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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 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.

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 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 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.

This study aims to examine the influence of social media marketing and brand experience on purchase intention through brand equity as a mediating variable in fore coffee. This research is motivated by increasing purchase intentions due to the use of social media identified as a key factor in influencing consumer perceptions of the Fore coffee brand. Additionally, brand experience is considered a factor that plays an important role in shaping brand equity, and ultimately motivating purchase intention. This research used respondents with the criteria of having or encountered content on Fore Coffee social media and knowing about Fore Coffee drinks in the Tangerang area. The sampling technique used in this research used a purposive sampling technique of 140 respondents using the SEM analysis method. The research results in this study show that social media marketing and brand experience have a positive effect on brand equity. Social media marketing and brand experience also have a positive effect on purchase intention. Brand equity also has a positive effect on purchase intention. Then, the social media marketing variable has a direct and positive effect on purchase intention through brand equity. The brand experience variable also has a direct and positive effect on purchase intention through brand equity. The managerial implication of this research on Fore Coffee is that marketing strategies via social media need to be improved to strengthen Fore Coffee brand equity. Managing brand experience well can improve consumer perception of the brand. Furthermore, increasing brand equity can be used as a focus to stimulate consumer purchasing intentions.

This study aims to identify the influence of digital marketing BigHit Entertainment, a kpop agency in the digital era, especially in Indonesia. Research on digital marketing strategies and album sales of the current K-pop group, namely BTS, as well as before and the purchasing power of fans. Quantitative research uses data in the form of articles, videos, and questionnaire data. The strategy carried out by BigHit is in line with the marketing steps of the 4.0 era which began with an understanding of consumer behavior, human-oriented marketing for brand appeal, content marketing for brand recognition. In the process of this strategy, fans mostly consist of young people and women, teenagers play a major role as good promoters and distributors.