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The transformation of the retail industry in Indonesia is accelerating in line with increasing digital penetration and changes in consumer shopping behavior. This condition requires small-scale retail, including fresh marts, to be able to optimize effective marketing stimulus to maintain and increase consumer buying interest. This study aims to analyze the role of marketing stimulus consisting of price, product variety, and promotion as a predictor of consumer buying interest using the Stimulus Organism Response (SOR) theoretical approach. This study involved 105 consumer respondents of Rizky Fresh Mart Semarang, who were selected through accidental sampling techniques. Data were collected using a Likert scale questionnaire and analyzed through multiple linear regression. The results showed that product variations had a positive and significant effect on buying interest, while prices and promotions showed a positive but insignificant influence. Simultaneously, the three marketing stimuli have a significant effect on consumer buying interest. These findings confirm that in the context of small-scale retail in Indonesia, product variety is the most powerful stimulus in shaping consumer perception before generating a response in the form of buying interest, according to the SOR model. This research provides managerial implications for retailers to prioritize completeness and product diversity, in addition to more strategic price management and promotion.

This study aims to analyze the marketing strategies implemented by CV Mitra Agung to increase consumer purchasing interest in the Sungai Pinyuh District. Using a qualitative descriptive approach, data collection was conducted through in-depth interviews, direct observation, and documentation studies. The results of the analysis indicate that the implementation of an integrated marketing mix (product, price, place, and promotion) has been significantly successful in increasing both consumer purchasing interest and loyalty. The main supporting factors for this success include offering products with consistent quality, setting competitive prices compared to competitors, active and creative promotions, especially through the use of social media, and selecting a strategic and easily accessible business location. Despite showing positive results, this study also identified several challenges faced by the company, namely limited operational capital and limited market reach, which need to be addressed for future business development. Based on these findings, several important recommendations are provided, These include continuous innovation in product variants, optimizing and maximizing the use of digital media platforms to increase brand awareness, and improving the quality of customer service. These recommendations are expected to help CV Mitra Agung expand its market share, improve sales performance, and ensure business sustainability.

The decline in sales of UD Swasta Nulus in the 2022–2024 period and the increasing competition in the printing business in Denpasar City are phenomena related to consumer purchasing decisions. This study aims to analyze the influence of product quality, price, and promotion on consumer purchasing decisions of UD Swasta Nulus in Denpasar. This study is associative-causal with a quantitative approach. The study population consisted of 385 active consumers, with a sample of 80 respondents determined using the Slovin formula. Primary data were collected through a questionnaire using a Likert scale and analyzed using multiple linear regression. The results showed that product quality had a positive and significant effect on purchasing decisions. The price variable also had a positive and significant effect on purchasing decisions. In addition, promotion had the most dominant influence on purchasing decisions, with the highest beta value and coefficient compared to other variables. Simultaneously, the three independent variables had a positive and significant effect on consumer purchasing decisions of UD Swasta Nulus. This study enriches the empirical discourse in service marketing management, particularly in the printing sector, by emphasizing the importance of the marketing mix consisting of product quality, price, and promotion in shaping consumer purchasing decisions. Practically, these findings are expected to provide insights for UD Swasta Nulus in formulating more effective marketing strategies, especially through improving print quality, setting competitive prices, and strengthening digital-based promotional strategies to reach wider consumer segments.

This study aims to thoroughly examine the influence of menu variety, taste, and price on customers' purchasing decisions at CEZ-ROS Restaurant, located in Kediri Regency. Understanding these factors is crucial for the restaurant to enhance customer satisfaction and improve sales performance. The research employs a quantitative approach with an associative research type, designed to explore relationships between variables. The sampling technique used is accidental sampling, where respondents were selected based on convenience and their availability during the data collection period. This method allows for practical and efficient data gathering from actual restaurant customers. Data analysis involves several statistical tests to ensure accuracy and reliability. Initially, validity and reliability tests were conducted to confirm the suitability of the questionnaire. Then, multiple linear regression analysis was used to determine how menu variety, taste, and price individually and collectively influence purchasing decisions. Additionally, t-tests assessed the significance of each independent variable, while the F-test evaluated their simultaneous effect. The coefficient of determination (R²) provided insight into how much variation in purchasing decisions could be explained by these variables. The results indicate that menu variety, taste, and price significantly impact purchasing decisions both individually and together. Specifically, customers prefer restaurants offering a diverse menu, delicious food, and reasonable pricing. The F-test confirms the strong combined effect of these factors on consumer behavior. However, the coefficient of determination also suggests that while these variables are important, other external influences such as service quality, ambiance, and promotions may also affect purchasing decisions. Overall, this study highlights that CEZ-ROS Restaurant should focus on maintaining menu diversity, enhancing taste quality, and setting competitive prices to attract and retain customers effectively.

