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This study aims to examine the effect of Social Media Brand Engagement, Brand Trust, and Customer Satisfaction on Nescafé Brand Loyalty. A quantitative approach was employed using a explanatory research. Data were collected through questionnaires distributed to Nescafé consumers and analyzed using multiple linear regression with SPSS. The results indicate that Social Media Brand Engagement has a positive and significant effect on Nescafé Brand Loyalty, with a significance value of 0.001 (< 0.05). Customer Satisfaction also has a positive and significant effect on Nescafé Brand Loyalty, with a significance value of 0.001 (< 0.05). In contrast, Brand Trust does not have a significant effect on Nescafé Brand Loyalty, as indicated by a significance value of 0.506 (> 0.05). The coefficient of determination (R²) shows that Social Media Brand Engagement, Brand Trust, and Customer Satisfaction explain 61.2% of the variation in Nescafé Brand Loyalty, while the remaining 38.8% is influenced by other factors not included in this study. The findings suggest that consumer engagement on social media and customer satisfaction play important roles in strengthening brand loyalty toward Nescafé. Therefore, companies should focus on improving social media engagement strategies and maintaining customer satisfaction to enhance consumer loyalty.

This literature review analyzes the impact of data privacy issues on consumer usage intention in Indonesian e-commerce platforms. The study aims to map privacy threats and understand the phenomenon of the privacy paradox in the context of digital retail. Using a literature review method, this study synthesized findings from international journals published in the last five years from Scopus, Web of Science, and Google Scholar databases. The results show that excessive data collection, unauthorized secondary use, and data breaches significantly increase consumer privacy concerns. However, the research also confirms a privacy paradox, where consumers willingly share personal data to gain shopping convenience and promotions. The findings highlight that strong brand trust and a seamless user experience can effectively mitigate these privacy fears. Practically, this study recommends that e-commerce companies implement the Privacy by Design framework, utilize dynamic passwords (OTP), and provide transparent privacy settings as a competitive marketing advantage. Future research should explore specific regional demographics and the direct impact of new technologies like AI chatbots on consumer security perceptions.

The following study aims to analyze the influence of buzzer marketing, influencer marketing, and brand trust on purchase intention of Wardah products on TikTok Shop. The background of the study is based on the increasing use of TikTok Shop as a social commerce platform and the importance of digital marketing strategies in influencing consumer purchasing intention, especially in the cosmetics industry that demands brand trust. The research method uses a quantitative approach with a questionnaire distributed to 100 respondents. Data were analyzed through validity and reliability tests, classical assumption tests, and multiple linear regression. The results indicate that all instruments are valid and reliable and the model meets classical assumptions. Partially, buzzer marketing, influencer marketing, and brand trust have a significant effect on purchase intention, with coefficients of 0.494, 0.362, and 0.264, respectively. Simultaneously, all three variables also have a significant effect. The coefficient of determination value of 0.535 indicates that the variation in purchase intention is explained by these three variables.

The development of technology in the digital era has significantly altered consumer behavior, particularly for Generation Z, who are known as digital natives. This group possesses unique characteristics, highly relying on social media to seek product information before making purchasing decisions. This study aims to analyze digital marketing management strategies through social media in enhancing brand engagement and loyalty among Generation Z consumers, as well as to identify the key determinants of its success. The research method employed is descriptive qualitative, utilizing literature review as the data collection technique across prior scientific sources. The analysis reveals that the implementation of digital marketing strategies based on visual content and short-form videos on platforms such as TikTok and Instagram is proven to be highly effective in capturing the audience's attention rapidly. In addition to content format, collaboration with highly credible influencers and the application of authentic, responsive two-way communication serve as the main pillars in building emotional proximity and trust among young consumers. Operationally, this strategy offers cost efficiency and a broader market reach. The conclusion of this study emphasizes that the optimal integration between management information systems and interactive, adaptive communication approaches toward digital trends is the main key to winning the market and sustaining the long-term loyalty of Generation Z.

