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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 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.    

The Prita Mulyasari case in 2008 highlighted the challenges of protecting consumers from strategic lawsuit against public participation (SLAPP) suits. SLAPPs aim to stop and prevent individuals or non-governmental organisations from exercising their right to voice their opinions publicly. However, specific regulations addressing SLAPP in the realm of consumer protection in Indonesia are still lacking. The Prita Mulyasari case underscores the need for further attention to establish clear and specific rules to protect consumers from SLAPP practices. This research will further examine how the Supreme Court Decision No. 300K/PDT/2010 in the Prita Mulyasari case can serve as a benchmark in upholding consumer rights within the Indonesian legal framework, especially given the absence of a legal umbrella that protects consumers from lawsuits aimed at limiting public participation in the form of SLAPPs by businesses. This research will employ a normative juridical approach, focusing on primary, secondary, and tertiary legal materials. The study will analyze data gathered from literature reviews using a qualitative normative data analysis method. The research findings indicate that although the Supreme Court granted Prita Mulyasari’s appeal, the legal reasoning in Decision No. 300K/PDT/2010 did not explicitly address the concept of SLAPP. The Supreme Court’s considerations largely focused on the fulfilment of the elements of tort under Article 1365 of the Civil Code. However, the Supreme Court’s use of Article 28F of the 1945 Constitution to justify Prita Mulyasari's conduct is a crucial step in strengthening the legal position of those who express criticism or complaints, as well as their  status as consumers.

Legal protection for consumers in online buying and selling transactions requires confirmation of responsibility related to online buying and selling practices and problems of default caused by business actors. To what extent is the role of the marketplace and business actors responsible for the default losses experienced by consumers? The type of legal research used is empirical juridical legal research. The data sources used are primary data and secondary data. Data collection techniques include interviews, documentation, observation. The data analysis used is qualitative data analysis. The research results obtained by the author are that (1) Buying and selling practices using B2C (Business to Consumer) and C2C (consumer to consumer) transaction systems. (2) Responsibility for legal protection of consumers as a marketplace is related to defaults or unlawful acts caused by business actors, so the burden of responsibility is borne by the business actor by referring to the contract that the parties agreed to. The legal protection provided is limited to supervision, regulators, facilitators, finding solutions, and making decisions regarding defaults or unlawful acts that occur.    

This research aims to determine the influence of retail mix variables on purchasing decisions at Mai Mart Supermarket, Bima City. The sample for this research is between 30 and 500. So the number of samples in this research is 50 people with a Rurposive Sampling sampling technique, namely a data source sampling technique with certain considerations. Considering the limited number of consumers who shop at the Maimart Supermarket in Bima City. The data processing method uses multiple linear regression and the T test. The results of this research state that the Retail Mix variable does not have a significant effect on purchasing decisions at the Mai Mart supermarket in Bima City.

This study aims to determine and analyze the influence of brand ambassadors and brand image on Xiaomi products simultaneously and partially on consumer purchasing decisions on Xiaomi cellphones. This study uses primary data as a source of data obtained by distributing questionnaires in the form of google forms and distributed to 100 respondents. The population that is the object of this study is all consumers of Xiaomi brand cellphones. Sampling was carried out using a purposive sampling technique. Respondents came from all groups ranging from 17 years of age and above who knew or had been consumers of Xiaomi brand cellphone products. The testing tools in this study consisted of validity tests, reliability tests, classical assumption tests, multiple linear regression tests, hypothesis tests, and determination coefficient tests. The results of the study showed that partially the brand ambassador variable influenced Purchasing Decisions with a significance value of 0.000 <0.05 or a tcount value of 4.056> ttable 1.985. Brand Image partially influences Purchasing Decision with a significance value of 0.000 <0.05 or a tcount value of 5.208> ttable 1.985. Simultaneously, brand ambassador and brand image influence Purchasing Decision with a significance value of 0.000 <0.05.  

Public service is a real contribution to strengthening the local economic foundation, the conventional industry sector. "Besides, it's still unclear how consumer behaviour varies. CRM can minimize abstract behaviour based on the data obtained. CRMs can provide consumer behaviour information based on data obtained such as purchasing behaviour. Such data can be enabled in UMKM bank data and build decisions such as discounts, product innovations and product sales. Increasing CRM in the context of society is crucial to strengthening the bond between the convenience industry and its consumers. The proposed community enhancement involves a series of holistic activities that are not aimed at improving employee understanding and integrating such methods into everyday practice

This research aims to test whether Service Quality and Promotion influence Purchasing Decisions. The method used in this research is a quantitative method. The population in this research is consumers of PT JNE Tomang, West Jakarta. The sample used in this research used Accidental Sampling with the Slovin formula calculation, namely 100 respondents were obtained. Data analysis using Smart PLS 3.0 The analysis method used is descriptive analysis, validity test, reliability test, r-Square test, f-square test and hypothesis test. The research results show that service quality has no effect on purchasing decisions with t-statistics = 1.439 < t-table = 1.978, but there is a positive and significant influence between promotions on purchasing decisions with the calculated value of t-statistics = 4.781 > t-table = 1.978. This shows that the better the promotion given, the better the decision to purchase services on JNE expeditions.

