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Transformasi digital dalam sistem transaksi ekonomi telah menggeser pola konsumsi masyarakat menuju penggunaan layanan finansial berbasis teknologi yang lebih instan, namun di sisi lain berpotensi memicu perilaku belanja yang tidak rasional. Fenomena ini tampak pada pesatnya adopsi fitur Buy Now Pay Later (BNPL) yang menawarkan fleksibilitas pembayaran tanpa agunan. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan sistem pembayaran Shopee PayLater terhadap perilaku konsumtif mahasiswa STIE Yapis Dompu. Shopee PayLater merupakan inovasi layanan keuangan digital yang memberikan kemudahan transaksi dengan kalangan mahasiswa. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Data diperoleh melalui kuesioner kepada 94 responden yang dipilih menggunakan teknik purposive sampling. Analisis data menggunakan regresi linear sederhana dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa penggunaan Shopee PayLater berpengaruh positif dan signifikan terhadap perilaku konsumtif mahasiswa. Hal ini dibuktikan dengan nilai signifikansi 0,000 < 0,05 serta koefisien determinasi sebesar 55,2%, yang menunjukkan kontribusi variabel penggunaan Shopee PayLater terhadap konsumtif mahasiswa. Dapat disimpulkan bahwa semakin tinggi penggunaan Shopee PayLater, maka semakin tinggi pula perilaku konsumtif mahasiswa STIE Yapis Dompu.

The purpose of this scientific study is to examine the influence of review content and customer ratings on the trust of Uniwara Economics Education students in skincare products. The background of this study includes the increasing popularity of local skincare products and the shift in the behavior of young consumers who now rely more on reviews and ratings on various social media platforms such as Instagram and TikTok when deciding to buy. Students, as a critical and digitally native generation, use online information as their main source for building trust in products. This study applies a quantitative method with an associative research design. The sample consists of 51 students from a total population of 105 students, determined through Proportional Stratified Random Sampling. Data for the study were collected using questionnaires and analyzed using multiple linear regression techniques. The results of this study indicate that review content and customer ratings together have a positive and significant effect on student trust. In part, these two variables also significantly affect trust. The contribution of review content and customer ratings is 247% (as indicated by an Adjusted R Square value of 0.247), while the rest is influenced by other variables or factors outside the scope of this study. This research indicates that review content and customer ratings have both a partial and simultaneous effect on the trust of Uniwara Economics students in skincare products.

Millennials aged 25 to 40 are currently the largest consumer group. Their dynamic lifestyles and social demands make them highly consumptive. The ease of obtaining credit, such as loans and credit cards, through advances in financial technology (FinTech) has further accelerated this trend. Unfortunately, exposure to social media that portrays a consumptive lifestyle encourages many of them to follow trends and buy non-essential items. The lack of financial literacy among young Indonesians often makes them unaware of the consequences of debt, which ultimately erodes the financial independence that is so badly needed in this era. This study aims to prove the relationship between Financial Technology, Lifestyle, and Self-Control that influence Debt Behavior. In addition, it is seen that men and women have different levels of self-control, and this is input for researchers to add gender as a moderating variable in their research. The research method used is a mixed method, more precisely a Sequential Explanatory Design, in which quantitative data is collected and analyzed, then combined with qualitative data to explain or enhance quantitative findings. Primary data was collected through questionnaires and interviews with experts, while secondary data was collected from articles and other reference data. The population used was the community in the city of Jakarta. The sample was collected using accidental sampling techniques, and the statistical test tool used Structural Equation Modeling (SEM) with SmartPLS software.

