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MonalisaMonalisa; Asriah Syam; Cindy Yoel Tanesa; Gracela Marisa; Carolina Mustikarini +1 more

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The blue economy is widely promoted as a pathway to sustainable development, yet women’s enterprises remain marginalized by structural barriers. This study investigates whether support systems directly influence the sustainability of coastal women’s businesses in Bulukumba South Sulawesi, Indonesia, while applying the Quintuple Bottom Line (QBL) and Theory of Change (Toc) frameworks. A quantitative design using survey data from women-led micro, small, and medium enterprises (MSMEs) was analyzed through structural equation modeling (SEM). The model assessed the reliability of constructs and tested the hypothesized effect of support systems including access to finance, social support, and public policy on sustainability outcomes. Findings reveal that although the measurement model demonstrated reliability and validity, support systems showed no significant direct effect on sustainability. This result contrasts with much of the existing literature but aligns with recent studies emphasizing mediation through financial literacy, managerial capacity, and institutional scaffolding. The study thus adds nuance by demonstrating that external interventions, in isolation, are insufficient for sustaining women’s enterprises in coastal contexts. The research contributes theoretically by extending QBL and Toc to gendered coastal entrepreneurship and practically by highlighting the need for integrated, gender-sensitive policies. Future research should examine mediating and moderating mechanisms that translate support into long term sustainability.

Syaiful Anwar; Mujito Mujito

Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the quality of waste transportation services provided by the Waste Management UPT in Bogor Regency, with a case study in Harapan Jaya Village. The research employed a descriptive quantitative approach using questionnaires distributed to 100 community respondents. The variables examined refer to the five service quality dimensions, namely tangibles, reliability, responsiveness, assurance, and empathy. The findings indicate that community perceptions of waste transportation services fall into the “fairly good” category, with an overall average score of 3.39. Specifically, the tangibles dimension scored 3.46 (fairly good), reliability 3.47 (fairly good), responsiveness 3.16 (fairly good but lowest), assurance 3.21 (fairly good), and empathy 3.63 (good, highest). These results suggest that waste transportation services have been running fairly well, though improvements are needed, particularly in responsiveness. The study’s findings are expected to provide input for the Bogor Regency Environmental Agency to enhance the effectiveness and quality of waste management services, as well as encourage greater community participation in maintaining environmental cleanliness.

Zeze Zakaria Hamzah

Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Digital transformation in Indonesia's financial sector has accelerated the adoption of cashless payment systems, with QRIS (Quick Response Code Indonesian Standard) as the main innovation since its introduction by Bank Indonesia in 2019. Generation Z, as a digital native group, is the dominant user of QRIS due to their preference for fast, practical, and connected services. This study aims to empirically analyze the influence of lifestyle, ease of use, trust, and financial attitudes on the decision to use QRIS by Generation Z in Bogor Regency, as well as test the role of financial literacy as a moderation variable. The research approach uses quantitative methods through inferential statistical analysis. The results showed that only the variables of ease of use and financial attitude had a significant effect on the decision to use QRIS, with a significance value of < 0.05 and t calculated > t table. These findings reinforce the Technology Acceptance Model (TAM) model, which emphasizes the importance of the perception of convenience in driving the adoption of digital payment technology. Meanwhile, the variables of lifestyle and trust did not have a significant effect, which may be due to the level of general trust that has been formed in QRIS and the digital lifestyle of respondents who have not fully developed. These results confirm the need to develop a more intuitive user experience and increase education related to digital financial literacy to strengthen the sustainable use of QRIS among Generation Z.

Tika Kartika Asri; Tyara Poernomo Putri; Mujito Mujito; Dwi Oktiana Irawati

Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the development strategy of micro, small, and medium enterprises (MSMEs) in the coffee sector using the Business Model Canvas (BMC) and SWOT Analysis approaches. A case study was conducted at Paul Coffee Shop, located in Tajurhalang, Bogor Regency. The research method employed was descriptive qualitative, with data collected through observation, interviews, and literature review. The results indicate that the current business model of Paul Coffee Shop has strengths in affordable pricing and personal relationships with customers but still has weaknesses in digital marketing and product innovation. Through SWOT analysis, development strategies were formulated, including product diversification, strengthening digital marketing, collaboration with local MSMEs, and customer loyalty programs. This study emphasizes that BMC can be used not only in the initial stage of business establishment but also as a tool for evaluation and strategy development for ongoing MSMEs.

