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The digital era has transformed marketing strategies, particularly for tech startups targeting Generation Z (Gen Z). This study investigates the influence of guerrilla and viral marketing on Gen Z consumer perceptions and behaviors in the context of tech startups, focusing on a risk-based entrepreneurial marketing approach. A quantitative survey with 212 Gen Z respondents was conducted to analyze the effects of these marketing strategies on consumer engagement, brand perception, and purchasing behavior. The results show that guerrilla and viral marketing significantly enhance consumer engagement and brand perception, but they do not directly influence Gen Z behavior or purchasing decisions. The findings highlight the importance of emotional engagement and brand authenticity in shaping consumer perceptions. This research fills a gap in understanding how resource-constrained tech startups can leverage risk-based marketing strategies to engage Gen Z, providing practical insights for designing effective campaigns. Future studies should explore additional factors like brand trust and values to bridge the gap between engagement and behavior

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.  

This study aims to analyze the significance of the influence of price, location, and store atmosphere on customer purchasing decisions at Harno Surya stores. A quantitative research approach was employed, utilizing primary data as the main source of information. The study population consisted of customers who had shopped at Harno Surya stores, although the exact number was unknown. A sample of 176 respondents was selected using a purposive sampling technique. Data collection methods included questionnaires, literature review, and observation. The collected data were analyzed using descriptive analysis, multiple linear regression analysis, t-test, F-test, and the coefficient of determination test.The results of the multiple linear regression analysis produced the equation: Y = 0.534 + 0.181X₁ + 0.426X₂ + 0.329X₃, indicating that price (X₁), location (X₂), and store atmosphere (X₃) all contribute positively to purchasing decisions (Y). The t-test results demonstrated that each independent variable had a significant effect on purchasing decisions. Furthermore, the F-test results showed an F-value of 157.276 with a significance level of 0.000 (<0.05), confirming that the regression model is appropriate for predicting the impact of price, location, and store atmosphere on purchasing decisions. The coefficient of determination (R²) was 0.728, suggesting that 72.8% of purchasing decisions were influenced by the three independent variables, while the remaining 27.2% was influenced by other factors not included in this study.These findings highlight the importance of price, location, and store atmosphere in shaping consumer purchasing decisions, offering valuable insights for retailers seeking to enhance their marketing strategies and store management.

This study aims to analyze and test the effect of content marketing, live streaming, online customer reviews on consumer buying interest in the TikTok social media application in Lamongan Regency. This research uses quantitative methods. The population in this study were residents of Kec. Lamongan. The sampling method used in this study was purposive sampling of 100 respondents. The data analysis method used in this study is multiple linear regression analysis, with the help of SPSS version 26. The results of this study indicate that the variables of content marketing, live streaming, online customer review partially have a positive and significant effect on purchasing decisions. And the variables of content marketing, live streaming, online customer review simultaneously have a positive and significant effect on purchasing decisions. And the content marketing variable has the most dominant effect on consumer buying interest in the TikTok social media application in Lamongan Regency.

The fashion world greatly influences the lifestyle of Indonesian people, because people are more interested in paying attention to the appearance they wear. One of the fashion products that is currently developing in Indonesia is Visval. The purpose of this study was to measure Instagram content, consumer purchasing decisions for Visval products on Instagram followers @Visval, and to test the effect of Instagram content for Visval bags on purchasing decisions on Instagram followers @Visval. The theories used in this study are Instagram content theory (Miles 2019: 125-130) and purchasing decision theory (Kotler & Armstrong 2018: 176-177). This study uses a quantitative approach, the method used is the survey method. The population in the study was 161 who were in accordance with the characteristics. The number of samples in this study was 115 respondents, the data collection technique was carried out by distributing questionnaires. Sampling using simple random sampling. The results of this study are that the first Instagram content is quite high with an average value of 3.50 and the second is that the purchasing decision is quite high with an average value of 3.58 and the third is that the influence of Visval bag Instagram content on purchasing decisions has an influence of 58.6%, while the remaining 41.4% is influenced by other factors.

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.

