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The purpose of the study was to investigate the relationship between experiential marketing, customer satisfaction and consumer behavior intention. The limitation of the study was that it focused on consumers who had made at least two purchases and only 70 questionnaires were returned and valid. The population is categorized as infinity. Sample collection type accidental sampling. Data analysis with multiple linear regression processed with SEM- Partial Least Square 3.0, to verify the 6 hypotheses proposed. The researcher's findings are indicators of sense (t-count = 3.166 and sig. 0.002), feel (t-count = 2.084 and sig. 0.041), and act (t-count = 3.904 and sig. 0.000), obtained t-count value> t-table 1.667 and sig.calculate <0.05. The results show that sense, feel, and act significantly positively affect customer satisfaction. Another finding, customer satisfaction t-count = 2.446 > t-table 1.667 and sig value. 0.007 <0.05, which shows that customer satisfaction on behavior intention has a significant effect. The results explained that the stronger the customer's trust, the stronger their desire to repurchase.    

Good Corporate Governance (GCG) is a form of decision by placing the company to be more organized and structured, according on the principles of transparency, independence, responsibility, accountability, also fairness. This study goal to determine the effect of professionalism, internal control systems, also internal audits on the implementation of GCG. This study uses a quantitative research type. The population comprised of 156 individuals is the personnel of the Administration & Commercial Division, Engineering Division, and Operational Division at PT Angkasa Pura Indonesia, Supadio Airport Branch, which are involved in the implementation of GCG. Utilizing the Slovin formula and data collection techniques, the sampling technique is purposive and non-probability, with a total of 115 respondents receiving questionnaires. Validity, reliability, classical assumption tests, multiple linear regression analysis, t-test, also coefficient of determination were used in this study to facilitate data processing, assisted by IBM SPSS version 25. The study findings indicate that professionalism, internal control systems, also internal audits on the implementation of GCG. Partially, the professionalism has a significant positive impact on the implementation of GCG, can be seen from the sig value 0.007 < 0.05, the internal control system has a significant positive impact on the implementation of GCG, can be seen from the sig value 0.000 < 0.05, and internal audit has a significant positive impact on the implementation of GCG, can be seen from the sig value 0.000 < 0.05.

A company's productivity is greatly influenced by the quality of employee performance, which makes employees an important asset in achieving organizational goals. This study aims to analyze the influence of job skills, work experience, and work commitment on employee performance on CV Medali Mas. The research method used is a quantitative approach with multiple linear regression analysis techniques. Data were collected through questionnaires that had been tested for validity and reliability, and classical assumption tests were carried out including normality, multicollinearity, heteroscedasticity, and linearity tests. The results of the analysis showed that simultaneously, the three independent variables, namely work skills, work experience, and work commitment, had a significant effect on employee performance (F count = 6.788; Sig. < 0.001). However, only work experience showed a significant effect on employee performance (t count = 2.765; Sig. = 0.009), while work skills (Sig. = 0.072) and work commitment (Sig. = 0.531) had no significant effect. These findings confirm that work experience is a dominant factor in improving employee performance at CV Medali Mas. The implications of this study suggest that companies pay more attention to the track record of work experience in the recruitment and human resource development process to increase productivity optimally.

The core issue of this study focuses on the impact of media featuring illustrated words on the pre-reading skills of children in group B at TK Insan Cemerlang in Makassar City. The aim of this research is to determine the extent to which illustrated word media affects the pre-reading abilities of children in group B at the preschool. The methodology employed in this study involves conducting an experiment with a single group design, which includes both pre-tests and post-tests. he research sample is made up of 14 children from the B2 class at TK Insan Cemerlan To gather data, the researcher implemented a checklist technique to assess pre-reading development. Data collection methods included observation, interviews, and documentation. Data analysis was conducted utilizing the Wilcoxon Signed Rank Test, assisted by IBM SPSS 25 software. The findings of the study indicate a significant effect on children's pre-reading skills after they were exposed to the illustrated word media. The average score for the pre-test was 5. 5, while the average score for the post-test rose to 13. Analysis of the data using the Wilcoxon Signed Rank Test yielded an Asymp. sig (2-tailed) value of 0. 01, indicating a probability below 0. 05.

