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In response to the evolving landscape of public healthcare services, hospitals are expected not only to maintain operational efficiency but also to adapt to the shifting needs and expectations of patients as healthcare consumers. The presence of non-BPJS patients in regional public hospitals plays a strategic role not only contributing to revenue diversification but also reflecting service quality, institutional competitiveness, and shaping public perception. The declining trend in outpatient visits by general patients at RSUD Balaraja over the past three years highlights the need to understand the factors influencing consumer behavior in determining revisit intentions. This study examines the effect of co-creation and hospital image on the revisit intention of outpatient general patients at RSUD Balaraja, with patient experience as a mediating variable. The research employed a quantitative explanatory design involving 278 outpatient general patients selected through purposive sampling. Data were collected via structured questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that patient experience plays a significant mediating role in shaping revisit intention among general outpatients at RSUD Balaraja. These findings confirm that patient experience serves as a central factor in post-service evaluation processes, which ultimately drive patients’ intention to return. Therefore, hospitals need to enhance patient involvement in service processes (co-creation), improve public perception of institutional image (hospital image), and develop patient-centered service systems as a key strategy to increase revisit intention among general outpatients.

This study aims to determine the influence of Product Quality, Price Perception, and Brand Image on Purchase Decisions in Shopee application users in South Jakarta. The population in this study is Shopee application users in South Jakarta who have made purchases in the last six months. The research sample was determined using the Non Probability Sampling method with the Lemeshow formula and obtained as many as 96 respondents who were considered to represent the characteristics of the population. Data was collected through a questionnaire with a Likert scale distributed through Google Form, then processed using Microsoft Excel 365 and SPSS software version 29 for descriptive analysis and hypothesis testing. The analysis techniques used included validity tests, reliability, classical assumption tests, multiple linear regression analysis, as well as t-tests and F-tests. The results showed that Product Quality, Price Perception, and Brand Image had a significant effect on Purchase Decisions in Shopee application users, both partially and simultaneously, which indicates the importance of marketing strategies based on product and brand values in improving consumer purchase decisions.

This study aims to analyze the impact of immersive commerce and augmented reality (AR) on consumer trust in e-commerce transactions using secondary industry data from the BrandXR 2025 Research on Augmented Reality in Retail & E-Commerce. Quantitative data was analyzed descriptively to evaluate the adoption rate of immersive technologies (immersive commerce and AR) and their relationship with consumer trust perceptions. The results show that immersive commerce, characterized by interactive and realistic user experiences, has a positive impact on consumer trust. Similarly, AR which offers realistic product visualization, has a significant impact on strengthening consumer trust in purchasing decisions. Simultaneously, the integration of immersive commerce and AR enhance the digital shopping experience, which can reduce risk perception and increase trust in online transactions. These findings empirically contribute to the literature on digital consumer behavior and e-commerce strategies, and suggest that businesses adopt immersive technologies to increase consumer trust and engagement in the online commerce ecosystem.

The rapid growth of e-commerce has intensified competition among digital businesses, making pricing and discount strategies critical in influencing consumer purchase decisions. This study aims to examine the effect of original product price and price after discount on consumer purchase decisions on e-commerce platforms. A quantitative causal research design was employed using secondary data derived from publicly available e-commerce transaction records. Data analysis was conducted through descriptive statistics, correlation analysis, and multiple linear regression to assess the partial and simultaneous effects of pricing variables on purchase decisions, which were measured using a price-based purchase decision index. The findings indicate that both original price and discounted price have a significant negative effect on consumer purchase decisions. This suggests that lower displayed and final prices increase consumers’ likelihood of making a purchase. Furthermore, the discounted price was found to exert a more dominant influence than the original price, highlighting the importance of perceived value in online purchasing behavior. This study contributes to the digital marketing literature by providing empirical evidence on pricing effects in e-commerce and offers practical insights for e-commerce platforms in designing effective and data-driven pricing and discount strategies.

