Abstract:The increasing environmental issues, particularly the problem of plastic waste in Indonesia, as well as the gap between awareness and purchasing behavior of environmentally friendly products, have become important phenomena…
ena in this study. This study aims to analyze the effect of green promotion and green packaging on green purchase behavior, as well as to examine the role of environmental knowledge as a mediating variable in Easy Green Unilever products. In this study, data were collected through a survey distributed to users of Easy Green Unilever products in Indonesia, with a total of 400 respondents obtained. The research method employed a descriptive and quantitative approach, using non-probability sampling with a purposive sampling technique. In data processing, this study utilized SmartPLS software. The results indicate that green promotion and green packaging have a positive and significant effect on green purchase behavior. In addition, environmental knowledge is proven to have a significant effect on green purchase behavior and is able to mediate the relationship between green promotion and green packaging on green purchase behavior. The conclusion of this study emphasizes that increasing consumers’ environmental knowledge is a key factor in strengthening the effectiveness of green marketing strategies in encouraging environmentally friendly purchasing behavior.
Abstract:The rapid growth of Indonesia’s coffee industry has intensified competition among micro, small, and medium enterprises (MSMEs), particularly street coffee businesses that rely on simple concepts, affordability, and accessibility.…
essibility. This study aims to analyze branding and digital promotion strategies implemented by street coffee MSMEs in Kotabumi, North Lampung, to enhance sales competitiveness. A qualitative case study approach was employed. Data were collected through in-depth interviews with business owners and employees, direct observation, and documentation of digital promotional activities on social media platforms. Data were analyzed using the Miles and Huberman interactive model, comprising data reduction, data display, and conclusion drawing. The findings reveal that branding strategies were implemented through brand identity development, including business name, logo, color consistency, booth design, and product differentiation. Digital promotion strategies mainly utilized Instagram, TikTok, and WhatsApp Business through product photos, coffee-making videos, and promotional content. These strategies positively impacted market reach, customer acquisition, and sales stability. However, several constraints were identified, such as limited resources, inconsistent visual identity, and suboptimal content management. This study concludes that consistent branding and planned digital promotion are essential to strengthening competitiveness and ensuring the sustainability of street coffee MSMEs.
Abstract:This study analyzes the business model of a culinary microenterprise in Indonesia using the Business Model Canvas (BMC) framework proposed by Osterwalder and Pigneur (2010). A qualitative descriptive method was employed,…
utilizing in-depth interviews, observations, and documentation. The findings reveal that although the enterprise has not formally implemented a structured business model, all nine elements of the BMC are naturally reflected in its operational practices. The customer segments consist of students, workers, and the wider community seeking affordable and fast-serving meals. The value propositions emphasize affordability, consistent flavors, and friendly customer service. Key resources include human resources, equipment, raw materials, and financial capital, while key partnerships involve employees, suppliers, and customers. Revenue streams arise from food and beverage sales and delivery services, supported by direct sales channels and simple promotional strategies. This study aligns with the literature highlighting the importance of BMC in strengthening MSME competitiveness (Alifiyah & Budiman, 2021; Dwisanto & Ifghaniyafi, 2024). The findings contribute to MSME development research by demonstrating the relevance of the BMC as a strategic tool for enhancing sustainability in small-scale culinary businesses.
