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Digital transformation and e-commerce have changed consumer behavior in purchasing products. This research aims to analyze the role of Affiliate Marketing and Live Streaming on purchasing decisions. This research uses a qualitative approach with a descriptive-analytic method, which focuses on analyzing the role of Affiliate Marketing and Live Streaming in product purchasing decisions on the Shopee e-commerce platform. This research takes an analytical approach based on a literature review, analyzing the role of affiliate marketing and live streaming in influencing product purchasing decisions on the Shopee e-commerce platform. The results of this research show that affiliate marketing plays a role in purchasing decisions, as well as live streaming has a role in shopee purchasing decisions because according to the results of analysis from several sources and journals, both have an influence on purchasing decisions.

This research aims to analyze the influence of price on purchasing decisions for shrimp cracker products in Punti Village, Soromandi District, Bima Regency. By using primary data obtained through distributing questionnaires to consumers, this research identifies the relationship between price variables and purchasing decisions. The analysis results show that price does not have a significant influence on purchasing decisions, with a significance value greater than 0.05. Although the data used is reliable with 95.3% valid cases, the data distribution is not normal which can affect the analysis results. The multiple linear regression test and F test show that the regression model built is not significant, with only 2.5% of the variation in purchasing decisions that can be explained by price. These findings indicate the need for further research to explore other factors that might influence purchasing decisions for shrimp cracker products in Punti Village.

This study aims to identify the key factors influencing consumer purchasing decisions for Judydoll cosmetic products, focusing on social recommendations and online reviews. Data was collected from 97 respondents, mostly females aged 18-23. The results indicate that social media (69%) is the primary source of information, and factors influencing purchase decisions include product quality, affordable pricing, and attractive packaging. Recommendations from friends/family (57.5%) and online reviews also significantly impact decisions. The majority of consumers are satisfied and intend to repurchase. This study suggests that Judydoll should continue utilizing social media, maintain product quality, and pay attention to pricing and packaging to enhance consumer satisfaction and loyalty.

Beverage business competition in the modern era is growing rapidly due to marketing developments and the many beverage and food brands that have become popular in the community. This makes business competition must develop its business to be more attractive. Indonesians not only drink mineral water, but also tea. The popularity of tea, encourages many beverage manufacturers to try to produce new products. Vina's iced tea makes iced tea with a combination of sweetened condensed milk, one of the popular types of tea. This study aims to analyze the effect of tea flavor intensity and ice cube texture on iced tea marketing strategies in Tambak Rejo Village, Waru, Sidoarjo. In the beverage industry, flavor and texture are important factors that influence brand image and product attractiveness in the market. This study uses qualitative and quantitative methods, to find out how consumers respond to the quality of the tea flavor they offer and the freshness of the ice cubes, and how these two factors affect the region. We are investigating how this can help increase sales of iced tea. This study shows that improving the unique taste of tea and the use of ice cubes with optimal texture can improve consumer experience, strengthen brand image, and influence purchasing decisions. Therefore, a strategy to improve product quality by considering aspects of taste and texture is the main key to increasing the competitiveness and sales of ice the village of tambak rejo. This article uses the Praticipatory learning and action (PLA) method or active field learning method is a participatory research method in which consumers and business actors are directly involved in the process of community service activities. In the context of iced tea sales strategies, the PLA method is used to understand how the intensity of tea flavor and texture of ice cubes affect consumer satisfaction and increase sales. 

This research aims to analyze buyer behavior towards skincare products, with a focus on factors that influence purchasing decisions, product preferences, the influence of social media, and promotional strategies. This study uses a quantitative approach with survey methods to collect data from respondents regarding habits, preferences and external influences in purchasing skin care products. Data analysis techniques are carried out descriptively to identify trends and patterns of consumer behavior. The research results show that product quality is the main factor in decisions (91.3%), followed by needs and price. TikTok emerged as the top platform for seeking information (77.9%), while influencer reviews had a significant influence with 91.3% of respondents considering them before purchasing a product. The majority of consumers prefer local products (60.6%) compared to imports. Additionally, promotional strategies such as discounts and cashback proved effective in attracting attention, with 93.3% of respondents expressing interest in the offer. This research concludes that skincare buyer behavior is influenced by a combination of rational and emotional factors, which are strengthened by the influence of social media and promotions. These findings provide insight for producers in designing marketing strategies that are more effective and in line with consumer needs.

