Abstract:This study aims to comprehensively investigate the influence of Social Media Marketing and Lifestyle on consumer Purchase Decisions, with Brand Awareness serving as a mediating variable that plays a pivotal role in the consumer…
onsumer decision-making process. The research adopts a causal-quantitative design, intended to identify and test the causal relationships among the predetermined variables. Primary data were collected through the distribution of questionnaires to 130 respondents, consisting of customers of CW Coffee in Pontianak City, West Kalimantan. Data analysis was conducted using the Structural Equation Modeling (SEM) technique based on Partial Least Squares (PLS), operated through SmartPLS 4 software, which facilitates simultaneous evaluation of both the measurement model (outer model) and the structural model (inner model). The model estimation results indicate that both Social Media Marketing and Lifestyle exert a positive and statistically significant effect on Brand Awareness, and contribute both directly and indirectly to Purchase Decisions. Furthermore, Brand Awareness is empirically validated as a partial mediator that reinforces the relationship between the independent variables and the dependent variable. The theoretical implications of these findings underscore that enhancing brand exposure through strategic social media engagement and contextually understanding contemporary consumer Lifestyles are critical determinants in shaping strong brand perceptions and driving purchase intention and realization. Consequently, this study offers practical contributions for business practitioners in formulating digital marketing strategies based on the integration of consumer values and the optimization of digital communication channels, thereby enhancing market penetration effectiveness and fostering long-term customer loyalty.
Abstract:The growing dominance of impulse buying within TikTok's live streaming commerce, particularly in the Fashion product segment, signifies a transformation in digital consumer behavior influenced by the dynamics of real-time…
e interactivity and incentive-based promotional strategies. This study empirically examines the effects of real-time interactivity and promotion incentive information on impulse buying behavior, with perceived trust serving as a mediating variable that explains the psychological pathway between digital stimuli and spontaneous purchase decisions. Employing a quantitative approach with an associative causal design, data were collected from 231 active TikTok users in Indonesia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) version 4.0. The analysis reveals that both exogenous variables significantly enhance the tendency for impulsive purchases, both directly and indirectly through the mediation of perceived trust. Responsive real-time interactions and exclusive, time-sensitive promotions effectively foster consumer trust in sellers, which subsequently accelerates unplanned buying behavior. These findings advance theoretical discourse in digital marketing literature by emphasizing the critical integration of interactivity, promotional stimuli, and affective trust mechanisms in shaping purchasing decisions within persuasive and simultaneous digital environments. The practical implications of this study offer strategic insights for businesses, encouraging the optimization of interactive features and promotional tactics to establish credibility and drive instant sales conversions in the context of e-commerce live streaming.
Abstract:The rapid advancement of digital technology has brought significant changes to various aspects of life, including how individuals interact and access information. Young people, particularly university students, are among…
the most affected by these changes. One phenomenon that has emerged alongside the increasing use of social media is Fear of Missing Out (FoMO)—a feeling of anxiety or worry about being left out of trends, information, or social activities experienced by others. This phenomenon not only affects individuals psychologically but also has implications for students’ consumer behavior. This study aims to analyze the influence of FoMO on students’ consumptive behavior and to identify the mediating or reinforcing factors that shape this relationship. The research employs a qualitative approach, using data collection techniques through literature review from various recent and relevant sources. The findings indicate that FoMO has a significant correlation with the rise of consumptive behavior among students, especially in the context of purchasing symbolic goods that enhance one’s self-image on social media. Key factors influencing the relationship between FoMO and consumptive behavior include the level of digitalization, social dynamics such as peer pressure, and low self-control. Furthermore, the study finds that financial literacy plays an important protective role. Students with higher levels of financial literacy tend to be more capable of managing the consumptive urges triggered by FoMO. This research contributes new insights into the psychological impact of social media on students’ economic behavior. The novelty of the study lies in its in-depth analysis of the link between FoMO and student consumer behavior in the digital era, as well as the identification of relevant mediating factors. Therefore, the results of this study are expected to serve as a foundation for developing more adaptive digital and financial literacy education programs to meet the challenges of the technological era.
Abstract:This study explores the influence of the presence of contemporary markets on traditional market traders in Gumawang City. Globalization and technological advancements have transformed the needs and lifestyles of society,…
prompting the emergence of various types of markets. Modern markets, with more organized management and better facilities, often attract consumer attention away from traditional markets, despite offering higher prices. This research employs a qualitative method with an interactive approach, where the researcher directly interacts with the subjects of the study. The findings indicate that 75% of traditional market traders do not feel threatened by modern markets, as they can still attract customers with lower prices and negotiation flexibility. However, 25% of traders experience negative impacts due to decreased income, with an average decline ranging from 10% to 15%. This study highlights the necessity for traditional market traders to adapt to changes and seek new strategies to sustain their businesses amidst increasing competition. The findings aim to provide a deeper understanding of market dynamics in Gumawang City and support the development of better policies for traditional markets.
