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The purpose of this study is to determine the effect of green marketing and brand image on consumer decisions to buy Garnier products. This study uses a quantitative research approach, and data collection is done through a questionnaire that is given a Likert score of 1-4. This research involved students or female students of STIE IBMT. The sampling technique used is purposive sampling, or nonprobability. This study used 94 respondents. In this study, primary data was used, and the data analysis method used was multiple linear regression analysis. This was done with the help of statistical data analysis tools. The analysis method uses descriptive test, validity test, reliability test, multiple linear regression analysis, hypothesis testing, and classical assumption test. The results showed that there is a green marketing influence on purchasing decisions for garnier products. Then there is also the influence of brand image on purchasing decisions for garnier products, and there is also an influence between green marketing and brand image on purchasing decisions for garnier products. From this research, it is hoped that it can develop other factors or variables that can influence green marketing and brand image on product purchasing decisions with other environmentally friendly brand products. 

The emergence of awareness among Indonesian society regarding the importance of maintaining facial condition has made skincare consumption a trend in shopping. This study aims to investigate the influence of product quality and electronic word of mouth on purchasing decisions for Somethinc skincare products. The population in this study consists of Somethinc skincare users. Purposive sampling was used as the research method, with data collected through distributing questionnaires to 100 respondents and analyzed using SPSS version 26. Hypothesis testing employed multiple linear regression, t-tests (partial), and F-tests (simultaneous). The results of the multiple linear regression yielded the equation Y = 6.624 + 0.278X1 + 0.271X2. The t-test results (partial) indicate a significant influence of product quality on purchasing decisions, with t count (3.672) > t table (1.985), sig 0.000 < 0.05, as well as electronic word of mouth, t count (4.183) > t table (1.985), sig 0.000 < 0.05. The simultaneous F-test resulted in F count (94.601) > F table (3.090), sig 0.000 < 0.05. Somethinc is expected to continue developing products with new formulas while maintaining quality, and to build effective communication by interacting with and responding to consumer reviews.

In the current era of information technology development, product competition in the smartphone manufacturer market is increasingly rapid. Humans are also very dependent on technology, including smartphones. So manufacturers are working hard to meet these needs by producing various smartphones, one of which is the Apple iPhone. This research aims to determine the influence of brand image and lifestyle on iPhone repurchase decisions with consumer satisfaction as a moderating variable. This research uses a quantitative approach with the iPhone consumer population in Mojokerto. The sample was 200 respondents with a questionnaire as data collection and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) 4.0. The results of the research show that brand image positively and significantly influences repurchase decisions, lifestyle positively and significantly influences repurchase decisions, consumer satisfaction and repurchase decisions have a significant and positive influence, consumer satisfaction has a positive and significant effect in moderating brand image on decisions repeat purchases, consumer satisfaction has a positive and significant influence in moderating lifestyle and repurchase decisions.

The coffee industry in Indonesia is growing rapidly, especially in Jakarta, which is the center of the economy in Indonesia. This tight competition forces Kopi Janji Jiwa to pay more attention to factors that impact consumer satisfaction in order to maintain and increase market share. This study examines the impact of green products, customer experience, and store atmosphere on consumer satisfaction through purchasing decisions at Kopi Janji Jiwa in Jakarta and uses a quantitative method with primary data obtained from 175 respondents who live in Jakarta and have purchased and consumed Kopi Janji Jiwa products. The sampling method was carried out using non-probability sampling and purposive sampling techniques, and using the Hair formula. The research findings show that all independent variables impact consumer satisfaction and all independent variables also influence purchasing decisions. On the other hand, all independent variables influence consumer satisfaction through purchasing decisions as intervening variables at Kopi Janji Jiwa in Jakarta.

This research aims to determine the influence of product quality, price and word of mouth on purchasing decisions at CV Pramita Kediri. This type of research is quantitative research. This research data was obtained through primary and secondary data. The population in this research are consumers at CV Pramita Kediri. The sample in this research was 384 consumers with a sampling technique using the Slovin formula. The analysis techniques used are validity testing, reliability testing, classical assumption testing, multiple linear regression analysis and hypothesis testing. The research results show that the partial t test results show that the variables product quality, price and word of mouth influence purchasing decisions at CV Pramita Kediri. The results of the F test simultaneously mean product quality, price and word of mouth influence purchasing decisions at CV Pramita Kediri.

