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This study aims to analyze the influence of Instagram social media, brand image, and product innovation on consumer purchasing decisions at Xlocated in Blok M Plaza, South Jakarta. The background of this study is based on the increasingly fierce competition in the culinary industry, especially in pastry products. This competition requires business actors to have the right marketing strategy, not only in terms of promotion, but also in maintaining brand quality and presenting product innovations that suit consumer needs. In the current digital era, social media has become one of the most powerful tools to influence consumer behavior. The research method uses a quantitative approach with a survey technique by distributing questionnaires to 100 respondents who are Xconsumers. The research instrument was compiled using a Likert scale, then the collected data were analyzed using the multiple linear regression method with the help of the SPSS application. This analysis aims to see how much influence the independent variables, namely Instagram social media, brand image, and product innovation have on the dependent variable, namely purchasing decisions. The results of the study show that all three variables have a positive and significant effect on consumer purchasing decisions. This means that the better the marketing strategy through Instagram, the stronger the brand image built, and the higher the level of product innovation, the consumer purchasing decisions will increase. These findings highlight the importance of integrating digital marketing with product development to achieve competitive advantage. The findings of this study provide practical implications for businesses, particularly in the culinary industry, to focus more on digital marketing strategies and product innovation that can meet consumer preferences and strengthen brand positioning in the market.

This study examines the influence of product quality, service quality, and word of mouth on purchase decisions at DNA Spot Café Surakarta, based on 100 randomly selected respondents. Multiple linear regression analysis shows that service quality and word of mouth have a positive and significant effect, while product quality is not significant. The coefficient of determination of 61.3% indicates that the independent variables explain most of the variation in purchase decisions, contributing to marketing management research in the café industry. The results highlight the crucial role of service quality in shaping customer perceptions and driving decision-making in the café industry. High-quality service fosters positive customer experiences, which, in turn, encourage repeat visits and enhance loyalty. Additionally, the significant influence of word of mouth underscores the importance of social interactions and customer recommendations in the decision-making process, especially in a service-based business like a café, where personal experiences are often shared and valued among peer groups. Conversely, the insignificance of product quality suggests that while product standards are important, they may not be the primary driver of purchase decisions at DNA Spot Café. This indicates that customers may prioritize the overall experience, atmosphere, and peer recommendations over product differentiation when choosing where to dine or spend leisure time. These findings contribute to the body of marketing management research, particularly in the context of the café industry, by emphasizing the strategic importance of service excellence and customer engagement strategies to enhance brand reputation and influence consumer behavior. Future research could explore additional factors such as pricing, promotional strategies, and customer loyalty programs to provide a more comprehensive understanding of purchase decision dynamics.

The phenomenon of image degradation due to global boycott issues, including the Boycott, Divestment, and Sanctions (BDS) movement, has influenced consumer behavior, especially towards international brands such as Starbucks. This occurrence serves as the basis for the study's analysis of how Surabaya consumers' decisions to buy Starbucks are influenced by brand image, brand awareness, and brand trust. 112 Starbucks customers in Surabaya participated in a survey as part of this study's quantitative methodology. ThWith the use of SmartPLS 3.0 software, the data analysis method employed is Partial Least Squares Structural Equation Modeling (PLS-SEM).  The study's findings show that purchase decisions are positively and significantly impacted by brand image, brand awareness, and brand trust. This finding indicates that these three variables have an important role in encouraging consumers to continue making purchases, even amidst reputational pressure due to social issues. This study provides implications for company marketing strategies in maintaining and building brand elements that can strengthen consumer loyalty and purchasing decisions. The study's findings show that purchase decisions are positively and significantly impacted by brand image, brand awareness, and brand trust. This finding indicates that these three variables have an important role in encouraging consumers to continue making purchases, even amidst reputational pressure due to social issues. Specifically, brand image is found to enhance consumers' emotional connection with the brand, which can mitigate the negative impacts of global boycotts or negative publicity. Brand awareness is shown to increase familiarity and recognition, which in turn solidifies consumer trust and loyalty. Lastly, brand trust has the strongest direct effect on purchase intentions, demonstrating that consumers are more likely to remain loyal to a brand they trust, even in the face of external challenges.

