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The rapid development of digital technology, especially after the COVID-19 pandemic, has brought changes to people's behavior and lifestyle with the trend of digital payments. One of the advances in digital financial services technology is PayLater, a Fintech innovation that offers easy transactions in the form of loans and installments without a credit card. This study aims to analyze the influence of transaction convenience and risk perception on purchasing decisions using the PayLater feature on e-commerce platforms among Generation Z in Samarinda City. This study uses a quantitative approach with associative methods and multiple linear regression analysis using SPSS 27. The method used is purposive sampling to obtain a sample of 100 respondents from Generation Z in Samarinda City, aged 18-28 years, who have used PayLater on e-commerce platforms. The findings show that transaction convenience (X1) has a positive and significant effect on purchasing decisions, but risk perception (X2) does not have a significant effect on purchasing decisions. At the same time, both variables have a significant effect on purchasing decisions. The findings of this study are expected to provide valuable insights for the PayLater feature to design more effective strategies to improve customer satisfaction and transaction experience.

This study is intended to identify the impact of Online Customer Reviews and Product Quality Perceptions on Skintific Purchase Decisions on TikTok Shop. This study applies a quantitative approach through causal methods. Involving 96 respondents who have purchased and used Skintific products on the platform. Data analysis was carried out through the stages of classical assumption tests (normality, multicollinearity, and heteroscedasticity), and used multiple linear regression to test the research hypothesis. The findings show that online customer reviews and product quality perceptions have a positive and significant influence on purchase decisions, both when tested individually and together. The adjusted coefficient of determination (Adjusted R²) reaches 0.875, which means that 87.5% of the variation in purchase decisions can be explained by the two independent variables, while the remaining 12.5% is influenced by external elements outside of this model. Among the two variables studied, Online Customer Reviews were proven to have a dominant influence on Purchase Decisions, with a higher Beta value than Product Quality Perception. This conclusion emphasizes that positive reviews from customers and a good view of product quality are the main drivers for consumers to purchase Skintific products on TikTok Shop. Thus, companies are advised to maintain product reputation through consistent quality as well as optimize digital communication strategies based on customer reviews to improve consumer purchasing decisions.

This study aims to determine the influence of marketing strategies and consumer commitment on purchasing decisions for Yamaha NMAX products in Rimbo Bujang using quantitative analysis descriptive research methods with SPSS 26 tests on 96 respondents. The results of the study indicate that the Marketing Strategy variable (X1) has a significant influence on the Purchase Decision (Y) of Yamaha NMAX products in Rimbo Bujang. Then the Consumer Commitment variable (X2) also has a significant influence on the Purchase Decision (Y) of Yamaha NMAX products in Rimbo Bujang. While simultaneously Marketing Strategy (X1) and Consumer Commitment (X2) together have a significant influence on the Purchase Decision (Y) of Yamaha NMAX products in Rimbo Bujang. The coefficient of determination (R²) value of 0.777 indicates that 77.7% of the variation in Purchase Decisions is influenced by Marketing Strategy and Consumer Commitment, while the remaining 22.3% is influenced by other factors outside this study. These findings provide important insights for more effective business strategies, especially in increasing product sales through a better approach to consumers. By understanding the factors that influence purchasing decisions, companies can optimize more targeted marketing strategies and increase levels of consumer satisfaction and loyalty.  

This study aims to analyze consumer perceptions of consumer reviews on the Shopee e-commerce platform and to understand how these reviews influence trust and purchasing decisions. The research employs a qualitative approach with a descriptive case study design, using in-depth interviews with one informant an active Shopee user and supported by digital observations of the fake review phenomenon. The findings indicate that reviews play a crucial role in shaping consumers’ perceptions and trust toward sellers. The informant perceived honest reviews as those characterized by detailed content, genuine product photos, and a natural writing style. In contrast, reviews that appear overly uniform, exaggerated, or too brief are considered inauthentic and raise doubts. Negative experiences resulting from fake reviews reduce trust in both sellers and the platform. This study highlights the need to improve review verification systems and enhance digital literacy education so that consumers can better distinguish between genuine and fake reviews, thereby fostering a more transparent and trustworthy online shopping environment.

This community service activity was conducted at Grind Now Coffee Bar, an MSME in Batam City’s food and beverage sector, to address challenges in managing raw material inventory, which often led to inaccurate stock records, shortages, and overstocking, affecting daily operations and efficiency. The program aimed to improve inventory management by applying the Economic Order Quantity (EOQ) and Reorder Point (ROP) models, providing a systematic and measurable approach to procurement. Activities included detailed observation of operational practices, interviews with staff to understand current challenges, collection of data on raw material usage and purchasing patterns, and the implementation of a website-based inventory control system to streamline record-keeping and monitoring. The results showed that EOQ and ROP models helped determine optimal order quantities and appropriate reorder timing, while the inventory system improved organization, reduced errors, and enabled real-time stock monitoring. Overall, this intervention enhanced decision-making, promoted operational efficiency, and supported the sustainability and competitiveness of Grind Now Coffee Bar.

