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This study aims to analyze the influence of influencer marketing and brand image on tapioca flour purchasing decisions in Surabaya. The research approach used is quantitative, with a sample of 100 respondents through the distribution of questionnaires boldly using Google Form. The sample was selected using convenience sampling techniques, with respondents who were consumers of tapioca flour. The data collected included primary and secondary data. Data analysis was carried out using the Partial Least Square (PLS) method, and involved validity, reliability, and hypothesis testing. The results showed that influencer marketing and brand image had a positive and significant influence on tapioca flour purchasing decisions in the city of Surabaya.

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.

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

This study aims to examine the influence of Service Quality and Customer Experience on Purchase Decisions at Warkop Orla Gedangan Sidoarjo. The research employed a quantitative approach using multiple linear regression analysis. Based on the t-test results, the Service Quality variable (X1) yielded a t-value of 3.923, while the Customer Experience variable (X2) recorded a t-value of 4.067. Both values exceed the critical t-table value of 1.984, indicating that each variable has a significant impact on Purchase Decisions (Y). Consequently, the null hypotheses (H₀) are rejected and the alternative hypotheses (H₁) are accepted. These findings demonstrate that both service quality and customer experience play a crucial role in influencing consumer purchase decisions at Warkop Orla Gedangan Sidoarjo. The results suggest that management should pay close attention to enhancing both service quality and customer experience in order to increase consumer engagement and purchasing behavior. Keywords: Service Quality, Customer Experience, Purchase Decision, Warkop Orla

 This study aims to examine the impact of brand image on purchasing decisions, assess how the store atmosphere affects buying behavior, and evaluate the influence of product quality on purchase choices. The research employs a quantitative approach, targeting consumers who have made purchases at the Bebek Goreng Pak Ndut Kartasura outlet. Sampling was conducted using a non-probability purposive sampling technique. Data were gathered through questionnaires distributed to 160 respondents. The data analysis  performed using IBM SPSS 25 software, the study variables including Brand Image, Store Atmosphere, Product Quality, and Purchasing Decisions. Findings reveal that brand image is affecting purchasing decisions. Similarly, the store atmosphere also has a significant positive impact. Product quality was found to positively and significantly influence consumers' purchase decisions as well. From these results, it can be concluded that improving management of brand image, product quality, and store atmosphere will likely enhance purchasing decisions on Bebek Goreng Pak Ndut Kartasura.

Consumer behavior, especially in online shopping, has evolved significantly due to advances in digital technology. The researcher aims to examine how price and product quality affect customer purchases on Tokopedia. A quantitative research approach was used, involving 52 active Tokopedia users as respondents. Data were analyzed using multiple linear regression through IBM SPSS version 29. The findings show that product quality and price have a significant influence and lead to a positive impact in shaping consumer purchasing decisions. Between the two, price has a greater influence, with a coefficient value of 0.413 compared to 0.272 for product quality. The R² value of 0.419 indicates that both elements contribute 41.9% of the variance in purchasing decisions. These results highlight the importance of a competitive pricing strategy and providing products that meet customer expectations to drive sales on digital platforms. However, other elements such as customer reviews, service quality, and seller reputation should also be considered to support better purchasing decisions.

Consumer purchasing decisions for thrifting products are influenced by factors such as price, quality, trends, and availability. Consumers tend to choose thrifting because the prices are more affordable and the products offer uniqueness that is not mass-produced. As the popularity of thrifting increases, competition is also becoming more intense. Business actors are racing to develop marketing strategies through social media and marketplaces. Product differentiation, competitive pricing, and attractive services have become key elements in attracting consumer interest. The population in this study includes all consumers who purchase thrifting products at Pasar Melati, Medan City, with an unknown or biased total population size. Therefore, the sampling technique used is the Lemeshow formula, which allows for sample size calculation when the total population is not known with certainty. The sampling method applied is accidental sampling, where respondents are randomly selected based on their availability and willingness to participate in the study, totaling 96 respondents. The results of the study indicate that price has a significant influence on consumer purchasing decisions for thrifting products at Pasar Melati, Medan City. Product quality also affects consumer purchasing decisions for thrifting items at the same location. Brand image contributes to consumers’ considerations in determining purchasing decisions for thrifting products at Pasar Melati. Simultaneously, price, product quality, and brand have a significant effect on consumer purchasing decisions for thrifting products at Pasar Melati, Medan City.

