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Anggita Nuringtyas; Siti Arifa Rosa; Encang Saepudin; FX. Ari Agung Prastowo

Ekspresi : Publikasi Kegiatan Pengabdian Indonesia 2026 Asosiasi Seni Desain dan Komunikasi Visual Indonesia

A scriptwriter is the individual responsible for organizing and designing the storyline as the foundation for the documentary video production process. In the production of the documentary video “Bisakah Aku Kembali?”, the scriptwriter plays a crucial role in processing facts and research data into a structured narrative, thereby delivering messages informatively while building emotional resonance with the audience. The purpose of this report is to explain the narrative script planning process and describe the application of the three-act structure as the primary approach in building the storyline. The writing method used is descriptive through the stages of research, observation, and interviews, processing field facts into a structured narrative. Synthesis of the work was carried out by applying the three-act structure, consisting of Act I (setup) to introduce the issue and context of rehabilitation, Act II (confrontation) to develop conflict through medical realities and animal behavior during rehabilitation, and Act III (resolution) to present the conclusion and reflection on the relationship between humans and nature. In conclusion, documentary script planning using a narrative approach and a three-act structure is capable of producing a coherent, informative, and reflective storyline in conveying conservation messages regarding the rehabilitation of the Javan Slow Loris as a protected species.

Komariya Komariya; Maizar Maizar; Nurmayunita Nurmayunita

Jurnal Manajemen Riset Inovasi 2026 Pusat Riset dan Inovasi Nasional

This study aims to determine the effect of product availability, communication effectiveness, and promotional strategy on sales volume at PT.Distribusindo Cemerlang Jaya, a cosmetic and skincare distribution company in Batam city. The background of this research is based on pre-survey result indicating suboptimal sales volume along with operational challenges including stock shortages, communicatiob gaps, and limited promotional activities.ths research employs a quantitative method. The population consist of all comsumers, with a sample of 43 respondent selected using a saturated sampling technique. Data were collected through questionnaires using a likert scale and analyzed using validity and reliability test, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²) with SPSS. Result show that partially, product availability does not significantly affect sales volume (sig. 0,313 > 0,05), and communication effectiveness also does not significantly affect sales volume (sig. 0,898 > 0,05). However, promotional strategy has a positive and significant effect  on sales volume (sig, 0,000 < 0,05). Simultaneously, all three variables significantly affect sales volume (F = 212.642, sig. 0,000 < 0,05). The coefficient of determination (R²) is 0,942 indicating that 94,2% of the variation in sales volume is explained by the three independent variables. Promotional strategy is the most dominant factor influencing sales volume is explained by the three independent variables. Promotional strategy is the most dominant factor influencing sales volume at PT.Distribusindo Cemerlang Jaya.  

Purwanty Elizabeth Lawalata; Ria Efkelin; Yurita Mailintina

Journal of Educational Innovation and Public Health 2026 Pusat Riset dan Inovasi Nasional

Services in the health sector are a form of public service that must be implemented properly by the government. In the context of health services, the importance of effective and efficient implementation cannot be ignored because this has a direct impact on people's quality of life. In order for health services to achieve their goals, various requirements must be met, including the availability of adequate facilities and infrastructure, a harmonious relationship between patients and service providers, easy accessibility, and high quality. The aim of this research is to determine the description of the service quality of administrative staff. at the Kelapa Gading Community Health Center. The method used is descriptive with a quantitative approach which produces univariate results. This research was conducted at the Kelapa Gading Community Health Center with a total of 150 respondents. The variables in this research are Service Procedures, Completion Time, Service Costs, Service Products, Facilities and Infrastructure, Accreditation of Service Officers. The population in this study were all 1.216 outpatients with a sample of 150 respondents.

