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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Ilmiah Manajemen Kesatuan
Bagus Yunianto Wibowo
Politeknik Negeri Semarang, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Social Sciences Other

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Behavioral Economics Insights into Consumer Decision-Making in Online Marketplaces Bagus Yunianto Wibowo
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 4 (2025): JIMKES Edisi Juli 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i4.3463

Abstract

This study reveals the influence of psychological, social, and emotional factors on consumer decision-making in online marketplaces through a behavioral economics approach. Cognitive biases such as anchoring bias, herd behavior, and loss aversion play a significant role in purchasing decisions, while social factors, including product reviews, also influence consumer tendencies. Personalized recommendation and promotion algorithms have been shown to accelerate purchasing decisions, but challenges related to filter bubbles and data privacy need to be addressed. The study also highlights the importance of stricter regulation to protect consumers and prevent manipulation. These findings open up space for further research on the long-term impact of recommendation algorithms and cultural factors on consumer behavior in online marketplaces.
Brand Trust As A Moderating Variable Of The Influence Of Instagram Vloggers On Food Branding Bagus Yunianto Wibowo; Nanang Adie Setyawan; Jati Nugroho; Misbakhul Arrezqi; Eva Purnamasari; Irawan Malebra
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 1 (2026): Januari
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i1.9182

Abstract

This research is quantitative with an explanatory approach, which utilizes primary source research to validate existing hypotheses . The data used in this study are primary data obtained from 250 Instagram users. The data in this study were analyzed using the Smart PLS 4.0 analysis tool. The result in this article show In this study, there are two hypotheses used. The hypothesis in this study is that the Instagram Vlogger variable can have a positive relationship direction and a significant influence on Food Branding. To find out the results can be seen in the first row of the third table. The first row of the third table in this study shows that the Instagram Vloggers variable can have a positive relationship direction and a significant influence on Food Branding because the P-Values are positive and below the 0.05 significance level, namely 0.000. The results mentioned by the researcher in the previous row are in line with a number of previous studies as follows (Hansvirgo et al. 2023); (Liling et al. 2022) & (Novindina Ayutiani 2022). These results mean that the increasing number of Instagram Vloggers about a product can make the product more known to the public and ultimately can increase the Food Branding of a product. The next hypothesis can be interpreted that the Brand Trust variable can also strengthen the influence of the Instagram Vloggers variable on Food Branding because the P-Values also tend to be positive and are also far below the 0.05 significance level, namely 0.000. More significant than direct testing. Based on this, the first and second hypotheses in this study can be accepted and proven.
Co-Authors Eva Purnamasari Irawan Malebra Jati Nugroho Misbakhul Arrezqi Nanang Adie Setyawan