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61	Human Resource Management	ABS-79
Organizational Restructuring in Response to Market Dynamics: A Systematic Literature Review Deka Sagari Putri, Pricylia Chintya Dewi Buntuang, Desriyani Santule, Afifah Ziarah Azuri Strudent of Management Undergraduate Study Program, Fakulty of Economics and business, Tadulako University Abstract Organizational restructuring is a very important effort to be carried out in an organization to improve performance and effectiveness in recognizing changes in market dynamics. Changes in market dynamics that continue to occur result in changes in an organization^s strategy in facing these challenges. Restructuring involves fundamental changes in the structure, culture, and systems of the organization. This article will explain more deeply about restructuring against changes in market dynamics in a global context and discuss a comparison of several scientific articles as references in compiling a scientific work. Keywords: Strategy, dynamics, impact Share Link | Plain Format | Corresponding Author (Deka Sagari Putri)

62	Human Resource Management	ABS-80
Influence Communication and Work The same team , on the effectiveness of the distribution of Islamic Relief Palu aid to disaster-affected communities Stipi Yapi 1 Pricylia Chintya Dewi Buntuang 2 Student of Management Undergraduate Study Program , Faculty of Economics and business, Tadulako University Abstract This study aims to analyze the influence of communication and teamwork on the effectiveness of aid distribution carried out by Islamic Relief to disaster-affected communities. The method used in this study was a survey with a questionnaire distributed to 36 samples. role Supporter who are involved in distributing aid in disaster areas at Islamic relief Palu . The data obtained were analyzed using statistical techniques to determine the relationship between communication variables, teamwork, and the effectiveness of aid distribution . The results of the study showed that effective communication significantly No positively affect the effectiveness of aid distribution In addition, good teamwork also contributes to the success of aid distribution, with teams collaborating harmoniously able to overcome challenges in the field and increase the speed of response to community needs. These findings provide important insights for humanitarian organizations in formulating better strategies in future aid distribution. This study is expected to provide recommendations for improving communication and teamwork, so that the effectiveness of aid distribution can be improved. Keywords: communication, teamwork , distribution effectiveness, aid distribution, Islamic Relief Palu, disaster- affected communities . Share Link | Plain Format | Corresponding Author (Stipi Yapi)

63	Human Resource Management	ABS-82
Systematic Literature Review Strategic Management Practices: Trends, Challenges, and Future Directions Mavrilo Richard K. Saija1 Pricylia Chintya Dewi Buntuang2 Agnes Theodora Charon3 Tirta Tiara Sapitri4 Student of Management Undergraduate Study Program, Faculty of Economics and business, Tadulako University Abstract This article presents a review of strategic management practices, focusing on current trends, challenges faced, and future directions. The purpose of this study is to determine the trends and challenges that will be faced in strategic management practices. The research method used is a systematic literature review. In an ever-changing global context, strategic management practices are essential to maintain competitive advantage and organizational sustainability. By conducting an in-depth analysis of various academic sources and recent studies, we found several key trends, challenges, and directions in strategic management. Despite much progress, challenges such as market uncertainty, changes in consumer needs, and pressures from the external environment remain obstacles to effective strategy implementation. This article also explores the future potential of strategic management practices, emphasizing the need for more innovative approaches. These findings provide valuable insights for academics and practitioners in designing strategies that are able to face the dynamics of today^s strategic management. Overall, the results of this study conclude that adaptability, effective communication, the use of modern technology, risk management, and the participation of all members of the organization are essential for success in a dynamic and challenging market. Keywords: Technology, Inovation, artificial intelligence Share Link | Plain Format | Corresponding Author (Mavrilo Richard Saija)

64	Human Resource Management	ABS-83
Impact of Leadership Style on Organizational Decision Making: A Systematic Literature Review Andi Yoghi Akbar Sawitara, Pricylia Chintya Dewi Buntuang, Afifa Afra Amatullah,Yuniar Nirmala Sari M Student of Management Undergraduate Study Program , Faculty of Economics and business, Tadulako University Abstract This study shows that leadership plays a significant role in achieving organizational success and enhancing competitiveness through a systematic analysis of the literature. Leadership styles such as transformational, autocratic, charismatic, transactional, democratic, bureaucratic, digital, free rein, situational, and delegative can affect the motivation and productivity of organizational members differently. Transformational style drives with a vision of change, while autocratic and transactional styles focus on efficiency and rewards for achievement. In terms of decision making, leaders who use the right leadership style and involve the team can reduce risks more effectively. It can also encourage an innovative and responsive work environment to change, especially in the digital age Keywords: LeadershipStyles,Decision-Making,OrganizationalImpact,Transformational Leadership,Digital Leadership Share Link | Plain Format | Corresponding Author (Andi Yoghi Akbar Sawitara)