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.

The rapid growth of e-commerce platforms has transformed consumer purchasing behavior, especially among university students. This study investigates the influence of cashback and free shipping promotions on the purchase decisions of students at the Faculty of Economics and Business, Universitas Muhammadiyah Makassar. Using a quantitative approach and multiple linear regression analysis on data collected from 95 students, the study finds that free shipping promotions significantly affect purchase decisions, while cashback promotions do not show a significant individual effect. However, both promotions combined have a significant positive impact on purchase decisions. These findings provide valuable insights for e-commerce platforms to optimize promotional strategies targeting student consumers. The study contributes to the literature on digital marketing and consumer behavior in the Indonesian e-commerce context.

This study aims to determine the effect of influencer marketing and word-of-mouth on the interest of Trunojoyo Madura University students to buy Glad2Glow skin care products. Influencer marketing and word-of-mouth are seen as important factors in influencing consumer decisions when making purchases, especially in the beauty industry where recommendations and promotions play a big role. Using a questionnaire method, 22 students of Trunojoyo University Madura participated in this quantitative research. Data were analyzed using multiple linear regression techniques to determine the relationship between influencer marketing and word-of-mouth with purchase intention. The results showed that consumer intention to purchase Glad2Glow products is strongly and positively influenced by word-of- mouth and influencer marketing. These results provide insights to marketers on how to utilize customer recommendations and influencers to increase sales of skincare products in relevant target markets.

This study investigates the impact of live streaming, promotions, and online customer reviews on purchasing decisions among users of the Tokopedia platform in Indonesia. The rapid development of the internet, particularly during the COVID-19 pandemic, has transformed consumer behavior, leading to increased adoption of digital shopping methods. Utilizing a quantitative research design, data were collected from 130 respondents who have engaged with Tokopedia's live streaming feature, Tokopedia Play. The findings reveal that both live streaming and promotional strategies significantly influence online reviews and purchasing decisions, with coefficients of 0.426 and 0.445, respectively. Online reviews also play a critical mediating role, enhancing the relationship between live streaming, promotions, and purchasing decisions. The demographic analysis indicates that younger consumers, particularly those aged 17-26, dominate the user base, highlighting the need for tailored marketing strategies. Despite the positive outcomes, challenges such as the digital divide and cybersecurity concerns persist, necessitating strategic measures to enhance digital literacy and secure online transactions. The study concludes that leveraging live streaming, promotions, and positive online reviews can significantly enhance consumer engagement and drive sales in the competitive e-commerce landscape of Indonesia. Future research should explore the long-term effects of these variables on consumer loyalty and the impact of emerging technologies on the e-commerce experience.

In the current digital era, consumer perceptions and decisions can be influenced by social media, one of which is TikTok, in the dissemination of information through Electronic Word of Mouth (eWOM) which can influence consumer behavior. This study aims to analyze eWOM on TikTok towards the purchase intention of Azarine serum products using the Information Adoption Model (IAM) approach. This model examines how information quality, information quantity, and information credibility affect the usefulness of information which then has an impact on information adoption and purchase intention. This study was conducted with a quantitative approach, where data was collected by distributing questionnaires to respondents who were TikTok users and had been exposed to Azarine serum content. Data analysis used Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS software. The results showed that information quality did not have a positive and significant effect on the usefulness of information, while information quantity and information credibility had a positive and significant effect on the usefulness of information. Furthermore, the usefulness of information had a positive and significant effect on information adoption and information adoption had a positive and significant effect on purchase intention. These findings emphasize the importance of information characteristics in shaping consumer decisions and can be a reference for companies in designing more effective digital communication strategies on social media.

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.

In an era marked by intensifying business competition, marketing strategies such as price discounts and bundling packages play a crucial role in shaping consumer purchasing behavior. These approaches are commonly employed to capture consumer interest and boost sales performance. This study aims to ex-amine the influence of price discounts and bundling strategies on consumer purchasing decisions re-garding Kahf products in Bandar Lampung. The research utilizes both primary data, collected through questionnaires administered to respondents, and secondary data. The sample consists of 130 respond-ents selected using a non-probability sampling approach with a purposive sampling technique. Analyti-cal methods applied include validity and reliability tests, multiple linear regression analysis, and hypothe-sis testing through t-tests, F-tests, and the coefficient of determination (R²). The findings reveal that both price discounts and bundling packages exert a positive and statistically significant effect on con-sumer purchasing decisions for Kahf products in Bandar Lampung. These results underscore the im-portance of effective promotional strategies, such as compelling price reductions and value-enhancing bundling offers, in stimulating consumer purchases and enhancing product competitiveness in the mar-ket.

