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In the increasingly fierce business competition, understanding the factors that influence consumer buying interest is crucial. This study analyzes the effect of product quality and price on consumer purchase intention of Tofu Baxo Ibu Pudji in Pamularsih, Semarang City. Using a quantitative survey method, data was collected from 50 respondents through questionnaires. The results showed that product quality and price have a strong and positive relationship with consumer buying interest. The correlation test shows that product quality has a calculated r value of 0.68 and price of 0.62, both of which are greater than r table (0.2787), indicating a significant relationship. Partial regression test (t-test) shows that product quality (t count = 38.83) and price (t count = 6.96) have a significant effect on purchase intention (t table = 2.01063). The simultaneous test (F-test) shows that product quality and price together have a significant effect on buying interest with an F value of 26.1168 (F table = 3.200). The coefficient of determination (R2) shows that product quality and price explain 52.63% of the variation in consumer buying interest, while 47.37% is influenced by other factors. The results of this study provide insight for business owners in improving quality and pricing strategies to increase competitiveness and sales volume.

Product placement is a promotional strategy which can be identified as a purposeful incorporation of product into an influential manner with a use of any other media. However, most of the countries have prohibited advertising soft liquor products via traditional media because of health issues caused by soft liquor products. Thus, the soft liquor manufacturers tended to invest in product placement. This paper reports the findings of how product placement influence on consumer purchases intention of soft liquor products. The study has focused on investigating the possible reasons for consumers to influence on product placement strategies and the product elements that they exposed to and used to, even in the presence of a wider range. Suggestions for further research are presented in the form of propositions.

This study aims to determine the influence of clothing advertising on shopee on the shopping interest of PR C students of the Faculty of Communication Sciences UIN Susuka Riau class of 2022. The data analysis method used is simple linear regression using the SSPS program. Based on the results of data analysis, a correlation or relationship (R) value was obtained of 0.674 (67.4%). This value indicates that there is a strong correlation or relationship between advertising and interest. The results of the hypothesis test showed that the ttable > tcount was 5.075 > 2.039. Therefore, clothing advertisements on shopee have a significant influence on the purchase intention of students of the Communication Science Department of PR C class Class of 2022 UIN Suska Riau.

This Research to determine the influence of Celebrity Endorser, Brand Image, and Product Quality on the Purchase Intention of Wardah Cosmetics in Rimbo Bujang, Tebo Regency. The research population consists of all consumers of Wardah cosmetic products, which is an unlimited number, where a sample of 100 respondents was selected using the Purposive Sampling technique. (Sampel bertujuan). Based on the data processing results using SPSS, it was found that, partially, Celebrity Endorser has a positive and significant effect on the purchase interest in Wardah Cosmetics. Brand Image has a positive and significant effect on the purchase interest in Wardah Cosmetics, and Product Quality has a positive and significant effect on the purchase interest in Wardah Cosmetics. Simultaneously, Celebrity Endorser, Brand Image, and Product Quality together have a positive and significant effect on the purchase interest.

Noteworthy changes in customer behavior due to the advancement of data and communication innovation have driven to an increment in online shopping, particularly amid the Covid-19 widespread. This ponder points to analyze the impact of electronic word-of-mouth (e-WOM) and believe on buy deliberate within the setting of e-commerce in Indonesia. With information appearing a surge in exchanges on different marketplaces, this consider distinguishes that positive e-WOM can increment buy deliberate, whereas negative e-WOM tends to diminish it. In expansion, consumers' level of believe in online shopping stages emphatically impacts buy choices. The discoveries appear that both e-WOM and believe have a critical positive impact on buy deliberate. The comes about of this consider give experiences for companies to develop effective promoting techniques to extend buy deliberate and construct shopper believe within the computerized time. 

The fashion retail brands in Indonesia have shown a significant downward trend, particularly with well-known fashion brands like Zara. This decline reflects changes in several factors influencing consumers' purchase intentions, such as brand experience and consumer involvement. This study aims to examine the influence of brand experience and consumer involvement on the purchase intention of Zara products. The research design applied in this study is quantitative with a descriptive approach. Non- probability sampling was used due to challenges in randomly reaching all Zara consumers, as the exact number of visitors could not be accurately determined. The sampling technique applied was purposive sampling, with a total sample of 150 respondents. Based on the research results, it can be concluded that Brand Experience has significant effect on the Purchase Intention of Zara products, and Consumer Involvement also has significant effect on the Purchase Intention of Zara products.

