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Haerunisa, Ia; Eka Nabila, Asyifa

Jurnal Bisnis, Ekonomi Syariah, dan Pajak 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Income inequality and poverty continue to be major challenges in Indonesia's industrial areas, especially in DKI Jakarta, West Java, and Banten, although minimum wage policies continue to be developed as a form of protection for low-income workers. These policies theoretically serve as an instrument for income redistribution and improvement of labor welfare, but their effectiveness in reducing inequality and reducing poverty rates is still questionable, especially in areas with highly industrialized economic structures. This study aims to analyze the influence of income inequality, poverty rate, economic growth, and unemployment rate on the dynamics of the provincial minimum wage in the 2016–2023 period. The study used secondary data obtained from the Central Statistics Agency and analyzed using panel data regression to obtain a comprehensive empirical picture of the factors determining the minimum wage. The test results show that the Fixed Effect Model is the most suitable model for capturing variations between provinces and between times. Key findings reveal that poverty levels and economic growth have a significant influence on changes in the minimum wage, while income inequality and unemployment rates have no significant influence. The conclusion of the study emphasizes that the minimum wage policy is not effective enough in reducing income inequality and reducing poverty without the expansion of the formal sector, improving the quality of the workforce, and distributing economic growth more evenly between industrial areas.

Ammar Halomoan; Farid Maulana Saragih; Hasanatun Fitri

Jurnal Kewirausahaan Cerdas dan Digital 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This research examines the influence of road infrastructure development on local economic growth in Medan City, emphasizing its role in improving accessibility and supporting economic activities. Road infrastructure is a vital component of regional development, as it facilitates the movement of goods and services, reduces transportation costs, and enhances connectivity between economic centers. Well-developed road networks can stimulate business expansion and encourage investment by creating a more efficient economic environment. The study employed a descriptive quantitative approach using field surveys involving 20 respondents, including business actors, local residents, and government representatives. Data were collected through structured questionnaires and analyzed descriptively to capture perceptions regarding the economic impact of road infrastructure development. The results indicate that improvements in road quality, capacity, and connectivity have a positive influence on local economic growth. Respondents reported increased trade activities, improved access to markets, higher investment opportunities, and rising community income levels as direct benefits of improved road infrastructure. However, the study also identified several challenges that may hinder long-term economic outcomes. Traffic congestion, uneven infrastructure development across areas, and inadequate routine maintenance were highlighted as significant issues. These problems can reduce efficiency and limit the sustainability of economic gains. Therefore, continuous government commitment, effective maintenance strategies, and equitable distribution of infrastructure development are essential. Strengthening coordination among stakeholders is also necessary to ensure that road infrastructure development supports inclusive and sustainable local economic growth in Medan City.

Saul Mofas Pinem; Shalshabila Swariarisona

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Green innovation has become a crucial approach to addressing sustainability challenges within global economic and environmental contexts. This study maps the development of green innovation research through a bibliometric analysis using data from the Scopus database covering the period 2021–2024. Bibliometric techniques were applied with VOSviewer and R Studio to examine publication trends, citation patterns, author collaboration, and keyword networks. The results show a significant growth of publications in the last five years, with major themes focusing on sustainable development, environmental technology, and economic implications of green innovation, while leading contributions come from China. Influential journals in innovation and environmental management are identified as key publication outlets, and keyword analysis reveals the integration of green innovation into sustainability strategies and economic policy discussions. This study contributes to a clearer understanding of the intellectual structure and emerging directions of green innovation research, offering insights for scholars, business practitioners, and policymakers in advancing sustainable innovation practices.

