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The purpose of this study was to determine the effect of display layout and product variation on consumer purchasing interest at Rumah Batik Serunai, Pekanbaru City. The research method used is a quantitative approach with data collection techniques in the form of questionnaires which were responded to by 77 respondents. Respondents were determined using the Accidental Sampling technique. This study uses analysis such as validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, t-test, F-test and coefficient of determination test (R2). Based on the analysis that has been carried out, the results show that the display layout and product variations have a positive and significant effect on consumer purchasing interest at Rumah Batik Serunai, Pekanbaru City

This study aims to evaluate the impact of product innovation and product quality on consumer purchasing choices for local skincare products Facetology. The methodology used in this study is a quantitative approach and information collection is carried out through questionnaires to 104 Facetology product users in Bekasi City. The results of the analysis show that product innovation and product quality simultaneously have a positive and significant impact on purchasing decisions, both gradually and simultaneously. This is evidenced by the t-test, F-test, and Pearson correlation, which show that product innovation has a greater impact than product quality. The coefficient of determination (R²) value of 0.688 indicates that these two independent variables can explain 68.8% of the variation in purchasing decisions. This finding indicates that companies need to continue to innovate and maintain product quality so that consumer purchasing interest can increase.

Competition in the beverage packaging industry is getting tighter, requiring companies to continue to build consumer loyalty. The AQUA brand, although widely known, has experienced a decline in the Top Brand Index over the past four years, indicating a decline in consumer purchasing decisions. This study aims to examine the influence of electronic word of mouth and customer trust on purchasing decisions for Aqua brand bottled drinking water in Demak City with purchase interest as an intervening variable. This study uses a quantitative approach with a survey method and data collection through questionnaires. Data analysis techniques are carried out using AMOS-based Structural Equation Modeling (SEM). The results of the study indicate that Electronic Word Of Mouth (EWOM) does not have a significant influence on Purchasing Decisions, Customer Trust has a positive and significant influence on Purchasing Decisions, Purchase Interest has a significant influence on Purchasing Decisions, Electronic Word Of Mouth (EWOM) does not have a significant influence on Purchase Interest, Customer Trust has a significant positive influence on Purchase Interest, Electronic Word Of Mouth (EWOM) does not have a significant influence on Purchase Decisions through Purchase Interest, and Customer Trust has a significant positive influence on Purchase Decisions through Purchase Interest.

This study aims to analyze the influence of halal labels and brand trust on purchasing decisions for Wardah face masks through purchasing interest in Semarang City Students. The research method used is quantitative with data collection techniques through distributing questionnaires to 384 respondents who use Wardah face masks among Semarang City students. Data analysis was carried out using the Structural Equation Modeling (SEM) technique with the help of SmartPLS software. The results of this study indicate that halal labels do not have a significant effect on purchasing interest and purchasing decisions, brand trust has a significant effect on purchasing interest and purchasing decisions, in addition, purchasing interest is proven to be significant as an intervening variable for brand trust on purchasing decisions, and purchasing interest does not have a significant effect as an intervening variable for halal labels on purchasing decisions. These findings indicate that trust in a trusted product can increase purchasing interest and ultimately drive purchasing decisions. This study provides implications for companies to build brand trust in order to increase purchasing interest and consumer purchasing decisions, especially among students. In addition, the results of this study are expected to be a reference for further research that discusses consumer behavior in the halal cosmetics industry.

This study aims to analyze the influence of social media on consumer behavior in online purchases among Generation Z, focusing on the Shopee e-commerce platform. Generation Z, which is the age group born between 1997 and 2012, is known to be an active social media user, which influences their purchasing decisions. Through a survey conducted on Shopee users from Generation Z, this study identified factors that influence consumer behavior, including the influence of advertising, product reviews, and interactions with influencers on social media. The results of the study show that social media plays a significant role in shaping the preferences and purchasing decisions of Generation Z. Interesting advertisements and positive reviews from other users on social media can increase purchasing interest, while interactions with influencers can provide additional trust in the products offered. This study provides important insights for marketers to design effective and relevant marketing strategies with Generation Z consumer behavior in the digital era.

