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Local fashion brands in Indonesia are increasingly favored by consumers due to their affordable prices and competitive quality compared to imported products. A key strategy for gaining market share is digital marketing, especially through TikTok. This study analyzes the sales growth strategy of Arkline, a local fashion brand that successfully utilizes TikTok for marketing. Using a descriptive qualitative approach, data were collected from official digital sources. The findings reveal that TikTok is highly effective in reaching Gen Z, who prefer visual and interactive content. Arkline's strategies include creating trend-based videos, engaging with audiences via TikTok Live, and collaborating with popular influencers. These efforts enhance brand awareness, strengthen audience engagement, and drive purchase decisions. The TikTok Shop feature also facilitates in-app purchases, leading to higher sales conversions. Overall, TikTok proves to be a powerful marketing tool for Arkline in building closer relationships with consumers, expanding market reach, and boosting competitiveness. With adaptive strategies aligned with digital trends, local brands can fully leverage TikTok’s potential in the evolving fashion industry.

The Influence of Brand Trust and Product Quality on the Purchase Decision of Axioo Laptops in Palembang City This study aims to analyze the influence of brand trust and product quality on the purchase decision of Axioo laptops in Palembang City. The research employs a quantitative approach using primary data obtained through questionnaires. The independent variables in this study are brand trust (X1) and product quality (X2), while the dependent variable is the purchase decision (Y). The analysis results indicate that partially, both brand trust (X1) and product quality (X2) have a positive influence on the purchase decision. Additionally, simultaneously, these independent variables also have a positive influence on the purchase decision of Axioo laptops. These findings suggest that consumers' trust in the brand and good product quality play a crucial role in driving purchase decisions. Therefore, it is recommended that the company continues to enhance consumers' trust in the brand and maintain product quality to strengthen its competitiveness in the market.

This research is titled The Influence of Brand Image, Brand Trust and Product Quality on the Purchase Decision of NITA Sanjai Crackers in Bukittinggi. The purpose of this study is to determine the influence of brand image, brand trust and product quality on purchasing decisions in NITA sanjai crackers in Bukittinggi. The sample taken was 60 respondents using Ferdinand's formula. The data analysis methods used by the author in this study are validity test, reliability test, classical test, normality test, heterokesdaticity test, mulicolineity test, correlation analysis, multiple regression analysis, partial test, simultaneous test and determination test. The research conducted by the author is a research with a quantitative method. From the analysis that has been carried out, the author finds that there is a positive and insignificant influence between brand image variables on purchase decision variables. There is a positive and significant influence between the brand trust variable on purchase decisions. There is a positive and significant influence between product quality variables on purchasing decisions. There is a positive and significant influence between brand image, brand trust and product quality variables on purchase decisions.

This research was explanatory research with quantitative research. The variables were Brand Image (X1), Lifestyle (X2) and Purchase Decision (Y). The population in this research were the consumers who made direct purchases at Azura Coffee Malang. The Data collection was done throught observation and questionnaires to 80 respondents with the purposive sampling method. The data analysis of this research used descriptive analysis, validity test, reliability test, classical assumption test, and hypothesis test. The results of multiple linear regression analysis showed the equation Y = 4,758 + 0,261X1 + 0,547X2 + e with a coefficient of determination of 0,652. This showed that there was a significant effect of variables X1 and X2 on variable Y of 65,2%, while the remaining 34,8% was influenced by other variables not examined in this research. The results of the partial test of the Brand Image variable obtained was t count 2,146 > t table 1,66488 and Lifestyle variable was t count 5,620 > t ttable 1.66488 while the results of the simultaneous test F count was 75,119 > F table 3.12. Based on the research results, it can be concluded that Brand Image and Lifestyle variables partially or simultaneously have a positive and significant on the purchasing decisions at Azura Coffee Malang. It is suggested that Azura Coffee Malang will retain its current brand image in order that the brand image meets what the consumers want. Azura coffee is also recommended to keep café’s comfort so that it can consumer purchase decisions.

The thrift fashion trend is a phenomenon of buying used clothes that are still wearable, either through physical stores, bazaars, or online platforms that are now popular among young people, especially Gen Z. This study uses a quantitative research method with a descriptive research type that aims to analyze the influence of brand preferences, lifestyle, and prices and the interaction of the three on purchasing decisions on the thrift fashion trend among generation Z at UNTAG Surabaya. The population in this study were Generation Z students of the University of 17 August 1945 Surabaya who had made purchases and followed the thrift fashion trend with a slovin sample formula of 100 respondents and determined using a non-probability sampling technique. The data processing technique in this study used SPSS. Data was collected through an e-questionnaire via a google form that included the variables Brand Preference, Lifestyle, Price and Purchase Decision. Based on the results of the partial t-test, it was proven that the Brand Preference variable (X1), Lifestyle (X2), Price variable (X3) had a significant effect on purchasing decisions on the thrift fashion trend among Gen Z at UNTAG Surabaya. Meanwhile, the F test simultaneously shows that Brand Preference (X1), Lifestyle (X2), and Price (X3) simultaneously influence purchasing decisions (Y) on thrift fashion trends among Gen Z at UNTAG Surabaya.

