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Berkembangnya industri kuliner di Indonesia yang pesat menuntut pengusaha untuk beradaptasi dengan cepat, terutama dalam teknologi dan pemasaran. Karena Masih terlalu banyak pengusaha yang masih mengandalkan metode pemesanan dan promosi manual, maka dari itu penerapan Customer Relationship Management (CRM) menjadi solusi yang efektif untuk menarik pelanggan baru dan mempertahankan loyalitas konsumen. Penelitian ini fokus pada penerapan CRM di Rainbow Cafe, yang bertujuan dalam memikat konsumen baru dan meningkatkan loyalitas konsumen di Rainbow Cafe. Metode penelitian yang digunakan adalah analisis kualitatif melalui wawancara dan survei kepada konsumen serta pengusaha. Hasil penelitian menunjukkan bahwa penerapan CRM sangatlah penting dikarenakan dapat meningkatkan interaksi dengan konsumen, mempercepat proses pemesanan, dan meningkatkan kepuasan konsumen. Kesimpulan dari penelitian ini menegaskan bahwa implementasi CRM tidak hanya penting untuk meningkatkan loyalitas konsumen, tetapi juga sebagai strategi yang krusial dalam menghadapi persaingan di industri kuliner yang semakin ketat dan untuk interaksi dengan konsumen lebih efektif.

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.

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 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.

The insurance penetration rate in Indonesia remains relatively low, despite the important roles of both conventional and sharia insurance in mitigating unexpected financial risks. As a Muslim-majority country, consumer preferences for insurance models aligned with personal values represent a crucial concern, yet are still rarely explored using actual behavioral data. This study aims to examine the influence of Google search trends on consumer preferences in choosing between sharia and conventional insurance in Indonesia. The research applies binary logistic regression using a combination of primary data (questionnaire) and secondary data (Google Trends). Respondents were purposively selected based on stable economic status and prior experience in searching for insurance information. The results reveal that search trends significantly influence preferences for sharia insurance, but not for conventional insurance. Furthermore, religiosity and its interaction with search trends also significantly affect preferences for both insurance models. These findings contribute to big data-based consumer research and offer strategic implications for academics, industry stakeholders, and regulators in enhancing insurance literacy and participation in Indonesia..  

This study aims to analyze the influence of Online Customer Review and Online Customer Rating on the Loyalty of Gen Z consumers on the Shopee e-commerce platform in Medan City. The research method used is quantitative with a sample size of 55 respondents. Data were analyzed using multiple linear regression with the assistance of SPSS version 26. Validity and reliability tests indicated that the research instruments were valid and reliable. Classical assumption tests, including normality, multicollinearity, and heteroscedasticity, were met. The regression analysis results showed that Online Customer Review and Online Customer Rating have a positive and significant effect on Consumer Loyalty, both partially and simultaneously. The Adjusted R Square value of 0.263 indicates that these two variables explain 26.3% of the variation in consumer loyalty.

Tren thrifting, atau pembelian pakaian bekas impor, telah berkembang pesat di Indonesia, memicu tantangan signifikan bagi industri konveksi lokal, khususnya di Surabaya. Penelitian ini bertujuan untuk menganalisis dampak tren thrifting terhadap penurunan omset industri konveksi di Surabaya, mengidentifikasi faktor-faktor yang memengaruhi peralihan preferensi konsumen, dan mengeksplorasi strategi adaptasi bagi pelaku industri lokal. Menggunakan pendekatan kuantitatif deskriptif-korelasional dengan data dari 50 unit usaha konveksi di Kecamatan Tambaksari, Surabaya, serta wawancara semi-terstruktur, hasil penelitian menunjukkan bahwa terdapat pengaruh negatif dan signifikan antara intensitas tren thrifting dengan omset industri konveksi. Koefisien regresi sebesar -0.48 dengan nilai signifikansi 0.002 membuktikan bahwa peningkatan aktivitas thrifting berkorelasi langsung dengan penurunan pendapatan pelaku usaha konveksi lokal. Faktor utama peralihan preferensi konsumen meliputi harga yang lebih murah, kesadaran lingkungan, keinginan untuk tampil unik, dan kemudahan akses melalui platform digital. Industri konveksi lokal beradaptasi melalui diversifikasi produk, peningkatan kualitas, dan pemanfaatan teknologi digital, meskipun masih menghadapi kendala biaya dan persaingan harga. Penelitian ini merekomendasikan kebijakan yang lebih protektif dan dukungan insentif bagi UMKM konveksi.