This research is motivated by the phenomenon found by researchers on consumer satisfaction related to physical evidence, store atmosphere and price of Muaro Terrace Cafe & Resto. This research is quantitative in nature and uses a causal associative approach through the survey method. The population of this study were consumers at Muaro Terrace Cafe & Resto with purposive sampling method obtained a sample of 150 respondents. The results of this study are the average respondent on the physical evidence variable 82.0% with good criteria, the store atmosphere variable 81.5% with good criteria, the price variable 80.5% with a good category then concluded that the average respondent of the consumer satisfaction variable was 82.3% in a good category. When F count is 161.216 with a sig of 0.000 <0.05 obtained from the multiple linear regression test results, the regression can be applied. Shows physical evidence, store atmosphere and price have an important impact on customer satisfaction. The Adjust R Square value is 0.763, which indicates that although additional factors not covered in this study affect 23.7% of customer satisfaction at Muaro Terrace Cafe & Resto, the remaining 76.3% is determined by the variables of physical evidence, store atmosphere and price.

This research start with the service quality problem regarding those who wish to visit again. This research employed a descriptive research design using quantitative data. This research used both primary and secondary data sources. Tourists at the Nyarai Lubuk Alung Waterfall tourist attraction make up the research population. Using non-probability sampling techniques, the research sample consisted of 276 consumers. Purposive sampling research is the type that is carried out. A Likert scale questionnaire that has gone through validity and reliability testing is used as a collection for data tool and then processed with SPSS 25.00. The results of this research shown that service quality is in the quite agree category, namely 51.81%. Furthermore, the variable desire to visit again is in the agreed category, namely 35.51%. The impact of service quality (X) influences the desire to visit again (Y), with a score of 11.1% and 88.9% influenced by other factors. Additionally, the results of the multiple linear regression analysis yielded a t value of 0.450 with sig. 0.000 < 0.05 and a calculated F value of 1.203 with sig. 0.000 < 0.05, indicating a significant effect of the service quality variable on the desire to return.

Based on the results of interviews with HRD BW Luxury Hotel Jambi, it is stated that there are still employees who are often late for work every month. As many as 27% of employees have less than 1 year of service, indicating a high employee turnover rate. In addition, there is no compensation system provided to employees. The employee turnover rate also reached 13%, this became the focus of my research on the influence of work environment and compensation on employee loyalty at BW Luxury Hotel Jambi. Information collection was carried out through distributing questionnaires that had proven their validity and reliability to 90 respondents selected using the total sampling technique. This research is a quantitative descriptive study that uses the clausal associative method. Data analysis was carried out using multiple linear regression tests with the help of SPSS software. The results showed that: work environment variables were in the sufficient category with a percentage of 34.4%, compensation variables were categorised as sufficient with a percentage of 36.6%, and work environment variables were categorised as good with a percentage of 42.2%. The R Square value obtained is 0.325 with a sig level. 0.00 <0.05, then the effect of work environment variables and compensation variables on loyalty is 32.5% and the rest is influenced by other factors.

This study is grounded in the importance of equipping prospective teachers with professional competencies required in the digital era. The Kampus Mengajar program provides students with practical teaching experiences through direct involvement in schools, while mastery of TPACK is essential for designing instruction that aligns with contemporary educational demands. The purpose of this research is to examine the influence of participation in the Kampus Mengajar program and TPACK mastery on the teaching readiness of students in the Faculty of Pedagogy and Psychology at Universitas PGRI Wiranegara. The study adopts the TPACK framework, which integrates content, pedagogy, and technology. Using a quantitative associative design, the research involved 86 respondents from cohorts 5 to 8 of Kampus Mengajar participants. Data were analyzed through multiple linear regression. The findings indicate that participation in the Kampus Mengajar program has a positive and significant effect on teaching readiness (t = 3.132 > t-table 1.989; sig. = 0.002). Likewise, TPACK mastery significantly influences teaching readiness (t = 8.520; sig. = 0.000). Simultaneously, both variables show a significant effect on teaching readiness (F = 103.752 > F-table 3.105; sig. = 0.000). The study concludes that engagement in Kampus Mengajar and TPACK competence, both individually and jointly, contribute to preparing students for the teaching profession. These results highlight the need for higher education institutions to strengthen practical programs and foster the integration of pedagogy and technology in teacher education.

