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The background of this research aims to determine and analyze the influence of the marketing mix, which includes promotional variables, halal labels and product variants on purchasing decisions for a product through brand image in the Medan Muslim community. The research approach taken was to use a quantitative-descriptive approach using the path analysis method. Path analysis is an extension of the use of regression analysis which aims to estimate the direct or indirect influence of the variables hypothesized in the research. Based on the test results, it can be concluded that promotions, halal labels and product variants have a significant effect on product brand image. It was also found that there was a significant influence between promotions, product variants and brand image on purchasing decisions, while the halal label did not have a significant influence on purchasing decisions for Natur products in the Muslim community of Medan. It is hoped that Natur can maintain and improve the promotional strategies carried out by holding various activities to portray a positive brand attitude towards consumers, because this greatly influences purchasing decisions.

This research aims to measure the influence of product quality and price on purchasing decisions with purchase intention as an intervening variable. This research was prepared based on the influence of product quality and price on purchasing decisions and purchasing interest. This type of research is quantitative research, which uses a research instrument in the form of a questionnaire which has been prepared in several statements and measured using a 1-5 Likert scale. The population used in this research is port coffee consumers. The sample in this study amounted to 160 respondents. The sample was taken using a simple random sampling method, meaning that the respondents who became the research sample were respondents who were met by the researcher when conducting research without paying attention to certain characteristics. Research data was analyzed using Structural Equation Modeling (SEM) which was run via AMOS 24. Hypothesis test results showed that product quality had an influence on purchasing decisions, price variables had an influence on purchasing decisions, product quality variables had an influence on buying interest, and price variables had an influence on interest. purchase, purchasing decisions influence purchasing interest and product quality and purchasing decisions influence purchasing interest and price influences purchasing decisions and purchasing interest.

The culinary business is currently one of the most promising business opportunities. However, behind the success of the business there are certainly factors that influence consumers, such as strategic location and lifestyle that is appropriate at this time. This study aims to describe and analyze the influence or impact obtained from location and lifestyle on purchasing decisions at Jiwa Raga Kitchenette Padang Restaurant. This type of research is quantitative with an associative method in the form of a causal relationship. The study population consisted of consumers who visited Jiwa Raga Kitchenette Restaurant with a research sample of 160 samples and the sample was collected by applying purposive sampling technique. The data collection technique used was the distribution of questionnaires to consumers of Jiwa Raga Kitchenette Restaurant. The questionnaire was prepared using a Likert scale and had been tested for validity with the help of SPSS 23.00. The research data were analyzed using multiple linear regression analysis methods, using prerequisite analysis tests, namely normality test, multicollinearity test and heteroscedasticity test. In testing this hypothesis, partial statistical test (t test) and simultaneous statistical test (F test) were used with significance level α = 0.05 (5%). The results of the research data analysis indicate that the independent variables, namely location (X1) and lifestyle (X2), have a positive and significant influence on the dependent variable, namely the purchase decision (Y). The results of the hypothesis test indicate that the location variable has a significantly positive impact on purchasing decisions, as well as the lifestyle variable on purchasing decisions. Overall, the simultaneous test results indicate that both variables, location (X1) and lifestyle (X2), have a positive and significant effect on the purchasing decision variable (Y).

The large number of institutions in the English village of Pare means that The Benefit English Course institution must market its English language course institution services well. Promotion via Instagram social media can develop business and have an attractive influence on prospective new students. Decisions regarding prices will also determine the success of the course institution. Not only that, Word of Mouth also plays a big role in forming an effective marketing communication strategy for The Benefit English Course institution. The purpose of this research is to determine whether there is an influence that Social Media Instagram (X1), Price Perception (X2), and Word of Mouth (X3) have on students' decisions to choose The Benefit English Course (Y) course institution simultaneously. This research method used was quantitative using a sample of 139 students at The Benefit English Course during February - July 2022. The data was analyzed using a multiple regression analysis test with the equation Y = 3.683 + 0.230 X1 + 0.355 X2 + 0.301 Social Media Instagram (X1), Price Perception (X2), and Word Of Mouth (X3) have a positive relationship with purchasing decisions (Y). The results of the t test and F test also show that the significance value of the Social Media Instagram (X1), Price Perception (X2) and Word of Mouth (X3) variables is smaller than 0.050 and the R square value is 0.924 so it can be concluded that the Social Media Instagram variable ( X1), Price Perception (X2) and Word of Mouth (X3) have a significant influence on the Purchasing Decision (Y) Students of the Benefit English Course Course Institution and have an influence of 70.7%.    

