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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.      

In the era of globalization, financial technology (fintech) has enabled society to access financial services quickly and efficiently. However, the emergence of illegal Fintech presents risks to consumers, such as financial losses and privacy breaches. Legal protection for victims of illegal fintech practices is important to ensure the safety and rights of consumers. This study aims to identify the legal consequences of illegal P2PL Fintech and evaluate legal protection for victims in the context of the case study Decision Number 3115 K/PDT/2021. The study uses a normative juridical method by analyzing relevant legal texts, such as laws, regulations, and court decisions. The results show that the legal consequences of illegal Fintech include law enforcement actions, compensation for victims, regulatory prevention efforts, and improved consumer protection. Victims of illegal Fintech practices receive legal protection from existing regulations and law enforcement. Court decisions, such as Decision Study Number 3115 K/PDT/2021, serve as important legal precedents in addressing these illegal practices. Thus, this research provides a better understanding of consumer protection in illegal fintech practices and emphasizes the importance of strict regulations and effective law enforcement in maintaining the integrity of the fintech industry and public trust.

Utilization of Key Opinion Leaders (KOL) is one of the digital marketing strategies that is widely used today. KOL is not only used by new business people, even established business people with popular brands also use KOL. One of them is Wardah cosmetics. This research aims to analyze the Key Opinion Leader (KOL) strategy to improve consumer purchasing decisions for Wardah products. The research was conducted using a descriptive qualitative approach. Research data comes from the results of reviews of official publications and searches on various official databases and popular digital sites. The research results show that Wardah did several things in its KOL utilization strategy, namely: 1). Wardah chooses Key Opinion Leaders (KOL) who have a positive image and are relevant to the target market and collaborate with beauty influencers, fashion influencers and lifestyle influencers to promote their products. 2). Wardah collaborates with Key Opinion Leaders (KOL) to create interesting and informative content about Wardah products, the content will be creative and original. 3). Wardah measures the effectiveness of the Key Opinion Leader (KOL) strategy by tracking metrics such as reach, engagement and conversion using social media analytics tools to track the performance obtained. Wardah's success in using Key Opinion Leaders (KOL) was proven when it carried out a C-Defense Series product campaign which showed significant results with increased views and engagement, this helped Wardah reach consumers and increase sales effectively

Several factors influence consumer purchasing decisions at PT Melia Sehat Sejahtera Medan including product quality, e-WOM and network. This research aims to find out how much influence product quality, e-WOM and network have on consumer purchasing decisions at PT Melia Sehat Sejahtera Medan. The research method used in this research is quantitative descriptive research, the sampling technique in this research is using the Slovin Formula, where a population of 120 is then a sample of 55 people. The data collection techniques used were observation, questionnaires. The data analysis technique used is the multiple linear regression test. Based on the research results, there is a partial influence of product quality variables on consumer purchasing decisions. The e-wom variable influences consumer purchasing decisions. Network variables influence consumer purchasing decisions. Simultaneously, product quality, e-WOM and network variables jointly influence consumer purchasing decisions at PT Melia Sehat Sejahtera Medan.

The issue of plastic waste in Indonesia has reached alarming levels with annual production reaching 64 million tons, the majority of which ends up in the oceans, making Indonesia the second largest contributor to global marine plastic pollution after China. Increasing awareness and reducing daily waste generation are crucial to protecting the environment from the serious impacts of plastic's slow decomposition. This research employed accidental sampling with 20 to 30 respondents to investigate the influence of green marketing and green consumerism on purchasing decisions of environmentally friendly products. Data analysis included data exploration to identify patterns and trends, and Ordinary Least Squares (OLS) regression testing to evaluate the linear relationship between independent variables (green marketing and green consumerism) and the dependent variable (purchase decision). The results of multiple linear regression analysis indicate that the Green Consumerism variable (X2) has a positive regression coefficient of 0.260, although it is not statistically significant (p = 0.148), suggesting that consumer adoption of environmentally friendly behavior marginally contributes to purchasing decisions of environmentally friendly products. However, the low Adjusted R Square (0.031) indicates that the model only explains approximately 3.1% of the variability in purchase decisions. Therefore, companies need to consider other factors such as price and product quality, and integrate more holistic marketing strategies to enhance consumer preference for environmentally friendly products. Further research using more sensitive analytical methods could provide deeper insights to support more effective decision-making in dynamic markets.

