This writing aims to examine and analyze the effect of digital marketing, e-WOM, brand awareness of purchasing decisions at Pontianak Lokale coffee shop. This type of research uses a quantitative approach. The population in this study was 100 Lokale coffee shop followers on Instagram. Lokale Coffee Shop is one of the coffee shops of young people today that offers millennial coffee concept. With urbanites often spending time in coffee shops, coffee shops are now a symbol of lifestyle so that the choice of coffee shops themselves is also correlated with social status. The data analysis model used is path analysis. The results of this study indicate that digital marketing has no significant effect on brand awareness, while e-WOM has a significant effect on brand awareness, this shows that the effect of e-WOM is still very effective in its use in the marketing world compared to the use of digital marketing as a promotional tool in the current era. e-WOM and brand awareness have a significant effect on purchasing decisions, if viewed from the results obtained when the two ways of promotion are combined, the benefits can be maximized.

This research is conducted to find out the effect of visual merchandising, shopping lifestyle, and fashion involvement toward the impulse buying behavior to clothing store’s consumers “this is april” in Pontianak. The sampling used in this research is accidental sampling  and the tool is multiple regression analysis. The result of data analysis shows that visual merchandising, and fashion involvement significantly affect the impulse buying, while shopping lifestyle does not significantly affect the impulse buying behavior. The ability of those three variables in explaning the effect toward the impulse buying 63,3% while the remaining 36,7% is expalined by the other factors outside the research models.

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This study aims to determine the response of Pontianak City people to the original digital products of Pontianak by examining the association based on the category of gender, age, education, occupation, income and frequency of use with cross tabulation method. Research is descriptive research. The population in this study is the people of Pontianak City who have used digital product services from Pontianak, namely Angkuts, Tripy and Gurukite.com. The sample size of 100 respondents was selected by purposive sampling, while the sample criteria were respondents with ages above or equal to 17 years, knew and had used Angkuts, Tripy or Gurukite.com services. Data processing techniques use cross tabulation analysis and association testing with chi square. The results of cross tabulation and chi square between categories of gender, age, education, occupation, income and frequency of use showed significant results. There is a strategic relationship between categorical variables to be followed up by pontianak digital businessmen.

Makanan organik merupakan salah satu bentuk produk ramah lingkungan (eco-friendly) yang cukup familiar di kalangan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh Kesadaran Kesehatan, Perceived Barriers, Attitude toward Organic Food dan Minat Beli pada konsumen muda di Kota Pontianak. Jenis penelitian ini adalah penelitian kuantitatif dan teknik pengumpulan data dilakukan melalui penyebaran kuesioner. Sampel dalam penelitian ini adalah konsumen muda di Kota Pontianak yang berusia 18-30 tahun yang mengetahui tentang makanan organik berlabel yaitu sebanyak 118 responden. Teknik analisis yang digunakan dalam penelitian ini adalah analisis jalur (path analysis) dengan menggunakan software SPSS versi 26. Hasil penelitian menunjukkan bahwa kesadaran kesehatan berpengaruh signifikan terhadap attitude toward organic food, perceived barriers berpengaruh signifikan terhadap attitude toward organic food, kesadaran kesehatan berpengaruh signifikan terhadap minat beli, perceived barriers tidak berpengaruh signifikan terhadap minat beli dan attitude toward organic food berpengaruh signifikan terhadap minat beli.Kata Kunci: Kesadaran Kesehatan, Perceived Barriers, Attitude toward Organic Food, Minat Beli