This study aims to analyze the influence of advertising, price, and brand image on purchasing decisions for Madu Sumber Podang in Kediri Regency. The research employed a quantitative descriptive approach with a sample of 136 respondents selected through accidental sampling. Data were collected using a questionnaire and analyzed using classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results indicate that advertising has a positive but insignificant effect on purchasing decisions. Price has a negative and significant effect, while brand image has a positive and significant effect on purchasing decisions. Simultaneously, the three independent variables have a significant influence on purchasing decisions. The determination coefficient (R²) value of 0,388 shows that 38.8% of the variation in purchasing decisions is explained by advertising, price, and brand image, while the remaining portion is influenced by other variables outside the study. These findings highlight the importance for business actors to improve promotional effectiveness, pricing strategies, and brand image strengthening to enhance consumer purchasing decisions for Madu Sumber Podang.

This study aims to analyze the factors influencing Wizzmie customer purchasing decision model in Semarang City: shopping experience involvement as a mediating variable. This study is a type of quantitative research with primary data sources in the form of questionnaires. The sampling method in this study uses the Hair formula which obtained 140 research samples. The analyzed data used in this study is the Structural Equation Model (SEM) with Smart PLS 3.0 software. The results of this study state that store atmosphere and shopping experience have a positive and significant effect on purchasing decisions. Conversely, brand image, social media marketing, and service quality do not have a significant direct effect on purchasing decisions. However, shopping experience is proven to be able to mediate the influence of store atmosphere, social media marketing, and service quality on purchasing decisions. Thus, although not all variables have a direct effect on purchasing decisions, some of them can indirectly influence through shopping experience as a mediating variable.

Perfume is often used to enhance self-confidence and build a positive self-image, particularly among young people in social and academic settings. Thus, purchasing decisions are shaped not only by functional needs but also by emotional and social factors. This study examines how live streaming, electronic word-of-mouth (E-WOM), and celebrity endorsements influence consumers’ decisions to buy Evangeline perfume. A quantitative survey method was employed using purposive sampling, with respondents limited to FEB Udinus students who have experience with and knowledge of Evangeline products. This group was selected as they represent an active consumer segment for lifestyle and cosmetic goods. Data from 140 respondents were analyzed using multiple linear regression along with the classical assumption test. The results show that all three marketing variables significantly and positively affect purchase decisions, with live streaming being the most influential factor. These findings highlight the importance of interactive engagement, peer validation, and positive selection cues in shaping consumer trust and perception. Academically, this study contributes to consumer behavior and digital marketing research. Practically, the results suggest that perfume companies should prioritize live streaming campaigns, strengthen E-WOM strategies, and leverage celebrity endorsements to improve marketing effectiveness and increase sales.

This study aims to examine the application of mocaf flour as a partial or complete substitute for wheat flour in the preparation of dadar gulung, a traditional Indonesian delicacy. The research is grounded in the potential of mocaf, which is gluten-free, rich in dietary fiber, and supports efforts to diversify food sources based on local commodities. A quantitative experimental method was employed with three flour formulations 50% wheat : 50% mocaf, 25% wheat : 75% mocaf, and 100% mocaf evaluated through organoleptic testing by 25 panelists with varying levels of experience. The assessment parameters included color, aroma, taste, texture, and overall perception. The findings indicate that the formulation containing 100% achieved the highest overall score, followed by the 75% mocaf and 25% wheat blend, while the 50% mocaf and 50% wheat formulation ranked lowest. These results suggest that a dominant proportion of mocaf can maintain the sensory quality of the product, although full substitution requires further optimization to enhance consumer acceptance. This research contributes to the development of healthier innovations in traditional foods, offers a gluten-free alternative for individuals with dietary restrictions, and promotes the sustainable utilization of local resources.

The development of digital technology has encouraged companies to adjust their marketing strategies, one of which is by utilizing social media. Shopee, as one of the largest e-commerce platforms in Indonesia, actively uses social media to expand its market reach, enhance its brand image, and attract consumers. This study aims to analyze how Shopee uses social media in its marketing strategy, focusing on the types of strategies used and their effectiveness in influencing consumers. The research method used is a Google form. The analysis is conducted by collecting questionnaire results from people who have filled it out and comparing them with other results. The results show that Shopee uses social media through various approaches, such as collaborating with influencers, creating creative content, and running interactive promotional campaigns on platforms such as Instagram, TikTok, and YouTube. These strategies have proven effective in increasing brand awareness, building interactions with consumers, and encouraging customer loyalty and purchasing decisions. This study concludes that social media plays an important role in supporting the success of Shopee's marketing strategy. These findings are expected to serve as a reference for e-commerce companies and other businesses in developing effective digital marketing strategies.