Awala Mahromia; Aminulloh, Ali; Prawoto, Imam; Samsudin, Agus Rojak

Jurnal Bisnis, Ekonomi Syariah, dan Pajak 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Social loans are an important tool for developing local economies, especially in remote areas such as rural areas. The Indonesian Village City Savings and Loan Cooperative (KSU) is one of the business entities that provides loan capital to its members. The purpose of this study is to determine the mechanism of social loan agreements in the Multipurpose Cooperative (KSU) of the Indonesian Village City and to determine the perspective of Islamic Economic Law on loan agreements in the Multipurpose Cooperative (KSU) of the Indonesian Village City. This research method uses a descriptive research type with a qualitative approach. Data collection was carried out through observation and interviews with the Management and members of the Savings and Loan Cooperative (KSU) of the Indonesian City Village. The results of the study show that first, the loan application procedure involves several steps such as becoming a member, filling out forms, completing documents and the approval stage. The maximum loan provision is 80% of the savings balance with a loan tenor of 12 months and 18 months. The payment system is made in installments through salary deductions and is subject to a 5% interest. For borrowing members who are late, there are no sanctions or fines but there is a time dispensation. Second, the loan application and management mechanism at the Multipurpose Cooperative has met sharia principles through transparent and structured governance, such as deductions from salary installments and a guarantee policy provided in the form of the amount of member savings balances. However, social loans at the Multipurpose Cooperative contain an element of benefit (profit) of 5%, which according to some scholars can be classified as usury because of the addition of value to the principal loan, even though the benefit is returned to members through the Business Result Remainder (SHU).

Jasmine Jonmayta Angelic Siahaan

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Shaping central banking for sustainability has become increasingly relevant as climate change and the pursuit of sustainable development challenge the conventional scope of monetary policy. Green monetary policy reflects efforts to align central banking with environmental and economic objectives, yet the scholarly literature on this issue remains fragmented. This study employs a bibliometric approach using R Studio (Bibliometrix) to analyze publications indexed in Scopus from 2015 to 2025. The dataset comprises more than 1,200 documents with an annual growth rate of nearly 12%, signaling the rapid expansion of research in this field. Bibliometric techniques, including citation mapping, co-authorship analysis, and keyword co-occurrence, are applied to identify influential authors, sources, and thematic clusters. The results indicate a steady increase in international collaboration and a consolidation of research themes, reflecting the growing importance of sustainability in central banking discourse. This study is expected to contribute by providing a structured overview of the intellectual landscape of green monetary policy, clarifying its links with sustainable development and climate change, and offering guidance for future research and policy innovation in sustainable central banking.

Lady Eka Rahmawati; Eliza Noviriani; Elshad Yusifov

International Journal of Islamic and Economic Education 2025 International Forum of Researchers and Lecturers

Global environmental challenges require active engagement from all sectors, including education. For Muslim youth, awareness of environmental sustainability aligns with Islamic ethical principles such as stewardship (khalifah), justice (ʿadl), and social welfare (maslahah). This study examines the influence of green economy education within Islamic higher education on students’ eco-literacy, ethical awareness, and sustainable economic behavior. A quantitative approach was employed using a structured questionnaire distributed to students from both Islamic economics and non-economics programs. Data were analyzed with descriptive statistics, independent t-tests, and one-way ANOVA to identify differences in environmental knowledge, attitudes, and behavior. Findings show that students with an Islamic economics background consistently achieve higher scores in knowledge, attitudes, and behavioral engagement related to sustainability compared to non-Islamic economics students. Integrating Islamic ethical values into the curriculum provides a holistic framework for internalizing sustainability principles, encouraging students to translate ethical knowledge into practical action. Pedagogical strategies such as project-based learning, reflective exercises, and experiential programs further enhance engagement and eco-conscious behavior. The study highlights the critical role of Islamic education in fostering a generation of ethically aware and environmentally responsible students. By embedding moral and ecological principles in academic programs, educational institutions can strengthen students’ capacity for sustainable decision-making and support broader goals of responsible economic and environmental stewardship.

