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This study aims to determine the influence of digital marketing on online purchase decisions on Jims Honey Brebes products. This study uses a quantitative research method, The population in this study is Jims honey brebes consumers, in this study the number of population is unknown so the researcher used the lemeshow formula to determine the number of samples and obtained a sample number of 96 respondents. This study obtained data from independent variables or X variables (Digital Marketing) and dependent variables or Y variables (Consumer Decisions) are said to be valid and reliable. The data analysis techniques used in this study are the Validity and Reality test, the Classical Assumption test consisting of the Normality, Linearity, and Simple Linear Regression Analysis tests and the Hypothesis test consisting of the T test and the Coefficient of Determination (R2) It can be said that the influence of digital marketing variables on consumer decision variables is 51.7% while the remaining 48.3% is influenced by other factors. Through this test, it can be concluded that digital marketing affects the decisions of Jims Honey Brebes consumers.

The abstract on the purchasing intention of tourists for Guizhou's intangible cultural heritage batik products explores the interplay of cultural significance, consumer attitudes, and social influence. It highlights how the rich history and craftsmanship associated with batik create a strong emotional connection for tourists, enhancing their willingness to purchase these items as authentic souvenirs. Positive consumer attitudes, shaped by prior experiences and appreciation for cultural heritage, further contribute to purchase intentions. Additionally, social  influence plays  a  crucial  role, as  recommendations  from peers  and  social  media endorsements significantly impact tourists' perceptions and decisions. The study underscores the importance of effectively promoting these cultural products through storytelling, community engagement, and leveraging social proof to boost sales and preserve cultural traditions through the survey of 390 Guizhou residents.

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.

This study aims to determine the influence of brand image and customer reviews on the purchasing decision of Gambir tea, with price as an intervening variable at UD. Sondel in Pakpak Bharat Regency. This research is quantitative with the population consisting of residents of Pakpak Bharat Regency. The sampling technique used is purposive sampling, with a total of 100 respondents. The data were processed using SPSS version 26, with analysis methods including classical assumption testing, path analysis, Sobel test, and hypothesis testing. The results of the study indicate that: (1) brand image has a direct significant effect on price, (2) customer reviews have a direct significant effect on price, (3) brand image has a direct significant effect on purchasing decisions, (4) customer reviews have a direct significant effect on purchasing decisions, (5) price has a direct significant effect on purchasing decisions, (6) brand image has an indirect significant effect on purchasing decisions through price, and (7) customer reviews have an indirect significant effect on purchasing decisions through price.

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.

Digital transformation has reconstructed the marketing landscape, presenting TikTok as a narrative and affective space in shaping consumption decisions. This study investigates the interaction between Storytelling Marketing (STM), Electronic Word of Mouth (e-WOM), and Fear of Missing Out (FOMO) in mediating One Piece comic purchase intention. With a PLS-SEM approach to 385 respondents, it was found that STM and e-WOM not only have a direct impact on purchasing decisions, but also form a psychological resonance in the form of FOMO which strengthens consumptive urges. TikTok in this case is not just a medium, but an affective field where perceptions, emotions, and social impulses intertwine, blurring the line between narrative and economic decisions. This finding confirms the role of content strategy as a construction of meaning that activates symbolic ownership through collective emotional urgency.

The rapid development of technology has led to increased use of the internet. Nowadays, almost the entire population of Indonesia uses the internet for online shopping. Through e-commerce, consumers can order products. This research was conducted to test the effect of Free Shipping, cash on delivery and customer reviews on e-commerce Shoppe purchase decisions on Uika Bogor Islamic Economics Students. This study uses quantitative research methods. The population in this study is a student of Islamic Economics UIKA Bogor with a sample of 105 people. Data collection techniques through observation, interviews and questionnaires, data analysis techniques used are multiple linear regression analysis. This study uses the SPSS 26.0 program. The results of hypothesis testing obtained Value t count Free Shipping (2.167) > t table (1.983), t count cash on delivery (2.871) > t table (1.983) and t count customer review (2.787) > t table (1.983) with significant level < 0.05. Thus H_1, H_2 and H_3 are accepted. Simultaneous testing results (test F), obtained the value of F count (16.918) > F table (2.69) with a significant level of 0.000 < 0.05. The results of this study can be concluded that free shipping, cash on delivery and customer reviews affect the decision to purchase online at e-commerce Shopee Islamic Economics Students UIKA Bogor.

