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The international expansion of local brands into global markets is becoming increasingly relevant in the era of globalization. This research analyzes the international market expansion strategy implemented by the Eiger brand, particularly in the context of opening its first retail store in Interlaken, Switzerland. Using a qualitative approach with descriptive-analytical research design, this study examines market penetration strategies, marketing mix implementation, digital brand identity development, and key success factors of Eiger's expansion. The results show that Eiger's success in entering the European premium market was supported by strategic location selection, proper market entry timing, and effective product adaptation for the target market. Comprehensive marketing mix implementation, supported by strong digital communication strategies, played a significant role in building brand presence in the international market. Key success factors include strong internal capabilities, effective network development, and appropriate cultural adaptation strategies. This research provides theoretical contributions to the development of international expansion models for brands from developing countries and provides practical lessons for Indonesian companies planning similar expansions.

This study aims to analyze the effect of promotional strategies on consumer purchasing decisions for Freedom Street Wear products on the Shopee platform. The research population consists of Shopee users who have purchased products from official stores. A quantitative approach using a survey method was applied, and data was collected from 100 respondents selected through non-probability sampling. Multiple linear regression analysis was used to test the influence of each variable, both partially and simultaneously. The findings show that Double Date Discount has a positive and significant effect on purchasing decisions. Meanwhile, Free Shipping and Cash on Delivery (COD) did not have a significant effect, although COD showed a positive trend. Simultaneously, these three variables were found to have a significant effect on consumer purchasing decisions. In addition to examining the individual effects of promotional strategies, this study also explored the interactive relationships between the variables. It was found that while Free Shipping and COD did not individually influence purchasing decisions, their combination with other promotional strategies like Double Date Discount enhanced the overall effectiveness of the promotions. This suggests that promotional strategies should be strategically integrated to maximize their impact on consumer behavior. Furthermore, the study highlights the growing importance of e-commerce platforms like Shopee in influencing purchasing decisions and shaping consumer perceptions. As online shopping continues to grow, understanding the nuances of promotional strategies is essential for businesses aiming to attract and retain customers in a competitive market. The findings contribute to a deeper understanding of the factors driving consumer purchasing decisions and offer valuable insights for businesses looking to optimize their promotional efforts in the online retail environment.

This study aims to analyze the effect of leverage measured by Debt to Asset Ratio (DAR) and activity ratio measured by Total Asset Turnover (TATO) on profitability measured by Return On Assets (ROA) at PT ABC Indonesia Tbk for the 2015–2024 period. The analysis is carried out both partially and simultaneously to provide an overview of the factors that affect the company's profitability. The type of research used is descriptive quantitative with secondary data obtained from the company's annual financial statements, in the form of balance sheet and income statements. Data analysis methods include t-test, f-test, and determination coefficient (R²). The results of the study show that partially, the Debt to Asset Ratio (DAR) does not have a significant effect on the Return On Assets (ROA). This indicates that the company's leverage level, in the form of a comparison of total debt to total assets, did not directly contribute to the level of profitability during the study period. Similarly, Total Asset Turnover (TATO) is also partially unaffected by ROA. These findings suggest that the effectiveness of a company in utilizing total assets to generate sales has not fully affected profitability. However, the results of the simultaneous test (F test) showed that DAR and TATO together had a significant effect on ROA. A determination coefficient value (R²) of 0.6037 or 60.37% indicates that the variation in the company's profitability can be explained by these two independent variables. Meanwhile, the remaining 39.63% was influenced by other factors outside the research model, such as operational efficiency, cost structure, marketing strategy, and external conditions of the retail industry. Thus, this study confirms the importance of comprehensively considering leverage and asset activity in managing a company's profitability, although the partial influence of each variable has not shown strong significance.

