The Effect of Promotions and Consumer Preferences on Purchase Decision

Abstract

This study aims to explain the effect of promotion and consumer preferences on clothing purchase decisions at Zalora either partially or simultaneously with descriptive and quantitative approaches. The number of samples was 105 respondents using the purposive sampling technique. Furthermore, the data were analyzed by path analysis. The descriptive test results explain that the promotion, consumer preferences, and purchase decision patterns are considered good. There is a positive and significant correlation between promotion and consumer preferences. The influence partially explains the effect of promotion, which is explained by 22% on purchase decisions, and the influence of consumer preferences by 50% on purchase decisions. The simultaneous effect is explained by 71% if promotion and consumer preferences have a positive and significant effect on clothing purchase decisions at Zalora.

A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode

“…This reveals the relative weights of factors impacting immersion and intention to pay. Regarding the direct determinants of intention to pay, this study also highlights the guiding role of curiosity [245]. Users are more inclined to pay for AR as they are attracted to novel content.…”

“…This implies that triggering user curiosity is critical to enhancing user experience. Immersion represents a good user experience, which forms the foundation of user's intention to pay [245].…”