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The garment industry in Indonesia has experienced rapid growth in line with the increasing demand for fashion products, particularly in Bandung Regency, which is one of the main garment centers. CV Kiral, as a garment company, faces intense competition, especially in terms of promotion and product quality, which are crucial factors in attracting consumers. This study aims to examine the influence of promotion and product quality on consumer purchasing decisions at CV Kiral, both partially and simultaneously. The research method employed is quantitative with a descriptive and verificative approach. The sample consisted of 100 respondents, who were CV Kiral consumers, determined using Cochran’s formula and selected through simple random sampling. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression, t-test, F-test, and coefficient of determination with the assistance of SPSS software. The results indicate that promotion has a positive and significant effect on purchasing decisions, as does product quality, which also demonstrates a positive and significant influence. Simultaneously, promotion and product quality make a strong contribution to improving consumer purchasing decisions. Thus, the success of CV Kiral in facing competition is highly determined by the effectiveness of creative digital promotions and the consistency of product quality that meets consumer expectations.

This study examines the implementation of Islamic business ethics in e-commerce transactions, with a specific focus on the Shopee platform. The research is motivated by the increasing growth of digital commerce accompanied by various ethical issues such as product misrepresentation, lack of transparency, and weak accountability of sellers. The objective of this study is to analyze how ethical principles, including honesty, fairness, and responsibility, are applied in online transactions. This research employs a qualitative approach using a systematic literature review method by analyzing 20 relevant scholarly articles published between 2020 and 2026. The findings reveal that although the platform provides adequate transactional systems, ethical violations are still prevalent, primarily due to information asymmetry between sellers and consumers. Trust emerges as the most influential factor in purchasing decisions, while perceived risk and security play supporting roles in shaping consumer behavior. Additionally, economic incentives such as promotions often override ethical considerations in influencing consumer decisions. The study implies that strengthening ethical enforcement, enhancing platform supervision, and improving consumer digital literacy are essential to ensure a sustainable and trustworthy e-commerce ecosystem.

This study aims to understand the role of E-Commerce in building customer loyalty, explain the process of loyalty formation, and assess how customers perceive service quality in relation to loyalty, using the GoFood service in Jombang as a case study. The rapid growth of online food delivery services has intensified competition, making customer loyalty a critical factor for sustainability. Employing a qualitative case study approach, data were collected through in-depth interviews with 30 GoFood customers and several drivers in the Jombang area. The findings reveal that E-Commerce platforms significantly enhance loyalty through user-friendly application interfaces, supporting features (such as live tracking, history, and digital payments), and beneficial promotions. The loyalty formation process occurs gradually through consistent positive experiences, moving from customer satisfaction to trust, and ultimately to habitual use. Crucially, the quality of driver services—including politeness, effective communication, punctuality, and order accuracy—emerged as a key determinant of customer comfort and repeat orders. This study implies that for E-Commerce platforms to maintain a competitive edge, strategies must integrate digital convenience with consistently reliable human interactions. The research contributes empirical insights from a semi-urban Indonesian context, highlighting that customer loyalty is not merely transactional but is built on a combination of technological ease, economic value, and positive interpersonal service experiences.

This study aimed to examine the influence of promotional strategies and user-friendliness on consumer purchasing decisions on the ShopeeFood platform in Batam City. The research used a descriptive quantitative approach, involving 100 actively transacting respondents, selected through purposive sampling based on Lemeshow's calculation guidelines to ensure sample representativeness. Data were collected through a structured questionnaire and analyzed using a series of validity and reliability tests, classical assumption checks, multiple linear regression, and hypothesis testing using t- and F-tests. The research findings indicated that promotions contributed 42.4% to purchasing decisions, while user-friendliness contributed 26.0%. The coefficient of determination (R²) of 78.9% confirmed that these two variables collectively explained most of the variation in purchasing behavior. The results of the t- and F-tests confirmed that promotions and user-friendliness had a significant influence, both partially and simultaneously, emphasizing the importance of integrating effective digital marketing strategies and an intuitive application interface to drive consumer decisions on ShopeeFood in Batam City.