65	Human Resource Management	ABS-84
Corporate Environmental Culture: A Systematic Review of Organizational Adaptation to Sustainability Challenges Dody Noviansyah, Pricylia Chintya Dewi Buntuang, Leni Riana, Nurmalasari Student of Management Undergraduate Study Program, Faculty of Economics and business, Tadulako University Abstract Organizational culture is often associated with ethical values. Humans are important in implementing these values. Human resources are currently very important for the success of an organization. The purpose of this study is to determine the influence of an organizational culture, values in organizational culture can be used as a basis for a person^s behavior in an organization that is oriented towards achieving goals or work results that have been set through cooperation. The type of method used in this study is a qualitative research approach. Data collection is carried out through articles that use qualitative methods. The article focuses on the Systematic adaptation of organizations to ongoing challenges, the influence of organizational culture and Increasing the development of organizational change. Articles were selected from the time span of 2019 to 2024 which were obtained through Google Scholar and. Other articles are based on criteria so that several articles are obtained that are in accordance with the objectives of the literature review. The results of the analysis show that organizational culture greatly influences a company. Keywords: OrganizationalCulture,HumanResource,Goals,Communicate,Sustainability Share Link | Plain Format | Corresponding Author (Dody Noviansyah)

66	Human Resource Management	ABS-85
Creating An Eco-Friendly Organizational Culture: A Systematic Review of Environmental Awareness and Corporate Practices Luh Deviani Widi Pratiwi, Pricylia Chintya Dewi Buntuang, Ni Putu Ayu Devilia, Virdita Maria Kumano Student of Management undergraduate Study Program, Faculty of Economics and Business, Tadulako University Abstract Developments in the industrial sector not only have an impact on a country^s economy but also on the environment. The environmental impacts caused by industrial development in a country are very diverse, one of which is air pollution. Based on these issues, the author compiled this article with the aim of analyzing how the role of companies in creating an environmentally friendly culture and increasing understanding of the importance of implementing an environmentally friendly culture in order to have a positive impact on society. The technique used in the compilation is an analysis of relevant literature. The results of the study are that an environmentally friendly culture is important to implement in order to protect the environment from the negative impacts of pollution. Keywords: corporat, culture, environmental, pollution, organization. Share Link | Plain Format | Corresponding Author (Luh Deviani Widi Pratiwi)

67	Human Resource Management	ABS-86
The Role of Business Ethics in Enhancing Corporate Social Responsibility Practices: A Systematic Literature Review Habibi Islamy, Pricylia Chintya Dewi Buntuang, Fathya Adelia Hermawan, Annisa Kasih Febriyanti Students of Management Undergraduate Study Program, Faculty of Economics and business, Tadulako Univeresity Abstract In this era of globalization and heightened public awareness of social and environmental issues, business ethics are increasingly crucial for enhancing corporate social responsibility (CSR) practices. This article offers a systematic literature review on the relationship between business ethics and CSR, highlighting how ethical principles can drive companies to act more responsibly. By examining various relevant studies, the research identifies key elements of business ethics contributing to successful CSR programs, such as transparency, accountability, and integrity. The findings indicate that companies incorporating ethics into their business strategies not only meet social expectations but also gain a sustainable competitive advantage. This article aims to provide insights for academics, practitioners, and policymakers on the importance of aligning business ethics with social responsibility to positively impact society and the environment. Keywords: Ethics, social responsibility, business, principal, companies. Share Link | Plain Format | Corresponding Author (Habibi Islamy)

68	Human Resource Management	ABS-87
Corporate Culture and Environmental Innovation: A Systematic Literature Review of Drivers and Barriers Muh Nabil Fahrezi, Pricylia Chintya Dewi Buntuang, Lira Yanti Tiku Padang Student of Management Undergraduate Study Program, Faculty of Economics and Business, Tadulako University Abstract The compilation of this article discusses how corporate culture and environmental innovation focus on drivers and barriers, and also how corporate culture contributes to environmental innovation. This article we will find important insights on how to optimize corporate culture in driving sustainable innovation. This article is compiled based on a literature review of relevant sources, using journals or articles published in 2019-2024. Keywords: Barriers to innovation, drivers of innovation, Creativity, Sustainable, Environmental innovation Share Link | Plain Format | Corresponding Author (Muh Nabil Fahrezi)