This study explores the influence of Electronic Word of Mouth (E-WOM) on Umrah ticket purchasing decisions through the Instagram account @umrohbarengyuk.id. In today’s digital era, social media serves as a primary channel in shaping consumer perceptions of services, particularly in religious travel industries like Umrah. E-WOM, consisting of interaction intensity, opinion valence, and content quality, plays a vital role in providing trustworthy information and building consumer confidence. Using a quantitative method involving surveys and simple linear regression analysis, the study finds that digital reviews and testimonials strongly influence prospective pilgrims’ decisions. The @umrohbarengyuk.id account is perceived as providing transparent, responsive, and relevant communication, making it a key reference in users’ information-seeking and service evaluation processes. These findings reinforce E-WOM as a powerful digital marketing communication strategy that not only increases service appeal but also enhances customer trust and purchasing confidence. The study offers practical insights for Umrah service providers in developing personalized, credible digital content and strategies to reach broader audiences effectively.

This study aims to examine the global marketing strategies implemented by The Coca-Cola Company in maintaining its competitive position in international markets. The advancement of globalization requires multinational corporations to design marketing strategies that are not only globally standardized but also adaptable to local market characteristics and consumer needs. This research employs a descriptive qualitative method with a case study approach, conducted through the review of relevant literature, corporate reports, and academic journals. The findings indicate that Coca-Cola’s success in global marketing is supported by strong brand differentiation, an extensive global distribution network through partnerships with bottlers, and the application of the glocalization concept, which balances standardization and adaptation within the marketing mix. Furthermore, market expansion strategies are implemented systematically through the selection of target markets based on growth potential, accessibility, and competitive intensity. The study also reveals that the country of origin image of the United States serves as a positive brand asset by creating aspirational value and quality perceptions across various markets, although in certain contexts it also presents challenges that require strategic management. Overall, this study confirms that Coca-Cola’s global marketing strategy is capable of achieving sustainable competitive advantage through the integration of strong global branding, product innovation, and responsiveness to local market dynamics.

This research is motivated by a significant decline in sales of herbal products/jamu (herbal medicine) from PT Martina Berto Indonesia during the 2021–2024 period, as reflected in the 2024 annual report. This downward trend indicates issues related to customer satisfaction and loyalty, changes in consumer perceptions of the product, and increased competition from other herbal brands. The continued decline in sales in 2024, reaching IDR 95 million, indicates a serious challenge to the product's sustainability in the market. This study aims to examine the influence of perceived value on customer loyalty of Sariayu Herbal Scrub through customer satisfaction in Bandung City. This study employs quantitative methods, incorporating verification approaches. The data used in this study consist of primary and secondary data. The sample consisted of 115 respondents. Data analysis was performed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4 software, and the sampling method applied was the sample size technique. The results of this study indicate that perceived value has a positive and significant influence on customer satisfaction, customer satisfaction has a positive and significant influence on customer loyalty, and perceived value has a positive and significant influence on customer loyalty. However, perceived value influences customer loyalty indirectly through customer satisfaction. These findings offer practical insights for companies to improve perceived value and customer satisfaction, key strategies to enhance customer loyalty, and maintain business sustainability.

Local food innovation is not only focused on product development but also requires effective communication strategies to build positive perceptions and enhance market competitiveness. This study aims to analyze the implementation of innovation communication strategies by micro, small, and medium enterprises (MSMEs) in developing papaya-based chili chips as a flagship product in Nagori Karang Anyar, Gunung Maligas District, Simalungun Regency. The research employs a descriptive qualitative approach, focusing on the product innovation process, marketing communication patterns, and efforts to build product image amid competition in the local food industry. The findings indicate that innovation communication strategies play a crucial role in creating product differentiation through narratives of unique taste, utilization of local raw materials, and promotional strategies combining traditional methods and digital media. Papaya chili chips are positioned as a product that blends distinctive local flavors with a modern touch, attracting consumer interest and increasing the added value of papaya as a local commodity. This study emphasizes that the success of local food innovation depends not only on product quality but also on the ability of MSMEs to manage adaptive and persuasive communication strategies.

This research aims to explore how Integrated Marketing Communication (IMC) is applied to enhance the sales performance of local rice products in the midst of competition with well-established national brands. Intensified competition arises due to the increasing presence of rice products from other regions as well as premium national brands that offer added value. These market dynamics underscore the importance of strategic marketing communication, especially in designing messages, selecting appropriate media channels, and applying the right consumer engagement approach to strengthen brand awareness and loyalty.A descriptive qualitative method was employed, utilizing a case study approach on a local rice producer in Tabanan Regency. Data collection involved in-depth interviews, field observations, and documentation related to promotional and sales activities, which were then analyzed through data reduction, data display, and conclusion-drawing stages.The results demonstrate that the coordinated use of IMC elements such as advertising, sales promotion, public relations, digital marketing, and word-of-mouth has contributed significantly to improving brand perception and market competitiveness. Ultimately, this study suggests that adopting a consistent and well-structured IMC strategy is essential for local rice producers to sustain their presence and achieve growth amidst the dominance of national rice brands.

