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Penelitian ini bertujuan untuk menganalisis pengaruh Personal Branding, Media Sosial, dan Kepercayaan Konsumen terhadap Keputusan Pembelian, dengan Kepuasan Konsumen sebagai variabel mediasi, pada pengguna layanan treatment di Klinik Eva Mulia Cabang Galaxy, Kota Bekasi. Pendekatan yang digunakan adalah kuantitatif dengan teknik analisis model persamaan struktural (SEM) berbasis Partial Least Square (PLS). Hasil pengujian model struktural (inner model) menunjukkan bahwa nilai R Square pada variabel Kepuasan Konsumen sebesar 0,515 dan Keputusan Pembelian sebesar 0,519, yang berarti model mampu menjelaskan sekitar 51% variasi pada masing-masing variabel dependen. Pengujian path coefficients menunjukkan bahwa variabel Kepercayaan Konsumen berpengaruh positif dan signifikan terhadap Keputusan Pembelian (T = 7,263; p < 0,05) dan Kepuasan Konsumen (T = 5,591; p < 0,05). Sementara itu, Media Sosial juga berpengaruh signifikan terhadap Kepuasan Konsumen (T = 6,244; p < 0,05), namun tidak signifikan terhadap Keputusan Pembelian secara langsung (T = 1,814; p = 0,070). Variabel Personal Branding tidak memiliki pengaruh signifikan baik terhadap Kepuasan Konsumen maupun Keputusan Pembelian secara langsung. Uji pengaruh tidak langsung menunjukkan bahwa Kepuasan Konsumen memediasi secara signifikan hubungan antara Kepercayaan Konsumen dan Keputusan Pembelian, serta antara Media Sosial dan Keputusan Pembelian. Namun, tidak ditemukan efek mediasi signifikan antara Personal Branding dan Keputusan Pembelian. Hasil ini menekankan pentingnya peran Kepercayaan Konsumen dan Media Sosial dalam membentuk Kepuasan Konsumen yang pada akhirnya meningkatkan Keputusan Pembelian, sementara Personal Branding tidak memiliki peran yang kuat dalam model ini. Penelitian ini memberikan implikasi strategis dalam pengelolaan pemasaran dan layanan konsumen di industri klinik kecantikan.

This study aimed to analyze the influence of brand trust and brand image on the purchase decisions of Somethinc products in Tasikmalaya City. The research employed a survey method with a quantitative approach and involved 100 respondents who had used Somethinc products. Path analysis was used to examine the simultaneous and partial effects of brand trust and brand image on purchase decisions, as well as the role of brand trust as a mediator. The results indicated that brand trust and brand image simultaneously had a significant effect on purchase decisions. Partially, brand trust and brand image also had a positive and significant influence on purchase decisions. Brand trust influenced the purchase decision through the brand image of Somethinc products in Tasikmalaya. It was suggested that companies strengthen brand trust and brand image by conducting periodic evaluations of the effectiveness of their strategies and monitoring the development of brand trust and brand image and their impact on purchase decisions.

The rapid growth of financial technology (fintech) Peer-to-Peer Lending (P2PL) in Indonesia has created both opportunities and challenges, particularly regarding debt collection practices by third parties (debt collectors). Such practices often result in violations of consumer rights, including intimidation, harassment, and breaches of privacy. To address these issues, the Financial Services Authority of Indonesia (OJK) issued Regulation No. 22 of 2023 on Consumer and Public Protection in the Financial Services Sector, which establishes legal standards for protecting fintech P2PL consumers. This study aims to analyze the regulation of debt collection by third parties under OJK Regulation No. 22/2023, assess the forms of legal protection for consumers, and identify the obligations of fintech P2PL providers in managing collection practices. The research applies a normative juridical method with statutory and conceptual approaches. The findings indicate that OJK Regulation No. 22/2023 provides consumer protection through preventive mechanisms (mandatory transparency, prohibition of intimidation, and regulation of third-party involvement) and repressive mechanisms (complaint handling and administrative sanctions). However, challenges remain in implementation, such as low consumer literacy, outsourced collection practices, and weak on-site supervision. Therefore, stronger regulation, tighter controls by providers, and collaboration among regulators, law enforcement, and fintech associations are required to ensure optimal consumer protection.

