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This study aimed to determine the physical characteristics and consumer preferences of a commercial fusion dessert, durian–katuk klapertaart (Sauropus androgynus). An experimental method was employed using a Completely Randomized Design (CRD) with three different treatments. Organoleptic evaluation was conducted by 30 untrained panelists using a hedonic test. The data were analyzed using Analysis of Variance (ANOVA) followed by Duncan’s Multiple Range Test. The results showed that the substitution percentage in each treatment had a significant effect on consumer acceptance in terms of aroma, texture, color, and taste. Formulation F2 was the most preferred by the panelists. The physical characteristics of the F2 formulation were soft with a slightly fibrous texture, a moderately strong durian aroma, a fairly strong katuk aroma, a slightly dark green color, and a balanced sweet taste of durian and katuk.

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.

This study aims to determine the production process and the level of consumer acceptance of Bandung nagasari cake utilizing stevia as a natural sweetener and butterfly pea flower extract (Clitoria ternatea) as a natural coloring agent. The research employed a quantitative approach with an experimental method through organoleptic testing involving 20 panelists. Data collection techniques consisted of literature review, questionnaires, and organoleptic evaluation covering taste, texture, aroma, and appearance. The obtained data were analyzed using descriptive quantitative analysis with percentage calculations. The findings indicated that the Bandung nagasari formulation containing stevia and butterfly pea flower extract was more preferred than the formulation using granulated sugar. Approximately 90% of panelists preferred the taste attribute due to its healthier perception, while 80% of panelists favored the texture, aroma, and appearance attributes because of the softer texture and the attractive natural coloration produced by the butterfly pea flower extract. Furthermore, the product demonstrated a shelf life of 12 hours at room temperature and up to 3 days under refrigerated storage conditions. The study concludes that the incorporation of stevia and butterfly pea flower extract may serve as an innovative development of traditional Bandung nagasari cake without eliminating its traditional characteristics and shows favorable consumer acceptance.

This research investigates how the characteristics of virtual influencers influence consumers’ purchase intention, with consumer perception acting as a mediating variable. A quantitative explanatory method was applied, involving 134 social media users who had been exposed to promotional content by the virtual influencer Arbie Seo for Richeese Factory. Data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM). Results reveal that credibility and authenticity exert a positive influence on purchase intention, whereas attractiveness shows a significant negative effect. In addition, credibility, attractiveness, and authenticity positively affect consumer perception. Consumer perception subsequently increases purchase intention and serves as a mediator in the relationship between virtual influencer characteristics and purchase intention.

Pumpkin seeds (Cucurbita spp.) are a byproduct of pumpkin that has great potential to be developed as a functional food ingredient due to their high nutritional content and bioactive compounds. This article aims to examine the valorization (utilization) of pumpkin seeds in various food products and their potential as a functional food. The method used was a narrative literature review through a search of the Google Scholar, ScienceDirect, PubMed, and MDPI databases for the period 2016–2026. The results of the study indicate that pumpkin seeds have been applied in various food products such as cookies, crackers, bread, biscuits, cakes, muffins, and snack bars. The addition of pumpkin seeds generally increases the content of protein, fiber, unsaturated fatty acids, minerals, and bioactive compounds that contribute to antioxidant activity. However, increasing the proportion of pumpkin seeds also affects the physical and sensory characteristics of the product, such as darker color, decreased volume, and changes in texture due to reduced gluten content in the dough. Therefore, formulation optimization is needed to achieve a balance between increasing nutritional value and consumer acceptance. Overall, pumpkin seeds have the potential to be used as an ingredient in the development of functional foods.

