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This study aims to determine the effect of pricing, sales promotions, and stock availability on sales volume at H&G Collection. In an era of increasingly fierce business competition, companies need to manage marketing strategies effectively to maintain and increase sales. Appropriate pricing can influence product appeal to consumers, planned sales promotions can increase purchasing interest, while maintained stock availability ensures that consumer demand is met without interruption. This study used a quantitative approach with primary data sources obtained through questionnaires. The population in this study was all H&G Collection employees in the marketing, finance, and general administration divisions. The sampling technique used a saturated or census sampling method, where all members of the population were sampled. The number of respondents involved in this study was 37. The research instruments were tested for validity and reliability before being used in data collection. The data obtained were analyzed using SPSS version 19 software. The analysis methods included classical assumption tests, multiple linear regression analysis, t-tests, and F-tests to determine partial and simultaneous effects between variables. The results of the study indicate that the three independent variables, namely pricing (X₁), sales promotion (X₂), and stock availability (X₃), have a significant effect on the dependent variable, namely sales volume (Y). This proves that the right pricing strategy, effective promotions, and optimal inventory management can significantly increase sales volume. This finding implies that H&G Collection management needs to maintain and even improve the quality of the implementation of these three variables in an integrated manner to support sales growth and the company's competitiveness in the market.

The development of digital technology has brought about significant changes in marketing strategies, particularly in the increasingly competitive e-commerce sector. Shopee, as one of the largest marketplaces in Southeast Asia, utilizes digital marketing strategies intensively, including the use of various social media channels, paid advertising, and creative campaigns. Furthermore, Shopee holds massive promotions on special dates such as 9.9, 11.11, and 12.12, packaged with discounts, free shipping, and limited-time offers. This strategy also triggers the Fear of Missing Out (FOMO) phenomenon, where consumers are encouraged to make purchases immediately for fear of missing out on the opportunity to get the best deals. This study aims to analyze the influence of digital marketing, Shopee promotions on special dates, and FOMO on the purchasing interest of students at UIN Datokarama Palu. The study used a quantitative approach with a survey method. The sample consisted of 100 respondents selected using a simple random sampling technique. The research instrument was a questionnaire with a Likert scale, while data analysis was carried out using multiple linear regression using the SPSS program. The results showed that the digital marketing variable (X1) did not have a significant effect on student purchasing interest. In contrast, Shopee's special date promo (X2) and FOMO (X3) proved to have a positive and significant impact. These findings indicate that direct promotional strategies that provide tangible benefits and an emotional, urgency-based approach are more effective in influencing consumer behavior than general digital marketing strategies. Therefore, for e-commerce players, strengthening promotional campaigns that capitalize on specific moments and emotional triggers can be key to increasing sales among young consumers.

This study aims to analyze the influence of brand ambassadors, sales promotions, and brand image on the purchase intention of Mie Lemonilo products in Balikpapan. The research utilizes both primary and secondary data. Primary data were collected through a questionnaire distributed to followers of the Mie Lemonilo Instagram account in Balikpapan, while secondary data were gathered from various supporting sources. The population in this study consisted of all followers of the Mie Lemonilo Instagram account in Balikpapan, with a sample size of 100 individuals. The results of the study indicate that Brand Ambassador (X1) does not significantly influence the purchase intention of Mie Lemonilo. This suggests that the impact of the brand ambassador on consumer purchasing decisions in Balikpapan is not strong enough, possibly due to insufficient engagement or connection between the brand ambassador and consumers. In contrast, Sales Promotion (X2) has a significant positive impact on the purchase intention of Mie Lemonilo. This indicates that sales promotions, such as discounts or special offers, have a substantial effect in attracting consumer interest and increasing purchase intention in Balikpapan. Meanwhile, Brand Image (X3) does not show a significant influence on the purchase intention of Mie Lemonilo. This may be due to other factors being more dominant in influencing consumers’ purchase decisions, such as product price, quality, or social factors and market trends. This study provides insights that, although brand image is important, sales promotions play a more significant role in driving purchase intention for Mie Lemonilo products in Balikpapan. Therefore, the company should focus more on promotional strategies to increase sales while continuing to consider the role of brand ambassadors and brand image in their marketing strategies.

