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This research aims to know and analyze both the partial and simultaneous effects of online customer review and online customer rating on the purchase decision on e-commerce Shopee among students of the business administration program of Nusa Cendana University. The number of samples in this research was 100 respondents, with using the Purposive Sampling technique. The data analysis techniques used are quantitative descriptive analysis, multiple linear regression analysis, and hypothesis testing and analysis of the coefficient of determination (R2) using the SPSS V26 application. From the results of Multiple Linear Regression Analysis, the equation is obtained: Y = 2.301 + 0.302X1 + 0.705X2 + 2.699. The results of both the t test and the F test show that partially online customer review and online customer rating have a positive and significant effect on purchasing decision. Based on the Adjusted R² value, the contribution of the perceived usefulness and trust variables to intention to use is 61,1%, while the remaining 38.9% of purchase decision variables were influenced by other variables not discussed in this study. For this reason, it is suggested that further researchers can examine variables outside of this study that can affect purchasing decisions, as well as not only Shopee e-commerce but also other types of e-commerce.

This quantitative study aims to examine the influence of micro influencer (X1), endorsement (X2), and digital marketing (X3) on purchase decision (Y) at Barley Store Kediri. Data were collected through questionnaires, literature reviews, and documentation, involving 120 respondents. The analysis methods used include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression, t-test, F-test, and Coefficient of Determination. The regression equation obtained is: Y = 3.946 + 0.329X1 + 0.217X2 + 0.264X3 + e. The t-test results show that micro influencer (t = 2.715, sig. = 0.008), endorsement (t = 2.125, sig. = 0.036), and digital marketing (t = 2.489, sig. = 0.014) each have a significant partial effect on purchase decision. The F-test result (F = 19.182, sig. = 0.000) indicates a significant simultaneous effect of all three variables on purchase decision. Thus, micro influencer, endorsement, and digital marketing all significantly influence consumers’ purchasing decisions, both partially and simultaneously.

This study aims to determine the effect of product quality, product design and brand image on purchasing decisions of Honda Vario Automatic Motorcycles through word of mouth as an intervening variable in the Special Region of Yogyakarta. The method used in this study is quantitative with Partial Least Square (PLS) analysis. Data were collected through questionnaires distributed to respondents who are consumers of Honda Vario Automatic Motorcycles in the Special Region of Yogyakarta. The sampling technique used was Purposive Sampling, with a total of 100 respondents. Data processing using SmartPLS 4 with the conclusion that product quality and product design do not have a positive effect on purchasing decisions or word of mouth. Conversely, word of mouth has a positive effect on purchasing decisions. Brand image has a positive and significant effect on purchasing decisions and word of mouth. In addition, word of mouth is only able to mediate the influence of brand image on purchasing decisions, but cannot mediate the influence of product quality and product design on purchasing decisions.

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 aims to determine the influence of Digital Marketing and Electronic Word of Mouth (E-WOM) on Consumer Purchase Intention at Nilu Kopi in the Special Region of Yogyakarta. The research method employed a quantitative approach with data collected through questionnaires distributed to 71 respondents. The data were analyzed using multiple linear regression with the assistance of IBM SPSS version 22. The results showed that both Digital Marketing and E-WOM have a significant partial effect on Consumer Purchase Intention. Simultaneously, these two variables also have a significant effect with a significance value of 0.000 and an Adjusted R Square of 0.690. This indicates that 69% of the variation in consumer purchase intention can be explained by Digital Marketing and E-WOM. These findings highlight the importance of digital marketing strategies and the power of consumer communication in shaping purchasing decisions in the digital era.

This study aims to evaluate the impact of product innovation and product quality on consumer purchasing choices for local skincare products Facetology. The methodology used in this study is a quantitative approach and information collection is carried out through questionnaires to 104 Facetology product users in Bekasi City. The results of the analysis show that product innovation and product quality simultaneously have a positive and significant impact on purchasing decisions, both gradually and simultaneously. This is evidenced by the t-test, F-test, and Pearson correlation, which show that product innovation has a greater impact than product quality. The coefficient of determination (R²) value of 0.688 indicates that these two independent variables can explain 68.8% of the variation in purchasing decisions. This finding indicates that companies need to continue to innovate and maintain product quality so that consumer purchasing interest can increase.

