Publication Search

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 Fast Beauty phenomenon presents social pressure from marketing strategies that create a feeling of worry about being left behind, thus encouraging generation Z consumers to purchase beauty products in the Fast Beauty brand category. This study aims to examine the relationship between Fear of Missing Out (FoMO) and purchase decisions among generation Z as consumers of Fast Beauty products. The method used in this study was a quantitative correlational method with 200 participants aged 18 to 30 years, of which 7 male (3.5%) and 193 female (96.5%). Data collection was conducted through an online questionnaire compiled using the Missing Out Scale (FoMOS) and a Purchase Decision scale using a Likert scale of 1 to 4. The analysis results show a significant positive relationship between Fear of Missing Out (FoMO) and purchase decisions (r = 0.620, p < 0.05), where the higher the Fear of Missing Out (FoMO), the higher the tendency of Generation Z consumers to make Fast Beauty product purchases. These analysis results align with previous research showing that consumers experiencing Fear of Missing Out (FoMO) tend to make product purchases without careful consideration due to concerns about being left behind in their social environment. The implications of this research show the importance of implementing marketing strategies that pay more attention to the psychological side of consumers and the implementation of more conscious consumer behavior before purchasing Fast Beauty products.

This study confirms that brand trust and product involvement have an important role in increasing brand engagement among Kamen RareBali consumers. The analysis results show that brand trust has a significant positive effect, meaning that the higher the level of consumer trust in the brand, the greater their involvement with the brand, both through interactions on social media and product purchases. This is in line with the theory that trust in the brand is an important foundation in building loyalty and long-term relationships with consumers. Meanwhile, product involvement also shows a significant positive effect, indicating that consumers who feel more involved, interested, or care about the product tend to be more active in brand engagement . These findings indicate that Kamen RareBali needs a strategy that emphasizes improving consumer experience with the product, including through educational content, interactive promotions, and personalized services. Simultaneously, these two variables explain 63.1% of the variation in brand engagement , implying that other factors such as service quality, shopping experience, and communication strategy also influence consumer engagement. The practical implication is that companies should focus on building brand trust through positive reputation, testimonials, and transparency, as well as increasing product engagement through emotional experiences and meaningful interactions.

In the increasingly developing digital era, the role of influencers on social media has become increasingly significant in influencing consumer behavior and their purchasing intentions. This study aims to quantitatively analyze the relationship between the presence of influencers on social media and consumer purchasing intentions. This research aims to determine how influencers and social media (TikTok) influence the purchasing intentions of Wardah products among female students of STBM Dua Sudara Bitung. This research uses a descriptive quantitative research design. The sample in this study was 77 respondents with a purposive sampling method. In addition, multiple linear regression analysis shows that factors such as age and gender can moderate the relationship between the presence of influencers on social media and purchasing intentions. For example, the millennial generation may be more likely to be influenced by influencers in their purchasing decisions compared to older generations. The data of this study were analyzed using the SPSS program. After the data was tested using a correlation test, the findings in this study obtained a value of 0.717. Then the value in the determination test was 0.000>0.05, which means there is a significant relationship. Furthermore, the results of the simple linear regression test showed that the calculated t-value was greater than the table t-value, indicating significant significance. This means that influencers and social media (TikTok) have a strong influence on Wardah product purchase intention among female students at STBM Dua Sudara Bitung.

This research is motivated by the phenomenon of diverse consumer behavior in making purchase decisions for Eiger products at the Eiger Store in Gunungsitoli City, particularly amid the rapid growth of online stores and price competition from general stores such as Mr. DIY. This study aims to identify the factors influencing consumer behavior and to understand the process of purchase decision-making for Eiger products. The method employed is descriptive qualitative, with data collection techniques comprising in-depth interviews, observation, and documentation. The findings indicate that consumer behavior is influenced by internal factors, such as personal motivation and an active lifestyle in outdoor activities, as well as external factors including a strong brand image, high product quality, social recommendations from family and friends, and friendly and informative store service. The results of this study are expected to provide valuable input for store management in formulating more effective marketing strategies to enhance competitiveness in the local market

