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This research aims to examine the impact of celebrity endorser credibility and brand image on consumers' purchasing decisions regarding Glad2Glow skincare products in Bandar Lampung. The intense competition in the beauty industry pushes companies to adopt innovative marketing strategies, such as leveraging trustworthy celebrity endorsers and building a strong brand image. A quantitative approach was used in this study, with data gathered from 160 Glad2Glow skincare users in Bandar Lampung through questionnaires. The data were analyzed using multiple linear regression. The findings reveal that the credibility of celebrity endorsers has a positive and significant influence on purchasing decisions. Similarly, brand image also exerts a positive and significant impact. Together, these factors play a key role in improving consumers' buying decisions. The results underscore the importance of credible endorsements and a solid brand image in gaining consumer trust and driving the purchase of local skincare products in a highly competitive market.

The advancement of the digital era has provided a significant platform for shopping. In this context, factors such as live streaming, content marketing, and customer trust play a crucial role in influencing consumers’ purchasing decisions on TikTok social commerce. This study aims to examine the impact of live streaming, content marketing, and customer trust on the purchasing decisions of Generation Z users of TikTok’s social commerce at the Faculty of Economics and Business, University of Lampung. With the rapid growth of social media-based e- commerce, these factors have become critical in determining consumer purchasing decisions. Data was collected through a questionnaire designed using Google Forms and distributed to 115 respondents using a non-probability sampling method and purposive sampling technique. Data analysis was performed using SPSS version 26. The analytical methods used included multiple linear regression and hypothesis testing through t-tests and F-tests. The results of the study show that all three independent variables, namely live streaming, content marketing, and customer trust, have a positive and significant impact on purchasing decisions. These findings suggest that marketing strategies based on live streaming, engaging content, and efforts to build consumer trust can enhance purchasing decisions in social commerce.

This study aims to analyze the impact of personal data protection on consumer satisfaction in online transactions in the marketplace. Along with increasing attention to privacy, consumers are increasingly demanding better data protection policies from marketplaces. This research uses a qualitative approach with in-depth interview techniques and content analysis of the privacy policies of several marketplaces in Indonesia. The results show that an effective data protection policy has a positive effect on the level of consumer satisfaction. The main influencing factors are policy transparency, consumer awareness, and their experience with personal data management. However, there is still a gap between existing policies and implementation in the field. Marketplaces that successfully manage personal data well can increase loyalty and competitiveness in an increasingly competitive market. The research also highlights the importance of educating consumers about their rights to personal data and the urgency for marketplaces to improve supervision and compliance with existing regulations. Overall, personal data protection not only fulfills legal obligations, but also becomes a differentiation strategy that increases consumer trust and strengthens marketplaces' position in the market.

The abstract of the Guangyuan Forest Health Tourism Industry Development Strategy focuses on enhancing tourist intentions in Sichuan through a multifaceted approach. The strategy emphasizes the importance of targeted marketing that highlights the health benefits of forest tourism, utilizing digital platforms and social media to reach health-conscious travelers effectively. Integrating cultural experiences with natural attractions is crucial, as well as fostering emotional connections and encouraging repeat visits. Sustainability practices are prioritized to build consumer trust and align with environmentally conscious travel trends. The strategy also calls for improving visitor experiences through enhanced infrastructure, immersive activities, and continuous feedback mechanisms to refine offerings. Establishing partnerships with local businesses and cultural organizations further enriches the tourism experience, contributing to the sustainable growth of the forest health tourism sector in Guangyuan and enhancing overall tourist satisfaction based on a sample of 385 Sichuan respondents.

As one of the leading beauty influencers in Indonesia, Tasya Farasya has a big influence on her followers' purchasing decisions. This study discusses the communication strategies used by Tasya Farasya in building consumer trust through beauty product reviews on TikTok. Consumer trust in her reviews is a major factor in the effectiveness of marketing strategies involving her. Therefore, this study aims to understand how Tasya Farasya constructs convincing communication and builds credibility in the eyes of her audience. This study uses a qualitative approach with a phenomenological method. Data were collected through observation of product review content on TikTok and analysis of interactions in the comments column. In addition, interviews with several of her followers were conducted to determine their perceptions of communication style and the level of trust in the reviews given. The results of the study show that the communication strategies used include relaxed and easy-to-understand language, enthusiastic expressions and honesty in providing product reviews, both in the form of recommendations and criticism. In addition, the use of attractive visual elements and active interaction with followers through comments and response videos, Tasya Farasya has succeeded in building trust among her followers.

