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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.

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.

Advancements in information technology have influenced changes in consumer behavior, particularly in making purchasing decisions, especially with the emergence of the Electronic Word of Mouth (EWOM) phenomenon on social media and e-commerce platforms. EWOM refers to the electronic dissemination of information or reviews about products, which many consumers rely on before deciding to purchase a product. This study aims to analyze how three main aspects of EWOM—intensity, Valence of Opinion, and content quality—affect purchasing decisions for Barenbliss lip cosmetic products in Bandar Lampung. This study uses a quantitative-descriptive approach, with data collected through a questionnaire distributed to consumers who have used Barenbliss products and have seen digital reviews about the product. The sample selected consists of consumers with direct experience with the product and who can provide insights into the influence of digital reviews on purchasing decisions. The data collected was analyzed using SPSS 25.0. The results show that all three independent variables—intensity, Valence of Opinion, and content quality—have a significant positive impact on purchasing decisions, either individually or collectively. All hypothesis tests showed significance values below 0.05, indicating that the hypotheses are accepted. These findings suggest that the more frequently consumers are exposed to product reviews, the higher the likelihood they will make a purchase. Positive reviews (Valence of Opinion) were found to enhance consumer trust in the product, while informative and high-quality content further strengthened the intention to purchase. Overall, this study emphasizes that EWOM plays a significant role in shaping consumer purchasing decisions. The intensity of reviews, positive Valence of Opinion, and content quality work together to increase the likelihood of purchasing Barenbliss products in Bandar Lampung.

This research analyzes the implementation of the 7P marketing mix framework—comprising product, price, place, promotion, people, process, and physical evidence—at Bank Syariah Indonesia (BSI) to attract consumer interest in adopting sharia-compliant savings products within an increasingly volatile banking environment. Amidst accelerating retail competition following consolidated structural expansions, the main objective of this study is to trace the relationship between strategic structural integration and retail consumer acquisition dynamics. The methodology incorporates a qualitative case study paradigm operating primarily through continuous field observations at physical institutional touchpoints combined with an extensive evaluation of web-based portal data and corporate disclosures. The key findings reveal that the proactive orchestration of zero-administration deposit schemes, transparent sharia-compliant pricing margins, broad multi-channel distribution, targeted digital netnography campaigns, and highly optimized automated mobile routing systems collectively acts as a core catalyst for amplifying consumer market trust and broadening retail account portfolios. The study concludes that the seamless integration of digital service architectures with traditional branch infrastructures under sharia tenets remains vital for maintaining structural growth and securing long-term institutional presence in competitive regional commercial banking fields.

This study examines the influence of leverage, profitability, and capital structure on earnings management in consumer non-cyclicals companies listed on the Indonesia Stock Exchange (IDX) during the period 2019–2023. Earnings management has become a central issue in financial reporting, as it reflects managerial discretion in presenting financial information that may not fully align with the company’s actual economic condition. Understanding the determinants of earnings management is therefore essential to enhance transparency, credibility, and stakeholder trust in corporate financial reports. The research employed a quantitative approach using multiple linear regression analysis, with data processed through SPSS version 25. The sample consisted of 104 company-year observations, which were selected using purposive sampling techniques and subsequently refined through outlier testing to ensure data validity and reliability. The independent variables analyzed were leverage, profitability, and capital structure, while earnings management served as the dependent variable. The empirical findings demonstrate that leverage and profitability exert a significant influence on earnings management practices. Specifically, companies with higher leverage tend to engage in earnings management as a mechanism to meet financial obligations and reduce the risk of violating debt covenants. Similarly, higher profitability motivates managers to manipulate earnings in order to sustain investor confidence and maintain a favorable corporate image. In contrast, capital structure is found to have no significant effect on earnings management, indicating that financing decisions between debt and equity may not directly influence managerial behavior in financial reporting. These results highlight the importance of monitoring leverage and profitability indicators as potential predictors of earnings management. For corporate management, the findings suggest the need to implement stronger internal control systems and uphold ethical financial practices. For investors and regulators, the study provides useful insights into assessing company performance beyond reported earnings, thereby supporting more informed decision-making and promoting the integrity of capital markets.

