Purpose: One of the best-selling cellphone brands in Indonesia is owned by the Samsung brand. The purpose of this study is to analyze how brand awareness, product quality, and price affect the purchase decision of Samsung mobile phones. Methodology: The method applied is quantitative by including validity, reliability, multiple linear regression, hypothesis testing (t test and f test), and determination coefficient testing. The results of the study partially state that brand awareness, product quality, and price have a positive effect on purchasing decisions. Results: The results of the study partially state that brand awareness, product quality, and price have a positive effect on purchasing decisions. The results simultaneously show that the three variables have a positive influence on purchasing decisions by 66% on the decision to purchase samsung cellphones at Bandar Lampung University. Conclusions: Samsung smartphone purchase decisions among Universitas Bandar Lampung students are positively influenced by brand awareness, product quality, and price. Limitations: The limitations of this study in terms of collecting respondents are only 102 respondents and in terms of variables covering 3 variables. Contribution: This research is useful for the Samsung company itself as a reference in marketing Samsung cellphone products.

Purpose: This study is designed to analyze the impact of capital structure on firm value in the technology sector and the moderating role of profitability in this relationship. Methodology: A quantitative methodology is utilized in this research. The population in this study consists of all financial statements from technology companies during the period of 2021-2023. The sample in this study consists of 11 companies, with the sample being chosen using a purposeful sampling technique. The data analysis techniques utilized are multiple regression and Moderate Regression Analysis (MRA). Results: (1) Firm value is not impacted by capital structure, and (2) Profitability can strengthen the effect of capital structure on firm value. Conclusions: Capital structure does not have a significant effect on firm value in technology sector companies listed on the IDX during 2021–2023. However, profitability is proven to strengthen the influence of capital structure on firm value. Limitations: A limitation of this study is that it only examines a specific period, which may not fully capture the long-term effects of capital structure and profitability on firm value, especially in a rapidly changing industry like technology. The findings may be influenced by short-term market conditions and may not be applicable to different economic cycles or future trends. Contribution: This study provides valuable insights into the intricate relationship between capital structure, profitability, and firm value, particularly in the rapidly growing technology sector.

Purpose: This study aims to analyze the impact of Store Atmosphere on Repurchase Intention at Pojok Kopi Café in Indralaya. This study seeks to enhance the understanding of how different dimensions of the store environment influence customers' intentions to make repeat purchases. This study aims to provide valuable insights that can be applied practically and contribute to academic knowledge in the fields of Store Atmosphere and Repurchase Intention. Methodology/approach: This research was conducted at Kafe Pojok Kopi, Indralaya involving 100 respondents as the object of study. This study also uses quantitative methods and is analyzed using Multiple Linear Regression. Results/findings: This study found that Cleanliness, Music, Temperature, and Layout significantly affect Repurchase Intention. Scent, lighting, and color do not significantly influence Repurchase Intention. Store Atmosphere significantly influences Repurchase Intention. Conclusion: The study found that cleanliness, music, temperature, and layout significantly affect repurchase intention at Kafe Pojok Kopi, while aroma, lighting, and color do not. Future research should include factors such as price, location, and service to provide broader insights. Limitations: Other variables should be considered in future studies to address the problems that are the background of this study, such as price. This is because the results of the study could not answer the background of this study. Contribution: This study aims to guide Café Pojok Kopi in innovating its store atmosphere and illustrates how the store environment significantly influences repurchase intentions. The findings will support practical applications and academic advancements in this area.

Purpose: This research aims to examine the impact of experiential marketing, social media marketing, and brand trust on repurchase intention, with customer satisfaction acting as an intervening variable, within the context of Umrah travel agencies in Semarang City. Methodology/approach: A quantitative explanatory research design was employed, involving 100 respondents who had used Umrah travel services at least twice in the last five years. Data were collected via questionnaires and analyzed using SmartPLS software. Results/findings: The results indicate that experiential marketing, social media marketing, and brand trust have a significant impact on customer satisfaction, which subsequently exerts a positive influence on repurchase intention. Customer satisfaction acts as a crucial mediating variable in these relationships. Conclusion: The study concludes that experiential marketing, social media marketing, and brand trust have a positive and significant effect on customer satisfaction, which in turn increases repurchase intention. Among these factors, experiential marketing has the strongest influence, making its implementation highly effective in driving customer satisfaction and loyalty in Umrah travel agencies. Limitations: The study is limited to a relatively small sample size and specific Umrah travel agencies in Semarang, thus limiting the generalizability of the findings. Contribution: This research contributes to marketing strategies by emphasizing the pivotal role of customer satisfaction in mediating the relationship between key marketing factors and repurchase intention. It offers practical insights for Umrah travel agencies to strengthen customer loyalty and gain a competitive edge.

