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This study aims to analyze and determine the extent to which discounts and product quality influence purchasing decisions for Somethinc products, with product reviews as a moderating variable. The background of this study is based on the increasingly fierce competition in the cosmetics industry, which encourages manufacturers to implement effective marketing strategies, one of which is through providing discounts, improving product quality, and utilizing consumer reviews. The type of research used is quantitative with a causal approach. The data used is primary data obtained through the distribution of online questionnaires to respondents who meet the criteria. The study population is Somethinc product users who make purchases through the Shopee e-commerce platform. The sampling technique used the convenience sampling method with a sample size of 160 respondents. Data analysis was carried out using the Partial Least Square (PLS) method with the help of SmartPLS 3.0 software. The results of the study indicate that discounts have a positive and significant effect on purchasing decisions, indicating that the more attractive the discount offered, the more likely consumers are to make a purchase. Similarly, product quality has a positive and significant effect on purchasing decisions, meaning that the better the product quality perceived by consumers, the higher the tendency to buy. However, the results of the moderation effect test revealed that product reviews were unable to moderate the relationship between discounts and product quality on purchase decisions. This indicates that while product reviews can be a factor in consumer considerations, their influence is not strong enough to strengthen or weaken the relationship between these two independent variables and purchase decisions. This finding has implications for cosmetics businesses, particularly Somethinc, to focus more on pricing strategies and improving product quality as key factors in driving consumer purchase decisions.  

This research is motivated by the fluctuation in the level of motor vehicle taxpayer compliance in Nganjuk Regency, which raises the need to evaluate the factors that influence it. Tax knowledge, quality of tax services, and service modernization through the e-Samsat system are considered important variables in improving compliance. In addition, taxpayer awareness is expected to strengthen the influence of these variables. The main objective of this study is to analyze the influence of tax knowledge, service quality, and e-Samsat system modernization on taxpayer compliance, by placing taxpayer awareness as a moderating variable. This study uses a quantitative approach with a causal-comparative research type. Data collection was carried out by distributing questionnaires to 100 respondents selected using a purposive sampling technique. The data analysis method used is Moderated Regression Analysis (MRA) with the help of SPSS software version 27. The results of the study indicate that tax knowledge has a significant influence on taxpayer compliance. In contrast, the quality of tax services and e-Samsat modernization do not have a significant influence on compliance. Furthermore, taxpayer awareness was shown to significantly moderate the relationship between tax knowledge and compliance, but did not act as a moderator in the relationship between service quality or e-Samsat system modernization and taxpayer compliance. This finding indicates that increasing taxpayer awareness can strengthen the effectiveness of tax education. However, administrative and digital approaches cannot optimally increase compliance without being accompanied by stronger awareness among taxpayers themselves.

This training aims to enhance the skills of students at SMK Pangeran Antasari in using Microsoft Access as a tool for data processing. In today's digital era, mastering database software is a crucial competency, especially for vocational school students who are being prepared to enter the workforce. The training methods included lectures, demonstrations, and hands-on practice using a participatory approach. The materials covered an introduction to databases, table creation, relationships between tables, queries, forms, and basic reporting. The results of the training indicated an improvement in students' understanding and ability to process data using Microsoft Access. Through this program, students are expected to gain practical knowledge in managing data systematically and efficiently, as well as applying it in academic tasks and real-world industry settings.

This study aims to determine the influence of psychological factors—specifically motivation, trust, and attitude—on the repurchase decisions of beauty products among students of the Faculty of Economics at KH. A. Wahab Hasbullah University (UNWAHA), Jombang. The research focuses on Oriflame beauty products purchased through the Shopee e-commerce platform, as these products are widely used by students for personal care and beauty needs. The research employs a quantitative associative method, which is used to identify and explain the correlation between independent variables (motivation, trust, and attitude) and the dependent variable (repurchase decision). The population in this study consists of students from the Faculty of Economics at UNWAHA who have previously purchased Oriflame products. Data were collected through questionnaires and analyzed using SPSS 26 software. The analysis includes validity tests, reliability tests, classical assumption tests, and hypothesis testing through partial (t-test) and simultaneous (F-test) analyses. The results of the F-test indicate that motivation, trust, and attitude simultaneously have a positive and significant effect on students' repurchase decisions. This suggests that psychological factors play an important role in influencing consumer behavior, particularly in the context of online beauty product purchases. The findings of this research contribute to the understanding of consumer behavior among young adults in the digital marketplace and provide valuable insights for marketers and beauty product companies to develop targeted strategies that strengthen consumer motivation, build trust, and foster positive attitudes toward products. These elements are crucial in enhancing customer loyalty and increasing repurchase rates in competitive e-commerce environments.

