Income Journal Of Economics Development

MSME Empowerment Management through the E-Peken Program in an Effort to Improve the Local Economy in Surabaya

2026-07-19T15:31:41+00:00

The E-Peken (Electronic-Based Village Economic Empowerment) program is one of the breakthroughs from the Surabaya City Government to strengthen the community's economy through the use of digital in MSMEs. The purpose of this study is to examine the management of MSME empowerment carried out through the E-Peken program by applying the management theory of Henri Fayol which includes the planning, organization, implementation, and supervision stages. The object of this research is the management of the E-Peken program as an innovation of the Surabaya City Government in supporting digital-based MSME empowerment, and the research was conducted in Surabaya City, East Java, Indonesia. The research approach applied is qualitative descriptive with literature studies, where information is obtained from journals, articles, official government news, policy documents, and publications related to the E-Peken program. The study used secondary data with document review guidelines, data classification tables, and analysis instruments based on the POAC management functions. Data were analyzed using qualitative descriptive analysis through the stages of data reduction, data presentation, and conclusion drawing. The findings of the study indicate that the E-Peken program has been running quite effectively in terms of planning, organizing, implementation, and supervising. This initiative has succeeded in helping MSMEs in increasing market access through digital media. However, during its implementation, there are several obstacles, such as a lack of technological understanding among MSME actors, uneven internet access, and lack of consistency in the use of the platform. For this reason, improvements in digital training, infrastructure strengthening, and routine evaluation are needed so that the program can run more efficiently and optimally.

The Effect of Service Quality and Product Price on Customer Satisfaction at PT Asia Bahtera Solusitech, a Plastic Injection Machinery Trading Company

2026-09-08T13:37:14+00:00

This study aims to analyze the influence of service quality and product price on customer satisfaction levels at PT. Asia Bahtera Solusitech. Customer satisfaction is the result of a consumer's evaluation after comparing their expectations with the performance of the product or service received; in this context, it is significantly influenced by service quality and price. Service quality represents the company's ability to meet customer expectations, while product price reflects the economic value paid by consumers to obtain that satisfaction. Employing a quantitative approach, this study explores the impact of these two variables on the customer population of PT. Asia Bahtera Solusitech. Data were collected from 82 respondents using a Likert-scale questionnaire. The sampling technique applied was probability sampling, specifically the simple random sampling method. Statistical analysis methods utilized include validity testing, reliability testing, classical assumption testing, t-tests, F-tests, the coefficient of determination test, and multiple linear regression analysis.

The Effect of Sales Growth and Total Asset Turnover (Tato) on Stock Return at PT. Kimia Farma TBK

2026-09-06T11:46:06+00:00

This study aims to determine the effect of Sales Growth and Total Asset Turnover (TATO) on Stock Return at PT. Kimia Farma Tbk for the period 2014–2023. The research method used is quantitative with an associative approach, using secondary data in the form of the company's annual financial statements. The analysis technique applied is multiple linear regression with classical assumption test, t test, F test, correlation coefficient, and determination. From the results of the determination coefficient test, R Square (Coefficient of Determination) was obtained, the value of R Square stated in the table was 0.347. This shows that the magnitude of the influence of sales growth (X1) and TATO (X2) on Stock Return is 0.34% and the remaining 0.64% is influenced by other variables that are not included in this study. Thus, it can be concluded that together sales growth (X1) and TATO (X2) do not have a significant influence on stock returns (Y). This finding concludes that Sales Growth and Total Asset Turnover (TATO) have no effect on the Stock Return at PT. Kimia Farma Tbk. Therefore, the company needs to consider other factors such as marketing and sales strategies, efficient asset management, product and service development (including digitalization), and optimization of retail outlet networks, clinics, and laboratories in improving profit performance in the future.