This study investigates the influence of the marketing mix (product, price, promotion, and place) on purchase decisions for automotive products at PT. XYZ Sidoarjo. Using a quantitative approach, data were collected from 150 consumers who had purchased vehicles, spare parts, or services within the last six months. A structured questionnaire measured the four marketing mix elements and purchase decision using a 5-point Likert scale. Multiple linear regression analysis was applied to test the partial and simultaneous effects of the independent variables on the dependent variable. The results indicate that all four elements significantly and positively affect purchase decisions, with price emerging as the most dominant factor. The model’s Adjusted R² value of 0.915 shows that the marketing mix variables explain 91.5% of the variation in purchase decisions. These findings reinforce the relevance of the 4P framework in the automotive sector and highlight the need for integrated marketing strategies. Practically, the study suggests that PT. XYZ Sidoarjo should focus on maintaining competitive pricing, enhancing product quality and innovation, optimizing promotional activities—especially digital marketing—and strengthening distribution channels to sustain competitiveness in a dynamic market. In addition to these findings, the study provides insight into consumer behavior within the automotive industry, particularly in a highly competitive market like Sidoarjo. Consumers are increasingly sensitive to pricing structures, especially given the economic pressures and the availability of alternative brands. Price sensitivity, therefore, should be a focal point in shaping future marketing strategies. Companies need to conduct regular market analysis to ensure their pricing aligns with customer expectations and perceived value.

The rapid growth of e-commerce platforms has significantly transformed the way consumers share and access product feedback. One of the widely used platforms in Indonesia is Shopee, where customers actively provide reviews of various products, including local skincare brands such as Kahf facial wash. Customer reviews on e-commerce platforms contain valuable information that can be analyzed to understand consumer opinions and preferences. Sentiment analysis, as a branch of natural language processing, enables the classification of textual data into categories such as positive, negative, or neutral. This study aims to classify Shopee user sentiments regarding Kahf facial wash products by implementing the Multinomial Naïve Bayes algorithm, a well-known probabilistic classifier suitable for text categorization. The research methodology consisted of several preprocessing stages, including data cleansing, case folding, tokenizing, stopword removal, and stemming, to prepare raw review texts for further analysis. For feature representation, the Term Frequency–Inverse Document Frequency (TF-IDF) method was applied to capture the importance of words across documents. To evaluate the classification performance, K-Fold cross-validation was employed with K values of 4, 5, 6, and 10 to ensure model reliability and robustness. Considering the issue of imbalanced datasets in user-generated reviews, the Synthetic Minority Over-sampling Technique (SMOTE) was utilized to balance the distribution of sentiment classes. Based on the confusion matrix, the Multinomial Naïve Bayes algorithm demonstrated effective performance in classifying sentiments, achieving satisfactory levels of accuracy, precision, and recall across different folds. These results indicate that the algorithm is capable of handling sentiment analysis tasks for local product reviews effectively. The findings of this study are expected to provide meaningful insights for businesses in understanding consumer perceptions, thereby supporting decision-making processes in product development, marketing strategies, and customer engagement for local brands.

This study aims to analyze the influence of content marketing and live streaming on purchasing decisions for fashion products among Generation Z users of the TikTok platform. In the era of digitalization and social media dominance, TikTok has emerged as one of the most influential platforms shaping consumer behavior, particularly for the younger generation. The research adopts an associative quantitative approach using a questionnaire survey distributed to 102 respondents who actively use TikTok for fashion-related content. The collected data were analyzed through Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4 to test the hypothesized relationships between variables. The results indicate that both content marketing and live streaming significantly and positively affect purchasing decisions. The path coefficients of 0.361 for content marketing and 0.521 for live streaming demonstrate their substantial contribution. Furthermore, the research model yields an R-squared value of 0.640, suggesting that these two independent variables collectively explain 64% of the variance in purchasing decisions among Generation Z. In addition, the validity and reliability tests confirm that all constructs fulfill the eligibility criteria, reinforcing the robustness of the measurement model. These findings emphasize that content-based marketing strategies, when designed to be engaging, interactive, and visually appealing, are highly effective in fostering consumer interest and driving purchase intention. Live streaming, in particular, serves as a powerful marketing tool by offering real-time interaction, product demonstration, and a sense of authenticity that resonates strongly with Generation Z’s consumption patterns. The implications of this research highlight the strategic importance for fashion brands to optimize their digital marketing practices by integrating creative content marketing and live streaming features on TikTok.

