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This study aims to analyze the marketing strategy implemented by Catering Lapak Ning Icha to increase consumer purchase intention. The background of this research is the intense competition in the culinary MSME sector, particularly catering services, which demands effective and sustainable marketing strategies. A qualitative approach with a case study design was employed. Data were collected through in-depth interviews, observations, and documentation involving the business owner (represented by the operator), employees, and consumers. Data analysis was conducted using the Miles and Huberman model, consisting of data reduction, data display, and conclusion drawing. The findings reveal that the marketing strategy based on the 7P marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) plays a significant role in increasing consumer purchase intention. In terms of product, the catering maintains taste quality, cleanliness, and menu variety. Pricing is set affordably and competitively. Easy location access and accurate ordering and distribution processes support the place and process aspects. Promotion is carried out organically through social media and word of mouth. Additionally, friendly and professional employee service, as well as physical evidence such as a clean business environment and neat packaging, contribute to positive consumer perceptions. The implications of this study suggest that consistent and integrated marketing strategies aligned with consumer needs can effectively enhance purchase intention and customer loyalty. This research serves as a reference for culinary MSME actors in designing effective and sustainable marketing strategies.

The development of information and communication technology has significantly transformed consumer behavior, particularly in the process of searching for information prior to making a purchase. One rapidly growing phenomenon is Electronic Word-of-Mouth (eWOM), which refers to informal communication among consumers through digital platforms such as social media, online forums, and product review websites. eWOM is considered more credible than traditional advertising because it originates from real user experiences. This study aims to analyze the impact of eWOM on consumer purchase intention with trust as a mediating variable. A quantitative approach with a cross-sectional survey design was employed, involving active users of digital platforms who accessed product reviews before purchasing. Data were collected via online questionnaires and analyzed using multiple regression and mediation testing (Baron and Kenny approach with Sobel test). The findings reveal that eWOM has a positive and significant effect on consumer trust (β = 0.72) and directly influences purchase intention (β = 0.31). Trust demonstrates a stronger effect on purchase intention (β = 0.56) and serves as a significant mediator in the relationship between eWOM and purchase intention (indirect effect = 0.40). These results highlight that the quality, credibility, and consistency of eWOM information are crucial in building consumer trust, which subsequently enhances purchase intention. Theoretically, this study enriches digital marketing literature, while practically it provides implications for companies to manage online reviews transparently and foster consumer trust to drive purchasing decisions.

The issue of climate change and increasing public awareness of the importance of environmental sustainability are driving the tourism industry to adopt sustainable practices. One such effort is the use of environmentally friendly products or green products in its operations. BudiSun Resort Maumere, located in East Nusa Tenggara, is one resort that has implemented environmentally friendly principles in its services and facilities. However, further research is needed to determine the extent to which these practices influence consumer behavior, particularly in terms of purchase intention. This study aims to analyze the influence of green products, brand image, and environmental awareness on consumer purchase intention at BudiSun Resort Maumere. The research approach used was quantitative with a survey method. The sample in this study consisted of 150 respondents who had stayed at the resort. The instrument used was a questionnaire with a Likert scale, and the data were analyzed using multiple linear regression with the help of SPSS version 25 software. The analysis results showed that all three independent variables—green product, brand image, and environmental awareness—simultaneously had a significant effect on purchase intention, with a coefficient of determination (R²) of 0.827 and an F-value of 231.894 at a significance level of 0.000. Partially, brand image (β = 0.321; sig = 0.000) and environmental awareness (β = 0.651; sig = 0.000) had a positive and significant effect on purchase intention. However, green product (β = –0.056; sig = 0.354) did not show a significant effect. These findings suggest that while the use of environmentally friendly products is important, the strength of brand image and consumer environmental awareness play a greater role in influencing consumer intention to revisit resort services. Therefore, sustainable tourism marketing strategies should emphasize strengthening brand image and environmental education.

This study aims to determine and analyze the influence of price perception, location, and market atmosphere on consumer purchase intention at Segiri Market in Samarinda City, both partially and simultaneously. The background of this research is based on the phenomenon of declining consumer interest in shopping at traditional markets, which has affected traders' income, even though Segiri Market is the main market with a strategic location in the city center. This phenomenon highlights the challenges traditional markets face in maintaining their appeal amid competition from modern markets and shopping malls. Therefore, it is important to explore factors that may influence consumer purchase intention at traditional markets. This research uses a quantitative approach, with data collection techniques through questionnaires distributed to 100 respondents who are visitors of Segiri Market. The collected data were then analyzed using multiple linear regression with the help of SPSS version 27. The results showed that, partially, the location variable had a significant effect on purchase intention, meaning that a strategic location could enhance the market's appeal to consumers. However, price perception and market atmosphere variables did not show a significant effect on purchase intention on their own. Nevertheless, simultaneously, all three variables (price perception, location, and market atmosphere) had a significant impact on consumer purchase intention. These findings have important implications for market managers and local governments to pay more attention to strategic locations and create a comfortable and attractive market atmosphere. This could increase the appeal of traditional markets, attract more visitors, and ultimately help boost traders' income and support the sustainability of traditional markets as part of the local cultural and economic identity.