The Influence of Work Environment and Communication on Employee Job Satisfaction at PT Spesial Pipa Indonesia, West Jakarta

2026-09-12T15:05:49+00:00

This research is motivated by the importance of the work environment and communication in improving employee job satisfaction at PT. Spesial Pipa Indonesia. Job satisfaction is one factor that can influence employee morale, productivity, and loyalty to the company. A comfortable work environment and effective communication are believed to create a conducive work atmosphere, thereby increasing employee job satisfaction. The purpose of this study was to determine the influence of the work environment and communication on employee job satisfaction, both partially and simultaneously. The research method used was quantitative with a descriptive approach. The population in this study was all 45 employees of PT. Spesial Pipa Indonesia, using a saturated sampling technique, so that the entire population served as the research sample. Data were collected through questionnaires and analyzed using SPSS version 26 through validity, reliability, classical assumptions, multiple linear regression, t-test, F-test, and coefficient of determination tests. The results of the study indicate that the work environment has a positive and significant effect on employee job satisfaction, with a calculated t-value of 3.965 and a significance level of 0.000. Communication also has a positive and significant effect on job satisfaction, with a calculated t-value of 3.453 and a significance level of 0.001. Simultaneously, the work environment and communication have a positive and significant effect on employee job satisfaction, with a calculated F-value of 72.060 and a significance level of 0.000. The coefficient of determination (R²) of 0.774 indicates that the work environment and communication explain 77.4% of employee job satisfaction, while the remaining 22.6% is influenced by factors outside the study.

Analysis of the Factors Influencing the Adoption of QRIS, E-Wallets, and Mobile Banking Among Generation Z

2026-09-06T16:27:04+00:00

This study analyzes preferences for digital money types in daily non-cash transactions by comparing QRIS, e-wallet, and mobile banking use among 40 respondents. The research was developed from questionnaire data collected online and processed with descriptive quantitative analysis. The study focuses on three preference indicators: frequency of use, perceived ease of use, perceived security, and perceived service quality. The results show that QRIS is the most frequently used digital payment instrument, selected by 21 respondents or 53 percent of the sample, followed by mobile banking with 12 respondents or 30 percent and e-wallet with 7 respondents or 18 percent. QRIS also remains the leading option in the fairly frequent use category, while mobile banking is the most dominant instrument in the rarely used category. Respondents generally expressed positive evaluations of digital money services, especially in terms of ease of use and quality. The findings indicate that practical access, speed, merchant acceptance, and user confidence are important factors shaping the preference for digital money. The study concludes that QRIS has a high level of acceptance among respondents and can be strengthened through user education, transaction security, and broader integration with everyday economic activities.

Performance Analysis of Terminal Service Officer Staff in Supervising the Land Side of Hang Nadim Batam International Airport

2026-09-15T01:13:07+00:00

Hang Nadim Batam International Airport is one of the important air gateways in Indonesia that serves the growing passenger traffic. This requires the readiness of land-side facilities supported by optimal supervision by the Terminal Service Officer, in line with the advancement of digital technology. This study aims to analyze the performance of Terminal Service Officer staff in ground-side supervision and the implementation of digital-based Standard Operating Procedures. This study uses a descriptive qualitative method. The data collection technique uses an in-depth interview method of Terminal Service Officer staff, direct observation in the terminal area, and documentation in the form of Standard Operating Procedure document No: PM/BTH-ASS/LO-02 and PM Regulation No. 41 of 2023. The validity of the data is ensured through the integrity of the data from interviews and real-time field observations. The results of the study found that the performance of Terminal Service Officer staff is optimal in maintaining service standards through the use of precision measuring tools and digital reporting systems. The transformation to a digital platform has succeeded in accelerating response time to facility damage and improving data integrity. Management needs to maximize its management strategy during peak hours so that it does not become a decrease in the quality of service due to the surge in passengers in the terminal area

Raw Material Inventory Control Analysis Using the Material Requirement Planning Method at Donat Brownies in Solo