The advancement of information technology has transformed consumer behavior, particularly in making online purchasing decisions. YouTube, as one of the leading social media platforms, plays a crucial role in delivering product review content. This study aims to determine the influence of YouTube review content from the GadgetIn channel on online purchasing decisions of the TECNO CAMON 40 Pro 5G smartphone. The research employs a quantitative method with an explanatory survey approach involving 100 respondents who viewed the video titled “HP 3 jutaan bisa segila ini...”. The data analysis technique used is simple linear regression analysis using SPSS. The analysis results indicate a significant influence of GadgetIn's review content on purchasing decisions, with an R² value of 0.568 (56.8%), while the remaining 43.2% is influenced by other factors outside this study. The trust dimension (mean 4.115) was the most dominant factor, while the post-purchase behavior dimension (mean 4.11) was the most affected. Thus, it can be concluded that GadgetIn's review content has a positive and significant impact on consumer purchasing decisions.

This study aims to examine the influence of Digital Marketing and Affiliate Marketing on the purchasing decisions of Antarestar products on TikTok Shop among Generation Z in Surabaya. The research method employed is a quantitative approach using questionnaires distributed via Google Forms to collect data from respondents. The population in this study consists of Generation Z individuals in Surabaya who have used Antarestar products. A total of 30 respondents were selected using purposive sampling. Data were analyzed and hypotheses tested using SPSS version 22. The results of the partial test (t-test) reveal the following findings: (1) Digital Marketing has a significant influence on the purchasing decisions of Antarestar products on TikTok Shop, indicating that the presence of Antarestar on the platform tends to increase purchase decisions among Gen Z consumers in Surabaya; (2) Affiliate Marketing also significantly influences purchase decisions, suggesting that promotional efforts through affiliates positively impact consumer decisions. (3) Furthermore, the simultaneous test (F-test) shows that Digital Marketing and Affiliate Marketing together have a significant impact on purchasing decisions. These findings indicate that Digital Marketing can help build brand awareness and initial interest, while Affiliate Marketing can enhance consumer trust through recommendations and reviews by affiliates. Therefore, both Digital Marketing and Affiliate Marketing are crucial variables that Antarestar should prioritize to achieve better marketing outcomes. Keywords: Digital Marketing, Affiliate Marketing, Purchasing Decision

Legal protection for consumers is an important issue in maintaining public trust in products circulating in the market, especially in subsidized cooking oil products. Decreasing quality or cutting product content can affect consumer perception, which has an impact on decreasing trust in the product brand. This study aims to analyze the impact of legal protection on the consequences of cutting subsidized cooking oil and how this incident affects public trust. The research method used is a qualitative approach with a case study analysis of the event of cutting the contents of cooking oil products by PT AEGA. The results of the study indicate that non-compliance with product quality standards can cause consumer distrust and worsen the brand image that has been identified with the government subsidy program. Therefore, it is important for the government and business actors to increase transparency, supervision, and law enforcement so that the public does not feel disadvantaged and continues to trust the products they consume. This study also recommends strengthening regulations and legal counseling to the public to increase their awareness and participation in consumer protection.

TikTok's algorithm-based digital marketing strategy, especially through the #FYPMarketing approach, has become an effective method in building emotional connections and increasing Gen-Z consumer loyalty. Through the For You Page (FYP) feature, brands can spread content organically with a wide reach, as long as the content is emotionally relevant, authentic, and participatory. This study uses a qualitative method based on literature studies and analyzes the #ScarlettGlowUp campaign as a case study. The findings show that the success of marketing to Gen-Z is greatly influenced by the use of user-generated content, micro-influencer involvement, and storytelling that is consistent with the values ​​held by the audience. However, challenges such as algorithm manipulation, digital communication ethics, and data privacy issues are obstacles that require an approach based on transparency and social responsibility. This article concludes that the success of the #FYPMarketing strategy depends not only on technological and algorithmic capabilities, but also on trust, clarity of values, and alignment between the brand and its digital community.

Halal certification is a strategic element in ensuring the quality of food products and building the trust of Muslim consumers. This study aims to examine the level of understanding of business actors regarding halal certification through a case study at the Padang Takana Restaurant in Medan City. Using a qualitative approach through observation and in-depth interviews, the results of the study indicate that there are still many MSME actors who do not fully understand the importance of halal certification, both in terms of law and its economic value. The obstacles faced include limited information, low digital literacy, and administrative procedures that are considered complicated. This study emphasizes the importance of government intervention in the form of education and assistance so that business actors can more easily access the halal certification process efficiently and affordably.