Banana Pasir Memey is a business in Saentis Village that uses Facebook and WhatsApp as sales objects. The Banana Pasir Memey Facebook account has 4,982 followers and each post always has an increase in total likes every year as well as total comments. The positive impact for the UMKM of the Pasir Memey bananas is experiencing an increase in sales in 2020-2022, the negative impact for the UMKM of the Pasir Memey bananas is the shipping costs charged to buyers which will later be taken into consideration when making purchasing decisions. The aim of the research is to test and analyze the influence of online marketing and shipping costs on purchasing decisions among the Pasir Memey Banana UMKM in Saentis Village. This type of research uses a descriptive quantitative approach carried out on customers who have purchased Banana Pasir Memey products, using questionnaire data with a total sample of 70 respondents. The sampling technique is through random sampling technique. The analytical methods used are validity test, reliability test, classical assumption test, multiple linear regression test, t test, and f test. The results of the research show that online marketing has no significant influence on purchasing decisions and shipping costs have a significant influence on purchasing decisions for UMKM customers of Pasir Memey bananas. The simultaneous test shows that the online marketing variables and shipping costs simultaneously have a positive and significant effect on purchasing decisions.

The purpose of this research is to find out and understand the things that can encourage purchasing decisions for a product in a coffee shop, namely service quality, product quality, and price accompanied by a brand image. The population and sample in this study were 125 respondents who made purchases at coffee shop outlets at least twice in the last 1 month, aged 18-25 years, and domiciled in DKI Jakarta. The analytical method used is the Structural Equation Model (SEM). In this study it was found that service quality, product quality, price and brand image influence purchasing decisions. And for service quality, product quality and price affect brand image. Based on the results of this study, the coffee shop must maintain and improve the quality of service which is considered good in providing satisfaction for its customers. After that, the product strategy implemented by the coffee shop is to prioritize the quality of taste and characteristics that are not found in other products so that consumers are attracted. Then, in terms of price, it is expected that the coffee shop will set a more affordable price, compared to the prices of other products.

The primary aim of this research is two-fold: firstly, to investigate the influence of taste on consumer purchasing behaviour of chocolaka drink products in Kolaka Regency; and secondly, to evaluate the impact of promotional activities on consumer purchasing behaviour of chocolaka drink goods in Kolaka Regency. The present study utilises a quantitative research technique, employing a range of data collection methods such as literature review, observation, and distribution of questionnaires. The population under investigation in this study comprised individuals who regularly consume chocolaka drink items. The sample size for this study was determined to be 100 individuals. This study utilises a research instrument that integrates both a Validity Test and a Reliability Test, employing the statistical programme SPSS 25.0. This study utilises measurement model tests (outer model) and structural model testing (inner model) through the application of Structural Equation Modelling (SEM) with Partial Least Squares (PLS) for data analysis. The study's results indicate a substantial positive correlation between the taste variable and the purchase decision, as demonstrated by a t-statistic value of 3.084 (p = 0.002). In a similar vein, the variable pertaining to promotion exhibits a noteworthy positive influence on the choice to make a purchase, as evidenced by a t-statistic of 5.726 (p = 0.000).

This research discuesses the loss of Green Marketing, Social Media Marketing, and Promotion of Purchase Decisions in Mekar Swalayan Kediri. this research aims to find out the result of the influence of green marketing, sosial media marketing, and promotion on purchasing decisions in Mekar Swalayan Kediri. the method in this research in quantitative. Data collection techniques using primary data and secondary data. Sampling in this study using purposive sampling teachnique with 99 customers. Data processing uses validity test, reliability test, classic assumption test, multiple linear regression, t test, F test, and the coefficient of determination (R2). There is a partial effect between Green Marketing on Purchase Decision where the results of the t test obtained a significant value of 0,009 < 0,05. There is a partial effect between Social Media Marketing on Purchase Decision where the results of the t test show a significance value of 0,011 < 0,05. There is a partial effect between Promotion on Purchase Decision wehere the results of the t test obtained a significance value of 0,002 < 0,05. There is a simultaneous effect of Green Marketing, Social Media Marketing, and Promotion on Purchase Decision where the results of the F test get a significance value of 0,000 < 0,05.

Rachmadany Dea, 1961201032, Effects of Brand Trust, Fintech Convenience, and Risk on Purchase Decisions Using the Paylater Payment (Case Study in Gading Village Rt. 10 Rw. 07 Kota Surabaya). This study aims to determine the effect of brand trust, fintech convenience, and risk variables on purchasing decisions using paylater payment feature in a case study in Gading Village, Rt. 10, Rw. 07 City of Surabaya. The sample in this study is 62. The variables of this study are brand trust, convenience, and risk. The model in this study uses multiple linear analysis, namely the classical assumption test and hypothesis testing which consists of the T test and the coefficient of determination. The results of this study indicate that: 1) Brand trust partially influences purchasing decisions. 2) Ease partially has no effect on purchasing decisions. 3) Partial risk has no effect on purchasing decisions.

