Purpose: This study aims to analyze the effect of Perceived Value and Customer Experience on Purchase Decision through Customer Satisfaction as a mediating variable among Gen Z users of Canva Pro in Sidoarjo. Methods: A quantitative approach was employed using a survey method, with data collected from 170 respondents selected through purposive sampling. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Analysis Data: The research utilized outer model analysis to test validity and reliability, followed by inner model analysis to examine the direct and indirect effects among variables. Results Discussion: The findings reveal that Perceived Value and Customer Experience significantly influence Purchase Decision, both directly and indirectly through Customer Satisfaction. The most dominant indicators are Service Quality for Perceived Value and Outcomes Focus for Customer Experience. Conclusion: This study confirms the role of Customer Satisfaction as a partial mediator between Perceived Value, Customer Experience, and Purchase Decision. Practically, Canva should enhance service quality and customer experience to increase user satisfaction and encourage subscription conversions.

This study aims to analyze the effect of Entrepreneurial Orientation (EO) and Interactivity (IN) on Business Performance (BP) with Innovation Capability (IC) as a mediator in MSME womenpreneurs in Sidoarjo. The research method uses a quantitative approach with data obtained through a questionnaire from 209 respondents, then analyzed using SmartPLS. The results showed that Interactivity has a significant positive effect on Business Performance both directly and through Innovation Capability, while Entrepreneurial Orientation did not show a significant effect through the mediation of Innovation Capability. These findings indicate the importance of Interactivity in driving innovation that improves business performance. However, Entrepreneurial Orientation needs to be optimized to support innovation in womenpreneurs. This research recommends innovation training programs and strengthening access to technology to help womenpreneurs overcome innovation obstacles, so as to increase the competitiveness and contribution of MSMEs to the local economy.

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.

Product development is one of the marketing strategies that aims to increase the company's competitiveness. To realize product development, companies are required to provide a wide range of product choices to consumers by taking into account the dimensions of product development itself. The purpose of this research is to find out how the new product development strategy is an effort to increase the company's competitiveness. the research method used is a literature study of several models adopted and outlined in a descriptive form. The results of this study state that the product development strategy is through a product development process by generating ideas, developing and testing product concepts. Strategies to increase competitiveness include new products for the world, new product lines, improvement of existing products, repositioning, cost reduction.