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This study examines the influence of Arei Outdoor Gear brand awareness on purchase decisions in the Bogor Climbing Virtual Community on Facebook. In the midst of increasingly fierce competition in the outdoor equipment industry, maintaining a high level of brand awareness is an important factor for companies in attracting and retaining consumers. Therefore, this study aims to find out the extent to which brand awareness of Arei products is able to influence the purchasing decisions of the community members. This study uses a quantitative approach with a survey method conducted on 87 respondents who were randomly selected from community members. Data collection was carried out through a questionnaire which was then analyzed using a simple linear regression technique to determine the relationship between brand awareness variables and purchase decisions. The results of the study show that the level of Arei brand awareness is relatively high with an average value of 3, where respondents are able to recognize Arei's products, logos, and brand characteristics. Meanwhile, purchasing decisions are also in the positive category with an average score of 3.25. The results of linear regression analysis showed a significant influence between brand awareness on purchase decisions with a correlation value (R) of 0.749. In addition, a determination coefficient value (R²) of 0.561 showed that 56.1% of purchase decisions were influenced by brand awareness, while the rest were influenced by other factors outside of the variables studied.

This study aims to analyze the impact of immersive commerce and augmented reality (AR) on consumer trust in e-commerce transactions using secondary industry data from the BrandXR 2025 Research on Augmented Reality in Retail & E-Commerce. Quantitative data was analyzed descriptively to evaluate the adoption rate of immersive technologies (immersive commerce and AR) and their relationship with consumer trust perceptions. The results show that immersive commerce, characterized by interactive and realistic user experiences, has a positive impact on consumer trust. Similarly, AR which offers realistic product visualization, has a significant impact on strengthening consumer trust in purchasing decisions. Simultaneously, the integration of immersive commerce and AR enhance the digital shopping experience, which can reduce risk perception and increase trust in online transactions. These findings empirically contribute to the literature on digital consumer behavior and e-commerce strategies, and suggest that businesses adopt immersive technologies to increase consumer trust and engagement in the online commerce ecosystem.

The rapid advancement of information and communication technology has positioned e-commerce as a primary shopping channel, with Shopee emerging as the most popular platform in Indonesia. In the context of online fashion purchases, consumers face inherent limitations due to the inability to physically inspect or try products. Consequently, product ratings and reviews function as critical forms of social proof, helping to reduce uncertainty and perceived purchasing risk. This study investigates the influence of product ratings and reviews on purchasing decisions for fashion products on Shopee, focusing on undergraduate students at Universitas 17 Agustus 1945 Semarang. Employing an associative quantitative approach, data were collected through a closed-ended questionnaire distributed to 100 purposively selected respondents who had purchased fashion products on Shopee within the last three months. The independent variables are product ratings and product reviews, while the dependent variable is the consumer purchasing decision. Statistical analyses include validity and reliability testing, correlation analysis, t-tests, F-tests, and the coefficient of determination. The study’s findings are expected to offer both practical insights for e-commerce businesses in developing effective digital communication strategies and theoretical contributions to the understanding of digital consumer behavior in the e-commerce environment.

This study focuses on an in-depth analysis of how digital marketing strategies influence the decisions of residents of Mencirim Village, East Binjai District in purchasing health products. The scope of digital marketing studied includes social media platforms, the effectiveness of online advertising, the depth of marketing content, and the role of electronic reviews or electronic word of mouth (e-WOM). Using a quantitative approach with a survey method, this study involved 100 respondents selected through a purposive sampling technique. The main criteria for respondents were residents aged at least 17 years who had actively transacted health products digitally in the last three months. Data were collected through a 5-point Likert scale questionnaire and processed using multiple linear regression analysis with the help of IBM SPSS Statistics 26. The research findings revealed that partially, social media (β = 0.312), online advertising (β = 0.287), marketing content (β = 0.241), and e-WOM (β = 0.198) had a positive and significant influence on consumer purchasing decisions (p < 0.05). Collectively, the integration of these four variables explains 68.4% (R² = 0.684) of the dynamics of local purchasing decisions.