This study explores how social media–driven green marketing shapes sustainable consumer behavior through a systematic literature review. As concerns about sustainability intensify alongside rapid digital engagement, social media has emerged as a crucial platform for communicating environmental initiatives and influencing consumer responses. Despite this relevance, existing studies remain fragmented across theoretical, contextual, and methodological perspectives, limiting a holistic understanding of the topic. Using the PRISMA approach, this research reviews 42 empirical articles sourced from the Scopus database and analyzes them through the TCCM (Theory–Context–Characteristics–Method) framework. The findings show that most studies rely on intention-based theories, particularly the Theory of Planned Behavior, although there is a growing shift toward integrating social, psychological, and technology-oriented approaches. From a contextual standpoint, the literature is largely concentrated in Asian regions and younger demographics, which restricts broader generalization. Furthermore, results indicate that social media–driven green marketing does not directly affect sustainable behavior but works through important psychological mediators such as trust, engagement, and perceived value. These factors significantly influence how consumers interpret and respond to environmental messages online. The effectiveness of such marketing strategies is also shaped by cultural and demographic differences, making context a critical factor. Methodologically, most studies employ cross-sectional surveys and structural equation modeling, limiting the ability to capture causal and dynamic relationships. Overall, this study provides a structured synthesis, highlights research gaps, and suggests future directions, including cross-cultural analysis, stronger theoretical integration, and more rigorous research designs.

This study aims to determine the influence of Product Quality, Price Perception, and Brand Image on Purchase Decisions in Shopee application users in South Jakarta. The population in this study is Shopee application users in South Jakarta who have made purchases in the last six months. The research sample was determined using the Non Probability Sampling method with the Lemeshow formula and obtained as many as 96 respondents who were considered to represent the characteristics of the population. Data was collected through a questionnaire with a Likert scale distributed through Google Form, then processed using Microsoft Excel 365 and SPSS software version 29 for descriptive analysis and hypothesis testing. The analysis techniques used included validity tests, reliability, classical assumption tests, multiple linear regression analysis, as well as t-tests and F-tests. The results showed that Product Quality, Price Perception, and Brand Image had a significant effect on Purchase Decisions in Shopee application users, both partially and simultaneously, which indicates the importance of marketing strategies based on product and brand values in improving consumer purchase decisions.

This study examines the influence of Arei Outdoor Gear brand awareness on purchase decisions in the Bogor Climbing Virtual Community on Facebook. In the midst of increasingly fierce competition in the outdoor equipment industry, maintaining a high level of brand awareness is an important factor for companies in attracting and retaining consumers. Therefore, this study aims to find out the extent to which brand awareness of Arei products is able to influence the purchasing decisions of the community members. This study uses a quantitative approach with a survey method conducted on 87 respondents who were randomly selected from community members. Data collection was carried out through a questionnaire which was then analyzed using a simple linear regression technique to determine the relationship between brand awareness variables and purchase decisions. The results of the study show that the level of Arei brand awareness is relatively high with an average value of 3, where respondents are able to recognize Arei's products, logos, and brand characteristics. Meanwhile, purchasing decisions are also in the positive category with an average score of 3.25. The results of linear regression analysis showed a significant influence between brand awareness on purchase decisions with a correlation value (R) of 0.749. In addition, a determination coefficient value (R²) of 0.561 showed that 56.1% of purchase decisions were influenced by brand awareness, while the rest were influenced by other factors outside of the variables studied.

This study aims to examine the global marketing strategies implemented by The Coca-Cola Company in maintaining its competitive position in international markets. The advancement of globalization requires multinational corporations to design marketing strategies that are not only globally standardized but also adaptable to local market characteristics and consumer needs. This research employs a descriptive qualitative method with a case study approach, conducted through the review of relevant literature, corporate reports, and academic journals. The findings indicate that Coca-Cola’s success in global marketing is supported by strong brand differentiation, an extensive global distribution network through partnerships with bottlers, and the application of the glocalization concept, which balances standardization and adaptation within the marketing mix. Furthermore, market expansion strategies are implemented systematically through the selection of target markets based on growth potential, accessibility, and competitive intensity. The study also reveals that the country of origin image of the United States serves as a positive brand asset by creating aspirational value and quality perceptions across various markets, although in certain contexts it also presents challenges that require strategic management. Overall, this study confirms that Coca-Cola’s global marketing strategy is capable of achieving sustainable competitive advantage through the integration of strong global branding, product innovation, and responsiveness to local market dynamics.