In the digital age, consumer awareness of sustainable products has increased significantly. Recent research (2023-2025) shows that 84% of Indonesian consumers have used eco-friendly products, driven by a desire to preserve the earth. The purpose of this study is to analyze how digital information, particularly Electronic Word-of-Mouth (E-WOM), perceptions of sustainable packaging, and environmental concerns influence consumer perceptions and purchasing decisions in Indonesia. The proposed method is a quantitative approach using multiple linear regression analysis, preceded by classical assumption testing and instrument reliability testing. Key findings from the supporting literature indicate that E-WOM has a strong influence on purchase interest, even mediating the relationship between green marketing and purchase intention. In addition, product information transparency (ecological labels) is significant in increasing trust. The conclusion confirms that effective digital strategies must prioritize positive E-WOM communication and sustainability data transparency.

Micro Small and Medium Enterprises (MSMEs) are experiencing the impact of the Covid-19 pandemic. The decline in consumer purchasing power is a challenge for SMEs in carrying out their business production. One of the opportunities for MSME actors to survive in the current pandemic is by maximizing online sales. But not a few MSME actors who still do not understand to use online sales. Therefore, it is necessary to empower the community of MSME actors in trying online markets or other options by empowering MSME actors in branding superior products. By using and managing the right digital media, it is hoped that business actors can increase public interest in products. Digital media that can be used include Instagram, Facebook, WhatsApp, Youtube, GrabFood/Go-Food or other platforms. Business actors can also carry out brand awareness offline, that is, they can develop innovations that do not yet exist, such as promotions by distributing brochures, creating attractive menu lists or creating price tags. The approach method used in community service this time is in the form of mentoring business actors regarding the development of MSME business innovations where members go directly to the field. This MSME assistance activity was carried out. The process of SME Mentoring activities is in the form of interviews with business owners to find out the current situation of their business conditions, members help make snack box orders, make banners/banners and price tags as an effort to carry out brand awareness, and members also provide medical equipment in the form of masks, hand sanitizer, and plastic gloves to business managers as a form of attention to always maintain health protocols when interacting with customers.

This study aims to examine the influence of Digital Marketing and Affiliate Marketing on the purchasing decisions of Antarestar products on TikTok Shop among Generation Z in Surabaya. The research method employed is a quantitative approach using questionnaires distributed via Google Forms to collect data from respondents. The population in this study consists of Generation Z individuals in Surabaya who have used Antarestar products. A total of 30 respondents were selected using purposive sampling. Data were analyzed and hypotheses tested using SPSS version 22. The results of the partial test (t-test) reveal the following findings: (1) Digital Marketing has a significant influence on the purchasing decisions of Antarestar products on TikTok Shop, indicating that the presence of Antarestar on the platform tends to increase purchase decisions among Gen Z consumers in Surabaya; (2) Affiliate Marketing also significantly influences purchase decisions, suggesting that promotional efforts through affiliates positively impact consumer decisions. (3) Furthermore, the simultaneous test (F-test) shows that Digital Marketing and Affiliate Marketing together have a significant impact on purchasing decisions. These findings indicate that Digital Marketing can help build brand awareness and initial interest, while Affiliate Marketing can enhance consumer trust through recommendations and reviews by affiliates. Therefore, both Digital Marketing and Affiliate Marketing are crucial variables that Antarestar should prioritize to achieve better marketing outcomes. Keywords: Digital Marketing, Affiliate Marketing, Purchasing Decision

