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This study aims to analyze the marketing strategy implemented by Catering Lapak Ning Icha to increase consumer purchase intention. The background of this research is the intense competition in the culinary MSME sector, particularly catering services, which demands effective and sustainable marketing strategies. A qualitative approach with a case study design was employed. Data were collected through in-depth interviews, observations, and documentation involving the business owner (represented by the operator), employees, and consumers. Data analysis was conducted using the Miles and Huberman model, consisting of data reduction, data display, and conclusion drawing. The findings reveal that the marketing strategy based on the 7P marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) plays a significant role in increasing consumer purchase intention. In terms of product, the catering maintains taste quality, cleanliness, and menu variety. Pricing is set affordably and competitively. Easy location access and accurate ordering and distribution processes support the place and process aspects. Promotion is carried out organically through social media and word of mouth. Additionally, friendly and professional employee service, as well as physical evidence such as a clean business environment and neat packaging, contribute to positive consumer perceptions. The implications of this study suggest that consistent and integrated marketing strategies aligned with consumer needs can effectively enhance purchase intention and customer loyalty. This research serves as a reference for culinary MSME actors in designing effective and sustainable marketing strategies.

The digital era has fundamentally transformed the market landscape, requiring e-commerce platforms to understand the determinants of consumer behavior. This study aims to analyze the role of E-commerce Trust as a mediating variable in the relationship between Perceived Ease of Use, Perceived Usefulness, and Perceived Enjoyment on Purchase Intention. Using a quantitative approach, data was collected from 326 active users of the Lazada platform in Central Java. Data analysis was conducted using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. The results show that the three main factors ease, usefulness, and enjoyment have a positive and significant influence on Brand Trust and consumer Purchase Intention directly. Furthermore, it was found that E-commerce Trust acts as a crucial mediator that strengthens Purchase Intention through positive user experience. Theoretically, this study strengthens the Technology Acceptance Model (TAM) framework and the context of Cross-Border E-commerce (CBEC) in the digital retail industry. Practically, these findings emphasize the importance of optimizing platform features to enhance transaction convenience and security and build long-term loyalty. The research's implications suggest that platform managers should focus on both aesthetics and functionality to create a credible and enjoyable digital shopping ecosystem for consumers in developing regions.

This study aims to analyze the influence of ready-to-use template designs, design consultation services, and the ease of online ordering on consumer purchasing interest at the Bahtera Batam Printing Shop, both partially and simultaneously. This study used a quantitative approach with a survey method. The population in this study was all consumers who made purchases at the Bahtera Batam Printing Shop, with a sample size of 123 respondents. The sampling technique used non-probability sampling with a purposive sampling method. Data collection was conducted through questionnaires measured using a Likert scale. Data were analyzed using multiple linear regression, hypothesis testing (t-test and F-test), and coefficient of determination testing using SPSS.The results of the partial test (t-test) indicate that ready-to-use template designs have a positive and significant effect on consumer purchasing interest (significance value 0.005 < 0.05). Design consultation services also have a positive and significant effect on consumer purchasing interest (significance value 0.002 < 0.05). Similarly, the ease of online ordering had a positive and significant effect on consumer purchase intention (significance value 0.001 < 0.05). Simultaneous testing (F-test) demonstrated that ready-to-use template designs, design consultation services, and ease of online ordering collectively had a positive and significant effect on consumer purchase intention at Bahtera Batam Printing Shop (significance value 0.000 < 0.05). Based on the coefficient of determination test (Adjusted R-square), 48.1% of the variation in consumer purchase intention was influenced by these three services, while the remaining 51.9% was explained by factors outside this research model.

The development of information and communication technology has significantly transformed consumer behavior, particularly in the process of searching for information prior to making a purchase. One rapidly growing phenomenon is Electronic Word-of-Mouth (eWOM), which refers to informal communication among consumers through digital platforms such as social media, online forums, and product review websites. eWOM is considered more credible than traditional advertising because it originates from real user experiences. This study aims to analyze the impact of eWOM on consumer purchase intention with trust as a mediating variable. A quantitative approach with a cross-sectional survey design was employed, involving active users of digital platforms who accessed product reviews before purchasing. Data were collected via online questionnaires and analyzed using multiple regression and mediation testing (Baron and Kenny approach with Sobel test). The findings reveal that eWOM has a positive and significant effect on consumer trust (β = 0.72) and directly influences purchase intention (β = 0.31). Trust demonstrates a stronger effect on purchase intention (β = 0.56) and serves as a significant mediator in the relationship between eWOM and purchase intention (indirect effect = 0.40). These results highlight that the quality, credibility, and consistency of eWOM information are crucial in building consumer trust, which subsequently enhances purchase intention. Theoretically, this study enriches digital marketing literature, while practically it provides implications for companies to manage online reviews transparently and foster consumer trust to drive purchasing decisions.