Abstract:The phenomenon of thrifting at Pasar Loak Jembatan Item Jatinegara demonstrates the continuity and evolution of frugal shopping practices involving the purchase of second-hand items. This research delineates the long history…
tory of thrifting, from the medieval period to the emergence of organizations such as Salvation Army and Goodwill that popularized it in the 19th century. The COVID-19 pandemic has reignited interest in thrifting due to economic pressures prompting people to save on expenses. The research methodology employed is qualitative descriptive, utilizing in-depth interviews and direct observations at Pasar Loak Jembatan Item Jatinegara. The findings reveal that traders employ two main strategies: selling directly at the market and through online platforms. Meanwhile, consumers have diverse motivations, ranging from meeting household needs to a desire to collect unique and antique items. Analysis of Alfred Schutz’s phenomenological theory is used to understand the reasons and goals behind consumer’s choices in thrifting. The researcher finds that each individual has different motives, such as goal motives (In order to motive) and because motives (Because motive), underlying their decisions to engage in thrifting. The conclusion of this research is that the phenomenon of thrifting at Pasar Loak Jembatan Item Jatinegara reflects the evolving and relevant dynamics of consumer culture, adapting to social and economic changes. With the evolution of this practice, the second-hand market becomes a favorite place for people to find affordable items, while traders and consumers continue to adapt to technological advancements and changes in the economic landscape. This study provides valuable insights into how thrifting is not just an economic phenomenon but also reflects the identity and preferences of consumers in a constantly changing shopping culture.
Abstract:Consumers who travel frequently (high mobility) use a lot of aviation services, so the aviation business is of interest to many business people. Travel agents are also aggressively providing cheap ticket promotions to attract…
tract consumer interest. This creates tough competition between airlines in terms of reasonable prices, best facilities and gaining customer trust. This research aims to determine the influence of Price Fairness, Service Quality, and Trust on Customer Satisfaction of LCC airlines in Indonesia. The research objects of this research are online media libraries, Google Scholar, Semantic Scholar, Elsevier, Zotero and other online journal media. The method used is a literature study, which collects data sources related to the research topic. The literature study aims to explain the main content based on the information obtained. The research results show that Price Fairness, Service Quality, and Trust all have a significant influence on Customer Satisfaction for LCC airlines in Indonesia.
Abstract:To maximize customer satisfaction through marketing strategies residential property companies must understand the dynamics of appropriate marketing strategies. One of them is by maximizing consumer satisfaction with several…
ral important factors such as product, price, promotion and place. The aim of this research is to analyze the influence of the marketing mix on consumer satisfaction at Astapada Indah III Jombang housing. This type of research uses quantitative research with a cross-sectional study approach. The population of all residents of the Astapada Indah III housing complex was 68 and the sample was 58 people using incidental sampling technique. The independent variables are product, price, promotion, place and the dependent variable is consumer satisfaction. The research instruments used questionnaires, data processing using multiple linear regression tests. The results of the research showed that product and location had a significant effect on housing consumer satisfaction, while price and promotion had no effect on consumer satisfaction. However, simultaneously product, price, promotion and location all influence consumer behavior simultaneously by 79.4%.
Abstract:The purchase decision is the main goal or purpose of selling a product. This study aims to analyze the influence of marketing experience, price and brand trust on purchasing decisions. This study was conducted using a descriptive…
scriptive quantitative research method with data collection using a research tool in the form of questionnaires distributed directly to respondents. The subjects of this study include consumers who purchased Jotun brand paint products from CV. Asia Maju Rantauprapat during the period specified by the author. Determining the sample size used the purposive sampling technique with a total of 65 consumers. To analyze and analyze the research data, it was carried out using the computer program SPSS version 20 with instrumental testing, classical hypothesis testing, multiple regression analysis and hypothesis testing. Research results show that marketing experience, price and brand trust have a positive and significant impact on purchasing decisions. At the same time, marketing experience, price and brand trust have a positive and significant impact on purchase decisions with a contribution of 0.888 or 88.80% and the remaining 11.20% is influenced by other factors. Other factors were not considered in this study.