The study try to investigate what influences ATINY, followers of the South Korean idol group ATEEZ, about customer satisfaction and their decision to buy Nacific products. It investigates how brand ambassadors, fanaticism, Korean Wave, product quality, and buying decisions affect consumer pleasure. Through the use of questionnaires, 396 members of the ATINY fan group participated in the study. Structural Equation Modeling (SEM) was used in the study to analyze the data. The findings show that consumer happiness and purchasing decisions are influenced by product quality. Fanaticism, the Korean Wave, and brand ambassadors, however, had negligible effects on consumer happiness and purchase decisions. Additionally, it has been demonstrated that purchase decisions significantly and favorably affect consumer satisfaction. The study recommends that future studies examine the impact of social media and influencers on consumer behavior and take into account other factors like brand trust or customer experience. Additionally, studies using larger samples from different demographic groups can yield more broadly applicable findings.

In general, school students buy snacks in the school canteen or street vendors (PKL) around the school. 2 The types of food sold are varied, ranging from healthy snacks to unhealthy snacks so that they can attract students to consume school snacks. Healthy snacks are foods that have sufficient and balanced nutrition and do not contain (contaminated) elements that can harm or damage health. This community service activity aims to educate healthy eating patterns to prevent food and drinks containing microbial contamination at Mariana Catholic High School, Medan. The method used is an educational approach through health counseling, interactive discussions, and demonstrations of hygienic practices, especially correct handwashing techniques and the importance of maintaining personal hygiene and the school environment. This activity was attended by 40 students as participants. The evaluation of the activity focused on one main indicator, namely student participation in hygienic behavior practices as a form of direct application of the material that has been given. The results of the activity showed that all participants (100%) followed the demonstrated hygienic practices, which indicates a very high level of participation and enthusiasm. These findings indicate that educational methods accompanied by hands-on practice are effective in increasing understanding and encouraging the adoption of clean and healthy living behaviors. Community service activities at Mariana Catholic High School in Medan have been shown to increase students' knowledge about the dangers of microbial contamination and the development of hygienic behaviors in daily life. Structured and ongoing education is an effective preventive measure to create a healthy and clean school environment.

Perfume is often used to enhance self-confidence and build a positive self-image, particularly among young people in social and academic settings. Thus, purchasing decisions are shaped not only by functional needs but also by emotional and social factors. This study examines how live streaming, electronic word-of-mouth (E-WOM), and celebrity endorsements influence consumers’ decisions to buy Evangeline perfume. A quantitative survey method was employed using purposive sampling, with respondents limited to FEB Udinus students who have experience with and knowledge of Evangeline products. This group was selected as they represent an active consumer segment for lifestyle and cosmetic goods. Data from 140 respondents were analyzed using multiple linear regression along with the classical assumption test. The results show that all three marketing variables significantly and positively affect purchase decisions, with live streaming being the most influential factor. These findings highlight the importance of interactive engagement, peer validation, and positive selection cues in shaping consumer trust and perception. Academically, this study contributes to consumer behavior and digital marketing research. Practically, the results suggest that perfume companies should prioritize live streaming campaigns, strengthen E-WOM strategies, and leverage celebrity endorsements to improve marketing effectiveness and increase sales.

This study aims to examine how Generation Z in Sukoharjo Regency makes iPhone purchases based on their impressions of the brand and product quality. Generation Z is known to be highly tech-savvy, analytical, and selective in purchasing goods, especially mobile phones. With rapid technological advancements and intense competition among smartphone brands, it is crucial for companies to understand what aspects influence young consumers' purchasing decisions. We used a quantitative approach based on survey data obtained from 30 individuals who are current iPhone users or are considering purchasing one.The decision to buy is the dependent variable in this study, whereas product quality and brand perception are the independent variables. This data analysis examines whether these two separate factors influence customer purchasing decisions. According to the study, Generation Z purchases iPhones based on brand and product quality. Based on these findings, attracting young consumers as buyers depends on positive brand perceptions and high-quality product offerings. Marketing academics, especially those specializing in consumer behavior, can benefit from the theoretical contributions of this study, while business owners and marketers can use the practical implications of this research to better target Generation Z in the digital age. Gen Z's smartphone purchases are heavily influenced by brand image and quality.