Asus is one of the laptop brands from Taiwan that is widely recognized among students due to its products offering good quality, reliable performance, and competitive pricing, making it popular among students. This study aims to examine the influence of Product Quality, which includes performance, durability, and the features offered. In addition, price plays an important role in the purchase decision, although in some cases it may be influenced by the consumer’s perception of the product's value. Brand Equity includes factors such as brand awareness, brand image, and consumer loyalty, and is also considered a highly influential element in the Purchase Decision of Asus Laptops among students of the FISIP Faculty at Universitas Mulawarman. This study employs a quantitative approach with a survey method. The sampling technique used is probability sampling with a simple random sampling method, involving 98 respondents. Data is collected through questionnaires distributed to FISIP students at Universitas Mulawarman who are users or buyers of Asus laptops. Data analysis is performed using multiple linear regression to determine the relationship and influence between independent variables (product quality, price, and brand equity) and the dependent variable (purchase decision). The results indicate that product quality, price, and brand equity both partially and simultaneously have a positive and significant effect on the purchase decision, meaning that the greater the likelihood of students purchasing an Asus laptop. These findings show that these three variables are key factors influencing consumer behavior in making a purchase decision for Asus laptops. This study provides valuable insight into the factors influencing technology product purchase decisions among students.

Marketing management has a strategic role in maintaining the sustainability of the company, especially in the midst of market dynamics and social issues that affect consumer behavior. One of the issues that had an impact was the Boycott, Divestment, and Sanctions (BDS) movement against products that were associated with supporting Israel, including PT Unilever Indonesia Tbk. This study aims to analyze the influence of loyalty and brand image on Unilever product purchase decisions after the boycott in the South Jakarta area. The research method used was quantitative statistics with a survey approach of 100 respondents. Data collection techniques include observation, interviews, and questionnaires. The results of the analysis showed that consumer loyalty had a significant effect on purchasing decisions (Thcal = 3.538 > Ttable = 1.984; sig = 0.001 < 0.05). Brand image also showed significant influence (Thcal = 4.032 > Ttable = 1.984; sig = 0.000 < 0.05). Simultaneously, both variables had a significant effect on purchasing decisions (Fcal = 63.849 > Ftable = 3.09; sig = 0.000). A determination coefficient value (R²) of 0.568 indicates that loyalty and brand image together influence 56.8% of consumer purchase decisions. These findings provide important implications for the company's marketing strategy in responding to social issues and maintaining consumer trust through strengthening loyalty and brand image.

This study aims to determine the influence of psychological factors—specifically motivation, trust, and attitude—on the repurchase decisions of beauty products among students of the Faculty of Economics at KH. A. Wahab Hasbullah University (UNWAHA), Jombang. The research focuses on Oriflame beauty products purchased through the Shopee e-commerce platform, as these products are widely used by students for personal care and beauty needs. The research employs a quantitative associative method, which is used to identify and explain the correlation between independent variables (motivation, trust, and attitude) and the dependent variable (repurchase decision). The population in this study consists of students from the Faculty of Economics at UNWAHA who have previously purchased Oriflame products. Data were collected through questionnaires and analyzed using SPSS 26 software. The analysis includes validity tests, reliability tests, classical assumption tests, and hypothesis testing through partial (t-test) and simultaneous (F-test) analyses. The results of the F-test indicate that motivation, trust, and attitude simultaneously have a positive and significant effect on students' repurchase decisions. This suggests that psychological factors play an important role in influencing consumer behavior, particularly in the context of online beauty product purchases. The findings of this research contribute to the understanding of consumer behavior among young adults in the digital marketplace and provide valuable insights for marketers and beauty product companies to develop targeted strategies that strengthen consumer motivation, build trust, and foster positive attitudes toward products. These elements are crucial in enhancing customer loyalty and increasing repurchase rates in competitive e-commerce environments.

In an era marked by intensifying business competition, marketing strategies such as price discounts and bundling packages play a crucial role in shaping consumer purchasing behavior. These approaches are commonly employed to capture consumer interest and boost sales performance. This study aims to ex-amine the influence of price discounts and bundling strategies on consumer purchasing decisions re-garding Kahf products in Bandar Lampung. The research utilizes both primary data, collected through questionnaires administered to respondents, and secondary data. The sample consists of 130 respond-ents selected using a non-probability sampling approach with a purposive sampling technique. Analyti-cal methods applied include validity and reliability tests, multiple linear regression analysis, and hypothe-sis testing through t-tests, F-tests, and the coefficient of determination (R²). The findings reveal that both price discounts and bundling packages exert a positive and statistically significant effect on con-sumer purchasing decisions for Kahf products in Bandar Lampung. These results underscore the im-portance of effective promotional strategies, such as compelling price reductions and value-enhancing bundling offers, in stimulating consumer purchases and enhancing product competitiveness in the mar-ket.

