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Muhammad Kelvin S. Pontoh; Tusaban Tusaban; Dewi Shinta Achmad; Nur Jihan Fareranty Piu

Student Scientific Creativity Journal 2026 Pusat Riset dan Inovasi Nasional

High feed costs remain a major constraint in Nile tilapia (Oreochromis niloticus) aquaculture, requiring alternative feed formulations based on local ingredients with adequate nutritional quality. This study aimed to evaluate the proximate composition of fish feed formulated from snail meal, Azolla meal, and turmeric as a phytobiotic supplement. The study used an experimental method with a Completely Randomized Design consisting of three treatments and three replications. The feed formulations were P1, consisting of 55% snail meal, 25% Azolla meal, 5% turmeric, 10% corn flour, and 5% tapioca flour; P2, consisting of 39% snail meal, 39% Azolla meal, 7% turmeric, 10% corn flour, and 5% tapioca flour; and P3, consisting of 25% snail meal, 51% Azolla meal, 9% turmeric, 10% corn flour, and 5% tapioca flour. The analyzed parameters included protein, moisture, fat, ash, crude fiber, and carbohydrate contents. Data were analyzed using analysis of variance followed by the Least Significant Difference test. The results showed that feed formulation significantly affected all proximate parameters. P3 produced the highest protein content of 43.87%, fat content of 3.68%, crude fiber of 3.11%, and carbohydrate content of 7.28%, while also producing the lowest ash content of 28.46%. Moisture content ranged from 1.11% to 1.30%, indicating good feed storage stability. These findings demonstrate that the integration of snail meal, Azolla, and turmeric can improve the nutritional quality of alternative Nile tilapia feed and support locally based sustainable aquaculture feed development.

Mohammad Ilyas Yunus; Dewi Shinta Achmad; Indri Afriani Yasin; Tusaban Tusaban

Student Scientific Creativity Journal 2026 Pusat Riset dan Inovasi Nasional

Nile tilapia (Oreochromis niloticus) culture requires an efficient and low-cost feeding strategy that can support fry growth and survival. This study aimed to analyze the effects of three types of natural feed, namely silk worms, earthworms, and snails, on absolute length growth, absolute weight growth, and survival of Nile tilapia fry. The study was conducted at the Aquaculture Laboratory, Faculty of Science and Computer Science, Universitas Muhammadiyah Gorontalo, from January 31 to March 2, 2026. An experimental method was applied using a Completely Randomized Design consisting of three treatments and three replications. A total of 45 Nile tilapia fry were reared in 9 plastic containers filled with 10 L of water, with 5 fish in each container. Growth and survival data were analyzed using ANOVA at the 5% significance level, while water quality was analyzed descriptively. The results showed that the type of natural feed had no significant effect on absolute length growth, absolute weight growth, and survival. Descriptively, silk worms produced the highest length and weight growth, with values of 2.99 cm and 6.37 g, respectively. Snails produced the highest survival rate of 86.66%. Water quality remained stable, with temperature ranging from 26.3 to 26.8°C, pH from 7.6 to 7.9, and dissolved oxygen from 5.2 to 5.6 mg/L. These findings indicate that silk worms are potential natural feed for improving growth, while snails support the survival of Nile tilapia fry.

Sita Rofiana; Ahmad Faidlon; Diah Ayu Nurlaila; Fenti Novita Sari

Jurnal Pengabdian dan Kesejahteraan Masyarakat 2026 Lembaga Pengembangan Kinerja Dosen