This research is motivated by the phenomenon of diverse consumer behavior in making purchase decisions for Eiger products at the Eiger Store in Gunungsitoli City, particularly amid the rapid growth of online stores and price competition from general stores such as Mr. DIY. This study aims to identify the factors influencing consumer behavior and to understand the process of purchase decision-making for Eiger products. The method employed is descriptive qualitative, with data collection techniques comprising in-depth interviews, observation, and documentation. The findings indicate that consumer behavior is influenced by internal factors, such as personal motivation and an active lifestyle in outdoor activities, as well as external factors including a strong brand image, high product quality, social recommendations from family and friends, and friendly and informative store service. The results of this study are expected to provide valuable input for store management in formulating more effective marketing strategies to enhance competitiveness in the local market

The rapid growth of global digital technology has significantly reshaped social, economic, and legal systems. This transformation presents new challenges for states in fulfilling their legal responsibilities toward digital consumer protection amid the emergence of global citizenship. This study aims to analyze the forms of state responsibility in protecting digital consumer rights through legal and transnational ethical perspectives. Using a normative juridical method with conceptual and statutory approaches, this research focuses on national legal instruments such as Indonesia’s Personal Data Protection Act No. 27 of 2022 and regional policies such as the ASEAN Digital Framework Agreement 2025. The findings reveal that states bear dual responsibilities: protecting citizens’ digital rights domestically and adhering to international norms globally. This responsibility involves law enforcement against data violations, policy harmonization, and the strengthening of digital ethics. The study concludes that cross-border cooperation and ethical integration are essential to ensure fair and sustainable digital governance.

Digital developments have encouraged batik MSME players to adjust their marketing strategies to remain relevant in today's digital era. However, most batik MSMEs in Kenep Village still rely on conventional methods so that they face obstacles in reaching consumers. This study aims to examine and compare the conditions of consumer behavior before, during, and after the implementation of marketing digitalization assistance. This research uses a descriptive qualitative approach with a comparative study method. Data were collected through non-participatory observation, interviews, and documentation on five batik MSMEs. The results showed that marketing digitalization assistance was able to improve the visual quality of products, prepare more informative descriptions, encourage consumer interaction, and expand the reach of promotions through social media and e-commerce. The implementation of digital marketing strategies through social media and e-commerce is proven to affect consumer behavior, marked by increased purchase interest, trust, and loyalty to batik products. This change makes consumers more trusting, actively provide testimonials, make repeat purchases, and recommend products to others. The implications of these findings indicate that adjustments to digital marketing strategies can have an impact on the development of local batik MSMEs

Penelitian ini bertujuan untuk menganalisis strategi promosi penjualan yang diterapkan oleh BMA (Baju Murah Anak) pada marketplace Shopee. Meskipun telah melakukan berbagai upaya promosi, penjualan BMA cenderung fluktuatif dan belum mencapai target yang diharapkan. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Penelitian terfokus pada empat strategi promosi utama yaitu pemberian, paket harga, pengembalian dana, dan premi. Hasil penelitian menunjukkan bahwa pemberian sampel kepada afiliasi efektif meningkatkan eksposur merek namun berdampak terbatas pada penjualan langsung. Strategi paket harga dan premi mampu mendorong pembelian dalam jumlah lebih besar serta meningkatkan loyalitas konsumen. Sementara itu, strategi pengembalian dana memberikan rasa aman bagi pelanggan namun menahan tantangan dalam kecepatan pelayanan. Keseluruhan strategi yang diterapkan memberikan dampak positif terhadap citra merek, namun perlu dilakukan evaluasi berkelanjutan untuk meningkatkan efektivitas promosi. Implikasi penelitian ini memberikan kontribusi praktis bagi pelaku UMKM dalam merancang strategi promosi yang adaptif terhadap dinamika pasar digital, khususnya di platform e-commerce seperti Shopee

