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This study aims to examine the influence of product quality, price, and promotion on consumer purchase decisions of Compass shoes through the Shopee application in South Jakarta. The research was motivated by the rapid growth of e-commerce in Indonesia, particularly among urban consumers who are digitally literate and highly responsive to marketing stimuli. A total of 100 respondents were selected using a non-probability sampling method with an accidental sampling technique. Data were collected through questionnaires measured on a Likert scale and analyzed using multiple linear regression with SPSS version 22. The findings reveal that product quality, price, and promotion each have a positive and significant effect on purchase decisions. Product quality was identified as a key determinant that enhances consumer trust through durability, comfort, and authentic design, while price competitiveness supports perceived fairness and affordability in a highly competitive digital marketplace. Promotion emerged as the strongest factor, demonstrating the effectiveness of creative digital campaigns, influencer collaborations, and flash sale programs in stimulating consumer interest and driving purchases. These results highlight the importance of integrating product excellence with strategic pricing and innovative promotional activities to influence purchase behavior, especially among Gen Z and millennial consumers. From a theoretical perspective, this study enriches the literature on digital marketing and consumer behavior in the context of local brands competing in online marketplaces. Practically, the findings provide valuable insights for Compass and other local SMEs to formulate effective marketing strategies that align with consumer expectations and strengthen competitiveness in the dynamic e-commerce ecosystem.

Local food such as chayote (Sechium edule) has great potential as a healthy and environmentally friendly product that can support food security and improve the economic value of local communities. The innovation of processing chayote, particularly into jam, not only helps reduce agricultural waste but also opens up promising new market opportunities. This study applied an experimental design to produce chayote jam with variations in the use of granulated sugar, glucose, and the addition of mint leaves to enhance flavor. The production stages included grating fresh chayote, cooking until the water content was reduced, adding sugar and pectin to achieve a thick and stable texture, and finally packaging the product in sterilized glass jars. An organoleptic test was conducted with 32 panelists to evaluate the color, aroma, taste, texture, and overall acceptability of the product. The results indicated that jam dominated by granulated sugar (Sample A) gained the highest level of preference, with an overall acceptance of 81%. In contrast, jam made with full glucose substitution (Sample C) received the lowest score of 66%. Generally, chayote jam had a natural green color, distinctive aroma, and thick texture that were well accepted by consumers. The main factors determining jam quality were cooking techniques, the balance of thickening agents, and the proper combination of ingredients. Therefore, chayote jam has the potential to become an innovative, healthy, and value-added local food product. Support in the form of training, technology application, and promotional strategies is essential to strengthen its competitiveness, improve farmers’ welfare, and enhance food diversification based on Indonesia’s local resources.

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.

The development of digital technology has driven a significant transformation in the company's marketing strategy, including in the health beverage sector. This study aims to examine the use of omnichannel strategies in supporting digital marketing in PT. Yakult Indonesia Persada. The method used is descriptive observation with a focus on the integration of digital marketing channels and traditional distribution. The results show that the implementation of an omnichannel strategy is able to create a consistent consumer experience, expand market reach, and strengthen brand image. The integration between digital channels such as social media and e-commerce with conventional distribution through Yakult Lady provides more flexible product access for consumers. In addition, educational and informative digital content has proven to be effective in increasing public health awareness and customer loyalty. However, challenges such as cross-channel information consistency and integrated technology management still need to be addressed. This study concludes that omnichannel strategy is a relevant and adaptive approach in dealing with the dynamics of the health beverage industry in the digital era. The implementation of this strategy not only supports operational efficiency, but also strengthens the relationship between the company and consumers through a personalized and sustainable experience. These findings are expected to serve as a reference for other companies in designing digital marketing strategies that are inclusive and responsive to changing consumer behavior.