UMKM Kerupuk Subur is one of the SMEs quite well-known for its cracker products and is located at Jl. Gedongkuning Gg. Nuri No.66, RT.2/RW.33, Wonocatur, Banguntapan, Bantul Regency, Special Region of Yogyakarta. Product packaging is one of the important factors in maintaining the quality of the crackers to keep them crispy and not easily soggy. Currently, UMKM Kerupuk Subur still uses ordinary plastic packaging that is only tied with a string, so its protection against physical damage and product quality deterioration is still limited. Besides functioning as a protector, product packaging also serves as a consumer attraction that can influence purchasing decisions. In 2024, UMKM Kerupuk Subur experienced a production and sales decline of 4.58 percent, which is suspected to be influenced by packaging factors. This study aims to develop Kerupuk Subur packaging based on customer criteria and needs. The Green Quality Function Deployment approach is used to obtain comprehensive information in designing packaging according to consumer needs and preferences. The results of identifying consumer needs show priorities such as packaging that is easy to open, resealable, transparent, environmentally friendly, durable, and tear-resistant. Based on these needs, packaging development alternatives were designed, including an easy-open system, durable and tear-resistant packaging, and resealable packaging to maintain product quality and crispness. Then, testing was conducted with 50 respondents to assess consumer satisfaction. The level of consumer satisfaction falls into the satisfied category, with an average score of 4.18, where 80% of respondents stated they were satisfied or very satisfied with the designed packaging prototype.

The rapid growth of e-commerce has intensified competition among digital businesses, making pricing and discount strategies critical in influencing consumer purchase decisions. This study aims to examine the effect of original product price and price after discount on consumer purchase decisions on e-commerce platforms. A quantitative causal research design was employed using secondary data derived from publicly available e-commerce transaction records. Data analysis was conducted through descriptive statistics, correlation analysis, and multiple linear regression to assess the partial and simultaneous effects of pricing variables on purchase decisions, which were measured using a price-based purchase decision index. The findings indicate that both original price and discounted price have a significant negative effect on consumer purchase decisions. This suggests that lower displayed and final prices increase consumers’ likelihood of making a purchase. Furthermore, the discounted price was found to exert a more dominant influence than the original price, highlighting the importance of perceived value in online purchasing behavior. This study contributes to the digital marketing literature by providing empirical evidence on pricing effects in e-commerce and offers practical insights for e-commerce platforms in designing effective and data-driven pricing and discount strategies.

This study explores the influence of Electronic Word of Mouth (E-WOM) on Umrah ticket purchasing decisions through the Instagram account @umrohbarengyuk.id. In today’s digital era, social media serves as a primary channel in shaping consumer perceptions of services, particularly in religious travel industries like Umrah. E-WOM, consisting of interaction intensity, opinion valence, and content quality, plays a vital role in providing trustworthy information and building consumer confidence. Using a quantitative method involving surveys and simple linear regression analysis, the study finds that digital reviews and testimonials strongly influence prospective pilgrims’ decisions. The @umrohbarengyuk.id account is perceived as providing transparent, responsive, and relevant communication, making it a key reference in users’ information-seeking and service evaluation processes. These findings reinforce E-WOM as a powerful digital marketing communication strategy that not only increases service appeal but also enhances customer trust and purchasing confidence. The study offers practical insights for Umrah service providers in developing personalized, credible digital content and strategies to reach broader audiences effectively.

In the increasingly tight competition of the soft drink industry, companies need to understand how the advertisements broadcast are able to attract attention, arouse interest, and encourage consumers to make purchases. The purpose of this study is to measure 1) The television advertisement of Nutrisari version of the champion nyegerin on residents of the Graha Indah 2 Pamulang complex. 2) Purchasing decisions on residents of the Graha Indah 2 Pamulang complex. 3) The influence of the television advertisement of Nutrisari version of the champion nyegerin on product purchasing decisions on residents of the Graha Indah 2 Pamulang complex. The theory used in this study is the Marketing Communication Theory. Television Advertisements with dimensions: Head words & sound effect, Music, Seen word, Picture, Color, and Movement, as well as the Purchasing Decision theory with dimensions: Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-Purchase Behavior. This study uses a quantitative approach with a survey method with a questionnaire as the data collection instrument. The population in this study were residents of the Graha Indah 2 Pamulang RW 25 complex with characteristics that had been found as many as 123 and the number of samples as many as 94. The sampling technique used probability sampling technique. The results of the study showed that 1) The images presented in Nutrisari advertisements made the audience's attention interesting and got the highest average value of 3.28 from the Picture dimension. 2) In the Purchase Decision, there was the highest value of 3.21 from the Purchase Decision dimension. 3) There was an Influence of Nutrisari Television Advertisement Version of Si Juara Nyegerin on Product Purchase Decisions. t-count was (9.992) > t-table (1.661). The magnitude of the influence was R 0.719 or 71.9% and R Square was 0.517 or 51.7%  

The development of digital media has made food reviews an important factor in shaping consumer perceptions and decisions, especially for Micro, Small, and Medium Enterprises (MSMEs) in the culinary sector, which are highly dependent on reputation. However, food reviews that are not objective, not based on real experiences, or presented in an exaggerated manner have the potential to cause material and immaterial losses for MSMEs. This study aims to analyze the forms of legal protection for MSMEs due to biased food reviews in digital media and to examine the legal basis for liability for such reviews based on the Civil Code and the Electronic Information and Transactions Law. The research method used is normative juridical with a regulatory approach and conceptual through the analysis of primary and secondary legal materials. The results of the study show that MSMEs can take legal action through lawsuits for unlawful acts and criminal provisions in the ITE Law, although its implementation still faces obstacles in the form of the nature of complaint offenses and difficulties in proving them. This study emphasizes the need to strengthen regulations and ethical guidelines for digital reviews in order to provide more proportional legal protection for MSMEs.  

