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This study aims to analyze the influence of promotion, shopping convenience, advertising, recommendation, comment, and credibility factors on purchase intensity in the TikTok Shop platform among Indonesian households. The rapid development of social commerce services requires a deep understanding of factors driving online purchasing decisions, especially among families as primary users. A quantitative approach was employed, utilizing a Likert-scale questionnaire distributed online. The sample consisted of 150 active TikTok Shop users from various household backgrounds. Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS was used to analyze the direct effects of each factor on purchase intensity. The results indicate that promotion, shopping convenience, and credibility significantly and positively influence purchase intensity, while advertising, recommendation, and comment have relatively weaker yet still relevant effects. These findings underscore the importance of effective promotional strategies, ease-of-shopping enhancements, and building platform credibility to boost purchase intensity within the household consumer segment. The practical implications can guide e-commerce practitioners and digital marketers in formulating adaptive marketing strategies in the era of social commerce.

This study aims to analyze the influence of the number of reviews, online review ratings, and price on the purchasing decisions of Maybelline cosmetic products on the Lazada marketplace, using a case study of consumers in Wringinanom. The rapid development of digital technology has transformed consumer behavior in online shopping, where customer reviews and ratings have become essential considerations before making a purchase. Additionally, price plays a crucial role in influencing final purchase decisions. This research uses a quantitative approach with an explanatory research type. Data were collected through questionnaires distributed to 96 respondents who had purchased Maybelline products on Lazada. The data analysis techniques used include validity and reliability tests, multiple linear regression, t-test, F-test, and the coefficient of determination, processed with SPSS version 25. The results indicate that partially, the number of reviews, online review ratings, and price significantly influence purchasing decisions. Simultaneously, all three variables have a significant impact on purchasing decisions for Maybelline products on the Lazada marketplace. These findings provide important implications for online businesses to pay closer attention to customer reviews and pricing strategies to better influence consumer purchase behavior.

The development of value-added corn-based beverages representation an emerging opportunity within the agribusiness sector, particularly for student-led entrepreneurial initiatives seeking to utilize local agricultural resources. This study examines consumer perceptions of Zeagrain corn milk, a sweet-corn-derived drink positioned as a healthy, practical, and affordable alternative within the ready-to-drink market segment. The research aims to identify key attributes influencing consumer interest, evaluate perceived product performance, and assess the potential competitiveness of Zeagrain as a new agribusiness product. Data were collected using an online quantitative survey targeting respondents aged 17–35 years who represent potential urban consumers. The questionnaire measured demographic characteristics, consumption patterns of similar beverages, perceived importance and performance of product attributes, and purchase intention. The findings are expected to provide insights into consumer expectations regarding taste, packaging, nutritional value, and price. The results further serve as empirical input for improving product development strategies and enhancing the market readiness of Zeagrain. Ultimately, this study contributes to strengthening the commercialization prospects of corn-based beverages and supports innovation efforts among young agripreneurs seeking to optimize local commodities.  

The intersection between digital transformation and the halal economy has created new pathways for sustainable global development. This study explores how the Halal Digital Ecosystem (HDE)—an integrated network of producers, certifiers, regulators, and consumers—contributes to sustainable growth by aligning digital innovation with Islamic ethical principles. Employing a mixed-method explanatory sequential design, the research combines quantitative analysis using Structural Equation Modeling–Partial Least Squares (SEM–PLS) with qualitative interviews involving policymakers, halal entrepreneurs, and certification authorities from Indonesia, Malaysia, and GCC countries. The findings reveal that digital infrastructure readiness and certification transparency significantly influence sustainable growth, while innovation capability acts as a mediating factor that strengthens the relationship between digitalization and sustainability outcomes. Qualitative insights highlight persistent challenges, including fragmented cross-border governance, limited digital literacy among halal SMEs, and the absence of harmonized certification standards. These barriers indicate that achieving sustainability requires not only technological advancement but also ethical and institutional alignment based on maqāṣid al-sharī‘ah. The study introduces the Halal Digital Ecosystem–Sustainability (HDE–S) Framework, providing both theoretical and practical contributions to the literature on sustainable digital economies. Policy implications emphasize the need for integrated halal digital governance, capacity building, and regional collaboration to enhance competitiveness, inclusivity, and ethical compliance in the global halal market.

