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The development of the automotive industry, especially automatic motorcycles in Indonesia, is increasingly rapid and triggers fierce competition between manufacturers, including Piaggio with the Vespa Matic LX product which has a unique design, elegant image, and different characteristics from other automatic motorcycles. This study aims to analyze the influence of price perception, promotion, product quality, lifestyle, and brand image on the interest in buying Vespa Matic LX in people in Tegal City. The research approach uses quantitative methods with survey techniques. The study population is the people of Tegal City who use or own a Vespa Matic LX, and because the population is unknown, the sample determination uses the Lemeshow formula so that 100 respondents were obtained. Data analysis included instrument tests, classical assumption tests, and multiple linear regressions with the help of IBM SPSS Statistics 22. The results showed that all variables—price perception, promotion, product quality, lifestyle, and brand image—had a positive and significant effect on purchase interest. These findings confirm that the management of the right marketing strategy in terms of price, promotion, quality, lifestyle, and brand image can increase consumer interest in the Vespa Matic LX. This research provides important implications for companies in formulating marketing strategies that are more effective and oriented to consumer needs.

In January 2025, automatic motorcycles recorded a fantastic market share of 93.75% of total sales. This figure confirms Indonesian consumers' preference for the practicality and comfort offered by automatic motorcycles. This trend shows a shift in consumer interest, with consumers now preferring automatic motorcycles for their daily mobility needs over manual motorcycles. The purchase decision is a stage in the decision-making process until the consumer actually buys the product. Based on the background of the research through interviews, the researcher found that sales of Honda Beat motorcycles at the Taruna Adi Prima branch in Pati city fluctuated annually. Based on this background, the researcher was interested in determining the influence of price, product quality, and brand image on purchasing decisions. The number of respondents was 100 who had purchased Honda Beat motorcycles at the Taruna Adi Prima branch in Pati City, which became the sample for this quantitative study. Based on the research results, the price variable did not have an influence on purchasing decisions, but product quality had a positive and significant influence, and brand image also had a positive and significant influence with a significance value (sig) of 0.000 < 0.05.

This study aims to evaluate the influence of price perception, product quality, and brand image on purchasing decisions for Ortuseight sports shoes in Semarang City. The research is motivated by the growing competition within the local footwear industry and the evolving consumer behavior that now considers not only functional aspects but also symbolic and emotional values of products. A quantitative approach was employed, using a survey method through the distribution of questionnaires to 150 respondents who had either purchased or shown interest in Ortuseight products. The data were analyzed using multiple linear regression to determine the impact of each independent variable on the dependent variable. The findings reveal that price perception, product quality, and brand image all have a significant and positive effect on purchase decisions. Consumers tend to assess the balance between price and product benefits, evaluate quality based on specifications and durability, and are influenced by brand reputation when making choices. These results highlight the importance for companies to maintain a balance between pricing and quality, while also strengthening brand image—not only in terms of corporate reputation but also in how the product is perceived. This research is expected to offer strategic insights for marketing policy development and serve as a reference for future studies.

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

In the 4.0 era, technological advances offer significant opportunities, especially for entrepreneurs who develop their businesses through online platforms such as the Shopee e-commerce marketplace. This study examines the use of Shopee as a marketing communication medium by the Tabriizhijab store. Using a qualitative research method with a descriptive approach, this study is able to describe the digital marketing strategy implemented by the Tabriizhijab store owner through the use of various Shopee features such as store vouchers, free shipping, Shopee Live, Shopee Feed, and paid advertising. The findings of this study indicate that Shopee has a significant impact on improving store sales performance. However, it turns out that several challenges still exist, such as a limited understanding of Shopee features that can cause owners to be left behind by Shopee marketing trends, intense price competition between other sellers who offer lower prices for their products, a lack of specialized personnel to handle digital marketing that leads to less than optimal store management, and difficulties in committing to providing responsive service to consumers. Despite facing these challenges, through effective communication strategies, appropriate and optimal use of social media, and improving service quality, Tabriizhijab has been able to build a positive brand image and increase consumer purchasing interest. This study highlights the importance of an appropriate digital marketing communication strategy amidst increasingly fierce market competition. Furthermore, the study emphasizes the importance of managing and utilizing consumer data obtained through platforms like Shopee to formulate more effective and targeted marketing strategies. By utilizing available analytics features, Toko Tabriizhijab can better understand consumer behavior, product preferences, and evolving market trends. This allows the store to adjust its marketing strategy, offer more relevant promotions, and improve the overall customer experience.