This research aims to analyze the marketing aspects of the online rock potato chips shop in Labuhan Village from the perspective of a business feasibility study. This analysis includes market segmentation, target market, marketing strategy, and sales projections. The research method used is a literature study with a qualitative approach. Data was collected through observation, interviews and literature study. The research results show that the main market segments for rock potato cracker products are local communities and domestic tourists. The target market consists of consumers from various age groups and socio-economic status. The recommended marketing strategy is online marketing, utilizing social media and local promotions. Sales projections in the medium term are quite promising with stable growth. This research contributes to the feasibility study of the rock potato chips business in Labuhan Village and can be used as a basis for making investment decisions and further business development.

The research conducted examined the influence of independent variables—targeting (X1) and relationship marketing (X2)—on the dependent variable, purchase decision (Y). The findings revealed that both targeting and relationship marketing individually have a positive and significant impact on customer purchase decisions at CV. Putramas Pratama Medan. Additionally, when considered together, targeting and relationship marketing significantly influence customer purchase decisions at the company. Based on these results, it is recommended that CV. Putramas Pratama should expand its target market to increase consumer responsiveness to the company's product offerings. Furthermore, the company should focus on building consumer trust by paying close attention to customer needs and feedback. This dual approach of broadening the target market and enhancing relationship marketing is expected to improve customer purchase decisions significantly.

This study aims to analyze the factors that support the increase in online purchasing decisions in the Shopee marketplace. These factors consist of Online Customer Rating, Online Customer Review, Price, and Free Shipping. The population in this study were all Shopee user consumers with an unlimited number. While the sample used was all Shopee user consumers in the Gunungpati area and its surroundings which were calculated using the lemeshow formula and obtained 100 respondents. The results of hypothesis testing state that the four variables (Online Customer Rating, Online Customer Review, Price, and Free Shipping) have an influence on online purchasing decisions in the shopee marketplace both partially and simultaneously. Testing the coefficient of determination produces findings where the variables online customer rating, online customer review, price, free shipping are able to influence online purchasing decisions in the Shopee application by 89.5%. While the remaining 10.5% is influenced by other variables.   Keywords : , , , ,   

The growth of the Muslim population in Indonesia has strengthened public awareness regarding halal food, making this issue increasingly important in the culinary industry. However, complexity in the process of making halal certification is often faced, especially by small and medium scale producers, who consider the process of making halal certification a complex challenge and require expensive costs. The aim of this research is to determine the influence of brand awareness, product quality and brand image on consumer purchasing decisions for halal products. The data collection technique uses a questionnaire. Samples were taken using the Non Probability Sampling Technique with the Purposive Sampling method which was distributed to 115 respondents from consumers of Pempek Nony 168 Palembang. This research uses testing tools in the form of SmartPLS 3.0 software with the PLS-SEM analysis method. The research path coefficient results show that product quality has a positive and significant influence on brand loyalty, but brand awareness does not have a positive and significant influence on brand loyalty. Apart from that, brand awareness and brand loyalty have a positive and significant influence on purchasing decisions, but product quality does not have a positive and significant influence on purchasing decisions.

The culinary business is one of the rapidly growing sectors with potential for continuous expansion. This study aims to analyze the purchasing decisions of soft cookies products through a marketing mix survey at Kaje Nibbles Jakarta. Data collection for this research utilized a questionnaire in the form of a Google Form containing 19 statements that have passed validity and reliability tests. The marketing mix instrument consists of four indicators: Product, with sub-indicators including product quality, product design, and packaging. Price, with sub-indicators such as price appropriateness to product quality, price appropriateness to benefits, price competitiveness, and affordability. Place, with sub-indicators including accessibility, visibility, traffic, and parking. Promotion, with sub-indicators including advertising, sales promotion, and public relations. The questionnaire was distributed to Kaje Nibbles consumers through online channels. The research data will be presented descriptively through statistical analysis. Based on the findings, the researcher will explain the situation and conditions according to the data obtained. The results indicate that on average, the highest scoring culinary interest indicator is in the promotion category, specifically public relations, while the lowest scoring indicator is in the product category, specifically product design.    