Larra Vebiola; Muhammad Haldy

Jurnal Riset Rumpun Ilmu Ekonomi 2026 Lembaga Pengembangan Kinerja Dosen

This study aims to comprehensively examine the role of brand image, trust, and promotional intensity in shaping purchasing decisions for Maybelline two-way cake cosmetic products in Batam City. The implemented research design adopted a descriptive quantitative approach involving 204 participants who had actual experience in purchasing the product in question. Respondents were determined through purposive sampling technique based on Jacob Cohen's calculations to ensure empirical representativeness of the research sample. Primary data were collected through the distribution of structured questionnaire instruments, then processed and analyzed using hierarchical statistical stages that included testing the validity and reliability of the instrument, verification of classical assumptions, multiple linear regression modeling, and hypothesis testing through partial (t) and simultaneous (F) tests. Empirical findings indicate that brand image contributes 23.9% to purchasing decisions, trust influences 39.1%, while promotion contributes the most dominant influence at 14.7%. The coefficient of determination (R²) value of 82.9% indicates that the three independent variables are simultaneously able to explain variations in consumer purchasing decisions in a substantial proportion. The results of both partial and simultaneous tests confirm a positive and significant influence between brand image, trust, and promotion on purchasing decisions for Maybelline cosmetics in Batam.

Embun Larasati Kuncoro; Naswa Salsabila; Margaret Rianti Martalina; Renata Amalia Azizah; Zefanya Yoga Permana Purba

Journal of Educational Innovation and Public Health 2026 Pusat Riset dan Inovasi Nasional

Sweet orange peel (Citrus x aurantium L.) is an agricultural by-product rich in bioactive compounds including flavonoids, phenolics, terpenoids, and vitamin C with antioxidant and moisturizing potential. This study aimed to formulate and evaluate a body lotion using 15% ethanol extract of sweet orange peel obtained by maceration with 96% ethanol. Evaluations included organoleptic, homogeneity, pH, adhesion, spreadability, viscosity, irritation, cycling test, cream type, and DPPH antioxidant activity assessments. The preparation was semisolid, yellow, with a characteristic herbal aroma, homogeneous, pH 8, adhesion time of 4.10 seconds, spreadability of 9.9–11.1 cm, and acceptable viscosity. The preparation caused no skin irritation, remained stable through six cycling test cycles, and formed an oil-in-water (O/W) emulsion. Antioxidant activity showed an IC₅₀ of 284.6 ppm (weak category) compared to vitamin C as positive control (IC₅₀ 4.2 ppm). It was concluded that ethanol extract of sweet orange peel can be formulated into a stable and safe body lotion, though further optimization is needed to enhance its antioxidant activity.

Bambang Triono; Didit Darmawan

JURNAL ILMIAH TEKNIK INDUSTRI DAN INOVASI 2026 CV. ALIM'SPUBLISHING

This systematic literature study conducts a comparative analysis of Reliability-Centered Maintenance (RCM) and Total Productive Maintenance (TPM) in manufacturing, and proposes an integrated hybrid model. The research concludes that RCM and TPM are fundamentally distinct methodologies: RCM excels in risk-based, analytical management of complex, high-criticality assets, while TPM is superior for achieving broad-based productivity gains and cultural empowerment through total employee involvement. The effectiveness of each approach is contingent upon factors such as asset characteristics, organizational culture, data availability, and level of automation. To leverage their complementary strengths, the study proposes the Synergistic RCM-TPM Hybrid Model (SRTHM). This framework advocates for a sequential implementation where TPM establishes the foundational operational stability, discipline, and data culture, upon which selective RCM analysis is applied to critical assets for precision risk management. The model incorporates explicit feedback mechanisms to create a continuous organizational learning cycle. The study provides a contingency framework for methodology selection and a practical roadmap for integration, offering theoretical and practical guidance for building more resilient and context-appropriate maintenance systems in modern manufacturing.