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 examine the influence of digital promotion, service quality, and lifestyle on consumer decision-making in using the services of Omahbiru Wedding Organizer, located in Kediri. The background of this research stems from the increasing competition among wedding organizer businesses in the digital era, which requires service providers to adapt their marketing strategies to the preferences and behavior of modern consumers. A quantitative research approach was applied, with data collected through questionnaires distributed to 108 respondents who had previously used Omahbiru’s services. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method, assisted by SmartPLS 3.0 software. The study examined three independent variables digital promotion, service quality, and lifestyle and one dependent variable, namely consumer decision. The findings reveal that all three independent variables have a significant simultaneous effect on consumer decisions. Individually, lifestyle and service quality have a stronger influence compared to digital promotion, which shows a moderate effect. The R-Square value of 0.488 indicates that these variables explain 48.8% of the variance in consumer decision-making. These results highlight the importance of aligning digital promotional strategies, service excellence, and lifestyle compatibility to attract and retain customers in the wedding organizer industry. Keywords: digital promotion, service quality, lifestyle, consumer decision, wedding organizer   Penelitian ini bertujuan untuk mengkaji pengaruh promosi digital, kualitas layanan, dan gaya hidup terhadap keputusan konsumen dalam menggunakan jasa Omahbiru Wedding Organizer yang berlokasi di Kediri. Latar belakang penelitian ini didasarkan pada meningkatnya persaingan antar wedding organizer di era digital, yang menuntut pelaku usaha untuk menyesuaikan strategi pemasarannya dengan preferensi dan perilaku konsumen modern. Pendekatan penelitian yang digunakan adalah kuantitatif, dengan pengumpulan data melalui kuesioner kepada 108 responden yang sebelumnya telah menggunakan jasa Omahbiru. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS), menggunakan bantuan software SmartPLS versi 3.0. Penelitian ini menguji tiga variabel independen—promosi digital, kualitas layanan, dan gaya hidup—serta satu variabel dependen yaitu keputusan konsumen. Hasil penelitian menunjukkan bahwa ketiga variabel independen berpengaruh signifikan secara simultan terhadap keputusan konsumen. Secara parsial, variabel gaya hidup dan kualitas layanan memberikan pengaruh yang lebih kuat dibandingkan promosi digital, yang memberikan pengaruh sedang. Nilai R-Square sebesar 0,488 menunjukkan bahwa ketiga variabel mampu menjelaskan 48,8% variasi dalam pengambilan keputusan konsumen. Temuan ini menegaskan pentingnya kesesuaian strategi promosi digital, pelayanan yang unggul, dan penyesuaian gaya hidup dalam menarik dan mempertahankan pelanggan di industri wedding organizer. Kata Kunci: promosi digital, kualitas layanan, gaya hidup, keputusan konsumen, wedding organizer

Penelitian ini bertujuan untuk menganalisis pengaruh price discount dan bonus pack terhadap perilaku impulse buying pada konsumen Distro Rock Line di Kota Medan. Latar belakang penelitian ini didasari oleh ketatnya persaingan industri ritel yang mendorong pelaku usaha untuk menerapkan strategi promosi yang efektif, seperti pemberian diskon harga dan paket bonus. Penelitian ini menggunakan metode kuantitatif asosiatif dengan pendekatan survei. Sampel penelitian berjumlah 96 responden yang dipilih melalui teknik accidental sampling. Pengumpulan data dilakukan menggunakan kuesioner dan dianalisis dengan uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, serta uji hipotesis (uji t dan uji F). Hasil penelitian menunjukkan bahwa secara parsial, price discount dan bonus pack masing-masing berpengaruh positif dan signifikan terhadap impulse buying. Secara simultan, kedua variabel juga menunjukkan pengaruh signifikan terhadap impulse buying. Price Discount (X1) berpengaruh terhadap Impulse Buying. Ditunjukan dari hasil uji t, diperoleh thitung sebesar 2.169 dengan taraf signifikansi 0,033 lebih kecil dari 0,05 (0,033 < 0,05), dengan demikian H1 diterima dan H0 ditolak, yang berarti Price Discount berpengaruh terhadap Impulse Buying. Bonus Pack (X2) berpengaruh terhadap Impulse Buying. Ditunjukan dari hasil uji t, diperoleh thitung sebesar 2.541 dengan nilai signifikansi 0,013 lebih kecil dari 0,05 (0,013 < 0,05), dengan demikian H0 diterima dan H1 ditolak. Yang artinya Bonus Pack berpengaruh terhadap Impulse Buying. Hal ini membuktikan bahwa strategi price discount dan bonus pack dapat meningkatkan dorongan konsumen untuk melakukan pembelian secara impulsif. Temuan ini memberikan implikasi bagi pelaku usaha, khususnya Distro Rock Line, dalam merancang strategi promosi yang efektif untuk meningkatkan penjualan.