This study aims to analyze the role of Social Media Marketing and pricing in influencing consumer purchasing decisions at Tabona Dessert MSMEs in Padangsidimpuan City. Social Media Marketing has become one of the main marketing strategies for MSMEs, especially in increasing visibility and market reach. On the other hand, pricing is an important factor that can influence consumer perceptions of value and purchasing decisions. This study uses a quantitative method with data collection through a questionnaire survey distributed to consumers of Tabona Dessert MSMEs in Padangsidimpuan City. The data obtained were analyzed using multiple regression techniques to see the effect of Social Media Marketing and pricing on purchasing decisions. The results of the study indicate that Social Media Marketing has a significant influence on purchasing decisions, where effective marketing strategies on social media can increase consumer interest and awareness of MSME products. In addition, pricing has also been shown to have a significant effect, where competitive prices and in accordance with product quality are the main considerations for consumers in making purchasing decisions. In conclusion, the combination of effective Social Media Marketing and appropriate pricing can significantly increase consumer purchasing decisions for Tabona Dessert MSME products in Padangsidimpuan City.

The influence of product quality and brand image on consumer purchasing decisions at PT. Samudera Mandiri Sentosa Bitung. Department of Business Administration Dua Sudara Bitung College of Business and Management Bitung 2024. Problems regarding the influence of product quality and brand image on purchasing decisions at PT. Samudra Mandiri Sentosa in Bitung City. This research aims to see the influence. The population of this research is all consumers of PT. Samudera Mandiri Sentosa and samples were taken from 50 consumers. This research is quantitative research. This research data uses a questionnaire which is calculated using prerequisite tests and statistical tests. The results of this research concluded: there is an influence on product quality, brand image and consumer purchasing decisions.

This study aims to analyze the influence of social media and consumer behavior on the decision to purchase fashion products. This study uses quantitative methods with questionnaire distribution techniques. Data was collected from generation Z in the Mojokerto region and obtained 86 respondents who were actively using social media to find information and buy fashion products. The results of the analysis that had been carried out using SPSS in the t test showed that social media affected the purchase decision with the results of the tcount value of 4,436> ttable 1,9886 with a significant 0,000 <0.05 and consumer behavior affected the purchase decision with the results of the tcount value of 3,667> Ttable 1,9886 with significant 0.001 <0.05. While the results in the F test show that social media and consumer behavior have a simultaneous effect on purchasing decisions with the results of the value of F count 25,981> F Table 3,9546 with a significant 0,000 <0.05 which means that social media variables and consumer behavior influence purchasing decisions. The findings of this study indicate that social media and consumer behavior are an important factor that needs to be considered by the fashion brand in developing their marketing strategies.   Keywords: This study aims to analyze the influence of social media and consumer behavior on the decision to purchase fashion products. This study uses quantitative methods with questionnaire distribution techniques. Data was collected from generation Z in the Mojokerto region and obtained 86 respondents who were actively using social media to find information and buy fashion products. The results of the analysis that had been carried out using SPSS in the t test showed that social media affected the purchase decision with the results of the tcount value of 4,436> ttable 1,9886 with a significant 0,000 <0.05 and consumer behavior affected the purchase decision with the results of the tcount value of 3,667> Ttable 1,9886 with significant 0.001 <0.05. While the results in the F test show that social media and consumer behavior have a simultaneous effect on purchasing decisions with the results of the value of F count 25,981> F Table 3,9546 with a significant 0,000 <0.05 which means that social media variables and consumer behavior influence purchasing decisions. The findings of this study indicate that social media and consumer behavior are an important factor that needs to be considered by the fashion brand in developing their marketing strategies.    