Yuantomi Rohmat Udin; Dika Puspitaningrum

Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The construction industry faces major challenges in managing material inventory, particularly among start-up companies that still rely on paper-based manual records. Such practices often lead to data inconsistencies, delays in decision-making, and project inefficiencies. This study aims to analyze the implementation of a cloud-based and real-time inventory management system utilizing spreadsheets at PT X, a start-up contractor located in Karanganyar, Central Java. The research employs a qualitative case study approach, with data collected through direct observation, semi-structured interviews with finance staff, logistics administration staff, and the project manager, as well as documentation of material inflows and outflows. The findings reveal that the use of cloud-based spreadsheets enhances data transparency, facilitates real-time monitoring between field and office, and accelerates stock opname validation. The system also supports more responsive decision-making regarding material reordering and request postponements. Nevertheless, several obstacles remain, including limited digital literacy among staff, potential input errors, and reliance on internet connectivity. Theoretically, this research contributes to the literature on accounting information systems and inventory management in small-scale construction sectors. Practically, it demonstrates that low-cost cloud solutions can improve operational efficiency and serve as a foundation for developing more integrated systems in the future.

H. Subagyo; Bintang Paula Putra; Zairin Zairin; Aminudin Aminudin; Wawan Wawan

Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

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

Jarot Wuryanto; Siana Ria

Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the effect of liquidity and solvency ratios on the profitability of PT GoTo Go-Jek Tokopedia Tbk. The liquidity ratio in this study is measured using the Current Ratio (CR), while the solvency ratio uses the Debt to Equity Ratio (DER) and Debt to Asset Ratio (DAR). The research data includes the 2018–2020 financial statements of PT Tokopedia Tbk and the years 2021–2023 after the company transformed into PT GoTo Go-Jek Tokopedia Tbk. The research method uses a descriptive quantitative approach with secondary data from the company's annual financial statements. The results show that the company's liquidity ratio fluctuates in the range of 1.55–3.14, while the DER is in the range of 0.12–0.42 and the DAR is between 0.17–0.34. The results of the simultaneous test showed the value of sig. The F Change of 0.003 < 0.05 indicates that CR, DER, and DAR have a less significant correlation relationship with Return on Assets (ROA). A determination coefficient value of 0.382 showed that 38.2% of the ROA variables were influenced by CR and DAR, while the remaining 67.8% were explained by other factors outside the model. Overall, the research findings confirm the importance of efficient debt management and optimization of capital structure to increase the company's long-term profitability.

Putu Ayu Diah Widari Putri; Nyoman Yudha Astriayu Widyari; Ida Ayu Komang Tiara Pratistha Sari

Jurnal Ekonomi, Akuntansi, dan Perpajakan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

The reliability of financial reporting information is an important aspect in maintaining the credibility of financial institutions, especially Rural Banks (BPR) that operate based on public trust. This study aims to analyze the influence of organizational commitment, individual integrity, ethical orientation, and external pressure on the reliability of financial reporting information at BPRs in Bali Province. This study used a quantitative approach with a purposive sampling technique, involving 75 respondents from 10 BPRs who met the criteria of length of service and involvement in the financial reporting process. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the help of SPSS. The results showed that organizational commitment, individual integrity, and ethical orientation had a significant positive effect, while external pressure had a negative but insignificant effect on the reliability of financial reporting information. These findings emphasize the importance of strengthening ethical values ​​and employee integrity in strengthening the reliability of financial reporting, while also supporting the application of Agency Theory which emphasizes the importance of controlling agent behavior to align with the interests of the principal. This study provides practical implications for BPR management to strengthen organizational culture and ethical oversight as part of the internal control system.

Mersiana Ari Tetik; Yoakim Rembu; Agustinus Longa Tiza; Stefanus Bekun

Studi Administrasi Publik dan ilmu Komunikasi 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

The focus of this study is to analyze how the position and role of farming communities contribute to increasing community income in Alkani Village, Wewiku Subdistrict, Malaka Regency. Using a qualitative research method covering research accuracy, focus, data sources, data collection techniques, and data analysis the study describes how farmer groups function as a platform for sharing agricultural information and improving economic outcomes. Findings show that these groups actively facilitate knowledge exchange by introducing modern technologies such as tractors and drip-irrigation systems, and by promoting digital marketing to expand market access. Farmer groups in Alkani Village also serve as regular discussion forums, holding monthly or needs-based meetings where members communicate, share experiences, and address agricultural challenges together. Through training, cooperation, and collective learning, farmer groups operate not only as centers for education but also as agricultural production units that strengthen the local farming sector. Their role in collaboration enhances solidarity among farmers, enabling them to support one another and work more efficiently. As a result, these groups significantly contribute to increasing farmers’ income and improving overall welfare. The study concludes that strengthening farmer groups is essential, recommending continued enhancement of training access, administrative capacity, and active participation from all members to ensure equitable benefits.

