As a result, the goal of this article is to examine the marketing mix used by Antam's Padjadjaran Branch Group to market gold savings products, to evaluate the limitations and challenges faced by the marketing mix within the Antam Group Pajajaran Branch, and to develop marketing strategy recommendations to address both internal and external challenges encountered during the process of marketing gold savings products at the Antam Group Pajajaran Branch. Data for this study was acquired through interviews, observations, and recording using a qualitative descriptive methodology. The Antam Pajajaran Group Branch Managers, the Antam Pajajaran Branch Group Marketing Department, and the Gold Savings Products Pajajaran Bandung Branch's clients served as the study's informants. This study used the marketing mix theory as a guide. The study's conclusions include the marketing tactics used by Antam Group's Pajajaran Branch, which apply segmentation, targeting, and positioning principles, as well as the marketing mix, which includes product, price, place, promotion, people, processes, and facilities.

The study aims to investigate the impact of generation Z consumer behavior on site qualities, privacy security, online shopping services, and shopping enjoyment, as well as mediating shopping pleasure on online impulse purchases. The rapid expansion of e-commerce, along with the buying habits of Generation Z, leads to unexpected or impulse purchases. This study is quantitative, with primary data collected through a purposive sampling method. The number of respondents who met the criterion of generation Z in West Java, aged 18-35 years, and had shopped on the West Java Shoppe website was 159. The data analysis method employs the Structural Equation Model (SEM) in conjunction with the SmartPLS 3.0 programs. The findings reveal that site features have a direct impact on online impulse purchase behavior, but not privacy security. Online shopping services have little direct impact on online impulse purchases. Site qualities, privacy security, and online buying services all have an impact on purchasing experience. Shopping pleasure increases online impulse buying behavior.
 

The entrepreneurial marketing method is a strategic option that business micro small medium enterprises players might use to survive, particularly in the face of the Covid-19 pandemic. The purpose of this research is to determine which entrepreneurial marketing factors are crucial in enhancing business micro small medium enterprises customer satisfaction in the creative economy business during the Covid-19 pandemic. This study specifically investigates whether the elements of entrepreneurial marketing such as proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, customer intensity, resource leveraging, and value creation have an effect on customer satisfaction. An online survey method was used to obtain primary data from 249 business micro small medium enterprises in the creative economy industry in Central Java who were conducting their enterprises before and during the Covid-19 pandemic. The sample approach includes nonprobability sampling via the purposive sampling methodology.