In today's digital era, recommendation systems have become an integral part of supporting consumer purchasing decisions, including in the food and beverage industry. This study aims to develop a product recommendation system for snacks and beverages using the item-based collaborative filtering method. This method was chosen due to its ability to handle large-scale user and product data, as well as its efficiency in providing relevant recommendations based on user consumption patterns. In this study, the system calculates the average user rating and implements   Cosine Similarity to measure the similarity between products, resulting in more accurate recommendations. The system also evaluates the accuracy of recommendations using the Mean Absolute Error (MAE) metric. Based on the results obtained, which is 0.285403 for the average error on 17 items, the developed recommendation system can improve consumers' shopping experience, help them find products that suit their tastes, and support the sales of snacks and beverages products in the market

This study aims to analyze the effect of the price of packaged cooking oil and bulk cooking oil on the elasticity of demand as one of the staple foods in Ciawitali Market, Garut Regency. The approach used is a quantitative descriptive method with a focus on associative analysis. Data were collected through observation and interviews in the period of September and October 2025. Then processed using simple linear regression analysis and demand elasticity analysis. The results show that the demand for both types of cooking oil is strongly influenced by price. For packaged cooking oil, it shows that 81.6% of the variation is influenced by price while the rest is influenced by other factors. For bulk cooking oil, it shows that 94.1% is influenced by price with an elasticity value of -6.346, which also shows elastic properties but lower than packaged oil which has an elasticity of -22.15. These results indicate that the increase in the price of packaged and bulk oil significantly reduces the amount of demand, with the greatest effect occurring on packaged oil because consumers tend to switch to more economical bulk oil.

Technological advancements are making various activities easier, including product marketing for micro, small, and medium enterprises (MSMEs). One benefit of these technological advancements is the opportunity for MSMEs to market their products widely, effectively, and cost-effectively thru social media marketing. UMKM Bolu Gulung Hj. Enong is in a business position that is starting to become popular. The desire to remain a frequently discussed business and reach a wide range of consumers led to the implementation of optimal marketing strategies using social media. Utilization of social media to introduce products. The research method uses literature studies, article collection with relevant title selection, and articles published within the timeframe of 2020-2025. Conclusion: Social media reaches a wide market, quickly and cheaply. MSMEs like Bolu Gulung Hj. Enong, in the food industry, can promote their products thru social media to reach target markets in other regions and target users in various areas. However, there are several challenges with using social media marketing strategies, namely the business's lack of digital knowledge, communication errors, and the fact that it makes it easier for competitors to copy marketing strategies.

The development of digital technology has encouraged companies to adjust their marketing strategies, one of which is by utilizing social media. Shopee, as one of the largest e-commerce platforms in Indonesia, actively uses social media to expand its market reach, enhance its brand image, and attract consumers. This study aims to analyze how Shopee uses social media in its marketing strategy, focusing on the types of strategies used and their effectiveness in influencing consumers. The research method used is a Google form. The analysis is conducted by collecting questionnaire results from people who have filled it out and comparing them with other results. The results show that Shopee uses social media through various approaches, such as collaborating with influencers, creating creative content, and running interactive promotional campaigns on platforms such as Instagram, TikTok, and YouTube. These strategies have proven effective in increasing brand awareness, building interactions with consumers, and encouraging customer loyalty and purchasing decisions. This study concludes that social media plays an important role in supporting the success of Shopee's marketing strategy. These findings are expected to serve as a reference for e-commerce companies and other businesses in developing effective digital marketing strategies.

