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 the effect of green marketing and brand image on the purchasing decisions of tupperware consumers at the Alamanda Delta Surya Business Center. The population in this study were all Tupperware consumers aged 17-58 years. The sampling technique used purposive sampling by taking 100 respondents. Data collection through distributing questionnaires. The data analysis method uses Multiple Linear Regression through the SPSS application version 21 for Windows. The results of the study show that partially Green Marketing has a positive and significant effect on Tupperware Purchasing Decisions, Brand Image has a positive and significant effect on Tupperware Purchase Decisions and simultaneously Green Marketing and Brand Image have a significant effect on Purchasing Decisions at the Alamanda Delta Surya Business Center.