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The purpose of this study was to determine the influence of marketing strategies on consumer purchasing decisions in the Partidol Photocopying Business in Sorong City. This study used a quantitative method with data collection techniques used by distributing questionnaires to consumers as many as 107 people. The processing of the data used in this study is the validity test, reliability test, classic assumption test, normality test, heteroscedasticity test, simple linear regression analysis, t test, and analysis of the coefficient of determination. The tools used are Microsoft Excel and SPSS software. The research results obtained were that there was no partial effect where the researchers compared the t-count values with significant values, so that the results obtained were that marketing strategies did not affect consumer purchasing decisions at the Sorong City Partidol Photo Copy.

For shop owners, deciding to open a new strategic branch is one of the main keys in establishing their business. In determining a good place will provide advantages for the shop owner. In determining a place, there are several ways that will be considered in an effort to develop its business and have criteria, these criteria will later become a consideration for choosing a strategic place. Deciding to open a new branch takes a long time because the criteria given may not meet the desired criteria. And in determining a place is not easy because you have to know the distance between one branch to another, so it requires a strategic and efficient place so that the shop owner can be accepted easily by a consumer. Therefore, to be more effective and efficient, a system is needed that functions to assist an entrepreneur in determining which place is suitable for occupancy. In this research, the method that will be used is Simple Addicie Wighting (SAW). The SAW method will process data by assigning a weight value to the criteria that will be used as a reference by making decisions after which a decision matrix value will be made based on the criteria. From the results of the study, it can be the best recommendation for the shop owner to establish a strategic place of business in accordance with the wishes of Sinar Rizky Stores. So using the SAW method, it has the highest rating value which is which area can be used as a place to open a new branch at the Sinar Rizky store.   Keywords : Simple Addictive Weighting (SAW), Determination of New Branch Opening at Sinar Sizky Store

The study aims to determine the influence viral marketing on purchasing decisions with consumer trust as an intervening variable on MS Glow. This type of research is quantitative and uses descriptive analysis method. The data analysis technique used is path analysis. The sample used in this study amounted to 98 respondents who knew the social media instagram MS Glow, and once bought and consumed MS Glow by using purposive sampling. In this study using data collection techniques with questionnaires and analyzed using path analysis. The conclusion of this study is (1) the Viral Marketing have a significant effect on Consumer Trust with a value of 10,890 , (2) the Viral Marketing have a significant effect on Purchasing Decisions with a value of 8,137, (3) Consumer Trust have a significant effect on Purchasing Decisions with a value of 3,555, and (4) consumer trust is not able to mediate viral marketing on purchasing decisions with a Z value of 1,389.

In this era of globalization, marketing is more of an information warfare between different parties with the aim of making sales. The marketing environment is rapidly changing, and with these changes, the need for information, latest products, shifts in buyer attitudes and behaviors towards decision-making and product acquisition, as well as the ability to identify opportunities in appropriate marketing, becomes essential. This paper is a literature review using a qualitative descriptive approach, aiming to describe product mix strategies. The methodology employed for data collection is documentation, along with various articles and books, followed by content analysis. The findings of this paper reveal that studying consumers can provide insights for the development of new products, product uniqueness, pricing, distribution channels, advertising messages, and other new marketing elements. A focal point for understanding behavior is the stimulus-response model. Buyer characteristics and decision-making processes lead to specific buyer decisions. The marketing task involves comprehending what occurs in the buyer’s consciousness from external stimuli to the emergence of the buyer's purchasing decision.

Pharmacy is a health service facility that aims to help improve health for the community (public health), as well as a place for practicing pharmacists in carrying out pharmaceutical work spread across various regions. Choosing a business location is the main thing to consider in build a business, including pharmacy. A strategic business location is related to transportation efficiency, material properties, product characteristics, and ease of reaching consumers. The purpose of this study is to determine the effect of choosing the pharmacy location on medicine purchasing decisions in Indonesia. The method that used in this study is literature review with 6 research journals that collected and processed pre-existing data using search engines such as Google Scholar and journal databases such as Researchgate and published in 2018-2023. The result shows that pharmacy location is not always a factor in a person's decision to buy medicine, there are other factors such as price, quality of pharmacy service, and etc.