This research is motivated by the development of the local fashion industry driving increasingly competitive competition, including in the bag product sector. This study aims to determine the effect of product design, word of mouth, and price on purchasing decisions for TBLZ Official bag products in Kediri, both partially and simultaneously. The approach used is quantitative research with a causal research type. The sample in this study amounted to 100 respondents who were TBLZ Official consumers. The sampling technique used the purposive sampling method, while data analysis was carried out using multiple linear regression using SPSS software version 25. The results of the study indicate that partially the variables of product design, word of mouth, and price have a significant effect on purchasing decisions, as indicated by their respective significance values ​​below 0.05. Simultaneously, the three variables also have a significant effect on purchasing decisions, with a calculated F value of 330.712 and a significance of 0.001. The coefficient of determination (Adjusted R²) value of 0.909 indicates that 90.9% of the variation in purchasing decisions can be explained by the three independent variables. Thus, companies are advised to focus on design innovation, strengthen word of mouth strategies, and consider appropriate pricing in order to increase consumer purchasing decisions. Keywords: Product Design, Word of Mouth, Price, Purchase Decision, Tblz Official Abstrak. Penelitian ini dilatar belakangi oleh perkembangan industri fashion lokal mendorong persaingan yang semakin kompetitif, termasuk dalam sektor produk tas. Penelitian ini bertujuan untuk mengetahui pengaruh desain produk, word of mouth, dan harga terhadap keputusan pembelian produk tas TBLZ Official di Kediri, baik secara parsial maupun simultan. Pendekatan yang digunakan adalah penelitian kuantitatif dengan jenis penelitian kausal. Sampel dalam penelitian ini berjumlah 100 responden yang merupakan konsumen TBLZ Official. Teknik pengambilan sampel menggunakan metode purposive sampling, sedangkan analisis data dilakukan dengan regresi linier berganda menggunakan bantuan software SPSS versi 25. Hasil penelitian menunjukkan bahwa secara parsial variabel desain produk, word of mouth, dan harga berpengaruh signifikan terhadap keputusan pembelian, yang ditunjukkan dengan nilai signifikansi masing-masing di bawah 0,05. Secara simultan, ketiga variabel tersebut juga berpengaruh signifikan terhadap keputusan pembelian, dengan nilai F hitung sebesar 330,712 dan signifikansi 0,001. Nilai koefisien determinasi (Adjusted R²) sebesar 0,909 mengindikasikan bahwa 90,9% variasi dalam keputusan pembelian dapat dijelaskan oleh ketiga variabel independen. Dengan demikian, perusahaan disarankan untuk fokus pada inovasi desain, memperkuat strategi word of mouth, serta mempertimbangkan penetapan harga yang sesuai agar dapat meningkatkan keputusan pembelian konsumen.   Kata kunci: Desain Produk, Word Of Mouth, Harga, Keputusan Pembelian, Tblz Official

This study aims to analyze the influence of brand awareness and product innovation on purchase decisions, with purchase intention as a mediating variable, among consumers of Kedai Kopi KULO. The research is motivated by the declining Top Brand Index of Kedai Kopi KULO over the past five years, indicating a potential drop in purchase decisions due to weak brand awareness and limited product innovation. A quantitative approach was used, employing Partial Least Square Structural Equation Modeling (PLS-SEM) with the SmartPLS software. The results show that brand awareness does not have a direct and significant effect on purchase decisions, whereas product innovation has a positive and significant effect. Furthermore, both brand awareness and product innovation positively and significantly influence purchase intention, which in turn significantly mediates their effect on purchase decisions. These findings indicate that purchase intention plays a crucial role in bridging the influence of brand awareness and product innovation on consumers’ purchase decisions. Therefore, businesses should focus on enhancing product innovation strategies and increasing consumer purchase intention, along with building strong brand awareness, to improve purchase decisions and maintain competitiveness in an increasingly saturated market.

