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This study confirms that brand trust and product involvement have an important role in increasing brand engagement among Kamen RareBali consumers. The analysis results show that brand trust has a significant positive effect, meaning that the higher the level of consumer trust in the brand, the greater their involvement with the brand, both through interactions on social media and product purchases. This is in line with the theory that trust in the brand is an important foundation in building loyalty and long-term relationships with consumers. Meanwhile, product involvement also shows a significant positive effect, indicating that consumers who feel more involved, interested, or care about the product tend to be more active in brand engagement . These findings indicate that Kamen RareBali needs a strategy that emphasizes improving consumer experience with the product, including through educational content, interactive promotions, and personalized services. Simultaneously, these two variables explain 63.1% of the variation in brand engagement , implying that other factors such as service quality, shopping experience, and communication strategy also influence consumer engagement. The practical implication is that companies should focus on building brand trust through positive reputation, testimonials, and transparency, as well as increasing product engagement through emotional experiences and meaningful interactions.

This study aims to analyze the influence of consumer trust and product price, mediated by e-WOM (electronic word-of-mouth), on purchase decisions on the Shopee platform. A quantitative approach was used, with a sample of 75 undergraduate students living in boarding houses in the Special Region of Yogyakarta who shop on Shopee. Data were collected via questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with SmartPLS version 4. The results show that consumer trust and product price have a significant positive influence on purchase decisions, both directly and indirectly through e-WOM. This confirms the vital role of user reviews and recommendations in the decision-making process. The study provides strategic implications for e-commerce platforms and guidance for consumers. In addition, this study also provides guidance for consumers in considering factors that influence purchasing decisions on online platforms and educate them to be more careful in assessing available information before making a purchase. Overall, the results of this study underscore the important role of consumer trust, product price, and e-WOM in shaping purchasing decisions on e-commerce platforms.

This study aims to analyze consumer behavior towards two ready-to-drink beverage brands, Wedrink and Mixue, in Kudus Regency, as well as the psychological, social, and cultural factors that influence consumer preferences. The method used is descriptive quantitative with 26 respondents aged <18 to >27 years, selected through purposive sampling. Data were collected using a 20-item Likert scale questionnaire and in-depth interviews. The results show that consumer preferences are influenced by the taste of the drink, ease of access, price/promotion, as well as social and social media influence. The consumption of trendy drinks like Wedrink and Mixue not only satisfies physiological needs but also serves as a means of self-reward, relaxation, and social identity affirmation. Consumers tend to choose Mixue due to its ease of access and greater number of outlets, while Wedrink attracts attention with its distinctive flavor variants and unique experience. This study shows that the behavior of young consumers is influenced by a combination of rational, emotional, and symbolic factors, with social media playing a significant role in shaping brand perceptions and preferences. These findings provide insights for producers in designing marketing strategies that consider the social and emotional dimensions of consumers.

This study aims to describe relevant digital marketing strategies to improve the competitiveness of the Rafika Dompo Banana MSME in Soguo Village, Bolaang Uki District, South Bolaang Mongondow Regency, and analyze the supporting and inhibiting factors in implementing these strategies. This study uses a qualitative approach with a case study method. Data collection was conducted through observation, in-depth interviews with the owner, employees, and consumers, and documentation. The data analysis technique used a narrative inquiry model. The results of the study indicate that the digital marketing implementation of the Rafika Dompo Pisang MSME is still at a basic stage, utilizing WhatsApp and Facebook organically with simple content managed directly by the owner. Limited digital knowledge, minimal paid promotion budget, and suboptimal utilization of marketplace platforms are the main obstacles. Nevertheless, promotion through social media has been proven to increase product visibility and reach consumers. Supporting factors include maintained product quality, government support for licensing, and consignment collaboration. Consumer perception of the product is very positive, and existing digital promotions are considered to assist in purchasing decisions. In conclusion, the implemented digital marketing strategy is still simple but has a positive impact. Increasing competitiveness requires strategy optimization through increased digital literacy, platform diversification, and more planned resource allocation.

