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

This study 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.

Financial literacy is an important skill that needs to be introduced from an early age so that children can understand the value of money and manage it wisely. This activity aims to improve basic financial literacy among children at LKSA Santa Anna Bojonegoro through a participatory educational approach. The implementation method included pre tests, interactive material delivery, discussions, and simple case studies on priority scales and budgeting. Of the 37 participants, 20 children aged 8–18 were sampled. The pre-test results showed an average understanding of basic financial literacy concepts of 73.6%. After the activity, there was an increase in understanding, indicated by the participants' ability to differentiate needs from wants, develop spending plans, and foster savings awareness. The facilitator also found that the main issue among participants was self-control over consumptive behavior, which was addressed through reflective exercises and the implementation of strategies for delaying purchasing decisions. This activity was well-received and proven effective in fostering a rational mindset regarding pocket money management. Overall, this socialization of basic financial literacy can be the first step in developing responsible financial habits from an early age.

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 main problem in empowering fish farming communities in Dawuhan Village, Poncokusumo District, Malang Regency is how to empower communities through the Peti Koin Bermantra Program in Dawuhan Village, Malang Regency, such as low managerial capacity, weather constraints, high feed prices, and limited market access, which have an impact on the suboptimal economic improvement of the community. This study aims to analyze the implementation of the Peti Koin Bermantra Program in empowering fish farming communities to improve their economic welfare. The study uses a qualitative method with a descriptive approach, as well as the community empowerment theory of Hashemi, Schuler, and Riley (1996). The results show that the Peti Koin Bermantra Program contributes positively to improving community welfare through eight empowerment indicators, such as increased mobility, small-scale purchasing power, ability to make larger purchases, involvement in major decisions, freedom, political and legal awareness, participation in public protests and political campaigns, economic security, and contribution to family support. The success of the program was supported by collaboration between facilitators, the East Java Provincial Marine and Fisheries Service, and the Malang Regency Fisheries Service, although there were still obstacles in terms of capital, group management, and product innovation. To support the sustainability of the program,

This study aims to evaluate the extent to which the Shopee e-commerce platform affects the sales rate of clothes in Pasar 16 Ilir, Palembang, which is known as one of the largest clothing trading centers in South Sumatra. The background of this research departs from the phenomenon of the rapid development of e-commerce in Indonesia, where Shopee dominates the fashion category and is the main choice of consumers in online shopping. The change in consumer behavior from conventional to digital shopping patterns encourages businesses in traditional markets to adjust strategies to remain relevant and competitive in the increasingly dynamic era of digital transformation. This research method uses a combination of quantitative and qualitative approaches. A survey was conducted on 100 sellers and 150 consumers to collect data on shopping habits, perception of promotions, and the impact of using Shopee on clothing sales. In addition, in-depth interviews with several business actors at Pasar 16 Ilir were conducted to gain a more detailed understanding of the adaptation strategies they implemented. Data analysis shows that Shopee's promotional features, such as discounts, cashback, and flash sales, are the dominant factors that increase consumer interest. Hedonistic aspects, including the convenience and pleasure of online shopping, as well as customer reviews, also have a significant influence on purchasing decisions. The results of the study confirm that the integration of Shopee with the traditional market contributes to the increase in the volume and sales value of clothes in Pasar 16 Ilir. The online-to-offline (O2O) synergy model helps merchants reach a wider market and improve their competitiveness. In conclusion, optimizing e-commerce platforms through effective promotion strategies, review management, and customer service is the key for MSME actors in facing competition in the digital era.

The rapid growth of local brands in Indonesia's fashion industry is driven by the use of online media as a promotional platform. One notable brand is Ventela, which employs a co-branding strategy to capture market attention. This study aims to analyze the implementation of co-branding by @ventelashoes on Instagram, evaluate consumer purchasing decisions regarding Ventela Konnijiwa shoes, and measure the extent to which the co-branding collaboration between Ventela and Mantappu Jiwa by Jerome Polin influences purchasing decisions. The study applies co-branding theory, which includes dimensions such as brand awareness, brand strength, mutual benefits, uniqueness of collaboration, as well as positive consumer judgment and response. Meanwhile, the purchasing decision process is analyzed through five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. A quantitative approach was used in this study through a survey method, with data collected from 133 followers of the @ventelashoes Instagram account using a random sampling technique. The results indicate that the co-branding between Ventela and Mantappu Jiwa received a positive response from the respondents. The influence of co-branding on purchasing decisions is strong, with a correlation value of 0.904. Co-branding contributes 81.8% to the purchasing decision of Ventela Konnijiwa shoes, while the remaining 18.2% is influenced by other factors.  