Purpose: This study examines the influence of servant leadership style on employee loyalty, both directly and indirectly through job satisfaction, at PT Graha Sarana Duta (Telkom Property) Bali Area. Research Methodology: This is a quantitative research using a survey-based non-experimental approach. Data were collected from 76 outsourcing employees selected through simple random sampling. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) via SmartPLS 3.0. The study is underpinned by Equity Theory, which explains that perceptions of fairness influence both job satisfaction and employee loyalty, especially in relation to leadership behavior. Results: The results indicate that servant leadership positively affects job satisfaction and employee loyalty, with job satisfaction also acting as a partial mediator in this relationship. Conclusion: Servant leadership, marked by love, humility, and support, enhances job satisfaction and ultimately boosts employee loyalty, highlighting the importance of empathetic and service-oriented leadership. Limitations: This study focuses on outsourcing employees in a single company with a cross-sectional design, limiting its ability to capture long-term effects. Future research should consider additional variables like work environment or company policies for broader insights. Contribution: This study contributes by validating Equity Theory in the context of employee loyalty and job satisfaction in Indonesia’s property sector, while offering practical insights for enhancing retention through servant leadership.

Purpose: This study aims to determine the influence of work competence, work experience, and the environment on the performance of employees of the Restu Buana Village Office. Methodology/approach: This type of research uses quantitative methods and associative approach methods are used. The data used is primary data which requires data or information from the first source, basically we call it respondents. The analysis method used in this research is multiple linear regression analysis using SPSS version 23. Results/findings: The work competency variable affects the performance of employees of the Restu Buana Village Office. Work experience has no effect on the performance of employees of the Restu Buana Village Office. Conclusions: The study concludes that work competence, work experience, and work environment jointly have a significant effect on employee performance at the Restu Buana Village Office, with a combined influence of 92.8%. Individually, work competence contributes 26.8%, work experience 3.8%, and work environment 41.4% to employee performance. Limitations: The independent variables in this research are only work competence, work experience, and work environment as well as variables bound by employee performance. This study focuses on the employees of the Restu Buana Village Office which totals 32 people. Contribution: Because work competence, and the environment play an important role in the progress of the employees' abilities that will be developed and can provide encouragement and foster employees to be able to work independently can also foster confidence and make new work plans for employees so that performance is increasing.

Purpose: This study investigates which social media platform, Instagram or TikTok, has a greater influence on increasing sales at Beeancashop Methodology/approach: A quantitative research method was employed with 100 respondents. Data was analyzed using SPSS Version 26 to measure the impact of both platforms on sales. Results/findings: The study revealed that Instagram and TikTok together contribute 90.1% to Beeancashop’s sales. While both platforms had a positive influence, TikTok showed a significant effect on sales, whereas Instagram alone did not. Conclusions: The study concludes that Instagram does not have a significant effect on sales at Beeancashop, while TikTok has a significant positive effect. Furthermore, Instagram and TikTok together significantly influence sales, indicating that social media content, particularly on TikTok, plays a key role in driving sales growth at Beeancashop. Limitations: The study only focused on two social media platforms and limited the sample size to 100 respondents, which may not fully represent a broader consumer base. Contribution: This research offers insights into how TikTok plays a more significant role than Instagram in driving sales for a local fashion brand like Beeancashop in Indonesia, emphasizing the need for a targeted social media strategy.

Purpose: To examine how BeFit Gym members' decisions to buy L-Men items are influenced by AIDA and experiential marketing factors. Research methodology: This study employs a quantitative methodology using questionnaires. The acquired data were examined using multiple linear regression and descriptive analytic techniques with the aid of the IBM SPSS 25 program. The analysis consists of classical assumption tests, reliability and validity tests to ensure the quality of the instrument, and hypothesis tests to establish the relationships between variables. The BeFit Gym members completed a questionnaire. Results: The results showed that AIDA and Experiential Marketing had a positive and significant influence on the purchasing decisions for L-Men products at BeFit Gym. Conclusions: AIDA and Experiential Marketing positively and significantly affect purchasing decisions for L-Men products at BeFit Gym, both partially and simultaneously. The application of the AIDA stages and emotionally engaging consumer experiences effectively encourages purchasing decisions. Limitations: The study was only conducted on BeFit Gym members in Bandar Lampung, and the determination of the sample size used the Lemeshow formula with a 10% error rate. Contribution: The results of this study have strong practical implications for the health supplement industry and gym management. By understanding the factors that influence purchasing decisions, companies can design marketing programs that are more personalized and appealing to  the consumers.

Purpose: To determine the role of Transformational Leadership, Motivation to organizational performance mediated by Readiness to Change Methodology/approach: This research uses quantitative research methods The number of samples based on the Yount table for a population of 101 -1000 the number of samples is 10% in this study a sample of 60 respondents from 141 employees. In this study, random sampling technique was used. This research uses the Smart PLS program 4.0 program and uses analytical methods in the form of validity tests, reliability tests, R-square tests, and hypothesis testing. Results/findings: readiness to change does not mediate transformational leadership and motivation to performance; transformational leadership has a significant effect on readiness to change, motivation has a significant effect on readiness to change and performance. Conclusions: This study found that transformational leadership only influences readiness to change, while motivation affects both employee performance and readiness to change. Readiness to change has no effect on performance nor serves as a mediating variable. Limitations: this research is only limited to the Department of Communication and Informatics so that the results cannot be generalized. Contribution: This study proves that transformational leadership greatly affects the readiness of employees to face change, the need to increase transformational leadership training to increase the expertise of leaders in directing employees to achieve organizational goals.