This study aims to determine the effect of Product Assortment, Price, and Store Atmosphere on Consumer Purchase Intention at MR.DIY, North Toraja Regency. The independent variables used in this study are Product Assortment (X1), Price (X2), and Store Atmosphere (X3), while the dependent variable is Consumer Purchase Intention. The population in this study consists of consumers who have purchased products at MR.DIY. The sample in this study was selected using the accidental sampling method, with a total of 90 respondents. Data collection techniques in this study used questionnaires with a quantitative approach. The data analysis techniques used were descriptive statistical analysis and multiple regression analysis, followed by hypothesis testing using SPSS 25. Based on the results of the t-test, the product assortment variable shows a t-count value greater than the t-table value (4.574 > 1.987) with a significance level of (0.000 < 0.05). The price variable shows a t-count value greater than the t-table value (4.261 > 1.987) with a significance level of (0.000 < 0.05), while the store atmosphere variable also has a t-count value greater than the t-table value (3.857 > 1.987) with a significance level of (0.000 < 0.05). Meanwhile, the results of the F-test (simultaneous test) produce an F-count value greater than the F-table value (18.800 > 2.711) with a significance level of (0.000 < 0.05). The results of the study indicate that Product Assortment, Price, and Store Atmosphere simultaneously have a positive and significant effect on Consumer Purchase Intention at MR.DIY, North Toraja Regency.  

This study aims to determine the effect of Electronic Word of Mouth on Purchase Decisions (a case study of Glad2Glow skincare products). The population of this study consists of consumers who use Glad2Glow skincare products, with the sampling technique using accidental sampling. This research employs a quantitative method. The object of this study is users of Glad2Glow products who purchase skincare products at Glowtica Beauty Store. Data were collected through questionnaires measured using a Likert scale. The data analysis technique used is simple linear regression, processed with the assistance of SPSS software. The results of the t-test indicate that the Electronic Word of Mouth variable (X) has a significant effect on Purchase Decisions, with a significance value of 0.000 < 0.05 and a t-value of 6.069 > t-table of 2.03224. Therefore, it can be concluded that Electronic Word of Mouth has a significant effect on the Purchase Decision of Glad2Glow skincare products. Based on the results of this study, it can be concluded that Electronic Word of Mouth has a positive influence on the purchase decision of Glad2Glow skincare products.

Advancements in digital technology have brought about major transformations in international trade, particularly with the rise of global e-commerce as the main method for distributing and promoting goods across nations. Amazon, being one of the biggest e-commerce platforms globally, exemplifies this shift by linking producers with consumers through technology and integrated logistics networks. For innovative entrepreneurs in Surabaya, recognized as a hub for the creative economy in the country, this environment provides chances to broaden their market reach but also requires them to adjust to the worldwide digital trading landscape. This research intends to explore how creative entrepreneurs in Surabaya view and approach the use of Amazon for international trading. It will concentrate on identifying shifts in marketing techniques, strategies for market entry, and challenges faced when participating in the global digital trading environment. The findings of this investigation are anticipated to enhance theoretical understanding in the field of digital economies and offer actionable insights to bolster the competitiveness of local creative entrepreneurs in adapting to the evolving global e-commerce market.

The primary purpose of this activity is to enhance the capabilities of micro, small, and medium enterprises (UMKM) in managing wet cake production in a more hygienic and efficient way in order to generate products with higher market value. The skill development emphasizes technical improvements in the production process by prioritizing cleanliness, food safety, and consistent quality, as well as increasing efficiency in the utilization of raw materials and labor. This activity was implemented for UMKM operating under Dynala Food in Gentengan Hamlet, Padang Village, Singojuruh District, Banyuwangi. In addition to production aspects, the program also aims to strengthen marketing strategies at both local and digital levels, enabling tofu and wet cake products to be more easily accessed by consumers. The implementation was conducted through door-to-door visits and direct field observations. The program stages included socialization, hands-on training, technology application, mentoring, evaluation, and achievement of program objectives. Focus Group Discussions (FGDs) were conducted to identify challenges, formulate concrete action plans, and support the adoption of technology and digitalization in business development.

