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This study aims to evaluate the factors influencing passengers’ interest in purchasing tickets for the KM. Kirana 1 ship on the Sampit route. In the era of increasing competition in maritime transportation, understanding consumer interest factors is essential for shipping companies to enhance their marketing strategies and stay competitive. This research employs a quantitative approach using a survey method involving passengers of KM. Kirana 1. The variables examined in this study include price, service quality, promotion, and perceived comfort, which are considered key determinants in customer decision-making. Data were analyzed using SPSS to test validity, reliability, and the relationships among these variables. The results indicate that price, service quality, and comfort significantly affect passengers’ interest in purchasing tickets, while promotion has an insignificant effect. These findings provide practical implications for shipping management to improve service quality, comfort, and pricing strategies to maintain customer satisfaction and loyalty, which are critical in the highly competitive maritime industry.

This study aims to determine the effect of advertising and promotion on consumer purchasing decisions at Lazada online store. The type of research used is causal quantitative with the study conducted in Bogor City over six months (December 2019–May 2020). The population of this research is all Lazada consumers in Bogor, with an unknown total number, while the sample was taken using accidental sampling technique with 100 respondents. Data were analyzed using multiple linear regression. The results show that: (1) partially, advertising has a significant effect on purchasing decisions (tcount 7.423 > ttable 1.984; sig. 0.000 < 0.05), while promotion has no significant effect (tcount 1.718 < ttable 1.981; sig. 0.089 > 0.05); (2) simultaneously, advertising and promotion have a significant effect on purchasing decisions (Fcount 27.791 > Ftable 2.696; sig. 0.000 < 0.05); (3) the adjusted R² value is 0.351, indicating that 35.1% of purchasing decisions are influenced by advertising and promotion, while the remaining 64.9% are influenced by other factors not examined; (4) the most dominant variable is advertising, with a regression coefficient of 0.594.

In January 2025, automatic motorcycles recorded a fantastic market share of 93.75% of total sales. This figure confirms Indonesian consumers' preference for the practicality and comfort offered by automatic motorcycles. This trend shows a shift in consumer interest, with consumers now preferring automatic motorcycles for their daily mobility needs over manual motorcycles. The purchase decision is a stage in the decision-making process until the consumer actually buys the product. Based on the background of the research through interviews, the researcher found that sales of Honda Beat motorcycles at the Taruna Adi Prima branch in Pati city fluctuated annually. Based on this background, the researcher was interested in determining the influence of price, product quality, and brand image on purchasing decisions. The number of respondents was 100 who had purchased Honda Beat motorcycles at the Taruna Adi Prima branch in Pati City, which became the sample for this quantitative study. Based on the research results, the price variable did not have an influence on purchasing decisions, but product quality had a positive and significant influence, and brand image also had a positive and significant influence with a significance value (sig) of 0.000 < 0.05.

The phenomenon of fashion FOMO (fear of missing out) exerts a significant influence on fashion consumption behavior, particularly among the demographic from late adolescence to young adulthood. The fear of missing trends can lead individuals to make impulsive purchases. In contrast, the Minimalist Wardrobe concept promotes a conscious lifestyle that emphasizes functional and sustainable clothing choices. The objective of this study is to examine the influence of Fashion FoMO on purchasing decisions and to assess the role of a Minimalist Wardrobe as a moderating variable. A quantitative approach was employed, utilizing purposive sampling to collect data through surveys administered to respondents residing in Semarang City. The data were analyzed using the Structural Equation Modeling (SEM) method with SmartPLS software. The results show that Fashion FoMO has a significant and positive influence on purchasing decisions for UNIQLO products. Meanwhile, the Minimalist Wardrobe shows an insignificant effect. These findings suggest that purchasing decisions are more strongly driven by emotional pressure from FoMO than by minimalist lifestyle considerations.

