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This study aims to examine the influence of price and electronic word of mouth (e-WOM) on purchase decisions among Generation Z consumers in Campaka Subdistrict, Bandung City, with a specific focus on the TikTok Shop platform. This research employs a quantitative approach using a survey method by distributing questionnaires to Generation Z consumers in Campaka Subdistrict, Bandung City, with a total of 98 respondents to collect the data. The results of the study indicate that both price and electronic word of mouth have a significant positive effect on purchase decisions among Generation Z consumers in Campaka Subdistrict, Bandung City. Price is generally perceived as good, although aspects related to price suitability based on income levels and purchasing power still show some weaknesses. Similarly, e-WOM activity is considered positive; however, there are still relatively weak aspects regarding the diversity of consumer reviews, as not all respondents actively pay attention to the variation of opinions in reviews. The findings also reveal a significant influence of these variables, where the effect of price on purchase decisions reaches 35.4%, while electronic word of mouth contributes 29.5%, and the combined effect of price and electronic word of mouth on purchase decisions is 64.9%. This study concludes that improvements in price perception and e-WOM can enhance purchase decisions.

This study aims to analyze the marketing strategy implemented by Catering Lapak Ning Icha to increase consumer purchase intention. The background of this research is the intense competition in the culinary MSME sector, particularly catering services, which demands effective and sustainable marketing strategies. A qualitative approach with a case study design was employed. Data were collected through in-depth interviews, observations, and documentation involving the business owner (represented by the operator), employees, and consumers. Data analysis was conducted using the Miles and Huberman model, consisting of data reduction, data display, and conclusion drawing. The findings reveal that the marketing strategy based on the 7P marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) plays a significant role in increasing consumer purchase intention. In terms of product, the catering maintains taste quality, cleanliness, and menu variety. Pricing is set affordably and competitively. Easy location access and accurate ordering and distribution processes support the place and process aspects. Promotion is carried out organically through social media and word of mouth. Additionally, friendly and professional employee service, as well as physical evidence such as a clean business environment and neat packaging, contribute to positive consumer perceptions. The implications of this study suggest that consistent and integrated marketing strategies aligned with consumer needs can effectively enhance purchase intention and customer loyalty. This research serves as a reference for culinary MSME actors in designing effective and sustainable marketing strategies.

Algorithmic technologies are widely used in contemporary marketing strategies due to the growth of the digital economy. Digital companies can evaluate consumer activity data in real time and provide highly personalized digital experiences thanks to artificial intelligence-based solutions, especially machine learning. In addition to examining how algorithmic governance and surveillance capitalism affect algorithmic personalization, this study looks into how these mechanisms affect consumer engagement, purchase intention, and perceptions of hyperreality within the digital market ecosystem. 356 active users of digital platforms, such as social media and e-commerce, were surveyed as part of this study's quantitative methodology. The links between the constructs in the suggested conceptual model were examined through data analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that the development of algorithmic personalization systems is strongly influenced by data-driven capitalism practices and algorithmic governance. Additionally, it has been demonstrated that algorithmic personalization improves customers' sense of hyperreality and increases their interaction with digital platforms. Additionally, the study shows that the most powerful factor influencing purchase intention is consumer interaction. By combining viewpoints from technology, the political economics of data, and hyperreality theory into a thorough empirical framework, these findings add to the body of knowledge on digital marketing.

Intellectual property rights (IPR) are an important legal tool for trademark ownership, protecting business quality, and protecting a company's economic interests. Consumers build trust in trademarks because they signal distinct product quality and reflect a positive and consistent corporate image. Trademark protection is regulated by national law under Trademark Law No. 20 of 2016, which provides legal certainty for trademark owners. This law stipulates that a trademark is only valid if it has distinctive elements, is not imitative, and has been officially registered with an authorized institution. The "first come, first served" principle in Indonesian trademark law can be interpreted as a mechanism that grants rights to the first party to file a valid application. However, the application of this principle in practice often raises complex legal issues, particularly when a trademark has already gained widespread public recognition prior to its formal registration. This study focuses on evaluating this legal protection through a normative legal research method by examining applicable laws, regulations, and court decisions related to trademark disputes in Indonesia. The Geprek Bensu dispute has attracted public attention because it highlights the conflict between legal provisions regarding trademark ownership and public perception. This case demonstrates that the existing legal framework still requires further refinement to balance the interests of trademark registrants with those of parties who have built public reputation through prior commercial use. Therefore, legal reform and consistent law enforcement are essential to ensure fair and comprehensive trademark protection in Indonesia.

