Publication Search

The footwear industry has experienced significant growth, particularly in the fashion segment, where shoes are no longer considered solely as functional items but also as lifestyle products that reflect personal identity and social expression. Among various global brands, Dr. Martens has become one of the premium footwear products with a distinctive image and loyal consumer base. This study aims to examine the influence of Product Quality, Brand Image, and Brand Awareness on Purchasing Decisions of Dr. Martens shoes in Jakarta. The research employed a quantitative method with non-probability sampling, using the accidental sampling technique. The population consisted of consumers who had purchased Dr. Martens shoes, and a total of 100 respondents were collected through questionnaires distributed among university students. The instrument used was a Likert scale questionnaire, and the data were analyzed using multiple linear regression with SPSS version 22. The findings show that Product Quality and Brand Awareness have a positive and significant influence on Purchasing Decisions, while Brand Image does not show a significant effect. These results indicate that consumers are more influenced by tangible product attributes and the level of brand recognition than by brand perception alone. This highlights the importance for premium footwear companies to maintain consistent product quality and strengthen brand awareness strategies, especially through digital marketing channels, to influence purchase behavior. The study contributes to the literature on consumer behavior and provides practical insights for fashion industry players to formulate effective marketing strategies in a competitive market.

The rapid growth of e-commerce has reshaped promotional strategies, shifting them from traditional methods to more interactive approaches. Among these, the introduction of Cash on Delivery (COD) and live streaming features on platforms such as Shopee has gained increasing attention as tools to influence consumer behavior. This study aims to investigate the effect of COD and live streaming on consumer purchase decisions at the thrift hat store Trouble.Caps in Bekasi City. A quantitative research design was employed with 100 respondents selected using a saturated sampling technique, ensuring that all available participants were included. Data were gathered through observation, questionnaires, and interviews, and subsequently analyzed using validity and reliability tests, classical assumption testing, t-tests, f-tests, and the coefficient of determination, assisted by SPSS version 25. The results reveal that both COD and live streaming exert significant partial effects on purchase decisions, each showing a significance value of 0.000. Furthermore, simultaneous testing indicates that these variables collectively influence consumer decisions, with an R Square value of 0.751. This implies that 75.1% of the variation in purchase decisions is explained by COD and live streaming, while the remaining 24.9% is influenced by other factors. The findings underscore the strategic importance of integrating COD and live streaming as complementary features to build consumer trust, enhance interactivity, and increase purchase intention in online retail businesses.

The development of information technology has driven a significant transformation in business strategy, including in the automotive industry. This study aims to analyze the influence of digital marketing and service quality on the purchase decision of Honda motorcycles on the Honda Ciracas Ride. The shift from conventional to digital marketing and the high competition of the automotive industry in the East Jakarta area are important backgrounds for this study. The research method used is a quantitative approach with survey techniques through questionnaires distributed to 263 respondents who have made purchases. Data analysis was carried out using SPSS software with a series of statistical tests, including validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination. The results of the study showed that partially, digital marketing had a positive and significant effect on purchase decisions, with a t-count value of 2.355 > t-table of 1.970 and a significance of 0.019 < 0.05. The quality of service also showed a positive and significant influence, with a t-count value of 7.782 > t-table of 1.970 and a significance of 0.000 < 0.05. Simultaneously, these two variables have a significant effect on purchasing decisions, shown by the F-calculation value of 66.438 > F-table 3.030 and the significance of 0.000 < 0.05. These findings confirm the importance of optimizing digital marketing strategies and improving service quality in improving consumer purchasing decisions in the automotive sector.

The skincare industry has seen significant growth in the importance of maintaining skin health and appearance. This study aims to examine the influence of promotions on TikTok social media and product quality on Gen Z consumers' purchasing decisions for Glad2Glow skincare products. The study employs a quantitative method using a survey technique via an online questionnaire distributed between April and June 2025 to 80 Gen Z respondents who had viewed Glad2Glow promotions on TikTok and made purchases. Data analysis was conducted using SPSS version 27 software, including data quality tests such as validity, reliability, classical assumptions, multiple linear regression, t-test, F-test, and determination coefficient. The analysis results indicate that, partially, promotions on TikTok social media do not significantly influence purchasing decisions, with a significance value of (0.354 > 0.05) and (calculated t-value 0.932 < table t-value 1.991). Conversely, Product Quality was found to have a positive and significant effect on Purchase Decisions, with a significance value of (0.01 < 0.05) and (calculated t-value 5.551 > table t-value 1.991). Simultaneously, both variables—Promotion on TikTok Social Media and Product Quality—together have a significant effect on Purchase Decisions, as indicated by F calculated 26.763 (> F table 3.12) and significance 0.01 (< 0.05).

