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This study aims to analyze the influence of Product Quality, Price, Sales Promotion, and Advertising on consumer purchasing decisions on the Bukalapak online store platform. This study used a quantitative approach with descriptive methods, aiming to illustrate the relationships between variables based on empirical data. Primary data were obtained by distributing questionnaires to 120 respondents who were active Bukalapak users in the West Medan District. The data analysis technique used was multiple linear regression with the aid of SPSS software to determine the effect of each independent variable on the dependent variable. The analysis results indicate that, partially, the variables Product Quality, Sales Promotion, and Advertising have a positive and significant influence on purchasing decisions. This means that the higher the product quality, the more effective the promotion, and the more attractive the advertisement, the greater the likelihood of consumers making a purchase. Conversely, the variable Price showed a negative and significant influence, indicating that inappropriate pricing can reduce purchase intention. Simultaneously, all four variables have a significant influence on purchasing decisions. The Adjusted R Square value of 70.4% indicates that this research model is able to explain 70.4% of the variation in purchasing decisions, while the dependent variable is influenced by factors outside the model. This study recommends that Bukalapak continue to improve product quality, develop competitive pricing strategies, strengthen promotions, and create creative advertising. Further research is recommended to consider additional variables such as product reviews, brand image, and service quality to enrich the analysis.

This quantitative study aims to examine the influence of micro influencer (X1), endorsement (X2), and digital marketing (X3) on purchase decision (Y) at Barley Store Kediri. Data were collected through questionnaires, literature reviews, and documentation, involving 120 respondents. The analysis methods used include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression, t-test, F-test, and Coefficient of Determination. The regression equation obtained is: Y = 3.946 + 0.329X1 + 0.217X2 + 0.264X3 + e. The t-test results show that micro influencer (t = 2.715, sig. = 0.008), endorsement (t = 2.125, sig. = 0.036), and digital marketing (t = 2.489, sig. = 0.014) each have a significant partial effect on purchase decision. The F-test result (F = 19.182, sig. = 0.000) indicates a significant simultaneous effect of all three variables on purchase decision. Thus, micro influencer, endorsement, and digital marketing all significantly influence consumers’ purchasing decisions, both partially and simultaneously.

This study aims to determine the effect of product quality, product design and brand image on purchasing decisions of Honda Vario Automatic Motorcycles through word of mouth as an intervening variable in the Special Region of Yogyakarta. The method used in this study is quantitative with Partial Least Square (PLS) analysis. Data were collected through questionnaires distributed to respondents who are consumers of Honda Vario Automatic Motorcycles in the Special Region of Yogyakarta. The sampling technique used was Purposive Sampling, with a total of 100 respondents. Data processing using SmartPLS 4 with the conclusion that product quality and product design do not have a positive effect on purchasing decisions or word of mouth. Conversely, word of mouth has a positive effect on purchasing decisions. Brand image has a positive and significant effect on purchasing decisions and word of mouth. In addition, word of mouth is only able to mediate the influence of brand image on purchasing decisions, but cannot mediate the influence of product quality and product design on purchasing decisions.

This study aims to analyze the effect of price on purchasing decisions with consumer satisfaction as a mediating variable on Nestlé Pure Life drinking water products. The type of research used in this study uses a quantitative study by distributing questionnaires via google form which are distributed online.  The sample in this study were consumers who had bought nestle pure life drinking water in the Yogyakarta area. The number of samples used in this study were 100 respondents. The analysis technique used in this study uses the SmartPls version 3 program with Convergent Validity, Factor Loading, Average Variane Extraked (AVE), Discriminant Validity, Fornel Larcker, Cross Loading, Reliability, Cronbach Alpha, Composite Reliability, R Square, and Hypothesis Testing tests. The results of this study indicate that price has a significant effect on customer satisfaction, price has a significant effect on purchasing decisions, customer satisfaction has a significant effect on purchasing decisions and the effect of price on purchasing decisions mediated by customer satisfaction.

