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The purpose of this scientific study is to examine the influence of review content and customer ratings on the trust of Uniwara Economics Education students in skincare products. The background of this study includes the increasing popularity of local skincare products and the shift in the behavior of young consumers who now rely more on reviews and ratings on various social media platforms such as Instagram and TikTok when deciding to buy. Students, as a critical and digitally native generation, use online information as their main source for building trust in products. This study applies a quantitative method with an associative research design. The sample consists of 51 students from a total population of 105 students, determined through Proportional Stratified Random Sampling. Data for the study were collected using questionnaires and analyzed using multiple linear regression techniques. The results of this study indicate that review content and customer ratings together have a positive and significant effect on student trust. In part, these two variables also significantly affect trust. The contribution of review content and customer ratings is 247% (as indicated by an Adjusted R Square value of 0.247), while the rest is influenced by other variables or factors outside the scope of this study. This research indicates that review content and customer ratings have both a partial and simultaneous effect on the trust of Uniwara Economics students in skincare products.

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 role of marketplace in encouraging digital internationalization and product development at PT Bungas Food Nusantara. The research uses a qualitative approach with a case study method. Data was obtained through in-depth interviews with company management, observation of activities on the marketplace platform, and supporting documentation. The results of the study show that marketplaces function not only as digital distribution channels, but also as strategic infrastructure that allows companies to reach international markets without conventional export mechanisms. Internationalization occurs gradually through increased demand from overseas consumers facilitated by the platform's algorithmic system and global visibility. In addition, the marketplace's reviews, ratings, and analytics features are used as the basis for product development, including packaging adjustments, variant innovation, and data-driven promotional strategies. These findings show that marketplaces play a role as a catalyst for internationalization as well as a driver of product innovation in the context of the digital economy.

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.

In the digital era and free market, technology is growing rapidly. Consumers and businesses are now more inclined to use digital transactions rather than face-to-face cash transactions. This study aims to find solutions and receive feedback related to the implementation of the Consumer Protection Law in the Digital Era and Free Market. The method used in this activity is through counseling and discussion. From the results of this activity, it was concluded that Law No. 8 of 1999 concerning Consumer Protection needs to be updated immediately as it is no longer relevant to the current digital technology, which has advanced far and is different from the conditions in 1999 when the consumer protection law was issued. The results of this activity indicate that the Consumer Protection Law No. 8 of 1999 requires comprehensive updates to accommodate the development of digital transactions, personal data protection, and consumer rights in cyberspace. Furthermore, the importance of educating consumers about their rights in digital transactions is also a key focus, so that the public can avoid losses resulting from unsafe online transactions.

The rapid development of e-commerce in Indonesia makes transactions easier for consumers, but also presents various losses, such as fraud, goods that do not match the description, leaks of personal data, and problems with returning goods. In this context, Law Number 1 of 2024 concerning the Second Amendment to Law Number 11 of 2008 concerning Information and Electronic Transactions (UU ITE) exists as a legal basis which is expected to provide protection for consumers in online buying and selling transactions. This research aims to explore and analyze the effectiveness of the legal protection provided by the ITE Law for consumers, with a focus on protection for detrimental transactions, consumer personal data, as well as dispute resolution mechanisms. The research method used is a normative approach with a literature study of statutory regulations and related legal literature. The research results show that the ITE Law provides quite comprehensive legal protection, including the obligation of electronic system operators to ensure the security of transactions and personal data, as well as regulating sanctions for perpetrators of fraud. However, even though regulations already exist, implementation and consumer understanding of their rights is still a major challenge.

This paper examines how Somaliland’s liberalized, privately led telecommunications sector, once a state monopoly and now dominated by local firms, has become a driver of economic growth, financial inclusion, and infrastructure development, with Telesom as the leading example. Drawing on sectoral history, market composition, and coverage data, the study shows how Telesom and its competitors have built nationwide networks, delivered low-cost services, and enabled mobile money-based financial services in the context of weak formal banking. Focusing on Telesom’s ZAAD platform, the paper analyzes its ecosystem business model (salary payments, merchant networks, and high-frequency transactions), its contribution to financial inclusion, and its alignment with international anti–money laundering and customer due diligence standards. At the same time, it identifies ethical and prudential gaps, especially the absence of formal deposit protection, limited transparency in financial reporting and taxation, and the lack of an independent telecommunications regulator, which pose risks to consumers and systemic stability. Overall, the paper argues that Telesom illustrates how sustainable finance in telecommunications can combine innovation, inclusion, and profitability, provided that stronger governance, disclosure, and consumer protection frameworks are implemented to secure long-term sector resilience. 

The Cash on Delivery (COD) system is one of the payment methods frequently used in online buying and selling transactions, where consumers pay for ordered products upon receipt of the goods. Although it provides convenience, this system often causes problems, especially related to transaction cancellations by consumers after the delivery process has been carried out by business actors. This research examines how the regulation and allocation of risk for goods return in the COD system according to the Civil Code and the forms of legal protection provided to business actors against the risk of goods return in the COD system according to Law Number 8 of 1999 concerning Consumer Protection. The method used in this research is normative, supplemented by literature study results such as legislation. The results show that the Civil Code recognizes the concept of risk as a legal consequence related to the possibility of losses on the object of the agreement, and legal protection for business actors is divided into preventive legal protection and repressive legal protection.