The phenomenon of Generation Z’s political electability in the 2024 Legislative Election reflects a shift in patterns of political representation at the local level. The success of Generation Z candidates in securing legislative seats in Jambi City has become a noteworthy phenomenon, particularly amid the dominance of politicians from older generations. This study aims to analyze the political personal branding strategies employed by Generation Z candidates in building their electability in the 2024 Legislative Election in Jambi City. The research adopts a qualitative approach, with data collected through interviews, documentation, and literature review. The analysis is based on Peter Montoya’s Personal Branding theory, which consists of specialization, Leadership, Personality, Distinctiveness, visibility, unity, persistence, and goodwill. The findings reveal that the electability of Generation Z candidates is influenced not only by their young age or social media presence but also by their ability to establish social closeness with the community, maintain consistency in political behavior, engage in intensive interpersonal communication, and actively participate in social and community activities. Personal branding strategies that are developed consistently and sustainably have proven effective in fostering public trust and strengthening political legitimacy at the local level. The study concludes that political personal branding is one of the key factors contributing to the electability of Generation Z candidates in the 2024 Legislative Election in Jambi City.

In today's digital era, MSME actors are required to be able to compete through the use of technology, including in building a brand image through digital branding. This study aims to analyze the effectiveness of digital branding in increasing the competitiveness of Sambal Pecel Kanaya MSME products in Makassar. The method used is descriptive qualitative with data collection techniques through observation, in-depth interviews, and documentation. Data analysis was carried out using the Miles and Huberman interactive model which includes data reduction, data presentation, and conclusion drawn. The results of the study show that the digital branding applied is quite effective in building a strong brand image, expanding market reach, and increasing consumer trust and buying interest. The use of social media, visual content, authentic product narratives, and customer testimonials has been proven to support increased product competitiveness. However, there are still shortcomings such as limited visual design and the lack of optimal use of other digital platforms. Therefore, it is recommended that MSMEs increase branding capacity through digital marketing training and platform diversification to strengthen the brand's position in the wider market.

This study aims to analyze the influence of a halal lifestyle on consumer preferences in selecting Sharia-compliant retail products. The study employed a Systematic Literature Review method, reviewing various empirical and conceptual studies published between 2017 and 2025. The analysis focused on the relationship between halal awareness, religiosity, ethical consumption values, and Muslim consumer behavior in making choices about Sharia-compliant retail products and services. The results indicate that a halal lifestyle is viewed not only as a form of compliance with Islamic law but also as a social identity and a modern consumption pattern that influences consumer purchasing decisions. Consumers with high levels of halal awareness and religiosity tend to have a greater preference for Sharia-compliant retail products that guarantee halal certification, quality, transparency, and ethical values ​​in their business processes. Furthermore, trust, Islamic brand image, and marketing strategies based on Islamic values ​​contribute to strengthening consumer loyalty to Sharia-compliant retail. This research provides managerial implications for Sharia-compliant retail businesses to develop innovative, educational, and tailored marketing strategies to meet the halal lifestyle needs of modern Muslims.

This study is motivated by the dynamic changes in digital consumer behavior in e-commerce, particularly in the purchase of electronic products through the Tokopedia platform. The study aims to analyze and synthesize the influence of online reviews and product ratings on purchase decisions using a systematic literature review approach. The method involves a comprehensive examination of global and local scientific literature, with a focus on peer-reviewed journals and empirical studies published between 2021 and 2026. The findings indicate that online reviews and product ratings are capable of reducing consumer uncertainty as well as the functional risks associated with electronic products. Empirical evidence over the past decade suggests that high ratings can build initial confidence in brand quality, while detailed reviews provide crucial technical validation for potential buyers. Overall, these two indicators work synergistically to strengthen consumer trust and serve as key determinants in the final stage of the purchasing decision. The implications suggest that e-commerce platforms and sellers need to prioritize the management of user-generated content and maintain transparency in reputation to remain competitive in a market increasingly reliant on the credibility of online information.

