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This study aims to analyze the effect of relationship marketing on customer loyalty with customer satisfaction as a mediating variable at Sky Beauty Care Surabaya. Relationship marketing, which encompasses aspects of trust, commitment, communication, and complaint handling, has been identified as an important strategy in building long-term relationships with customers. In this study, a quantitative approach was used with a survey method, where data was collected through questionnaires distributed to customers who have used Sky Beauty Care services. The analysis results show that relationship marketing has a significant effect on customer satisfaction. The trust built between customers and the company, the company's commitment to providing the best service, clear and open communication, and prompt and effective complaint handling all contribute to increased customer satisfaction. This high customer satisfaction, in turn, has a positive effect on customer loyalty. Customers who are satisfied with the service they receive are more likely to use the service again and recommend it to others, ultimately strengthening the customer's relationship with the company. These findings provide an important contribution to Sky Beauty Care in formulating more effective marketing strategies. Better implementation of relationship marketing can increase customer satisfaction and loyalty, which ultimately has a positive impact on business sustainability and growth. Therefore, companies need to continuously strengthen customer relationships by improving service quality, communicating effectively, and responding to customer complaints. Therefore, relationship marketing can be key to successfully retaining customers and increasing their loyalty. Furthermore, this study also shows that customer satisfaction is not only a direct result of relationship marketing but also a key driver in fostering sustainable customer loyalty.

This study aims to examine the influence of price, promotion, and product quality on the repurchase intention of Kopi Kenangan products among students of the Faculty of Social and Political Sciences, Mulawarman University. The research focuses on how effective marketing strategies can foster customer loyalty toward local coffee brands. The theoretical framework is based on the marketing mix, consumer decision-making processes, and indicators of customer loyalty. The study employs a quantitative research method, with data collected through questionnaires distributed to 100 respondents. The respondents were selected using purposive sampling, based on specific criteria determined by the researcher to ensure they could provide relevant information aligned with the research objectives. Data analysis was conducted using multiple linear regression with SPSS version 26. The findings indicate that price, promotion, and product quality each have a positive and significant effect on repurchase intention. Among these factors, product quality exerts the strongest influence, followed by promotion, and finally, price. These results suggest that enhancing product quality, implementing effective promotional strategies, and maintaining reasonable pricing can significantly increase customers’ likelihood of making repeat purchases. Based on the results, this study recommends that Kopi Kenangan continue to prioritize maintaining high and consistent product quality, as it plays a crucial role in shaping repurchase intentions. Additionally, promotional efforts should be continuously optimized to attract and retain customers in an increasingly competitive coffee market. Pricing strategies should also be monitored to remain competitive while ensuring profitability. Overall, the study concludes that product quality, supported by strategic promotions and competitive pricing, is essential for building and sustaining customer loyalty. By focusing on these factors, Kopi Kenangan can strengthen its market position and foster long-term relationships with its customers

This study aims to evaluate the effectiveness of current asset management, specifically cash, receivables, and inventory, and its impact on a company's ability to generate profits. The study focused on companies in the automotive sector listed on the Indonesia Stock Exchange (IDX) from 2020 to 2023. The research approach used a quantitative method with secondary data sourced from annual financial reports. The study sample included 11 companies, resulting in a total of 44 observational data sets over four years. Data analysis was performed using SPSS version 25 software to examine the relationships and influences between the study variables. The test results showed that cash management did not significantly influence profitability. This indicates that the amount of available cash does not always correlate with profit, possibly because cash funds are not optimally utilized in productive activities. Conversely, receivables management showed a negative correlation with profitability. This finding suggests that high receivables can burden cash flow and reduce a company's ability to generate profits. Meanwhile, inventory management has a positive and significant impact on profitability, indicating that good inventory control can support smooth production and sales, thereby increasing profits. Together, these three variables explained 68.4% of the variation in company profitability, while the remaining 31.6% was influenced by factors outside the model, such as operational efficiency, cost structure, and marketing strategy. These findings provide insights for automotive company management to prioritize inventory management and review cash and receivables policies to optimize financial performance.