This study aims to analyze the role of mental health as a moderation variable in the relationship between work facilities and employee job satisfaction. Adequate work facilities are generally thought to be able to increase job satisfaction, but these effects can vary depending on the individual's psychological condition, particularly mental health. This research is motivated by the importance of a holistic approach in human resource management, which includes both physical and psychological aspects of the work environment. The research method used was a quantitative approach with survey techniques to 150 respondents working in the public service sector in urban areas. The data collection instrument was in the form of a closed questionnaire with a Likert scale, and hypothesis testing was carried out through moderation regression analysis using the help of SPSS software. The results of the study show that work facilities have a positive and significant influence on employee job satisfaction. In addition, it was found that mental health played a significant role as a significant moderation variable in the relationship. This means that the influence of work facilities on job satisfaction becomes stronger or weaker depending on the level of mental health possessed by employees. These findings underscore the importance of organizations not only focusing on improving physical work facilities, but also paying attention to and managing employees' mental health as an integral part of strategies to improve well-being and work productivity. Interventions such as counseling programs, work-life balance, and stress management training need to be considered as part of the organization's policies. This research makes a theoretical contribution in enriching the understanding of the role of psychological variables in job satisfaction dynamics, as well as a practical contribution to management in designing a healthier and more productive work environment.

This research explores the influence of customer satisfaction on the financial performance of Perumda Tirtanadi, with a particular focus on the digital service system as a moderating factor. The study is driven by the growing urgency for digital innovation in public service sectors, particularly in the wake of the COVID-19 pandemic, which significantly altered customer engagement patterns. A quantitative method is adopted, employing Partial Least Squares–Structural Equation Modeling (PLS-SEM) using the SmartPLS 4 software to process the collected data. The analysis demonstrates that both customer satisfaction and digital services have independent and significant positive effects on financial outcomes. However, the interaction between these two variables does not show a statistically significant moderating effect. These findings underline the value of digital infrastructure as a strategic internal resource that supports financial growth. Nevertheless, the minimal moderating impact suggests that a portion of customers either lack access or sufficient skills to effectively utilize the available digital platforms. This study adds to the current body of knowledge by examining the interplay between digital transformation and customer satisfaction in shaping financial performance, framed through the Resource-Based View (RBV) theory. The research suggests that improving digital literacy and promoting better adoption of digital tools among customers is essential to fully capitalize on the benefits of technological advancement. Furthermore, it highlights the need for continuous training and support to ensure that all customers can engage with digital services effectively, thereby enhancing overall satisfaction and financial performance. By addressing these gaps, organizations can foster a more inclusive digital environment that benefits both the customers and the service providers.

This study aims to determine the influence of intellectual capital, company age, company size, and managerial ownership on firm value, with Good Corporate Governance (GCG) acting as a moderating variable. In addition to analyzing the overall effect of each variable, this study also divides the analysis into three distinct periods: the normal period, the pandemic period, and the recovery period. The population of the study includes companies in the hotel, restaurant, and tourism sub-sectors listed on the Indonesia Stock Exchange (IDX) during the period of 2018 to 2022. The sample was selected using purposive sampling, resulting in a total of 24 companies with 120 observations analyzed. To test the hypotheses and analyze the data, this study employed the Statistical Product and Service Solutions (SPSS) software version 25. The results indicate that intellectual capital and company age do not have a significant effect on firm value. In contrast, company size and managerial ownership were found to have a significant influence on firm value, suggesting that larger companies and those with higher levels of managerial ownership tend to have stronger firm value. Furthermore, Good Corporate Governance (GCG), when tested as a moderating variable, did not significantly strengthen the relationship between intellectual capital and firm value. When viewed across the three time periods—normal, pandemic, and recovery—intellectual capital, company age, managerial ownership, and the moderating effect of GCG consistently showed no significant influence on firm value. However, the study reveals a notable exception in the case of company size. During both the pandemic and recovery periods, company size was shown to significantly affect firm value. This suggests that during periods of crisis and recovery, firm size plays a more crucial role in maintaining or increasing firm value, possibly due to greater resources, resilience, and operational capacity possessed by larger firms.

