This study aims to examine the influence of digital promotion, service quality, and lifestyle on consumer decision-making in using the services of Omahbiru Wedding Organizer, located in Kediri. The background of this research stems from the increasing competition among wedding organizer businesses in the digital era, which requires service providers to adapt their marketing strategies to the preferences and behavior of modern consumers. A quantitative research approach was applied, with data collected through questionnaires distributed to 108 respondents who had previously used Omahbiru’s services. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method, assisted by SmartPLS 3.0 software. The study examined three independent variables digital promotion, service quality, and lifestyle and one dependent variable, namely consumer decision. The findings reveal that all three independent variables have a significant simultaneous effect on consumer decisions. Individually, lifestyle and service quality have a stronger influence compared to digital promotion, which shows a moderate effect. The R-Square value of 0.488 indicates that these variables explain 48.8% of the variance in consumer decision-making. These results highlight the importance of aligning digital promotional strategies, service excellence, and lifestyle compatibility to attract and retain customers in the wedding organizer industry.
Keywords: digital promotion, service quality, lifestyle, consumer decision, wedding organizer
 
Penelitian ini bertujuan untuk mengkaji pengaruh promosi digital, kualitas layanan, dan gaya hidup terhadap keputusan konsumen dalam menggunakan jasa Omahbiru Wedding Organizer yang berlokasi di Kediri. Latar belakang penelitian ini didasarkan pada meningkatnya persaingan antar wedding organizer di era digital, yang menuntut pelaku usaha untuk menyesuaikan strategi pemasarannya dengan preferensi dan perilaku konsumen modern. Pendekatan penelitian yang digunakan adalah kuantitatif, dengan pengumpulan data melalui kuesioner kepada 108 responden yang sebelumnya telah menggunakan jasa Omahbiru. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS), menggunakan bantuan software SmartPLS versi 3.0. Penelitian ini menguji tiga variabel independen—promosi digital, kualitas layanan, dan gaya hidup—serta satu variabel dependen yaitu keputusan konsumen. Hasil penelitian menunjukkan bahwa ketiga variabel independen berpengaruh signifikan secara simultan terhadap keputusan konsumen. Secara parsial, variabel gaya hidup dan kualitas layanan memberikan pengaruh yang lebih kuat dibandingkan promosi digital, yang memberikan pengaruh sedang. Nilai R-Square sebesar 0,488 menunjukkan bahwa ketiga variabel mampu menjelaskan 48,8% variasi dalam pengambilan keputusan konsumen. Temuan ini menegaskan pentingnya kesesuaian strategi promosi digital, pelayanan yang unggul, dan penyesuaian gaya hidup dalam menarik dan mempertahankan pelanggan di industri wedding organizer.
Kata Kunci: promosi digital, kualitas layanan, gaya hidup, keputusan konsumen, wedding organizer

This Community Service (PkM) aims to analyze smart users in using social media which is implemented in teaching and learning activities at Vocational High Schools, especially at State Vocational High School (SMKN) 2 Sampang. This emerged as a response to forms of learning that developed in the new era. The concept of implementing social media in learning is an effort to utilize social media as a tool in technology-based learning. The approach used in this research is qualitative with a case study type in order to explore the problem in depth and comprehensively capture the meaning of what occurs in the field. The PKM location is at SMKN 2 Sampang. Community service is carried out by smart users so that students can know that the benefits of digital are not only for personal interests, but can also be used for entrepreneurship.

Shares are a very important instrument as a manifestation of company performance. One factor that is considered important in influencing share prices is carrying out financial ratio analysis. The aim of this research is to determine the influence of macroeconomic factors as moderators in the relationship between financial ratios and share prices of companies in the infrastructure sector listed on the IDX for the period 2020 - 2023. This research uses quantitative methods. The sample used in this research includes 21 infrastructure sector companies over a 4 year period, there are 84 observations and the analysis method in this research is panel data regression with STATA software version 14. The results of this research are that price to earnings and earnings per share have a partial effect. significant effect on stock prices, while sales growth, sales growth on stock prices with economic growth as a moderator, price to earnings on stock prices with economic growth as a moderator, earnings per share on stock prices with economic growth as a moderator do not have a significant effect on stock prices. And simultaneously, sales growth, price to earnings and earnings per share on stock prices with economic growth as a moderator have a significant effect.