69	Human Resource Management	ABS-88
Corporate Culture and Its Impact on the Work Environment: A Review of Values, Norms, and Performance Chelsea Moria Pricillia Sollu, Pricylia Chintya Dewi Buntuang, Carlene Laurel Theresia Agustinus, Dinda Naysa Nurul Hikma Student of Management Undergraduate Study Program, Faculty of Economics and Business Tadulako University Abstract The purpose of writing this article is to find out and analyze how Corporate Culture, Its Impact on the Work Environment on Values, Norms, and Performance. This article was written using a literature study research method. The collection of sources and information in writing this article was done by searching for and collecting references from various national and international journals in the last 5 years or other literature sources. Reviewing the various journal references that have been collected, the results of writing this article are that the culture in the Company is the main factor that supports employee performance. The Company^s work environment also greatly influences employee performance. Because basically, the work environment has positive and negative sides that can have an impact on each employee^s performance. Another thing that supports the performance of each employee is the existence of norms and the provision of trust and motivation to employees. So that the performance of each employee produced can produce satisfactory performance results. Keywords: corporate culture, work environment, employee performance, motivation, individual characteristics. Share Link | Plain Format | Corresponding Author (Chelsea Moria Pricillia Sollu)

70	Human Resource Management	ABS-89
The Role of Strategic Management in Organizational Performance: A Systematic Literature Review Reza, Pricylia Chintiya Dewi Buntuang, Salwa Arzieti Rabbani, Asra Namara. Student of Management Underrgraduate Study Program, Faculty of Economics and Business, Tadulako University. Abstract This study examines the role of strategic management in organizations through a comprehensive literature review. Strategic management is the process of planning and managing organizational resources effectively to achieve long-term goals and ensure sustainability in a dynamic and competitive environment. Using the Systematic Literature Review (SLR) methodology, this study identifies patterns, themes, and concepts in the strategic management literature over the past five years. The results show that strategic management not only helps organizations formulate and implement strategies to improve competitiveness but also supports adaptation to changes in the external environment. Some of the key aspects identified include the importance of strategic planning, evaluation and control, and continuous adaptability and innovation. This study highlights that organizations, both for-profit and non-profit, can achieve competitive advantage through the implementation of comprehensive strategic management that is responsive to external changes. Keywords: ^strategic management, organizational performance, Literature review, strategy, organization^. Share Link | Plain Format | Corresponding Author (Reza Reza)

71	Human Resource Management	ABS-91
Green Organizational Culture: A Systematic Review on the Integration of Environmental Values in Corporate Strategies Rafni Siti Aisya , Pricilia Chintya Dewi Buntuang , Chadijah Dwi Hapsari ,Aulia Musriani , student of Management Undergraduate Faculty of Economics and Business, Tadulako University Abstract This study aims to determine how companies integrate environmental values into their business strategies. The method used in this study is a literature review study with a qualitative method approach. Green organizational culture is a concept that aims to protect the environment from consumer welfare through production and consumption. This is increasingly important amidst increasing awareness of environmental and sustainability issues. Integration of corporate values into a green culture is not only important to maintain the company^s reputation, but also to create competitive advantage.1By embedding sustainability values in every aspect of operations, companies can drive innovation, increase employee satisfaction, and build customer loyalty.2Through this approach, companies not only fulfill their social responsibilities, but also contribute to environmental preservation for future generations. Thus, understanding and implementing a strong green organizational culture is key to achieving broader sustainability goals and creating a positive impact on society as well. Green culture serves as a driver for employees to engage in more environmentally conscious behavior.3. Keywords: Green organizational culture, environmental values integration, corporate strateg Share Link | Plain Format | Corresponding Author (Rafni Siti Aisya)

72	Human Resource Management	ABS-92
Corporate Social Responsibility (CSR) and Business Ethics Impacting Corporate Reputation and Sustainability: A Systematic Literature Review Dicky Wedanta, Pricylia Chintiya Dewi Buntuang, Donny Apridolin Lamuanta, Igreino Sambeda Student of Management Undergraduate Study Program, Faculty of Economics and business, Tadulako University Abstract This study examines the interrelationship between Corporate Social Responsibility (CSR), business ethics, and their influence on organizational reputation and sustainability. Employing a Systematic Literature Review (SLR) methodology, this research evaluates diverse academic publications released between 2019 and 2024. The findings reveal that successful implementation of CSR initiatives and ethical business practices demonstrates a positive correlation with enhanced corporate reputation and long-term organizational sustainability. These insights present crucial strategic considerations for management practices and decision-making processes in the contemporary business landscape. Keywords: Corporate Social Responsibility (CSR), Business Ethics, Organizational Sustainability, Corporate Image, Business Management Share Link | Plain Format | Corresponding Author (Dicky Wedanta)