The rapid development of technology and social media has given rise to new trends in marketing strategies, one of which is the use of Influencers as promotional media. Influencers are often utilized as intermediaries between brands and consumers due to their perceived ability to shape public opinion and influence purchasing decisions. However, various ethical issues have emerged in advertising practices involving Influencers, particularly concerning transparency, honesty, and social responsibility. Many Influencers promote products without disclosing that the content is paid advertising. Such practices can mislead consumers and damage the reputations of both the Influencer and the associated brand. Another critical issue is the promotion of products that do not align with the Influencer’s personal values, as well as the lack of protection for vulnerable groups, such as children. Therefore, the implementation of strict and comprehensive advertising ethics is essential. This study highlights the importance of digital ethics education for Influencers, the enforcement of clear regulations, and the active role of social media platforms in labeling sponsored content, in order to establish a healthy and responsible digital advertising ecosystem.

This research is motivated because self-confidence in using skincare products recommended by celebrity endorsers is also an important factor in purchasing decisions. The purpose of this study was to analyze the influence of celebrity endorser Tasya Farasya and Instagram social commerce on the purchase decision of the Originote skincare moisturizer on female students of the FPP UNP Makeup and Beauty Education Study Program. This type of research is Ex post Facto with a quantitative research method approach. The population of this study were female students of the 2020, 2021, 2022 and 2023 Makeup and Beauty Education Study Program, namely 365 people. The type of sampling used in this study was non-probability with a purposive sampling technique with a total of 78 people. Data were collected through observation methods and research questionnaires. The preparation of the instrument was carried out by sorting the Likert scale. Data were analyzed by descriptive analysis, normality tests and hypothesis tests. The results of the study obtained 1) Instagram social commerce partially has a significant effect on Moisturizer Purchase Interest in Female Students of the FPP UNP Makeup and Beauty Study Program. 2) Celebrity endorser Tasya Farasya partially has a significant effect on the Moisturizer Purchase Interest of Female Students of the Makeup and Beauty Study Program, FPP UNP. 3) Celebrity Endorser Tasya Farasya and Social Commerce Instagram simultaneously influence the purchase decision of the Originote skincare moisturizer for female students of the Makeup and Beauty Education Study Program, FPP UNP. Suggestions to increase insight into the material in the lesson for students, in increasing knowledge and information about the influence of celebrity endorser Tasya Farasya Instagram social media on the purchase decision of the Originote skincare moisturizer for female students of the Makeup and Beauty Education Study Program, FPP UNP.

Digital technology has created new opportunities in marketing, including live streaming, which enables real-time interaction between businesses and consumers. The research employs a descriptive method with a qualitative approach through in-depth interviews with the owner and manager of Hi.Prima. The findings indicate that live streaming effectively expands market reach, enhances consumer engagement, and drives purchasing decisions. Direct interaction during live streaming sessions allows consumers to obtain detailed product information, contributing to a 25-30% increase in sales. Additionally, consistency in execution and creativity in content presentation are critical factors in the success of this strategy. These findings reveal that live streaming is not only a promotional tool but also a strategy to build long-term relationships with customers. This study provides insights for business practitioners to leverage live streaming as an efficient and effective digital marketing strategy in an increasingly competitive market..

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.