Abstract:This study explores the role of brand image, price, promotion, and distribution channels in shaping consumer purchasing decisions for domestically produced industrial LED lighting products. A quantitative research approach…
ch was employed using a survey method, with data analyzed through multiple linear regression. The findings indicate that the proposed model is statistically significant, demonstrating that all marketing mix elements jointly influence purchasing decisions. Each variable also shows a positive and significant individual effect, with distribution channels emerging as the most influential factor in driving consumer decisions. This suggests that ease of access, product availability, and effective distribution play a critical role in the adoption of industrial LED products. The novelty of this research lies in empirically integrating marketing mix factors within the context of domestically manufactured LED products, an area that has received limited scholarly attention. The study offers practical implications for manufacturers, emphasizing the importance of strengthening distribution strategies and aligning pricing and promotional efforts to enhance consumer purchasing decisions
Abstract:The increasing intensity of competition in the culinary business sector of Micro, Small, and Medium Enterprises (MSMEs), particularly in snack food products such as JNC Cookies, necessitates the implementation of effective…
ve digital promotion strategies to expand market reach and improve sales performance. Changes in consumer behavior that increasingly rely on digital platforms to obtain information, evaluate purchasing decisions, and interact with brands have made adaptation to digital marketing an unavoidable requirement. Therefore, this study aims to analyze the planning, implementation, and effectiveness of digital promotion strategies through the utilization of digital advertising (paid advertising), endorsements, and social media campaigns in enhancing brand awareness and consumers’ purchase intention toward JNC Cookies. This study employs a descriptive qualitative approach, with data collection techniques including in-depth interviews, observation of social media activities, and analysis of the performance of implemented digital marketing campaigns. In addition, several supporting indicators were measured, such as content reach, engagement rate, consumer interactions, and changes in sales volume during the campaign period. The collected data were subsequently analyzed to identify the relationship between digital promotional activities and consumer responses. The expected outcomes of this study include the formulation of an applicable digital promotion strategy model for food-sector MSMEs, recommendations for the development of sustainable social media campaigns, and the mapping of the roles of endorsements and digital advertising in strengthening the brand positioning of JNC Cookies. The findings of this study are expected to provide practical contributions for MSME practitioners in optimizing the use of digital media as an effective, measurable, and consumer-oriented promotional tool.
Abstract:The coffee shop industry in Indonesia continues to grow alongside changes in consumer lifestyle, particularly in tourism areas such as Pangalengan, Bandung Regency. Despite having strong market potential, sales performance…
ce at The East Coffee has shown noticeable fluctuations. Sales records from November 2024 to October 2025 indicate that monthly revenue ranged from IDR 6,084,522 in March 2025 to IDR 10,726,758 in July 2025. This condition suggests that sales performance has not been stable and highlights the need to evaluate marketing strategies, especially pricing and promotion. This study aims to examine the effect of price and promotion on sales growth at The East Coffee Pangalengan. A quantitative approach with descriptive and verification methods was applied. The sample consisted of 72 respondents, selected using incidental sampling. Data were collected through structured questionnaires and analyzed using multiple linear regression with SPSS, including validity and reliability tests, classical assumption tests, t-tests, F-tests, and coefficient of determination analysis. The descriptive results show that Price (76%), Promotion (80%), and Sales Growth (74%) are perceived positively and categorized as strong. Verification analysis reveals that price has a positive and significant effect on sales growth (t = 8.017; Sig. = 0.000; β = 0.856), while promotion has a significant but negative effect (t = −2.346; Sig. = 0.022; β = −0.329). Simultaneously, price and promotion significantly influence sales growth (F = 90.421; Sig. = 0.000), with the model explaining 72.4% of the variance in sales growth (R² = 0.724).
These findings indicate that sales growth at The East Coffee is more strongly driven by appropriate pricing perceptions, while promotional strategies require improvement to achieve more consistent and sustainable sales performance.
Abstract:This study is motivated by the increasing use of TikTok as a digital promotional medium through discount vouchers. In an increasingly competitive business environment, digital promotion not only aims to attract consumer…
interest but also to enhance customer satisfaction in order to encourage repeat purchases. Ayam Bersih Berkah in Ciparay District utilizes TikTok sales promotions as a digital marketing strategy to retain its customers. The purpose of this study is to examine the effect of TikTok sales promotions (discount vouchers) and customer satisfaction on consumers’ repurchase intention at Ayam Bersih Berkah in Ciparay District. This research employs a quantitative method with descriptive and verificative approaches. Data were collected through questionnaires distributed to consumers who had purchased Ayam Bersih Berkah products via TikTok. The research population consisted of consumers over a one-year period, and the sample was determined using the Slovin formula, resulting in 100 respondents. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, and F-tests with SPSS version 25. The results indicate that TikTok sales promotions (discount vouchers) and customer satisfaction have a positive and significant effect on repurchase intention, both partially and simultaneously. Therefore, it can be concluded that effective TikTok sales promotions supported by high customer satisfaction can encourage sustainable repeat purchases.
Abstract:Abstract The rapid growth of the Muslim fashion industry in Indonesia has intensified competition among Muslim fashion brands, particularly in the hijab segment. This intense competition requires companies to maintain high…
high product quality and implement effective promotional strategies to create consumer satisfaction. Rabbani, as one of Indonesia’s national Muslim fashion brands, faces challenges related to declining consumer perceptions of product quality and promotional effectiveness, which have an impact on consumer satisfaction, especially in Rancaekek District, Bandung Regency.
