The objective of this research was to examine the impact of halal labels, prices, and brand on the purchase decision to buy Bakso Wagyu in Kota Wisata Cibubur. It used associative research, and data were collected through a field survey from the Bakso Wagyu outlet in Kota Wisata Cibubur. A set of questionnaires was distributed to 96 customers of Bakso Wagyu outlet in Kota Wisata Cibubur. Multiple regression analysis assessed the impact on purchase decisions of three key constructs of the halal label, price, and brand. The analysis method used correlation analysis, multiple regressions, and hypothesis testing. The results show three components, namely halal label, price, and brand, simultaneously have a significant influence on the purchase decision. However, the halal label was a variable. That are has the most dominant impact. This research indicates the results that halal labels are important for imported products that are consumed by Indonesian people who are mostly Muslim.

The research aimed to investigate the influence of product quality, price fairness, brand image, and customer value on purchase decision in the Low Cost Green Car (LCGC). The research applied a quantitative method with survey design. It was conducted in Auto2000 Jakarta with a sample of 100 Toyota Agya owners using an accidental sampling technique. Data analysis for hypothesis test used path analysis calculated with SPSS software. The research findings indicate that product quality, brand image, and customer value significantly influence the purchase decision of Toyota Agya consumers. Meanwhile, price fairness has no effect on the purchase decision. The results also show that product quality, price fairness, and brand image affect customer value. Based on these findings, in developing LCGC, manufacturers must pay attention to product quality, build brand reputation, and create more value for consumers.

ABSTRACT

The industrial era 4.0 had lead big changes for companies in managing their business, such as carrying out marketing and service strategies. Social media and digital technology provided faster and more responsive service to customers. The use of social media was considered important to increase engagement of students from Generation Z and to improve academic achievement. The objective of the research was to examine the effect of social media marketing, e-service quality, and e-satisfaction on customer engagement. The research was conducted at Bina Nusantara University (Binus) with a sample of 100 students from Generation Z using quantitative approach with data collection by distributing questionnaires to be analyzed using path analysis. The findings show that social media marketing and e-service quality significantly have impacts on e-satisfaction and customer engagement, while the e-satisfaction does not significantly impact customer engagement. Therefore, the development of digital technology in higher education becomes the main focus for supporting services and activities.

In the digital era, social media increasingly has an important role as a marketing tool that needs to be optimized to increase a company’s sales and profitability. Social media continues growing and is widely used by all levels of society to become the appropriate media to offer products or services. The research aimed to test and prove the effect of social media marketing using Instagram on purchase decision through brand awareness for Bulog products in Shopee. The research used 397 respondents through purposive sampling with criteria of Instagram users who made transactions of Bulog products in Shopee during the last eight months. Data were collected using a questionnaire and distributed online through Google Form. Then, data were analyzed by Structural Equation Modeling - Partial Least Square (SEM-PLS) with WarpPLS 7.0. The results find that social media marketing through Instagram significantly influences brand awareness. It impacts the purchasing decisions at Perum Bulog in Shopee. Brand awareness also significantly influences purchase decision and mediates the effect of social media marketing on the purchase decision. Hence, companies must make social media the main tool for marketing programs. It can improve marketing personnel’s competence and creativity in creating marketing content on social media.