Ricky Fairuz Julio; Sri Isnani Setyaningsih

Desentralisasi : Jurnal Hukum, Kebijakan Publik, dan Pemerintahan 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

The Rp 300 trillion tin trade mega-corruption case is one of the largest corruption scandals in the history of Indonesian natural resource management. This study aims to analyze violations of Pancasila principles and ethical governance in the tin trade mega-corruption case, and to identify threats to Indonesian natural resource management. The study uses a qualitative approach with descriptive methods. Data were collected through documentary studies of law enforcement reports, government documents, media reports, and related literature. Data analysis was conducted thematically within the theoretical framework of Pancasila, good governance, and public ethics. The findings indicate that this case violates all of Pancasila's tenets, particularly the second (Just and Civilized Humanity) and fifth (Social Justice for All Indonesian People). There were violations of governance principles including transparency, accountability, participation, the rule of law, and effectiveness. The modus operandi involved collusion between business actors, state officials, and law enforcement officers. The mega-allegations reflect a systemic failure in natural resource management that contradicts the constitutional mandate and Pancasila values. Structural reforms are needed in mining governance, enforcement of the integrity of the apparatus, and public participation in supervision.

Kristina Elisabeth Moruk; Yanuarius Bria Seran; Marianus Teti; Yohana F. Tabun

Jurnal Pendidikan Dirgantara 2025 Asosiasi Riset Ilmu Pendidikan Indonesia

This research aims to improve the learning outcomes of fourth-grade students at SDI Harekakae in Science subject about plant reproduction through the implementation of Project Based Learning (PjBL) method. The research method used is classroom action research (CAR) which was carried out in two cycles. Each cycle consists of planning, action, observation, and reflection. The subjects of the research were fourth-grade students of SDI Harekakae in the academic year of [Academic Year], totaling [Number of Students] students. Data on student learning outcomes were obtained through formative tests at the end of each cycle. The results showed that the implementation of the PjBL method can improve student learning outcomes in plant reproduction material. The improvement of learning outcomes can be seen from the increase in the average class score from cycle I to cycle II. Thus, the PjBL method can be used as an effective learning alternative to improve student learning outcomes in Science subject.

Mario Nahak; Wolfgang Asindo Seran; Rosalia Mulyani; Ivony Sarlin Asa

Jurnal Pendidikan Dirgantara 2025 Asosiasi Riset Ilmu Pendidikan Indonesia

This study aims to determine the effect of the application of the Discovery Learning learning model on student learning outcomes in Geography class X at Sinar Pancasila Betun Private High School. The study used an experimental method with a pretest-posttest control group design. The study population was all students of class X, with a purposive sampling technique consisting of an experimental class and a control class. The research instrument was a multiple-choice learning outcome test that had been tested for validity and reliability. The results showed a significant increase in learning outcomes in the experimental class after the application of the Discovery Learning learning model. The average posttest score of the experimental class was 74.0236, higher than the control class of 19.2045. Hypothesis testing using the t-test showed that the calculated t value > t table at a significance level of 5%, so the alternative hypothesis was accepted. This means that there is a positive effect of the use of the Discovery Learning learning model on student learning outcomes. Based on these findings, it is concluded that the Discovery Learning learning model is effective for improving student learning outcomes in Geography learning and can be used as an alternative innovative learning strategy in schools.

Karningsih Karningsih; Mardeyanti Mardeyanti; Dewi Nirmala Sari; Ni Gusti Made Ayu Agung Budhi

International Journal of Health and Medicine 2025 Asosiasi Riset Ilmu Kesehatan Indonesia