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.

Purworejo Regency is one of the centers of herbal plant production in Indonesia. One of these is lemongrass, which is widely found in the Ngombol area. Furthermore, this plant can be used to make herbal products. However, the selling value of this plant is still relatively low because it relies solely on middlemen or collectors. One product made from lemongrass is essential oil. The goal of this Community Service program is to increase the selling value of lemongrass and provide new business opportunities to increase the income of local farmers, especially Mrs. Kasminah in Wonosari Village, Ngombol District, Purworejo Regency. The implementation method includes preparation, core, and completion. The result of this activity is the creation of a new innovation in the form of a practical herbal drink without preservatives that has quite good market potential and is in demand by consumers. Then, the product is branded Sempontea. Achievements during the activity include a significant increase in income, as well as the creation of effective offline and online marketing strategies. This activity also succeeded in establishing a sustainable business ecosystem and increasing environmental awareness through the use of herbal plants.  Overall, this community service activity has succeeded in increasing the selling value of lemongrass plants, improving the economy of local farmers, and providing social and economic impacts for the community through the utilization of local resources.

This study aims to analyze the implementation of digitalization in the operational management of Batik TIN MSMEs as a strategy to enhance business competitiveness. Digitalization is considered an important step for MSMEs in facing increasingly competitive market conditions in the digital economy era. The research method employed is qualitative with a case study approach. Data were collected through in-depth interviews with the owner and employees of Batik TIN MSMEs, direct observation of operational processes, and documentation related to production, marketing, and financial management activities. The results show that the implementation of digitalization in the production aspect helps improve work efficiency and product quality control. In the marketing aspect, the utilization of social media and digital platforms is able to expand market reach and enhance interaction with consumers. Meanwhile, digitalization in financial management facilitates transaction recording, improves the accuracy of financial reports, and supports more accurate decision-making. Overall, the implementation of digitalization has proven to make a positive contribution to improving operational efficiency and strengthening the competitiveness of Batik TIN MSMEs. Therefore, digitalization can be an effective and sustainable strategy for MSMEs to survive and grow amid dynamic industrial competition.

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 digitalization of payment systems constitutes an integral part of economic digital transformation, driving a shift in transactions from cash-based to technology-based cashless payments. In Indonesia, this digitalization is manifested through the development of the Quick Response Code Indonesian Standard (QRIS) by Bank Indonesia as a national standard for QR code–based payments. Along with its development, QRIS has not only been used in domestic transactions but has also been implemented in cross-border transactions through intercountry payment system cooperation, particularly within the ASEAN region. However, the rapid expansion of QRIS has not been accompanied by comprehensive and structured legal regulation. This study aims to analyze the structure and hierarchy of QRIS regulation within Indonesia’s payment system as well as the forms of legal protection for consumers in cross-border QRIS transactions. The research employs a normative juridical method using statutory, historical, and conceptual approaches. The findings indicate that QRIS does not yet have a Bank Indonesia Regulation as a primary regulatory framework and is regulated solely through a Regulation of Members of the Board of Governors, which hierarchically functions as an implementing regulation. Consequently, QRIS regulation refers to several different Bank Indonesia Regulations, resulting in regulatory fragmentation. This condition has implications for legal uncertainty and the suboptimal legal protection of consumers in cross-border QRIS transactions.

The development of automotive technology continuously seeks solutions to improve human mobility and address environmental concerns. This study focuses on the Hydrogen Reactor (HHO) technology as an alternative solution for fuel efficiency and emission reduction, specifically examining the legal protection of consumers utilizing this technology at Bengkel Karya Gemilang. The research aims to analyze the legal framework of consumer protection in the context of new energy-saving technologies and to identify the legal responsibilities of business actors (workshops) and the rights of consumers. Employing a normative legal research method with a case study approach, the study analyzes the implementation of Law No. 8 of 1999 concerning Consumer Protection (UUPK) in the utilization of HHO reactors. The findings indicate that while the HHO reactor technology offers a potential 5-15% increase in fuel efficiency and CO emission reduction, its implementation introduces new legal challenges, particularly regarding product safety, standardization, and the obligation for periodic servicing. Consumer protection is primarily ensured through the workshop’s obligation to provide clear product explanations, guarantee product safety, and fulfill the periodic service commitment. The study concludes that the existing UUPK provides a sufficient legal basis, but its implementation requires clear and transparent agreements, especially concerning the technical specifications and long-term maintenance of the HHO reactor, to ensure consumer rights are fully protected against potential risks associated with new, non-standardized automotive technologies.