2026-09-12T13:54:29+00:00

Donat Brownies is a micro, small, and medium enterprise (MSME) operating in the food industry, specifically producing donuts and brownies. Currently, the business manages its raw material inventory manually or relies on intuitive estimation when procuring supplies. This study aims to analyze the efficiency of raw material inventory control. The research employs the Material Requirements Planning (MRP) method, utilizing the Lot-for-Lot (LFL), Economic Order Quantity (EOQ), and Period Order Quantity (POQ) techniques for data analysis. The data required includes a general overview of Donat Brownies, the production process, and figures regarding raw material usage, procurement, ordering costs, and holding costs. Data collection was conducted through interviews. Based on the calculations, the total cost under Donat Brownies current policy is Rp935,011. In contrast, the total costs using MRP techniques are Rp256,548 for Lot For Lot (LFL), Rp441,751 for Economic Order Quantity (EOQ), and Rp441,765 for Period Order Quantity (POQ). Consequently, the researcher concludes that the Lot For Lot (LFL) method is the most efficient approach for Donat Brownies.

Cultural Capital of Alumni of Automation and Office Governance (OTKP) of SMKN 2 Jakarta in Responding to the World of Work

2026-07-21T13:19:56+00:00

The high unemployment rate among graduates of Indonesian Vocational High Schools (SMK) indicates that technical competence alone is insufficient to ensure graduates' readiness to enter the world of work. This condition highlights the importance of examining social and cultural factors, particularly cultural capital, in preparing vocational graduates to respond to workplace demands. This study aims to analyze how the cultural capital of Automation and Office Governance (OTKP) alumni at SMKN 2 Jakarta is formed during the educational process and how this cultural capital plays a role in responding to the world of work. This study employed a qualitative approach using a case study method. Data were collected through in-depth interviews, supported by observation and documentation, involving six OTKP alumni as the main informants and supporting informants consisting of OTKP teachers and the Special Job Exchange (BKK) of SMKN 2 Jakarta. Data validity was ensured through source triangulation, while data were analyzed using the interactive analysis model of Miles, Huberman, and Saldaña. The results show that alumni's cultural capital is developed through the learning process, work culture habituation, field work practice (PKL), competency certification, and collaboration between the school and the industrial world. This cultural capital is reflected in communication skills, discipline, work ethics, professionalism, practical experience, and competency certificates and diplomas. Furthermore, it supports graduates' work readiness, adaptability, and ability to respond to workplace demands, both in occupations related and unrelated to the OTKP field. This study demonstrates that vocational education plays an important role in shaping cultural capital that alumni can utilize in responding to the world of work.

The Effect of Discount Promotions and Live Streaming on Purchase Decisions among TikTok Shop Users in Cengkareng District

2026-09-12T15:44:42+00:00

The rapid development of information technology and the internet has transformed consumer shopping behavior from conventional shopping to online shopping through e-commerce platforms, one of which is TikTok Shop. Various marketing strategies, such as discount promotion and live streaming, are utilized by businesses to attract consumers and encourage purchasing decisions. This study aims to analyze the influence of discount promotion and live streaming on purchasing decisions among TikTok Shop users in Cengkareng District, both partially and simultaneously. This research employed a quantitative method with a survey approach. Data were collected through questionnaires distributed to 100 respondents selected using a purposive sampling technique, with the sample size determined using the Lemeshow formula. The data were analyzed using IBM SPSS Statistics version 27 through validity testing, reliability testing, classical assumption tests (normality, multicollinearity, heteroscedasticity), multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results show that all instrument items are valid and reliable, the regression model meets the classical assumptions, and discount promotion and live streaming have a positive and significant effect on purchasing decisions, both partially (t = 2.571 and t = 5.607) and simultaneously (F = 69.321). The coefficient of determination (Adjusted R Square) of 0.580 indicates that 58% of purchasing decisions can be explained by the two variables, while the remaining 42% is influenced by other factors outside this study, such as product quality, price, and consumer trust.

