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This study aims to analyze the effect of price and service quality on guests' stay decisions at Pangeran Beach Hotel Padang. This type of research is quantitative research. The population of this study was guests staying at Pangeran Beach Padang with a sample of 93 consumers. The sampling technique uses non probability sampling. Data collection techniques are carried out using questionnaires (questionnaires) with Likert scales that have been tested for validity and reliability. Data from this study was processed using SPSS 25.00. The results of this study show that the price is included in the sufficient category with a percentage of 48.38%, the quality of service is in the sufficient category of 59.13%. The variable of overnight decision is in the sufficient category, which is 88.17%. Obtained R Square value of 0.021, meaning that the influence of the price variable (X1) on the decision variable to stay (Y) was 2.1% while 97.9% was influenced by other factors. The R Square value is 0.033, meaning that the influence of the service quality variable (X2) on the decision to stay (Y) is 3.3% while 96.7% is influenced by other factors. The effect of price (X1) and service quality (X2) affects the decision to stay (Y), the R Square value is 0.097, meaning that the influence of price variables (X1) and service quality (X2) on consumer satisfaction variables (Y) as much as 9.7% while 90.3% is influenced by other factors that were not studied in this study. And obtained the value of F calculate 1.242 with sig. 0.000 < 0.05.

This study aims to determine and analyze the effect of brand awareness and brand trust on purchasing decisions for Revlon products. This type of associative research with primary data and sourced from research instruments in the form of a questionnaire with a Likert scale so that the type of data used is quantitative data. The research population is all consumers who have purchased Revlon products whose number is not known with certainty. The sample of this research was 96 respondents using purposive sampling technique. Data were collected by observation, questionnaires and literature study. Data analysis techniques using validity test, reliability test, classic assumption test multiple regression, multiple correlation coefficient, t test and f test. The results of the study show that band awareness and brand trust have a simultaneous effect on purchasing decisions for Revlon products.

This study aims to analyze the effect of multi-level marketing strategy, prices, and product knowledge on purchasing decisions. This research used causal associative research with a quantitative approach. This study used observation and questionnaires as the data collection techniques. The questionnaires were distributed to 70 respondents, namely all consumers of Herbalife products at Bless Fit Club Jombang. The data analysis used descriptive_analysis, questionnaire test, classical assumption test, multiple regression analysis, analysis of the coefficient of determination and hypothesis testing. The test results show that multi-level marketing strategy and product knowledge have a positive.effect on purchasing decisions, while price does not affect purchasing decisions. The results of this study can be concluded that multi-level marketing strategy, prices, and product knowledge together have a positive effect on purchasing decisions. Herbalife needed to improve communication with consumers. One of them is about the compatibility of price with product quality so that consumers are interested in purchasing Herbalife products. In addition, Herbalife needs to optimize the multi-level marketing and product knowledge strategies that have been implemented so as to influence consumer purchasing decisions.

Celebrity Endorser is an advertising star who is expected to be able to promote a product so that consumers are interested. The use of celebrities as endorsers is expected to attract the attention of consumers and influence their purchasing decision-making process for a product. The purpose of this study 1). knowing celebrity endorser Nadira Alaydrus on Luxcrime cosmetic products, 2). knowing consumer purchasing decisions on Luxcrime cosmetic products, 3). measures how much influence celebrity endorser Nadira Alaydrus has on Luxcrime purchase decisions. The approach in research is survey. The collection technique was carried out to 84 respondents on the followers of the Instagram account @luxcrime_id. Sampling method using probalilty sampling technique. The method of taking the questionnaire used is random sampling. The results of this study showed that Celebrity Endorser Nadira Alaydrus influences the decision to purchase Luxcrime.  

This research was carried out at Siapnikah.Id which is located in Pancoran Mas Depok. Researchers are interested in conducting research to find out whether digital marketing and Word of Mouthinfluence consumer decisions in choosing WO Siapnikah.Id services. Therefore, it is important to understand how digital marketing and Word of Mouthcan achieve the goal of consumer satisfaction in finding wedding organizer  services. This research uses a descriptive quantitative research method with a survey approach. The population in this research is wedding organizer  consumers totaling 47 people. The sample for this research was determined using numerical data which was processed using statistics. The technique used for data collection is a questionnaire or questionnaire. In the research, 2 independent variables are used, namely digital marketing (X1), Word of Mouth(X2). The dependent variable used in this research is consumer decision (Y). The results of this research are that digital marketing and Word of Mouthget different data, where digital marketing has a significant and influential effect on consumer decisions, while Word of Mouthhas no influence and is not significant on consumer decisions in choosing Siapnikah.Id wedding organizer  services.

