Open research questions in Consumer Behavior and Marketing Influence

What the literature leaves open

• The growth of the internet has changed consumer behavior, making it challenging for businesses to meet the changing needs of consumers. The fashion industry is highly competitive, making it challenging for businesses to differentiate themselves.

  Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Dalam Pembelian Produk Fashion · 2026 · DOI

• There is a lack of research on the effect of product quality and service quality on consumer satisfaction in purchasing fashion products through Online and Offline channels.

  Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Dalam Pembelian Produk Fashion · 2026 · DOI

• There is a lack of empirical testing of the effect of trust and perceived value on purchase intention within a specific product context and consumer segment. The study aims to fill this gap by examining the effect of trust and perceived value on the purchase intention of PinkFlash cosmetic products among Generation Z consumers in Jambi City.

  PENGARUH KEPERCAYAN DAN PERCEIVED VALUE TERHADAP MINAT PEMBELIAN PRODUK PINKFLASH PADA GENERASI Z DI KOTA JAMBI · 2026 · DOI

• There is a lack of research on the influence of brand image and customer reviews on purchasing decisions on the Shopee platform. There is a need to understand the factors that influence purchasing decisions on the Shopee platform.

  Pengaruh Citra Merek dan Ulasan Pelanggan Terhadap Keputusan Pembelian di Aplikasi Shopee · 2026 · DOI

• The study identifies a gap in the evaluation of marketing strategies at Emdee Easy Beauty Clinic Batam. The research aims to fill this gap by analyzing the influence of price, promotion, brand image, and product quality on consumer satisfaction.

  Pengaruh Harga, Promosi, Citra Merek, dan Kualitas Produk terhadap Kepuasan Konsumen pada Klinik Kecantikan Emdee Easy di Batam · 2026 · DOI

• There is a lack of understanding of the effects of utilitarian motivation and promotions on purchase decisions among TikTok Shop users. The mediating role of perceived value in the relationship between utilitarian motivation, promotions, and purchase decisions is not well understood.

  Utilitarian Motivation and Promotions on Purchase Decisions: Perceived Value as a Mediating Variable Among TikTok Shop Users in Indonesia · 2026 · DOI

• Kurangnya penelitian tentang pengaruh citra merek dan kualitas produk terhadap keputusan pembelian produk Scarlett di Bengkayang - Kurangnya pemahaman tentang faktor-faktor yang memengaruhi keputusan pembelian konsumen

  Analisis Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Scarlett Di Bengkayang · 2026 · DOI

• The hotel industry faces challenges in providing high-quality services to customers. Hotels need to strengthen their brand image to increase customer trust and satisfaction.

  Pengaruh Kualitas Layanan dan Citra Merek terhadap Kepuasan Pelanggan dengan Kepercayaan Pelanggan Sebagai Variabel Mediasi pada Hotel Bintang 5 di Surabaya · 2026 · DOI

• The study identifies a gap between customer expectations and actual service. The study identifies reliability and responsiveness as key dimensions for customer satisfaction.

  Pendekatan QFD dalam Merancang Strategi Peningkatan Kualitas Pelayanan Coffeeshop Dirasa Semarang · 2026 · DOI

• The high upfront purchase price of BEVs is a significant barrier to adoption. The lack of charging infrastructure and limited model options are also challenges to BEV adoption. Changing consumer behavior and preferences is a complex task that requires a deep understanding of the factors shaping purchase intention.

  Determinants of Battery Electric Vehicle purchase intention: A discriminant analysis in Jakarta · 2026 · DOI

• The study faces challenges in terms of self-reporting bias. The study faces challenges in terms of the complexity of consumer behavior on social commerce platforms. The study faces challenges in terms of the limited understanding of the moderating effect of promotional overload.

  Pengaruh Social Proof dan Kualitas Visual Konten TikTok Shop terhadap Minat Beli dengan Promotional Overload sebagai Variabel Moderasi pada Generasi Z · 2026 · DOI

• The halal food industry is becoming increasingly competitive. Businesses need to understand the factors that influence consumer purchasing decisions. The study faced challenges in collecting data from respondents.

  PENGARUH BRAND IMAGE DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN BERLABEL HALAL PADA CV. DP DUA BINTANG BEKASI · 2026 · DOI

• The study identifies the challenge of excessive consumption and financial problems among students due to online shopping. The study highlights the need for financial literacy and self-control among students to avoid these problems.