Marketing activities of limited liability companies (LLC) in Indonesia are not merely business strategies but also legal activities that entail juridical consequences. The increasingly complex dynamics of modern marketing, including digital marketing, e-commerce, and the utilization of consumer personal data, demonstrate that marketing activities cannot be separated from business law regulations, whether related to consumer protection, fair competition, electronic information, or personal data protection. Marketing by LLC in Indonesia is regulated by various laws aimed at creating fair, transparent transactions while avoiding practices that could harm consumers. From a business law perspective, marketing in Indonesia, especially within limited liability companies, plays a crucial role in maintaining the smooth operation of businesses that benefit not only the company but also the wider society, including consumers. Marketing activities by LLC must consistently adhere to the principles of law, including consumer protection and the obligation to ensure transparency in every promotional activity or advertisement. This study employs a normative juridical method with both statutory and conceptual approaches. The analysis is conducted qualitatively through systematic and teleological legal interpretation, supported by secondary legal materials such as academic literature and recent scholarly articles on business law and marketing. The findings reveal that marketing activities of limited liability companies are closely intertwined with business law, as all contracts, promotions, and marketing strategies constitute legal acts that must adhere to the principles of honesty, transparency, and fair competition. Revenue growth through effective marketing can only be achieved sustainably if it is designed in accordance with the principles of good corporate governance and legal compliance. Thus, marketing in the perspective of business law functions not only as a commercial tool but also as an instrument for creating legitimate, ethical, and equitable value for both the company and society.

This research is motivated by the importance of marketing communication strategies for micro, small, and medium enterprises (MSMEs) in building brand image amid the increasingly competitive beauty industry. MSMEs are required to optimize various communication channels effectively to remain competitive and attract consumers. The purpose of this study is to analyze the implementation of marketing communication strategies carried out by Naza Makeup, an MSME in Bogor City, and to evaluate their effectiveness in strengthening brand image. This study employs a qualitative approach using a literature review method, in which data were obtained through an exploration of scientific journals, books, and other relevant academic sources published within the last five years. The findings show that Naza Makeup has attempted to utilize social media, particularly Instagram, as its primary promotional tool, while also relying on word-of-mouth to expand its consumer reach. However, the implementation of these marketing communication strategies has not been fully integrated with the principles of integrated marketing communications. Gaps between theory and practice remain evident, especially in terms of message consistency, market research, and strategic collaboration. These shortcomings limit the effectiveness of communication in strengthening brand image. The results emphasize the need for a more structured, sustainable, and data-driven communication strategy to build a strong and competitive brand image. Furthermore, developing collaborations with influencers, communities, and other industry players is strongly recommended to enhance competitiveness. Therefore, this study provides practical contributions for MSMEs, particularly in the beauty sector, in designing effective marketing communication strategies that support long-term sustainability.

The agricultural sector plays a strategic role in ensuring national food security, particularly in rural areas where the majority of the population depends on agricultural production. Sememu Village, an agricultural-based community with rice and tobacco as its primary commodities, has faced recurring pest attacks in recent years. Conventional pest control methods in the area have primarily relied on chemical pesticides. However, excessive and prolonged use of these chemicals has resulted in serious problems, including pest resistance, environmental contamination, and potential health risks to farmers and consumers. This study aims to improve farmers’ knowledge and practical skills by introducing an alternative, eco-friendly approach through a training program on the production of botanical pesticides derived from papaya leaves (Carica papaya L.). Papaya leaves are known to contain bioactive compounds such as papain, chymopapain, alkaloids, terpenoids, and flavonoids, which exhibit natural insecticidal properties. The training activities consisted of initial observation, presentation of scientific and practical materials, hands-on practice in the preparation of botanical pesticides, and field testing on rice and tobacco plants. The findings demonstrated that the use of papaya leaf-based pesticides effectively reduced pest feeding activity and increased pest mortality rates, thereby minimizing crop damage. Importantly, this approach did not cause harmful effects on the surrounding ecosystem. The program highlights the potential of botanical pesticides as a sustainable solution for integrated pest management in agricultural villages, contributing both to environmental conservation and farmers’ welfare.