The cosmetics industry in Indonesia continues to experience rapid development, especially with increasing consumer preferences for local products. Hanasui, as a local cosmetic brand, offers quality facial serum at affordable prices which is available on various e-commerce platforms. This research aims to analyze the factors that influence consumer behavior in purchasing Hanasui serum, including product quality, price, online reviews and social recommendations. Referring to previous research, factors such as social class, reference groups, product knowledge, and online customer reviews are known to play an important role in cosmetic product purchasing decisions. The findings of this research are expected to provide in-depth insight for manufacturers and marketers to formulate more effective marketing strategies, increase customer loyalty, and strengthen Hanasui's position in the local cosmetics market.  

Choosing a specific brand from a variety of brand options is a purchase decision. In this study, Product Quality and Service Quality are considered the two main factors influencing the purchase decision of milk donuts at DONSU Cibaduyut. The purpose of this research is to analyze how these two factors affect the purchasing decision. The research was conducted at DONSU Cibaduyut, involving 96 respondents selected using the Purposive Sampling method, with an unknown population size. Data were collected through closed questionnaires with a rating scale ranging from strongly disagree to strongly agree. This study employs a quantitative approach with descriptive analysis of the data obtained. To analyze the data, regression analysis was used, and hypothesis testing was carried out using T-tests and F-tests. The results of the study revealed three main findings in line with the proposed hypotheses: 1) Product Quality does not significantly affect the Purchase Decision; 2) Service Quality significantly affects the Purchase Decision; 3) Product Quality and Service Quality together influence the Purchase Decision.

This research examines and analyzes the influence of brand image, product quality, price simultaneously and partially on purchasing decisions. The research approach used in this research is quantitative research. This research uses a non- probability sampling technique using purposive sampling. The sample selection criteria in this study were people who had ever bought an Android smartphone, had used an Android smartphone, had used an Android smartphone for more than 1, year were >17 years old, were in the JABODETABEK area. The questionnaires collected were 150 respondents, the data was then processed using the multiple linear regression method. Based on the results of the analysis, it is known that partially the variables brand image, product quality and price have a positive effect on purchasing decisions. And the variables of brand image, product quality and price simultaneously have a positive effect on purchasing decisions.

Digital technology has created new opportunities in marketing, including live streaming, which enables real-time interaction between businesses and consumers. The research employs a descriptive method with a qualitative approach through in-depth interviews with the owner and manager of Hi.Prima. The findings indicate that live streaming effectively expands market reach, enhances consumer engagement, and drives purchasing decisions. Direct interaction during live streaming sessions allows consumers to obtain detailed product information, contributing to a 25-30% increase in sales. Additionally, consistency in execution and creativity in content presentation are critical factors in the success of this strategy. These findings reveal that live streaming is not only a promotional tool but also a strategy to build long-term relationships with customers. This study provides insights for business practitioners to leverage live streaming as an efficient and effective digital marketing strategy in an increasingly competitive market..

Consumer behaviour in modern businesses has been greatly altered by technological advancements, leading to the use of digital marketing strategies and social media. These strategies allow businesses to interact with customers, build personalised relationships, and conduct more effective product promotions. Digital marketing and celebrity endorsements are increasingly used in purchasing decisions in Indonesia, especially in the fashion industry. The purpose of this research is to study how celebrity endorsement and digital advertising influence the decision of Surakarta City consumers to buy Erigo products. For this study, quantitative methods were used, data were collected through questionnaires distributed to 150 consumers of Erigo products in Surakarta City. Structural Equation Modeling (SEM) data analysis with the Partial Least Square (PLS) approach was used. The results showed that celebrity endorsement and digital marketing have a significant positive effect on consumer decisions to buy Erigo products in Surakarta city. The limitation of this research is that it is quantitative in nature and does not thoroughly study how consumers perceive the influence of digital marketing and celebrity endorsements culturally and psychologically. This research can provide broader insights into consumer behavior.

