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This study aims to analyze the influence of product differentiation, social media promotion, and service quality on consumer purchase intention at Tea Break Sambi Kediri. The research employed an associative quantitative approach using a survey method with questionnaires distributed to 88 respondents selected through an accidental sampling technique. Data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis with SPSS version 25. The results revealed that both partially and simultaneously, product differentiation, social media promotion, and service quality have a positive and significant effect on purchase intention. Social media promotion is the most dominant variable influencing consumer buying interest, followed by service quality and product differentiation. These findings highlight the importance of creative digital promotion strategies and high service quality in enhancing consumer attraction and loyalty. This research provides practical implications for business owners in designing digital-based marketing strategies and academic contributions to the development of consumer behavior and marketing strategy literature within modern beverage SMEs.

This study aims to analyze the relationship between the intensity of playing the online game Mobile Legends and the consumptive behavior of university students at Universitas PGRI Ronggolawe Tuban. The research was motivated by the growing phenomenon of digital consumption among students, particularly through virtual item purchases via microtransactions. A quantitative correlational approach was employed, using purposive sampling involving 40 active student players of Mobile Legends. Research instruments consisted of Likert-scale questionnaires measuring two main variables: gaming intensity (frequency and duration) and consumptive behavior (impulsive buying, wastefulness, and non-rational consumption). Data were analyzed using Spearman’s rho correlation test, revealing a positive and significant relationship between gaming intensity and consumptive behavior (r = 0.558; p < 0.05). These findings indicate that higher gaming intensity increases students’ tendency toward hedonic and symbolic digital consumption. The study highlights that students’ consumptive behavior in the digital era is shaped not only by economic factors but also by social influence, self-control, and emotional gratification. The research implies the need for enhanced digital financial literacy and self-regulation awareness among students to mitigate excessive consumptive behavior.

This research aims to analyze buyer behavior towards skincare products, with a focus on factors that influence purchasing decisions, product preferences, the influence of social media, and promotional strategies. This study uses a quantitative approach with survey methods to collect data from respondents regarding habits, preferences and external influences in purchasing skin care products. Data analysis techniques are carried out descriptively to identify trends and patterns of consumer behavior. The research results show that product quality is the main factor in decisions (91.3%), followed by needs and price. TikTok emerged as the top platform for seeking information (77.9%), while influencer reviews had a significant influence with 91.3% of respondents considering them before purchasing a product. The majority of consumers prefer local products (60.6%) compared to imports. Additionally, promotional strategies such as discounts and cashback proved effective in attracting attention, with 93.3% of respondents expressing interest in the offer. This research concludes that skincare buyer behavior is influenced by a combination of rational and emotional factors, which are strengthened by the influence of social media and promotions. These findings provide insight for producers in designing marketing strategies that are more effective and in line with consumer needs.

Companies must recognise the culture of the country where the business is targeted. This is because culture is the main element that is very important and has been attached to the community as the intended consumer, so that it can influence his decision to buy a product or use a service that is not in accordance with his culture. This study aims to find out how the role of local community culture in global marketing. The research method used in this study is literature-based research, which is conducting a literature study by collecting data and previous research from various scientific journals, books and current news issues. This research shows that the culture of local people influences purchasing decisions and consumer behavior in the global market, so marketers need to set global marketing strategies.

Marketing activities have experienced a fairly rapid development along with development of information technology. In today's all-digital era, digital marketing formed a new strategy that is very important in the marketing of a company, especially for businesses such as online stores that allow buying and selling at once. Current company competing in developing their marketing strategies in achieving and retain customers. The virtual world is getting closer to everyday life we, making the era of digitalization we cannot avoid. The customer is currently in commit Interaction with the company is carried out by utilizing social media and applications growing rapidly. This can be caused by various factors that go wrong only environmental factor. So the author makes an activity that can help these problems by holding socialization of the Role of Digital Marketing for MSMEs in this era digitization. The method of implementing community service activities is by doing an approach in the form of socialization and useful training to add insight/education to the community so that the knowledge gained can be applied in activities MSMEs. There are three stages of implementation, namely the planning stage in the stage planning, students collect data first through surveys and interviews regarding MSMEs in Segaran Village along with the behavior of MSMEs in the Village the. Every student who takes part in the community service activity program show the attitude of responsibility as an executor, it is shown by every student on time while carrying out each task. Good communication has been shown every students during discussions and evaluations after community activities. Student always conduct an evaluation to improve an activity that has been carried out to achieve more optimal activities. In the era of digital technology has changed the human way of life communicate, act, and make decisions. Marketing activities were not separated from influence of digital technology. The term digital-based marketing has evolved from Initially marketing activities for goods and services using digital channels to broader understanding, namely the process of acquiring consumers, building preferences consumers, promote brands, maintain consumers, and increase sales.

