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This study aims to analyze in depth the extent of the influence of content marketing and hedonic motivation on impulse buying in TikTok users, especially STIE Yapis Dompu students. This research illustrates a quantitative approach. The population of this study is all students who actively use the Tiktok Shop at STIE Yapis Dompu, the exact number of which is unknown. The number of samples used was 150. Non-probability sampling technique using the purposive sampling method. The data analysis in this study uses PLS-SEM Analysis. The results of the study showed that content marketing had a positive and significant effect on impulse buying, as evidenced by a t-statistical value of 3,116 > 1.96, and a p-value of 0.002 < 0.05. And hedonic motivation had a positive and significant effect on impulse buying, which was evidenced by a t-statistical value of 6,472 > 1.96, as well as a p-value 0.000 < 0.005. While the content marketing variable for hedonic motivation has a t-statistical value of 5,799 > 1.96, and a p-value of 0.000 < 0.05, content marketing has a positive and significant effect on hedonic motivation in STIE Yapis Dompu students.

This community service study investigates a marketing training program implemented by theology students of STT Kadesi Bogor at the GPIA Sidoasri congregation in Sumbermanjing Wetan District, Malang Regency, East Java. The program targeted eighteen women members of the congregation to improve their economic capacity through the marketing of low-cost everyday clothing via three channels: door-to-door sales, a small storefront at the church, and online commerce through TikTok. The study applied a pre- test/post-test design evaluated using the Normalized Gain (N-Gain) method to measure changes in knowledge and skill across five indicators: marketing knowledge, selling skills, online media usage, basic financial recording, and entrepreneurial motivation. Results indicated a moderate-to-high N-Gain across all measured indicators, with an average N-Gain score of 0.656 (moderate category), and the highest individual gain in entrepreneurial motivation (0.76, high category). Sales data over the three-month period (January–March 2025) recorded a total profit of Rp1,967,500 across 345 garments sold, representing an income supplement of approximately 27–35% relative to participants' baseline household income for the most active participants. A marked sales decline in February and March was attributed to seasonal demand shifts ahead of Eid al-Fitr, as consumers redirected purchases toward formal Muslim attire. The program demonstrated that congregation-based economic empowerment rooted in a biblical theology of work, stewardship, and the dignity of labor can yield measurable and holistic socioeconomic outcomes for Christian women in rural communities.

This research explores hedonistic lifestyle patterns as a social reality that grows within peer interactions, both in adolescence and adulthood. The investigation applies a qualitative descriptive literature review by examining national scholarly publications issued from 2016 to 2026. The findings indicate that hedonistic tendencies should not be interpreted merely as individual choices to seek enjoyment. Instead, they emerge from social processes shaped by interaction, peer influence, and shared norms that develop within a group. In this context, peer circles function as influential socialization agents, encouraging conformity so individuals can be accepted and avoid social exclusion. The study also identifies differences in underlying motivations across life stages. Among adolescents, hedonistic behavior is closely linked to identity exploration and self-definition. For adults, however, it is more associated with maintaining self-image, signaling social standing, and displaying markers of achievement. Overall, environmental dynamics, the expansion of consumer-oriented culture, and intensive exposure to social media play significant roles in strengthening this phenomenon in Indonesia.

This study examines the effects of word of mouth, peer influence, and promotion on exercise decisions at gymnasiums in Bandar Lampung City, with hedonic motivation as a mediating variable. Drawing on the Theory of Planned Behavior and consumer behavior perspectives, the research employed a quantitative causal-associative design. Data were collected through structured questionnaires from 100 active members of four gymnasiums and analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) with SmartPLS . The results indicate that word of mouth, peer influence, and promotion have positive and significant effects on hedonic motivation and on exercise decisions. Hedonic motivation also exerts a positive and significant effect on exercise decisions, suggesting that pleasurable and emotionally rewarding fitness experiences reinforce consumers' intention to engage in regular gym- based exercise. Mediation analysis further reveals that hedonic motivation significantly channels the effects of peer influence and promotion on exercise decisions, while the indirect effect of word of mouth is also significant, although its negative coefficient warrants careful interpretation. These findings demonstrate that exercise decisions are shaped not only by utilitarian health considerations but also by social influence, promotional exposure, and affective consumption experiences. The study provides practical insights for gym managers in designing service and marketing strategies that strengthen customer engagement and sustained participation.