This study aims to comprehensively examine the effect of service quality and customer value on customer satisfaction, while also exploring the role of trust as a moderating variable. The focus of the research is on participants of the Digital Marketing Independent Internship at PT Satukelas Adhyapana Nusantara, Jakarta. An explanatory quantitative approach was employed, involving 87 respondents selected through purposive sampling. The collected data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results indicate that both service quality and customer value have a significant positive effect on customer satisfaction. Trust was also found to have a direct effect on satisfaction. However, the moderating role of trust was significant only in the relationship between service quality and customer satisfaction. In contrast, its moderating effect on the relationship between customer value and satisfaction was found to be statistically insignificant. These findings provide empirical support for the SERVQUAL theory, the concept of customer value, and the performance-expectations model, while also reinforcing literature that highlights the importance of trust in sustaining customer relationships. From a practical standpoint, this research emphasizes the need for strategies that integrate service quality enhancement with the delivery of perceived value, accompanied by efforts to build and maintain trust as a reinforcing factor for satisfaction. This combination of strategies is expected to enhance positive customer experiences, foster loyalty, and sustain long-term relationships. Furthermore, this study offers valuable contributions for developing marketing strategies and managing customer relationships in the digital education sector, which faces increasingly intense competition and challenges in the era of technological transformation and globalization.

The study aims to examine the influence of word of mouth (WOM) and customer relationship management (CRM) on customer loyalty at PT Garuda Sertifikasi Indonesia, with customer delight serving as a mediating variable. This research is motivated by the increasing competition among certification service providers, which requires companies to implement effective strategies to retain and satisfy their customers. The target population in this study encompasses the entire client base of PT Garuda Sertifikasi Indonesia, totaling 429 individuals. The sampling technique used was Hair’s formula, resulting in 70 respondents. Data were collected through questionnaires, interviews, and documentation. A path analysis technique was used to analyze the data to determine direct and indirect effects between variables. The findings indicate that both WOM and CRM positively influence customer loyalty. Effective word-of-mouth strategies help build the company’s reputation and trust, while CRM ensures consistent communication, better service, and long-term customer engagement. The research also found that WOM and CRM positively affect customer delight. Customers who experience exceptional service and personalized attention tend to be more satisfied and emotionally connected to the brand. Furthermore, customer delight was proven to have a significant positive impact on customer loyalty. It also acts as a mediating variable, strengthening the effect of WOM and CRM on loyalty. This means that delighted customers are more likely to remain loyal and advocate for the company. The results of this study emphasize the importance of maintaining strong relationships and exceeding customer expectations in order to build sustainable loyalty. This research contributes valuable insights for service-based companies in enhancing marketing and customer retention strategies.

Sukapura batik represents the local wisdom of the Tasikmalaya Regency community, showcasing their relationship with the surrounding natural and social environments. This batik has distinct characteristics, particularly in its color palette, which features dark blue, maroon, and beige tones. Despite its long history, Sukapura batik struggles to achieve the same recognition as well-known batik from regions like Cirebon, Solo, and Pekalongan. As a result, the number of batik artisans in Sukaraja has gradually declined. This research examines the communication efforts to preserve Sukapura batik and explore its growth potential. Using a qualitative method and a case study approach, the study gathers data from participants through interviews, observations, and the analysis of written documents, both online and offline. The results showed that there are differences in marketing strategies between craftsmen in Sukapura Village and Janggala Village. Sukapura Village craftsmen still rely on traditional marketing, while the Gandok Jaya Mukti Joint Business Group (KUB) utilizes exhibitions and social media. The main challenges are low digital literacy and limited capital. Sukapura batik has the potential for development, despite challenges posed by global competition. Realizing this potential depends on support from the local government in areas such as human resource development, as well as marketing and promotion through online channels. The sustainability of Sukapura batik relies on the government's and policymakers' proactive involvement to devise and implement strategies that enhance promotional and marketing endeavors, particularly those targeting the younger generation. Efforts to raise awareness of Sukapura batik require collaboration between artisans, the government, and the community. One approach is through education and training for young batik makers, as well as providing facilities to support digital marketing.

