Customer Path refers to the process that consumers go through when choosing a brand or product (Mas’adi et al., 2022). In the initial stage of the 5A Customer Path, Aware consumers have the primary ability to passively receive information about various brands based on previous experiences, marketing communications, and/or recommendations from others (Safitri & Basiya, 2022). Consumers begin to recognize brands through various channels that introduce them to the brand, such as advertisements (Kusumasari & Sanica, 2022).

The second stage, Appeal, is a process in which consumers process the messages they receive, forming short-term memories or reinforcing long-term memories, and directing their attention only to a limited number of specific brands (Kotler, 2020). Consumers generally make decisions about their interest in a brand, whether it is a brand they are new to or one they are already familiar with (Kusumasari & Sanica, 2022).

The third stage, Ask, is the stage where consumers are driven by their curiosity. At this stage, consumers actively seek further information from friends, family, the media, and/or directly from the brand concerned (Kotler, 2020). Consumers will actively seek information about the brand, both online by visiting websites relevant to the brand they are looking for, and through offline interactions with family members or friends who have used the product or service (Kusumasari & Sanica, 2022).

The fourth stage, Act, is a consumer process reinforced by the availability of information, in which consumers decide to purchase a particular brand and engage in deeper interactions through the process of purchasing, using, and/or servicing (Kotler, 2020). If the results of consumers' information search are positive, they will feel confident that the brand is right for them. As a result, consumers will make a purchase and use the brand (Kusumasari & Sanica, 2022). The final stage, Advocate, is an ongoing process in which consumers develop high loyalty to the brand. This is reflected in good retention rates, repeat purchases, and ultimately advocacy toward others (Kotler, 2020). Consumers are willing to risk their personal reputation to recommend the brand, both

spontaneously and non-spontaneously (Kusumasari & Sanica, 2022).

After consumers complete the previous stages, they will develop a desire to make a decision to purchase a product. The decision to purchase can be interpreted as a consumer action that includes a series of individual activities in exchanging money to obtain goods or services (Rizal et al., 2021). A purchase decision can also be defined as the selection of the most desired brand among various available options, which is the consumer's action to decide whether to buy a product or not (Curatman et al., 2023). In the digital era, online purchases

occur when consumers decide to buy a product or service anywhere using only their mobile phones.

Online purchasing decision is identified as a process in online transactions that integrates knowledge to evaluate various behavioral alternatives and determine the most optimal choice. This process is influenced by a number of factors, including personal characteristics, service or vendor quality, website quality, attitudes in the purchasing process, intention to shop online, and decision-making mechanisms (Putri & Marlien, 2022).

Information

X1 : Aware X2 : Appeal X3 : Ask

X4 : Act

X5 : Advocate

Y : Online Purchasing Decision Research Hypotheses

A validity test is conducted to measure whether a research instrument is truly capable of measuring the construct being used. To obtain questionnaire validity, efforts are focused on achieving content validity. This validity indicates the extent to which the differences obtained with the measurement instrument reflect the actual differences in the respondents being studied.

Explanation:

Reliability testing is intended to determine the level of consistency of instruments that measure concepts. Reliability is a prerequisite for achieving the validity of a questionnaire with a specific purpose. In measuring reliability, the Cronbach Alpha technique is used. If Cronbach's Alpha value is greater than 0.6, the respondents' answers to the questionnaire as a measuring instrument are considered reliable. If Cronbach's Alpha is less than 0.6, the respondents' answers to the questionnaire as a measuring instrument are considered unreliable.

The table above provides information about the relationship between independent and dependent variables, with the following interpretation of the results:

≤ 0.05, so it can be concluded that Aware influences Online Purchasing

Decision.

concluded that Ask influences Online Purchasing Decision.

concluded that Act influences Online Purchasing Decision.

concluded that Advocate influence Online Purchasing Decisions.

The F value in the table above is 109.755 with a significance value of 0.000, sig value 0.000 ≤ 0.05, so this regression model is suitable for predicting Online Purchasing.

The value obtained is 0.890, which is also known as the coefficient of determination. The coefficient of determination of 0.890 is equivalent to 89%. This value indicates that 89% of Online Purchasing Decisions are influenced by Aware, Appeal, Ask, Act, and Advocate, while 11% are influenced by other factors. The Standard Error of the Estimate is 1.801 ≤ 3.897, so it can be concluded that the predictor variables (Aware, Appeal, Ask, Act, and Advocate) are suitable as predictors for the dependent variable, Online Purchasing Decision.