This study aims to analyze consumer preferences for purchasing organic products in Bandar Lampung City. With increasing awareness of the importance of a healthy lifestyle and environmental sustainability, organic products are increasingly popular among consumers. This study uses a quantitative approach with a survey method to collect data from consumers who purchase organic products in various markets and shops in Bandar Lampung City from November to December 2024. The variables analyzed include factors that influence purchasing decisions, namely age, education level, gender, frequency and location of purchase, and sources of information about organic products. The results show that consumers of organic products are aged between 18-56 years, with the majority being female and from those with higher education (bachelor and postgraduate). Consumers prefer organic products because of health considerations and better quality compared to conventional products. However, higher prices and product availability are inhibiting factors in purchasing organic products. This study provides important insights for organic product producers and marketers in designing more effective marketing strategies, as well as contributing to the development of the organic product market in Bandar Lampung City.

Anime has become a significant global phenomenon, including in Indonesia, where this culture has influenced various aspects of society. This article explores the impact of anime visual style in YouTube advertisements in Indonesia. The influence of anime on Indonesian society is also evident in the consumption trends of products related to Japanese culture. The involvement of Indonesian society with anime has also encouraged the emergence of various businesses and products that capitalize on the popularity of this culture. This study focuses on exploring the impact of anime visual style on consumer responses in the context of advertising through YouTube social media in Indonesia. The researcher will analyze how the use of anime elements in advertisements can influence consumer perceptions, whether through nostalgia, enjoyment, or aesthetic aspects, as well as how marketing strategies can be adjusted to maximize this effect. The research method uses content analysis of social media comments as research data. Three advertising samples were selected to represent the study. The results of the analysis show that the use of anime elements in advertisements for Pop Mie, McDonald's, and Pocari Sweat successfully attracted attention and created positive responses from consumers. The high quality of the animation and the use of anime visual styles created a strong emotional appeal, even influencing consumer behavior such as product preferences and interest in brands. In conclusion, the use of anime visual styles in Pop Mie, McDonald's, and Pocari Sweat advertisements demonstrates the success of a marketing strategy that utilizes the popularity of anime to attract attention and create emotional engagement. and influencing consumer behavior in Indonesia, as well as opening opportunities for more local anime production and strengthening positive brand image. This advertisement is not only an effective marketing tool, but also opens up opportunities for more local anime production and supports a positive brand image.

Public awareness of environmental issues is increasing, but there is still a gap between ecological understanding and green consumption behavior. This phenomenon is evident in the low interest of local consumers in Suputra Herbal Incense products in Badung Regency, despite the product's strong ecological and cultural value. This condition raises questions about the factors influencing local consumers' green purchasing intentions towards environmentally friendly products. This study uses a quantitative approach with a causal associative design to analyze the main predictors influencing green purchasing intentions. A total of 100 respondents were selected through a purposive sampling technique, namely potential consumers who are related to herbal incense products. The research instrument has been tested for validity and reliability, thus it is suitable for use in data collection. Data analysis was conducted with the help of multiple linear regression using SPSS software to test the research hypotheses. The results show that green brand image, green marketing, and price perception have a positive and significant influence on local consumers' green purchasing intentions. These findings confirm that an environmentally friendly brand image can strengthen consumer trust and interest. In addition, a consistent and authentic green marketing strategy plays a significant role in increasing product appeal. The perception of fair pricing is also a key consideration, as consumers tend to be more accepting of prices when they align with the product's ecological benefits and cultural values. In conclusion, this research provides practical contributions for MSMEs, particularly in designing effective and sustainable green marketing strategies. Efforts to strengthen green brand image, consistently implement environmentally friendly promotions, and foster a perception of fair pricing will encourage increased purchasing intentions among local consumers. Thus, eco-friendly products like Suputra Herbal Incense have the potential to compete more strongly in the increasingly competitive domestic market. Keywords: Green Purchase Intention, Green Brand Image, Green Marketing, Perceived Price, MSMEs

The high consumer interest in food makes culinary businesses play a crucial role in meeting consumer purchasing interest in culinary. This is a crucial concern and task for all parties, both the government and food producers, to maintain the safety of the food they produce. Both in terms of nutrition, hygiene, safety, halal certification, and so on must be a serious concern for producers. One of the government's programs to ensure food products are safe for public consumption is by issuing distribution permits in the form of PIRT (home industry food) permits and Halal Certification, which are official guarantees from the government, so that food products can be distributed and are safe for consumption by all consumers. PIRT is issued through a supervisory body, namely the Health Office located in a Regency. Along with this, various opportunities to improve marketing performance arise through the marketplace platform. This community service approach uses an empowerment approach to the benefits of PIRT, Halal Certification and digital marketing through the marketplace platform to increase consumer trust in products and marketing performance. Through this service, the product value increases, by obtaining PIRT permits and Halal Certification, and the STIE Gentiaras student product has a wider marketing reach through the marketplace platform.