The objective of this research is to determine the factors that influence consumer purchasing decisions to buy beverages online on marketplaces. The variables used are product, price, promotion, location, service quality, marketplace usability, and trust. The sample consists of 150 respondents. The Likert scale is used as the data collection model, and statistical analysis is conducted using multiple linear regression. After analyzing the data, this research has obtained results indicating that product (X1), price (X2), promotion (X3), location (X4), service quality (X5), marketplace usability (X6), and trust (X7) have a significant impact on buyer's decisions with a magnitude of 0.732 (73.2%), which means that all variables contribute and affect consumer purchase decisions by 73.2%, while the remaining 26.8% is attributed to other factors beyond the scope of this study. The results of the F-test analysis show that collectively, all variables significantly impact consumer purchasing decisions. The t-test analysis indicates that the research hypotheses for variables X1, X2, X6, and X7 significantly influence consumer purchase decisions, while variables X3, X4, and X5 do not significantly affect consumer decisions

Sales promotion is one element of marketing communication that influences consumer purchasing decisions. The purpose of the research conducted was to find out whether sales promotions carried out by Transmart Tuparev Karawang affect purchasing decisions at Transmart Tuparev Karawang. The independent variable used in this study is Sales Promotion (x) while the dependent variable is Purchase Decision (y). The research method used in this research is quantitative research using a simple linear regression method. The population studied was Transmaart Tuparev Karawang visitors in April 2023 with a total of 8648 visitors. Samples were taken as many as 99 respondents with a sampling technique using the Slovin formula and data collection using questionnaires, observation, interviews, and literature study. The results of this study are that there is an effect of sales promotion on purchasing decisions at Transmart Tuparev Karawang of 46.50%, namely the effect of sales promotion on purchasing decisions is included in the medium category and the remaining 53.50% is influenced by other variables not examined by the author.

MSMEs have contributed 60.34% of Indonesia's gross domestic product (GDP). This number is spread throughout Indonesia. MSMEs have a very important role in the economic sector in Indonesia. Bumiayu's konyol noodle SMEs in the last 1 year decreases their sales because of Indonesia's economic situation which has not fully recovered after the co-19 disaster. The demand for konyol noodles has decreased in the last year due to rising prices of raw materials and supporting materials and also because of increasing fuel prices. This study analyzes the effect of penetration pricing and consumer motivation on purchasing decisions for Bumiayu’s konyol noodle. A sample are 97 respondents who have used MSME products at least twice, was tested using a questionnaire and analyzed through multiple linear regression. The result is that penetration pricing and consumer motivation have a positive effect on purchasing decisions for Bumiayu silly noodle products. The implications of the results of this study are as a basis for determining strategies that can increase sales and profits of mi konyol Bumiayu.

Issues regarding the environment have become a problem for the wider community and have resulted in changing consumer preferences to become more inclined to use environmentally friendly products. This is an opportunity for companies to make environmentally friendly products and use more environmentally friendly raw materials. In this study, we analyze and determine the effect of green product, green place, green price, green promotion on purchasing decisions for tupperware products. This type of research is quantitative with the consumer population in the Solo city area. There are 100 respondents, taken by accidental sampling techniquw, and analyzed with the help of the Smart Pls 3.0 application. The result show that the green price and green promotion variables have no significant effect on purchasing decisions. While the green product and green place variables have a significant effect on purchasing decisions. The implication is that the creative industry must continue to improve the quality of environmentally friendly product and knowledge from consumers, so that competitive advantage will be achieved.

This study aims to determine and analyze consumer attitude as a moderation variable on the effect of consumer motivation and consumer trust on property purchasing decisions. This study uses primary data by distributing questionnaires to respondents, namely the owner of Green Taman Asri housing complex. Sampling is done using the NonProbability Sampling method and the sampling technique using sensus Sampling. The analysis in this study used a moderation regression analasis test. The results of this study indicate that consumer motivation consumer trust have a positive and significant effect on purchasing decision. Meanwhile consumer attitude has a positive as a moderating variable has a significant positive effect on the effect of consumer motivation and consumer trust on property purchasing decisions, with a coefficient of determination (Adjusted R Square) of 0.799 which means that together independent variables explain the purchase decision by 79.9%, while the remaining 20.1% is influenced by other variables

