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Technological developments have changed consumer behavior in purchasing fashion products, especially through online platforms and social media. Viral marketing and live streaming are the main strategies in influencing purchasing decisions by reaching consumers widely and in real-time. This research aims to explore the influence of these two strategies on consumer purchasing decisions at the Nabila Fashion Store. This study identified several problems such as less interesting viral content, lack of product explanations from influencers, unstable networks during live streaming, promotions that are too long, and lack of consistency in promotions via social media. Based on this background, the research problem formulation includes the partial influence of viral marketing, the partial influence of live streaming, and the simultaneous influence of both on consumer purchasing decisions. The research results show that both viral marketing and live streaming have a significant influence on purchasing decisions. Viral marketing helps in disseminating product information quickly and effectively, while live streaming provides direct experiences to consumers, influencing purchasing decisions through real-time interactions and exclusive promotional offers. In conclusion, the implementation of viral marketing and live streaming can increase consumer purchasing decisions at the Nabila Fashion Store. Recommendations include improving the quality of viral content, improving network stability during live streaming, shortening the duration of promotions, and increasing consistency in promotions via social media to maximize influence on consumer purchasing decisions.

Gojek is a company operating in the transportation sector, Gojek's head office is in Jakarta, Indonesia. Gojek was founded by Nadiem Makarim, an Indonesian citizen who graduated with a Master of Business Administration from Harvard Business School. The scope of this research was carried out on consumers who use Gojek services in the Surakarta area. The aim of this research is to analyze the significance of the influence of price, service and promotion on consumer purchasing decisions for Gojek customers in Surakarta. This research is a survey. This type of data uses quantitative data. The data source uses primary data. The population in this research are all consumers who use Gojek services in Surakarta. The number of samples used in this research was 110 people. The sampling technique uses purposive sampling. The data collection technique uses a questionnaire. Data analysis uses descriptive analysis, multiple linear regression test, t test, F test and coefficient of determination test. The research results show that price has no significant effect on consumer purchasing decisions for Gojek customers in Surakarta, service has a significant effect on purchasing decisions in Surakarta and promotions have a significant effect on purchasing decisions for Gojek customers in Surakarta.    

This research aims to examine the influence of brand image, product quality and price on purchasing decisions at Starbucks Coffee Multatuli Medan. In this research, the researcher distributed 75 questionnaires to consumers of Starbucks Coffee Multatuli Medan using accidental sampling, which is a method for testing coaecudental sampling, whoever the researcher meets by chance can be used as data used for sampling, if he is suitable as a data source and as long as 3 months. The researcher decided on 75 respondents. The analytical model used in this research is a multiple regression model. The results of the t test analysis show that there is a positive and significant influence between brand image, product quality and price on purchasing decisions at Starbucks Coffee Multatuli Medan.

In an increasingly advanced era in terms of digital marketing encouraging people to adapt to increasingly advanced technology, in the digital era purchase decisions can be made based on several applications that are often used by the public, currently, Harrum Mart retail stores are stores that sell their merchandise online and offline, in its use the quality of the product can describe the extent of the product's ability to meet the needs of consumers,  , when the service is in accordance with consumer expectations, it can be said to be effective in increasing consumer satisfaction. Quality service should be carried out continuously in accordance with the needs of consumers and the company's goals. Based on the results of the study, it shows that there is no direct positive influence of Product Quality on Digital Marketing, there is no positive influence of Service Quality on Digital Marketing, there is a positive influence of Digital Marketing on Consumer Satisfaction, there is a positive influence of Product Quality on Consumer Satisfaction, there is a positive influence of Service Quality on Consumer Satisfaction Keywords: , , , 

This study aims to find out how the influence of corporate image and relational marketing on consumer purchase decisions. The sample in this study is 78 people who use CV services. Zia car Banda Aceh. This study is a survey research with a quantitative approach, using the multiple linear regression analysis method with the help of the SPSS program. The results of this study show that the corporate image (,X-1.) has a positive influence and a significant level below 0.05, namely (0.00 < 0.05) or ,H-a . is accepted on the consumer's purchase decision (Y) on CV. Zia of Banda Aceh car partially (ttable > tcal value or 4,512 > 1,664). Relational marketing (,X-2.) has a positive influence and a significant level below 0.05 namely (0.015 < 0.05) or ,H-a . is accepted on the consumer's purchase decision (Y) on CV. Zia of Banda Aceh car partially (tcount value > ttable or 2,492 1,664). The most dominant variable has an influence on consumer purchase decisions (Y) on CV. Zia car Banda Aceh is a variable of the company's image (,X-1.) with a ttable > tcount value or 4,512 > 1,664 and the smallest significant value 0.00. The results of the F test show that the variables of company image (,X-1.) and relational marketing (,X-2.) together have a positive and significant effect on consumer purchase decisions (Y) on CV. Zia car Banda Aceh. Based on the results of the research, the author suggests that the quality of service can be improved and maintained so that consumers are not disappointed with the service and consumers will be loyal to continue buying used cars at CV. Zia Car Banda Aceh.

