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This study aims to analyze the role of brand trust in mediating the influence of social media marketing on brand loyalty in Orlenalycious, an MSME brand known for its brownie products. In an increasingly competitive industry, building strong relationships with customers has become essential, and social media marketing is becoming one of the effective ways to achieve this. This research was conducted in Denpasar City using questionnaires distributed to 120 respondents online and offline. The sampling technique used is non-probability sampling with the purposive sampling method. The results of the study showed that all the hypotheses put forward were accepted. Social media marketing has been proven to have a positive and significant effect on brand loyalty, as well as on brand trust. In addition, brand trust also has a positive and significant influence on brand loyalty. Interestingly, brand trust can mediate the influence of social media marketing on brand loyalty in part. These findings support the Stimulus-Organism-Response (S-O-R) model, which emphasizes the importance of social media marketing in influencing consumer attitudes and behaviors through accurate information and in accordance with the promises of the products offered. The implications of this study show that in order to increase brand loyalty, Orlenalycious needs to continue to provide up-to-date information and fulfill product promises through social media marketing, so as to strengthen consumer trust and increase brand loyalty. These results are expected to be a guide for MSME managers in designing more effective marketing strategies, especially in utilizing social media to build long-term relationships with customers.

Customer satisfaction is a crucial factor in determining the success and sustainability of a business. Satisfaction can be enhanced through various strategic approaches, such as effective promotional activities, competitive pricing, and consistent product quality to meet or even exceed consumer expectations. This study aimed to determine the effect of promotion, price, and product quality on customer satisfaction at Bananamoo Kediri. This study employed a quantitative method, collecting data through distributing questionnaires to 25 respondents selected using accidental sampling, namely consumers who happened to come and were willing to be sampled. The collected data were then analyzed using multiple linear regression to test partial and simultaneous relationships between variables. The results showed that promotion significantly influenced customer satisfaction, indicating that the better the promotional strategy implemented, the higher the level of consumer satisfaction. Similarly, price had a partially significant effect, indicating that consumers tend to be satisfied if the price offered is commensurate with the quality and benefits of the product. Product quality was also shown to have a partially significant effect on customer satisfaction, underscoring the importance of consistent quality in maintaining consumer trust. Simultaneously, the three independent variables—promotion, price, and product quality—had a positive effect on customer satisfaction. This finding is supported by the coefficient of determination (R²) of 80.3%, indicating that variations in customer satisfaction (Y) can be explained by the three variables (X) together, while the remainder is influenced by other factors outside this study. Thus, this study emphasizes the importance of managing a balanced marketing strategy to increase customer satisfaction and loyalty.

The development of digital technology has brought about significant changes in people's transaction patterns, particularly with the increasing use of online platforms for buying and selling. This phenomenon provides convenience for consumers and merchants, but is also accompanied by a high rate of online fraud experienced by both consumers and merchants. This fraud can take the form of fraudulent transactions, goods not received, or identity fraud. Low public legal literacy regarding rights and obligations in digital transactions is one of the main causes of weak legal protection for fraud victims. Many consumers and merchants are unaware of their rights and the legal procedures to take when experiencing fraud. This community service activity aims to increase the legal understanding of the public, especially online merchants and consumers, regarding digital consumer protection and legal fraud handling mechanisms. The activity implementation methods included interactive legal counseling, distribution of closed-ended questionnaires, case study simulations, Q&A discussions on legal issues, and light consultations. A total of 60 respondents, consisting of 30 merchants and 30 consumers, participated in the closed-ended questionnaire. The results showed that the majority of participants did not fully understand their rights in digital transactions and were unaware of the legal procedures to take when experiencing fraud. Despite this, participant interest in legal education was very high, with over 75% stating they wanted further legal assistance. This activity is expected to provide the public with better insight into their rights and obligations in digital transactions, as well as raise awareness of the importance of legal protection in the digital age. This is expected to make the public more vigilant and protected from potential online fraud in the future. Furthermore, increased legal literacy is expected to create a safer and more trustworthy digital transaction ecosystem for all parties.

