This study explores the complex dynamics of online consumer behavior in Indonesia's online marketplaces, particularly focusing on how hedonic and utilitarian browsing, alongside electronic word-of-mouth (eWOM), impact e-satisfaction and e-loyalty. Grounded in theoretical frameworks like the Technology Acceptance Model (TAM), Expectancy-Disconfirmation Model (EDM), and Social Influence Theory (SIT), the research investigates the varying behaviors across different age groups—Millennials, Generation X, and Baby Boomers. Using a quantitative approach, data was collected via online surveys targeting active marketplace users. The findings reveal distinct generational responses: Millennials and Generation X exhibit stronger associations between browsing behaviors and positive electronic outcomes, such as e-satisfaction, eWOM, and e-loyalty, compared to Baby Boomers. The study underscores the role of marketing communications in fostering positive consumer experiences, highlighting that tailored, segment-specific strategies are essential for improving brand loyalty. Millennials are more influenced by personalized and engaging content, while Generation X values practicality and reliability, and Baby Boomers prioritize trust and customer service. This research provides empirical insights into how businesses can leverage marketing communications to enhance consumer satisfaction and loyalty. The study also offers practical recommendations for businesses to optimize their strategies in Indonesia’s competitive online marketplace by addressing the unique preferences of different generational cohorts. Future research should investigate additional factors influencing consumer behavior and evaluate the long-term effectiveness of segment-specific marketing approaches.

The importance of maternal and child health issues is the focus of sustainable development goals. In an effort to maintain the quality of mother's breast milk through booster products, Mom Uung will provide healthy babies. To reach it, you need the role of a brand ambassador so that breastfeeding mothers are interested in buying and using it. The aim of this research is to determine the influence of brand ambassador level on the level of buying interest of breastfeeding mothers who follow Mom Uung's Instagram account for products. This research uses the AIDA model, purchase intention, and brand ambassadorship as a basis for viewing the phenomenon from a theoretical and conceptual perspective. The research methodology uses a positivism paradigm with a quantitative approach. Meanwhile, this type of research is explanatory in nature to see the influence of brand ambassadors on interest in buying Mom Uung products by breastfeeding mothers as the unit of analysis. The sampling technique was purposive by attaching several criteria to respondents, in this case 100 breastfeeding mothers, obtained using the Slovin formula. Simple linear regression analysis is used as a data analysis technique. Research findings show that Nagita Slavina as the brand ambassador for Mom Uung products has a significant influence on the buying interest of breastfeeding mothers. In conclusion, there is an influence of brand ambassadors on purchasing interest. Therefore, it can be concluded that brand ambassadors influence consumer buying interest (breastfeeding mothers).

Automotive developments in Indonesia have been proven to be able to advance the Indonesian economy. This is proven by the fact that this sector is able to contribute around Rp. 99.16 Trillion. PT Astra Honda Motor (AHM) is one of the companies operating in the automotive sector that is successful in this marketing. The success achieved will certainly be related to the network, patterns, and culture of organizational communication carried out. This is because, with the formation of networks, organizational communication patterns, and culture, cooperation will increase to achieve its goals. The aim of this research is to analyze the network, patterns, and culture of organizational communication at PT Astra Motor Honda (AHM) Majalengka. The research method used is qualitative with primary and secondary data collection techniques, by conducting a Focus Group Discussion (FGD) to interpret the findings obtained. The results of this research show that AHM Majalengka has an organizational communication network and pattern, which can be seen in the communication network having several characteristics such as opinion leaders, bridges, and gatekeepers. The Organizational Communication Pattern has 2 (two) patterns, namely the Chain Communication Pattern which is found from the Main Director to the Director to the HRD Manager, while the Y Organizational Communication Pattern is found in the HRD Manager to several divisions such as Psychologist, Marketing, Account & ADM Manager, Operational Division, and Recruitment Division.