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Millennials and Generation Z have made coffee shops a part of their lifestyle. Unlike previous generations, who spent more time at malls. In response to the changing consumer behavior of these different generations, digital marketing strategies have become an effective approach for businesses, including those in the coffee industry. This study aims to analyze Fore Coffee's digital marketing strategies in attracting Millennial and Gen Z consumers. The research was conducted using a descriptive qualitative approach. The research data was sourced from observations of Fore Coffee's digital marketing activities on various social media platforms, as well as in-depth interviews with consumers from the Millennial and Gen Z generations. The results of the study indicate that the digital marketing strategies implemented by Fore Coffee have proven to be an effective approach in attracting attention and building engagement with Millennial and Gen Z consumers. The success of these strategies is supported by the utilization of various digital marketing elements, including the presentation of engaging and interactive content, collaborations with influencers who have credibility in the coffee industry, and the use of video as the primary medium for marketing communication. The Tani Series campaign, which highlights sustainability and the involvement of local coffee farmers, is a concrete example of how Fore Coffee builds a brand image that not only sells products but also has strong social value. Additionally, the collaboration with Mikael Jasin, a professionally recognized barista at the international level, further strengthens Fore Coffee's trust and appeal among young consumers. This study suggests that Fore Coffee should continue to innovate in creating content that is not only engaging but also has strong differentiating value. Furthermore, the dynamic changes in consumption trends and customer preferences demand that Fore Coffee be more responsive in adapting its marketing strategies to remain relevant to the needs and expectations of Millennial and Generation Z consumers.

In today's digital era, marketing through social media is becoming an increasingly popular strategy in increasing product sales. The use of digital marketing in dairy products can be through online platforms, websites and marketplaces. The purpose of writing this article is to see the effect of implementing social media digital marketing strategies on increasing cow's milk sales. This article uses a literature study research method sourced from national and international journals of previous research results. The results of the journal search found as many as 10 national journals and 5 international journals that meet the criteria set by the author. Based on the results of the review, it can be concluded that some dairy businesses have used social media (Instagram, Facebook, WhatsApp, etc.), but many have not utilized it as a means of product promotion and marketing. However, some businesses that have done marketing through social media, show that social media has a positive impact on increasing sales, brand awareness, and brand trust & loyalty, and effectively expanding consumer reach.

In the digital era and amidst increasingly intense competition in the fashion industry, local brands are required to continuously innovate to remain relevant and appealing to consumers. RUCAS, as a local Indonesian streetwear brand, is known for its limited edition marketing strategy that successfully creates a sense of exclusivity and enhances product appeal. This study aims to analyze the influence of perceived value and product quality on consumers’ purchase intention toward RUCAS limited edition products, as well as to examine the role of brand trust as a mediating variable. This study takes a quantitative approach, utilizing the Structural Equation Modeling (SEM) technique. Data were collected through questionnaires distributed to 200 respondents who had purchased or were familiar with RUCAS products. The results indicate that perceived value and product quality significantly influence both brand trust and purchase intention. Furthermore, brand trust is proven to mediate the relationship between perceived value and product quality with consumer purchase intention. These findings emphasize the importance of maintaining high product quality and creating strong perceived value to build trust and increase consumer purchase intention, particularly in the context of exclusivity-based marketing strategies such as those implemented by RUCAS.

The Influence of Brand Trust and Product Quality on the Purchase Decision of Axioo Laptops in Palembang City This study aims to analyze the influence of brand trust and product quality on the purchase decision of Axioo laptops in Palembang City. The research employs a quantitative approach using primary data obtained through questionnaires. The independent variables in this study are brand trust (X1) and product quality (X2), while the dependent variable is the purchase decision (Y). The analysis results indicate that partially, both brand trust (X1) and product quality (X2) have a positive influence on the purchase decision. Additionally, simultaneously, these independent variables also have a positive influence on the purchase decision of Axioo laptops. These findings suggest that consumers' trust in the brand and good product quality play a crucial role in driving purchase decisions. Therefore, it is recommended that the company continues to enhance consumers' trust in the brand and maintain product quality to strengthen its competitiveness in the market.