73	Human Resource Management	ABS-93
Agility in Organizational Structure: A Systematic Review of Flexible and Dynamic Organizational Models Asradya Noor Hidayah , Pricylia Chintya Dewi Buntuang , Alsyah Putri Salindri Irsan , Enjelica Tiara F.D.S.G Student of Management Undergraduate Study Program , Faculty of Economics and business, Tadulako University Abstract Agility or the ability to move quickly in organizational structures is a crucial factor in dealing with changes and dynamics in an increasingly dynamic and complex environment. This article presents a systematic review of flexible and dynamic organizational models, which enable rapid adaptation to external and internal changes. Through an analysis of various organizational models such as team-based organizations, matrix organizations, and flat organizational structures, this article identifies key characteristics of agile organizations, such as efficient communication, rapid decision-making, and employee empowerment. The study also highlights the role of digital technology as an enabler in facilitating collaboration, flexibility, and adaptability. Based on the literature review and empirical findings, this article develops recommendations for the design of responsive organizational structures that support continuous innovation, and presents practical implications in building a work culture that is responsive to change. Keywords: Organizational agility, dynamic, flexible, influence, development Share Link | Plain Format | Corresponding Author (Asradya Noor Hidayah)

74	Human Resource Management	ABS-96
Corporate Social Responsibility and Ethical Decision-Making: A Systematic Review of Frameworks and Case Studies Tubagus Raiyan Muhammad, Pricylia Chintiya Dewi Buntuang, Muh Pasha Student of Management Under Graduate Study Program, Faculty of Economics and business, Tadulako University Abstract The success of CSR depends on the company^s awareness that community issues are also their responsibility. Socially responsible companies will attract quality human resources, by understanding the impact of socially responsible business practices on employee recruitment and retention.CSR aims to contribute positively to the community and surrounding society by supporting social programs, education, health, and infrastructure development that are beneficial. Companies can empower communities to improve the quality of local life through skills training, education, and employment opportunities. This program aims to increase independence without outside assistance. This study shows that good CSR implementation can influence ethical decision making in companies,The term CSR has been used since the 1970s when John Elkington developed three main components of sustainable development, namely economic growth, environmental protection, and social justice, which was also initiated by the World Commission on Environment and Development (WCED) in Brundtland. Keywords: Corporate Social Responsibility (CSR), Ethical Decision, Implementation of CSR, A Systematic Review of Frameworks, The Real Impact of CSR Share Link | Plain Format | Corresponding Author (Tubagus Raiyan Muhammad)

75	Human Resource Management	ABS-98
The Impact Of Digitalization On Human Resource Change Management In The Government Sector: Systematic Literature Review Dheo Alghiffar Rivand, Harnida Wahyuni Adda Student of Management Undergraduate Study Program, Faculty of Economics and Business, Tadulako University Abstract This study explores the impact of digitalization on human resource (HR) change management in the government sector through a literature review approach. With the rapid advancement of digital technology, governments in various countries, including Indonesia, have adopted digital innovations to enhance the efficiency and quality of public services. However, the implementation of digitalization in the government sector presents new challenges, particularly in the context of HR change management, which involves technological adaptation, digital literacy enhancement, and organizational culture transformation. This study employs a systematic literature review method, analyzing 35 journals from reputable sources. The analysis reveals that approximately 62% of the literature records a positive impact of digitalization on HR change management, such as increased operational efficiency and employee engagement. However, 38% of the literature highlights obstacles such as low technological competency among civil servants (ASN) and budget limitations for training and digital infrastructure development. The literature review also indicates that digitalization not only transforms work processes but also affects organizational structure and communication patterns within the government environment. Based on these findings, it is recommended that the government strengthen the digital literacy of ASN through training and build infrastructure to support optimal digital technology implementation. This study is expected to provide insights for stakeholders in the government sector in designing more adaptive HR change management strategies in the digital era Keywords: Digitalization, Change Management, Human Resources, Government Sector Share Link | Plain Format | Corresponding Author (Dheo Alghiffar Rivand)

76	Human Resource Management	ABS-102
Literature Study on the Effectiveness of the MBKM Program in Enhancing Students^ Work Readiness Muh. Dani Faidil1, Harnida Wahyuni Adda2 1 Student of Management Undergraduate Study Program, Faculty of Economics and Business, Tadulako University 2 Management Departement, Faculty of Economics and Business Tadulako University * Email: muh.dani999[at]gmail.com Abstract ABSTRACT Work readiness is defined as the level of physical, mental, and work experience preparedness of an individual to effectively perform activities or tasks. This article aims to provide an overview of how the Merdeka Belajar Kampus Merdeka (MBKM) program can shape students^ work readiness. This research employs a literature review approach by collecting references from previous studies. Students can participate in the MBKM program, which is currently organized by the Ministry of Education, Culture, Research, and Technology (Kemendikbudristek) or departments/faculties at higher education institutions. Through this program, students are exposed to real-world work environments and engage in projects provided by companies or relevant partners. These experiences contribute to developing hard skills, intrapersonal soft skills, and interpersonal soft skills that support students^ work readiness. Keywords: Merdeka Belajar Kampus Merdeka (MBKM), Work Readiness, Interpersonal, Intrapersonal, Soft Skills. Share Link | Plain Format | Corresponding Author (Muh Dani Faididil)

