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The purpose of this study is to determine and analyze the influence of service quality and price perception on purchasing decisions of Dolok Masihul counter customers, both directly and indirectly through purchase intention as an intervening variable. This type of research is explanatory research that explains the causal relationship between variables through hypothesis testing. The sample used in this study was 101 respondents with proportional random sampling technique. The test tool used was Partial Least Square (PLS) using SmartPLS 3.0 software. From the results of this test it can be concluded that service quality does not have a significant effect on purchasing decisions. Price perception does not have a significant effect on purchasing decisions. Purchase intention has a significant effect on purchasing decisions. Service quality does not have a significant effect on purchase intention. Price perception has a significant effect on purchase intention. Service quality does not have a significant effect on purchase decisions through mediation from purchase intention. Price perception has a significant effect on purchase decisions through mediation from purchase intention.

This study aims to determine the influence of product packaging, sales promotions, and online customer reviews on Skintific skincare purchase decisions on the TikTok platform, both partially and simultaneously. The method used in this study is a quantitative approach. The sample consisted of 96 respondents who were selected as research participants. Data collection was carried out using questionnaire statements designed to measure respondents’ perceptions of each research variable. The data obtained were then analyzed using multiple linear regression analysis to examine the relationship between independent and dependent variables. In addition, hypothesis testing was conducted using the t-test to determine the partial effect of each independent variable and the F-test to determine the simultaneous effect of all independent variables on the dependent variable. The results of the study indicate that product packaging has a significant partial effect on Skintific skincare purchase decisions on the TikTok platform. Sales promotions also have a significant partial effect on purchase decisions, as they influence consumer interest and purchasing behavior. Furthermore, online customer reviews significantly affect purchase decisions by providing social proof and influencing consumer trust. Simultaneously, product packaging, sales promotions, and online customer reviews have a significant combined effect on Skintific skincare purchase decisions on the TikTok platform, indicating that these variables jointly play an important role in shaping consumer purchasing behavior.  

This study aims to analyze the influence of electronic word of mouth (E-WOM) on purchase intention of iPhone brand smartphone through brand image as a mediating variable in Management students of Makassar State University. This study is motivated by the rapid development of digital technology and the increasing use of social media as a source of information that influences consumer perceptions and purchasing decisions, especially among students. The phenomenon of the rise of online product reviews, comments, and recommendations makes E-WOM an important factor in shaping brand image and driving consumer purchase intention. This study uses a quantitative explanatory approach survey method with purposive sampling technique, then analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the help of SmartPLS. The results show that electronic word of mouth (E-WOM) has a positive and significant effect on purchase intention and brand image, brand image also has a positive and significant effect on purchase intention, and is able to significantly mediate the relationship between E-WOM and purchase intention of iPhone brand smartphone. These findings indicate that the better the quality of information and reviews conveyed through E-WOM, the stronger the brand image formed and the higher the consumer's purchase intention.

This study aims to examine the influence of Glad2Glow product quality on consumer trust and purchasing decisions for Glad2Glow skincare products through the online platform TikTok Shop in Tasikmalaya Regency. The research employed a quantitative approach using a survey method involving 60 respondents who had previously purchased Glad2Glow skincare products. Data were collected through a questionnaire based on a Likert scale ranging from 1 to 5. The collected data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) technique with the SmartPLS application. The results indicate that product quality is the strongest factor influencing consumer trust, with a path coefficient of 0.737 (T = 9.938; P = 0.000). Product quality also has a significant effect on purchasing decisions, with a coefficient of 0.505 (T = 6.129; P = 0.000). These findings demonstrate that better product quality increases consumer confidence in the product and encourages stronger purchasing decisions. The study highlights the importance of maintaining product quality as a strategic factor in building consumer trust and improving purchasing behavior in a social commerce environment. Therefore, businesses operating through digital platforms such as TikTok Shop should prioritize product quality to strengthen customer relationships and enhance market competitiveness.