The growth of the digital economy in the 5.0 era has changed consumer behavior, particularly among students as digital natives. This study aims to analyze the influence of Celebrity Endorsers, Product Quality, Social Media Marketing, and Influencer Credibility on Purchase Intention, with Brand Image as a mediating variable. The research focuses on students in Pemalang Regency who use the Shopee e-commerce platform. A quantitative approach was employed, with data collected from 100 respondents through purposive and accidental sampling. Data analysis was conducted using multiple linear regression, path analysis, and the Sobel test with IBM SPSS 25. The results indicate that all independent variables have a positive and significant effect on Purchase Intention. In addition, Brand Image is proven to mediate the influence of these variables. The findings suggest that enhancing quality perception and selecting credible endorsers aligned with brand values are important strategies for Shopee to increase consumer purchase intention. This study provides empirical contributions to the development of digital marketing literature.

This study is motivated by the rapid advancement of digital marketing and the increasing influence of psychological factors in shaping consumer behaviour, particularly among Generation Z, who are highly exposed to social media and global trends in imported skincare products. This phenomenon suggests that purchase decisions are not solely driven by digital marketing strategies but are also significantly influenced by emotional drivers such as Fear of Missing Out (FoMO). Accordingly, this study aims to analyse the effects of affiliate marketing, WhatsApp status, celebrity advertising, and FoMO on the purchase intention of Generation Z consumers in Tangerang City. Specifically, the study pursues five objectives: (1) to examine the effect of affiliate marketing on purchase intention; (2) to analyse the influence of WhatsApp status on purchase intention; (3) to investigate the impact of celebrity advertising on purchase intention; (4) to evaluate the effect of FoMO on purchase intention; and (5) to assess the simultaneous effects of all independent variables on purchase intention. This study adopts a quantitative approach using a survey method, with data collected through structured questionnaires administered to 250 respondents selected via accidental sampling. Data were analysed using multiple linear regression with the aid of SPSS software to examine the relationships among variables. The findings reveal that all independent variables exert a positive and statistically significant influence on purchase intention, with FoMO emerging as the most dominant predictor. These results underscore the greater role of psychological factors relative to digital marketing strategies in driving purchase intention among Generation Z consumers.The contribution of this study lies in integrating digital marketing strategies and psychological factors into a single empirical model, while also highlighting the growing importance of interpersonal digital communication, such as WhatsApp, in contemporary marketing contexts. From a practical perspective, the findings provide managerial implications for businesses to design marketing strategies that are not only informative but also capable of creating urgency and fostering emotional engagement among consumers.    

This study analyzes the strategic role of quality-based marketing models in enhancing the competitiveness of kombucha products, with a specific focus on Rumah SCOBY DBA, produced by the Yayasan Dharma Bintang Akademia. By integrating Total Quality Management (TQM), Quality Assurance (QA), and Quality Control (QC), the research explores how quality-driven frameworks contribute to marketing effectiveness, consumer trust, brand positioning, and sustainable performance in the functional beverage industry. Employing a Systematic Literature Review (SLR) combined with conceptual analysis, the study systematically examined publications from 2015 to 2025 across leading academic databases, focusing on themes of quality management, functional beverage marketing, kombucha production, consumer behavior, and digital strategies. The findings reveal that product quality—characterized by fermentation stability, microbiological safety, and nutritional consistency—serves as the primary driver of consumer purchase intention. Process quality, through standardized SOPs, hygiene protocols, and traceability systems, reinforces credibility, while service quality, including transparent labeling, health education, and digital engagement, strengthens brand trust. Integrating TQM principles into marketing fosters consumer loyalty, differentiates brands in competitive markets, and supports long-term sustainability. This study provides practical guidance for producers, community-based enterprises, and policymakers to adopt quality-driven marketing models, offering a novel conceptual framework tailored to kombucha products and mapping future research directions in functional beverage innovation.