Zilfa, Zilfa; Safni, Safni; Benny Damas Putra

Jurnal Kesehatan dan Kedokteran 2026 Lembaga Pengembangan Kinerja Dosen

Chili (Capsicum annuum L) ) is one of the most important horticultural commodities widely consumed in Indonesia and has high economic value. To maintain productivity and prevent pest attacks, farmers commonly apply chemical pesticides intensively. However, excessive and improper pesticide application can leave harmful residues on the surface and within the tissues of chili fruits. The accumulation of these residues not only poses health risks to consumers but also contributes to environmental pollution, particularly in wastewater generated from chili washing activities. This study aims to reduce pesticide residues of Cherizeb and Emacel in chili washing water using the photolysis methodassisted by a ZnO/zeolite catalyst. Zinc oxide (ZnO) acts as a photocatalyst activated by ultraviolet (UV) light to produce reactive hydroxyl radicals (•OH) capable of decomposing complex organic compounds into simpler compounds such as CO₂ and H₂O. Meanwhile, zeolite is used as a catalyst support due to its large surface area and high adsorption capacity, allowing adsorption and photocatalytic processes to occur simultaneously. The results showed that the photolysis method using the ZnO/zeolite catalyst significantly reduced pesticide residues, with optimum degradation efficiencies of 85.66% for Cherizeb using 0.8 g ZnO/zeolite under UV irradiation for 60 minutes, and 83.97% for Emacel using 0.8 g ZnO/zeolite under UV irradiation for 75 minutes. The samples were characterized using Fourier Transform Infrared Spectroscopy (FTIR) to identify functional groups, indicating the disappearance of specific organic functional groups. Pesticide residues on chili samples were analyzed using UV-Vis spectrophotometry to determine concentrations before and after treatment. X-Ray Diffraction (XRD) analysis confirmed that the crystalline structure of the catalyst remained stable after the photolysis process. Based on these findings, the ZnO/zeolite catalyst is proven to be effective in reducing pesticide residues through photocatalytic degradation and has the potential to be applied as a safe, efficient, and environmentally friendly post-harvest technology to improve the quality of agricultural products.

Moch. Wildani Dwi Sulaiman; Nur Khasanah; Faidhiyatul Muna Iza; Mu’alimin Mu’alimin

Jurnal Bisnis Inovatif dan Digital 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Work motivation, job satisfaction, and employee performance are key aspects of management psychology that continue to evolve as organizational productivity demands increase. In an era of global competition, organizations are required to manage human resources effectively by enhancing work motivation and job satisfaction to achieve optimal performance. This study aims to examine the relationship between work motivation and employee performance, as well as to analyze the role of job satisfaction as a mediating variable in that relationship. The method used is a literature review with a qualitative approach. Data were collected through the Google Scholar and Publish or Perish databases using keywords related to work motivation, job satisfaction, and employee performance from a management psychology perspective. From 25 articles found between 2022 and 2026, 5 of the most relevant articles were selected for further analysis.The results of the study indicate that work motivation has a significant influence on employee performance, both directly and indirectly through job satisfaction as a mediating variable. Additionally, there is a growing trend toward the integration of management psychology approaches in efforts to enhance employee performance. Thus, it can be concluded that the simultaneous management of motivation and job satisfaction is a key factor in achieving optimal performance. Further research is recommended to develop a more comprehensive and integrative model.

Jackson, Jackson; Inda Sukati

Jurnal Riset Rumpun Ilmu Ekonomi 2026 Lembaga Pengembangan Kinerja Dosen

This study aims to analyze the influence of influencer marketing, brand image, and e-WOM on purchasing decisions on the Shopee marketplace. A quantitative descriptive approach was used, involving 204 Shopee consumers who had previously purchased specific products. They were selected using purposive sampling based on Jacob Cohen's calculation guidelines to ensure the sample accurately represented the population. Data were collected through a questionnaire, which was then analyzed using validity and reliability tests, classical assumption evaluation, multiple linear regression, and hypothesis testing using t-tests and F-tests. The regression analysis showed that influencer marketing had a 34.8% influence on purchasing decisions, brand image contributed 32.7%, and e-WOM had an influence of 20.0%. Furthermore, the coefficient of determination (R²) showed that these three variables together explained 86.9% of the variation in consumer purchasing decisions. The t- and F-tests confirmed that each variable had a significant and positive influence, both partially and simultaneously, on purchasing decisions on the Shopee marketplace.

Darmawan, Didit; Mufidah, Indah

Jurnal Riset Rumpun Ilmu Ekonomi 2026 Lembaga Pengembangan Kinerja Dosen

This literature study aims to analyze the strategies of local cosmetic brands in providing product variants for different skin types, setting affordable prices for the teenage segment, and minimizing side effect risks to increase purchase intention among beginner users. The method used is qualitative library research with a thematic synthesis approach following systematic literature review procedures. The results indicate that complete product variants enable beginner users to find products suitable for their skin conditions, reducing confusion and increasing confidence. Affordable prices are crucial for the teenage segment with limited budgets, allowing them to try products without excessive financial burden. Minimizing side effect risks through safe formulations, dermatological testing, ingredient transparency, and usage education builds a sense of security essential for beginner users. These three strategies are interconnected and collectively create a foundation of trust that drives purchase intention. Beginner users who feel their needs are understood, products are affordable, and risks are minimal will be more motivated to purchase and have the potential to become long-term loyal customers. This study contributes theoretically to enriching cosmetic marketing literature with a teenage and beginner user segmentation perspective and practically provides foundations for local brands in designing products, pricing strategies, and safety communications targeting this segment.