This study was conducted to evaluate and confirm hypotheses related to communication, work discipline, and work environment as determinants of employee performance at Pabrik Rokok Cengkir Gading Nganjuk. A quantitative approach with an associative method was adopted. The research utilized a non-probability sampling strategy, specifically the saturated sample method, by involving all 53 employees in the production section. Data were processed using SPSS version 26 and analyzed through validity, reliability, normality, linearity, multicollinearity, heteroscedasticity, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). Findings indicate that communication has a positive but insignificant effect on performance (Sig. 0.131 > 0.05). In contrast, work discipline significantly and positively influences performance (Sig. 0.016 < 0.05), while the work environment has a positive but insignificant effect (Sig. 0.052 > 0.05). On the other hand, communication, work discipline, and work environment together significantly affect employee performance (Sig. 0.000 < 0.05). The overall contribution of these three independent variables is 47.9%, with the remaining 52.1% explained by other unobserved variables.

Work time is the amount of time determined to carry out a number of routine or ordinary activities carried out inside and outside the household in units of time or hours. Rubber farming and oil palm farming are farming activities that are in great demand in Indonesian society and are important crops as a source of income for farmers. The problem that can be identified in this study is how the outflow of labor based on gender on rubber and oil palm farms in North Amboyo Village, Ngabang Sub-district, Landak Regency. This research was conducted from March 18 to April 18, 2024. The research method in this study is the survey method. The population in this study were all rubber farmers and oil palm farmers in North Amboyo Village, Ngabang District, Landak Regency, totaling 31 rubber farmers and 42 oil palm farmers. The variables of this study consisted of the work time of rubber farmers and oil palm farmers producing which was calculated within one month. The data analysis technique used in this study is the T-Test (Independent Sample T-Test). t test results Sig value. (2-tailed) in the table is 0.000 so it can be said that there is a significant difference between the labor expenditure of rubber farmers and oil palm farmers. There is a significant difference in the comparison of labor expenditure based on gender in rubber and oil palm farming with the test results, namely the value of Sig. (2-tailed) 0.000. This means that of the two research objectives there is a significant difference in the comparison of labor expenditure of rubber farmers and oil palm farmers, as well as the comparison of labor expenditure based on gender in North Amboyo Village, Ngabang District, Landak Regency. Keywords: Farming, Labor, Oil Palm, Rubber.   Abstrak. Curahan waktu kerja adalah jumlah waktu yang ditentukan untuk melakukan sejumlah kegiatan rutin atau biasa dilakukan di dalam dan luar rumah tangga dalam satuan waktu atau jam. Usahatani karet dan kelapa sawit merupakan kegiatan yang banyak diminati masyarakat Indonesia dan merupakan tanaman penting sebagai sumber penghasilan bagi petani. Permasalahan yang diidentifikasi pada penelitian ini yaitu bagaimana curahan tenaga kerja berdasarkan gender pada usahatani karet dan kelapa sawit di Desa Amboyo Utara Kecamatan Ngabang Kabupaten Landak. Penelitian ini dilaksanakan dari bulan 18 Maret–18 April 2024. Metode dalam penelitian ini adalah metode survey. Populasi dalam penelitian ini adalah seluruh petani karet dan petani kelapa sawit yang berada di Desa Amboyo Utara Kecamatan Ngabang Kabupaten Landak sebanyak 31 petani karet dan 42 petani kelapa sawit. Variabel penelitian terdiri dari curahan waktu kerja petani karet dan petani kelapa sawit menghasilkan  yang dihitung dalam kurun waktu satu bulan. Teknik analisis data yang digunakan pada penelitian ini adalah Uji-T (Independent Sample T-Test). Hasil uji t nilai Sig. (2-tailed) pada tabel yaitu 0.000 sehingga bisa dikatakan terdapat perbedaan yang signifikan antara curahan tenaga kerja petani karet dan petani kelapa sawit. Perbedaan yang signifikan pada perbandingan curahan tenaga kerja berdasarkan gender pada usahatani karet dan kelapa sawit dengan hasil uji yaitu nilai Sig. (2-tailed) 0.000. Artinya dari dua tujuan penelitian tersebut terdapat perbedaan yang signifikan pada perbandingan curahan tenaga kerja petani karet dan petani kelapa sawit, serta  perbandingan curahan tenaga kerja berdasarkan gender di Desa Amboyo Utara Kecamatan Ngabang Kabupaten Landak.