In a global economic situation full of uncertainty, gold is one of the most popular investment instruments because it is considered stable and has a high intrinsic value. PT Antam Tbk UBPP Precious Metals is one of the precious metal providers trusted by the public. However, purchasing decisions are not only influenced by product quality, but also by price and customer trust factors. This study aims to determine the effect of price and customer trust on purchasing decisions for precious metals at PT Antam Tbk UBPP Precious Metals. This study uses quantitative statistical methods with data collection techniques through questionnaires to 110 respondents selected using purposive sampling techniques, namely respondents who have purchased gold at PT Antam Tbk directly or online. Data analysis was carried out by validity test, reliability test, classical assumption test, multiple linear regression test, hypothesis testing and coefficient of determination test using SPSS version 25. This research was conducted from April-June 2025. The results showed that the price partially had a positive and significant effect on purchasing decisions (3,728>1,982). customer trust also partially had a positive and significant effect on purchasing decisions (6,591>1,982) and price and customer trust simultaneously had a positive and significant effect on the decision to purchase precious metals at PT Antam Tbk UBPP Precious Metals (69,693>3,08).

The souvenir industry in Kediri has become increasingly competitive, driving business actors to strengthen their marketing strategies through brand image, service quality, and product variety. Rumah Madumongso, as one of the well-known local souvenir centers, faces challenges in maintaining consumer appeal amid the abundance of similar products available in the market. Therefore, a study is needed to examine the factors influencing consumer purchasing decisions. This research aims to analyze the influence of brand image, service quality, and product variety on purchasing decisions, both partially and simultaneously. The study applied a quantitative approach with a survey method, collecting data from 130 respondents using questionnaires distributed through accidental sampling. Data analysis was conducted using SPSS, employing validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The results show that brand image and product variety have a positive but not significant effect on purchasing decisions. In contrast, service quality has a positive and significant influence, emphasizing the crucial role of service in encouraging consumers to make purchases. Simultaneously, the three variables significantly influence purchasing decisions, as indicated by an F-value of 56.740 with a significance level of 0.000. The coefficient of determination (R²) of 0.575 indicates that 57.5% of the variation in purchasing decisions is explained by brand image, service quality, and product variety, while the remaining 42.5% is influenced by other factors beyond this study. These findings highlight the need for more comprehensive marketing strategies to strengthen the competitiveness of local souvenir industries.

Marketing management has a strategic role in maintaining the sustainability of the company, especially in the midst of market dynamics and social issues that affect consumer behavior. One of the issues that had an impact was the Boycott, Divestment, and Sanctions (BDS) movement against products that were associated with supporting Israel, including PT Unilever Indonesia Tbk. This study aims to analyze the influence of loyalty and brand image on Unilever product purchase decisions after the boycott in the South Jakarta area. The research method used was quantitative statistics with a survey approach of 100 respondents. Data collection techniques include observation, interviews, and questionnaires. The results of the analysis showed that consumer loyalty had a significant effect on purchasing decisions (Thcal = 3.538 > Ttable = 1.984; sig = 0.001 < 0.05). Brand image also showed significant influence (Thcal = 4.032 > Ttable = 1.984; sig = 0.000 < 0.05). Simultaneously, both variables had a significant effect on purchasing decisions (Fcal = 63.849 > Ftable = 3.09; sig = 0.000). A determination coefficient value (R²) of 0.568 indicates that loyalty and brand image together influence 56.8% of consumer purchase decisions. These findings provide important implications for the company's marketing strategy in responding to social issues and maintaining consumer trust through strengthening loyalty and brand image.

This study explores in greater depth the effect of online promotions on airline ticket purchasing decisions through e-ticketing applications, emphasizing the mediating role of the digital era. Adopting a quantitative research design, data were collected from 491 respondents who had experience purchasing airline tickets via leading digital platforms such as Traveloka, Tiket.com, Agoda, and Booking.com. Five core online promotional strategies were investigated—discounts and vouchers, email marketing, social media promotions, influencer marketing, and push notifications—each representing distinct digital touchpoints. Partial Least Squares (PLS) analysis was used to test the relationships among variables and to evaluate the mediating effect of the digital era. The results indicate that all five promotional strategies significantly influence purchasing decisions, with influencer marketing and social media promotions emerging as the strongest drivers of consumer behavior. Furthermore, the digital era was shown to enhance consumer trust, accessibility, and engagement, thereby strengthening the impact of online promotions on purchase decisions. These findings highlight the need for airlines and e-ticketing platforms to develop integrated digital marketing strategies that align with evolving consumer behaviors and technological trends. This research contributes to the growing body of literature on digital marketing in the aviation sector and provides practical recommendations for optimizing promotional effectiveness.