With the existence of online marketing platforms such as TikTok stores that have a significant impact on people's lives and offer various sales features, digital development is currently expanding. Ummicha Store in Kalen Village, Dalanggu District, Mojokerto Regency, became the location of the study. The purpose of this study was to determine the effect of product design, online customer reviews, and marketing content on purchasing decisions at the Ummicha store. The sample in this study was 140 people, with four variables, namely Product Design (X3), Marketing Content (X1), Online Customer Review (X2), and Purchase Decision (Y1). The population of this study were customers or visitors to the Ummicha store in Kalen Village, Dalanggu District, Mojokerto Regency. The calculated F value of the study was 43.604, which is greater than the F table of 2.671 with a significance level of 5% and a significance level of 0.000. Therefore, it can be concluded that the variables Marketing Content, Online Customer Review, and Product Design on Purchasing Decisions have a significant influence on the purchasing decisions of Ummicha store customers. In the multiple linear regression analysis test of this study, the equation Y = 3.868 + 0.194 X1 + 0.466 X2 + 0.309 X3 was found. After the hypothesis was tested, it was found that purchasing decisions were significantly influenced by all independent variables with a significance value of less than 0.05.

This study aims to determine the influence of price perception, product quality, and electronic word of mouth (e-WOM) on consumers’ purchase decisions in the culinary industry. A quantitative method was employed, with a population consisting of consumers who have made purchases. Data were obtained through questionnaires distributed to 250 respondents using an accidental sampling technique. Data were analyzed using the Structural Equation Model (SEM) via SmartPLS 3.0 software. The results show that two independent variables, namely price perception and e-WOM, significantly influence consumer purchase decisions. This indicates that restaurants offering lower prices while maintaining high product quality are more likely to attract consumers. Moreover, customer experiences shared through online reviews can influence potential buyers in their future purchasing decisions. The findings of this study are expected to serve as a reference for culinary business practitioners in developing more effective marketing strategies. Future research may consider including other variables that could further enhance purchase decisions effectively. Keywords: Electronic Word of Mouth (e-WOM); Purchase Decision; Product Quality; Price Perception

The purpose of this study is to analyze the influence of green product, green price, and green place on the purchasing decision of Fore Coffee at Taman Galaxy Bekasi, both partially and simultaneously. The data collection method used in this study involves primary data and the use of questionnaires. The population in this study consists of respondents aged at least 17 years who have purchased Fore Coffee at Taman Galaxy. The sample in this study includes 100 respondents. The sampling method used is non-probability sampling with a purposive sampling technique. The testing stages conducted include validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, partial test (t-test), simultaneous test (f-test), and coefficient of determination test. The testing tool used is SPSS version 25. The results of this study indicate that the green price variable does not have a partial effect on purchase decisions, while the green product and green place variables do have a partial effect on purchase decisions. However, the green product, green price, and green place variables jointly (simultaneously) have an effect on purchase decisions.

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.

The advancement of information technology has shifted marketing strategies from conventional to digital platforms, with TikTok emerging as a key driver of modern consumer behavior, including impulse buying. This phenomenon is evident in the local perfume industry, such as SAFF & Co, which has successfully captured a significant market share through strong content strategies. This study aims to analyze thej nfluence of Content Marketing, Price Discount, and Online Customer Review on Impulse Buying of SAFF & Co perfume via the TikTok application in Surabaya. A quantitative associative approach was employed, using an online questionnaire distributed to 100 TikTok users who have purchased the product. The data were analyzed using multiple linear regression. The results indicate that Content Marketing and Price Discount have a positive and significant effect on Impulse Buying, while Online Customer Review does not show a significant partial effect. However, simultaneously, all three variables positively and significantly influence Impulse Buying. These findings imply that businesses can stimulate consumer impulse purchases through effective content and discount strategies, while the role of customer reviews still requires optimization to strengthen their psychological impact on consumer purchasing decisions in social media environments.