This study investigates the influence of promotion, brand image, and location on purchasing decisions at 3Second Store Kediri. The research employs a quantitative approach using both primary and secondary data sources. The primary data were obtained through the distribution of questionnaires to 309 respondents, while the secondary data were collected via interviews with store supervisors and direct observation at the research site. The variables under examination include promotion, brand image, and location as independent variables, and purchasing decision as the dependent variable. Data analysis involved both partial and simultaneous hypothesis testing to determine the strength and significance of each variable’s effect. The findings reveal that, partially, each of the three independent variables—promotion, brand image, and location—has a significant and positive effect on purchasing decisions. This indicates that improvement in any of these aspects will lead to a higher likelihood of customers making a purchase. Simultaneous testing also demonstrates that the three variables collectively exert a significant and positive influence on purchasing decisions. Among these, promotion emerges as the most dominant factor affecting purchasing decisions, as confirmed through the partial t-test results. The coefficient of determination (R²) is 0.581, which signifies that 58% of the variation in purchasing decisions can be explained by the three examined variables, while the remaining 42% is attributed to other factors not covered in this study, such as product quality, customer service, and pricing strategies. These results suggest that marketing strategies focusing on well-planned promotional activities, maintaining a strong and positive brand image, and choosing a strategic store location can effectively increase customer purchasing decisions. The findings provide valuable insights for retail management, particularly for fashion retail brands like 3Second Store, in developing targeted strategies to optimize sales performance.

Public Fuel Filling Stations (SPBU) are important facilities that provide various types of fuel such as gasoline, diesel, and Pertamax to meet the needs of motorized vehicles. The existence of SPBU greatly helps the public in obtaining fuel at a more economical price compared to purchasing retail. However, the transaction system at SPBU generally still uses conventional methods, such as cash payments or the use of debit/credit cards that have not been fully integrated with an efficient digital system. The use of RFID (Radio Frequency Identification) technology has been implemented as a non-cash transaction method at several SPBUs, but this system still has various weaknesses, such as limited device compatibility and delays in transaction processing. This prompted the author to develop the concept of an independent SPBU based on modern technology that is more efficient and secure. The proposed innovation includes the use of contactless smart cards and coin acceptors for the payment system, allowing users to make self-service transactions without operator involvement. In addition, the author also added several supporting components such as proximity sensors, which function to detect the presence of vehicles or people around the SPBU area. These sensors can help in saving electrical energy by activating the system only when needed. Another component is a vibration sensor, which plays a crucial role in detecting excessive vibrations that could potentially cause leaks. If excessive vibration is detected, the system automatically closes the solenoid on the pump to prevent the risk of fire or damage. By integrating this technology, the autonomous gas station system is expected to improve operational efficiency, user convenience, and safety during the automatic refueling process. This development is expected to be an innovative solution for modernizing the gas station system in Indonesia.

This study aims to examine the influence of host interaction and flash sale discounts on consumer interest in live shopping on Shopee among the community in Surabaya City. The research employs a quantitative approach using a structured questionnaire as the primary data collection method. A total of 96 respondents, all of whom actively engage in online shopping via Shopee, were selected as the study sample. Data analysis was conducted using SPSS, applying both t-tests and F-tests to evaluate the hypotheses. The t-test results reveal that host interaction significantly affects consumer interest, with a t-count value of 5.252 exceeding the t-table value of 1.986, and a significance level of 0.000, which is below the 0.05 threshold. Similarly, flash sale discounts also demonstrate a significant effect on consumer interest, with a t-count value of 3.217 surpassing the t-table value of 1.986, and a significance level of 0.002, indicating statistical significance. Furthermore, the F-test results indicate that host interaction and flash sale discounts have a simultaneous and significant influence on consumer interest, as evidenced by an F-count value of 26.37 exceeding the F-table value of 3.9434, with a significance level of 0.000. These findings suggest that both host interaction and flash sale discounts play a crucial role in shaping consumer purchasing interest during live shopping events. The results highlight the importance for resellers and online sellers to enhance host engagement skills and strategically implement time-limited discount offers to attract and retain consumers. In the increasingly competitive e-commerce environment, optimizing these two factors may significantly contribute to improving customer engagement and driving sales performance. This research provides practical insights for online retailers seeking to strengthen their marketing strategies on live shopping platforms