This study aims to analyze the influence of advertising, trust, and discounts on purchasing decisions among Shopee app users, focusing on students from the Faculty of Economics and Business, Slamet Riyadi University, Surakarta as respondents. The background of this study departs from the increasing competition in e-commerce in Indonesia, which requires each platform to develop appropriate marketing strategies to attract consumers' attention and build their loyalty. The research method used was a quantitative survey involving 100 respondents selected through a convenience sampling technique, allowing researchers to quickly obtain data from relevant target groups. The collected data were then analyzed using multiple linear regression methods to test the proposed hypotheses. The results showed that consumer trust in the Shopee app has a significant influence on purchasing decisions, meaning that the higher the level of trust, the more likely consumers are to make purchases through the app. In addition, the discount factor was also proven to have a significant influence on purchasing decisions, indicating that price cuts are still an effective strategy in influencing consumer behavior, especially students. Conversely, the advertising variable did not show a significant influence on purchasing decisions, which could mean that the intensity or quality of advertising is not strong enough to drive purchasing decisions in this respondent segment. The findings of this study provide practical contributions for Shopee in designing more targeted marketing strategies, emphasizing the importance of building and maintaining consumer trust, as well as utilizing proven effective promotional strategies such as discounts. Therefore, this study not only enriches the literature on consumer behavior in the e-commerce context but also offers useful recommendations for digital business practitioners in increasing competitiveness.

The purpose of this study is to determine the extent to which the relationship between quality and promotion influences customer decisions in selecting Micro People's Business Credit (KUR) products at PT Bank Sumsel Babel KC Palembang. This study applies a quantitative approach, where the entire population consists of 765 customers, with 88 people being sampled through a purposive sampling technique. The data sources used in this study include primary and secondary data, obtained through direct interviews with related parties and the distribution of questionnaires to respondents who have met the research criteria. To analyze the data, a series of instrument feasibility tests, classical assumption tests, and data processing using multiple linear regression analysis were conducted. This analysis includes a t-test (partial), F-test (simultaneous), and the coefficient of determination (R²) to measure the strength of the influence of the independent variables on the dependent variable. Based on the results of the analysis, it was found that both service quality and promotion have a positive and significant influence on consumer decisions, both partially and simultaneously. This indicates that the better the service quality and the more effective the promotion, the higher the tendency of consumers to decide to choose KUR Micro products. The coefficient of determination (R²) of 0.894 indicates that 89.4% of customer decisions can be explained by service quality and promotions, while the remaining 10.6% is influenced by other factors not examined in this study, such as economic conditions, personal experience, recommendations from third parties, and psychological factors. These results provide an important influence for bank management in developing more targeted service and promotion strategies. The results of this study can also serve as a basis for strategic policy-making in developing banking products based on customer needs.

This study aims to deeply examine the role and impact of AI implementation in the B2B sales process, including implementation challenges. The method used is a qualitative approach with descriptive studies, through a literature review of scientific journals, industry reports, and relevant previous studies. The analysis results show that the application of AI in B2B sales not only improves the accuracy of marketing strategies and lead conversion, but also strengthens the concept of value co-creation through collaboration between salespeople and AI systems. Technologies such as machine learning, predictive analytics, and NLP-based chatbots have been proven to accelerate sales cycles, expand service reach, and increase productivity by up to 30%. However, implementation challenges remain, including limited digital infrastructure, a lack of competent human resources, and organizational resistance to technological transformation. Therefore, optimal AI integration requires institutional readiness, adaptive strategies, and continuous investment in technology and human resource development. These findings provide theoretical and practical contributions to the development of AI-based B2B sales strategies, particularly in the context of the digital industry in Indonesia. Furthermore, the application of AI in B2B sales also opens up new opportunities for service personalization. With the support of real-time data analysis, companies can better understand the specific preferences and needs of their business partners. This enables the development of more targeted communication strategies and the enhancement of long-term relationships with business customers. AI also plays a role in reducing human error through automated systems that can validate data, provide predictive recommendations, and support faster and more accurate strategic decision-making. Furthermore, the adoption of AI in B2B requires clear regulations and governance, particularly regarding ethical data use and information security. Companies must be able to balance the use of technology to increase efficiency with the protection of privacy and consumer rights.