This study aims to analyze the influence of Meta Ads, price, and product quality on the online purchase intention of digital products marketed through the Instagram account @cuantanpakamera. This study employs a quantitative approach. The population of this study consists of all 31,800 followers of the @cuantanpakamera Instagram account. The sampling technique used was purposive sampling, involving 125 respondents. Data analysis was conducted using multiple linear regression aided by the Statistical Package for Social Sciences (SPSS) 22.0 for Windows. The results indicate that Meta Ads, price, and product quality variables have a positive and significant effect on online purchase intention. Meta Ads was identified as the most dominant factor influencing online purchase intention. The coefficient of determination (R²) value of 0.663 indicates that the independent variables are able to explain 66.3% of the variation in online purchase intention, while the remaining 33.7% is explained by other factors such as consumer trust, brand awareness, and so forth. This study emphasizes the importance of implementing effective digital advertising strategies and consistent product quality management to enhance consumer purchase intention in the era of social media-based marketing.

This research aims to examine the contribution of the Price Variable, Promotion Variable, and Product Rating Variable to Consumer Purchase Intention for Wardah cosmetic products on the Shopee e-commerce platform. The type of research used is a quantitative approach with data collection techniques through questionnaires distributed to respondents, namely consumers who have purchased Wardah cosmetic products on the Shopee e-commerce platform. The data obtained were analyzed using multiple linear regression techniques.The findings show that the Price variable contributes significantly, indicating that the more appropriate and affordable the price offered is in accordance with consumers’ perceived value, the higher their intention to purchase Wardah products on the Shopee e-commerce platform. Promotion is also proven to make a significant contribution to Purchase Intention, meaning that the more effective, informative, persuasive, and attractive the promotional activities are (both online and offline), the stronger the consumers’ motivation to purchase Wardah products on Shopee. Product Rating also has a significant contribution to Purchase Intention, indicating that the higher the ratings or positive reviews given by other users, the greater the consumers’ interest in purchasing Wardah products on Shopee. Good ratings can lower perceived risk, increase trust, and encourage consumers to make purchases, especially on e-commerce platforms.This research emphasizes the importance of pricing strategies, improving promotional quality, and managing product reviews and ratings as efforts to increase consumer interest and purchase decisions.

The motorcycle industry in Indonesia has experienced rapid development, particularly in the scooter segment, which dominates the market due to its convenience and efficiency. Despite this growth, Yamaha’s market share has shown fluctuations, indicating inconsistent consumer purchase intention. This study aims to analyze the effect of Word of Mouth (WOM), Brand Image, and Social Media Marketing (SMM) on purchase intention of Yamaha motorcycles in Denpasar City, using the Theory of Reasoned Action (TRA) as the underlying framework. The research employed a quantitative approach with a survey method involving 104 respondents. Data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results demonstrate that WOM, Brand Image, and SMM each have a positive and significant effect on purchase intention, with WOM emerging as the most dominant factor. The regression model indicates that these three variables jointly explain 77.2% of the variance in purchase intention, while the remaining 22.8% is explained by other factors not included in this study. The findings confirm that strengthening WOM, enhancing brand image, and optimizing social media strategies are essential to increase consumer purchase intention. This study contributes to both theoretical development and managerial practice in the field of consumer behavior and marketing strategy in the automotive industry.

The local cosmetics industry in Indonesia continues to grow rapidly and has become increasingly popular among Generation Z. However, the boycott issue against ESQA Cosmetics, triggered by a controversy involving one of its founders, has led to a decline in consumer trust. This study aims to examine the influence of social media marketing on purchase intention through brand trust in the case of ESQA Cosmetics. The research was conducted in Bali using a quantitative approach with an explanatory research design. Data were collected through an online questionnaire involving 110 Generation Z respondents who had never purchased ESQA products but had interacted with ESQA’s official social media account (@esqacosmetics). Data analysis was performed using SmartPLS with mediation testing to examine the relationships among variables. The results indicate that social media marketing has a positive and significant effect on purchase intention through brand trust, suggesting that the effectiveness of social media strategies can strengthen brand trust and ultimately increase consumer purchase intention. This finding highlights that brand trust serves as a key psychological mechanism linking social media marketing to purchase behavior. The study recommends that ESQA Cosmetics enhance interaction and transparency in its social media communication, provide prompt responses to consumers, and emphasize the authenticity and benefits of its products to rebuild trust and strengthen purchase intention following the boycott issue.