The dairy industry seeks to increase consumption through various marketing strategies, because from BPS data in 2020, the level of milk consumption in Indonesia is still low. The aim of this investigation was to analyze the impact of brand ambassadors, sales promotion, social media marketing, consumptive behavior, brand trust, also halal labels on purchasing decisions for Ultra Milk x ITZY products. This investigation uses a quantitative approach with a questionnaire instrument filled out by 245 respondents, where the data is analyzed using normality, heteroscedasticity, multicollinearity, validity, reliability, also multiple linear regression analysis tests. The outcome showed that all independent variables, namely the impact of brand ambassadors, sales promotion, social media marketing, consumptive behavior, brand trust, also halal labels had a significant impact on purchasing decisions both partially also simultaneously. Overall, these variables influence purchasing decisions by 92.4%. This study concludes that these marketing factors play an crucial role in impacting consumer decisions to buy dairy products, also can be used as a reference to improve marketing strategies in an effort to increase milk consumption in Indonesia.

This research aims to analyze the significance of the influence of taste, price and promotion on purchasing decisions at Burjo Bro, Surakarta city. The types of data used are quantitative data and qualitative data. The data source in this research is primary data using a questionnaire distributed to respondents. The population in this research are all Burjo Bro consumers in Surakarta. The sampling method is purposive sampling or sampling with certain characteristics with a sample size of 100 people. The data analysis methods used are descriptive analysis, multiple linear regression analysis, t test, F test, and coefficient of determination test (R2). The results of this research using multiple linear regression analysis show that taste, price and promotion have a significant influence on purchasing decisions at Burjo Bro. The results of the F test calculation have an F count of 77.921 with a p-value of 0.000 < 0.05, so Ho is rejected and Ha is accepted, meaning the model is correct. The coefficient of determination (R2) for this model is 0.700, meaning that the contribution of the independent influence (taste), X2 (price) and X3 (promotion) to Y (purchasing decision) is 42.2%.

Brand ambassador, as a direct representation of the brand, and brand awareness, the level of consumer awareness of the brand, were identified as potential factors influencing consumer purchasing decisions. The concept of brand image, which reflects the overall image of a brand in consumers' minds, is thought to moderate the relationship between brand ambassadorship, brand awareness, and purchasing decisions. The research method uses a quantitative approach by collecting data through surveys with a sample of consumers who have been exposed to brand ambassador activities and information about the brand. The research results show that brand ambassadors and brand awareness have a positive and significant effect on purchasing decisions; and the interaction of brand ambassadors with brand image on purchasing decisions shows that brand image moderates the influence of brand ambassadors on purchasing decisions; and the interaction of brand awareness with brand image on purchasing decisions shows that brand image moderates the influence of brand awareness on purchasing decisions. This research provides practical implications for brand management in designing more effective marketing strategies.

Najla Farid Bisyir, who created a dessert box business called Bittersweet by Najla, took advantage of the huge opportunities in the food and beverage industry in Indonesia. The popularity of culinary dessert boxes has made many small businesses start their business by selling dessert box products via social media, which means Bittersweet by Najla has many competitors. Apart from that, there are several consumer complaints regarding the price and quality of products expressed through e-commerce. Bittersweet by Najla's content marketing was also complained about because it was considered excessive and not in accordance with reality. This research aims to test and explain the influence of content marketing, price and product quality on purchasing decisions for Bittersweet by Najla consumers. This research was conducted in Denpasar City in June 2024. Data was collected using an instrument in the form of a questionnaire from 105 Bittersweet by Najla consumers who were determined based on a purposive sampling technique. The data obtained was then analyzed using multiple linear regression analysis. The research results show that all hypotheses are supported, namely content marketing has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, and product quality has a positive and significant effect on purchasing decisions. The implication of this research is that the better the content marketing, price and product quality, the greater the purchasing decisions.

The purpose of this study was to determine the effect of attention, interest, desire, and action on purchasing decisions for Honda brand motorcycles. The population in this study was 320 people and the sample in this study was 76 people calculated using the Slovin formula as consumers of PT. Capella Dinamik Nusantara Takengon. The data analysis method was in the form of validation tests and reliability tests and using classical assumption tests, then re-analyzed using multiple linear regression, hypothesis testing and determination coefficient tests. The results showed that the variables attention, interest, desire and action, the four variables partially had a significant effect on purchasing decisions. All independent variables had a simultaneous and significant effect on purchasing decisions for Honda brand motorcycles at PT. Capella Dinamik Nusantara Takengon, Central Aceh Regency.      