This study aims to analyze the branding strategy in digital marketing carried out by Maire Homewear through Instagram and Shopee platforms in an effort to increase brand awareness. Maire Homewear is a Micro, Small, and Medium Enterprise (MSME) engaged in the fashion sector with a flagship product in the form of patchwork daster. The focus of this study includes the branding strategy implemented, the obstacles encountered in its implementation, and the effectiveness of the strategy in building brand awareness among consumers. This study uses a descriptive qualitative approach with data collection techniques through observation, interviews, and documentation. Informants in this study consisted of the owner of Maire Homewear, two resellers, and two consumers. Data analysis was conducted using the Miles and Huberman model which includes the stages of data reduction, data presentation, and drawing conclusions. The results of the study indicate that Maire Homewear's branding strategy is still stronger in the offline realm, such as through the reseller system and participation in various exhibitions. Meanwhile, the utilization of digital marketing through Instagram and Shopee is considered less than optimal. Content shared on Instagram is still inconsistent, and interactive features such as live shopping on Shopee have not been maximized. This results in Maire Homewear's brand awareness remaining relatively low among the general public, although it has begun to build among loyal customers, both those who purchase directly from Maire and through its reseller network. This study recommends that Maire Homewear increase the consistency and variety of its digital content on Instagram, including customer testimonials, production processes, and educational content about its products. Furthermore, utilizing the live shopping feature on Shopee is expected to be a more interactive and effective promotional tool for building relationships with consumers and expanding market reach.

This study aims to analyze the mediating role of brand image in the effect of promotional appeal on customer loyalty, specifically in the context of Jiniso fashion products. The research was conducted in Denpasar City using a non-probability sampling method with a purposive sampling technique. A total of 100 respondents were selected based on specific criteria relevant to the study objectives. The data were analyzed using inferential statistical techniques, including path analysis, the Sobel test, and the Variance Accounted For (VAF) test to determine the direct and indirect effects between variables. The results of the study show that promotional appeal has a positive and significant effect on customer loyalty, indicating that attractive and persuasive promotional strategies are capable of increasing consumer commitment to the brand. Furthermore, promotional appeal has a positive and significant effect on brand image, meaning that well-designed promotional messages help build a favorable perception of the brand among customers. The findings also reveal that brand image has a positive and significant effect on customer loyalty, demonstrating that a strong brand image enhances customer retention and repeated purchases. Importantly, the analysis indicates that brand image partially mediates the relationship between promotional appeal and customer loyalty. This suggests that while promotional appeal directly influences loyalty, it also indirectly enhances loyalty through the improvement of brand image. These findings provide practical implications for marketers and brand managers, emphasizing the importance of developing integrated marketing strategies that combine promotional efforts with brand-building activities to strengthen customer loyalty in the competitive fashion industry. Future research could examine other mediating factors or expand the study to other sectors to increase external validity.

This study aims to analyze the influence of Online Advertising on purchasing decisions for Skintific products by considering the mediating role of Trust and Social Media Engagement. Skintific, as a digital-native skincare brand, actively utilizes digital marketing strategies through various social media platforms such as Instagram, Tiktok, or e-commerce like Shopee to increase consumer appeal, especially in Malang City. This study uses a quantitative approach with the Partial Least Squares Structual Equation Modeling (PLS-SEM) method to test the relationship between variables. The sample was obtained through a purposive sampling technique with 114 respondents who are active consumers of Skintific. The results of this study indicate that Online Advertising has a significant effect on purchasing decisions, both directly and through the mediation of Trust and Social Media Engagement. Theoretically, this study extends the application of the Theory of Reasoned Action (TRA) in explaining the formation of attitudes and subjective norms of consumers towards digital advertising, as well as the Technology Acceptance Model (TAM) which shows how perceived ease and usefulness of digital advertising content affect user engagement. Customer Trust Theory in E-Commerce is used to explain how trust is formed in online transactions, while Relationship Marketing Theory emphasizes the importance of long-term interactions between brands and consumers. The Theory of Planned Behavior (TPB) expands this framework by adding the construct of behavioral control, which explains how consumers' perceptions of ease and barriers contribute to purchasing decisions. Social Influence Theory is used to understand the influence of social norms and online community opinions on purchase intentions, and Uses and Gratifications Theory (UGT) to examine consumer motivations in accessing and interacting with digital content based on information needs, affection, and self-identity. This research provides theoretical contributions in strengthening the relevance of integrating several consumer behavior theories in a digital context.