This study aims to analyze the influence of brand ambassadors, sales promotions, and brand image on the purchase intention of Mie Lemonilo products in Balikpapan. The research utilizes both primary and secondary data. Primary data were collected through a questionnaire distributed to followers of the Mie Lemonilo Instagram account in Balikpapan, while secondary data were gathered from various supporting sources. The population in this study consisted of all followers of the Mie Lemonilo Instagram account in Balikpapan, with a sample size of 100 individuals. The results of the study indicate that Brand Ambassador (X1) does not significantly influence the purchase intention of Mie Lemonilo. This suggests that the impact of the brand ambassador on consumer purchasing decisions in Balikpapan is not strong enough, possibly due to insufficient engagement or connection between the brand ambassador and consumers. In contrast, Sales Promotion (X2) has a significant positive impact on the purchase intention of Mie Lemonilo. This indicates that sales promotions, such as discounts or special offers, have a substantial effect in attracting consumer interest and increasing purchase intention in Balikpapan. Meanwhile, Brand Image (X3) does not show a significant influence on the purchase intention of Mie Lemonilo. This may be due to other factors being more dominant in influencing consumers’ purchase decisions, such as product price, quality, or social factors and market trends. This study provides insights that, although brand image is important, sales promotions play a more significant role in driving purchase intention for Mie Lemonilo products in Balikpapan. Therefore, the company should focus more on promotional strategies to increase sales while continuing to consider the role of brand ambassadors and brand image in their marketing strategies.

Consumer purchasing decisions for thrifting products are influenced by factors such as price, quality, trends, and availability. Consumers tend to choose thrifting because the prices are more affordable and the products offer uniqueness that is not mass-produced. As the popularity of thrifting increases, competition is also becoming more intense. Business actors are racing to develop marketing strategies through social media and marketplaces. Product differentiation, competitive pricing, and attractive services have become key elements in attracting consumer interest. The population in this study includes all consumers who purchase thrifting products at Pasar Melati, Medan City, with an unknown or biased total population size. Therefore, the sampling technique used is the Lemeshow formula, which allows for sample size calculation when the total population is not known with certainty. The sampling method applied is accidental sampling, where respondents are randomly selected based on their availability and willingness to participate in the study, totaling 96 respondents. The results of the study indicate that price has a significant influence on consumer purchasing decisions for thrifting products at Pasar Melati, Medan City. Product quality also affects consumer purchasing decisions for thrifting items at the same location. Brand image contributes to consumers’ considerations in determining purchasing decisions for thrifting products at Pasar Melati. Simultaneously, price, product quality, and brand have a significant effect on consumer purchasing decisions for thrifting products at Pasar Melati, Medan City.

Jago Coffee is a retail business in the coffee shop industry that adopts the idea of Cafe on Wheels, a new idea in coffee sales. Yoshua Tanu, the owner of Coffee Jago, plans to do a rebranding in 2022. In addition to changes to the idea and design of the Jago Coffee electric wagon bicycle, customers can now order their drinks easily through this special app. The concept of a coffee shop around, which allows consumers to enjoy quality coffee at affordable prices, is very attractive and consumer in demand. The aim of the research is to identify and analyze the influence of brand image and price simultaneously on the interest of consumers to buy Jago coffee in South Jakarta. Using the questionnaire method for data collection as well as data processing using SPPS version 26 and its method of analysis is quantitative analysis, which is the method of statistical analysis. It is then known that brand image and price have a significant influence on buying interest. This research provides valuable insights for companies to optimize their marketing strategies by paying attention to brand image and price as key factors affecting consumer purchasing interests.

This investigation intends to conclude the effect of thing quality, cost and brand picture on revenue in purchasing Scarlett's pervasive things in the Jabodetabek district. The dependent variable is Buy Interest, while the free factors are item quality, cost, and brand image. Individuals who have utilized Scarlett Lighting up items and are keen on buying them in the Jabodetabek region make up the number of inhabitants in this review. This study chooses an example of 129 respondents utilizing a non-likelihood examining strategy in light of deliberate testing. Using a 4-point Likert Scale, assessments of public sentiment were disseminated to complete the data collection process. Information assessment systems use different direct break faith evaluations. At Scarlett Lighting up things in the Jabodetabek region, the findings of this investigation demonstrate that the nature of the product has a significant impact on buy revenue, that the cost of the product has an impact on buy revenue, and that the brand image has an impact on buy revenue. Furthermore, the quality of the product, the cost of the product, and the brand image all have a positive impact on buy revenue.  

The aim of the study on buying interest at Belikopi was to determine: 1. The influence of price level on consumer buying interest in Belikopi Sampangan 2. The influence of brand image on consumer buying interest in Belikopi Sampangan 3. The influence of price level and brand image on consumer buying interest in Belikopi Sampangan. The type of research used is explanatory, namely research that explains the influence between variables and hypotheses. The test results show 1) there is a significant influence between Price Level and Buying Interest 2) there is a significant influence between Brand Image and Buying Interest d 3) there is a significant influence between Price Level and Brand Image together on Buying Interest 4) From The results of calculating the coefficient of determination obtained a result of 57.04% and the remaining 42.96% was influenced by other variables or factors. 1. Belikopi Sampangan must be able to adjust prices to product quality and maintain reasonable and affordable prices for customers, so as to increase buying interest consumer. 2. Belikopi Sampangan must continue to maintain a good reputation, trustworthy quality and positive perception and be able to overall meet consumer expectations.