Development of MSMEs Based on the Pentahelix Model in Supporting Regional Economic Growth in East Java Province

2026-07-19T15:38:07+00:00

This study aims to analyze the application of the pentahelix model in the development of micro, small, and medium enterprises (MSMEs) to support regional economic growth in East Java Province. MSMEs play an important role in regional economic growth; however, many MSME actors still face various challenges, including limited access to capital, low product innovation, and the limited use of digital technology. This study uses a qualitative approach with a descriptive method based on literature studies and documentation. The data used is secondary data obtained from official government documents, statistical reports, scientific publications, and other relevant sources related to MSME development, regional economic growth, and the concept of pentahelix. Data were collected through documentation and literature review techniques. The analysis was carried out by grouping data based on five pentahelix elements, namely the government, academics, business actors, the community, and the media. The results of the study show that the development of MSMEs in East Java has involved various stakeholders, but the synergy between actors has not run optimally. The government plays a role in providing empowerment policies and programs, academics contribute through research and mentoring, business actors play a role in innovation and market development, the community supports socio-economic networks, while the media plays a role in the promotion and dissemination of information. The main obstacles that are still faced are weak coordination, the lack of integration of inter-sector programs, and the limited use of digital technology by some MSME actors. Therefore, strengthening pentahelix collaboration is needed so that the development of MSMEs can run more effectively, sustainably, and be able to make a greater contribution to regional economic growth

The Influence of Job Satisfaction and Work Environment on Employee Performance at PT Gabag Indonesia Tangerang

2026-09-08T10:52:50+00:00

Human resources are important assets in achieving organizational goals. Employee performance is influenced by various factors, including job satisfaction and the work environment. This study aims to analyze the effect of job satisfaction and the work environment on employee performance at PT Gabag Indonesia Tangerang. This study employed a quantitative research method with a survey approach. The population consisted of 52 employees, all of whom were selected as the research sample using the total sampling technique. Data were collected through questionnaires and analyzed using validity, reliability, normality, multicollinearity, heteroscedasticity, and autocorrelation tests, partial (t-test), simultaneous (F-test), regression analysis and coefficient of determination (R²) analysis using IBM SPSS Statistics version 27. The results show that job satisfaction and the work environment have a positive and significant effect on employee performance, both partially and simultaneously. The coefficient of determination of 67.5% indicates that employee performance can be explained by job satisfaction and the work environment, while the remaining 32.5% is influenced by other factors outside the scope of this study. Therefore, improving job satisfaction and the work environment can enhance employee performance at PT Gabag Indonesia Tangerang.

Analysis of Regional Expenditure Efficiency in the Management of the Tuban Regency Budget During the Covid 19 Pandemic

2026-07-19T15:41:56+00:00

The Covid-19 pandemic has caused great fiscal pressure for local governments, including Tuban Regency. Local governments are required to maintain public services while adjusting spending priorities through budget refocusing and reallocating policies. This study aims to analyze the efficiency of regional spending in the management of the Regional Revenue and Expenditure Budget (APBD) of Tuban Regency during the pandemic period of 2020–2021. The research uses a descriptive quantitative approach with secondary data in the form of the Tuban Regency Government Budget Realization Report for 2020 and 2021. The analysis technique used is the expenditure efficiency ratio, which is the comparison between the realization of expenditure and the expenditure budget. The results of the study show that the expenditure efficiency ratio in 2020 was 87.05% and in 2021 was 85.07%, with an average of 86.06%. Based on the criteria used, the two years are included in the category of being very efficient. These findings show that the Tuban Regency Government is able to control the realization of spending that remains below the budget set during the pandemic. This condition reflects the adaptive capacity of local governments in managing regional finances through adjusting spending priorities and strengthening fiscal discipline during times of crisis.

The Effect of Incentives and Extrinsic Motivation on Employee Performance at PT Isuto Sukses Jaya, West Jakarta