This research investigates the impact of tourist attractions, service quality, and electronic word of mouth (e-WOM) on visitors’ intention to revisit Sendang Tourism Village, located in Tulungagung, East Java. Additionally, the study explores the function of visitor satisfaction as an intermediary variable and digital promotion as a potential moderator. The study emerged from the concern over fluctuating visitor numbers despite Sendang’s rich appeal in terms of natural landscapes, cultural heritage, and traditional charm. A quantitative method was applied, making use of a structured data collection process structured survey distributed to 138 individuals who had previously visited the site. The data were examined through Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate and interpret the relationships between the research variables both the direct and mediated pathways between variables. This technique was chosen for its ability to explain complex relationships within behavioral research. The results reveal that tourist attraction, service quality, and e-WOM have a significant positive influence on revisit intention. Furthermore, tourist satisfaction was shown to act as a bridging variable between these predictors and return visits. On the other hand, digital promotion was not found to significantly moderate these effects. This indicates that digital marketing, while useful, may not independently boost visitor return rates unless paired with strong destination quality and positive visitor experiences. From a conceptual standpoint, the study contributes to tourism marketing discourse by incorporating both mediation and moderation into the revisit intention framework. In practical terms, the findings highlight the need for tourism managers to prioritize visitor satisfaction and enhance the core travel experience. Digital tools should complement rather than replace genuine service improvements and compelling destination features to effectively encourage repeat tourism.

This quantitative study investigates the antecedents of Brand Loyalty in Genshin Impact players by examining the mediating role of Customer Value in the relationship between Experiential Marketing and Product Quality. Data were collected from 80 active players in Malang City using a purposive sampling technique and analyzed using a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach to examine the relationship between variables. The results revealed two distinct pathways to loyalty formation. First, Experiential Marketing demonstrated a significant influence on Brand Loyalty, both directly and indirectly through strong mediation by Customer Value. This suggests that emotional, sensory, and relational experiences during gameplay play a crucial role in creating perceived value and long-term engagement. Second, although Product Quality demonstrated a significant direct influence on Brand Loyalty, its influence was not significantly mediated by Customer Value. This indicates that while the game's graphical quality, system performance, and technical stability are highly appreciated, they do not automatically translate into customer value without a meaningful experience. This study concludes that in the Games-as-a-Service model, loyalty is built through a dual strategy: a combination of superior product appeal and holistic value creation derived from a rich, curated player experience. Therefore, game developers need to synergistically integrate experience and quality strategies to build long-term brand loyalty. The practical implications of these findings are highly relevant for game developers and digital marketers. Marketing strategies are no longer sufficient to simply highlight technical features or product specifications; they must also address the emotional and social dimensions experienced by players.

The development of digital technology has significantly changed the global marketing landscape, providing a huge opportunity for Micro, Small, and Medium Enterprises (MSMEs) to build and strengthen their brands in a more effective, efficient, and affordable way. This research aims to examine and analyze digital branding strategies implemented by MSMEs in facing various challenges and taking advantage of opportunities that arise in the era of digital transformation. A qualitative descriptive approach was used in this study, with data collection through in-depth interviews, direct observations, and documentation studies on a number of MSME actors who actively utilize digital platforms. Interactive analysis techniques are used to process and analyze the data obtained systematically. The results of the study show that the strategic use of digital platforms such as social media, marketplaces, and websites has great potential in improving brand image, expanding market reach, and strengthening the competitiveness of MSME products in the midst of increasingly fierce competition. One of the key elements of successful digital branding is consistency in visual communication, relevant message delivery, and activeness in building interactions with customers. In addition, the use of digital marketing features such as paid advertising, creative content, influencer marketing, and customer relationship management also supports strengthening brand identity and consumer loyalty. However, the effectiveness of this strategy is greatly influenced by the level of digital literacy, access to technology, and managerial capacity of MSME actors. Therefore, support from the government and related institutions in the form of training, mentoring, and affirmative policies is needed to encourage inclusive and sustainable digital transformation. This research provides practical and theoretical

This study aims to analyze the effect of green marketing on purchase decision with brand image as a mediating variable among consumers of Satvika Bhoga in Denpasar. The research is grounded in the increasing consumer awareness of environmental issues, which has not yet been fully reflected in consistent purchasing behavior toward environmentally friendly products. Despite a rise in environmental consciousness, many consumers remain skeptical or indifferent unless a brand manages to build a credible and positive image aligned with eco-friendly values. Employing a quantitative approach with an associative research design, data were collected through structured questionnaires distributed to Satvika Bhoga consumers, selected using purposive sampling. The analysis was conducted using path analysis and the Sobel test to assess both direct and indirect relationships among variables. These methods allowed the researchers to examine not only the magnitude of influence but also the mediating role of brand image in shaping purchase decisions. The results indicate that green marketing has a positive and significant effect on purchase decision and significantly strengthens Satvika Bhoga’s brand image as an environmentally conscious brand. Furthermore, brand image was found to have a strong and statistically significant influence on purchase decision, confirming its role as a partial mediator. This implies that green marketing efforts, such as eco-friendly packaging, sustainable sourcing, and environmental messaging, not only influence consumer decisions directly but also enhance the overall brand perception, which in turn further motivates consumers to make purchases. Thus, businesses aiming to improve eco-product sales should prioritize consistent green marketing strategies that reinforce a trustworthy and environmentally responsible brand image.

