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Advances in digital technology have triggered a major transformation in the way marketing is conducted, particularly through the use of social media as a communication tool for marketing. Instagram has become one of the most popular platforms among businesses due to its focus on visual appeal and the various interactive features it offers that can strengthen the bond between brands and customers. The purpose of this study is to evaluate the content marketing methods used by @PrefekturCoffee's Instagram to increase customer purchase interest. This study was conducted using a qualitative approach and case study. Data collection techniques were carried out through in-depth interviews with the business owner, observation of Instagram content, and documentation. Data analysis was conducted using Miles and Huberman's interactive model, which includes data reduction, data presentation, and conclusion drawing. The results of the study indicate that Prefektur Coffee implements a content marketing strategy that emphasises visual consistency, message relevance, and the utilisation of Instagram features such as feeds, stories, reels, and highlights. This strategy is capable of building attention, interest, information search, purchase action, and encouraging customers to share their experiences in line with the AISAS model (Attention, Interest, Search, Action, Share). It is hoped that this research will contribute theoretically to digital marketing communication research and provide practical guidance for businesses on how to optimise content marketing strategies for Instagram.

In the highly competitive sports equipment market, particularly for badminton items, businesses must rely not only on high-quality products but also on efficient digital media marketing techniques. Brands frequently utilize Instagram, a visual social media site, to enlighten consumers about their products and pique their interest. Yonex uses Instagram with the account @yonex_badminton. Nevertheless, a large following and frequent posting may not always indicate how well a piece of content stimulates customer interest in making a purchase. The purpose of this study is to examine how @yonex_badminton Instagram content affects consumer interest in making purchases. With the use of statistical software, this study employs a quantitative methodology that includes survey procedures and data analysis utilizing basic linear regression. 84 responders who followed the @yonex_badminton Instagram account made up the research sample. With a t-value of 13.387 and a significance value of 0.000, the results demonstrated that Instagram content had a favorable and substantial impact on customer purchase interest. Instagram content may account for 68.6% of the variance in customer purchase interest, according to the coefficient of determination (R2) value of 0.686. Other factors that are not within the purview of this study account for the remaining 31.4%. This research gives a broad overview of how managing regular, engaging, and educational Instagram content may be a useful digital marketing tactic and boost customer interest in making a purchase.  

The development of the retail sector, especially with the rise of modern retail and franchise minimarkets, encourages small-scale retail businesses to adapt through effective marketing strategies. This study aims to analyze the implementation of retail promotion management at Toko SRC Satria and its role in increasing consumer buying interest and loyalty. Using a qualitative approach with a descriptive method, data was collected through observations, in-depth interviews, and documentation with the store owner and consumers. The results show that Toko SRC Satria has implemented a planned retail promotion management strategy, even on a small scale, including neat product arrangement, attractive display usage, discounts, bundled offers, and intense direct communication between the store owner and consumers. The application of these strategies creates a comfortable shopping experience and increases consumer interest in making purchases. This study also shows that retail promotion management contributes to increasing buying interest, as seen in the stable frequency of visits and the tendency for repeat purchases. A personal approach and friendly service are important factors in building consumer loyalty. The implications of this study suggest that simple yet targeted retail promotion management can enhance competitiveness and support the sustainability of businesses amid fierce competition.

The increasingly fierce competition in the skincare industry is driving companies to implement effective marketing strategies to increase consumer repurchase intention. This study aims to analyze the influence of influencer marketing and price on repurchase intention of Glad2Glow skincare products in Surakarta City. This study used a quantitative approach with a survey method of fifty respondents who had purchased and used Glad2Glow products. The sampling technique used purposive sampling, while data collection was conducted through questionnaires. Data were analyzed using multiple linear regression with the help of SPSS. The results of validity and reliability tests indicate that all statement items are valid and reliable and therefore suitable for use in the analysis. The results show that influencer marketing has a positive and significant effect on repurchase intention, indicating that credible influencers who are in line with the product's character can build consumer trust and encourage repurchase. In addition, price also has a positive and significant effect on repurchase intention, with a more dominant effect than influencer marketing. Consumers consider the suitability between price, quality, and product benefits before making a repurchase. The results of the simultaneous test show that influencer marketing and price together have a significant effect on repurchase intention. This study concludes that the combination of the right influencer marketing strategy and pricing that is in line with consumer value perceptions plays an important role in increasing the interest in repurchasing Glad2Glow skincare products in Surakarta City.