This research is a quantitative study to determine the direct influence between perceived value, hedonic value and trust on purchase intention for the Skincare brand. The benefit of research is to prove that there is a relationship between all variables. Data collection was carried out through a survey with a questionnaire in the form of a Google form. The population in this study are consumers who know Skintific products and live in Jabodetabek, aged 18 years and over. There were 100 questionnaires collected. To test the validity and reliability using the Structural Equation Model (SEM). Based on the research results, 5 accepted hypotheses were found, namely perceived value has a positive influence on trust, hedonic value has a positive influence on trust, trust has a positive influence on purchase intention, perceived value has a positive influence on purchase intention and hedonic value has a positive influence on purchase intention. It is hoped that the results of this research can provide input for Skincare to develop and introduce their products on social media and provide information for each existing product, so that potential consumers and Skincare customers are interested in always having the intention to buy their products.

The number of micro, small, and medium-sized businesses (MSMEs) active on social media is on the increase. Because of this, many Indonesian MSMEs advertise their wares on social media. The snack food MSME industry is one that is seeing expansion. In recent times, TikTok has gained popularity as a promotional medium that offers cost-effective information delivery. The impact of TikTok on live streaming engagement, which mixes entertainment aspects with commercial messaging, has been the subject of several studies in the marketing literature. The purpose of this research is to find out how much of an effect the TikTok Live streaming account @sajodosnack has on people's inclination to buy. This research used a quantitative technique based on a survey method. The theory utilized includes Live streaming with the dimensions of Perceived Product Quality, Real-Time Interaction, and Host Credibility, and Purchasing Decisions with the dimensions of Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-Purchase Behavior. Using a random sample approach, 105 respondents who were fans of the TikTok account @sajodosnack were given questionnaires to fill out in order to gather data. According to the findings, those who participated in the study agreed with the claims made about the TikTok live streaming variable (X). On top of that, all statements pertaining to the purchase choice variable (Y) in the survey were met with favorable responses from respondents. The impact of TikTok live streaming on purchase choices for Sajodo Snack is strongly correlated (r=0.710); live streaming accounts for 50.3% of the total, while other variables account for the remaining 49.7%.

The phenomenon of image degradation due to global boycott issues, including the Boycott, Divestment, and Sanctions (BDS) movement, has influenced consumer behavior, especially towards international brands such as Starbucks. This occurrence serves as the basis for the study's analysis of how Surabaya consumers' decisions to buy Starbucks are influenced by brand image, brand awareness, and brand trust. 112 Starbucks customers in Surabaya participated in a survey as part of this study's quantitative methodology. ThWith the use of SmartPLS 3.0 software, the data analysis method employed is Partial Least Squares Structural Equation Modeling (PLS-SEM).  The study's findings show that purchase decisions are positively and significantly impacted by brand image, brand awareness, and brand trust. This finding indicates that these three variables have an important role in encouraging consumers to continue making purchases, even amidst reputational pressure due to social issues. This study provides implications for company marketing strategies in maintaining and building brand elements that can strengthen consumer loyalty and purchasing decisions. The study's findings show that purchase decisions are positively and significantly impacted by brand image, brand awareness, and brand trust. This finding indicates that these three variables have an important role in encouraging consumers to continue making purchases, even amidst reputational pressure due to social issues. Specifically, brand image is found to enhance consumers' emotional connection with the brand, which can mitigate the negative impacts of global boycotts or negative publicity. Brand awareness is shown to increase familiarity and recognition, which in turn solidifies consumer trust and loyalty. Lastly, brand trust has the strongest direct effect on purchase intentions, demonstrating that consumers are more likely to remain loyal to a brand they trust, even in the face of external challenges.