The increase in internet users in Indonesia presents a significant opportunity for business actors to market products through digital marketing, which allows transactions anytime and anywhere and influences purchasing decisions through complete and real-time product information. In addition, impulsive buying behavior, especially in areas like Ponorogo, which is rich in quality rice products with attractive discounts, also contributes to increased sales, impacting customer satisfaction, loyalty, and long-term customer value. Therefore, this study aims to examine the influence of digital marketing, product information, and impulse buying on purchasing decisions, as well as the ability of purchasing decisions to mediate the effect of digital marketing, product information, and impulse buying on marketing performance. This study uses a quantitative approach with a research sample of 104 respondents who are consumers of rice products in the Legi Ponorogo market. The data collection technique employed a questionnaire distributed online. The data analysis technique used is SEM PLS. The results of the study indicate that digital marketing and product information affect purchasing decisions, whereas impulse buying does not affect purchasing decisions. Furthermore, purchasing decisions have an impact on marketing performance. The results of the indirect effect show that purchasing decisions mediate the influence of digital marketing and product information on marketing performance, while purchasing decisions do not mediate the influence of impulse buying on purchasing decisions.

This study aims to examine the influence of price and electronic word of mouth (e-WOM) on purchase decisions among Generation Z consumers in Campaka Subdistrict, Bandung City, with a specific focus on the TikTok Shop platform. This research employs a quantitative approach using a survey method by distributing questionnaires to Generation Z consumers in Campaka Subdistrict, Bandung City, with a total of 98 respondents to collect the data. The results of the study indicate that both price and electronic word of mouth have a significant positive effect on purchase decisions among Generation Z consumers in Campaka Subdistrict, Bandung City. Price is generally perceived as good, although aspects related to price suitability based on income levels and purchasing power still show some weaknesses. Similarly, e-WOM activity is considered positive; however, there are still relatively weak aspects regarding the diversity of consumer reviews, as not all respondents actively pay attention to the variation of opinions in reviews. The findings also reveal a significant influence of these variables, where the effect of price on purchase decisions reaches 35.4%, while electronic word of mouth contributes 29.5%, and the combined effect of price and electronic word of mouth on purchase decisions is 64.9%. This study concludes that improvements in price perception and e-WOM can enhance purchase decisions.

The growth of e-commerce has made online marketplaces a major channel for purchasing fashion products, yet it has also increased consumer concerns about counterfeit goods, especially in shoes and sneakers. This study examines the role of Shopee Mall Signal Perception in increasing Purchase Intention for original shoes among Gen Z consumers by considering the mediating roles of Perceived Shopping Security and Decision Convenience. A quantitative explanatory approach was used, involving 239 Gen Z Shopee users in Indonesia selected through purposive sampling. Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS. The findings show that Shopee Mall Signal Perception positively affects Perceived Shopping Security (β = 0.430), Perceived Shopping Security improves Decision Convenience (β = 0.399), and Decision Convenience increases Purchase Intention (β = 0.359). Shopee Mall Signal Perception also has a direct effect on Purchase Intention (β = 0.182), while the serial mediation effect through Perceived Shopping Security and Decision Convenience is significant (β = 0.062). These findings imply that marketplace labels can function as authenticity signals that reduce uncertainty, simplify consumer decisions, and strengthen confidence in purchasing original products online.

The concrete block business is one of the micro-enterprises that develops in Wairotang Village and plays an important role in fulfilling the community’s need for building materials. However, in its development, sales fluctuate from year to year, which is assumed to be influenced by the level of consumer trust and the quality of the products produced. In addition, several problems still occur, such as concrete blocks that crack easily, inconsistent sizes, and varying levels of strength, leading consumers to hesitate in making repeat purchases. This study aimed to determine the influence of consumer trust and product quality on purchasing decisions of concrete blocks in Wairotang Village. The independent variables in this study were consumer trust and product quality, while the dependent variable was purchasing decision. This study was motivated by fluctuations in concrete block sales and the persistence of consumer doubts regarding product quality, including easily cracked blocks, inconsistent sizes, and varying strength levels. These conditions resulted in suboptimal consumer trust, which in turn affected purchasing decisions. This study used a quantitative research method. The population consisted of consumers of concrete blocks in Wairotang Village, and the sampling technique was purposive sampling. Data collection was conducted through questionnaires, observations, interviews, and documentation. The data were analyzed using descriptive analysis, validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination ($\text{R}^2$). The results were expected to show that consumer trust and product quality have a positive and significant influence on purchasing decisions of concrete blocks in Wairotang Village, both partially and simultaneously. A higher level of consumer trust and better product quality lead to increased purchasing decisions. Therefore, concrete block business actors will need to maintain product quality and build good relationships with consumers in order to improve purchasing decisions and ensure business sustainability.  