TikTok has transformed into an effective digital marketing platform, not only for introducing products but also for shaping impulsive shopping behavior. This study aims to analyze the impulsive shopping behavior of Generation Z on TikTok Shop. The research was conducted using a qualitative descriptive approach, with data obtained from digital searches and observations. The findings indicate that Generation Z has a strong interest in utilizing the TikTok Shop feature within the TikTok application, making it one of their preferred alternatives for online shopping transactions. TikTok significantly influences Generation Z’s shopping behavior, as they tend to purchase products after seeing them on the platform. Businesses leverage TikTok as an efficient marketing tool, particularly through creative content, short videos, and influencer recommendations. By utilizing an algorithm that tailors content to users’ preferences, TikTok Shop creates offers that appear attractive to consumers. Generation Z is often influenced to buy items they do not actually need. Sudden purchases driven by emotions—such as low prices or limited-time offers—often lead them to overlook product quality. As a generation living in the digital era, Gen Z needs to better regulate their impulsive consumer behavior. Wisely utilizing technology and understanding the marketing strategies used by platforms like TikTok Shop can help them avoid excessive impulsive spending. By prioritizing needs over wants and carefully considering the value and benefits of a product before purchasing, Gen Z can become smarter and more responsible consumers.

Consumer purchasing decisions for thrifting products are influenced by factors such as price, quality, trends, and availability. Consumers tend to choose thrifting because the prices are more affordable and the products offer uniqueness that is not mass-produced. As the popularity of thrifting increases, competition is also becoming more intense. Business actors are racing to develop marketing strategies through social media and marketplaces. Product differentiation, competitive pricing, and attractive services have become key elements in attracting consumer interest. The population in this study includes all consumers who purchase thrifting products at Pasar Melati, Medan City, with an unknown or biased total population size. Therefore, the sampling technique used is the Lemeshow formula, which allows for sample size calculation when the total population is not known with certainty. The sampling method applied is accidental sampling, where respondents are randomly selected based on their availability and willingness to participate in the study, totaling 96 respondents. The results of the study indicate that price has a significant influence on consumer purchasing decisions for thrifting products at Pasar Melati, Medan City. Product quality also affects consumer purchasing decisions for thrifting items at the same location. Brand image contributes to consumers’ considerations in determining purchasing decisions for thrifting products at Pasar Melati. Simultaneously, price, product quality, and brand have a significant effect on consumer purchasing decisions for thrifting products at Pasar Melati, Medan City.

Currently the growth of culinary is increasingly competitive, Every small medium enterprise must pay attention to the strategies to retain consumers. Promotion and product quality can influence the consumer's purchasing decisions. The objective of this research was to analyze the effect of promotion and product quality on purchasing decisions of Sokressh Malang chips. This research was a quantitative research with variables of promotion and product quality as independent variables while purchasing decisions as the dependent variable. The data collection was conducted by distributing questionnaires from 100 respondents who were instagram followers of Sokressh Malang chips. The respondents were selected through the purposive sampling method. The methods of data analysis used multiple regression analysis and hypothesis testing. The conclusion of this study is that promotion and product quality partially and simultaneously have a positive and significant effect on purchasing decisions for Sokressh Malang chips. It is expected that Sokressh Malang chips can make more attractive promotion, and innovattions on products by improving the product quality, in order that the consumers will be interested to buy Sokressh Malang chips.

Marketing strategy is a fundamental aspect that must be considered in order to achieve predetermined marketing objectives. This strategy encompasses a series of steps and decisions taken to promote products, reach the right target market, and influence customer purchasing behavior. The purpose of this study is to identify the strategies employed by the Mhira Cake Birthday Cake Shop in every sales or promotional activity to attract customer interest, as well as to analyze these strategies from the perspective of Islamic marketing principles. This research is classified as field research, in which the writer directly visited the location—Mhira Cake Birthday Cake Shop—to obtain accurate data, employing a qualitative research approach. The primary informant in this study was the owner of Mhira Cake, while supporting informants included the shop’s customers. Data collection techniques included observation, interviews, and documentation. The collected data were then processed and analyzed using a descriptive qualitative method. The results of this study show that Mhira Cake employs marketing strategies through product, pricing, promotion, and location. The marketing methods used include offering affordable prices for the products sold. From the perspective of Islamic economics, it can be concluded that the marketing strategies implemented by Mhira Cake are in accordance with Islamic marketing principles. The shop operates its business based on values of honesty and fairness and applies characteristics aligned with Islamic marketing ethics. Additionally, in practice, the business incorporates ethical business conduct by demonstrating the traits of shiddiq (truthfulness), amanah (trustworthiness), tabligh (transparency in communication), and fathonah (wisdom). The business is run with a commitment to integrity in every aspect.

