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The development of social media has significant transformations in the communication strategies of retail companies, particularly in building relationships with customers digitally. In the context of increasingly intense competition, social media no longer functions merely as a promotional channel, but also an interactive space to shape engagement, brand perception, and long-term relationships with customers. TIP TOP Supermarket, as one of the modern retail players in Indonesia, utilizes Instagram as its primary digital communication channel to reach audiences, convey brand values, and build customer engagement. The majority of TIP TOP Supermarket’s customers do not yet possess high levels of digital awareness, resulting in limited engagement with TIP TOP’s activations on Instagram. TIP TOP has not yet implemented a strategic approach in managing its Instagram. This condition constitutes a challenge in Instagram management. This study aims to analyze the stages of research and diagnosis, objective, strategies, tactics, implementation, and reporting-evaluation carried out by TIP TOP Supermarket in building customer engagement. The research employs a descriptive qualitative approach within a positivist paradigm. Data were collected through in-depth interviews with seven key informants from the Marketing and Communications Division, observations, and online documentation. The findings indicate that the management of TIP TOP Supermarket’s Instagram has gone through all stages of the ROSTIR, although several aspects have not yet been fulfilled. The conclusion emphasizes the importance of building a brand identity with consistent characteristics. This study recommends the establishment of a digital community on Instagram and the adoption of a responsive approach toward customers.

This study aims to analyze the role of emotional response in the relationship between price discounts, store atmosphere, and shopping emotions on impulse buying among Matahari Department Store Pekalongan consumers. This study used a quantitative method with an accidental sampling technique on 100 respondents. Data analysis was conducted through instrument testing, classical assumption testing, hypothesis testing (t-test), path analysis, and the Sobel test. The results showed that price discounts had a significant effect on impulse buying. Store atmosphere was also proven to have a significant effect on impulse buying. Furthermore, shopping emotions had a significant effect on impulse buying. In addition, emotional response had a significant effect on impulse buying and was proven to mediate the influence of price discounts, store atmosphere, and shopping emotions on impulse buying. This study provides important insights for marketers, especially in designing marketing strategies that prioritize the influence of consumer emotional factors in driving impulsive behavior. By considering these factors, companies can be more effective in increasing sales through setting price discounts, store atmosphere, and utilizing consumer emotions positively.

This research aims to examine the relationship between the credibility of brand ambassador Ariel Noah and brand awareness of GoSend services among Instagram followers @gosendindonesia.  The background of this research is based on the increasing use of brand ambassadors as a communication strategy for marketing digital services via social media.  The credibility of brand ambassadors in this research is measured through three dimensions, namely expertise, trustworthiness and attractiveness, using the Source Credibility Theory proposed by Hovland et al.  (1953).  The research method used was quantitative with a correlational approach, through a questionnaire survey distributed to 93 respondents following Instagram @gosendindonesia.  The research results show that Ariel Noah's expertise has a positive and significant relationship with GoSend brand awareness with a correlation coefficient of 0.454 (medium category).  Trustworthiness also shows a positive and significant relationship with a correlation coefficient value of 0.407 (medium category).  Meanwhile, attractiveness has a positive and significant relationship with brand awareness, but with a low level of relationship with a correlation coefficient of 0.385.  These findings show that brand ambassador credibility has an important role in building brand awareness of GoSend services through social media.

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.

This study aims to analyze the influence of brand image, word of mouth, and product quality on the purchase decision of Facetology skincare products. The study uses a quantitative method to obtain objective and generalizable results. The sample consisted of 100 respondents, who were individuals who had purchased or used Facetology skincare products. The sampling technique used was purposive sampling, ensuring that the selected respondents met criteria relevant to the research objectives. Data collection was conducted through the distribution of questionnaires to the selected respondents to gather the necessary information. The data analysis technique employed was Smart PLS 4.0, which efficiently and accurately measures the relationships between variables. This study emphasizes the importance of understanding the factors influencing purchase decisions in the skincare industry, particularly for the Facetology brand. The results of the study indicate that word of mouth has a positive and significant effect on the purchase decision of Facetology products. Additionally, brand image was found to have no significant effect on the purchase decision, while product quality had a positive and significant effect on the purchase decision of Facetology products. The implications of this study suggest that the company can leverage word of mouth as an effective marketing strategy and focus more on improving product quality to influence consumer purchase decisions.