This study aims to analyze the application of SSPBLS (Socio-Scientific Problem based Learning with Spiritual Value) on digestive system materials at SMA Muhammadiyah 1 Sragen for the academic year 2024/2025 and to find out whether this model can improve student learning outcomes. The type of research used is quantitative with experimental design. Data collection was carried out through learning outcome tests, observations, and interviews. Based on the results of the t-test, a significance value (sig.) of 0.22 was obtained, which was more than 0.05, which showed that there was no significant difference between the experimental group using the SSPBLS model and the control group using conventional learning methods. The results of this study show that the application of the SSPBLS model to the digestive system material in terms of final average scores can improve student learning outcomes. These results show that SSPBLS has the potential to improve student understanding through a problem-based approach that connects scientific phenomena with social issues, and its application in the field has met expectations. This research contributes to enriching contextual learning approaches through the application of the SSPBLS model which is proven to improve student learning outcomes by integrating social issues, critical thinking skills, and character values and provides alternative effective learning strategies to improve learning outcomes, with an emphasis on students' active involvement in solving problems based on social issues.

Perkembangan media sosial telah mengubah strategi pemasaran digital secara signifikan, dengan TikTok Shop menjadi salah satu kanal e-commerce yang berkembang pesat untuk memperkuat keterlibatan merek dan loyalitas konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi pemasaran online, konten marketing, dan brand engagement terhadap loyalitas merek pada platform TikTok Shop dengan studi kasus merek lokal Shiyu Shopeu. Pendekatan penelitian bersifat kuantitatif dengan desain survei potong lintang terhadap 120 responden yang dipilih secara purposive, mencakup konsumen aktif yang telah melakukan pembelian melalui TikTok Shop. Data primer diperoleh melalui kuesioner skala Likert lima poin, sedangkan analisis dilakukan menggunakan regresi linier berganda setelah melalui uji validitas, reliabilitas, dan asumsi klasik. Hasil penelitian menunjukkan ketiga variabel independen memiliki pengaruh positif dan signifikan terhadap loyalitas merek (nilai F-hitung = 103,26; Sig. < 0,001), dengan brand engagement sebagai variabel dominan (t-hitung = 5,922; Sig. < 0,001), sementara nilai R² = 0,692 mengindikasikan bahwa 69,2% variasi loyalitas merek dapat dijelaskan oleh model. Temuan ini menegaskan pentingnya interaksi emosional dan keterlibatan aktif konsumen dalam membangun komitmen merek di lingkungan digital yang dinamis. Penelitian ini berkontribusi dalam memperkaya literatur pemasaran digital, serta memberikan rekomendasi strategis bagi pelaku usaha untuk mengoptimalkan komunikasi daring dan konten kreatif guna meningkatkan loyalitas pelanggan secara berkelanjutan.

On May 20, 2025, researchers conducted a preliminary study in the delivery room and it was found that there were 30 mothers giving birth. From the interview results, it was found that there were three mothers who were not accompanied by their husbands, but by their parents, because their husbands were working and therefore could not be present. Mothers who were not accompanied by their husbands admitted to feeling anxious and worried about bad possibilities during the delivery process. In contrast, three mothers who were accompanied by their husbands expressed feeling more enthusiastic and calm because of the direct support from their partners. This study aims to determine the relationship between husband's assistance and the level of anxiety of mothers giving birth normally in the Siti Hajar Room of RSI Sultan Hadlirin Jepara. The type of research is quantitative with a correlational design. The study population included all mothers giving birth normally in the Siti Hajar Room in July 2025 with a total of 30 respondents. The sampling technique used was total sampling, while the research instrument was a HARS (Hamilton Anxiety Rating Scale) questionnaire that had been tested for validity and reliability. Data analysis used the Chi-Square test. The results showed that the majority of mothers gave birth accompanied by their husbands (70%), and most experienced mild anxiety (46.7%). The statistical test yielded an Asymp Sig value of 0.007 <0.05. Thus, it was concluded that there was a significant relationship between husband's support and maternal anxiety levels during childbirth..   Keywords: anxiety, childbirth, husband's suppor   Abstrak. Pada tanggal 20 Mei 2025, peneliti melakukan studi pendahuluan di ruang bersalin dan diketahui terdapat 30 ibu bersalin. Dari hasil wawancara diperoleh bahwa terdapat tiga ibu yang tidak didampingi oleh suami, melainkan oleh orang tua, karena suami bekerja sehingga belum bisa hadir. Ibu yang tidak didampingi suami mengaku merasa cemas dan khawatir akan kemungkinan buruk saat proses persalinan. Sebaliknya, tiga ibu yang didampingi suami menyampaikan perasaan lebih semangat dan tenang karena adanya dukungan langsung dari pasangan.Penelitian ini bertujuan untuk mengetahui hubungan pendampingan suami dengan tingkat kecemasan ibu bersalin normal di Ruang Siti Hajar RSI Sultan Hadlirin Jepara. Jenis penelitian adalah kuantitatif dengan desain correlational. Populasi penelitian meliputi seluruh ibu bersalin normal di Ruang Siti Hajar pada bulan Juli 2025 dengan jumlah 30 responden. Teknik sampling yang digunakan adalah total sampling, sedangkan instrumen penelitian berupa kuesioner HARS (Hamilton Anxiety Rating Scale) yang telah diuji validitas dan reliabilitas. Analisis data menggunakan uji Chi Square.Hasil penelitian menunjukkan mayoritas ibu bersalin didampingi suami (70%), dan sebagian besar mengalami kecemasan ringan (46,7%). Uji statistik menghasilkan nilai Asymp Sig = 0,007 < 0,05. Dengan demikian, disimpulkan terdapat hubungan signifikan antara pendampingan suami dengan tingkat kecemasan ibu dalam menghadapi persalinan. Kata kunci:kecemasan,persalinan,pendampingan suami