This study aims to analyze the determination of selling prices and enthusiasts by traders and their relationship with demand fluctuations in the traditional market of MMTC Medan. The method used is a qualitative descriptive analysis method with a survey approach, involving three traders, namely rice, onion, and cabbage traders, data collected through direct interviews. The results of the study show that the setting of selling prices by traders has an effect on market enthusiasts as well as fluctuations in demand. Merchants set prices based on a combination of cost of goods sold, competitor prices, and estimated consumer purchasing power. Significant price fluctuations tend to lower the volume of demand, especially in non-primary products, and also poor quality of goods. Thus, this study concludes that understanding demand patterns and price adaptability are the main key factors in maintaining the business continuity of traders in the traditional market of MMTC Medan.

In an era marked by intensifying business competition, marketing strategies such as price discounts and bundling packages play a crucial role in shaping consumer purchasing behavior. These approaches are commonly employed to capture consumer interest and boost sales performance. This study aims to ex-amine the influence of price discounts and bundling strategies on consumer purchasing decisions re-garding Kahf products in Bandar Lampung. The research utilizes both primary data, collected through questionnaires administered to respondents, and secondary data. The sample consists of 130 respond-ents selected using a non-probability sampling approach with a purposive sampling technique. Analyti-cal methods applied include validity and reliability tests, multiple linear regression analysis, and hypothe-sis testing through t-tests, F-tests, and the coefficient of determination (R²). The findings reveal that both price discounts and bundling packages exert a positive and statistically significant effect on con-sumer purchasing decisions for Kahf products in Bandar Lampung. These results underscore the im-portance of effective promotional strategies, such as compelling price reductions and value-enhancing bundling offers, in stimulating consumer purchases and enhancing product competitiveness in the mar-ket.

The development of trade has provided very free space for movement in every transaction so that goods and services are easily owned and consumed by consumers, one of which is thrifting clothing which is one of the most basic needs for humans which is very important to use to cover and protect the body in every his activities. The aim of this research is to analyze the influence of brand image on consumer trust, the influence of product quality on consumer trust, the mediating role of consumer trust on the relationship between brand image and product quality, the mediating role of consumer attitudes on the relationship between brand image and product quality, the influence of brand image on buying interest, and the influence of product quality on purchasing interest. The influence of brand image and product quality on interest in buying thrift clothes in the growing fashion industry. This research also examines the mediating role of consumer beliefs and attitudes in the Islamic business perspective. By using regression and mediation analysis methods, the results of this research can provide valuable insight for business people, especially in understanding the preferences and behavior of Muslim consumers who are increasingly consuming fashion products. The research results conclude that the relationship between brand image has a positive and significant effect on consumer trust. , The relationship between product quality has a positive and significant effect on consumer trust, The mediating role of consumer trust strengthens the relationship between brand image and product quality, The mediating role of consumer attitude strengthens the relationship between brand image and product quality, The relationship between brand image has a positive and significant effect on purchase intention, and The relationship between product quality has a positive and significant effect on purchasing interest.

The rapid growth of social media, especially TikTok, has changed how consumers seek information and make purchasing decisions. This is especially clear among Generation Z, who strongly respond to visual, short, interesting digital content. Fear of missing out (FoMO), Influencer Endorsements, and electronic word-of-mouth (e-WOM) have become important components of digital marketing strategies, specially in the trendy beauty industry. Somethinc, a local beauty brand active on TikTok, is an ideal object of study for this research, which explores the impact of FoMO, Influencer Endorsement, and e-WOM on purchasing decisions. This research study explores whether FoMO, Influencer Endorsements, and e-WOM on TikTok significantly impact the purchasing decisions of Generation Z in East Surabaya. This research uses a quantitative method, collecting data through an e-questionnaire distributed to 100 Generation Z individuals living in East Surabaya who have purchased at least twice and used Somethinc products within the last five months. The results show that all three variables positively and significantly influence purchasing decisions, both partially and simultaneously. FoMO creates emotional urgency, Influencer Endorsements build trust through personal credibility, and e-WOM provides relevant information. These factors are effective in influencing Generation Z’s beauty product purchases.