In the contemporary digital marketplace, consumers increasingly face diverse product choices and brand communications. Understanding the mechanisms through which product quality and brand perception influence customer loyalty remains critical for competitive advantage. The mediating role of customer trust in this relationship has received limited empirical attention within Indonesian market contexts. This research analyzes the direct and indirect effects of product quality and brand perception on customer loyalty, with customer trust as a mediating variable, using Partial Least Squares Structural Equation Modeling (PLS-SEM) methodology on 103 respondents. A quantitative cross-sectional survey design was employed, collecting data via Likert-scale questionnaires (1-5) with 15 measurement items across four latent constructs: Product Quality (5 items), Brand Perception (4 items), Customer Trust (3 items), and Customer Loyalty (3 items). Data analysis utilized PLS-SEM via SmartPLS 3.0, including assessment of measurement model validity (outer model), structural relationships (inner model), and mediation effects through bootstrapping (5000 iterations). The outer model demonstrated adequate validity with 12 of 15 indicators loading above 0.7, and all constructs meeting composite reliability (CR > 0.7) and average variance extracted (AVE > 0.5) criteria. The inner model revealed that product quality significantly influenced customer trust (β = 0.624, p < 0.001), while brand perception showed no significant direct effect (β = 0.045, p = 0.767). Customer trust strongly predicted loyalty (β = 0.650, p < 0.001). Product quality demonstrated a significant indirect effect on loyalty through trust (β = 0.405, p < 0.001), indicating full mediation. The model explained 43.5% of trust variance and 42.2% of loyalty variance. Product quality emerged as the dominant antecedent of customer trust and loyalty, while brand perception did not significantly contribute. Trust served as the critical mechanism translating quality into loyalty. These findings suggest that companies should prioritize quality assurance and consistent delivery over brand marketing campaigns for sustainable loyalty development. The research contributes to mediation theory in consumer behavior and provides actionable strategic guidance for practitioners in emerging markets.

This study aims to investigate the impact of social media advertising on clothing choices at Universitas Dinamika Bangsa Jambi students. In today's world, where many people, especially young people who frequently shop online, often struggle to accurately determine the quality of items. A quantitative approach was employed, with a survey as the primary method of data collection. A questionnaire was distributed online via Google Forms and successfully elicited responses from 102 active students who are also social media users. The sampling technique used was purposive sampling, with participants selected based on criteria that matched the focus of the study. The data were then processed using SmartPLS 4 software with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to test the relationship between variables. The main findings indicate that social media promotions have a strong positive influence on students' clothing purchasing decisions. This underscores the crucial role of targeted advertising strategies in the digital world in shaping consumer preferences. This research is expected to serve as a guide for clothing entrepreneurs in developing online marketing plans that better suit the tastes and needs of students as their target market.

This study aims to analyze the influence of product quality, price perception, and promotion on purchasing decisions for Panasonic brand electronic products at the Batam Electronics Store in Pekanbaru City. This study uses a quantitative approach with a survey method, where primary data is collected by distributing questionnaires to 45 consumers who have purchased Panasonic products. The sampling technique uses a purposive sampling method. The data obtained are analyzed using a structural equation model based on Partial Least Square (PLS) to test the relationship between research variables. The results of the analysis show that product quality has a positive and significant effect on purchasing decisions, indicating that product quality and reliability are important factors in consumer considerations. In addition, promotion is also proven to have a positive and significant influence on purchasing decisions, indicating the role of promotional strategies in attracting consumer interest. Price perception also has a significant influence, which means that the suitability of price with the benefits perceived by consumers can encourage purchasing decisions. The findings of this study confirm that improving product quality, setting prices that are in accordance with consumer perceptions, and implementing effective promotional strategies can strengthen purchasing decisions. Therefore, the results of this study are expected to be a reference for business actors in formulating marketing strategies for electronic products. Keywords: Product Quality, Price Perception, Promotion, Purchasing Decisions.

This study aims to analyze and compare the price responsiveness of broiler chicken meat and native chicken meat in relation to household consumption patterns in Tarogong Kidul District, Garut Regency. A quantitative approach was employed using simple linear regression analysis based on primary data obtained through observations and interviews conducted in traditional markets. The analysis examines the extent to which price changes influence the demand for both commodities. The results indicate that broiler chicken shows a very strong relationship between price and demand, reflected in an R² value of 0.963. Statistical testing further demonstrates that price has a significant effect on broiler chicken demand (0.018 < 0.05), indicating that its demand is elastic and highly sensitive to price fluctuations. In contrast, native chicken shows an R² value of 0.698 and an insignificant price effect on demand (0.164 > 0.05), suggesting inelastic demand that remains relatively stable despite price changes. These findings reveal that consumers adjust their broiler purchase quantities more quickly in response to price changes, whereas native chicken consumption is more strongly influenced by taste preferences and habitual factors. The study concludes that there is a clear difference in price sensitivity between the two types of chicken. The implications of this research include the need for government price stabilization policies for broiler chicken to maintain household affordability, as well as quality improvement and marketing strategies for native chicken producers to strengthen competitiveness amid changing consumer demand.