Competition in the local culinary business is getting tougher as consumer behavior shifts, placing greater emphasis on product quality and social media recommendations. Nasi Uduk Pemuda, located in Doko Village, Kediri Regency, leverages brand trust, distinctive flavors, and promotions through social media influencers to drive consumer purchasing decisions. This study aims to analyze the influence of brand trust, flavors, and social media influencers on consumer purchasing decisions. The method used in this study is quantitative, with a survey of consumers who have purchased Nasi Uduk Pemuda products. The sample size was calculated using the Slovin formula. Data were analyzed using SPSS 29 through several tests, such as validity, reliability, classical assumptions, multiple linear regression, t-test, f-test, and coefficient of determination (R²). The t-test results indicate that brand trust and flavor have a significant positive influence on consumer purchasing decisions. On the other hand, the influence of social media influencers on purchasing decisions is positive, but not significant. The f-test shows that simultaneously, the three variables significantly influence purchasing decisions, with an R² value of 0.669. This means that 66.9% of the variation in purchasing decisions can be explained by brand trust, taste, and the influence of social media influencers, while the remainder is influenced by other factors not examined in this study. In conclusion, maintaining brand trust, ensuring consistent taste quality, and leveraging promotions through social media influencers remain important strategies in improving consumer purchasing decisions. Nasi Uduk Pemuda needs to continue to maintain and develop these three elements to remain competitive in an increasingly dynamic market.

Information technology plays a crucial role in supporting the growth of the digital economy, including in the micro and traditional business sectors. One example is the use of digital technology to increase sales of titi corn in Laranwutun Village, Lembata Regency. Titi corn is a traditional food from East Nusa Tenggara, particularly in the eastern Flores region of Solor, Adonara, and Lembata. However, this specialty food is not yet widely known due to minimal promotion and marketing, particularly on social media. This has resulted in limited market share and low incomes for local communities. This study used qualitative methods through direct interviews with titi corn entrepreneurs. The research process was divided into three stages: planning, preparation, and implementation. The theory used refers to the concept of digital marketing, specifically the use of Facebook as a promotional tool. This study examines the extent to which Facebook can increase marketing reach, expand the market, and facilitate the promotion of titi corn. The results show that Facebook plays a significant role in promoting and increasing titi corn sales. This social media platform facilitates the delivery of product information, reaches a wider consumer base, and builds brand awareness. Furthermore, Facebook enables direct interaction between producers and consumers, thereby increasing customer trust and loyalty to local products. This digital promotion strategy also opens up opportunities for collaboration with traditional culinary communities and local MSMEs, which can strengthen marketing networks. These findings emphasize the importance of preserving local food through an integrated digital approach. By optimizing social media, titi corn will not only gain wider recognition but also have the potential to become a superior regional product that supports sustainable and inclusive community economic empowerment.

The practice of overclaiming in the skincare industry, particularly through e-commerce platforms, has emerged as a critical concern in the realm of consumer protection law. Misleading product claims, especially regarding active ingredients such as retinol, can not only compromise consumer trust but also pose health risks. This study aims to analyze the legal responsibility of business actors in cases of exaggerated product claims, with a focus on the ElsheSkin case, in which the retinol content was scientifically proven to differ significantly from what was stated on the product label. Employing a juridical-normative and descriptive-analytical approach, this study uses secondary data derived from relevant legislation, expert commentary, regulatory standards, and digital media content. The findings indicate that ElsheSkin’s mislabeling constitutes a violation of the principle of transparency and the right of consumers to obtain accurate product information as regulated in Indonesian consumer protection law, particularly Law No. 8 of 1999. Despite the violation, ElsheSkin displayed a degree of legal and ethical responsibility by conducting a product recall, offering compensation to affected consumers, issuing a public apology, and initiating improvements to internal quality control mechanisms. The case underscores the urgent need for stronger regulatory oversight in the digital marketplace, especially in the skincare sector, where scientific claims can be easily manipulated for marketing gain. It also emphasizes the importance of enhancing public awareness and education regarding product ingredients and their actual effects. In conclusion, while business actors are legally bound to ensure the accuracy of product information, there must also be a collaborative effort between regulators, companies, and consumers to create a more transparent and trustworthy digital commercial environment.  

This study aims to determine the influence of psychological factors—specifically motivation, trust, and attitude—on the repurchase decisions of beauty products among students of the Faculty of Economics at KH. A. Wahab Hasbullah University (UNWAHA), Jombang. The research focuses on Oriflame beauty products purchased through the Shopee e-commerce platform, as these products are widely used by students for personal care and beauty needs. The research employs a quantitative associative method, which is used to identify and explain the correlation between independent variables (motivation, trust, and attitude) and the dependent variable (repurchase decision). The population in this study consists of students from the Faculty of Economics at UNWAHA who have previously purchased Oriflame products. Data were collected through questionnaires and analyzed using SPSS 26 software. The analysis includes validity tests, reliability tests, classical assumption tests, and hypothesis testing through partial (t-test) and simultaneous (F-test) analyses. The results of the F-test indicate that motivation, trust, and attitude simultaneously have a positive and significant effect on students' repurchase decisions. This suggests that psychological factors play an important role in influencing consumer behavior, particularly in the context of online beauty product purchases. The findings of this research contribute to the understanding of consumer behavior among young adults in the digital marketplace and provide valuable insights for marketers and beauty product companies to develop targeted strategies that strengthen consumer motivation, build trust, and foster positive attitudes toward products. These elements are crucial in enhancing customer loyalty and increasing repurchase rates in competitive e-commerce environments.

