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This study aims to examine the effect of work discipline, work motivation, and work environment on employee performance at PT. Yara Berkah Semesta Kediri. The research employed a quantitative approach with a survey method by distributing questionnaires to 50 employees, who were selected as the sample using a census technique. The data analysis techniques used in this study included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, and F-test, with the assistance of SPSS software. The results revealed that, partially, work discipline and work motivation did not have a significant effect on employee performance, while the work environment had a positive and significant effect. Simultaneously, work discipline, work motivation, and work environment had a positive and significant effect on employee performance, with an F-value of 32.586 and a significance level of 0.000. These findings indicate that employee performance improvement is more strongly influenced by a supportive and comfortable work environment. Therefore, the company is advised to reconsider its strategies for enhancing discipline and motivation, while maintaining a conducive work environment to support productivity. The practical implications of this study suggest that organizations should prioritize creating and maintaining a positive work environment as a fundamental strategy to boost performance. Additionally, companies need to design interventions that strengthen employee discipline and motivation, such as recognition programs, training, and clear performance management systems, while ensuring that these efforts are integrated with improvements in the work environment.

This research investigates the effect of price and digital promotion on consumer purchasing decisions at the online baby supply store “Lanugo Baby” in West Jakarta. Employing a quantitative research design, the study applies multiple linear regression analysis to assess the relationships between variables. Data collection was carried out by distributing questionnaires to 30 respondents chosen through purposive sampling, and the data were subsequently tested using validity and reliability checks, t-test, F-test, as well as classical assumption tests to ensure accuracy and consistency. The empirical results reveal that both price and digital promotion positively and significantly influence consumer purchase decisions, whether examined individually or simultaneously. Furthermore, the coefficient of determination (R²) value of 0.536 demonstrates that 53.6% of the variation in purchase decisions can be explained by the two independent variables studied, while the remaining proportion is influenced by other factors not included in the model. These findings emphasize the necessity for online baby product stores to adopt competitive pricing strategies alongside effective digital marketing campaigns in order to capture consumer interest and strengthen purchase intentions. In a highly dynamic marketplace, the integration of fair pricing with creative digital promotion can improve competitiveness, build consumer trust, and ultimately enhance overall purchasing behavior.

The increasing prevalence of online customer reviews has made them a critical component in consumer decision-making processes, particularly in the food and beverage sector. These reviews serve as valuable feedback, influencing both the assessment of product quality and the establishment of consumer trust. In the context of Burger Bangor in Gianyar Regency, this study aims to examine the mediating role of trust in the relationship between online customer reviews and purchasing decisions. Using a purposive sampling technique, an online survey was distributed to 100 respondents who had previously purchased Burger Bangor products. The data collected were analyzed using path analysis to test the proposed hypotheses. The findings reveal that online customer reviews significantly influence purchasing decisions by positively enhancing consumer trust. Furthermore, trust itself was found to have a strong positive effect on purchasing decisions and partially mediates the relationship between online reviews and purchasing decisions. These results highlight the importance of effectively managing online customer reviews as they not only provide crucial information to potential buyers but also play a pivotal role in building trust, which in turn influences consumer purchasing behavior. For Burger Bangor, actively responding to and leveraging these reviews can be an essential strategy for improving customer trust and increasing purchase intentions, ultimately contributing to sustained competitiveness in the food and beverage industry.

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

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

The company distinguishes itself from other retail stores through its unique approach, particularly in managing minimarkets by adhering to sharia principles in employee management. Ecommerce Reny Swalayan-ku merges traditional self-service elements with modern technology, positioning itself as a platform that facilitates the online purchase of daily necessities. The platform features user-friendly mobile applications and websites designed to streamline transactions, offering a variety of flexible payment options to enhance the shopping experience. Furthermore, goods are delivered using Reny Swalayan-ku own expedition service, with shipping costs calculated based on the distance from the customer's home to the minimarket. This research seeks to examine the impact of Service Quality, Discounts, and the Interactivity of Social Media Marketing on Shoppers’loyalty, with Online Trust serving as an intervening variable among users of Reny Swalayanku in Surabaya. An associative quantitative research methodology was employed, utilizing data gathered via questionnaires distributed to 94 respondents who are users of Reny Swalayan-ku Surabaya. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) through the SmartPLS software. The findings of the research suggest that Service Quality, Discounts, and the Interactivity of Social Media Marketing have a significant and positive impact on Online Trust. Additionally, Online Trust was determined to exert a positive and significant effect on Shoppers’loyalty. Moreover, both Discount and Social Media Marketing Interactivity directly and positively influence Shoppers’loyalty. In contrast, Service Quality does not demonstrate a significant direct impact on Shoppers’loyalty, indicating that its function may primarily serve as a foundation for establishing trust, which subsequently affects loyalty. These results highlight the critical role of fostering consumer trust through high-quality service, appealing discount promotions, and engaging social media interactions to enhance Shoppers’loyalty within the realm of retail e-commerce.