The development of social media-based e-commerce, especially TikTok Shop, has created new challenges and opportunities in building customer loyalty, especially in the highly competitive local cosmetics industry. One of the most popular local brands is Emina, which targets young consumers with an affordable price approach and halal label. However, the level of customer loyalty is still a crucial issue that needs to be strengthened so that business sustainability is maintained. The urgency of this research lies in the need to understand how live streaming and halal labeling, as two relevant marketing strategies in the digital era, are able to shape purchasing interest that leads to customer loyalty. This study uses a quantitative approach with the PLS-SEM technique to test the relationship between variables with 115 TikTok Shop user respondents in Semarang City. The results show that live streaming and halal labeling have a significant effect on purchasing interest and customer loyalty, and purchasing interest is proven to mediate the relationship between the two variables and customer loyalty. These findings indicate the importance of integrating interactive visual approaches and religious belief values in digital marketing strategies for cosmetic products.

The development of the automotive industry, especially automatic motorcycles in Indonesia, is increasingly rapid and triggers fierce competition between manufacturers, including Piaggio with the Vespa Matic LX product which has a unique design, elegant image, and different characteristics from other automatic motorcycles. This study aims to analyze the influence of price perception, promotion, product quality, lifestyle, and brand image on the interest in buying Vespa Matic LX in people in Tegal City. The research approach uses quantitative methods with survey techniques. The study population is the people of Tegal City who use or own a Vespa Matic LX, and because the population is unknown, the sample determination uses the Lemeshow formula so that 100 respondents were obtained. Data analysis included instrument tests, classical assumption tests, and multiple linear regressions with the help of IBM SPSS Statistics 22. The results showed that all variables—price perception, promotion, product quality, lifestyle, and brand image—had a positive and significant effect on purchase interest. These findings confirm that the management of the right marketing strategy in terms of price, promotion, quality, lifestyle, and brand image can increase consumer interest in the Vespa Matic LX. This research provides important implications for companies in formulating marketing strategies that are more effective and oriented to consumer needs.

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.

Technological developments in the world of social media have had a significant impact on digital marketing, particularly in the cosmetics industry with the use of digital influencers. The digital influencer approach has become a force capable of influencing customer preferences and purchasing intentions. The focus of this study analyzes the influence of digital influencers on the use of the "Tasya Farasya approved" labeling on purchasing intentions. This study uses a quantitative approach and involves 100 respondents selected through a purposive sampling technique. Data were collected through a questionnaire distributed via Google Form with validity and reliability tests. Data analysis revealed a moderate relationship between digital influencers and purchasing intentions. Therefore, the results of this study, based on hypothesis testing and coefficient of determination tests, state that the digital influencer variable has a significant influence on purchasing intentions. Thus, the marketing strategy of collaborating with digital influencers on the use of the "Tasya Farasya approved" labeling on Instagram is an effective strategy to influence purchasing intentions for the Luxcrime Ultra Light Lip Stain product.

Digital developments have encouraged batik MSME players to adjust their marketing strategies to remain relevant in today's digital era. However, most batik MSMEs in Kenep Village still rely on conventional methods so that they face obstacles in reaching consumers. This study aims to examine and compare the conditions of consumer behavior before, during, and after the implementation of marketing digitalization assistance. This research uses a descriptive qualitative approach with a comparative study method. Data were collected through non-participatory observation, interviews, and documentation on five batik MSMEs. The results showed that marketing digitalization assistance was able to improve the visual quality of products, prepare more informative descriptions, encourage consumer interaction, and expand the reach of promotions through social media and e-commerce. The implementation of digital marketing strategies through social media and e-commerce is proven to affect consumer behavior, marked by increased purchase interest, trust, and loyalty to batik products. This change makes consumers more trusting, actively provide testimonials, make repeat purchases, and recommend products to others. The implications of these findings indicate that adjustments to digital marketing strategies can have an impact on the development of local batik MSMEs

The objective of this research was to determine the influence of website quality, ease of use, and customer experience on purchase intention in Tokopedia e-commerce . The objectives include to determine the influence of website quality on purchase intention, to determine the influence of ease of use on purchase intention, and to determine the influence of customer experience on purchase intention. This study uses a descriptive quantitative approach with data collection methods of questionnaires, interviews, and documentation. The population in this study is the community of Jalan Garu II Medan Amplas and the sample as respondents of this study will be taken using probability sampling with the Slovin formula, namely 93 people who were met during the study. The data obtained in this study were analyzed using multiple linear regression analysis with the SPSS 26.0 program. The results of this study indicate that the calculated F value of 369.097 is greater than the F table of 2.474, which means that simultaneously there is an influence on website quality (X1), ease of use (X2), and customer experience (X3) on purchase intention in Tokopedia e-commerce. Partially, it can be seen that the website quality variables ( ¬X1), ease of use (X2), and customer experience (X3) have an effect on purchase intention (Y), namely the website quality variable (X1 ¬) of 3.227 is greater than the t table of 1.661, ease of use of 2.607 is greater than the t table of 1.661 and customer experience (X3) of 5.253 is greater than the t table of 1.661. Based on the results seen from the coefficient of determination of the website quality variables (X1 ¬), ease of use (X2), and customer experience (X3) have an effect, namely with an R2 value of 0.950 or 95%.

