IMPACT OF CSR, LEADER IMAGE, AND INNOVATION ON AMAZON CONSUMER PURCHASING DECISION

Perusahaan global besar kini tumbuh dengan cepat karena banyaknya permintaan untuk produk dan layanan mereka. Sebagai salah satu pemain terbesar di industri E-commerce, Amazon.com, Inc. bertanggung jawab atas sebagian besar dari permintaan tersebut. Studi ini akan menguji keputusan pembelian konsumen di Amazon dan bagaimana beberapa faktor memengaruhinya. Ada tiga variabel independen dalam penelitian ini: program CSR, reputasi pemimpin, dan inovasi. Variabel terikatnya adalah keputusan pembelian konsumen. Studi ini menganalisis konsumen Amazon dari wilayah Jabodetabek. Analisis yang digunakan dalam penelitian ini adalah analisis regresi berganda. Hasil penelitian ini adalah program CSR dan reputasi pemimpin tidak berpengaruh terhadap keputusan pembelian konsumen, sedangkan inovasi berpengaruh signifikan terhadap keputusan pembelian konsumen

Decision-making model for designing telecom products/services based on customer preferences and non-preferences

The design of the packages of products/services to be offered by a telecom company to its clients is a complex decision-making process that must consider different criteria to achieve both customer satisfaction and optimization of the company’s resources. In this process, Intuitionistic Fuzzy Sets (IFSs) can be used to manage uncertainty and better represent both preferences and non-preferences expressed by people who value each proposed alternative. We present a novel approach to design/develop new products/services that combines the Lean Six Sigma methodology with IFSs. Its main contribution comes from considering both preferences and nonpreferences expressed by real clients, whereas existing proposals only consider their preferences. By also considering their non-preferences, it provides an additional capacity to manage the high uncertainty in the selection of the commercial plan that best suits each client’s needs. Thus, client satisfaction is increased while improving the company’s corporate image, which will lead to customer loyalty and increased revenue. To validate the presented proposal, it has been applied to a real case study of the telecom sector, in which 2135 users have participated. The results obtained have been analysed and compared with those obtained with a model that does not consider the non-preferences expressed by users.Spanish Ministry of Science and Innovation (State Research Agency)Junta de Andalucia PID2019-103880RB-I00 PID2019-109644RB-I00 PY20_0067