ABSTRACT

Consumers are always at the top of a company’s priority list. Their existence will ensure the company stands firm. However, each consumer has distinct behaviors, and when consumers are put in different surroundings, their behaviors will change too, which is known as social conformity. A mixed-method approach was used to investigate a company’s need to make use of social conformity in order to increase purchase decision-making. The higher the purchase decision-making, the greater the company’s benefit. The findings showed a direct correlation between social influence and surroundings on consumer behaviors; consumers were categorized into three groups of people: conforming, nonconforming, and situational nonconforming. A company must be capable of creating a reliable plan to increase the purchase rate. Furthermore, when the surrounding is not available, the company must build it. Purchase decision-making is a crucial moment as it proffers a high success rate for the company.