The purpose of this study was to determine the role of YLPK-RI in resolving unlawful acts as a consumer representative at the Gorontalo District Court. The legal basis for YLPK-RI in suing is the Consumer Protection Law No. 8 of 1999. The type of research method used by the researcher in this article is normative juridical by using data collection techniques in this study, namely through library research. The results obtained in this study are in the judge's decision, YLPK-RI is a legitimate and legally recognized institution to represent, defend and seek legal certainty for consumers who do not understand the law in accordance with written regulations. The presence of YLPK-RI certainly helps consumers in fighting against business actors who act arbitrarily towards consumers. However, the lawsuit filed by YLPK-RI was considered inadequate by the panel of judges due to the shortcomings of the parties, therefore the lawsuit from YLPK-RI was rejected by the panel of judges.  

Product Quality is the result of a product that has been made with human labor so that it becomes a product that can be traded among consumers. Price is an amount of money that will be exchanged for an item needed by consumers, thus making many consumers to make purchasing decisions on products. The purpose of the marketing department is to promote goods with the beauty of the product and make consumers interested so that they make the decision to buy the item. The purpose of this study was to determine and analyze whether product quality and price affect purchasing decisions at the hana fashion shop in West Jakarta. This type of research is using a quantitative approach in a measurable way. The population in this study were all consumers who bought hana fashion store products. The sampling technique in this study used purposive sampling, namely by determining the sample based on the objectives and considerations of the researcher and consumers who buy hana fashion products. The information collection strategy used by researchers is based on a questionnaire that has been distributed to 80 people. The results of this statement indicate that product quality has a significant influence on purchasing decisions. Price has a significant influence on purchasing decisions.

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.

Information technology is developing very rapidly, including in carrying out buying and selling transactions. Traditional businesses that require face-to-face meetings are starting to be abandoned, and replaced by online marketing or what is usually called e-commerce. Lazada's sales figures are quite low compared to other e-commerce. These low sales indicate Lazada's low consumer decision. Therefore, this research was conducted to analyze the influence of live streaming and price discounts on purchasing decisions of Lazada consumers in Cengkareng. The research method applied in this research is descriptive quantitative statistics. The population in this study were Cengkareng residents with an unknown population size, but 96 Cengkareng residents were taken as samples. Data analysis techniques are data quality testing, classical assumption testing, multiple linear regression, hypothesis testing, coefficient of determination testing. Then from the research results it was found that partially Live Streaming had a positive and significant influence on purchasing decisions, price discounts had a positive and significant influence on purchasing decisions, live streaming and price discounts together or simultaneously had an influence on consumer purchasing decisions. It is known that the coefficient of determination value reaches 0.490 and it can be concluded that simultaneously, live streaming and price discounts contribute 49% to purchasing decisions, while the remaining 51% is influenced by other factors not included in this research.

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.

This research aims to find out how much influence price and digital marketing have on consumer satisfaction with the decision to visit as an intervening variable at Puncak Lawang. The method used was accidental sampling, namely visitors to Puncak Lawang. The research results showed that: there is an influence of price on the decision to visit, digital marketing has a significant positive influence on the decision to visit, price has a positive and insignificant influence on consumer satisfaction, digital marketing has a significant positive influence on consumer satisfaction, the decision to visit has a significant positive influence on customer satisfaction, price has a positive and significant influence on consumer satisfaction through the decision to visit as an intervening variable, digital marketing has a positive and insignificant influence on consumer satisfaction through the decision to visit as an intervening variable at Puncak Lawang.

This study aims to analyze the influence of Brand Image and Social Media Promotion on Purchase Decisions, with Consumer Satisfaction as an intervening variable in Balisijuk.id in Payakumbuh. In the digital era, a strong Brand Image and effective promotion strategies through social media are important factors in attracting interest and increasing Consumer Satisfaction, which ultimately influences purchase decisions. This research method uses a quantitative approach with purposive sampling techniques. Data was collected through questionnaires distributed to Balisijuk.id consumers. Data analysis was carried out using multiple linear regression models and path analysis to test the direct and indirect relationships between variables. The results of the study show that Brand Image and Social Media Promotion have a significant effect on Consumer Satisfaction. Furthermore, Consumer Satisfaction proved to be an intervening variable that strengthened the relationship between Brand Image, Social Media Promotion, and Purchase Decision. In other words, the more positive the Brand Image and the more effective the Social Media Promotion, the higher the Consumer Satisfaction, which ultimately drives the Purchase Decision. This research provides practical implications for business actors, especially Balisijuk.id, in designing more effective marketing strategies through strengthening Brand Image and optimizing Social Media Promotion to increase consumer satisfaction and purchase decisions Balisijuk.id.