77	Marketing and Digital Marketing	ABS-1
Caffe Interior Design Dimensions: An Exploratory Analysis Ponirin Ponirin, Semuel Maryansen Mongan Tadulako University Abstract The research aims is to create dimensions of interior design of a caffe shop based on customer perception. Research investigate a sample of 100 caffe customers who regularly visit caffe. An Exploratory factor analysis was utilized and the result indicated that there are four dimensions that build caffe design interior. Keywords: Caffe, interior design dimensions, customer perception Share Link | Plain Format | Corresponding Author (Ponirin Ponirin)

78	Marketing and Digital Marketing	ABS-6
the influence of trust and satisfaction on customer loyalty at chicken bim in hammer city nyoman trisnayanti tadulako university Abstract This study aims to determine the effect of trust and customer satisfaction, both simultaneously and individually, on customer loyalty in Chicken Bim in Palu City. The type of research used is descriptive causal research. The sampling technique used is purposive sampling technique with a sample size of 60 respondents. The data collection techniques used are observation, interview and questionnaire. The data analysis method used is multiple linear regression method. Keywords: Please Just Try to Submit This Sample Abstract Share Link | Plain Format | Corresponding Author (Ni Nyoman Trisna Yanti)

79	Marketing and Digital Marketing	ABS-9
MARKETING MIX CAN INFLUENCE ONLINE PURCHASE DECISIONS Aisah Latinggi 1 , Rosida P Adam 2 , Lindanur Sipatu 2 , Fatlina 2 1 Student of Management Study Program , PSDKU, Tadulako University, Tojo Una-Una 2 Lecturer in the Department of Management,Faculty of Economics and Business, Tadulako University Abstract The marketing mix influences consumer decisions in online stores. This study aims to determine the influence of marketing mix on purchase decisions. This type of research is quantitative, focusing on causal relationships with a cross sectional approach. The population of this study is consumers who have shopped at Shop Manjadda Shop, with a sample of 75 respondents, using purposive sampling techniques. The analysis used was multiple linear regression analysis. The results of the study obtained that the average variable product was 22.32, the average variable price was 15.59, the average variable place was 15.76 and the average variable promotion was 11.59. Partially, products, prices, venues and promotions have a significant effect on purchasing decisions. Simultaneously, the marketing mix ( product, price, venue) and promotion have a significant effect on online purchasing decisions. The R square value of 64.6% shows that buying interest can be influenced by the marketing mix of 64.6%.To improve purchasing decisions is to set competitive prices, type of product optimization and use effective and efficient promotional strategies. Keywords: Marketing Mix , Decision Purchase. Share Link | Plain Format | Corresponding Author (AISAH LATINGGI AISAH)

80	Marketing and Digital Marketing	ABS-16
SERVICE QUALITY AND PRODUCT VARIETY CAN AFFECT COSMETIC CUSTOMER SATISFACTION Sofia R. Kandacong1* , Syamsul Bahri2 , Lindanur Sipatu2 , Ira Nuriya2 1 Student of PSDKU Management Study Program, Tadulako University, Tojo Una-Una 2 Lecturer of Management Department Faculty of Economics and BusinessTadulako University Abstract This study aims to find out and analyze the influence of service quality and product variety on customer satisfaction in the Fika cosmetics Ampana store. This type of research is a quantitative research focusing on finding out the causal relationship with the corsssectional approach. The population of this study is consumers of the Fika Cosmetics Shop in Ampana City, with a sample of 75 respondents. using the technique/purposive sampling The data collection technique uses a questionnaire that has been tested for validity and realism and analyzed using Multiple Linear Regression. The results of the study were obtained that the average variables of service quality and product variation: service quality was 4.27, product variation was 4.37. partially and simultaneously, the variables of service quality and product variation have a significant effect on customer satisfaction at the Fika Cosmetik store in Ampana City. The adjusted R square value of 40.4% shows that customer satisfaction is influenced by service quality variables and product variations by 40.4%. Providing clear information about the product, can increase cosmetic customer satisfaction. Keywords: Service Quality, Product Variety, Customer Satisfaction. Share Link | Plain Format | Corresponding Author (Sofia R. Kandacong)