Persaingan yang semakin kompetitif dalam industri wedang uwuh di Imogiri mendorong UMKM Taruna Agro Nusantara untuk berinovasi melalui produk wedang uwuh siap saji dalam kemasan paper cup yang diharapkan dapat meningkatkan daya saing. Penelitian ini bertujuan untuk mengetahui preferensi konsumen terhadap atribut kemasan wedang uwuh. Metode penelitian yang digunakan adalah mixed method. Pendekatan kualitatif dilakukan melalui diskusi dengan pemilik UMKM dan pakar desain untuk merumuskan atribut kemasan. Selanjutnya, pendekatan kuantitatif dilakukan melalui analisis konjoin untuk mengetahui kombinasi atribut yang paling disukai konsumen. Atribut kemasan yang dipilih yaitu slogan, warna, informasi produk, dan ukuran kemasan yang kemudian ditentukan level atributnya. Dari 9 level atribut menghasilkan 54 stimuli yang kemudian direduksi menjadi 9 stimuli menggunakan  orthogonal array. Data yang diperoleh menunjukkan bahwa Persentase tingkat penerimaan responden terhadap stimuli tertinggi yaitu pada stimuli 4 sebesar 78%  kategori tinggi dengan kombinasi slogan “manfaat terasa, tradisi terjaga”, berwarna merah, menggunakan Bahasa Indonesia dan Bahasa Inggris, serta berukuran 240 ml. Nilai kepentingan tertinggi terdapat pada atribut ukuran dengan nilai 47,147. Nilai kegunaan tertinggi untuk atribut slogan adalah “kehangatan dalam tiap genggaman”, atribut warna terdapat pada warna merah, atribut informasi terdapat pada informasi yang menggunakan bahasa Indonesia dan Inggris, sedangkan nilai kegunaan tertinggi dalam atribut ukuran yaitu pada ukuran 240 ml. Penelitian ini diharapkan dapat menjadi dasar pengembangan produk wedang uwuh siap saji yang lebih inovatif dan sesuai dengan selera pasar.

The advancement of digital technology has introduced a novel trend in marketing via social media platforms, specifically through influencers promoting products or services. Nonetheless, numerous endorsements by influencers contain misleading, inaccurate, or harmful claims to consumers. This research aims to analyze the civil liability of influencers for product claims that cause consumer harm in digital media endorsements, referencing Law No. 8 of 1999 on Consumer Protection. Utilizing a normative juridical method based on literature review of laws, legal doctrines, and pertinent cases, the findings reveal that influencers can be held civilly liable under the tort principle (onrechtmatige daad) as stipulated in Article 1365 of the Civil Code, if proven to provide false or unsupported claims resulting in consumer harm (Setiawan, 2019). Therefore, there is a pressing need to enhance regulations governing the role of influencers in consumer protection frameworks alongside effective liability mechanisms as a form of accountability in the evolving digital marketing landscape.

The policy of postpaid data quota elimination by telecommunication companies in Indonesia has raised legal issues in the context of consumer protection. This practice is often implemented without transparency or explicit consent from consumers, despite the fact that the data quotas have been fully paid. This study aims to analyze the compatibility of the quota elimination policy with the principles of contractual fairness and consumer protection under Indonesian positive law. The research uses a normative juridical method, focusing on statutory regulations, legal doctrines, and comparative practices from other jurisdictions. The findings reveal that standard clauses regulating data quota forfeiture without a rollover or compensation mechanism contradict Article 18 of Law Number 8 of 1999 concerning Consumer Protection and violate the principles of good faith, balance, and transparency in contracts. Therefore, such policies are inconsistent with the doctrine of fair contracts and the legal responsibilities of business actors as mandated in the Indonesian consumer protection legal system. This study recommends the establishment of technical regulations by BRTI and the Ministry of Communication and Information (Kominfo) to ensure fair and sustainable protection of consumer rights over paid data services.  