AbstractThe global marketing perspective in international business is a necessary approach for companies operating in global markets. In the era of globalization, international business must understand and manage the challenges and opportunities that arise in the international market. Global marketing involves different strategies and tactics than domestic marketing, given the differences in culture, language, consumer preferences, and regulations in each country. This research aims to provide an overview of marketing in international business and to organize and classify the literature on marketing to clarify the importance of this tool and encourage future research in international business marketing (IBM) projections and the ubiquity of this tool's power in the hands of users. This research also focuses on companies that must be able to adapt their products and marketing messages to local preferences and the needs of consumers in each market and must have in-depth knowledge of international trade laws and regulations and develop effective cross-cultural communication skills. The global marketing perspective in international business is the key to a company's success in the global market. In an increasingly connected world, companies must be able to understand global markets, adapt their products and strategies, face existing challenges, and forge strategic partnerships. With the right approach, companies can achieve a competitive advantage in an increasingly complex global marketplace. Apart from that the contribution of research is also important to identify new challenges and opportunities for marketers, researchers and international companies and in terms of unraveling the existing contradictions, applying new theoretical frameworks to make better future decisions for large corporations, and providing higher quality research to new in the IBM context.  

In order to investigate the impact of digital marketing, service quality, and product on purchasing decisions at PT. Alunicorn, 249 people were questioned. Customer satisfaction was used as an intermediary variable. retrieval method based on the sample's evaluation of the target population. The analytical technique used in this work was SEM AMOS 23. The hypothesis states that whereas service quality has no impact on purchasing decisions through satisfaction, digital marketing and product quality have a positive impact on consumer satisfaction and purchasing decisions.    

This study aims to analyze the influence of servicescape and menu variations on purchasing decisions at Aroma Resto and Coffee Padang. This type of research is a causal associative survey method with quantitative data. The population of this study was consumers who visited Aroma Resto and Coffee Padang with a sample of 110 people, using techniques purposive sampling. The research instrument used questionnaires (questionnaires) arranged according to Likert scale. The data was analyzed using SPSS version 23.00 and the results of the analysis were presented in tabular form. The result of the study was servicescape (X1) on Aroma Resto and Coffee Padang in a good category with a percentage of 64%. Menu variation (X1) in Aroma Resto and Coffee Padang in good category with a percentage of 57.3%. The purchase decision (Y) on Aroma Resto and Coffee Padang is in a good category with a percentage of 62.7%. Multiple linear regression tests with T tests on servicescape variables and menu variations affect purchasing decision variables at Aroma Resto and Coffee Padang. The F test value of servicescape variables (X1) and menu variations (X2) affect simultaneously purchasing decisions at Aroma Resto and Coffee Padang. The Adj. R square value of 0.512 means that servicescape variables and menu variations have an effect of 51.2% on purchasing decisions at Aroma Resto and Coffee Padang and 48.8% are influenced by other variables.

At this time, the development of various kinds of cosmetic brands is increasing and very diverse from time to time and products circulating are increasing rapidly, causing market competition. Everyone has their own choice in making a purchase decision. Brand equity and halal labels are one of the factors influencing purchasing decisions. This study aims to determine and analyze the effect of brand equity and halal labels on purchasing decisions for wardah products in the people of Muaro Jambi Regency, especially consumers at the 6666 beauty cosmetic shop. The number of samples in this study were 88 people using a non-probability sampling technique, namely purposive sampling. Data collection through questionnaires, observations, interviews as well as documentation. The results of the study show that brand equity has a positive and significant effect on purchasing decisions for wardah products. The halal label shows that there is a negative and insignificant effect on the decision to purchase wardah products. Brand equity and halal labels together have a significant effect on purchasing decisions for wardah products. This illustrates that the value of Adjusted R2 Square is 0.165, that the contribution of the independent variables and the dependent variable is 16.5% and 83.5% is influenced by other factors that are not part of this study.

In the marketing concept, one way to achieve company goals is to know what are the needs and desires of consumers or target markets and how to provide the satisfaction expected by consumers / buyers effectively and efficiently. So that companies that apply marketing concepts need to pay attention to consumer behavior and factors that influence buyer decisions. This literature review aims to find out what factors influence the decision making made by consumers in buying a product. Based on the formulation of the article, results and discussions reviewed and discussed in this article, it can be concluded that there are many factors that influence consumer decisions to buy including product prices, product quality both from the product itself and its services, product promotion, location, social status and family.