Marketing is the backbone of a business’s existence. Various ideas, creativity, and innovations in marketing continue to evolve in different forms. To attract a large number of consumers, some businesses engage in overclaim marketing. While this strategy may bring positive outcomes for some companies, it can also have negative consequences for others. One brand that has practiced overclaim marketing is Daviena Skincare. This study aims to analyze the impact of overclaim marketing on consumer trust in Daviena Skincare products. The research was conducted using a qualitative descriptive approach, with data obtained through digital tracing and observation. The findings indicate that overclaim marketing in the skincare industry, as practiced by Daviena Skincare, has negatively affected consumer trust. The overclaims identified include promises of instant results, false claims about premium ingredients, and unverified testimonials. An investigation by Doctor Detective revealed significant discrepancies between marketing claims and the actual product composition, such as Niacinamide, which was advertised at 10% but was not detected in laboratory tests. These findings contradict the marketed product benefits, leading to consumer disappointment and decreased brand loyalty. This phenomenon underscores the urgency for brands to be more transparent and ethical in their marketing strategies. Therefore, overclaim marketing practices must be eliminated to maintain the integrity of the industry and protect consumers’ rights to accurate information and products that align with their claims.

Beauty products have become a promising business, especially after the COVID-19 pandemic. Various brands have achieved high sales figures, one of which is Skintific products. This study aims to analyze the role of micro-influencers in increasing brand awareness of Skintific products. The study was conducted using a descriptive qualitative approach. Research data was obtained from literature reviews, digital observations, and official publications related to the topic. The results of the study indicate that micro-influencers play a significant role in increasing brand awareness for Skintific products. With a higher engagement rate compared to macro-influencers, micro-influencers are able to build closer and more authentic relationships with their audience, making their recommendations more trustworthy than conventional advertisements. Despite having a smaller number of followers, micro-influencers demonstrate greater effectiveness in creating engaging content such as product reviews, tutorials, and unboxing videos, which increase consumer interest and trust in the product. Research data shows that micro-influencers' engagement rate (5.07%) is higher than that of macro-influencers (3.25%), despite their more limited reach. The success of this marketing strategy is also supported by the use of social media platforms such as Instagram and TikTok, which enable the distribution of interactive visual content and expand brand awareness organically. With increased audience engagement, Skintific has not only succeeded in strengthening brand awareness but also in building product credibility, which ultimately contributes to increased consumer interest and purchasing decisions.

In ever-evolving era of e-commerce, the Cash on Delivery (COD) Check First feature implemented by Shopee provides a practical solution for consumers who want to ensure security while shopping online. This feature allows buyers to inspect the condition of the product directly before deciding to make a payment. With this feature, consumers can verify that the item received matches the description listed on the platform, thus reducing the risk of fraud or product discrepancies. The transaction security offered through this system is one of the key aspects in increasing consumer trust in e-commerce platforms. This research aims to examine how the COD Check First feature provides additional protection for consumers in e-commerce transactions, particularly concerning the potential risks of fraud or product discrepancies that are common in online trade. This feature gives buyers more control to ensure that the received goods meet their expectations and the product description. Therefore, COD Check First not only facilitates the transaction process but also strengthens consumer protection, making it a relevant mechanism to minimize buyer dissatisfaction in e-commerce, especially in Indonesia.

The rapid growth of local culinary businesses has intensified competition, making effective branding strategies a critical factor for sustaining consumer loyalty. This study aims to analyze the relationship between branding strategies and consumer loyalty in local culinary enterprises. Employing a quantitative research design, data were collected through structured questionnaires from 150 consumers of various local culinary businesses. The analysis utilized descriptive statistics and multiple regression techniques to examine the influence of brand identity, brand image, and brand communication on consumer loyalty. Findings indicate that strong brand identity and positive brand image significantly enhance consumer loyalty, while consistent brand communication further reinforces consumer trust and repeat purchase behavior. The results highlight that local culinary businesses can achieve sustainable competitive advantage by strategically managing their branding efforts. Practical implications suggest that entrepreneurs should focus on coherent brand messaging and cultivating emotional connections with consumers to foster loyalty. This study contributes to the literature by providing empirical evidence of branding’s impact in the context of local culinary markets, offering insights for both academics and practitioners seeking to strengthen consumer relationships in the food industry.