This study examines the influence of club image, sponsor factors, and fan loyalty on the purchase intention of official merchandise among Bali United supporters. The focus of the research is to understand how these three factors contribute to driving merchandise sales in sports marketing, with the aim of providing insights that can improve the club's revenue strategies. By adopting a quantitative approach, primary data were collected from 87 respondents who are active supporters of Bali United, using an online questionnaire. The data were analyzed using multiple linear regression to evaluate the significance and direction of the relationships between the variables. The results reveal that each of the factors, sponsor factors and fan loyalty has a positive and significant effect, meanwhile club image has no significant effect on the intention to purchase official merchandise. This indicates that a stronger perception of the relevant and reputable sponsorships, and higher levels of fan commitment all contribute to an increased likelihood of supporters purchasing merchandise. The findings highlight the synergistic role of branding, partnerships, and community engagement in influencing consumer behavior within the sports fandom context. A positive impact from sponsor factors, such as the alignment of brands with the club's values, enhance the overall appeal of the merchandise. Moreover, fan loyalty acts as a significant driver, as loyal fans are more likely to invest in merchandise as a way to support their club. This study concludes that while Bali United’s club image does not significantly influence fans’ intention to buy merchandise, sponsor factors and fan loyalty have a positive and significant effect on purchase intention; therefore, strengthening fan loyalty and effectively managing sponsorship partnerships are key drivers in maximizing merchandise sales potential, while club image plays an indirect role.

This study aims to analyze the influence of TikTok social media and store atmosphere on impulsive buying behavior among Generation Z at the Minisopink Store PVJ Mall Bandung. Impulsive buying is often triggered by emotional and external stimuli, and this phenomenon is often found among Gen Z, who are strongly influenced by social media content and store atmosphere. Although the implemented marketing strategy has followed consumer trends, its implementation is considered not optimal in utilizing the potential for impulsive buying. This study uses a quantitative approach with descriptive and verification methods to understand the influence of these two variables. The research sample was obtained through a questionnaire distributed to respondents who met specific criteria, namely having shopped at the Minisopink Store PVJ Mall Bandung, following the store's official TikTok account, and actively using TikTok social media. The distributed questionnaire measured the extent of the influence of TikTok social media and store atmosphere on impulsive buying behavior. The results show that TikTok social media has a positive and significant influence on impulsive buying among Gen Z. Engaging TikTok content, such as promotional videos and other creative content, can trigger emotions and encourage the desire to buy products impulsively. On the other hand, store atmosphere, including elements such as interior design, lighting, and music, also showed a positive influence on impulse buying behavior. However, the effect was not significant, indicating that the store atmosphere is not yet fully capable of creating a strong enough emotional appeal to encourage impulse buying. This finding indicates that Minisopink's digital marketing strategy through TikTok has not maximized the potential of features such as hashtags and interactive videos (stitch), which can further increase user engagement. Furthermore, store atmosphere elements such as music also need to be improved to create a more immersive and engaging shopping experience.

Competition in Indonesia’s business world today compels companies to strategize in order to outperform their rivals. Only those companies that are truly strong, implement competitive strategies correctly, and carry out intensive promotions will succeed. One promotional tool that is expected to directly establish, improve, dominate, or maintain mutually beneficial exchange relationships with customers is personal selling, particularly aimed at encouraging consumers to purchase the offered products.A company’s goal is to obtain maximum profit from its business operations. To achieve this, managerial expertise and capability are required to combine the functions within the company effectively. Personal selling is carried out by the company to introduce its products, influence and inform consumers, so they are encouraged to buy—ultimately increasing sales volume.This study seeks to examine whether personal selling has a significant impact on increasing sales volume at PT. Intermas Tata Trading, Surabaya branch. A qualitative approach is used, supported by both qualitative and quantitative data from the company. Data collection techniques include editing, tabulating, and interviews. Data processing involves simple correlation analysis, simple regression analysis, and t-tests. Hypothesis testing is conducted using statistical analysis with SPSS 16.0.The study results confirm that the hypothesis is true: the personal selling variable (X) has a significant influence on the sales volume (Y) at PT. Intermas Tata Trading, Surabaya. This is evidenced by the t-value (4.005) > t-table (2.228) at a significance level of 0.002. The simple correlation coefficient is 0.785 or 78.5%, indicating a very strong and positive relationship between the independent variable (personal selling) and the dependent variable (sales volume).

