The Impact of Perceived Value, Quality, and Loyalty on Purchase Decision in the Accessories Department: Study on Saudi Females (Published)
The main purpose of this research is to study and investigate the impacts of perceived value, quality, and loyalty on the purchase decision. Furthermore, to understand the mediator impact of brand trust between the relation of consumers’ perceived value and the purchase decision. This research contains a study that is considered as an empirical study that follows a quantitative method and probability sampling technique. The questionnaire was conducted using internet-based survey where the sample includes random Saudi females living in Riyadh. The study shows that loyalty and quality have significant statistical impacts on the decision making. On the other hand, it shows that perceived value, has an influence on the brand trust but not on the purchase decision.
Investigating Effects of Viral Marketing on Consumer’s Purchasing Decision (Case Study: The Students of the Administrative Sciences College- Najran University) (Published)
The study aims to examine the effects of viral marketing on consumers purchasing decision among the students of administrative science college at Najran University. The population of this study is consisted of all the students of administrative science college at Najran University, which is according to the latest data, a number of 710 individuals. In order to measure the variables used in this research, a questionnaire was used. Validity of the above-mentioned questionnaire was confirmed by experts and their reliability were measured using Cronbach’s alpha coefficient that was respectively 0.697. Also, Statistical methods were used for the analysis of final descriptive and inferential statistics (methods like one-way sample test). The findings showed that there is a significant and positive relationship between the viral marketing and the purchase decision; In other words, viral marketing leads costumers to improve their purchase decisions.