This study aimed to examine the relationship between maternal anxiety levels and the timing of Early Initiation of Breastfeeding (EIBF) among primiparous mothers. EIBF, also known as Inisiasi Menyusu Dini (IMD), is a vital procedure that supports the establishment of effective breastfeeding and is recommended globally. Nevertheless, various maternal factors, particularly psychological conditions, may influence the implementation of EIBF. The main objective of this research was to determine whether increased anxiety during the peripartum period is associated with delays in initiating breastfeeding. A correlational analytic design with a cross-sectional approach was utilized in this investigation. The study population consisted of 77 eligible participants, while the final sample included 69 primiparous mothers who met the inclusion and exclusion criteria. Participants were chosen through purposive sampling. The independent variable was the maternal anxiety level, and the dependent variable was the timing of EIBF implementation. Data were gathered using a structured self-administered questionnaire designed to measure both variables. Statistical analysis was conducted using the Mann-Whitney U test. The findings demonstrated a p-value of 0.0389, which was below the significance threshold of 0.05 (p < 0.05), indicating the rejection of the null hypothesis. Therefore, the results revealed a significant relationship between anxiety levels and the timing of EIBF among primiparous mothers. Elevated anxiety was identified as a factor contributing to delayed initiation of breastfeeding. These findings highlight the importance of regular psychological screening and effective anxiety management for first-time mothers during childbirth to facilitate optimal postnatal care, particularly the timely initiation of EIBF.

Rofinus Bali Mema; Vinsensius Aprila Kore Dima; Emirensiana Dappa Ege

Uranus: Jurnal Ilmiah Teknik Elektro, Sains dan Informatika 2025 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

Financial administration plays a crucial role in village-level governance, requiring transparency, accountability, and efficiency in the use of public funds. Currently, the Hameli Ate Village Office still relies on manual methods to manage its financial administration, including recording cash receipts and expenditures using notebooks and simple spreadsheets. This approach presents various issues, such as the risk of data loss, calculation errors, delays in report preparation, and difficulties in tracking and collecting financial transaction data. This study aims to develop a web-based financial administration information system to assist village officials in managing financial data more effectively, efficiently, and in an integrated manner. The methods applied include observation, interviews, and document collection to understand system requirements, while the system development process is implemented using the Waterfall model, which consists of the stages of analysis, design, implementation, testing, and maintenance. The system was built using the PHP programming language and a MySQL database and is designed to generate financial reports automatically and in real time. The testing results show that the system can handle income and expenditure data more quickly, accurately, and in a user-friendly manner. With the implementation of this information system, the financial administration process at the Hameli Ate Village Office becomes more transparent, accountable, and facilitates data-driven decision-making.

Petrus Jois Ghunu; Vinsensius Aprila Kore Dima; Lidia Lali Momo

Uranus: Jurnal Ilmiah Teknik Elektro, Sains dan Informatika 2025 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

Administrative services for civil servants (ASN) play a crucial role in ensuring the rights and obligations of government employees. One of these services is the submission process for the Wife Card (KARIS) and Husband Card (KARSU), which serve as official proof of marital status for civil servants. At the BKPSDM of Sumba Barat Daya, the current submission process for KARIS and KARSU is still carried out manually by filling out paper forms and attaching physical documents. This manual method is time-consuming, prone to data errors, and complicates the monitoring process. Therefore, this study aims to develop a digital information system to simplify the submission, verification, and issuance process of KARIS and KARSU online. This research applies a Research and Development (R&D) approach using the Waterfall model, consisting of requirement analysis, system design, implementation, testing, and evaluation stages. The system is developed using the Python (Streamlit) programming framework and a SQLite3 database, designed to be easily accessible to both ASN users and BKPSDM officers through local networks or the internet. The results show that the developed system successfully reduces processing time by up to 60%, improves data accuracy by 90%, and significantly decreases the use of physical documents. The implementation of this digital information system makes the KARIS and KARSU administrative service more efficient, transparent, and accountable, supporting the ongoing digital transformation within the local government of Sumba Barat Daya Regency.

Diah Haryati; Hanesman Hanesman

Uranus: Jurnal Ilmiah Teknik Elektro, Sains dan Informatika 2025 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

The learning model that can be used to make students active is the Problem-Based Learning (PBL) model. The Problem-Based Learning model is a problem-based learning, where learning is centered on students so that students are required to provide solutions to the problems given. This study aims to determine how much impact the application of the PBL model has in improving student learning outcomes on learning the Basics of Electronic Engineering at SMK Negeri 2 Dumai. The type of research used is quantitative research with a quasi-experimental method using a pretest-posttest control group design. The research subjects consisted of 64 students divided into two groups, namely class X TEI SMK Negeri 2 Dumai as an experimental group that applies the PBL model (36 students) and class X TEI SMK Negeri 3 Dumai as a control group that applies the conventional learning model (28 students). The research instrument was a multiple-choice objective test of 25 items whose validity and reliability had been tested with a Cronbach's Alpha value of 0.843. The data analysis technique used descriptive statistics and Independent Samples T-Test. The results showed a significant difference in learning outcomes between the experimental and control classes, with a t-test value of 4.168 and a significance level of 0.000 (p < 0.05). The experimental class experienced an average increase in learning outcomes of 15.55 points (from 64.78 to 80.33), while the control class only increased by 7.57 points (from 63.43 to 71.00), with a posttest average difference of 9.333 points. Furthermore, the PBL model was also effective in reducing the ability gap between students, as indicated by a decrease in the standard deviation from 9.457 to 8.021. It can be concluded that the implementation of the PBL learning model has a significant impact on improving student learning outcomes in the Fundamentals of Electronic Engineering course at SMK Negeri 2 Dumai.