In the increasingly advanced digital era, social media has become a crucial tool in marketing strategies for Micro, Small, and Medium Enterprises (MSMEs). This article analyzes the use of social media in the marketing development of HNTnugraheniboutique Fashion, an MSME in the fashion industry based in Yogyakarta. The research methods employed include social media content analysis, online surveys targeting consumers, and in-depth interviews with the business owner. The findings reveal that HNTnugraheniboutique Fashion utilizes social media platforms, particularly Instagram and WhatsApp, to enhance visibility, build brand awareness, and boost sales. Despite these efforts, there remains potential to further optimize their social media usage for marketing purposes. Creative and relevant content proves effective in capturing consumer attention and influencing purchasing decisions. In conclusion, this research affirms that social media is an effective tool for MSMEs to develop marketing strategies. However, challenges such as competition and understanding digital consumer behavior underscore the need for further research to identify more specific and effective content strategies tailored for the MSME sector, particularly in Indonesia

Clean water is a crucial element in the lives of humans and other creatures, ensuring the normal function of the body's organs and optimal health. In the bottled water industry, particularly in refillable bottled water, competition is becoming increasingly fierce. This study focuses on the role of service and product quality in consumer purchasing decisions at Refillable Bottled Water Depots, specifically at Depot Air Qua in Tegal Alur, West Jakarta. The research employs an associative quantitative approach with 96 respondents and questionnaires as instruments. The analysis results indicate a positive impact between service and product quality on purchasing decisions. It is essential to note that this analysis is limited to a single Refillable Bottled Water company (Depot Air Qua) without considering other variables or moderating factors that could affect purchasing decisions more comprehensively.

This study aims to examine the effect of digital marketing and product quality on purchasing decisions for Suyo Body Lotion products in Surabaya. The population in this study were all consumers who made purchases of Suyo Body Lotion products. This study uses a quantitative approach. Sampling using a non-probability sampling approach and obtained 65 respondents. The data collection technique was obtained by distributing questionnaires to consumers who buy Suyo Body Lotion products in Surabaya. The data analysis technique uses the Multiple Linear Regression Analysis method. The results showed that, partially (t test) digital marketing has a positive and significant effect on purchasing decisions. Product quality has a positive and significant effect on purchasing decisions. Simultaneous test results (F test) show that digital marketing communication and product quality have a positive and significant effect on purchasing decisions.

Ybe bright healty is one of the beauty clinic services that is quite well known by the public, especially those from the city of Semarang. Ybe bright healty clinic is located at Jalan Ruko Emeral Green 9A BSB City, Jatibarang , Kec.Mijen, Semarang City, Central Java 50219. Competition conditions from similar Ybe bright healty clinics that have sprung up with various strategies make Ybe bright healty clinic must be able to compete.  In this study, data were collected using a questionnaire method from 100 customer respondents of Ybe bright health clinic menoreh, Semarang city. By using purposive sampling method . Then an analysis of the data obtained was carried out in the form of quantitative analysis which included validity and reliability tests, classic assumption tests, hypothesis testing through the F test, t test and the coefficient of determination test (R 2 ) . The data analysis technique used is multiple linear regression analysis. With the help of the SPSS program. The results of this study indicate that brand image has a positive and significant effect on consumer purchasing decisions , service quality has a positive and significant effect on consumer purchasing decisions, and location has a positive and significant effect on consumer purchasing decisions.

Clean water is a crucial element in the lives of humans and other creatures, ensuring the normal function of the body's organs and optimal health. In the bottled water industry, particularly in refillable bottled water, competition is becoming increasingly fierce. This study focuses on the role of service and product quality in consumer purchasing decisions at Refillable Bottled Water Depots, specifically at Depot Air Qua in Tegal Alur, West Jakarta. The research employs an associative quantitative approach with 96 respondents and questionnaires as instruments. The analysis results indicate a negative impact between service and product quality on purchasing decisions. It is essential to note that this analysis is limited to a single Refillable Bottled Water company (Depot Air Qua) without considering other variables or moderating factors that could affect purchasing decisions more comprehensively.

This research was carried out to find out more about the influence of product quality and price on the purchasing decisions of Shopee platform users in South Surabaya, which is in accordance with the main problem raised, namely related to the influence of product quality and price on the purchasing decisions of consumers using Shopee. The background for conducting this research is that in today's era, of course, quite a few consumers prefer to shop online to make their time and energy more efficient. Also, prices on online e-commerce sites are usually relatively cheaper than shopping directly at physical stores. However, quite a few consumers are still hesitant to shop online because they are worried that the product quality will not meet expectations. The aim of this research is to find out whether there is an influence of product quality and price on purchasing decisions by consumers using Shopee in South Surabaya. Using quantitative research methods which aim to measure the influence between the variables to be studied. Meanwhile, to support this research, samples will be obtained through distributing questionnaires using a measurement scale, namely the Likert scale. The sample collection technique used is a non-probability sampling technique which is purposive sampling, namely a method of taking samples with certain characteristics that have been determined by the researcher. This means that not everyone can be used as a sample by researchers, only those who fit the criteria. The number of the population studied is not yet known, so researchers use the Lemeshow formula to determine the limit for the number of samples to be studied. This research concludes that online shop sellers on the Shopee platform can consider product quality and price, which are related to consumer decisions when making purchases on Shopee.