Bread is a food product made from wheat flour, water, yeast, and salt processed by mixing them into one dough then fermented and baked in the oven until cooked. Roti has several types, one of which is burger buns. Burger patties are white bread that is round or oval, made from high protein wheat flour, yeast, sugar, bread improver, salt, butter, milk powder, water, and usually with the addition of sesame seeds. The purpose of this study was to determine the formulation of burger patties high in dietary fiber and preferred by consumers. This study used a two-factor Complete Randomized Design (RAL), with a ratio of wheat flour and mocaf 70:30, 60:40, 50:50 with the addition of the percentage of beet tubers 30,40,50. The results of burger buns with high-fiber formulations were obtained from the ratio of wheat flour and mocaf flour at 50%:50% with a percentage of beet puree at 50%, this treatment has a fiber content of 11.47%, the water content of 26.10%, ash content 1.58%, fat content 4.33%, protein content 6.53%, carbohydrate content 61.45%, calories 310.89%, specific development volume 4.42%. Of flavor 3,38, color sensory test 3.73, chewiness 3.81, tenderness 3.11. Burger buns with raw materials of mocaf flour and the addition of beet puree as a source of fiber can be one of the practical foods that have good nutritional value for health.

This research aims to analyze the partial and simultaneous influence of four independent variables—Ticket Price (X_1), Service Quality (X_2), Customer Trust (X_3), and Promotion (X_4)—on Ship Ticket Purchase Decisions (Y) at PT. PELNI Semarang Branch. Utilizing an associative quantitative method with a sample of 100 passenger respondents (N=100), the data were analyzed using multiple linear regression (SPSS 22.0). The model demonstrated a strong explanatory power, accounting for 55.7% of the variation in purchase decisions (Adjusted\ R^2 = 0.557). The t-test results indicate that all independent variables have a positive and significant influence on Purchase Decisions (all t_{hitung} > 1.9853). The Promotion variable (X_4) showed the strongest individual influence (\beta = 0.282, t=4.777), highlighting the critical nature of effective information dissemination and communication strategies in attracting and guiding mass maritime consumers. Customer Trust (X_3) and Service Quality (X_2) also proved highly significant, affirming the essential role of State-Owned Enterprise (BUMN) integrity and service reliability in mitigating perceived maritime travel risks. Managerial implications suggest PT. PELNI prioritizes enhancing Promotion through digital media and maintaining the fairness of Price setting, which remains a key consideration for this market segment.

, it has driven very significant changes to the marketing and sales strategies of various companies in the business sector. One of the influential innovations is the implementation of e-commerce (electronic commerce), which allows the buying and selling transaction process to be carried out online through the internet network. E-commerce is not only a means to sell products, but it also plays an important role in expanding market reach, increasing the effectiveness of promotions, and strengthening the relationship between companies and consumers. This study aims to analyze the application of e-commerce as a strategy to increase product sales at PT Daehsan Indonesia Medan Branch. The research method used is qualitative descriptive with data collection techniques through interviews, observations, and documentation of management and distributors involved in the company's digital marketing activities. In addition, this study also reviews the supporting factors and obstacles that arise during the implementation of e-commerce, so that it can provide a comprehensive picture of the extent to which the use of digital platforms affects the increase in sales volume, the expansion of market reach, and the level of customer satisfaction.

, it has driven very significant changes to the marketing and sales strategies of various companies in the business sector. One of the influential innovations is the implementation of e-commerce (electronic commerce), which allows the buying and selling transaction process to be carried out online through the internet network. E-commerce is not only a means to sell products, but it also plays an important role in expanding market reach, increasing the effectiveness of promotions, and strengthening the relationship between companies and consumers. This study aims to analyze the application of e-commerce as a strategy to increase product sales at PT Daehsan Indonesia Medan Branch. The research method used is qualitative descriptive with data collection techniques through interviews, observations, and documentation of management and distributors involved in the company's digital marketing activities. In addition, this study also reviews the supporting factors and obstacles that arise during the implementation of e-commerce, so that it can provide a comprehensive picture of the extent to which the use of digital platforms affects the increase in sales volume, the expansion of market reach, and the level of customer satisfaction.