The study examines the impact of class culture on Generation Z's apparel purchasing behavior in Guangzhou, focusing on the influence of social media. It highlights how social media platforms are crucial in allowing Generation Z to express their identities and aspirations, revealing the complex relationship between class, status, and consumer habits. The research indicates that social media shapes fashion trends and reinforces the need for social validation through interactions with peers and influencer endorsements. As Generation Z navigates a rapidly changing cultural landscape, their purchasing decisions are significantly influenced by their desire to conform to perceived social norms and values. The findings emphasize that brands need to understand and adapt to the nuances of class dynamics in order to connect with this demographic effectively. It suggests that marketing strategies should prioritize authenticity and relatability, based on insights gathered from a sample of 392 participants in the study.

This study aims to examine consumers' perceptions of price influence their decision to purchase local coffee brand Kopi Tuku. Price perception is regarded as a key element influencing purchasing decisions, as consumers tend to judge price based on its quality, benefits, and nominal value. This study conducted quantitative research by surveying 395 Kopi Tuku consumers. Validity, reliability, classical assumptions, simple linear regression analysis, and t and F tests were used. The findings indicated that price perception significantly influences purchase decisions, as demonstrated by a computed value of 22.006 that is higher than the t-table and a significance value of 0.000. In addition,the value of 0.552 for the coefficient of determination (R²) indicates that price perception is responsible for 55.2% of the variation in purchasing decisions. The results suggest that in order to increase customer purchasing choices, Kopi Tuku should maintain a pricing strategy that is reasonable, competitive, and aligned with the worth of the available goods.

This study aims to understand the considerations of female consumers in making decisions to purchase skincare products with the main focus on the price aspect. The background of this research is based on the increasing competition in the skincare market and the shift in consumer preferences for products that are not only judged by quality, but also by affordability. This study uses a qualitative approach with a case study method. The data was collected through in-depth interviews with six female informants who actively use skincare products and are domiciled in South Jakarta. The results show that perceptions of price are very diverse. Some consumers consider price as an indicator of quality, while others consider the economic value and effectiveness of the product more. Additionally, purchasing decisions are influenced by various factors such as income, skin needs, promotional strategies, and social media influence. In responding to prices, they also vary, ranging from waiting for promos to trying alternative brands that are more affordable. These findings reinforce Kotler and Keller's (2016) theory of personal and psychological factors in purchasing decisions, as well as being relevant to Monroe's theory of price perception. This research provides important implications for skincare business people in designing pricing and marketing strategies that are more adaptive to consumer behavior.

TikTok has become one of the most popular social media platforms with more than 2 billion monthly active users. This makes TikTok a very potential digital marketing tool for various brands and products. One of those TikTok accounts is @hedonestate, an account from a culinary brand that is currently a hit among generation Z with more than 40 thousand followers. This research aims to formulate the right content and engagement management strategy on the @hedonestate TikTok account in order to increase brand awareness and sales of promoted products. The research method used is a qualitative approach with a case study on the @hedonestate account. Data collection is carried out through in-depth interviews with the @hedonestate account manager and a number of his followers, as well as content analysis of the 50 latest TikTok videos uploaded to the account. The data obtained is then analyzed qualitatively to produce content strategy recommendations that are in accordance with the Elaboration Likelihood Model theory, as well as engagement strategies to increase user engagement such as the number of likes, comments, and shares so that it has the potential to encourage product purchase decisions. The results of this research are expected to provide recommendations for effective social media marketing management strategies on the TikTok account @hedonestate, so that it can increase brand awareness and sales of promoted products.

The purpose of this research is to learn how certain students in Medan City are influenced to buy Azarine sunscreen products by influencer marketing and brand image. More and more people, particularly students, are realizing the need of preventing sun damage to their skin, therefore sunscreen solutions have quickly become an integral part of skin care regimens. Researchers in this research used a quantitative approach by surveying people who had used Azarine products. Using SPSS software version 29, the data that was obtained was examined. The findings show that consumers are influenced by both favorable brand image and influencer marketing, which has a major impact on their purchase choices. There is a significant relationship between the dependent variable and each of the independent variables.