This study aims to analyze: (1) the effect of live streaming hosts on impulse buying; (2) the effect of discounts on impulse buying; and (3) the moderating role of discounts in the relationship between live streaming hosts and impulse buying among adolescent TikTok Shop users in Ajung Village. This research employed a quantitative approach with a causal associative design. The study population consisted of 1,247 adolescents aged 17–24 years in Ajung Village who actively use TikTok Shop. A sample of 110 respondents was selected using a purposive sampling technique. Data were collected through a questionnaire measured on a 4-point Likert scale. The data were analyzed using Moderated Regression Analysis (MRA). The results indicate that: (1) live streaming hosts have a positive and significant effect on impulse buying (β = 0.456; p = 0.000); (2) discounts have a positive and significant effect on impulse buying (β = 0.378; p = 0.000); and (3) discounts negatively moderate the effect of live streaming hosts on impulse buying (β = -0.017; p = 0.036), meaning that discounts weaken the relationship between live streaming hosts and impulse buying. These findings suggest that substantial discounts shift consumers’ shopping motivation from hedonic to utilitarian. Therefore, adolescents are encouraged to be more critical in their purchasing decisions, businesses should consider implementing moderate discount strategies, and future researchers are recommended to examine mediating variables such as positive emotions.

This research intends to examine how the environment of a store impActs the likelihood of customers returning, specifically focusing on the experiences of patrons at Baso Malang Fortuna. The motivation behind this study stems from varying sales outcomes combined with a low propensity for consumers to come back. A quantitative research design was utilized involving survey techniques. Data was gathered by administering questionnaires to shoppers, employing a non-probability sampling approach. The analysis of the data was performed using Structural Equation Modeling (SEM) to investigate both direct and indirect influences among the studied variables. The findings reveal that the store's atmosphere significantly and positively affects customer experience, that the store's atmosphere has a substantial positive influence on the desire to return, and that customer experience also positively and significantly influences the intention to revisit. In addition, customer experience effectively mediates the relationship between the store atmosphere and the intention to return. These results validate that an optimally maintained store atmosphere fosters enjoyable customer experiences, which in turn boosts consumers' desire to return.

This article discusses an experiential training program that integrates three main pillars for students of Parung Panjang Vocational High School (SMK) in Tangerang: optimizing digital platforms as modern marketplaces, developing innovative product packaging to strengthen sales performance, and applying ethical and legal principles in digital business activities. The program is designed to prepare vocational students to become competent, creative, adaptive, and responsible young entrepreneurs in the digital economy. The implementation methods include project-based learning, workshops, seminars, product simulation, mentoring, and intensive practice in using online marketing media. Students are guided to identify market opportunities, design attractive packaging, promote products through digital channels, and understand consumer protection, intellectual property, and honest transaction practices. The expected outcomes include increased digital literacy, improved packaging design skills, stronger entrepreneurial motivation, and better awareness of business ethics and legal compliance. Overall, this program provides practical learning experiences that connect school-based entrepreneurship education with the demands of the contemporary business and industrial environment. It also encourages collaboration among teachers, students, and local business partners for sustainable vocational development in line with future workforce and innovation needs.

This research aims to examine the contribution of the Price Variable, Promotion Variable, and Product Rating Variable to Consumer Purchase Intention for Wardah cosmetic products on the Shopee e-commerce platform. The type of research used is a quantitative approach with data collection techniques through questionnaires distributed to respondents, namely consumers who have purchased Wardah cosmetic products on the Shopee e-commerce platform. The data obtained were analyzed using multiple linear regression techniques.The findings show that the Price variable contributes significantly, indicating that the more appropriate and affordable the price offered is in accordance with consumers’ perceived value, the higher their intention to purchase Wardah products on the Shopee e-commerce platform. Promotion is also proven to make a significant contribution to Purchase Intention, meaning that the more effective, informative, persuasive, and attractive the promotional activities are (both online and offline), the stronger the consumers’ motivation to purchase Wardah products on Shopee. Product Rating also has a significant contribution to Purchase Intention, indicating that the higher the ratings or positive reviews given by other users, the greater the consumers’ interest in purchasing Wardah products on Shopee. Good ratings can lower perceived risk, increase trust, and encourage consumers to make purchases, especially on e-commerce platforms.This research emphasizes the importance of pricing strategies, improving promotional quality, and managing product reviews and ratings as efforts to increase consumer interest and purchase decisions.