The development of digital media has made food reviews an important factor in shaping consumer perceptions and decisions, especially for Micro, Small, and Medium Enterprises (MSMEs) in the culinary sector, which are highly dependent on reputation. However, food reviews that are not objective, not based on real experiences, or presented in an exaggerated manner have the potential to cause material and immaterial losses for MSMEs. This study aims to analyze the forms of legal protection for MSMEs due to biased food reviews in digital media and to examine the legal basis for liability for such reviews based on the Civil Code and the Electronic Information and Transactions Law. The research method used is normative juridical with a regulatory approach and conceptual through the analysis of primary and secondary legal materials. The results of the study show that MSMEs can take legal action through lawsuits for unlawful acts and criminal provisions in the ITE Law, although its implementation still faces obstacles in the form of the nature of complaint offenses and difficulties in proving them. This study emphasizes the need to strengthen regulations and ethical guidelines for digital reviews in order to provide more proportional legal protection for MSMEs.  

The growth of the digital economy in the 5.0 era has changed consumer behavior, particularly among students as digital natives. This study aims to analyze the influence of Celebrity Endorsers, Product Quality, Social Media Marketing, and Influencer Credibility on Purchase Intention, with Brand Image as a mediating variable. The research focuses on students in Pemalang Regency who use the Shopee e-commerce platform. A quantitative approach was employed, with data collected from 100 respondents through purposive and accidental sampling. Data analysis was conducted using multiple linear regression, path analysis, and the Sobel test with IBM SPSS 25. The results indicate that all independent variables have a positive and significant effect on Purchase Intention. In addition, Brand Image is proven to mediate the influence of these variables. The findings suggest that enhancing quality perception and selecting credible endorsers aligned with brand values are important strategies for Shopee to increase consumer purchase intention. This study provides empirical contributions to the development of digital marketing literature.

This study aims to elaborate on the mechanism of product design, word of mouth (WOM), price perception, and product quality on purchase decisions, with brand image serving as a mediating variable. The research focuses on consumers of Ogel-Ogel, a traditional snack product from Pemalang. Utilizing a quantitative descriptive method, data were gathered from 100 respondents through purposive and accidental sampling techniques. Data analysis employed path analysis and the Sobel test to measure the strength of the mediation effect. The results reveal that, partially, all independent variables and brand image exert a positive and significant influence on purchase decisions. The most crucial finding indicates that brand image acts as an effective mediating bridge, reinforcing the transformation of physical product attributes and social recommendations into actual purchasing actions. This underscores that for MSMEs in the culinary sector, visual uniqueness and quality are insufficient without consistent brand reputation management. This research provides strategic contributions for local product managers in integrating traditional marketing elements with brand equity strengthening to navigate an increasingly competitive market.

This study aims to analyze the influence of influencers and electronic word of mouth  (e-WOM) on the purchase decision of Bika Ambon Ahun in Medan City. The rapid development of social media has transformed how consumers obtain information and make purchasing decisions, making influencers and e-WOM essential components in shaping consumer perceptions and behavior. This research employs an associative quantitative method with data collected through questionnaires distributed to consumers who were familiar with the product through social media. The data were analyzed using partial (t-test) and simultaneous (F-test) analyses to examine the strength of the relationship between the independent variables and the purchase decision. The findings indicate that influencers have a positive and significant effect on purchase decisions, as consumers perceive influencer review content to be credible, engaging, and persuasive. Likewise, e-WOM demonstrates a positive and significant influence, supported by consumer trust in online reviews, comments, and recommendations that serve as strong social proof before making a purchase. Simultaneously, both influencers and e-WOM contribute 68.4% to the variation in purchase decisions, while the remaining 31.6% is influenced by other external factors. These results emphasize that the combined influence of influencers and e-WOM generates a synergistic effect that strengthens consumer interest, trust, and confidence in purchasing local products such as Bika Ambon Ahun. The study implies the importance for businesses to optimize digital marketing strategies by collaborating with credible influencers and encouraging positive online reviews as a means to reinforce consumer purchase decisions.  

