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This study aims to determine the effect of product quality and service quality on consumer purchasing decisions, both partially and simultaneously, at Chickenday Restaurant Trenggalek. The method used is a quantitative approach with data processing in numerical form to objectively test the relationship between variables. The research was conducted at Chickenday Restaurant, located on Jl. Soekarno Hatta No. 20 Trenggalek. The research population consists of all consumers during the period of May–June 2025, the exact number of which is unknown. The sampling technique utilized probability sampling with a simple random sampling method, resulting in 96 respondents based on the Lemeshow formula. The data include primary data through questionnaires and observations, as well as secondary data from various sources. Data analysis was performed using multiple linear regression, t-test, and F-test. The results indicate that product quality and service quality have a positive and significant effect on purchasing decisions, both partially and simultaneously, with service quality being the more dominant variable.

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 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 aimed to analyze the influence of brand trust and brand image on the purchase decisions of Somethinc products in Tasikmalaya City. The research employed a survey method with a quantitative approach and involved 100 respondents who had used Somethinc products. Path analysis was used to examine the simultaneous and partial effects of brand trust and brand image on purchase decisions, as well as the role of brand trust as a mediator. The results indicated that brand trust and brand image simultaneously had a significant effect on purchase decisions. Partially, brand trust and brand image also had a positive and significant influence on purchase decisions. Brand trust influenced the purchase decision through the brand image of Somethinc products in Tasikmalaya. It was suggested that companies strengthen brand trust and brand image by conducting periodic evaluations of the effectiveness of their strategies and monitoring the development of brand trust and brand image and their impact on purchase decisions.

This study aims to analyze the influence of product quality and location on housing purchase decisions at Shafira Residence Kediri. The research problem focuses on how product quality and location can affect consumers in making purchase decisions. This study employs a quantitative method with questionnaires distributed to respondents and data analysis conducted through validity tests, reliability tests, t-tests, F-tests, and multiple linear regression using SPSS 25. The results indicate that product quality has a significant partial effect on purchase decisions. This means that the better the quality of the product offered, the higher the consumer’s interest in purchasing a house at Shafira Residence. Similarly, the location variable shows a significant partial effect on purchase decisions, where accessibility and strategic positioning serve as key factors. Simultaneously, product quality and location significantly influence purchase decisions, with an F-test value of 10.727 (significance < 0.001) and a coefficient of determination (R²) of 0.671, indicating that the two independent variables explain 67.1% of the variation in purchase decisions. The conclusion of this study is that product quality and location are important factors influencing consumer purchase decisions at Shafira Residence Kediri. Therefore, developers need to improve housing product quality, ensure timely completion of construction, and enhance road access to the location in order to attract more consumers.

This study aims to determine the influence of Brand Image, Price, and Service Quality on Consumer Purchase Decisions at Vins Aesthetic Clinic Blitar. This research adopts a quantitative approach, focusing on the statistical analysis of the relationship between variables. The data were obtained from primary sources through the distribution of structured questionnaires to respondents. The population in this study consisted of all consumers of Vins Aesthetic Clinic Blitar. A sample of 100 respondents was selected using a saturated sampling technique, where the entire population is used as the sample due to the accessible number of consumers during the research period. Several analytical methods were applied, including validity and reliability tests to ensure the quality and consistency of the research instruments. Classical assumption tests were also conducted to confirm the appropriateness of the regression model. The study used multiple linear regression analysis to examine the effect of the independent variables — Brand Image, Price, and Service Quality — on the dependent variable, namely Consumer Purchase Decisions. The results of the partial (t-test) analysis showed that each variable — Brand Image, Price, and Service Quality — has a positive and significant influence on purchase decisions. Furthermore, the results of the simultaneous (F-test) analysis indicate that all three variables together significantly affect Consumer Purchase Decisions at Vins Aesthetic Clinic Blitar.