The current phenomenon is that the entertainment and beauty industry releases many products that can be used by the whole community, so this can create a different culture, encouraging the attraction of celebrity endorsers, who are figures (a person, mascot or group) who are known by the social community and celebrity endorsers. one of them is Twice (K-pop girl group) which is currently collaborating or has an agreement to endorse a brand in the form of Scarlett Whitening skincare products or services.  This will influence a brand ambassador on the buyer's decision through the intention to purchase the product, so the author aims to analyze how much influence the brand ambassador has on the buyer's decision through people's purchase intention by using a survey research type method and a quantitative approach as a data collection tool through questionnaires. Data obtained through questionnaires shows that the percentage of women is 84% ​​and the percentage of men is 16%. The results of this research are that brand ambassadors have a positive and significant effect on purchasing interest. Where Scarlett Whitening has superior quality products including consumer trust so it can be concluded that brand ambassadors do not increase purchasing decisions for Scarlett Whitening products. The author gives advice to Scarlett Whitening as the object of this research, even though Twice is already quite good, it still needs to seek more brand awareness and increase consumer trust.      

The aim of this research is to analyze the significance of the influence of brand ambassadors, brand image and price perceptions on purchasing decisions for Emina cosmetic products in Surakarta. This research is a survey with data types using qualitative and quantitative data. Data sources use primary data and secondary data. The population in this research are all consumers who use Emina products in Surakarta. The total research sample was 100 people with a sampling technique using purposive sampling. Data analysis uses descriptive analysis, multiple linear regression test, t test, F test and coefficient of determination test. The research results show that brand ambassadors have a significant influence on purchasing decisions for Emina cosmetic products in Surakarta, brand image has no significant influence on purchasing decisions for Emina cosmetic products in Surakarta and price perceptions have a significant influence on purchasing decisions for Emina cosmetic products in Surakarta. The F test results show a calculated F value of 38.275 with a significance value (p-value) of 0.000 < 0.05. The coefficient of determination test result (adjusted R2) is 0.530, meaning that the contribution of the independent variables to the dependent variable is 53%.

This study aims to analyze the effect of service quality, perceived value, and customer satisfaction on customer loyalty at Tanjung Decoration. Service quality, perceived value and customer satisfaction are key factors influencing purchase decisions and customer retention in the decoration service industry. However, there has not been much research specifically examining the relationship between these variables in the context of Tanjung Decoration. This research is worth conducting for several reasons. First, Tanjung Decoration is a major player in the fast-growing decoration industry, and an understanding of the factors that influence customer loyalty will help them improve their marketing and service strategies. Second, with a focus on service quality, perceived value, and customer satisfaction, this research will provide valuable insights for managers and practitioners in developing more effective programs to increase customer loyalty. Third, this research will complement the literature on marketing management and consumer behavior by providing a more in-depth understanding of the factors that influence purchasing behavior and customer loyalty in the context of the decoration services industry. By combining appropriate research methodology with a strong theoretical framework, this research is expected to make a significant contribution to the development of knowledge in the field of marketing management and consumer behavior. The results of this study are expected to be a valuable reference source for researchers, practitioners, and other stakeholders interested in understanding and improving customer loyalty in the decoration service industry.    

The development of smartphone technology is becoming faster and more diverse, so consumers are often faced with problems in choosing smartphones that fit their needs and budgets. Decision Support System (DPS) can help consumers make the right decisions. The purpose of this research is to design the best smartphone decision support system using the Simple Additive Weighting (SAW) method. The SAW method is used to calculate the weight of smartphone attributes such as Price, Internal Memory, Smartphone Processing Performance and Speed, Camera Quality, Battery Capacity so that it can provide a solution to consumers in choosing smartphones according to their wishes and needs.    

The current business environment has become increasingly competitive Due to this competitive market, every company must constantly be vigilant of the competition in its work environment Every business actor must be able to implement successful marketing tactics and continuously improve these marketing strategies in order to compete in a strong and tight market Affordable prices and attractive promotions can attract consumers and enhance purchasing decisions for a product to be marketed This research is conducted with the aim of understanding the impact of Price and Promotion on purchasing decisions. The method used in this research is quantitative statistical research method, using a research instrument in the form of a questionnaire distributed through the researcher's social media, and utilizing SPSS version 25. Based on the questionnaire results from 98 respondents, it can be concluded that affordable and appropriate prices, as well as attractive promotions, significantly influence consumer purchasing decisions.