The rapid growth of digital technology and social media has reshaped communication practices, consumer behavior, and marketing approaches, particularly among Generation Z, who are widely recognized as digital natives. For this generation, social media serves as a major channel for obtaining information and exploring product references before making purchase decisions. In this environment, influencer marketing has emerged as a prominent promotional approach because it can foster audience interaction, emotional connection, and trust more effectively than conventional advertising. This study examines the role of influencer marketing in shaping the digital behavior of Generation Z in Indonesia. A qualitative literature review method was employed by analyzing secondary sources drawn from academic journals, books, and related publications. The findings indicate that influencer marketing has a meaningful influence on information-seeking behavior, decision-making processes, and the level of digital engagement among Generation Z. Influencers are commonly viewed as more credible, relatable, and authentic sources of information. Furthermore, the effectiveness of influencer marketing is determined more by credibility, authenticity, and the quality of interaction than by follower count alone. These findings suggest that companies should adopt digital marketing strategies that are more interactive, personalized, and relationship-oriented in order to engage Generation Z more effectively.

This study aimed to examine the effect of location and promotion on consumer purchase decisions at the Kekang Motorcycle Showroom in Nangalimang, Maumere. The independent variables in this study were location (X1) and promotion (X2), while the dependent variable was the purchasing decision (Y). This study employed a quantitative research method. The sample consisted of 75 respondents, selected using an accidental sampling technique. Data were collected through observation, questionnaires, and documentation. The data analysis techniques included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²). The results indicated that location had a positive and significant effect on purchase decisions at the Kekang Motorcycle Showroom in Nangalimang, Maumere. Meanwhile, promotion did not have a significant effect on purchase decisions. Simultaneously, location and promotion had a significant effect on purchase decisions. Thus, consumer purchase decisions were more strongly influenced by location than by promotion. Keywords: Location, Promotion, Consumer Purchase Decision.

This study is motivated by the dynamic changes in digital consumer behavior in e-commerce, particularly in the purchase of electronic products through the Tokopedia platform. The study aims to analyze and synthesize the influence of online reviews and product ratings on purchase decisions using a systematic literature review approach. The method involves a comprehensive examination of global and local scientific literature, with a focus on peer-reviewed journals and empirical studies published between 2021 and 2026. The findings indicate that online reviews and product ratings are capable of reducing consumer uncertainty as well as the functional risks associated with electronic products. Empirical evidence over the past decade suggests that high ratings can build initial confidence in brand quality, while detailed reviews provide crucial technical validation for potential buyers. Overall, these two indicators work synergistically to strengthen consumer trust and serve as key determinants in the final stage of the purchasing decision. The implications suggest that e-commerce platforms and sellers need to prioritize the management of user-generated content and maintain transparency in reputation to remain competitive in a market increasingly reliant on the credibility of online information.

