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All Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Economics, Management and Accounting
Karina Fawzeea Sembiring, Beby
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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From Rating to Purchase Decisions: A Systematic Literature Review on Online Reviews and Consumer Behavior Morales Simanjuntak, Samuel; Putri Luthfiyyah, Siti; Wulanda, Astrea; Helmi Situmorang, Syafrizal; Karina Fawzeea Sembiring, Beby
International Journal of Economics, Management and Accounting (IJEMA) Vol. 2 No. 5 (2024): October
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v2i5.212

Abstract

This study aims to identify consumer behavior through bold reviews, which play an essential role in purchasing decisions. The systematic approach in this study is a significant contribution, especially in exploring aspects of tone, review length, and content quality. The Prisma model Systematic Literature Review (SLR) method is used to map 536 literatures from 2020 to 2024, with the help of VOSviewer to analyze trends and research analysis. The results show the critical role of technology, such as sentiment analysis, in understanding consumer emotions and the significant impact of reviews on consumer preferences. This study opens opportunities to explore further review elements influencing consumer purchasing decisions.
EFFECT OF BRAND IDENTITY AND LIFESTYLE ON PURCHASING DECISIONS WITH EXPERIENTIAL BUYING AS MODERATING IN BABY BOOMERS IN MEDAN CITY RESTAURANTS Haidiani Putri, Yessi; Karina Fawzeea Sembiring, Beby; Absah, Yeni
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 2 No. 4 (2022): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v2i4.367

Abstract

Many businesspeople have benefited financially from this culinary industry. However, many people in the culinary industry have failed financially due of poor marketing tactics and subpar customer service. It implies that a culinary company's ability to outperform the competition depends on the adoption of an effective marketing plan and strong consumer interactions. The purpose of this study is to ascertain how brand identity and lifestyle affect purchasing decisions that are tempered by experience shopping. Slovin sampling was used to perform this study on all restaurant patrons in Medan City. Modified regression analysis is used for the analysis. Purchase decisions are unaffected by brand identity. Purchase decisions are impacted by a person's lifestyle. The impact of brand identity on purchase decisions might be tempered through experiential buying. Experiential purchasing is unable to mitigate the impact of lifestyle on purchasing choices. At eateries in Medan City, Babyboomers' purchase decisions are influenced by both brand identity and lifestyle. At eateries in Medan City, experiential buying can reduce the simultaneous effect of brand identity and lifestyle on baby boomers' purchase decisions
ANALYSIS OF THE EFFECT OF SOCIAL MEDIA AND EXPERIENTIAL MARKETING ON CONSUMER PURCHASE DECISIONS OF RAINBOW RICE MEDAN Sylvia Sari, Asri; Arto Pujangkoro, Sugih; Karina Fawzeea Sembiring, Beby
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 2 No. 2 (2022): March
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijerlas.v2i2.224

Abstract

The culinary business is currently a business that has the potential to grow quite rapidly. That way the businessmen must have more efforts to maintain the existence of their culinary business. In this case, social media plays an important role in the media that conveys information ranging from promotions to what products or menus are sold by the businessman. The location of this research was carried out at Rainbow Rice Medan on Jalan Captain Muslim, Megapark Komplek Megacomm. Population is a generalization area consisting of objects/subjects that have certain qualities and characteristics determined by researchers to study and then draw conclusions. The population in this study are consumers who have already purchased products from Rainbow Rice Medan. The number of samples in this study is unknown. The influence of Social Media variables on Purchase Decisions with a coefficient value of 1.101, a P-Values value of 0.000 0.05 and a T statistics value of 9.985 1.661 (significant). The F-Square value is 1.063. The influence of the sense of the Panca Indra variable on purchasing decisions with a path coefficient value of -0,302, a P-Values value of 0.032 0.05 and a T statistics value of 2.145 1.661 (significant). The F-Square value is 0.091. The effect of the Feeling variable on the Purchase Decision with the path coefficient value of 0.140, the P-Values value of 0.465 0.05 and the T statistics value of 0.730 1.661 (not significant). F-Square of 0.008. The influence of the Thinking variable on the Purchase Decision with the path coefficient value of 0.137, the P-Values value of 0.569 0.05 and the T statistics value of 0.570 1.661 (not significant). F-Square of 0.006. The influence of the Action variable on the Purchase Decision with the path coefficient value of -0.399, the P-Values value of 0.066 0.05 and the T statistics value of 1.839 1.661 (no significant effect). F-Square of 0.087. The influence of the relationship variable on purchasing decisions with a path coefficient value of 0.178, a P-Values value of 0.275 0.05 and a T statistics value of 1.093 1.661 (not significant). F-Square of 0.022. Stimulant Effect on Purchasing Decisions There is a simultaneous positive and significant effect of all independent variables on the dependent variable with an R-Square value of 0.836, a P-Values value of 0.000 0.05 and a T Statistics value of 25,752 1.661 (significant). It can be concluded that the Raibow Rice Medan is known by the public through social media such as Instagram.
Co-Authors Arto Pujangkoro, Sugih Haidiani Putri, Yessi Helmi Situmorang, Syafrizal Morales Simanjuntak, Samuel Putri Luthfiyyah, Siti Sylvia Sari, Asri Wulanda, Astrea yeni absah