National milkfish aquaculture production in 2024 reached 792,864 tons, highlighting the strategic role of this commodity in supporting the economy of coastal communities. central java,as one of the main contributors, has significant potential for pond development, including in Ujungwatu Village, Jepara Regency. However, pond management still faces challenges regarding human resource (HR) quality and the optimal utilization of technology. This community service program aims to enhance students’ capacity through outreach and training on Internet of Things (IoT)-based milkfish pond development as an effort to strengthen HR at the Sidomaju 2 SME. Implementation methods include the stages of observation and problem identification, work program planning, WebGIS design, IoT outreach and implementation, and evaluation. The materials covered included an introduction to IoT concepts based on ESP8266, pond monitoring, milkfish feed management, and the implementation of WebGIS as a digital mapping system for the Kalingga milkfish ponds.The activity was attended by 20 students from MA NU Ujungwatu and was conducted in a participatory manner through experiential learning. The results of the activity demonstrated an increase in students’ understanding of the application of technology in milkfish farming, as well as heightened awareness of the importance of efficient and sustainable pond management. The main output of the program is the Kalingga Milkfish Pond WebGIS, which can be utilized as a digital medium for education and monitoring of pond areas. This program contributes to improving students’ technological literacy while supporting the strengthening of pond operational systems based on digital innovation.

Zainullah, M. Ilham; Ita Marianingsih

Jurnal Ekonomi dan Keuangan Islam 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This systematic review maps how innovation, technology adoption, and Islamic entrepreneurial behaviors are intertwined and contribute to the SDGs. Searches in Scopus followed PRISMA 2020: of the 166 initial records, 46 were eliminated prior to screening; 120 filtered by title–abstract; 45 read in full; and 25 articles were analyzed in depth. Four RQs lead the synthesis: the form of innovation/adoption (RQ1), impact on behavior and performance (RQ2), and their relationship to the SDGs (RQ3). The findings show five complementary faces of innovation: (1) process-organization (knowledge management, open innovation; innovation capability), (2) sharia business/finance models (sharia venture capital, agricultural value chain finance), (3) financial and platform digitalization (fintech, Islamic crowdfunding), (4) technological innovation in business models (e.g., urban farming–aquaponics) that are value-framed, and (5) halal product/marketing innovation (halal assurance and halal trust). Behind that, the drivers are layered: individual values and psychology, Islamic HRM cultural orientation and organizational learning, Islamic finance architecture and regulation, and access to digital literacy and trust in the platform. The impact is multidimensional performance, access to ethical capital, halal market behavior, and social and religious environmental outcomes with strong contributions to SDG 8 and SDG 9, and footprints on SDGs 1–2, 3, 10, 11, 12, 13, 16, 17. This SLR offers an integrated financial innovation value framework and proposes SDGs micro-indicators; limitations mainly in the variation of measurements and the dominance of cross-section designs.

Nurul Hidayat; Evi Septiana; Lia Sofianti.Y; Putri Rahmadani; Jumaiti Jumaiti +2 more

Jurnal Hasil Kegiatan Bersama Masyarakat 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Community service activities in traditional fish ponds on Tibi Island, Tarakan, aim to increase the productivity of fish and shrimp farming using a simple yet effective approach. The methods applied include manual pond maintenance, such as spreading molasses solution (EM-4) to improve water quality, removing pests such as snails and oysters, and routine net maintenance and water drainage. Feed management is carried out every three days to maintain the nutritional balance of fish and shrimp. Although without the use of sophisticated technology, the success of cultivation depends heavily on the experience and thoroughness of the farmers in managing the pond environment. Overall, this activity demonstrates that a simple and structured approach can support sustainable cultivation, increase productivity, and strengthen collaboration between the implementation team and the pond owners. It is hoped that this method can serve as a useful example for other traditional fish farmers in increasing aquaculture yields and supporting more efficient and environmentally friendly farming practices.

Maulina, Minkhotul; Hendratmoko, Suseno; Harianto, Kukuh

Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 2025 FEB Universitas Maritim Semarang

This study aims to analyze inventory control of catfish seeds at ABC Company by comparing the conventional inventory method represented by the Economic Order Quantity (EOQ) approach and the Just In Time (JIT) system in order to improve cost efficiency. This research employed a descriptive quantitative approach using a case study design. Data were collected through direct observation, semi-structured interviews with company management, and documentation of inventory and cost records for the 2024 operational period. The analysis method involved calculating optimal order quantities, ordering frequency, delivery frequency, and total inventory costs using EOQ and JIT formulas, followed by a comparative cost efficiency analysis. The results show that the conventional method resulted in a total inventory cost of Rp 75,050,000 per year with high ordering frequency. In contrast, the implementation of the JIT system reduced inventory costs to Rp 18,762,500 per year, achieving a cost efficiency of 72%. These findings indicate that the JIT system is more cost-efficient than the conventional method; however, its implementation requires careful consideration of supplier capacity, logistics readiness, and biological risks associated with live inventory. This study contributes empirical evidence on the applicability of JIT in the aquaculture sector, which has different characteristics from manufacturing industries.