Advertising is a crucial element in marketing strategies aimed at attracting consumer attention and influencing purchasing decisions. The rapid development of Indonesia's advertising industry, driven by increasing media consumption, has brought about ethical and regulatory challenges. This study examines the ethical violations in the Garnier Micellar Water television advertisement in 2023, which claimed to be the "No 1 Micellar Water in Indonesia" without sufficient evidence, violating the Indonesian Advertising Code of Ethics (EPI). Using a qualitative descriptive method, the research analyzes the content of the advertisement and interviews with advertising experts. Findings reveal that the claim was misleading, lacking valid data support, and driven by commercial pressures and insufficient ethical awareness. Recommendations include stricter enforcement of advertising ethics, enhanced awareness programs, and collaborative efforts among advertising industry stakeholders to uphold honesty and responsibility in advertising practices.

This research aims to determine and analyze the influence of social media marketing and characteristics of buyers on purchasing decisions for Sony Mirrorless Cameras in Bogor City through purchase interest as an intervening variable. This research method is quantitative research with a sample size of 319 people. The research results show that Social Media Marketing has a Charachter of Buyingitive and significant effect on Purchase Decisions, mediated by Purchase Interest. Characteristics of Buyer has a Charachter of Buyingitive and significant effect on Purchase Decisions mediated by Purchase Interest. Improving Purchasing Decisions emphasizes building trust between producers and consumers. The existence of mutual trust between producers and consumers will create good conditions for the exchange of information and advice without fear. In other words, trust is a central issue in human civilization. The influence of trust is so central because this character also occupies important purchasing decisions.    

Students are a group of people who are vulnerable to the temptation of a consumer lifestyle. Therefore, adequate financial knowledge is required to take appropriate investment decisions. The aim of this research is to analyze the influence of financial literacy on student investment decisions in Banten Province. This research uses quantitative methods with questionnaire data collection techniques. Data were analyzed using multiple regression. The findings show that financial literacy has a positive and significant effect on student investment decisions in Banten Province. These results indicate that financial literacy is an important factor that needs to be considered in efforts to increase student investment participation. Based on this research, there is a need for ongoing financial literacy training and outreach to Banten students to increase their knowledge and understanding of investment so that they can make smarter and more profitable investment decisions.    

Online shopping has become a rapidly growing trend among the Indonesian people. Shopee, as one of the popular online shopping platforms, was chosen as the focus of this research to analyze impulsive buying decisions. This study aims to investigate the influence of Hedonic Shopping Value and Shopping Lifestyle on the impulsive buying decisions of Shopee customers in Sidoarjo. This research uses a quantitative method, with data collection through questionnaires distributed to Shopee consumers in Sidoarjo and obtaining a sample of 75 respondents. The sampling technique used is nonprobability sampling. The data obtained were analyzed using Partial Least Square (PLS) with the help of the SmartPLS 4.0 application. The results show that Hedonic Shopping Value and Shopping Lifestyle have a significant influence on impulsive buying decisions.  

This research is a survey of skincare purchases. The purpose of this research is to find out how influential quality and price are on purchases. This research was analyzed using quantitative descriptive methods. Data from the Indonesian Beauty Industry Association shows that demand for skincare products continues to increase every year. Skintific's popularity continues to increase due to its focus on product quality. Prices and promotional activities also play an important role in helping consumers make better purchasing decisions. Skintific, as an international skin care brand, offers quality products without harmful ingredients that can cause irritation. With continuous innovation and use of natural ingredients, Skintific has succeeded in becoming a favorite skincare brand in Indonesia in a short time.