Micro, Small, and Medium Enterprises (MSMEs) have a strategic role in supporting the Indonesian economy, but still face many limitations in terms of marketing and product packaging. This article presents the results of mentoring Sempol BAGONG MSMEs in Malang City who are engaged in sempol-based food products in the form of frozen food and ready-to-eat cooked products. The assistance is focused on strengthening marketing strategies, optimizing digital marketing, redesigning frozen product packaging, developing  mature product packaging, and utilizing halal certificates as added value for branding. The method used is a participatory qualitative approach through observation, in-depth interviews, and direct intervention on prioritized business aspects. The results of the assistance show an increase in MSME marketing capacity, packaging attractiveness, and digital promotion reach. In addition, halal certificates have been proven to provide added value in building consumer trust. This finding is in line with previous research that confirms that packaging innovation and the use of digital media contribute significantly to increasing the competitiveness of food MSMEs. Thus, this assistance provides practical implications for strengthening MSMEs through creative marketing strategies, packaging innovation, and sustainable use of digital technology.

The phenomenon of growth in Indonesia’s beauty industry has intensified competition among both global and local skincare brands, including Avoskin. This situation impacts consumer trust Instagram. Avoskin must compete to build brand trust amid the higher exposure and engagement dominance of global brands on social media. Challenges such as the presence of negative reviews and unfavorable consumer perceptions that lead to dissatisfaction represent significant threats to Avoskin’s ability to sustain brand trust. This study aims to determine the influence of electronic word of mouth and brand image of @avoskinbeauty toward brand trust. The research adopts a quantitative approach using the simple random sampling method, involving 400 active Instagram users as respondents. Data were collected through Google Forms and analyzed using IBM SPSS Statistics 30.. The T - test results show that Avoskin’s electronic word of mouth on Instagram has a positive and significant effect on brand trust, with a tcount greater than the ttable value (8.335 > 1.965) and significance < 0.001 < 0.05. Similarly, Avoskin’s brand image also has a positive and significant impact on brand trust, with a tcount greater than the ttable value (22.462 > 1.965) and significance < 0.001 < 0.05. The F - test results indicate that electronic word of mouth and brand image simultaneously have a significant effect on brand trust, with an Fcount greater than the Ftable value (870.240 > 3.02) and significance < 0.001 < 0.05. In conclusion, electronic word of mouth and brand image play essential roles in enhancing brand trust. The implication of this study is that skincare companies should continuously strengthen their digital presence, consistently manage their brand image, and actively facilitate and respond to electronic word of mouth, especially on social media platforms.

This study aims to analyze the comparison of personal branding strategies implemented by Amry Sophia MUA and Lia Makeup through social media portfolios. The research used a qualitative approach with a comparative case study design. Data were collected through semi-structured interviews, digital observations on Instagram and TikTok accounts, and documentation of both participants’ portfolio content. Data analysis was conducted through verbatim transcription, thematic analysis, and triangulation between interview results and digital observation findings. The results show that Amry Sophia MUA builds personal branding through a consistent visual identity characterized by a modern glam look and Thailand makeup style that appears soft, flawless, and elegant. The target market is more focused on wedding makeup and young adult brides-to-be. Meanwhile, Lia Makeup presents a flawless natural look that is more flexible and suitable for a wider audience. Lia Makeup is also supported by a media team, making the content management more structured and consistent. Both MUAs use Instagram as a visual portfolio platform and TikTok as a medium to show makeup processes, tutorials, and audience interaction. In addition, quick responses, customer testimonials, and authenticity are important factors in building trust and a professional image on social media. Therefore, this study indicates that strong personal branding can be developed through visual consistency, appropriate content strategies, audience segmentation, and effective communication with potential clients.

The rapid growth of e-commerce and social commerce in Indonesia has shifted consumer behavior in seeking information prior to making purchase decisions, particularly through electronic word of mouth (e-WOM). This phenomenon poses a challenge for local fashion brands such as Hamata Studios, which has relatively low digital visibility despite having favorable product ratings. This study aims to analyze the effect of e-WOM on purchase intention with brand trust as a mediating variable based on the Stimulus-Organism-Response (S-O-R) theory. This research employs a quantitative approach with an associative research design. Data were collected through questionnaires distributed to respondents who are familiar with or have interacted with Hamata Studios, using a non-probability sampling technique with a purposive sampling method. Data analysis techniques include descriptive and inferential statistical analysis using path analysis, as well as mediation testing using the Sobel test and Variance Accounted For (VAF). The results indicate that e-WOM has a positive and significant effect on both purchase intention and brand trust. Furthermore, brand trust has a positive and significant effect on purchase intention. Mediation testing reveals that brand trust significantly mediates the relationship between e-WOM and purchase intention. In conclusion, positive e-WOM can enhance brand trust, which in turn increases consumers’ purchase intention.