The purpose of this study was to see how cultural, social, personal and psychological factors can shape consumer decisions in Purworejo Regency in purchasing PE goats. This study used a quantitative approach with a sample size of 110 respondents. Data analysis was carried out through multiple linear regression, t-test and F-test. The results showed that simultaneously the four factors had a significant effect on purchasing decisions for PE goats. However, partially, only social and psychological factors had a significant effect, while cultural and personal factors did not show a significant effect. This finding emphasizes the importance of a marketing approach that considers the influence of the social environment and psychological drives of consumers in purchasing decisions. The implications of this study indicate that an understanding of social and psychological factors can be utilized to strengthen product promotion and communication strategies in the PE goat farming sector.

Firm value is the investors’ perception of a company's success in maximizing shareholder wealth, which is reflected through its stock price. The purpose of this study is to examine the effect of corporate social responsibility (CSR), investment decisions, and profitability on firm value in the consumer non-cyclicals sector listed on the Indonesia Stock Exchange (IDX) during the 2021–2023 period, with leverage as a control variable. This study employs a quantitative approach with an associative research design. The sample consists of 20 companies selected using purposive sampling, resulting in a total of 60 observations over three years. The analysis technique used is multiple linear regression with the assistance of SPSS software. The results show that CSR and profitability have a positive affect on firm value, while investment decisions do not have an affect. This study implies that companies need to enhance CSR practices and profitability to improve their firm value in the eyes of investors. Additionally, this study contributes theoretically to the development of literature on the factors influencing firm value and can serve as a reference for future research.

The aim of this research is to examine how much influence pricing and promotional activities have on consumers' decisions to repurchase Jelita Cosmetic products in the Tamansiswa area of Yogyakarta. In the face of intensifying business competition, adopting the right marketing strategy becomes increasingly vital. As the business environment grows more competitive, choosing an effective marketing approach is a key factor for success. Indonesia’s beauty sector has seen remarkable growth in recent years. Since its inception in 2005, Jelita Cosmetic has managed to capture consumer attention by offering competitive prices and running consistent promotional campaigns through social media and e-commerce channels. This research employs a quantitative approach by gathering data through surveys conducted with 65 customers of Jelita Cosmetic. The data was analyzed using multiple linear regression and supported by validity and reliability tests. The research findings reveal that both price and promotion have a positive and significant effect on consumer repurchase intentions, both individually and collectively. Approximately 58.4% of the variance in repurchase interest is accounted for by the two independent variables studied, with the remaining 41.6% attributed to other factors beyond the scope of this study. These results offermeaningful insights into how effective marketing strategies can be applied within the beauty industry.

This study aims to determine the influence of Digital Marketing and Electronic Word of Mouth (E-WOM) on Consumer Purchase Intention at Nilu Kopi in the Special Region of Yogyakarta. The research method employed a quantitative approach with data collected through questionnaires distributed to 71 respondents. The data were analyzed using multiple linear regression with the assistance of IBM SPSS version 22. The results showed that both Digital Marketing and E-WOM have a significant partial effect on Consumer Purchase Intention. Simultaneously, these two variables also have a significant effect with a significance value of 0.000 and an Adjusted R Square of 0.690. This indicates that 69% of the variation in consumer purchase intention can be explained by Digital Marketing and E-WOM. These findings highlight the importance of digital marketing strategies and the power of consumer communication in shaping purchasing decisions in the digital era.

The use of brand ambassadors has become increasingly prevalent among various brands, including Erigo Apparel. JKT48 was selected as a brand ambassador due to its strong influence on public opinion through its popularity on social media. However, there remains a lack of studies that specifically explore how the credibility aspects of JKT48 contribute to individual decision-making when choosing a product. This study aims to examine the influence of JKT48’s credibility dimensions, trustworthiness, expertise, and attractiveness on the purchase decisions of Erigo Apparel among followers of the Instagram account @fjkt48.bdg. The research is grounded in the source credibility theory proposed by Ohanian (1990). A quantitative approach was employed, using a survey method with 80 respondents selected through an f-test calculation using G*Power. The data were analyzed using SEM-PLS with the assistance of SmartPLS 4 software. The results indicate that all three credibility dimensions of JKT48 have a positive and significant effect on purchase decisions. Trustworthiness emerged as the most dominant factor, with a path coefficient value of 0.338 (t-statistic = 3.582; p-value = 0.000). All indicators in the model were declared valid and reliable, with an R-square value of 0.679, indicating that the model can substantially explain the purchase decision variable. These findings reinforce the idea that perceptions of JKT48’s credibility play a crucial role in shaping consumer purchase decisions.

