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The tempe chip industry in Sanan Village, Malang City, represents a culturally embedded small and medium enterprise (SME) cluster that has contributed to the local economy for decades. However, intensifying intra-cluster competition, soybean price volatility, and shifting consumer behavior have placed increasing pressure on the competitiveness of businesses in this area. This study aims to analyze the marketing strategy implemented by Keripik Tempe Dua Karunia — one of the pioneering enterprises in Sanan Village that has been operating since 1980 — and to identify the marketing strategy factors that contribute to enhancing its competitive advantage. A qualitative descriptive approach was employed through field observation, in-depth interviews with the business owner, and documentation analysis. The analysis is grounded in the 4P marketing mix framework — Product, Price, Place, and Promotion. The findings reveal that Dua Karunia builds its competitiveness through four strategic pillars: (1) product differentiation through multi-flavor diversification and consumer-driven customization; (2) cost-based pricing that is adaptively managed through shrinkflation tactics in response to raw material price fluctuations; (3) multi-channel distribution that integrates direct outlet sales with digital platforms (Shopee and WhatsApp); and (4) long-established word-of-mouth reputation-based promotion reinforced by active e-commerce presence. This study concludes that the consistent integration of all four marketing mix elements, supported by family-based operational flexibility and the cultural heritage value embedded in the product, constitutes the primary source of sustained competitive advantage for Dua Karunia amid increasingly intense cluster competition. These findings carry practical implications for similar SMEs seeking to design adaptive, competitiveness-oriented marketing strategies.

The phenomenon of Fear of Missing Out (FoMO) has emerged as a significant psychosocial factor influencing the consumption behavior of Generation Z in the social media era. This study aims to explore how FoMO shapes the purchasing decisions of Generation Z using a qualitative approach, focusing on subjective experiences, digital social pressures, and interactions with viral content. A descriptive-interpretative qualitative method was employed, collecting data through in-depth interviews and observations of social media activity among Generation Z respondents actively engaged in digital platforms. Thematic analysis was applied to identify patterns of FoMO experiences and their impact on purchasing decisions. Findings reveal that FoMO arises from the need for social connection, social comparison with peers and influencers, and intensive exposure to digital trends. This phenomenon drives consumptive behaviors, particularly impulsive purchases, influenced by social validation and emotional impulses. Generation Z’s purchasing decisions are contextual, multidimensional, and not entirely rational, yet meaningful within the framework of digital social identity. The study underscores the necessity of a qualitative approach to comprehensively understand the psychological, social, and cultural complexities of FoMO and consumer behavior. The results provide a conceptual foundation for ethical and relevant marketing strategies targeting young consumers in the digital era.  

The increasingly competitive business world demands companies to be able to implement appropriate marketing strategies to improve consumer purchasing decisions. Price and service quality are important factors that influence consumer behavior in determining purchasing choices. PT Era Permata Sejahtera, as a company engaged in general services, has experienced a decline in profits in recent years, which is thought to be related to pricing policies and the quality of service provided to consumers. Therefore, this study aims to analyze the influence of price and service quality on purchasing decisions at PT Era Permata Sejahtera, both partially and simultaneously. This study uses a quantitative approach with a descriptive method. Data were collected through distributing questionnaires to consumers of PT Era Permata Sejahtera, with a purposive sampling technique. Data analysis was carried out using multiple linear regression with the help of SPSS version 26 software, and equipped with validity tests, reliability tests, t-tests, F-tests, and coefficients of determination. The results of the study indicate that partially, price does not significantly influence consumer purchasing decisions, while service quality has a positive and significant influence. Simultaneously, price and service quality significantly influence consumer purchasing decisions.