This study aims to analyze the impact of experiential marketing on repurchase intention, mediated by guest satisfaction at Aston Batam Hotel & Residence. The background phenomenon underlying this research is the discrepancy between the high number of guests staying and the low number of returning guests during the period from January to June 2024. Despite receiving many positive reviews, the hotel has yet to establish strong customer loyalty. This indicates a need to evaluate the hotel's marketing strategies and the guest experience it provides. A quantitative approach was adopted, employing the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. A total of 130 respondents were obtained through the distribution of questionnaires using a five-point Likert scale, measuring guest perceptions of experiential marketing, guest satisfaction, and repurchase intention. The data were analyzed using SmartPLS software to test the validity, reliability, and relationships among the structural model variables. The results of the analysis show that experiential marketing does not have a direct significant effect on repurchase intention, but it has a positive and significant effect on guest satisfaction. Furthermore, guest satisfaction is proven to have a significant impact on repurchase intention. The findings also confirm that guest satisfaction acts as a mediating variable in the relationship between experiential marketing and repurchase intention. The conclusion of this study emphasizes that guest satisfaction is a crucial factor in building customer loyalty and encouraging the intention to repurchase. Therefore, the hotel needs to enhance the quality of the customer experience holistically—not only focusing on service delivery but also creating meaningful and memorable impressions. In the highly competitive hospitality industry, delivering impactful and satisfying experiences is key to retaining customers and increasing guest retention. This study provides both theoretical and practical contributions to the development of experience-based marketing strategies and offers a deeper understanding of the role of guest satisfaction as a key driver of customer loyalty.

The growing coffee production rate in Indonesia reflects an increasing public interest in coffee consumption. Fore Coffee, a local coffee shop, has taken advantage of this trend since 2018. However, strong competition from other coffee shops has placed Fore Coffee in third place in the Top Brand Award rankings for the past two years, indicating the need for more effective marketing strategies to boost purchase intention among potential consumers. This study aims to analyze the role of brand awareness in mediating the effect of social media marketing on purchase intention among prospective consumers of Fore Coffee in Denpasar City. The research was conducted with a sample of 120 respondents, using surveys with offline and online questionnaires. The sample was selected through a non-probability purposive sampling method. The data analysis was performed using path analysis and the Sobel test with SPSS version 25. The study’s results indicate that all hypotheses are supported. Social media marketing positively and significantly affects purchase intention, suggesting that effective social media strategies can directly influence consumers' willingness to purchase. Additionally, social media marketing positively impacts brand awareness, meaning that well-executed social media campaigns help consumers become more familiar with the brand. Furthermore, brand awareness has a significant positive effect on purchase intention, implying that increased awareness of Fore Coffee enhances the likelihood of purchase. The study also found that brand awareness partially mediates the relationship between social media marketing and purchase intention, indicating that social media marketing's impact on purchase intention is stronger when combined with high brand awareness. These findings emphasize the importance of integrating social media marketing with brand awareness strategies to improve consumer purchase intention.