This study aims to evaluate the impact of product innovation and product quality on consumer purchasing choices for local skincare products Facetology. The methodology used in this study is a quantitative approach and information collection is carried out through questionnaires to 104 Facetology product users in Bekasi City. The results of the analysis show that product innovation and product quality simultaneously have a positive and significant impact on purchasing decisions, both gradually and simultaneously. This is evidenced by the t-test, F-test, and Pearson correlation, which show that product innovation has a greater impact than product quality. The coefficient of determination (R²) value of 0.688 indicates that these two independent variables can explain 68.8% of the variation in purchasing decisions. This finding indicates that companies need to continue to innovate and maintain product quality so that consumer purchasing interest can increase.

Competition in the beverage packaging industry is getting tighter, requiring companies to continue to build consumer loyalty. The AQUA brand, although widely known, has experienced a decline in the Top Brand Index over the past four years, indicating a decline in consumer purchasing decisions. This study aims to examine the influence of electronic word of mouth and customer trust on purchasing decisions for Aqua brand bottled drinking water in Demak City with purchase interest as an intervening variable. This study uses a quantitative approach with a survey method and data collection through questionnaires. Data analysis techniques are carried out using AMOS-based Structural Equation Modeling (SEM). The results of the study indicate that Electronic Word Of Mouth (EWOM) does not have a significant influence on Purchasing Decisions, Customer Trust has a positive and significant influence on Purchasing Decisions, Purchase Interest has a significant influence on Purchasing Decisions, Electronic Word Of Mouth (EWOM) does not have a significant influence on Purchase Interest, Customer Trust has a significant positive influence on Purchase Interest, Electronic Word Of Mouth (EWOM) does not have a significant influence on Purchase Decisions through Purchase Interest, and Customer Trust has a significant positive influence on Purchase Decisions through Purchase Interest.

This study analyzes the Highest Retail Price (HET) policy for palm cooking oil. of palm cooking oil implemented by the Indonesian government through MOT Regulation of the Minister of Trade (Permendag) Number 1 of 2022 as revoked based on Permendag Number 6 of 2022 concerning the Determination of HET of Palm Cooking Oil, and its implications for business competition based on Law No. 5 of 1999 on the Prohibition of Monopolistic Practices. based on Law No.5/1999 on the Prohibition of Monopolistic Practices and Unfair Business Competition. and Unfair Business Competition. The price ceiling policy aims to protect consumers from uncontrolled price increases, especially for low-income households. low-income communities. However, its implementation has caused negative impacts such as scarcity and losses for producers, which was found to have violated Article 19 letter c of Law No.5 Year 1999 by KPPU. violated Article 19 letter c of Law No. 5 Year 1999 by KPPU. Producers filed an objection, and the Central Jakarta Commercial Court ruled that the scarcity of cooking oil was the impact of the single price ceiling policy, and therefore the KPPU's decision was canceled. This research uses normative legal methods by analyzing legal principles in court decisions and related regulations. The results show that the price ceiling policy needs to be re-evaluated to balance the interests of consumers and producers. balance the interests of consumers and producers. Implications of the court decision court decision is the need for stricter supervision and participation of stakeholders in the formulation of future price ceiling policies. stakeholders in the formulation of the price ceiling policy in the future. This research contributes theoretically in the field of competition law and practically as a reference for policy makers. as a reference for policy makers.

