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Promotional activities via social media such as Instagram are a form of marketing communication mix that is directly related to the level of consumer exposure until consumers make the decision to buy this syar'i gamis product. The demographic diversity of consumer characteristics also greatly influences the effectiveness of promotions via social media. The aim of this research is firstly to analyze the effectiveness of promotion of Islamic gamis via Instagram, secondly to find out how big the relationship is between follower characteristics and effectiveness of promotion via Instagram of Islamic gamis products and thirdly to find out consumer responses regarding the use of promotional syar'i gamis products. 'i via social media Instagram.The results of this research are that promotions carried out via Instagram are quite good. Promotion of syar'i gamis through social media Instagram is very effective in stimulating attention, increasing respondents' knowledge of the products being marketed, generating interest in followers, generating desire and ultimately making followers buy syar'i gamis products and then recommending them to other people.

The development of e-commerce has significantly transformed consumer behavior, particularly among Generation Z. This study examines the impact of e-commerce on the consumptive behavior of Gen Z students at STIE Cendekia Bojonegoro, Indonesia. E-commerce platforms offer easy access, a wide range of products, and various promotional features that influence consumer purchasing decisions. Using a quantitative approach with a survey design, this study investigates how promotions, social media, and other factors impact Gen Z's purchasing behaviors. The results reveal that social media has a more substantial influence on consumptive behavior than traditional promotional strategies, which were found to be less significant. This highlights the importance of social media in shaping the shopping habits of Gen Z. The findings contribute to a better understanding of e-commerce's role in influencing consumer behavior and offer recommendations for businesses and educational institutions to address the challenges associated with impulsive purchasing and financial management among students.

The development of technology and social media, especially TikTok, has changed the way consumers interact with products and brands. This article aims to explore the impact of the language and communication used on TikTok on consumer behavior, especially in the context of impulse purchases. Through a qualitative approach, the study analyzed TikTok content that focuses on product promotion and how language and communication styles influence purchasing decisions. The results show that the use of engaging and communicative language on TikTok can increase buying interest and encourage consumptive behavior among users.

The bottled water industry (AMDK) in Indonesia is highly competitive, requiring companies to develop effective marketing strategies. This study aims to analyze the influence of brand image on purchase intention for Le Minerale products, with social influence as a mediating variable. The research employs a quantitative survey method involving 100 respondents selected through purposive sampling. A Likert-scale questionnaire was used to measure respondents' perceptions of the study variables. Results analyzed using PLS-SEM indicate that brand image significantly impacts purchase intention, both directly and indirectly through social influence. A positive brand image enhances consumers' perception and trust in the product, while social influence strengthens this relationship. This study highlights the importance of brand image management and the role of social recommendations in influencing purchase decisions. However, limitations include the small sample size, potential respondent bias, and a lack of exploration of other factors such as price and product quality. Future research is recommended to expand population coverage, include additional variables, and adopt a longitudinal design.

This study aims to determine the impact of implementing Augmented Reality (AR) features on mobile shopping applications on purchasing decisions of Generation Z consumers, especially first-time buyers. The research method uses a quantitative approach, the study involved 385 Generation Z respondents (aged 18-25 years) who were using AR features for shopping for the first time. The results of multiple linear regression analysis show that AR Visual Quality (X1), AR Interactivity (X2) and AR Ease of Use (X3) have a significant positive effect on Purchasing Decisions (p <0.000). The study revealed that 78.5% of AR features influence Generation Z in deciding to purchase on mobile shopping applications. In this case, it can be concluded that the presence of AR features can reduce Gen Z's hesitation in deciding to purchase for first-time buyers. Key factors influencing purchasing decisions include AR visualization quality, ease of use, and feature interactivity.

