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The cosmetics industry in Indonesia continues to experience rapid development, especially with increasing consumer preferences for local products. Hanasui, as a local cosmetic brand, offers quality facial serum at affordable prices which is available on various e-commerce platforms. This research aims to analyze the factors that influence consumer behavior in purchasing Hanasui serum, including product quality, price, online reviews and social recommendations. Referring to previous research, factors such as social class, reference groups, product knowledge, and online customer reviews are known to play an important role in cosmetic product purchasing decisions. The findings of this research are expected to provide in-depth insight for manufacturers and marketers to formulate more effective marketing strategies, increase customer loyalty, and strengthen Hanasui's position in the local cosmetics market.  

In the world of banking in Indonesia, Islamic banking is a type of activity based on sharia principles that is free from usury. Unlike conventional banks which use interest in collecting and channeling funds, Islamic banks use financing as a contract. In conventional and Islamic banking there are differences in terms of banking operations. Therefore, this study aims to analyze the effect of knowledge, reference groups, and consumer motivation on customers' reasons for saving at Bank Syariah Indonesia, South Jakarta. The approach used in this research is a quantitative approach. The quantitative approach aims to determine the magnitude of the analyzed variables. The results of the study show that the knowledge variable and the consumer motivation variable do not have a significant influence on a person's decision to save at Bank Syariah Indonesia. Meanwhile, the reference group variable has a significant influence on a person's decision to save at Bank Syariah Indonesia, so that simultaneously high and low knowledge, reference group, and motivation if simultaneously have an influence on customers to save at Bank Syariah Indonesia.