81	Marketing and Digital Marketing	ABS-17
MARKETING MIX CAN INFLUENCE CONSUMERS DECISIONS IN USING LAUNDRY SERVICES Sri Fadila Ishak1* , Syamsul Bahri2 , Lindanur Sipatu2 , Rosida Adam2 1 Student of PSDKU Management Study Program, Tadulako University, Tojo Una-Una 2 Lecturer of Management Department Faculty of Economics and BusinessTadulako University Abstract This study aims to find out and analyze the influence of the marketing mix (product, price, place, promotion, people, process and physical evidence) on consumers decision to use Q Syariah laundry services. This type of research is quantitative, focusing on finding out the causal relationship with a cross sectional approach. The population of this study is Q Syariah Ampana laundry consumers with a sample of 60 respondents, using a purposive sampling technique. The data collection technique used a questionnaire and was analyzed using Multiple Linear Regression. The results of the study showed that the average variable of the service marketing mix consisted of: product of 4.11, price of 4.14, place of 4.00, promotion of 4.03, people of 4.31, process of 4.07, and physical evidence of 4.36. Partially and simultaneously the variables of products, prices, places, promotions, people, processes and physical evidence have a significant effect on consumers decisions to use laundry services. The adjusted R square value of 80.1% shows that consumer decisions are influenced by variables of product, price, place, promotion, people, process, and physical evidence by 80.1%. Special offer when meeting in person for the first time by giving a 10% discount on the first wash Keywords: Marketing mix, consumer decisions Share Link | Plain Format | Corresponding Author (Sri Fadila Ishak)

82	Marketing and Digital Marketing	ABS-18
THE MARKETING MIX CAN AFFECT CONSUMER SATISFACTION Viana Syafitri1* , Syamsul Bahri2 , Lindanur Sipatu2 , Rosida P Adam2 1 Student of PSDKU Management Study Program, Tadulako University, Tojo Una-Una 2 Lecturer of Management Department Faculty of Economics and BusinessTadulako University Abstract This study aims to find out and analyze the influence of marketing mix (product, price, location and promotion) on consumer satisfaction buying fruits at Sobat Ampana stores. This type of research is quantitative, focusing on finding out the causal relationship with a cross sectional approach. The population of this study is all consumers who buy fruits at Sobat Ampana Shop with a sample of 100 respondents and use purposive sampling techniques. The data collection technique uses a questionnaire that has been tested for validity and reality and analyzed using Multiple Linear Regression. The results of the study found that the average variable of the marketing mix consisted of: product of 4.42, price of 4.24, location of 3.91, and promotion of 4.18. Partially and simultaneously, product variables, prices, locations, and promotions have a significant effect on consumer satisfaction buying fruits at the Sobat Ampana Shop. The adjusted R square value of 75.9% shows that consumer satisfaction is influenced by product, price, location and promotion variables by 75.9%. The comfort level of parking lots, the quality of fruit and affordable prices can increase consumer satisfaction. Keywords: Marketing Mix, Consumer Satisfaction Share Link | Plain Format | Corresponding Author (Viana Syafitri)

83	Marketing and Digital Marketing	ABS-21
DIGITAL MARKETING AND BRAND IMAGE CAN INFLUENCE PURCHASING DECISIONS 1Salwa Zalsabilla, 2Rosida Adam, 2Lindanur Sipatu, 2Fatlina 1 Student of PSDKU Management Study Program, Tadulako University, Tojo Una-Una 2 Lecturer of Management Department Faculty of Economics and BusinessTadulako University Abstract Purchase decisions are influenced by various factors, namely digital marketing and brand image. This study aims to determine the influence of digital marketing and brand image on purchase decisions. This type of research is quantitative with a cross sectional approach. The population of this study is 884 PSDKU students of Tadulako Tojo Una-Una University with a sample of 90 respondents, using the accidental sampling technique. The analysis used in this study is multiple linear regression analysis. The results of this study show that digital marketing has a significant influence on purchase decisions, with a sig value of 0.002 and a t-value of 3.162. Brand image has a significant influence on purchase decisions with a sig value of 0.033 and a t-value of 2.164. Simultaneously, digital marketing and brand image have a significant influence on Scarlett Whitening^s product purchase decisions with a Sig. of 0.000 and an F value of 41,798. Digital marketing can be enhanced by (giveaway) through online promotions, providing attractive discounts for customers and providing updates on products so as to make consumers interested. Brand image can be improved through consumer trust in Scarlett Whitening products. Keywords: Digital Marketing, Brand Image, Purchase Decision Share Link | Plain Format | Corresponding Author (Salwa Zalsabilla Parengrengi)