This study aims to analyze the influence of E-Promotion through Instagram, Google Maps Rating, and payment methods on iPhone purchasing decisions at Ibgadgetstore Purwokerto. The background of this study is based on the importance of digital marketing strategies and the ease of payment systems in influencing consumer behavior in the modern era. Along with the development of technology, consumers increasingly rely on social media and digital platforms to search for information before making a purchase. Therefore, companies are required to be able to utilize digital promotional media optimally, provide flexible payment systems, and maintain reputations through online reviews. The research method used is a quantitative approach with a survey technique. Data were collected by distributing questionnaires to consumers who have made transactions at Ibgadgetstore. The number of samples was set at 111 respondents using a non-probability sampling technique. The collected data were then analyzed using multiple linear regression methods using SPSS software, so that an overview of the influence of each independent variable on purchasing decisions was obtained. The results showed that the three independent variables, namely E-Promotion, Google Maps Rating, and payment methods, had a positive and significant effect both partially and simultaneously. E-Promotion through Instagram was proven to increase consumer purchasing interest by presenting interactive, interesting, and informative promotional content. Google Maps ratings strengthen consumer trust in stores through positive reviews and transparent digital ratings. Meanwhile, diverse, secure, and flexible payment methods can encourage consumers to make faster purchasing decisions because they perceive the transaction process as easier. Thus, this study confirms that digital marketing strategies, online reputation, and payment convenience play a significant role in influencing consumer purchasing decisions.

This study aims to analyze the influence of Personal Branding, Perceived Value, and Product Quality on consumer purchasing decisions for Carolline Crafty Crochet home industry knitting craft products. The background of this study is based on the increasing competition in the handicraft business, so that business owners are required to be able to build a strong personal image, provide perceived value to consumers, and maintain product quality to increase purchasing attractiveness. The data source used is primary data obtained through distributing questionnaires to respondents. The population of this study were consumers who had purchased Carolline Crafty Crochet products both offline and online. The sampling technique used a nonprobability sampling method with a purposive sampling approach. The calculation of the number of samples used the Lemeshow formula and obtained 96 respondents who met the research criteria. Data analysis was carried out with the help of SPSS version 27 software through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and partial and simultaneous hypothesis testing. The results showed that the variables Personal Branding, Perceived Value, and Product Quality had a positive and significant effect on consumer purchasing decisions. This indicates that the stronger the business owner's personal branding, the higher the perceived value felt by consumers, and the better the quality of the products offered, the greater the likelihood of consumers making purchasing decisions. These findings provide practical implications for small and medium enterprises (SMEs), particularly in the handicraft industry, that marketing strategies based on personal branding, increasing perceived value, and controlling product quality need to be optimized to increase consumer loyalty and purchasing interest. Thus, this study emphasizes the importance of integrating aspects of personal branding, perceived value, and product quality in shaping purchasing decisions, which can serve as a reference for developing sustainable business strategies in today's competitive era.

The TikTok application, which now offers the TikTok Shop feature, is one example of how significant changes in the digital commerce industry have been fueled by information technology advancements. This feature creates a real-time interactive experience by enabling customers to shop directly through live broadcasting. The purpose of this study is to examine how using the live streaming feature affects purchasing decisions, particularly for students at STAI Sangatta. 64 students enrolled in STAI Sangatta's Islamic Economics Study Program were given a questionnaire as part of this quantitative field study. Validity tests, reliability tests, t and f tests, simple linear regression, and classical assumptions were used to assess the data. The analysis's findings indicate that live broadcasting significantly influences consumers' decisions to buy. The resulting regression equation is Y = 10.166 - 0.742X. The hypothesis is supported since the t-value of 10.178 is greater than the t-table of 1.999 and has a significance level of 0.000 (p < 0.05). At 103.584, the F test is likewise significant. The influence of the live streaming variable is indicated by the coefficient of determination (R2) of 62.6%, whilst other elements not included in this research model influence 37.4%.