This study aims to determine the effect of the use of Word Search Puzzle media on English vocabulary mastery in grade IV students at MIS Nurul Hidayah Medan for the 2024/2025 academic year. Vocabulary mastery is an important aspect of learning English, as it is the basis for language skills such as reading, writing, speaking, and listening. In an effort to improve students' vocabulary skills, innovative, interesting, and interactive learning media is needed. One of the media used in this study is Word Search Puzzle, which is a game to find words in a letter box that can stimulate students' interest in learning and make it easier for them to recognize and remember new vocabulary. This study uses an experimental method with a One-Group Pretest-Posttest Design. The sample in this study is all fourth grade students of MIS Nurul Hidayah Medan, which totals 19 people. The research instrument was in the form of a multiple-choice test of 20 questions that measured students' English vocabulary mastery before and after treatment. The data was analyzed using the Paired Sample T-Test statistical test with the help of SPSS software. The results of the study showed a significant increase in the average score of students, from 55.26 in the pretest to 82.36 in the posttest. The hypothesis test showed a significance value of 0.000 (sig < 0.05), which means that Ho was rejected and Ha was accepted. Thus, it can be concluded that the use of Word Search Puzzle media has a significant influence on improving the English vocabulary mastery of grade IV students. These findings indicate that game-based learning media can be an effective strategy in English learning at the elementary school level.

This study aims to determine how much influence leadership style and work environment have on employee performance at Company X. In this study, the method used is quantitative with data collection through questionnaires measured with a Likert scale. The sampling technique used is saturated sampling technique, where the entire employee population is sampled in this study. Data analysis was carried out using validity and reliability tests, as well as classical assumption tests such as linearity tests, hypothesis tests, and multiple linear regression, with the help of SPSS 26 software. The results of the analysis show that the leadership style variable has a significant effect on employee performance. This is evidenced by the calculated t value of 4.753 which is greater than the t table of 1.663, indicating a partial influence of leadership style on employee performance. Likewise, the work environment variable also has a significant effect on employee performance, with a calculated t value of 3.619 which is greater than the t table of 1.663. Analysis using the F-test shows that leadership style and work environment together have a significant influence on employee performance, with a calculated F-value of 12.823, which is greater than the F-table of 3.108, and a significance value of 0.000, which is less than 0.05. Based on the results of this study, it can be concluded that leadership style and work environment have a significant influence on employee performance at Company X. Therefore, the company needs to pay attention to both factors to improve employee performance.

This study examines the influence of store atmosphere, service quality, word of mouth (WOM), and price perception on consumer purchasing decisions at Cahya Busana's Canggu branch, a local Balinese MSME specializing in high-quality traditional Balinese clothing for men, women, and children. With an increasing demand for traditional attire, understanding the factors that influence consumer decisions is vital for business growth. The study targeted consumers who had purchased traditional clothing at the Canggu branch, using non-probability sampling to select 110 respondents. The data analysis was conducted through multiple linear regression, assisted by SPSS software, to evaluate the relationship between the independent variables (store atmosphere, service quality, WOM, and price perception) and the dependent variable (consumer purchase decisions). The findings indicate that all four factors—store atmosphere, service quality, WOM, and price perception—positively and significantly impact consumers’ purchasing decisions. Specifically, a pleasant store atmosphere, high-quality service, positive word-of-mouth recommendations, and favorable price perception were found to enhance consumers' likelihood of purchasing traditional Balinese clothing. The results suggest that MSMEs, particularly in the traditional clothing sector, can leverage these factors to boost consumer confidence and drive sales. This study contributes valuable insights for businesses aiming to improve their purchasing processes by focusing on these key variables to increase consumer satisfaction and decision-making. By understanding these influences, Cahya Busana and similar businesses can optimize their strategies to attract and retain customers, ultimately improving their market position.