This study aims to analyze the relationship between online shopping activities and personal financial management among university students in Indonesia. The background of this research lies in the increasing digitalization of daily consumption, which has encouraged students to engage more actively in e-commerce transactions. Using a quantitative correlational design, data were collected from 100 undergraduate students through an online questionnaire based on Likert-scale indicators. The independent variables consist of buyer characteristics (age, gender, and income sources) and online shopping activities (frequency, spending amount, and shopping motivation). Meanwhile, personal financial management is measured through financial planning and spending control. The findings show that students demonstrate very high levels of online shopping activity and acknowledge the strong influence of demographic factors on their consumption behavior. Descriptive analysis also indicates high scores for financial planning and spending control, although intensive online shopping remains a potential risk to financial stability. The implications of this study highlight the need to strengthen financial literacy among students to help them develop healthier budgeting habits and reduce impulsive buying driven by digital platforms. This research is expected to contribute to the understanding of digital consumer behavior and support the development of financial education programs for young adults.

The purpose of this study is to assess the impact of halal brands, brand image, and price perceptions on the motivation and purchasing choices of Wardah consumers, as well as to identify the psychological and behavioral factors underlying the phenomenon of "The Wardah Effect" among Indonesian people. This study uses a descriptive quantitative approach supported by qualitative data. A total of 21 Wardah respondents aged 18 to 27 years old in Kudus were selected as respondents through purposive sampling techniques. Data was collected online using a questionnaire with a Likert scale and open-ended questions. The results showed that three main factors greatly influenced "The Wardah Effect", namely value (halal image and pride in local products), economic efficiency (affordable prices), and ease of access (easy to find). Most respondents felt proud of local products (81.0%), found the prices offered affordable (95.2% agreed), and thought that the products were easy to find (90.5%). Halal imagery is also the most influential component, which provides a sense of security and trust (76.2% fully agree). Promotions and advertisements had an impact on 80.9% of respondents. It was concluded that Wardah's purchase decision was based on three types of rationality, namely economic, cultural, and ideological, as well as social-digital, thus making Wardah a symbol of identity and social values for the younger generation.

This research is motivated by the phenomenon of diverse consumer behavior in making purchase decisions for Eiger products at the Eiger Store in Gunungsitoli City, particularly amid the rapid growth of online stores and price competition from general stores such as Mr. DIY. This study aims to identify the factors influencing consumer behavior and to understand the process of purchase decision-making for Eiger products. The method employed is descriptive qualitative, with data collection techniques comprising in-depth interviews, observation, and documentation. The findings indicate that consumer behavior is influenced by internal factors, such as personal motivation and an active lifestyle in outdoor activities, as well as external factors including a strong brand image, high product quality, social recommendations from family and friends, and friendly and informative store service. The results of this study are expected to provide valuable input for store management in formulating more effective marketing strategies to enhance competitiveness in the local market

This study aims to identify and analyze viewers' motives in watching fashion review content on the YouTube platform. The study was conducted in Semarang City during the period from October 1 to October 31, 2025 with a qualitative approach. Data collection techniques include documentation and observation of audience behavior and the content displayed. The results showed that the main motives of viewers included searching for product references, obtaining tips and guides, comparing products, as well as social validation and credibility from reviewers. In addition to the informative aspect, the entertainment dimension is also a significant factor that drives interest in watching. Psychological satisfaction such as pleasure, relaxation, and emotional fulfillment become part of the viewing experience, especially when filling your free time. Viewers also show interest in the vlogger's personality, communicative delivery style, and visually appealing video production quality. The aesthetic pleasure of creatively packaged fashion looks also strengthens the appeal of the content. These findings suggest that the motivation for watching is not only functional but also emotional and aesthetic. The implications of this study can be input for fashion content creators in designing more effective and attractive delivery strategies, as well as for fashion industry players to understand the behavior of digital consumers in accessing product information through social media.

This community service program aims to empower rural women through training in making steamed buns (bakpao) using yellow sweet potatoes in Sambirejo Village, Ngrambe District, Ngawi Regency. Yellow sweet potatoes are one of the abundant local agricultural products, yet their utilization has been limited to household consumption. Through this program, yellow sweet potatoes were processed into innovative food products in the form of bakpao, which provide nutritional value, consumer appeal, and economic opportunities. The method applied was Asset Based Community Development (ABCD) with a participatory approach, emphasizing the use of local assets and the active involvement of community members. The stages included asset identification, technical training through demonstration, hands-on practice, and evaluation. Participants were drawn from PKK women and local micro, small, and medium enterprises (MSMEs). The results showed significant improvements in participants’ knowledge of local food diversification, technical skills in processing yellow sweet potatoes, and entrepreneurial motivation to initiate home-based businesses. In addition, the training encouraged participants’ creativity in developing more varied local food products. Therefore, the program not only contributed to women’s empowerment but also strengthened MSMEs, promoted local food innovation, and supported community economic independence.