Studi ini menyelidiki bagaimana kualitas produk dan harga memengaruhi keputusan mahasiswa untuk membeli air mineral Le Minerale. Penelitian didasarkan pada meningkatnya kesadaran dan kepedulian masyarakat terhadap kesehatan; mereka mencari solusi untuk memenuhi kebutuhan air minum harian mereka dengan mempertimbangkan harga dan kualitas produk. Studi ini menggunakan metode kuantitatif; survei dilakukan terhadap 103 siswa yang dipilih secara purposive. Hasil analisis regresi menunjukkan bahwa kualitas produk (β=0,347; p=0,002) dan harga (β=0,368; p=0,001) berpengaruh secara signifikan positif sebesar 44%  terhadap keputusan pembelian. Penelitian ini menunjukkan bahwa peningkatan kualitas produk dan penetapan harga yang kompetitif merupakan strategi penting untuk meningkatkan daya saing produk di pasar AMDK. Penelitian ini memberikan dasar bagi pelaku industri AMDK untuk meningkatkan kualitas dan penetapan biaya produk, sehingga konsumen memiliki pilihan yang lebih baik.

This study aims to analyze the influence of word of mouth and location on consumer purchasing decisions at Konveksi Sablon Majapahit in Mojokerto. The research employs a quantitative approach with data collected through online questionnaires. The sample was selected using purposive sampling based on specific criteria. Data were analyzed using multiple linear regression with the assistance of SPSS version 27. The results indicate that both word of mouth and location have a significant partial and simultaneous effect on purchasing decisions. Location is proven to be a more dominant factor than word of mouth. The coefficient of determination (R²) of 0.785 indicates that 78.5% of the variation in purchasing decisions can be explained by these two variables. This research is expected to serve as a practical reference for garment business owners in formulating effective marketing strategies.

Artikel ini menganalisis hubungan simbiotik antara sertifikasi produk pangan halal dan Sistem Keamanan Pangan Terpadu (SKPT) di Indonesia. Dalam hal ini, meskipun memiliki fokus yang berbeda antara kehalalan dan keamanan pangan secara umum, namun keduanya pada dasarnya dapat saling melengkapi dan memperkuat dalam membangun kepercayaan konsumen. Keberadaan sertifikasi halal dengan persyaratannya yang ketat dapat meningkatkan aspek keamanan pangan dalam SKPT, sementara SKPT menyediakan kerangka kerja keamanan pangan yang menjadi prasyarat kehalalan. Dengan mengidentifikasi potensi sinergi antara kedua sistem, menyarankan harmonisasi standar, penguatan kerjasama antar lembaga, dan peningkatan kapasitas sumber daya manusia untuk meningkatkan efisiensi dan efektivitas dalam menciptkan sistem pangan yang aman dan terpercayan bagi seluruh konsumen.

This study aims to analyze the impact of shipping costs and prices on the behavior of consumers using Grab services in Medan City. The research employs a quantitative approach through a survey by distributing questionnaires to 99 respondents who have utilized Grab services (GrabFood or GrabExpress) in the last six months. Data analysis is conducted using validity, reliability, normality, multicollinearity, heteroscedasticity tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²) with the assistance of SPSS version 25 software. The results indicate that shipping costs have a positive but insignificant effect on consumer behavior (sig. 0.172 > 0.05), while price has a positive and significant effect on consumer behavior (sig. 0.000 < 0.05). Simultaneously, both variables significantly influence consumer behavior with a significance value of 0.000 < 0.05. The coefficient of determination shows that 50.8% of consumer behavior is influenced by shipping costs and prices, while the remaining percentage is affected by other variables outside the model. Based on these findings, it is recommended that Grab maintain competitive pricing and continue to innovate its services to attract more consumers.    

Penelitian ini membahas Implementasi Konsep Hak Khiyar dalam transaksi jual beli modern, dengan fokus pada transaksi istishna, Cash on Delivery (COD), dan sistem jual beli online melalui e-commerce. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan deskriptif. Hasil penelitian menunjukkan bahwa penerapan Hak Khiyar dilakukan dengan cermat dan sesuai dengan prinsip-prinsip syariah Islam. Konsumen merespons positif terhadap Implementasi Hak Khiyar karena memberikan rasa kepercayaan dan keamanan dalam bertransaksi. Namun, masih terdapat tantangan terkait kurangnya sosialisasi informasi mengenai Hak Khiyar kepada konsumen dan perbaikan dalam efisiensi proses pengembalian barang. Disarankan agar terus meningkatkan upaya sosialisasi dan edukasi tentang Hak Khiyar kepada konsumen untuk memberikan pengalaman berbelanja yang lebih baik dan memuaskan. Kesimpulannya, Implementasi Konsep Hak Khiyar memberikan manfaat dalam membangun hubungan bisnis yang saling menguntungkan antara penjual dan pembeli, sejalan dengan prinsip-prinsip syariah yang mengedepankan keadilan dan kepentingan bersama dalam transaksi.