84	Marketing and Digital Marketing	ABS-28
THE EFFECT OF COMPLAINT HANDLING ON J&T EXPRESS CUSTOMER SATISFACTION IN AMPANA CITY Sulfiyani A.P.Libi1,*,Syamsul Bahri2, Lindanur Sipatu2, Rosida P. Adam2, Siti Aminah Hamzah Karim2 1 Student of PSDKU Management Study Program, Tadulako University, Tojo Una-Una 2 Lecturer of Management Department Faculty of Economics and BusinessTadulako University Abstract Customer satisfaction is a feeling of happiness and disappointment that arises after comparing product results to expected performance. This study aims to find out and analyze the influence of complaint handling: empathy, speed, fairness or fairness and ease of access on J&T Express customer satisfaction. This type of research is a causal quantitative research with a cross sectional approach. The study population was all consumers who had complained at the J&T Express service company in Ampana City with a sample of 80 respondents using the purposive sampling technique. The data collection technique uses a questionnaire that has been tested for validity and reality and analyzed using Multiple Linear Regression. The results of the study were obtained with an average of empathy of 3.91, speed of 3.75, fairness or fairness of 3.98 and ease of access of 3.87. Partially and simultaneously empathy, speed, fairness or fairness and ease of access have a significant effect on customer satisfaction. An R2 value of 50.8% indicates that customer satisfaction is influenced by empathy, speed, fairness or fairness and ease of access by 50.8%. Handling customer complaints quickly needs to be improved, especially in terms of speed. Keywords: complaint handling, customer satisfaction Share Link | Plain Format | Corresponding Author (Sulfiyani Arifin P. Libi)

85	Marketing and Digital Marketing	ABS-30
THE INFLUENCE OF STORE IMAGE, SERVICE QUALITY, AND PRODUCT VARIATION ON PURCHASE DECISIONS AT ALFAMIDI BAILO Siti Nur Alya Kanali1*, Syamsul Bahri2, Linda Nur Sipatu2, Rosida P Adam2, Sitti Aminah Hamzah Karim2 1 Mahasiswa Prodi Manajemen PSDKU Universitas Tadulako Tojo Una-Una 2 Dosen Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Tadulako Abstract This research aims to determine the impact of store image, service quality, and product variety at Alfamidi Bailo. The type of research used is quantitative research. The population in this study consists of all visitors to Alfamidi Bailo. The number of samples in this study is 80 samples. The sampling technique used is purposive sampling. Data collection was conducted by distributing questionnaires to visitors at Alfamidi Bailo. The analytical technique used is multiple linear regression analysis using SPSS. The research results simultaneously show that the variables of store image, service quality, and product variety significantly influence purchasing decisions at Alfamidi Bailo. Partially, the variables of store image, service quality, and product variety also significantly influence purchasing decisions at Alfamidi Bailo. The adjusted R square value of 37.7% indicates the overall influence of the variables. Keywords: store image, service quality, product variety, purchase decision Share Link | Plain Format | Corresponding Author (SITI NUR ALYA KANALI)

86	Marketing and Digital Marketing	ABS-31
THE INFLUENCE OF SERVICE QUALITY, PRODUCT VARIETY, PRICE AND LOCATION ON REPURCHASE INTEREST AT PANGKEP AMPANA RESTAURANT Fillisiani Pobau1,*,Syamsul Bahri2, Rosida P Adam2, Lindanur Sipatu2, Siti Aminah Hamzah Karim2 1 Student of PSDKU Management Study Program, Tadulako University, Tojo Una-Una 2 Lecturer of Management Department Faculty of Economics and BusinessTadulako University Abstract The purpose of this study was to determine and analyze the effect of service quality, product variation, price and location on consumer purchasing interest at Pangkep Ampana Restaurant. This type of research is quantitative research. The number of samples used was 100 people. The analysis method used was multiple linear regression analysis. Based on the results of the study and discussion, it can be concluded that service quality, product variation, price and location simultaneously have a significant effect on consumer purchasing interest at Pangkep Ampana Restaurant. Service quality partially has a significant effect on consumer purchasing interest at Pangkep Ampana Restaurant. Product variation partially has a significant effect on consumer purchasing interest at Pangkep Ampana Restaurant. Price partially has a significant effect on consumer purchasing interest at Pangkep Ampana Restaurant. Location partially has a significant effect on consumer purchasing interest at Pangkep Ampana Restaurant Keywords: Empathy, Service Quality, Product Variety, Price, Location, Repurchase Interest Share Link | Plain Format | Corresponding Author (Filisani Pobau)

87	Marketing and Digital Marketing	ABS-34
Analysis of Price Strategies and Product Innovations on Competitive Advantages of Local Products Palu Fifiyanti, Putri Kirei Hana, Cintany Salsabila, Sri Wanti Fakultas Ekonomi dan Bisnis, Universitas Tadulako Abstract This study aims to analyze the influence of product price strategies and innovation on competitive advantage in batik businesses in Palu City. In increasingly stringent batik industry competition, the application of the right strategy is very important for the sustainability of the business. The price strategy includes competitive pricing by maintaining product quality, while product innovation includes the development of new motives, the use of environmentally friendly raw materials, and modern technology adoption in production. This study uses a qualitative approach with interview and observation methods on a number of batik business actors in the city of Palu, the data obtained also comes from several literature reviews. The results showed that competitive price strategies and sustainable product innovation significantly contributed to the increase in competitive advantage of batik business. Business actors who are able to adjust prices with consumer purchasing power and continue to innovate on the product, successfully increase the appeal of the market and maintain consumer loyalty. Therefore, the combination of price strategies and product innovations has proven effective in strengthening the position of batik business in the midst of increasingly intensive competition. Keywords: Price strategy, product innovation, competitive advantage. Share Link | Plain Format | Corresponding Author (Fifi Yanti)