In this era of globalization, marketing is more of an information warfare between different parties with the aim of making sales. The marketing environment is rapidly changing, and with these changes, the need for information, latest products, shifts in buyer attitudes and behaviors towards decision-making and product acquisition, as well as the ability to identify opportunities in appropriate marketing, becomes essential. This paper is a literature review using a qualitative descriptive approach, aiming to describe product mix strategies. The methodology employed for data collection is documentation, along with various articles and books, followed by content analysis. The findings of this paper reveal that studying consumers can provide insights for the development of new products, product uniqueness, pricing, distribution channels, advertising messages, and other new marketing elements. A focal point for understanding behavior is the stimulus-response model. Buyer characteristics and decision-making processes lead to specific buyer decisions. The marketing task involves comprehending what occurs in the buyer’s consciousness from external stimuli to the emergence of the buyer's purchasing decision.

This study aims to determine the effect of financial risk, security risk, time and convenience risk and psychological risk on consumer decision behavior to buy online. Questionnaires were distributed to 100 respondents who had purchased online at least twice in the last 3 months. The data analysis technique used is multiple linear regression analysis. The research found that risk is positively related to online consumer buying behavior. Risk or perceived by consumers is an important factor for online purchases. Security risk and financial risk must be low in order to get high and positive online buying behavior from online buying consumers. The smaller the risk the greater the purchase of online purchases. Risk Time and convenience show a positive relationship. The smaller the time risk and the perceived convenience, the greater the consumer's interest in making online purchases. Psychological risk shows a positive relationship to online purchases and shows that the role of the internet is getting bigger

To be able to attract customers companies apply different approaches but when viewed from the factors that influence consumer buying decisions on a product both goods and services the consumer behavior approach system is shown in searching, buying, using, evaluating, and spending products and services that they expect to satisfy their needs, Kanuk & Schiffman (2010). This study aims to determine and analyze the factors that influence customer interest in using logistics services at PT Monang Sianipar Abadi Kargo Semarang. To achieve this goal descriptive research was conducted using the methods of observation, in-depth interviews, literature study, documentation, and questionnaires. The results showed that sales promotion, building relationships with the community, direct marketing, price affordability, price competitiveness, price compatibility with service quality, service in accordance with customer requests, speed of document service and the ease with which customers can obtain information and respond to customer complaints will give a positive impression of each customer has a positive and significant effect on attracting customers to use logistics services at PT. Monang Sianipar Abadi Kargo Semarang.

Public demand for motorcycles is always increasing. The motorcycle manufacturers compete with each other to offer their products. Yamaha is one of the largest and most excellent automotive companies, especially in Indonesia. In the current uncertain economic situation due to the Covid-19 pandemic crisis, this has resulted in sluggishness in motorcycle sales. So that before marketing their products, companies need to pay attention to consumer behavior first. Because consumer behavior will be the target for purchasing products to be marketed. The purpose of the study was to analyze consumer behavior in deciding to purchase a Yamaha motorcycle at CV Tjahaja Baru Lubuk Buaya Padang. This study uses qualitative methods and belongs to field research with semi-structured interviews and documentation as data collection techniques. The findings from this study are that prospective motorcycle consumers in buying a motorcycle take a lot of considerations to get the motorcycle they want, what are the advantages of a motorcycle, an affordable price, if purchased on credit with low interest and so on.