This study aims to examine the influence of Brand Awareness on the Purchase Intention of consumers of SilverQueen chocolate products in the Tangerang area. The method used in this study is a quantitative approach with survey techniques, involving 100 respondents from various demographic backgrounds. Data collection was conducted through questionnaires using a Likert scale and analyzed with SPSS software. The results of the validity test show that all indicators used to measure Brand Awareness and Purchase Intention are valid, with the calculated r value exceeding the table r value and significance below 0.05. The reliability test shows a Cronbach's Alpha value of 0.936, indicating that the questionnaire has very good consistency. The normality, multicollinearity, and heteroscedasticity tests indicate that the regression model meets the classical assumptions. The results of the coefficient of determination (R²) analysis indicate that Brand Awareness contributes 11.9% to Purchase Intention. The t-test shows that Brand Awareness has a significant positive effect on Purchase Intention, with a calculated t value of 3.630, greater than the t-table value, and a significance value of 0.000, which is less than 0.05. These findings confirm that the higher the level of Brand Awareness, the greater the likelihood that consumers will purchase SilverQueen products. This research provides valuable insights for the company in designing effective marketing strategies, emphasizing the importance of increasing Brand Awareness to boost consumer purchase interest.    

The purpose of this research is to see how the Literacy Warkop location influences student buyer interest at Sultan Ageng Tirtayasa University (Untirta). Factors such as comfort, accessibility and atmosphere were studied through a survey conducted by twenty students. In this current era of globalization, a coffee shop is not only a place to enjoy coffee, but also a place to interact socially and intellectually. It is hoped that the location of the literacy shop near the library or academic building will increase student accessibility and comfort. The research results show that students' buying interest is greatly influenced by the right purchase location. The buyer's desire to buy something which is influenced by internal and external factors is called buying interest. This research helps business people determine location placement methods to attract student attention. Therefore, location maintenance is very important for the success of literacy warkop in attracting student customers.

This study provides a new perspective on the influence of social media marketing activities (SMMA) on the purchase intention of students towards the Kahf brand. The use of social media has truly increased massively, and this has led many companies to change the way they engage their brands with consumers. This phenomenon creates a need for this research to further investigate the influence of Social Media Marketing Activities (SMMA) on social brand engagement (SBE), brand equity (BAQ), and purchase intention (PIN). Therefore, the aim of this study is to explore the impact of SMMA on students' purchase intentions regarding the Kahf brand, considering brand equity and social brand engagement. This research uses the SOR (Stimulus Organism Response) theory as the foundation of the study. This research uses a quantitative method with 144 respondents, employing Roscoe's formula and purposive sampling technique. The data in this study was obtained by having respondents fill out a questionnaire. There are 20 questions that respondents must answer through Google Forms. The researcher analyzes the results of the discriminant validity using the Fornell-Larcker Criterion. This research aims to determine the impact of social media marketing activities (SMMA) and purchase intention on the products offered by the Kahf brand. The survey results will be analyzed using descriptive statistics, employing PLS-SEM version 4.0 and SPSS to test the quantitative data. The results of this study indicate that social media marketing activities have a positive and significant impact on purchase intention, while brand equity and social engagement do not have a positive and significant effect on purchase intention. The findings suggest that the effectiveness of marketing is achieved through social media marketing activities that positively and significantly influence respondents' purchase intentions.

This study aims to determine the influence of factors from Integrated Quality Management and Business Process Quality Engineering to achieve Intention Customer PO. Respondents from this study were 61 respondents and this study used a quantitative approach. Integrated Quality Management or Total Quality Management (TQM) and Business Process Quality Engineering or Business Process Reengineering (BPR) are two strategic approaches and can be used synergistically to achieve Customer Purchase Order (PO) fulfillment with high efficiency and effectiveness. This research examines the influence of implementing Total Quality Management (TQM) and business process quality engineering on customer intention to repurchase (intention customer PO) for sweetened condensed milk products at PT. Indofood. The research results show that the implementation of TQM and business process quality engineering together can increase intention customer PO. Increased customer satisfaction is a crucial factor in achieving intention customer PO. This research contributes to PT. Indofood by providing an understanding of the importance of implementing TQM and business process quality engineering in achieving intention customer PO, providing empirical data to develop more effective marketing strategies, and providing recommendations to improve product and service quality, as well as customer satisfaction

Labeling halal is a way to provide information that helps consumers identify the halal status of products on their packaging. With this halal labeling, the product can be regarded as halal, offering assurance and legal protection in line with Islamic law. The aim of this study was to assess the impact of halal labeling on consumer purchasing decisions, using interest as an intervening variable for Moringa Sticks products. The sampling method employed in this study was Nonprobability Sampling, involving a total of 100 respondents. Several tests were conducted, including data instrument tests, classical assumption tests, path analysis, hypothesis testing, and concluded with the Sobel test. The findings of this study indicate that the halal labeling variable (X) and purchase intention (Z) as an intervening factor do not have a significant impact on purchasing decisions (Y) for the Moringa Stik product.