This study aims to examine the influence of the marketing mix on the sales volume at Senyala Space coffee shop, focusing on four independent variables: product, price, place, and promotion. The research method used is quantitative with a descriptive approach. The population of the study consists of Senyala Space customers from 2020 to 2024, and the sample was selected using nonprobability sampling and Slovin’s technique to determine a representative sample size. Data was collected through surveys and interviews with customers who visited Senyala Space during the specified period. Data analysis was conducted using several statistical tests, including validity testing, reliability testing, normality testing, linearity testing, multicollinearity testing, heteroscedasticity testing, and multiple linear regression analysis. Additionally, the coefficient of determination (R²), partial test (t-test), and simultaneous test (F-test) were used to examine the effect of independent variables on the dependent variable. All analyses were performed using IBM SPSS Statistics 23. The results show that the marketing mix significantly affects the sales volume at Senyala Space. Of the four marketing mix variables analyzed, price was found to have a significant negative effect on sales volume, indicating that an increase in price tends to decrease sales volume. On the other hand, the other three variables—product, place, and promotion—have a significant positive effect on sales volume. This suggests that improvements in product quality, strategic location selection, and effective promotions can increase sales at Senyala Space. These findings provide recommendations for Senyala Space’s management to enhance their marketing strategies by considering the factors influencing customer purchasing decisions, in order to boost sales volume in the future.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting the growth and stability of the national economy (Endra et al., 2024), particularly in the ever-expanding culinary sector. However, MSMEs often face challenges in creating visually appealing and professional promotional elements. One example is BentoDay, a food business in West Jakarta that still relies on simple promotions through social media without optimal content packaging. This activity aims to improve the digital promotional capacity of MSMEs through a training and mentoring program focused on creating logos and product catalogs using Canva. Canva is a digital-based visual design tool that is easy to use, even for beginners, to create content such as posters, banners, and social media promotional materials (Akbar et al., n.d.). This training was conducted through a series of activities, starting with initial observation, direct training, intensive mentoring, and evaluation of participants' designs. The results showed that participants were able to independently produce promotional materials, such as logos and product catalogs, with more attractive and consistent designs. In addition to improving design skills, this training also had a positive impact on MSMEs' digital marketing strategies. Good visual design has been shown to increase consumer appeal and product sales. Thus, mastering digital skills is crucial for strengthening brand identity and expanding market reach (Andari, Sari, & Hidayat, 2025). The use of Canva has proven effective in supporting the digital promotional transformation of MSMEs to become more competitive in the digital era.

MSMEs play a strategic role in supporting the growth and stability of the national economy (Endra et al., 2024), especially in the culinary sector which continues to grow. However, a fundamental problem commonly experienced by MSMEs is the ability to create visually attractive and professional promotional elements. One example is BentoDay, a food business in West Jakarta, which still relies on simple visual promotions through social media without optimal content packaging. This activity aims to develop the digital promotional capacity of participants through program mentoring and training that focuses on creating logos and product catalogs using the Canva application, a digital tool used for easy-to-use visual design purposes that allows even beginners to create posters, banners and social media content (Akbar et al., n.d.). Initial observations, direct training, intensive mentoring, and evaluation of participants' design results are part of the mentoring activity approach. The results of the activity implementation illustrate that participants have the ability to independently produce promotional materials, such as business logos and product catalogs with more attractive and consistent designs. This training not only improves participants' design skills but also has a positive impact on the digital marketing strategy of culinary businesses. MSMEs can improve their competitiveness and increase sales by implementing better design. This approach demonstrates the importance of acquiring digital skills for MSMEs to strengthen their brand identity and expand their consumer reach (Andari, N., Sari, D.P., & Hidayat, 2025). Therefore, using Canva has proven useful for enhancing the competitiveness of MSME digital promotions.

