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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 research investigates the effect of price and digital promotion on consumer purchasing decisions at the online baby supply store “Lanugo Baby” in West Jakarta. Employing a quantitative research design, the study applies multiple linear regression analysis to assess the relationships between variables. Data collection was carried out by distributing questionnaires to 30 respondents chosen through purposive sampling, and the data were subsequently tested using validity and reliability checks, t-test, F-test, as well as classical assumption tests to ensure accuracy and consistency. The empirical results reveal that both price and digital promotion positively and significantly influence consumer purchase decisions, whether examined individually or simultaneously. Furthermore, the coefficient of determination (R²) value of 0.536 demonstrates that 53.6% of the variation in purchase decisions can be explained by the two independent variables studied, while the remaining proportion is influenced by other factors not included in the model. These findings emphasize the necessity for online baby product stores to adopt competitive pricing strategies alongside effective digital marketing campaigns in order to capture consumer interest and strengthen purchase intentions. In a highly dynamic marketplace, the integration of fair pricing with creative digital promotion can improve competitiveness, build consumer trust, and ultimately enhance overall purchasing behavior.

Public awareness of environmental issues is increasing, but there is still a gap between ecological understanding and green consumption behavior. This phenomenon is evident in the low interest of local consumers in Suputra Herbal Incense products in Badung Regency, despite the product's strong ecological and cultural value. This condition raises questions about the factors influencing local consumers' green purchasing intentions towards environmentally friendly products. This study uses a quantitative approach with a causal associative design to analyze the main predictors influencing green purchasing intentions. A total of 100 respondents were selected through a purposive sampling technique, namely potential consumers who are related to herbal incense products. The research instrument has been tested for validity and reliability, thus it is suitable for use in data collection. Data analysis was conducted with the help of multiple linear regression using SPSS software to test the research hypotheses. The results show that green brand image, green marketing, and price perception have a positive and significant influence on local consumers' green purchasing intentions. These findings confirm that an environmentally friendly brand image can strengthen consumer trust and interest. In addition, a consistent and authentic green marketing strategy plays a significant role in increasing product appeal. The perception of fair pricing is also a key consideration, as consumers tend to be more accepting of prices when they align with the product's ecological benefits and cultural values. In conclusion, this research provides practical contributions for MSMEs, particularly in designing effective and sustainable green marketing strategies. Efforts to strengthen green brand image, consistently implement environmentally friendly promotions, and foster a perception of fair pricing will encourage increased purchasing intentions among local consumers. Thus, eco-friendly products like Suputra Herbal Incense have the potential to compete more strongly in the increasingly competitive domestic market. Keywords: Green Purchase Intention, Green Brand Image, Green Marketing, Perceived Price, MSMEs

This study aims to analyze the extent of the influence of influencer marketing, brand trust, and price on buying interest in Skintific products for students of the Faculty of Economics and Business, Trunojoyo University Madura. This study uses a quantitative approach with a population of students who have watched the promotional content of Skintific products by influencers and have interest and experience in using these products. A total of 100 respondents were selected using purposive sampling method. Data was collected through distributing questionnaires and analyzed using multiple linear regression techniques. The research findings indicate that influencer marketing does not have a significant influence on purchase intention. In contrast, brand trust and price variables show a positive and significant influence on purchase intention of Skintific products.

The newfound enthusiasm for online shopping has currently transformed the societal paradigm of shopping. Previously, individuals had to visit sellers in person before acquiring the desired items through conventional methods. One of the E-Commerce platforms used by the Indonesian society is the Shopee shopping application. With the Shopee platform, Indonesian consumers have the flexibility to shop anytime and anywhere, with a diverse range of product choices without needing to visit sellers directly. This makes it easier for Indonesian consumers to generate purchase intention. The aim of this study is to delve deeper into promotional strategies that can induce purchase intention among consumers, thereby enabling Shopee to maintain its position stability in the market. The sample in this study consists of 155 respondent selected using purposive sampling technique. Subsequently, the data were processed using multiple regression analysis methods. The results obtained from the testing indicate that, partially, price, promotion, and trust have a positive influence on purchase intention.