This study examines the selection of the optimal camera for the photography and videography service company Assad ID using a combination of the Analytical Hierarchy Process (AHP) method and the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS). The rapid development of the photography industry makes choosing the right camera a crucial factor in improving the quality of service. The weighting of criteria using AHP is based on the evaluation of photography and videography experts, including technical specifications, functional features, economic aspects, comfort, and supporting services. The TOPSIS method is applied to the ranking of five alternative cameras (Sony A7 III, Canon EOS R6, Nikon Z6 II, Panasonic Lumix S5, and Fujifilm X-T4). The results of the study show that technical specifications and functionality features have the highest weight. Sony A7 III ranked first with a preference value of 0.610, followed by Canon EOS R6 (0.581), Fujifilm X-T4 (0.472), Nikon Z6 II (0.401), and Panasonic Lumix S5 (0.368). This study proves the effectiveness of the AHP-TOPSIS method in making optimal camera purchase decisions and can be a reference for similar companies in determining the investment of photography and videography equipment according to operational needs

The Indonesian shoe industry has grown rapidly in recent decades, driven by a stable economy and increasing income. Johnson Shoes, a local brand from Bandung, Johnson Shoes collaborates with anime characters such as One Piece, My Hero Academia, Naruto and Demon Slayer, to expand the market and increase sales. In addition, Johnson shoes have interesting content in marketing their products. Related to this, the purpose of this study is to determine the content of Johnson shoes Instagram on followers, purchasing decisions on followers, and measure the influence of Instagram content on Johnson shoes purchasing decisions on followers. The theory used in this study is Instagram which includes the dimensions of Follow, Like, Comment, Feed, Caption, Instagram Stories, Profile, and for the Purchasing Decision theory includes the dimensions of Problem Recognition, Information Search, Alternative Evaluation, Purchasing Decision, Post-Purchase Prilsku. This research is a quantitative study. The research method used is a survey. The population in this study were followers of the @johnson_indonesia Instagram account with certain criteria and a population of 116 followers and a sample of 90 respondents were obtained. The data analysis technique used in this study was simple linear regression. The results of the study showed that the Instagram content of Johnson's shoe collaboration and anime characters had a strong relationship of 0.818 to purchasing decisions. The Instagram content of Johnson's shoe collaboration and anime characters had an influence on purchasing decisions of 0.670 or 67%, while the remaining 33% was influenced by other factors.

The beauty industry is experiencing significant growth due to digital transformation, particularly through the use of brand ambassadors and social media marketing. This study investigates the impact of brand ambassadors and social media marketing on purchase intention, with brand image as the mediating variable. This research focuses on Azarine, the skincare from Indonesia and targets potential consumers in Riau Islands aged 18-44 who follow the Instagram account @azarinecosmeticofficial and recognize Prilly Latuconsina, Syifa Hadju, Angga Yunanda, and Lee Min Ho as brand ambassadors. A quantitative approach was applied using Structural Equation Modeling (SEM) with SmartPLS software. The research shows that brand ambassadors and social media marketing positively and significantly influence purchase intentions, with a higher direct impact compared to an indirect one through brand image. This study highlights the effectiveness of digital brand strategies in shaping consumer decisions and offers insights for marketing professionals in the beauty sector. These results emphasize the strategic role of celebrity endorsements and content-based engagement in influencing consumer perceptions and purchasing behavior.

This research is motivated by an existing phenomenon where the level of religiosity related to the way people dress today causes people to dress in a closed manner in accordance with sharia. There is a decline in buying interest at this time, due to the increasingly fierce competition in the Muslim fashion industry. Therefore, it is important to understand the factors that influence consumer purchasing decisions. Al-Qory Boutique takes advantage of religiosity, quality of service and the attractiveness of fashion models to attract consumers to increase the purchase rate of its products in the form of fashion clothing trends. The formulation of the problem from this study is whether religiosity, service quality and the attractiveness of fashion models affect the buying interest of consumers in the city of Banjarbaru. The purpose of the study is to determine the impact of religiosity on consumer buying interest in Banjarbaru City, to find out the impact of service quality on consumer buying interest in Banjarbaru City, to find out the impact of fashion model attraction on consumer buying interest in Banjarbaru City. This study uses quantitative-descriptive research methods with a population of 258,753 people and a sample of 100 people. The data analysis used in this study is multiple linear regression using SPSS version 25. The results of the study showed that the three independent variables, namely religiosity, service quality, and attractiveness of fashion models, had a significant effect on consumer buying interest. Religiosity has a significant influence with a regression coefficient value of 0.257 and a p-value of 0.042. The quality of service also had a significant effect with a regression coefficient value of 0.207 and a p-value of 0.021. The attractiveness of fashion models shows the most dominant influence with a regression coefficient value of 0.463 and a p-value of 0.000.  