This study investigates the influence of live streaming commerce and online customer reviews on impulsive buying behavior, with e-trust as an intervening variable, focusing on Somethinc cosmetics among Generation Z consumers. Utilizing a quantitative approach, the research gathered data from 100 respondents selected through purposive sampling in Palangka Raya City. The Partial Least Square - Structural Equation Model (PLS-SEM) was employed to analyze the relationships between variables. The findings reveal that live streaming commerce has a significant positive effect on both e-trust and impulsive buying, emphasizing its role as an interactive and engaging marketing tool. Online customer reviews also positively impact e-trust and impulsive buying, albeit with a weaker effect. However, the mediating role of e-trust between these factors and impulsive buying is not statistically significant, suggesting that Generation Z consumers prioritize interactive and social aspects over trust in their purchasing decisions. This study provides valuable insights for marketers aiming to enhance impulsive buying through digital marketing strategies. Future research is encouraged to explore these relationships across various industries and demographics to broaden the understanding of impulsive buying behavior.  

This research examines the consumptive style of Gen Z through TikTok Shop in purchasing fashion products, especially clothes. The background of the research focuses on the dominance of social media that influences the consumption patterns of the younger generation. The research uses a phenomenological approach to understand students' experiences in shopping at TikTok Shop. Data collection techniques include observation and in-depth interviews. The results show that TikTok Shop utilizes personalization algorithms, creative video content, and massive promotions to attract the attention of Gen Z. Purchasing decisions are often influenced by trends, influencer recommendations, and discounts that create a FOMO (Fear of Missing Out) effect. While offering convenience and an interactive shopping experience, this impulsive consumption pattern poses the risk of product quality disappointment and unplanned spending. The implications of this research highlight the need for consumer education to raise awareness about wise shopping. In addition, industry players are expected to design ethical and sustainable marketing strategies to support more rational consumption behavior. 

This study aims to examine consumer decision-making regarding marketing techniques in higher education institutions in the digital era. As technology advances and competition among universities intensifies, it is crucial for educational institutions to understand the factors influencing prospective students' decisions in choosing a university. The research employs a quantitative approach through surveys involving prospective students from various universities, as well as interviews with education marketing professionals. The findings reveal that the use of social media, personalized digital marketing, and alumni testimonials have a significant impact on influencing prospective students' decisions. This study provides new insights into the importance of adaptive, data-driven marketing strategies for attracting prospective students in the digital age. The significance of this research lies in its ability to offer guidance to higher education institutions in designing more effective and relevant marketing techniques that meet the needs of today's consumers.

This study aims to determine and explain the influence of Islamic branding, product quality and price on consumer purchasing decisions on Wardah products in Semarang. This study is a type of quantitative research. The determination of the number of samples in this study was calculated using the Lameshow formula. The sampling technique used in this study used a non-probability sampling technique with a purposive sampling determination of 97 respondents. Based on the results of the study, it shows that: Islamic branding and price have a significant influence on consumer purchasing decisions on Wardah products in Semarang. Product quality has no influence on consumer purchasing decisions on Wardah products in Semarang.

This research aims to determine the effect of halal certification and price on customer satisfaction. This research uses a quantitative approach to collect data using primary data and questionnaires. Tungkal Seafood restaurant consumers are the subjects of this research. Purposive sampling technique, which was used to achieve the research objectives, collected 100 respondents. Normality, multicollinearity and heteroscedasticity tests are the multiple linear regression analysis tools used. The F test and T test are used to test the hypothesis. Results obtained from the regression equation: Y = 0.959+ 0.384(X1) + 0.395(X2) + e. The results of data analysis show that the independent variable halal certification (X1) does not partially influence customer satisfaction (Y) (T test), and the price variable (X2) influences customer satisfaction significantly. Simultaneously, the F test shows that the independent variables halal certification (X1) and price (X2) influence purchasing decisions (Y) positively and significantly. The influence of the Coefficient of Determination variable is 48.4%, the influence of Halal Certification and Price on Customer Satisfaction at Tungkal Seafood Resto, while 51.6% is determined by other variables outside the research.

The objective of this research is to evaluate the impact of brand image and product quality on consumer purchasing decisions regarding MS Glow products in Solo. A positive brand image can enhance consumers' trust in a particular brand; however, product quality remains the primary determinant of satisfaction and choice among consumers. Using qualitative methodology with phenomenological approach, the study aims to understand consumers’ experiences and perspectives towards MS Glow products. The findings indicate that strong brand images, such as reliable reputation and consumer confidence, significantly influence purchase decisions. Additionally, product qualities including durability, performance, design, and innovative features play crucial roles in consumer decision-making processes. This research is expected to help companies develop better marketing strategies to meet individual customer needs effectively.