The current business world is developing in a fast and dynamic global economic environment, creating new challenges for business actors. In the marketing sector, this condition is characterized by increasingly fierce competition. Companies are required to adapt to diverse consumer preferences and needs. In the marketing process, several factors influence purchasing decisions, including store atmosphere, service quality, and product variety. This study aims to analyze the influence of store atmosphere and service quality on purchasing decisions, with product variety as a moderating variable. This study was conducted at the 3 Saudara Clothing Store in Tangerang Regency. The research population was all store visitors, with a sample of 155 respondents obtained using non-probability sampling techniques, specifically accidental sampling. Data collection was carried out through questionnaires, while data analysis used SmartPLS software version 4.0. The results of the study show: (1) Store atmosphere has a significant effect on purchasing decisions; (2) Service quality has a significant effect on purchasing decisions; (3) Product variety moderates the relationship between store atmosphere and purchasing decisions; and (4) Product variety moderates the relationship between service quality and purchasing decisions. These findings indicate that store atmosphere and service quality play a significant role in driving purchasing decisions, and this influence can be amplified through product diversity. Therefore, maintaining a comfortable and attractive store environment, improving service quality, and providing a wide product variety are important strategies for retail stores in facing increasingly competitive markets.

This research is motivated by the phenomenon of scarcity of 3-kilogram LPG (Liquefied Petroleum Gas) occurring in several sub-districts within Kudus Regency. This scarcity is frequently caused by misdirected distribution, wherein the subsidized gas, which pursuant to Article 3 Paragraph (1) of Presidential Regulation of the Republic of Indonesia Number 104 of 2007, is intended for low-income households and micro-enterprises, is instead accessed by middle-to-upper class individuals and sold at prices exceeding the government-mandated retail price (Harga Eceran Tertinggi/HET). The purpose of this study is to examine the implementation of the aforementioned Presidential Regulation in the distribution of 3-kg LPG within a specific sub-district of Kudus Regency, and to identify the inhibiting factors affecting its execution. This research employs a descriptive qualitative method using a field study approach. Data were collected through observation, in-depth interviews with LPG base outlet operators, sub-district government officials, and subsidy recipient residents, as well as through documentation of policies and distribution reports. The findings indicate that the implementation of the 3-kg LPG distribution policy in the field has not been conducted optimally. Many base outlets continue to sell subsidized LPG to retailers or to non-target consumers for the sake of higher profit margins, compounded by weak regulatory oversight. The impeding factors in policy implementation include: lack of understanding of the regulations by distribution actors, insufficient governmental outreach and socialization efforts, weak oversight and evaluation from Pertamina (the state-owned oil and gas company), and the absence of firm enforcement measures or sanctions against violations, which further exacerbate the problem.

Marketing a product effectively goes beyond showcasing attractive photos; it involves creating engaging videos that can better explain and demonstrate the products on existing social media platforms. In today’s digital age, maximizing a product's effectiveness through social media marketing is essential. CapCut, a user-friendly video editing application, offers a range of features that enable users to create professional-quality videos easily. These features can be utilized to effectively market a product by conveying its specifications and unique features in a visually compelling way. Recognizing the importance of video content in modern marketing strategies, we organized a training session at Cynara’s Corner, a retailer specializing in children’s and Muslim clothing. This training was designed to teach participants how to utilize CapCut for creating marketing videos. We used the drill and practice method, which involved hands-on exercises to help participants learn how to edit and produce engaging product videos. The training sessions focused on creating videos that could effectively communicate product specifications, such as size, material, and design, in a way that would appeal to potential buyers. These videos, once created, would be shared on social media platforms to provide comprehensive and informative content to attract potential customers. The training aimed to equip participants with the skills necessary to produce engaging content that would increase product visibility and appeal. By the end of the training, the participants were able to create professional videos that could be used for social media marketing. These videos not only showcased the products but also provided valuable information to help customers make informed purchasing decisions. This initiative will enable Cynara’s Corner to strengthen its social media presence and ultimately boost its sales by engaging potential buyers more effectively through creative video content.

Product quality, price, and service are important aspects that greatly influence consumer purchasing decisions, especially in the highly competitive snack retail sector. This study aims to analyze in depth the influence of product quality, price, and service quality on consumer purchasing decisions at the Griyo Snack Shop Sri Sumingan. This study uses a quantitative approach with a survey method. The data collection technique was carried out by distributing questionnaires with a Likert scale to 175 respondents selected using the accidental sampling method, namely sampling based on anyone who accidentally met the researcher and qualified as a consumer. The data obtained were then analyzed using multiple linear regression analysis with the help of SPSS version 23 software. The results of the t-test showed that the variables of product quality, price, and service quality each had a significant influence on consumer purchasing decisions, evidenced by a significance value of 0.000 (less than 0.05). Meanwhile, the F test showed that simultaneously the three variables also had a significant influence on purchasing decisions, with an F-value of 308.162 and a p-value of 0.000. The coefficient of determination (R²) of 0.844 indicates that 84.4% of the variability in consumer purchasing decisions can be explained by product quality, price, and service quality, while the remaining 15.6% is influenced by other factors outside the research variables. This finding implies that business actors in the snack retail sector must pay attention to and improve their product quality, set competitive prices, and provide optimal service to maintain and increase consumer loyalty.  