This study aims to analyze the influence of product quality, price perception, and promotion on purchasing decisions for Panasonic brand electronic products at the Batam Electronics Store in Pekanbaru City. This study uses a quantitative approach with a survey method, where primary data is collected by distributing questionnaires to 45 consumers who have purchased Panasonic products. The sampling technique uses a purposive sampling method. The data obtained are analyzed using a structural equation model based on Partial Least Square (PLS) to test the relationship between research variables. The results of the analysis show that product quality has a positive and significant effect on purchasing decisions, indicating that product quality and reliability are important factors in consumer considerations. In addition, promotion is also proven to have a positive and significant influence on purchasing decisions, indicating the role of promotional strategies in attracting consumer interest. Price perception also has a significant influence, which means that the suitability of price with the benefits perceived by consumers can encourage purchasing decisions. The findings of this study confirm that improving product quality, setting prices that are in accordance with consumer perceptions, and implementing effective promotional strategies can strengthen purchasing decisions. Therefore, the results of this study are expected to be a reference for business actors in formulating marketing strategies for electronic products. Keywords: Product Quality, Price Perception, Promotion, Purchasing Decisions.

This study aims to analyze and compare the price responsiveness of broiler chicken meat and native chicken meat in relation to household consumption patterns in Tarogong Kidul District, Garut Regency. A quantitative approach was employed using simple linear regression analysis based on primary data obtained through observations and interviews conducted in traditional markets. The analysis examines the extent to which price changes influence the demand for both commodities. The results indicate that broiler chicken shows a very strong relationship between price and demand, reflected in an R² value of 0.963. Statistical testing further demonstrates that price has a significant effect on broiler chicken demand (0.018 < 0.05), indicating that its demand is elastic and highly sensitive to price fluctuations. In contrast, native chicken shows an R² value of 0.698 and an insignificant price effect on demand (0.164 > 0.05), suggesting inelastic demand that remains relatively stable despite price changes. These findings reveal that consumers adjust their broiler purchase quantities more quickly in response to price changes, whereas native chicken consumption is more strongly influenced by taste preferences and habitual factors. The study concludes that there is a clear difference in price sensitivity between the two types of chicken. The implications of this research include the need for government price stabilization policies for broiler chicken to maintain household affordability, as well as quality improvement and marketing strategies for native chicken producers to strengthen competitiveness amid changing consumer demand.

Cone is a type of biscuit in wafer qualification that is cone-shaped and used as an ice cream holder. Cone is usually made from wheat flour with the addition of other ingredients as supporting ingredients. Research on making ice cream cones is still rarely done, especially making ice cream cones using red sorghum flour and Eucheuma cottonii puree. This study aims to determine the chemical, physical, and organoleptic characteristics of ice cream cones that are high in fiber and protein, and preferred by consumers. The research used a two-factor factorial completely randomized design (CRD), namely the ratio of wheat flour: red sorghum flour ((90:10), (80:20), (70:30)) and the addition of Eucheuma cottonii seaweed puree/100ml water (5%, 10%, 15%). The results showed that the best treatment was found in the treatment of the ratio of wheat flour: red sorghum flour (80: 20) and the percentage of Eucheuma cottonii puree 10% with fiber content of 4.14% and protein content of 9.73% and organoleptic tests with the results of color 3.53 (neutral), taste 4.23 (like), aroma 3.83 (neutral-like), texture 3.63 (neutral-like), overall liking 4.20 (like). Red sorghum flour ice cream cone and seaweed puree (Eucheuma cottonii) can provide an alternative in increasing food products that are high in protein and fiber.

This study aims to analyze the effect of service quality, store atmosphere, and word of mouth on repurchase intention of Batik Lochatara Kediri consumers. This research employs a quantitative approach with a causal associative design. Data were collected through questionnaires distributed to 96 respondents who are customers of Batik Lochatara Kediri, selected using accidental sampling. The research instrument was measured using a five-point Likert scale. Data analysis was conducted using multiple linear regression with the assistance of SPSS software, preceded by validity, reliability, and classical assumption tests. The results reveal that partially, word of mouth has a positive and significant effect on repurchase intention, while service quality and store atmosphere do not show a significant effect. However, simultaneously, service quality, store atmosphere, and word of mouth have a significant influence on repurchase intention. These findings indicate that positive consumer recommendations and shared experiences play a more dominant role in encouraging repurchase intention in the context of local batik MSMEs. Therefore, strengthening word-of-mouth strategies is essential to enhance customer loyalty and business sustainability.

