Based on the expectancy disconfirmation theory, the study presents a conceptual model exploring consumer perception (perceived service quality, product quality, price, and corporate social responsibility) effect on satisfaction and word of mouth in smallholder horticulture stores. A quantitative analysis using Partial Least Squares-based Structural Equation Modeling (PLS-SEM) was carried. This method was used to identify elements influencing satisfaction and to explore the hypothesised relationships between consumer perceptions, satisfaction, and the spreading of positive word of mouth. The findings identify the perceived service quality and product quality as factors that enhance satisfaction. However, the perceived quality of the product is the only factor that aids word of mouth. Correspondingly, perceived product quality shows a favorable relationship with perceived price. On the other hand, perceived price and corporate social responsibility do not strengthen customer satisfaction, with corporate social responsibility not aiding word of mouth. Furthermore, the study tested the strength of cus-tomer satisfaction as a mediating variable between consumer perception and word of mouth, and none of the results proved significant. Similarly, perceived price does not mediate the path between perceived product quality and customer satisfaction. The study is of benefit to scholars, smallholders, and agricultural policymakers, particularly in emerging economies.

Halal supply chain management, with its focus on Islamic values in tourism, is increasingly recognized for enhancing destination competitiveness and visitor satisfaction. This study examines how Islamic attributes, motivations, and norms influence visitor satisfaction and word of mouth in Medan City's tourism sector. In the halal tourism industry, supply chain management plays a crucial role in ensuring that every stage from procurement, production, distribution, to service delivery complies with halal standards. The research aims to evaluate the impact of Islamic Physical Attributes, Islamic Non-Physical Attributes, Push Motivation, Pull Motivation, and Islamic Norms on visitor satisfaction and their subsequent effect on word of mouth. By employing a quantitative approach, the study utilizes structured questionnaires based on previous research and applies Structural Equation Modeling (SEM) for analysis. Data were collected from 300 tourists in Medan City, including both local and international visitors. The study finds that Islamic Non-Physical Attributes and Pull Motivation significantly enhance visitor satisfaction. Islamic Physical Attributes also positively affect satisfaction, while Push Motivation does not. Satisfaction strongly influences word of mouth, but Islamic Norms negatively moderate this relationship. Islamic attributes and motivations play a crucial role in shaping visitor satisfaction in the tourism context. Islamic norms, however, may complicate the satisfaction-word of mouth link. The implementation of effective halal supply chain management can ensure that all aspects of supply chain management in halal tourism, from products to services, meet the expected halal standards. Practically, destination managers should emphasize Islamic attributes and motivational factors to improve visitor satisfaction. Theoretically, the study contributes to understanding the complex dynamics between satisfaction, norms, and word of mouth in halal tourism.

Word of mouth (WOM) is the oldest, yet still a very common form of marketing. Over the years, it has undergone under significant transformation as a result of the changing business strategies and rapid improvement in technology. Today, WOM has gained traction as a very effective and economic form of advertisement. With the increase in the use of internet technology and use of social media for marketing, online word of mouth (OWoM) is significantly changing the sphere. Today, many marketers prefer to use OWoM through platforms like Facebook, Twitter, and Instagram for marketing their products. However, consumer’s behaviors and attitudes are found to strongly influence OWoM. Using the Theory of Planned Behavior, the study explored the factors that predict the use of the OWoM marketing among youths in the Kingdom of Saudi Arabia. Data were collected from 440 samples using structured questionnaires and analyzed using PLS-SEM. The results have succeeded in showing the complex relationship between attitude, behavioral control and subjective norms; the underlying beliefs, and the intention towards the OWoM.

This study aims to analyze the influence of word of mouth and university reputation on student decision to study at faculty of economics at the Universitas Islam Sumatera Utara (UISU), Indonesia. This research uses quantitative approach with explanatory research type. The sample size includes all 177 new university students of academic year 2015-2016 and processed statistically with multiple linier regression method. Results show that word of mouth does not positively influence on students’ decision to study. Otherwise, university reputation partially had a positive and significant effect on students’ decision to study. In addition, word of mouth and university reputation influence on students’ decision to study. This shows that prospective students do not consider word-of-mouth good and bad information of the UISU, but rather consider the university's reputation in choosing a place to study. UISU should do more professionally in fulfilling facilities and infrastructure and improving the quality of lecturers. Tight competition requires universities to always build a good reputation through new breakthroughs that can be a mainstay and have a high selling value. UISU is required to be more professional by prioritizing user satisfaction.