Thislresearchlwas a quantitativelresearch with two independentlvariables, namely Brand Image (X1) and Celebrity Endorser (X2) and a dependent variable, Purchase Decision (Y). The data collection method used was conducted by distributing questionnaires to 100 Arascaraf consumer respondents who bought Arascraf products. The sampling technique used in this research was purposive sampling. The data analysis of this study used multiple linear regression and hypothesis testing. The results showed that the Brand Image and Celebrity Endorser had a partial and simultaneous positive influence on the purchasing decisions of 77.8% and the remaining 22.2% was influenced by other factors. While the variable that had a dominant influence on Consumer Purchase Decisions was the Brand Image variable with a regression coefficient value of 0.866. Based on the results of the study, it can be concluded that Brand image and Celebrity Endorser are the reasons for Arascraf consumers to make purchasing decisions at Arascraf.

This study aims to analyze the effect of Brand Trust and Product Quality on the Purchase Decision of Bottled Drinking Water (AMDK) brand Le Minerale in Medan Petisah District. The research method used is quantitative with a multiple linear regression approach. The sample consisted of 70 respondents selected using accidental sampling technique. Data were collected through questionnaires and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and determination test (Adjusted R Square). The results show that Brand Trust and Product Quality have a positive and significant effect both partially and simultaneously on Purchase Decision. The Adjusted R Square value of 0.441 indicates that these two variables explain 44.1% of the variation in purchase decisions, while the remaining 55.9% is influenced by other factors outside the research model.

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.

The rapid growth of local brands in Indonesia's fashion industry is driven by the use of online media as a promotional platform. One notable brand is Ventela, which employs a co-branding strategy to capture market attention. This study aims to analyze the implementation of co-branding by @ventelashoes on Instagram, evaluate consumer purchasing decisions regarding Ventela Konnijiwa shoes, and measure the extent to which the co-branding collaboration between Ventela and Mantappu Jiwa by Jerome Polin influences purchasing decisions. The study applies co-branding theory, which includes dimensions such as brand awareness, brand strength, mutual benefits, uniqueness of collaboration, as well as positive consumer judgment and response. Meanwhile, the purchasing decision process is analyzed through five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. A quantitative approach was used in this study through a survey method, with data collected from 133 followers of the @ventelashoes Instagram account using a random sampling technique. The results indicate that the co-branding between Ventela and Mantappu Jiwa received a positive response from the respondents. The influence of co-branding on purchasing decisions is strong, with a correlation value of 0.904. Co-branding contributes 81.8% to the purchasing decision of Ventela Konnijiwa shoes, while the remaining 18.2% is influenced by other factors.  

This study aims to determine the influence of consumer attitude and motivation on purchase intention at the Rasqya grocery MSME in Sambinae Subdistrict, Bima City. The research problem arises from the importance of understanding consumer psychological factors in enhancing purchasing power, particularly in the micro, small, and medium enterprise sector. The research method used is a quantitative approach, with data collected through questionnaires distributed to consumers of the MSME. Data analysis was conducted using multiple linear regression to test the influence of independent variables on the dependent variable. The results indicate that consumer attitude and motivation simultaneously have a significant effect on purchase intention. Partially, motivation has a more dominant influence than consumer attitude. These findings highlight the importance of strategies that enhance consumer motivation, such as promotions and customer service, to encourage purchasing decisions.

This study aims to determine the influence of consumer attitude and motivation on purchase intention at the Rasqya grocery MSME in Sambinae Subdistrict, Bima City. The research problem arises from the importance of understanding consumer psychological factors in enhancing purchasing power, particularly in the micro, small, and medium enterprise sector. The research method used is a quantitative approach, with data collected through questionnaires distributed to consumers of the MSME. Data analysis was conducted using multiple linear regression to test the influence of independent variables on the dependent variable. The results indicate that consumer attitude and motivation simultaneously have a significant effect on purchase intention. Partially, motivation has a more dominant influence than consumer attitude. These findings highlight the importance of strategies that enhance consumer motivation, such as promotions and customer service, to encourage purchasing decisions.