The rapid development of digital technology has significantly transformed consumer behavior, making online applications the primary channel for interaction and transactions. These applications provide convenience for consumers to access various products and services quickly and efficiently. In this context, the quality of service provided, along with the rating and reviews shared online, plays a crucial role in influencing purchasing decisions. For instance, the Fore Coffee app allows consumers to leave reviews and ratings, which can influence other consumers in selecting the desired products or services. These factors are essential in increasing customers' purchase intention, as consumers tend to rely on the experiences of others as references when making decisions. This study uses a quantitative approach by distributing questionnaires to consumers of the Fore Coffee app in West Surabaya. The study aims to determine the extent to which service quality, ratings, and reviews affect consumers' purchase intentions. The data collected were then processed using SPSS version 20 to conduct validity tests, reliability tests, multiple linear regression, and t-tests. Validity and reliability tests were conducted to ensure that the instruments used in this research accurately and consistently measure the relevant variables. Multiple linear regression was used to analyze the relationship between the independent variables (service quality, ratings, and reviews) and the dependent variable (purchase intention). Meanwhile, t-tests were used to examine the significant impact of each variable on purchase intention. The findings of this study can provide valuable insights for Fore Coffee in formulating more effective marketing strategies. The results indicate that service quality, ratings, and reviews significantly influence consumers' purchase intentions. With this understanding, Fore Coffee can improve the customer experience and strengthen its competitive position in an increasingly competitive market.

This study aims to analyze the sentiment of customer reviews of the Grand Jatra Hotel Pekanbaru on the Google Review platform using the Naïve Bayes algorithm. Social media and online review platforms are increasingly becoming the primary source of information for potential customers in making purchasing decisions, particularly in the hospitality sector. Therefore, sentiment analysis of customer reviews is crucial for understanding consumer perceptions and providing strategic input for hotels in improving service quality. The research data was collected using web scraping techniques to obtain publicly available customer reviews. The obtained data was then processed through text preprocessing stages including case folding, tokenizing, normalization, stopword removal, and stemming. The Term Frequency-Inverse Document Frequency (TF-IDF) method was then used to weight each word, so that more relevant words have a greater influence in the classification process. The sentiment classification process was carried out into two main categories, namely positive and negative. The Naïve Bayes model was trained using training data and then tested with test data to measure the algorithm's performance in classifying sentiment. The evaluation results show that the model built is able to achieve an accuracy level of 98%, with a precision value of 97% and a recall of 100% in the positive class, and 92% in the negative class. These findings confirm that the Naïve Bayes algorithm can be effectively used in analyzing customer sentiment towards hotel services and facilities. Practically, the results of this study are expected to provide insight for the management of Grand Jatra Hotel Pekanbaru in understanding customer perceptions, identifying service strengths and weaknesses, and formulating more targeted marketing strategies. In addition, this study can also be a reference for the development of similar studies in the hotel industry and other service sectors.

This study aims to examine the influence of price, promotion, and product quality on the repurchase intention of Kopi Kenangan products among students of the Faculty of Social and Political Sciences, Mulawarman University. The research focuses on how effective marketing strategies can foster customer loyalty toward local coffee brands. The theoretical framework is based on the marketing mix, consumer decision-making processes, and indicators of customer loyalty. The study employs a quantitative research method, with data collected through questionnaires distributed to 100 respondents. The respondents were selected using purposive sampling, based on specific criteria determined by the researcher to ensure they could provide relevant information aligned with the research objectives. Data analysis was conducted using multiple linear regression with SPSS version 26. The findings indicate that price, promotion, and product quality each have a positive and significant effect on repurchase intention. Among these factors, product quality exerts the strongest influence, followed by promotion, and finally, price. These results suggest that enhancing product quality, implementing effective promotional strategies, and maintaining reasonable pricing can significantly increase customers’ likelihood of making repeat purchases. Based on the results, this study recommends that Kopi Kenangan continue to prioritize maintaining high and consistent product quality, as it plays a crucial role in shaping repurchase intentions. Additionally, promotional efforts should be continuously optimized to attract and retain customers in an increasingly competitive coffee market. Pricing strategies should also be monitored to remain competitive while ensuring profitability. Overall, the study concludes that product quality, supported by strategic promotions and competitive pricing, is essential for building and sustaining customer loyalty. By focusing on these factors, Kopi Kenangan can strengthen its market position and foster long-term relationships with its customers