This community service activity aims to improve the competitiveness of Micro, Small and Medium Enterprises (MSMEs) UP2K Unyur Makmur in Unyur Village, Serang City, Banten through the application of digitalisation and product packaging innovation. The main problems faced by partners are limitations in the use of digital technology for marketing and packaging designs that are unattractive and do not reflect the identity of local products. The methods used in this activity include socialisation, training, mentoring, and evaluation of the implementation of digital marketing strategies and packaging design development. The results of this activity show an increase in the ability of MSME actors to use digital media such as marketplaces, social media marketing, and simple graphic design for product promotion. In addition, the packaging innovations introduced were able to increase the aesthetic value and appeal of products in the eyes of consumers. The tangible impact of this activity was an increase in MSME actors' awareness of the importance of digitalisation and packaging innovation in expanding markets and strengthening brand image. This activity is expected to become a model for digital and creative MSME empowerment in the Serang area and its surroundings.

Consumer criticism on social media is a common form of expression used to convey dissatisfaction with products or services. However, such criticism often generates controversy, especially when it is perceived to harm the reputation of a company. Although the right to freedom of expression is guaranteed by the Consumer Protection Law, in practice, this guarantee frequently conflicts with the defamation provisions outlined in the Electronic Information and Transactions (ITE) Law. The case of "Om Polos Banget" serves as a concrete example where consumer criticism led to legal charges due to allegations of defamation. This study aims to analyze the boundaries of consumer freedom of expression on social media within the context of Indonesian legal regulations and to identify the elements of defamation that may ensnare consumers. The research utilizes a normative juridical method, focusing on the analysis of relevant laws and regulations concerning freedom of expression and defamation. The results of the study indicate that while consumers have the right to criticize, there are legal boundaries that must be observed to prevent the criticism from resulting in legal action. Therefore, clearer policies are needed to ensure a fair balance between consumer freedom of expression and corporate reputation protection, as well as the importance of consumers maintaining ethical conduct when expressing criticism on social media.

The rapid growth of financial technology (fintech) Peer-to-Peer Lending (P2PL) in Indonesia has created both opportunities and challenges, particularly regarding debt collection practices by third parties (debt collectors). Such practices often result in violations of consumer rights, including intimidation, harassment, and breaches of privacy. To address these issues, the Financial Services Authority of Indonesia (OJK) issued Regulation No. 22 of 2023 on Consumer and Public Protection in the Financial Services Sector, which establishes legal standards for protecting fintech P2PL consumers. This study aims to analyze the regulation of debt collection by third parties under OJK Regulation No. 22/2023, assess the forms of legal protection for consumers, and identify the obligations of fintech P2PL providers in managing collection practices. The research applies a normative juridical method with statutory and conceptual approaches. The findings indicate that OJK Regulation No. 22/2023 provides consumer protection through preventive mechanisms (mandatory transparency, prohibition of intimidation, and regulation of third-party involvement) and repressive mechanisms (complaint handling and administrative sanctions). However, challenges remain in implementation, such as low consumer literacy, outsourced collection practices, and weak on-site supervision. Therefore, stronger regulation, tighter controls by providers, and collaboration among regulators, law enforcement, and fintech associations are required to ensure optimal consumer protection.

