Publication Search

This research aims to explore how price and product quality influence purchasing decisions for Y.O.U cosmetics at Panda Lovely Jombang. Given the rapid growth of Indonesia's cosmetics market, Y.O.U has emerged as a local brand offering quality products at competitive prices. Panda Lovely, with its numerous branches across Java Island, is one of Y.O.U’s primary distributors. The study adopts a quantitative approach using associative methods, with data collected through questionnaires from 100 Panda Lovely Jombang customers. Multiple linear regression analysis was employed to examine the relationship between independent variables (price and product quality) and the dependent variable (purchase decisions). The findings reveal that both price and product quality, individually and combined, significantly impact purchasing decisions. Key factors influencing consumer choices include affordability, the alignment of quality with expected benefits, and product durability. This research offers valuable insights for both Panda Lovely managers and Y.O.U producers to refine marketing strategies that cater to consumer needs and preferences.

The apparel industry in Chengdu is transforming significantly due to integrating artificial intelligence (AI) technologies. This evolution aims to enhance consumer satisfaction by providing personalized shopping experiences, improving inventory management, and streamlining the supply chain. AI-driven algorithms analyze consumer behavior and preferences, allowing retailers to create tailored recommendations that align with individual tastes. Additionally, AI tools enable efficient inventory management by predicting trends and consumer demand, which helps reduce instances of overstock and stockouts. This optimization improves operational efficiency and ensures customers can find their desired products when visiting stores or online. This study was conducted through an online questionnaire distributed to 376 Chengdu participants to measure their attitudes toward AI improvement in the apparel industry. The findings underscore that innovative technology, perceived information quality, and perceived customization correlate with consumer satisfaction in AI experience improvement.    

This study aims to analyze brand adaptation strategies employed by multinational companies in addressing global marketing challenges, particularly in the context of cultural differences, consumer preferences, and regulatory variations across countries. Using a qualitative approach with a case study method, data were collected through in-depth interviews with marketing managers and document analysis related to corporate branding strategies. The findings reveal that multinational companies adopt a flexible brand adaptation approach by adjusting product elements, marketing communications, and brand values to align with local market characteristics while maintaining their global identity. These findings highlight that balancing global brand consistency with local market adaptation is a key factor in the success of global marketing strategies.

This abstract explores the role of artificial intelligence (AI) in enhancing consumer satisfaction in Sichuan's online customer experience and service efficiency. With the rapid growth of e-commerce, understanding consumer preferences and behaviors has become crucial. AI technologies like chatbots, predictive analytics, and personalized recommendations are integrated into online platforms to streamline service delivery and improve user interactions. By leveraging data-driven insights, businesses can tailor their offerings to meet the specific needs of consumers, thereby increasing satisfaction levels. Furthermore, AI facilitates faster response times and more efficient problem resolution, leading to a seamless shopping experience. This study was conducted through an online questionnaire distributed to 380 Sichuan participants to measure their optimization and service efficiency satisfaction. The findings underscore that technical infrastructure, user acceptance and engagement, and service quality positively correlate with consumer satisfaction in AI experience improvement.

The global fashion industry continues to experience rapid growth, driven by changes in consumer preferences that increasingly emphasize personalization in clothing products. This study aims to analyze Generation Z's preferences for customization trends in fashion products and identify their impact on marketing strategies in the fashion industry. A qualitative approach with a descriptive method was used to understand the factors influencing Gen Z's preferences when selecting customizable fashion products. Primary data was collected through interviews with Gen Z consumers who are active shoppers on e-commerce platforms. The results show that 60% of Gen Z consumers are interested in customizable fashion products, with the main reasons being to express individuality and enhance emotional attachment to the brand. Social media, especially Instagram and TikTok, plays a significant role in shaping consumer preferences, as more than 70% of informants acknowledge that influencer recommendations influence their decision to purchase customized products. Based on these findings, it can be concluded that customization is not just an additional feature but a marketing strategy that can enhance consumer loyalty. Recommendations from this study include implementing personalized marketing strategies, improving customization features on e-commerce platforms, and collaborating with influencers to expand market reach.

Indonesia's computer retail industry is becoming increasingly competitive due to rapid technological advancements and evolving consumer preferences. PT Griyacom, a computer retail company in Bandar Lampung, faces challenges in sustaining its competitiveness amid these market dynamics. This study examines the business strategies adopted by PT Griyacom to enhance its competitive advantage using a qualitative approach with a case study method. Data was gathered through in-depth interviews with company management, direct observations, and document analysis, while data analysis followed the Miles and Huberman model, encompassing data reduction, data presentation, and conclusion drawing. The findings indicate that PT Griyacom has implemented various business strategies, including improving customer service, expanding product diversification, and utilizing digital marketing. However, the company still faces challenges such as intense price competition and the need for greater technological innovation. Based on these findings, this study offers strategic recommendations for PT Griyacom to strengthen its market position by optimizing digital marketing efforts, enhancing operational efficiency, and reinforcing product differentiation.