This study explores how the organizational culture of Sanggar Kartika Budaya strengthens local artistic values through identity building, leadership, training strategies, and adaptive creativity. Rooted in a commitment to traditional arts, the sanggar positions local cultural expression not only as heritage but also as a living space for innovation. The research aims to uncover how these cultural elements shape member behavior, sustain artistic traditions, and support the regeneration of young artists. Using a qualitative approach with document analysis, this study examines official profiles, program descriptions, and relevant scholarly sources. The findings reveal that the sanggar’s cultural identity centered on the motto “Pegang Teguh Seni Tradisi Siap Berkreasi”serves as the backbone of its learning system and creative ecosystem. Leadership plays a central role in directing artistic vision while safeguarding cultural authenticity. Structured training, literacy activities, and collaborative performances effectively embed traditional values in new members. The sanggar also demonstrates an ability to evolve with modern trends through creative choreography, multimedia integration, and active participation in contemporary festivals, all while maintaining strong roots in local heritage. These findings highlight how a well-structured organizational culture can act as a powerful engine for cultural preservation and artistic resilience. The implications suggest that cultural institutions can remain relevant in a fast-changing era by blending heritage with innovation, ensuring that tradition continues to live meaningfully in the hands of future generations.

This study investigates the influence of discount programs, digital marketing strategies, and service quality on prospective students’ decisions to enroll at STIE Surakarta. The increasingly competitive landscape of private higher education in Indonesia requires institutions to formulate effective marketing strategies that can address the expectations and behavioral tendencies of Generation Z. A quantitative approach was employed using survey data from 36 new students selected through purposive sampling based on their participation in discount-based admission programs. The research instruments were validated through correlation tests and demonstrated reliable internal consistency. Data were analyzed using multiple linear regression to identify both partial and simultaneous effects among the variables. The findings reveal that discount offers are the only variable that significantly affects enrollment decisions, indicating that financial incentives remain a dominant consideration for prospective students evaluating private tertiary education options. Meanwhile, digital marketing and service quality, although yielding positive regression coefficients, do not show significant partial effects. However, the three variables collectively have a significant simultaneous effect, suggesting that enrollment decisions are shaped by a combination of economic, promotional, and perceptual factors. The model explains 45.7% of the variance in enrollment decisions. These results highlight the need for higher education institutions to balance financial incentives with consistent digital marketing execution and improved service delivery. The study contributes to the expanding literature on student decision-making behavior and offers practical insights for strengthening competitive marketing strategies in private higher education.

This study aims to analyze the influence of price and product quality on purchasing decisions for personal care products manufactured by PT Mandom Indonesia Tbk. The topic was chosen in response to increasingly intense competition in the cosmetics industry, along with a decline in sales performance of several Mandom products, which highlights the need for the company to better understand key factors affecting consumer purchasing behavior. The research employed a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 100 respondents who use Mandom products, selected through purposive sampling. Prior to analysis, the research instruments were tested for validity and reliability to ensure the accuracy and consistency of the data. The data were then analyzed using multiple linear regression techniques. The results indicate that price has a positive and significant effect on purchasing decisions and is the most dominant influencing factor. This finding suggests that consumers place strong emphasis on the suitability between price and perceived benefits when making purchasing decisions. Product quality also shows a positive and significant influence, although its effect is relatively smaller compared to price. Simultaneously, price and product quality explain a portion of the variation in purchasing decisions, while other factors outside the study also contribute. Based on these findings, PT Mandom Indonesia Tbk is advised to prioritize competitive pricing strategies while consistently maintaining product quality to enhance purchase intentions and strengthen consumer loyalty.

The rapid advancement of smartphone technology has shaped consumer buying behavior, especially among students who depend on these devices for learning and social interaction. This research examines how product features and price perceptions influence students’ decisions to purchase Oppo smartphones in Malang City. Using a quantitative research design, data were obtained through questionnaires distributed to 428 respondents and processed using multiple linear regression analysis. The findings indicate that both product features and perceived price positively and significantly affect purchasing decisions, with product features demonstrating a more dominant role. The proposed model accounts for 66.2% of the variance in purchase decisions, suggesting that these two factors play a substantial part in shaping consumer choices. The results highlight the need for manufacturers like Oppo to focus on continuous feature improvements and maintain competitive pricing to strengthen market appeal. It is also suggested that future studies integrate additional variables such as brand image, marketing promotions, or user experience to offer a broader and more in-depth explanation of the determinants influencing smartphone purchase behavior.

