This quantitative study aims to examine the influence of micro influencer (X1), endorsement (X2), and digital marketing (X3) on purchase decision (Y) at Barley Store Kediri. Data were collected through questionnaires, literature reviews, and documentation, involving 120 respondents. The analysis methods used include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression, t-test, F-test, and Coefficient of Determination. The regression equation obtained is: Y = 3.946 + 0.329X1 + 0.217X2 + 0.264X3 + e. The t-test results show that micro influencer (t = 2.715, sig. = 0.008), endorsement (t = 2.125, sig. = 0.036), and digital marketing (t = 2.489, sig. = 0.014) each have a significant partial effect on purchase decision. The F-test result (F = 19.182, sig. = 0.000) indicates a significant simultaneous effect of all three variables on purchase decision. Thus, micro influencer, endorsement, and digital marketing all significantly influence consumers’ purchasing decisions, both partially and simultaneously.

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.