TikTok has become one of the most popular social media platforms with more than 2 billion monthly active users. This makes TikTok a very potential digital marketing tool for various brands and products. One of those TikTok accounts is @hedonestate, an account from a culinary brand that is currently a hit among generation Z with more than 40 thousand followers. This research aims to formulate the right content and engagement management strategy on the @hedonestate TikTok account in order to increase brand awareness and sales of promoted products. The research method used is a qualitative approach with a case study on the @hedonestate account. Data collection is carried out through in-depth interviews with the @hedonestate account manager and a number of his followers, as well as content analysis of the 50 latest TikTok videos uploaded to the account. The data obtained is then analyzed qualitatively to produce content strategy recommendations that are in accordance with the Elaboration Likelihood Model theory, as well as engagement strategies to increase user engagement such as the number of likes, comments, and shares so that it has the potential to encourage product purchase decisions. The results of this research are expected to provide recommendations for effective social media marketing management strategies on the TikTok account @hedonestate, so that it can increase brand awareness and sales of promoted products.

The rapid advancement of digital technology has transformed marketing strategies in various industries, including insurance. Digital marketing plays a crucial role in increasing brand awareness, attracting potential customers, and influencing purchasing decisions. This study aims to explore the role of digital marketing as a promotional tool in enhancing the purchase of insurance products at PT. Asuransi Allianz Life Indonesia using a qualitative approach.This research adopts a qualitative methodology with a case study approach. Data collection was conducted through in-depth interviews with key informants (Chief Account Officer Allianz) and insurance agents at Allianz Life Indonesia. Additionally, document analysis and observations of the company’s digital marketing strategies were used to gain comprehensive insights. The collected data were analyzed using thematic analysis to identify patterns and key themes related to the effectiveness of digital marketing in influencing customer decisions.The findings reveal that digital marketing plays a significant role in shaping customer perceptions and purchasing decisions. Social media engagement, personalized content, and interactive customer communication are key factors in building trust and increasing customer interest in insurance products. Moreover, challenges such as digital competition, data privacy concerns, and customer skepticism towards online promotions were identified as barriers that need to be addressed to enhance digital marketing effectiveness.The study implies that insurance companies should continuously adapt their digital marketing strategies by leveraging data analytics, improving customer interaction, and providing transparent and informative content. By strengthening these aspects, digital marketing can serve as a powerful tool to enhance competitiveness and sustain growth in the insurance industry within the digital era.

TikTok Shop is a social e-commerce feature that allows users and creators to promote and sell products while shopping. By selling through TikTok Shop, users and creators can earn money from the platform, especially with the growing number of TikTok users. The presence of the shopping feature on this app makes TikTok increasingly popular because, in addition to entertainment, users do not need to switch to other shopping apps to make transactions. This study aims to examine and analyze the influence of content marketing and brand image mediated by electronic word of mouth (eWOM) on product purchase interest in TikTok Shop. This research uses an associative method with a quantitative approach. The population in this study consists of TikTok Shop consumers in the Dumai area, with an unknown number, categorized as an infinite population. The Lemeshow formula was used for sampling, resulting in 97 respondents. Data analysis was performed using WarpPLS version 8.0 software. Based on the test results, it can be concluded that content marketing has a positive and significant effect on product purchase interest, as well as a positive effect on eWOM. Furthermore, eWOM was found to mediate the effect of content marketing on product purchase interest. Brand image also has a positive and significant effect on product purchase interest and eWOM, and eWOM can mediate the effect of brand image on product purchase interest.

This study aims to analyze the influence of social media marketing and brand ambassadors on the purchase interest of Glad2Glow products on MissGlam. The development of digital technology has influenced the way companies market their products, especially through social media platforms. This study uses a quantitative approach with a survey method, where data is collected through questionnaires distributed to 100 respondents who are active social media users and MissGlam customers. Data analysis was carried out using multiple linear regression to test the influence of each independent variable on product purchase interest. The results of the study show that both social media marketing and brand ambassadors have a positive and significant influence on the purchase interest of Glad2Glow products. Social media marketing, with interesting content and promotion through digital platforms, has a strong impact on building awareness and purchase interest. In addition, the presence of brand ambassadors who have influence on the audience also plays an important role in increasing consumer purchasing decisions. These findings provide implications for companies to further maximize digital marketing strategies and choose the right brand ambassadors to increase product purchase interest in a competitive market.