The development of technology-based peer-to-peer financing services (LPBBTI) in Indonesia, including platforms like Shopee Paylater, has facilitated easier access to credit. However, this progress is accompanied by cybersecurity risks, such as unauthorized use and account breaches. This study aimed to (1) analyze the operation of LPBBTI under prevailing regulations, and (2) examine the legal liability of parties in cases of Shopee Paylater credit breaches.The study employed a normative legal approach with prescriptive characteristics, combining statutory, conceptual, and case-based analyses. Primary and secondary legal materials were obtained through literature review of Law No. 8 of 1999, POJK No. 10 of 2022, POJK No. 40 of 2024, and personal data protection regulations. The analysis was conducted descriptively and qualitatively. The findings indicate that, despite OJK regulations, Shopee Paylater’s electronic agreements still contain standard clauses that unilaterally shift all account security risks to users. This practice potentially violates Article 18(1)(a) of the Consumer Protection Law and is void under Article 18(3). Consequently, consumers remain liable for payments even if transactions are conducted illegally by third parties. In line with Article 19 of the Consumer Protection Law, service providers should assume liability, as system security is under their control.

This study aims to analyze the optimization of the Yoona Squad Leader wellness community program in strengthening the brand awareness of Yoona Women. The increasing awareness of feminine hygiene and the growing concern regarding the safety of menstrual products serve as the foundation of this research, considering that more than half of Indonesian women report irritation and discomfort related to conventional sanitary pad use (Manoppo, 2022; Putinah et al., 2020). In addition, laboratory findings by the Indonesian Consumers Foundation (YLKI, 2015) revealed traces of chlorine and dioxin in many commercial sanitary pads, indicating potential reproductive health risks. The study employed a descriptive qualitative approach through observation, interviews, and active participation in the marketing division of PT Yoona Digital Indonesia during August–December 2025. The findings show that the Yoona Squad Leader program effectively strengthens all stages of the 5A Customer Path—Awareness, Appeal, Ask, Act, and Advocate—as conceptualized in Marketing 5.0: Technology for Humanity (Kotler, Kartajaya, & Setiawan, 2021). Community-based engagement drives emotional bonding, advocacy behavior, and value-based loyalty through empathy-driven communication. This program successfully empowers women to become advocates for menstrual health awareness while reinforcing brand credibility and consumer trust. The study highlights the strategic importance of community-based marketing as a sustainable approach to building human-centered loyalty and enhancing brand equity in the digital wellness industry.

This study aims to examine the influence of online reviews and the role of social media on brand loyalty toward MS Glow skincare products in Batam City. The population of this research consists of consumers in Batam City who have purchased and used MS Glow skincare products and have been exposed to online reviews and social media content related to the brand. A total of 204 respondents were selected using the Jacob Cohen sampling approach. Data were analyzed using multiple linear regression techniques. The analysis process included data quality testing, classical assumption tests, effect analysis, and hypothesis testing. The results of the multiple linear regression analysis indicate that online reviews contribute 33.7% to brand loyalty, while the role of social media contributes 66.9%. Furthermore, the coefficient of determination (R²) reveals that online reviews and social media collectively explain approximately 58.1% of the variance in brand loyalty. The findings from the t-test and F-test demonstrate that both online reviews and social media have a positive and statistically significant effect on brand loyalty, both individually and simultaneously, toward MS Glow skincare products in Batam City.

The development of artificial intelligence technology is a great opportunity for the fashion industry, especially in designers based on personalization and consumer needs. This study aims to examine Midjourney's AI technology in the design personalization process by integrating solid data and consumer style preferences. This research is expected to support the concept of mass customization in the fashion industry and increase the relevance of design to user character. This research uses a mixed method method by combining quantitative data and qualitative data. The research stages include body data collection and style preferences, prompt formulation, data-driven prompt formulation, design generation using Midjourney, design validation by experts and consumers, and integrated data analysis.The results showed that the majority of the designs produced were considered feasible in terms of construction (83%) and in accordance with the character of the consumer's body (75%). The modest and minimalist style categories received the highest personalization scores. The qualitative findings reinforce the quantitative results, showing that consumers feel the fit of the style and proportions of the design with the character of their bodies.The study concludes that Midjourney's AI integration in the fashion design process is able to effectively support design personalization, although it still requires the role of designers in technical refinement. This approach has the potential to be an innovative solution in the development of data-driven fashion design.

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.

The development of information technology has significantly transformed commercial activities, particularly through the emergence of electronic transactions or e-commerce. The convenience offered by digital trading systems provides various benefits for both consumers and business actors, such as time efficiency, ease of access, and broader market reach. However, behind these advantages, there are also several risks that may harm consumers, including discrepancies between product descriptions and actual goods, delivery delays, and potential online fraud. This study aims to analyze the legal protection for consumers in electronic transactions and the responsibilities of business actors within digital commerce systems. This research employs a normative legal research method using statutory and conceptual approaches. The findings indicate that consumer legal protection in electronic transactions has been regulated in various laws and regulations; however, in practice, several challenges remain in its implementation. Therefore, strengthening regulations, enhancing supervision of business actors, and increasing public legal awareness are necessary to create a safer electronic transaction system and ensure legal certainty for consumers.