In response to the evolving landscape of public healthcare services, hospitals are expected not only to maintain operational efficiency but also to adapt to the shifting needs and expectations of patients as healthcare consumers. The presence of non-BPJS patients in regional public hospitals plays a strategic role not only contributing to revenue diversification but also reflecting service quality, institutional competitiveness, and shaping public perception. The declining trend in outpatient visits by general patients at RSUD Balaraja over the past three years highlights the need to understand the factors influencing consumer behavior in determining revisit intentions. This study examines the effect of co-creation and hospital image on the revisit intention of outpatient general patients at RSUD Balaraja, with patient experience as a mediating variable. The research employed a quantitative explanatory design involving 278 outpatient general patients selected through purposive sampling. Data were collected via structured questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that patient experience plays a significant mediating role in shaping revisit intention among general outpatients at RSUD Balaraja. These findings confirm that patient experience serves as a central factor in post-service evaluation processes, which ultimately drive patients’ intention to return. Therefore, hospitals need to enhance patient involvement in service processes (co-creation), improve public perception of institutional image (hospital image), and develop patient-centered service systems as a key strategy to increase revisit intention among general outpatients.

This study aims to analyze the impact of immersive commerce and augmented reality (AR) on consumer trust in e-commerce transactions using secondary industry data from the BrandXR 2025 Research on Augmented Reality in Retail & E-Commerce. Quantitative data was analyzed descriptively to evaluate the adoption rate of immersive technologies (immersive commerce and AR) and their relationship with consumer trust perceptions. The results show that immersive commerce, characterized by interactive and realistic user experiences, has a positive impact on consumer trust. Similarly, AR which offers realistic product visualization, has a significant impact on strengthening consumer trust in purchasing decisions. Simultaneously, the integration of immersive commerce and AR enhance the digital shopping experience, which can reduce risk perception and increase trust in online transactions. These findings empirically contribute to the literature on digital consumer behavior and e-commerce strategies, and suggest that businesses adopt immersive technologies to increase consumer trust and engagement in the online commerce ecosystem.

The rapid growth of digital marketplaces has fundamentally transformed consumer decision-making processes by intensifying price transparency, product comparability, and information exposure. In highly competitive marketplace environments, consumers are frequently confronted with numerous product alternatives and dynamic pricing structures, which shape how they evaluate options and ultimately decide to purchase. This study examines the effects of product variety and price perception on consumers’ purchase decisions in the context of ROSCA tumbler products sold on the Shopee marketplace. Using a quantitative explanatory approach, this research employs a survey-based design to analyze the relationships among variables and to estimate their relative effects through multiple linear regression analysis. Data were collected from 100 respondents who had previously purchased ROSCA tumblers on Shopee, selected using purposive sampling based on predefined criteria. The research instrument consisted of 15 Likert-scale items measuring product variety, price perception, and purchase decision. Data analysis included descriptive statistics, instrument validity and reliability testing, regression assumption diagnostics, and hypothesis testing using both partial (t-test) and simultaneous (F-test) procedures. The findings reveal that product variety has a positive and significant effect on purchase decisions, indicating that consumers are more likely to finalize purchases when they perceive product options as sufficiently diverse, relevant, and comparable. Price perception also exerts a positive and significant influence and demonstrates a stronger relative effect compared to product variety. This result underscores the central role of perceived price fairness, competitiveness, and value-for-money in shaping purchase decisions within transparent and highly competitive marketplace settings. Simultaneously, product variety and price perception explain a substantial proportion of variance in purchase decisions, highlighting their combined importance as key marketing stimuli. These findings contribute to the literature on digital consumer behavior by providing empirical evidence from a specific marketplace–product context and offer practical implications for sellers and brand managers in optimizing assortment design and pricing strategies to enhance conversion rates in online marketplaces