This study aims to identify and measure the influence of customer relationships, customer satisfaction, and brand image on customer loyalty at Ryandini’s Sweet Chicken Claw business, located in Sei Sijenggi Village, Hamlet III, Perbaungan District, Serdang Bedagai Regency. A quantitative research method was employed, with data collected through observation, documentation, and questionnaires. The questionnaires used a Likert scale as a measurement tool to assess respondents’ opinions accurately. Data analysis was conducted using several stages, including validity and reliability tests, classical assumption testing, and multiple linear regression analysis, processed through SPSS version 22. These methods were used to ensure the validity of the instrument and the consistency of the findings. The research findings demonstrate that customer relationships have a significant and positive effect on customer loyalty. Customers who feel connected and valued by the business are more likely to remain loyal. Likewise, customer satisfaction—reflecting the extent to which customers' expectations are met or exceeded—has a strong and positive influence on loyalty. In addition, the brand image of the business, which encompasses customer perceptions and reputation of the product, also significantly influences loyalty in a positive direction. Furthermore, the simultaneous analysis of customer relationships, customer satisfaction, and brand image shows that all three variables jointly have a significant and positive impact on customer loyalty. This means that enhancing these three factors can strengthen customer retention and long-term commitment. These results provide valuable insights for small business owners in the food and beverage industry. Focusing on building strong relationships with customers, consistently delivering satisfaction, and maintaining a positive brand image are essential strategies to increase loyalty. For Ryandini’s Sweet Chicken Claw and similar businesses, these findings offer practical guidance for developing customer-centered marketing strategies in an increasingly competitive market.

Customer satisfaction is a crucial factor in determining the success and sustainability of a business. Satisfaction can be enhanced through various strategic approaches, such as effective promotional activities, competitive pricing, and consistent product quality to meet or even exceed consumer expectations. This study aimed to determine the effect of promotion, price, and product quality on customer satisfaction at Bananamoo Kediri. This study employed a quantitative method, collecting data through distributing questionnaires to 25 respondents selected using accidental sampling, namely consumers who happened to come and were willing to be sampled. The collected data were then analyzed using multiple linear regression to test partial and simultaneous relationships between variables. The results showed that promotion significantly influenced customer satisfaction, indicating that the better the promotional strategy implemented, the higher the level of consumer satisfaction. Similarly, price had a partially significant effect, indicating that consumers tend to be satisfied if the price offered is commensurate with the quality and benefits of the product. Product quality was also shown to have a partially significant effect on customer satisfaction, underscoring the importance of consistent quality in maintaining consumer trust. Simultaneously, the three independent variables—promotion, price, and product quality—had a positive effect on customer satisfaction. This finding is supported by the coefficient of determination (R²) of 80.3%, indicating that variations in customer satisfaction (Y) can be explained by the three variables (X) together, while the remainder is influenced by other factors outside this study. Thus, this study emphasizes the importance of managing a balanced marketing strategy to increase customer satisfaction and loyalty.

This study aims to explore the strategic role of e-commerce in increasing the export of handicraft products by Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, with a case study on CV. Palm Craft in Kediri. In the context of globalization and digitalization, e-commerce is an important means for MSMEs to reach the international market, especially in the midst of the challenges of the COVID-19 pandemic that limit conventional export activities. This study uses a descriptive qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. The main focus of this study is how CV. Palem Craft utilizes various digital platforms such as social media (Instagram, Facebook), marketplaces (Tokopedia, Shopee), and global platforms (Amazon, Etsy) to expand market access, build product branding, and increase the selling value of local handicrafts. The results of the study show that the strategic use of e-commerce has helped companies overcome export barriers such as limited distribution networks, logistics constraints, and lack of international promotion. In addition, e-commerce also allows CVs. Palem Craft to build direct relationships with global consumers, get faster feedback, and make product adjustments according to market needs. This research also identifies supporting factors such as digital literacy, product quality, and production capacity as crucial aspects in the success of e-commerce strategies.  The implications of this study provide relevant insights for other MSMEs that want to develop exports through the use of digital technology. Continuous support from the government and related institutions is needed in terms of training, access to capital, and digital export facilitation so that Indonesian MSMEs can compete in the global market in a sustainable manner.  

This study aims to evaluate the relationship between affiliate marketing and celebrity endorse on purchasing decisions at TikTok Shop among Generation Z in Boyolali. This research is motivated by the increasing use of TikTok as a popular online shopping medium among Gen Z, as well as the development of digital marketing strategies through affiliates and public figures. The population in this study includes Gen Z in Boyolali who have made purchases at TikTok Shop. A sample of 100 respondents was obtained through the Slovin formula calculation. This study uses a quantitative method, with an online questionnaire distributed through Google Forms. Data analysis was conducted using the SmartPLS 3.0 application to test the relationship between variables. The results of this study indicate a positive and significant relationship between affiliate marketing and celebrity endorse on purchasing decisions. This finding provides a theoretical contribution to strengthening the Theory of Planned Behavior in the context of digital marketing, as well as suggesting strategies for business actors in developing more effective promotions at TikTok Shop.

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