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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.

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.

Local fashion brands in Indonesia are increasingly favored by consumers due to their affordable prices and competitive quality compared to imported products. A key strategy for gaining market share is digital marketing, especially through TikTok. This study analyzes the sales growth strategy of Arkline, a local fashion brand that successfully utilizes TikTok for marketing. Using a descriptive qualitative approach, data were collected from official digital sources. The findings reveal that TikTok is highly effective in reaching Gen Z, who prefer visual and interactive content. Arkline's strategies include creating trend-based videos, engaging with audiences via TikTok Live, and collaborating with popular influencers. These efforts enhance brand awareness, strengthen audience engagement, and drive purchase decisions. The TikTok Shop feature also facilitates in-app purchases, leading to higher sales conversions. Overall, TikTok proves to be a powerful marketing tool for Arkline in building closer relationships with consumers, expanding market reach, and boosting competitiveness. With adaptive strategies aligned with digital trends, local brands can fully leverage TikTok’s potential in the evolving fashion industry.

The purpose of this study is to determine and analyze the influence of store atmosphere, service quality, and product variety on purchasing decisions at Yaw Yaw Restaurant, Surabaya. This study adopted a quantitative method involving 96 respondents, who were consumers of Yaw Yaw Restaurant in Surabaya and its surroundings. Sampling was carried out using a non-probability sampling technique with a convenience sampling method, where the selected respondents had at least made a purchase once. The collected data was then processed using SPSS software version 25. The results of the analysis showed that store atmosphere has a positive influence on consumer purchasing decisions at Yaw Yaw Restaurant, Surabaya. Likewise, service quality and product variety also positively influence consumer purchasing decisions at Yaw Yaw Restaurant, Surabaya. In this study, the most influential variable is service quality, therefore it is necessary to maintain excellent service quality in a restaurant. High-quality service is directly correlated with increased purchasing decisions based on consumer purchasing experiences. In this study, there is also a variable that has the lowest influence, namely the product variety variable. Yaw Yaw Restaurant, Surabaya needs to review its product variety strategy, ensure that the existing variations are truly relevant and provide added value, while still prioritizing improving the atmosphere and service.

At this time the coffee shop business is growing in various cities, the phenomenon of the mushrooming of cafes in Indonesia has become a common sight in various big cities to small cities, one of which is the city of Sidoarjo. Coffee shops not only function as a place to enjoy coffee drinks, but also become a social space for young people, especially generation Z. As in the city of Sidoarjo as one of the cities with quite rapid cafe growth, cafes that are always crowded with visitors because of the live music that is the hallmark of the cafe. In supporting this research, the method used is a quantitative approach method, with data collection techniques in this study being questionnaires. the results of the study showed that the live music variable had a significant effect on purchasing decisions, the store atmosphere variable had a significant effect on purchasing decisions, and also the social media marketing variable had a significant effect on purchasing decisions, in this case merci cafe must continue to pay attention to the needs of gen z by always maintaining live music facilities, and paying more attention to the cafe atmosphere to marketing on social media.

This study aims to analyze the influence of Brand Preference (X1), Brand Awareness (X2), and Product Variety (X3) on Purchase Decision (Y) at Marugame Udon in Tunjungan Plaza Surabaya. As a Japanese fast-food restaurant, Marugame Udon faces intense competition in the culinary industry, making it essential to understand the factors that influence consumer behavior. This research employs a quantitative descriptive approach, with data collected through an online questionnaire distributed to 100 respondents who are customers of Marugame Udon. The results show that all three independent variables significantly affect purchase decisions, both partially and simultaneously. Brand preference is identified as the most dominant factor influencing consumers, followed by brand awareness, which enhances brand recognition, and product variety, which offers menu flexibility and increases consumer satisfaction. This study recommends that Marugame Udon's management continue to strengthen brand image, improve promotional efforts, and maintain product innovation to enhance customer loyalty and purchase decisions.

In today’s digital era, social media platforms like TikTok are not only used for entertainment but have also become popular shopping platforms, especially among teenagers. One product that has gained significant attention is Glad2Glow, which utilizes TikTok Shop to market its products. The marketing strategies employed include viral marketing, online customer reviews, and the stimulation of spontaneous purchases (impulse buying).This study aims to determine whether these three variables have a significant influence on the purchasing decisions of teenagers in Surabaya regarding Glad2Glow products on TikTok Shop. A quantitative approach was used, with questionnaires distributed to teenagers in Surabaya as respondents. The data analysis technique applied was multiple linear regression to test the influence of each independent variable on purchasing decisions as the dependent variable. The results show that viral marketing, online customer reviews, and impulse buying all have a significant impact on purchasing decisions. This indicates that digital marketing strategies that are engaging, informative, and capable of triggering spontaneous purchases can enhance teenagers’ purchasing decisions on platforms like TikTok Shop.