Small-scale economic activities, such as micro, small, and medium enterprises (MSMEs), play a vital role in a region's economy. MSMEs need to be protected and empowered to prevent unfair competition between businesses, especially those involving large-scale businesses. One example of an MSME with great potential is the amplang (rice crackers) manufacturing business, a typical souvenir from Balikpapan. Amplang has a distinctive taste and is attractive to tourists visiting the city, and has the potential to be further developed in the future. However, during the community service process, several problems were discovered among these MSMEs. One of the main problems is the lack of online product marketing expansion. These MSMEs still rely on traditional marketing methods, which are limited to direct sales or through local markets. However, with technological developments and high internet usage, the use of social media for product promotion can have a significant impact on increasing sales and market reach. To address this issue, market share expansion was carried out by utilizing social media, which has not previously been used by these MSMEs. Social media platforms like Instagram, Facebook, and WhatsApp can be highly effective platforms for introducing amplang products to a wider market, both locally, regionally, and nationally. Furthermore, this community service program also provides business development assistance by providing training to MSMEs in social media management, engaging content creation, and appropriate digital marketing strategies. With this introduction to online marketing and mentoring, it is hoped that amplang MSMEs in Balikpapan can better develop their businesses, expand their market reach, and increase their competitiveness in an increasingly competitive market.

This research aims to develop a recommendation system that can help retail business owners design more effective, data-driven promotional strategies. This system utilizes data mining techniques and the Apriori algorithm to extract association rules from consumer transaction data, thereby identifying more specific and accurate consumer purchasing patterns. Based on these patterns, the system can provide relevant promotional recommendations, such as product bundling, buy-one-get-one offers, or special discounts, which can attract consumer interest and increase sales. The system's implementation process is presented in the form of an interactive dashboard, which allows business owners to upload their transaction data, adjust analysis parameters, and visualize the promotional recommendation results in a way that is easier to understand and can be directly applied to their marketing strategies. This system not only provides well-structured promotional recommendations but also enables retail business owners to make more informed and efficient decisions in determining the type of promotion to implement, based on insights gained from analyzing their own transaction data. By utilizing this system, business owners can optimize their promotional strategies more efficiently and effectively, because they can quickly identify promotions that best suit consumer purchasing patterns. This can increase impulse sales, as relevant promotions will encourage consumers to purchase more products. Furthermore, this system shows great potential in increasing consumer engagement, as the promotions provided are more personalized and tailored to each consumer's preferences. Therefore, the implementation of this recommendation system has the potential to drive significant sales growth and help retail business owners achieve greater profits, as well as accelerate their business decision-making process. This system, ultimately, not only benefits business owners but also enhances the consumer shopping experience with promotions that are more tailored to their needs and preferences.

Competition in Indonesia’s business world today compels companies to strategize in order to outperform their rivals. Only those companies that are truly strong, implement competitive strategies correctly, and carry out intensive promotions will succeed. One promotional tool that is expected to directly establish, improve, dominate, or maintain mutually beneficial exchange relationships with customers is personal selling, particularly aimed at encouraging consumers to purchase the offered products.A company’s goal is to obtain maximum profit from its business operations. To achieve this, managerial expertise and capability are required to combine the functions within the company effectively. Personal selling is carried out by the company to introduce its products, influence and inform consumers, so they are encouraged to buy—ultimately increasing sales volume.This study seeks to examine whether personal selling has a significant impact on increasing sales volume at PT. Intermas Tata Trading, Surabaya branch. A qualitative approach is used, supported by both qualitative and quantitative data from the company. Data collection techniques include editing, tabulating, and interviews. Data processing involves simple correlation analysis, simple regression analysis, and t-tests. Hypothesis testing is conducted using statistical analysis with SPSS 16.0.The study results confirm that the hypothesis is true: the personal selling variable (X) has a significant influence on the sales volume (Y) at PT. Intermas Tata Trading, Surabaya. This is evidenced by the t-value (4.005) > t-table (2.228) at a significance level of 0.002. The simple correlation coefficient is 0.785 or 78.5%, indicating a very strong and positive relationship between the independent variable (personal selling) and the dependent variable (sales volume).