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 examine the influence of independent variables—Social Media, Pricing, and Promotion—on the dependent variable, Repurchase Decision, at Kedai Kopi Bersahaja. A quantitative research method was employed, utilizing multiple linear regression analysis with the assistance of SPSS 25 software. The population of the study consisted of 226 consumers, and a sample of 107 respondents was selected using incidental sampling techniques. Data were collected through questionnaires distributed to visitors who had made at least one purchase at the coffee shop. The results of the analysis indicate that each independent variable—Social Media, Pricing, and Promotion—has a positive and statistically significant partial influence on the Repurchase Decision. Additionally, the variables collectively demonstrate a strong simultaneous influence, suggesting that an integrated marketing approach is crucial for fostering customer retention and encouraging repeat purchases. Among the three, Social Media showed the most dominant influence, emphasizing the growing role of digital presence and online engagement in shaping consumer preferences and purchasing patterns. Based on these findings, it is recommended that Kedai Kopi Bersahaja maximize the use of social media platforms such as Instagram, TikTok, and Facebook by creating engaging, relevant, and interactive content that resonates with the target audience. Content strategies may include customer testimonials, behind-the-scenes videos, product highlights, and limited-time offers. Pricing should be evaluated periodically to remain affordable yet profitable, considering both market competition and perceived customer value. Meanwhile, promotion efforts can be diversified through the use of loyalty programs, bundle offers, student discounts, and digital coupons. The synergy between these three marketing factors—if consistently and strategically applied—is expected to enhance customer loyalty, strengthen brand image, and significantly increase the likelihood of repurchase decisions. These efforts are essential for building sustainable business growth in the competitive food and beverage industry.

This study aims to analyze the influence of Product Quality, Price, Sales Promotion, and Advertising on consumer purchasing decisions on the Bukalapak online store platform. This study used a quantitative approach with descriptive methods, aiming to illustrate the relationships between variables based on empirical data. Primary data were obtained by distributing questionnaires to 120 respondents who were active Bukalapak users in the West Medan District. The data analysis technique used was multiple linear regression with the aid of SPSS software to determine the effect of each independent variable on the dependent variable. The analysis results indicate that, partially, the variables Product Quality, Sales Promotion, and Advertising have a positive and significant influence on purchasing decisions. This means that the higher the product quality, the more effective the promotion, and the more attractive the advertisement, the greater the likelihood of consumers making a purchase. Conversely, the variable Price showed a negative and significant influence, indicating that inappropriate pricing can reduce purchase intention. Simultaneously, all four variables have a significant influence on purchasing decisions. The Adjusted R Square value of 70.4% indicates that this research model is able to explain 70.4% of the variation in purchasing decisions, while the dependent variable is influenced by factors outside the model. This study recommends that Bukalapak continue to improve product quality, develop competitive pricing strategies, strengthen promotions, and create creative advertising. Further research is recommended to consider additional variables such as product reviews, brand image, and service quality to enrich the analysis.

This quantitative study aims to examine the influence of micro influencer (X1), endorsement (X2), and digital marketing (X3) on purchase decision (Y) at Barley Store Kediri. Data were collected through questionnaires, literature reviews, and documentation, involving 120 respondents. The analysis methods used include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression, t-test, F-test, and Coefficient of Determination. The regression equation obtained is: Y = 3.946 + 0.329X1 + 0.217X2 + 0.264X3 + e. The t-test results show that micro influencer (t = 2.715, sig. = 0.008), endorsement (t = 2.125, sig. = 0.036), and digital marketing (t = 2.489, sig. = 0.014) each have a significant partial effect on purchase decision. The F-test result (F = 19.182, sig. = 0.000) indicates a significant simultaneous effect of all three variables on purchase decision. Thus, micro influencer, endorsement, and digital marketing all significantly influence consumers’ purchasing decisions, both partially and simultaneously.

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 examines the impact of influencer marketing on consumer purchasing behaviour in the rapidly evolving digital marketplace. Using a quantitative method, the study was conducted through surveys of social media users exposed to influencer content. Several key dimensions of influencer marketing were evaluated, including trust in influencers, content relevance, and audience engagement. The results indicate that influencer marketing substantially impacts brand awareness, purchase intention and actual purchase decisions. These study provide companies with insights to help them optimise their digital marketing strategies by collaborating with the right influencers.