Nowadays, the development of the world of technology and information has a great influence on our daily lives. This is marked by the increasing number of new products circulating in the market. To be able to win market share of sales, a strategy is needed. One of the strategies carried out by the company is with a marketing mix pattern consisting of products, prices, venues and distribution. The most used product is Nokia Mobile Phones. To determine the analysis of the influence of the free bound variable, multiple regression analysis was used through a computer with the SPSS Release program with a validity and realiginess test The coefficient of determination (R square) was 0.793. But the number of variables is more than two, then an adjudted square of 0.726 is used, meaning that the change Y (buying decision) is determined by a free variable of 72.6%. The correlation coefficient of the overall independent variable (multiple R) is 0.891 or 8.9%, meaning that the relationship between the purchase decision and the independent variable is strong. Based on the analysis, it can be concluded that the influence of the marketing mix on consumer decisions in buying Nokia Mobile phones in South Ende District, Ende Regency can be said to be very influential Thus the expected target for the public to decide to buy products with trusted brands so that consumer satisfaction can be trusted.

The rapid advancement of the internet and social media has led to the emergence of social commerce, which integrates e-commerce with social media platforms. Reviews, as a form of electronic word-of-mouth (e-WOM), have become a key information source relied on by consumers in social commerce. However, the growing presence of buzzers and paid endorsements producing fake reviews has weakened the relevance and trustworthiness of e-WOM, including both online customer reviews and influencer reviews. This study aims to examine the impact of online customer reviews and influencer reviews on the purchase intention of Somethinc products on TikTok’s social commerce platform. The research adopts a quantitative approach with purposive sampling, involving 120 TikTok users in Bandar Lampung as respondents. Data were analyzed using multiple linear regression with SPSS 27 software. The findings reveal that both online customer reviews and influencer reviews significantly and positively influence purchase intention. These results suggest that exposure to online customer and influencer reviews can enhance consumers’ purchase intention toward Somethinc products on TikTok social commerce.

The development of artificial intelligence (AI) has significantly changed the digital advertising landscape. However, consumer trust in the use of AI in digital advertising is a crucial issue to understand. This study aims to analyze the influence of perceived intelligence, transparency, and personalization of AI-based advertising on consumer trust levels. Using a quantitative approach through a survey of 500 respondents who are active social media users in Indonesia, the data were analyzed using Structural Equation Modeling (SEM). The results of the study indicate that perceived intelligence and transparency have a significant positive influence on consumer trust, while personalization has a moderate influence. These findings provide theoretical contributions to the digital marketing literature and provide practical guidance for marketers in designing AI-based advertising strategies that are trusted by consumers.

This study aims to influence customer experience and trust on repurchase intention e-market place and its impact on consumer loyalty: a case study on shopee. The population in this study were all Shopee consumers in Banda Aceh City. The sample collection technique in this study was purposive sampling. So that the number of respondents was 250 people. Data were collected by distributing questionnaires online which were linked to a google form. Data were measured using a Likert scale and analyzed using SEM AMOS. The test results concluded that Customer Experience, Trust, Repurchase Intention, and Shopee Consumer Loyalty on Shopee were running well; Customer experience affects repurchase intention; Trust affects repurchase intention; Customer experience affects consumer loyalty; Trust affects consumer loyalty; Repurchase intention affects consumer loyalty; Repurchase intention partially mediates the effect of customer experience on consumer loyalty; and Repurchase intention partially mediates the effect of trust on consumer loyalty. The results of this test explain that the loyalty increase model for Shopee consumers in Banda Aceh City is a function of increasing consumer repurchase interest, increasing customer experience, and strengthening trust in the Shopee brand

This study aims to examine the influence of influencer marketing in increasing brand awareness and consumer trust among generation Z with a case study of Scarlett Whitening. Using quantitative methods, this study tests the hypothesis through path analysis. The results show that influencer marketing has a significant influence on brand awareness and consumer trust. Influencer credibility, authenticity, and engagement are the main factors in forming positive perceptions of the brand. Scarlett Whitening utilizes this marketing strategy through collaboration with macro and micro influencers, interactive content presentation, and consistency in brand communication. These findings confirm that influencer marketing is an effective promotional strategy in increasing brand awareness and building trust, especially among generation Z who are more active in digital media. Further research is recommended to explore other factors that can influence consumer behavior in the digital era.