In an increasingly competitive business world with ever-increasing customer demands for the quality of services and goods, customer satisfaction and loyalty have emerged as crucial issues in today's marketing management. Under such conditions, business entities must identify the key elements that shape satisfaction and how these contribute to building customer loyalty. This paper aims to examine the nature of study results on the determinants of satisfaction and loyalty through an evaluation of several recent empirical studies. Two key questions are addressed: which elements most strongly influence customer satisfaction, and what is the intermediary function of satisfaction in explaining the relationship between marketing variables such as service quality, cost, brand image, and trust with customer loyalty. The technique employed is a qualitative literature review through a search of articles using Google Scholar and Publish or Perish (PoP). Key terms used include customer satisfaction, customer loyalty, service quality, and trust. Of the 50 articles found in the initial phase, 15 met the inclusion standards and were thoroughly reviewed. The evaluation findings reveal three dominant patterns: service and product quality are the most stable factors driving satisfaction; cost and brand image serve as supporting factors; and trust acts as an important intermediary variable. This evaluation confirms that customer satisfaction is a key component in strengthening loyalty. Future studies are recommended to expand the scope of business sectors, use a more comprehensive structural framework, and utilize a wider variety of methodological techniques.

This study analyzes the influence of Digital Marketing Strategy and Brand Image on consumer purchasing decisions and tests the role of Brand Awareness as a moderating variable at Moringa Coffee and Eatery. Data collection was conducted using a Likert scale questionnaire and processed using SmartPLS 4.0 with a quantitative PLS method approach. The results show that Digital Marketing Strategy and Brand Image have a significant effect on purchasing decisions. However, Brand Awareness does not act as a moderating variable because it does not strengthen the relationship between the two on Purchase Decisions. These findings emphasize the importance of optimizing digital marketing strategies and strengthening brand image, as well as the need to increase brand awareness in order to support the effectiveness of marketing strategies. Furthermore, the study highlights that consumers tend to make purchasing decisions based on the perceived value and credibility presented through digital platforms, making consistent online engagement crucial. Improving brand awareness may require more targeted promotional activities, interactive content, and customer involvement to build a stronger emotional connection with the brand. Overall, these results provide valuable insights for managers aiming to enhance competitiveness and customer loyalty in the digital marketplace.

This study aims to describe the dynamics of family business management at Teras Herritage Café in Malang City by highlighting role division, communication patterns, business operations, challenges, and the relationship between family and non-family employees. Using a qualitative approach with a case study strategy, data were collected through semi-structured interviews with the owner, family members, and non-family employees, as well as direct observation at the business location. The results show that café management is strongly influenced by family values, particularly the principle of mutual cooperation and role flexibility that allows all family members to be actively involved in operations. Although differences of opinion often arise, they are resolved through open communication, preventing significant conflict. The main challenges of the business include limited digital marketing, location competition, and suboptimal technical facilities. The relationship between family and non-family employees is harmonious, characterized by fair treatment and an inclusive work environment. The study's conclusions confirm that family social capital is a key strength in maintaining business stability, but strengthening the management structure, marketing strategy, and long-term planning is needed for the business to grow sustainably.

This study aims to examine the influence of Social Media Marketing, Bundling Price, and Electronic Word of Mouth on Purchase Decisions for Spotify Premium, with Brand Awareness functioning as a mediating variable. A quantitative approach was applied using a survey method involving 120 Spotify Premium users in South Tangerang. The research instrument employed a Likert scale and was analyzed using Structural Equation Modeling with Partial Least Squares to evaluate validity, reliability, and causal relationships among variables. The results reveal that Social Media Marketing, Bundling Price, and Electronic Word of Mouth have positive and significant effects on both Brand Awareness and Purchase Decisions. Brand Awareness significantly mediates these relationships, strengthening the impact of digital marketing variables on subscription decisions. The findings demonstrate that consumer decision processes progress through attention, brand recognition, and conversion, shaped by exposure to digital content, perceived value of bundled pricing, and peer-generated reviews that reinforce trust and perceived service quality. This study highlights the importance of strategic and experience-driven digital marketing in increasing customer acquisition for subscription-based music streaming services.

Social media has become a tool used by everyone. It has become a widely used tool for sharing information and as a promotional platform. In today's digital era, many MSMEs (Micro, Small, and Medium Enterprises) promote their products using social media, eliminating the need to rely entirely on conventional strategies such as direct sales in markets or stores. Marketing utilizes digital technology to achieve goals through active and measurable communication. Marketing strategies using social media are crucial because they can reach a wide range of buyers without time or geographic limitations. Sellers and buyers can interact with each other through messages, comments, and reviews. This research aimed to gain a deeper understanding of how social media influences the marketing strategies implemented by MSMEs through interviews. The results of this study concluded that social media significantly influences MSME marketing strategies and builds relationships with customers. MSMEs are expected to develop better promotional strategies in the future and learn to adapt to competition in the digital era. As a suggestion, MSMEs are advised to integrate interactive content such as live streaming and influencer collaborations to strengthen consumer engagement, as well as allocate a minimum budget of 10-15% of revenue for digital marketing training.

