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This study aims to analyze the influence of advertising, price, and brand image on purchasing decisions for Madu Sumber Podang in Kediri Regency. The research employed a quantitative descriptive approach with a sample of 136 respondents selected through accidental sampling. Data were collected using a questionnaire and analyzed using classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results indicate that advertising has a positive but insignificant effect on purchasing decisions. Price has a negative and significant effect, while brand image has a positive and significant effect on purchasing decisions. Simultaneously, the three independent variables have a significant influence on purchasing decisions. The determination coefficient (R²) value of 0,388 shows that 38.8% of the variation in purchasing decisions is explained by advertising, price, and brand image, while the remaining portion is influenced by other variables outside the study. These findings highlight the importance for business actors to improve promotional effectiveness, pricing strategies, and brand image strengthening to enhance consumer purchasing decisions for Madu Sumber Podang.

The souvenir industry in Kediri has become increasingly competitive, driving business actors to strengthen their marketing strategies through brand image, service quality, and product variety. Rumah Madumongso, as one of the well-known local souvenir centers, faces challenges in maintaining consumer appeal amid the abundance of similar products available in the market. Therefore, a study is needed to examine the factors influencing consumer purchasing decisions. This research aims to analyze the influence of brand image, service quality, and product variety on purchasing decisions, both partially and simultaneously. The study applied a quantitative approach with a survey method, collecting data from 130 respondents using questionnaires distributed through accidental sampling. Data analysis was conducted using SPSS, employing validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The results show that brand image and product variety have a positive but not significant effect on purchasing decisions. In contrast, service quality has a positive and significant influence, emphasizing the crucial role of service in encouraging consumers to make purchases. Simultaneously, the three variables significantly influence purchasing decisions, as indicated by an F-value of 56.740 with a significance level of 0.000. The coefficient of determination (R²) of 0.575 indicates that 57.5% of the variation in purchasing decisions is explained by brand image, service quality, and product variety, while the remaining 42.5% is influenced by other factors beyond this study. These findings highlight the need for more comprehensive marketing strategies to strengthen the competitiveness of local souvenir industries.

This research analyzes the effectiveness of Wismilak Diplomat's sponsorship of the 2024 Presidential Cup Sapi Sono and Karapan Sapi cultural events as a marketing strategy to increase brand awareness and brand image in Madura. Using qualitative methods with a case study approach, this research examines the impact of sponsorship on audience engagement and brand perception through branding elements, interactive activities and digital media. The research results show that culture-based sponsorship has a positive impact on brand awareness and image, especially through direct interaction with the audience and broad media exposure. However, there are challenges in optimizing digital media and the effectiveness of branding elements at event locations. Therefore, more adaptive and innovative sponsorship strategies are needed to increase the impact of culture-based marketing in the future.

Constantly changing business dynamics and changing customer preferences require company management to adapt. Customers who now have higher levels of wealth not only want efficient transportation, but also value comfort during travel. This means they need a comfortable vehicle, friendly service and a pleasant atmosphere to enjoy their trip. Therefore, companies must provide first-class service and satisfy their customers by highlighting added value compared to their competitors. The aim of the article is to analyze the application of authentic leadership in improving the quality of passenger service at PO. Haryanto Madura Division. The researcher used descriptive observational research methods. The descriptive research method is an Approach that aims to create an objective picture or description of a situation. .    

This research is aimed to identify, describe, and develop strategies to enhance group members' commitment in the development of a health honey business using the Business Model Canvas (BMC). The study was conducted at KTH Bina Lestari in Ciamis Regency, post the Covid-19 pandemic. Data collection was carried out through interviews, observations, and documentation. Data analysis was used to assess internal and external factors to determine the highest priority for development and improvement. The research findings indicate that the selected priority strategies for honey business development in Kampung Madu are: 1) training and human resource development, 2) product quality improvement, and 3) product marketing optimization.