Business competition in the culinary sector continues to increase along with changes in people's consumption patterns towards ready-to-eat food. One product that is quite popular is fried dim sum, which is known for its variety of flavors and relatively affordable prices. In this competitive environment, understanding how consumers perceive product price and quality is crucial for businesses to maintain and increase customer interest in purchasing goods. Consumer perceptions of product price and quality when they choose fried dim sum are the subject of this study. Informants were selected purposively in this study, which used a qualitative and descriptive approach, namely consumers who have purchased and consumed fried dim sum products. Data collection methods included comprehensive interviews, direct observation, and supporting documentation. The collected data were analyzed using an interactive analysis model developed by Miles and Huberman through steps such as data reduction, data presentation, and discovery. The results show that consumers view price as an indicator related to the affordability and suitability of the product value. Price is considered acceptable if it is commensurate with perceived quality. In addition, product quality, including taste, texture, cleanliness, and packaging, is a primary factor considered before making a purchase. Positive perceptions of product quality increase customer trust and encourage repeat purchases. This study concluded that customer perceptions or opinions about price and product quality influence fried dim sum purchasing decisions. Therefore, culinary businesses need to prioritize proportional pricing and maintain consistent product quality to enhance business competitiveness.

The transformation of the retail industry in Indonesia is accelerating in line with increasing digital penetration and changes in consumer shopping behavior. This condition requires small-scale retail, including fresh marts, to be able to optimize effective marketing stimulus to maintain and increase consumer buying interest. This study aims to analyze the role of marketing stimulus consisting of price, product variety, and promotion as a predictor of consumer buying interest using the Stimulus Organism Response (SOR) theoretical approach. This study involved 105 consumer respondents of Rizky Fresh Mart Semarang, who were selected through accidental sampling techniques. Data were collected using a Likert scale questionnaire and analyzed through multiple linear regression. The results showed that product variations had a positive and significant effect on buying interest, while prices and promotions showed a positive but insignificant influence. Simultaneously, the three marketing stimuli have a significant effect on consumer buying interest. These findings confirm that in the context of small-scale retail in Indonesia, product variety is the most powerful stimulus in shaping consumer perception before generating a response in the form of buying interest, according to the SOR model. This research provides managerial implications for retailers to prioritize completeness and product diversity, in addition to more strategic price management and promotion.

This study aims to analyze in-depth the interest of the Setro Village community in choosing PNM Mekaar Syariah financing as a source of capital for micro and small enterprises (MSMEs). This phenomenon is interesting because it shows how economic, social, and spiritual factors contribute to the financial decisions of rural communities. This research was conducted using a qualitative exploratory approach, using case studies and in-depth interviews with key informants. To explain the relationship between attitudes, subjective norms, and behavioral control on community intentions to choose Islamic financing, data analysis was conducted thematically. The Theory of Planned Behavior (TPB) framework was also used. The study shows that positive community perceptions of ease of access, economic benefits, and compliance with Islamic principles are the main factors shaping community interest in PNM Mekaar Syariah. Fast, easy, and uncomplicated financing increases consumer trust and enhances perceived behavioral control. Conversely, increased business capital and family income enhance the sustainability of micro-enterprises. The institution is given moral legitimacy and spiritual conviction by the implemented Islamic values, such as the yield system and the freedom from usury. Community participation decisions are also driven by social factors such as group support, advice from group leaders, and the quality of service provided by field officers. Theoretically, this study adds local religiosity and socio-cultural aspects to enrich the application of the Theory of Planned Behavior in the context of rural Islamic finance.