Profitability is one of the key indicators in assessing a company's ability to generate profits and plays a crucial role in financial decision-making. According to the pecking order theory, companies with high profitability tend to prefer using internal funds and reduce reliance on debt. This study aims to analyze the effect of profitability on debt policy, as well as to examine the role of dividend policy as a moderating variable in this relationship. The study employed Slovin’s formula for sample selection and analyzed 263 non-financial publicly listed companies on the Indonesia Stock Exchange (IDX) in 2023. The data used in this research were secondary data obtained from annual financial reports published on the official website of the IDX or the respective company websites. Profitability was measured using return on assets (ROA), debt policy was measured by the debt-to-equity ratio (DER), and dividend policy was measured by the dividend payout ratio (DPR). The analytical method used in this study was multiple linear regression analysis with the help of the SPSS software. The results indicate that profitability has a negative effect on debt policy, meaning that the more profitable a company is, the less likely it is to depend on debt financing. Additionally, the findings suggest that dividend policy does not significantly moderate the relationship between profitability and debt policy. This implies that whether a company distributes dividends or not does not meaningfully influence how profitability affects its debt decisions. These results are in line with the pecking order theory and provide insight for corporate financial managers in planning funding structures. It also emphasizes the importance of internally generated funds for companies with strong earnings performance.

This study was conducted with the aim of evaluating the extent to which sand quality influences consumer purchasing decisions in the sand mining area located in Kalicilik Hamlet, Candirejo Village, Blitar Regency. The background of this research is based on the fact that in the construction and development sector, the quality of building materials is a very crucial factor. Sand, as one of the main components in construction, plays a vital role in determining the final outcome of a construction project. Therefore, the quality of the sand used is a primary consideration for consumers in choosing a location or sand seller. This study applies a quantitative approach using a survey method as a data collection technique. Respondents in this study consisted of 74 consumers who actively make purchases at the sand mining location. Data were obtained through the distribution of questionnaires containing questions related to consumer perceptions of sand quality and their decisions in making purchases. The collected data were then analyzed using simple linear regression analysis techniques run with the help of SPSS software. The results of the analysis indicate a highly significant relationship between sand quality and consumer purchasing decisions. This is demonstrated by the coefficient of determination (R²) of 0.540, meaning that 54% of the variation in consumer purchasing decisions can be explained by sand quality. Furthermore, the significance value of 0.000 strengthens this finding, indicating that the relationship is not a coincidence. Therefore, this study concludes that the better the quality of sand offered by the mining company, the higher the likelihood of consumers deciding to purchase. The implication of these results is that businesses in the sand mining sector need to pay special attention to the quality of the products they offer.

Photogrammetry is an important technique in the reverse engineering process to reconstruct 3D images without requiring initial design data. This technique allows the creation of digital models of physical objects through processing a series of two-dimensional images. This study aims to analyze the effect of camera ISO settings and shutter speed on the level of dimensional deviation in the reconstructed 3D model. The method used is an experiment with a quantitative approach, involving a series of software for the 3D image reconstruction process, mesh structure preparation, and digital dimension measurement. The ISO variations used in the image capture were 250, 400, 500, and 800, while the shutter speed variations applied included 1/125 second, 1/100 second, 1/50 second, and 1/25 second. The test object was a cylinder with an actual diameter of 50 mm. The obtained 3D model results were compared with the actual dimensions through a Two-Way ANOVA statistical analysis to test the significance of the influence of both variables. The results showed that both ISO and shutter speed had a significant effect on the dimensional deviation of the 3D model. The combination of camera settings with ISO 500 and shutter speed 1/125 second produced the smallest deviation, while the combination of ISO 800 and shutter speed 1/25 second gave the largest deviation. The coefficient of determination (R²) value of 99.02% indicates that the statistical model used is very strong in explaining the variation of deviation. This research contributes to the optimal setting of camera parameters to improve the accuracy of photogrammetry results in reverse engineering applications.

This study aims to examine the influence of independent variables—Social Media, Pricing, and Promotion—on the dependent variable, Repurchase Decision, at Kedai Kopi Bersahaja. A quantitative research method was employed, utilizing multiple linear regression analysis with the assistance of SPSS 25 software. The population of the study consisted of 226 consumers, and a sample of 107 respondents was selected using incidental sampling techniques. Data were collected through questionnaires distributed to visitors who had made at least one purchase at the coffee shop. The results of the analysis indicate that each independent variable—Social Media, Pricing, and Promotion—has a positive and statistically significant partial influence on the Repurchase Decision. Additionally, the variables collectively demonstrate a strong simultaneous influence, suggesting that an integrated marketing approach is crucial for fostering customer retention and encouraging repeat purchases. Among the three, Social Media showed the most dominant influence, emphasizing the growing role of digital presence and online engagement in shaping consumer preferences and purchasing patterns. Based on these findings, it is recommended that Kedai Kopi Bersahaja maximize the use of social media platforms such as Instagram, TikTok, and Facebook by creating engaging, relevant, and interactive content that resonates with the target audience. Content strategies may include customer testimonials, behind-the-scenes videos, product highlights, and limited-time offers. Pricing should be evaluated periodically to remain affordable yet profitable, considering both market competition and perceived customer value. Meanwhile, promotion efforts can be diversified through the use of loyalty programs, bundle offers, student discounts, and digital coupons. The synergy between these three marketing factors—if consistently and strategically applied—is expected to enhance customer loyalty, strengthen brand image, and significantly increase the likelihood of repurchase decisions. These efforts are essential for building sustainable business growth in the competitive food and beverage industry.