In the increasingly tight competition of the soft drink industry, companies need to understand how the advertisements broadcast are able to attract attention, arouse interest, and encourage consumers to make purchases. The purpose of this study is to measure 1) The television advertisement of Nutrisari version of the champion nyegerin on residents of the Graha Indah 2 Pamulang complex. 2) Purchasing decisions on residents of the Graha Indah 2 Pamulang complex. 3) The influence of the television advertisement of Nutrisari version of the champion nyegerin on product purchasing decisions on residents of the Graha Indah 2 Pamulang complex. The theory used in this study is the Marketing Communication Theory. Television Advertisements with dimensions: Head words & sound effect, Music, Seen word, Picture, Color, and Movement, as well as the Purchasing Decision theory with dimensions: Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-Purchase Behavior. This study uses a quantitative approach with a survey method with a questionnaire as the data collection instrument. The population in this study were residents of the Graha Indah 2 Pamulang RW 25 complex with characteristics that had been found as many as 123 and the number of samples as many as 94. The sampling technique used probability sampling technique. The results of the study showed that 1) The images presented in Nutrisari advertisements made the audience's attention interesting and got the highest average value of 3.28 from the Picture dimension. 2) In the Purchase Decision, there was the highest value of 3.21 from the Purchase Decision dimension. 3) There was an Influence of Nutrisari Television Advertisement Version of Si Juara Nyegerin on Product Purchase Decisions. t-count was (9.992) > t-table (1.661). The magnitude of the influence was R 0.719 or 71.9% and R Square was 0.517 or 51.7%  

The development of technology-based peer-to-peer financing services (LPBBTI) in Indonesia, including platforms like Shopee Paylater, has facilitated easier access to credit. However, this progress is accompanied by cybersecurity risks, such as unauthorized use and account breaches. This study aimed to (1) analyze the operation of LPBBTI under prevailing regulations, and (2) examine the legal liability of parties in cases of Shopee Paylater credit breaches.The study employed a normative legal approach with prescriptive characteristics, combining statutory, conceptual, and case-based analyses. Primary and secondary legal materials were obtained through literature review of Law No. 8 of 1999, POJK No. 10 of 2022, POJK No. 40 of 2024, and personal data protection regulations. The analysis was conducted descriptively and qualitatively. The findings indicate that, despite OJK regulations, Shopee Paylater’s electronic agreements still contain standard clauses that unilaterally shift all account security risks to users. This practice potentially violates Article 18(1)(a) of the Consumer Protection Law and is void under Article 18(3). Consequently, consumers remain liable for payments even if transactions are conducted illegally by third parties. In line with Article 19 of the Consumer Protection Law, service providers should assume liability, as system security is under their control.

This study aims to analyze consumer purchasing behavior on e-commerce platforms using the Decision Tree algorithm as an easily interpretable classification method. The dataset used consists of 12,330 transaction records with 18 attributes representing visitor characteristics and user activities during interactions with the e-commerce platform. The research stages include data exploration to identify initial patterns, data preprocessing to handle missing values and class imbalance, splitting the data into training and testing sets, training the Decision Tree model, evaluating model performance, and visualizing the tree structure to analyze decision rules.The test results show that the Decision Tree model with a maximum depth of 3 achieves fairly good performance, with an average accuracy of 89.78%, precision of 69.82%, recall of 59.95%, and an F1-score of 64.51% for the buyer class. The visualization of the decision tree provides clear interpretation of the main attributes influencing purchasing decisions, thereby facilitating understanding for non-technical decision makers. Overall, this study demonstrates that the Decision Tree method is effective in modeling consumer purchasing behavior in e-commerce and can be utilized as a basis for data-driven business decision making, particularly in marketing strategies and improving sales conversion rates.

This study aims to analyze the inventory management practices of qurban cattle at Purnomo Sapi Mulyo Farm in Boyolali, Central Java, particularly in facing the surge in demand prior to Eid al-Adha. The research is motivated by the unique characteristics of qurban cattle inventory, which involves living assets, seasonal demand, and biological risks that differ significantly from conventional inventory management. A qualitative descriptive approach with a case study design was employed to capture in-depth information regarding inventory planning, procurement, storage, and sales practices. Data were collected through in-depth interviews with the business owner as the key informant, direct observation of operational activities, and documentation review. The findings reveal that inventory management at the farm is conducted in a responsive manner based on consumer orders, enabling the business to minimize overstock risks and operational costs. However, inventory recording remains manual and unstructured, potentially limiting the accuracy of cost calculation and long-term planning. Price fluctuations and supply availability are strongly influenced by the Eid al-Adha momentum, while cattle health and lead time are critical factors affecting inventory effectiveness. From a theoretical perspective, the study extends inventory management concepts to the context of live and seasonal inventory. Practically, the findings suggest that implementing a simple yet structured inventory recording system could enhance operational efficiency and decision-making accuracy in local qurban cattle farms.