Lack of knowledge about nutrition makes children buy food without knowing whether the food contains sufficient nutrition or not. In fact, food has an important role in children's growth and development because it is the main builder of growth and development. Nutrition education is very much needed to improve children's knowledge and behavior. The storytelling method is one of the educational methods that can be used in an effort to teach students a healthy lifestyle, including about healthy food. The purpose of this community service is to increase students' knowledge about healthy food by using the storytelling method so that children are expected to behave healthily by consuming healthy food and snacks. Community service was carried out at Bambini School Paguyangan with 19 students aged 3-6 years. The activity went well, there was an increase in children's knowledge about healthy food and participants were very enthusiastic in answering questions. Healthy food education can also prevent students from buying snacks carelessly and choosing healthy foods. Healthy food education regarding the selection of healthy foods is expected to create a healthier generation.

TikTok has transformed into an effective digital marketing platform, not only for introducing products but also for shaping impulsive shopping behavior. This study aims to analyze the impulsive shopping behavior of Generation Z on TikTok Shop. The research was conducted using a qualitative descriptive approach, with data obtained from digital searches and observations. The findings indicate that Generation Z has a strong interest in utilizing the TikTok Shop feature within the TikTok application, making it one of their preferred alternatives for online shopping transactions. TikTok significantly influences Generation Z’s shopping behavior, as they tend to purchase products after seeing them on the platform. Businesses leverage TikTok as an efficient marketing tool, particularly through creative content, short videos, and influencer recommendations. By utilizing an algorithm that tailors content to users’ preferences, TikTok Shop creates offers that appear attractive to consumers. Generation Z is often influenced to buy items they do not actually need. Sudden purchases driven by emotions—such as low prices or limited-time offers—often lead them to overlook product quality. As a generation living in the digital era, Gen Z needs to better regulate their impulsive consumer behavior. Wisely utilizing technology and understanding the marketing strategies used by platforms like TikTok Shop can help them avoid excessive impulsive spending. By prioritizing needs over wants and carefully considering the value and benefits of a product before purchasing, Gen Z can become smarter and more responsible consumers.

This consider points to assess the affect of brand image on customer obtaining behavior in a computerized setting by joining quantitative strategies and counterfeit insights (AI)-based opinion examination. Essential information collection was conducted through an internet overview of 212 respondents matured 21–35 a long time who routinely make online buys, whereas auxiliary information was gotten from 5,000 customer comments on social media and e-commerce destinations. The comes about of the relapse examination appeared that brand image components such as believe (β = 0.37), seen quality (β = 0.31), and passionate association (β = 0.28) have a critical impact on buy purposeful (R² = 0.62, p < 0.01). The discoveries from the estimation investigation appeared that 72% of customer suppositions were positive, supporting the quantitative comes about and underlining the significance of the enthusiastic viewpoint in acquiring choices. This think about contributes to the advancement of hypothesis by combining essential and auxiliary information analyzed utilizing AI innovation, and emphasizing the significance of computerized notoriety and enthusiastic perspectives in forming brand quality. The comes about of this ponder open up unused points of view in creating data-based promoting procedures within the computerized period.

The Fear of Missing Out (FOMO) phenomenon is one of the psychological factors that influences consumer behavior, especially in the context of purchasing collectible goods. This research aims to analyze FOMO behavior among consumers in Indonesia when purchasing Labubu dolls, a collectible product that is popular among toy lovers. The research method uses a qualitative approach with in-depth interviews with 15 respondents who actively collect Labubu dolls, as well as observations in the fan community. The research results show that FOMO is triggered by limited stock, limited editions, the influence of social media, and pressure from the collector community. Consumers often feel compelled to buy immediately for fear of missing out on the opportunity to own an exclusive product. In addition, social factors, such as competition between collectors and the desire to demonstrate status, also strengthen FOMO behavior. The implications of this research provide insight to producers regarding exclusivity-based marketing strategies and consumer behavior management. This study also contributes to the consumer behavior literature by highlighting the role of FOMO in the context of purchasing collection products in Indonesia.