This community service program aims to empower rural women through training in making steamed buns (bakpao) using yellow sweet potatoes in Sambirejo Village, Ngrambe District, Ngawi Regency. Yellow sweet potatoes are one of the abundant local agricultural products, yet their utilization has been limited to household consumption. Through this program, yellow sweet potatoes were processed into innovative food products in the form of bakpao, which provide nutritional value, consumer appeal, and economic opportunities. The method applied was Asset Based Community Development (ABCD) with a participatory approach, emphasizing the use of local assets and the active involvement of community members. The stages included asset identification, technical training through demonstration, hands-on practice, and evaluation. Participants were drawn from PKK women and local micro, small, and medium enterprises (MSMEs). The results showed significant improvements in participants’ knowledge of local food diversification, technical skills in processing yellow sweet potatoes, and entrepreneurial motivation to initiate home-based businesses. In addition, the training encouraged participants’ creativity in developing more varied local food products. Therefore, the program not only contributed to women’s empowerment but also strengthened MSMEs, promoted local food innovation, and supported community economic independence.

This study aims to examine the effect of work discipline, work motivation, and work environment on employee performance at PT. Yara Berkah Semesta Kediri. The research employed a quantitative approach with a survey method by distributing questionnaires to 50 employees, who were selected as the sample using a census technique. The data analysis techniques used in this study included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, and F-test, with the assistance of SPSS software. The results revealed that, partially, work discipline and work motivation did not have a significant effect on employee performance, while the work environment had a positive and significant effect. Simultaneously, work discipline, work motivation, and work environment had a positive and significant effect on employee performance, with an F-value of 32.586 and a significance level of 0.000. These findings indicate that employee performance improvement is more strongly influenced by a supportive and comfortable work environment. Therefore, the company is advised to reconsider its strategies for enhancing discipline and motivation, while maintaining a conducive work environment to support productivity. The practical implications of this study suggest that organizations should prioritize creating and maintaining a positive work environment as a fundamental strategy to boost performance. Additionally, companies need to design interventions that strengthen employee discipline and motivation, such as recognition programs, training, and clear performance management systems, while ensuring that these efforts are integrated with improvements in the work environment.

Homecare services are increasingly recognized as a preferred healthcare option because of their practicality, flexibility, and accessibility, especially for elderly patients and individuals with physical limitations who face difficulties in reaching health facilities. This study aims to examine the relationship between consumer, provider, sociocultural, and organizational factors with patients’ preferences in selecting homecare services. Employing a quantitative approach with a descriptive analytical design, data analysis was conducted using the chi-square test to determine the significance of each factor. The findings reveal that consumer-related aspects, such as personal needs, convenience, and trust (p = 0.005), along with sociocultural influences including social norms, cultural values, and family support (p < 0.001), have a significant relationship with patients’ choices of homecare services. In contrast, provider factors (p = 0.096) and organizational factors (p = 0.161) were found to have no significant impact on the decision-making process. These results suggest that patients’ decisions are primarily shaped by internal motivations and sociocultural environments rather than institutional or organizational elements. Thus, it is essential for healthcare providers to focus on understanding community needs, cultural practices, and patient expectations to ensure that the services offered are both relevant and acceptable. By integrating cultural sensitivity and consumer-oriented strategies, homecare services can become more effective, trusted, and widely utilized within the community.

Siloam Sentosa Hospital always tries to provide a service that is appropriate to the expectations based on feedback from SOFAS and MCU Siloam Sentosa Hospital revenue has problem and doubtfull from patien to recomended MCU Service to acquintance. The Goals is research corelation and interaction between of Brand Image, Patient Experience, patient decision do medical check up and motivation consumer in Siloam Sentosa Hospital in 2022. Using categorical research with analytical method of study (explanatory student) using the design of cross-sectional research.. From Correlation test the result is > 0,5, it shows that inpendent variables giving the connection correlation. The result of Anova test theres siginificant relation simulataneously from Brand Image, Patient Experience and Consument Motivation as intervening variabel to decision patient do MCU. Dari hasil uji t maka disimpulkan variabel dependen dan inpenden memiliki hasil yang signifikan Hasil tersebut menunjukkan bahwa Brand image, Patient Experience, dan Motivasi konsumen sebagai variabel intervening memiliki pengaruh positif dan signifikan terhadap keputusan pasien melakukan MCU di Rumah Sakit Siloam Sentosa. The result from T test, concluded dependent and independent variable has significant result. It shows Brand Image, Patient Experience and Consument Motivation as intervening variable have a positive influence and significant to patient decision do MCU in Siloam Sentosa Hospital.