Abstract:Abstract: The selection of pediatric cough medicine at Apotek Keluarga is currently subjective and highly dependent on the pharmacist's experience, which potentially leads to inconsistent recommendations for customers. This…
his research aims to develop a Decision Support System (DSS) using the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method to provide objective, fast, and accurate drug recommendations. The assessment criteria used in this system include cough type, side effects, age, and drug price, which are adjusted to clinical needs and consumer preferences. TOPSIS was chosen for its ability to rank drug alternatives based on their relative closeness to the positive ideal solution and the farthest distance from the negative ideal solution. The system development process involved problem identification, literature study, and data collection through interviews and direct field observations. The results indicate that the implementation of the TOPSIS method is effective in producing a list of cough medicine recommendations tailored to the specific conditions of pediatric patients. With this web-based system, the drug selection process becomes more transparent, systematic, and efficient, thereby enhancing the quality of pharmaceutical services at Apotek Keluarga.
Keywords: Decision Support System, TOPSIS, Pediatric Cough Medicine, Apotek Keluarga.
Abstrak: Pemilihan obat batuk anak di Apotek Keluarga saat ini masih bersifat subjektif dan sangat bergantung pada pengalaman apoteker, sehingga berpotensi menimbulkan ketidakkonsistenan dalam pemberian rekomendasi kepada pelanggan. Penelitian ini bertujuan untuk mengembangkan Sistem Pendukung Keputusan (SPK) menggunakan metode Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) guna memberikan rekomendasi obat secara objektif, cepat, dan akurat. Kriteria penilaian yang digunakan dalam sistem ini meliputi jenis batuk, efek samping, usia, dan harga obat, yang disesuaikan dengan kebutuhan klinis serta preferensi konsumen. Metode TOPSIS dipilih karena kemampuannya dalam meranking alternatif obat berdasarkan kedekatan relatif terhadap solusi ideal positif dan jarak terjauh dari solusi ideal negatif. Proses pengembangan sistem dilakukan melalui tahapan identifikasi masalah, studi literatur, serta pengumpulan data melalui wawancara dan observasi langsung di lapangan. Hasil penelitian menunjukkan bahwa penerapan metode TOPSIS efektif dalam menghasilkan urutan rekomendasi obat batuk yang paling sesuai dengan kondisi spesifik pasien anak. Dengan adanya sistem berbasis web ini, proses pemilihan obat menjadi lebih transparan, sistematis, dan efisien, sehingga mampu meningkatkan kualitas pelayanan farmasi di Apotek Keluarga.
Kata kunci: Sistem Pendukung Keputusan, TOPSIS, Obat Batuk Anak, Apotek Keluarga.
Abstract:Abstract: In a competitive digital era, business owners such as Alya Collection face challenges in determining the right fashion products to offer to consumers. Relying on intuition without data support often results in…
inaccurate and potentially detrimental decisions. This study aims to assist the sales decision-making process by applying a data mining method using the K-Means Clustering algorithm. This method was used to group sales data from February 2024 to January 2025 into three categories: best-selling, least-selling, and non-selling products. The study was conducted using a quantitative approach, through sales data collection and direct interviews with store owners. The system was built using the PHP programming language and MySQL database, and designed with tools such as UML, DFD, and ERD. The results of this clustering system are expected to provide strategic information useful for Alya Collection in planning stock, promotions, and product development, thereby increasing sales effectively and efficiently.
Keywords: data mining; k-means; sales; alya collection; information system
Abstrak: Dalam era digital yang kompetitif, pemilik usaha seperti Alya Collection menghadapi tantangan dalam menentukan produk fashion yang tepat untuk ditawarkan kepada konsumen. Ketergantungan pada intuisi tanpa dukungan data seringkali mengakibatkan keputusan yang kurang akurat dan berisiko merugikan. Penelitian ini bertujuan untuk membantu proses pengambilan keputusan penjualan dengan menerapkan metode data mining menggunakan algoritma K-Means Clustering. Metode ini digunakan untuk mengelompokkan data penjualan dari Februari 2024 hingga Januari 2025 ke dalam tiga kategori: produk terlaris, kurang laris, dan tidak laris. Penelitian dilakukan dengan pendekatan kuantitatif, melalui pengumpulan data penjualan serta wawancara langsung dengan pemilik toko. Sistem yang dibangun menggunakan bahasa pemrograman PHP dan database MySQL, serta dirancang dengan alat bantu seperti UML, DFD, dan ERD. Hasil dari sistem klasterisasi ini diharapkan dapat memberikan informasi strategis yang berguna bagi Alya Collection dalam merencanakan stok, promosi, serta pengembangan produk, sehingga mampu meningkatkan penjualan secara efektif dan efisien.
Kata kunci: data mining; k-means clustering; penjualan; alya collection; sistem informasi