This study aims to examine the influence of Content Marketing and Product Quality on Purchase Decisions among consumers of Aldyan Store. The research employed a quantitative method with a survey approach. The population consisted of Aldyan Store consumers, with a sample of 100 respondents selected using a sampling technique appropriate to the characteristics of the study. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination (R²), t-test, and F-test with the assistance of SPSS version 23. The results showed that, partially, Content Marketing had a positive and significant effect on Purchase Decisions, with a t-value of 2.544 and a significance level of 0.013 < 0.05. Product Quality also had a positive and significant effect on Purchase Decisions, with a t-value of 2.288 and a significance level of 0.024 < 0.05. Simultaneously, Content Marketing and Product Quality had a positive and significant effect on Purchase Decisions, with an F-value of 9.358 and a significance level of 0.000 < 0.05. The coefficient of determination (R²) was 0.162, indicating that Content Marketing and Product Quality explained 16.2% of the variance in Purchase Decisions, while the remaining 83.8% was influenced by other factors outside the research model. Based on the findings, it can be concluded that Content Marketing and Product Quality play an important role in improving consumers' Purchase Decisions at Aldyan Store. Therefore, Aldyan Store should continue to enhance the quality of its marketing content and maintain product quality to increase consumer trust and purchase intention.

The rapid development of digital technology has encouraged businesses, including skincare brands, to utilize social media as an effective marketing platform. This study aims to analyze the influence of digital marketing strategies and social media content quality on consumer purchase decisions for skincare products. This research employs a quantitative associative approach. Data were collected through questionnaires distributed to 97 respondents, selected using the Slovin formula. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial (t-test) and simultaneous (F-test) hypothesis testing, as well as the coefficient of determination (R²), with the assistance of SPSS. The results show that digital marketing strategies have a positive and significant influence on consumer purchase decisions. Furthermore, the quality of social media content also has a positive and significant influence on purchase decisions. Simultaneously, both variables significantly affect consumer purchase decisions. These findings indicate that effective digital marketing strategies, along with informative, engaging, and credible social media content, can enhance consumer interest and positively influence their purchasing decisions regarding skincare products.

The objective of this research is to determine the influence of brand image and product quality on purchase decisions at Bata Store Maumere. The problem in this study is based on the fluctuation of shoe product sales at Bata Store Maumere during 2025, which indicates that consumer purchase decisions are influenced by several factors, particularly brand image and product quality. This research uses a quantitative research method with a descriptive and inferential statistical approach. Data collection techniques were carried out through observation, interviews, questionnaires, and documentation. The population in this study is all consumers of the Bata Store Maumere, while the research sample was determined using specific sampling techniques according to research needs. The data analysis techniques used include validitytests, reliability tests, classic assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination. The results show that brand image has a positive and significant effect on purchase decisions. Product quality also has a positive and significant effect on purchase decisions. Simultaneously, brand image and product quality have a significant effect on consumer purchase decisions at Bata Store Maumere. Therefore, the better the brand image and product quality, the higher the consumer's purchase decision towards the offered products.

This study analyzes the role of supporter fanaticism and loyalty in influencing the purchase decisions of official PSMS Medan merchandise. A qualitative descriptive method was employed through in-depth interviews, observation, and documentation, supported by secondary data from literature studies. The results show that fanaticism is reflected in emotional attachment, active involvement, long-term support, and social environmental influences. Supporter loyalty appears in consistent attendance at matches, following games, discussing the club, and repeated purchases of official merchandise. Purchase decisions are influenced by product type, design/form, and quantity, while also considering financial capability. Overall, fanaticism shapes emotional bonding, whereas loyalty drives repeated purchasing behavior; both contribute significantly to merchandise purchasing. These findings highlight the importance of design innovation, product quality improvement, and marketing strategies based on emotional and historical attachment to the club. Keywords: Consumer Behavior; Fanaticism; Merchandise; Purchase Decision; Supporter Loyalty.

The rapid growth of e-commerce and social commerce in Indonesia has shifted consumer behavior in seeking information prior to making purchase decisions, particularly through electronic word of mouth (e-WOM). This phenomenon poses a challenge for local fashion brands such as Hamata Studios, which has relatively low digital visibility despite having favorable product ratings. This study aims to analyze the effect of e-WOM on purchase intention with brand trust as a mediating variable based on the Stimulus-Organism-Response (S-O-R) theory. This research employs a quantitative approach with an associative research design. Data were collected through questionnaires distributed to respondents who are familiar with or have interacted with Hamata Studios, using a non-probability sampling technique with a purposive sampling method. Data analysis techniques include descriptive and inferential statistical analysis using path analysis, as well as mediation testing using the Sobel test and Variance Accounted For (VAF). The results indicate that e-WOM has a positive and significant effect on both purchase intention and brand trust. Furthermore, brand trust has a positive and significant effect on purchase intention. Mediation testing reveals that brand trust significantly mediates the relationship between e-WOM and purchase intention. In conclusion, positive e-WOM can enhance brand trust, which in turn increases consumers’ purchase intention.