This research aims to determine the influence of price and product design on Muslim clothing purchasing decisions. In the fashion industry, especially Muslim fashion, price and product design are two very important factors in influencing consumers' decisions to make purchases. Competitive and affordable prices can attract consumers' attention, while attractive designs that are in line with trends can increase the product's appeal. Through the literature review method, this research analyzes various relevant scientific sources to explore the relationship between price, product design and purchasing decisions. The research results show that reasonable prices and innovative product designs have a significant contribution to consumer purchasing decisions. Consumers tend to prefer to buy Muslim clothing that offers a combination of attractive prices and designs that suit their preferences. Therefore, Muslim fashion companies and related parties are expected to continue to pay attention to appropriate pricing strategies and develop attractive product designs. In this way, companies can create an environment that supports improved purchasing decisions, which ultimately contributes to sales success and sustainable business growth.

This research explores the factors influencing the adoption of Islamic digital banking among millennials in Indonesia. Employing a qualitative approach through a comprehensive literature review, the study analyzes existing research on Islamic digital banking adoption, focusing on academic journals, conference proceedings, and industry reports. The findings reveal that perceived ease of use and usefulness of digital banking services are crucial. Additionally, social influences, such as peer and family recommendations, and personal factors, including demographics and cultural background, significantly impact adoption rates. This research provides valuable insights for Islamic banks in Indonesia to develop targeted strategies for millennial engagement. By understanding these influencing factors, Islamic banks can tailor digital banking services to meet the specific needs and preferences of this demographic, thereby enhancing market penetration and fostering growth within the evolving digital banking landscape.

This research aims to analyze the role of Customer Relationship Management (CRM) implementation in increasing customer loyalty in the digital era. With the rapid advancement of technology, CRM has become an essential component of an effective digital marketing strategy. This research uses a qualitative descriptive method with a case study approach involving several companies that use CRM as a strategy to maintain and increase customer loyalty. Data was collected through in-depth interviews, surveys and secondary data analysis from companies using CRM platforms. Research findings reveal that effective CRM implementation—through personalization, regular communication, and leveraging customer data—can significantly increase customer satisfaction and loyalty. Additionally, this research highlights that the use of CRM allows companies to better understand customer needs and preferences, thereby providing more customized services. As a result, implementing CRM in the digital era has proven to be an important strategy for businesses to compete in an increasingly competitive market.  

In the digital era, universities face challenges in enhancing brand awareness amidst increasing competition. Utilizing digital analytics in data-driven marketing communication strategies becomes crucial to achieve this goal. This study aims to analyze the role of digital analytics in designing effective marketing communication strategies to boost university brand awareness. The research method employed is a literature review, gathering and analyzing various sources related to this topic. The findings indicate that integrating digital analytics enables universities to gain deep insights into audience behavior and preferences, allowing for the crafting of more targeted marketing messages. Additionally, the use of digital analytics assists in measuring the effectiveness of marketing campaigns in real-time, facilitating more responsive strategy adjustments to market dynamics. The implications of this study highlight the importance for universities to adopt digital analytics technology in their marketing communication efforts to enhance brand awareness and competitiveness in the digital age.

This study examines the investment preferences of Generation Z, specifically their inclination toward gold investment. The research is based on secondary data obtained through literature studies focusing on Gen Z's investment behavior. The findings indicate that Gen Z tends to favor gold as an investment option due to several compelling reasons. One of the main motivations is the potential for profit, as gold is considered not only a stable asset but also one that offers promising long-term returns. In addition, gold is perceived as a safe investment amid economic uncertainty. Other influencing factors include: (1) security and stability, (2) ease of access and purchase through digital platforms, (3) long-term investment potential, (4) diversification of investment portfolios, (5) historical value and its role as a symbol of security, (6) easy and flexible transactions, and (7) protection against inflation. These factors highlight the strategic thinking of Gen Z investors who seek both financial security and growth through alternative investment instruments such as gold.

In the era of globalization and intense business competition, the quality of products and services is crucial for competitiveness, particularly for Micro, Small, and Medium Enterprises (MSMEs) like Angkringan, a traditional culinary business in Indonesia. The article explores Total Quality Management (TQM) as a strategy for these businesses to enhance operational efficiency, reduce waste, and improve customer satisfaction. The study involved direct interviews with the owner of Angkringan D’Amerta to analyze TQM application covering quality control procedures, customer satisfaction, and continuous improvement. Results indicated a deeper understanding of customer preferences and the importance of maintaining quality standards through the training of staff and development of operational procedures. The findings suggest that effective quality management can significantly enhance business performance and customer engagement in the digital era. The paper advocates for routine training, implementation of standard operating procedures, and regular quality assessments to ensure consistent service and product quality.

The application of algorithms in the mentoring activity scheduling system is an innovative solution to overcome the complexity of time and resource management. This study aims to develop a mentoring activity scheduling system for Reading and Writing the Qur'an (BTQ) using the particle swarm optimization (PSO) algorithm. The PSO algorithm was chosen because of its ability to find optimal solutions efficiently through a particle population approach. This system is designed to meet the schedule preferences of students and supervisors, taking into account the limited time available and the interrelationships between schedules. This study makes a significant contribution to improving the efficiency of BTQ mentoring activity scheduling, as well as demonstrating the potential of PSO in solving other scheduling problems.