Heldy Basa Angelita Hutasoit; Shofia Amin; Try Syeftiani

Jurnal Manajemen Kreatif dan Inovasi 2025 International Forum of Researchers and Lecturers

This study aims to analyze the empowerment of floating net cage farmers in Pematang Jering Village and identify the obstacles and strategies implemented by the Village Government in optimizing this empowerment. The method used is descriptive qualitative, with data collection techniques through interviews, observation, and documentation. Research informants included the Village Head, cage farmers, fisheries extension workers, and the Fisheries Service. The results showed that empowerment had covered five indicators of success according to Edi Suharto: economic capacity, active participation, independence, increased knowledge and skills, and social networks. However, the economic capacity and independence of farmers were not yet optimal due to challenges such as high feed prices and limited access to capital. Community participation was high, as reflected in active involvement in village deliberations, training, and group cooperation. The empowerment strategies implemented included capital facilitation, strengthening farmer groups, business management training, and collaboration between the village government, extension workers, and the fisheries service. This study concludes that synergy among local actors is very important in strengthening farmer empowerment, but further strategic steps are needed to increase the independence and sustainability of aquaculture businesses in villages.

Dita Kusuma Sari; Andriya Risdwiyanto

Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to determine and analyze the effect of Social Media Marketing and Environment Knowledge on Green Purchase Intention with Customer Trust as a Mediating Variable in Generation Z in Sleman. This study uses quantitative research methods using a questionnaire. The population in this study is Generation Z in Sleman, Yogyakarta Special Region who consume drinking water in gallons of the Aqua brand. The data collection technique used purposive sampling technique. The sample in this study amounted to 95 respondents. The analysis method used in this research is Partial Least Square (PLS). The results showed that social media marketing has a significant direct effect on green purchase intention, environmental knowledge has a significant direct effect on green purchase intention, social media marketing has a significant direct effect on customer trust, environmental knowledge has a significant direct effect on customer trust. Meanwhile, customer trust does not have a significant direct effect on green purchase intention. In the mediation test, customer trust is able to mediate social media marketing on green purchase intention and customer trust is able to mediate environmental knowledge on green purchase intention.

Muhammad Naufal Azhar; Angelita Sartika Pepayosa Nainggolan; Jasmine Maharani Rahman; Afrizal Muzacki; Andi Sarmilah +6 more

Kegiatan Positif : Jurnal Hasil Karya Pengabdian Masyarakat 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The Community Service Program (Kuliah Kerja Nyata/KKN) conducted by Mulawarman University in Muara Badak Ulu Village, Kutai Kartanegara Regency, focused on introducing and strengthening the existence of the Muara Berau Biccu Forest Farmers Group (Kelompok Tani Hutan/KTH) to the wider community. This group plays an important role as a community forum for managing forests in a sustainable and equitable manner, encompassing the utilization of both timber and non-timber forest products. As part of the program, the students designed and implemented several activities aimed at raising public awareness and encouraging participation. The methods included creating an identity signboard for KTH as an official symbol of recognition, installing educational boards highlighting the importance of mangrove planting for coastal ecosystems, conducting mangrove planting using the silvofishery system that integrates environmental sustainability with aquaculture productivity, and developing a blog as a digital information platform accessible to the public. Through these initiatives, the program sought to enhance community knowledge about the ecological functions of mangrove forests, the importance of sustainable pond management for long-term productivity, and the benefits of having an online information medium to promote, document, and expand the networks of KTH Muara Berau Biccu. The results demonstrated an increased level of environmental awareness among community members, active participation in mangrove planting activities, and the establishment of a new communication medium that has the potential to strengthen the group’s position at both local and regional levels. Overall, the KKN program contributed significantly to supporting sustainable community-based forest and coastal resource management.