The Alpha generation is currently facing big challenges in balancing virtual activities and real life, where the high intensity of using devices often shifts priorities for worship, especially during the month of Ramadan. This dependence on digital screens triggers individualistic attitudes and reduces children's levels of religious participation. Therefore, this community service activity aims to increase the capacity of parents and children to implement time management and limit screen time effectively. The method used is a social marketing approach combined with participatory observation techniques, interactive visual promotions, and educational simulation games which were implemented in the Imaduddin Mosque Youth Hall, Medokan Ayu, Surabaya. The results of the activity showed a significant increase in understanding among children and parents regarding the importance of setting time limits for using devices. Generation Alpha children responded positively by enthusiastically setting their own daily priority scale between playing and worshiping without feeling forced. The implications of this activity include long-term changes to the social and spiritual dynamics of residents, the creation of a more harmonious family environment with minimal conflict related to confiscation of devices, as well as the revival of the function of mosques as centers of communal interaction for the younger generation. It is hoped that the independence of citizens in educating children will be able to build the foundation for a future generation that is digitally intelligent, mentally healthy and has a strong religious character.

This study aims to analyze the effect of product bundling strategies, countdown timer urgency, and social proof on the interactive responses of Generation Alpha consumers toward Scora skincare products in Bandar Lampung, with live streaming as a moderating variable. Interactive responses in this study include comments, questions, likes, and purchase actions during live streaming sessions. This research employs a quantitative approach, with data collected through ques-tionnaires. The sample consists of 300 Generation Alpha respondents in Bandar Lampung who have watched Scora’s live streaming promotions. Data analysis techniques include multiple linear regression analysis and Moderated Regression Analysis (MRA). The results indicate that product bundling strategies, countdown timer urgency, and social proof have a positive and significant effect on interactive responses, both partially and simultaneously. However, the moderation test results reveal that live streaming does not moderate the relationship between product bundling strategies, countdown timer urgency, and social proof on interactive responses. These findings suggest that although live streaming serves as a primary promotional medium, it does not necessarily strengthen the influence of marketing strategies on Generation Alpha’s in-teractive responses. This study is expected to provide practical insights for local skincare brands in developing more effective digital marketing strategies through live streaming commerce.

The development of digital technology has significantly transformed consumer purchasing behavior in recent years. Shopping activities that were previously conducted in person have now shifted to e-commerce and social commerce platforms that offer greater convenience, speed, accessibility, and a variety of attractive promotions. Two platforms experiencing rapid growth in Indonesia are Shopee and TikTok Shop, both of which have gained popularity among diverse consumer segments. These platforms not only offer a wide range of products but also provide interactive shopping experiences through features such as promotions, live shopping, consumer reviews, personalized recommendations, and ease of transactions. This situation has led to notable changes in consumers' purchasing decision-making processes and preferences. Factors such as app usability, promotional strategies, consumer trust, social media influence, user engagement, and evolving digital lifestyles are becoming increasingly dominant in determining purchasing decisions. Therefore, this study aims to analyze the key factors influencing consumer purchasing decisions on the Shopee and TikTok Shop platforms in the digital era, as well as to provide deeper insights into consumer behavior in an increasingly digital marketplace.

Community service at Toko Entus Collection aimed to improve operational efficiency and sales through the implementation of a digital system. Students actively participated in managing social media, online promotions, and digital stock monitoring. Observations showed that digital media can disseminate product information widely, enhance consumer interaction, and support sales growth. Challenges included limited digital knowledge of the store manager, limited time for promotions, and inconsistent consumer responses. Direct guidance, socialization of digital media use, and adjustment of promotional strategies helped overcome these challenges. Students’ hands-on experience allowed the application of digital marketing theory to real business situations, while store managers benefited from improved operational performance. Therefore, this community service provides dual benefits: practical learning for students and increased competitiveness for SMEs.

