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This research was explanatory research with quantitative research. The variables were Brand Image (X1), Lifestyle (X2) and Purchase Decision (Y). The population in this research were the consumers who made direct purchases at Azura Coffee Malang. The Data collection was done throught observation and questionnaires to 80 respondents with the purposive sampling method. The data analysis of this research used descriptive analysis, validity test, reliability test, classical assumption test, and hypothesis test. The results of multiple linear regression analysis showed the equation Y = 4,758 + 0,261X1 + 0,547X2 + e with a coefficient of determination of 0,652. This showed that there was a significant effect of variables X1 and X2 on variable Y of 65,2%, while the remaining 34,8% was influenced by other variables not examined in this research. The results of the partial test of the Brand Image variable obtained was t count 2,146 > t table 1,66488 and Lifestyle variable was t count 5,620 > t ttable 1.66488 while the results of the simultaneous test F count was 75,119 > F table 3.12. Based on the research results, it can be concluded that Brand Image and Lifestyle variables partially or simultaneously have a positive and significant on the purchasing decisions at Azura Coffee Malang. It is suggested that Azura Coffee Malang will retain its current brand image in order that the brand image meets what the consumers want. Azura coffee is also recommended to keep café’s comfort so that it can consumer purchase decisions.

This study was conducted to assess the extent to which product knowledge influences consumer decisions in purchasing cosmetics by adopting a qualitative methodology with a literature study approach. This study includes the presentation of several scientific literatures, references, and theories that are closely related to the research variables. This study analyzes ten studies that focus on the study variables. The data analysis technique is carried out descriptively qualitatively in order to understand the relationship between the two variables. Based on the results of the analysis that has been carried out regarding the influence of product knowledge on purchasing decisions for cosmetic products, a positive relationship was found between the two. The study of consumer decisions in purchasing cosmetics is an interesting topic because this decision is one of the main challenges for cosmetic companies in determining the right marketing strategy. The complexity of the consumer decision-making process shows that many factors are interrelated and need to be considered. Therefore, companies need the ability to control the dynamics related to consumer behavior and adjust their business strategies to remain relevant. Understanding trends and changes in consumer purchasing patterns is an important thing that should not be ignored if the company wants to develop sustainably in the future.  

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

The aim of this research is to determine the significant influence of marketing content, especially Instagram social media, brand image and product reviews on purchasing decisions for Scarlett Whitening. This research uses quantitative research methods conducted online by distributing questionnaires to 92 respondents who use Scarlett Ehitening products in the city of Surakarta. The results of this research show that marketing marketing has a positive influence on purchasing decisions for Scarlett Whiteing, brand image influences purchasing decisions, but the product review variable has no direct influence on purchasing decisions for Scarlett Whitening products.

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.

The reason for this study was to determine the impact of brand image, product quality, and promotion on purchasing decisions of Pizza Hut consumers. The population is Pizza Hut customers, with a sample of 150 respondents taken using non-probability sampling techniques with purposive sampling method. PLS was used as an analytical tool in this study. This study shows that brand image has a positive, but insignificant, impact on purchasing decisions of Pizza Hut consumers. On the other hand, product quality has a positive and significant impact on purchasing decisions of Pizza Hut consumers. In addition, promotion also has a positive and significant impact on purchasing decisions of Pizza Hut consumers.

E-WOM has become a source of information for consumers in shopping decisions. Meanwhile, store atmosphere is a critical aspect of the consumer shopping experience. The types of data used in this research are primary and secondary data. The population of this study were guests staying at Fabriek Bloc. The research sample consisted of 204 consumers with a sampling technique using non-probability sampling. The data collection technique was carried out using a questionnaire with a Likert scale which had been tested for validity and reliability. Data from this research were processed using SPSS 25.00. The results of this research show that E-WOM is in the quite agree category, namely 2,63%. Furthermore, the store atmosphere variable is in the agree category, namely 2,71%, and purchasing decisions are in the quite agree category with a percentage of 2,72%. The influence of E-WOM (X1) and store atmosphere (X2) influences purchasing decisions (Y), with scores of 65.3% and 34.7% influenced by other factors. Furthermore, the results of multiple linear regression analysis obtained a calculated F value of 191.651 with sig. 0.000 < 0.05, meaning that the E-WOM and Store Atmosphere variables have a significant influence on purchasing decisions, and a t value of 17,423 was obtained for the E-WON variable and a t value of 2,026 for the store atmosphere variable with sig. 0.000 < 0.05.      