This study aims to analyze the effect of price and product quality on consumer purchasing interest at PT. Frisian Flag Indonesia in Pekanbaru Branch. The sample used in this study consisted of 50 consumers. Data analysis was carried out using several techniques, including validity tests, reliability tests, classical assumption tests, multiple linear regression, hypothesis tests, and coefficient of determination tests. Based on the results of the study, the t test shows that price has a significant influence on consumer purchasing interest, with a t-count of 2.908 which is greater than t-table 2.010 and a significance value of 0.005 which is smaller than 0.05. Similarly, product quality also has a significant effect on purchasing interest, with a t-count of 6.736 which is greater than t-table 2.010 and a significance value of 0.000 which is smaller than 0.05. Furthermore, the simultaneous test (F test) shows that price (X1) and product quality (X2) together have a significant effect on consumer purchasing interest. The F-test results yielded an F-count of 24.591, which is greater than the F-table of 3.191, with a significance value of 0.000, indicating that both variables have a significant influence. The coefficient of determination indicates that price and product quality contribute 51.1% to consumer purchase intention, while the remaining 48.9% is influenced by other factors not examined in this study.

This study aims to analyze the influence of brand awareness and product innovation on purchase decisions, with purchase intention as a mediating variable, among consumers of Kedai Kopi KULO. The research is motivated by the declining Top Brand Index of Kedai Kopi KULO over the past five years, indicating a potential drop in purchase decisions due to weak brand awareness and limited product innovation. A quantitative approach was used, employing Partial Least Square Structural Equation Modeling (PLS-SEM) with the SmartPLS software. The results show that brand awareness does not have a direct and significant effect on purchase decisions, whereas product innovation has a positive and significant effect. Furthermore, both brand awareness and product innovation positively and significantly influence purchase intention, which in turn significantly mediates their effect on purchase decisions. These findings indicate that purchase intention plays a crucial role in bridging the influence of brand awareness and product innovation on consumers’ purchase decisions. Therefore, businesses should focus on enhancing product innovation strategies and increasing consumer purchase intention, along with building strong brand awareness, to improve purchase decisions and maintain competitiveness in an increasingly saturated market.

The development of globalization has opened up many opportunities in the business world, especially in helping companies increase their sales and profits. One of the increasingly popular marketing tools is the use of celebrity endorsements. In this context, the Korean Wave phenomenon is one of the important aspects that attracts the attention of global consumers, especially in Indonesia. This study aims to encourage the influence of celebrity endorsements from NCT Dream on consumer behavior and purchase intentions for Tos Tos snack products. By involving 161 respondents who are NCT Dream fans who were born between 1997-2012 (Gen Z) and know Tos Tos products. This study uses a quantitative method with data analysis using the PLS-SEM approach supported by SmartPLS 3.0 software. The results of the study showed a significant influence of the Celebrity Endorsement and Consumer Behavior variables on Purchase Intentions for Tos Tos snack products, while the Digital Marketing variable did not have a significant effect on Purchase Intentions. This finding has an impact on Tos Tos to analyze factors that can increase consumer purchase intentions.      

This study aims to explore the impact of neuromarketing elements such as ambience and sensory marketing, and brand perception on consumer purchase intentions within the Indonesian coffee shop industry. By examining these factors, the research seeks to uncover subconscious drivers that shape consumer behavior and provide actionable insights for coffee shop owners. Utilizing a quantitative approach, data were collected from 194 respondents via purposive sampling, analyzed using regression techniques. Results indicate that ambience, sensory marketing, and brand perception significantly influence purchase intentions, explaining 48% of the variance (R² = 0.480), with brand perception being the most dominant factor (β = 0.525). The findings underscore the importance of creating a positive consumer experience through optimized sensory engagement, inviting atmospheres, and strong brand identity. Managerial implications suggest coffee shop owners should invest in sensory marketing strategies and branding efforts to enhance customer satisfaction, loyalty, and long-term competitiveness in an increasingly saturated market.    

Do Spices is an SME that produces dry marinade spices for proteins. However, the purchase intention for Do Spices has declined based on sales data from January to February 2024. Therefore, it is necessary to identify the factors influencing consumer purchase intentions so that Do Spices sales can increase again. Utilitarian and hedonic values are factors that can influence purchase intention. Hence, this study aims to test the significance of utilitarian and hedonic values on purchase intention, specifically among Do Spices consumers who bought between January and February 2024 through the Shopee app. This study uses a descriptive quantitative research design, with questionnaires distributed online, and data analysis conducted using SmartPLS  version 3 and SPSS version 27. The results of the study indicate that utilitarian and hedonic values positive significantly influence the purchase intention of Do Spices.    

The entry of K-Beauty trend in Indonesia has influenced the interest of skincare consumers in Indonesia. Indonesia. The local skincare market continues to grow every year leading to increased competition in the local cosmetic business in Indonesia. This study aims to examine how the influence of product quality, brand image product quality, brand image and Korean Brand Ambassador on consumer buying interest in local skincare products. local skincare products. The sampling method was carried out with the technique Non-Probability Sampling technique where data is obtained through distributing questionnaires to 250 respondents with the determination of the number of respondents using the formula. to 250 respondents by determining the number of respondents using the Lemeshow formula. Then the data analysis was carried out using multiple linear regression analysis multiple linear regression analysis with data processing carried out using IBM software SPSS version 23 which then the data is analyzed and the results of the research are obtained in the form of: (1) Product Quality has a positive and significant effect on consumer interest in local skincare products, (2) Product Image consumer buying interest in local skincare products, (2) Brand Image has a positive and significant effect on consumer buying interest in local skincare products. significant effect on consumer buying interest in local skincare products, (3) Korean Brand Ambassador has a positive and significant effect on consumer purchase intention local skincare products, and (4) Product Quality, Brand Image, and Korean Brand Ambassador together have a positive and significant effect on consumer buying interest in local skincare products. Ambassadors together have a positive and significant effect on consumer buying interest in local skincare products