This research is motivated by the development of the local fashion industry driving increasingly competitive competition, including in the bag product sector. This study aims to determine the effect of product design, word of mouth, and price on purchasing decisions for TBLZ Official bag products in Kediri, both partially and simultaneously. The approach used is quantitative research with a causal research type. The sample in this study amounted to 100 respondents who were TBLZ Official consumers. The sampling technique used the purposive sampling method, while data analysis was carried out using multiple linear regression using SPSS software version 25. The results of the study indicate that partially the variables of product design, word of mouth, and price have a significant effect on purchasing decisions, as indicated by their respective significance values ​​below 0.05. Simultaneously, the three variables also have a significant effect on purchasing decisions, with a calculated F value of 330.712 and a significance of 0.001. The coefficient of determination (Adjusted R²) value of 0.909 indicates that 90.9% of the variation in purchasing decisions can be explained by the three independent variables. Thus, companies are advised to focus on design innovation, strengthen word of mouth strategies, and consider appropriate pricing in order to increase consumer purchasing decisions. Keywords: Product Design, Word of Mouth, Price, Purchase Decision, Tblz Official Abstrak. Penelitian ini dilatar belakangi oleh perkembangan industri fashion lokal mendorong persaingan yang semakin kompetitif, termasuk dalam sektor produk tas. Penelitian ini bertujuan untuk mengetahui pengaruh desain produk, word of mouth, dan harga terhadap keputusan pembelian produk tas TBLZ Official di Kediri, baik secara parsial maupun simultan. Pendekatan yang digunakan adalah penelitian kuantitatif dengan jenis penelitian kausal. Sampel dalam penelitian ini berjumlah 100 responden yang merupakan konsumen TBLZ Official. Teknik pengambilan sampel menggunakan metode purposive sampling, sedangkan analisis data dilakukan dengan regresi linier berganda menggunakan bantuan software SPSS versi 25. Hasil penelitian menunjukkan bahwa secara parsial variabel desain produk, word of mouth, dan harga berpengaruh signifikan terhadap keputusan pembelian, yang ditunjukkan dengan nilai signifikansi masing-masing di bawah 0,05. Secara simultan, ketiga variabel tersebut juga berpengaruh signifikan terhadap keputusan pembelian, dengan nilai F hitung sebesar 330,712 dan signifikansi 0,001. Nilai koefisien determinasi (Adjusted R²) sebesar 0,909 mengindikasikan bahwa 90,9% variasi dalam keputusan pembelian dapat dijelaskan oleh ketiga variabel independen. Dengan demikian, perusahaan disarankan untuk fokus pada inovasi desain, memperkuat strategi word of mouth, serta mempertimbangkan penetapan harga yang sesuai agar dapat meningkatkan keputusan pembelian konsumen.   Kata kunci: Desain Produk, Word Of Mouth, Harga, Keputusan Pembelian, Tblz Official

This study aims to analyze the influence of brand awareness and product innovation on purchase decisions, with purchase intention as a mediating variable, among consumers of Kedai Kopi KULO. The research is motivated by the declining Top Brand Index of Kedai Kopi KULO over the past five years, indicating a potential drop in purchase decisions due to weak brand awareness and limited product innovation. A quantitative approach was used, employing Partial Least Square Structural Equation Modeling (PLS-SEM) with the SmartPLS software. The results show that brand awareness does not have a direct and significant effect on purchase decisions, whereas product innovation has a positive and significant effect. Furthermore, both brand awareness and product innovation positively and significantly influence purchase intention, which in turn significantly mediates their effect on purchase decisions. These findings indicate that purchase intention plays a crucial role in bridging the influence of brand awareness and product innovation on consumers’ purchase decisions. Therefore, businesses should focus on enhancing product innovation strategies and increasing consumer purchase intention, along with building strong brand awareness, to improve purchase decisions and maintain competitiveness in an increasingly saturated market.

The rapid growth of local brands in Indonesia's fashion industry is driven by the use of online media as a promotional platform. One notable brand is Ventela, which employs a co-branding strategy to capture market attention. This study aims to analyze the implementation of co-branding by @ventelashoes on Instagram, evaluate consumer purchasing decisions regarding Ventela Konnijiwa shoes, and measure the extent to which the co-branding collaboration between Ventela and Mantappu Jiwa by Jerome Polin influences purchasing decisions. The study applies co-branding theory, which includes dimensions such as brand awareness, brand strength, mutual benefits, uniqueness of collaboration, as well as positive consumer judgment and response. Meanwhile, the purchasing decision process is analyzed through five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. A quantitative approach was used in this study through a survey method, with data collected from 133 followers of the @ventelashoes Instagram account using a random sampling technique. The results indicate that the co-branding between Ventela and Mantappu Jiwa received a positive response from the respondents. The influence of co-branding on purchasing decisions is strong, with a correlation value of 0.904. Co-branding contributes 81.8% to the purchasing decision of Ventela Konnijiwa shoes, while the remaining 18.2% is influenced by other factors.  