Naeni Amro; Munaa Nur ‘Aziizah; Endras Larasati

Jurnal Bisnis, Ekonomi Syariah, dan Pajak 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to understand behavioral considerations in decision-making regarding business equipment procurement at UMKM Sido Maju Marsudi. This research applies a qualitative method with a case study approach. Primary data were collected through semi-structured interviews with the business owner. The findings reveal that equipment procurement decisions are not solely influenced by economic rationality but also by behavioral factors such as intuition, experience, and social values. The business owner balances financial benefits with non-financial satisfaction, including customer trust, product quality, and maintaining the traditional identity of “roti kering jadul.” The decision-making process is simple, experience-based, and guided by social recommendations, reflecting bounded rationality. Evaluations are carried out informally by observing production outcomes and customer feedback. This study concludes that behavioral and experiential aspects play a crucial role in shaping adaptive and sustainable business decisions among micro and small enterprises

Hafif Setiawan; Salsabila Rahman; Melani Rusli; Muhammad Arfan Harahap

Riset Ilmu Manajemen Bisnis dan Akuntansi 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to describe the perspectives of economic actors regarding the importance of money in daily interactions and transactions. Money, as a medium of exchange, not only facilitates the transfer of goods and services but also shapes more efficient and structured economic behavior. In everyday activities, economic actors view money as an instrument that provides value certainty, transactional convenience, and flexibility in managing needs and expenditures. The role of money is also understood as a factor influencing socio-economic relationships, as interactions between individuals are often grounded in transactional processes that require trust and universally accepted exchange values. Furthermore, the development of payment technologies has broadened economic actors’ understanding of money, especially within the context of digitalized transactions. This study illustrates that money is not merely a transactional tool but also a crucial element in shaping the socio-economic dynamics of modern society. The findings are expected to contribute to microeconomic discussions related to how economic actors utilize money as a fundamental instrument in daily economic activities.

Cinta Riskia; Khairuna Safira; Uzma Uzma; Puti Andiny; Safuridar Safuridar +1 more

Jurnal Ekonomi dan Pembangunan Indonesia 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to determine the partial and simultaneous influence between the variables of labor force, the agricultural sector, economic growth, and the industrial sector on the open unemployment rate in Aceh Province in the 2014–2023 period. The research method uses a quantitative approach by utilizing secondary data obtained from related agencies. The results showed that the labor force variable (X1) had a significant influence on the open unemployment rate with a significance value of 0.000 < 0.05. The agricultural sector variable (X2) was also proven to have a significant effect with a significance value of 0.002 < 0.05. Furthermore, economic growth (X3) has a significant influence on open unemployment with a significance value of 0.004 < 0.05. The industrial sector variable (X4) also showed a significant influence on the open unemployment rate in Aceh Province with a significance value of 0.015 < 0.05. Overall, these results indicate that employment dynamics and regional economic structure play an important role in determining the open unemployment rate during the study period. These findings provide a basis for policymakers to formulate more effective economic development strategies in reducing unemployment in the future.

Dewa Ayu Dyah Prema Gandhi; I Gde Ary Wirajaya

International Journal of Management Science and Entrepreneurship 2025 International Forum of Researchers and Lecturers

State-Owned Enterprises (SOEs) are business entities whose capital is wholly or primarily owned by the government, and in the form of Persero, partial capital participation from the private sector is permitted. Earnings quality reflects the firm’s true economic condition; therefore, it is influenced by financial conditions and the policies implemented. This study aims to examine the effect of accounting conservatism, capital structure, liquidity, profitability, and Corporate Social Responsibility (CSR) disclosure on earnings quality in SOEs listed on the Indonesia Stock Exchange during 2023 and 2024. Research data were obtained from financial statements and sustainability reports as secondary sources, and analyzed using multiple linear regression with the assistance of SPSS software. The findings indicate that accounting conservatism has a positive effect on earnings quality, whereas liquidity and profitability have negative effects. Meanwhile, capital structure and CSR disclosure show no significant effect on earnings quality. These results provide empirical insights for stakeholders in understanding the factors that influence the reliability of earnings information in SOEs.