This study aims to identidy and examine how people’s views on product quality and brand image affect their decision to buy Shell fuel in Surabaya City. The study fecoses on three key areas: first, how both product quality perception and brand image together influence purchase decisions; second, how product quality perception alone impacts purchase decisions; and third, how brand image alone affects purchase decisions. The group of people studied are those who buy and use Shell fuel in Surabaya. To select participants, a non-probability sampling method was used, with the criteria that respondents must be at least 17 years old, live in Surabaya, and have purchased Shell fuel. After distributing questionnaires, 100 people met these criteria. The data was analyzed using Partial Least Squares-Structural Equation Modelling (PLS-SEM) with SmartPLS 3.0 software. The findings show that both product quality perception and brand image together have a significant effect on purchase decisions. Individually, product quality perception has a positive and significant impact on purchase decisions, and brand image also shows a positive and significant effect. These results suggest that improving product quality and enhancing brand image can help Shell increase consumer purchase decisions in Surabaya.

This study aims to describe relevant digital marketing strategies to improve the competitiveness of the Rafika Dompo Banana MSME in Soguo Village, Bolaang Uki District, South Bolaang Mongondow Regency, and analyze the supporting and inhibiting factors in implementing these strategies. This study uses a qualitative approach with a case study method. Data collection was conducted through observation, in-depth interviews with the owner, employees, and consumers, and documentation. The data analysis technique used a narrative inquiry model. The results of the study indicate that the digital marketing implementation of the Rafika Dompo Pisang MSME is still at a basic stage, utilizing WhatsApp and Facebook organically with simple content managed directly by the owner. Limited digital knowledge, minimal paid promotion budget, and suboptimal utilization of marketplace platforms are the main obstacles. Nevertheless, promotion through social media has been proven to increase product visibility and reach consumers. Supporting factors include maintained product quality, government support for licensing, and consignment collaboration. Consumer perception of the product is very positive, and existing digital promotions are considered to assist in purchasing decisions. In conclusion, the implemented digital marketing strategy is still simple but has a positive impact. Increasing competitiveness requires strategy optimization through increased digital literacy, platform diversification, and more planned resource allocation.

Rapid technological advancements have encouraged smartphone sellers to emphasize good product quality to meet customer needs in order to achieve customer satisfaction and repurchase intentions. A positive brand image and good perceived value are important factors in building customer satisfaction, which ultimately impacts repurchase intentions. This study aims to examine the influence of product quality, brand image, and perceived value on customer satisfaction and thus increasing repurchase intentions. The study was conducted in Jakarta with a descriptive causality design through a quantitative approach and purposive sampling technique. Data were obtained from 131 respondents who have used an iPhone. The conceptual model analysis was conducted using the Structural Equation Modeling method. The results show that product quality, brand image, and perceived value significantly increase customer satisfaction. Furthermore, customer satisfaction has been shown to encourage repurchase intentions. In addition, product quality, brand image, and perceived value each have a positive influence on repurchase intentions through the mediation of customer satisfaction. Thus, all hypotheses of this study are proven to have a positive influence. The contribution of this research is expected to provide understanding for producers in developing their business, as well as being a reference for developing marketing strategies that emphasize improving product quality, building a strong brand image, managing value perceptions, and increasing customer satisfaction in order to attract consumer interest in repeating the same product.

This study investigates the structural relationships among Product Quality (PQ), Brand Image (BI), Word of Mouth (WOM), and Repurchase Intention (RI) to empirically understand the sequential mechanisms driving consumer loyalty in a highly competitive market. Grounded conceptually in the Stimulus-Organism-Response (S-O-R) paradigm, the research posits that PQ acts as an external antecedent influencing RI through the mediating cognitive and behavioural constructs of BI and WOM. Data were collected from a sample of 187 Weber product consumers in Surabaya and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The empirical results confirm all hypothesized direct and indirect relationships. Specifically, PQ significantly and positively influences both BI (β=0.337, p<0.000) and WOM (β=0.351, p<0.000). Furthermore, both BI and WOM significantly predict RI, with WOM (β=0.498, p<0.000) demonstrating a markedly stronger effect compared to BI (β=0.414, p<0.000). The model successfully explains a moderate 57% of the variance in Repurchase Intention. These findings underscore the strategic imperative for management to prioritize superior product quality, which organically fosters a positive brand perception and stimulates potent word-of-mouth promotion identified as the most critical driver of repeated purchases. Future research is encouraged to integrate additional affective factors, such as customer satisfaction or perceived price fairness, to enhance the explanatory power of the consumer loyalty model.