Packaged Drinking Water (PDW) has now become one of the most practical products dominating the market, offering a variety of advantages and benefits. The fierce competition among PDW producers drives consumers to be increasingly discerning and selective in making purchasing decisions. Consumer choices are often influenced by pressing needs, which have recently shifted toward a preference for more natural food and beverage products. However, amidst the fast-paced modern lifestyle, instant products remain a favored solution due to the convenience they offer. By leveraging store atmosphere strategies, this business has successfully stayed competitive and maintained its presence in the market. The relationship between store atmosphere and consumer purchase interest is significant, as first impressions often serve as a critical factor in consumer evaluations of a store. Elements such as exterior design, overall interior, store layout, and interior displays play a vital role in creating that appeal. This study aims to analyze the extent to which store atmosphere influences purchase interest in the Club brand bottled water. The research methodology involves distributing questionnaires to 100 respondents as the primary data source.

This study aims to analyze consumer behavior and impulse buying on the Shopee e-commerce platform, focusing on the young age group between 18 to 30 years old. In the digital era, e-commerce has changed the way of shopping, offering greater convenience and accessibility for consumers. The methodology used is a quantitative approach with the Technology Acceptance Model (TAM) model, which involves collecting data through questionnaires to 50-100 respondents. The results of the study indicate that consumer behavior has a significant influence on purchasing decisions, while impulse buying has no direct effect. These findings indicate that factors such as promotions and social trends play an important role in driving purchasing behavior among young consumers. This study provides insights for e-commerce managers in designing more effective marketing strategies to improve the online shopping experience.

This study aims to analyze the influence of social media marketing and brand ambassadors on the purchase interest of Glad2Glow products on MissGlam. The development of digital technology has influenced the way companies market their products, especially through social media platforms. This study uses a quantitative approach with a survey method, where data is collected through questionnaires distributed to 100 respondents who are active social media users and MissGlam customers. Data analysis was carried out using multiple linear regression to test the influence of each independent variable on product purchase interest. The results of the study show that both social media marketing and brand ambassadors have a positive and significant influence on the purchase interest of Glad2Glow products. Social media marketing, with interesting content and promotion through digital platforms, has a strong impact on building awareness and purchase interest. In addition, the presence of brand ambassadors who have influence on the audience also plays an important role in increasing consumer purchasing decisions. These findings provide implications for companies to further maximize digital marketing strategies and choose the right brand ambassadors to increase product purchase interest in a competitive market.

The development of e-commerce has significantly transformed consumer behavior, particularly among Generation Z. This study examines the impact of e-commerce on the consumptive behavior of Gen Z students at STIE Cendekia Bojonegoro, Indonesia. E-commerce platforms offer easy access, a wide range of products, and various promotional features that influence consumer purchasing decisions. Using a quantitative approach with a survey design, this study investigates how promotions, social media, and other factors impact Gen Z's purchasing behaviors. The results reveal that social media has a more substantial influence on consumptive behavior than traditional promotional strategies, which were found to be less significant. This highlights the importance of social media in shaping the shopping habits of Gen Z. The findings contribute to a better understanding of e-commerce's role in influencing consumer behavior and offer recommendations for businesses and educational institutions to address the challenges associated with impulsive purchasing and financial management among students.

The development of technology and social media, especially TikTok, has changed the way consumers interact with products and brands. This article aims to explore the impact of the language and communication used on TikTok on consumer behavior, especially in the context of impulse purchases. Through a qualitative approach, the study analyzed TikTok content that focuses on product promotion and how language and communication styles influence purchasing decisions. The results show that the use of engaging and communicative language on TikTok can increase buying interest and encourage consumptive behavior among users.