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

Dawet Ayu in Banjarnegara Regency is one of the traditional culinary micro, small, and medium enterprises (MSMEs) that until now is still able to survive and continue to grow. This typical beverage product not only has cultural value, but also has the potential to be a promising economic source for the local community. However, the reality on the ground shows that Dawet Jabung's business actors are still facing various serious obstacles. Limited understanding of business management, difficulties in calculating production costs in detail, and inability to determine the right selling price of products are the main obstacles. In addition, the low knowledge related to aspects of marketing, promotion, and business communication strategies makes it difficult for this business to expand the market. As a result, some business actors have actually experienced a significant decrease in sales from year to year. To answer these challenges, community service activities are carried out through two approaches, namely Action and Quality Awareness and Rapid Rural Appraisal (RRA). Action and Quality Awareness are carried out through extensive counseling, lectures, and mentoring aimed at increasing the knowledge of business managers. In this activity, business actors are guided to understand the importance of financial recording, cost management, and strategies to improve product quality. Meanwhile, the RRA method is used to identify real needs in the field, as well as prepare training, mentoring, and coaching programs that are relevant to business conditions. The results of the activity showed an increase in the ability of partners to classify production costs into the categories of raw materials, labor, overhead, marketing, and transportation. In addition, business actors are now more skilled in determining selling prices based on the realization of costs incurred, not just estimates. They also began to compile simple bookkeeping related to assets, debts, and capital, so that business management became more professional, transparent, and sustainable

In the 4.0 era, technological advances offer significant opportunities, especially for entrepreneurs who develop their businesses through online platforms such as the Shopee e-commerce marketplace. This study examines the use of Shopee as a marketing communication medium by the Tabriizhijab store. Using a qualitative research method with a descriptive approach, this study is able to describe the digital marketing strategy implemented by the Tabriizhijab store owner through the use of various Shopee features such as store vouchers, free shipping, Shopee Live, Shopee Feed, and paid advertising. The findings of this study indicate that Shopee has a significant impact on improving store sales performance. However, it turns out that several challenges still exist, such as a limited understanding of Shopee features that can cause owners to be left behind by Shopee marketing trends, intense price competition between other sellers who offer lower prices for their products, a lack of specialized personnel to handle digital marketing that leads to less than optimal store management, and difficulties in committing to providing responsive service to consumers. Despite facing these challenges, through effective communication strategies, appropriate and optimal use of social media, and improving service quality, Tabriizhijab has been able to build a positive brand image and increase consumer purchasing interest. This study highlights the importance of an appropriate digital marketing communication strategy amidst increasingly fierce market competition. Furthermore, the study emphasizes the importance of managing and utilizing consumer data obtained through platforms like Shopee to formulate more effective and targeted marketing strategies. By utilizing available analytics features, Toko Tabriizhijab can better understand consumer behavior, product preferences, and evolving market trends. This allows the store to adjust its marketing strategy, offer more relevant promotions, and improve the overall customer experience.

This study aims to analyze the influence of Product Quality, Price, Sales Promotion, and Advertising on consumer purchasing decisions on the Bukalapak online store platform. This study used a quantitative approach with descriptive methods, aiming to illustrate the relationships between variables based on empirical data. Primary data were obtained by distributing questionnaires to 120 respondents who were active Bukalapak users in the West Medan District. The data analysis technique used was multiple linear regression with the aid of SPSS software to determine the effect of each independent variable on the dependent variable. The analysis results indicate that, partially, the variables Product Quality, Sales Promotion, and Advertising have a positive and significant influence on purchasing decisions. This means that the higher the product quality, the more effective the promotion, and the more attractive the advertisement, the greater the likelihood of consumers making a purchase. Conversely, the variable Price showed a negative and significant influence, indicating that inappropriate pricing can reduce purchase intention. Simultaneously, all four variables have a significant influence on purchasing decisions. The Adjusted R Square value of 70.4% indicates that this research model is able to explain 70.4% of the variation in purchasing decisions, while the dependent variable is influenced by factors outside the model. This study recommends that Bukalapak continue to improve product quality, develop competitive pricing strategies, strengthen promotions, and create creative advertising. Further research is recommended to consider additional variables such as product reviews, brand image, and service quality to enrich the analysis.