This research aims to determine the direct and indirect influence between product quality, social media marketing, brand trust on purchasing decisions among J.Co Donut's & Coffee consumers in Indonesia. The method used is Path analysis using a Structural Equation Modeling (SEM) approach with data collection using a questionnaire distributed online to 190 respondents who are active social media users and customers of J.Co Donut's & Coffee. The results of the analysis show that product quality and social media marketing have a direct positive influence on brand trust and purchasing decisions, while brand trust does not have a direct influence on purchasing decisions. Brand trust is not proven to be a mediating variable between product quality and social media marketing on purchasing decisions. These findings provide important insights for companies in developing marketing strategies and understanding the factors that influence consumer purchasing behavior, emphasizing the importance of product quality and marketing strategies via social media in building brand trust and influencing purchasing decisions.

This study examines the influence of social media on business communication development in Shopee. Through online surveys and interviews, data were collected from 100 respondents and 30 randomly selected consumers. The analysis results indicate that Shopee's communication strategy through social media is effective in enhancing customer interaction and influencing purchasing decisions. Positive responses to content, content influence on purchases, and Shopee's responsiveness to consumer interactions serve as evidence of the success of these strategies. The implications of these findings emphasize the importance of investing in innovative content development and training for social media response teams.

This study aims to investigate how Bakpia Pathok 15 purchasing decisions are impacted by promotion approach and product quality. The quantitative approach is utilized. Questionnaires were used to gather data. We utilize the spss tool, version 25, to test our hypotheses and models. This study's findings indicate: Purchase Decisions are Influenced by Promotion. Buying Choices are Influenced by Product Quality. Marketing and Product Satisfaction Affect Consumer Spending.

Technological developments in payment systems that are being encouraged by the government lately involve the emergence of payment instruments known as electronic money (e-money) and virtual money (virtual money). QRIS is a QR code standard for digital payments through server-based electronic money applications, electronic wallets, or mobile banking. This study aims to determine the effect of convenience, trust on usage decisions. The sample in this study used respondents who live in Bangli and are Generation Y and Generation Z who are 17 years and over as many as 84 consumers. The data analysis technique uses Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, Determination Coefficient Test, F Test and T Test. From the research results obtained, the results of convenience have a positive and significant effect on the decision to use, trust has a positive and significant effect on the decision to use and convenience and trust have a positive and significant effect on the decision to use. Suggestions that can be given by researchers are that it is hoped that the QRIS manager will periodically make updates to QRIS, the QRIS manager provides complete information on social media or the official QRIS website so that later all the information needed by QRIS users is available and continues to add places that provide QRIS payment methods.

This research aims to (1) determine sharia marketing strategies in increasing consumer buying interest carried out by Safira cafe owners in the reviewing village of Mare Sebo Ulu sub-district, Batang Hari district. (2) To find out the obstacles faced in efforts to increase consumer buying interest at Safira Cafe. This research uses descriptive qualitative methods. The data collection technique in this research uses observation, interview and documentation techniques. The theory used in this research is the theory put forward by Abuznaid formulating the definition of sharia marketing, namely, wise decisions in order to satisfy customer needs through good behavior, providing healthy products or services (halalan thoyyibah) with the approval of both parties (seller and buyer). ) in order to achieve material and spiritual prosperity, this world and the hereafter through an ethical world. Apart from that, the theory used by Kotler, marketing is a way in which companies involve consumers, build good relationships with consumers and create value for consumers, so as to get good value or response from consumers in increasing profits and consumer feedback. The 4P marketing strategy used is, product, price, place and promotion. The results of this research show that, the marketing strategy carried out by Safira Cafe to increase revenue is with product strategies starting from improving the quality of the products presented, product health, product cleanliness and product halal. Pricing strategy, Safira Cafe has set affordable, relatively cheap prices. The prices offered by Safira Cafe are affordable and cheap in accordance with the economy of the community in the review village and are suitable for all teenagers and adults. Place strategy, safira cafe prioritizing the cleanliness of the place and consumer comfort while at the Safira Cafe. Promotional strategy, Safira Cafe does not promote via social media, only promotes by word of mouth, but quite a few people already know about the existence of Safira Cafe. Meanwhile, the income earned by Safira Cafe is still relative or fluctuating, namely depending on the number of visitors.