This study aims to analyze the influence of organizational culture, work environment, and workplace boredom on employee performance through Cyberloafing behavior among employees at PT Geo Dipa Energi (Persero). The research employed a survey method with a quantitative descriptive approach, enabling systematic collection of numerical data to identify relationships among variables. The sample consisted of 339 employees selected purposively to reflect diverse perceptions regarding organizational culture, working conditions, and levels of boredom. Data analysis was conducted using Partial Least Square-Structural Equation Modeling (PLS-SEM), which allows testing both direct and indirect effects among variables. The results indicate that organizational culture, work environment, and workplace boredom significantly affect employee performance, both directly and through Cyberloafing behavior. Cyberloafing was found to mediate the relationship between organizational culture, work environment, and employee boredom with performance, thereby either strengthening or weakening the influence of these variables on work outcomes. These findings highlight the importance of managing an organizational culture that promotes productivity, improving a conducive work environment, and reducing employee boredom levels. Additionally, controlling Cyberloafing behavior is crucial for optimizing employee performance. The study provides practical implications for the management of PT Geo Dipa Energi (Persero) in designing effective policies and programs to enhance work efficiency and employee satisfaction.

This study aims to determine the extent to which service quality, product variety, and price influence purchasing decisions at Perdana Stationery Kediri. A quantitative research method was employed, involving a total of 170 respondents who were selected using accidental sampling techniques. The primary data were gathered through a structured Likert-scale questionnaire, and then analyzed using multiple linear regression analysis to assess both the individual and simultaneous effects of the independent variables on purchasing decisions. The results of the partial tests showed that service quality has a positive and significant influence on purchasing decisions, with a t-value of 4.112 and a significance level of 0.000. Similarly, product variety demonstrated a significant positive effect (t = 3.905, p = 0.000), indicating that a wide selection of products can attract and retain more customers. Furthermore, price was also found to significantly influence purchasing decisions (t = 3.732, p = 0.000), suggesting that competitive and reasonable pricing remains an essential factor in consumers' buying behavior. The simultaneous test (F-test) showed that all three variables collectively have a significant impact on purchasing decisions, with an F-value of 45.672 and a significance value of 0.000. The model explains 45.1% of the variance in purchasing decisions, indicating a substantial level of influence. In conclusion, this study highlights that delivering high-quality service, offering diverse product options, and maintaining competitive pricing are key strategies for increasing customer purchasing decisions, improving market competitiveness, and fostering long-term customer loyalty.

This study aims to analyze the role of organizational culture in optimizing employee performance in Lebak Bulus Village, South Jakarta. A strong organizational culture is considered to have a significant contribution in improving the effectiveness of government officials and the quality of public services to the community. This study uses a qualitative descriptive approach with a phenomenological method, which emphasizes an in-depth understanding of the experiences, views, and behaviors of employees in carrying out their duties in their work environment. The research focuses on actors (employees), social situations, and activities that occur within the village environment. Data collection techniques were carried out through observation, in-depth interviews with key and primary informants, and documentation. Data validity was tested through triangulation of sources and techniques to increase the validity of the research results. The results show that the organizational culture in Lebak Bulus Village has strengths in the aspects of innovation and risk-taking, orientation towards results, orientation towards people, and stability. However, several weaknesses were still found, such as low individual initiative, lack of attention to detail, weak team orientation, minimal levels of aggressiveness, and limited employee experience and accuracy. Opportunities for improvement can be pursued through ongoing training and the digitalization of public services, although challenges remain, including a passive work culture and resistance to policy change. Overall, organizational culture plays a crucial role in supporting employee performance improvement, but a sustainable strategy is needed to strengthen professionalism and build a more adaptive and progressive work culture. Efforts to address identified weaknesses, such as improving communication between employees, developing leadership skills, and enhancing discipline in carrying out tasks, are essential for the continued development of a positive organizational culture. Furthermore, awareness of the importance of collaboration across organizational divisions must be instilled to create a more productive and efficient work environment.