The rapid growth of Sharia-based e-commerce reflects the increasing demand among Muslim consumers for transactions that comply with Islamic principles. However, digital transaction practices still raise various concerns, particularly regarding the clarity of contracts (akad), payment security, and information transparency. This study aims to explain Muslim consumers’ perceptions of the application of the legal maxim al-yaqīn lā yazūlu bi al-shakk in Sharia e-commerce transactions, with a focus on students of the State Islamic University of North Sumatra. This research employs a descriptive qualitative approach, using in-depth interviews with 10 informants as the primary data source, supported by questionnaire data to identify general tendencies in respondents’ perceptions. The findings reveal that although most respondents understand the maxim theoretically, they have not been able to apply it effectively in digital transaction contexts. The uncertainties experienced by respondents are predominantly triggered by technical factors, such as delays in payment confirmation, rather than shakk in the fiqh sense. Moreover, limited understanding of digital contract mechanisms contributes to uncertainty regarding the moment when a contract is considered legally valid. Information transparency emerges as a key factor in fostering yaqīn, particularly in relation to the clarity of product descriptions and transaction procedures. This study concludes that the application of al-yaqīn lā yazūlu bi al-shakk in Sharia e-commerce remains suboptimal due to limited digital fiqh literacy and insufficient technological reliability, highlighting the need for enhanced digital muamalah education and improved information quality on Sharia e-commerce platform.

Development of digital media has driven significant changes in public relations practices, particularly through the implementation of Digital Public Relations (Digital PR) as an organizational communication strategy. Digital PR allows companies to build two-way relationships with the public and shape brand image in a more interactive and sustainable manner. This study aims to analyze the influence of Digital Public Relations on Dove's brand image in the #RealBeauty campaign. The study uses a quantitative approach with a survey method involving 100 social media users who are aware of the #RealBeauty campaign. Data were collected through a Likert-scale questionnaire and analyzed using simple linear regression. The results of the study show that Digital Public Relations has a significant effect on Dove's brand image. Digital PR elements such as the quality of digital content, interactivity, message credibility, and value consistency have been proven to contribute to shaping positive consumer perceptions. This study affirms the strategic role of Digital PR in building a brand image based on social values in the digital era.

This study critically examines the emerging phenomenon of celebrity preachers as a significant form of religious commodification within the realm of digital da’wah. The rapid proliferation of social media has fundamentally transformed how religious messages are disseminated, with platforms like YouTube, Instagram, and TikTok becoming primary channels. Utilizing a quantitative methodology that combines comprehensive literature studies with online questionnaires distributed to social media users, this research investigates public perceptions regarding digital da’wah practices and high-profile preachers. The findings reveal a commodification process characterized by three key aspects: the tailoring of content to suit market preferences, the shift of audiences into active consumers, and the strategic construction of public images by preachers to sustain popularity. While respondents value the accessibility of digital da’wah, they strongly emphasize the necessity of ethical boundaries to preserve its spiritual essence. Consequently, digital da’wah requires sincerity, scholarly integrity, and moral responsibility to remain an authentic medium for Islamic teachings.

This study aims to analyze the effect of price as a component of the marketing mix of NutriSari products on consumers’ purchase intention at the STIE YPBI Campus Canteen. Price is a crucial element of the marketing mix that directly influences consumer perceptions and purchasing decisions. Therefore, understanding consumers’ price perceptions is essential for companies in developing effective marketing strategies and maintaining competitiveness. This research employed a quantitative descriptive approach, with data collected through questionnaires distributed to consumers at the STIE YPBI Campus Canteen. The population of this study consisted of 40 active consumers within the campus canteen environment. Data were analyzed using validity and reliability tests, normality testing, simple linear regression analysis, t-test, and F-test with the assistance of SPSS software. The results indicate that price has a significant effect on purchase intention, as evidenced by an F-test value of 5.440 and a coefficient of determination of 54.40%. This finding implies that 54.40% of consumers’ purchase intention is influenced by price, while the remaining percentage is affected by other factors not examined in this study. Furthermore, the t-test results show that the calculated t-value (2.332) is greater than the critical t-value (2.024), indicating a positive and significant effect of price on purchase intention. The indicators of price affordability, price-quality suitability, price competitiveness, and price-benefit suitability collectively contribute to increasing consumers’ purchase intention at the STIE YPBI Campus Canteen.