Queues are a common phenomenon and are often encountered in various aspects of daily life, especially in places that provide public services. One of the places that is inseparable from the queue problem is Indomaret Jimbaran, Bali. The large number of buyers who send data to Indomaret Jimbaran during peak hours causes the queue rate to be high. This is due to the limited number of service facilities and the time provided to serve each visitor is limited so that the cashier cannot serve buyers optimally. Therefore, the researcher is interested in researching whether the service facilities provided by Indomaret Jimbaran are effective and efficient so that they can satisfy customers.Using the Kolmogorov-Smirnov test, it was found that the appropriate distribution for the interarrival time of customers is the Gamma distribution, while the service time follows the 3-parameter Weibull distribution. The queueing model used is . The results show that having three cashiers is sufficient to handle the level of customer traffic at Indomaret Jimbaran retail store.

Internet of Things (IoT)-based digital transformation has become a major catalyst in improving the efficiency of operational systems in various sectors, including the modern retail industry. One of the common logistics problems found in supermarket environments is the accumulation of unorganized shopping trolleys, which can hinder service flow and increase staff workload. This study presents a design of an IoT-based autonomous smart trolley system and automatic navigation to address these problems in a structured manner. The system design utilizes the integration of ESP32 and Arduino UNO microcontrollers, ultrasonic sensors for distance detection, line sensors for automatic path navigation, and Raspberry Pi modules for visual image processing in location tracking. The system is designed to be able to independently reposition the trolley to a predetermined parking station. Conceptual analysis shows that this system has significant potential in reducing operational costs, increasing labor efficiency, and strengthening customer service automation. Initial evaluation of technical and economic feasibility aspects strengthens the opportunity for widespread system implementation in the future. This design is the first step in developing a smart retail solution based on adaptive technology that is in line with the principles of Society 5.0. Furthermore, the development of this smart trolley system also considers user safety and comfort through additional features such as anti-collision sensors, an early warning system in the event of technical problems, and a manual control option as an alternative in emergency situations. The integration of Internet of Things-based technology also enables real-time monitoring and management systems through a web-based dashboard or mobile application, which can be accessed by supermarket management for operational analysis. Thus, this system not only addresses internal logistics needs but also contributes to improving the overall customer experience.

This research aims to develop a recommendation system that can help retail business owners design more effective, data-driven promotional strategies. This system utilizes data mining techniques and the Apriori algorithm to extract association rules from consumer transaction data, thereby identifying more specific and accurate consumer purchasing patterns. Based on these patterns, the system can provide relevant promotional recommendations, such as product bundling, buy-one-get-one offers, or special discounts, which can attract consumer interest and increase sales. The system's implementation process is presented in the form of an interactive dashboard, which allows business owners to upload their transaction data, adjust analysis parameters, and visualize the promotional recommendation results in a way that is easier to understand and can be directly applied to their marketing strategies. This system not only provides well-structured promotional recommendations but also enables retail business owners to make more informed and efficient decisions in determining the type of promotion to implement, based on insights gained from analyzing their own transaction data. By utilizing this system, business owners can optimize their promotional strategies more efficiently and effectively, because they can quickly identify promotions that best suit consumer purchasing patterns. This can increase impulse sales, as relevant promotions will encourage consumers to purchase more products. Furthermore, this system shows great potential in increasing consumer engagement, as the promotions provided are more personalized and tailored to each consumer's preferences. Therefore, the implementation of this recommendation system has the potential to drive significant sales growth and help retail business owners achieve greater profits, as well as accelerate their business decision-making process. This system, ultimately, not only benefits business owners but also enhances the consumer shopping experience with promotions that are more tailored to their needs and preferences.