This study aims to analyze the influence of brand ambassadors, sales promotions, and brand image on the purchase intention of Mie Lemonilo products in Balikpapan. The research utilizes both primary and secondary data. Primary data were collected through a questionnaire distributed to followers of the Mie Lemonilo Instagram account in Balikpapan, while secondary data were gathered from various supporting sources. The population in this study consisted of all followers of the Mie Lemonilo Instagram account in Balikpapan, with a sample size of 100 individuals. The results of the study indicate that Brand Ambassador (X1) does not significantly influence the purchase intention of Mie Lemonilo. This suggests that the impact of the brand ambassador on consumer purchasing decisions in Balikpapan is not strong enough, possibly due to insufficient engagement or connection between the brand ambassador and consumers. In contrast, Sales Promotion (X2) has a significant positive impact on the purchase intention of Mie Lemonilo. This indicates that sales promotions, such as discounts or special offers, have a substantial effect in attracting consumer interest and increasing purchase intention in Balikpapan. Meanwhile, Brand Image (X3) does not show a significant influence on the purchase intention of Mie Lemonilo. This may be due to other factors being more dominant in influencing consumers’ purchase decisions, such as product price, quality, or social factors and market trends. This study provides insights that, although brand image is important, sales promotions play a more significant role in driving purchase intention for Mie Lemonilo products in Balikpapan. Therefore, the company should focus more on promotional strategies to increase sales while continuing to consider the role of brand ambassadors and brand image in their marketing strategies.

This research aims to test and analyze the influence of financial literacy, financial behavior and emotional intelligence on investment decisions for generation Z in the city of Surabaya. This research uses a quantitative research approach with multiple linear regression analysis methods with a total of 190 samples who are capital market investors in the city of Surabaya with a generation Z background. The results of the research show that: (1) Financial literacy negatively and significantly influences capital market investment decisions in generation Z in the city of Surabaya; (2) Financial behavior positively and significantly influences capital market investment decisions among generation Z in the city of Surabaya; (3) Emotional intelligence negatively and significantly influences capital market investment decisions in generation Z in the city of Surabaya.  

This study aims to analyze the impact of shipping costs and prices on the behavior of consumers using Grab services in Medan City. The research employs a quantitative approach through a survey by distributing questionnaires to 99 respondents who have utilized Grab services (GrabFood or GrabExpress) in the last six months. Data analysis is conducted using validity, reliability, normality, multicollinearity, heteroscedasticity tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²) with the assistance of SPSS version 25 software. The results indicate that shipping costs have a positive but insignificant effect on consumer behavior (sig. 0.172 > 0.05), while price has a positive and significant effect on consumer behavior (sig. 0.000 < 0.05). Simultaneously, both variables significantly influence consumer behavior with a significance value of 0.000 < 0.05. The coefficient of determination shows that 50.8% of consumer behavior is influenced by shipping costs and prices, while the remaining percentage is affected by other variables outside the model. Based on these findings, it is recommended that Grab maintain competitive pricing and continue to innovate its services to attract more consumers.    

This study aims to examine the influence of price and store atmosphere on repurchase decisions, with customer satisfaction as a moderating variable among Beocca Coffee consumers in Malang Regency. A quantitative explanatory approach was employed, involving 130 respondents selected through purposive sampling. Data were collected via an online questionnaire and analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM). The results show that price, store atmosphere, and customer satisfaction have a positive and significant effect on repurchase decisions. However, customer satisfaction was not proven to moderate the relationship between price and repurchase decisions, nor between store atmosphere and repurchase decisions. These findings indicate that price and store atmosphere influence repurchase decisions directly, regardless of customer satisfaction levels. The practical implication is that coffee shop managers should focus on offering competitive prices and creating a pleasant store atmosphere. Although customer satisfaction does not act as a moderator, it remains a crucial direct factor affecting loyalty. Future studies are encouraged to expand the research scope geographically and include additional variables such as customer loyalty, perceived quality, or digital marketing strategies to deepen the understanding of repurchase behavior in the local coffee shop industry.

This study aims to understand the considerations of female consumers in making decisions to purchase skincare products with the main focus on the price aspect. The background of this research is based on the increasing competition in the skincare market and the shift in consumer preferences for products that are not only judged by quality, but also by affordability. This study uses a qualitative approach with a case study method. The data was collected through in-depth interviews with six female informants who actively use skincare products and are domiciled in South Jakarta. The results show that perceptions of price are very diverse. Some consumers consider price as an indicator of quality, while others consider the economic value and effectiveness of the product more. Additionally, purchasing decisions are influenced by various factors such as income, skin needs, promotional strategies, and social media influence. In responding to prices, they also vary, ranging from waiting for promos to trying alternative brands that are more affordable. These findings reinforce Kotler and Keller's (2016) theory of personal and psychological factors in purchasing decisions, as well as being relevant to Monroe's theory of price perception. This research provides important implications for skincare business people in designing pricing and marketing strategies that are more adaptive to consumer behavior.