The purpose of this research is to study how brand image and service quality impact the decisions made by customers when choosing Purandewi Catering wedding organizer services. Descriptive quantitative method with Likert measurement tool was used in this research. Primary data from this study came from 68 respondents who used Purandewi Catering services during the period January - December 2023. The results of the multiple linear regression test show that the brand image variable regression coefficient value is 0.403 or has a positive and significant effect on consumer decisions, then the service quality variable regression coefficient value of 0.298 has a positive effect on consumer decisions. The two variables also simultaneously or together have an effect on consumer decisions to use Purandewi Catering wedding organizer services with the results of the f test count 31.754 greater than the f table value of 3.13.

This research was motivated by several problems, the fluctuating number of visits to the 360 ​​food stalls, the many consumer complaints about the restaurant but it was still crowded with visitors, inadequate lighting inside the restaurant, and inadequate parking. The research purpose is to examine how restaurant ambiance and price perceptions affect consumer choices. This study used a descriptive research design utilizing quantitative data. This study employed both primary and secondary data sources. The participants in this study are guests of the 360 Warung Makan Restaurant. 110 customers made up the research sample, which was selected using a non-probability sampling technique. A Likert scale questionnaire that had undergone validity and reliability testing was used as the data-gathering tool. SPSS 25.00 was used to process the research's data. The research results show that price perception is in the sufficient category, namely 3.07%, then restaurant atmosphere is in the 3.02% category and purchasing decisions are in the 3.06% category. The price perception value (X1) has a Beta or Standardized Coefficient of 0.501 with T count (6.468) with a significance of 0.000 <0.05, thus the restaurant atmosphere variable (X1) has a positive and significant effect on purchasing decisions (Y), hence the hypothesis in restaurant atmosphere research (X2) has a Beta or Standardized Coefficient of 0.352 with T count (4.542) with a significance of 0.000 <0.05, thus the restaurant atmosphere variable (X2) has a positive and significant effect on purchasing decisions (Y).  

This research aims to test how much influence Product Quality and Location have on Impulse Buying with Purchasing Decisions as an Intervening Variable for Bana Central Park Ujung Gading Consumers. The data collection method is through surveys and distributing questionnaires, with unknown population size, and determining a sample of 97 respondents obtained from the Concran Sugiyono formula. The analytical method used is Structural Equation Modeling (SEM) using SmartPLS 3.0. The research results obtained show that there is a significant positive influence of product quality on purchasing decisions. There is a significant positive influence of location on purchasing decisions. There is a significant positive influence on product quality on Impulse Buying. There is an insignificant positive effect of location on impulse buying. There is a significant positive influence of Product Quality on Impulse Buying through Purchasing Decisions. There is a significant positive influence of location on impulse buying through purchasing decisions.

Samchick Sambi is a business in the food and beverage sector that was founded in 2018. Even though this business is still new and amidst a lot of competition with similar products, the Samchick Sambi restaurant has succeeded in achieving high and relatively stable sales. Samchick Sambi always provides innovative products at affordable prices, providing good price perception, and creative marketing through social media platforms. This research aims to determine the influence of product innovation, price perceptions, and social media on consumer purchasing decisions for the Samchick Sambi restaurant. This research uses a quantitative approach with the type of research used, namely associative. The population is consumers who have made purchases at Samchick Sambi. Data analysis used multiple regression with the help of IBM SPSS 25. The research results showed that: (1) product innovation, price perception, and social media had a significant influence on consumer purchasing decisions at Samchick Sambi Restaurant. (2) product innovation has a positive and significant effect on consumer purchasing decisions at the Samchick Sambi Restaurant. (3) price perception has a positive and significant effect on consumer purchasing decisions at Samchik Sambi Restaurant. (4) social media has a positive and significant influence on consumer purchasing decisions at Samchik Sambi Restaurant.

The aim of this research is to determine the influence of Shopee Live, EXO's k-pop Brand Ambassador, and Brand Image on purchasing decisions for Scarlett Whitening products on Shopee e-commerce. The location of this research was conducted on Scarlett Whitening consumers in Semarang City. This type of research uses quantitative research and the methods used are survey research and associative approach research. The main instrument of this research is a questionnaire with 100 respondents using the Slovin formula. Data collection was obtained by distributing questionnaires to Scarlett Whitening consumers in Semarang City who were selected using purposive sampling. Data processing uses Microsoft Excel and IBM SPSS Version 25 software. The data analysis used is multiple linear regression analysis. The research results concluded from the data analysis of the F test results showing that Shopee Live, Brand Ambssador K-Pop EXO, and Brand Image simultaneously had a positive influence on purchasing decisions for Scarlett Whitening products on e-commerce Shopee. Furthermore, data analysis of the T test results shows that Shopee Live does not have a partial positive influence on the decision to purchase Scarlett Whitening on Shopee e-commerce, while the K-Pop EXO Brand Ambassador and Brand Image have a partial positive influence on the decision to purchase Scarlett Whitening on e-commerce. Shopee commerce.