The Covid-19 pandemic has significantly impacted the income of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, prompting business actors to adapt through innovation, particularly in  product variations. This study aims to enhance the marketability of "Nadhira" Tempe Chips products through strategies of adding flavor variations. The methods employed include interviews, discussions, and hands-on practices in product processing. The results indicate that the implementation of attractive lthe addition of flavor variations can enhance product appeal and increase sales turnover. Business actors also demonstrated a better understanding of the importance of product innovation. The implications of this research highlight the necessity for continuous innovation and market research to maintain product relevance amid changing consumer preferences, as well as providing insights for other MSMEs in  similar challenges in the future.

Approximately 40% of pregnant women worldwide experience anemia. Anemia during pregnancy can cause various serious complications, including premature birth, low birth weight, and even increase the risk of maternal and infant death. Complementary therapy can be an alternative for preventing and treating anemia in pregnant women. This study aims to review research articles related to complementary therapy that can be used to treat anemia in pregnant women. Literature searches through academic databases such as Google Scholar, PubMed and ScienceDirect. Literature selection was carried out based on inclusion criteria (scientific articles in the last 5 years, English/Indonesian, relevant topics) and exclusion (irrelevant articles, no abstract/full-text). Interventions such as acupuncture, yoga, traditional herbs, moringa leaves, spinach and beetroot juice can be safe and natural solutions to increase hemoglobin levels. The selection of the appropriate method can be adjusted according to individual preferences, accessibility, and the level of anemia experienced.  

This study examines the important role of internal communication in enhancing employee engagement within the context of corporate communication. Effective internal communication is crucial for fostering a positive organizational culture, ensuring smooth operations, and building trust between management and employees. Using the Two-Way Symmetrical Model by Grunig and Hunt, this paper emphasizes the importance of reciprocal communication in creating open, transparent, and inclusive communication channels that encourage engagement and collaboration. The study employs a qualitative approach with a descriptive method, relying on literature analysis. The findings indicate that organizations face significant challenges in managing communication across generations in the workforce. Differences in communication preferences, generational values, and technological barriers are factors that impact the effectiveness of internal communication. To address these challenges, appropriate communication strategies need to be implemented. This study proposes several strategies, such as multichannel communication, digital literacy training, message customization, and participative leadership. These strategies can enhance employee engagement, strengthen internal communication, and contribute to the long-term success of the organization.

Deficiency in energy and nutrient intake in athletes can disrupt physiological functions, hinder muscle growth, cause fatigue and illness, and result in suboptimal performance. It is crucial for athletes to carefully manage their food intake during training, competition, and recovery, while also considering eating behaviors that include perception, knowledge, and habits related to food selection and consumption. This study aims to identify the factors influencing eating behaviors in non-elite athletes with a history of macro-nutrient intake deficits in the UNESA Basketball UKM. The research employs a qualitative methodology. Data were collected from key and supporting informants selected based on inclusion criteria established by the researcher. The number of research informants was determined based on the information obtained which was deemed to have reached saturation point, resulting in 7 key informants and 8 supporting informants. The collected data were analyzed through transcription and then categorized into relevant codes and themes. The findings of this study identified two main themes influencing the eating behaviors of non-elite athletes in the UNESA Basketball UKM: internal and external factors. Internal factors, including food preferences, self-discipline, self-confidence, state of mind, gastrointestinal discomfort, body image, sleep time, past eating habits, physical activity level, nutritional knowledge, and food allergies. Meanwhile, external factors include social influence, food availability, food prices, and social media.

Education has a very important role in shaping individuals, especially for Generation Z. There are various challenges and opportunities faced by Generation Z in the realm of education. Although digital tools offer great opportunities in education, such as flexible access to information and interactive learning methods, technology also brings challenges, including mental health problems and disorders due to excessive use of social media. The method used is a qualitative approach with literature studies from various relevant sources. The research results show that although there is a gap between traditional learning methods and Generation Z's digital preferences, the use of technology and social media in education can be an opportunity to create learning that is more flexible, interactive and suited to their needs.  

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.

Toko Liv Beauty is one of the business players in the beauty sector that is developing in North Sumatra, specifically in the West Binjai sub-district, Binjai City. As a store that provides various beauty products, this research aims to assist Toko Liv Beauty in determining a strategic location for opening a new branch using the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method. The TOPSIS method was chosen for its ability to analyze alternatives based on positive and negative ideal solutions objectively. A case study was conducted at three potential locations in Binjai: Binjai City, Binjai South, and Binjai North, considering five main criteria: population density, ease of transportation access, number of competitors, rental costs, and building area. The analysis process involves normalizing the decision matrix, calculating weighted values, identifying ideal solutions, and determining alternative preferences. The analysis results show that the location with the highest preference is Binjai North (1), followed by Binjai South (0.5885) and Binjai City (0). Thus, Binjai North is recommended as a strategic location for opening a new branch of Toko Liv Beauty. The implementation of the TOPSIS method in this research is expected to contribute to more effective data-driven decision-making for the business development of Toko Liv Beauty.