This study aims to analyze consumer purchasing behavior on e-commerce platforms using the Decision Tree algorithm as an easily interpretable classification method. The dataset used consists of 12,330 transaction records with 18 attributes representing visitor characteristics and user activities during interactions with the e-commerce platform. The research stages include data exploration to identify initial patterns, data preprocessing to handle missing values and class imbalance, splitting the data into training and testing sets, training the Decision Tree model, evaluating model performance, and visualizing the tree structure to analyze decision rules.The test results show that the Decision Tree model with a maximum depth of 3 achieves fairly good performance, with an average accuracy of 89.78%, precision of 69.82%, recall of 59.95%, and an F1-score of 64.51% for the buyer class. The visualization of the decision tree provides clear interpretation of the main attributes influencing purchasing decisions, thereby facilitating understanding for non-technical decision makers. Overall, this study demonstrates that the Decision Tree method is effective in modeling consumer purchasing behavior in e-commerce and can be utilized as a basis for data-driven business decision making, particularly in marketing strategies and improving sales conversion rates.

The phenomenon of Fear of Missing Out (FoMO) has emerged as a significant psychosocial factor influencing the consumption behavior of Generation Z in the social media era. This study aims to explore how FoMO shapes the purchasing decisions of Generation Z using a qualitative approach, focusing on subjective experiences, digital social pressures, and interactions with viral content. A descriptive-interpretative qualitative method was employed, collecting data through in-depth interviews and observations of social media activity among Generation Z respondents actively engaged in digital platforms. Thematic analysis was applied to identify patterns of FoMO experiences and their impact on purchasing decisions. Findings reveal that FoMO arises from the need for social connection, social comparison with peers and influencers, and intensive exposure to digital trends. This phenomenon drives consumptive behaviors, particularly impulsive purchases, influenced by social validation and emotional impulses. Generation Z’s purchasing decisions are contextual, multidimensional, and not entirely rational, yet meaningful within the framework of digital social identity. The study underscores the necessity of a qualitative approach to comprehensively understand the psychological, social, and cultural complexities of FoMO and consumer behavior. The results provide a conceptual foundation for ethical and relevant marketing strategies targeting young consumers in the digital era.  

The increasingly competitive business world demands companies to be able to implement appropriate marketing strategies to improve consumer purchasing decisions. Price and service quality are important factors that influence consumer behavior in determining purchasing choices. PT Era Permata Sejahtera, as a company engaged in general services, has experienced a decline in profits in recent years, which is thought to be related to pricing policies and the quality of service provided to consumers. Therefore, this study aims to analyze the influence of price and service quality on purchasing decisions at PT Era Permata Sejahtera, both partially and simultaneously. This study uses a quantitative approach with a descriptive method. Data were collected through distributing questionnaires to consumers of PT Era Permata Sejahtera, with a purposive sampling technique. Data analysis was carried out using multiple linear regression with the help of SPSS version 26 software, and equipped with validity tests, reliability tests, t-tests, F-tests, and coefficients of determination. The results of the study indicate that partially, price does not significantly influence consumer purchasing decisions, while service quality has a positive and significant influence. Simultaneously, price and service quality significantly influence consumer purchasing decisions.

This research is motivated by the rise of online sales fraud cases on the island of Bali that are detrimental to consumers, the purpose of this research is to analyze it from the aspect of juridical studies and the basis of judges' decisions in deciding cases, this research uses a normative method with a library approach, the results of the study show that online fraud crimes utilize digital technology to manipulate data, here the defendant uses fake transfer evidence as a tool to deceive the store that meets the elements in Article 378 of the Criminal Code, namely the intention to benefit oneself unlawfully, and Article 35 of the ITE Law concerning manipulation of electronic information with the aim of making the data considered authentic, the basis for the judge's consideration to pass a verdict because the existence of photos of transfer evidence and the victim's account balance is sufficient to convince the judge that the defendant is guilty. Legal protection for victims of online fraud has been regulated in the Consumer Protection Law, the ITE Law and government regulations related to electronic transactions, but to strengthen preventive and systemic efforts, public education and increased capacity of law enforcement officers are needed, With the latest regulations such as Law No. 1 of 2024 concerning the second amendment to the ITE Law, Presidential Decree No. Law No. 49 of 2024 concerning the National Strategy for Consumer Protection and Minister of Trade Regulation No. 17 of 2024 concerning the National Action Plan for Consumer Protection have implications for strengthening legal protection for victims of online fraud, which is expected to provide a sense of security in digital transactions.