The development of social media has encouraged the growth of local fashion brand businesses, including Aerostreet. This shoe brand has succeeded in utilizing TikTok as its main marketing strategy, outperforming other platforms. This research analyzes the strategy of increasing Aerostreet consumer buying interest through advertising on TikTok using digital observation methods, content analysis and secondary data. The research results show that strategies such as In-Feed Ads, Branded Hashtag Challenge, collaboration with influencers, and the use of For You Page (FYP) are effective in increasing brand awareness, engagement, and consumer trust. Creative content and storytelling also play a role in increasing sales conversions. These findings prove that digital marketing on TikTok can help local brands expand their market and increase their competitiveness. For further effectiveness, Aerostreet is advised to continue to innovate in content creation and expand collaboration with appropriate influencers and Key Opinion Leaders (KOL).

 A brand is one of the most valuable intellectual assets in the business sector, serving not only as a product identity but also as a reflection of reputation and quality. However, the increasing phenomenon of brand infringement indicates the urgent need for stronger and more effective legal protection. Brand infringement brings various negative consequences, including loss of consumer trust, unfair competition, and significant financial losses for brand owners. This study aims to analyze brand infringement from a criminological perspective, identify causal factors, and evaluate the role of law in addressing such violations. The research employs normative legal methods through analysis of statutory regulations, legal and criminological theories, and a literature-based approach using secondary data obtained from books, journals, and legal documents. The findings reveal that criminology provides relevant insights through theories such as Rational Choice Theory, which explains that perpetrators calculate the risks and benefits before committing the violation, and Anomie Strain Theory, which highlights how the inability to achieve economic or social goals legally can drive individuals or groups to commit brand infringement. The classification of violations includes imitation, counterfeiting, misuse, and unlawful exploitation of brand rights. Several causal factors were identified, including weak legal supervision, limited enforcement, and the high consumer demand for cheaper counterfeit products. Furthermore, the study underlines the essential role of the criminal justice system in addressing brand infringement through the enforcement of criminal, civil, and administrative sanctions as regulated under Law Number 20 of 2016 on Trademarks and Geographical Indications. In conclusion, brand infringement is not merely a legal issue but also a criminological problem that requires comprehensive handling through effective law enforcement, stronger supervision, and increased public awareness to protect intellectual property and ensure fair business practices.

This research aims to analyze the role of brand image as a mediating variable in the relationship between electronic word of mouth (e-WOM) and purchase intention for iPhone smartphone products in Denpasar City. The study is grounded in Consumer Behavior Theory, which explains how external and internal factors influence purchasing decisions. The widespread use of e-WOM in the digital age is a significant external factor in shaping consumer perceptions. Conversely, brand image is a critical internal asset for a company to build customer trust and loyalty. By understanding the interaction among these three variables, this research is expected to provide strategic insights for marketers. The study’s population includes Denpasar residents who either use or intend to purchase an iPhone smartphone. The sample size is 100 individuals, selected using a purposive sampling technique based on specific criteria such as age, social media usage, and knowledge of iPhone products. Data was collected by distributing questionnaires to respondents. The data analysis methods used were descriptive and inferential analysis. Inferential analysis included the Classical Assumption Test to ensure the data met statistical requirements, Path Analysis to examine the direct and indirect relationships between variables, the Sobel Test to measure the significance of the mediation effect, and the Variance Accounted For (VAF) Test to determine the extent to which brand image mediates the relationship. The results show that brand image plays a partial mediating role in the effect of e-WOM on purchase intention. This indicates that e-WOM not only directly influences purchase intention but also indirectly through the formation of a positive brand image. This finding confirms the importance of brand image as a bridge connecting electronic word-of-mouth promotion with consumers’ purchasing decisions. The implications of this research are highly relevant for iPhone smartphone marketers.