Miftahir Rizqa; Izzatul Aisy; Mifta Yuljannah Pasaribu; Reva Nur Amalya; Reza Alinata

Aljabar : Jurnal Ilmuan Pendidikan, Matematika dan Kebumian 2025 Asosiasi Riset Ilmu Matematika dan Sains Indonesia

Mathematics learning demands optimal student activity, concentration, and participation. However, many students still exhibit a passive attitude during the learning process, resulting in learning outcomes that have not reached the expected level. This article aims to analyze various effective classroom management strategies for fostering enthusiasm for learning and increasing student participation in mathematics learning. This study uses a library research method by reviewing various scientific sources, such as journals, academic books, and relevant research reports. The results of the study indicate that effective classroom management plays a crucial role in creating a conducive, interactive, and student-centered learning environment. Teachers function not only as transmitters of material but also as facilitators and administrators capable of building positive social relationships and motivating students to actively think and participate. Preventive, curative, and repressive classroom management strategies have been proven to improve student focus, motivation, and learning outcomes, especially when integrated with learning approaches such as discovery learning, teacher-centered learning, and the use of creative methods like squad games and block systems. Thus, adaptive and innovative classroom management is key to realizing participatory, enjoyable, and meaningful mathematics learning for the development of students' overall potential.

Saputra, Wisnu Adi; Wahyu K, Brahma; Harianto, Kukuh

Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 2025 FEB Universitas Maritim Semarang

This study aims to determine the effect of service quality (X1), electronic word of mouth (e-WOM) (X2), and consumer experience (X3) on purchasing decisions (Y) among consumers of Facebook Marketplace in Kediri. This research is a quantitative study processed using statistical methods. The data collection techniques used were primary and secondary data. The sampling technique employed was incidental sampling, with a total sample of 96 respondents. The research data were obtained through questionnaires, literature studies, and documentation. The analytical techniques used include validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and the coefficient of determination test. The results of the multiple linear regression analysis yielded the equation:Y = 5.686 + 0.191X1 + 0.242X2 + 0.425X3 + e. The t-test results showed that the service quality variable obtained a t-value of 2.215 with a significance level of 0.029, the e-WOM variable obtained a t-value of 2.072 with a significance level of 0.041, and the consumer experience variable obtained a t-value of 4.557 with a significance level of 0.000. The F-test results showed an F-value of 39.217 with a significance level of 0.000. Based on these results, it can be concluded that there is a partial effect of service quality on purchasing decisions, e-WOM on purchasing decisions, and consumer experience on purchasing decisions. Moreover, there is a simultaneous influence of service quality, e-WOM, and consumer experience on purchasing decisions.

Rakhmawati, Arri Maulida; Dianti, Ergita Rahma; Mafiroh, Ita Faikotul; Sulasih, Sulasih

Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 2025 FEB Universitas Maritim Semarang

This study aims to analyze the factors influencing members’ decisions to take murabahah financing at BMT Mentari Umat Wangon. The research employed a quantitative approach with descriptive and verification methods. The population consisted of active members using murabahah financing, selected through purposive sampling. Independent variables included service quality, knowledge of Islamic products, trust, location, promotion, profit margin, and financing procedures, while the dependent variable was the members’ financing decision. Data were analyzed using multiple linear regression after validity, reliability, and classical assumption tests. The results show that service quality, Islamic product knowledge, trust, profit margin, and financing procedures significantly affect members’ decisions, whereas location and promotion have no significant effect. The most dominant factors are service quality and institutional trust. These findings support the Theory of Planned Behavior (TPB), which emphasizes that attitudes, trust, and perceived control are key determinants of financial decision-making. The study implies that BMT should enhance service quality, strengthen financial literacy related to Islamic products, and develop digital-based service systems to improve efficiency and competitiveness.

Feriyana Putri Ramadania; Rafikhein Novia Ayuanti; Agung Pambudi Mahaputra

Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 2025 FEB Universitas Maritim Semarang

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