Investment encouragement is needed in the tourism sector involving participation from the community, businesses, as well as local and central governments. This collaboration is crucial to ensure a shared commitment to developing the tourism potential with sustainable growth and positive impact. The "Jakarta 101" advertising campaign has produced a video showcasing three unique local tourist destinations in Jakarta, each with its own distinct characteristics, hidden gems, and profound meanings. One of them is a coffee shop that employs individuals with disabilities, adding a unique dimension to its significance. Additionally, Jakarta boasts an educational museum with knowledgeable guides explaining its historical artifacts, along with other educational spots focused on environmental care and recycling, previously plagued by high crime rates. In this advertising campaign, a copywriter is responsible for the pre-production stages, including scriptwriting and formulating interview questions for the speakers. The copywriter plays a pivotal role in designing the advertising communication concept, maintaining brand consistency, and supporting the brand experience in various scenarios. The role of a copywriter increasingly demands digital and technological skills due to the evolving times. This research aims to enhance the skills of copywriters in creating the "Jakarta 101" advertising campaign and provide fresh insights into the role of copywriters in content creation. Copywriting in advertising holds a crucial role, serving as a bridge between potential consumers and the purchasing decision.

Utilization of Key Opinion Leaders (KOL) is one of the digital marketing strategies that is widely used today. KOL is not only used by new business people, even established business people with popular brands also use KOL. One of them is Wardah cosmetics. This research aims to analyze the Key Opinion Leader (KOL) strategy to improve consumer purchasing decisions for Wardah products. The research was conducted using a descriptive qualitative approach. Research data comes from the results of reviews of official publications and searches on various official databases and popular digital sites. The research results show that Wardah did several things in its KOL utilization strategy, namely: 1). Wardah chooses Key Opinion Leaders (KOL) who have a positive image and are relevant to the target market and collaborate with beauty influencers, fashion influencers and lifestyle influencers to promote their products. 2). Wardah collaborates with Key Opinion Leaders (KOL) to create interesting and informative content about Wardah products, the content will be creative and original. 3). Wardah measures the effectiveness of the Key Opinion Leader (KOL) strategy by tracking metrics such as reach, engagement and conversion using social media analytics tools to track the performance obtained. Wardah's success in using Key Opinion Leaders (KOL) was proven when it carried out a C-Defense Series product campaign which showed significant results with increased views and engagement, this helped Wardah reach consumers and increase sales effectively

This study examines the influence of social media on business communication development in Shopee. Through online surveys and interviews, data were collected from 100 respondents and 30 randomly selected consumers. The analysis results indicate that Shopee's communication strategy through social media is effective in enhancing customer interaction and influencing purchasing decisions. Positive responses to content, content influence on purchases, and Shopee's responsiveness to consumer interactions serve as evidence of the success of these strategies. The implications of these findings emphasize the importance of investing in innovative content development and training for social media response teams.

Consumer purchasing decisions are one of the most crucial aspects for companies, because purchasing decisions can affect revenue, business growth, reputation, competition in the market, operational efficiency, product innovation, and customer loyalty. There are several factors that influence purchasing decisions, including brand image and nutrition label. This study aims to examine the effect of brand image and nutrition label on purchasing decisions with a healthy lifestyle as a moderating variable. The sample used in this study was 100 respondents. The sampling method used in this study was purposive sampling method. Data collection was carried out through distributing questionnaires online via google form and offline distribution where respondents received and answered on a questionnaire sheet. The data analysis technique used in this research is Moderated Regression Analysis. The results of this study indicate that brand image and nutrition label partially have a significant effect on Fitbar purchasing decisions in Denpasar City. Then, healthy lifestyle moderates brand image and nutrition label partially on Fitbar purchasing decisions in Denpasar City.

This research discusses the influence of product quality and service quality on purchasing decisions for Mixue Ice Cream & Tea. The aim of this research is to determine the influence of product quality (X1) and service quality (X2) on purchasing decisions (Y). This research uses indicators from each variable. The indicators of Product Quality (X1) are color, appearance, portion, aroma, taste. Indicators of Service Quality (X2) are reliability, responsiveness, assurance, empathy, physical evidence. Indicators of Purchasing Decisions (Y) are product choice, brand choice, dealer choice, purchase time. This research uses quantitative methods with a population of 80 people and a sample of 80 people, while processing research data uses the SPSS version 26 program. Based on the research results, it can be seen that product quality variables and service quality variables partially have a significant effect on purchasing decision variables as proven in The results of the T test research with a calculated t value of 5.571 > t table 1.991 and a significant value of 0.000 < 0.05. And it is also known that the product quality variable and the service quality variable simultaneously have a significant effect on the purchasing decision variable from the F test with a significant value of 0.000 < 0.05 and a calculated F value of 168.657 > F table 3.12, so service quality has a positive influence on the decision. purchase. The results of the multiple linear regression test which has the equation Y = 2.211 + 0.529 Xı + 0.410 The results of the coefficient of determination test show that the value (R Square) obtained is 0.814 (81.4%) indicating that product quality and service quality have an influence on purchasing decisions by 81.4%.

