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The development of e-commerce has significantly transformed consumer behavior, particularly among Generation Z. This study examines the impact of e-commerce on the consumptive behavior of Gen Z students at STIE Cendekia Bojonegoro, Indonesia. E-commerce platforms offer easy access, a wide range of products, and various promotional features that influence consumer purchasing decisions. Using a quantitative approach with a survey design, this study investigates how promotions, social media, and other factors impact Gen Z's purchasing behaviors. The results reveal that social media has a more substantial influence on consumptive behavior than traditional promotional strategies, which were found to be less significant. This highlights the importance of social media in shaping the shopping habits of Gen Z. The findings contribute to a better understanding of e-commerce's role in influencing consumer behavior and offer recommendations for businesses and educational institutions to address the challenges associated with impulsive purchasing and financial management among students.

The development of technology and social media, especially TikTok, has changed the way consumers interact with products and brands. This article aims to explore the impact of the language and communication used on TikTok on consumer behavior, especially in the context of impulse purchases. Through a qualitative approach, the study analyzed TikTok content that focuses on product promotion and how language and communication styles influence purchasing decisions. The results show that the use of engaging and communicative language on TikTok can increase buying interest and encourage consumptive behavior among users.

This study investigates the influence of live streaming commerce and online customer reviews on impulsive buying behavior, with e-trust as an intervening variable, focusing on Somethinc cosmetics among Generation Z consumers. Utilizing a quantitative approach, the research gathered data from 100 respondents selected through purposive sampling in Palangka Raya City. The Partial Least Square - Structural Equation Model (PLS-SEM) was employed to analyze the relationships between variables. The findings reveal that live streaming commerce has a significant positive effect on both e-trust and impulsive buying, emphasizing its role as an interactive and engaging marketing tool. Online customer reviews also positively impact e-trust and impulsive buying, albeit with a weaker effect. However, the mediating role of e-trust between these factors and impulsive buying is not statistically significant, suggesting that Generation Z consumers prioritize interactive and social aspects over trust in their purchasing decisions. This study provides valuable insights for marketers aiming to enhance impulsive buying through digital marketing strategies. Future research is encouraged to explore these relationships across various industries and demographics to broaden the understanding of impulsive buying behavior.  

This study aims to determine the impact of implementing Augmented Reality (AR) features on mobile shopping applications on purchasing decisions of Generation Z consumers, especially first-time buyers. The research method uses a quantitative approach, the study involved 385 Generation Z respondents (aged 18-25 years) who were using AR features for shopping for the first time. The results of multiple linear regression analysis show that AR Visual Quality (X1), AR Interactivity (X2) and AR Ease of Use (X3) have a significant positive effect on Purchasing Decisions (p <0.000). The study revealed that 78.5% of AR features influence Generation Z in deciding to purchase on mobile shopping applications. In this case, it can be concluded that the presence of AR features can reduce Gen Z's hesitation in deciding to purchase for first-time buyers. Key factors influencing purchasing decisions include AR visualization quality, ease of use, and feature interactivity.

This study aims to determine and explain the influence of Islamic branding, product quality and price on consumer purchasing decisions on Wardah products in Semarang. This study is a type of quantitative research. The determination of the number of samples in this study was calculated using the Lameshow formula. The sampling technique used in this study used a non-probability sampling technique with a purposive sampling determination of 97 respondents. Based on the results of the study, it shows that: Islamic branding and price have a significant influence on consumer purchasing decisions on Wardah products in Semarang. Product quality has no influence on consumer purchasing decisions on Wardah products in Semarang.

This research examines the consumptive style of Gen Z through TikTok Shop in purchasing fashion products, especially clothes. The background of the research focuses on the dominance of social media that influences the consumption patterns of the younger generation. The research uses a phenomenological approach to understand students' experiences in shopping at TikTok Shop. Data collection techniques include observation and in-depth interviews. The results show that TikTok Shop utilizes personalization algorithms, creative video content, and massive promotions to attract the attention of Gen Z. Purchasing decisions are often influenced by trends, influencer recommendations, and discounts that create a FOMO (Fear of Missing Out) effect. While offering convenience and an interactive shopping experience, this impulsive consumption pattern poses the risk of product quality disappointment and unplanned spending. The implications of this research highlight the need for consumer education to raise awareness about wise shopping. In addition, industry players are expected to design ethical and sustainable marketing strategies to support more rational consumption behavior. 

