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Dhiffie Farm Hydroponics is located in Bantar Gebang District, Cikiwul, Bekasi City. This farm has not implemented a good marketing strategy, so it is very important for Dhiffie Farm Hydroponics to implement a good STP (Segmenting, Targeting, Positioning) marketing strategy and marketing mix, so that it influences consumer decisions. This research is an analytical descriptive research. Data sources obtained in research include primary data and secondary data. A survey method using purposive sampling data collection techniques was used to select respondents. The final result of this internship activity is increasing sales of this plantation and successfully implementing the STP marketing strategy and marketing mix well.

Students’ decisions to buy on the Shopee platform are influenced by various variables. Free shipping vouchers are one of them. The impact of providing free shipping coupons on purchases of the Shopee platform by students. Thirty-eight Shopee users who had received free shipping vouchers were given a questionnaire as part of the research technique. To evaluate the relationship between the independent variable (free shipping coupon) and the dependent variable (purchase choice), data analysis was carried out using basic linear regression. The results of the research show that there is a significant positive influence between providing free shipping vouchers on students’ purchasing decisions. This shows that providing free shipping vouchers can increase students’ interest and motivation to make purchases on the Shopee platform. The managerial implication of this research is that it is important for e-commerce platforms to consider the strategy of providing free shipping vouchers as a way to increase sales and influence consumer purchasing decisions. In addition, this research adds theoretical insight to knowledge about the variables that influence online shopping behavior, especially among students. The results of this research are intended to serve as a guide for future academics who wish to conduct studies on consumer behavior and marketing tactics in the digital era.

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 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.

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.

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 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.    

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.

The case shows that some children's syrup drug products contain hazardous substances that can endanger the health of children. As a producer of children's syrup, their legal responsibility is very important in ensuring consumer safety. Law No. 17 of 2023 concerning Health provides a legal framework that regulates the responsibility of producers in this regard. This thesis discusses the legal responsibility of producers of children's syrup containing dangerous substances based on the law. The research reviews legal aspects related to producer responsibility, including legal sanctions that can be given to producers if they are found to have violated regulations, as well as what efforts producers can take to minimize legal risks and meet product safety and quality standards. The results of the study show that manufacturers of syrup for children must pay attention to various regulations and safety and quality standards stipulated by Law No. 17 of 2023 concerning Health and related institutions, and conduct product trials periodically to ensure safety and quality. In addition, producers must also be prepared to face legal sanctions if they violate existing regulations, such as fines and revocation of business licenses. The legal responsibility of the producer, then legal liability, namely civil, criminal and administrative responsibility Legal efforts that can be carried out Mediation efforts with the business actor/manufacturer of children's syrup medicine, if this fails, then the process can be carried out through the Consumer Dispute Protection Agency (BPSK), if the decision is not satisfactory, further legal action can be taken through the general court. The Ministry of Health and BPOM should be able to mitigate risks at the outset, regarding the distribution of drugs in Indonesia    

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.