This study aims to determine audience perceptions of the Instagram Reels advertisement content of Wardah Matte Lip Cream "Tasya Farasya Approved" edition. This advertisement is the result of a collaboration between the local cosmetics brand Wardah and the famous beauty influencer Tasya Farasya. This phenomenon is interesting to study considering the trend of influencer-based marketing is increasingly dominant in beauty product promotion strategies, especially in building emotional closeness with consumers and maintaining loyalty to local brands. Consumer perception is an important aspect because it will influence purchasing interest, brand image, and future purchasing decisions. This study uses the perception theory from Jalaludin Rakhmat (2015) which explains that perception is a person's experience of an object or phenomenon obtained through the process of processing, interpreting, and drawing conclusions from the information received. Based on this theory, this study adopted a quantitative descriptive approach. Data were collected by distributing questionnaires to 100 respondents who are followers of Wardah's official Instagram account. Respondents were selected using purposive sampling to ensure the relevance of the data to the research focus. Descriptive data analysis was conducted using SPSS software to identify audience perception patterns regarding advertising content elements, such as visual appeal, message relevance, influencer credibility, and the product image's alignment with Wardah's brand image. This analysis is expected to reveal the extent to which brand and beauty influencer collaborations can create positive perceptions in consumers' minds. The research findings are expected to contribute to the development of digital marketing strategies in the cosmetics industry, particularly in utilizing influencer marketing effectively. Furthermore, the findings of this study can serve as a reference for other local brands in designing promotional campaigns that are relevant, engaging, and aligned with the characteristics of their target audience on social media.

This study aims to analyze the impact of Brand Ambassador, Website Quality, and Product Variety on Purchase Decisions in Shopee E-Commerce in Jakarta. The data used in this study is primary data obtained through the distribution of questionnaires to Shopee users in Jakarta. The sampling technique used is Non-Probability Sampling, with the method being Accidental Sampling. The sample size taken was 103 respondents based on the Lemeshow formula. This study focuses on three key variables that are believed to have a significant impact on consumer purchase decisions. Brand Ambassador refers to public figures or celebrities who represent a particular brand and can influence consumers' perceptions of the products offered. The role of a Brand Ambassador is crucial because it can enhance the attractiveness and credibility of a product in the eyes of consumers. Website Quality includes aspects such as design, navigation, loading speed, and user-friendliness while shopping. A website that is easy to use, fast, and visually appealing will enhance user satisfaction, which in turn can encourage purchasing decisions. Product Variety is related to the range of products available on the e-commerce platform, offering consumers more choices to meet their needs. The more varied the products offered, the higher the likelihood that consumers will make a purchase. The analysis tool used in this study is SPSS version 26 for regression analysis. The research findings show that Brand Ambassador, Website Quality, and Product Variety have a significant effect on Purchase Decisions in Shopee E-Commerce in Jakarta. An attractive Brand Ambassador, a high-quality website, and a wide variety of products have been proven to influence consumers’ purchase decisions. These findings indicate that Shopee E-Commerce needs to continuously improve these factors to enhance consumer experience, strengthen loyalty, and increase sales.