The objective of this research is to evaluate the impact of brand image and product quality on consumer purchasing decisions regarding MS Glow products in Solo. A positive brand image can enhance consumers' trust in a particular brand; however, product quality remains the primary determinant of satisfaction and choice among consumers. Using qualitative methodology with phenomenological approach, the study aims to understand consumers’ experiences and perspectives towards MS Glow products. The findings indicate that strong brand images, such as reliable reputation and consumer confidence, significantly influence purchase decisions. Additionally, product qualities including durability, performance, design, and innovative features play crucial roles in consumer decision-making processes. This research is expected to help companies develop better marketing strategies to meet individual customer needs effectively.

The purpose of this study is to analyze the effects of store atmosphere and customer lifestyle on purchasing behavior, focusing specifically on Parewa customers. Employing a quantitative survey methodology, the research integrates an explanatory approach with a correlational design to explore the relationships between these variables. The study follows a cross-sectional framework, with data collected at a single point in time. The individual purchaser serves as the unit of analysis, and the research is carried out within a natural, real-world environment. The findings demonstrate a statistically significant and positive correlation between store atmosphere and customers' purchasing decisions. This implies that an inviting and comfortable store environment increases the likelihood of customer purchases at Parewa. Additionally, the results show a significant positive correlation between lifestyle and purchasing behavior, suggesting that customers with enhanced lifestyles are more inclined to purchase Parewa products. These insights underline the importance of aligning store ambiance and customer lifestyle preferences to drive sales effectively.  

This research aims to determine the effect of halal certification and price on customer satisfaction. This research uses a quantitative approach to collect data using primary data and questionnaires. Tungkal Seafood restaurant consumers are the subjects of this research. Purposive sampling technique, which was used to achieve the research objectives, collected 100 respondents. Normality, multicollinearity and heteroscedasticity tests are the multiple linear regression analysis tools used. The F test and T test are used to test the hypothesis. Results obtained from the regression equation: Y = 0.959+ 0.384(X1) + 0.395(X2) + e. The results of data analysis show that the independent variable halal certification (X1) does not partially influence customer satisfaction (Y) (T test), and the price variable (X2) influences customer satisfaction significantly. Simultaneously, the F test shows that the independent variables halal certification (X1) and price (X2) influence purchasing decisions (Y) positively and significantly. The influence of the Coefficient of Determination variable is 48.4%, the influence of Halal Certification and Price on Customer Satisfaction at Tungkal Seafood Resto, while 51.6% is determined by other variables outside the research.

This study discusses the urgency of green marketing strategies and practices due to changes in consumer behavior trends. Currently, environmental sustainability issues are a major concern for society, not interacting in their product and service consumption activities. This study was conducted using a qualitative method, namely a literature review. Of the 15 article titles described, most of them show that the implementation of environmentally friendly marketing strategies brings positive benefits to businesses. Specifically, what is studied in this study is its influence on environmentally friendly purchasing decisions, customer loyalty and brand image enhancement. These findings can be practical recommendations for business actors and marketing practitioners to develop various environmentally friendly product and service innovations and carry out innovative green marketing practices in the future. So that they are able to gain benefits in the form of increased sales, customer loyalty and positive brand image as well as contributions to environmental sustainability or desires.

With the development of increasingly widespread information technology, many opportunities are created in the business environment. Various companies have implemented information technology to process their business activities. The Bun House Malang is no exception, which uses Instagram to conductmarketing activities online. This study aims to determine the effect of social media marketing and electronic word of mouth on purchasing decisions at The Bun House Malang. This research is a quantitative research. Using purposive sampling technique, questionnaires were distributed online to 100 consumers of The Bun House Malang. Analysis of the data used is multiple linear regression and hypothesis testing. The results of multiple linear regression analysis and hypothesis testing indicate that social media marketing and electronic word of mouth have an effect on buying decision. The results showed that social media marketing and electronic word of mouth had an effect on purchasing decisions at The Bun House Malang. Purchasing decisions can be improved through engaging content that requires consumer engagement and increasing the intensity of positive consumer experience reviews shared on social media. It is hoped that the company can improve the quality ofcontent Instagram and services provided so that consumers share positive reviews on social media so that consumers become loyal.