Food safety is a fundamental aspect in the culinary industry that plays a direct role in consumer health and business sustainability. However, culinary Micro, Small, and Medium Enterprises (MSMEs) often lack understanding of the importance of food safety standards and good sanitation practices. This community service activity aims to increase the awareness, knowledge, and skills of culinary MSME actors in implementing food safety principles as a whole. The methods used include theoretical and practical training, intensive assistance, and improvements to hygiene supporting facilities and infrastructure. A participatory and comprehensive approach is applied to ensure the active involvement of MSME partners in every stage of activities. This activity has significantly improved partner understanding, with pre-test and post-test scores showing an increase of 35%. As many as 90% of partners are able to demonstrate hygiene practices that meet standards, such as the use of personal protective equipment, raw material management, and sanitation of the work environment. In addition, the consumer satisfaction survey showed that 85% of respondents felt an improvement in the quality of culinary products after business actors implemented food safety principles. These results reflect the success of activities in forming a sustainable hygiene culture among culinary MSME actors. The holistic approach applied has proven to be effective in changing behavior and improving hygiene practices of business actors. This activity not only has an impact on improving product quality and consumer trust, but also strengthens the competitiveness of culinary MSMEs in a market that increasingly demands high quality standards. Thus, this community service makes a real contribution to strengthening the capacity of culinary MSMEs through the implementation of sustainable food safety.

This study aims to analyze the violations of Islamic business ethics, particularly in the aspect of product transparency, committed by PT. Ajinomoto Indonesia. The research utilizes a qualitative descriptive method with a literature review approach. Data is collected from various sources, including academic journals, reports, and documented cases related to PT. Ajinomoto Indonesia’s halal issues and product safety. The findings reveal that PT. Ajinomoto Indonesia violated the principles of Islamic business ethics in 2001 by using pork-derived enzymes in MSG production without clear disclosure, which led to its product being declared non-halal by the Indonesian Ulema Council (MUI). Additionally, the company was accused of using harmful additives such as formalin. These practices conflicted with the halalan thayyiban concept in Islam, which demands both lawful and wholesome consumption. This research emphasizes the importance of applying Islamic ethical principles, especially transparency, in the food industry to maintain consumer trust and comply with religious and safety standards. The findings can be used as a reference for policy recommendations in strengthening halal certification governance and ethical auditing. This study provides a focused ethical analysis of a real-world business case from an Islamic perspective, highlighting the consequences of ethical breaches in a Muslim-majority market.

The halal industry has experienced significant growth, encouraging Micro, Small, and Medium Enterprises (MSMEs) to continuously innovate in order to compete globally. This study aims to examine the strategies of halal product innovation implemented by MSMEs from the perspective of islamic business management, identify the key driving factors behind innovation in the global market, and analyze its influence on Muslim consumers preferences. This research adopts a literature review methode using various scholarly journals and academic sources. The findings show that effective innovation strategies include collaboration between the government and industry, improvement of ptoduct quality and halal certification, digital technology utilization, and marketing approaches aligned with Islamic pronciples. The main drivees of innovation consist of product and process development, technology and digitalization, the high consumption value of halal products among indonesian consumers a, comprehensive legal framework, import substitution policies, and stakeholder synergy. Halal product innovation has proven to positively influence Muslim consumers preferences, particularly in terms of trust, loyalty, and perceived value. This study highlights that Islamic business management, which emphasizes blessing, ethicts, and sustainability, plays a crucial role in strengthening the global competitiveness of halal MSMEs.

Consumer protection is a crucial aspect in the face of rapid economic development and increased industrial competition, including in the bottled water sector. The Aqua product packaging defect case in Semarang in July 2017 is a clear example of weak quality control and the importance of producer accountability. Defects such as bottle caps that can be pried off without breaking the seal create uncertainty over product safety and reduce consumer confidence. Law No. 8/1999 on Consumer Protection provides a strong legal basis for consumers to obtain safe products and claim compensation for losses due to defective products. Manufacturers have an absolute responsibility to ensure product safety through the implementation of strict quality control systems, early detection of physical defects, and digital tracking for product recalls if necessary. In addition, consumer education and optimization of public complaint media are important parts of the consumer protection system. With a comprehensive preventive and corrective approach, risks due to defective products can be minimized, and public trust in the industry can be maintained.

The digital era has transformed marketing strategies, particularly for tech startups targeting Generation Z (Gen Z). This study investigates the influence of guerrilla and viral marketing on Gen Z consumer perceptions and behaviors in the context of tech startups, focusing on a risk-based entrepreneurial marketing approach. A quantitative survey with 212 Gen Z respondents was conducted to analyze the effects of these marketing strategies on consumer engagement, brand perception, and purchasing behavior. The results show that guerrilla and viral marketing significantly enhance consumer engagement and brand perception, but they do not directly influence Gen Z behavior or purchasing decisions. The findings highlight the importance of emotional engagement and brand authenticity in shaping consumer perceptions. This research fills a gap in understanding how resource-constrained tech startups can leverage risk-based marketing strategies to engage Gen Z, providing practical insights for designing effective campaigns. Future studies should explore additional factors like brand trust and values to bridge the gap between engagement and behavior

The competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia often faces obstacles due to limited product packaging that fails to adequately reflect product quality, uniqueness, and brand identity. Packaging is not merely a protective container but also a strategic communication tool that influences consumer perceptions, shapes brand image, and supports market expansion. This community service program was carried out at the Banana Chips MSME “Bu Tini” in Semarang, which previously relied on simple plastic packaging without graphic design, brand logo, or product information. The main objective of this program was to assist the MSME in developing both the design and functional aspects of packaging as a strategic effort to strengthen branding, enhance product value, and improve competitiveness. The methodology applied was community-based and participatory, consisting of field observation, focus group discussions, collaborative design with the business owner, and prototype testing of new packaging. The results demonstrate that the redesigned packaging highlights a stronger visual identity through logos, colors, and slogans, while also ensuring practicality, durability, and compliance with food safety standards. Furthermore, the new packaging improved information clarity regarding composition, expiration date, and producer details, which significantly increased consumer trust in hygiene and quality. From a broader perspective, the activity fostered social transformation by raising awareness among the owner and workers about the importance of branding and professional packaging, developing new skills, and positioning the MSME as a role model for similar businesses in the community. This program implies that packaging development is not solely a visual improvement but a strategic branding instrument that can support MSMEs in achieving sustainability and greater competitiveness in local, regional, and potentially digital markets.

This study was conducted to examine the effectiveness of the use of influencer services by business actors seruit tampah mengan geh in increasing sales of their products. The results of the study found that the use of influencer services can be categorized as effective and efficient, this is evidenced by the increase in product brand awareness, increased consumer trust through honest influencer reviews, targeted audiences and more creative content results that attract the interest of viewers of the content produced.

Business rivalry compels business owners to continuously seek effective strategies to maintain their market position. This challenge is also faced by Rumah Kepiting Sari, which strives to survive amidst competition by leveraging brand trust and price differentiation. This study aims to determine and analyze the influence of brand trust and price on consumer purchasing decisions. The research employs a quantitative approach using a non-probability sampling technique. Data were collected through questionnaires distributed to 100 respondents who had made a purchase decision at Rumah Kepiting Sari. The data were analyzed using multiple linear regression and hypothesis testing. The findings reveal that the brand trust variable has a significant positive effect on purchasing decisions, whereas the price variable does not significantly influence consumer purchasing behavior. However, when considered simultaneously, brand trust and price together have a significant effect on purchasing decisions. The coefficient of determination (R²) obtained in this study is 0.397, indicating that 39.7% of the variance in purchasing decisions can be explained by brand trust and price, while the remaining 60.3% is influenced by other factors not examined in this research. These results suggest that building and maintaining consumer trust in the brand is more impactful in influencing purchasing behavior compared to price considerations. Therefore, it is recommended that Rumah Kepiting Sari continues to enhance brand trust through consistent service quality, product reliability, and strong customer engagement, while also evaluating pricing strategies to remain competitive. Strengthening these aspects will contribute to long-term customer loyalty and sustainability in a competitive business environment.

This study aims to analyze and explore more deeply the concept of electronic word of mouth (eWOM) by examining the role of electronic service quality, with trust as an exogenous variable and electronic satisfaction as a mediating variable. The phenomenon of consumer behavior in the context of e-commerce continues to grow in line with the rapid increase in internet users. In Indonesia, internet users are projected to reach 72.8 million people, making the country the third-largest in internet penetration among ASEAN nations. This surge in internet usage has significantly influenced online shopping behavior, especially among digital-savvy consumers. However, this trend contrasts sharply with the declining performance of offline retail, as shopping centers are witnessing a drop in consumer visits. This decline is largely driven by three major factors: (1) shifting consumer preferences, (2) decreasing employment in physical retail sectors, and (3) a rapid rise in the number of online stores.The research utilizes primary data, collected from respondents who have made online purchases from two major marketplaces in Indonesia—Tokopedia and Lazada. The data were analyzed using the Smart PLS software to test the relationships between the variables. The results indicate that electronic service quality has a positive and significant effect on eWOM when mediated by trust. However, the direct effects of service quality and satisfaction on eWOM were found to be statistically insignificant. The findings suggest that building customer trust through enhanced service quality is a strategic priority for e-commerce platforms aiming to encourage consumers to share positive online recommendations.

This qualitative literature review examines the effectiveness of dual payment structures and return policies in managing presales while addressing consumer time inconsistency. Drawing from diverse studies, it highlights the strategic role of these mechanisms in mitigating the effects of procrastination and post-purchase regret on consumer behavior. By synthesizing findings from behavioral economics, marketing, and operations management, the review reveals how firms can optimize revenue and enhance customer satisfaction through innovative presales strategies. Key insights include the importance of flexible return policies in building consumer trust and the integration of dual payment models to balance firm profitability and customer retention. The study also identifies limitations, such as the contextual variance of findings across industries and cultural settings, emphasizing the need for further empirical validation