The rapid development of technology where almost everything is digital has a huge impact in the business world. One example is in the fashion industry, starting from technology that supports the process of making a fashion product, forming a product brand image, to marketing its products because of the flow of information and communication that can reach very widely in an easy and fast way without being limited by space and time through the internet, be it social media, e-commerce, etc. The author is interested in conducting research on the influence of promotion and product quality on purchasing decisions for Aerostreet products in North Kedoya. This study used quantitative research methods with a sample of 347 respondents. The results of this study show respondents strongly agree that promotion and product quality get a good value, evidenced by the positive influence on promotion and product quality on purchasing decisions in the results of this study. The conclusion of this study is that partial and simultaneous promotion and product quality have a positive and significant effect on the purchase decision of Aerostreet products in North Kedoya. This study has limited research on the place and variables used in the study.

In the current era of globalization, the success of a business requires creative ideas from business owners. Companies are required to produce creative ideas to provide value and positive experiences for consumers with the aim of increasing and retaining customers. This research aims to determine the influence of customer value (X1) and customer experience (X2) on repeat purchase decisions (Y) at Warung Lesehan Pak Brodin. Using a quantitative approach, the sampling technique used a non-probability sampling method in the form of accidental sampling of 88 Warung Lesehan Pak Brodin respondents. Data collection techniques include observation, interviews, questionnaires and literature studies, with the help of IBM SPSS version 25. The research results show that the Customer Value variable (X1) has a partial and significant effect on the Repurchase Decision (Y) with t count 4.280 > 1, 98827 and a sig t value of 0.000 < 0.05 and the Customer Experience variable (X2) has a partial and significant effect on the Repurchase Decision (Y) with a calculated t value of 4.640 > 1.98827 and a Sig t value of 0.000 < 0.05. Meanwhile, simultaneously, Customer Value (X1) and Customer Experience (X2) have a positive and significant effect on Repurchase Decisions with an F count of 49.563 > 3.10 and a Sig. F 0.000 < 0.05.

This research aims to determine the influence of Celebrity Endorser and Brand Image on Purchase Decisions for Scarlett Whitening Products among Students at the Faculty of Economics and Business, Makassar State University. The sample used was 100 students from the Faculty of Economics and Business who had been selected based on predetermined criteria. Data collection techniques were carried out using questionnaires and literature studies. Data analysis techniques consist of validity tests, reliability tests, classic assumption tests consisting of normality tests, multicollinearity tests and heteroscedasticity tests, multiple linear analysis tests, hypothesis tests, determinant coefficient tests. The results of this research show that the Celebrity Endorser and Brand Image variables have a positive and significant influence on purchasing decisions. The variable that most dominantly influences purchasing decisions is the Celebrity Endorser variable and the one that has the least influence is the Brand Image variable. The dependent variable for purchasing decisions can be explained by the Celebrity Endorser variable and the remaining Brand Image is explained by other variables that were not examined in this research.

Competition in the laptop industry today is getting tougher. Each of these laptop manufacturers creates laptop products that have good quality, to be able to have a competitive advantage in the laptop industry. This study aims to explain the influence of brand image, price, and product quality in influencing purchasing decisions from ASUS brand laptops and which ones have the greatest influence on purchasing decisions on ASUS brand laptops. Brand image is a requirement of a strong brand. So if the manufacturer creates a brand image, that image will be difficult to erase from the memory of consumers. In creating a brand image, manufacturers must slowly and carefully so that the brand image they create can attract and make consumers always remember the brand.

The purpose of this study was to determine and analyze the use of influencer services, Instagram promotion media and product quality which have a significant influence on online product purchasing decisions. This type of research is quantitative research with research methods in the form of data collection using a questionnaire. The data analysis model used is multiple linear regression analysis. The sample was selected by purposive sampling. The sample amounted to 100 respondents, using multiple linear regression analysis.The regression test results show that 72.30% of the factors of buying decisions can be explained by brands, price discounts and salespeople, while the remaining 27.70% is explained by other factors not examined in this study. While the results of the F test show that simultaneously the Influencer Service Usage, Instagram Promotion Media and Product Quality simultaneously have a positive and significant effect on buying decisions with the results of the analysis namely Fcount (87,016)> Ftable (2,700). The t test results show that the influencer service use variable shows the results of the tcount,¬ (0.060) and the Instagram Promotion Media variable shows the results of the analysis of tcount (3.727) while the product quality variable is 6.620 where the t table is (1.98498) then partially the Instagram promo media variable and product quality that has a positive and significant influence on online product purchasing decisions at Bittersweet by Najla The influencer service variable does not have a positive and significant effect on online product purchasing decisions at Bittersweet by Najla. The dominant variable affecting online product purchasing decisions at Bittersweet by Najla is Product Quality.    