The purpose of this study is to ascertain how viral marketing and social media advertising impact consumers' purchasing choices on the Instagram Adds platform. The study's sample is made up of Instagram Adds users. The 159 respondents who were sampled were employed in a purposive sampling procedure to get samples. Tests of validity and dependability were run on the research data. The hypothesis test in this study used multiple linear regression tests. According to the conclusions of the first hypothesis test, the test results show that (1) Viral marketing increases purchasing behaviour on the Instagram Adds platform. (2) The results of the testing of the second hypothesis show that social media marketing has an effect on consumers' decisions to make purchases through the Instagram Adds platform.

The purpose of this study was to determine the influence of emotional intelligence on consumptive behavior in users of the TikTok Shop application. One psychological factor, namely emotional, also influences financial decisions and financial markets. Someone who has not been able to maximize and control himself is less able to be wise in spending money. The method used in this study is a quantitative method using a non-experimental design. The data collection technique was by distributing questionnaires, namely the emotional intelligence scale consisting of 14 items and the consumer behavior scale consisting of 27 items. The scale is presented using a Likert scale in intervals of 1-5. In this research data analysis technique uses simple regression analysis with the help of SPSS software. The subjects in this study were users of the TikTok Shop application with an age range of 17-40 years. The data obtained from the results of distributing questionnaires to the subjects is that there is no significant influence between the influence of emotional intelligence on consumptive behavior in users of the TikTok Shop application with a sig value. 0.147<0.05. So the results of this study show that there is no influence between emotional intelligence on the consumptive behavior of users of the TikTok Shop application.

The purpose of this study was to describe the effect of product excellence and service excellence on consumer purchasing decisions at CV Pucuk Daun Lestari. The population in this study were all consumers of CV Pucuk Daun Lestari totaling 1,320 consumers. The number of samples for research uses a margin of error of 2.5% of the total sample, namely 92 consumers. The sampling technique used is incidental sampling method. The data collected was carried out using questionnaires and interviews which were then analyzed using validity tests, reliability tests, and linear regression analysis. The results showed that there was a positive and significant influence between the variables of product excellence and service excellence and service excellence on consumer purchasing decisions at CV Pucuk Daun Lestari, either jointly or partially.

Consumer behavior is the basis for consumers to make purchasing decisions. Consumer behavior is an activity that is closely related to the process of purchasing goods or services. In this study, the independent variable is consumer behavior (X), while the dependent variable is online purchasing decisions (Y). This study aims to examine and analyze the influence of consumer behavior in making online purchasing decisions for the people of Brebes Regency on e-commerce shoppe. The type of research used is quantitative research. The processed data is the result of distributing questionnaires to the public or consumers randomly via google form, the number of population is unknown with a sample of 100 respondents who have been processed using SPSS 22. Data analysis techniques used in this study are validity test, reliability test, test normality, simple linear regression test, coefficient of determination test (R²), and t-test (Partial). Based on the t-test (Partial) shows a positive and significant influence on online purchasing decisions with a value of 0.000 <0.05

. Indonesia merupakan negara dengan mayoritas muslim terbesar di Dunia. Salah satunya yang menjadi pendorong perekonomian bagi negara yaitu industri kosmetik halal. Objek dari penelitian ini adalah sampel mahasiswa Universitas Dian Nuswantoro. Data yang dikumpulkan dengan penyebaran kuesioner yang dilakukan secara online melalui Google Form sebanyak 150 kuesioner, Teknik pengambilan sampel menggunakan teknik purposive sampling. Teknik analisis yang digunakan dalam penelitian ini adalah Structural Equation Model pada Amos. Untuk hasil yang paling tinggi pengaruhnya yaitu religiosity terhadap consumer loyalty dan hasil terkecil pengaruhnya yaitu variabel halal awarness terhadap consumer loyalty. Hasil penelitian ini membuktikan  bahwa: 1) halal awarness, religiosity, dan knowledge berpengaruh positif dan signifikan terhadap consumer decision, 2) halal awarness, religiosity, dan Knowledge berpengaruh positif dan signifikan terhadap consumer loyalty 3) consumer decision berpengaruh positif dan signifikan terhadap consumer loyalty.