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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 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 study aims to analyze the influence of digital marketing and word of mouth on purchasing decisions at KopiTelu Citraland Surabaya. The subjects in this study were consumers who made purchases at Kopi Telu Citraland Surabaya. The sample in this study was 100 customers of Kopi Telu Citraland Surabaya. This type of research is quantitative and uses a questionnaire data collection technique. Data analysis in this study used the classical assumption test and hypothesis test. The results of this study indicate that digital marketing has a positive and significant effect on purchasing decisions at Kopi Telu Citraland Surabaya. Word of Mouth has a positive and significant effect on purchasing decisions at Kopi Telu Citraland Surabaya. Digital marketing and word of mouth simultaneously have a positive and significant effect on purchasing decisions at Kopi Telu Citraland Surabaya.

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.

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 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.  

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.

The development of e-commerce and the internet requires business actors to be able to adapt, including in terms of marketing. Word of Mouth is a marketing strategy that is considered quite effective because it refers to human-to-human interaction through personal recommendations and positive experiences with something. In this era of social media, Online Customer Reviews are a form of evolution of Word of Mouth marketing. Online Customer Reviews utilize the power of Word of Mouth through digital platforms and have a significant impact in influencing consumer perceptions and purchasing decisions. This research uses several statistical tests to measure the reliability of the instruments and data. This research focuses on calculating the relationship between the Online Customer Review (X) and Purchase Decision (Y) variables at Shopee. The analysis results show a positive and significant correlation between the two, confirmed by simple linear regression and correlation tests. The findings confirm that Online Customer Reviews have a positive and significant influence on Consumer Purchasing Decisions. Therefore, sellers, especially on the Shopee marketplace, are expected to prioritize the quality of their products and services so that they can trigger good online customer reviews which then have an impact on increasing sales.    

This study investigates the impact of product quality, price, and brand image on the purchasing decisions of Wardah facial moisturizer among female students at the Faculty of Economics and Business, University of Lampung. Wardah was selected due to its popularity among young consumers and its reputation as a halal-certified brand offering affordable, high-quality products. Using a quantitative survey method, data were collected from 115 respondents who had purchased the product at least three times. The analysis, conducted through multiple linear regression, reveals that product quality, price, and brand image significantly influence purchase decisions both individually and simultaneously. These results highlight the importance of these factors in consumer decision-making and offer practical insights for cosmetic companies, especially Wardah, in crafting marketing strategies tailored to the preferences of young consumers. Additionally, the findings contribute to the growing body of marketing literature on cosmetic products in the Indonesian context.

The problem of the legality of the agreement of the deed of debt and credit agreement into buying and selling requires legal certainty so that no one is harmed. Normative legal certainty is when a regulation is made and promulgated with certainty because it regulates clearly and logically. Clear in the sense that it does not cause doubt (multi-interpretation) and logical in the sense that it becomes a system of norms with other norms so that it does not clash or cause norm conflicts. Norm conflict arising from rule uncertainty can take the form of norm contestation, norm reduction or norm distortion. This research approach is descriptive analytical which describes legal events that occur as they are and conveys these conditions according to theory and legislation. The research method used in the research is empirical juridical which analyzes the Bandung District Court Decision Number: 162/PDT.G/2021/PN.BDG regarding the Legality of the Deed of Sale and Purchase Agreement as Collateral for Debt and Credit Due to Legal Defects. The results of this study show that; AJB, which should be a proof of transfer of land rights in a real sale and purchase transaction, in this case is used to guarantee debt repayment. This is a deviation from the function of the AJB, which is legally unjustified because it contradicts the principle of halal causa (Articles 1335 and 1337 of the Civil Code). Therefore, the AJB made does not meet the elements of a valid causa, and therefore can be canceled or even null and void.

This study aims to determine and analyze the key factors that influence and significantly contribute to online purchasing decisions among consumers in Manado City, North Sulawesi. The research adopts a quantitative approach with factor analysis as the main method of data analysis. Judgmental sampling was employed to select participants who have experience in online shopping. Based on the results, seven dominant factors were identified that affect consumer decisions when making online purchases. These factors include: (a) Consumer Limitations and Access, which refer to time constraints and limited access to physical stores; (b) Desire and Technology, highlighting the role of consumer interest and technological literacy; (c) Product and Price Limitations, involving the lack of product variety and pricing differences; (d) Flexibility, which represents the freedom to shop anytime and anywhere; (e) Efficiency, such as time and cost savings; (f) Convenience, referring to the ease of the purchasing process; and (g) Economy and Social, which include discounts, promotions, and social influences. The study contributes to a better understanding of consumer behavior in digital commerce and provides useful insights for businesses and marketers to improve online customer experiences, particularly in regional markets such as Manado. The findings underscore the multidimensional nature of online shopping behavior in a rapidly growing digital economy.

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.

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 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.

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.