This study aims to analyze the strategy of utilizing vacant spaces within airports to enhance non-aeronautical revenue through collaboration with Micro, Small, and Medium Enterprises (MSMEs). Given the growing importance of non-aeronautical revenue sources in the aviation industry, this research focuses on how airports can optimize underutilized spaces for commercial purposes. The research method applied is library research, where relevant literature, journals, and previous studies are reviewed to gain insights into successful strategies and best practices. The findings of the study indicate that the development of commercial spaces, such as fast-food tenants, retail outlets, and photo booths, can significantly enhance the passenger experience by providing convenient services and entertainment. Additionally, these developments offer a sustainable alternative revenue stream for airports, diversifying income beyond traditional aeronautical activities. The research also explores the role of the Value Proposition Canvas business model to assess the alignment between the value offered by these services and the needs of passengers. By applying this model, the study emphasizes the importance of understanding customer expectations and ensuring that airport services meet these demands. The analysis further highlights that successful implementation of these strategies requires careful planning, including collaboration between airport management, MSMEs, local governments, and sponsors. Building strong partnerships and ensuring mutual benefit are critical for maximizing the non-aeronautical revenue potential. The study concludes by suggesting that airports can leverage vacant spaces more effectively to not only boost revenue but also improve the overall passenger experience, contributing to the long-term sustainability and growth of the airport sector.

This community service program aimed to enhance the safety compliance and service quality of gas station (SPBU) operators in Semarang through a structured refresher training initiative. The training was conducted over eight days and involved 120 participants from eight different SPBU locations. The program adopted a comprehensive approach by combining theoretical sessions, practical simulations, and role-playing exercises tailored to address real-world scenarios faced by SPBU personnel. Key training components included emergency response protocols, customer service excellence, complaint management, and adherence to safety procedures. The outcomes of the program showed measurable improvements. Post-training evaluations revealed a significant increase in participants’ knowledge and understanding of operational safety and service standards. Additionally, a notable reduction in emergency response times was observed during simulated drills. Feedback collected from the participants indicated enhanced confidence in handling routine operations, responding to customer complaints, and executing emergency procedures. This reflects the program’s success in not only increasing technical competence but also in boosting the professional demeanor of SPBU staff. Despite its success, the program encountered challenges, particularly in aligning the training schedule with participants’ daily work commitments, which occasionally hindered full attendance. To ensure long-term impact and continuity, the program recommends implementing annual refresher training sessions in collaboration with local safety and regulatory authorities. This would foster a culture of continuous improvement and compliance among SPBU operators, ultimately contributing to safer and more efficient fuel service operations in the region. Overall, the initiative highlights the critical role of ongoing professional development in enhancing service delivery and maintaining high safety standards in the fuel retail sector.

This study analyzes the application of the principles of gharar (uncertainty) and ‘adl (justice) in the subsidized LPG supply chain at Pangkalan Fawaid, Gondanglegi District, using the Maqashid Syariah approach. The primary focus of this research is to identify issues related to the distribution of subsidized LPG that involve Islamic economic principles, particularly concerning uncertainty and injustice that may disadvantage the public, especially low-income households. The main issues identified include the uncertainty of distribution schedules, price fluctuations, limited supply, and a lack of transparency in information, leading to unequal access for low-income households. The research employs a qualitative-empirical method with data collection techniques such as in-depth interviews, participatory observation, and document analysis. Five key informants were selected through purposive sampling to provide comprehensive insights into the issues surrounding subsidized LPG distribution. The data analysis used the interactive model by Miles & Huberman, with triangulation validation to ensure the accuracy and consistency of the findings. The results indicate the presence of gharar in several aspects, such as price uncertainty, quotas, and distribution schedules. Price uncertainty causes subsidized LPG prices to often exceed the Highest Retail Price (HET), while uneven distribution leads to injustice in access for households in need. Violations of the ‘adl principle are evident from the unequal and uneven distribution, which leads to access disparities among low-income households. Based on these findings, it is crucial to digitalize the LPG distribution system to make it more transparent, enhance supervision of distribution practices, and strengthen consumer literacy so they better understand their rights and obligations in accordance with Islamic economic principles. With these measures, uncertainty and injustice in subsidized LPG distribution can be minimized, leading to a more equitable and transparent distribution system.