This research aims to analyze the influence of brand image, product quality, and brand ambassador Lee Min Ho on consumer buying interest in Azarine sunscreen products in Kediri city district. This study uses a quantitative method with an associative approach. The sampling method employed is Non-Probability Sampling with purposive sampling technique. In this study, data collection was conducted using a questionnaire distributed to 130 respondents. The analytical techniques used in this research include validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, t-test (partial), F-test (simultaneous), and coefficient of determination test (R2) analyzed using SPSS 26 software. The results show that partially, the brand image variable does not have a significant effect on buying interest, indicated by a significance value of 0.555 > 0.05. The product quality variable partially has a significant effect on purchase interest with a significance value of 0.041 < 0.05, and the brand ambassador variable partially has a significant effect on purchase interest with a significance value of 0.000 < 0.05. Simultaneously, brand image, product quality, and brand ambassador have a positive and significant effect on purchase interest for Azarine sunscreen products in Kediri city district, with a significance value of 0.000 < 0.05. The coefficient of determination value of 0.581 indicates that 58.1% of the variation in consumer purchase interest can be explained by the three variables: brand image, product quality, and brand ambassador, while the remaining 41.9% is influenced by other external factors outside these variables.

This study aims to analyze the simultaneous and partial effects of advertising and price on consumer purchase intention at Elshinta Swalayan Sukaraja. The research employed a quantitative method with a survey approach to collect empirical data from respondents. The sampling technique used was incidental sampling, with a total of 100 consumers who shopped at Elshinta Swalayan Sukaraja. Data were collected through questionnaires and analyzed using multiple linear regression to determine the relationships and effects among the studied variables. The results revealed that advertising and price simultaneously have a significant influence on consumer purchase intention. Partially, advertising has a significant effect on increasing purchase intention through the delivery of persuasive and attractive promotional messages. Meanwhile, the price variable also shows a positive influence, indicating that competitive pricing can strengthen consumers’ purchase decisions. Therefore, this study highlights the importance of integrating promotional strategies and pricing policies to enhance consumer purchase intention and improve the retail store’s competitiveness in the local market.

This study aimed to better understand how factors like price, taste, and location affect how much consumers want to buy Elo Pia Kediri products. The research used a quantitative method because it helps collect objective and measurable information that can be analyzed using statistics to make clear conclusions. The data came from two main places: primary and secondary sources. Primary data was gathered directly from consumers through questionnaires that asked about price, taste, location, and how much they wanted to buy the product. Secondary data was collected from books, articles, and other documents related to the topic. The study included all consumers who had bought Elo Pia Kediri products. However, since the total number of people wasn’t known and was quite large, the researcher selected a representative group. The sample size was 96 people. The method used to choose participants was accidental sampling, which means people were selected randomly or by chance as they were met at the research location and agreed to take part. The results showed that price has a big effect on how much consumers want to buy the product. This means the prices set by Elo Pia Kediri match what consumers can afford and what they think is fair, which helps them decide to buy. When prices are seen as fair, affordable, and matching the quality of the product, it encourages people to make purchases. Taste also strongly influences buying interest. When a product has a tasty and unique flavor that fits what people like, it makes them interested in buying it. Taste is an emotional factor that affects how happy consumers are with the product and makes them want to buy it again. Location also plays a big role in how much people want to buy. A location that is easy to reach and close to where people usually go out makes it easier for them to buy Elo Pia Kediri products. The F test showed that together, price, taste, and location all have a significant impact on how much consumers want to buy the product.  

Sangatta Central Market, one of the largest trading centers in North Sangatta, accommodates more than 750 traders and operates daily until midday, reflecting the high intensity of economic transactions in the region. Within this trading environment, Islamic business ethics play a pivotal role, particularly for Muslim traders, as they not only regulate commercial practices but also shape customer comfort and satisfaction. However, observations indicate that not all traders consistently practice ethical behaviors in line with Islamic values—for example, some neglect to maintain a friendly attitude such as smiling during interactions with buyers. This condition potentially reduces the quality of service and impacts consumer willingness to return. In response, this study seeks to analyze the influence of Islamic business ethics on consumer purchasing interest at the North Sangatta Central Market. The research adopts a quantitative approach by distributing structured questionnaires to a sample of 96 Muslim customers, complemented by direct observation and systematic data recording. The collected data were analyzed using simple linear regression to determine the extent to which the implementation of Islamic business ethics contributes to consumers’ willingness to shop. The results reveal a regression equation of Y' = 9.764 + 0.304X with a correlation coefficient (R) of 0.299. The coefficient of determination (R²) of 29.9% indicates that Islamic business ethics significantly and positively influence consumer purchasing interest. In other words, nearly one-third of the variance in customer purchasing interest can be explained by the level of ethical business practice applied by traders. This finding implies that the more traders integrate Islamic values—such as honesty, fairness, and friendly interaction—into their daily business practices, the more likely consumers are to engage in transactions and maintain loyalty to the market.