Consumer’s values, Cultural values, Emotional Values and Word of mouth expressiveness, are good predictors for their buying decision satisfaction. In current study sample of 500 was taken to assess the consumer’s buying decision satisfaction in relation to the importance of their values associated with those decisions. This study also reveals how gender influences buying decision satisfaction. Consumer values have a positive and significant impact on buying decision satisfac-tion. While evaluation on the basis of gender and females have more emotional and word of mouth linkages than males, on the contrary to this, males are more concerned with cultural val-ues, and are less expressive and have a tendency to suppress their emotions while making buy-ing decisions.

The purpose of the current research is to explore the impact of Instagram pages on consumers’ purchasing intentions among millennials in the fashion industry in Jordan. This study uses a quantitative, cause-effect, and cross-sectional approach. Online surveys were used to collect data from 212 respondents through different social media tools. The collected data was analyzed by SPSS software and Smart PLS to test the research hypothesis. Results show that bloggers’ recommendations significantly affect eWOM and engagement; usefulness information significantly affects eWOM and engagement; while trust insignificantly affects eWOM and engagement; brand familiarity insignificantly affects eWOM and engagement; participation and socialization insignificantly affect eWOM and engagement. Finally, useful information, eWOM, and engagement significantly affect consumers buying intention on Instagram. The study gives new information about the influence of Instagram pages on consumers' intentions. Therefore, this research expands the knowledge about factors that affect customers’ buying intentions. Since the study is a quantitative cross-sectional conducted on fashion industry Instagram users through an online survey in Jordan, which may limit its generalization to other industries and countries, therefore, the study suggests applying similar studies to online users of different ages, industries, and countries. Marketers can use Instagram to contact, promote, advertise, and sell their products by developing strong relationships with their customers through different social media tools. Using social media tools for marketing and selling reduces paperwork, printed advertisement, and transportation, which positively affects corporate social responsibility and reduces the consumption of energy and pollution.

This study aims to examine the effect of digital literacy, digital marketing, and word of mouth on the interest of the z generation in Islamic banks. Researchers used primary data obtained from distributing questionnaires to students and students with a total sample of 460 respondents. In this study the sample acquisition technique used a purposive sample with the criteria for respondents being in the age range of 17 years to 25 years. The research method uses a quantitative approach and PLS analysis techniques assisted by SmartPLS version 3.0. The variables in this study include exogenous variables in the form of digital literacy, financial literacy, digital marketing, brand image and word of mouth as well as exogenous variables namely interest in Islamic banks. The results of this study indicate that financial literacy, digital marketing and word of mouth have an influence significant to the interest of the z generation in Islamic banks. Meanwhile, digital literacy and brand image have no significant effect on the z generation's interest in Islamic banks. The results of this study can be used as reference material in conducting further research, especially to determine Islamic banking marketing techniques for the z generation. For further research, it is expected to develop this research by adding other variables such as religiosity, location, level of service and other factors as well as other methods of research such as further and in-depth interview techniques with respondents so that more varied information results are obtained.

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.

The purpose of this study was to analyze the effect of digital marketing on purchasing decisions, word of mouth on purchasing decisions as well as the effect of service quality on online shop purchasing decisions. The variables studied include digital marketing, word of mouth, service quality and consumer purchasing decisions. The types in this study used quantitative survey research. This study used data collection techniques using online questionnaire methods distributed among online shop consumers. The number of samples in this study were 630 online shop consumers. The research used simple random sampling techniques. Variable measurement used a Likert scale from 1 to 5. The data analysis technique in this study implemented Structural Equation Modeling (SEM) analysis tool. The results of this study indicated that digital marketing had a positive and significant effect on purchasing decisions, Word of mouth had a positive and significant effect on purchasing decisions, and service quality had a positive and significant effect on purchasing decisions.

This study aims to examine and analyze the influence of social media and Word of mouth on Buying Interest through Brand Image in Creative Economy Business in city of Medan, Indonesia. The population in this study is consumers who visit and buy products at the Creative Economy Business in the city. The number of samples used in this study were 384 respondents with the Cochran formula. The analysis technique used is the Partial Least Squares method, namely, to test the measurement model and structural model. The results show that social media has no significant effect on Buying Interest, Word Of Mouth has a significant effect on Buying Interest, Social Media has no significant effect on Brand Image, Word Of Mouth has a significant effect on Brand Image and Brand Image has a significant effect on Buying Interest. Social Media has no significant effect on Buying Interest through Brand Image as an intervening variable, Word of Mouth has a significant effect on Buying Interest through Brand Image as an intervening variable on Creative Economy Business in Medan City.