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

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

Nowadays, the development of the world of technology and information has a great influence on our daily lives. This is marked by the increasing number of new products circulating in the market. To be able to win market share of sales, a strategy is needed. One of the strategies carried out by the company is with a marketing mix pattern consisting of products, prices, venues and distribution. The most used product is Nokia Mobile Phones. To determine the analysis of the influence of the free bound variable, multiple regression analysis was used through a computer with the SPSS Release program with a validity and realiginess test The coefficient of determination (R square) was 0.793. But the number of variables is more than two, then an adjudted square of 0.726 is used, meaning that the change Y (buying decision) is determined by a free variable of 72.6%. The correlation coefficient of the overall independent variable (multiple R) is 0.891 or 8.9%, meaning that the relationship between the purchase decision and the independent variable is strong. Based on the analysis, it can be concluded that the influence of the marketing mix on consumer decisions in buying Nokia Mobile phones in South Ende District, Ende Regency can be said to be very influential Thus the expected target for the public to decide to buy products with trusted brands so that consumer satisfaction can be trusted.

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

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

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

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

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

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

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

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

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

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

The rapid advancement of digital technology has transformed marketing strategies in various industries, including insurance. Digital marketing plays a crucial role in increasing brand awareness, attracting potential customers, and influencing purchasing decisions. This study aims to explore the role of digital marketing as a promotional tool in enhancing the purchase of insurance products at PT. Asuransi Allianz Life Indonesia using a qualitative approach.This research adopts a qualitative methodology with a case study approach. Data collection was conducted through in-depth interviews with key informants (Chief Account Officer Allianz) and insurance agents at Allianz Life Indonesia. Additionally, document analysis and observations of the company’s digital marketing strategies were used to gain comprehensive insights. The collected data were analyzed using thematic analysis to identify patterns and key themes related to the effectiveness of digital marketing in influencing customer decisions.The findings reveal that digital marketing plays a significant role in shaping customer perceptions and purchasing decisions. Social media engagement, personalized content, and interactive customer communication are key factors in building trust and increasing customer interest in insurance products. Moreover, challenges such as digital competition, data privacy concerns, and customer skepticism towards online promotions were identified as barriers that need to be addressed to enhance digital marketing effectiveness.The study implies that insurance companies should continuously adapt their digital marketing strategies by leveraging data analytics, improving customer interaction, and providing transparent and informative content. By strengthening these aspects, digital marketing can serve as a powerful tool to enhance competitiveness and sustain growth in the insurance industry within the digital era.

This research aims to explore how price and product quality influence purchasing decisions for Y.O.U cosmetics at Panda Lovely Jombang. Given the rapid growth of Indonesia's cosmetics market, Y.O.U has emerged as a local brand offering quality products at competitive prices. Panda Lovely, with its numerous branches across Java Island, is one of Y.O.U’s primary distributors. The study adopts a quantitative approach using associative methods, with data collected through questionnaires from 100 Panda Lovely Jombang customers. Multiple linear regression analysis was employed to examine the relationship between independent variables (price and product quality) and the dependent variable (purchase decisions). The findings reveal that both price and product quality, individually and combined, significantly impact purchasing decisions. Key factors influencing consumer choices include affordability, the alignment of quality with expected benefits, and product durability. This research offers valuable insights for both Panda Lovely managers and Y.O.U producers to refine marketing strategies that cater to consumer needs and preferences.

This research aimed to examine the influence of social media marketing and live streaming on purchasing decisions for skintific products through the TikTok platform in Jambi City. This research is a type of quantitative research. Determination of the number of samples in this research was 96 respondents with the sampling technique used as Purposive Sampling and the sampling method used was Non-Probability Sampling. The primary data used was obtained through a digital questionnaire, namely Google Form with a Likert scale. The data analysis method in this research uses SPSS (Statistical Product and Service Solution) using IBM SPSS Statistics 25 For Windows software. The results of this research indicate that social media marketing and live streaming have a positive and significant effect on purchasing decisions for skintific products through the TikTok platform in Jambi City.

Marketplace or E-commerce is an internet-based online media as a place to conduct business activities and transactions between buyers and sellers. In the marketplace or e-commerce, buyers can search for as many suppliers as possible with the desired criteria so that they get the appropriate market price. Tokopedia is a marketplace based in Indonesia. The purpose of this study is to explain the role of brand image in mediating the influence of online customer reviews on purchasing decisions. This study was conducted in Denpasar City with a sample of 100 respondents using the non-probability sampling method with the purposive sampling technique. The data analysis technique used is the inferential analysis technique including confirmatory factor analysis (CFA), path analysis, Sobel test and VAF test. The results of this study indicate that online customer reviews have a positive and significant effect on purchasing decisions. Online customer reviews have a positive and significant effect on brand image. Brand image has a positive and significant effect on purchasing decisions. Brand image partially mediates the influence of online customer reviews on purchasing decisions for Tokopedia users in Denpasar City. The implications of this study can be used as consideration and input for Tokopedia in improving consumer purchasing decisions by considering the variables of online customer reviews and brand image.

This study aims to analyse the influence of flash sales and free shipping on consumer purchasing decisions for Shopee products. The research was conducted from October to December with a quantitative approach, involving 100 respondents as a sample. Data analysis includes data quality tests, classical assumption tests, hypothesis tests, multiple regression analysis, and determination coefficient tests with IBM SPSS 25 software. The results of the partial test showed that flash sale (X1) had no significant effect on consumer purchase decisions (Y) with a T value of -0.996 < 1.661 and a significance of 0.322 > 0.05. On the contrary, free shipping (X2) had a significant effect on consumer purchase decisions (Y) with a T value of 5.982 > 1.661 and a significance of 0.000 < 0.05. The F test shows that simultaneously flash sale (X1) and free shipping (X2) have a significant influence on consumer purchase decisions (Y) with an F value of 17.947 > F table 3.090 and a significance of 0.000 < 0.05. These results indicate that the two variables together have a positive influence on consumer purchase decisions on Shopee products.  

The global fashion industry continues to experience rapid growth, driven by changes in consumer preferences that increasingly emphasize personalization in clothing products. This study aims to analyze Generation Z's preferences for customization trends in fashion products and identify their impact on marketing strategies in the fashion industry. A qualitative approach with a descriptive method was used to understand the factors influencing Gen Z's preferences when selecting customizable fashion products. Primary data was collected through interviews with Gen Z consumers who are active shoppers on e-commerce platforms. The results show that 60% of Gen Z consumers are interested in customizable fashion products, with the main reasons being to express individuality and enhance emotional attachment to the brand. Social media, especially Instagram and TikTok, plays a significant role in shaping consumer preferences, as more than 70% of informants acknowledge that influencer recommendations influence their decision to purchase customized products. Based on these findings, it can be concluded that customization is not just an additional feature but a marketing strategy that can enhance consumer loyalty. Recommendations from this study include implementing personalized marketing strategies, improving customization features on e-commerce platforms, and collaborating with influencers to expand market reach.

The purpose of this study was to see how social media endorsements, viral advertising, and perceived quality can build Shopee consumers' decisions in Purworejo Regency to buy fashion products in e-commerce. We conducted data analysis using regression, t-test, and F-test on a sample of 107 respondents. The results showed that social media endorser and viral marketing variables had a positive and significant effect on purchase decisions, while perceived quality did not show a significant positive impact. These findings highlight the importance of marketing strategies that incorporate social media endorsers and viral marketing in influencing consumer purchase decisions. This research provides valuable insights for marketers in designing effective campaigns for fashion products on e-commerce platforms.