This study examines the relationship between Corporate Social Responsibility (CSR) disclosure and tax avoidance, with CEO Overconfidence considered as a moderating factor. The research focuses on non-cyclical consumer goods companies listed on the Indonesia Stock Exchange during the 2022-2024 period. Using annual and sustainability reports, the analysis employs multiple linear regression and moderated regression analysis (MRA). Robust standard errors based on the Newey-West method are applied to ensure reliable estimation. The results indicate that CSR disclosure does not have a significant direct effect on tax avoidance. However, CEO Overconfidence significantly moderates the relationship between CSR disclosure and tax avoidance, highlighting the role of executive behavioral characteristics in corporate tax decisions. These findings suggest that CSR disclosure alone is insufficient to explain firms’ tax avoidance behavior without considering managerial traits. The study contributes to the literature by integrating behavioral perspectives into tax avoidance research and emphasizing the importance of executive oversight in aligning CSR practices with responsible tax behavior.

The increasing consumption of packaged food products in Indonesia reflects modern lifestyle changes but simultaneously raises public health concerns related to high calorie, sugar, and fat intake. Nutritional information presented on food labels consists of multiple interrelated variables, making it difficult to identify dominant nutritional factors that characterize packaged food products. This study aims to apply Principal Component Analysis (PCA) to reduce the dimensionality of nutritional data and to map the nutritional characteristics of packaged food products in Indonesia. The research employs a quantitative exploratory approach using secondary data obtained from nutrition facts labels of 1,651 packaged food products. Seven nutritional variables were initially analyzed, namely total energy, protein, total fat, total carbohydrates, sugar, sodium, and dietary fiber. Data preprocessing included data cleaning, Z-score standardization, and iterative variable selection based on the Kaiser-Meyer-Olkin (KMO) measure and Bartlett’s Test of Sphericity to ensure sampling adequacy and sufficient correlation among variables. Variables with low sampling adequacy and perfect multicollinearity were eliminated, resulting in five variables retained for the final PCA model. Principal components were extracted using the eigenvalue greater than one criterion and confirmed through a scree plot, followed by Varimax rotation to enhance interpretability. The results indicate the formation of two principal components explaining approximately 69.7% of the total variance. The first component represents energy density and macronutrient richness, while the second component reflects carbohydrate-related characteristics, particularly the contrasting pattern between sugar and dietary fiber. Biplot visualization further illustrates product distribution based on these components. The findings demonstrate that PCA effectively simplifies complex nutritional information and provides a clear nutritional mapping of packaged food products, offering practical insights for consumers, producers, and policymakers in supporting healthier food choices in Indonesia.

The phenomenon of masculine men has become a new strategy in the modern beauty product marketing industry. Changing social and cultural values about gender identity have led to the emergence of male images with soft, stylish, and aesthetic characteristics in various promotional campaigns. This study aims to analyze how the phenomenon of masculine men is used as a marketing communication strategy, as well as its impact on consumer perception. The method used is a literature study with a descriptive qualitative approach, which examines contemporary communication theory, gender theory, and modern marketing concepts. The findings suggest that the use of masculine male figures in beauty product advertising can expand market segmentation, attract cross-gender audiences, and create an inclusive brand image that aligns with current social trends. However, this strategy also raises debates about the limitations of masculinity and the social construction of beauty. Therefore, the phenomenon of masculine men can be understood as a form of adaptation of marketing communication to changes in cultural and gender values in contemporary society In addition, the findings of this study are expected to make a theoretical contribution to the study of marketing communication and gender studies, as well as become a practical reference for beauty industry players in designing promotional strategies that are sensitive to social dynamics, cultural values, and the increasingly diverse preferences of modern consumers.