This research aims to analyze and explain the impact of digital marketing and brand image on work interest as intervening variables. The data collection method was carried out through questionnaires to 100 Scarlett Whitening consumer respondents, using techniques of non-probability sampling. Data analysis was carried out using the multiple linear regression method. The research results show that there is a significant positive influence of the variables digital marketing on buying interest, while variable brand awareness also has a positive and significant effect on buying interest. The brand ambassador variable does not show a significant influence on purchasing interest, while the online customer review variable has a positive and significant influence on purchasing interest. Apart from that, the brand image variable also has a positive and significant effect on purchasing interest, as well as variable digital marketing, brand awareness, brand ambassador and brand image has a positive and significant effect on purchasing decisions, and online customer does not a significant influence on purchasing decisions. However, the purchase interest variable was not proven to be an intervening variable that mediates the influence of digital marketing, brand awareness, brand ambassador, online customer review and brand image on purchasing decisions.

The research article on the Influence of Place Atmosphere and Modern Lifestyle on Purchasing Decisions of Coffee Shop Consumers (Case Study on Coffee Ethics) is research that aims to build a research hypothesis on the influence between variables that will be used in further research. The method of this research article is to use quantitative methods, while the type of research used is descriptive research. The results of this research article are: 1) The influence of atmosphere has a significant influence on purchasing decisions; 2) The influence of modern lifestyle has a significant influence on purchasing decisions; 3) The influence of modern atmosphere and lifestyle has a significant influence on purchasing decisions.

In the digital era, E-commerce has emerged as a prominent stage where psychology and business seamlessly integrate. This article extensively delves into the crucial role of psychology in achieving E-commerce success, with a focus on a profound understanding of the minds of digital consumers. The research aims to detail the roles of psychological aspects such as perception, motivation, and purchase decisions that influence online consumer behavior. The research method involves meticulous study design, a representative sample of digital consumers, and data collection through targeted research instruments. Data analysis is conducted to gain profound insights into the psychological factors that play a key role in E-commerce success. The research findings reveal how the design of platform interfaces, consumer motivation, and other psychological factors impact online purchase decisions. In-depth analysis is conducted on the mechanisms of product selection, the evaluation process, and the psychological impact on purchase conversions. The article also discusses psychological factors contributing to customer loyalty, including user experience and satisfaction. By understanding these psychological aspects, business practitioners can make more informed decisions and design more effective marketing strategies in the context of E-commerce. The research conclusion provides a summary of key findings, practical implications for the business world, and recommendations for further research in this field. This article offers profound insights into the marriage of psychology and business in the context of E-commerce, paving the way for further research and the development of innovative business strategies

The purpose of this study was to determine the effectiveness of social media marketing instagram in the dimensions of content creation, content sharing, connecting, and community building on customer decisions Dezato BrowniesThe type of research used is descriptive qualitative. Sedarmayanti and Hidayat (2011: 33) define qualitative descriptive research as a method in finding facts about the status of a group of people, an object, a condition, an event in the present with the right interpretation. This is in line with the test results which show that social media marketing with the variables Content Creation, Content sharing, Connecting, Communitiy Building is very effective on Dezato Brownies' customer decisions. It can be concluded that social media marketing effectively increases customer awareness, interaction, and purchasing decisions, making a positive contribution to business growth. Keep in mind that customer purchasing decisions are influenced by complex factors beyond the variables studied, confirming the complexity of market dynamics and consumer behavior.

This research explores business innovation strategies aimed at improving competitiveness and supporting the growth of creative industry Micro, Small and Medium Enterprises (MSMEs) in the digital era. A qualitative approach, used in this study, focused on knowledge of the challenges faced by creative industry MSMEs, the role of digital technology, and the innovative strategies they implement. The findings of this study underscore the key role of e-commerce, data-driven decision-making, collaboration, and enhanced customer experience on the competitiveness and growth of creative industry MSMEs. In addition, the findings also contribute that the implementation of business innovation strategies can give creative industry MSMEs a competitive advantage through unique products and services and innovative designs. MSMEs can produce a variety of new products and services by utilizing digital technology. This can increase market appeal and enable businesses to adapt to changing consumer trends

 Temulawak is a cosmetic brand in Indonesia. Temulawak cosmetic products must compete so that their flagship products are able to attract consumer buying interest and dominate market share. The aim of this research is to analyze the quality of ginger cosmetic products on the decision to purchase these products. The research was carried out by distributing questionnaires online via Google Form to 100 respondents as a sample. The collected primary data will be tested for validity and readability and then analyzed using multiple linear regression analysis and processed using SPSS version 26 software. The results of the research show that product quality has a positive effect on purchasing decisions. The research results provide implications for ginger cosmetic products to improve product quality. By implementing this strategy, it is hoped that consumer purchasing decisions for ginger cosmetic products can be improved.  