This research aims to find out what factors can influence the level of demand other than price in the North Sangatta main market. This type of research is field research, with a qualitative descriptive approach. The data collection techniques used in this research are interviews, observation and documentation. The data analysis used in this research is qualitative descriptive, through several stages, the first stage is data reduction, the second stage is data presentation, and the final stage is drawing conclusions. The results of this research show that there are several factors that influence the level of demand from the consumer's point of view and the producer's point of view in the main market of North Sumatra. From the consumer's point of view, factors that influence the level of demand include the size and shape of goods or services, promotions and discounts, and income. monthly, from the producer's point of view, including consumer behavior (consumer tastes), quality of goods, certain seasons or weather, and prices of other goods.

The purpose of this study is to analyze the effects of store atmosphere and customer lifestyle on purchasing behavior, focusing specifically on Parewa customers. Employing a quantitative survey methodology, the research integrates an explanatory approach with a correlational design to explore the relationships between these variables. The study follows a cross-sectional framework, with data collected at a single point in time. The individual purchaser serves as the unit of analysis, and the research is carried out within a natural, real-world environment. The findings demonstrate a statistically significant and positive correlation between store atmosphere and customers' purchasing decisions. This implies that an inviting and comfortable store environment increases the likelihood of customer purchases at Parewa. Additionally, the results show a significant positive correlation between lifestyle and purchasing behavior, suggesting that customers with enhanced lifestyles are more inclined to purchase Parewa products. These insights underline the importance of aligning store ambiance and customer lifestyle preferences to drive sales effectively.  

Noteworthy changes in customer behavior due to the advancement of data and communication innovation have driven to an increment in online shopping, particularly amid the Covid-19 widespread. This ponder points to analyze the impact of electronic word-of-mouth (e-WOM) and believe on buy deliberate within the setting of e-commerce in Indonesia. With information appearing a surge in exchanges on different marketplaces, this consider distinguishes that positive e-WOM can increment buy deliberate, whereas negative e-WOM tends to diminish it. In expansion, consumers' level of believe in online shopping stages emphatically impacts buy choices. The discoveries appear that both e-WOM and believe have a critical positive impact on buy deliberate. The comes about of this consider give experiences for companies to develop effective promoting techniques to extend buy deliberate and construct shopper believe within the computerized time. 

This study aims to determine the effect of financial literacy and financial self-efficacy on risky credit behavior in using paylater (survey of students in tasikmalaya city). The method used in this research is a quantitative method through a survey approach. With a research sample of 100 students in Tasikmalaya City who use PayLater. The data used is using primary data. The analytical tool used in this research is multiple regression using SPSS 26.0. The results showed that financial literacy has a good assessment classification, financial self-efficacy has a good assessment and risky credit behavior has a good assessment classification for students in Tasikmalaya City who use PayLater. Simultaneously financial literacy and financial self-efficacy have a significant influence on risky credit behavior. Partially, financial literacy does not have a significant effect on risky credit behavior and financial self-efficacy has a significant effect on risky credit behavior in students in Tasikmalaya City who use PayLater.  

The dairy industry seeks to increase consumption through various marketing strategies, because from BPS data in 2020, the level of milk consumption in Indonesia is still low. The aim of this investigation was to analyze the impact of brand ambassadors, sales promotion, social media marketing, consumptive behavior, brand trust, also halal labels on purchasing decisions for Ultra Milk x ITZY products. This investigation uses a quantitative approach with a questionnaire instrument filled out by 245 respondents, where the data is analyzed using normality, heteroscedasticity, multicollinearity, validity, reliability, also multiple linear regression analysis tests. The outcome showed that all independent variables, namely the impact of brand ambassadors, sales promotion, social media marketing, consumptive behavior, brand trust, also halal labels had a significant impact on purchasing decisions both partially also simultaneously. Overall, these variables influence purchasing decisions by 92.4%. This study concludes that these marketing factors play an crucial role in impacting consumer decisions to buy dairy products, also can be used as a reference to improve marketing strategies in an effort to increase milk consumption in Indonesia.