The purpose of this research is to  analyze (1) the significance of the influence of product quality on purchasing decisions at Ampyang Pak Mino in Pracimantoro, (2) the significance of taste on purchasing decisions at Ampyang Pak Mino in Pracimantoro, (3) the significance of product packaging on purchasing decisions at Ampyang Pak Mino in Pracimantoro. The sample for this research is an unknown number of buyers of Ampyang Pak Mino. The population of this study was 100 people. The data collection technique for this research uses a questionnaire. The data analysis technique used is multiple regression analysis, t test, F test and coefficient of determination test (R2). The research results show that: (1) product quality has a significant influence on purchasing decisions at Ampyang Pak Mino in Pracimantoro, (2) taste has a significant influence on purchasing decisions at Ampyang Pak Mino in Pracimantoro, (3) product packaging has a significant influence on purchasing decisions at Ampyang Pak Mino in Pracimantoro.

This study aims to find out and analyze the Marketing Strategy of Event Marketing and Cross Selling on the Increase in Sales and Purchase Decisions on the product Keke Busana in Lamongan. The type of research used is quantitative descriptive. The population in this study is all visitors and customers who make purchases at the Keke Jetis Lamongan Terrace. The sampling method used in this study was random sampling of 86 respondents. The data analysis methods used in this study are  validity test, reliability test, classical assumption test, multiple linear regression analysis, determination coefficient test, t test and f test with the help of SPSS version 29. The results of this study show that there is a partially significant positive influence between the variables  of Event Marketing, Cross Selling on Sales Increase and Purchase Decisions of Keke Clothing products in Lamongan with the t value calculated > t table (t calculate X1 against Y1 = 2,647, X2 against Y1 = 5,800, while t calculate X1 against Y2 = 3,716 and X2 against Y2 = 4,917). Simultaneously, there was a significant positive influence between the variables of event marketing and cross selling on Y1 with  an F value of  54,970 > Ftable 4.87, and on Y2 = 56,066 >Ftable 4.87.In this study, the Cross Selling  variable has the most dominant influence on the Increase in Sales and Purchase Decisions of Keke Busana products in Lamongan.

Land purchase transactions in Indonesia, which often involve customary practices and are governed by law, require a written agreement, such as a Sale and Purchase Agreement (PPJB), to prevent conflicts. The PPJB binds both parties and is subject to civil law. In case of a breach of contract, the agreement may be canceled through the court. A breach of contract accompanied by fraud can result in criminal liability, and the affected party may file a civil lawsuit to annul the transaction. This study aims to (1) examine the legal consequences for the parties following the cancellation of a sale and purchase agreement for land rights by the court due to breach of contract; and (2) explore the legal protection available in the cancellation of such agreements in Indonesia. The research method employs a normative legal approach with a literature review, analyzing relevant laws, theories, and court decisions through primary and secondary legal materials. The analysis is qualitative, linking court decisions to the issues addressed in the study. The findings indicate that, in contract law, particularly in land sales, certain principles and conditions govern the validity of agreements. In the event of a breach of contract, the injured party may seek to annul the agreement in court if subjective (agreement, capacity) or objective (valid object and cause) requirements are not met. Cancellation of the agreement restores the parties to their original positions, allowing for the return of any goods exchanged. A breach of contract, where one party fails to fulfill its obligations, may lead to cancellation and compensation. Contract law provides legal protection to the injured party, including the right to demand performance, annulment, and compensation as outlined in the Civil Code.

This research aims to analyze the influence of product quality and price on the purchase decision of Originote moisturizer among Gen Z Jambi City. The independent variables in this study are product quality and price, while the dependent variable is the purchase decision. The research method used is quantitative with the type of associative research. Data was collected through a questionnaire distributed to 97 respondents who are Gen Z in Jambi City. Data analysis using multiple linear regression. Research results show that product quality and price simultaneously have a significant effect on the purchase decision of Originote moisturizer. Partially, product quality has a positive and significant effect on purchasing decisions, and price also has a positive and significant effect on purchasing decisions. Variations in purchasing decisions can be explained by product quality and price.