The digital era has fundamentally transformed the market landscape, requiring e-commerce platforms to understand the determinants of consumer behavior. This study aims to analyze the role of E-commerce Trust as a mediating variable in the relationship between Perceived Ease of Use, Perceived Usefulness, and Perceived Enjoyment on Purchase Intention. Using a quantitative approach, data was collected from 326 active users of the Lazada platform in Central Java. Data analysis was conducted using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. The results show that the three main factors ease, usefulness, and enjoyment have a positive and significant influence on Brand Trust and consumer Purchase Intention directly. Furthermore, it was found that E-commerce Trust acts as a crucial mediator that strengthens Purchase Intention through positive user experience. Theoretically, this study strengthens the Technology Acceptance Model (TAM) framework and the context of Cross-Border E-commerce (CBEC) in the digital retail industry. Practically, these findings emphasize the importance of optimizing platform features to enhance transaction convenience and security and build long-term loyalty. The research's implications suggest that platform managers should focus on both aesthetics and functionality to create a credible and enjoyable digital shopping ecosystem for consumers in developing regions.

This study is motivated by the increasing competition in the Muslim fashion industry, which encourages SMEs to develop effective marketing strategies to build brand image. The purpose of this study is to analyze the implementation of the marketing mix (4P) strategy in strengthening the brand image of Bell.Scraft SMEs. This research employs a qualitative approach using a case study design. Data were collected through interviews, observations, and documentation, and then analyzed using the data analysis techniques of Miles, Huberman, and Saldana, which include data condensation, data display, and conclusion drawing. The results indicate that the product aspect is carried out through continuous trend research and market needs analysis, the pricing aspect applies a combination of cost-based and value-based approaches, the distribution aspect utilizes a multichannel strategy through resellers, social media, and marketplaces, while the promotion aspect focuses on trust-based digital strategies through authentic content and influencers. Overall, the implementation of the marketing mix (4P) supports the strengthening of Bell.Scraft’s brand image amid market competition. The implications of this study suggest that the use of integrated and digital-based marketing strategies can enhance the competitiveness of SMEs and build long-term relationships with consumers.

The food and beverage industry in Indonesia is growing rapidly through digital marketing, particularly through the role of influencers in influencing consumer preferences and purchase intentions. Several influencers are no longer merely collaborating with brands, but are also becoming business owners by leveraging their personal branding and follower base. However, when promoting their own products, the effectiveness of these strategies on purchase intentions is not always consistent. This study aims to examine the influence of the Theory of Planned Behaviour on purchase intention and analyse the role of Parasocial Relationship through influencer authenticity and influencer trustworthiness in regional cuisine at RM Padang Payakumbuah. The research uses a quantitative approach with data from 182 respondents in the Special Region of Yogyakarta, analysed using PLS-SEM. The results show that attitude and influencer authenticity do not have a significant effect on purchase intention, while subjective norm and perceived behavioural control have a significant effect. Furthermore, influencer trustworthiness strengthens the relationship between perceived behavioural control and purchase intention. These findings emphasise the importance of social recommendations, ease of purchase access, and building trust towards influencers.

This literature study aims to analyze the strategies of local cosmetic brands in providing product variants for different skin types, setting affordable prices for the teenage segment, and minimizing side effect risks to increase purchase intention among beginner users. The method used is qualitative library research with a thematic synthesis approach following systematic literature review procedures. The results indicate that complete product variants enable beginner users to find products suitable for their skin conditions, reducing confusion and increasing confidence. Affordable prices are crucial for the teenage segment with limited budgets, allowing them to try products without excessive financial burden. Minimizing side effect risks through safe formulations, dermatological testing, ingredient transparency, and usage education builds a sense of security essential for beginner users. These three strategies are interconnected and collectively create a foundation of trust that drives purchase intention. Beginner users who feel their needs are understood, products are affordable, and risks are minimal will be more motivated to purchase and have the potential to become long-term loyal customers. This study contributes theoretically to enriching cosmetic marketing literature with a teenage and beginner user segmentation perspective and practically provides foundations for local brands in designing products, pricing strategies, and safety communications targeting this segment.