This study aims to determine the influence of brand awareness, brand association, and brand loyalty associated with brand equity on consumer purchase decisions in using GO-JEK services in Depok City. These three variables were analyzed both partially and simultaneously to identify the degree of their influence on consumers' decisions in choosing online transportation services. The research method used is a quantitative approach with the distribution of questionnaires as a data collection instrument, while the analysis is carried out using inferential statistical techniques. The results show that partially the variables of brand association and brand loyalty have a significant and dominant influence on purchasing decisions. This indicates that consumers' perception of the image and emotional connection with the GO-JEK brand plays an important role in the decision to choose the service. In addition, the results of the simultaneous test showed that brand awareness, brand association, and brand loyalty together had a positive and significant influence on purchasing decisions. These findings confirm that strong brand equity is an important factor in increasing consumer interest and preference for GO-JEK services. Therefore, companies need to maintain and strengthen branding strategies to increase competitiveness and maintain customer loyalty.

This study aims to determine the effect of location, store atmosphere, and content marketing on Generation Z consumer purchasing decisions at Hakui Kopi 0 KM Tulungagung. This type of research uses quantitative research with associative methods. Sampling was carried out using purposive sampling method, the population in this study were generation z consumers at Hakui Kopi 0 KM Tulungagung. The data used in this study are primary data using a questionnaire and get a sample size of 144 which can be obtained using Hair's formula. The analysis technique used in this study consists of validity test, reliability test, classical assumption test, multiple linear regression analysis, t test, F test, and determination coefficient test (R2). The results of the study indicate that partially the location has a positive and significant effect on purchasing decisions with a significance value of 0.000> 0.05. Furthermore, Store Atmosphere partially has a positive and significant effect on Purchasing Decisions with a significance value of 0.000 <0.05. Content Marketing has a positive and significant effect on Purchasing Decisions with a significance value of 0.000> 0.05. The influence of Location, Store Atmosphere, and Content Marketing simultaneously has a positive and significant effect on Generation Z Consumer Purchasing Decisions at Hakui Kopi 0 KM Tulungagung.

This study investigates the influence of Brand Image, Product Quality, and the use of Social Media on consumers’ purchasing decisions to Wardah facial cream. Using a quantitative method with purposive sampling technique, this study involved 120 Wardah product users in the West Semarang area. Data were collected through an online questionnaire and processed using SmartPLS 4.0. The results indicate that product quality and social media usage have a positive and significant effect on purchasing decisions, whereas brand image shows a positive but insignificant effect. This suggests that consumers tend to prioritize tangible attributes such as product quality and active engagement through social media over brand perception The model explains 75.2% of the variance in purchasing decisions (Adjusted R² = 0.752), highlighting the strong explanatory power of the variables examined. Practically, the findings suggest that marketers should prioritize product quality and optimize social media campaigns to boost customer engagement and loyalty, while reassessing brand perception strategies.

This study aims to analyze the effect of brand image, packaging, and digital marketing on consumer purchasing decisions for the Loloh Cem-cem Ibu Kunil product in Penglipuran Tourism Village, Bangli Regency. The background of this research is based on the phenomenon of increasing competition among MSMEs and the importance of effective marketing strategies to enhance purchasing decisions. This study employs a quantitative approach with an associative research type. The research population consists of consumers of Loloh Cem-cem Ibu Kunil, with a total sample of 160 respondents obtained through purposive sampling techniques. Data were collected using questionnaires, while data analysis was conducted through multiple linear regression. The results show that brand image, packaging, and digital marketing have a positive and significant effect on purchasing decisions. Partially, brand image has the most dominant effect compared to the other variables, followed by packaging and digital marketing. Simultaneously, the three independent variables explain the variation in purchasing decisions with a coefficient of determination (R²) value of 34.2 percent. These findings emphasize the importance of strengthening brand image, optimizing packaging design, and utilizing digital marketing strategies to enhance consumer purchasing decisions, particularly for local traditional beverage products.