Suyono; Zahra Maulida; Della Oktaviani Putri; Nadira Aulia Rizqiana Putri; Windi Yuni Astutik +2 more

Jurnal Suara Pengabdian 45 2025 LPPM Universitas 17 Agustus 1945 Semarang

The KKN Program of Universitas PGRI Adi Buana Surabaya for the 2024–2025 period in Kajeksan Village, Sidoarjo Regency, focuses on the issue of family food security by implementing a mixed farming system based on the use of used goods. This service method uses Participatory Action Research (PAR) through the stages of to know (identifying problems), to understand (socialization of concepts), to plan (design a system from gallons of mineral water), to act (training and assistance in making hydroponics-aquaponic systems, making fish feed from household waste, and natural vitamins), and to change (evaluation and sustainability). As a result, there is an improvement in community skills with the realization of catfish harvest along with optimal kale growth, opening household business opportunities, and creating a sustainable empowerment model through appropriate technology transfer.

Muhammad Alvinnur Budiansyah; Muhammad Alvinnur Budiansyah; Aqmala, Diana; Eko Waluyo, Dwi; Setiawan, Aries

EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS 2025 LPPM Universitas Sains dan Teknologi Komputer

Aqua, as a leading bottled mineral water brand in Indonesia, faces challenges in maintaining its market share amid increasing competition and boycott issues. This study aims to analyze the impact of product quality, product pricing, and brand image on purchasing decisions for Aqua in Kendal City. The research employs both quantitative and qualitative methods. Data collection techniques involve distributing questionnaires to 188 respondents and conducting interviews with 10 respondents. The respondents were selected using purposive sampling based on specific criteria, such as having used Aqua and being aware of the boycott issue. The data were analyzed using multiple linear regression to test the influence of each independent variable on the purchasing decision. The results show that product quality, product pricing, and brand image have a positive and significant impact on Aqua's purchasing decisions. Brand image emerged as the most dominant factor influencing purchasing decisions. Additionally, the majority of informants are highly concerned about the boycott issue and disturbed by the Israeli attacks, which has affected their purchasing decisions. This study recommends that Aqua improve product quality, implement competitive pricing strategies, and strengthen its brand image through innovation and marketing campaigns to maintain customer loyalty. Aqua should also promote its neutral stance publicly, clarifying that it is not involved in the Israel-Palestine issue, in order to maintain public trust in the brand.

Taufiq, Muhammad Fahrud; Yanti, Natasya Dwi; Rahman, Abdur

Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 2025 FEB Universitas Maritim Semarang

This study aims to analyze the economic and social impacts within the environmental context on the sustainability of catfish farming in Basanah Village. Environmental issues such as water quality, land availability, and land-use changes have significantly affected aquaculture practices. Moreover, the social dynamics of the surrounding community, including patterns of cooperation, public perception of catfish farming, and economic impacts on farmers’ income and welfare, are central to the investigation. This research employs a descriptive qualitative approach through field observations, in-depth interviews, and documentation involving local farmers, community leaders, and relevant stakeholders. The findings reveal that economic aspects, such as production cost efficiency and income improvement, are highly dependent on stable environmental conditions and strong social support. Conversely, environmental degradation and weak social participation hinder business development. Therefore, participatory-based policies integrating sustainable environmental management with the strengthening of local socioeconomic capacities are urgently needed. This study offers a significant contribution as a foundation for formulating empowerment strategies for environmentally and socially-based small-scale aquaculture enterprises at the village level.

Dewi Uci; Mohamad Badrun Zaman

Kegiatan Positif : Jurnal Hasil Karya Pengabdian Masyarakat 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study examines the production costs and profitability of crab farming enterprises in Prapag Kidul Village, Brebes Regency. Using a quantitative descriptive approach, data were collected through in-depth interviews, field observations, and financial documentation from crab farmers. The research found that feed costs constitute the largest component of variable costs, accounting for 30% of total production costs. Financial analysis revealed favorable profitability levels with a Gross Profit Margin of 33%, Net Profit Margin of 24%, and Return on Investment of 30%. Factors significantly influencing profitability include cost management efficiency, market price fluctuations, crab quality, and access to capital. The findings suggest that systematic financial recording and cost management strategies are crucial for improving business sustainability and competitiveness in the crab farming sector.