Amanda Bella Shakira; Yandra Rivaldo; Rosita Septiani

Jurnal Manajemen Riset Inovasi 2026 Pusat Riset dan Inovasi Nasional

The purpose of this study is to examine how online promotion, product innovation, and brand image affect product competitiveness in Batam City's flower bucket equipment industry (CV Acmeteam). This study employs a quantitative methodology, gathering information from 100 respondents via questionnaires using Simple Random Sampling with Slovin formula from a population of 135 active customers. Data were analyzed through validity tests, reliability tests (Cronbach's Alpha = 0.750), classical assumption tests (normality, multicollinearity, heteroscedasticity), multiple linear regression, partial t-test, simultaneous F-test, and coefficient of determination (R²). Results show that all questionnaire items are valid and reliable. The normality test (Asymp. Sig. = 0.866 > 0.05) indicates normally distributed data, and no multicollinearity (VIF < 10) or heteroscedasticity (Sig. > 0.05) was detected. Regression analysis reveals that online promotion (β = 0.521, Sig. = 0.041), product innovation (β = 0.668, Sig. = 0.033), and brand image (β = 0.458, Sig. = 0.049) each significantly influence product competitiveness. Simultaneously, all three variables are significant (F = 9.876, Sig. = 0.000) and explain 44.9% (R² = 0.449) of product competitiveness variance. Product innovation is the strongest predictor. This study concludes that strong brand image, continuous product innovation, and effective digital marketing are essential pillars for enhancing product competitiveness. Business actors must optimize these three elements to compete effectively in an increasingly open creative industry market.

Utami, Dwi; Ambarwati Akib; Sri Utami

JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE) 2026 CV. ALIM'SPUBLISHING

This study aims to analyze the effect of production costs and sales volume on profit with firm size as a moderating variable in food and beverage sector companies listed on the Indonesia Stock Exchange (IDX) during the 2020–2024 period. This study used a quantitative approach with an associative research design. The data used were secondary data obtained from annual financial statements of food and beverage companies listed on the IDX. The sampling technique used purposive sampling and obtained 110 observations. The analysis method employed was Moderated Regression Analysis (MRA) using IBM SPSS Statistics. The results of the study indicate that production costs do not have a significant effect on company profit. Meanwhile, sales volume has a positive and significant effect on profit. Firm size has a negative and significant effect on profit. Furthermore, firm size is unable to moderate the relationship between production costs and profit as well as the relationship between sales volume and profit. The coefficient of determination test shows that the independent and moderating variables are able to explain 56.8% of the variation in company profit, while the remaining 43.2% is explained by other variables outside the research model. This study implies that companies need to focus more on increasing sales volume and improving operational efficiency to enhance profitability.

Suhita Tri Oklaini; Waytherlis Apriani; Dewi Aprilia Ningsih I; Rifda Neni; Hanifa Hanifa

JURNAL PENGABDIAN MASYARAKAT AKADEMISI (JPMA), 2026 CV. ALIM'SPUBLISHING

The low coverage of exclusive breastfeeding is still a public health challenge because it has a direct impact on infant health. Factors that cause low coverage of breastfeeding include problems in the breastfeeding process, economic conditions, environmental support, and socio-cultural aspects. Milk production is influenced by the hormone prolactin, while milk production is influenced by the hormone oxytocin. One of the interventions that has been proven to help with breast milk production is oxytocin massage. Based on this, this community service activity was carried out as an effort to increase breast milk production in breastfeeding mothers. The method of the activity is in the form of health counseling to pregnant women in the third trimester with educational media in the form of presentation materials. The activity was complemented by discussions, questions and answers, and demonstrations of the right oxytocin massage techniques to strengthen participants' understanding. The implementation of the activity went well and received enthusiasm from the participants. The results of the activity showed an increase in pregnant women's knowledge about the importance of exclusive breastfeeding and skills in performing oxytocin massage. Thus, this activity is expected to support the increase in exclusive breastfeeding coverage through the empowerment of pregnant and lactating women, as well as a promotive-preventive strategy in maintaining the health of babies in a sustainable manner.