This study aims to elaborate on the mechanism of product design, word of mouth (WOM), price perception, and product quality on purchase decisions, with brand image serving as a mediating variable. The research focuses on consumers of Ogel-Ogel, a traditional snack product from Pemalang. Utilizing a quantitative descriptive method, data were gathered from 100 respondents through purposive and accidental sampling techniques. Data analysis employed path analysis and the Sobel test to measure the strength of the mediation effect. The results reveal that, partially, all independent variables and brand image exert a positive and significant influence on purchase decisions. The most crucial finding indicates that brand image acts as an effective mediating bridge, reinforcing the transformation of physical product attributes and social recommendations into actual purchasing actions. This underscores that for MSMEs in the culinary sector, visual uniqueness and quality are insufficient without consistent brand reputation management. This research provides strategic contributions for local product managers in integrating traditional marketing elements with brand equity strengthening to navigate an increasingly competitive market.

This study aims to analyze the influence of influencers and electronic word of mouth  (e-WOM) on the purchase decision of Bika Ambon Ahun in Medan City. The rapid development of social media has transformed how consumers obtain information and make purchasing decisions, making influencers and e-WOM essential components in shaping consumer perceptions and behavior. This research employs an associative quantitative method with data collected through questionnaires distributed to consumers who were familiar with the product through social media. The data were analyzed using partial (t-test) and simultaneous (F-test) analyses to examine the strength of the relationship between the independent variables and the purchase decision. The findings indicate that influencers have a positive and significant effect on purchase decisions, as consumers perceive influencer review content to be credible, engaging, and persuasive. Likewise, e-WOM demonstrates a positive and significant influence, supported by consumer trust in online reviews, comments, and recommendations that serve as strong social proof before making a purchase. Simultaneously, both influencers and e-WOM contribute 68.4% to the variation in purchase decisions, while the remaining 31.6% is influenced by other external factors. These results emphasize that the combined influence of influencers and e-WOM generates a synergistic effect that strengthens consumer interest, trust, and confidence in purchasing local products such as Bika Ambon Ahun. The study implies the importance for businesses to optimize digital marketing strategies by collaborating with credible influencers and encouraging positive online reviews as a means to reinforce consumer purchase decisions.  

This study is motivated by the rapid advancement of digital marketing and the increasing influence of psychological factors in shaping consumer behaviour, particularly among Generation Z, who are highly exposed to social media and global trends in imported skincare products. This phenomenon suggests that purchase decisions are not solely driven by digital marketing strategies but are also significantly influenced by emotional drivers such as Fear of Missing Out (FoMO). Accordingly, this study aims to analyse the effects of affiliate marketing, WhatsApp status, celebrity advertising, and FoMO on the purchase intention of Generation Z consumers in Tangerang City. Specifically, the study pursues five objectives: (1) to examine the effect of affiliate marketing on purchase intention; (2) to analyse the influence of WhatsApp status on purchase intention; (3) to investigate the impact of celebrity advertising on purchase intention; (4) to evaluate the effect of FoMO on purchase intention; and (5) to assess the simultaneous effects of all independent variables on purchase intention. This study adopts a quantitative approach using a survey method, with data collected through structured questionnaires administered to 250 respondents selected via accidental sampling. Data were analysed using multiple linear regression with the aid of SPSS software to examine the relationships among variables. The findings reveal that all independent variables exert a positive and statistically significant influence on purchase intention, with FoMO emerging as the most dominant predictor. These results underscore the greater role of psychological factors relative to digital marketing strategies in driving purchase intention among Generation Z consumers.The contribution of this study lies in integrating digital marketing strategies and psychological factors into a single empirical model, while also highlighting the growing importance of interpersonal digital communication, such as WhatsApp, in contemporary marketing contexts. From a practical perspective, the findings provide managerial implications for businesses to design marketing strategies that are not only informative but also capable of creating urgency and fostering emotional engagement among consumers.    