Okta Bryan Yudi Pratama; Muhammad Virsa Irawan; Ardhan Ardiansyah Kawakibi

Jurnal Pengabdian Sosial 2025 Lembaga Pengembangan Kinerja Dosen

Food security and community economic empowerment are major challenges in many rural areas, including Sukolilo Village. This research aims to develop and analyze the effectiveness of an aquaponic system, a combination of hydroponics and fish farming, as an innovative sustainable solution. The methods used include observation, experimentation, and interviews with the local community. The results showed that the aquaponic system is able to increase agricultural productivity with better water use efficiency and provide economic benefits through crop diversification, namely vegetables and fish. In addition, the system is proven to be environmentally friendly as it utilizes organic waste from fish as plant nutrients, reduces the use of chemical fertilizers, and optimizes local resources. The implementation of the aquaponic system in Sukolilo Village not only improves food security but also opens up new business opportunities for the community, thus contributing to the improvement of local economic welfare. It is hoped that this model can be replicated in other areas as part of a sustainable agriculture-based economic development strategy.

Udrika Lailatul Qodri

Jurnal Pengabdian dan Pembangunan Lokal 2025 Lembaga Pengembangan Kinerja Dosen

Microplastics pose a significant threat to aquatic ecosystems and human well-being. This study attempts to conduct a community engagement initiative that focuses on the dangers of microplastics, with the aim of raising public awareness and fostering sustainable behavior change in plastic waste management. Microplastic pollution has become a worrying problem because it has the potential to pose risks to food safety and public health. This study aims to conduct a socialization program on the dangers of microplastic exposure to food safety in the Kertosari Village community. Using a participatory approach, this socialization program involves local communities and students. Socialization activities include informative presentations and interactive discussions to raise awareness of the adverse effects of microplastics on food safety. The results of this community engagement are expected to be a valuable guide for authorities and local communities to raise awareness of the dangers of microplastics and encourage sustainable behavior change towards plastic waste management.

Doni Sahat Tuan Manalu; Inayatul Maula; Nisrina Ayushafa Deanova; Putri Luciyani Gunawan; Tifany Claudia Siallagan +2 more

Jurnal Kewirausahaan Cerdas dan Digital 2024 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Indonesia's significant potential in the fisheries sector, particularly in catfish aquaculture, offers substantial opportunities for economic development and business growth. This study analyzes the catfish supply chain from Easy Farm in Bekasi, West Java, to end consumers through middlemen and restaurants. Two supply streams are examined to evaluate efficiency, identify potential improvements, and provide strategic recommendations for supply chain management. Analytical methods include performance measurement, barrier identification, and evaluation of potential efficiency enhancements. Findings indicate that collaboration with middlemen and restaurants can expand market reach but also pose challenges related to supply quality and sustainability. Recommendations include investment in infrastructure and technology, increased collaboration with supply chain partners, and the development of sustainable marketing strategies.

Aulia Riska; Nur Alam Kasim; Megawati Megawati

Jurnal Manajemen Kewirausahaan dan Teknologi 2024 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The purpose of this study was to determine the marketing techniques of ornamental coral (coral) type Euphyllia Glabrescens at PT. Agung Aquatic Marine. and to determine the efficiency of direct marketing of ornamental coral (Coral) type Euphyllia Glabrescens at PT. Agung Aquatic Marine. The type of research used is qualitative and quantitative methods with data collection techniques of observation, interviews, and documentation, the analysis technique used in this study uses qualitative descriptive analysis. The results of the analysis of sales data of ornamental coral (Coral) type Euphyllia Glabrencens at PT. Agung Aquatic Marine uses three techniques in marketing ornamental coral (Coral), namely face to face, stock list, and via photos. Between the two marketing channels there are differences in efficient marketing results, but between the two marketing channels, the most efficient in marketing ornamental coral is marketing channel I with an efficiency level of 1.0%, while marketing channel II has an efficiency level of 0.49%. This is because in marketing channel I, the costs incurred are slightly lower than those in marketing channel II, which has a larger cost component because the shipping distance of ornamental coral is quite far.    