This study aims to analyze the influence of product quality, price perception, and promotion on purchasing decisions for Panasonic brand electronic products at the Batam Electronics Store in Pekanbaru City. This study uses a quantitative approach with a survey method, where primary data is collected by distributing questionnaires to 45 consumers who have purchased Panasonic products. The sampling technique uses a purposive sampling method. The data obtained are analyzed using a structural equation model based on Partial Least Square (PLS) to test the relationship between research variables. The results of the analysis show that product quality has a positive and significant effect on purchasing decisions, indicating that product quality and reliability are important factors in consumer considerations. In addition, promotion is also proven to have a positive and significant influence on purchasing decisions, indicating the role of promotional strategies in attracting consumer interest. Price perception also has a significant influence, which means that the suitability of price with the benefits perceived by consumers can encourage purchasing decisions. The findings of this study confirm that improving product quality, setting prices that are in accordance with consumer perceptions, and implementing effective promotional strategies can strengthen purchasing decisions. Therefore, the results of this study are expected to be a reference for business actors in formulating marketing strategies for electronic products. Keywords: Product Quality, Price Perception, Promotion, Purchasing Decisions.

Games that were initially enjoyed individually and offline have now evolved into online games that allow interaction, competition, and friendship with other players in real-time. Online games are now increasingly popular, one of which is Mobile Legends. This game can be downloaded through the Play Store and App Store. In April 2024, Mobile Legends ranked the most popular game by downloads on the statista.com website. The research objective was to determine the influence of event marketing, content marketing, influencers, and the social environment on the decision to purchase Mobile Legends game skins in Kebumen Regency. The method used was non-probability sampling with a purposive sampling technique aimed at 100 users. Data collection techniques used questionnaires and literature studies. The data analysis technique used multiple linear regression, which was then processed with the SPSS application version 25.0 for Windows. The results showed that event marketing had a significant effect on purchasing decisions, content marketing had a significant effect on purchasing decisions, influencers had no significant effect on purchasing decisions, the social environment had no significant effect on purchasing decisions, and event marketing, content marketing, influencers, and the social environment simultaneously had a significant effect on purchasing decisions.

The personal care product industry, particularly bath soap, is becoming increasingly competitive as public awareness of health and hygiene grows. Lifebuoy is a long-trusted bath soap brand, but according to data from the Top Brand Index 2021–2024, Lifebuoy is experiencing a significant downward trend. This situation indicates a problem in consumer purchasing decisions, making it crucial to examine the factors influencing it. This study aims to analyze the influence of advertising and brand image on purchasing decisions for Lifebuoy bath soap in Semarang City, with purchase intention as an intervening variable. This study used a quantitative approach with explanatory research. The population in this study was all Lifebuoy bath soap users in Semarang City. The sample was determined using a non-probability sampling method using the Lemeshow formula, resulting in 96 respondents. Data analysis techniques used Descriptive Statistical Analysis, Measurement Model Evaluation (Outer Model), and Structural Model Evaluation (Inner Model) using the SmartPLS 0.4 application. The results of the study indicate that advertising has a direct influence on purchasing decisions, brand image has a positive and significant influence on purchasing decisions, advertising does not have a significant direct influence on purchase intention, brand image has a positive and significant influence on purchase intention, purchase intention has a positive and significant influence on purchase decisions, purchase intention mediates the relationship between advertising and purchase decisions, and purchase intention mediates the relationship between brand image and purchase decisions.

This study aims to analyze the influence of service quality, product quality, price perception, and Word of Mouth on eyeglass purchasing decisions at Optik Anugerah Nganjuk. The background of this study is based on the increasing business competition in the optical sector and the increasing consumer awareness of the value, price, and quality of the products they consume. This study uses a quantitative approach with a survey method. The population in this study were all consumers of Optik Anugerah Nganjuk, with a sample of 88 respondents determined using a specific sampling technique. Data collection was carried out by distributing questionnaires compiled based on a Likert scale. The obtained data were analyzed using multiple linear regression methods to determine the influence of independent variables on the dependent variable. The results of the study indicate that partially service quality, price perception, and Word of Mouth have a significant effect on purchasing decisions, while product quality has no significant effect. However, simultaneously, all four independent variables have a significant effect on purchasing decisions. The findings of this study are expected to be strategic considerations for optical managers in improving service quality and the effectiveness of marketing strategies.