This study aims to analyze the development process of a creative economy based on bead waste and the use of digital platforms as a marketing medium to increase product competitiveness. The background of the study is based on the phenomenon of increasing volumes of waste that have not been optimally managed and the low skills of business actors in utilizing digital technology. The research method used a qualitative approach with descriptive methods. Data were collected through in-depth interviews, participatory observation, documentation, and literature studies, with informants consisting of business actors, community leaders, representatives of relevant agencies, and consumers. The results of the study indicate that processing waste into beads not only reduces environmental impacts but also opens up creative business opportunities with high economic value. The use of digital platforms has proven effective in expanding market reach, improving branding, and driving sales, although there are still obstacles in the skills of digital entrepreneurs. This study recommends strengthening digital marketing capacity and ongoing mentoring for creative waste-based entrepreneurs to achieve economic and environmental sustainability. In addition, synergy between business actors, the government, and local communities is a crucial factor in supporting the development of a waste-based creative economy. The involvement of local governments through entrepreneurship training and facilitating access to technology is essential to address the challenge of limited digital capabilities of entrepreneurs. Local communities also play a role in maintaining sustainable production and encouraging innovation in bead designs based on local culture to add value and attract market share. This collaboration can create a conducive ecosystem for the growth of creative small and medium enterprises (SMEs), while strengthening local identity and increasing product competitiveness in national and global markets. Thus, developing a waste-based creative economy and utilizing digital marketing are relevant innovative strategies in addressing current economic and environmental challenges.

This study aims to analyze the influence of brand image, product variety, and bundling price on purchasing decisions among X consumers. The method used is a quantitative approach with a causal research design, so as to be able to explain the cause-and-effect relationship between variables. The research data was obtained by distributing questionnaires to 96 respondents who are active consumers of X. To ensure data quality, a series of tests were conducted including validity, reliability, normality, linearity, multicollinearity, and heteroscedasticity. The main analysis used multiple linear regression supported by t-tests, F-tests, and coefficient of determination (R²) processed using SPSS software version 26. The results showed that brand image had a significant effect on purchasing decisions, indicating that consumers' positive perceptions of X's reputation were able to encourage higher purchasing interest. Bundling price also proved to have a significant effect, because the strategy of combining package prices was considered to provide economic benefits and added value for consumers. In contrast, product variety did not have a significant effect, indicating that consumers place more emphasis on brand image and pricing strategies than simply menu diversity. However, when tested simultaneously, all three variables were still shown to have a significant influence on purchasing decisions. The coefficient of determination value of 0.594 indicates that the combination of the three variables can explain 59.4% of the variation in purchasing decisions, while the remaining 40.6% is influenced by other external factors such as service quality, consumer trends, promotions, and customer experience. These findings reinforce the understanding that a strong brand image-based marketing strategy and the implementation of appropriate bundling prices can be key to increasing consumer appeal. For local coffee businesses like X, this study provides practical implications to focus more efforts on strengthening brand image, creating a consistent consumer experience, and optimizing pricing strategies.

The rapid growth of e-commerce in Indonesia has led to significant changes in the way food products are sold, particularly imported foods. While the convenience of online shopping offers great benefits to both consumers and businesses, it has also uncovered several regulatory challenges, especially concerning the labeling of imported food products. A critical issue is the non-compliance with the Indonesian language labeling requirements for these products, which puts consumers at a disadvantage. Such practices not only violate existing consumer protection laws but also pose risks to public health, as consumers may not fully understand the contents or risks associated with foreign food products due to language barriers. This study highlights the need for a more robust framework to enforce labeling laws, focusing on the responsibility of e-commerce platforms. Platforms play a crucial role in bridging the gap between sellers, manufacturers, and consumers. By implementing stricter oversight and monitoring mechanisms, e-commerce platforms could ensure that sellers comply with legal labeling requirements. Furthermore, platforms can act as intermediaries to facilitate consumer complaints and provide dispute resolution services in cases of non-compliance. In addition, the study emphasizes the importance of consumer education. Many consumers are unaware of their rights and the standards they should expect from food products sold online. Thus, there is a need for awareness campaigns and easy access to information on consumer rights, particularly in the context of e-commerce. Strengthening the enforcement of these regulations, providing training for business actors, and improving public awareness will help ensure that imported food products are sold in a transparent, legally compliant manner.