The strengthening of the digital ecosystem has changed the way people make purchasing decisions. This study aims to analyze consumer purchasing decisions in live shopping on the TikTok platform for fashion products. The study was conducted using a descriptive qualitative approach. The research data was sourced from digital searches and observations. The results of the study indicate that consumer purchasing decisions in live shopping on TikTok are influenced by several key factors, namely seller credibility, promotional systems, interactivity, transaction ease, and social influence. These factors interact with one another and shape a satisfying shopping experience for consumers, thereby encouraging them to make purchases. By understanding these factors, businesses can design more effective marketing strategies to maximize sales through the TikTok platform.

The development of digital technology has brought major changes in various aspects of human life, especially in the fields of education and the world of work. In this modern era, laptops have become one of the essential devices, especially for students who also work. Laptops are not only used to complete academic assignments, but also to support professional work and daily social activities. One of the most popular laptop brands is the Apple MacBook, which is known for its elegant design, high performance, long battery life, and excellence in integration between devices through the Apple ecosystem. In the environment of the University of 17 August 1945 Surabaya, MacBooks are increasingly popular among working students because they are considered devices that support high productivity and are valuable long-term investments. This study aims to analyze the influence of lifestyle and reference groups on the decision to purchase Apple laptops (Macbook) among working students. The research method used is a quantitative approach by distributing questionnaires online via Google Form. The sampling technique applied is convenience sampling, with a total of 90 respondents who are active students who also work. Data were analyzed using multiple linear regression. The results of the study indicate that simultaneously Lifestyle and Reference Groups have a positive and significant effect on the Purchase Decision of Apple laptops (Macbook) among students working at the University of 17 August 1945 Surabaya. This finding provides important insights for manufacturers, marketers, and academics in designing more targeted marketing strategies, while also helping students in making rational and appropriate purchasing decisions.  

This study aims to analyze the effect of brand awareness on purchasing decisions for Safi White Natural products among female Communication Science students of Universitas Muhammadiyah Jakarta, batch 2021-2022. This study uses a survey method to collect data from respondents. The population in this study were all female Communication Science students of UMJ, batch 2021-2022, with a sample of 77 respondents taken using simple random sampling techniques and calculated using the Slovin formula. The results showed that the level of brand awareness of Safi White Natural was in the high category, with an average value of 3.52 on the Likert scale. Respondents stated that they recognized Safi products through various media, including social media, television advertisements, and personal usage experiences. In addition, purchasing decisions showed good results, with an average value of 3.50, where the majority of respondents considered Safi products to be in accordance with their skincare needs. Simple linear regression analysis showed that brand awareness had a significant influence on purchasing decisions, with a correlation coefficient value (

The development of e-commerce and the internet requires business actors to be able to adapt, including in terms of marketing. Word of Mouth is a marketing strategy that is considered quite effective because it refers to human-to-human interaction through personal recommendations and positive experiences with something. In this era of social media, Online Customer Reviews are a form of evolution of Word of Mouth marketing. Online Customer Reviews utilize the power of Word of Mouth through digital platforms and have a significant impact in influencing consumer perceptions and purchasing decisions. This research uses several statistical tests to measure the reliability of the instruments and data. This research focuses on calculating the relationship between the Online Customer Review (X) and Purchase Decision (Y) variables at Shopee. The analysis results show a positive and significant correlation between the two, confirmed by simple linear regression and correlation tests. The findings confirm that Online Customer Reviews have a positive and significant influence on Consumer Purchasing Decisions. Therefore, sellers, especially on the Shopee marketplace, are expected to prioritize the quality of their products and services so that they can trigger good online customer reviews which then have an impact on increasing sales.    

This study investigates the impact of product quality, price, and brand image on the purchasing decisions of Wardah facial moisturizer among female students at the Faculty of Economics and Business, University of Lampung. Wardah was selected due to its popularity among young consumers and its reputation as a halal-certified brand offering affordable, high-quality products. Using a quantitative survey method, data were collected from 115 respondents who had purchased the product at least three times. The analysis, conducted through multiple linear regression, reveals that product quality, price, and brand image significantly influence purchase decisions both individually and simultaneously. These results highlight the importance of these factors in consumer decision-making and offer practical insights for cosmetic companies, especially Wardah, in crafting marketing strategies tailored to the preferences of young consumers. Additionally, the findings contribute to the growing body of marketing literature on cosmetic products in the Indonesian context.