Business ethics is a business approach to conducting operations that covers all aspects of society, business and the public. Business ethics in an organization can influence the values, norms, and behavior of leaders and staff. Consumer trust is the confidence that consumers have in a product, service, or brand. This belief has an important role in influencing consumers' decisions to buy, reuse, and recommend certain products and services. CSR is a business initiative to consider the concerns of many stakeholders, including the environment, society, workers, and customers. The purpose of this research is to find out how important company ethics is in building consumer trust. This research uses a qualitative descriptive analysis method and data is obtained from literature studies, several books, references on the internet, and journals that examine similar research to support research on "The Role of Business Ethics in Building Consumer Trust". This research shows that a company's most morally responsible practices influence customer trust. This study highlights how urgent it is to see how the most morally responsible corporate practices influence customer trust. Sharia marketing strategies have a significant effect on consumer satisfaction and their trust in certain products and services. This research shows that the role of business ethics has a significant influence in building consumer trust.

This study explores the role of sentiment analysis as a predictive tool for understanding and forecasting product launch success in the digital market. Sentiment analysis involves the classification of consumer sentiment expressed on social media platforms such as Twitter and Instagram, and it can significantly impact businesses by predicting consumer behavior and product performance. The research highlights the relationship between social media sentiment and product success, demonstrating that positive sentiment is strongly correlated with higher sales and consumer engagement, while negative sentiment can lead to declines. Machine learning models, including Support Vector Machines (SVM) and Random Forest, were employed to classify sentiment from large volumes of social media data and correlate it with product performance indicators such as sales volume and consumer interaction. The study found that sentiment analysis models were highly effective in predicting product success, with positive sentiment generally driving product profitability and negative sentiment posing a potential threat to brand reputation. Moreover, the analysis showed that social media sentiment provides real-time insights into consumer perceptions, enabling businesses to quickly adjust marketing strategies and product development plans. These findings underscore the importance of integrating sentiment analysis into product launch evaluations and strategic decision-making. Future research should explore the integration of sentiment analysis with other predictive market models and investigate the effects of fake reviews and post-purchase consumer behaviors on product success.

Augmented Reality (AR) technology has emerged as a transformative tool in the e-commerce industry, enhancing the online shopping experience by offering interactive and immersive features. This study explores the impact of AR on consumer behavior, focusing on key factors such as trust, satisfaction, purchase decisions, and customer loyalty. Through a user experiment, participants interacted with AR-integrated e-commerce platforms, testing features such as virtual try-ons and product visualizations in real-world contexts. The results revealed that AR significantly enhances consumer trust, with more realistic and accurate product visualizations increasing confidence in both the product and platform. Customer satisfaction was also notably higher after interacting with AR features, with users reporting a more engaging and enjoyable shopping experience. Furthermore, purchase intention was positively influenced by the ability to visualize products and receive real-time, interactive feedback. Repeated exposure to AR led to increased customer loyalty, as participants expressed a higher likelihood of returning to use AR tools in future shopping experiences. These findings suggest that AR provides a strong competitive advantage for e-commerce platforms, enabling them to differentiate themselves in a crowded market by offering personalized, engaging, and trust-building shopping experiences. This research also highlights the practical implications for e-commerce businesses, recommending the integration of user-friendly and interactive AR features to enhance engagement, satisfaction, and decision-making. Future research should explore the broader applications of AR across industries and consumer segments to further understand its potential to revolutionize online shopping.

This writing aims to examine the influence of Consumer Behavior on the Purchase Decision of Beauty Products on e-commerce platforms in South Jakarta. The population in this study consists of individuals who purchase beauty products using e-commerce in South Jakarta. and the exact number is unknown. The sampling technique employed is Accidental Sampling using the Lemeshow formula. with a sample size of 68 respondents. The data collection method utilized is a questionnaire. The data analysis techniques include descriptive analysis. quantitative analysis. simple regression analysis. hypothesis testing (t-test). and coefficient of determination. processed using Statistical Product and Service Solution (SPSS) version 25.0. The research findings indicate that Consumer Behavior has a positive and significant influence on the Purchase Decision of Beauty Products on e-commerce platforms in South Jakarta.