Micro, Small and Medium Enterprises (MSMEs) have an important role in driving local and national economic growth. However, in the development of business spaces, environmentally friendly aspects of interior design often receive less attention. This research aims to increase MSME actors' understanding of the principles of sustainable and environmentally friendly interior design. The method used is an educational approach through training and workshops for a number of MSME players in the culinary and retail sectors. The material presented includes selecting environmentally friendly materials, managing natural lighting, cross ventilation, and energy efficient space planning. The evaluation results show an increase in participants' knowledge and awareness of the importance of implementing environmentally friendly interior design, which also has an impact on operational cost efficiency and improving business image. Thus, it is hoped that this program can encourage the creation of MSME business spaces that are not only functional and visually attractive, but also support environmental sustainability.

This study aims to empirically analyze the influence of product quality and service quality on customer satisfaction, with purchase decisions as a mediating variable, specifically among Alfamart consumers in the Singosari area, Malang Regency. The background of this research stems from the increasing competition in the modern retail sector, which requires companies to understand the key factors influencing customer satisfaction and loyalty. In this context, product quality and service quality are considered essential elements that shape customer perceptions and influence their purchasing decisions. A quantitative approach with an explanatory research design was used in this study. The sample was selected using purposive sampling, involving 97 respondents who had made purchases at Alfamart at least twice within the last three months. Data collection was conducted through the distribution of structured questionnaires, which included items measuring perceptions of product quality, service quality, purchase decisions, and customer satisfaction. The data were analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method to examine the relationships among variables comprehensively and simultaneously. The results of the analysis show that both product quality and service quality have a significant and positive effect on purchase decisions and customer satisfaction. Moreover, purchase decisions are proven to significantly mediate the influence of both product and service quality on customer satisfaction. This indicates that the purchase decision acts as a crucial mechanism linking the effect of quality to overall satisfaction. These findings contribute theoretically to the consumer behavior literature in the modern retail context and offer practical implications for retail management, such as Alfamart. Retailers are encouraged to focus on improving both product offerings and service delivery as strategic efforts to enhance customer experience. By doing so, they can effectively increase customer satisfaction and strengthen customer loyalty in the long term.

This community service initiative aims to educate and assist in the implementation of an Internal Control System ICS at Minimarket Malika as a strategic effort to safeguard assets and enhance operational effectiveness and efficiency. The ICS applied includes a systematic recording process for inventory, purchase prices, and selling prices. These records are intended to ensure that all transactions are properly documented and accountable.Internal evaluations are conducted regularly through annual stock-taking activities, which involve verifying and matching inventory data recorded in the system with the actual physical stock in the store or warehouse. This activity serves as a critical benchmark for assessing business stability, the accuracy of inventory records, and the overall effectiveness of inventory management. Any transactional errors identified during sales operations are corrected immediately in real-time to prevent error accumulation and potential financial losses. The role of management is essential, particularly in maintaining business continuity through improved service quality and the timely fulfillment of customer needs. In response to intense competition and dynamic market changes, Minimarket Malika adopts adaptive strategies such as price adjustments, excellent customer service, and a broader product assortment to meet diverse consumer demands. To prevent fraud, the minimarket has installed CCTV cameras at strategic locations and provides training for employees on how to detect counterfeit money and suspicious behavior. The ICS also supports risk management in inventory by monitoring the movement of goods in real-time, allowing management to make accurate decisions about which products need to be stocked in accordance with current consumer demand trends.Through the consistent and comprehensive application of an internal control system, Minimarket Malika is expected to improve its competitiveness while maintaining the integrity and sustainability of its business operations amid ongoing economic challenges. Furthermore, this approach serves as a practical model for other small and medium enterprises (SMEs) aiming to strengthen their internal governance and adapt to an increasingly complex retail environment.

Indonesian people's shopping trends tend to shift from traditional markets to modern retail for reasons of convenience, location affordability, and speed of service. This study aims to determine whether Store Atmosphere and Experiential Marketing have a significant effect on consumer purchasing decisions at Alfamart Sadia I branch either partially or simultaneously. The data collection method uses a questionnaire with a Likert scale. The population in the study were all consumers of Alfamart Sadia I branch with a sample size of 96 people. Data analysis techniques used multiple linear regression, t-test and f-test. The results of the study showed that Experiential Marketing had no significant effect on purchasing decisions, Store Atmosphere had a significant effect on purchasing decisions and Experiential marketing and store atmosphere had a significant effect on purchasing decisions.