Nida Balqis Nabila; Rasyida Septi Arnetta; Bibit Setyowati

Akuntansi dan Ekonomi Pajak: Perspektif Global 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

The research intends to formulate an integrative approach for designing the Merdeka Curriculum based on Deep Learning in the Economics subject at SMA N 1 Boyolali. The rapid advancement of digital technology demands more adaptive, contextual, and student-centered learning models aligned with 21st- century competencies. Using a an exploratory research approach supported by a structured assessment of prior studies (SLR), this research synthesizes theoretical perspectives and previous studies related to curriculum design, deep learning, and educational innovation. The results reveal that the incorporation of Deep Learning into the Merdeka Curriculum offers a more responsive and data-driven framework, enabling deeper conceptual understanding, critical thinking, and problem-solving skills in Economics learning. However, several challenges were identified, including teachers limited digital competence, insufficient infrastructure, and minimal curriculum innovation training. The study emphasizes the significance of combining technological and pedagogical innovation to strengthen learning quality. The results provide a conceptual model that educators can adopt to design an adaptive curriculum aligned with students’ characteristics and contemporary educational demands.

Margaret Simangunsong; Zamzami Zamzami; Parmadi Parmadi

Jurnal Ekonomi dan Pembangunan Indonesia 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to: 1) identify and analyze the degree of fiscal decentralization and the level of financial independence of regencies and cities in North Sumatra Province during the period 2015–2024; and 2) analyze the variation in regional revenue realization based on its components, as well as the variation in regional financial capacity across regencies/cities during the same period. The methods used in this research include the Fiscal Decentralization Degree Ratio (DDF), the Regional Financial Independence Ratio (RKKD), and a Two-Way ANOVA test, supported by SPSS 20 software. The findings show that the degree of fiscal decentralization remains relatively low from year to year, indicating a strong dependence on central government transfers. Similarly, the regional financial independence ratio is also categorized as low, with an instructive pattern of relationship, meaning that regional governments still have limited ability to finance development needs independently. The Two-Way ANOVA test results reveal significant differences in regional revenue realization both across regencies/cities and across years within the study period. The largest variations are attributed to the differing characteristics of each regency/city, including economic potential, effectiveness in managing locally generated revenue, and variations in regional fiscal structures. These findings highlight the importance of enhancing fiscal capacity and optimizing local revenue sources throughout North Sumatra.

Sujoko Winanto; Abdul Haris Muchtar

Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

In the context of accelerating global economic volatility, organizations are increasingly required to adopt agile business models that enable them to remain competitive and resilient. Although business agility has been extensively discussed from structural and technological perspectives, the strategic role of Human Resources (HR) in shaping agile organizations and addressing the future of work remains insufficiently explored. This study aims to examine how HR contributes to organizational adaptability and resilience in uncertain environments by aligning human capital practices with agile frameworks. Using a mixed-methods approach, data were collected through surveys and semi-structured interviews with HR leaders and employees in industries most exposed to economic disruption, including finance, technology, and manufacturing. The findings reveal four critical dimensions of HR’s role: workforce flexibility achieved through reskilling initiatives and adaptive work arrangements; agile leadership development to enhance decision-making under uncertainty; prioritization of employee well-being and engagement as foundations of organizational resilience; and digital HR transformation leveraging analytics and artificial intelligence to strengthen efficiency and collaboration. These findings validate and extend the existing literature, demonstrating that HR is not merely a supporting or administrative function but a strategic driver of agility. The study concludes that by embedding HR strategies into organizational agility frameworks, companies can better navigate economic turbulence, enhance workforce adaptability, and secure long-term competitiveness in the global market.