Consumer dispute resolution in Indonesia is an increasingly relevant issue, considering the high dynamics of transactions that occur in the goods and services sector, including in the property sector. Consumers, as the weaker party in business transactions, often face problems related to the quality of goods/services received, delays, unilateral cancellations, or even failure in property development. Therefore, resolving consumer disputes is very important and requires adequate legal protection. This type of research is normative juridical research. Normative research is literature research by examining theoretical approaches and concepts that examine consumer disputes. Normative juridical research is legal research that places law as a building system of norms. Problems arise when consumers in good faith have paid all Down Payment obligations, but the business actor actually takes a unilateral decision to cancel the apartment construction project. Consumers who have invested funds amounting to IDR 307,530,900 are trying to get a refund, but the business actor does not show responsiveness and good faith in the refund process. This situation finally forced consumers to take legal action by filing a lawsuit with BPSK Medan City on December 5 2022. This case is a clear example of the application of consumer protection and the importance of BPSK as an alternative for resolving disputes outside of court. This decision also reflects the principles of justice and legal certainty in consumer disputes, where agreed consumers can obtain their rights through an arbitration mechanism.

This study aims to test how much influence Product Quality and Brand Equity have on Consumer Purchasing Decisions by Increasing Sales as an Intervening Variable on Scarlet Whitening Skincare Products (Case Study on Students of Putra Indonesia University "YPTK" Padang). The sample in this study amounted to 108 respondents in scarlet whitening skincare customers. This population is 2021 management students of Putra Indonesia University YPTK Padang.The results of this study are (1) There is a positive and significant influence between Product Quality on Sales Increase in Scarlet Whitening Skincare Products. (2) There is a positive and significant influence between Brand Equity on Sales Increase in Scarlet Whitening Skincare Products. (3) There is a positive and significant influence between Product Quality on Purchasing Decisions on Scarlet Whitening Skincare Products. (4) There is a negative and insignificant influence between Brand Equity on Purchasing Decisions on Scarlet Whitening Skincare Products. (5) There is a positive and significant influence between Sales Increase on Purchasing Decisions on Scarlet Whitening Skincare Products. (6) Sales Increase mediates Product Quality on Purchasing Decisions on Scarlet Whitening Skincare Products (7) Sales Increase mediates Brand Equity on Purchasing Decisions on Scarlet Whitening Skincare Products.

This research aims to determine the influence of price and product design on Muslim clothing purchasing decisions. In the fashion industry, especially Muslim fashion, price and product design are two very important factors in influencing consumers' decisions to make purchases. Competitive and affordable prices can attract consumers' attention, while attractive designs that are in line with trends can increase the product's appeal. Through the literature review method, this research analyzes various relevant scientific sources to explore the relationship between price, product design and purchasing decisions. The research results show that reasonable prices and innovative product designs have a significant contribution to consumer purchasing decisions. Consumers tend to prefer to buy Muslim clothing that offers a combination of attractive prices and designs that suit their preferences. Therefore, Muslim fashion companies and related parties are expected to continue to pay attention to appropriate pricing strategies and develop attractive product designs. In this way, companies can create an environment that supports improved purchasing decisions, which ultimately contributes to sales success and sustainable business growth.

The evolution of technology and fierce rivalry in the smartphone sector compel companies to consistently innovate and cultivate a robust brand presence to sustain their market standing. Innovation in products opens up avenues for incorporating new functionalities, improving aesthetics, and delivering enhanced value to consumers. Conversely, a favorable brand presence bolsters customer fidelity, fosters trust, and sways purchasing choices. This research seeks to evaluate both the isolated and combined effects of product innovation and brand presence on the buying choices of iPhone smartphones in Bandung. The study employs a quantitative approach with a descriptive causal framework. The participant group consists of 100 iPhone users in Bandung, identified through a non-random sampling method known as purposive sampling. Techniques for data analysis included descriptive statistics and multiple linear regression. The findings revealed that product innovation has a substantial partial influence on purchasing choices. Additionally, brand presence plays a significant role in shaping purchase decisions on its own. Collectively, product innovation and brand presence impact buying decisions in 93.9% of the cases examined, while the residual 6.1% is impacted by factors outside the scope of this research.