This study aims to explore consumer perceptions regarding transaction security on digital marketplaces and to evaluate the impact of community-based educational interventions. A descriptive qualitative method was employed, involving in-depth interviews with ten active marketplace users in Tasikmalaya City. The findings revealed that consumers’ sense of security is shaped by personal experience, understanding of platform security features, and digital literacy. Prior to the intervention, most participants expressed high concern over data breaches and fraud, often opting for cash-on-delivery (COD) as a form of protection. Following a series of community education sessions—comprised of discussions and safe transaction simulations—significant changes were observed in consumer attitudes and behavior. Participants became more aware of the importance of verifying sellers, reading reviews, and using secure payment methods. The study concludes that localized community education effectively enhances awareness and trust among consumers, especially in areas where digital literacy remains limited.

This study examines the impact of influencer marketing on consumer purchasing behaviour in the rapidly evolving digital marketplace. Using a quantitative method, the study was conducted through surveys of social media users exposed to influencer content. Several key dimensions of influencer marketing were evaluated, including trust in influencers, content relevance, and audience engagement. The results indicate that influencer marketing substantially impacts brand awareness, purchase intention and actual purchase decisions. These study provide companies with insights to help them optimise their digital marketing strategies by collaborating with the right influencers.

This study examine the impact of product quality and service quality on consumer loyalty toward Bakso Adi, a local culinary business in Lampung, Indonesia. In recent years, consumers have become increasingly discerning, making product satisfaction and service experience crucial elements in shaping their loyalty. The research aims to examine how these two variables affect customer loyalty behavior, including repeat purchases, positive recommendations, and resistance to switching brands. The study employs a quantitative approach using a multiple linear regression model, with data collected through a questionnaire to 100 respondents (purposive sampling). The findings is both product quality and service quality significantly positively impact consumer loyalty. Product quality influences loyalty by meeting consumer expectations in taste and consistency, while service quality contributes through positive emotional experiences during customer interactions. These findings highlight the dual importance of maintaining high standards in both product and service aspects to retain customer trust and engagement. In conclusion, businesses like Bakso Adi must prioritize continuous improvement in product quality and service delivery to foster long-term customer loyalty. This study contributes to the understanding of loyalty formation in local food businesses and offers practical insights for customer retention strategies.

The purpose of this study was to see how promotions and live streaming features impact the decision of Shopee users to purchase fashion products in the 2022 intake. This quantitative study involved 54 respondents from a population of 117 students selected through a simple random sampling method. Primary data were collected through online questionnaires and analyzed using multiple regression using SPSS. Validity, reliability, classical assumptions, and hypothesis tests were also conducted. The study shows that students of Economics Education, Sebelas Maret University, 2022 intake significantly choose fashion products because of promotions and Shopee's live streaming features. Promos are considered to be able to save consumer spending, thus increasing interest and enthusiasm for transacting through the Shopee application. Meanwhile, the live streaming feature makes it easier for consumers to see products directly, assess quality, and make purchases more practically. As for further researchers, it is recommended to add other variables (for example, consumer trust), compare with other e-commerce platforms, use mixed methods, analyze different user segments, and examine the long-term impact on brand loyalty.

This study explores the role of halal certificates in increasing consumer confidence in food industry products in Indonesia. In a Muslim society and a global market that is increasingly aware of religious ethics and values, halal certificates are not only proof of halalness, but also serve as a signal of quality, safety and integrity of the producer. This research uses a qualitative approach through a literature study, by reviewing scientific articles, books, official reports, and relevant documents related to halal and consumer behavior. The results of the analysis show that halal certificates have three main roles: (1) as a credibility signal to reduce information asymmetry between producers and consumers; (2) as an instrument to reduce risk perceptions of ingredients, processes, and production ethics; and (3) as a brand communication medium that builds emotional attachment and social value. Consumers, especially millennials and Gen Z, demand halalness accompanied by transparency and education in the certification process. Halal certificates also strengthen product competitiveness in the global market, reflecting a religious lifestyle while being modern and sustainable. Therefore, industry players need to make halal certification a comprehensive brand strategy, while regulators such as BPJPH must continue to improve the transparency and effectiveness of the system.