This study aims to determine and analyze the key factors that influence and significantly contribute to online purchasing decisions among consumers in Manado City, North Sulawesi. The research adopts a quantitative approach with factor analysis as the main method of data analysis. Judgmental sampling was employed to select participants who have experience in online shopping. Based on the results, seven dominant factors were identified that affect consumer decisions when making online purchases. These factors include: (a) Consumer Limitations and Access, which refer to time constraints and limited access to physical stores; (b) Desire and Technology, highlighting the role of consumer interest and technological literacy; (c) Product and Price Limitations, involving the lack of product variety and pricing differences; (d) Flexibility, which represents the freedom to shop anytime and anywhere; (e) Efficiency, such as time and cost savings; (f) Convenience, referring to the ease of the purchasing process; and (g) Economy and Social, which include discounts, promotions, and social influences. The study contributes to a better understanding of consumer behavior in digital commerce and provides useful insights for businesses and marketers to improve online customer experiences, particularly in regional markets such as Manado. The findings underscore the multidimensional nature of online shopping behavior in a rapidly growing digital economy.

This study aims to determine the influence of brand image and customer reviews on the purchasing decision of Gambir tea, with price as an intervening variable at UD. Sondel in Pakpak Bharat Regency. This research is quantitative with the population consisting of residents of Pakpak Bharat Regency. The sampling technique used is purposive sampling, with a total of 100 respondents. The data were processed using SPSS version 26, with analysis methods including classical assumption testing, path analysis, Sobel test, and hypothesis testing. The results of the study indicate that: (1) brand image has a direct significant effect on price, (2) customer reviews have a direct significant effect on price, (3) brand image has a direct significant effect on purchasing decisions, (4) customer reviews have a direct significant effect on purchasing decisions, (5) price has a direct significant effect on purchasing decisions, (6) brand image has an indirect significant effect on purchasing decisions through price, and (7) customer reviews have an indirect significant effect on purchasing decisions through price.

This research aims to examine the impact of celebrity endorser credibility and brand image on consumers' purchasing decisions regarding Glad2Glow skincare products in Bandar Lampung. The intense competition in the beauty industry pushes companies to adopt innovative marketing strategies, such as leveraging trustworthy celebrity endorsers and building a strong brand image. A quantitative approach was used in this study, with data gathered from 160 Glad2Glow skincare users in Bandar Lampung through questionnaires. The data were analyzed using multiple linear regression. The findings reveal that the credibility of celebrity endorsers has a positive and significant influence on purchasing decisions. Similarly, brand image also exerts a positive and significant impact. Together, these factors play a key role in improving consumers' buying decisions. The results underscore the importance of credible endorsements and a solid brand image in gaining consumer trust and driving the purchase of local skincare products in a highly competitive market.

The advancement of the digital era has provided a significant platform for shopping. In this context, factors such as live streaming, content marketing, and customer trust play a crucial role in influencing consumers’ purchasing decisions on TikTok social commerce. This study aims to examine the impact of live streaming, content marketing, and customer trust on the purchasing decisions of Generation Z users of TikTok’s social commerce at the Faculty of Economics and Business, University of Lampung. With the rapid growth of social media-based e- commerce, these factors have become critical in determining consumer purchasing decisions. Data was collected through a questionnaire designed using Google Forms and distributed to 115 respondents using a non-probability sampling method and purposive sampling technique. Data analysis was performed using SPSS version 26. The analytical methods used included multiple linear regression and hypothesis testing through t-tests and F-tests. The results of the study show that all three independent variables, namely live streaming, content marketing, and customer trust, have a positive and significant impact on purchasing decisions. These findings suggest that marketing strategies based on live streaming, engaging content, and efforts to build consumer trust can enhance purchasing decisions in social commerce.

Digital transformation has reconstructed the marketing landscape, presenting TikTok as a narrative and affective space in shaping consumption decisions. This study investigates the interaction between Storytelling Marketing (STM), Electronic Word of Mouth (e-WOM), and Fear of Missing Out (FOMO) in mediating One Piece comic purchase intention. With a PLS-SEM approach to 385 respondents, it was found that STM and e-WOM not only have a direct impact on purchasing decisions, but also form a psychological resonance in the form of FOMO which strengthens consumptive urges. TikTok in this case is not just a medium, but an affective field where perceptions, emotions, and social impulses intertwine, blurring the line between narrative and economic decisions. This finding confirms the role of content strategy as a construction of meaning that activates symbolic ownership through collective emotional urgency.