Indonesia, as the country with the largest Muslim population in the world, has a significant demand for halal products, including pharmaceuticals. Halal certification serves not only as a regulatory compliance requirement but also as a strategic tool to build consumer trust, ensuring that products meet both religious and quality standards. This article aims to descriptively examine the process and challenges of preparing for halal certification in the pharmaceutical industry, focusing on the evaluation of active pharmaceutical ingredients (APIs) and excipients. The study is based on firsthand experience during a pharmacist professional practice (PKPA) at a national pharmaceutical company. Key areas of focus include material flowchart analysis, identification of critical non-halal points, and the implementation of the Halal Product Assurance System SJPH, in line with Indonesian halal regulatory frameworks. The findings highlight the importance of systematically identifying critical points, especially in evaluating the origin and status of materials such as alcohol, enzymes, and activated carbon, which frequently raise concerns in halal compliance. Furthermore, successful implementation requires comprehensive documentation, revision of standard operating procedures (SOPs), and staff training to ensure traceability and consistency throughout the supply chain. Collaboration with the Indonesian Ulema Council (MUI) and the Halal Product Assurance Organizing Agency (BPJPH) is also vital for technical guidance and certification processes. The study concludes that a structured and integrated approach to halal assurance not only facilitates certification but also enhances operational quality and market competitiveness. This study is expected to provide practical insights for pharmaceutical industries in effectively and sustainably implementing halal regulations, contributing to broader consumer protection and industry accountability.

This study aims to determine the influence of marketing communications through Instagram on Generation Z's shopping interest in Makassar, with a focus on dyaozha clothing products. A qualitative approach was adopted, utilizing methods such as observation, documentation, and in-depth interviews with Generation Z consumers. The research participants included shop owners and followers of the dyaozha Instagram account. The findings reveal that marketing communications through Instagram—particularly through the use of engaging visual content, appealing design implementation, and active interaction—play a crucial role in shaping Generation Z's shopping interest. Instagram features such as Stories, Reels, interactive polls, and comment sections enable brands to connect more personally with potential buyers. Attention-grabbing content helps build initial interest, while endorsements and testimonials contribute to trust and credibility. Furthermore, consistent interaction between the brand and followers fosters emotional connection and brand loyalty. These factors collectively influence both interest and purchasing decisions among the Gen Z demographic. The study concludes that dyaozha’s strategic use of Instagram marketing communications has proven effective in influencing the shopping behavior of its target audience. Recommendations for dyaozha include the continuous optimization of Instagram's interactive features—such as Q&A sessions, behind-the-scenes content, and user-generated content campaigns—to sustain engagement and improve conversion rates. Additionally, it is suggested that dyaozha expands its reach by targeting broader market segments and utilizing data-driven content strategies to adapt to evolving consumer preferences. This research highlights the vital role of social media in modern marketing strategies, especially when targeting digitally native audiences like Generation Z.

Distribution is the process of moving, managing, and storing goods from suppliers to customers in the supply chain. This process includes not only the delivery of raw materials from suppliers to manufacturers, but also the distribution of finished products to the end consumer. Distribution plays an important role in a company's profitability because it affects operational costs, delivery efficiency, and perceived value by customers. Successful well-managed distribution will increase customer satisfaction and strengthen the company's competitiveness in the market. PT. XYZ is one of the LPG distributors that provides 3 kg cylinders. This company serves a variety of consumers, ranging from households, small businesses, to retailers, with a coverage of distribution areas in Serang City. The distribution process is carried out based on sales orders and needs in 14 bases, where each base has a different level of demand according to consumer needs. However, PT. XYZ faces obstacles in achieving the optimal level of service, where the average service level only reaches 97.40%. An imbalance between inventory and demand at the base often leads to an oversupply or understock, resulting in backorders on some demands. This condition has a negative impact on customer satisfaction and overall distribution effectiveness. To overcome this problem, PT. XYZ developed a distribution dashboard by applying the Distribution Requirements Planning (DRP) method. Through this approach, distribution planning becomes more systematic, base needs can be met appropriately, and stocks can be managed more effectively. This dashboard also supports delivery scheduling and more coordinated marketing activities. The results of the implementation of the DRP dashboard in 2023 show a significant increase with a service level that has successfully reached 99%, minimizing backorders, and increasing customer trust and satisfaction.