Nature-based tourism development has a strategic role in encouraging sustainable local economic growth, especially in rural areas such as Marente Village, Kabupaten Sumbawa. Agal Waterfall is one of the natural tourism destinations that has high attractiveness, but its utilization is still not optimal due to limited facilities and infrastructure, access to the location, promotional activities, and the quality of human resources management. This study aims to identify strengths, weaknesses, opportunities, and threats, and determine priority strategies in developing Agal Waterfall tourism using the Quantitative Strategic Planning Matrix (QSPM) method. The research approach used is descriptive quantitative with primary data collected from 100 respondents. Analysis techniques include the preparation of IFAS, EFAS, SWOT, and QSPM matrices. The research findings show that the beauty of the natural environment and community participation are the main strengths, while the limited supporting facilities and promotion are still the dominant weaknesses. Development opportunities are supported by the increasing interest in nature tourism and the utilization of digital platforms, while threats come from competition between tourist destinations and the potential for environmental degradation. Based on the results of the analysis, priority strategies suggested include improving basic facilities, optimizing digital-based promotions, strengthening the capacity of human resource managers, and implementing the principles of sustainable tourism.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in improving the economy of rural communities, but still face various obstacles, particularly in packaging branding and marketing. Snack MSMEs in Batumarta 1 Village, Lubuk Raja District, have good product potential, but are not yet supported by a strong brand identity, attractive packaging design, and optimal use of digital marketing. This community service activity aims to support MSME development through assistance with packaging branding and digital marketing. The implementation method includes observing MSME conditions, socializing the importance of branding and digital marketing, assistance in creating brand identities and product packaging designs, and assistance with promotions through social media. The results of the activity show an increase in MSME understanding of the importance of packaging branding and digital marketing, as well as improvements in the appearance of product packaging to be more attractive and have a brand identity. In addition, MSMEs have begun to utilize social media as a means of product promotion. This activity is expected to expand marketing reach, increase product competitiveness, and support the sustainability of MSMEs in Batumarta 1 Village, Lubuk Raja District.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in improving the economy of rural communities, but still face various obstacles, particularly in packaging branding and marketing. Snack MSMEs in Batumarta 1 Village, Lubuk Raja District, have good product potential, but are not yet supported by a strong brand identity, attractive packaging design, and optimal use of digital marketing. This community service activity aims to support MSME development through assistance with packaging branding and digital marketing. The implementation method includes observing MSME conditions, socializing the importance of branding and digital marketing, assistance in creating brand identities and product packaging designs, and assistance with promotions through social media. The results of the activity show an increase in MSME understanding of the importance of packaging branding and digital marketing, as well as improvements in the appearance of product packaging to be more attractive and have a brand identity. In addition, MSMEs have begun to utilize social media as a means of product promotion. This activity is expected to expand marketing reach, increase product competitiveness, and support the sustainability of MSMEs in Batumarta 1 Village, Lubuk Raja District.

The Outpatient Unit is an important service unit that contributes to the hospital's revenue. However, at Adam Talib Cikunir Hospital, the number of patient visits has not yet reached the target, thus it is necessary to formulate a strategy to enhance competitiveness. This research aims to develop a strategic plan for the Outpatient Unit to improve service quality and increase its contribution to the hospital's revenue. The research uses a qualitative descriptive approach. Analysis is conducted through Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), SWOT analysis, and Quantitative Strategic Planning Matrix (QSPM). The IFE score of 2.44 and the EFE score of 2.41 place RS DAT Cikunir in Quadrant V of the IE Matrix, which means RS DAT Cikunir is in a Hold and Maintain position. The SWOT analysis generates several alternative strategies, and the QSPM prioritizes three strategies: enhancing specialized services (score 5,84), expanding services and digital promotion (score 5,66), and optimizing cooperation with BPJS and private insurance (score 5,38). The research concludes that improving specialized services, expanding services and digital promotions, as well as optimizing cooperation between BPJS and private insurance are the right strategies to enhance service quality, attract more patients, and strengthen the competitiveness of RS Dokter Adam Talib Cikunir amid competition in the healthcare sector.  

This study aims to analyze the effect of e-commerce adoption on the sales performance of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. E- commerce adoption factors are measured through the dimensions of platform usage, technology integration, and digital marketing activities. Sales performance is assessed based on sales growth, market expansion, and increase in customer numbers. The research method uses a quantitative approach by distributing online questionnaires to 250 MSME owners in five major cities (Jakarta, Surabaya, Bandung, Medan, Makassar) who have used at least one e-commerce platform (such as Tokopedia, Shopee, Bukalapak, or a standalone website) for at least one year. Data were analyzed using multiple regression analysis techniques with the help of SPSS 25 software. The results show that e-commerce adoption has a significant positive effect on the sales performance of MSMEs. Specifically, technology integration (such as the use of inventory management and digital payment tools) and digital marketing activities (advertising and promotions on social media) are the most dominant factors. These findings provide practical implications for MSME owners and policymakers to further encourage digitalization by providing training and supporting infrastructure.

This study aims to analyze the factors influencing people's decisions to use a Home Ownership Credit (KPR) with a murabahah contract at a sharia bank in Tebing Tinggi City. The research method used is a descriptive qualitative approach, with data collection techniques through observation, in depth interviews, and documentation of people who have used the murabahah KPR product. Informants were selected purposively to obtain relevant and in depth data. The results show that people's decisions are influenced by several main factors, including compliance with sharia principles, price transparency, certainty of fixed installments, ease of financing processes, promotions conducted by the bank, housing location, and the brand image of the sharia bank. The murabahah contract is considered to provide clarity of profit margins from the start and stability of installment payments throughout the financing period, thereby increasing public security and trust. These findings indicate that consistent application of sharia principles and appropriate marketing strategies play a significant role in increasing public interest in sharia housing financing products.