The development of the Islamic financial industry in Indonesia has shown significant growth, both in terms of institutions, products, and public participation. However, public doubts remain regarding the level of Sharia compliance of these financial products. Halal certification is a crucial instrument for ensuring that a financial product truly complies with Sharia principles. This study aims to analyze the urgency of halal certification for Islamic financial products and its implications for consumer trust from a Sharia economic law perspective. The research method used is qualitative with a normative-juridical approach through a literature review of laws and regulations, fatwas from the National Sharia Council (DSN-MUI), and previous research findings. The results indicate that halal certification for Islamic financial products plays a strategic role in increasing transparency, accountability, and public trust. However, there is regulatory overlap between Law Number 33 of 2014 concerning Halal Product Assurance and the provisions of the Financial Services Authority (OJK). Therefore, harmonization of regulations and strengthening oversight by the Sharia Supervisory Board are crucial steps in ensuring the integrity of the Islamic financial system.

This research aims to analyze the influence of social media on tourists' decisions in choosing a culinary tourist destination on Jl. Dipatiukur, Bandung City. In the current digital era, social media has become the main source of information for tourists who are looking for culinary recommendations. The research method used is qualitative with in-depth interviews and content analysis from social media platforms such as Instagram and TikTok. Research results show that interesting visual content, positive reviews, and active interaction between users and culinary business owners play an important role in shaping the perception of tourists. Social media not only increases the visibility of culinary destinations, but also builds trust and personal relationships between consumers and service providers. This finding provides strategic insight for culinary business owners in designing effective marketing campaigns through social media, as well as highlighting the importance of the role of social media in increasing the attractiveness of culinary tourism destinations in Bandung.

In an era of increasingly intense business competition, the ability of Micro, Small, and Medium Enterprises (MSMEs) to maintain and expand their market presence has become crucial. One of the key factors in ensuring business sustainability is the application of business ethics. Business ethics play a significant role in shaping a company's reputation and long-term success. However, ethical challenges in conducting business through social media remain an issue, such as the mismatch between the promoted product and the actual product. This study highlights the importance of applying ethical business principles, such as honesty and transparency, in MSME promotional activities on Facebook to foster consumer trust and ensure business continuity. The research was conducted on two MSMEs in Maumere Hanara Shop and Cicy Lyudia Rahmatun Shop which utilize Facebook as a platform for communication and marketing. The findings reveal that the ethical use of Computer-Mediated Communication (CMC) technology can serve as an effective strategy for strengthening business relationships and building a positive brand image in the eyes of consumers.

In the face of an increasingly competitive landscape, culinary MSMEs in Indonesia are required to not only offer quality products, but also create interactive and emotional consumer experiences. This study aims to investigate the mediating role of loyalty programs in influencing the relationship between gamification and relationship marketing on Gen Z consumer loyalty. Using a quantitative approach through online questionnaire distribution to 385 Gen Z respondents on social media, the results show that both gamification and relationship marketing have a significant direct influence on consumer loyalty, as well as an indirect influence through the mediation of loyalty programs. The findings confirm that the integration of gamification elements-such as challenges, point systems, and leaderboards-in loyalty programs can generate intrinsic motivation that strengthens consumers' emotional engagement. Meanwhile, a relationship marketing approach based on trust and personalization encourages long-term commitment. This research extends the application of the Commitment-Trust and Self-Determination theories in the digital-native context, and makes a conceptual contribution to the strategic design of experiential loyalty programs for culinary MSMEs targeting Gen Z consumers. The practical implication is that business owners need to build a loyalty ecosystem that is not only functional, but also fun and emotionally meaningful.