The growth of e-commerce in Indonesia has changed consumption patterns, especially in the online purchase of skincare products. Shopee, as the largest marketplace, has become the main platform for brands such as Skintific, which has achieved high sales. This phenomenon shows the support of online consumer reviews (Electronic Word of Mouth/E-WOM) and digital shopping experiences (Online Customer Experience/OCE). This study aims to examine the influence of E-WOM and OCE on purchasing decisions for Skintific products on Shopee. This study used a quantitative method with an associative approach. The research sample consisted of 97 respondents obtained through purposive sampling. Data analysis was performed through validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). The results of the study indicate that E-WOM has a positive and significant effect on purchasing decisions (calculated t = 5.209 > table t = 1.986; sig. <.001). OCE also has a positive and significant effect on purchasing decisions (t-count = 7.605 > t-table = 1.986; sig. <.001). Simultaneously, both independent variables have a significant effect on purchasing decisions (F-count = 101.366 > f-table = 3.09; sig. <.001). The coefficient of determination (R²) value of 0.683 indicates that 68.3% of the variation in purchase decisions can be explained by E-WOM and OCE, while the remaining 31.7% is influenced by other factors outside the research model. These findings confirm that consumer online reviews and positive online shopping experiences play an important role in increasing purchase decisions for Skintific products on Shopee.

Competition in the property industry requires development companies to implement the right marketing strategy to attract consumer interest. Effective promotion and strategic location selection are important factors in influencing home buying decisions. This study aims to determine how much influence promotion and location have, both partially and simultaneously, on house purchase decisions at PT Harmony Land Group in Depok City. The research method used is a quantitative approach with purposive sampling technique on 63 respondents. Data collection was carried out through questionnaires, observations, and literature studies, and analyzed using SPSS version 25 through validity, reliability, classical assumption, multiple linear regression, t test, and F test tests. The results showed that promotion has a significant effect on purchasing decisions (sig. 0.000 < 0.05; t count 6.231 > t table 2.00030), as well as location (sig. 0.028 < 0.05; t count 2.252 > t table 2.00030). Simultaneously, promotion and location have a significant effect on purchasing decisions with a calculated F value of 25.949> F table 2.39 and a significance of 0.000 <0.05. This finding confirms that optimal promotion and strategic location can increase house purchase decisions.

This study aims to analyze the effect of store layout and product display on computer spare part sales at Bandung Trade Mall. The background of this study is based on the increasing competition in the computer retail business, which requires effective visual merchandising strategies to attract consumers. The research method used a quantitative approach with a survey of 20 respondents selected purposively. Data were collected through questionnaires, observations, and informal interviews, then analyzed using multiple linear regression. The results show that store layout and product display have a significant simultaneous effect on sales with an F value of 12.43; sig. < 0.05. The coefficient of determination (R²) of 0.62 indicates that both variables explain 62% of the variation in sales, while the rest is influenced by other factors outside the model. These findings reinforce the S-O-R theory that visual stimuli can increase consumer comfort, interest, and impulse buying. This study has practical implications for computer retailers to optimize store layout and product display as a strategy to improve sales performance.