The rapid advancement of digital technology has significantly influenced how small and medium enterprises (SMEs) connect with consumers. Kampung Lawas Maspati SMEs encounter obstacles in expanding their market due to limited online visibility and reliance on conventional sales approaches. This study aims to develop an e-commerce website that addresses these challenges by focusing on user-centered innovation. Using the Design Thinking method, which includes stages such as empathizing, defining, ideating, prototyping, and testing, user needs and challenges were explored through interviews, surveys, and observations to inform the website development process. The resulting platform is intuitive, responsive, and accessible, enabling SMEs to display their products, manage transactions, and engage with customers effectively. The application of this method not only improves market reach but also strengthens the competitiveness and digital literacy of Kampung Lawas Maspati SMEs. Evaluation results show a high level of consumer satisfaction, reaching 91.87%, indicating that the developed website effectively meets user expectations and supports SME digital transformation.

Businesses build trademarks to promote products or services while maintaining their reputation and competitiveness. However, the practice of using well-known brands without the license owner's permission is still found. The case of counterfeiting the Arc'teryx brand by PT ATX Asia Sport Products demonstrates a violation of the exclusive rights of the brand owner. This study aims to analyze law enforcement against the circulation of counterfeit Arc'teryx products in Bali based on Law Number 20 of 2016 concerning Trademarks and Geographical Indications and review the role of the TRIPs Agreement in protecting brands in Indonesia. The method used is normative with a literature review of laws, books, journals, and literature related to unauthorized trademark infringement. The results show that the use of the Arc'teryx brand without official permission confirms the weak supervision and law enforcement of foreign brands that have not been registered in Indonesia. Although the first-to-file system applies, Indonesia still provides legal protection for foreign brands through its membership in the Paris Convention and the TRIPs Agreement. This study emphasizes the need to strengthen the role of the Directorate General of Intellectual Property Rights (DJKI), the Commercial Court, and increase public legal awareness to prevent trademark infringement and create legal certainty for rights owners and consumers.

This study aims to analyse the design and optimization of digital marketing to increase the brand awareness of the IdRink MSME through the integration of a website and Instagram. The research employed a Research and Development (R&D) method using the Four-D model (Define, Design, Develop, Disseminate), combined with prototyping techniques and evaluation through blackbox testing. Data were collected through interviews, literature review, observation, Google Analytics, Instagram Insight, and A/B testing questionnaires administered to 100 respondents. The results show that the development of a WordPress-based website and a structured Instagram content plan significantly improved IdRink’s digital performance. Within one month, the audience growth rate increased by 256%, average post reach reached 216%, and website traffic recorded 298 users. Brand awareness measurement indicated brand recognition of 74% and brand recall of 79%, higher than the comparison brand in the local beverage category. These findings indicate that integrating a website and Instagram as a digital marketing strategy is effective in moving IdRink from the unaware-of-brand stage to recognition and recall, expanding market reach, strengthening customer engagement, and building a more professional brand image among young urban consumers. The study recommends maintaining content consistency and utilising digital analytics to support future marketing decision-making.

The rapid growth of digital technology has revolutionized marketing practices, with social media becoming a primary platform for brand communication and audience engagement. Shopee Indonesia, as one of the leading e-commerce platforms in Southeast Asia, leverages various social media channels to strengthen its brand presence and connect with consumers. This study examines Shopee's digital marketing strategy through the management of the @notapprovedyet social media account, which creatively promotes Shopee products based on current social trends. The main focus of this study is to explain the content creation process and analyze the performance of accounts on Instagram, TikTok, and YouTube managed by Shopee Indonesia's Content Marketing Division. Using a creative marketing approach, this study aims to provide insights into effective social media management. The research findings are expected to contribute to understanding how the right social media strategy can increase audience engagement and brand awareness, especially in the highly competitive e-commerce industry.

The Impact of Development Trends and Policy Optimization of New Energy Vehicles (NEVs) on Consumer Usage Behavior in Guizhou explores the relationship between the evolving landscape of NEVs and consumer behavior in Guizhou, with a strong emphasis on environmental con-siderations. It argues that as consumers become more aware of environmental issues, their willingness to adopt NEVs increases, influenced by both government policies and social factors.   The study highlights how effective policy optimization—such as financial incentives and educational initiatives—can enhance the adoption of NEVs. Additionally, it underscores the role of social influence in shaping consumer at-titudes and behaviors toward sustainable transportation. By examining these dynamics within the context of Guizhou's natural environment, the research provides valuable insights into creating a more sustainable transportation framework that aligns with both consumer preferences and ecological goals, based on a sample of 390 consumers.