This study aims to examine the influence of pricing, promotion, and service quality improvement on the sales level in the telecommunications services of PT Sinergi Inti Andalan Prima, Tbk, located in Meruya Ilir, West Jakarta. The research adopts a quantitative approach using primary data obtained through the distribution of structured questionnaires. The population in this study consists of all permanent employees of the company, totaling 35 individuals. Given the relatively small population, a saturated sampling technique was applied, making all members of the population the research sample. Data were analyzed using the Statistical Package for the Social Sciences (SPSS) version 25. The analysis process involved validity and reliability testing, classical assumption testing, and hypothesis testing through multiple linear regression analysis to determine the effect of each independent variable—pricing, promotion, and service quality improvement—on the dependent variable, sales level. The findings reveal that pricing has a significant positive effect on the sales level, indicating that appropriate and competitive pricing strategies can enhance sales performance. Similarly, service quality improvement also shows a significant positive influence on sales level, suggesting that better service delivery directly contributes to increased customer satisfaction and sales outcomes. Conversely, the study finds that promotion does not have a significant effect on sales level in this case. This may be due to promotional activities not being optimally targeted, lacking sufficient frequency, or failing to deliver persuasive messages to the intended market segment. Overall, the results highlight the importance of focusing on competitive pricing strategies and continuous improvement in service quality as key drivers of sales growth in the telecommunications sector. The study recommends that PT Sinergi Inti Andalan Prima, Tbk prioritize these two aspects while reevaluating its promotional strategies to ensure better alignment with customer needs and market conditions.

One of the digital marketing strategies commonly used by companies and Micro, Small, and Medium Enterprises (MSMEs) to introduce their products and achieve optimal profits is through the use of social media (Hidayat et al., 2022). The rapid development of information technology, particularly the internet and social media, has significantly changed consumer behavior and the way businesses operate. Digital marketing provides strategic opportunities for business actors, including lower promotional costs, increased brand awareness, and the potential to boost sales (Dwivedi et al., 2020). However, many MSMEs have not yet fully utilized digital marketing strategies through social media. The lack of digital literacy and limited understanding of effective marketing strategies remain major challenges in business development. To address these issues, a community service team from the Faculty of Economics, Universitas Islam Majapahit, implemented a mentoring program for the MSME “DnD Donat” located in Dlanggu District, Mojokerto Regency. The objective of this program was to provide the partner with the knowledge and practical skills necessary to design and implement an effective digital marketing strategy using social media as the primary promotional channel. Through this mentoring activity, the partner received education on the fundamentals of digital marketing, how to create engaging promotional content, and how to effectively use social media platforms such as Instagram and WhatsApp Business. The results of the program showed that the partner gained an understanding of digital marketing strategies and began to implement them in their business activities. The positive impact of the program was reflected in a noticeable increase in both sales volume and income over a specific period following the implementation of the new marketing approach. This program is expected to serve as a model for developing digital capabilities among other MSMEs and to support the broader digital transformation in the micro and small business sector in a sustainable manner.