88	Marketing and Digital Marketing	ABS-36
The Influence of Service Quality and Brand Image on Maxim Online Transportation Service Purchase Decisions Ramzi Darmawan1, Hajrah Damayanti2, Ni Made Listya Devi3, Sri Wanti4 Fakultas Ekonomi dan Bisnis, Universitas Tadulako1.2.3.4 Abstract ABSTRACT Transportation is an important means of supporting economic activities. Along with the development of the times and sophisticated science and technology, transportation and communication facilities are getting easier, making human activities faster and more practical, one of which is the emergence of online-based transportation service providers, namely Maxim. Maxim is a Russian online transportation service provider company that has entered and developed in Indonesia since 2018. The large number of online transportation in Indonesia makes Maxim provide many service choices with good service quality to attract consumers. This study aims to determine the influence of service quality and brand image on the purchase decision of maxim online transportation services. This research method applies qualitative types through literature studies and field studies. The results of the study concluded that the quality of service and brand image had a positive and significant effect on customer satisfaction to customer satisfaction. Customers who are satisfied with the service and believe in the brand tend to be more loyal to the service. Therefore, this article underlines the importance of integration between service quality and effective brand image management to increase customer satisfaction and loyalty in the online transportation sector. Keywords: Keywords: Brand Image, Purchase Decision, Service Quality. Share Link | Plain Format | Corresponding Author (Ramzi Darmawan)

89	Marketing and Digital Marketing	ABS-39
Penerapan Strategi STP (Segmenting, Targeting, dan Positioning) dalam Membangun Brand Eatenmeal.co : Pendekatan untuk Usaha Kecil dalam Industri FnB Cookies Siti Rahmah Zalsabiela1, Shilvya2 , Ni Kadek Novi Antari3 , Sri Wanti4 Fakultas Ekonomi dan Bisnis, Universitas Tadulako 1.2.3.4 Abstract This research and article writing aim to elucidate the STP (Segmenting, Targeting, and Positioning) marketing strategy employed by Eatenmeal in establishing its brand image for snack products, specifically cookies. The study is based on information sourced from the owner of Eatenmeal. A qualitative research method with a descriptive approach was utilized, drawing from recent literature such as Google Scholar. The analysis concludes that Eatenmeal^s segmentation considers geographic and demographic factors, targeting primarily the Palu area in Central Sulawesi, focusing on students aged 16 to 24. This segmentation enables appropriate pricing for its market. Following market segmentation, Eatenmeal targets product planning and marketing strategies tailored to the lifestyle and purchasing habits of its audience. The company positions itself by committing to producing premium-quality cookies at affordable prices, thereby creating an exclusive image accessible to the upper-middle class. Keywords: Segmenting, Targeting, Positioning Share Link | Plain Format | Corresponding Author (Siti Rahmah Zalsabiela)

90	Marketing and Digital Marketing	ABS-41
PRODUCT INNOVATION DEVELOPMENT STUDENT ENTREPRENEURSHIP AS AN EFFORT TO IMPROVE SMES IN PALU CITY Daniel Theodore Calvin, Istiqamah, Veransia Dhitasiri Atthacariya S1 Management Study Program, Department of Management, Faculty of Economics and Business, Tadulako University Abstract Student business product innovation is the main force in shaping the ability to develop entrepreneurial interests. Product innovation, which includes changes in design, function, and marketing, is considered essential to increase product competitiveness in improving SMES. Ideas for starting a business or business begin with observing the environment. Usually new ideas arise as a result of the process of a person^s interaction with the environment. Therefore the choice of environment and business form must be carefully observed. This research aims to find out how the development of product innovations carried out by entrepreneurial students is an effort to improve SMES in Palu City. In writing this article, the research method used is qualitative research. The results of the study show that business entrepreneurship students play an important role in carrying out product innovation in a sustainable and significant manner so that they can contribute to the improvement of SMES in Palu City. It can be concluded that entrepreneurial students must be observant in developing product innovations and handling various problems and opportunities that arise in the environment. Keywords: product innovation, SME improvement, entrepreneurship Share Link | Plain Format | Corresponding Author (Daniel Theodore Calvin )

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