This study aims to analyze the effect of brand awareness, celebrity endorser, and product quality on the purchase decision of Emina cosmetic products among university students in Berau Regency, East Kalimantan. The background of this research is driven by the significant growth of the local cosmetic industry and the high adoption of Emina products among young consumers, especially students. As a popular local cosmetic brand, Emina has successfully captured the attention of its young audience with approaches that resonate with their characteristics. Therefore, it is important to understand the factors influencing their purchasing decisions. The study uses a quantitative approach with a survey technique involving 100 purposively selected respondents. Data was collected through questionnaires and analyzed using multiple linear regression with the help of SPSS version 25. The results of the study show that, simultaneously, all three independent variables (brand awareness, celebrity endorser, and product quality) significantly affect the purchase decision of Emina products. However, when analyzed separately, only celebrity endorser and product quality have a positive and significant influence, while brand awareness does not show a significant impact on the purchase decision. Product quality proves to have the most dominant influence in driving the purchase decision, indicating that consumers prioritize product quality over other factors. The findings provide important recommendations for marketing strategies, particularly for Emina, to focus on emotional value-based promotions that resonate with the young audience. In addition, the selection of relevant celebrity endorsers and consistency in maintaining product quality are crucial factors to consider. This research is expected to contribute to the development of evidence-based marketing strategies in the local cosmetic industry, particularly in non-metropolitan areas, which face unique challenges in increasing product adoption.

Penelitian ini bertujuan untuk mengkaji dampak ekuitas merek, desain produk, dan gaya hidup terhadap keputusan pembelian ponsel iPhone di kalangan generasi muda yang tinggal di Kecamatan Gajah, Demak. Sebanyak 60 responden yang dipilih menggunakan teknik purposive sampling menjadi sampel dalam penelitian ini. Data dikumpulkan melalui kuesioner, dan analisis data dilakukan dengan menggunakan SPSS versi 30. Uji analisis yang diterapkan meliputi uji kualitas data (validitas dan reliabilitas), uji asumsi klasik (normalitas, heteroskedastisitas, dan multikolinearitas), serta uji hipotesis (regresi linear berganda, uji R, uji t, dan uji F). Hasil penelitian menunjukkan bahwa ekuitas merek, desain produk, dan gaya hidup memiliki pengaruh positif dan signifikan terhadap keputusan pembelian iPhone pada generasi muda di Kecamatan Gajah, Demak.
 

Garment companies are faced with the challenge of employee turnover intention that has not been fully resolved. This study aims to examine the relationship between job insecurity and workload on employee turnover intention through the mediation role of work stress in the garment industry Mas Arya 2 Semarang. Questionnaires were collected from 96 samples of employee staff using proportional sampling techniques with the criteria of permanent employees in the production department who have worked for at least 6 months. Data analysis used partial least squares (SEM-PLS). The findings of the study explain that job insecurity and workload directly affect employee work stress and employee turnover intention. Work stress indirectly acts as a mediator that influences the relationship between job insecurity and workload on employee turnover intention.

Thrifting is the activity of buying second  hand products wichs is becoming a trend for teenagers, young people, and even older people. The aim of the research is to determine the influence of product quality, flash sale discounts and risk perception on customer satisfaction with thrift products at the Solo Marketfest event. The population is consumers who buy thrift products at the Solo Marketfest event. The sampling technique using accidental sampling obtained 75 respondents. The questionnaire was distributed with the help of a Google form which was distributed to all customers who purchased thrift products at the Solo Marketfest event, measured on a 1-5 Liker scale. The collected data was processed using Multiple Linear Regression. The research results show that partially product quality and flash sale discounts do not influence customer satisfaction with thrift products at the Solo Marketfest event, however perceived risk is proven to influence customer satisfaction with thrift products at the Solo Marketfest event.