Economic development in today's world has grown rapidly, leading to numerous changes in human life. By investing in the capital market, it becomes one of the alternatives for financing the community's economy and is easily accessible to the public. One of them is to invest in bond securities in issuer companies. However, by purchasing bonds in the capital market with the issuer company, in addition to providing benefits through interest rates, there are risks, including if the issuer company goes bankrupt. Under these conditions, the holder of the unsecured bond will be positioned as a concurrent creditor, whose repayment is made after the separatist and preferred creditor. Although not guaranteed collateral, bondholders still obtain legal guarantees of their rights through information disclosure, the role of trustees, and arrangements within the applicable legal framework.

This study aims to analyze the influence of word of mouth communication on consumer purchasing interest in the food sector. The method used is a literature study with a descriptive qualitative approach, where data is obtained from various scientific articles and relevant journals that discuss the relationship between word of mouth and consumer behavior. The results of the analysis show that word of mouth has a positive and significant influence on increasing consumer purchasing interest. Important elements of word of mouth, such as recommenders (talkers), interesting topics of conversation, information dissemination media, consumer participation, and message effectiveness, have been shown to play a major role in shaping perceptions, building trust, and driving purchasing decisions. In addition, the power of personal recommendations delivered informally is considered more credible and convincing than conventional promotions. Therefore, word of mouth strategies are an effective and cost-effective marketing tool for culinary business actors to increase consumer appeal, trust, and loyalty in a sustainable manner.  

Beauty products have become a promising business, especially after the COVID-19 pandemic. Various brands have achieved high sales figures, one of which is Skintific products. This study aims to analyze the role of micro-influencers in increasing brand awareness of Skintific products. The study was conducted using a descriptive qualitative approach. Research data was obtained from literature reviews, digital observations, and official publications related to the topic. The results of the study indicate that micro-influencers play a significant role in increasing brand awareness for Skintific products. With a higher engagement rate compared to macro-influencers, micro-influencers are able to build closer and more authentic relationships with their audience, making their recommendations more trustworthy than conventional advertisements. Despite having a smaller number of followers, micro-influencers demonstrate greater effectiveness in creating engaging content such as product reviews, tutorials, and unboxing videos, which increase consumer interest and trust in the product. Research data shows that micro-influencers' engagement rate (5.07%) is higher than that of macro-influencers (3.25%), despite their more limited reach. The success of this marketing strategy is also supported by the use of social media platforms such as Instagram and TikTok, which enable the distribution of interactive visual content and expand brand awareness organically. With increased audience engagement, Skintific has not only succeeded in strengthening brand awareness but also in building product credibility, which ultimately contributes to increased consumer interest and purchasing decisions.

This study was conducted to assess the extent to which product knowledge influences consumer decisions in purchasing cosmetics by adopting a qualitative methodology with a literature study approach. This study includes the presentation of several scientific literatures, references, and theories that are closely related to the research variables. This study analyzes ten studies that focus on the study variables. The data analysis technique is carried out descriptively qualitatively in order to understand the relationship between the two variables. Based on the results of the analysis that has been carried out regarding the influence of product knowledge on purchasing decisions for cosmetic products, a positive relationship was found between the two. The study of consumer decisions in purchasing cosmetics is an interesting topic because this decision is one of the main challenges for cosmetic companies in determining the right marketing strategy. The complexity of the consumer decision-making process shows that many factors are interrelated and need to be considered. Therefore, companies need the ability to control the dynamics related to consumer behavior and adjust their business strategies to remain relevant. Understanding trends and changes in consumer purchasing patterns is an important thing that should not be ignored if the company wants to develop sustainably in the future.