Advances in digital technology have brought significant changes in the way local brands build their brand image and positioning in the market. Social media is one of the main platforms used in marketing communication strategies because of its ability to reach a wide and interactive audience. This research aims to analyze the marketing communication strategy implemented by Daclen, a local fashion brand from Bandung, in shaping sales positioning through the Instagram account @Daclen.id and its official website. The research method used was qualitative descriptive with data collection through in-depth interviews, observations, and documentation. The analysis was carried out using the Circular Method of SOME (Share, Optimize, Manage, Engage) approach which emphasizes the connection between content sharing, message optimization, communication channel management, and active engagement with consumers. The results show that Daclen has succeeded in developing a simple, yet consistent and targeted digital communication strategy. Instagram is used as the primary medium to strengthen the visual power of brands, through uploading high-quality product photos, promotional videos, and active interaction with audiences. Meanwhile, Daclen's official website functions as a credibility center that provides complete information about products, prices, and after-sales service. The combination of the two creates a well-rounded consumer experience and supports an exclusive perception of the brand. Each stage in the SOME model is executed optimally. The Share stage includes the distribution of creative content with a consistent upload schedule. Optimize is done by adjusting messages according to trends and audience responses. Manage focuses on account management and interaction monitoring, while Engage focuses on building emotional connections through quick responses and interactive content. The implications of this study show that the SOME-model-based digital communication approach can help local brands such as Daclen strengthen their positioning, build an exclusive image, and create long-term relationships with consumers amid increasingly fierce competition in the digital fashion industry.

Indonesia's cosmetics industry has experienced rapid growth, leading to heightened competition and necessitating consumer-oriented marketing strategies. Jelita Cosmetic Store, located on Mayjend HR. Muhammad Street in Surabaya, faces these challenges by focusing on key marketing aspects such as Store Atmosphere, Sales Promotion, and Product Diversity. This study aims to examine the influence of Store Atmosphere, Sales Promotion, and Product Diversity on consumer purchasing decisions at the aforementioned store. A quantitative research method was employed, involving 100 respondents through an online questionnaire. The findings indicate that all three variables significantly affect purchasing decisions, both partially and simultaneously. These results underscore the importance of integrated marketing strategies in enhancing customer loyalty and increasing sales. This research is expected to serve as a reference for cosmetic retail practitioners and encourages future studies to include additional variables such as price, service quality, or brand image to provide a more comprehensive understanding of consumer purchasing behavior.

This study aims to analyze the internal and external conditions of Kedai Kubo Kopi in Bandar Lampung using the SWOT approach and identify priority factors in marketing strategies to increase sales volume. A qualitative approach was used through interviews with owners, employees, and customers to obtain relevant data. The results of the SWOT analysis show that Kedai Kubo has strengths in high-quality manual brew coffee products, affordable prices, strategic location, friendly service, and attractive interior design. Its weaknesses include limited product variety, low profit margins, limited space during peak hours, dependence on digital promotions, and inadequate staff. Opportunities that can be utilized are the increasing public interest in quality coffee, potential collaboration with influencers, the growth of the coffee market in Indonesia, and the use of social media. The threats faced are competition from large coffee shops and franchises, fluctuations in raw material prices, changes in coffee consumption trends, and reputation risks due to inappropriate promotions. These findings indicate that Kedai Kubo Kopi needs to maximize existing strengths and opportunities, as well as overcome weaknesses and mitigate threats to increase sales volume effectively.  

This study aims to analyze effective marketing strategies in increasing motorcycle sales amidst increasingly tight automotive industry competition. In this analysis, the main focus is given to identifying factors that influence consumer purchasing decisions, including price, product quality, promotion, and distribution. Data were collected through interviews with marketing managers at several leading motorcycle dealers and surveys of consumers who had just purchased a motorcycle. The results of the study indicate that a combination of marketing strategies that include attractive promotions, understanding local market needs, and improving the overall consumer experience play a significant role in increasing motorcycle sales volume. This study concludes that implementing the right marketing strategies, such as the use of social media, seasonal discounts, and improving after-sales service, can have a positive impact on motorcycle sales growth. It is recommended for companies to continue to innovate and adjust marketing strategies to evolving consumer trends and preferences.    