The research was conducted to examine the influence of the marketing mix (product, price, place, and promotion) on consumers' purchase intention of the iPhone 15 Pro Max in Palembang City. The research employed a quantitative approach with purposive sampling involving 200 respondents. Data were collected through questionnaires and analyzed using multiple linear regression. The results show that all four elements of the marketing mix have a significant effect on purchase intention, both simultaneously and partially. Product and promotion emerged as the dominant factors influencing consumer decisions. This study provides important implications for Apple’s marketing strategies and for local business actors in the premium technology industry.

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.

This research is titled The Influence of Brand Image, Brand Trust and Product Quality on the Purchase Decision of NITA Sanjai Crackers in Bukittinggi. The purpose of this study is to determine the influence of brand image, brand trust and product quality on purchasing decisions in NITA sanjai crackers in Bukittinggi. The sample taken was 60 respondents using Ferdinand's formula. The data analysis methods used by the author in this study are validity test, reliability test, classical test, normality test, heterokesdaticity test, mulicolineity test, correlation analysis, multiple regression analysis, partial test, simultaneous test and determination test. The research conducted by the author is a research with a quantitative method. From the analysis that has been carried out, the author finds that there is a positive and insignificant influence between brand image variables on purchase decision variables. There is a positive and significant influence between the brand trust variable on purchase decisions. There is a positive and significant influence between product quality variables on purchasing decisions. There is a positive and significant influence between brand image, brand trust and product quality variables on purchase decisions.

This research was explanatory research with quantitative research. The variables were Brand Image (X1), Lifestyle (X2) and Purchase Decision (Y). The population in this research were the consumers who made direct purchases at Azura Coffee Malang. The Data collection was done throught observation and questionnaires to 80 respondents with the purposive sampling method. The data analysis of this research used descriptive analysis, validity test, reliability test, classical assumption test, and hypothesis test. The results of multiple linear regression analysis showed the equation Y = 4,758 + 0,261X1 + 0,547X2 + e with a coefficient of determination of 0,652. This showed that there was a significant effect of variables X1 and X2 on variable Y of 65,2%, while the remaining 34,8% was influenced by other variables not examined in this research. The results of the partial test of the Brand Image variable obtained was t count 2,146 > t table 1,66488 and Lifestyle variable was t count 5,620 > t ttable 1.66488 while the results of the simultaneous test F count was 75,119 > F table 3.12. Based on the research results, it can be concluded that Brand Image and Lifestyle variables partially or simultaneously have a positive and significant on the purchasing decisions at Azura Coffee Malang. It is suggested that Azura Coffee Malang will retain its current brand image in order that the brand image meets what the consumers want. Azura coffee is also recommended to keep café’s comfort so that it can consumer purchase decisions.

The thrift fashion trend is a phenomenon of buying used clothes that are still wearable, either through physical stores, bazaars, or online platforms that are now popular among young people, especially Gen Z. This study uses a quantitative research method with a descriptive research type that aims to analyze the influence of brand preferences, lifestyle, and prices and the interaction of the three on purchasing decisions on the thrift fashion trend among generation Z at UNTAG Surabaya. The population in this study were Generation Z students of the University of 17 August 1945 Surabaya who had made purchases and followed the thrift fashion trend with a slovin sample formula of 100 respondents and determined using a non-probability sampling technique. The data processing technique in this study used SPSS. Data was collected through an e-questionnaire via a google form that included the variables Brand Preference, Lifestyle, Price and Purchase Decision. Based on the results of the partial t-test, it was proven that the Brand Preference variable (X1), Lifestyle (X2), Price variable (X3) had a significant effect on purchasing decisions on the thrift fashion trend among Gen Z at UNTAG Surabaya. Meanwhile, the F test simultaneously shows that Brand Preference (X1), Lifestyle (X2), and Price (X3) simultaneously influence purchasing decisions (Y) on thrift fashion trends among Gen Z at UNTAG Surabaya.