This study aims to analyze the influence of Social Media Marketing mediated by word of mouth on purchasing decisions at the JajanDaging Online Store. Many companies are switching from conventional promotional media to digital promotional media in marketing their products, because most Indonesian people already have internet access. Social media is one of the media that can be used to carry out promotional activities using the internet. The use of Instagram social media will form an effective marketing communication strategy, namely word of mouth. This research is a quantitative research using non-probability sampling techniques using questionnaires to collect data. The number of samples taken was 114 respondents, the JajanDaging consumers in the cities of Jakarta, Bogor, Depok, Tangerang and Bekasi. The analysis technique used is the Sobel test using path analysis and the VAF test. Based on the results of the analysis it was found that social media marketing variables had a positive and significant effect on purchasing decisions for JajanDaging consumers, social media marketing variables had a positive and significant effect on word of mouth for JajanDaging consumers, word of mouth variables had a positive and significant effect on purchasing decisions for JajanDaging consumers , and the word of mouth variable significantly mediates the relationship between social media marketing and purchasing decisions for JajanDaging consumers.

This research aims to determine: (1) The influence of consumer trust on decisions to purchase beauty products (Case Study of Wardah Products at the Alke Cosmetic Store in Kolaka Regency) and (2) The Influence of Product Knowledge on Decisions to Purchase Beauty Products (Case Study of Wardah Products at the Alke Store Cosmetics in Kolaka Regency). This research is quantitative research with an explanatory research model using a questionnaire as the instrument. The population in this study were all Muslim female consumers using Wardah in Kab. Kolaka with a sample size of 120 respondents using observation, documentation and questionnaire techniques. Data collection techniques are primary data and secondary data. Research instrument testing uses validity and reliability tests with SPSS 25. Research data analysis techniques use the Structural Equation Modeling (SEM-PLS) method with SmartPLS 3.0. Based on the research results, it is known that consumer trust has a positive and significant effect on purchasing decisions. This is proven by the t-count or t-statistic which is 2.664 which is higher than the t-table value > 1.657. With P-values ​​0.009. Meanwhile, Product Knowledge also has a positive and significant effect on Consumer Purchasing Decisions because the t-count or t-statistic value is 4.797 which is higher than the t-table value >1.657 with P-values ​​of 0.000. So Consumer Trust and Product Knowledge have a positive and significant effect on Purchasing Decisions by 92.7%.    

Competition in the culinary industry presents numerous challenges that influence a competitor's standard. As these factors impact consumer decisions, a comprehensive marketing approach is required to maintain market share and overcome competition. The purpose of this study is to investigate the influence of 7P marketing strategy variables (product, price, promotion, place, people, process, physical evidence) on consumer purchasing decisions at Estusae Cafe. A quantitative methodology was employed in this study utilizing purposive sampling. The target population was comprised of all patrons who have consumed products at Estusae Cafe. Data was obtained via questionnaires distributed to respondents selected via purposive sampling. To assess the correlation between 7P marketing strategy variables and consumer purchasing decisions, quantitative data analysis methods were applied using linear regression techniques. The results obtained (F-value of 24.221) from Table 2.10 confirm acceptance of Ha, indicating that all seven independent variables (7P) jointly or simultaneously influence the dependent variable, Estusae Cafe Trawas Purchasing Decision. Additionally, the correlation coefficient (R Square) is 0.648, suggesting that collectively, the 7P variables influence 65% of Estusae Cafe Trawas' Purchasing Decision. The research has revealed that the 7P marketing strategy holds significant importance in influencing consumer purchasing behavior. Such findings carry broader academic implications.

This study aims to determine the effect of brand image and product quality on purchasing decisions on Toreko’s product. The research method used is a qualitative description approach. The type of data is secondary data. The data collection method is to collect materials taken from previous related studies. The results showed that brand image and product quality had a positive and significant effect on purchasing decisions in Toreko's business.