This study aims to analyze the influence of product differentiation, social media promotion, and service quality on consumer purchase intention at Tea Break Sambi Kediri. The research employed an associative quantitative approach using a survey method with questionnaires distributed to 88 respondents selected through an accidental sampling technique. Data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis with SPSS version 25. The results revealed that both partially and simultaneously, product differentiation, social media promotion, and service quality have a positive and significant effect on purchase intention. Social media promotion is the most dominant variable influencing consumer buying interest, followed by service quality and product differentiation. These findings highlight the importance of creative digital promotion strategies and high service quality in enhancing consumer attraction and loyalty. This research provides practical implications for business owners in designing digital-based marketing strategies and academic contributions to the development of consumer behavior and marketing strategy literature within modern beverage SMEs.

Penelitian ini mengkaji strategi pemasaran live shopping pada platform TikTok Shop dan pengaruhnya terhadap minat beli konsumen dengan pendekatan prinsip syariah. Dengan menggunakan metode kualitatif melalui studi pustaka sistematis, penelitian ini menganalisis strategi pemasaran digital seperti flash sale, interaksi langsung, dan promosi yang diterapkan dalam live shopping TikTok serta mengkaji bagaimana aspek etika dan kepatuhan syariah memengaruhi keputusan pembelian. Hasil penelitian menunjukkan bahwa integrasi antara strategi pemasaran modern dan prinsip syariah seperti kejujuran, keadilan, kemaslahatan produk, dan kesadaran tauhid mampu meningkatkan minat beli konsumen Muslim sekaligus membangun loyalitas dan citra positif pada platform. Temuan ini memberikan rekomendasi praktis bagi pelaku usaha untuk memformulasikan strategi pemasaran yang tidak hanya efektif secara komersial tetapi juga sesuai nilai-nilai Islam. Penelitian ini memberikan kontribusi baru dengan mengintegrasikan analisis strategi pemasaran live shopping TikTok Shop menggunakan pendekatan prinsip syariah secara komprehensif. Studi ini tidak hanya menilai efektivitas flash sale dan interaksi langsung dalam meningkatkan minat beli, tetapi juga mengevaluasi aspek kejujuran, keadilan, dan kemaslahatan produk yang jarang dikaji secara mendalam dalam konteks pemasaran digital Islami. Pendekatan ini menegaskan pentingnya integrasi nilai-nilai Islam dalam strategi pemasaran digital demi membangun loyalitas konsumen Muslim secara berkelanjutan.  

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.

The dominance of foreign footwear brands in Indonesia remains strong despite the growing awareness of supporting local products. This phenomenon raises questions about the factors that drive consumer purchase intention toward local brands, particularly among younger generations. This study aims to examine the influence of ethnocentrism, attitude, subjective norms, and perceived behavioral control on the purchase intention of Ventela, a local footwear brand, using the Theory of Planned Behavior (TPB) framework. A quantitative approach was employed by distributing questionnaires to 150 respondents in Yogyakarta who had never purchased or used Ventela products. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that ethnocentrism, attitude, subjective norms, and perceived behavioral control significantly and positively affect consumers’ purchase intention toward Ventela. Theoretically, this study extends the application of TPB by incorporating ethnocentrism as an additional predictor of purchase intention for local products. Practically, the findings suggest that producers should emphasize national pride in their marketing strategies, enhance product quality and design, and expand purchasing accessibility. The main limitation of this study lies in its focus on a single brand and a limited sample size, suggesting that future research should broaden the context and include more diverse respondents.

The intense competition in the footwear industry requires companies to adopt effective marketing strategies to influence consumer purchasing decisions. This study aims to analyze the effect of brand image, product design, and price on consumer purchasing decisions for Bata products in Bima City. A quantitative approach was applied, with a sample of 96 respondents selected using accidental sampling. Data were collected through questionnaires and analyzed using validity tests, reliability tests, multiple regression analysis, t-tests, and F-tests with the SPSS program. The results show that brand image has no significant effect on purchasing decisions, while product design and price have a significant positive effect. Simultaneously, brand image, product design, and price significantly influence purchasing decisions for Bata products in Bima City. These findings highlight the importance of product design and price competitiveness in strengthening consumer purchase intentions.