The development of information and communication technology has significantly changed consumer behavior, especially in the smartphone industry. Samsung as one of the leading smartphone manufacturers, is ranked first based on data from the 2024 Top Brand Award. Superior product quality, positive brand image, and good e-WOM are estimated to play a significant role in influencing consumer decisions to make repeat purchases. This study aims to determine the effect of product quality, brand image and E-WOM on repurchase intentions. The location of this research is in Tabanan Regency. The data collection technique used is a questionnaire. The population uses the Tabanan Regency community who have used Samsung smartphones, with a sample of 100 respondents. The data analysis techniques used are Descriptive Statistical Analysis, Research Instrument Test, Classical Assumption Test, Multiple Linear Regression, t-Test, F-Test, Determination and Beta Coefficient. Based on the results of the study, it was found that product quality has a positive and significant effect on repurchase intentions, brand image has a positive and significant effect on repurchase intentions, and E-WOM has a positive and significant effect on repurchase intentions. The suggestion that can be given by the researcher is that Samsung is expected to maintain product quality, build a strong brand image, and manage e-WOM well. This is an effective strategy to increase consumer desire and encourage consumers to repurchase.

This study aims to explore the impact of neuromarketing elements such as ambience and sensory marketing, and brand perception on consumer purchase intentions within the Indonesian coffee shop industry. By examining these factors, the research seeks to uncover subconscious drivers that shape consumer behavior and provide actionable insights for coffee shop owners. Utilizing a quantitative approach, data were collected from 194 respondents via purposive sampling, analyzed using regression techniques. Results indicate that ambience, sensory marketing, and brand perception significantly influence purchase intentions, explaining 48% of the variance (R² = 0.480), with brand perception being the most dominant factor (β = 0.525). The findings underscore the importance of creating a positive consumer experience through optimized sensory engagement, inviting atmospheres, and strong brand identity. Managerial implications suggest coffee shop owners should invest in sensory marketing strategies and branding efforts to enhance customer satisfaction, loyalty, and long-term competitiveness in an increasingly saturated market.    

In today's increasingly competitive digital business environment, entrepreneurs must develop smarter and more effective marketing strategies to promote their products. Food vloggers play a pivotal role by influencing their followers through social media content, particularly culinary reviews and personal experiences with food products, which encourage followers to purchase the recommended items. This study investigates the impact of marketing content and customer engagement on the purchase intentions of followers of the @sigerfoodies Instagram account.  Using a quantitative research approach, data were collected through questionnaires, employing a non-probability sampling method with a purposive sampling technique. The sample consisted of 140 respondents. Data analysis, including instrument validity, normality tests, multiple linear regression, and hypothesis testing, was conducted using SPSS 26. The findings indicate that both marketing content and customer engagement of @sigerfoodies significantly and positively affect the purchase intentions of culinary products in Bandar Lampung. To enhance its influence, Sigerfoodies is encouraged to organize giveaways, share engaging culinary facts, and foster interactions with followers to strengthen long-term relationships.

This study raises questions about the effect of Electronic Word of Mouth on consumer buying interest, with the aim of contributing to companies in increasing the effectiveness of Electronic Word of Mouth to increase buying interest. This study aims to determine the effect of Electronic Word of Mouth through Instagram social media on Scarlett's purchase intention, with variables of information quality, information quantity, information credibility, information adoption and purchase intention. This research is using quantitative methods and this type of research is causal, researchers distributed questionnaires with the help of google form, namely 400 respondents using an ordinal scale. Sample calculation using the formula from Yamane with probability sampling technique and with simple random sampling type in data analysis this research uses descriptive analysis and PLS-SEM method. The findings of this study reveal that the information quality variable, the information quantity variable, and the information credibility variable significantly and positively affect information usefulness. Then, the information usefulness variable significantly and positively affects information adoption, and the information adoption variable significantly and positively affects purchase intention. This research is where the variable that has a high assessment is the information usefulness variable on information adoption.