Consumer purchasing decisions are a process in consumer behavior where consumers have taken action to make a purchase after searching and understanding information. The increase in sales occurred at Mixue Ice Cream & Tea Nusukan, where this increase was one of the impacts of consumer decisions. This research purpose to analyze factors that influence purchasing decisions, including price, promotion and service quality at Mixue Ice Cream & Tea Nusukan. The population in this research are consumers who make purchases at Ice Cream & Tea Nusukan. The samples obtained were 100 people using Leedy technique calculations. The sampling technique used was accidental sampling with data collection techniques using questionnaires. Data analysis techniques in this research use validity tests, reliability tests, classical assumption tests, descriptive analysis, multiple linear regression analysis, t test, F test and coefficient of determination test. The results of the analysis stated that all questionnaire items as research instruments were valid and reliabel, as well as the classical assumption tests, including the multicollinearity test, autocorrelation test, heteroscedasticity test and normality test, all variabels were declared to have passed the classical assumption test. Multiple linear regression analysis obtained that all regression coefficients were positive with the equation Y= 3.809 + 0.134X1 + 0.365X2 + 0.230X3 + e which means that variabels X1 (price), X2 (promotion) and X3 (service quality) on Mixue Ice Cream & Tea Nusukan. Hypothesis testing shows that price has a significant effect on purchasing decisions at Mixue Ice Cream & Tea Nusukan. Promotions have a significant influence on purchasing decisions for Mixue Ice Cream & Tea Nusukan. Service quality has a significant influence on purchasing decisions at Mixue Ice Cream & Tea Nusukan. The F test states that the research model for the influence of the independent variabel on the dependent variabel is correct. The coefficient of determination test shows that price, promotion and service quality are able to explain purchasing decisions by 42.6%.

This study aims to examine and analyze how and to what extent advertising, price and customer satisfaction affect the sales of MSMEs in the Medan printing sector. The research method used in this study is a quantitative method with a descriptive approach. The data used is primary data collected from respondents and SMEs. The target of this survey is printing in the city of Medan, and the target survey is data of 50 respondents. This study uses the SPSS 20.0 test device for classical hypothesis testing, multiple regression analysis, and hypothesis testing. Based on the results of the hypothesis test or t-test, it can be shown that: Promotion will partially have a significant positive impact on the sales of MSMEs in the printing sector in the city of Medan. Prices have a significant positive impact on the sales of MSMEs in the Medan printing sector. Customer satisfaction has a significant positive impact on MSME sales in the Medan printing sector. And the results of the F test show that the quality of advertising, price and service have a significant positive effect on the sales of MSMEs in the printing sector in Medan city. Together, the results of this test show that the variables of promotion, price, and service quality contribute 74.4% to the sales variable. Price and service quality have a significant positive effect on the sales of Medan printing MSMEs. Together, the results of this test show that the variables of promotion, price, and service quality contribute 74.4% to the sales variable. Price and service quality have a significant positive effect on the sales of Medan printing MSMEs. Together, the results of this test show that the variables of promotion, price, and service quality contribute 74.4% to the sales variable.

This research aims to analyze the factors that influence the success of cafe businesses in Padang City. The research method used is quantitative with multiple linear regression analysis techniques. The research results show that the factors that influence the success of cafe businesses in Padang City are business location, product quality, product price, promotions and customer service. The problems found when conducting this research were that the marketing strategy was still lacking, there were many competitors, and the condition of the café building was still inadequate. The solution to the problem is, increasing marketing through social media, the products produced must be more varied and of better quality and provide a delicious and unique taste so that they can satisfy customers and the business is able to compete in market share, decorating the place to make it look more unique and attractive so that customers feel at home relax in a comfortable room. This article was prepared by observation, collecting data in interviews, and documentation. The results of this research show that customer satisfaction depends on the products produced and the services provided by employees.