This study aims to examine and analyze the influence of product quality and promotion on consumer satisfaction among Rabbani hijab users in Rancaekek District, Bandung Regency, both partially and simultaneously. This research employs a quantitative approach using descriptive and verificative methods. The population of this study consists of consumers who use Rabbani hijabs in Rancaekek District, with a sample of 96 respondents selected through purposive sampling. Data were collected through questionnaires developed based on indicators of product quality, promotion, and consumer satisfaction.
The data analysis techniques used include descriptive analysis to describe the condition of each variable and multiple linear regression analysis to test the influence of product quality and promotion on consumer satisfaction. The analysis was also supported by classical assumption tests, coefficient of determination tests, and hypothesis testing through partial tests (t-test) and simultaneous tests (F-test).
The results of the study indicate that product quality and promotion have a positive and significant effect on consumer satisfaction, both partially and simultaneously. Good product quality and attractive, well-targeted promotional strategies are able to enhance consumer satisfaction with Rabbani products. Therefore, it is recommended that Rabbani place greater emphasis on maintaining consistent product quality and optimizing promotional strategies to improve consumer satisfaction and loyalty amid increasingly competitive conditions in the Muslim fashion industry.
Abstract:The development of digital technology has encouraged businesses to utilize social media as a marketing tool, one of which is through TikTok's Live Shopping feature. However, the use of TikTok Live Shopping in semi-rural…
areas such as Panenjoan Village, Cicalengka District, Bandung Regency, has not been optimal, as indicated by low consumer engagement and unstructured digital promotion strategies. This situation indicates a gap between the potential use of TikTok Live Shopping and the expected level of consumer engagement. Therefore, this study aims to determine the effect of TikTok Live Shopping utilization and digital promotion strategies on consumer engagement. This study used a quantitative approach with a survey method, along with descriptive and verification analysis. The study population was consumers in Panenjoan Village who had participated in TikTok Live Shopping. The sample was determined using the Lemeshow formula, resulting in 100 respondents using a purposive sampling technique. Data collection was conducted using a Likert-scale questionnaire. Data analysis included validity tests, reliability tests, classical assumption tests, correlation tests, multiple linear regression analysis, coefficient of determination tests, and hypothesis testing using SPSS version 27. The results showed that the use of TikTok Live Shopping, digital promotion strategies, and consumer engagement were in the strong category. Partially, the use of TikTok Live Shopping and digital promotion strategies had a significant effect on consumer engagement. Simultaneously, these two independent variables also had a significant effect on consumer engagement. This study concluded that optimizing TikTok Live Shopping and implementing effective digital promotion strategies can increase consumer engagement in Panenjoan Village.
Abstract:HIV/AIDS remains a major public health concern worldwide, and stigma toward People Living with HIV/AIDS (PLWHA) continues to hinder prevention and treatment efforts, particularly in regions with limited health literacy.…
In Gorontalo City, community stigma persists due to misconceptions about HIV transmission, exaggerated fears, and culturally embedded moral judgments that associate HIV with deviant behavior. This study aims to describe the level of community stigma toward PLWHA in Liluwo Village and identify factors contributing to these attitudes. Using an analytical survey with a cross-sectional design, the study involved 185 respondents selected through stratified random sampling. A structured questionnaire assessed respondents’ HIV/AIDS knowledge, religiosity, and stigmatizing attitudes. The findings reveal that 102 respondents (55.1%) demonstrated stigmatizing behaviors, characterized by avoidance of physical contact, reluctance to live near PLWHA, fear of sharing public spaces, and inaccurate beliefs about how HIV is transmitted. Meanwhile, 83 respondents (44.9%) exhibited no stigma, showing higher levels of HIV-related knowledge, a better understanding of scientific facts about transmission, and a more empathetic and inclusive approach toward PLWHA. The variation between these groups highlights the crucial role of health literacy, cultural norms, and access to accurate information in shaping community attitudes. The study concludes that reducing stigma requires comprehensive and continuous educational interventions, targeted health promotion, and active involvement of community and religious leaders to build a more supportive environment for PLWHA. Strengthening public understanding is essential to ensure equitable treatment and improve the well-being of those affected by HIV.