This study aims to determine the effect of brand awareness (X1), brand image (X2), digital promotion (X3), and lifestyle (X4) on iPhone purchasing decisions (Y) case study of FEB Labuhanbatu University Students. The type of research used is descriptive research with a quantitative approach. The sample used was 91 respondents who were Labuhanbatu University Students using purposive sampling technique based on the slovin formula. Data collection was carried out by distributing questionnaires via google forms online to FEB Labuhanbatu University Students. The data analysis method was carried out through instrument testing, classical assumption testing, multiple regression analysis and hypothesis testing using the statistical package for the social sciences (SPSS). The results of this study indicate that the brand awareness variable has a positive and significant effect on iPhone purchasing decisions, brand image has a positive and significant effect on iPhone purchasing decisions, digital promotion has a positive and significant effect on iPhone purchasing decisions, lifestyle has a positive and significant effect on iPhone purchasing decisions.

This study aims to determine the influence of service digitalization on customer satisfaction at PT. Bank Sumsel Babel, Pulau Beringin Sub-Branch, Ogan Komering Ulu Selatan Regency. The research was conducted as part of the requirements to obtain a Bachelor's degree in Economics at the Faculty of Islamic Economics and Business (FEBI), Institut Agama Islam Pagar Alam. The results indicate that service digitalization has a positive and significant effect on customer satisfaction. This is supported by statistical analysis, where the t-value (1.699) exceeds the t-table value (1.117), and the significance level is 0.000 < 0.05. The beta coefficient of 0.954 shows that digitalization influences customer satisfaction by 95.4%. However, the correlation coefficient (R) is 0.268, and the coefficient of determination (R Square) is 0.072, indicating a relatively low overall influence. Despite this, digital services still play an important role in shaping customer satisfaction. Key influencing indicators include efficiency, reliability, fulfillment, privacy, responsiveness, and contact, alongside product quality, service quality, emotional factors, and cost. The study recommends enhancing digital service quality to improve customer satisfaction more effectively.

This research examines the development of sustainable coastal ecotourism at Sri Mersing Beach, Kuala Lama Village, Serdang Bedagai Regency. This area has tourism potential in the form of a 2-kilometer stretch of white sand beach, a gentle beach gradient, and a row of pine trees that provide a distinctive shade. The research was conducted in March-April 2025 using a descriptive qualitative approach with a case study method. Data collection was carried out through direct observation, in-depth interviews with key informants selected through purposive sampling, and literature study. The research results indicate that the development of ecotourism in this area faces several major challenges, such as limited infrastructure, suboptimal waste management, low capacity of local human resources, and weak institutional coordination. Nevertheless, the preserved natural potential and local uniqueness provide significant opportunities for the development of sustainable ecotourism. This research recommends an integrated approach that involves all stakeholders in formulating eco-tourism development strategies that consider economic, social, and environmental aspects.

Bandung, as a primary tourist destination in Indonesia, offers diverse attractions including nature, culture, and distinctive local cuisine. The increasing number of visitors necessitates practical and engaging information media to assist them in planning their trips effectively. This project aimed to design a comprehensive booklet serving as a guide to Bandung's tourism and culinary delights, specifically for guests staying at Favehotel Hyper Square Bandung, which previously lacked such a dedicated digital or physical resource. Employing a Research and Development (R&D) methodology, this project adapted a development model encompassing several stages: identifying potential and problems, data collection, product design, design validation, design revision, product testing, and final revision. To assess the developed booklet's feasibility and effectiveness, an evaluation was conducted through questionnaires distributed to respondents. The data from these questionnaires were then analyzed using a quantitative descriptive analysis method, calculating the average scores for each statement. The project's findings indicate that the booklet received positive responses from respondents, with high average scores across its content, visual presentation, and ease of use. Consequently, this booklet is deemed suitable for use as an information and promotional tool for tourism within the Favehotel Hyper Square Bandung environment.

This study aims to describe the role of local communities in the development of community-based tourism at Danau Kaolin tourist site, identify supporting and inhibiting factors of community involvement, and analyze its impact on tourism sustainability. The research employs a qualitative method with a descriptive phenomenological approach. Data were collected through in-depth interviews, participatory observation, and document studies involving 40 participants including local community members, tourism managers, community leaders, and local government officials. Data analysis was conducted thematically through data reduction, presentation, and conclusion drawing. The findings reveal that local communities play a central role in managing and developing tourism, especially in providing tourism services and environmental conservation. The shift in livelihoods from traditional sectors to tourism services positively impacts the community’s economic and social conditions. However, limited access to training, infrastructure, and minimal participation in decision-making are major obstacles. The novelty of this research lies in its contextual focus on Danau Kaolin as a post-mining tourism destination with unique characteristics, and the use of a phenomenological approach to deeply explore community experiences. The study implies the importance of comprehensive community empowerment and inclusive policy support to enhance the strategic role of local communities in sustainable tourism development.