This study aims to determine the effect of pemasaran konten and citra merek on buying interest in Desira Jewelry. This research was conducted using purposive sampling technique on 100 respondents who use social media and well known Instagram Desira Jewelry. The data collection technique was carried out using a questionnaire. The findings from the results of the study found that pemasaran konten has a positive and significant effect on purchase intention, and citra merek has a positive and significant effect on purchase intention, then simultaneously pemasaran konten and citra merek affect consumer purchase intention. This research topic is very important for marketers to find out how much influence content has improving the company's image, thus it is important for marketers so that the citra merek that has been created is able to increase buying interest in jewellery in this case Desira jewelry. So that this research can be used to improve marketers in creating good content so as to increase consumer buying interest in a product.

This study aims to analyze the influence of celebrity endorsement and brand image on consumer purchase intention at Kaloka Café in Bima Regency, Indonesia. The research employed a quantitative approach with an associative design. A total of 96 respondents were selected using accidental sampling. Data were collected through questionnaires and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, and F-test with SPSS. The findings reveal that celebrity endorsement does not have a significant effect on purchase intention, while brand image shows a significant positive effect. Simultaneously, both variables significantly affect purchase intention, with a contribution of 44.3%. These results highlight that brand image plays a more dominant role than celebrity endorsement in shaping consumer decisions. The study recommends that Kaloka Café strengthen its brand image through product quality, consistent service, and effective brand communication, while carefully selecting endorsers who are credible and relevant to the target market.

The rapid development of digital technology has significantly transformed marketing strategies, particularly in the micro, small, and medium enterprises (MSMEs) sector, including Mitra Baker Old Lambang Sari, which strives to expand its market reach and enhance competitiveness through the adoption of digital marketing. Digital marketing today functions not only as a promotional tool but also as an interactive medium that shapes customer experience at every stage of the consumer journey. This study aims to analyze the extent to which digital marketing strategies and customer experience contribute to consumer purchase intention for Mitra Baker Old Lambang Sari products. A quantitative research design was applied using a survey method, with questionnaires distributed to 100 respondents. The collected data were analyzed using SPSS version 25 through partial tests, simultaneous tests, and the coefficient of determination. The partial test results revealed that both digital marketing strategies and customer experience individually exert a positive and significant influence on purchase intention, as evidenced by a significance value of 0.000 (< 0.05) and t-values exceeding the critical t-table values. Furthermore, the simultaneous test confirmed that the two variables jointly have a significant effect, supported by an F-value of 108.003, which is greater than the F-table value of 3.09, and a significance level of 0.000. The coefficient of determination (R Square) was 0.690, indicating that 69% of the variation in consumer purchase intention is explained by digital marketing strategies and customer experience, while the remaining 31% is influenced by other factors not examined in this study. These findings highlight that implementing effective digital marketing strategies alongside delivering high-quality customer experiences is crucial for enhancing consumer purchase intention in MSMEs within the digital era.

Eid al-Fitr is increasingly experiencing a shift in meaning, transitioning from a purely religious celebration to one marked by heightened commercialization, especially in the fashion sector. As the holiday Eid approaches, consumers demonstrate a growing urgency to purchase fashion products reflects consumers' urgency to fulfill their appearance needs. This study aims to examine the influence of urgency and online shopping convenience on fashion product purchasing decisions among TikTok Shop consumers. A quantitative descriptive method was used with a total of 122 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using SPSS version 26. The results indicate that urgency has a positive and significant effect on purchasing decisions with a t-value of 5.260 > t-table 1.980, and online shopping convenience also has a significant effect with a t-value of 5.062 > t-table 1.980. Simultaneously, the F-value obtained was 39.813 > F-table 3.07, with a coefficient of determination (R²) of 0.401, indicating that both variables influence purchasing decisions by 40.1%. This study suggests that TikTok Shop needs to improve services such as the checkout process, transaction security, and user interface convenience. Furthermore, sellers are encouraged to apply urgency-based strategies, such as limited-time offers, to increase consumer purchase intention.