The rapid growth of digital marketplaces has fundamentally transformed consumer decision-making processes by intensifying price transparency, product comparability, and information exposure. In highly competitive marketplace environments, consumers are frequently confronted with numerous product alternatives and dynamic pricing structures, which shape how they evaluate options and ultimately decide to purchase. This study examines the effects of product variety and price perception on consumers’ purchase decisions in the context of ROSCA tumbler products sold on the Shopee marketplace. Using a quantitative explanatory approach, this research employs a survey-based design to analyze the relationships among variables and to estimate their relative effects through multiple linear regression analysis. Data were collected from 100 respondents who had previously purchased ROSCA tumblers on Shopee, selected using purposive sampling based on predefined criteria. The research instrument consisted of 15 Likert-scale items measuring product variety, price perception, and purchase decision. Data analysis included descriptive statistics, instrument validity and reliability testing, regression assumption diagnostics, and hypothesis testing using both partial (t-test) and simultaneous (F-test) procedures. The findings reveal that product variety has a positive and significant effect on purchase decisions, indicating that consumers are more likely to finalize purchases when they perceive product options as sufficiently diverse, relevant, and comparable. Price perception also exerts a positive and significant influence and demonstrates a stronger relative effect compared to product variety. This result underscores the central role of perceived price fairness, competitiveness, and value-for-money in shaping purchase decisions within transparent and highly competitive marketplace settings. Simultaneously, product variety and price perception explain a substantial proportion of variance in purchase decisions, highlighting their combined importance as key marketing stimuli. These findings contribute to the literature on digital consumer behavior by providing empirical evidence from a specific marketplace–product context and offer practical implications for sellers and brand managers in optimizing assortment design and pricing strategies to enhance conversion rates in online marketplaces

User reviews on the Shopee e-commerce platform represent an important source of information for understanding consumer perceptions of products and services. Sentiment analysis is commonly applied to classify user opinions into positive, neutral, and negative sentiment categories based on textual data. This study aims to analyze the performance of the Long Short-Term Memory (LSTM) method in sentiment classification of Shopee user reviews. The dataset used in this study consists of Indonesian-language user reviews that have undergone preprocessing stages, including case folding, text cleaning, tokenization, and stopword removal. The LSTM model was trained using preprocessed text represented as word sequences. Model performance was evaluated using overall accuracy and class-wise classification results. The experimental results indicate that the LSTM method achieved an overall accuracy of 87.62%. In addition, the classification performance for the positive sentiment class reached 95.27%, the neutral class achieved 4.96%, and the negative class reached 74.26%. These results demonstrate that the LSTM method performs well in classifying sentiment in Shopee user reviews, particularly for positive sentiment. This study is expected to provide insights and references for the application of deep learning methods in sentiment analysis of Indonesian e-commerce review data.

This study aims to analyze the influence of the @starbucksindonesia account's use of Instagram as a communication medium on brand image following the pro-Israel boycott. The boycott arose from Starbucks' alleged involvement in the Israeli-Palestinian conflict, which triggered a decline in its reputation and negative sentiment among Indonesians. In this situation, Instagram, as a visual-based social media platform, was utilized as a primary means of shaping public opinion and responding to the crisis. The study employed a quantitative approach using an online questionnaire survey. Respondents were 100 followers of the @starbucksindonesia Instagram account, aged 18–35, and former Starbucks customers. Data analysis was conducted using validity and reliability tests, simple linear regression, t-tests, and coefficients of determination using SPSS version 27. The results showed that all research instruments were valid and reliable. The main finding demonstrated that Instagram use had a statistically significant effect on Starbucks' brand image. The coefficient of determination value indicated a strong relationship, indicating that the majority of changes in respondents' perceptions were influenced by communication via Instagram. This research supports the Uses and Effects theory, which states that social media not only serves as an information provider but also has the ability to shape consumer perceptions and attitudes. Therefore, Instagram plays a strategic role in digital communications for crisis management and brand image restoration.