Thislresearchlwas a quantitativelresearch with two independentlvariables, namely Brand Image (X1) and Celebrity Endorser (X2) and a dependent variable, Purchase Decision (Y). The data collection method used was conducted by distributing questionnaires to 100 Arascaraf consumer respondents who bought Arascraf products. The sampling technique used in this research was purposive sampling. The data analysis of this study used multiple linear regression and hypothesis testing. The results showed that the Brand Image and Celebrity Endorser had a partial and simultaneous positive influence on the purchasing decisions of 77.8% and the remaining 22.2% was influenced by other factors. While the variable that had a dominant influence on Consumer Purchase Decisions was the Brand Image variable with a regression coefficient value of 0.866. Based on the results of the study, it can be concluded that Brand image and Celebrity Endorser are the reasons for Arascraf consumers to make purchasing decisions at Arascraf.

This study aims to reveal the influence of various factors in digital marketing on consumer purchases on the TikTok Shop platform. This study specifically aims to assess the impact of content marketing and online customer reviews on purchasing decisions with customer trust as an intervening variable on TikTok Shop customer in Pati. This study uses a quantitative method. The population studied was TikTok Shop consumers in the Pati area, with an unknown number. A total of 97 respondents were sampled through a non-probability sampling technique with a purposive sampling approach. Data analysis was carried out using SmartPls 3 software. The results of the study showed that content marketing had an influence on purchasing decisions, while online customer reviews did not have a significant influence. In addition, content marketing and online customer reviews had an effect on purchasing decisions. However, customer trust was not proven to influence purchasing decisions. Content marketing and online customer reviews also had no influence on purchasing decisions through customer trust as an intervening variable on TikTok Shop customer in Pati.

The rapid development of technology and social media has given rise to new trends in marketing strategies, one of which is the use of Influencers as promotional media. Influencers are often utilized as intermediaries between brands and consumers due to their perceived ability to shape public opinion and influence purchasing decisions. However, various ethical issues have emerged in advertising practices involving Influencers, particularly concerning transparency, honesty, and social responsibility. Many Influencers promote products without disclosing that the content is paid advertising. Such practices can mislead consumers and damage the reputations of both the Influencer and the associated brand. Another critical issue is the promotion of products that do not align with the Influencer’s personal values, as well as the lack of protection for vulnerable groups, such as children. Therefore, the implementation of strict and comprehensive advertising ethics is essential. This study highlights the importance of digital ethics education for Influencers, the enforcement of clear regulations, and the active role of social media platforms in labeling sponsored content, in order to establish a healthy and responsible digital advertising ecosystem.

This study aims to analyze the influence of halal labels and brand trust on purchasing decisions for Wardah face masks through purchasing interest in Semarang City Students. The research method used is quantitative with data collection techniques through distributing questionnaires to 384 respondents who use Wardah face masks among Semarang City students. Data analysis was carried out using the Structural Equation Modeling (SEM) technique with the help of SmartPLS software. The results of this study indicate that halal labels do not have a significant effect on purchasing interest and purchasing decisions, brand trust has a significant effect on purchasing interest and purchasing decisions, in addition, purchasing interest is proven to be significant as an intervening variable for brand trust on purchasing decisions, and purchasing interest does not have a significant effect as an intervening variable for halal labels on purchasing decisions. These findings indicate that trust in a trusted product can increase purchasing interest and ultimately drive purchasing decisions. This study provides implications for companies to build brand trust in order to increase purchasing interest and consumer purchasing decisions, especially among students. In addition, the results of this study are expected to be a reference for further research that discusses consumer behavior in the halal cosmetics industry.

This study aims to determine the influence of consumer attitude and motivation on purchase intention at the Rasqya grocery MSME in Sambinae Subdistrict, Bima City. The research problem arises from the importance of understanding consumer psychological factors in enhancing purchasing power, particularly in the micro, small, and medium enterprise sector. The research method used is a quantitative approach, with data collected through questionnaires distributed to consumers of the MSME. Data analysis was conducted using multiple linear regression to test the influence of independent variables on the dependent variable. The results indicate that consumer attitude and motivation simultaneously have a significant effect on purchase intention. Partially, motivation has a more dominant influence than consumer attitude. These findings highlight the importance of strategies that enhance consumer motivation, such as promotions and customer service, to encourage purchasing decisions.