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

This study aims to examine the influence of Product Variation, Brand Image, and Co-Branding on Purchase Decisions among Miniso Central Park consumers in West Jakarta. The research was conducted using a quantitative approach with 100 respondents selected through non-probability sampling with an accidental sampling technique. Data were collected using questionnaires based on a Likert scale and analyzed using SPSS version 25 with multiple linear regression. The findings show that Product Variation does not significantly influence purchase decisions, indicating that the wide variety of Miniso products alone is not the primary factor driving consumer choices. In contrast, Brand Image demonstrates a strong and significant influence, highlighting that consumers’ trust and perception of Miniso’s brand identity play an important role in their purchasing behavior. Furthermore, Co-Branding also significantly affects purchase decisions, as collaborations with other well-known brands or icons enhance the appeal and perceived value of Miniso products. The combined effect of Brand Image and Co-Branding creates stronger consumer engagement, although Product Variation alone remains insufficient in driving decisions. This study contributes to the understanding of retail marketing strategies, particularly in the context of lifestyle-oriented retail businesses. It suggests that building a strong brand image and leveraging effective co-branding partnerships are more impactful than merely expanding product variety. The implications of this research can assist retail companies in optimizing their marketing mix strategies to strengthen competitiveness in Indonesia’s rapidly growing retail sector.

This study discusses legal protection for customer data security in internet banking systems in Indonesia, especially after the enactment of various related laws and regulations. The purpose of this study is to analyze how legal protection is applied and the legal measures that can be taken by customers if their data is not protected. The research method used is normative legal research with a qualitative approach, through data collection from secondary sources such as laws, legal literature, and official documents. The final findings show that although legal protection has improved with the existence of relevant laws, there are still challenges in its implementation. Customers have the right to file complaints and legal claims in the event of a data breach, which includes complaint procedures with banks and the Financial Services Authority. Compliance with regulations and the principles of legal justice are essential to maintaining public trust in the banking sector.

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.

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.

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 aims to analyze in depth the influence of business legality on the growth and increased competitiveness of Micro, Small, and Medium Enterprises (MSMEs). Business legality is seen as a crucial foundation in strengthening the position of MSMEs in the market, as it not only provides legal certainty but also fosters consumer trust in the quality of the products offered. This study uses a qualitative approach with data collection techniques such as field observations, in-depth interviews with business actors, and relevant documentation studies. The results show an increase in public awareness of the importance of having business legality, as evidenced by the increasing number of MSMEs officially registering their business permits. Furthermore, legality has been proven to increase the credibility of MSMEs, expand market access, facilitate collaboration with the private sector and government agencies, and open up opportunities for obtaining capital support. A significant increase in consumer trust is also evident, as MSME products with legality are more easily accepted and marketed through various distribution channels. Thus, this study confirms that business legality is not merely an administrative requirement, but rather a strategy that can encourage sustainable business growth and increase competitiveness at the local and national levels. In conclusion, the synergy between MSMEs and the government is the main key in encouraging the creation of a healthy, transparent, and highly competitive business ecosystem.

This study analyzes the impact of implementing Indonesia’s Law No. 27 of 2022 on Personal Data Protection (PDP Law) on cybersecurity in the e-business sector. Using a normative qualitative approach through literature analysis, this research examines the regulation’s implications for technical infrastructure, compliance procedures, and human resource capacity development within e-business operations. The findings indicate that although the PDP Law provides a comprehensive legal framework and human-centered principles for personal data protection, its implementation faces technical, operational, and economic challenges, particularly for micro, small, and medium enterprises (MSMEs). These challenges include limited security infrastructure, lack of technical expertise, and high investment costs. Nevertheless, adopting strategies such as multi-layer security architecture, zero-trust security model, privacy by design, and strengthening human resource capacity can enhance consumer trust, industry credibility, and the global competitiveness of Indonesia’s e-business sector. This study contributes to the literature by bridging the gap between personal data protection regulation and cybersecurity practices while offering strategic recommendations for both business actors and regulators.