This community service program is designed to improve the competitiveness and marketing effectiveness of YAIKI's Shoe Business Partners, located in Karangdieng Village, Mojokerto Regency. This improvement effort is carried out through the creation of a digital product catalog integrated with QR codes as a modern promotional medium. The digital product catalog is systematically structured, interactive, and easily accessible, containing comprehensive information on the types, designs, sizes, prices, and advantages of the shoes produced. The catalog's attractive appearance is designed using design software and online platforms, thus conveying a professional impression and increasing consumer appeal. Furthermore, QR codes are created and placed on each product and promotional materials such as brochures, packaging, and posters. By scanning the QR code with a smartphone, consumers can directly connect to the digital catalog without having to manually search for information, thus making the marketing process more efficient and responsive to market needs. The program implementation method includes training in digital catalog creation using free or low-cost graphic design software and online platforms, the creation of QR codes that directly link to the catalog, and technical assistance for partners in implementing this technology into their marketing strategies. The program evaluation demonstrated increased partner understanding of digital technology, ease of product information delivery, and the potential for increased sales and broader market reach. Through this innovation, local shoe businesses in Karangdieng Village have a greater opportunity to compete in the modern market. The implementation of digital catalogs and QR codes is expected to be a practical and sustainable solution to support business growth, strengthen brand image, and encourage economic independence for the local community.

This study aims to evaluate the extent to which the Shopee e-commerce platform affects the sales rate of clothes in Pasar 16 Ilir, Palembang, which is known as one of the largest clothing trading centers in South Sumatra. The background of this research departs from the phenomenon of the rapid development of e-commerce in Indonesia, where Shopee dominates the fashion category and is the main choice of consumers in online shopping. The change in consumer behavior from conventional to digital shopping patterns encourages businesses in traditional markets to adjust strategies to remain relevant and competitive in the increasingly dynamic era of digital transformation. This research method uses a combination of quantitative and qualitative approaches. A survey was conducted on 100 sellers and 150 consumers to collect data on shopping habits, perception of promotions, and the impact of using Shopee on clothing sales. In addition, in-depth interviews with several business actors at Pasar 16 Ilir were conducted to gain a more detailed understanding of the adaptation strategies they implemented. Data analysis shows that Shopee's promotional features, such as discounts, cashback, and flash sales, are the dominant factors that increase consumer interest. Hedonistic aspects, including the convenience and pleasure of online shopping, as well as customer reviews, also have a significant influence on purchasing decisions. The results of the study confirm that the integration of Shopee with the traditional market contributes to the increase in the volume and sales value of clothes in Pasar 16 Ilir. The online-to-offline (O2O) synergy model helps merchants reach a wider market and improve their competitiveness. In conclusion, optimizing e-commerce platforms through effective promotion strategies, review management, and customer service is the key for MSME actors in facing competition in the digital era.

The Mesak SME is a micro-enterprise in the food sector that still relies on conventional marketing strategies. This reliance on traditional promotional methods has prevented it from optimally reaching the digital market. However, utilizing digital technology is currently a crucial aspect of business development, particularly for increasing competitiveness and expanding market reach. Therefore, this community service activity was carried out with the primary goal of improving the Mesak SME's capacity to adopt digital marketing strategies. The community service program was designed in a structured and sustainable manner through several stages: an initial survey to determine the SME's existing condition, observation of existing marketing activities, and socialization of the benefits of digital technology in business development. Next, intensive training was conducted, covering the use of social media as a promotional tool, creating engaging digital content that aligns with the product's characteristics, and introducing e-commerce platforms to expand market access. The training focused on a practical approach that is easy for SMEs to understand. Furthermore, mentoring and evaluation were provided to ensure the sustainability of the digital strategy implementation after the program was completed. Through this series of activities, it is hoped that the Mesak SME will be able to actively utilize social media, produce engaging content, and market its products through various digital channels. The results of this activity are not only aimed at increasing sales volume but also at building a more professional and competitive business image, both in local and digital markets. With improved digital marketing capabilities, Mesak SMEs are expected to develop independently and sustainably in the era of digital transformation.