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 strengthening of the digital ecosystem has changed the way people make purchasing decisions. This study aims to analyze consumer purchasing decisions in live shopping on the TikTok platform for fashion products. The study was conducted using a descriptive qualitative approach. The research data was sourced from digital searches and observations. The results of the study indicate that consumer purchasing decisions in live shopping on TikTok are influenced by several key factors, namely seller credibility, promotional systems, interactivity, transaction ease, and social influence. These factors interact with one another and shape a satisfying shopping experience for consumers, thereby encouraging them to make purchases. By understanding these factors, businesses can design more effective marketing strategies to maximize sales through the TikTok platform.

Successful packaging design is not only a determinant of a product's success in the market, especially in the beauty industry such as hand cream. The role of aesthetically pleasing and functional packaging design is crucial in influencing consumer purchasing decisions. Therefore, a marketing strategy focused on packaging design becomes key to enhancing product appeal and sales. The strategic use of mockups in the design phase allows designers to test and evaluate concepts digitally without the need for physical prototypes. The advantage of mockups lies in their ability to provide a realistic preview, expediting the design and development process. The aspects of packaging design are critical in creating a visually compelling and convincing experience for consumers. This research, employing a descriptive approach and qualitative methods, aims to explore the appropriate approach in designing hand cream packaging. The hope is that this research serves as a significant initial step in the development of hand cream packaging design, ensuring the product not only meets aesthetic standards but also competes effectively in a competitive market.

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 factors influencing consumer purchasing decisions for artificial flower products, marketing strategies used, and challenges in production and distribution. A descriptive qualitative approach was applied through a case study on the Fake Flower Plastic business. Data were collected via interviews, observations, documentation, and questionnaires. The results indicate that product quality, aesthetics, pricing, and social media influence significantly affect consumer decisions. Digital marketing via social media and influencer collaboration proved effective in reaching target consumers. Production challenges include raw material efficiency and sustainability, while distribution is hindered by logistics and packaging issues. The study recommends improving product quality, design innovation, and strengthening marketing and distribution strategies to support sustainable business growth.

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.  

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 (

This study aims to analyze consumer behavior in purchasing decision-making at traditional markets in Surakarta City. The focus of this research is to identify the factors that influence consumer purchasing decisions, such as price, product quality, location, service, and shopping habits. The method used is a quantitative approach with a survey method. Data were collected through the distribution of questionnaires to 100 respondents who are active consumers at several traditional markets in Surakarta, such as Pasar Gede, Pasar Klewer, and Pasar Legi. The data analysis technique used is multiple linear regression to examine the influence of independent variables on the dependent variable. The results show that price, product quality, and service have a significant influence on purchasing decisions, while location and shopping habits do not show a significant influence. These findings indicate that consumers in traditional markets in Surakarta tend to prioritize economic value and service interaction in their purchasing decisions. This research is expected to provide input for traditional market managers in improving competitiveness amidst the growth of modern markets.

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.

This study aims to analyze the effect of product arrangement on consumer purchasing decisions at Alfamidi Jl. Tuasan, Medan. Product arrangement is a crucial visual merchandising strategy in the modern retail industry to attract consumer attention and increase sales. The study used a quantitative approach with an associative method, involving 30 respondents selected through accidental sampling techniques. Data were collected using a questionnaire with a 5-point Likert scale and analyzed using simple linear regression with the help of SPSS version 25. The results showed that product arrangement had a positive and significant effect on consumer purchasing decisions with a coefficient of determination (R²) of 90.2%. The regression equation Y = 1.245 + 0.675X shows that every one unit increase in product arrangement will increase purchasing decisions by 0.675 units. The t-test produced a calculated t value of 16.071> t table 2.048 with a significance of 0.000 <0.05, confirming the research hypothesis. This finding confirms that product layout elements such as ease of access, visual appeal, and layout comfort play a vital role in influencing consumer behavior and increasing the effectiveness of retail marketing strategies.

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.

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.