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All Journal International Journal of Artificial Intelligence for Digital Marketing Journal of Artificial Intelligence and Digital Economy
Satrio Sudarso
Muhammadiyah University of Sidoarjo, Indonesia
Economics, Econometrics & Finance Environmental Science

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THE INFLUENCE OF VIRTUAL TRY ON, PRODUCT QUALITY, AND COUNTRY OF ORIGIN ON CONSUMER PURCHASING DECISIONS ON MAYBELLINE PRODUCTS Erneisha Adiesti Septanaya; Alshaf Pebrianggara; Lilik Indayani; Satrio Sudarso
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 12 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i12.464

Abstract

Objective: The purpose of this study is to examine how consumers' decisions to buy Maybelline goods are influenced by Virtual Try On (VTO), product quality, and location of origin. With the advancement of digital technology, Virtual Try On has emerged as an innovation that facilitates customers' ability to virtually test things before making a purchase. Furthermore, the place of origin and product quality are regarded as significant variables that impact consumer choices. Method: The research method used is quantitative by distributing questionnaires to 100 respondents who have purchased Maybelline products with SPSS version 26 data processing media. This study utilizes non-probability sampling through a purposive sampling approach. Results: The results show that Virtual Try On has a positive and significant effect on purchasing decisions with a T-value of 5.323 and a significance value of 0.001, while product quality does not show a significant effect with a T-value of 1.577 and a significance value of 0.118, and the Country of Origin variable has a positive and significant effect with a T-value of 10.879 and a significance value of 0.001. Novelty: With the advancement of digital technology, Virtual Try On has emerged as an innovation that facilitates customers' ability to virtually test things before making a purchase.
THE EFFECT OF PRODUCT QUALITY, WORD OF MOUTH, AND BRAND TRUST ON PURCHASING DECISIONS OF YUSUF TEMPE MSMES Rangga Nur Zaifatl Amri; Satrio Sudarso; Lilik Indayani
Journal of Artificial Intelligence and Digital Economy Vol. 2 No. 10 (2025): Journal of Artificial Intelligence and Digital Economy
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/jaide.v2i10.1588

Abstract

Objective: This research is motivated by the importance of product quality, word of mouth, and brand trust in influencing purchasing decisions in local food MSMEs. The main problem lies in how these three factors contribute to consumers' decisions in choosing Tempe Yusuf products. The purpose of this study is to quantitatively analyze the influence of product quality, word of mouth, and brand trust on consumer purchase decisions. Method: This study uses a quantitative approach with a survey method through the distribution of questionnaires to 96 respondents who have purchased Tempe Yusuf products, selected by purposive sampling technique. 96 respondents were selected because the number met the regression statistical requirements and was considered sufficient to represent the profile of Tempe Yusuf consumers that were relevant to the purpose of the study. Data were analyzed using multiple linear regression with the help of SPSS software. Result: The results showed that product quality and word of mouth had a positive and significant effect on purchase decisions, while brand trust did not have a significant influence. Novelty: The novelty of this study lies in its focus on local food MSMEs, specifically Tempe Yusuf, and its findings emphasize the dominant role of product quality and word of mouth over brand trust in influencing purchasing decisions within the context of local market competition.
Co-Authors Alshaf Pebrianggara Erneisha Adiesti Septanaya Lilik Indayani Rangga Nur Zaifatl Amri