This aims to find out and analyze the factors that influence impulse buying among Milopi Boutique consumers in Pontianak City. This research uses qualitative research methods with research subjects as consumers of the Milopi Shop boutique. The sampling technique is purposive sampling with data analysis techniques in this research being data reduction, display and verification. The results of this research show that there are 4 factors that influence impulsive buying: 1. Shopping Lifestyle 2. Fashion Involvement 3. Pre-Decision Stage 4. Post Decision Stage. The shopping lifestyle of Milopi Shop boutique consumers can be categorized into consumptive and hedonistic groups. This is reinforced by the high shopping interest of Milopi Shop boutique consumers with an average of 1-2x a month. Apart from that, their interest in shopping apart from the motif, style or style of good clothes is the quality of the materials used in the clothes. The biggest factor that influences Milopi Shop boutique consumers to shop is their own environment. This environment can include neighbors, friends, friends, artists and TikTok influencers who have the same taste in clothing as them. Sales and discounts also play a big role in the high level of impulsive buying at the Milopi Shop Boutique. After purchasing the goods, Milopi shop boutique consumers did not check/evaluate the goods again for fear of changing their minds.  

This research aims to analyze the sustainability strategy implemented by PT Aspirasi Hidup Indonesia Tbk in the face of evolving market trends and consumer preferences. The main issue raised is the importance of adaptation to market changes and increasing the company's commitment to social responsibility. The main problem studied is the reason why Kawan Lama Group has changed the name of ACE Indonesia to PT Aspirasi Hidup Indonesia Tbk (AHI) (ACES) which was agreed at the Extraordinary General Meeting of Shareholders (EGMS) on June 7, 2024. This study aims to analyze the effect of Debt to Equity Ratio (DER) on Return on Equity (ROE) at PT Aspirasi Hidup Indonesia Tbk for the period 2019-2023. This research method uses a quantitative approach with descriptive research type.  The data was analyzed using Statistical Product and Service Solution (SPSS) Version 25 software. The analysis method includes Normality Test, Autocorrelation Test, and t Test (Partial Test). The results of this study are expected to provide insight into the impact of corporate funding decisions on the resulting profitability. Debt To Equity Ratio partially has no effect and is insignificant to Return On Equity where the tcount < ttable value is 1.802 < 2.30600 and a significant value of 0.169.    

This study examines the impact of price, product quality, and promotion on consumer repurchase intention in coffee culture, specifically focusing on Budaya Kopi in Tegal City. As the coffee shop industry experiences rapid growth, understanding the factors that influence consumer behavior becomes crucial. This research aims to identify whether perceptions of price positively affect repurchase intentions, assess the significant influence of product quality, and evaluate the role of promotional strategies on consumer buying decisions. Utilizing a quantitative approach, data will be collected through surveys targeting customers of Budaya Kopi. The findings are expected to provide valuable insights for coffee shop owners in developing effective marketing strategies that cater to consumer preferences, ultimately enhancing customer loyalty and business performance.

This study discusses the urgency of green marketing strategies and practices due to changes in consumer behavior trends. Currently, environmental sustainability issues are a major concern for society, not interacting in their product and service consumption activities. This study was conducted using a qualitative method, namely a literature review. Of the 15 article titles described, most of them show that the implementation of environmentally friendly marketing strategies brings positive benefits to businesses. Specifically, what is studied in this study is its influence on environmentally friendly purchasing decisions, customer loyalty and brand image enhancement. These findings can be practical recommendations for business actors and marketing practitioners to develop various environmentally friendly product and service innovations and carry out innovative green marketing practices in the future. So that they are able to gain benefits in the form of increased sales, customer loyalty and positive brand image as well as contributions to environmental sustainability or desires.