Purpose: The purpose of this study is to link environmental concern and the theory of planned behavior to the intention to purchase green products in Indonesia. Purpose: This study aims to link environmental concerns and the theory of planned behavior to the intention to purchase green products. Methodology/approach: This research was conducted from December 2023 to January 2024 with 359 respondents using convenience sampling method. The research object is the purchaser of green products in Indonesia. Data analysis was performed using partial least squares structural equation modelling (PLS-SEM). Results/findings: The results show that environmental concern significantly and positively affects green attitudes. Green attitude, green behavior control, and green product awareness all had significant positive effects on green purchase intention. Green attitude mediates the effect of environmental concern on the intention to purchase green products. This study found that subjective green norms do not significantly affect green purchase intentions. Conclusions: In Indonesia, green purchase intention is primarily driven by environmental concern, attitude, control, and awareness, while subjective norms have no effect. Community campaigns are needed to strengthen the social influence of eco-friendly consumption. Limitations: The use of convenience sampling method in data collection may lead to the issue that not all participants represent the general population. Additionally, this study did not specifically focus on the use of environmentally friendly products such as electronics, vehicles, or food. Contribution: This study contributes to the literature on green marketing by enhancing the intention to purchase green products among business owners and policymakers. This will raise public awareness of environmental issues in Indonesia. Methodology/approach: This research was conducted from December 2023 to January 2024 with 359 respondents using convenience sampling. Data analysis was performed using partial least square – structural equation modeling (PLS-SEM). Results/findings: The results show that environmental concern has a significant positive effect on green attitude. Green attitude, green behavior control, and green product awareness all have a significant positive effect on green purchase intention. Green attitude mediates the effect of environmental concern on the intention to purchase green products. This study found that green subjective norm does not significantly affect green purchase intention. Limitations: The use of the convenience sampling method in data collection may lead to the issue that not all participants represent the general population. Additionally, this study does not specifically focus on the use of environmentally friendly products, such as electronics, vehicles, or food. Contribution: The results of this study will provide academic contributions by linking environmental concern with the theory of planned behavior (TPB) approach to explore the psychological factors in explaining the intention to purchase green products. Second, it will contribute to business owners and policymakers in enhancing the intention to purchase green products. Third, it will raise awareness among the general public about environmental issues in Indonesia.

Purpose: The increasingly competitive fertilizer industry requires companies to pursue continuous product innovation. This study aims to evaluate the influence of product characteristics, sales promotion, and corporate reputation on the success of new product development (NPD) for Liquid Organic Biofertilizer (LOB) at PT XYZ. Methodology/approach: This study employed a quantitative approach using quota sampling involving 48 respondents who are consumers of the LOB product. Data were collected via questionnaires and analyzed using multiple linear regression analysis. Results/findings: The findings indicate that, simultaneously, product characteristics, sales promotion, and corporate reputation significantly affect NPD success. However, partially, only product characteristics have a positive and significant influence. Sales promotion and corporate reputation do not significantly impact NPD success. Limitations: The study's limitation lies in the sample size, which only includes 48 respondents and focuses on one company and one product type, limiting generalizability. Contribution: This study contributes to marketing and product development disciplines by highlighting the dominant role of product characteristics in NPD success in agribusiness. It offers strategic insights for business managers, especially in sustainable agriculture and organic product development.  

Purpose: This study provides recent empirical evidence on the effect of capital structure debt level, liquidity, and solvency on the profitability of Indonesian technology companies during 2019-2023. Methodology/approach: A quantitative case study was conducted using panel data from financial reports of IT and online service companies listed on the IDX (2019–2023). Financial ratios (DAR, CR, DER, ROA) were analyzed using EViews 12 with purposive sampling and panel data regression. Results: The study found no significant simultaneous effect of DAR, CR, and DER on ROE. Partially, liquidity had a significant positive effect, solvency has a significant impact, though it indicated a potential positive relationship if managed properly. The finding indicate that although debt level, liquidity, and solvency do not have a simultaneous significant impact on profitability, liquidity and solvency individually play a key role in influencing financial performance. This highlights the importance of maintaining strong liquidity and managing solvency effectively in the technology sector. Conclusion: Partially, only the Current Ratio (CR) has a significant positive effect on ROA, while DAR and DER are not significant. However, simultaneously the three variables have a significant effect with a contribution of 16.53%, emphasizing the importance of liquidity management in improving the profitability of technology companies. Limitations: The study is limited by sample size, lack of moderating variables, exclusion of other influencing factors, and a single method quantitative approach. Contribution: The study serves as a reference for company management in financial planning, for investors in conducting analysis, and for academics as a basis for future research exploring new variables, periods, sectors, or methods.