This research aims to determine the influence of Content Marketing, Influencer Marketing, and Customer Engagement on the Purchase Decisions of The Face Shop products on the Shopee marketplace. The study adopts a quantitative method with a simple random sampling technique, involving 113 respondents who are consumers of The Face Shop. Data were collected through structured questionnaires and analyzed using SmartPLS 4 and Microsoft Excel 2019 to test the research model. The results indicate that, simultaneously, Content Marketing, Influencer Marketing, and Customer Engagement significantly affect Purchase Decisions, suggesting that the combined effect of these digital marketing strategies plays a crucial role in shaping consumer behavior on e-commerce platforms. However, partial testing shows a more nuanced result: Content Marketing and Customer Engagement have significant positive effects on Purchase Decisions, whereas Influencer Marketing does not show a significant influence. Among the variables tested, Customer Engagement emerges as the most dominant factor, highlighting the importance of fostering strong interactions and long-term relationships between the brand and its customers. The research model is able to explain 59.9% of the variation in Purchase Decisions, with the remaining percentage likely influenced by other external factors such as brand image, price perception, or marketplace features. These findings provide practical implications for marketers, emphasizing the need to prioritize customer engagement strategies and high-quality content marketing in order to drive purchase decisions in highly competitive online marketplaces.

This study aims to analyze the effect of promotional strategies on consumer purchasing decisions for Freedom Street Wear products on the Shopee platform. The research population consists of Shopee users who have purchased products from official stores. A quantitative approach using a survey method was applied, and data was collected from 100 respondents selected through non-probability sampling. Multiple linear regression analysis was used to test the influence of each variable, both partially and simultaneously. The findings show that Double Date Discount has a positive and significant effect on purchasing decisions. Meanwhile, Free Shipping and Cash on Delivery (COD) did not have a significant effect, although COD showed a positive trend. Simultaneously, these three variables were found to have a significant effect on consumer purchasing decisions. In addition to examining the individual effects of promotional strategies, this study also explored the interactive relationships between the variables. It was found that while Free Shipping and COD did not individually influence purchasing decisions, their combination with other promotional strategies like Double Date Discount enhanced the overall effectiveness of the promotions. This suggests that promotional strategies should be strategically integrated to maximize their impact on consumer behavior. Furthermore, the study highlights the growing importance of e-commerce platforms like Shopee in influencing purchasing decisions and shaping consumer perceptions. As online shopping continues to grow, understanding the nuances of promotional strategies is essential for businesses aiming to attract and retain customers in a competitive market. The findings contribute to a deeper understanding of the factors driving consumer purchasing decisions and offer valuable insights for businesses looking to optimize their promotional efforts in the online retail environment.

This study aims to explain and test hypotheses regarding the influence of customer experience and product variation on consumer purchase decisions at Mie Judes Sambi Kediri, with brand image as a mediating variable. This research uses an associative approach with a quantitative method. The sampling technique employed is purposive sampling, involving 100 respondents who are consumers of Mie Judes Sambi. Data were collected through questionnaires, observations, documentation, and literature studies. The analysis technique used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS), processed using SmartPLS version 4.1.1.2, which includes testing the outer model, inner model, and hypothesis testing. The results of the study indicate that customer experience and product variation have a positive and significant effect on brand image and purchase decisions. Brand image also has a significant influence on purchase decisions. Furthermore, brand image is proven to significantly mediate the influence of customer experience and product variation on purchase decisions. These findings affirm that enhancing customer experience and providing product variations that align with consumer preferences play a crucial role in building a strong brand image, which ultimately impacts consumer purchase decisions at Mie Judes Sambi Kediri.