This research explores the role of corporate reputation as a mediator between environmental awareness and brand transparency toward social sustainability in Indonesia's beauty industry. With growing consumer expectations for brands to align with environmental and social causes, this study examines the impact of environmental awareness and perceived brand transparency on social sustainability through corporate reputation. A quantitative research approach is employed using multiple regression analysis and Sobel tests on data from Indonesian beauty product consumers. The findings reveal that while perceived brand transparency positively affects corporate reputation, environmental awareness does not directly influence reputation or social sustainability. Additionally, corporate reputation does not mediate the relationship between environmental awareness, brand transparency, and social sustainability. These results suggest that transparency enhances brand reputation but does not automatically translate to social sustainability perceptions. The study recommends further research on additional mediators and practical strategies for companies to implement impactful social sustainability practices

This study aims to analyze the effect of price, green knowledge, and electronic word of mouth (eWOM) on purchase intention toward electric bicycles in Kediri City. A quantitative approach with a causal-comparative design was employed. Data were collected through an online questionnaire involving 112 respondents familiar with electric vehicle concepts, using purposive sampling. The validity and reliability tests confirmed that all research instruments were valid and reliable. Data analysis was performed using multiple linear regression with SPSS version 26. The results reveal that all independent variables have a positive and significant effect on purchase intention, with an R² value of 0.893. Among them, eWOM has the most dominant influence compared to price and green knowledge. These findings indicate that reasonable price perception, adequate environmental knowledge, and positive online reviews simultaneously enhance consumers’ purchase intention for electric bicycles. This study supports the Theory of Planned Behavior in explaining eco-friendly purchasing behavior and provides strategic implications for companies to apply value-based pricing, environmental education campaigns, and effective digital promotion strategies.

This study is prompted by the reduction in the Rexona brand index in 2024, which coincided with several program-related mistakes that generated consumer dissatisfaction and led to a noticeable erosion of both brand image and brand trust. Such circumstances highlight the vulnerability of even well-established brands when faced with consumer discontent, as missteps in marketing campaigns or product related initiatives can have a lasting impact on how consumers perceive and evaluate a brand. For companies operating in highly competitive industries, these issues raise serious concerns, since negative brand perceptions and diminished trust are likely to undermine consumer loyalty, weaken brand equity, and reduce the likelihood of long-term purchasing behavior. Against this backdrop, the present research seeks to examine more deeply how brand image and brand trust contribute to shaping consumers repurchase intention for Rexona products in Surabaya, a city that represents a dynamic and diverse consumer market. To achieve this objective, the study adopted a quantitative research approach, applying the Partial Least Squares (PLS) method for statistical analysis. Data were obtained through purposive sampling, involving 110 respondents who were identified as active and cosistent user of Rexona products within the city of Surabaya. The findings of the research reveal that brand image shows a benefical effect on repurchase intention, while brand trust demonstrates a significant role in enhancing consumer willingness to engage in repeat purchases. These results emphasize that the synergy between a strong brand image and sustained consumer trust acts as a fundamental determinant for maintaining repurchase intention, particularly within highly competitive market environments.