This study aims to identify risk management processes and analyze management strategies that can be implemented by Pineapple Chips MSMEs in Kualu Nenas Village. The approach refers to the ISO 31000 framework, which includes risk identification, analysis, evaluation, and management. The results show that the most significant risks are in the high category, especially financial and operational risks, such as fluctuations in raw material prices, product damage due to improper storage, and limited human resources in marketing and production management. To minimize the impact of risks, a thorough analysis and appropriate mitigation strategies are required. The implementation of systematic risk management is considered capable of reducing potential losses, increasing business resilience, and strengthening the position of MSMEs in facing market dynamics. This approach is also crucial in maintaining business continuity, increasing consumer trust, and maintaining business reputation.  

This study aims to examine the influence of trust and promotions on repurchase intention on the Tokopedia e-commerce platform among students of Mulawarman University. E-commerce is increasingly becoming the primary platform for buying and selling activities, and understanding the factors that influence repurchase intention is crucial for business sustainability. Trust and promotions are two key variables believed to significantly shape consumer behavior. This research employs a quantitative method by distributing questionnaires to 100 Mulawarman University students who have previously shopped on Tokopedia. The collected data were analyzed using multiple linear regression techniques to test theinfluence of trust and promotions on repurchase intention. The analysis results indicate that both trust and promotions significantly influence repurchase intention on Tokopedia. Trust is found to be the most dominant factor, followed by promotions, which also have a positive impact. These findings imply that increasing trust through secure transactions, reliable products, and responsive customer service, along with effective promotional strategies, can enhance consumers' repurchase intention. This study provides practical contributions for Tokopedia management in designing strategies to maintain and increase repurchase intention among students. Additionally, it offers theoretical insights for further research on consumer behavior in e-commerce platforms

The use of brand ambassadors has become increasingly prevalent among various brands, including Erigo Apparel. JKT48 was selected as a brand ambassador due to its strong influence on public opinion through its popularity on social media. However, there remains a lack of studies that specifically explore how the credibility aspects of JKT48 contribute to individual decision-making when choosing a product. This study aims to examine the influence of JKT48’s credibility dimensions, trustworthiness, expertise, and attractiveness on the purchase decisions of Erigo Apparel among followers of the Instagram account @fjkt48.bdg. The research is grounded in the source credibility theory proposed by Ohanian (1990). A quantitative approach was employed, using a survey method with 80 respondents selected through an f-test calculation using G*Power. The data were analyzed using SEM-PLS with the assistance of SmartPLS 4 software. The results indicate that all three credibility dimensions of JKT48 have a positive and significant effect on purchase decisions. Trustworthiness emerged as the most dominant factor, with a path coefficient value of 0.338 (t-statistic = 3.582; p-value = 0.000). All indicators in the model were declared valid and reliable, with an R-square value of 0.679, indicating that the model can substantially explain the purchase decision variable. These findings reinforce the idea that perceptions of JKT48’s credibility play a crucial role in shaping consumer purchase decisions.

This study discusses the importance of creating a logo as a visual identity for Micro, Small, and Medium Enterprises (MSMEs) in increasing consumer appeal. A strong visual identity can strengthen brand image and differentiate MSME products from their competitors. Through a graphic design and visual communication approach, the logo is designed based on business characteristics and target market preferences. The results of the study show that a strategically designed logo can increase consumer trust, strengthen brand image, and provide added value to the product. Creating a logo as a visual identity has proven to be an effective step in supporting MSME marketing in a more professional and attractive way.

Advertising not only serves as a promotional tool, but also reflects corporate social responsibility. This research aims to analyze the relationship between marketing strategy and the application of ethics in advertising, using a descriptive qualitative approach. Tokopedia's “Selalu Ada Selalu Bisa” campaign was used as the main case study to examine ethical communication practices in advertising. The results show that advertisements that emphasize honesty, transparency, and social empathy are able to build consumer trust, strengthen brand image, and increase loyalty. Conversely, misleading advertisements or exploitation of vulnerable groups can damage reputation and public trust. In the fast-paced digital era, a mix of formal regulation and self-regulation is important to maintain the ethics of marketing communications. This study concludes that ethics is not an obstacle to creativity, but rather a strategic foundation that strengthens business sustainability and long-term relationships with society.

