Consumer behaviour in modern businesses has been greatly altered by technological advancements, leading to the use of digital marketing strategies and social media. These strategies allow businesses to interact with customers, build personalised relationships, and conduct more effective product promotions. Digital marketing and celebrity endorsements are increasingly used in purchasing decisions in Indonesia, especially in the fashion industry. The purpose of this research is to study how celebrity endorsement and digital advertising influence the decision of Surakarta City consumers to buy Erigo products. For this study, quantitative methods were used, data were collected through questionnaires distributed to 150 consumers of Erigo products in Surakarta City. Structural Equation Modeling (SEM) data analysis with the Partial Least Square (PLS) approach was used. The results showed that celebrity endorsement and digital marketing have a significant positive effect on consumer decisions to buy Erigo products in Surakarta city. The limitation of this research is that it is quantitative in nature and does not thoroughly study how consumers perceive the influence of digital marketing and celebrity endorsements culturally and psychologically. This research can provide broader insights into consumer behavior.

The fitness supplement industry in Indonesia is experiencing rapid growth due to increasing public interest in healthy lifestyles. In this competitive market, the Evolene brand faces the challenge of maintaining customer loyalty. This study aims to analyze the effect of price, product quality, and promotion on customer loyalty to the Evolene brand. The research uses a quantitative approach with the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). Data was collected through a questionnaire distributed to 100 respondents who had purchased Evolene products. The results showed that the three variables price, product quality, and promotion had a significant effect on customer loyalty. Promotion has the greatest influence compared to other variables, followed by product quality and price. In addition, the validity and reliability of the measurement instruments have been tested using outer model analysis, which shows valid and reliable results. Limitations of the study include sampling limited to Evolene customers as well as external factors such as market trends that cannot be fully controlled. This study recommends companies to integrate competitive pricing strategies, maintain product quality, and optimize digital promotions to strengthen customer loyalty.
 

Along with the rapid advances in technology and digitalization in the era of globalization, companies are required to adapt in various operational aspects, including the employee recruitment process. This research aims to analyze the impact of digital e-recruitment and human resource management (HRM) on the level of job satisfaction of new employees in companies that have implemented a structured digital recruitment and HRM system. By using a quantitative approach and involving 100 new employee respondents, the research results show that digital e-recruitment has a positive influence on job satisfaction, with a path coefficient of 0.213. Meanwhile, HRM provides a more significant influence with a path coefficient of 0.497. These findings indicate that the application of these two elements can increase new employee job satisfaction, and has the potential to increase company performance and productivity.

Political events often affect investors' decisions in taking wise steps. This paper analyses the impact of the political event "Emergency Alert" on the abnormal returns of IDX-listed infrastructure stocks using an event study methodology. Using a sample of 55 infrastructure stocks,the secondary data used are stock prices observed during the observation period. The difference in average returns before and after the event was assessed by analysing the estimated average abnormal return (AAR) and comparing the sample t-test statistics. The results of the analysis showed that a one-sample t-test (p < 0.05) indicated that abnormal returns were significant both before and after the event. However, a paired sample t-test showed that the difference between the average abnormal return rates of the two periods was not statistically significant (p > 0.05). This result suggests that although the "extraordinary alert" event has a significant impact on each period, its impact is not strong enough to cause a significant difference between periods. This study provides insights into stock market reactions to political uncertainty and serves as a reference for investors to address similar effects in the future.