The rapid development of information technology has increased the use of online lending services, including illegal platforms that impose excessive interest rates, misuse personal data, and employ intimidating debt collection practices. Limited legal and digital literacy has made communities more vulnerable to these risks. This Community Service Program aims to enhance the understanding of residents in Kradenan Village, Tuban Regency regarding the characteristics of illegal online loans, their social, economic, and psychological impacts, and the relevant legal protections under regulations such as the Electronic Information and Transactions Law, the Personal Data Protection Law, and OJK Regulation No. 77/2016. Through participatory legal education and interactive discussions, the program achieved full participation and improved participants’ knowledge by up to 75%. Residents became more capable of identifying illegal loan applications, recognizing data misuse risks, and understanding preventive measures and available legal remedies. This program effectively increased public awareness to use digital financial services more responsibly and avoid the dangers of illegal online lending.

This study aims to describe the implementation of the Segmenting, Targeting, and Positioning (STP) concept in Apple Inc.’s marketing strategy and to assess students’ perceptions as young consumers of Apple products. A descriptive qualitative approach was applied through a literature review supported by an online survey involving 30 students who use Apple products. Data were analyzed descriptively to relate Apple’s STP strategy to respondent preferences and satisfaction levels. The results indicate that Apple applies multidimensional market segmentation encompassing demographic, psychographic, and behavioral aspects, targeting premium consumers, creative professionals, and urban youth. The targeting strategy emphasizes product quality, design, and symbolic value, while positioning is established as a premium brand supported by an integrated product ecosystem. Survey findings show that ease of access is the most prioritized factor among respondents (40%), followed by information completeness (33%). The overall satisfaction level is categorized as moderate, with a mean score of 3.67. These findings suggest that Apple’s STP strategy has been effective in strengthening brand image among students; however, improvements are still needed, particularly in information delivery and service accessibility. This study is expected to provide practical insights for businesses and educational institutions in developing marketing strategies aligned with young consumer characteristics.

The development of value-added corn-based beverages representation an emerging opportunity within the agribusiness sector, particularly for student-led entrepreneurial initiatives seeking to utilize local agricultural resources. This study examines consumer perceptions of Zeagrain corn milk, a sweet-corn-derived drink positioned as a healthy, practical, and affordable alternative within the ready-to-drink market segment. The research aims to identify key attributes influencing consumer interest, evaluate perceived product performance, and assess the potential competitiveness of Zeagrain as a new agribusiness product. Data were collected using an online quantitative survey targeting respondents aged 17–35 years who represent potential urban consumers. The questionnaire measured demographic characteristics, consumption patterns of similar beverages, perceived importance and performance of product attributes, and purchase intention. The findings are expected to provide insights into consumer expectations regarding taste, packaging, nutritional value, and price. The results further serve as empirical input for improving product development strategies and enhancing the market readiness of Zeagrain. Ultimately, this study contributes to strengthening the commercialization prospects of corn-based beverages and supports innovation efforts among young agripreneurs seeking to optimize local commodities.  

Cone is a type of biscuit in wafer qualification that is cone-shaped and used as an ice cream holder. Cone is usually made from wheat flour with the addition of other ingredients as supporting ingredients. Research on making ice cream cones is still rarely done, especially making ice cream cones using red sorghum flour and Eucheuma cottonii puree. This study aims to determine the chemical, physical, and organoleptic characteristics of ice cream cones that are high in fiber and protein, and preferred by consumers. The research used a two-factor factorial completely randomized design (CRD), namely the ratio of wheat flour: red sorghum flour ((90:10), (80:20), (70:30)) and the addition of Eucheuma cottonii seaweed puree/100ml water (5%, 10%, 15%). The results showed that the best treatment was found in the treatment of the ratio of wheat flour: red sorghum flour (80: 20) and the percentage of Eucheuma cottonii puree 10% with fiber content of 4.14% and protein content of 9.73% and organoleptic tests with the results of color 3.53 (neutral), taste 4.23 (like), aroma 3.83 (neutral-like), texture 3.63 (neutral-like), overall liking 4.20 (like). Red sorghum flour ice cream cone and seaweed puree (Eucheuma cottonii) can provide an alternative in increasing food products that are high in protein and fiber.