In the competitive fried chicken industry, understanding factors such as quality, price, promotion, brand image, and health considerations is essential for companies to stay competitive and meet customer expectations. This study aims to examine the influence of factors such as product quality, price, promotion, brand image and health considerations on the decision to purchase fried chicken products. This study uses a combined approach of qualitative descriptive research design and quantitative survey. The study population is consumers who often buy fried chicken, with a sample of 50 people selected through purposive sampling. Data analysis was carried out by multiple linear regression using SPSS software to identify significant factors in the decision to purchase fried chicken. Based on the results of the SPSS analysis, it can be concluded that the variables of product quality, price, promotion, and brand image have a significant positive effect on purchase decisions, while health variables do not have a significant influence on purchase decisions. 

The behavior of digital wallet users in Indonesia depends on individual preferences, user habits, and other factors. Consumers' decisions in using digital finance applications are influenced by various factors, including digital marketing, the quality of electronic services and the brand image of the digital finance applications they use. This research aims to determine the influence of digital marketing, electronic service quality and brand image on consumer decisions to use the OVO application in the Jabodetabek area. The method used in this research is a quantitative method that is associative. Data was collected using a questionnaire distributed via Google Form to 155 respondents who used the OVO application. The sampling technique uses purposive sampling. Data processing in this research used the IBM Statistical Package for the Social Sciences (SPSS) ver.25. Based on the results of hypothesis testing, it shows that: (1) digital marketing variables have a positive and significant effect on consumer decisions to use the OVO application (2) electronic service quality variables have a positive and significant effect on consumer decisions to use the OVO application (3) brand image variables have a positive and significant effect on consumer decisions to use the OVO application and (4) digital marketing variables, electronic service quality and brand image together have a significant influence on consumer decisions to use the OVO application.    

The development of information and communication technology has brought significant changes in various aspects of life, including the consumer behavior of teenagers. This study aims to examine the impact of social media on teenage consumer behavior using the Systematic Literature Review (SLR) method. Analysis of various studies shows that social media has a significant influence on teenage consumer behavior. Targeted advertisements, influencers, and social media content are the main factors influencing teenagers' purchasing decisions. Intensive use of social media is also correlated with an increase in unhealthy and excessive consumer behavior. This research highlights the importance of education on healthy social media usage, the role of families and schools in guiding teenagers, and stricter government policies regarding social media advertisements. Recommendations for further research and practical interventions are also provided to mitigate the negative impact of social media on teenage consumer behavior.    

In the era of rapid digitalization, understanding consumer behavior through data is becoming increasingly important for retail businesses. Shopping trends, such as those contained in this study, provide in-depth insights into various aspects of consumer behavior, from demographics to purchasing preferences and patterns of discount usage. This data is invaluable in formulating effective marketing strategies, improving customer experience, and optimizing business operations. The data used in this study included a variety of relevant variables, such as age, gender, location, product categories purchased, number of purchases, payment methods, and frequency of purchases. This information allows for a comprehensive analysis of how these factors affect consumer spending decisions. For example, analytics can reveal seasonal trends in purchases, product color and size preferences, and the impact of discounts and promo codes on sales volume. In addition, this dataset also reflects the changes in consumer behavior that have occurred over the past few years. Quantitative methodology is a research approach used to collect and analyze numerical data to understand patterns, relationships, and events in a given population. Data is collected from various sources such as online sales transactions, consumer surveys, Naive Bayesian algorithms are applied to the dataset that has been processed. The data was divided into two sets: training (80%) and testing (20%).    

Brand image is a very important factor in marketing management, the influence of brand image on purchasing decisions by considering the role of consumer satisfaction as a mediator, if the brand image of a company is strong it will increase consumer satisfaction, which in turn will influence consumer purchasing decisions. The formulation of the problem in this research is whether brand image influences purchasing decisions, whether brand image influences consumer satisfaction, whether consumer satisfaction influences purchasing decisions, whether consumer satisfaction can mediate the relationship between brand image and purchasing decisions. This research is quantitative research, the population in this research is students of the Faculty of Febi Uin Raden Intan Lampung. The sample used in this research was 100 respondents. Data collection uses a questionnaire. The data analysis technique used in this research is the SEM model using SmartPLS version 3.0. The research results obtained directly from each variable are that brand image has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on consumer satisfaction, consumer satisfaction has a positive and significant effect on purchasing decisions. And for the test results passing the mediating variable, it was found that consumer satisfaction was able to mediate the influence of brand image on purchasing decisions through partial mediation.    

