The study focuses on how viral content on TikTok influences the Fear of Missing Out (FOMO) experience among Generation Z, particularly in the context of fashion product consumption behavior. This topic is important because Generation Z, as active social media users, are vulnerable to digital social pressure influenced by viral content. The research method used an online survey involving 38 Gen Z TikTok users, with data analyzed using simple linear regression via SPSS. The results indicate a positive and significant effect of viral content on FOMO, with a contribution of 53.7% (R² = 0.537). These findings affirm the role of social media in shaping consumer behavior based on digital trends. The implications are important for the fashion industry and digital marketing in designing effective promotional strategies while considering ethics and digital literacy. In conclusion, viral content on TikTok significantly contributes to increasing FOMO among Generation Z, highlighting the need to enhance digital education to help young consumers manage the influence of online trends.

The purpose of this study is to analyze the effects of social media and multicultural marketing strategies on Gen Z's impulsive buying behavior in the fast fashion industry. Impulsive buying is a phenomenon among Gen Zers, who are digital natives and heavily influenced by content found on various social media platforms, like YouTube, Instagram, and TikTok. In addition, the multicultural marketing strategy used by fast fashion brands is becoming more and more sophisticated, especially in light of the more diverse and international market. This study uses a quantitative approach with a survey of 30 Gen Z respondents, who are between the ages of 18 and 25, who are active on social media and have an inclination to buy fast fashion items on impulse.

Usaha Mikro Kecil Menengah (UMKM) are business activities that are able to expand employment opportunities, provide economic services widely to the community, play a role in the process of equalizing and increasing community income, encouraging the emergence of creative ideas that can be developed, encouraging economic growth, and playing a role in realizing national stability. The increasingly competitive business conditions and the dynamic and uncertain business environment require companies to seek new breakthroughs and implement strategies that are appropriate and in line with changes in the business environment. Companies must be able to create, exploit, and achieve competitive advantages by creating better company competitive values ??than competitors. Business capital and product innovation have a positive and significant influence on the growth of UMKM in the city of Bandung. Research shows that adequate business capital and sustainable product innovation can improve UMKM performance, such as increasing income and competitiveness in the market.

In the digital era, marketing strategies through e-commerce have rapidly evolved. Shopee, as one of the leading platforms, utilizes marketing content and live streaming features as efforts to attract customers. This study aims to analyze the influence of marketing content and Shopee live streaming on customer purchasing decisions. The research employs a descriptive quantitative approach using a questionnaire as the instrument. The expected results indicate that engaging marketing content and interactive live streaming have a positive impact on consumer interest and purchasing decisions. These findings are expected to serve as a reference for businesses in optimizing their digital marketing strategies.

One of the main strategies used by the government to empower communities and accelerate the economic growth of a country is the existence of Micro, Small, and Medium Enterprises (MSMEs). Digital technology, in addition to other technical advances, is currently having a major impact on society by making it easier for businesses of all sizes to operate and gain recognition across borders. The main objective of this study is to find out how the use of advanced technology can boost the income of MSMEs in Buahbatu. This system uses the SPSS 26 variation program to integrate various iterative examination processes. Both additional information and information used are equally significant. The scientists themselves collect research data through a selection process using observational polls with a questionnaire list. The results of the study show that the application of digital technology has a positive and significant impact on the growth of income of Micro, Small, and Medium Enterprises (MSMEs) in Buahbatu Regency. This study shows that the use of digital technology can increase marketing space, income, and output.

Abstract. The purpose of this study is to analyze the impact of brand image and price on consumer loyalty to the Gacoan noodle business. Maintaining consumer loyalty is a major challenge for business players in the era of increasingly fierce cooking business competition. Strong brand image and reasonable prices are considered two important factors to create and maintain customer loyalty. This study uses a quantitative approach using a survey-based survey method distributed to 30 consumers of Mie Gacoan in the city of Bandung. The data analysis technique used is multiple linear regression to test the simultaneous and sometimes inter-effects between independent variables (brand and price) dependent variables (consumer loyalty).
Keywords: brand image, price, consumer loyalty, Mie Gacoan, marketing strategy
 
Abstrak. Tujuan dari penelitian ini adalah untuk menganalisis dampak citra merek dan harga pada loyalitas konsumen terhadap bisnis mie Gacoan. Mempertahankan loyalitas konsumen adalah tantangan utama bagi para pemain bisnis di zaman kompetisi bisnis memasak yang semakin keras. Citra merek yang kuat dan harga yang wajar dianggap dua faktor penting untuk menciptakan dan mempertahankan loyalitas pelanggan. Studi ini menggunakan pendekatan kuantitatif menggunakan metode survei berbasis survei yang didistribusikan kepada 30 konsumen Mie Gacoan di kota bandung. Teknik analisis data yang digunakan adalah beberapa regresi linier untuk menguji efek simultan dan terkadang antara variabel independen (merek dan harga) variabel dependen (loyalitas konsumen).
Kata kunci: citra merek, harga, loyalitas konsumen, Mie Gacoan, strategi pemasaran
 

Grocery stores are a common type of business found in various areas, especially in residential neighborhoods. One of the main challenges faced by grocery stores is increasing sales revenue amid intense market competition. This article discusses the marketing strategies implemented by Nue Cell Grocery Store to boost their sales revenue. Through interviews with the store's owner and manager, it was found that the marketing strategies focus on competitive pricing, excellent customer service, and effective promotions. The research results indicate that the implementation of these strategies has successfully increased sales revenue and significantly attracted new customers. The store’s approach of offering lower prices than competitors, coupled with good service and word-of-mouth promotion, has proven effective in building customer loyalty and generating higher sales volumes. This case study demonstrates how even small grocery stores can thrive by adopting customer-centered marketing practices that emphasize value, service, and community engagement.

This study aims to analyze the development strategy of shoe washing and Medium Enterprises (SMEs) in facing increasingly tight competition. Shoe washing SMEs, as one of the business sectors with great potential, often face serious challenges, such as limited capital, low use of technology, and inconsistent service quality. This study uses a qualitative approach with a case study method on several urban laundry SMEs, which are analyzed using the Swot theoretical framework and Porter's Five Forces model. The results of the study show that laundry SMEs have strengths in competitive prices, proximity to customers, and strategic locations. However, the main weakness found is the lack of utilization of technology and innovation in services, which hinders business competitiveness. Existing opportunities, such as increasing awareness of sustainability-based services and digitalization, provide space for business development. The threat of competition with laundry franchises and changes in customer preferences that are increasingly moving towards fast and efficient services, are serious challenges for SMEs. Based on the results of the analysis, the recommended development strategies include the use of digital technology for management and marketing, improving service quality, innovation in types of services, and product diversification to attract new customers.

Es Teh Lembang is a refreshing beverage business established in 2023 in Panyileukan, Bandung. This business relies on word-of-mouth promotion without the use of social media, yet it has successfully attracted many customers due to the quality of its products and its strategic location near residential areas and a university campus. Its signature menu includes tea with tropical fruit flavors such as mango and lychee. This research uses a descriptive qualitative approach through interviews, observation, and documentation, as well as data analysis based on the Miles & Huberman model. The results show that word-of-mouth promotion remains effective when supported by quality and innovative products. The addition of light snacks to the menu and efficient operations managed by five employees with a rotation system also contribute to improved business performance. Distribution using a three-wheeled bicycle adds a unique appeal. With daily sales of 800–900 cups, Es Teh Lembang demonstrates that a simple yet well-targeted strategy can compete effectively in the local beverage market.