The Catholic Spiritual Revival (KRK) was a large-scale spiritual event organized by the Catholic Charismatic Renewal Body of the Diocese of Malang, aimed at revitalizing the faith and service spirit among Catholics in the post-COVID-19 period. Held on November 2, 2024, at the New Hongkong Ballroom Araya Malang, the event brought together participants from 18 different prayer communities, with a target audience of 1,200 people. To support the success of this initiative, the Publication Division—comprised of a community service team from the Faculty of Economics and Business at Ma Chung University—was tasked with planning and implementing an effective promotional strategy. The team focused on a cost-efficient and high-impact digital publicity approach, which included creating digital content for social media platforms, hosting webinars, and developing a targeted online promotion campaign. The implementation of this digital strategy proved to be highly successful. Ticket sales surpassed expectations, with over 900 tickets sold two weeks before the event and actual attendance exceeding 1,200 people. These outcomes demonstrated the strong appeal and reach of the event’s publicity efforts. In addition to increasing awareness, the visual and content strategies helped build community engagement and enthusiasm ahead of the event. This report presents a comprehensive review of the planning and execution phases of the publication strategy, highlighting key challenges, creative processes, and collaborative efforts. It also offers practical recommendations for future events of similar scale, especially in leveraging digital media to enhance participation and outreach. The success of KRK 2024 underscores the value of strategic communication and visual branding in religious and community-based events.

The Catholic Spiritual Revival (KRK) was a large-scale spiritual event organized by the Catholic Charismatic Renewal Body of the Diocese of Malang, aimed at revitalizing the faith and service spirit among Catholics in the post-COVID-19 period. Held on November 2, 2024, at the New Hongkong Ballroom Araya Malang, the event brought together participants from 18 different prayer communities, with a target audience of 1,200 people. To support the success of this initiative, the Publication Division—comprised of a community service team from the Faculty of Economics and Business at Ma Chung University—was tasked with planning and implementing an effective promotional strategy. The team focused on a cost-efficient and high-impact digital publicity approach, which included creating digital content for social media platforms, hosting webinars, and developing a targeted online promotion campaign. The implementation of this digital strategy proved to be highly successful. Ticket sales surpassed expectations, with over 900 tickets sold two weeks before the event and actual attendance exceeding 1,200 people. These outcomes demonstrated the strong appeal and reach of the event’s publicity efforts. In addition to increasing awareness, the visual and content strategies helped build community engagement and enthusiasm ahead of the event. This report presents a comprehensive review of the planning and execution phases of the publication strategy, highlighting key challenges, creative processes, and collaborative efforts. It also offers practical recommendations for future events of similar scale, especially in leveraging digital media to enhance participation and outreach. The success of KRK 2024 underscores the value of strategic communication and visual branding in religious and community-based events.

Information technology plays a crucial role in supporting the growth of the digital economy, including in the micro and traditional business sectors. One example is the use of digital technology to increase sales of titi corn in Laranwutun Village, Lembata Regency. Titi corn is a traditional food from East Nusa Tenggara, particularly in the eastern Flores region of Solor, Adonara, and Lembata. However, this specialty food is not yet widely known due to minimal promotion and marketing, particularly on social media. This has resulted in limited market share and low incomes for local communities. This study used qualitative methods through direct interviews with titi corn entrepreneurs. The research process was divided into three stages: planning, preparation, and implementation. The theory used refers to the concept of digital marketing, specifically the use of Facebook as a promotional tool. This study examines the extent to which Facebook can increase marketing reach, expand the market, and facilitate the promotion of titi corn. The results show that Facebook plays a significant role in promoting and increasing titi corn sales. This social media platform facilitates the delivery of product information, reaches a wider consumer base, and builds brand awareness. Furthermore, Facebook enables direct interaction between producers and consumers, thereby increasing customer trust and loyalty to local products. This digital promotion strategy also opens up opportunities for collaboration with traditional culinary communities and local MSMEs, which can strengthen marketing networks. These findings emphasize the importance of preserving local food through an integrated digital approach. By optimizing social media, titi corn will not only gain wider recognition but also have the potential to become a superior regional product that supports sustainable and inclusive community economic empowerment.