This study explores the influence of live streaming mode on the purchase intention of tropical fruits among consumers in Henan, China, in the context of the rapid growth of e-commerce. Live streaming has emerged as a dynamic and interactive platform that enables real-time engagement between sellers and buyers, offering visual product demonstrations and instant feedback opportunities. The research focuses on three critical factors affecting purchase intention: perceived trust, perceived value, and perceived risk. A quantitative research design was employed, collecting data from 392 participants through structured questionnaires. The analysis indicates that interactive communication, transparent information sharing, and authentic presentations during live streaming significantly enhance perceived trust and perceived value. Higher perceived trust fosters a stronger sense of reliability toward sellers, while increased perceived value motivates consumers by highlighting product quality, freshness, and fair pricing. Furthermore, effective live streaming strategies can substantially reduce perceived risks related to product authenticity, quality uncertainty, and transaction security, creating a more favorable purchase environment. The results suggest that the integration of engaging storytelling, professional product showcasing, and active audience interaction serves as a catalyst for influencing consumer attitudes and behaviors toward purchasing tropical fruits. This study enriches the existing literature on live streaming commerce by highlighting its psychological and behavioral impacts on consumer decision-making. In practical terms, the findings offer actionable insights for marketers and fruit sellers, emphasizing the importance of building trust, delivering genuine product experiences, and minimizing risks to maximize purchase intentions. These strategies are particularly relevant for agricultural e-commerce in Henan, where live streaming can bridge the gap between rural producers and urban consumers. Overall, this research provides both theoretical contributions to the study of digital co sumer behavior and practical guidance for optimizing live streaming as a competitive marketing tool in the fresh produce industry.

This study aims to analyze the influence of product quality, price, and product innovation on purchasing decisions for Viva lipstick, with brand image as a mediating variable, among female university students in Semarang. The research employed a quantitative approach with a survey method, using purposive sampling of 100 female students who use Viva lipstick. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling (SEM) to examine both direct and indirect relationships among the variables. The results reveal that product quality has a positive and significant effect on both purchasing decisions and brand image. This indicates that consumers’ perceptions of Viva lipstick’s quality—such as color durability, texture smoothness, and comfort in use—play an important role in shaping a positive brand image and encouraging purchasing decisions. In contrast, price and product innovation were found to have no significant effect on either purchasing decisions or brand image, suggesting that the current pricing strategy and product innovation efforts have not yet become the main attraction for consumers. Brand image was found to have a positive and significant effect on purchasing decisions and to mediate the influence of product quality on purchasing decisions. This mediation is partial, meaning that product quality influences purchasing decisions not only directly but also indirectly through the enhancement of brand image. The practical implications of this study emphasize the importance for Viva Cosmetics to continuously improve product quality, including formulation and packaging, while strengthening brand communication strategies to ensure consistent positive consumer perceptions. Furthermore, the company should reassess its pricing and product innovation strategies to remain competitive in the dynamic cosmetics market. By focusing on product quality and brand image, Viva is expected to increase consumer appeal and loyalty, particularly within the university student market segment.

This study aims to determine the effect of promotion, price, and brand image on consumer purchasing decisions in the Cap Fajar Chips Home Industry. The study uses a quantitative approach with a survey method. The study population is consumers who have made purchases at the store, with a total of 150 respondents selected as a sample. The data collection method is carried out through distributing questionnaires, then the data is analyzed using multiple linear regression techniques to test the effect of each independent variable, both partially and simultaneously, on purchasing decisions. The results of the analysis show that the promotion variable (X1) does not have a partial significant effect on purchasing decisions, as evidenced by a significance value of 0.502 (> 0.05). This indicates that the intensity or form of promotion carried out is not enough to directly influence consumer purchasing decisions. In contrast to promotions, the price variable (X2) is proven to have a positive and significant effect on purchasing decisions. A significance value of 0.000 (< 0.05) indicates that competitive and affordable pricing is an important factor that encourages consumers to choose Cap Fajar chips products. Similarly, the brand image variable (X3) has a partial significant influence on purchasing decisions, with a significance value of 0.013 (<0.05). This indicates that consumers' positive perceptions of brand reputation and quality can strengthen the desire to purchase. Simultaneously, the three variables—promotion, price, and brand image—have a significant influence on consumer purchasing decisions. This finding is evidenced by a significance value of 0.001 (<0.05). Based on the results of the study, it can be concluded that price and brand image are the dominant elements that determine purchasing decisions for Cap Fajar chips, while promotions require a more effective strategy to provide a real impact.