Angelia Setiadi; Retno Indah Hernawati; Chia-Ming Sun

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to examine how profits and company size affect tax avoidance in energy companies listed on the stock exchange between 2022 and 2024. This study applies a quantitative approach using secondary data from annual financial reports. The population data was taken from 18 energy companies listed on the Indonesia Stock Exchange, while the sample selection was conducted using purposive sampling. The main phenomenon affecting the test results is the existence of incentives for highly profitable companies to engage in tax avoidance due to the potential for more significant tax savings. In addition, large companies usually have more resources and complex organizational structures, which give them more opportunities to carry out innovative and aggressive tax planning. It is hoped that this study can offer a fresh understanding of tax avoidance practices in the energy sector in Indonesia. The impact of this study is important for authorities to understand the relationship between corporate profitability, entity size, and tax avoidance practices, especially in the energy sector, which plays a strategic role. This understanding can assist in formulating more appropriate taxation policies to maintain economic stability and fiscal justice. The novelty of this research lies in its focus on business entities in the energy sector listed on the Stock Exchange from 2022 to 2024, which is a dynamic period marked by global commodity price fluctuations, changes in energy policy, and significant geopolitical challenges.

Moh Arwan Hamidi; Ngurah Pandji Mertha Agung Durya; Ira Septriana

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to determine the extent to which certain profitability ratios, such as ROA and ROE, influence bank health, moderating these variables using Good Corporate Governance reports. A quantitative approach is used in this study, and secondary data from previous years are required for testing, sourced from PT. BPR BKK Purwodadi's report data. These findings demonstrate that companies with high profitability have incentives to maintain bank health, as this reflects effective operational and managerial performance. Furthermore, organizations with good corporate governance (GCG) generally have greater resources and a robust organizational structure, providing them with more opportunities to maximize performance. This study is expected to provide new perspectives on bank health maintenance practices, particularly for business entities in the banking sector. Particularly in the strategically significant banking industry, the results of this study are crucial for authorities such as the Financial Services Authority (OJK) to understand the relationship between corporate profitability, good corporate governance (GCG), and bank health. This understanding helps in developing more appropriate policies to maintain economic stability and financial fairness. The emphasis on business entities in the regional government-owned banking sector (Perseroda) during 2020 to 2024, a dynamic period with economic fluctuations, banking policy transformations, and major geopolitical challenges, distinguishes this study.

Harmina Harmina; Yuyun Karystin Meilisa Suade; St Salmah Sharon

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study explores how resource-constrained small and medium-sized enterprises (SMEs) in Indonesia’s advertising sector adapt digital transformation strategies to achieve sustainable development. Using the case of Roxy Maharewa, an SME in Makassar–Gowa, the research examines strategic trade-offs between investing in advanced digital platforms and operationally transformative physical assets. Guided by the Resource-Based View, Strategic Trade-off Theory, and Contingency Theory, this qualitative case study employs semi-structured interviews with key decision-makers. Findings reveal that prioritizing high-capacity production equipment eliminated structural cost disadvantages from outsourced printing, enabling twice to fourth times potential profit margin gains and strengthening market competitiveness. Rather than adopting a fully digital-first approach, the firm employed a hybrid strategy leveraging low-cost digital tools for internal efficiency while maintaining offline relationship management to align with client preferences and infrastructural realities. This asset-led hybrid model demonstrates how SMEs in emerging markets can integrate selective digital adoption with tangible investments to achieve both rapid returns and long-term sustainability. The paper contributes to the discourse on digital transformation by providing a context-sensitive perspective for policymakers and practitioners, emphasizing that in heterogeneous digital readiness environments, blended strategies can deliver superior economic and social.

Christian Candra Wijaya; Sri Murni

International Journal of Management 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The industrial sector plays a crucial role in driving Indonesia’s economic growth, yet it also faces challenges in optimizing capital structure and shareholder value. One key financial policy that reflects managerial decisions and investor perceptions is the dividend payout ratio, which may influence a firm’s cost of equity. This study aims to examine the effect of the dividend payout ratio on the cost of equity among industrial sector companies listed on the Indonesia Stock Exchange (IDX) during the 2020–2023 period. The research problem arises from inconsistent empirical evidence regarding whether higher dividend payments reduce or increase the cost of equity. Using a quantitative approach, secondary data were collected from annual financial reports, and samples were selected through purposive sampling, yielding 162 valid observations. Linear regression analysis was performed using EViews 13 software. The findings reveal a negative and statistically significant relationship between the dividend payout ratio and the cost of equity. The study concludes that higher dividend payouts can lower firms’ cost of equity, supporting the signaling theory.