This study aims to determine the effect of promotion and price on consumer purchasing decisions at Dexalove Collection Stores. To determine the number of samples in the study, researchers used the Slovin formula, where the Slovin formula was used when calculating data in the form of a survey with the population in this study taken from consumers who shopped at the Dexalove collection in April 2023 as many as 1,816 consumers. So, it can be concluded that the sample in this study was 95 respondents with a sampling technique using purposive sampling. The test methods in this study are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis test, correlation determination test, f test, and t test. The results obtained in this study showed that the f test results were sig 0.000 <0.05 and the t test results were sig (0.000 <0.05). that there is an influence of promotion and price on consumer purchasing decisions at the Dexalove Collection Store where this can be proven by the results of the data quality test, namely the value of r count is greater than r table. And the correlation value in this study shows that the relationship between the effect of promotion and price on consumer purchasing decisions at the Dexalove Collection Store concludes that the results of the degree of correlation coefficient are high.    

This research is entitled the influence of product quality and price of realme brand smartphones on purchasing decisions (studies in Batuliang sub-district, Central Lombok district). The aim is to determine the effect of product quality and price on purchasing decisions. The type of research used is quantitative with an associative approach. The data collection method used is the purposive sampling. The population and respondents in the study were 60 people in Batukliang District, Central Lombok Regency. The analytical tool used is Multiple Linear Regression using SPSS version 25. The results of the analysis show that: (1) the quality of Realme brand smartphone products has a positive and not significant effect on purchasing decisions (2) The price of Realme brand smartphone products has a positive and significant effect on purchasing decisions.

This study aims to test and analyze the effect of product quality and service quality on the decision to purchase futsal shoes on the Depok Topscore. The technique for determining the number of samples taken as respondents in this study was by using the Slovin formula, so it can be seen that the sample of this study was 85 respondents. The sampling method used in this study was a random sample method and data collection techniques by distributing questionnaires. Data processing in this study uses the IBM SPSS version 25 program to calculate the validity test and reliability test, classical assumption test, multiple regression test and hypothesis test. The test results show that product quality and service quality have a positive and significant impact on consumer purchasing decisions for futsal shoes on the Depok Topscore..    

This research aims to examine the effect of brand trust, product quality and word of mouth on purchasing decisions for Nescafe coffee in Ambon City, with a sample of 124 respondents who were determined using the purposive sampling method, using the research method is a quantitative method with multiple linear regression analysis and processing using the SPSS application. The results showed: (1) Brand Trust has a significant effect on purchasing decisions. (2) Product quality has a significant effect on purchasing decisions. (3) Word of mouth has a significant effect on purchasing decisions.

Competition in the culinary industry presents numerous challenges that influence a competitor's standard. As these factors impact consumer decisions, a comprehensive marketing approach is required to maintain market share and overcome competition. The purpose of this study is to investigate the influence of 7P marketing strategy variables (product, price, promotion, place, people, process, physical evidence) on consumer purchasing decisions at Estusae Cafe. A quantitative methodology was employed in this study utilizing purposive sampling. The target population was comprised of all patrons who have consumed products at Estusae Cafe. Data was obtained via questionnaires distributed to respondents selected via purposive sampling. To assess the correlation between 7P marketing strategy variables and consumer purchasing decisions, quantitative data analysis methods were applied using linear regression techniques. The results obtained (F-value of 24.221) from Table 2.10 confirm acceptance of Ha, indicating that all seven independent variables (7P) jointly or simultaneously influence the dependent variable, Estusae Cafe Trawas Purchasing Decision. Additionally, the correlation coefficient (R Square) is 0.648, suggesting that collectively, the 7P variables influence 65% of Estusae Cafe Trawas' Purchasing Decision. The research has revealed that the 7P marketing strategy holds significant importance in influencing consumer purchasing behavior. Such findings carry broader academic implications.

Indonesia is one of the coffee-producing countries as well as coffee connoisseurs who get attention from local and international communities. The culture of drinking coffee is enjoyed by all people in the world, but as time has progressed, the meaning of coffee drinking culture has become its meaning. The existence of this coffee drinking culture also creates a place to enjoy coffee and lifestyle activities for consumers called coffee shops or coffee shops and makes this a research subject. Research that has been done produces several things in influencing customer decision making. This research is expected to provide an understanding of customer decision making in choosing a coffee shop location to enjoy a cup of coffee and other activities, namely the café atmosphere and customer experience.