Bekasam is a traditional Indonesian fermented product made from tilapia (Oreochromis niloticus) through a spontaneous fermentation process with the addition of rice and salt. This fermentation process encourages the growth of various microorganisms, especially bacteria, which play a role in the formation of flavor, aroma, and natural preservation of the product. This study aims to observe the microbiological characteristics of bekasam tilapia through colony observation on agar media and microscopic staining using crystal violet and safranin. Macroscopic observations showed the presence of microbial colonies that were round, cloudy white, with a smooth surface and even edges. These colony characteristics indicate good microbial growth on agar media. Microscopically, the bacteria observed in bekasam samples had an irregular distribution, forming aggregates that absorbed intense purple and pink colors. Crystal violet staining gave a purple color to gram-positive bacteria, while safranin gave a pink color to gram-negative bacteria. These findings indicate that bekasam contains an active microbial community that plays a role in the fermentation process. This microbial community can be observed visually through simple staining that provides an overview of the types of bacteria involved in the fermentation process. Microbiological analysis such as this is crucial for understanding the fermentation dynamics of traditional food products like bekasam. Thus, this study provides deeper insight into the microorganisms involved in bekasam production, as well as the importance of monitoring microbiological quality in the manufacturing process of traditional fermented products. Furthermore, the diversity of microbes involved in bekasam fermentation can affect product quality and consistency. Therefore, monitoring the dominant bacterial species during the fermentation process is crucial for maintaining bekasam quality, including its taste, texture, and safety for consumers.

Tempoyak is a traditional fermented product derived from the flesh of durian fruit (Durio zibethinus) that has undergone a spontaneous fermentation process. This product is very popular in various regions in Indonesia, especially in Sumatra and Kalimantan, and is usually consumed as a cooking spice or side dish. The fermentation process primarily involves the activity of lactic acid bacteria (LAB), a group of microorganisms capable of converting acidic sugars into lactate. LAB plays an important role in forming the distinctive taste of tempoyak, lowering pH, inhibiting the growth of pathogenic microbes, and potentially providing health benefits for consumers. This study aims to isolate and characterize LAB from tempoyak using a microbiological approach. Tempoyak samples were taken from traditional markets, then isolated using MRS agar measurement media. Characterization was carried out through observation of colony morphology, Gram staining, and biochemical tests such as catalase and fermentation of various types of sugars (glucose, sucrose, and maltose). The isolation results showed that all isolates had the typical LAB characteristics, namely Gram-positive, catalase-negative, and rod- and coccus-shaped. The different sugar fermentation abilities indicate species diversity, with the suspected dominant genera being Lactobacillus, Streptococcus, Enterococcus, and Lactococcus. Furthermore, several isolates demonstrated antibacterial activity against Escherichia coli, indicating the potential use of LAB from tempoyak as a probiotic or natural preservative in the food industry. The decrease in pH from 6.2 to 3.6 during the fermentation process also confirmed the metabolic activity of LAB in acid-producing lactate. These findings open up opportunities for utilizing local LAB from tempoyak as functional agents in the development of safe, healthy, and economically valuable fermented food products. Thus, tempoyak not only has cultural value but also has significant scientific and commercial potential.

