Extensive research on skin care products, particularly in Indonesia, is intriguing. It is as a result of alterations in behavior that consumers always desire to appear attractive. Due to technological advancements, shopping habits have also changed, impacting the sales of skincare products. This study aimed to investigate the direct and indirect impacts of product packaging design and online customer review on online purchase intention mediated through brand awareness. Data were collected from 200 people in Indonesia who were familiar with Scarlett Whitening products. They were selected using a purposive sampling technique. Afterward, the collected data were analyzed using the SEM AMOS 26. The primary findings in this study were that Product Packaging Design and Online Customer Review had a positive and significant impact on the Online Purchase Intention of Scarlett Whitening products mediated through Brand Awareness in Indonesia.

The popularity of live streaming has changed the pattern of interaction between buyers and sellers in the modern business world. For business people, live streaming brings benefits because product information can be disseminated instantly. The high number of social media users in Indonesia has also led to new marketing methods, one of which is live streaming. This quantitative study aims to determine the effect of discounts on Livestream sales on the TikTok application on impulsive purchases of generation Z in Indonesia, which are mediated by positive emotions. This study involved 220 people from various regions in Indonesia who were collected online using a purposive sampling technique with a questionnaire. The data was analysed using Structural Equation Modeling (SEM) using AMOS 24. The results showed that discounts during Livestream selling on the TikTok application had a positive and significant effect on impulse purchases of generation Z in Indonesia. Meanwhile, discounts when selling Livestream on the TikTok application have a positive and significant effect on positive emotions. Positive emotions have an indirect effect between discounts during Livestream selling and impulsive purchases of generation Z in Indonesia. These findings can assist online business players in optimizing marketing in the Livestream selling industry, which is currently booming.

The rapid development of information technology triggers the growth of competition between gadget stores in Indonesia. Each competing store offers attractiveness for customers, one of which is iBox. A comfortable store atmosphere with unique and creative decorations is the key for businesses to attract consumers to visit. Creating a store atmosphere through visuals, arrangement, light, music, and aroma can create a comfortable buying environment to influence consumer perceptions and emotions in determining customer satisfaction and loyalty. This study aimed to determine the effect of the Store Atmosphere on Customer Satisfaction and its Implications for Customer Loyalty at IBox Indonesia. The research data collection method used a questionnaire of 211 respondents through purposive sampling, analysed using Structural Equation Modeling (SEM) with AMOS 24 tools.

With the advent of online shopping in Indonesia, e-commerce has emerged as a transaction platform for purchasing goods and services for the community. The development of e-commerce trends has led to intense business competition in cyberspace. Website quality is one of the factors that can determine trust and generate online shop customer loyalty. In an increasingly competitive environment, e-retailers are required to build quality that affects customer trust. Customer loyalty presents a paradox. This study uses a causal design approach to examine the relationship between the independent variables and the dependent variable using Structural Equation Modeling (SEM) with the AMOS 24 application.

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