide more complete information regarding products are marketed so that they attract consumers to make purchasing decisions.

Previous research states that viral marketing has an important role in increasing consumer purchasing intentions, viral marketing can also encourage increased brand awareness. This research aims to analyze the relationship between Viral marketing and purchasing decisions, Brand awareness and purchasing decisions, and Viral marketing and purchasing decisions. This research method is quantitative through surveys, research data was obtained by distributing online questionnaires to 720 selected online shop customers in Indonesia using a simple random sampling method, and the online questionnaire was designed using statement items with a Likert scale of 1 to 7. Data analysis used a structural equation model based on covariance (CB-SEM) with SmartPLS 4.0 software to analyze research data. The independent variables are viral marketing and brand awareness, and the dependent variable is purchasing decisions. The stages of data analysis are validity testing, reliability testing, model fit testing, and significance testing of hypothesis testing. The results of this research are that Viral marketing has a positive and significant relationship with purchasing decisions, Brand awareness has a positive and significant relationship with purchasing decisions, and Viral marketing has a positive and significant relationship with purchasing decisions. Viral marketing is one of the factors that can influence purchase intentions. Viral marketing is expected to have multiple effects because many people who receive the message can convey it to tens or even hundreds of other internet users. Brand awareness can influence consumers toward purchasing decisions, which states that brand awareness has a significant influence on purchasing decisions.

The purpose of this study is to analyze the influence of digital marketing, word of mouth, and service quality on purchasing decisions through a quantitative questionnaire using an accidental sampling method. The research is designed to find out the relationship between the influence of digital marketing, word of mouth and service quality on consumer purchasing decisions using a quantitative approach method. The variables in this study consist of independent variables and dependent variables. The variables studied include digital marketing, word of mouth, service quality and consumer purchasing decisions. The research was conducted at food SMEs in Jakarta, Indonesia. Sources of data in this study were primary data including consumer responses to digital marketing, word of mouth, service quality and purchasing decisions obtained from the results of distributing online questionnaires. The sample size used in this study was 680 people. The data collection method used in this study was an online questionnaire distributed by social media. The data were analyzed using SPSS software and structural equation modeling (SEM) with SmartPLS software tools. The results of this study indicate that the higher the digital marketing, word of mouth, and service quality, the higher the purchasing decision. SMEs must further optimize the use of digital marketing in marketing their companies such as uploading interesting content on one of the existing social media. From a word-of-mouth point of view, companies must promote more to their closest circle of benefits what they get from using SEMs products. Service quality must continue to provide excellent service to consumers or customers so that these consumers feel comfortable and satisfied.