This research aims to analyze the forms of legal protection for consumers in the case of illegal cosmetic circulation in the Traditional Market of Moluo Village, Kwandang District, North Gorontalo Regency, and to examine the roles of the Health Department and the Gorontalo Food and Drug Supervisory Agency (BBPOM) in supervising and guiding business actors. The research method used is empirical legal research with a non-doctrinal qualitative approach, thru interviews with sellers, consumers, and supervisory authorities, as well as field observations and document studies. The research results show that the majority of vendors in the market already understand the importance of a distribution permit from BPOM and choose to sell legal products, although in practice illegal cosmetics are still found due to high consumer demand for instant results. The main obstacle lies in consumers who are often aware of the dangers of illegal cosmetics but still purchase them. BPOM Gorontalo implements legal protection thru two channels: preventive measures such as socialization, education, and routine inspections, and repressive measures such as legal action in accordance with Article 435 of Law Number 17 of 2023 concerning Health. The implications of this research confirm the need for more comprehensive legal protection strategies with cross-agency collaboration, increased public legal literacy, and consumer empowerment to make them more critical in product selection.

This study aims to analyze the influence of product innovation, brand image, and service quality on consumer purchasing decisions at Bromfiets Cafe Srengat Blitar. The research is motivated by the growing competition in the culinary industry, which requires businesses to continuously innovate, strengthen brand image, and improve service quality to retain customers. The research method employed a quantitative associative approach, with data collected through questionnaires distributed to 121 respondents selected using the accidental sampling technique. The data were analyzed using multiple linear regression with the aid of SPSS version 25.0. The results show that product innovation, brand image, and service quality have a positive and significant effect both partially and simultaneously on consumer purchasing decisions. The Adjusted R² value of 0.727 indicates that these three variables explain 72.7% of the variation in purchasing decisions, while the remaining 27.3% is explained by other factors outside the research model. These findings highlight that the synergy between product innovation, brand image, and service quality is the key factor influencing purchasing decisions and sustaining competitive advantage in local culinary businesses.

This study aims to analyze the influence of price, service quality, and product quality on consumer satisfaction at Herbal Medicine MSMEs in Pare, Kediri. The research uses a quantitative associative approach to explain the causal relationship between variables. Data were collected through a questionnaire distributed to 133 respondents selected using accidental sampling. The instrument was tested for validity and reliability, followed by classical assumption tests to ensure data normality, linearity, and consistency. Data analysis employed multiple linear regression using SPSS version 25, with t-test and F-test used to examine partial and simultaneous effects, and the coefficient of determination (R²) to measure model strength. The results indicate that price, service quality, and product quality significantly influence consumer satisfaction, both partially and simultaneously. Service quality and product quality have a positive and dominant impact, while price shows a negative relationship, indicating that consumers remain sensitive to pricing changes. The model explains 76.4% of the variation in consumer satisfaction, confirming that maintaining service excellence and consistent product quality are key to improving satisfaction and loyalty among herbal medicine consumers.

This research aims to analyze the role of social media in shaping consumer behavior as a consideration in business feasibility studies, with a case study of Toko Teman Hijrahku.  The method used is a qualitative approach through documentation and in-depth interviews with the owner and consumers. The results show that social media not only increases purchase intention but can also be considered as a tool for business feasibility analysis, especially for MSMEs in the digital era. Thus, social media becomes an essential part of modern marketing strategies that support business growth and sustainability

Initial survey results show that consumers in the Makale region have specific preferences for tempeh packaging and quality, but business actors have not incorporated these preferences into their production and marketing strategies. This gap calls for an intervention to develop a strategy based on a systematic, contextual mapping of consumer preferences. Using a mixed methods approach with an explanatory sequential design, the study was conducted in two stages: first, quantitative data collection and analysis, followed by qualitative data collection and analysis to clarify and deepen the results. The study found that consumer preferences for Jeslyn tempeh are primarily influenced by sensory qualities (taste, texture, aroma), cleanliness, affordability, hygienic packaging, distribution ease, and promotion. The Likert scale analysis showed that most indicators had an average value above 4.20 (percentage index > 84%), indicating high to very high consumer satisfaction. Taste (mean 4.52; index 90.4%) and texture (mean 4.44; index 88.8%) were the most influential factors, followed by price and cleanliness. Consumer loyalty is built through consistent quality and emotional attachment to local products. Producers should maintain product quality, improve hygiene, introduce simple innovations, and use social media for cost-effective promotion.