This study aimed to analyze the influence of brand trust and brand image on the purchase decisions of Somethinc products in Tasikmalaya City. The research employed a survey method with a quantitative approach and involved 100 respondents who had used Somethinc products. Path analysis was used to examine the simultaneous and partial effects of brand trust and brand image on purchase decisions, as well as the role of brand trust as a mediator. The results indicated that brand trust and brand image simultaneously had a significant effect on purchase decisions. Partially, brand trust and brand image also had a positive and significant influence on purchase decisions. Brand trust influenced the purchase decision through the brand image of Somethinc products in Tasikmalaya. It was suggested that companies strengthen brand trust and brand image by conducting periodic evaluations of the effectiveness of their strategies and monitoring the development of brand trust and brand image and their impact on purchase decisions.

The halal status and price of a product significantly impact purchasing decisions. For example, Kropinka. The products offered have received halal certification from the relevant authorities. On the other hand, Kropinka also has a price difference compared to commonly sold coffee in the market. However, the demand for Kropinka is very high, leading Kropinka farmers to state that they struggle to meet the demand due to the sometimes insufficient supply of Kropinka. This situation makes Kropinka a suitable subject for research. The research methodology employed in this study is a quantitative method. The quantitative research method involves a specific population or sample. The data collected utilize research instruments and data analysis employs numerical (statistical) methods aimed at hypothesis testing applied to examine significance and hypothesis results. The review of the t-statistic shows 1.96, indicating that H0 is rejected. For the probability value, observing the p-value of 0.05, H0 is rejected. Thus, it can be concluded from this research that Variables X1 and X2 have significant values due to the p-value of 0.05. Based on the results of the conducted study, the following conclusions can be drawn: 1. The halal label present on KROPINKA product packaging has a relationship and significantly influences the purchasing decision of KROPINKA products, as indicated by a significance level of 0.024 < 0.05. This evidence demonstrates that the presence of halal labeling on KROPINKA products provides a positive value that significantly impacts consumers' purchasing decisions. 2. The varied prices of KROPINKA products corresponding to the types of products have a relationship and significantly influence the purchasing decision, as indicated by a significance level of 0.000 < 0.05. This further proves that the price The diverse range of products from KROPINKA provides a positive value that has a significant opportunity to influence consumer purchasing decisions. Additionally, halal labeling and pricing have a relationship and simultaneously exert a significant influence on the purchasing decisions of KROPINKA products

This study examines the impact of location, product quality, and price perception on decisions to buy at Warung Makan Gado-Gado Bu Jum in Malangsari. Determining the degree to which location, product quality, and price perception influence decisions to buy at Warung Makan Gado-Gado Bu Jum in Malangsari is the aim of this study. This study's data was gathered via a questionnaire that employed a Likert scale for measuring. Purposive sampling was used to choose 96 respondents who had made purchases from Warung Makan Gado-Gado Bu Jum in Malangsari while taking specific factors into account. Using SPSS version 25, the data analysis method employs multiple linear regression analysis, validity testing, trustworthiness testing, and traditional hypothesis testing. Price perception (X1), product quality (X2), and location (X3) all have a positive and significant impact on purchase decisions (Y), according to the research findings. This suggests that both price perception and location may improve the choices made when making purchases at Bu Jum's Gado-Gado restaurant in Malangsari. As indicated by the coefficient of determination (R2) of 0.736, location, product quality, and price perception account for 73.6% of the purchase decision variable, with other factors influencing the remaining 26.4%.

This research is motivated by the phenomenon of diverse consumer behavior in making purchase decisions for Eiger products at the Eiger Store in Gunungsitoli City, particularly amid the rapid growth of online stores and price competition from general stores such as Mr. DIY. This study aims to identify the factors influencing consumer behavior and to understand the process of purchase decision-making for Eiger products. The method employed is descriptive qualitative, with data collection techniques comprising in-depth interviews, observation, and documentation. The findings indicate that consumer behavior is influenced by internal factors, such as personal motivation and an active lifestyle in outdoor activities, as well as external factors including a strong brand image, high product quality, social recommendations from family and friends, and friendly and informative store service. The results of this study are expected to provide valuable input for store management in formulating more effective marketing strategies to enhance competitiveness in the local market