Photogrammetry is a widely used technique in reverse engineering that utilizes photographs taken from multiple angles to capture the geometric structure and surface textures of physical objects. This method has gained popularity due to its cost-effectiveness and time efficiency compared to more expensive alternatives such as laser scanning. However, one of the primary limitations of photogrammetry is its susceptibility to dimensional deviations that can affect the accuracy of the resulting 3D model. Among the influential parameters, the number of photos taken and the camera’s shutter speed play a crucial role in determining the level of geometric precision. This study aims to analyze the effect of the number of photos and shutter speed on dimensional deviation in 3D reconstruction results. It also seeks to determine the optimal combination of these parameters to enhance model accuracy in reverse engineering applications. The research method used is an experimental approach, in which variations of photo quantity and shutter speed are applied during image capture. The resulting photographs are processed into a 3D model using Computer-Aided Design (CAD) software and compared with the actual dimensions of the object under study. The findings reveal that both the number of photos and shutter speed significantly influence dimensional accuracy, both individually and interactively. The best results were obtained using a combination of 48 photos with a shutter speed of 0.020 seconds, yielding the smallest deviation of 7.6 mm. In contrast, a combination of 36 photos with the same shutter speed produced the highest deviation at 10.6 mm. ANOVA analysis yielded a p-value < 0.05 and an R² value of 94.21%, confirming the importance of selecting appropriate imaging parameters for accurate photogrammetry outcomes.

This study aims to analyze the role of brand image as a mediating variable in the relationship between Total Quality Management (TQM) and customer satisfaction at Venambak Shrimp Farm. The background of this study is based on the importance of quality in the competitive aquaculture industry, as well as the need to build a strong brand image to maintain customer satisfaction and loyalty. This study uses a quantitative approach with the Structural Equation Modeling–Partial Least Square (SEM-PLS) method as an analysis technique. Data were obtained by distributing closed questionnaires to consumers who had purchased shrimp products from Venambak Shrimp Farm. The analysis was conducted using SmartPLS software. The results of the study indicate that TQM has a positive and significant influence on brand image and customer satisfaction. In addition, brand image is proven to significantly influence customer satisfaction and plays a role as a mediating variable in the relationship between TQM and customer satisfaction. This means that good internal quality not only has a direct impact on satisfaction, but also indirectly through the formation of positive brand perceptions in the minds of consumers. These findings emphasize the importance of quality management strategies integrated with branding strategies in the context of the aquaculture industry. The practical implication of this research is the need for management to not only focus on improving internal processes, but also strengthening brand image in order to be able to create added value and increase customer satisfaction in a sustainable manner.

This study aims to determine the influence of factors in the fraud hexagon theory on the potential for fraud, which is described through the variables of compensation suitability, competence, organizational culture, effectiveness of internal control systems, and leadership style. Fraud hexagon theory is a development of the fraud triangle and fraud diamond theories, which emphasize six main elements that cause fraud, namely pressure, opportunity, rationalization, capability, arrogance, and collusion. This theory is relevant to describe various internal factors that can encourage fraudulent behavior, especially in the public sector. This study uses a quantitative approach with multiple linear regression analysis methods and is processed using SPSS software version 30. The population in this study are apparatus or village employees who work throughout the Mojoroto District, Kediri City. The sampling technique uses a purposive sampling method, with predetermined criteria. The selection process resulted in 42 respondents, consisting of the Village Head, Village Secretary, and Village Treasurer, who play important roles in administrative and financial management at the village level. Data were collected through closed-ended questionnaires distributed directly to respondents and analyzed to determine the relationship between the independent and dependent variables. The analysis results showed that partially, only the effectiveness of the internal control system and leadership style significantly influenced the potential for fraud. This indicates that strengthening the internal control system and transparent and accountable leadership can minimize fraudulent activities. Meanwhile, the variables of compensation suitability, competence, organizational culture, and unethical behavior did not show significant effects individually. However, simultaneously, all of these variables were proven to significantly influence the potential for fraud. Thus, fraud prevention must be carried out holistically by considering all aspects contained in the fraud hexagon theory.