Penelitian ini mengkaji strategi pemasaran live shopping pada platform TikTok Shop dan pengaruhnya terhadap minat beli konsumen dengan pendekatan prinsip syariah. Dengan menggunakan metode kualitatif melalui studi pustaka sistematis, penelitian ini menganalisis strategi pemasaran digital seperti flash sale, interaksi langsung, dan promosi yang diterapkan dalam live shopping TikTok serta mengkaji bagaimana aspek etika dan kepatuhan syariah memengaruhi keputusan pembelian. Hasil penelitian menunjukkan bahwa integrasi antara strategi pemasaran modern dan prinsip syariah seperti kejujuran, keadilan, kemaslahatan produk, dan kesadaran tauhid mampu meningkatkan minat beli konsumen Muslim sekaligus membangun loyalitas dan citra positif pada platform. Temuan ini memberikan rekomendasi praktis bagi pelaku usaha untuk memformulasikan strategi pemasaran yang tidak hanya efektif secara komersial tetapi juga sesuai nilai-nilai Islam. Penelitian ini memberikan kontribusi baru dengan mengintegrasikan analisis strategi pemasaran live shopping TikTok Shop menggunakan pendekatan prinsip syariah secara komprehensif. Studi ini tidak hanya menilai efektivitas flash sale dan interaksi langsung dalam meningkatkan minat beli, tetapi juga mengevaluasi aspek kejujuran, keadilan, dan kemaslahatan produk yang jarang dikaji secara mendalam dalam konteks pemasaran digital Islami. Pendekatan ini menegaskan pentingnya integrasi nilai-nilai Islam dalam strategi pemasaran digital demi membangun loyalitas konsumen Muslim secara berkelanjutan.  

In the modern retail era, halal personal care products are increasingly in demand among Muslim consumers, particularly young generations. This study aims to analyze the influence of religious awareness, content quality, and brand awareness on consumer loyalty, with purchasing behavior as a mediating variable. The research employed a quantitative approach using survey data collected from 150 Muslim consumers aged 18–35 who had purchased halal personal care products at Tip Top Supermarket Rawamangun, Jakarta. Data analysis was conducted with Structural Equation Modeling (SEM) using the Partial Least Square (PLS) method via SmartPLS 4.0. The results show that religious awareness, content quality, and brand awareness significantly affect purchasing behavior and consumer loyalty. Furthermore, purchasing behavior mediates the relationship between these three independent variables and loyalty. These findings highlight that loyalty among young Muslim consumers is not formed instantly, but through the integration of religiosity, credible and engaging content, and strong brand awareness, which together drive consistent purchasing behaviort.

This study aims to determine whether the role of Scarcity and Urgency applied by the Hanasui brand in the marketing process on the Shopee live feature can influence consumer purchasing decisions. Furthermore, the researchers refer to Scarcity and Urgency as limited product stock and limited time for a discount. The researcher used the Heuristic Systematic theory to analyze the Scarcity and Urgency process in the Hanasui brand live streaming on the Shopee application, namely the Heuristic Systematic theory, a theory that explains how a person processes information obtained either heuristically (without thinking) or systematically (regularly and comprehensively). Where the method used is a qualitative method with a constructivist paradigm and a qualitative descriptive approach. Meanwhile, the data collection techniques used were non-participant observation and in-depth interviews with predetermined subjects, namely five women, who have used or purchased Hanasui products on the Shopee live feature. Therefore, the results of this study, namely the Hanasui live feature on Shopee, show that Scarcity and Urgency play a role in consumer purchasing decisions.

The food and beverage (F&B) industry in Indonesia has experienced rapid growth, particularly in the ice cream and frozen dessert subsector, marked by increasing sales and intensifying competition. This development requires businesses, including Mixue, to implement effective marketing strategies through the integration of digital and physical channels (Omnichannel Marketing), product assortment, and online customer reviews. This study employs a quantitative causal-associative approach using survey questionnaires analyzed with multiple linear regression to examine the influence of these variables on Mixue consumers’ purchase intention in Medan. The results indicate that Omnichannel Marketing and online customer reviews have a positive and significant effect on purchase intention, while product assortment has a positive but non-significant effect. The dominant indicator in purchase intention is exploratory interest, where consumers actively seek information and try new products. These findings emphasize that channel integration, information transparency, and product quality are key factors in enhancing consumer engagement and loyalty. Recommendations include strengthening omnichannel strategies, actively managing digital reviews, and innovating seasonal products to maintain purchase intention and expand market share.