This study aims to determine the impact of product quality, service quality, and social media marketing (Instagram) on purchasing decisions for consumers of Kopi Kenangan RC Veteran (drive-thru). This research is quantitative in nature. The sample consists of 100 respondents, selected using a non-probability sampling method with accidental sampling and the Lemeshow formula. Data collection was conducted through a questionnaire using a Likert scale, and the data were processed using Microsoft Excel 2019 and SPSS Software version 22. The data analysis included validity and reliability tests, classical assumption tests, hypothesis testing, and multiple linear regression. The results of this study indicate that the variables of product quality, service quality, and social media marketing each have a positive effect on purchasing decisions. Additionally, product quality, service quality, and social media marketing collectively have a positive impact on purchasing decisions

Information technology is developing rapidly, making it easier for companies to interact between countries and consumers. So that the company improves its competence to increase market share. The marketing information system helps companies to find out the needs of consumers and consumers can easily find information about a product from the company. The purpose of this study is to determine the influence of marketing information systems and product quality on purchasing decisions. The analysis unit of PT. Schneider Electric in the city of Bandung, West Java. The source of research data is primary, namely distributing questionnaires online and secondary data. The population is potential customers in the city of Bandung, the sample drawing technique uses a census of 100 customers. The results of the descriptive analysis of the marketing information system, product quality and purchase decisions in the score interval of 421-501 are very good. Associative analysis F calculates > F table so that there is an influence of marketing information systems and product quality on purchasing decisions At PT. Schneider Electric in the city of Bandung, West Java by 99.2%.

This research aims to determine the influence of price, product quality and service variables on purchasing decisions at Kaki Empat Petshop Kediri.  This type of research is quantitative research which is used to test the relationship of a variable to other variables which emphasizes the analysis on numbers processed using statistical methods. This research data was obtained through questionnaires, interviews and literature studies. The population in this study were all consumers at Kaki Empat Petshop Kediri. The sample in this study was 244 respondents. The sampling technique uses accidental sampling. The analysis techniques used are Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, T Test, F Test and Coefficient of Determination Test. From the results of the research, it shows that the work experience variable (X1 The t test results of the price variable (X1) have a partially significant effect on purchasing decisions. Product quality (X2) has a partially significant effect on purchasing decisions. Service (X3) has a partially significant effect on purchasing decisions. The results of the F test can be concluded that price, product quality and service have a simultaneous and significant effect on purchasing decisions for Kaki Empat Petshop Kediri. Suggestions for Kaki Empat Petshop Kediri are to maintain things that can improve purchasing decisions.    

Fluctuations in the number of hotel guests which tend to decrease encourage managers to further improve management performance so that things that influence the decline can be identified and then implemented as appropriate strategies to overcome them. Consumers or guests in this case are a heterogeneous community who come from various backgrounds, characteristics, habits, regions, cultures and economic levels. Based on several theories, previous research and the phenomenon of this problem, research was conducted to analyze the influence of service quality on consumers' decisions to stay at the Surabaya Youth Hostel. In research that wants to see the influence of tangible, reliability, responsiveness, assurance, empathy on the decision to stay at the Surabaya Youth Hostel. By using tabulated data from the results of a population survey with a sample of 40 respondents, visitors staying at the Surabaya Youth Hostel were analyzed. using multiple linear regression analysis tools, it can be seen. The R value of 0.951 means that the relationship between the independent variables tangible, reliability, responsiveness, assurance, empathy on consumer decisions to stay overnight is close and strong. This is indicated by an R value above 50%, namely 95.1%. The simultaneous determination value (R square) is 0.904, meaning that variations in tangible, reliability, responsiveness, assurance, empathy regarding consumer decisions to stay overnight change by 90.4% while the remaining 9.6% is influenced by other variables not studied. In this research, it can be seen that the variables tangible, reliability, responsiveness, assurance, empathy influence simultaneously (simultaneously) on the decision to stay by producing an Fcount value of 64,219 and a Ftable of 2.4 with a df in the numerator of 5 and the denominator of 34. By using the test t can be seen that all independent variables, including tangible, reliability, responsiveness, assurance, empathy, have a partial influence on the decision to stay, where reliability with a calculated t coefficient value of 4,877 is the variable that has the most influence on the decision to stay.

This study aims to (1) find out the role of business actors in making misleading promotions according to Law Number 8 of 1999 concerning Consumer Protection, and (2) to find out the legal protection for consumers in Kupang City against misleading information provided by business actors through product promotion based on Law Number 8 of 1999 concerning Consumer Protection. This study uses an empirical judiciary method using primary data and secondary data. The results of the study show that (1) The role of business actors in making misleading advertising promotions is depicted in practices such as false advertising, deceptive practices, and fraudulent advertising. Business actors have a role in creating advertisements that do not match reality, providing incorrect information, and manipulating consumers to make purchase decisions without correct information. The impact includes harming consumers, damaging market integrity, and potentially harming the overall business image. Mistakes in this kind of marketing practice not only violate consumer protection laws, but can also shake consumer trust and affect market fairness and integrity, and (2) In the face of misleading information from business actors through product promotion in Kupang City, legal protection for consumers is essential, especially with reference to Law Number 8 of 1999 concerning Consumer Protection. This law provides a legal basis to protect consumers from dishonest and harmful advertising practices. By emphasizing principles such as benefits, fairness, balance, security, consumer safety, and legal certainty, the Act creates a foundation for consumer protection.