PT. CKL Indonesia Raya is a national logistics company established in 2015 in Jakarta, providing services in land, sea, air, and export-import logistics. Recognized for its professionalism and discipline, the company was awarded “Airfreight Forwarder of the Year 2024” by Supply Chain Indonesia. Employee productivity plays a crucial role in determining organizational success, and factors such as work culture and discipline are key in shaping a productive and competitive work environment. This study aimed to analyze the influence of work culture and discipline on employee productivity at PT. CKL Indonesia Raya. The research employed a quantitative method with a survey approach, using questionnaires distributed to 86 employees as respondents. Validity and reliability tests confirmed the appropriateness of the instrument. Data analysis was conducted using t-tests and F-tests. The results showed that both work culture and discipline had significant partial effects on employee productivity (t-count = 4.550 and 5.116 > t-table = 1.663; sig. = 0.001 < 0.05). Furthermore, the simultaneous test indicated a significant combined effect (F-count = 125.092 > F-table = 3.10; sig. = 0.001 < 0.05). These findings demonstrate that strong work culture and high discipline significantly contribute to enhancing employee productivity. Therefore, companies are advised to strengthen these factors through consistent policies, clear communication, and fair implementation to further improve employee performance and organizational competitiveness in the logistics industry.advised to strengthen both through fair and consistent policies to improve performance and competitiveness.

Public Company (Perum) BULOG is a business entity engaged in food logistics and has a strategic role in national food security. However, the company faces obstacles in the implementation of the Total Quality Management (TQM) system which is not fully in accordance with the applicable Standard Operating Procedures (SOP), as well as low work motivation for some employees. This study aims to analyze the influence of TQM implementation and work motivation on employee performance at the Perum BULOG head office. The research method used was a quantitative approach with data collection techniques through interviews and questionnaire distribution to 97 respondents selected using purposive sampling techniques. The research will be carried out in May 2025. The results of the analysis showed that partially, the implementation of TQM did not have a significant effect on employee performance (tcount = 1,533 < ttable = 1,985; sig. = 0.129 > 0.05). On the other hand, work motivation has a significant influence on employee performance (tcount = 5,411 > ttable = 1,985; sig. = 0.00 < 0.05). Simultaneously, TQM and work motivation had a significant effect on employee performance (Fcal = 16,602 > Ftable = 3,093; sig. = 0.00 < 0.05). These findings indicate that increasing work motivation is a key factor in encouraging employee performance, while the implementation of TQM needs to be adjusted to SOPs to be more effective in supporting organizational productivity.

This study discusses the influence of competence and work motivation on employee performance at PT Indospec Asia. The purpose of this study is to determine the extent to which competence and work motivation influence employee performance at PT Indospec Asia. The type of research used is quantitative research. Data were collected through distributing questionnaires to 113 respondents, namely employees of PT Indospec Asia. The data analysis technique used is multiple linear regression with the help of SPSS 25 software. The tests carried out were t-test (partial), F-test (simultaneous), and coefficient of determination (R2). The results of the analysis show that competence partially has a significant influence on employee performance as evidenced by the t count of 10.481 which is greater than the t table of 1.658 and the sig value of 0.000 is less than 0.5. Work motivation also has a partial influence on employee performance as evidenced by the t count of 2.710 which is greater than the t table of 1.658, the sig value of 0.008 is less than 0.5. Simultaneously, both variables have a significant influence with f count 140.381 greater than f table 3.08 and sig value 0.000 less than 0.5. The coefficient of determination (R2) value of 0.713 or 0.71 employee performance variables can be influenced by competence and work motivation.

Marketing management has a strategic role in maintaining the sustainability of the company, especially in the midst of market dynamics and social issues that affect consumer behavior. One of the issues that had an impact was the Boycott, Divestment, and Sanctions (BDS) movement against products that were associated with supporting Israel, including PT Unilever Indonesia Tbk. This study aims to analyze the influence of loyalty and brand image on Unilever product purchase decisions after the boycott in the South Jakarta area. The research method used was quantitative statistics with a survey approach of 100 respondents. Data collection techniques include observation, interviews, and questionnaires. The results of the analysis showed that consumer loyalty had a significant effect on purchasing decisions (Thcal = 3.538 > Ttable = 1.984; sig = 0.001 < 0.05). Brand image also showed significant influence (Thcal = 4.032 > Ttable = 1.984; sig = 0.000 < 0.05). Simultaneously, both variables had a significant effect on purchasing decisions (Fcal = 63.849 > Ftable = 3.09; sig = 0.000). A determination coefficient value (R²) of 0.568 indicates that loyalty and brand image together influence 56.8% of consumer purchase decisions. These findings provide important implications for the company's marketing strategy in responding to social issues and maintaining consumer trust through strengthening loyalty and brand image.