This research explores the symbolic consumption patterns of Generation Z in engaging with local products during the digital hyperreality era, emphasizing the roles of ethical consumption, hyperreality values, and digital identity in shaping purchase intentions. Using a quantitative design through PLS-SEM complemented by qualitative evidence, the study shows that both ethical consumption and hyperreality significantly shape digital identity (β = 0.42; β = 0.53, p < 0.001). Digital identity strongly drives purchase intention (β = 0.65, p < 0.001), while ethical consumption does not directly affect it. Mediation analysis demonstrates that digital identity fully mediates the relationship between ethical consumption and purchase intention, and partially mediates the impact of hyperreality. Qualitative findings highlight that Gen Z’s buying decisions are influenced by symbols and imagery showcased on social media, where ethical aspects only become relevant when they align with digital aesthetics. These results strengthen the postmodernist perspective that consumption in the digital era is primarily about signs, images, and symbols that go beyond mere utility. The study suggests that MSMEs should strategically embed symbolic narratives, ethical dimensions, and visual aesthetics into digital marketing to appeal to Gen Z while promoting sustainability.

This study aims to explain and examine the influence of Word of Mouth, location, and price on purchase decisions of consumers at Toko Kopi Epidemi Jombang. A quantitative method with a causal research approach was applied. Data were collected through questionnaires distributed to 80 respondents. The analysis techniques included validity test, reliability test, normality test, linearity test, multicollinearity test, heteroscedasticity test, multiple linear regression, t-test (partial), F-test (simultaneous), and the coefficient of determination (R²), using SPSS version 26. The results showed that partially, tabel had a significant effect on purchase decisions with a significance value of 0.000 < 0.05 and a t-value of 4.483 > t-table 1.995. The location variable did not have a significant effect on purchase decisions, with a significance value of 0.640 > 0.05 and a t-value of 0.470 < t-table 1.995. Meanwhile, price had a significant effect on purchase decisions with a significance value of 0.000 < 0.05 and a t-value of 2.181 > t-table 1.995. Simultaneously, Word Of Mouth, location, and price had a significant effect on purchase decisions with a significance value of 0.000 < 0.05 and an F-value of 27.623 > F-table 2.70. The coefficient of determination (R²) indicated that the three variables collectively explained 52.2% of the variance in purchase decisions, while the remaining 47.8% was influenced by other factors not examined in this study.

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.

This study aims to look at the effect of price, product quality, and promotion on consumer purchasing decisions. The population in this study were all consumers who made purchases at PT Anugrah Packaging Indo Kemasan. Sampling using a non-probability sampling approach and obtained 125 respondents. The data analysis technique uses the Multiple Linear Regression Analysis method. The results showed that, partially (t test) price has a positive and significant effect on purchasing decisions. Product quality has a positive and significant effect on purchasing decisions and promotions also have a positive and significant effect on purchasing decisions. Simultaneous test results (F test) show that price, product quality, and promotion have a positive and significant effect on purchasing decisions.                                                                                                                           

The number of micro, small, and medium-sized businesses (MSMEs) active on social media is on the increase. Because of this, many Indonesian MSMEs advertise their wares on social media. The snack food MSME industry is one that is seeing expansion. In recent times, TikTok has gained popularity as a promotional medium that offers cost-effective information delivery. The impact of TikTok on live streaming engagement, which mixes entertainment aspects with commercial messaging, has been the subject of several studies in the marketing literature. The purpose of this research is to find out how much of an effect the TikTok Live streaming account @sajodosnack has on people's inclination to buy. This research used a quantitative technique based on a survey method. The theory utilized includes Live streaming with the dimensions of Perceived Product Quality, Real-Time Interaction, and Host Credibility, and Purchasing Decisions with the dimensions of Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-Purchase Behavior. Using a random sample approach, 105 respondents who were fans of the TikTok account @sajodosnack were given questionnaires to fill out in order to gather data. According to the findings, those who participated in the study agreed with the claims made about the TikTok live streaming variable (X). On top of that, all statements pertaining to the purchase choice variable (Y) in the survey were met with favorable responses from respondents. The impact of TikTok live streaming on purchase choices for Sajodo Snack is strongly correlated (r=0.710); live streaming accounts for 50.3% of the total, while other variables account for the remaining 49.7%.

Starbucks is one of the brands committed to sustainability by combining sales promotions with sustainability messages to attract the attention of environmentally conscious consumers as a marketing strategy. This study aims to determine the credibility of green advertising, determine sales promotions, determine purchasing decisions, measure the influence of green advertising credibility, measure the influence of sales promotions, measure the influence of green advertising and sales promotions credibility on purchasing decisions. The theories used in this study are the credibility of green advertising Verleye and De Ryuck (2023), sales promotions Kotler and Armstrong (2020), and purchasing decisions Kotler and Armstrong (2020). This study uses a quantitative approach with a survey method, and questionnaires are distributed as data collection instruments. The sample in this study was 126 respondents from Instagram followers @starbucksindonesia who were determined using the Slovin formula, then the sample was drawn using a simple random sampling technique. The results of this study indicate that respondents responded in agreement with the credibility of green advertising (X1), respondents responded in agreement with sales promotions (X2), respondents responded in agreement with purchasing decisions (Y), and the credibility of green advertising and sales promotions has an influence on purchasing decisions. This study shows that simultaneously the credibility of Starbucks' green advertising and sales promotions has a significant influence on purchasing decisions.