This study aims to analyze the role of brand equity in enhancing the competitiveness of batik sandal products at “Dinara Wooden Heel.” The research adopts a qualitative approach using a case study method to gain an in-depth understanding of how the elements of brand equity namely brand awareness, perceived quality, brand association, and brand loyalty are developed and utilized by the business actors. Data were collected through in-depth interviews with the business owner and consumers, direct observation, and documentation. The data analysis technique was conducted descriptively through the stages of data reduction, data display, and conclusion drawing. The findings indicate that brand equity plays a significant role in improving the competitiveness of Dinara Wooden Heel. The dimensions of perceived quality and brand association serve as the primary strengths in creating competitive advantage through consistent product quality and culture-based differentiation. Meanwhile, brand awareness declined due to distribution limitations during the pandemic, but has gradually recovered through the utilization of social media. On the other hand, brand loyalty has been established through repeat purchases, although its management remains relatively informal. Overall, the four dimensions of brand equity are integrated in enhancing competitiveness through brand visibility, product differentiation, consumer trust, and customer loyalty.

This study aims to explore the extent to which brand image, product quality, and trust influence purchasing decisions for Pixy two-way cake through the Blibli platform in Batam City. The approach used is quantitative descriptive, involving 100 consumers who previously purchased Pixy two-way cake on Blibli, selected through purposive sampling with Lemeshow calculation guidelines to ensure sample representativeness. Data collection was conducted using a questionnaire, then analyzed through validity and reliability tests, classical assumption evaluation, multiple linear regression, and hypothesis testing using t-tests and F-tests. The results of the regression analysis indicate that brand image has a 24.7% influence on purchasing decisions, product quality contributes 34.0%, and trust plays a role of 29.2%. Furthermore, the coefficient of determination (R²) shows that these three variables collectively explain 74.0% of the variation in purchasing decisions. The t-test and F-test confirm that the influence of each variable is significant and positive, both partially and simultaneously, on consumer purchasing decisions at Blibli in Batam City.

This research investigates how celebrity endorsements, customer reviews, and pricing affect consumers’ intention to purchase Scarlett Whitening products. Amid intense competition in the skincare industry, firms are required to focus not only on product features but also on psychological and perceptual aspects that influence consumer behavior. Celebrity endorsers contribute to strengthening brand trust, customer reviews offer insight based on user experiences, while price reflects consumers’ perceived value of the product. This study adopts a quantitative explanatory design, with data obtained from 204 respondents through structured questionnaires using a five-point Likert scale. The collected data were analyzed using multiple linear regression with SPSS version 26. The findings indicate that celebrity endorsers, customer reviews, and price have both simultaneous and individual positive and significant impacts on purchase intention. An adjusted R-square value of 0.274 suggests that these variables account for 27.4% of the variation in consumers’ purchase intention. Overall, the results highlight that appropriate endorsements, trustworthy reviews, and competitive pricing collectively enhance consumers’ intention to purchase Scarlett Whitening products

This study aims to comprehensively examine the role of brand image, trust, and promotional intensity in shaping purchasing decisions for Maybelline two-way cake cosmetic products in Batam City. The implemented research design adopted a descriptive quantitative approach involving 204 participants who had actual experience in purchasing the product in question. Respondents were determined through purposive sampling technique based on Jacob Cohen's calculations to ensure empirical representativeness of the research sample. Primary data were collected through the distribution of structured questionnaire instruments, then processed and analyzed using hierarchical statistical stages that included testing the validity and reliability of the instrument, verification of classical assumptions, multiple linear regression modeling, and hypothesis testing through partial (t) and simultaneous (F) tests. Empirical findings indicate that brand image contributes 23.9% to purchasing decisions, trust influences 39.1%, while promotion contributes the most dominant influence at 14.7%. The coefficient of determination (R²) value of 82.9% indicates that the three independent variables are simultaneously able to explain variations in consumer purchasing decisions in a substantial proportion. The results of both partial and simultaneous tests confirm a positive and significant influence between brand image, trust, and promotion on purchasing decisions for Maybelline cosmetics in Batam.