Changes in the lifestyles of the younger generation in Padang City have significantly contributed to the growth of the culinary and entertainment sectors, especially in services for birthday celebrations and small banquets presented in aesthetic and personalized packages. In this highly competitive culinary business, a strong branding strategy is essential for building a recognizable brand image and attracting consumers. Improving product quality and quantity, diversifying offerings, and providing a wide variety of products are critical for creating added value and expanding market share. Equally important, effective promotion enables companies to communicate with consumers, influence purchasing decisions, and strengthen brand loyalty. The general equilibrium concept offers a framework to understand how interconnected markets respond to changes in supply, demand, and consumer preferences, highlighting the need for businesses to continuously evaluate and adapt their strategies. This study emphasizes that success in Padang City’s bakery and culinary service industry depends on the integration of branding strategies, ongoing product development, and targeted promotional efforts, ensuring competitiveness, customer satisfaction, and sustainable business growth.

This research has a purpose to determine the effect of online transaction security on purchasing decisions through the Shopee application. The respondents consisted of 74 students from the Digital Business Study Program at Universitas Amikom Purwokerto who actively use Shopee. This research employed a quantitative descriptive method with simple linear regression analysis. The results indicate that online transaction security has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.887 and a significance value of 0.000. The coefficient of determination of 35.2% shows that transaction security contributes to purchasing decisions, while the remaining percentage is influenced by other factors. The higher the level of security perceived by consumers during online transactions, the greater the likelihood of making a purchase. These findings highlight the importance of improving security systems and information transparency on e-commerce platforms such as Shopee to create a safe, comfortable, and trustworthy shopping experience for users.

This study analyzes the influence of Digital Marketing Strategy and Brand Image on consumer purchasing decisions and tests the role of Brand Awareness as a moderating variable at Moringa Coffee and Eatery. Data collection was conducted using a Likert scale questionnaire and processed using SmartPLS 4.0 with a quantitative PLS method approach. The results show that Digital Marketing Strategy and Brand Image have a significant effect on purchasing decisions. However, Brand Awareness does not act as a moderating variable because it does not strengthen the relationship between the two on Purchase Decisions. These findings emphasize the importance of optimizing digital marketing strategies and strengthening brand image, as well as the need to increase brand awareness in order to support the effectiveness of marketing strategies. Furthermore, the study highlights that consumers tend to make purchasing decisions based on the perceived value and credibility presented through digital platforms, making consistent online engagement crucial. Improving brand awareness may require more targeted promotional activities, interactive content, and customer involvement to build a stronger emotional connection with the brand. Overall, these results provide valuable insights for managers aiming to enhance competitiveness and customer loyalty in the digital marketplace.

The development of the batik industry today requires business actors to be able to implement effective marketing strategies in order to increase competitiveness and encourage consumer purchasing decisions. This study aims to analyze the effect of promotion, product innovation, and digital marketing on purchasing decisions for Batik Lochatara products in Wates, Kediri Regency. This research uses a quantitative method with a survey approach through distributing questionnaires to Batik Lochatara consumers in Wates, Kediri Regency. The analysis techniques used in this study include multiple linear regression, partial test (t test), simultaneous test (F test), and the coefficient of determination to determine the contribution of each independent variable to the dependent variable. The results of this study indicate that partially promotion, product innovation, and digital marketing have a positive and significant effect on purchasing decisions. While simultaneously, the three variables are also proven to have a significant influence on purchasing decisions with an adjusted R-square value of 0.743 or 74.3%. This means that purchasing decisions at Batik Lochatara can be explained by promotion, product innovation, and digital marketing by 74.3%, while 25.7% is influenced by other factors not studied. This finding confirms that the right promotional strategy, continuous product innovation, and digital marketing optimization are important factors in increasing consumer interest and purchasing decisions for local batik products in modern markets.

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 effects of social media marketing, store atmosphere, and service quality on consumers’ purchasing decisions at Titik Tuju Coffee & Roastery in Kediri City. The background of this research is based on the increasing competition in the coffee shop industry, which requires business actors to implement effective marketing strategies, create a comfortable store atmosphere, and provide high-quality services to influence consumers’ purchasing decisions. The research method used is a quantitative approach with data collection conducted through questionnaires. The research sample consisted of 120 respondents who were consumers of Titik Tuju Coffee & Roastery, selected using a simple random sampling technique. The data were analyzed using multiple linear regression analysis with the assistance of SPSS software. The results indicate that, partially, social media marketing, store atmosphere, and service quality have a positive and significant effect on purchasing decisions. In addition, the simultaneous test results show that the three independent variables collectively have a positive and significant effect on consumers’ purchasing decisions. The coefficient of determination indicates that most of the variation in purchasing decisions can be explained by these three variables. This study is expected to provide practical contributions for coffee shop managers in designing appropriate marketing strategies and improving service quality and store atmosphere to encourage consumers’ purchasing decisions.