Consumer behaviour in modern businesses has been greatly altered by technological advancements, leading to the use of digital marketing strategies and social media. These strategies allow businesses to interact with customers, build personalised relationships, and conduct more effective product promotions. Digital marketing and celebrity endorsements are increasingly used in purchasing decisions in Indonesia, especially in the fashion industry. The purpose of this research is to study how celebrity endorsement and digital advertising influence the decision of Surakarta City consumers to buy Erigo products. For this study, quantitative methods were used, data were collected through questionnaires distributed to 150 consumers of Erigo products in Surakarta City. Structural Equation Modeling (SEM) data analysis with the Partial Least Square (PLS) approach was used. The results showed that celebrity endorsement and digital marketing have a significant positive effect on consumer decisions to buy Erigo products in Surakarta city. The limitation of this research is that it is quantitative in nature and does not thoroughly study how consumers perceive the influence of digital marketing and celebrity endorsements culturally and psychologically. This research can provide broader insights into consumer behavior.

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. 

Social attitudes are activities in relationships with other people, whether with peers, teachers, parents, or siblings. In relationships with other people, very meaningful events occur in his life that shape his personality, which helps him develop into the human being he is. As an educator, cultivating social attitudes in students is very important so that students have the attitude to build relationships with other people in everyday life. Based on this phenomenon, the researcher took research at MTs Negeri 6 Blitar as the object of research with the aim of finding out how social studies teachers' strategies are in cultivating social attitudes in students. The formulation of the problem in this research is: (1) What is the social studies teacher's strategy in determining changes in student behavior and personality at MTs Negeri 6 Blitar? (2) What is the social studies teacher's strategy in cultivating students' social attitudes at MTs Negeri 6 Blitar? (3) What are the results of the social studies teacher's strategy in fostering students' social attitudes at MTs Negeri 6 Blitar? This research uses a descriptive-qualitative approach. The research location is at MTs Negeri 6 Blitar. The data sources in this research use primary and secondary data. Data collection techniques in this research used three techniques, namely, in-depth interviews, observation, and documentation. The data that has been collected is then analyzed through data collection, data reduction, data presentation, and drawing conclusions. The results of the research show that: (1) Implementing behavioral changes at MTs Negeri 6 Blitar starts from class VII students by getting used to: first making a greeting picket schedule after coming to school in the morning, holding the habit of doing dhuha prayers in congregation for all students and teachers, carrying out community service to clean the environment every Friday in mutual cooperation, familiarizing students with literacy, carrying out homeroom clinics to minimize mistakes made by students so that they can be minimized by each homeroom teacher, and teaching students good manners to respect parents, teachers, friends, and other people. Another thing is to get used to reading the Asmaul Husna before starting learning. (2) Developing students' social attitudes at MTs Negeri 6 Blitar by holding a program: they must collect social funds every Friday as sincerely as possible to help less fortunate friends. If they have damaged shoes, they can't afford them; the school buys the shoes using these social funds; treats friends. who are sick while at school; visits friends who are sick; works together to clean the classroom once a week so that students have the social spirit to care about dirty classrooms; picking up rubbish on the floor before starting learning can foster social attitudes by having a sense of caring about the surrounding environment. (3) The results of the teacher's strategy in cultivating students' social attitudes at MTs Negeri 6 Blitar make students more able to appreciate and respect other people, make students have a religious spirit by getting used to praying dhuha in congregation every morning and reading Asmaul Husna before starting social studies learning, make students more caring with the cleanliness of the surrounding environment because of cleaning activities on Fridays, make students love reading by holding literacy, make students more organized and minimize mistakes with the homeroom clinic, and foster a high social spirit with the existence of social funds every Friday and distributing These funds are properly used to buy necessities for underprivileged students, treat friends who are sick while at school, and visit friends who are sick.