In the modern era, consumers are increasingly concerned about the ethical and environmental aspects of the products they buy, especially Muslim consumers who adhere to Islamic principles such as halal certification. Halal certification and eco-labels are important factors that influence consumer purchasing behaviour, especially in Indonesia. This study aims to assess the influence of halal label, eco label, environmental knowledge, and religiosity on the purchase intention of Starbucks food and beverage products through green halal awareness and attitude, especially in the context of boycott in Indonesia. This study uses a quantitative approach with a causal research type, collecting data through Likert scales from 385 Starbucks consumers in Indonesia using non-probability sampling methods and SEM-PLS analysis with SmartPLS 4.0. The results showed a direct relationship between halal labelling, environmental knowledge, and religiosity with green halal awareness, as well as between religiosity and attitude, and between green halal awareness and attitude with purchase intention. However, there is no direct influence of eco-label and environmental knowledge on green halal awareness.

The purpose of this study is to determine the literature review on Influencer marketing and product quality on the purchase intention of generation Z consumers. Advances in internet technology have led to shifts in human lifestyles, especially in purchasing patterns. In writing this article, literature review plays an important role in formulating research ideas, understanding previous findings related to the topic, and identifying gaps in existing knowledge.A systematic literature review (SLR) was conducted in two well-known databases, ScienceDirect and Scopus. After applying the inclusion and exclusion criteria, 1,498 out of 2,036 articles were assessed as relevant, after which these papers were carefully examined to produce an in-depth analysis of the subject. Ultimately, 13 papers were selected for in-depth examination in the study. Based on SLR data, the articles were written between 2021 and 2024. The research methodology used in this paper includes descriptive analysis and bibliographic analysis.The results of writing the article are known that Influencer marketing is one of the company's strategies in achieving their strategic goals by utilizing influencers as messengers for products or brands so that they can reach a wider market.Brand is the identity of a company, where companies build a good brand image so that potential consumers can remember the good image of a product and stick to potential consumers.The results of this study show that many factors influence consumer behavior, including the role of influencers, product quality, and social media marketing strategies.

Purchase Decision is a decision to buy a product or brand you like, but two factors can arise between purchase intention and purchase decision. This research aims to determine the influence of online customer reviews, influencer endorsements and price perceptions on purchasing decisions. The type of research used in this research is quantitative research. In determining the research sample, the Slovin formula was used, where the number of samples obtained was 100 samples. Data was collected using a questionnaire that had been tested for validity and reliability and processed using SPPSS 26. Based on the partial test, the Online Customer Review variable had a positive and significant effect on the decision to purchase Eiger products in the Indonesian North Sumatra Climber Community. A value of t-count of 8.139 > 1.66 t-table was obtained, then the Endorsement Influencer variable had a positive and significant influence on Purchasing Decisions, a value of t-count of 2.169 > 1.66 t-table was obtained, and the Price Perception variable had a positive and significant influence on Purchase Decisions with a t-count value of 3.885 > 1.66 t-table . Simultaneous test results show that the online customer review (X1), influencer endorsement (X2) and price perception variables (X3) together have a positive and significant effect on the decision to purchase Eiger products in the Indonesian North Sumatra climbing community.

Technology in this modern era has an important role in the running of a business activity. One of the applications of technology that we often find is the use of advertisements with brand ambassadors to increase consumer interest in buying products. Tokopedia is one of the leading e-commerce companies in Indonesia that implements promotional strategies with advertisements using brand ambassadors to increase consumer buying interest on their platform. Blackpink, one of the biggest names in Korea, was appointed by Tokopedia to be one of their brand ambassadors in 2021. When these brand ambassadors succeed in attracting the attention of consumers, it will indirectly increase consumer buying interest. Therefore, the researcher intends to find the significance between Blackpink's role as a brand ambassador in Tokopedia advertisements and purchase intention on the Tokopedia platform. The data analysis method used is Simple Linear Regression using the SPSS version 25 program. Based on the results of data analysis, a correlation or relationship value (R) of 0.548 (54.8%) is obtained, this value indicates that the correlation or relationship between advertising and interest is a fairly strong relationship. The results of hypothesis testing and it is known that tcount > ttable, which is 2.761 > 1.987. Thus, Tokopedia advertisements featuring Blackpink as brand ambassadors significantly influence buying interest in the Tokopedia platform.    

This research aims to determine whether there is an influence of Expertise, Trustworthiness, and Attractiveness (credibility) of Nagita Slavina and Rayyanza, both simultaneously and partially, as brand ambassadors on the purchase intention of followers of the Instagram account @cessa.official. The research utilizes the Source Credibility Theory proposed by Carl Hovland, Janis, and Kelly in 1953. A quantitative method was employed by distributing a questionnaire via Google Forms to 68 research samples online. The results of this study show that the credibility of Nagita Slavina and Rayyanza as brand ambassadors, which includes Expertise, Trustworthiness, and Attractiveness, has a significant influence, both simultaneously and partially, on the purchase intention of Cessa Essential Oil Roll On among the followers of @cessa.official.