Ondo Apostel Purba; Gracia Octaviani Hutagalung; Dina Lestari; Akhlan Naufan Asri; Dionisius Sihombing +1 more

Jurnal Manajemen Bisnis Digital Terkini 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study examines the relationship between business environment dynamics and the sustainability of microenterprises in the culinary sector, focusing on a case study of dim sum businesses in Medan City. The business environment is conceptualized as a set of external factors, including competitive intensity, local economic conditions, regulations, shifts in consumer preferences, and the strategic role of business location. A qualitative approach was employed using a case study method, with data collected through semi-structured interviews and participant observation of operational activities. The findings indicate that high levels of competition, particularly from new entrants offering lower prices, directly influence the survival strategies of business owners. Adaptive adjustments were implemented through menu innovation, product quality maintenance, and strengthening relationships with loyal customers. Furthermore, the presence of educational institutions and socio-economic activities around business locations supports demand stability, especially from student segments. Strategic physical location enhances both visibility and accessibility but simultaneously intensifies competition. Conceptually, this study highlights that the sustainability of small-scale culinary enterprises is determined not only by internal management capacity but also by the ability to interpret, anticipate, and respond to external dynamics. Consequently, continuous adaptive strategies, product differentiation, and consumer network strengthening are essential prerequisites for culinary micro and small enterprises to maintain competitiveness in a highly competitive market.

Salsa Zuhriana Nasution; Melissa Angelina Multi Silalahi; Emi Angelina Sinambela; Rifqi Fauzi; Dionisius Sihombing +1 more

Jurnal Manajemen Kewirausahaan dan Teknologi 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the potential of micro, small, and medium enterprises (MSMEs) in enhancing the local economy through a case study of the Nay-Nay beverage business in Medan City. The research focuses on the contributions of MSMEs to job creation, income generation, improvement of purchasing power, development of local human resource skills, and the involvement of the local community in supply chain activities. A qualitative approach with a descriptive case study design was employed, utilizing semi-structured interviews, participant observation, and documentation analysis for data collection. The findings indicate that Nay-Nay plays a significant role in strengthening the local economic structure. The business creates employment opportunities for the surrounding community, increases household income, and contributes to the development of workforce competencies relevant to the food and beverage service industry. Moreover, the inclusion of local suppliers in the procurement of raw materials and distribution processes generates a multiplier effect that stimulates the local business ecosystem. Nonetheless, the enterprise faces notable challenges such as limited access to capital, price volatility of raw materials, and intense market competition. Overall, this study affirms that MSMEs are crucial drivers of inclusive and sustainable economic development and highlights the need for policy interventions that enhance managerial capacity and improve access to financing for small business actors.

Dicky Pramana; Mawar Ratih K; Trisnia Widuri

Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study investigates the influence of advertising selling, sales promotion, and publicity on purchase decisions for Grab’s online transportation services, focusing on students of the Faculty of Economics at the Islamic University of Kadiri. In today’s competitive market, companies must employ creative promotional strategies to strengthen consumer purchasing behavior, especially for service-based products. Consumer engagement and trust are essential, as higher involvement in seeking information increases the likelihood of purchase. A quantitative research method was applied using multiple linear regression to analyze the effects of the three independent variables, both partially and simultaneously. The study population comprised all students of the Faculty of Economics, with purposive sampling used to select respondents who met specific criteria. Data were collected through structured questionnaires and processed statistically. The findings demonstrate that advertising selling, sales promotion, and publicity each exert a positive and significant influence on purchase decisions. Collectively, these promotional tools also have a significant simultaneous impact on consumer decision-making. The coefficient of determination (R²) is 0.757, showing that 75.7% of the variation in purchase decisions is explained by the three variables, while the remaining 24.3% is influenced by other factors not covered in this research. Overall, effective promotional strategies are proven to play an important role in shaping consumer purchase behavior in online transportation services.