 The Community Service Program (PKM) was implemented with the primary objective of improving the motivation and skills of Global International School high school students in managing independent business units established within the school environment. This activity was designed as a practice-based entrepreneurial development effort, especially for students directly involved in school business activities. The program was implemented through a series of training sessions covering entrepreneurial motivation, digital and conventional marketing strategies, and sales practice simulations. The motivation training aimed to build an independent and resilient mindset in facing business challenges, while the promotional strategy training emphasized the importance of branding, the use of social media, and effective communication with consumers. During the implementation process, students were encouraged to actively participate, be creative, and directly apply the material learned through simulations and group discussions. Evaluation results showed that this activity successfully increased the enthusiasm and confidence of students in running their own businesses. They also began to understand the basic concepts of branding, targeted promotional strategies, and the importance of building relationships with consumers. The enthusiasm of the participants was very high, especially during the promotional and direct sales practice. Overall, this PKM activity had a positive impact on students' mental and technical readiness to face the business world. This program also has the potential to be further developed as the basis for a practice-based entrepreneurship curriculum, as well as a medium for character building, creativity, and student independence at the secondary education level.

In promoting a cultural arts performance, the success of an event is determined not only by the quality of the performance itself but also by the effectiveness of the marketing communication strategy implemented. In today’s digital era, organizers of cultural art performances face increasingly complex challenges, including shifts in audience media consumption behavior, rapid developments in communication technology, and the need to build sustained digital engagement between organizers and stakeholders.This study adopts the Integrated Marketing Communication (IMC) theory to examine the marketing communication strategies implemented by the Department of Culture and Tourism of Surakarta City in promoting the Solo International Performing Arts (SIPA) event in 2024. The research methodology includes in-depth interviews with organizers and document analysis of promotional materials and publication activities.The findings indicate that the department applied eight elements of integrated marketing communication: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, mobile marketing, and personal selling. Each element was carried out synergistically to build awareness, attract public interest, and shape a positive image of the SIPA event in society.The implemented strategy has successfully reached a broader audience through digital channels such as social media and official websites, as well as through direct approaches like local media publications and collaboration with art communities. However, challenges remain in delivering more innovative and creative promotional content to enhance the event’s appeal. These findings offer important implications for cultural event managers, emphasizing the need for structured, consistent, and audience-relevant promotional strategies in the digital era. A well-integrated marketing communication approach not only strengthens public engagement but also reinforces the identity and sustainability of cultural events like SIPA on both local and international levels.

This study aims to analyze the influence of Product Quality, Price, Sales Promotion, and Advertising on consumer purchasing decisions on the Bukalapak online store platform. This study used a quantitative approach with descriptive methods, aiming to illustrate the relationships between variables based on empirical data. Primary data were obtained by distributing questionnaires to 120 respondents who were active Bukalapak users in the West Medan District. The data analysis technique used was multiple linear regression with the aid of SPSS software to determine the effect of each independent variable on the dependent variable. The analysis results indicate that, partially, the variables Product Quality, Sales Promotion, and Advertising have a positive and significant influence on purchasing decisions. This means that the higher the product quality, the more effective the promotion, and the more attractive the advertisement, the greater the likelihood of consumers making a purchase. Conversely, the variable Price showed a negative and significant influence, indicating that inappropriate pricing can reduce purchase intention. Simultaneously, all four variables have a significant influence on purchasing decisions. The Adjusted R Square value of 70.4% indicates that this research model is able to explain 70.4% of the variation in purchasing decisions, while the dependent variable is influenced by factors outside the model. This study recommends that Bukalapak continue to improve product quality, develop competitive pricing strategies, strengthen promotions, and create creative advertising. Further research is recommended to consider additional variables such as product reviews, brand image, and service quality to enrich the analysis.