This study aims to determine the impact of implementing Augmented Reality (AR) features on mobile shopping applications on purchasing decisions of Generation Z consumers, especially first-time buyers. The research method uses a quantitative approach, the study involved 385 Generation Z respondents (aged 18-25 years) who were using AR features for shopping for the first time. The results of multiple linear regression analysis show that AR Visual Quality (X1), AR Interactivity (X2) and AR Ease of Use (X3) have a significant positive effect on Purchasing Decisions (p <0.000). The study revealed that 78.5% of AR features influence Generation Z in deciding to purchase on mobile shopping applications. In this case, it can be concluded that the presence of AR features can reduce Gen Z's hesitation in deciding to purchase for first-time buyers. Key factors influencing purchasing decisions include AR visualization quality, ease of use, and feature interactivity.

This study investigates the influence of live streaming commerce and online customer reviews on impulsive buying behavior, with e-trust as an intervening variable, focusing on Somethinc cosmetics among Generation Z consumers. Utilizing a quantitative approach, the research gathered data from 100 respondents selected through purposive sampling in Palangka Raya City. The Partial Least Square - Structural Equation Model (PLS-SEM) was employed to analyze the relationships between variables. The findings reveal that live streaming commerce has a significant positive effect on both e-trust and impulsive buying, emphasizing its role as an interactive and engaging marketing tool. Online customer reviews also positively impact e-trust and impulsive buying, albeit with a weaker effect. However, the mediating role of e-trust between these factors and impulsive buying is not statistically significant, suggesting that Generation Z consumers prioritize interactive and social aspects over trust in their purchasing decisions. This study provides valuable insights for marketers aiming to enhance impulsive buying through digital marketing strategies. Future research is encouraged to explore these relationships across various industries and demographics to broaden the understanding of impulsive buying behavior.  

This study aims to determine and explain the influence of Islamic branding, product quality and price on consumer purchasing decisions on Wardah products in Semarang. This study is a type of quantitative research. The determination of the number of samples in this study was calculated using the Lameshow formula. The sampling technique used in this study used a non-probability sampling technique with a purposive sampling determination of 97 respondents. Based on the results of the study, it shows that: Islamic branding and price have a significant influence on consumer purchasing decisions on Wardah products in Semarang. Product quality has no influence on consumer purchasing decisions on Wardah products in Semarang.

This research examines the consumptive style of Gen Z through TikTok Shop in purchasing fashion products, especially clothes. The background of the research focuses on the dominance of social media that influences the consumption patterns of the younger generation. The research uses a phenomenological approach to understand students' experiences in shopping at TikTok Shop. Data collection techniques include observation and in-depth interviews. The results show that TikTok Shop utilizes personalization algorithms, creative video content, and massive promotions to attract the attention of Gen Z. Purchasing decisions are often influenced by trends, influencer recommendations, and discounts that create a FOMO (Fear of Missing Out) effect. While offering convenience and an interactive shopping experience, this impulsive consumption pattern poses the risk of product quality disappointment and unplanned spending. The implications of this research highlight the need for consumer education to raise awareness about wise shopping. In addition, industry players are expected to design ethical and sustainable marketing strategies to support more rational consumption behavior. 

The objective of this research is to evaluate the impact of brand image and product quality on consumer purchasing decisions regarding MS Glow products in Solo. A positive brand image can enhance consumers' trust in a particular brand; however, product quality remains the primary determinant of satisfaction and choice among consumers. Using qualitative methodology with phenomenological approach, the study aims to understand consumers’ experiences and perspectives towards MS Glow products. The findings indicate that strong brand images, such as reliable reputation and consumer confidence, significantly influence purchase decisions. Additionally, product qualities including durability, performance, design, and innovative features play crucial roles in consumer decision-making processes. This research is expected to help companies develop better marketing strategies to meet individual customer needs effectively.