This study aims to convey and analyze the Dove serum body wash advertising ethics (EPI) guidelines and in accordance with article 9 of Law No. 8 of 1999 concerning Consumer Protection. The method used is a qualitative description with a case study approach and analysis of the Dove advertisement that aired on February 10, 2025 in digital media. The results of the analysis show that the claim of Dove's first serum body wash can be proven factually and does not violate advertising ethics. However, the claim of instant moisturizing and visualization of rapid skin changes are considered excessive and are feared to be misleading consumers. The delivery of an unclear warning sign (*) can strengthen the indication of a violation of the principle of transparency in advertising. This finding shows the importance of implementing ethical principles in making advertisements and the need for further supervision by advertising regulatory agencies so as not to harm consumers and to maintain public trust in the brand.

Competition in the beverage packaging industry is getting tighter, requiring companies to continue to build consumer loyalty. The AQUA brand, although widely known, has experienced a decline in the Top Brand Index over the past four years, indicating a decline in consumer purchasing decisions. This study aims to examine the influence of electronic word of mouth and customer trust on purchasing decisions for Aqua brand bottled drinking water in Demak City with purchase interest as an intervening variable. This study uses a quantitative approach with a survey method and data collection through questionnaires. Data analysis techniques are carried out using AMOS-based Structural Equation Modeling (SEM). The results of the study indicate that Electronic Word Of Mouth (EWOM) does not have a significant influence on Purchasing Decisions, Customer Trust has a positive and significant influence on Purchasing Decisions, Purchase Interest has a significant influence on Purchasing Decisions, Electronic Word Of Mouth (EWOM) does not have a significant influence on Purchase Interest, Customer Trust has a significant positive influence on Purchase Interest, Electronic Word Of Mouth (EWOM) does not have a significant influence on Purchase Decisions through Purchase Interest, and Customer Trust has a significant positive influence on Purchase Decisions through Purchase Interest.

This study aims to reveal the influence of various factors in digital marketing on consumer purchases on the TikTok Shop platform. This study specifically aims to assess the impact of content marketing and online customer reviews on purchasing decisions with customer trust as an intervening variable on TikTok Shop customer in Pati. This study uses a quantitative method. The population studied was TikTok Shop consumers in the Pati area, with an unknown number. A total of 97 respondents were sampled through a non-probability sampling technique with a purposive sampling approach. Data analysis was carried out using SmartPls 3 software. The results of the study showed that content marketing had an influence on purchasing decisions, while online customer reviews did not have a significant influence. In addition, content marketing and online customer reviews had an effect on purchasing decisions. However, customer trust was not proven to influence purchasing decisions. Content marketing and online customer reviews also had no influence on purchasing decisions through customer trust as an intervening variable on TikTok Shop customer in Pati.

This study aims to analyze the influence of halal labels and brand trust on purchasing decisions for Wardah face masks through purchasing interest in Semarang City Students. The research method used is quantitative with data collection techniques through distributing questionnaires to 384 respondents who use Wardah face masks among Semarang City students. Data analysis was carried out using the Structural Equation Modeling (SEM) technique with the help of SmartPLS software. The results of this study indicate that halal labels do not have a significant effect on purchasing interest and purchasing decisions, brand trust has a significant effect on purchasing interest and purchasing decisions, in addition, purchasing interest is proven to be significant as an intervening variable for brand trust on purchasing decisions, and purchasing interest does not have a significant effect as an intervening variable for halal labels on purchasing decisions. These findings indicate that trust in a trusted product can increase purchasing interest and ultimately drive purchasing decisions. This study provides implications for companies to build brand trust in order to increase purchasing interest and consumer purchasing decisions, especially among students. In addition, the results of this study are expected to be a reference for further research that discusses consumer behavior in the halal cosmetics industry.

This study aims to analyze the influence of social media on consumer behavior in online purchases among Generation Z, focusing on the Shopee e-commerce platform. Generation Z, which is the age group born between 1997 and 2012, is known to be an active social media user, which influences their purchasing decisions. Through a survey conducted on Shopee users from Generation Z, this study identified factors that influence consumer behavior, including the influence of advertising, product reviews, and interactions with influencers on social media. The results of the study show that social media plays a significant role in shaping the preferences and purchasing decisions of Generation Z. Interesting advertisements and positive reviews from other users on social media can increase purchasing interest, while interactions with influencers can provide additional trust in the products offered. This study provides important insights for marketers to design effective and relevant marketing strategies with Generation Z consumer behavior in the digital era.