This study aims to analyze the influence of digital marketing strategies, product quality, and pricing on consumer purchasing decisions in the context of bead accessories. Utilizing a qualitative approach through literature review, the research synthesizes findings from previous studies published between 2019 and 2024. The results indicate that digital marketing strategies especially those involving social media, visual content, and e-commerce platforms significantly shape consumer preferences and purchasing decisions. Additionally, product quality, including durability, aesthetics, and unique design, plays a crucial role in fostering consumer trust and loyalty. Pricing is also a key determinant, where the perceived value-to-cost ratio greatly influences consumers’ final buying choices. This research contributes to the understanding of consumer behavior within the creative handmade accessory industry and offers practical implications for small business owners in designing more effective marketing strategies.

The development of trade has provided very free space for movement in every transaction so that goods and services are easily owned and consumed by consumers, one of which is thrifting clothing which is one of the most basic needs for humans which is very important to use to cover and protect the body in every his activities. The aim of this research is to analyze the influence of brand image on consumer trust, the influence of product quality on consumer trust, the mediating role of consumer trust on the relationship between brand image and product quality, the mediating role of consumer attitudes on the relationship between brand image and product quality, the influence of brand image on buying interest, and the influence of product quality on purchasing interest. The influence of brand image and product quality on interest in buying thrift clothes in the growing fashion industry. This research also examines the mediating role of consumer beliefs and attitudes in the Islamic business perspective. By using regression and mediation analysis methods, the results of this research can provide valuable insight for business people, especially in understanding the preferences and behavior of Muslim consumers who are increasingly consuming fashion products. The research results conclude that the relationship between brand image has a positive and significant effect on consumer trust. , The relationship between product quality has a positive and significant effect on consumer trust, The mediating role of consumer trust strengthens the relationship between brand image and product quality, The mediating role of consumer attitude strengthens the relationship between brand image and product quality, The relationship between brand image has a positive and significant effect on purchase intention, and The relationship between product quality has a positive and significant effect on purchasing interest.

The rapid development of e-commerce in Indonesia makes good data management very important. If the data presented is inaccurate or irrelevant, this can make consumers feel dissatisfied, and even lose trust in the platform. This study aims to see the extent to which data quality affects consumer trust and satisfaction on e-commerce platforms. The method used in this research is a literature study, namely by collecting and reviewing various scientific sources such as journals, books, and articles that discuss e-commerce, data quality, and consumer behavior. This study does not use field data, but focuses on the discussion of relevant previous studies. The results of the study show that good data quality such as accurate, complete, and appropriate data for consumer needs can increase user trust and satisfaction. Therefore, e-commerce platforms need to pay attention to good and transparent data management in order to maintain long-term relationships with their customers.

Data security is a crucial aspect in the use of digital wallet applications, especially in Indonesia where its implementation is increasing. This study aims to explore user perceptions of the level of data security in the DANA e-wallet application through a qualitative approach. Data were obtained through in-depth interviews with a number of active users, then analyzed thematically to identify factors that influence their sense of security in using the application. The results of the study show that transparency, privacy policies, ease of use of security features, and the reputation of service providers are important elements in building user trust. This study is expected to contribute to the development of data security management strategies in e-wallet applications in order to increase consumer satisfaction and loyalty.

The rapid growth of social media, especially TikTok, has changed how consumers seek information and make purchasing decisions. This is especially clear among Generation Z, who strongly respond to visual, short, interesting digital content. Fear of missing out (FoMO), Influencer Endorsements, and electronic word-of-mouth (e-WOM) have become important components of digital marketing strategies, specially in the trendy beauty industry. Somethinc, a local beauty brand active on TikTok, is an ideal object of study for this research, which explores the impact of FoMO, Influencer Endorsement, and e-WOM on purchasing decisions. This research study explores whether FoMO, Influencer Endorsements, and e-WOM on TikTok significantly impact the purchasing decisions of Generation Z in East Surabaya. This research uses a quantitative method, collecting data through an e-questionnaire distributed to 100 Generation Z individuals living in East Surabaya who have purchased at least twice and used Somethinc products within the last five months. The results show that all three variables positively and significantly influence purchasing decisions, both partially and simultaneously. FoMO creates emotional urgency, Influencer Endorsements build trust through personal credibility, and e-WOM provides relevant information. These factors are effective in influencing Generation Z’s beauty product purchases.