The development of digital technology has changed consumer interaction and behavior patterns, including in purchasing decisions. Social media, especially TikTok, has become a strategic platform in marketing due to its interactive and visual content-based nature. Wardah, as a local cosmetics brand, utilizes TikTok through content marketing and Electronic Word of Mouth (E-WOM) strategies to strengthen brand awareness and encourage purchasing interest. This study aims to analyze the influence of content marketing and E-WOM on TikTok social media on the decision to purchase Wardah products. The research method used is quantitative with an associative approach. The research sample consisted of 97 respondents determined through purposive sampling. Data analysis was conducted using validity and reliability tests, descriptive analysis, classical assumption tests, hypothesis testing, multiple linear regression analysis, and the coefficient of determination R2. The results showed that content marketing had a positive and significant effect on purchasing decisions (t-count = 2.188; sig. 0.031). E-WOM also has a positive and significant effect (t-count = 15.020; sig. 0.001), with a more dominant effect than content marketing. Simultaneously, both social media have a significant effect on purchasing decisions (F-count = 119.690; sig. 0.001). The coefficient of determination (R²) of 0.718 indicates that 71.8% of the variation in purchasing decisions can be explained by both social factors, while 28.2% is influenced by other social factors outside the scope of this study. These findings confirm the importance of digital marketing strategies based on creative content and consumer reviews in increasing purchasing decisions for Wardah products on TikTok.

The development of digital technology has transformed marketing patterns, including in the culinary sector. The MSME Feedmee.ind utilizes digital marketing strategies and builds brand awareness to increase consumer purchasing decisions. This phenomenon is relevant to consumer behavior trends, particularly among the younger generation active on social media, making digital marketing a critical factor in business competition. This research aims to determine the influence of digital marketing and brand awareness on the purchasing decisions for the MSME Feedmee.ind at Royal Plaza Surabaya. This study employs a quantitative method with the population consisting of all Feedmee.ind consumers at Royal Plaza Surabaya, using an accidental sampling technique. The research sample comprises 92 respondents selected based on specific criteria. Data analysis was conducted using the Partial Least Squares – Structural Equation Modeling (PLS-SEM) technique with SmartPLS 4 software. The research findings indicate that digital marketing has a positive and significant influence on purchasing decisions. Similarly, brand awareness is also proven to have a positive and significant effect on purchasing decisions. These findings confirm that an interactive and consistent digital marketing strategy, supported by the strengthening of brand awareness, can effectively increase consumer interest and purchasing decisions.

This study aims to examine the influence of ratings and influencer marketing on purchasing decisions for skincare products on the Shopee marketplace. This quantitative study involved 96 respondents and used multiple linear regression data analysis. The results show that ratings and influencer marketing have a significant influence. Purchasing decisions are influenced by ratings, which is the most dominant variable, meaning that the higher the rating, the greater the interest in the product. These findings emphasize the importance for sellers to maintain product and service quality to maintain high ratings and to collaborate with credible influencer marketers to strengthen their marketing strategies.

In the increasingly competitive snack food industry, companies need effective marketing strategies to attract consumer attention. One commonly used strategy is utilizing Brand Ambassadors and enhancing Brand Awareness to build a positive brand image in the minds of consumers. PT Dua Kelinci, as the producer of Tos Tos Tortilla Chips, has adopted this approach by collaborating with the South Korean idol group NCT Dream as its Brand Ambassador to expand market reach and attract K-pop fans in Indonesia. The problem in this research lies in the lack of understanding regarding the extent to which Brand Ambassador and Brand Awareness influence purchasing decisions. This study aims to determine the effect of Brand Ambassador and Brand Awareness on purchasing decisions of Tos Tos Tortilla Chips among NCT Dream fans in West Jakarta. The research method used is a quantitative approach through the distribution of questionnaires and analysis using data quality testing and multiple linear regression. The results show that both variables, Brand Ambassador and Brand Awareness, have a positive and significant influence, both partially and simultaneously, on purchasing decisions. This indicates that selecting the right public figure and maintaining a high level of Brand Awareness can increase consumer interest and purchasing decisions.  