This research analyzes the factors that influence the success of e-commerce applications in increasing sales in the digital era. With the development of technology and changes in consumer behavior, e-commerce has become one of the main platforms for businesses to reach customers more widely. The main factors analyzed include user experience, transaction security, product quality, customer service, digital marketing strategy and innovation. The research results show that the combination of these factors significantly influences purchasing decisions and customer loyalty. Good user experience, guaranteed data security, and effective marketing strategies are proven to increase sales and consumer trust. This study provides important insights for business people in maximizing the potential for implementing e-commerce in the competitive digital era.

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

This study aims to analyse the effect of Social Media Marketing and Influencer Marketing on purchasing decisions for skincare products. Using a qualitative research method through a literature review, this study evaluated the effectiveness of both marketing strategies in influencing consumers. The results showed that Influencer Marketing has a significant influence due to its ability to build trust and emotional connection with the audience. In contrast, Social Media Marketing does not always have a significant impact, except on platforms like TikTok that utilise creative and interactive content. This research emphasises the importance of marketing strategies that match the characteristics of the platform and target audience.

This study was conducted to analyze the influence of viral marketing, price, and product quality on skincare purchasing decisions. In this research, data were obtained using the literature review method. The results show that viral marketing, leveraging social media and influencer engagement, has a significant impact on increasing product visibility and attracting consumer interest. Price, while being a factor considered, has a varying influence depending on consumers' perceptions of the balance between price and quality. Product quality was found to be the dominant factor affecting purchasing decisions, as consumers generally prefer products that are safe, effective, and meet their needs. These conclusions emphasize the importance of effective marketing strategies and product quality improvements to meet consumer preferences and foster their loyalty.

The growth of technology and the internet has significantly boosted the expansion of e-commerce in Indonesia, transforming how people fulfill their needs. As the number of e-commerce users continues to rise each year, marketing strategies in the digital marketplace have evolved. Price is a key factor that greatly impacts marketing strategies. Effective promotions can also motivate consumers to purchase products. Additionally, product quality serves as an added value that enhances a person’s desire to buy. This research aims to analyze the influence of price, promotion, and product quality on consumer decisions to make purchases through e-commerce. To achieve this, the study adopts a qualitative approach by conducting a literature review. The results of this research indicate that price, promotion, and product quality collectively have a positive impact on e-commerce purchasing decisions.

This study aims to analyze the influence of marketing strategies and customer trust on purchasing decisions in Shopee-based online shops among students of the Faculty of Islamic Economics and Business, UIN Raden Intan Lampung. The research employs a qualitative method with a literature study approach, collecting data from various relevant literatures, journals, and documents. The findings reveal that effective marketing strategies, such as discount promotions, loyalty programs, and influencer engagement, significantly affect purchasing decisions. Moreover, customer trust, which is built on transaction security, product quality, and customer reviews, plays a crucial role in enhancing purchasing decisions. The study concludes that the collaboration between innovative marketing strategies and customer trust is essential for creating an optimal online shopping experience.

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.

This service aims to improve the capabilities of MSMEs through packaging and labeling training. Apart from that, the aim of this training is to provide MSME players with an understanding of the importance of attractive and informative packaging and labels in influencing consumer purchasing decisions. Good packaging not only protects the product, but also functions as a promotional tool that can increase the product's attractiveness in the market. Labeling that complies with standards can also increase product credibility and make it easier for consumers to obtain important information, such as raw materials, expiration date and distribution permits. With this training, it is hoped that MSMEs in Sukaragam Village will be able to implement more effective marketing strategies, increase product competitiveness, and expand market reach.. 

This study examines the effect of ISO 9001 implementation and product quality on Purchasing Decisions. This study uses a quantitative method with primary data through a survey to collect data. Respondents in this study were employees of PT Epson Indonesia, with the number of employees who were sampled was 30 employees. The sampling method used in the study was purposive sampling, while the data processing method used the Corrected Item to Total Correlation method for validity testing and the Cronbach's Alpha method for reliability testing. The results showed that from 15 question instruments related to the ISO 9001 variable, product quality, and Purchasing Decisions were declared valid with a significant percentage of 0.05 or 5% and were declared consistent/reliable with Cronbach's alpha of 0.938> 0.60.