Nabiilah Nuur’ainii; Annis Catur Adi

Jurnal Ilmu Kesehatan dan Gizi 2026 Pusat Riset dan Inovasi Nasional

Calcium deficiency among Indonesian adolescents remains a nutritional concern that necessitates the development of food products utilizing alternative calcium sources. Eggshell powder has potential as a calcium fortification ingredient due to its high calcium content and abundance as food waste. This study aimed to analyze the effect of eggshell powder substitution on the organoleptic characteristics and acceptability of oatmeal cookies among adolescents aged 10–15 years. This experimental study used a Completely Randomized Design with four substitution levels: 0% (F0), 5% (F1), 6% (F2), and 7% (F3). Organoleptic quality testing was conducted by three trained panelists, while hedonic testing was performed by 30 adolescent panelists on selected formulas (F0, F2, F3), analyzed using the Friedman test (α = 0.05). Organoleptic quality results showed that F2 and F3 had characteristics closest to the control, while F1 showed higher negative attribute intensity in taste and texture parameters. Hedonic test results showed no significant differences between formulas across all parameters (p > 0.05), with mean scores ranging from 3.87 to 4.63 out of a scale of 5 (very much liked). Formula F3 is recommended as the best formula as it demonstrated acceptability comparable to the control while containing the highest calcium substitution level.

Vendi Vermanto; Realize, Realize

Jurnal Riset Rumpun Ilmu Ekonomi 2026 Lembaga Pengembangan Kinerja Dosen

This study aims to examine the factors that influence consumer purchasing decisions for Nacific products in Batam City, with an emphasis on the role of digital marketing, E-WOM, and brand image. The research approach used is descriptive quantitative involving 204 respondents who have purchased Nacific products, selected through purposive sampling techniques based on Jacob Cohen's calculations to ensure the adequacy and representativeness of the sample. Data collection was carried out using a structured questionnaire, then analyzed through a series of statistical procedures including validity and reliability tests, classical assumption testing, multiple linear regression analysis, and hypothesis testing using t-tests and F-tests. The findings of the regression analysis revealed that the influence of digital marketing on purchasing decisions was recorded at 21.9%, E-WOM at 27.0%, and brand image at 34.0%. The coefficient of determination value of 0.722 confirms that digital marketing, E-WOM, and brand image simultaneously contribute 72.2% in explaining purchasing decisions. The results of the t-test and F-test indicate that digital marketing, e-WOM, and brand image each have a positive and significant influence on purchasing decisions, both partially and simultaneously.

Jihan Roselina Putriaji; Fena Rofi’atun; Arzety Elmadiasmara Putri; Heryed Aprilia Dungku; Apriyanto F.G.S JIE +2 more

Bumi: Jurnal Hasil Kegiatan Sosialisasi Pengabdian kepada Masyarakat 2026 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

Jamu is a traditional Indonesian herbal drink believed to have health benefits and has been preserved to this day. One type, turmeric and tamarind jamu, is known to effectively alleviate menstrual cramps naturally. The workshop on making turmeric and tamarind jamu at Wahidiyah High School in Kediri City on May 17, 2025, aimed to enhance students' knowledge and skills in preparing jamu hygienically. The activity was attended by 15 students from grades 10 and 11, using methods such as lectures, discussions, leaflets, and hands-on practice. Evaluation results showed an average increase in knowledge scores from 76.4% to 97.9%, particularly in terms of cleanliness and storage. This workshop not only educated students about the benefits of jamu but also fostered cultural awareness and entrepreneurial potential. The turmeric and tamarind herbal medicine education program at SMA Wahidiyah successfully improved students' knowledge and skills in preparing herbal medicine hygienically, with significant improvements in hygiene and storage aspects. In addition, this activity is expected to be the first step in introducing herbal medicine as a natural health product that has the potential to be developed further.