The development of digital technology has transformed children’s patterns of interaction through online games, which serve both as entertainment and transactional spaces. As digital consumers, children are entitled to protection equal to adults, yet they remain vulnerable to risks such as inappropriate content, fraud, data manipulation, and exploitation. Despite the existence of legal frameworks like the Consumer Protection Law, the Child Protection Law, and the Electronic Information and Transactions Law, this study reveals that these laws do not specifically address children as a vulnerable group in the digital environment. This research employs an empirical normative approach to highlight the shortcomings of current regulations. Given the rapidly growing use of digital platforms by children, stronger regulatory measures, greater parental involvement, and increased responsibility from platform providers are essential to ensure the fulfillment of children’s rights and provide adequate protection in the digital space. These findings emphasize the need for comprehensive legal reform to safeguard children’s digital rights.

The development of digital technology has fueled the rise of online buying and selling practices through marketplaces and social media, including among students. This convenience is not without legal and ethical issues, such as misdescribed goods, fraud, and the weakening of consumers' position compared to businesses. This research uses a normative method with a qualitative approach through literature review, regulatory analysis, and interviews with UNIMED Civics students to examine consumer protection from the perspective of positive law and Islamic law. Theoretical studies indicate that Law Number 8 of 1999 concerning Consumer Protection (UUPK) affirms consumers' rights to security, comfort, accurate information, and opens up opportunities, although its implementation remains hampered by low legal awareness. Meanwhile, muamalah jurisprudence affirms the validity of a sale and purchase contract if it meets the pillars and conditions, and upholds the values ​​of honesty (ṣidq), justice (‘adl), trustworthiness, and the prohibition of gharar and tadlis. The results of the study indicate that violations of online transactions not only violate the UUPK but also undermine Islamic business ethics. Therefore, the integration of Islamic law and positive law is necessary to strengthen digital consumer protection in a fair and beneficial manner.

This study aims to analyze the influence of product quality (X1), price (X2), and location (X3) on consumer satisfaction (Y) at UMKM Abon Farda Kediri. The research uses a quantitative approach with both primary and secondary data. The sample consists of 64 respondents, and the data were collected through questionnaires, literature reviews, and documentation. The analytical methods applied include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, t-test, F-test, and the Coefficient of Determination test. The results of the analysis show the multiple linear regression equation: Y = 5.464 + 0.297X1 + 0.280X2 + 0.165X3 + e. Based on the t-test, the product quality variable has a t-value of 2.132 with a significance level of 0.037, indicating a significant effect on consumer satisfaction. The price variable has a t-value of 2.284 with a significance level of 0.026, also showing a significant influence. However, the location variable records a t-value of 1.176 with a significance level of 0.244, meaning it does not significantly affect consumer satisfaction. The F-test results show an F-value of 8.223 with a significance level of 0.000, confirming that product quality, price, and location simultaneously have a significant effect on consumer satisfaction. Therefore, product quality and price play an important role in increasing consumer satisfaction at UMKM Abon Farda Kediri.

This study aims to analyze the influence of product quality, social media promotion, and location on consumer purchasing decisions at Toko Aulia Lebaksiu Tegal. The research background stems from the growing retail competition that requires business owners to thoroughly understand consumer behavior. The research employs a quantitative approach with a causal research design. The sample consists of 100 respondents who are consumers of Toko Aulia, selected using purposive sampling techniques. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression analysis. The findings indicate that all three independent variables—product quality, social media promotion, and location—have a positive and significant effect on consumer purchasing decisions. The coefficient of determination (R²) value of 0.68 reveals that 68% of the variation in purchasing decisions can be explained by these three variables, while the remaining 32% is influenced by other factors outside the model. Partially, social media promotion has the most dominant influence among the variables. These results highlight that improving product quality, utilizing social media effectively, and choosing a strategic location are key factors in developing marketing strategies that enhance consumer purchasing decisions in the local retail sector.