The motivation of this study is to find problems related to training and employee management. The research used is quantitative. The research data used primary and secondary data. The population of this study consisted of employees of ZHM Premier Padang. The research sample was 90 consumers with non-probability sampling techniques. Data was collected through likert scale questionnaires that were tested for validity and reliability. Data processed with SPSS 25.00. Training is in the category of quite agreeable at 53.33% and the Employee Engagement variable shows the agree category with a percentage of 52.22%. The training value (X) has a Beta or Standardized Coefficient of 0.507 with a calculated T (6.456) with a significance of 0.000 <0.05 with a positive and significant effect on purchasing decisions (Y). An R Square value of 0.321 was obtained, meaning that the influence of the training variable (X) had an effect on employee engagement (Y) with a positive value of 32.1% and 67.9% was influenced by other factors. So it can be concluded that there is a significant influence between the training variable (X) and employee engagement (Y).

This study was conducted with the motivation to analyze the impact of product innovation, word-of-mouth (WOM), and social media marketing on purchasing decisions at one of the English language courses located in Kampung Inggris, Pare, Kediri, namely Global English. In the digital era and increasingly fierce competition among non-formal educational institutions, understanding the factors that influence purchasing decisions is very important. This study used a quantitative approach with a survey method via Google Form, which was distributed to active students at the institution. The research instrument, a closed questionnaire, was designed to measure students' perceptions of the product innovation offered, the influence of word-of-mouth communication, and the effectiveness of marketing strategies through social media. The analysis results show that product innovation has a significant influence on purchasing decisions, particularly in terms of offering new programs that are in line with market needs, such as the "Studycation" program that combines learning and recreation. Word-of-mouth has also been shown to play an important role in building trust among potential consumers through positive experiences from previous users. In addition, social media marketing makes a real contribution to reaching a wider audience, increasing interaction, and strengthening the institution's image in the public eye. These three variables, both partially and simultaneously, had a positive and significant influence on purchasing decisions. These findings indicate that integrated, digital-based marketing strategies are key to attracting and retaining consumer interest in the informal education sector. This research is expected to serve as a reference for course providers and other educational institutions in designing innovative, efficient, and adaptive marketing strategies to address changing consumer behavior in the digital era.

This study aims to analyze the influence of Online Advertising on purchasing decisions for Skintific products by considering the mediating role of Trust and Social Media Engagement. Skintific, as a digital-native skincare brand, actively utilizes digital marketing strategies through various social media platforms such as Instagram, Tiktok, or e-commerce like Shopee to increase consumer appeal, especially in Malang City. This study uses a quantitative approach with the Partial Least Squares Structual Equation Modeling (PLS-SEM) method to test the relationship between variables. The sample was obtained through a purposive sampling technique with 114 respondents who are active consumers of Skintific. The results of this study indicate that Online Advertising has a significant effect on purchasing decisions, both directly and through the mediation of Trust and Social Media Engagement. Theoretically, this study extends the application of the Theory of Reasoned Action (TRA) in explaining the formation of attitudes and subjective norms of consumers towards digital advertising, as well as the Technology Acceptance Model (TAM) which shows how perceived ease and usefulness of digital advertising content affect user engagement. Customer Trust Theory in E-Commerce is used to explain how trust is formed in online transactions, while Relationship Marketing Theory emphasizes the importance of long-term interactions between brands and consumers. The Theory of Planned Behavior (TPB) expands this framework by adding the construct of behavioral control, which explains how consumers' perceptions of ease and barriers contribute to purchasing decisions. Social Influence Theory is used to understand the influence of social norms and online community opinions on purchase intentions, and Uses and Gratifications Theory (UGT) to examine consumer motivations in accessing and interacting with digital content based on information needs, affection, and self-identity. This research provides theoretical contributions in strengthening the relevance of integrating several consumer behavior theories in a digital context.