This study aims to determine whether there is an influence of the Attraction of Advertisements on Social Media (Youtube) on Consumer Purchase Interest. The research method used is a quantitative method with a purposive sampling technique. The data collection technique was carried out using a questionnaire method by distributing questionnaires via Google Form. The population of the study was respondents who had watched the Pantene advertisement version of Miracles Hair Supplement with a total of 100 respondents from the calculation results using Rao Purba. The theory used in this study is the S-O-R theory (Stimulus, Organism, Response). The results of this study are the influence of the Attraction of Advertisements on Social Media (Youtube) on Consumer Purchase Interest with a significance value of 0.000 <0.05 and a calculated t value> t table of 3.889> 1.985. In accordance with the S-O-R Theory (Stimulus-Organism-Response) used, the Stimulus, namely the Attraction of the Pantene Advertisement version of Miracles Hair Supplement, has an Attraction so that the audience of the advertisement does Organism, namely attention, understanding, and acceptance. And finally, the audience will make a Response, namely a change in attitude to make a product purchase.

TikTok Shop is one of the most popular social commerce for Indonesian people to make product purchase transactions. Advertising on TikTok Shop social commerce is inseparable from Electronic Word of Mouth (e-WOM). In today's era, e-WOM is considered as one of the important aspects that influences online shopping activities. This study aims to determine the effect of e-WOM on consumers in purchasing products on TikTok Shop social commerce. The type of research used is qualitative with a descriptive method in order to obtain an explanation of the phenomenon of e-WOM. The data collection technique was carried out by interviewing respondents who were the samples in this study. The sample in this study used a purposive sampling technique. There are three indicators that are used to assess e-WOM, namely intensity, consumer opinion, and content. The results of these three indicators show that e-WOM has been implemented well as a consideration for consumers in deciding to purchase products on TikTok Shop. This is expected to be a reference for sellers on TikTok Shop to always create marketing strategies by utilizing e-WOM.    

This research is a survey of skincare purchases. The purpose of this research is to find out how influential quality and price are on purchases. This research was analyzed using quantitative descriptive methods. Data from the Indonesian Beauty Industry Association shows that demand for skincare products continues to increase every year. Skintific's popularity continues to increase due to its focus on product quality. Prices and promotional activities also play an important role in helping consumers make better purchasing decisions. Skintific, as an international skin care brand, offers quality products without harmful ingredients that can cause irritation. With continuous innovation and use of natural ingredients, Skintific has succeeded in becoming a favorite skincare brand in Indonesia in a short time.

This study aims to determine the effect of product quality, service quality, and price on purchasing decisions at the Pillow Moker store through distributing online questionnaires to customers. The population in this study are customers who buy at the Moker Pillow shop with a sample of 98 respondents. The results of the respondent's questionnaire were analyzed by multiple linear regression through the SPSS 24 application. The results showed that the variable product quality, service quality, and price partially had a positive and significant effect on the purchase decision variable. While the variables of product quality, service quality, and price have a simultaneous effect on purchasing decisions. The results of the study show that product quality (X1) partially influences the decision to purchase pillow products at the Moker Pillow Shop with a t count of 6.953 > t table 1.660 with a significance level of 000. Service quality (X2) partially influences product purchase decisions Pillows at the Moker Pillow Shop with a t-count value of 7,993 > t-table 1,660 with a significance level of 000. Price (X3) partially influences the decision to buy Pillow products at the Moker Pillow Shop with a t-count value of 6,984 > t-table 1,660 with a significance level 000.  

Organic products as natural products or are free of chemicals /pesticides , is currently a trend in many countries around the world.The tendency of shifting consumer consumption patterns of consumingorganic products to conventional products has become an interestingphenomenon today . Shifting back to nature lifestyle , has become a wisechoice to meet a healthy lifestyle . This view , looking at the trend ofconsumers choosing organic ingredients and eco-friendly products isincreasing. Of the various existing studies , found that attention and thedesire to buy organic food and organic food products behavior isincreasing nowadays. The purpose of this study was to analyze theinfluence of ecological knowledge, willingness to pay more, andenvironmental awareness of the organic product purchase decisions inHortimart Agro Center Bawen .The population in this study is that consumers Hortimart AgroCenter Bawen. Based Slovin formula, the sample size was 100respondents were obtained with Purpose Sampling techniques , namelyconsumers who consume organic products . Primary data was collectedthrough questionnaires and analyzed using multiple linear.The resultsof the research on 100 respondents in Hortimart Agro EcologicalKnowledge Center showed that no significant influence on purchasingdecisions, different results are shown in the willingness to pay more andthe environmental awareness and significant positive influence onpurchasing decisions. willingnessto paymore variable (b2 =0,550)became the biggest factors influencing purchasing decisions.