This research investigates the management of cyber incident risks in e-business environments with an emphasis on reducing financial losses and reputational impact. The increase in digitization in the business world correlates with the rise of cyber threats that can cause significant financial losses as well as long-term reputational damage. This systematic review evaluates recent research (2022-2025) from various academic databases such as PMC, IEEE Xplore, ScienceDirect, and Scopus. The aim of this study is to discover effective risk management tactics, rapid incident response mechanisms, and ways to mitigate financial and reputational losses in e-business. The literature review highlights the importance of having a comprehensive risk management framework, a direct threat monitoring system, and a planned reputation recovery strategy. Research findings indicate that a proactive approach to cyber risk management not only functions to protect financial assets but also to maintain consumer trust and business continuity. Cooperation among stakeholders such as technology, management, and regulators is key in creating a cyber-resilient e-business ecosystem.

The fierceness of today's business battles requires business actors to be able to win the competition to achieve the goals that have been planned. Therefore, they must know what factors can influence consumer purchasing decisions. Brand image, brand trust and consumer trust are factors that can influence purchasing decisions. The research aims to determine the effect of brand image and brand trust on purchasing decisions through consumer trust as an intervening variable in N'cip Roti. The research was conducted by distributing questionnaires via Google form to consumers. The population in this study are consumers who make purchases at N'cip Roti. The sample of this research is 80 with purposive sampling technique. Data analysis techniques using SmartPLS 3.2.9. The results of this study indicate that the brand image variable has no effect on purchasing decisions, brand trust has an effect on purchasing decisions, consumer trust has an effect on purchasing decisions, brand image has no effect on purchasing decisions through consumer trust, brand trust has an effect on purchasing decisions through consumer trust in N’cip Roti.    

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

The Sambal ABC advertising campaign “Cap Cip Top – Icap Icip Ngetop ABC” in YouTube advertising content uses a character named Tejo. The Sambal ABC advertisement can strengthen the brand image and increase customer trust by including a character that fits the brand. Tejo is known as a housewife who cooks with passion, and the use of Sambal ABC in her kitchen reflects its quality and deliciousness. This study specifically discusses the ABC chili sauce advertisement “Cap Cip Top – Icap Icip Ngetop ABC” in YouTube advertising content using a character named Mrs. Tejo. This is because Tejo is known as a housewife who cooks with passion, and the use of Sambal ABC in her cooking reflects the quality and deliciousness of her product. Therefore, this advertisement can strengthen the brand image and increase customer trust. This study uses a quantitative approach and uses random sampling. This study targets Sambal ABC consumers who watch the YouTube advertisement “Sambal ABC: Cap Cip Top – Icap Icip Ngetop”. This survey involved 109 respondents who were all aware of the Sambal ABC YouTube advertisement, had consumed Sambal ABC products, and were also aware of the Sambal ABC advertising campaign. A total of 109 respondents were interviewed; however, only 100 met the specified criteria. Survey data was collected through an online survey using SmartPLS 3.0. The results showed that respondents trusted the Sambal ABC brand more due to the use of influencers in its advertisements. This was determined based on the content of the advertisements and who spoke first. Ibu Tejo's power was such that respondents felt close to her and believed she was close to them because they shared similarities with her in several aspects of influencer credibility, including interests. Respondents also found Ibu Tejo interesting because she was funny, engaging, interesting, and entertaining, and she was able to explain Sambal ABC very well.

In the era of globalization, the rapid development of information technology has brought significant changes in the way people access and convey information. The presence of the Internet and social media has proven that global networks enable interaction and information exchange to occur in real time without geographical boundaries. One phenomenon arising from this development is social media, which has become a virtual space for individuals and companies to communicate directly, personally, and interactively. One of the most popular social media platforms today is Instagram, a platform that is now widely utilized by businesses, including those in the culinary industry, to build a strong brand image amid intense competition. This study focuses on the Instagram account @tastea.ig, which makes use of visual content, interactive features, and the comment section to maintain emotional connections and consumer trust. The purpose of this research is to analyze the interaction strategies of the @tastea.ig account in maintaining a positive brand image in the eyes of its followers. Instagram’s visual-centric nature allows businesses to showcase their products in an aesthetically appealing manner, drawing attention from potential customers. The strategic use of high-quality images, videos, and stories not only highlights the brand’s offerings but also creates a lifestyle around the product. @tastea.ig effectively uses these features to build an engaging presence, showing its products in an appealing and relatable context. In addition to visuals, Instagram’s interactive features such as polls, quizzes, and direct messaging foster a sense of community and direct engagement with followers. By involving followers in decision-making or seeking their opinions, @tastea.ig strengthens its relationship with its audience, making them feel valued and heard.

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