This study aims to determine the effect of performance expectancy, effort expectancy, social influence, facilitating conditions and security simultaneously on customer interest (Study at Bank Mandiri KCP Solo Slamet Riyadi). This type of quantitative research with a survey method approach, sampling techniques using purposive sampling, and calculated using the Slovin formula, so that a research sample of 222 customers was obtained. Data collection techniques using questionnaires, and data analysis using multiple linear regression. Performance expectancy, effort expectancy, social influence, facilitating conditions and security have a positive and significant effect both partially and simultaneously on customer interest. The results show that effort expectations are the most important aspect in supporting customer interest, so the ease and convenience of operating e-banking must be improved.

This research aims to determine the influence of green marketing and social media promotion on purchasing decisions in the city of Solo Raya. This research uses quantitative methods using primary data through distributing questionnaires online on the Instagram platform. The questionnaire was taken using a non-probability sampling technique with the number of samples used in the research being 100 respondents. This research uses data analysis using SmartPLS software. The results of this research show that the green marketing variable has a positive and significant influence on purchasing decisions and the social media promotion variable has a positive and significant influence on purchasing decisions.

This study aims to examine the evolution of Customer Relationship Management (CRM) implementation and its challenges in the digital economy over the past 15 years, focusing particularly on Small And Medium-Sized Enterprises (SMEs). A Systematic Literature Review (SLR) approach was employed, utilizing the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, resulting in the analysis of 36 selected articles from an initial pool of 291. The results indicate a significant increase in CRM adoption, especially among SMEs during the COVID-19 pandemic, highlighting that CRM enhances customer loyalty, satisfaction, and operational efficiency while also fostering innovation. However, challenges such as high implementation costs, data security concerns, and a lack of technological knowledge persist. This research contributes to existing literature by providing insights into CRM adoption trends and challenges, emphasizing the need for integrated security measures and support for SMEs to maximize CRM benefits.

This study aims to examine the evolution of Customer Relationship Management (CRM) implementation and its challenges in the digital economy over the past 15 years, focusing particularly on Small And Medium-Sized Enterprises (SMEs). A Systematic Literature Review (SLR) approach was employed, utilizing the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, resulting in the analysis of 36 selected articles from an initial pool of 291. The results indicate a significant increase in CRM adoption, especially among SMEs during the COVID-19 pandemic, highlighting that CRM enhances customer loyalty, satisfaction, and operational efficiency while also fostering innovation. However, challenges such as high implementation costs, data security concerns, and a lack of technological knowledge persist. This research contributes to existing literature by providing insights into CRM adoption trends and challenges, emphasizing the need for integrated security measures and support for SMEs to maximize CRM benefits.

This research examines the use of Artificial Intelligence (AI) for demand prediction and supply chain management in Indonesian e-commerce firms. E-commerce businesses face significant challenges in predicting consumer demand fluctuations and maintaining supply chain efficiency. Using a mixed-method approach, data were collected from eight e-commerce companies to evaluate the impact of AI on demand forecasting accuracy, supply chain efficiency, and operational cost reduction. The findings show that AI improves demand forecasting accuracy by 30%, accelerates delivery times by 40%, and reduces operational costs by 20%. However, data quality remains a key challenge in maximizing AI performance. This research contributes to the literature on supply chain management and AI, offering practical insights for companies aiming to enhance their operational efficiency through AI adoption. Recommendations include improving data quality, employee training, and gradual AI implementation to achieve optimal outcomes.

The development of Technology and Information (IT) in the world of education is changing the way teachers convey knowledge to students. Teaching that has been carried out traditionally in one direction needs to be further developed with new learning methods that are interactive and interesting, more creative and participatory in order to increase student learning motivation. The aim of implementing PKM is to equip teachers to develop lesson materials in the form of IT-based interactive learning by utilizing the Canva and Microsof Excel applications. The activity was carried out at SDI PK Muhammadiyah Delanggu which was attended by 24 teachers by the PKM STIE STEKOM team. The training included making interactive quiz learning videos with the Canva application and processing student data with practical Microsoft Excel formulas. The results obtained from this activity were that all teacher participants gained skills and knowledge in developing learning media in the form of learning videos that were more interesting and interactive and completing administrative tasks could be done more quickly. Teachers succeeded in increasing their competency in using Canva and Microsof Excel as interactive learning media and completing assignments.