This study examines the influence of product quality, service quality, and word of mouth on purchase decisions at DNA Spot Café Surakarta, based on 100 randomly selected respondents. Multiple linear regression analysis shows that service quality and word of mouth have a positive and significant effect, while product quality is not significant. The coefficient of determination of 61.3% indicates that the independent variables explain most of the variation in purchase decisions, contributing to marketing management research in the café industry. The results highlight the crucial role of service quality in shaping customer perceptions and driving decision-making in the café industry. High-quality service fosters positive customer experiences, which, in turn, encourage repeat visits and enhance loyalty. Additionally, the significant influence of word of mouth underscores the importance of social interactions and customer recommendations in the decision-making process, especially in a service-based business like a café, where personal experiences are often shared and valued among peer groups. Conversely, the insignificance of product quality suggests that while product standards are important, they may not be the primary driver of purchase decisions at DNA Spot Café. This indicates that customers may prioritize the overall experience, atmosphere, and peer recommendations over product differentiation when choosing where to dine or spend leisure time. These findings contribute to the body of marketing management research, particularly in the context of the café industry, by emphasizing the strategic importance of service excellence and customer engagement strategies to enhance brand reputation and influence consumer behavior. Future research could explore additional factors such as pricing, promotional strategies, and customer loyalty programs to provide a more comprehensive understanding of purchase decision dynamics.

Competition in the local culinary business is getting fiercer as consumers become more selective in choosing products based on quality, experience, and social media influence. Nasi Uduk Pemuda in Doko Village, Kediri Regency, is one of the culinary businesses that strives to survive by leveraging brand trust, distinctive flavors, and promotions through social media influencers. This study aims to analyze the extent to which brand trust, flavor, and social media influencers influence consumer purchasing decisions. The research method used is quantitative with a survey approach to consumers who have purchased the product. The number of samples was determined using the Slovin formula to ensure representativeness. Data collection was carried out through questionnaires, then analyzed using SPSS 29 software. The analysis included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial t-tests, simultaneous f-tests, and calculation of the coefficient of determination (R²). The results show that partially, brand trust has a positive and significant influence on purchasing decisions, as does the taste variable, which has been shown to play an important role in driving consumer loyalty and repurchase intention. Meanwhile, promotion through social media influencers showed a positive but insignificant influence, indicating that the presence of influencers does not fully determine consumer decisions in the context of traditional culinary products. The f-test showed that all three variables simultaneously had a significant influence on purchasing decisions. The coefficient of determination (R²) value of 0.669 indicates that 66.9% of the variation in purchasing decisions can be explained by brand trust, taste, and social media influencers, while the remainder is influenced by other factors outside the study. This finding emphasizes the importance of maintaining consistent product quality, building brand trust, and continuing to utilize social media strategically as an effort to increase the competitiveness of local culinary businesses.

This study aims to analyze the influence of Instagram social media, brand image, and product innovation on consumer purchasing decisions at Xlocated in Blok M Plaza, South Jakarta. The background of this study is based on the increasingly fierce competition in the culinary industry, especially in pastry products. This competition requires business actors to have the right marketing strategy, not only in terms of promotion, but also in maintaining brand quality and presenting product innovations that suit consumer needs. In the current digital era, social media has become one of the most powerful tools to influence consumer behavior. The research method uses a quantitative approach with a survey technique by distributing questionnaires to 100 respondents who are Xconsumers. The research instrument was compiled using a Likert scale, then the collected data were analyzed using the multiple linear regression method with the help of the SPSS application. This analysis aims to see how much influence the independent variables, namely Instagram social media, brand image, and product innovation have on the dependent variable, namely purchasing decisions. The results of the study show that all three variables have a positive and significant effect on consumer purchasing decisions. This means that the better the marketing strategy through Instagram, the stronger the brand image built, and the higher the level of product innovation, the consumer purchasing decisions will increase. These findings highlight the importance of integrating digital marketing with product development to achieve competitive advantage. The findings of this study provide practical implications for businesses, particularly in the culinary industry, to focus more on digital marketing strategies and product innovation that can meet consumer preferences and strengthen brand positioning in the market.