Currently, the global industrial world is entering a new era known as the Industrial Revolution 4.0, where in this era the competition in the world of trade is getting tighter so that free trade is starting to emerge. To overcome the emergence of free trade, Indonesia needs real preparations, one of the strategies carried out by the government is the Strengthening of the SME Sector (Rachmat, et al., 2016). Strengthening this sector will run optimally if modern marketing concepts are added by setting consumers as the main concern. Therefore, to attract consumers' buying interest, SMEs must increase their creativity and be good at seeing market share opportunities. SMEs are said to be successful in trading competition when they can maintain customer buying interest through product marketing. The results of the direct influence hypothesis test using the Smart PLS 3.0 application, show that product diversity has a significant positive effect on consumer buying interest. Product quality has a significant negative effect on purchasing decisions. Product Diversity and Product Quality have a significant positive effect on Consumer Buying Interest. Consumer Buying Interest has a significant positive effect on Purchase Decisions. Product Diversity on Consumer Buying Interest through Purchase Decisions has a significant positive effect. Product Quality on Consumer Purchase Interest through Purchase Decision has a positive but not significant effect.

The world of increasingly sophisticated technology makes the development of information and communication in the current era of globalization grow very rapidly, this is supported by people who rely heavily on technology in their daily activities. The purpose of this study is to analyze and test the effect of Experiential marketing and Trust on customer satisfaction of Telkomsel Kartu As users on students of the Faculty of Economics and Business, Abdurachman Saleh Situbondo University through buying interest. The sampling technique used was proportional stratified random sampling. Data analysis and hypothesis testing in this study used the Structural Equation Model-Partial Least Square (PLS-SEM). The results of the direct influence hypothesis test using the Smart PLS 3.0 application, indicate that Experiential marketing is not proven to have a significant effect on Customer satisfaction, Experiential marketing has a significant effect on purchase intention, Trust has no significant effect on Customer satisfaction, Trust has a significant effect on buying interest. The results of the indirect effect hypothesis test show that the Experiential marketing variable on Customer satisfaction through buying interest has a significant positive effect, Trust on customer satisfaction through Buying interest has a significant positive effect.

Marketing is the process of identifying, creating and communicating value, and maintaining satisfying customer relationships to maximize company profits. Does location have a significant effect on consumer satisfaction? The population of this study used a purposive sampling method by distributing questionnaires to consumers who had visited the Al Afiah Mangaran Pharmacy. The purpose of this study is to determine the data analysis and hypothesis testing in this study using the Structural Equation Model - Partial Least Square (PLS-SEM). Based on the hypothesis test using the smart PLS 3.0 application, it shows that the location has a significant positive effect on consumer satisfaction. Service quality has a positive but not significant effect on consumer satisfaction. Location has a significant positive effect on repurchase intention. Service quality has a negative but not significant effect on repurchase intention. Consumer satisfaction has a significant positive effect on repurchase intention. Location on repurchase intention through consumer satisfaction has a positive but not significant effect. Service quality on repurchase intention through consumer satisfaction has a significant positive effect.

The influence of service quality on determining purchasing at the café kopi siippp with consumer confidance as an intervening variable. Imfitahol mawadah. Nim. 201813033, 2022, 64: page Departement of manajemen and business universitas abdurachman saleh situbondo. The The purpose of this study is to analyze the variable the influence of service quality on determining purchasing at the café kopi siippp with consumer confidance as an intervening variable. Using the structural equation model partial least square PLS.   The results of hypothesis testing have a direct effect using the smart PLS 3.0 application. Service quality has a significant effect on consumer confidance, H1 accepted, service quality has a significant effect on determining purchasing H2 accepted, consumer confidance has a significant effect on determining purchasing H3 accepted, and service quality has a significant effect on determining purchasing through consumer confidance H4  accepted

Marketing is one of the most important factors in the company, so it can be said that marketing is the heart of the life of the company or it can be said that the survival of the company is in marketing activities. The purpose of this study is to determine the effect of service quality and location in determining consumer loyalty at the SS Asembagus Situbondo Store with purchase decisions as an Intervening Variable. The population in this study are all consumers who come to the SS store. The random sampling method (simple probability) pays attention to the strata in the population in this research. In taking this sample using a presentation level of 10%. Data analysis and hypothesis testing in this study used the Structural Equation Model-partial Least Square (PLS-SEM).The results of the direct influence hypothesis test using the Smart PLS 3.0 application, indicate that service quality has a significant positive effect on purchasing decisions, location has a significant positive effect on purchasing decisions, service quality has a significant positive effect on consumer loyalty, location has a significant positive effect on consumer loyalty, consumer loyalty has a significant positive effect significantly positive on the purchase decision.