Mutiara Azizah; Yusri Muhammad Yusuf; Ratnawati Ratnawati

Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis 2024 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The ornamental fish business is experiencing quite rapid development and has promising economic prospects. Ornamental fish is one of the fishery commodities that has the potential to become an export commodity because ornamental fish originating from Indonesia are in great demand by the international market. The development of the ornamental fish market is increasing but is not followed by a sufficient number of ornamental fish breeders and the lack of regulation of marine ornamental fish exporters in Indonesia, can trigger exporters to over-exploit natural ornamental fish to meet the needs of the ornamental fish market which can result in several species of marine ornamental fish It is threatened with extinction and causes the destruction of coral reefs because several types of coral reefs have direct symbiosis with fish. This research uses qualitative research methods or field research depending on what happens in the field, in this case PT Agung Aquatic Marine. The data analysis used is qualitative descriptive data analysis with data collection techniques through observation, interviews and documentation. Based on sales data for ornamental Clownfish (Amphiprion Ocellaris) from 2022 to 2023, sales show that sales continue to increase. Meanwhile, Clownfish (Amphiprion Ocellaris) which experienced a decrease in orders from customers include Clownfish (Amphiprion Ocellaris) with size (S). This could be caused by the quality of the fish not matching the customer's taste. However, there are also Clownfish (Amphiprion Ocellaris) whose orders continue to increase every month, such as Clownfish (Amphiprion Ocellaris) with size (M) and Black Clownfish (Amphiprion Ocellaris). This is because these ornamental fish have good quality according to customer tastes. Direct marketing of Clownfish ornamental fish (Amphiprion Ocellaris) at PT Agung Aquatic Marine can be said to be effective because it has been able to achieve sales targets and company goals that have been previously set.

Anugrah Anugrah; Budiman Budiman; Karma Karma

Jurnal Penelitian Manajemen dan Inovasi Riset 2024 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This research aims to find out the marketing mix strategy for ornamental fish to increase sales volume at PT Agung Aquatic Marine, Denpasar Bali. This research uses descriptive qualitative research and also uses SWOT analysis (Strength, Weakness, Opportunity, Threat). SWOT analysis is an analysis used to evaluate opportunities and threats in the external environment as well as the strengths and weaknesses of the company's internal environment. The results of this research show that an IFAS score of 2.87 indicates a strong internal position, an EFAS score of 2.59 shows that the company responds to existing opportunities in a good way and avoids threats in its industrial market. The Cartesian diagram shows the company's position in an aggressive state, which is very profitable for the company. The marketing strategy used by the company to increase sales is that the company maintains and utilizes quality and varied products so that market segmentation becomes wider or increases, maintains consumer trust by being consistent in the performance provided and actively communicating to create mutually beneficial agreements.

Rahma Dayanti Syafitri; Weny Rosilawati

Jurnal Manajemen Kewirausahaan dan Teknologi 2024 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Brand image is a very important factor in marketing management, the influence of brand image on purchasing decisions by considering the role of consumer satisfaction as a mediator, if the brand image of a company is strong it will increase consumer satisfaction, which in turn will influence consumer purchasing decisions. The formulation of the problem in this research is whether brand image influences purchasing decisions, whether brand image influences consumer satisfaction, whether consumer satisfaction influences purchasing decisions, whether consumer satisfaction can mediate the relationship between brand image and purchasing decisions. This research is quantitative research, the population in this research is students of the Faculty of Febi Uin Raden Intan Lampung. The sample used in this research was 100 respondents. Data collection uses a questionnaire. The data analysis technique used in this research is the SEM model using SmartPLS version 3.0. The research results obtained directly from each variable are that brand image has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on consumer satisfaction, consumer satisfaction has a positive and significant effect on purchasing decisions. And for the test results passing the mediating variable, it was found that consumer satisfaction was able to mediate the influence of brand image on purchasing decisions through partial mediation.