This study aims to analyze the impact of content marketing, influencer marketing, and online customer reviews on the purchasing interest in Skintific products on TikTok among Generation Z students of the Bachelor of Management program at Universitas Semarang. Primary data was collected through a Google Form questionnaire distributed to Generation Z students using purposive sampling technique, based on the criteria of Generation Z age, active TikTok users, and familiarity with Skintific products. A quantitative approach was applied using multiple linear regression analysis after validity, reliability, normality, multicollinearity, and heteroscedasticity tests met the requirements. The results show that content marketing, influencer marketing, and online customer reviews individually have a significant positive effect on purchasing interest in Skintific products. Simultaneously, these three variables significantly influence purchasing interest, with a strong contribution. These findings imply that an integrated digital marketing strategy involving content marketing, influencer marketing, and online customer reviews is effective in increasing purchasing interest among Generation Z students on TikTok. This provides valuable insights for companies in designing more effective digital marketing campaigns to attract young consumers through social media platforms.

This study aims to analyze interactive content strategies, value perceptions, and consumer engagement at PT. Indo Bismar Surabaya. The background of this study is based on the increasingly dominant trend of short video-based marketing on social media, yet Indo Bismar's consumer engagement levels remain limited. The research method uses a qualitative approach with a case study design. Data was collected through semi-structured interviews with digital marketing staff, interns, and consumers, and reinforced by observing content on the company's official Instagram account. The analysis was conducted using the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing. The results show that Indo Bismar's content strategy is dominated by entertainment content oriented towards visibility, while product information only receives a small portion. The creativity of the internship team strengthens content implementation, but limited human resources and budget hinder consistency. Consumers rate content value higher when information, entertainment, and interactivity are present simultaneously, which ultimately increases engagement. This study confirms that the success of digital marketing depends not only on content creativity, but also on the organization's ability to strategically manage internal resources.

This study aims to analyze the influence of service quality, product quality, price perception, and Word of Mouth on eyeglass purchasing decisions at Optik Anugerah Nganjuk. The background of this study is based on the increasing business competition in the optical sector and the increasing consumer awareness of the value, price, and quality of the products they consume. This study uses a quantitative approach with a survey method. The population in this study were all consumers of Optik Anugerah Nganjuk, with a sample of 88 respondents determined using a specific sampling technique. Data collection was carried out by distributing questionnaires compiled based on a Likert scale. The obtained data were analyzed using multiple linear regression methods to determine the influence of independent variables on the dependent variable. The results of the study indicate that partially service quality, price perception, and Word of Mouth have a significant effect on purchasing decisions, while product quality has no significant effect. However, simultaneously, all four independent variables have a significant effect on purchasing decisions. The findings of this study are expected to be strategic considerations for optical managers in improving service quality and the effectiveness of marketing strategies.

Changes in the lifestyles of the younger generation in Padang City have significantly contributed to the growth of the culinary and entertainment sectors, especially in services for birthday celebrations and small banquets presented in aesthetic and personalized packages. In this highly competitive culinary business, a strong branding strategy is essential for building a recognizable brand image and attracting consumers. Improving product quality and quantity, diversifying offerings, and providing a wide variety of products are critical for creating added value and expanding market share. Equally important, effective promotion enables companies to communicate with consumers, influence purchasing decisions, and strengthen brand loyalty. The general equilibrium concept offers a framework to understand how interconnected markets respond to changes in supply, demand, and consumer preferences, highlighting the need for businesses to continuously evaluate and adapt their strategies. This study emphasizes that success in Padang City’s bakery and culinary service industry depends on the integration of branding strategies, ongoing product development, and targeted promotional efforts, ensuring competitiveness, customer satisfaction, and sustainable business growth.