In recent years, Micro, Small, and Medium Enterprises (MSMEs) have increasingly positioned themselves as one of the main pillars of the Indonesian economy, contributing significantly to employment opportunities, income distribution, and economic resilience. In the local context, Cifest Cikarang Selatan represents a dynamic marketplace where various MSMEs operate and directly interact with consumers. An interesting phenomenon emerges during holiday periods, when consumer behavior shows significant changes, especially in terms of purchasing methods and preferences between online and offline channels. This study aims to explore the transformation of consumer behavior, focusing on the comparative analysis of online and offline purchases, and to evaluate its broader implications for the sustainability and competitiveness of MSMEs operating at Cifest. The research adopts a descriptive and analytical approach, using both recent statistical data and supporting literature to provide a comprehensive understanding of the digital era’s influence on shopping patterns. The findings reveal that online purchases continue to grow rapidly due to convenience, wider product access, and promotional offers that attract customers. However, offline purchases remain relevant, particularly for consumers who value direct product inspection, immediate ownership, and social interaction within traditional marketplaces. For MSMEs, this shift presents both challenges and opportunities. Those that rely solely on conventional offline strategies risk losing competitiveness, while those able to integrate digital platforms with traditional sales methods demonstrate greater adaptability and potential for growth. Overall, this study concludes that the sustainability of MSMEs in Cifest Cikarang Selatan depends largely on their ability to embrace digital transformation without neglecting the strengths of offline interactions. By leveraging both channels strategically, MSMEs can not only survive but also thrive in the increasingly competitive market landscape shaped by evolving consumer behavior.

In the 4.0 era, technological advances offer significant opportunities, especially for entrepreneurs who develop their businesses through online platforms such as the Shopee e-commerce marketplace. This study examines the use of Shopee as a marketing communication medium by the Tabriizhijab store. Using a qualitative research method with a descriptive approach, this study is able to describe the digital marketing strategy implemented by the Tabriizhijab store owner through the use of various Shopee features such as store vouchers, free shipping, Shopee Live, Shopee Feed, and paid advertising. The findings of this study indicate that Shopee has a significant impact on improving store sales performance. However, it turns out that several challenges still exist, such as a limited understanding of Shopee features that can cause owners to be left behind by Shopee marketing trends, intense price competition between other sellers who offer lower prices for their products, a lack of specialized personnel to handle digital marketing that leads to less than optimal store management, and difficulties in committing to providing responsive service to consumers. Despite facing these challenges, through effective communication strategies, appropriate and optimal use of social media, and improving service quality, Tabriizhijab has been able to build a positive brand image and increase consumer purchasing interest. This study highlights the importance of an appropriate digital marketing communication strategy amidst increasingly fierce market competition. Furthermore, the study emphasizes the importance of managing and utilizing consumer data obtained through platforms like Shopee to formulate more effective and targeted marketing strategies. By utilizing available analytics features, Toko Tabriizhijab can better understand consumer behavior, product preferences, and evolving market trends. This allows the store to adjust its marketing strategy, offer more relevant promotions, and improve the overall customer experience.

This study aims to analyze the business development strategy of Depot Kusen Rahmat by reviewing four main aspects, namely production, human resources (HR), finance, and marketing. The analytical approach used in this study is SWOT (Strengths, Weaknesses, Opportunities, Threats) and QSPM (Quantitative Strategic Planning Matrix). Primary data was obtained through a survey of 16 respondents who are active consumers of Depot Kusen Rahmat. The results of the SWOT analysis identified that the company has four strengths, four weaknesses, four opportunities, and four threats. The most dominant internal strength is efficient and neat products, with the highest weighted score of 0.509, which indicates that the quality of production results is the main competitive advantage. On the other hand, the main weakness found is the absence of a product catalog, with a score of 0.158, which indicates a lack of visual information media as a means of product promotion and communication to consumers. From external factors, the biggest opportunity is the increasing consumer interest in custom products, with a score of 0.479, which indicates a positive trend towards product personalization. The most significant threat is the rapidly changing design trends, with a score of 0.186, which requires the company to be more adaptive to changing market tastes. Based on the results of the SWOT matrix analysis, the company's position is in Quadrant I with an IFAS value of 1.368 and EFAS of 1.206, which indicates that the company is in a position to support an aggressive growth strategy. The QSPM results recommend prioritizing strategies in the form of emphasizing quality and balanced prices, followed by improving customer service and developing high-quality custom products as strategic steps to win market competition and increase business competitiveness sustainably.

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.