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 study aims to analyse the influence of flash sales and free shipping on consumer purchasing decisions for Shopee products. The research was conducted from October to December with a quantitative approach, involving 100 respondents as a sample. Data analysis includes data quality tests, classical assumption tests, hypothesis tests, multiple regression analysis, and determination coefficient tests with IBM SPSS 25 software. The results of the partial test showed that flash sale (X1) had no significant effect on consumer purchase decisions (Y) with a T value of -0.996 < 1.661 and a significance of 0.322 > 0.05. On the contrary, free shipping (X2) had a significant effect on consumer purchase decisions (Y) with a T value of 5.982 > 1.661 and a significance of 0.000 < 0.05. The F test shows that simultaneously flash sale (X1) and free shipping (X2) have a significant influence on consumer purchase decisions (Y) with an F value of 17.947 > F table 3.090 and a significance of 0.000 < 0.05. These results indicate that the two variables together have a positive influence on consumer purchase decisions on Shopee products.  

This study aims to analyze the influence of Brand Image and Social Media Promotion on Purchase Decisions, with Consumer Satisfaction as an intervening variable in Balisijuk.id in Payakumbuh. In the digital era, a strong Brand Image and effective promotion strategies through social media are important factors in attracting interest and increasing Consumer Satisfaction, which ultimately influences purchase decisions. This research method uses a quantitative approach with purposive sampling techniques. Data was collected through questionnaires distributed to Balisijuk.id consumers. Data analysis was carried out using multiple linear regression models and path analysis to test the direct and indirect relationships between variables. The results of the study show that Brand Image and Social Media Promotion have a significant effect on Consumer Satisfaction. Furthermore, Consumer Satisfaction proved to be an intervening variable that strengthened the relationship between Brand Image, Social Media Promotion, and Purchase Decision. In other words, the more positive the Brand Image and the more effective the Social Media Promotion, the higher the Consumer Satisfaction, which ultimately drives the Purchase Decision. This research provides practical implications for business actors, especially Balisijuk.id, in designing more effective marketing strategies through strengthening Brand Image and optimizing Social Media Promotion to increase consumer satisfaction and purchase decisions Balisijuk.id.

The objective of this research is to evaluate the impact of brand image and product quality on consumer purchasing decisions regarding MS Glow products in Solo. A positive brand image can enhance consumers' trust in a particular brand; however, product quality remains the primary determinant of satisfaction and choice among consumers. Using qualitative methodology with phenomenological approach, the study aims to understand consumers’ experiences and perspectives towards MS Glow products. The findings indicate that strong brand images, such as reliable reputation and consumer confidence, significantly influence purchase decisions. Additionally, product qualities including durability, performance, design, and innovative features play crucial roles in consumer decision-making processes. This research is expected to help companies develop better marketing strategies to meet individual customer needs effectively.

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.  

The purpose of this study is to determine the impact of major discount offers, online customer reviews, and online customer ratings on purchasing decisions during the Shopee twin date event. For important sales initiatives, structural equation modeling was the data analysis method used. The results show that online customer reviews have a positive but not statistically significant impact on purchasing decisions during the Shopee twin date event, even while online customer ratings have a large impact.

The coffee industry in Indonesia is growing rapidly, especially in Jakarta, which is the center of the economy in Indonesia. This tight competition forces Kopi Janji Jiwa to pay more attention to factors that impact consumer satisfaction in order to maintain and increase market share. This study examines the impact of green products, customer experience, and store atmosphere on consumer satisfaction through purchasing decisions at Kopi Janji Jiwa in Jakarta and uses a quantitative method with primary data obtained from 175 respondents who live in Jakarta and have purchased and consumed Kopi Janji Jiwa products. The sampling method was carried out using non-probability sampling and purposive sampling techniques, and using the Hair formula. The research findings show that all independent variables impact consumer satisfaction and all independent variables also influence purchasing decisions. On the other hand, all independent variables influence consumer satisfaction through purchasing decisions as intervening variables at Kopi Janji Jiwa in Jakarta.

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.