This  research aims to analyze the influence of product prices and customer reviews on purchasing decisions of Management students at PGRI University Semarang (Upgris) on the e-commerce platforms Shopee and TikTok Shop. In the current digital era, e-commerce has become one of the main channels for consumers to make purchases. Two important factors that consumers often consider before making a purchase are product price and customer reviews. The research method used is quantitative with a survey approach. Data was collected through a questionnaire distributed to 36 Upgris Management students who actively use Shopee and TikTok Shop.The research results show that both product price and customer reviews have a significant influence on purchasing decisions. Specifically, product price has a greater influence than customer reviews in determining purchasing decisions on both platforms. Apart from that, there is a difference in the level of trust in customer reviews on Shopee and TikTok Shop, where students tend to trust reviews on Shopee more. It is hoped that these findings will provide insight for e-commerce businesses in designing effective marketing strategies by considering price factors and customer reviews.

Market competition makes companies must be able to innovate in order to compete with other companies. Brand Ambassadors who have a positive image and good product quality can attract consumers and increase the purchase decision of a product to be marketed. This research was conducted with the aim of finding out the influence of Brand Ambassador and product quality on purchasing decisions. The method used in this study is a quantitative research method using research aids in the form of a questionnaire containing 7 questions about NCT Dream as a lemonilo Brand Ambassador, 8 questions about the quality of lemonilo products, and 7 questions about consumer purchase decisions disseminated through the researcher's social media. Based on the results of a questionnaire of 110 respondents, it can be concluded that the use of Brand Ambassadors who have a positive image and good product quality greatly affects the level of consumer purchase decisions. This research is expected to be an analysis material for the Company in placing a good strategy in market competition

This study aims to analyze the effect of taste, price, and service quality on purchasing decisions for buy coffee products in Surakarta. This research is a survey of buy coffee consumers in Surakarta. This study used a sample of 100 people with this sampling technique using accidental sampling technique, which means that the sampling method is accidental (accidental) by taking cases or respondents who happen to be there or available somewhere in accordance with the research context. Data collection techniques using literature studies. The data analysis technique uses multiple linear regression analysis methods, t test, f test, and determination test. The results showed that taste affects the decision to buy coffee products, price affects the decision to buy coffee products, and service quality affects the decision to buy coffee products.  

The COVID-19 pandemic from 2020 to 2022, which is spreading around the world, has resulted in a transformation in consumer behavior in Indonesia. This transformation includes public awareness of the importance of implementing a healthy lifestyle in choosing foods and drinks that are rich in nutrients to increase endurance. One of the healthy beverage foods that is currently popular is Cimory Yogurt Squeeze. The purpose of this study was to determine the effect of taste, packaging design, brand association, and healthy lifestyle on purchasing decisions for Cimory Yogurt Squeeze in the Kebumen community. This study used a non-probability sampling method with purposive sampling technique conducted on 100 respondents. The data collection technique in this study was to use a questionnaire. The data analysis technique used is multiple linear regression analysis using the SPSS application. The results showed that taste has a significant effect on purchasing decisions, packaging design has an effect on purchasing decisions, brand association has an effect on purchasing decisions, and healthy lifestyle has an effect on purchasing decisions. Simultaneously, taste, packaging design, brand association, and healthy lifestyle have a significant effect on purchasing decisions for Cimory Yogurt Squeeze.  

For a long time, Word of Mouth (EWOM) has been considered the main source of information that influences consumer decisions. In the era of globalization, EWOM has developed into a broader, albeit more personal, form, known as electronic word of mouth (EWOM). Advances in electronic systems and the emergence of social media platforms, for example Instagram, open up new and promising potential for the evolution of EWOM as an integral part of business advertising/business promotion strategies. When EWOM regarding a product receives a positive response, the impact has a direct impact on the brand image or good brand image. One of the related concepts in the formation of EWOM and brand image on Instagram today is the role of influencers. The aim of this research is to understand the role of social media influencers in shaping positive EWOM and how this impacts improving brand image. Qualitative methods were applied in this research by collecting data through journals, books and articles. The findings from this research show that influencers who have a high level of trust have a very influential role in forming EWOM which provides positive EWOM reviews regarding the products being marketed. This positive opinion from EWOM directly increases the positive value of the brand image in society, which shows that the success of influencers can help audiences understand information about products and increase their desire to make purchases.