This study aims to analyze the influence of Product Quality, Price, Sales Promotion, and Advertising on consumer purchasing decisions on the Bukalapak online store platform. This study used a quantitative approach with descriptive methods, aiming to illustrate the relationships between variables based on empirical data. Primary data were obtained by distributing questionnaires to 120 respondents who were active Bukalapak users in the West Medan District. The data analysis technique used was multiple linear regression with the aid of SPSS software to determine the effect of each independent variable on the dependent variable. The analysis results indicate that, partially, the variables Product Quality, Sales Promotion, and Advertising have a positive and significant influence on purchasing decisions. This means that the higher the product quality, the more effective the promotion, and the more attractive the advertisement, the greater the likelihood of consumers making a purchase. Conversely, the variable Price showed a negative and significant influence, indicating that inappropriate pricing can reduce purchase intention. Simultaneously, all four variables have a significant influence on purchasing decisions. The Adjusted R Square value of 70.4% indicates that this research model is able to explain 70.4% of the variation in purchasing decisions, while the dependent variable is influenced by factors outside the model. This study recommends that Bukalapak continue to improve product quality, develop competitive pricing strategies, strengthen promotions, and create creative advertising. Further research is recommended to consider additional variables such as product reviews, brand image, and service quality to enrich the analysis.

The cosmetics industry in Indonesia is experiencing rapid growth, encouraging local brands such as Somethinc to continuously innovate in their marketing strategies. This study aims to analyze the influence of social media marketing, online consumer reviews, and price perception on purchase intention of Somethinc products, especially among Generation Z in Semarang City. Brand image is tested as a mediating variable in the relationship between these three factors and purchase intention. This study uses a quantitative approach with a survey method of 399 Generation Z respondents who are Somethinc product users. The sample was determined using a purposive sampling technique and refers to the Slovin formula. Data processing and analysis were carried out using path analysis techniques with the help of SmartPLS 3 software. The results show that social media, online consumer reviews, and price perception have a positive and significant influence on Somethinc's brand image. In addition, brand image is also proven to have a positive and significant influence on consumer purchase intention. However, social media marketing does not directly have a significant influence on purchase intention. In contrast, online consumer reviews and price perception have a positive and significant direct influence on purchase intention. Brand image acts as a strong mediator in strengthening the influence of these three independent variables on purchase intention. These findings suggest that Something needs to strengthen its engaging and interactive social media content strategy, collaborate with influencers, and build two-way communication to enhance its brand image, which will ultimately drive purchasing interest from young consumers.

This study aims to analyze the influence of green advertising, green packaging, and green product on the purchase decision of The Body Shop products, with customer satisfaction as an intervening variable. The background of this research is based on increasing consumer awareness of environmental issues, which drives changes in consumer preferences towards environmentally friendly products. Green marketing strategies are important in shaping a positive brand image and influencing consumer purchasing behavior. This study uses a quantitative approach with a path analysis method processed using SPSS software. The respondents in this study amounted to 100 students from the Faculty of Economics and Business, Wijaya Kusuma University Surabaya who had bought The Body Shop products. The results of the analysis show that green advertising, green packaging, and green products have a significant effect on customer satisfaction. Furthermore, green advertising and green products have also been shown to have a direct influence on consumer purchase decisions, while green packaging does not show a significant influence on direct purchase decisions. In addition, customer satisfaction has been shown to play a significant mediating variable in the relationship between green marketing variables and purchase decisions. These findings confirm that the implementation of green marketing strategies not only has a positive impact on the company's image and social responsibility, but also plays an important role in increasing customer satisfaction and encouraging consumers to make purchasing decisions. Therefore, companies are advised to continue to develop and integrate eco-friendly elements in their marketing strategies to increase competitiveness and consumer loyalty. This research also makes a theoretical contribution to the development of consumer behavior studies related to sustainable marketing, especially among the younger generation.