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This study aims to analyze the influence of price and product quality on purchasing decisions for personal care products manufactured by PT Mandom Indonesia Tbk. The topic was chosen in response to increasingly intense competition in the cosmetics industry, along with a decline in sales performance of several Mandom products, which highlights the need for the company to better understand key factors affecting consumer purchasing behavior. The research employed a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 100 respondents who use Mandom products, selected through purposive sampling. Prior to analysis, the research instruments were tested for validity and reliability to ensure the accuracy and consistency of the data. The data were then analyzed using multiple linear regression techniques. The results indicate that price has a positive and significant effect on purchasing decisions and is the most dominant influencing factor. This finding suggests that consumers place strong emphasis on the suitability between price and perceived benefits when making purchasing decisions. Product quality also shows a positive and significant influence, although its effect is relatively smaller compared to price. Simultaneously, price and product quality explain a portion of the variation in purchasing decisions, while other factors outside the study also contribute. Based on these findings, PT Mandom Indonesia Tbk is advised to prioritize competitive pricing strategies while consistently maintaining product quality to enhance purchase intentions and strengthen consumer loyalty.

The rapid growth of modern retail competition requires companies to understand key drivers of consumer purchasing behavior, particularly impulse buying. This study examines the influence of price perception on impulse buying, with positive emotion as the mediating variable. Data were collected from 100 Circle K customers in Denpasar City using a purposive sampling method. Responses were collected through questionnaires and analyzed using Path Analysis and Sobel Test. The findings show that price perception has a positive and significant effect on impulse buying and positive emotion, and positive emotion has a positive and significant effect on impulse buying. Further, positive emotion is a significant mediator in the relationship between price perception and impulse buying. These findings support Cognitive Appraisal Theory, suggesting that favorable price perceptions of sales promotions can evoke positive emotional responses, which in turn encourage impulse buying behavior among Circle K customers in Denpasar City.

In the era of digitalization, social media has become central to consumer interaction and purchasing behavior, with platforms like TikTok Shop enabling users to engage, share experiences, and shop seamlessly. This research examines the influence of e-WOM on purchasing decisions for Somethinc products on TikTok Shop, with brand awareness as a mediating variable. A descriptive quantitative method was employed using purposive sampling, targeting 110 Indonesian consumers who use and purchase Somethinc products on TikTok Shop. Data were collected via a questionnaire with a 1–5 Likert scale and analyzed using SmartPLS version 3, including descriptive analysis, outer and inner model evaluation, and hypothesis testing. Based on the results of the direct effect analysis, it was found that e-WOM has a positive and significant effect on Purchasing Decisions and Brand Awareness, Brand Awareness has a positive and significant effect on Purchasing Decisions. Meanwhile, the results of the indirect effect analysis indicate that e-WOM has a positive and significant effect on Purchasing Decisions through Brand Awareness. These findings suggest that Somethinc can effectively increase brand awareness and drive purchasing decisions by prioritizing high-quality e-WOM content and consistent product performance on platforms such as TikTok Shop. In addition, Gen Z consumers benefit from actively engaging with credible peer reviews and experiences to make informed and confident purchasing decisions.

In the modern retail era, halal personal care products are increasingly in demand among Muslim consumers, particularly young generations. This study aims to analyze the influence of religious awareness, content quality, and brand awareness on consumer loyalty, with purchasing behavior as a mediating variable. The research employed a quantitative approach using survey data collected from 150 Muslim consumers aged 18–35 who had purchased halal personal care products at Tip Top Supermarket Rawamangun, Jakarta. Data analysis was conducted with Structural Equation Modeling (SEM) using the Partial Least Square (PLS) method via SmartPLS 4.0. The results show that religious awareness, content quality, and brand awareness significantly affect purchasing behavior and consumer loyalty. Furthermore, purchasing behavior mediates the relationship between these three independent variables and loyalty. These findings highlight that loyalty among young Muslim consumers is not formed instantly, but through the integration of religiosity, credible and engaging content, and strong brand awareness, which together drive consistent purchasing behaviort.

This study investigates the influence of advertising selling, sales promotion, and publicity on purchase decisions for Grab’s online transportation services, focusing on students of the Faculty of Economics at the Islamic University of Kadiri. In today’s competitive market, companies must employ creative promotional strategies to strengthen consumer purchasing behavior, especially for service-based products. Consumer engagement and trust are essential, as higher involvement in seeking information increases the likelihood of purchase. A quantitative research method was applied using multiple linear regression to analyze the effects of the three independent variables, both partially and simultaneously. The study population comprised all students of the Faculty of Economics, with purposive sampling used to select respondents who met specific criteria. Data were collected through structured questionnaires and processed statistically. The findings demonstrate that advertising selling, sales promotion, and publicity each exert a positive and significant influence on purchase decisions. Collectively, these promotional tools also have a significant simultaneous impact on consumer decision-making. The coefficient of determination (R²) is 0.757, showing that 75.7% of the variation in purchase decisions is explained by the three variables, while the remaining 24.3% is influenced by other factors not covered in this research. Overall, effective promotional strategies are proven to play an important role in shaping consumer purchase behavior in online transportation services.