This study aims to analyze the simultaneous and partial effects of advertising and price on consumer purchase intention at Elshinta Swalayan Sukaraja. The research employed a quantitative method with a survey approach to collect empirical data from respondents. The sampling technique used was incidental sampling, with a total of 100 consumers who shopped at Elshinta Swalayan Sukaraja. Data were collected through questionnaires and analyzed using multiple linear regression to determine the relationships and effects among the studied variables. The results revealed that advertising and price simultaneously have a significant influence on consumer purchase intention. Partially, advertising has a significant effect on increasing purchase intention through the delivery of persuasive and attractive promotional messages. Meanwhile, the price variable also shows a positive influence, indicating that competitive pricing can strengthen consumers’ purchase decisions. Therefore, this study highlights the importance of integrating promotional strategies and pricing policies to enhance consumer purchase intention and improve the retail store’s competitiveness in the local market.

This study aims to analyze the influence of product quality and location on housing purchase decisions at Shafira Residence Kediri. The research problem focuses on how product quality and location can affect consumers in making purchase decisions. This study employs a quantitative method with questionnaires distributed to respondents and data analysis conducted through validity tests, reliability tests, t-tests, F-tests, and multiple linear regression using SPSS 25. The results indicate that product quality has a significant partial effect on purchase decisions. This means that the better the quality of the product offered, the higher the consumer’s interest in purchasing a house at Shafira Residence. Similarly, the location variable shows a significant partial effect on purchase decisions, where accessibility and strategic positioning serve as key factors. Simultaneously, product quality and location significantly influence purchase decisions, with an F-test value of 10.727 (significance < 0.001) and a coefficient of determination (R²) of 0.671, indicating that the two independent variables explain 67.1% of the variation in purchase decisions. The conclusion of this study is that product quality and location are important factors influencing consumer purchase decisions at Shafira Residence Kediri. Therefore, developers need to improve housing product quality, ensure timely completion of construction, and enhance road access to the location in order to attract more consumers.

This study investigates the influence of advertising selling, sales promotion, and publicity on purchase decisions for Grab’s online transportation services, focusing on students of the Faculty of Economics at the Islamic University of Kadiri. In today’s competitive market, companies must employ creative promotional strategies to strengthen consumer purchasing behavior, especially for service-based products. Consumer engagement and trust are essential, as higher involvement in seeking information increases the likelihood of purchase. A quantitative research method was applied using multiple linear regression to analyze the effects of the three independent variables, both partially and simultaneously. The study population comprised all students of the Faculty of Economics, with purposive sampling used to select respondents who met specific criteria. Data were collected through structured questionnaires and processed statistically. The findings demonstrate that advertising selling, sales promotion, and publicity each exert a positive and significant influence on purchase decisions. Collectively, these promotional tools also have a significant simultaneous impact on consumer decision-making. The coefficient of determination (R²) is 0.757, showing that 75.7% of the variation in purchase decisions is explained by the three variables, while the remaining 24.3% is influenced by other factors not covered in this research. Overall, effective promotional strategies are proven to play an important role in shaping consumer purchase behavior in online transportation services.

This study aims to examine the influence of live streaming, affiliate marketing, and perceived price on purchase decisions with customer trust as a mediating variable among students of Universitas Proklamasi 45. This study used a quantitative approach with a purposive sampling technique to determine 100 respondents relevant to the research criteria. The research instrument in the form of a structured questionnaire was distributed to obtain primary data, then analyzed using the Partial Least Squares (PLS) path model as a statistical analysis method. The results showed that the variables of live streaming, affiliate marketing, and perceived price simultaneously had a positive and significant effect on customer trust. Furthermore, customer trust was proven to have a significant influence on purchase decisions, thus understanding that customer trust is an important factor in driving purchase decisions. However, other results showed that live streaming did not directly influence purchase decisions. However, when mediated by customer trust, the influence of live streaming on purchase decisions became significant. These findings provide theoretical contributions to the development of digital marketing science, particularly in understanding the mediating role of customer trust in consumer behavior. In addition, practical implications for business actors are the importance of building consumer trust through live streaming strategies, affiliate marketing, and appropriate price offers to improve purchase decisions.