This study investigated the influence of brand preference and halal labeling on customers' desire to buy Baba Rafi Turkish kebabs. Using a purposive sampling approach, 50 respondents were selected as a research sample. Using the Pearson Product Moment correlation method and Cronbach's Alpha technique, the validity and reliability of the research instrument were assessed. Cronbach's Alpha value for the entire instrument is 0.827, which indicates a high level of reliability. All items demonstrate acceptable validity. The impact of independent variables on dependent variables is assessed using linear regression analysis, both collectively and independently. The F test revealed that, taken together, Halal Labeling and Brand Preference had a substantial impact on Buying Interest (F = 5.755; Sig. = 0.006). However, the t-test showed that only Brand Preference had a significant independent effect (t = 3.129 ; Sig. = 0.003 ) , while Halal Labeling did not (t = 0.051 ; Sig. = 0.960). According to the value of the determination coefficient (R2) recorded at 0.197, the two independent variables accounted for 19.7% of the variability in Purchase Interest, while the remaining variance could be attributed to other variables. The conclusion of this study is that brand preference is a major factor influencing consumers' tendency to buy Baba Rafi Turkish kebabs.

Tujuan penelitian ini adalah untuk menganalisa pengaruh secra efektif dari  suatu pelatihan (On The Job Training) dalam meningkatkan prestasi kerja karyawan PT. Sumber Mulya Teknikindo, sekaligus melakukan evaluasi menyeluruh pengaruh pelatihan (On The Job Training) dalam meningkatkan prestasi kerja karyawan PT. Sumber Mulya Teknikindo. Data dikumpulkan melalui angket, wawancara, dokumentasi, observasi.  Analisis data yang digunakan adalah analisis statistik regresi berganda. Hasil penelitian bahwa dari Analisis Statistik Regresi menunjukkan bahwa pengaruh pelatihan (On The Job Training) berdampak secara nyata, hal ini terlihat bahwa faktor gaji, jaminan sosial, kesemapatan promosi, kondisi kerja, kesempatan berprestasi serta fasilitas pendukung seperti rekreasi menunjukkan pengaruh secara nyata terbukti dari Analisis Regresi menunjukkan perbedaan sangat nyata terhadap prestasi kerja karyawan PT. Sumber Mulya Teknikindo yaitu besarnya t hitung sebesar 6,521 dan t tabel sebesar 3,26, artinya bahwa pelatihan (On The Job Training) dalam hal ini kesempatan diklat, metode diklat, promosi, frekuensi promosi, fasilitas kerja, sarana dan prasaranam, suasana kerja, frekuensi rekreasi, fasilitas rekreasi berdampak nyata terhadap prestasi kerja dalam hal ini tingkat absensi dan presensi, pemenuhan jam kerja, keterlibatan pegawai, frekuensi kerjasama, aktifitas organisasi, pencapaian target, ketepatan waktu penyelesaian pekerjaan, kualitas kerja dan kuantitas kerja, serta tingkat kesalahan pekerjaan. Namun demikian masih banyak faktor-faktor yang belum terpenuhi secara nyata diantaranya disiplin kerja, ketepatan waktu penyelesaian pekerjaan harus ditingkatkan lagi sehingga nantinya perusahaan memberikan pelatihan dapat berdampak nyata terhadap prestasi kerja karyawan PT. Sumber Mulya Teknikindo.      
 

This study aims to analyze the effect of marketing mix, consisting of product innovation, distribution channels, and product quality, on increasing sales of tempeh UMKM products in Marbau District. Tempeh UMKM in the area face challenges in increasing their competitiveness and sales volume. Therefore, this study uses a quantitative approach with a survey method to collect data from local tempeh UMKM actors. The variables analyzed include product innovation (additional variations and differentiation of tempeh), distribution channels (distribution media used to reach consumers), and product quality (product standards that affect customer satisfaction). the results of the study it can be concluded that product innovation has a positive and significant effect on increasing Sales, product quality has no effect and is not significant on increasing sales, distribution channels have a positive and significant effect on increasing sales and Product innovation, product quality and distribution channels have a positive and significant effect on increasing Sales.

The millennial generation that now dominates the world of work tends to prioritize work flexibility and compensation to improve their performance in the work environment. Work flexibility is considered as one of the important factors that can improve employee productivity and performance. Fair and competitive compensation is also a crucial aspect in motivating employees to achieve optimal performance. This study aims to determine the effect of work flexibility and compensation on the performance of millennial generation employees in insurance companies in Indonesia. This study is a quantitative study by distributing questionnaires using a Likert scale with a sample of 198 millennial generation employees in insurance companies spread throughout Indonesia. The data that has been collected will be analyzed using multiple linear regression analysis tools to test the influence between variables through the IBM SPSS 26 application. The results of this study support the proposed hypothesis, namely that work flexibility has a positive and significant effect on employee performance and compensation has a positive and significant effect on employee performance. The findings of this study provide implications for company management in designing work flexibility policies that provide freedom for employees to determine their start and finish hours, so that optimal employee welfare and performance are created. 

This study focuses on the analysis of consumer behavior in making coffee purchasing decisions at Mitra Nineteeone Coffee located in Salatiga, especially on Jalan Adi Sucipto. This study does not cover consumer behavior at other coffee shop partners in Salatiga. This study uses a qualitative method to deeply understand the experience and behavior of consumers in making coffee purchasing decisions, especially at Nineteeone Coffee Salatiga. This study was conducted at three Mitra Nineteeone Coffee, Salatiga City, Central Java, located around Jalan Adi Sucipto, Jalan Kartini, and Jalan Diponegoro. This study does not cover other branches or coffee shops that have similar concepts. To obtain accurate and in-depth data, this study applies several data collection techniques, namely interviews and observations. The results of the study are that purchasing decisions are greatly influenced by individual perceptions, motivations, and attitudes, especially when consumers have emotional or personal involvement with a product or brand.