The increasing prevalence of online customer reviews has made them a critical component in consumer decision-making processes, particularly in the food and beverage sector. These reviews serve as valuable feedback, influencing both the assessment of product quality and the establishment of consumer trust. In the context of Burger Bangor in Gianyar Regency, this study aims to examine the mediating role of trust in the relationship between online customer reviews and purchasing decisions. Using a purposive sampling technique, an online survey was distributed to 100 respondents who had previously purchased Burger Bangor products. The data collected were analyzed using path analysis to test the proposed hypotheses. The findings reveal that online customer reviews significantly influence purchasing decisions by positively enhancing consumer trust. Furthermore, trust itself was found to have a strong positive effect on purchasing decisions and partially mediates the relationship between online reviews and purchasing decisions. These results highlight the importance of effectively managing online customer reviews as they not only provide crucial information to potential buyers but also play a pivotal role in building trust, which in turn influences consumer purchasing behavior. For Burger Bangor, actively responding to and leveraging these reviews can be an essential strategy for improving customer trust and increasing purchase intentions, ultimately contributing to sustained competitiveness in the food and beverage industry.

The rapid advancement of digital technology has transformed the landscape of marketing, with social media platforms emerging as powerful tools for influencing consumer behavior. This study aims to examine the impact of social media engagement, content quality, and social proof on the purchasing behavior of consumers in the catering services industry in Sichuan, China. Recognizing the dynamic nature of the digital marketplace, the research adopts a quantitative approach, utilizing a structured survey to gather data from 390 participants who are active users of social media and potential consumers of catering services. Statistical analysis reveals a significant and positive correlation between all three independent variables—social media engagement, content quality, and social proof—and consumers’ likelihood to purchase catering services. Specifically, higher levels of engagement, such as

This study aims to analyze the effect of green marketing on purchase decision with brand image as a mediating variable among consumers of Satvika Bhoga in Denpasar. The research is grounded in the increasing consumer awareness of environmental issues, which has not yet been fully reflected in consistent purchasing behavior toward environmentally friendly products. Despite a rise in environmental consciousness, many consumers remain skeptical or indifferent unless a brand manages to build a credible and positive image aligned with eco-friendly values. Employing a quantitative approach with an associative research design, data were collected through structured questionnaires distributed to Satvika Bhoga consumers, selected using purposive sampling. The analysis was conducted using path analysis and the Sobel test to assess both direct and indirect relationships among variables. These methods allowed the researchers to examine not only the magnitude of influence but also the mediating role of brand image in shaping purchase decisions. The results indicate that green marketing has a positive and significant effect on purchase decision and significantly strengthens Satvika Bhoga’s brand image as an environmentally conscious brand. Furthermore, brand image was found to have a strong and statistically significant influence on purchase decision, confirming its role as a partial mediator. This implies that green marketing efforts, such as eco-friendly packaging, sustainable sourcing, and environmental messaging, not only influence consumer decisions directly but also enhance the overall brand perception, which in turn further motivates consumers to make purchases. Thus, businesses aiming to improve eco-product sales should prioritize consistent green marketing strategies that reinforce a trustworthy and environmentally responsible brand image.

This study aims to determine how much influence digital marketing strategies (content marketing, affiliate marketing and flash sales) have in encouraging impulsive purchasing behavior in Gen Z. The population of this study consists of all Generation Z TikTok users in Indonesia, with an unknown total number. The research method employed is a quantitative approach using a survey of 100 respondents selected through convenience sampling. The data were analyzed using multiple linear regression with inferential analysis or classical assumption testing. The results show that, partially, all three independent variables have a positive and significant effect on impulsive buying. Flash Sales have the greatest effectiveness influence, with a multiple regression coefficient value of 0.275. Although Flash Sales are statistically the most effective, descriptive analysis results indicate that affiliate marketing has the highest level of effectiveness based on the respondents’ average score of 21.69. Therefore, an optimal digital marketing strategy can leverage all three methods to enhance impulsive buying behavior.

Indonesia's cosmetics industry has experienced rapid growth, leading to heightened competition and necessitating consumer-oriented marketing strategies. Jelita Cosmetic Store, located on Mayjend HR. Muhammad Street in Surabaya, faces these challenges by focusing on key marketing aspects such as Store Atmosphere, Sales Promotion, and Product Diversity. This study aims to examine the influence of Store Atmosphere, Sales Promotion, and Product Diversity on consumer purchasing decisions at the aforementioned store. A quantitative research method was employed, involving 100 respondents through an online questionnaire. The findings indicate that all three variables significantly affect purchasing decisions, both partially and simultaneously. These results underscore the importance of integrated marketing strategies in enhancing customer loyalty and increasing sales. This research is expected to serve as a reference for cosmetic retail practitioners and encourages future studies to include additional variables such as price, service quality, or brand image to provide a more comprehensive understanding of consumer purchasing behavior.

The study examines the impact of class culture on Generation Z's apparel purchasing behavior in Guangzhou, focusing on the influence of social media. It highlights how social media platforms are crucial in allowing Generation Z to express their identities and aspirations, revealing the complex relationship between class, status, and consumer habits. The research indicates that social media shapes fashion trends and reinforces the need for social validation through interactions with peers and influencer endorsements. As Generation Z navigates a rapidly changing cultural landscape, their purchasing decisions are significantly influenced by their desire to conform to perceived social norms and values. The findings emphasize that brands need to understand and adapt to the nuances of class dynamics in order to connect with this demographic effectively. It suggests that marketing strategies should prioritize authenticity and relatability, based on insights gathered from a sample of 392 participants in the study.

This study aims to analyze consumer behavior and impulse buying on the Shopee e-commerce platform, focusing on the young age group between 18 to 30 years old. In the digital era, e-commerce has changed the way of shopping, offering greater convenience and accessibility for consumers. The methodology used is a quantitative approach with the Technology Acceptance Model (TAM) model, which involves collecting data through questionnaires to 50-100 respondents. The results of the study indicate that consumer behavior has a significant influence on purchasing decisions, while impulse buying has no direct effect. These findings indicate that factors such as promotions and social trends play an important role in driving purchasing behavior among young consumers. This study provides insights for e-commerce managers in designing more effective marketing strategies to improve the online shopping experience.