This study aims to analyze the effect of price and product quality on purchasing decisions of Gudang Garam Signature Kretek cigarettes in the premium machine-made kretek segment. The Indonesian tobacco industry continues to face sustained regulatory pressure through excise tax increases and intensifying brand competition, prompting consumers to reassess purchasing decisions using both rational evaluation and experiential judgment. A quantitative correlational approach was employed in this study. Primary data were collected through structured Likert-scale questionnaires distributed to 100 active consumers of Gudang Garam Signature Kretek selected using purposive sampling techniques. Data analysis was conducted through validity testing, reliability testing, and multiple linear regression analysis using SPSS software. The results indicate that price and product quality have a positive and significant influence on purchasing decisions, both partially and simultaneously. Product quality emerged as the most dominant factor, suggesting that premium cigarette consumers prioritize consistent quality, taste, aroma, and overall consumption experience as the primary basis for decision-making. Meanwhile, price remains an important rational reference for assessing the fairness between perceived benefits and financial sacrifice. Simultaneously, both variables explain 50 percent of the variation in purchasing decisions, while the remaining variance is influenced by other factors outside the research model. These findings highlight that purchasing decisions in the premium cigarette market are shaped by a value-based assessment, where sustained product quality and adaptive pricing strategies play a critical role in maintaining consumer loyalty amid regulatory pressure and evolving market dynamics

The development of online platforms has transformed consumer purchasing behavior, including in the culinary MSME sector. Product availability across multiple online platforms has become an important factor influencing consumers’ purchasing decisions. This study aims to analyze the effect of the availability of culinary MSME products on various online platforms on consumer purchasing decisions. This research employs a quantitative approach using an explanatory research method. Data were collected through questionnaires distributed to consumers who had purchased culinary MSME products via more than one online platform. Data analysis techniques included validity testing, reliability testing, simple linear regression analysis, and hypothesis testing (t-test). The results indicate that the availability of culinary MSME products on various online platforms has a positive and significant effect on consumer purchasing decisions. These findings suggest that the easier culinary MSME products are to find, access, and consistently available across multiple online platforms, the higher the likelihood of consumers making purchasing decisions. This study is expected to contribute theoretically to digital marketing literature and provide practical insights for culinary MSMEs in developing effective multi-platform marketing strategies.

This study examines the effect of consumer involvement on purchase intention toward Reavers ID sportswear products, focusing on cognitive involvement, affective involvement, enduring involvement, and situational involvement. The research addresses the problem of how different dimensions of consumer involvement influence consumers’ intention to purchase in the context of bazar-based marketing, where purchasing decisions are shaped by both rational evaluation and situational factors. The main objective of this study is to analyze the individual and simultaneous effects of the four involvement dimensions on consumers’ purchase intention. A quantitative approach with a causal design was applied, using survey data collected from 160 respondents who had visited the Reavers ID bazar and showed interest in purchasing sportswear products. Data were analyzed using multiple linear regression with the assistance of SPSS, supported by validity, reliability, and classical assumption tests. The results show that cognitive involvement, affective involvement, enduring involvement, and situational involvement all have positive and significant effects on purchase intention, both partially and simultaneously. Cognitive involvement was found to have the most dominant influence, indicating that rational evaluation of product quality and benefits plays a crucial role in shaping consumers’ buying intentions. These findings suggest that purchase intention is strengthened through a combination of rational consideration, emotional attachment, long-term interest, and supportive purchasing situations. In conclusion, enhancing both informational and experiential aspects of marketing strategies is essential for increasing consumers’ purchase intention toward Reavers ID sportswear products.

The Fast Beauty phenomenon presents social pressure from marketing strategies that create a feeling of worry about being left behind, thus encouraging generation Z consumers to purchase beauty products in the Fast Beauty brand category. This study aims to examine the relationship between Fear of Missing Out (FoMO) and purchase decisions among generation Z as consumers of Fast Beauty products. The method used in this study was a quantitative correlational method with 200 participants aged 18 to 30 years, of which 7 male (3.5%) and 193 female (96.5%). Data collection was conducted through an online questionnaire compiled using the Missing Out Scale (FoMOS) and a Purchase Decision scale using a Likert scale of 1 to 4. The analysis results show a significant positive relationship between Fear of Missing Out (FoMO) and purchase decisions (r = 0.620, p < 0.05), where the higher the Fear of Missing Out (FoMO), the higher the tendency of Generation Z consumers to make Fast Beauty product purchases. These analysis results align with previous research showing that consumers experiencing Fear of Missing Out (FoMO) tend to make product purchases without careful consideration due to concerns about being left behind in their social environment. The implications of this research show the importance of implementing marketing strategies that pay more attention to the psychological side of consumers and the implementation of more conscious consumer behavior before purchasing Fast Beauty products.