This research is useful for examining the impact of price and promotion on purchasing decisions for the Lazada e-commerce platform in the city of Surakarta. This type of research is associative with a sample of 100 individuals who have made purchases on Lazada. This research used purposive sampling techniques and primary data types, and collected data through questionnaires. Data analysis was carried out using a qualitative approach and used Multiple Linear Regression Analysis techniques, F Hypothesis Testing and t Hypothesis Testing, as well as the Coefficient of Determination. The research results show that: 1) There is an impact of price and promotions on purchasing decisions at Lazada for the city of Surakarta 2) There is an influence of price on purchasing decisions at Lazada for the city of Surakarta 3) There is an impact of promotions on purchasing decisions at Lazada for the city of Surakarta

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 strengthening of the digital ecosystem has changed the way people make purchasing decisions. This study aims to analyze consumer purchasing decisions in live shopping on the TikTok platform for fashion products. The study was conducted using a descriptive qualitative approach. The research data was sourced from digital searches and observations. The results of the study indicate that consumer purchasing decisions in live shopping on TikTok are influenced by several key factors, namely seller credibility, promotional systems, interactivity, transaction ease, and social influence. These factors interact with one another and shape a satisfying shopping experience for consumers, thereby encouraging them to make purchases. By understanding these factors, businesses can design more effective marketing strategies to maximize sales through the TikTok platform.

The development of digital technology has brought major changes in various aspects of human life, especially in the fields of education and the world of work. In this modern era, laptops have become one of the essential devices, especially for students who also work. Laptops are not only used to complete academic assignments, but also to support professional work and daily social activities. One of the most popular laptop brands is the Apple MacBook, which is known for its elegant design, high performance, long battery life, and excellence in integration between devices through the Apple ecosystem. In the environment of the University of 17 August 1945 Surabaya, MacBooks are increasingly popular among working students because they are considered devices that support high productivity and are valuable long-term investments. This study aims to analyze the influence of lifestyle and reference groups on the decision to purchase Apple laptops (Macbook) among working students. The research method used is a quantitative approach by distributing questionnaires online via Google Form. The sampling technique applied is convenience sampling, with a total of 90 respondents who are active students who also work. Data were analyzed using multiple linear regression. The results of the study indicate that simultaneously Lifestyle and Reference Groups have a positive and significant effect on the Purchase Decision of Apple laptops (Macbook) among students working at the University of 17 August 1945 Surabaya. This finding provides important insights for manufacturers, marketers, and academics in designing more targeted marketing strategies, while also helping students in making rational and appropriate purchasing decisions.  

This study aims to analyze the effect of brand awareness on purchasing decisions for Safi White Natural products among female Communication Science students of Universitas Muhammadiyah Jakarta, batch 2021-2022. This study uses a survey method to collect data from respondents. The population in this study were all female Communication Science students of UMJ, batch 2021-2022, with a sample of 77 respondents taken using simple random sampling techniques and calculated using the Slovin formula. The results showed that the level of brand awareness of Safi White Natural was in the high category, with an average value of 3.52 on the Likert scale. Respondents stated that they recognized Safi products through various media, including social media, television advertisements, and personal usage experiences. In addition, purchasing decisions showed good results, with an average value of 3.50, where the majority of respondents considered Safi products to be in accordance with their skincare needs. Simple linear regression analysis showed that brand awareness had a significant influence on purchasing decisions, with a correlation coefficient value (

The purpose of this study was to analyze the influence of service quality, price, promotion and consumer purchasing decisions. The population in this study were all consumers at PT. Citilink Semarang Branch in 2024, totaling 58,249 people, while the sample taken using the Slovin formula resulted in 100 people. Sampling using accidental sampling. The data analysis method used is multiple regression. The results of the analysis show that hypothesis 1 (H1) that service quality has a positive effect on consumer purchasing decisions is proven. This means that the higher the quality of service, the higher the tendency of consumers to make decisions to purchase airline tickets. Hypothesis 2 (H2) that price has a positive effect on consumer purchasing decisions is proven. This means that the more affordable the price offered, the higher the tendency of consumers to make decisions to purchase airline tickets. Hypothesis 3 (H3) that promotion has a positive effect on consumer purchasing decisions is proven. This means that the more intense the promotion from the company, the higher the tendency of consumers to make decisions to purchase airline tickets.

When making a decision to purchase a motorcycle, it is necessary to consider several criteria. These include price, environmental impact, fuel consumption, design and technology, performance and power, availability of spare parts, after-sales service, warranty on spare parts and distance to the nearest service centre. This research aims to help consumers make informed decisions when buying motorbikes by using the Multi-Objective Optimisation by Ratio Analysis (MOORA) method. The MOORA method was selected because it can handle many criteria efficiently and simply, and produce very objective decisions. Nine criteria were used with four alternatives: motor A, motor B, motor C and motor D. The MOORA calculation results ranked motor C as the highest with a value of 1.90, motor B as the second highest with a value of 1.77, motor A as the third highest with a value of 1.25 and motor D as the fourth highest with a value of 1.20. This research proves that the MOORA method can effectively and accurately provide recommendations for making decisions about purchasing motorbikes with many criteria.