The current modern era brings various opportunities and new business opportunities. This causes more and more prospective entrepreneurs to be interested in taking advantage of existing infrastructure advances to support their business. Apart from that, it has an impact on increasing the level of competition in the industry, which can be indicated by the increasing number of competitors from similar companies that present alternative choices for consumers with different promotions and quality. In fact, each company has its own unique way of holding promotions to attract consumer attention. Therefore, entrepreneurs need to prioritize efforts to implement effective product quality, prices, promotions and services to maximize sales levels. This research is aimed at analyzing the influence of product quality, price, promotion and service on repeat purchase decisions. The approach is a qualitative approach, by collecting data through literature study from previous articles and literature. Research findings reveal that product quality, price, promotions, and service have a significant influence on repeat purchases by consumers. Satisfactory product quality and affordable prices can increase consumers' interest in repurchasing. Apart from that, attractive promotions and quality service also play an important role in influencing consumer satisfaction and encouraging repeat purchases.

Warung Makan Mbah Sum is a business operating in the culinary sector which was founded in 1990 and produces food and drinks. The aim of this research is to find out and analyze the business development strategy carried out by Warung Makan Mbah Sum to increase its income. Warung Makan Mbah Sum is located on Jl Husnitamrin RT 08/RW 04, Saditan Brebes. This research aims to analyze and implement the marketing mix at Warung Makan Mbah Sum. Marketing mix variables consist of product, price, promotion and distribution. The method used is a qualitative descriptive analysis approach. Data sources were obtained from observation, interviews and documentation. The object in preparing this research is business development strategies to increase income at the Mbah Sum Saditan Brebes Food Stall. The results of research in the field state that the business development strategy carried out by Warung Makan Mbah Sum is increasing product variants, maintaining low prices, improving service quality, and using new sales concepts. The obstacles faced by Warung Makan Mbah Sum in developing its business are lack of operational management, lack of facilities for eating on site, and pressure from outside (competitors). If seen from a strategy perspective, Warung Makan Mbah Sum has been able to develop its business to increase income.    

The purpose of this study was to determine and analyze the use of influencer services, Instagram promotion media and product quality which have a significant influence on online product purchasing decisions. This type of research is quantitative research with research methods in the form of data collection using a questionnaire. The data analysis model used is multiple linear regression analysis. The sample was selected by purposive sampling. The sample amounted to 100 respondents, using multiple linear regression analysis.The regression test results show that 72.30% of the factors of buying decisions can be explained by brands, price discounts and salespeople, while the remaining 27.70% is explained by other factors not examined in this study. While the results of the F test show that simultaneously the Influencer Service Usage, Instagram Promotion Media and Product Quality simultaneously have a positive and significant effect on buying decisions with the results of the analysis namely Fcount (87,016)> Ftable (2,700). The t test results show that the influencer service use variable shows the results of the tcount,¬ (0.060) and the Instagram Promotion Media variable shows the results of the analysis of tcount (3.727) while the product quality variable is 6.620 where the t table is (1.98498) then partially the Instagram promo media variable and product quality that has a positive and significant influence on online product purchasing decisions at Bittersweet by Najla The influencer service variable does not have a positive and significant effect on online product purchasing decisions at Bittersweet by Najla. The dominant variable affecting online product purchasing decisions at Bittersweet by Najla is Product Quality.    

This thesis aims to find out what are the marketing strategies and results during the Covid-19 pandemic at MSMEs Keisha Jaya Pace and efforts to improve the marketing and sales strategies of MSMEs Keisha Jaya Pace during the Covid-19 pandemic. This study uses descriptive qualitative research. Data collection methods in this study using interviews, observation, documentation. Test the validity of the data in this study using Triangulation. The data analysis method in this study uses a data redcution model, data presentation, conclusion drawing. The results of this study indicate that the marketing strategy of Keisha Jaya Pace MSMEs during trhe Covid-19 pandemic experienced difficulties when implementing marketing strategies. Keisha Jayya Pace MSMEs implement a marketing mix including product, price, place, and promotion strategies. The sales results of Keisha Jaya Pace MSMEs during the Covid-19 pandemic experienced a decline in sales. Almost all Keisha Jaya Pace MSMEs product experienced a decline in sales, including diamonds, jenang, kembang gulo, cum-cum cakes due to the implementation of the Emergency PPKM and work from home. There are several efforts of Keisha Jaya Pace MSMEs in increasing sales during this pandemic, including providing the best service to consumers, aggressively promoting products on social media, paying attention to product quality standards, and maintaining good relationships with buyers.