With the development of increasingly widespread information technology, many opportunities are created in the business environment. Various companies have implemented information technology to process their business activities. The Bun House Malang is no exception, which uses Instagram to conductmarketing activities online. This study aims to determine the effect of social media marketing and electronic word of mouth on purchasing decisions at The Bun House Malang. This research is a quantitative research. Using purposive sampling technique, questionnaires were distributed online to 100 consumers of The Bun House Malang. Analysis of the data used is multiple linear regression and hypothesis testing. The results of multiple linear regression analysis and hypothesis testing indicate that social media marketing and electronic word of mouth have an effect on buying decision. The results showed that social media marketing and electronic word of mouth had an effect on purchasing decisions at The Bun House Malang. Purchasing decisions can be improved through engaging content that requires consumer engagement and increasing the intensity of positive consumer experience reviews shared on social media. It is hoped that the company can improve the quality ofcontent Instagram and services provided so that consumers share positive reviews on social media so that consumers become loyal.

This research examines how Green Products influence consumer decisions in purchasing energy-saving lighting products. Green Products Refer to products that do not endanger human health and are friendly to the environment, production processes that are efficient in using resources, produce minimal waste, and reducing negative impacts on the environment are the main focus in developing environmentally friendly products. Environmentally friendly products that offer value added without sacrificing quality compared to conventional products tends to attract more consumer attention. The widespread adoption of eco-friendly products can be linked to affordability, environmental harm, and energy efficiency, in addition to the ability to reduce harmful environmental impacts. This phenomenon is explored through a comprehensive understanding of the scientific literature, using a systematic methodology to synthesize the findings. The analysis shows that consumer purchasing behavior is strongly shaped by environmentally friendly product attributes. This study seeks to uncover the factors that drive this relationship, in addition to summarizing and interpreting the results of previous research on how environmentally friendly products influence lighting purchasing decisions.

PT Astra International BMW Semarang is a company operating in the automotive sector with 3 supporting pillars, namely Sales, Aftersales and Spare Parts for BMW car units. The availability of spare parts is one of the determining factors for consumer satisfaction with the company because if the spare parts stock is empty it will cause consumer disappointment with the company. By using spare parts sales transaction data for the period January 2019 – June 2023, totaling 52,162, it will be utilized using data mining association techniques with the a priori algorithm and the eclat algorithm. The problem in this research is how to find out consumer purchasing patterns so that there is no shortage or empty stock of spare parts in the warehouse. This research aims to determine the association of spare parts purchasing patterns in sales transactions so that partman get recommendations in making decisions about providing priority types of spare parts. This research methodology uses CRISP-DM (Cross-Industry Standard Process for Data Mining) and is implemented with the R programming language with R studio software. In 3 trials using the Apriori algorithm and 3 trials with the Eclat algorithm, The result with the highest confidence appears in a combination of 3 itemsets with minimum support 0.01 and confidence 0.9, namely if a customer buys B11.42.8.593.186 (Set oil-filter Mx) and B83.12.5.A1A.683 (Washer Cleaner) then they will also buy Z99000000333 ( BMW Engine Oil) with confidence 1.00 or 100%. From the results of this association's analysis, it can be used as advice for the management of PT Astra International BMW Semarang in managing spare parts stock.

This research analyzes the factors that influence the success of e-commerce applications in increasing sales in the digital era. With the development of technology and changes in consumer behavior, e-commerce has become one of the main platforms for businesses to reach customers more widely. The main factors analyzed include user experience, transaction security, product quality, customer service, digital marketing strategy and innovation. The research results show that the combination of these factors significantly influences purchasing decisions and customer loyalty. Good user experience, guaranteed data security, and effective marketing strategies are proven to increase sales and consumer trust. This study provides important insights for business people in maximizing the potential for implementing e-commerce in the competitive digital era.

This study examines the impact of social media on consumer purchasing decisions in e-commerce. With advancements in information technology, social media platforms such as Instagram, TikTok, and Facebook have evolved from mere promotional tools into essential means of building brand awareness and consumer trust. Social media facilitates direct interactions with consumers through visual content, customer reviews, and influencer collaborations, creating more personal and emotional shopping experiences. Additionally, features like TikTok Shop streamline promotion and purchasing processes on a single platform, offering new business opportunities. The study also highlights the role of testimonials, reviews, and influencer marketing in shaping purchasing decisions. Findings indicate that social media enhances brand awareness, fosters trust, and drives consumer loyalty, ultimately strengthening brand image in the digital marketplace.