This study aims to understand the considerations of female consumers in making decisions to purchase skincare products with the main focus on the price aspect. The background of this research is based on the increasing competition in the skincare market and the shift in consumer preferences for products that are not only judged by quality, but also by affordability. This study uses a qualitative approach with a case study method. The data was collected through in-depth interviews with six female informants who actively use skincare products and are domiciled in South Jakarta. The results show that perceptions of price are very diverse. Some consumers consider price as an indicator of quality, while others consider the economic value and effectiveness of the product more. Additionally, purchasing decisions are influenced by various factors such as income, skin needs, promotional strategies, and social media influence. In responding to prices, they also vary, ranging from waiting for promos to trying alternative brands that are more affordable. These findings reinforce Kotler and Keller's (2016) theory of personal and psychological factors in purchasing decisions, as well as being relevant to Monroe's theory of price perception. This research provides important implications for skincare business people in designing pricing and marketing strategies that are more adaptive to consumer behavior.

This study aims to examine consumers' perceptions of price influence their decision to purchase local coffee brand Kopi Tuku. Price perception is regarded as a key element influencing purchasing decisions, as consumers tend to judge price based on its quality, benefits, and nominal value. This study conducted quantitative research by surveying 395 Kopi Tuku consumers. Validity, reliability, classical assumptions, simple linear regression analysis, and t and F tests were used. The findings indicated that price perception significantly influences purchase decisions, as demonstrated by a computed value of 22.006 that is higher than the t-table and a significance value of 0.000. In addition,the value of 0.552 for the coefficient of determination (R²) indicates that price perception is responsible for 55.2% of the variation in purchasing decisions. The results suggest that in order to increase customer purchasing choices, Kopi Tuku should maintain a pricing strategy that is reasonable, competitive, and aligned with the worth of the available goods.

This study examines the selection of the optimal camera for the photography and videography service company Assad ID using a combination of the Analytical Hierarchy Process (AHP) method and the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS). The rapid development of the photography industry makes choosing the right camera a crucial factor in improving the quality of service. The weighting of criteria using AHP is based on the evaluation of photography and videography experts, including technical specifications, functional features, economic aspects, comfort, and supporting services. The TOPSIS method is applied to the ranking of five alternative cameras (Sony A7 III, Canon EOS R6, Nikon Z6 II, Panasonic Lumix S5, and Fujifilm X-T4). The results of the study show that technical specifications and functionality features have the highest weight. Sony A7 III ranked first with a preference value of 0.610, followed by Canon EOS R6 (0.581), Fujifilm X-T4 (0.472), Nikon Z6 II (0.401), and Panasonic Lumix S5 (0.368). This study proves the effectiveness of the AHP-TOPSIS method in making optimal camera purchase decisions and can be a reference for similar companies in determining the investment of photography and videography equipment according to operational needs

TikTok has become one of the most popular social media platforms with more than 2 billion monthly active users. This makes TikTok a very potential digital marketing tool for various brands and products. One of those TikTok accounts is @hedonestate, an account from a culinary brand that is currently a hit among generation Z with more than 40 thousand followers. This research aims to formulate the right content and engagement management strategy on the @hedonestate TikTok account in order to increase brand awareness and sales of promoted products. The research method used is a qualitative approach with a case study on the @hedonestate account. Data collection is carried out through in-depth interviews with the @hedonestate account manager and a number of his followers, as well as content analysis of the 50 latest TikTok videos uploaded to the account. The data obtained is then analyzed qualitatively to produce content strategy recommendations that are in accordance with the Elaboration Likelihood Model theory, as well as engagement strategies to increase user engagement such as the number of likes, comments, and shares so that it has the potential to encourage product purchase decisions. The results of this research are expected to provide recommendations for effective social media marketing management strategies on the TikTok account @hedonestate, so that it can increase brand awareness and sales of promoted products.

The purpose of this research is to  analyze (1) the significance of the influence of product quality on purchasing decisions at Ampyang Pak Mino in Pracimantoro, (2) the significance of taste on purchasing decisions at Ampyang Pak Mino in Pracimantoro, (3) the significance of product packaging on purchasing decisions at Ampyang Pak Mino in Pracimantoro. The sample for this research is an unknown number of buyers of Ampyang Pak Mino. The population of this study was 100 people. The data collection technique for this research uses a questionnaire. The data analysis technique used is multiple regression analysis, t test, F test and coefficient of determination test (R2). The research results show that: (1) product quality has a significant influence on purchasing decisions at Ampyang Pak Mino in Pracimantoro, (2) taste has a significant influence on purchasing decisions at Ampyang Pak Mino in Pracimantoro, (3) product packaging has a significant influence on purchasing decisions at Ampyang Pak Mino in Pracimantoro.