Facebook is a social activity platform that can be done in cyberspace (unreal), allowing for reciprocal interaction between users, one of which is conducting online buying and selling transactions. Privacy violations on social media can occur in various forms such as the spread of personal information without permission, identity theft, online fraud and many more. These cases not only harm individuals but can also have an impact on the reputation and public trust in social media platforms. This study is an empirical legal research study with a qualitative approach. Data collection techniques were obtained from interviews and documentary studies. The research analysis used descriptive qualitative analysis. The results of the study showed that repressive efforts are law enforcement efforts carried out by the NTT Regional Police in dealing with cases of consumer privacy violations carried out by fake accounts on Facebook social media. The obstacles experienced by the NTT Regional Police in dealing with cases of consumer privacy violations carried out by fake accounts on Facebook social media include: Legal aspects, Law enforcement aspects, Facilities and Facilities aspects, Community aspects, and Cultural aspects.

This research discusses consumer rights in the case of Pertamax adulteration by PT Pertamina Patra Niaga, which involved mixing fuel with substances of lower quality than promised. This case not only economically harms consumers but also endangers user safety and undermines public trust in the products sold by the state-owned company. The research methodology employed is normative legal research with a descriptive-analytical approach, examining the legal aspects related to consumer rights violations and the effectiveness of the implementation of the Consumer Protection Law in resolving disputes. The findings indicate that weak supervision and law enforcement allowed the adulteration practices to occur. Therefore, this research suggests the need for improved oversight by the government and BPH Migas, stricter law enforcement, and consumer education to protect their rights. It is hoped that this research will contribute to the development of consumer protection in Indonesia.

This study uses a qualitative method to analyze the optimization of digital branding strategies in enhancing the competitiveness of Islamic banks in the digital economy era. Changes in consumer behavior, advancements in information technology, and increasing competition in the banking sector are the main factors driving the importance of digital branding as a modern marketing strategy. Islamic banks are required not only to comply with Sharia principles but also to adapt to digital transformation dynamics to maintain their relevance. This study explores various elements of digital branding such as digital visual identity, social media interaction, and brand narratives based on Islamic values that help shape positive consumer perceptions. The findings reveal that Islamic banks that consistently implement digital branding strategies are more likely to build customer loyalty, increase brand awareness, and create strong differentiation from conventional competitors. These findings affirm that digital branding is not merely a promotional tool but a strategic instrument in building public trust and brand image in the rapidly evolving digital transformation era.    

In recent years, the beauty industry has gained significant traction and become deeply embedded in public awareness, especially regarding skincare routines involving cosmetic products. Among the notable local cosmetic brands in Indonesia is Emina, which stands out for its youthful concept and lightweight formulations—ideal for entry-level users. This study seeks to explore the mediating role of trust in the relationship between customer experience and repurchase intention for Emina’s products in Denpasar City. Utilizing a non-probability sampling technique, specifically purposive sampling, data were obtained through surveys distributed to 120 qualified respondents. The analysis was conducted using path analysis, complemented by the Sobel test and the Variance Accounted For (VAF) approach. Findings reveal that customer experience significantly and positively affects both trust and repurchase intention. Moreover, trust itself has a significant positive impact on repurchase intention and acts as a mediating variable between customer experience and repurchase intention. Theoretically, this research reinforces prior findings in the field, while practically, it offers strategic insights for Emina’s management to improve consumer experiences and foster trust—ultimately boosting repeat purchase behavior.

This research explores the impact of consumer satisfaction on brand building within the rural health industry in Sichuan, focusing specifically on the elderly population in the context of the silver economy. It identifies key factors influencing consumer satisfaction, including quality of service, customer support, and community engagement. The study highlights how high-quality healthcare tailored to the needs of older adults fosters trust and loyalty, while adequate customer support enhances the overall experience by addressing specific concerns. Furthermore, community engagement creates a sense of belonging, increasing health service satisfaction. The findings suggest that healthcare providers can strengthen their brand by prioritizing these elements, leading to better health outcomes and increased consumer loyalty among 375 local Sichuan senior citizens