  DAMPAK BELANJA ONLINE DI SHOPEE TERHADAP PERILAKU KONSUMTIF MAHASISWA DI KOTA PALOPO · 2026 · DOI

• The study faces challenges in terms of the limited sample size and the specific focus on fashion products on TikTok.

  PENGARUH KONTEN MARKETING DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI PLATFORM TIKTOK PADA MAHASISWA PROGRAM STUDI PENDIDIKAN EKONOMI SEMESTER VIII · 2026 · DOI

• The coffee shop industry in Bekasi is increasingly competitive. Consumers have many alternatives to choose from. Effective marketing strategies are needed to influence consumers' purchase decisions.

  Pengaruh Brand Awareness dan Electronic Word of Mouth (e-WOM) terhadap Keputusan Pembelian Konsumen Produk Fore Coffee Di Bekasi · 2026 · DOI

• The costs associated with transforming conventional marketing into sustainable marketing. The need to balance environmental, social, and financial objectives. The volatility and unpredictability of consumer goods markets.

  Modelling sustainable marketing activities of food companies operating on the Polish market · 2026 · DOI

• The skincare industry is highly competitive, making it challenging for companies to understand the factors that influence purchase decisions. Consumers have different preferences and needs, making it challenging to develop effective marketing strategies. Social media and influencer reviews can have a significant impact on purchase decisions, but it is challenging to measure their effects.

  Pengaruh Harga, Kualitas Produk, dan Influencer Review Terhadap Keputusan Pembelian Produk Skincare Glad2Glow · 2026 · DOI

• The company faces a decline in the number of customers in recent years. The factors causing this decline include non-optimal marketing strategies, limited use of digital media, trust, and customer expectations towards the company.

  Pengaruh Reputasi dan Promosi terhadap Minat Pembelian Nasabah pada PT Jasaraharja Putera Cabang Palembang · 2026 · DOI

• The study faces challenges in collecting data from a limited sample size. The research encounters difficulties in controlling for other factors that may influence impulse buying.

  Impulse Buying Pada Produk Sociolla: Dianalisis Melalui Promosi Dan Atmosfer Toko · 2026 · DOI

• The coffee shop business is becoming increasingly competitive. Business owners need to improve product quality, set appropriate prices, and create attractive promotions to maintain customer loyalty.

  Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Minat Beli Konsumen · 2026 · DOI

• The lack of empirical studies on the impact of E-WOM on perception and purchase intention for local parfum products. The need to understand the role of perception in mediating the relationship between E-WOM and purchase intention.

  Pengaruh Electronic Word of Mouth (E-WOM) terhadap Persepsi Kualitas dan Minat Beli Konsumen Generasi Milenial dan Generasi Z (Studi Kasus: Brand Parfum HMNS pada Aplikasi X) · 2026 · DOI

• Terdapat gap dalam pemahaman tentang pengaruh autentisitas dan transparansi influencer terhadap kepercayaan konsumen dan keputusan pembelian. Terdapat gap dalam pemahaman tentang peran mediasi kepercayaan konsumen dan moderasi kategori influencer.

  Pengaruh Autentisitas dan Transparansi Influencer terhadap Kepercayaan dan Keputusan Pembelian Konsumen Produk Parfum SAFF & Co · 2026 · DOI

• One challenge is the difficulty of measuring brand trust in social commerce. Another challenge is the need to consider the specific factors that influence brand trust in social commerce. A third challenge is the limited sample size and focus on a specific industry.

  PENGARUH KREDIBILITAS INFLUENCER, KETERLIBATAN EMOSIONAL, DAN KUANTITAS USER-GENERATED CONTENT TERHADAP BRAND TRUST RIMBACARE RIMBALIFE DI PLATFORM TIKTOK SHOP (Studi pada Member Gym di Kabupaten Lamongan) · 2026 · DOI

• The study has a limited sample size and is focused on a specific industry (health and wellness). The study only considers three variables that influence brand trust, and there may be other factors that are not accounted for. The study uses a cross-sectional design, which may not capture the dynamic nature of social commerce.

  PENGARUH KREDIBILITAS INFLUENCER, KETERLIBATAN EMOSIONAL, DAN KUANTITAS USER-GENERATED CONTENT TERHADAP BRAND TRUST RIMBACARE RIMBALIFE DI PLATFORM TIKTOK SHOP (Studi pada Member Gym di Kabupaten Lamongan) · 2026 · DOI

• There is a lack of understanding of the relationship between service innovation and new product performance in Indonesian tutoring SMEs. Prior work has not fully explored the role of market turbulence in moderating this relationship.