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.

The skincare and cosmetics industry continues to grow as public awareness of self-care and beauty trends increases. However, the widespread use of single-use packaging in cosmetic products raises new issues in the context of environmental sustainability. This issue drives the importance of understanding how consumer perceptions of sustainability and other product attributes influence purchasing decisions. This study aims to analyze the effect of perceptions of packaging sustainability, environmental awareness, product price, and packaging design on purchasing decisions for Wardah cosmetic products. This study used a quantitative approach with a survey method of 111 respondents and analyzed using multiple linear regression. The results showed that packaging design and perceived packaging sustainability had a significant effect on purchasing decisions, with packaging design as the most dominant factor. In contrast, the variables of environmental concern and product price do not have a statistically significant effect. The model used explains 65.37% of the variation in consumer purchasing decisions. This study indicates that consumer decisions are more influenced by visual aspects and sustainability values that are explicitly communicated through packaging. This study supports the Theory of Planned Behavior (TPB) framework and provides a practical contribution for cosmetics manufacturers in designing sustainable packaging strategies.

This study aims to determine the effect of price, promotion and service quality on purchasing decisions at the Eccindo cooperative. This study is a causal study using quantitative methods. The sampling technique used was accidental sampling with a total of 96 respondents who had purchased at the Eccindo cooperative. The data collection technique was by distributing questionnaires. The data analysis technique used Partial Least Square (PLS) using the Smart-PLS Version 3.0 program. The results of this study indicate that. (1) price affects purchasing decisions. (2) promotion affects purchasing decisions. (3) service quality affects purchasing decision.

This study aims to determine the influence of product quality and price on purchasing decisions for MSME products in Dekranasda Depok City. The method used in this study is a quantitative approach with primary data collection through questionnaires. The sample in this study consisted of 50 consumers who shopped at Dekranasda Depok City and were selected using the side-by-side accidental method. Data analysis was performed using descriptive statistics, instrument data tests, multiple regression analysis, and hypothesis testing using IBM SPSS Statistics 25 software. The results showed that product quality partially impacts purchasing decisions, and prices partially impact MSME product purchasing decisions. When these two variables are observed simultaneously, both product quality and price have a significant influence on the purchase decision of MSME products Dekranasda Depok City

This research aims to examine how product quality and price influence the purchasing decisions of consumers buying Fukumi brand porang rice in Bandar Lampung City. As a healthier rice alternative, Fukumi porang rice has become popular among individuals who are health-conscious, particularly those on diets or managing diabetes. A quantitative method was applied, using surveys distributed to 150 buyers of Fukumi rice. The data were analyzed using multiple linear regression. The findings reveal that both product quality and price have a significant impact on purchasing decisions. The regression analysis shows that product quality accounts for 54.1%, while price accounts for 57% of the decision-making process. An Adjusted R² of 0.567 indicates that 56.7% of the variation in purchase decisions is explained by these two factors, with the remaining 43.3% influenced by other variables not included in this study. These results emphasize the need for businesses to consistently deliver high product quality and set prices that reflect customer value to stay competitive.

In the digital age, consumer awareness of sustainable products has increased significantly. Recent research (2023-2025) shows that 84% of Indonesian consumers have used eco-friendly products, driven by a desire to preserve the earth. The purpose of this study is to analyze how digital information, particularly Electronic Word-of-Mouth (E-WOM), perceptions of sustainable packaging, and environmental concerns influence consumer perceptions and purchasing decisions in Indonesia. The proposed method is a quantitative approach using multiple linear regression analysis, preceded by classical assumption testing and instrument reliability testing. Key findings from the supporting literature indicate that E-WOM has a strong influence on purchase interest, even mediating the relationship between green marketing and purchase intention. In addition, product information transparency (ecological labels) is significant in increasing trust. The conclusion confirms that effective digital strategies must prioritize positive E-WOM communication and sustainability data transparency.