With the rapid development of Internet technology, many companies are now using the Internet as a major platform in their marketing strategy of skincare products, mainly through social media. The research aims to explore the factors that influence the intention of buying skincare products on the TikTok platform by considering the role of brand image as a moderation variable. The research method uses descriptive causality with a quantitative approach, and uses purposive sampling techniques. Primary data obtained from 267 respondents active TikTok users who were interested in skincare products and collected through online questionnaires. Data analysis is done using Structural Equation Modelling-Partial Least Square (SEM-PLS). Research findings show that social media marketing activities, online customer reviews, influencer endorsement, brand image can improve purchase intention, while price consciousness does not affect the purchase intent of skincare products on Tiktok platform. Implications, skincare manufacturers and marketers should pay attention to branding strategies on TikTok's platform to boost purchasing intentions. Further research is suggested to explore other factors that can influence the intention of buying skincare products in the digital age.

This research aims to analyze and prove the influence of brand image, price and promotion on buying interest in Wardah cosmetic products (study on chacha cosmetics Tlogosari Semarang). This type of research is quantitative, the population of this research is consumers of the Chacha Cosmetics Tlogosari Semarang shop with a total of 96 respondents. This research uses a non-probability sampling technique, namely purposive sampling. Measurements in this study used a Likert scale which was then processed using the IBM SPSS Statistics version 23 for Windows analysis tool. The results of this research show that there is an influence between brand image, price and promotion on purchasing interest.

This study aims to determine the effect between the variables Brand Image (X) and Price (X2) on Consumer Purchase Interest (Y) at MDA Collection. This type of research is quantitative research which is used to test the relationship of a variable to other variables which emphasizes its analysis on numbers processed by statistical methods. The data collection techniques used are primary data and secondary data. Sample selection using saturated sampling method, the number of samples in the study obtained 40 respondents at MDA Collection. Data analysis using the Statistical Program for Social Science (SPSS). The analysis techniques used are validity and reliability tests, classical assumption tests, multiple linear analysis tests and hypothesis testing. Based on the results of this study, it shows that partially the Brand Image variable (X1) has a significant effect on Consumer Purchase Interest (Y). Partially Price (X2) has a significant effect on Consumer Purchase Interest (Y). Simultaneously Brand Image (X1) and Price (X2) affect Consumer Purchase Interest (Y).

This research was conducted to determine and explain the influence of advertising, brand image and price on interest in purchasing Le Minerale products. The research was carried out by distributing questionnaires online using Google Form. This research uses quantitative methods, the population in this research is consumers who use Le Minerale products in the Greater Solo area with a sample size of 105 respondents. The research was carried out with the help of the SPSS 27.0 application as a tool for calculating data obtained using 4 variables, the independent variable is advertising, brand image and price, while the dependent variable is purchase interest. The analysis used in this research is the classical assumption test, multiple linear regression and hypothesis testing. The results of the F Test research obtained a calculated F value of 13.139 > 2.460 with a significance value of 0.000 < 0.05 so it can be concluded that advertising, brand image and price simultaneously influence purchasing interest.

Research objectives: To analyze and know the role of the government in regulating the government's moderate influence on price, facilities, and brand image towards interest in buying electric cars and electricity in the Mebidang Metropolitan City (Medan-Binjai-Deli Serdang). Population from study This is a candidate interested consumers buying car electricity at electricity in the Mebidang Metropolitan City (Medan-Binjai-Deli Serdang). Because the population amount is unknown, the researcher determines the sample size using the Lemeshow formula, which amounts to 384 respondents. Sample determination using purposive sampling, i.e., candidate consumer Already owns a car, income >= 10 million rupiah. Data was obtained with a questionnaire online via Google Forms. Hypotheses are tested using validity test methods, reliability tests, assumption tests classic, regression multiplex, and hypothesis testing with SPSS. Based on the results, Price research matters positively and significant to Purchase Interest, Facilities influential positively and significant to purchase intention, brand image is influential positive and significant to Purchase Intention, Brand Image are influential positive and significant to Purchase Interest, Regulation Government can moderate influence Brand Image against Purchase Interest, Regulation Government No can moderate influence Price to Purchase interest.  

This type of research is an explanatory study, with a population of around 100 respondents who are interested in buying a house in Bale Agung Pemalang Housing. The sample collection uses non-probability sampling. The sampling technique used purposive. Data collection was carried out through a questionnaire. Methods of data analysis using correlation, regression, using the SPSS application. This study concludes that price, promotion and brand image have an effect on purchasing decisions, both partially and stimulantly, the price variable has a greater influence than the promotion variable.