Arini Dwi Rahmadani; Raudhiyah Hasanah Rambe; Fatimah Az Zahra Lubis; Dinda Purnama Sari; Abdurrozzaq Hasibuan

Jurnal ilmu Kesehatan Umum 2026 Asosiasi Riset Ilmu Kesehatan Indonesia

Industrial dust exposure is a hazardous work environment that can potentially cause respiratory problems in workers, particularly in industrial sectors with production activities that generate high levels of dust particles. This study aims to examine the relationship between industrial dust exposure and respiratory problems in workers through a systematic review. The method used was a qualitative descriptive literature study of scientific articles from 2021-2026 obtained through Google Scholar based on inclusion and exclusion criteria, then systematically analyzed. The results of the study indicate that most studies found a significant relationship between dust exposure and respiratory problems, especially in work environments with dust levels exceeding the threshold limit (TLV). Common symptoms include coughing, shortness of breath, phlegm production, and decreased lung function. In addition to dust levels, other factors such as duration of exposure, length of service, smoking habits, and the use of personal protective equipment (PPE) also play a role in increasing the risk. However, several studies showed insignificant results, which are suspected to be influenced by the use of proper PPE and an effective work environment control system. These findings confirm that dust exposure is a significant, multifactorial risk factor, necessitating comprehensive control efforts through a hierarchy of controls, environmental monitoring, and regular health checks to prevent long-term impacts on worker health.

Azmi Maharani; Encang Saepudin; Heru Ryanto Budiana

Realisasi : Ilmu Pendidikan, Seni Rupa dan Desain 2026 Asosiasi Seni Desain dan Komunikasi Visual Indonesia

The number of cases of sexual violence against children in Indonesia remains alarming, particularly among elementary school-aged children. One factor contributing to children's high vulnerability is a lack of understanding of body boundaries and self-protection. Furthermore, education about the body and self-protection is often considered taboo, resulting in inadequate communication with children. This article discusses the application of a positive narrative approach in writing an educational animation script entitled "Aku Jaga Tubuhku" (I Take Care of My Body) as a self-protection literacy medium for children aged 6–9 years. The research used a descriptive method, outlining the script design process through pre-production, production, and post-production stages. The positive narrative approach was implemented through the development of story, dialogue, characters, and conflict that emphasize child empowerment without creating excessive fear. The results indicate that this approach can help children understand the concepts of body boundaries, safe touch, and unsafe touch in a more concrete and emotionally secure manner. The integration of song elements as memory aids also strengthens children's understanding and retention of the message. Thus, writing an animation script based on a positive narrative can be an effective educational communication strategy for conveying self-protection literacy to elementary school-aged children.

Alouisius Freddy Kurnia Sandy; Yugi Setyarko

Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the influence of Relationship Marketing (X1), Service Quality (X2) and Brand Attachment (X3) on Member Loyalty (Y) at the Usaha Sejahtera Credit Cooperative. The sample used was 100 respondents, with the sampling method using non-probability sampling with simple random sampling technique. The initial analysis on the research instrument, by transforming ordinal data to interval data using the Method of Successive Interval (MSI) then the data was further analyzed using SPSS (Statistical Product and Service Solutions) version 31. The data analysis carried out was Validity Test, Reliability Test, Classical Assumption Test (Normality Test, Multicollinearity Test, Heteroscedasticity Test (Glejser Test), Linearity Test, Correlation, Multiple Linear Regression and Coefficient of Determination), Hypothesis Test (t test). The results of the study showed that Relationship Marketing (X1) partially had a significant effect on Member Loyalty (Y). Service Quality (X2) partially had a significant effect on Member Loyalty (Y). Brand Attachment (X3) has a partial and significant influence on Member Loyalty (Y).

Ahmad Farhat; Soelaeman Rasyid

Jurnal Riset Rumpun Ilmu Ekonomi 2026 Lembaga Pengembangan Kinerja Dosen

This study aims to examine the influence of advertising appeal, influencer marketing, and online customer reviews on purchasing decisions in Tokopedia’s e-commerce platform. The research applied a quantitative method using survey questionnaires distributed to 109 Tokopedia users in Jakarta. Data were analyzed using path analysis with SmartPLS. The results indicate that advertising appeal and influencer marketing significantly and positively affect purchasing decisions, while online customer reviews show no significant impact. These findings suggest that Tokopedia consumers, particularly in electronic products, are more influenced by attractive advertising and influencer endorsements than by online reviews. The study is limited by its sample size, geographic scope, and product focus on electronics. Future research is recommended to expand respondents and product categories for broader insights.