The advancement of digital technology has encouraged e-commerce platforms to adopt interactive features such as Virtual Try-On to enhance a more visual and personalized shopping experience. This feature allows consumers to virtually try products, thereby assisting in product evaluation prior to purchase decisions. This study aims to analyze the effect of experiential value on customer engagement behavior, with customer satisfaction as a mediating variable. The research employs a quantitative approach through a survey of 150 respondents in Indonesia who have used Virtual Try-On, using a purposive sampling technique. Data were collected through questionnaires and analyzed using Partial Least Squares (PLS). The results indicate that experiential value has a positive and significant effect on both customer satisfaction and customer engagement behavior. Furthermore, customer satisfaction also has a positive effect on customer engagement behavior and partially mediates the relationship between experiential value and customer engagement behavior. These findings suggest that valuable technology-driven experiences can enhance customer satisfaction and encourage more active consumer engagement. This study contributes theoretically to the literature on digital consumer behavior and offers practical implications for e-commerce platforms in optimizing Virtual Try-On features.

This study investigates the influence of drug availability, location, and service quality on consumer purchasing decisions at Toko Obat Zahwa Batam. The phenomenon underlying this research is a significant decline of 23.3% in transactions at Toko Obat Zahwa over three years (2022–2024). A quantitative approach with survey method was employed, involving 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression using IBM SPSS 26. The results indicate that drug availability has a positive and significant effect on purchasing decisions (t = 5.390; sig. = .000), service quality has a positive and significant effect (t = 4.700; sig. = .000), while location does not significantly influence purchasing decisions (t = –0.556; sig. = .579). Simultaneously, all three variables significantly affect purchasing decisions (F = 38.203; sig. = .000) and explain 53.0% of the variance (Adjusted R² = .530). The dominant influence of drug availability confirms the need-driven nature of pharmaceutical retail purchases, while the non-significant effect of location reflects habitual buying behavior among loyal consumers. These findings provide practical implications for independent drug store management in competitive markets.

The need for housing is increasingly pressing with population growth and urbanization, while affordability remains a challenge for single-income households. The purpose of this investigation is to assess the impact of price also location on home purchase decisions using a literature review. This approach involves reviewing, analyzing, and synthesizing various relevant literature sources, such as scientific journals, books, undergraduate theses, also previous investigation reports that discuss factors influencing home purchase decisions. The study concludes that price plays a positive also significant role in home purchase decisions, as consumers prefer homes with prices commensurate with their purchasing power and the quality offered. Location has also been shown to influence decisions, particularly when housing is conveniently situated at a key location  and the availability of public facilities. However, certain studies indicate that price and location are not always the primary determinants of decision-making, as other variables such as promotion, brand image, product quality, and lifestyle also play a role.

This study investigates the impact of TikTok Live, viral content, and Fear of Missing Out (FOMO) on the purchasing decisions of Gen Z consumers in Jombang City for food and drink products. Social media, particularly TikTok, has rapidly expanded and functions as a potent digital marketing instrument. It influences consumer behavior through live broadcasting and the dissemination of viral content. The objective is to examine the influence of these three factors on purchasing decisions. This study employs a quantitative methodology. The data was obtained from surveys administered to 60 Gen Z participants who purchased food or beverages following exposure to TikTok advertising. Samples were selected by purposive sampling. Data were examined using multiple linear regression with SPSS software. Findings indicate that TikTok Live exerts a favorable and substantial impact on purchasing decisions. Viral material exerts no substantial impact. FOMO exerts a detrimental and substantial impact. The results indicate that TikTok live streaming effectively enhances consumer purchases, especially within the food industry.