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This study aims to examine the influence of Social Media Marketing, Bundling Price, and Electronic Word of Mouth on Purchase Decisions for Spotify Premium, with Brand Awareness functioning as a mediating variable. A quantitative approach was applied using a survey method involving 120 Spotify Premium users in South Tangerang. The research instrument employed a Likert scale and was analyzed using Structural Equation Modeling with Partial Least Squares to evaluate validity, reliability, and causal relationships among variables. The results reveal that Social Media Marketing, Bundling Price, and Electronic Word of Mouth have positive and significant effects on both Brand Awareness and Purchase Decisions. Brand Awareness significantly mediates these relationships, strengthening the impact of digital marketing variables on subscription decisions. The findings demonstrate that consumer decision processes progress through attention, brand recognition, and conversion, shaped by exposure to digital content, perceived value of bundled pricing, and peer-generated reviews that reinforce trust and perceived service quality. This study highlights the importance of strategic and experience-driven digital marketing in increasing customer acquisition for subscription-based music streaming services.

This study aims to explain and test hypotheses regarding the influence of customer experience and product variation on consumer purchase decisions at Mie Judes Sambi Kediri, with brand image as a mediating variable. This research uses an associative approach with a quantitative method. The sampling technique employed is purposive sampling, involving 100 respondents who are consumers of Mie Judes Sambi. Data were collected through questionnaires, observations, documentation, and literature studies. The analysis technique used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS), processed using SmartPLS version 4.1.1.2, which includes testing the outer model, inner model, and hypothesis testing. The results of the study indicate that customer experience and product variation have a positive and significant effect on brand image and purchase decisions. Brand image also has a significant influence on purchase decisions. Furthermore, brand image is proven to significantly mediate the influence of customer experience and product variation on purchase decisions. These findings affirm that enhancing customer experience and providing product variations that align with consumer preferences play a crucial role in building a strong brand image, which ultimately impacts consumer purchase decisions at Mie Judes Sambi Kediri.

Fashion muslim pada beberapa dekade terakhir mendapat perhatian besar dan banyak dikonsumsi oleh masyarakat Indonesia. Terdapat beberapa hal yang dapat mempengaruhi konsumsi fashion muslim di Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran fashion dan beberapa faktornya terhadap konsumsi fashion muslim di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik convenience sampling. Pengujian model dan hipotesis dilakukan menggunakan 180 responden dengan populasi yang merupakan wanita berusia antara 18-55 tahun yang berdomisili di Indonesia yang beragama Islam dan dalam keseharian menggunakan pakaian muslim. Hipotesis penelitian diolah menggunakan teknik analisis Structural Equation Modeling (SEM) dan software Smart PLS versi 3.0. Hasil analisis data dalam penelitian ini menunjukkan bahwa sumber pengetahuan fashion muslim, gaya berpakaian dan keunikan fashion muslim memiliki pengaruh yang positif dan signifikan terhadap kesadaran fashion muslim. Kesadaran fashion muslim memiliki pengaruh yang positif dan signifikan terhadap konsumsi fashion muslim. Namun motivasi fashion muslim tidak memiliki pengaruh yang signifikan terhadap kesadaran fashion muslim.      

This study aims to analyze the learning orientation on the performance of salespeople through smart work, and hard work owned by salespeople. High sales force performance is needed by the company so that sales success can be achieved. Learning orientation is one of the factors that have an influence on increasing salesperson performance, because with a learning orientation it can make a salesperson able to work smartly, have the ability to sell, so that the salesperson's performance will increase. The research method uses SEM (Structural Equation Modeling) analysis with the AMOS program. The results of the study prove that learning orientation, smart work and hard work have a positive influence on the performance of salespeople.