This study aims to conduct a pilot evaluation of employee performance in the Raw Material Warehouse Section at PT. IKPP Serang Mill using a checklist-based performance appraisal model. Performance evaluation is a crucial aspect in ensuring the smooth operation of raw material warehouses, which involve a high level of occupational risk and have a direct impact on the continuity of the production process. The checklist method is applied because it integrates quantitative assessment through scoring results with qualitative evaluation in the form of behavioral feedback. This study employs a qualitative descriptive approach supported by quantitative data obtained from performance assessments of ten employees holding various positions, including forklift operators, checkers, shift administrators, and shift supervisors. The results indicate that employee performance falls within a diverse spectrum, categorized as “performance” and “need to improve,” influenced by compliance with standard operating procedures (SOPs), work discipline, communication, and awareness of occupational health and safety (OHS). The findings also demonstrate that the checklist-based model is effective in identifying performance gaps and serves as a basis for formulating improvement actions such as coaching, OHS training, promotions, and administrative sanctions. This study concludes that the checklist model functions not only as an administrative evaluation tool but also as a strategic instrument for human resource development and sustainable organizational performance improvement.

This study aims to analyze the influence of price, product quality, and promotion on purchasing decisions of fashion products on the Shopee marketplace (Case Study: Students of STIE Dharma Putra Semarang). Data were collected using a questionnaire, with respondents selected through purposive sampling. The sample consisted of 50 students from STIE Dharma Putra Semarang who had previously purchased fashion products on Shopee. Based on hypothesis testing, the first hypothesis shows that price has a positive and significant effect on purchasing decisions (t = 2.638 > t-table = 1.678; regression coefficient β₁ = 0.252; significance = 0.011 < α = 0.05). The second hypothesis indicates that product quality has a positive and significant effect on purchasing decisions (t = 4.233 > t-table = 1.678; regression coefficient β₂ = 0.434; significance = 0.001 < α = 0.05). The third hypothesis reveals that promotion has a positive and significant effect on purchasing decisions (t = 3.924 > t-table = 1.678; regression coefficient β₃ = 0.341; significance = 0.001 < α = 0.05). Therefore, it can be concluded that the more competitive the price, the better the product quality, and the more attractive the promotions offered, the higher the purchasing decision for fashion products among students on the Shopee marketplace.

The transformation of marketing strategies from conventional methods to digital marketing has become an important factor in the development of the beauty industry, especially for Make Up Artists (MUAs) in Bandung. This study aims to analyze the impact of digital marketing through social media on increasing customer interest and the number of MUA service users, with a case study of Iwan Haadi, a professional MUA in Bandung who is active on Instagram (@iwanhaadimakeup) and TikTok (@iwanhaadi). This research employs a descriptive qualitative method with a case study approach, using interviews, observations of social media activities, and documentation of digital promotional content. The results show that before implementing digital marketing, MUAs generally relied on conventional promotions such as word of mouth and collaborations with wedding organizers. However, technological developments have encouraged many MUAs to shift to social media to expand their promotional reach. Based on observations of Iwan Haadi and 20 other MUAs in Bandung, around 85% have utilized social media particularly Instagram and TikTok to showcase their portfolios and client testimonials. The implementation of digital marketing strategies has proven to increase brand awareness and the number of customers by up to 65% over the past two years. In conclusion, digital marketing has a significant influence on increasing customers and competitiveness among MUAs in Bandung. Consistent and creative use of social media is the key to attracting customer interest and strengthening a professional image in the modern beauty industry.

Tujuan dari penelitian ini: Mengetahui pengaruh komunitas online terhadap keputusan pembelian online. Mengetahui pengaruh promosi digital terhadap keputusan pembelian online. Penelitian ini menggunakan pendekatan kuantitatif. Pengambilan sampel yang digunakan yakni peneliti dengan sengaja menentukan sampel yang dipilih sesuai dengan jumlah komunitas di grup Facebook dan persyaratan sampel yang ditentukan. Populasi dalam penelitian ini adalah seluruh jenis kelamin berusia 18 – 30 tahun dan sampel pada penelitian ini ada 100 responden. Metode pengumpulan data yang digunakan adalah skala dengan variabel terikat Keputusan pembelian online dan variabel bebasnya yakni, komunitas online dan promosi digital. Teknik analisa data menggunakan uji analisis regresi linier berganda dengan bantuan program Statistical Package for Social Sciences (SPSS) 22.0 for Windows. Hasil penelitian menunjukan bahwa: Komunitas Online paling berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online. Promosi Digital berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online.