This study aims to analyze the effect of promotional strategies on consumer purchasing decisions for Freedom Street Wear products on the Shopee platform. The research population consists of Shopee users who have purchased products from official stores. A quantitative approach using a survey method was applied, and data was collected from 100 respondents selected through non-probability sampling. Multiple linear regression analysis was used to test the influence of each variable, both partially and simultaneously. The findings show that Double Date Discount has a positive and significant effect on purchasing decisions. Meanwhile, Free Shipping and Cash on Delivery (COD) did not have a significant effect, although COD showed a positive trend. Simultaneously, these three variables were found to have a significant effect on consumer purchasing decisions. In addition to examining the individual effects of promotional strategies, this study also explored the interactive relationships between the variables. It was found that while Free Shipping and COD did not individually influence purchasing decisions, their combination with other promotional strategies like Double Date Discount enhanced the overall effectiveness of the promotions. This suggests that promotional strategies should be strategically integrated to maximize their impact on consumer behavior. Furthermore, the study highlights the growing importance of e-commerce platforms like Shopee in influencing purchasing decisions and shaping consumer perceptions. As online shopping continues to grow, understanding the nuances of promotional strategies is essential for businesses aiming to attract and retain customers in a competitive market. The findings contribute to a deeper understanding of the factors driving consumer purchasing decisions and offer valuable insights for businesses looking to optimize their promotional efforts in the online retail environment.

This study aims to determine and analyze the influence of price perception, location, and market atmosphere on consumer purchase intention at Segiri Market in Samarinda City, both partially and simultaneously. The background of this research is based on the phenomenon of declining consumer interest in shopping at traditional markets, which has affected traders' income, even though Segiri Market is the main market with a strategic location in the city center. This phenomenon highlights the challenges traditional markets face in maintaining their appeal amid competition from modern markets and shopping malls. Therefore, it is important to explore factors that may influence consumer purchase intention at traditional markets. This research uses a quantitative approach, with data collection techniques through questionnaires distributed to 100 respondents who are visitors of Segiri Market. The collected data were then analyzed using multiple linear regression with the help of SPSS version 27. The results showed that, partially, the location variable had a significant effect on purchase intention, meaning that a strategic location could enhance the market's appeal to consumers. However, price perception and market atmosphere variables did not show a significant effect on purchase intention on their own. Nevertheless, simultaneously, all three variables (price perception, location, and market atmosphere) had a significant impact on consumer purchase intention. These findings have important implications for market managers and local governments to pay more attention to strategic locations and create a comfortable and attractive market atmosphere. This could increase the appeal of traditional markets, attract more visitors, and ultimately help boost traders' income and support the sustainability of traditional markets as part of the local cultural and economic identity.

The Rice Bowl (Nasi Mangkok) culinary business in Indonesia has experienced rapid growth after the COVID-19 pandemic and has become a key part of the modern food industry, meeting consumer demand for convenience and taste. Since 2020, rice bowl sales have continued to rise annually, driven by shifting consumption habits toward food delivery services like GoFood and GrabFood. Despite this trend, academic studies on the rice bowl business remain limited. Classified as convenience food, rice bowl consumption has increased by over 10% from 2019 to the projected figures in 2025. Sales volume has risen from 1.5 billion portions in 2020 to over 3 billion in 2025, with an annual growth rate of 10–15% and estimated revenues between IDR 15–20 trillion per year. With rising demand, many rice bowl brands have entered the market. However, consumers often struggle to decide which brand to choose, as purchasing decisions are influenced by multiple factors. This study analyzes consumer behavior influencing rice bowl purchasing decisions, focusing on cultural, social, psychological, and personal factors, with a case study in Sidoarjo Regency, East Java. Using an explanatory research design, the study surveyed 161 consumers across four sales locations.The F-test results show that all four variables simultaneously have a significant positive effect on purchasing decisions (at the 99% confidence level). However, the t-test results reveal that the cultural factor (X1) negatively influences purchasing decisions, while social, psychological, and personal factors have a positive impact. Among these, the psychological factor (X3) is the most dominant, highlighting the importance of consumer motivation and perception in shaping buying behavior. Enhancing this factor can support the sustainable growth of rice bowl businesses in Sidoarjo.