The aim of this research is to examine how much influence pricing and promotional activities have on consumers' decisions to repurchase Jelita Cosmetic products in the Tamansiswa area of Yogyakarta. In the face of intensifying business competition, adopting the right marketing strategy becomes increasingly vital. As the business environment grows more competitive, choosing an effective marketing approach is a key factor for success. Indonesia’s beauty sector has seen remarkable growth in recent years. Since its inception in 2005, Jelita Cosmetic has managed to capture consumer attention by offering competitive prices and running consistent promotional campaigns through social media and e-commerce channels. This research employs a quantitative approach by gathering data through surveys conducted with 65 customers of Jelita Cosmetic. The data was analyzed using multiple linear regression and supported by validity and reliability tests. The research findings reveal that both price and promotion have a positive and significant effect on consumer repurchase intentions, both individually and collectively. Approximately 58.4% of the variance in repurchase interest is accounted for by the two independent variables studied, with the remaining 41.6% attributed to other factors beyond the scope of this study. These results offermeaningful insights into how effective marketing strategies can be applied within the beauty industry.

In the digital age, consumer awareness of sustainable products has increased significantly. Recent research (2023-2025) shows that 84% of Indonesian consumers have used eco-friendly products, driven by a desire to preserve the earth. The purpose of this study is to analyze how digital information, particularly Electronic Word-of-Mouth (E-WOM), perceptions of sustainable packaging, and environmental concerns influence consumer perceptions and purchasing decisions in Indonesia. The proposed method is a quantitative approach using multiple linear regression analysis, preceded by classical assumption testing and instrument reliability testing. Key findings from the supporting literature indicate that E-WOM has a strong influence on purchase interest, even mediating the relationship between green marketing and purchase intention. In addition, product information transparency (ecological labels) is significant in increasing trust. The conclusion confirms that effective digital strategies must prioritize positive E-WOM communication and sustainability data transparency.

This study examines how branding ambassador Syifa Hadju and content marketing affect Glad2glow skin care purchases. The research will focus on @glad2glow Instagram followers. This research was inspired by severe local perawatan kulit competition and consumer apathy about buying. Glad2glow hired Syifa Hadju as its brand ambassador and implemented a social media content marketing campaign to address this challenge. Using a Likert-scale questionnaire, quantitative data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and SmartPLS software. According to the research, Syifa Hadju significantly improves the possibility of customers completing a purchase, while engaging and consistent content marketing enhances audience engagement. Both components boost customer purchase intent, but the brand ambassador has a greater impact. These findings help create effective digital marketing strategies in the competitive perawatan kulit business.

The development of social media has encouraged the growth of local fashion brand businesses, including Aerostreet. This shoe brand has succeeded in utilizing TikTok as its main marketing strategy, outperforming other platforms. This research analyzes the strategy of increasing Aerostreet consumer buying interest through advertising on TikTok using digital observation methods, content analysis and secondary data. The research results show that strategies such as In-Feed Ads, Branded Hashtag Challenge, collaboration with influencers, and the use of For You Page (FYP) are effective in increasing brand awareness, engagement, and consumer trust. Creative content and storytelling also play a role in increasing sales conversions. These findings prove that digital marketing on TikTok can help local brands expand their market and increase their competitiveness. For further effectiveness, Aerostreet is advised to continue to innovate in content creation and expand collaboration with appropriate influencers and Key Opinion Leaders (KOL).

This study aims to influence customer experience and trust on repurchase intention e-market place and its impact on consumer loyalty: a case study on shopee. The population in this study were all Shopee consumers in Banda Aceh City. The sample collection technique in this study was purposive sampling. So that the number of respondents was 250 people. Data were collected by distributing questionnaires online which were linked to a google form. Data were measured using a Likert scale and analyzed using SEM AMOS. The test results concluded that Customer Experience, Trust, Repurchase Intention, and Shopee Consumer Loyalty on Shopee were running well; Customer experience affects repurchase intention; Trust affects repurchase intention; Customer experience affects consumer loyalty; Trust affects consumer loyalty; Repurchase intention affects consumer loyalty; Repurchase intention partially mediates the effect of customer experience on consumer loyalty; and Repurchase intention partially mediates the effect of trust on consumer loyalty. The results of this test explain that the loyalty increase model for Shopee consumers in Banda Aceh City is a function of increasing consumer repurchase interest, increasing customer experience, and strengthening trust in the Shopee brand

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