This study aims to analyze the strategies used by business actors in facing local market competition through Porter's Five Forces Model approach, which includes: the threat of new entrants, the threat of substitute products, the bargaining power of suppliers, the bargaining power of consumers, and the intensity of competition between competitors. This research uses a qualitative method with a descriptive approach. Data collection techniques were conducted through in-depth interviews with three categories of informants, namely business owners, employees, and consumers. Data analysis was conducted by identifying patterns, differences, and linkages between the strategies applied and aspects of Porter's Five Forces Model. The results showed that the main strendgth in local competition lies in the high intensity of competitors and the increasing number of alternative products offered. The integration strategy between online and offline marketing is proven to help dealers reach consumers more widely and build customer loyalty. The use of social media, digital promotions, and direct-to-consumer services such as exhibitions and local community partnerships are key to adaptation in the digital era. By understanding Porter's five aspects in depth, businesses can formulate strategies that are more adaptive, innovative, and highly competitive in the local market.

Digital developments have encouraged batik MSME players to adjust their marketing strategies to remain relevant in today's digital era. However, most batik MSMEs in Kenep Village still rely on conventional methods so that they face obstacles in reaching consumers. This study aims to examine and compare the conditions of consumer behavior before, during, and after the implementation of marketing digitalization assistance. This research uses a descriptive qualitative approach with a comparative study method. Data were collected through non-participatory observation, interviews, and documentation on five batik MSMEs. The results showed that marketing digitalization assistance was able to improve the visual quality of products, prepare more informative descriptions, encourage consumer interaction, and expand the reach of promotions through social media and e-commerce. The implementation of digital marketing strategies through social media and e-commerce is proven to affect consumer behavior, marked by increased purchase interest, trust, and loyalty to batik products. This change makes consumers more trusting, actively provide testimonials, make repeat purchases, and recommend products to others. The implications of these findings indicate that adjustments to digital marketing strategies can have an impact on the development of local batik MSMEs

This study aims to analyze the influence of price, service quality, and product quality on consumer satisfaction at Herbal Medicine MSMEs in Pare, Kediri. The research uses a quantitative associative approach to explain the causal relationship between variables. Data were collected through a questionnaire distributed to 133 respondents selected using accidental sampling. The instrument was tested for validity and reliability, followed by classical assumption tests to ensure data normality, linearity, and consistency. Data analysis employed multiple linear regression using SPSS version 25, with t-test and F-test used to examine partial and simultaneous effects, and the coefficient of determination (R²) to measure model strength. The results indicate that price, service quality, and product quality significantly influence consumer satisfaction, both partially and simultaneously. Service quality and product quality have a positive and dominant impact, while price shows a negative relationship, indicating that consumers remain sensitive to pricing changes. The model explains 76.4% of the variation in consumer satisfaction, confirming that maintaining service excellence and consistent product quality are key to improving satisfaction and loyalty among herbal medicine consumers.

This research explores the role of corporate reputation as a mediator between environmental awareness and brand transparency toward social sustainability in Indonesia's beauty industry. With growing consumer expectations for brands to align with environmental and social causes, this study examines the impact of environmental awareness and perceived brand transparency on social sustainability through corporate reputation. A quantitative research approach is employed using multiple regression analysis and Sobel tests on data from Indonesian beauty product consumers. The findings reveal that while perceived brand transparency positively affects corporate reputation, environmental awareness does not directly influence reputation or social sustainability. Additionally, corporate reputation does not mediate the relationship between environmental awareness, brand transparency, and social sustainability. These results suggest that transparency enhances brand reputation but does not automatically translate to social sustainability perceptions. The study recommends further research on additional mediators and practical strategies for companies to implement impactful social sustainability practices