This study confirms that brand trust and product involvement have an important role in increasing brand engagement among Kamen RareBali consumers. The analysis results show that brand trust has a significant positive effect, meaning that the higher the level of consumer trust in the brand, the greater their involvement with the brand, both through interactions on social media and product purchases. This is in line with the theory that trust in the brand is an important foundation in building loyalty and long-term relationships with consumers. Meanwhile, product involvement also shows a significant positive effect, indicating that consumers who feel more involved, interested, or care about the product tend to be more active in brand engagement . These findings indicate that Kamen RareBali needs a strategy that emphasizes improving consumer experience with the product, including through educational content, interactive promotions, and personalized services. Simultaneously, these two variables explain 63.1% of the variation in brand engagement , implying that other factors such as service quality, shopping experience, and communication strategy also influence consumer engagement. The practical implication is that companies should focus on building brand trust through positive reputation, testimonials, and transparency, as well as increasing product engagement through emotional experiences and meaningful interactions.

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.

The rapid advancement of information technology has compelled digital marketing companies to enhance efficiency and system integration to improve business performance. PT Imused Satria Muda, a digital marketing company focusing on beauty and herbal product promotion, faces challenges in integrating its information systems across divisions such as advertising, content creation, and customer service. This study aims to formulate an information systems and information technology (IS/IT) strategy aligned with the company’s business strategy using the Ward and Peppard methodology. A descriptive qualitative approach was employed, with data collected through observation, documentation review, and structured interviews. The analysis utilized SWOT, Value Chain, and McFarlan Strategic Grid tools to identify the internal and external conditions of the business and IS/IT environments. The results indicate that PT Imused Satria Muda requires the development of a cloud-based Customer Relationship Management (CRM) system, a Digital Campaign Dashboard, and marketing automation tools to enhance digital campaign effectiveness. The implementation plan is divided into short- and long-term stages over five years, focusing on data integration, information security, and IT human resource competency improvement. The proposed strategy is expected to increase operational efficiency and strengthen the company’s competitiveness within the dynamic digital marketing industry.

This study aims to analyze business development strategies through a SWOT analysis approach for Patricia Aksesoris, focusing on understanding the internal and external conditions that influence business development. The analysis results show that Patricia Aksesoris has strengths in good product quality and a variety of attractive designs. However, this business also faces weaknesses, such as limitations in promotion and capital that can limit expansion. Opportunities that can be exploited include the growing trend in accessories and the great potential for marketing through digital platforms. On the other hand, the main threats faced are intense price competition and rapid changes in consumer tastes. Based on these findings, the recommended strategies to increase business competitiveness are strengthening marketing through social media, improving customer relationships, and improving operational management to achieve greater efficiency. With these strategies, Patricia Aksesoris can strengthen its position in the market and achieve sustainable growth.

This study explores the influence of digital WOM (Word of Mouth) and Tasya Farasya's personal branding on cosmetic product purchasing decisions. Using the online survey method, data was collected from respondents who are social media users. The results of the regression analysis show that there is a positive relationship between digital WOM and Tasya Farasya's personal branding and decisions to purchase cosmetic products. The managerial implications of these findings help cosmetic brands in developing effective marketing strategies through the use of digital WOM and collaboration with leading personal brands such as Tasya Farasya.

Customer satisfaction and consumer loyalty are critical issues in modern marketing management, as they play a strategic role in retaining customers and increasing company profitability. With the increasing intensity of business competition, it has become crucial for scientists and practitioners to understand the components that influence customer satisfaction and their impact on loyalty. The purpose of this study is to systematically review the relationship between customer satisfaction and consumer loyalty, as well as to identify the main determinant factors.The research questions are: (1) What are the most influential factors affecting customer satisfaction and loyalty? (2) How is the relationship pattern between satisfaction and loyalty based on previous research findings?. A systematic literature review was conducted using articles from Google Scholar and Publish or Perish (PoP) with keywords consumer satisfaction, consumer loyalty, service quality, price, and customer trust. A total of 27 articles published between 2020 and 2025 were analyzed, and 5 relevant articles were selected for in-depth review. The findings indicate that product quality, service quality, price, trust, and brand image are dominant factors influencing customer satisfaction and loyalty. In conclusion, future research can explore digital and technology-based service contexts as well as more complex mediation and moderation relationships to deepen understanding of customer satisfaction and loyalty.