  Service Innovation and New Product Performance in Indonesian Tutoring SMEs · 2026 · DOI

Most-cited papers in Consumer Behavior and Marketing Influence

• International students' decision‐making process · International Journal of Educational Management · 2006 · 193 citations
• The effect of product display, availability upon perceived safety and perceived quality for word of mouth and food brand’s loyalty · Tourism and Hospitality Research · 2025 · 24 citations
• Measuring consumer‐based brand equity of prestigious mass brands using masstige mean score scale · International Journal of Consumer Studies · 2022 · 23 citations
• Consumer interest with regard to product completeness, promotion and location: the case of Indonesia · Economic Annals-ХХI · 2021 · 18 citations
• EXPLORING LOCATION DETERMINANTS OF ASIA’S UNIQUE BEVERAGE SHOPS BASED ON A HYBRID MADM MODEL · International Journal of Strategic Property Management · 2021 · 16 citations
• Positive psychological capital, market orientation, and business performance of family business in the culinary sector: A research study · Economics & Sociology · 2020 · 15 citations
• Marka Güven Ölçeğinin Türk Kültürüne Uyarlanması: Geçerlik ve Güvenirlik Çalışması (Adapting Brand Trust Scale to Turkish Culture: Validity and Reliability Study) · Journal of Business Research - Turk · 2020 · 11 citations
• Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian pada Produk Scarlett Whitening · Journal Of Social Research · 2022 · 9 citations
• REPUTATION SYSTEM OF C2C E-COMMERCE, BUYING INTEREST AND TRUST · Verslas teorija ir praktika · 2020 · 8 citations
• Havayolu Taşımacılığında Hizmet Kalitesinin Kurumsal İmaj, Müşteri Memnuniyeti ve Müşteri Sadakati Üzerindeki Etkisi (The Effect of Service Quality on Airline Transportation on Corporate Image, Customer Satisfaction and Customer Loyalty) · Journal of Business Research - Turk · 2020 · 7 citations

Most recent work

• Pengaruh Consumer Trust, Product Innovation dan Perceived Value Terhadap Minat Beli Skincare Skintific (Studi Kasus Mahasiswa Fakultas Ekonomi Angkatan 2024 Universitas Indo Global Mandiri Palembang) · Jurnal Ekonomi Manajemen Sistem Informasi · 2026
• The Influence of Brand Equity and Internet Banking Services on the Decision to Become a Customer of an Indonesian Islamic Bank · Jurnal Manajemen Motivasi · 2026
• Pengaruh Social Media Marketing dan Online Customer Riview terhadap Purchase Decision dengan Purchase Intention sebagai Variabel Intervening pada Scarlett Whitening di Yogyakarta · Jurnal Manajemen Pendidikan dan Ilmu Sosial · 2026
• PENGARUH PROMOSI, RATING, GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN MAKANAN MELALUI APLIKASI GOJEK DI KOTA MEDAN · JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis · 2026
• Pengaruh Promosi Terhadap Keputusan Pembelian Di Kedai Kopi Hollow Kota Tasikmalaya · Indonesian Journal of Innovation Multidisipliner Research · 2026
• Pengaruh Konten Media Sosial dan Customer Trust terhadap Keputusan Pembelian Brand Uniqlo pada Konsumen Gen Z · Surplus: Jurnal Ekonomi dan Bisnis · 2026
• Analisis Penerapan Strategi Pelayanan Prima dalam Upaya Meningkatkan Jumlah Nasabah pada PT BPRS Carana Kiat Andalas Padang Luar · ARZUSIN · 2026
• Consumer Perceptions of the Influence of Brand Image, Store Atmosphere, Promotions and Product Innovation on Coffee Purchasing Decisions · Jurnal Ekonomi dan Bisnis · 2026
• Pengaruh Viral Marketing dan Fear of Missing Out Terhadap Keputusan Pembelian Pada Produk Parfum H.M.N.S di Garut · El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam · 2026
• Dari Pilihan Hingga Loyalitas: Studi tentang Peran Keputusan Pembelian dalam Membentuk Loyalitas Merek pada Konsumen E-Commerce Shopee di Kota Manado · Jurnal Locus Penelitian dan Pengabdian · 2026

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