The current phenomenon of product boycotting has caused several industrial products in Indonesia to be boycotted. Such as Lifebuoy products from the Unilever brand because they are considered to support Israeli Zionists. Unilever is a Fast Moving Consumer Goods industry that provides consumer goods with a fluctuating sales cycle. Where Lifebuoy is one of the products from this brand in the antiseptic bath soap category which has a superior Top Brand Index compared to other brands. This research is quantitative research whose calculations involve statistical numbers using the IBM SPSS Statistics 27 application.Who has a purpose to determine the influence of brand image and price on purchasing decisions for Lifebuoy products from the Unilever brand in Indonesia partially or simultaneously. Based on the results of the t test, it shows that brand image has an influence on purchasing decisions by 4.906. And the price variable has an influence on purchasing decisions by 10.374, while the results of the f test show that brand image and price variables have an influence on purchasing decisions by 328.524. And based on the research that has been conducted, it can be concluded that brand image and price influence the decision to purchase Lifebuoy products partially or simultaneously with an Adjusted R Square value of 0.725 or 72.5%.    

This study aims to empirically test the influence of brand ambassadors and brand awareness on purchasing decisions moderated by brand image on Le Minerale consumers at Indomaret Soekarno Hatta, Malang City. This study uses a quantitative method with a descriptive approach. Primary data was obtained from 98 respondents. Data analysis used path analysis with the help of SPSS and Smartt-PLS software version 3. The results of this study indicate that (1) brand ambassadors do not influence purchasing decisions: (2) brand awareness influences purchasing decisions (3) brand image does not play a role in moderating the relationship between brand ambassadors and purchasing decisions: (4) brand image does not play a role in moderating the relationship between brand ambassadors and purchasing decisions.

The beauty industry is a sector that continues to grow and plays an important role in the global economy. This phenomenon is driven by increasing consumer awareness of personal appearance and skin care. However, along with this growth comes concern over the beauty industry's negative impact on the environment and human health. To overcome these challenges, the concept of sustainability has become the main focus for beauty companies. One company in the beauty sector is The Body Shop, which has long been one of the pioneers in the beauty industry which is committed to sustainable and environmentally friendly principles. This research aims to find out and analyze the influence of green marketing strategies, green products and green brands on purchasing decisions for environmentally friendly beauty products (study at the body shop Mojokerto). The research method used in this research is a quantitative research method using SPSS software. This research is descriptive research. The sampling technique used is Probability Sampling using the Simple Random Sampling method. Data collection in this research used questionnaires from 110 respondents from The Body Shop consumers whose addresses were in Mojokerto. The data analysis method in this research uses validity testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results of this research show that green marketing strategies do not have a positive and significant effect on purchasing decisions, green products have a positive and significant effect on purchasing decisions, green brands have a positive and significant effect on purchasing decisions. Green marketing strategies, green products and green brands simultaneously influence purchasing decisions.

As a developing city, Binjai has a variety of business potential that can be exploited by micro entrepreneurs. However, in identifying and exploiting these opportunities, they are often faced with various obstacles, such as lack of access to market information, intense competition, and changes in consumer needs. Therefore, determining effective business opportunities is the key to the growth and sustainability of micro businesses in Binjai City. Determining business opportunities for micro businesses in Binjai City includes an understanding of the complexities and challenges faced by the MSME sector in identifying and exploiting business opportunities. Determining business opportunities requires alternative types of business in the TOPSIS method to compare various business opportunities based on important factors so that you can choose the one with the most potential and profit. In this context, the use of the TOPSIS method is important to assist in making more informed and effective decisions for authorities such as the Department of Cooperatives and MSMEs. This method will provide a systematic framework for evaluating various existing business opportunities, enabling a more objective and accurate assessment to support the development of MSMEs in Binjai City.

The beverage industry is becoming increasingly competitive, making it crucial for businesses to establish a strong brand image and product quality to attract consumers. This study aims to analyze the influence of brand image and product quality on purchase decisions for Esteh Indonesia drinks. A quantitative research method was employed, untilizing non-probability sampling techniques. Data was collected through questionnaires distributed to 50 respondets in Kedamean District, Gresik Regency. Multiple linear regression analyseswas used as the data analysis technique. The findings revealed that brabd image has a positive impact on purchase influence, while product quality does not have a significant positive impact on purchase decisions for Esteh Indonesia drinks. However, the influence of brand images was found to be stronger than that of product quality. These findings suggest that Esteh Indonesia should maintain its brand image and enhance product quality to reinforce consumer purchase decisions. additionally, Esteh Indonesia should cultivate a positive brand image through various marketing strategies to enchance brand appeal among costumers.