2026-09-08T13:51:52+00:00

Providing incentives (such as bonuses, commissions, or financial rewards) can serve as a direct stimulus for employees to work harder; employees tend to increase their effort and productivity because there is a tangible reward to be gained from their work. Similarly, extrinsic motivation—manifested through company policies, supervision, and reward systems—can foster greater discipline and a sense of responsibility regarding their work. This study aims to analyze the impact of incentive provision and extrinsic motivation on employee performance at PT Isuto Sukses Jaya. The study was prompted by observed fluctuations in employee productivity, suspected to be influenced by a suboptimal incentive distribution system and factors external to the work environment (extrinsic motivation). A quantitative approach was employed, involving 56 respondents who are employees of PT Isuto Sukses Jaya in West Jakarta. Data were collected via questionnaires and analyzed using SPSS Version 27. The t-test results for incentive provision showed a significance value of 0.077 (> 0.05) and a t calculated value lower than the t-table value (1.800 < 2.006), indicating that, in isolation, incentive provision does not significantly affect employee performance. Conversely, extrinsic motivation showed a significance value of 0.013 (< 0.05) and a t-calculated value higher than the t-table value (2.559 > 2.006), indicating a positive and significant effect on employee performance. The F-test yielded a significance value of 0.000 (< 0.05) with an F-calculated value exceeding the F-table value (14.995 > 3.17), confirming that the two independent variables incentive provision and extrinsic motivation simultaneously exert a significant influence on employee performance. The coefficient of determination (R-squared) was found to be 0.361, indicating the explanatory power of the predictor variables and the sample used.

The Effect of Cash Ratio and Loan to Asset Ratio on Return on Asset at PT. Bank Mandiri Tbk

2026-09-06T16:40:16+00:00

The purpose of this study is to determine whether there is an influence of Cash Ratio and Loan to Deposit Ratio on Return on Assets of PT Bank Mandiri Tbk, This type of research includes Associative research, this study uses a table list instrument in the form of financial report data consisting of cash data, current liabilities, total credit, total assets, net profit for 2014-2023 at PT. Bank Mandiri Tbk, for 10 years, The population in this study is the company's financial statements in the form of balance sheets and profit and loss reports, the population in this study is 31 years from Bank Mandiri Tbk. Listed on the Indonesian stock exchange in 1990-2021, The sample in this study is 10 years starting from 2014-2023 with a sampling technique, namely purposive sampling, which is a sampling technique based on certain criteria by paying attention to the characteristics and characteristics of the research population, the data analysis techniques used are classical assumption tests, multiple linear regression, correlation coefficients, determination and significance tests. The research results state that the Cash Ratio and Loan to Deposit Ratio have an effect on the Return on Assets of PT. Bank Mandiri Tbk.

The Effect of Customer Relationship Management and Service Quality on Customer Loyalty at PT Sinar Biru Sentosa, Jakarta

2026-09-12T14:53:19+00:00

This study aims to examine the influence of Customer Relationship Management and service quality on customer loyalty at PT Sinar Biru Sentosa, Jakarta, both partially and simultaneously. The study was motivated by the phenomenon of fluctuating customer loyalty, evidenced by a decline in repeat purchase frequency and an increase in customer complaints regarding delivery delays and suboptimal service responsiveness. A quantitative approach was employed using multiple linear regression analysis assisted by SPSS 26 software. The study population comprised all 133 active customers of PT Sinar Biru Sentosa, Jakarta, with a sample of 100 respondents determined using Slovin's formula via simple random sampling. The findings indicate that Customer Relationship Management has a positive and significant effect on customer loyalty, with a significance value of 0.000 (< 0.05). Conversely, service quality does not show a significant effect on customer loyalty, with a significance value of 0.498 (> 0.05). Simultaneously, Customer Relationship Management and service quality significantly influence customer loyalty, contributing 15.6%, while the remainder is influenced by factors outside the scope of this study model.

The Role of Woven Fabric MSMEs in Strengthening Economic Resilience and National Cultural Resilience in the Fast Fashion Era

2026-07-21T13:07:15+00:00

MSMEs have an important role as the foundation of the community's economy as well as the guardian of cultural heritage. This study aims to analyze the role of Ms. Hana's Ikat Ikat Ngorek MSMEs in strengthening national economic and cultural resilience amid the dominance of the fast fashion industry. However, the weaving business faces various challenges, such as the declining interest of the younger generation in woven products and the increasingly fierce market competition. This research uses a qualitative approach with a descriptive-analytical method. Data were obtained through direct observation, in-depth interviews, and literature studies. The collected data were analyzed qualitatively through data reduction, data presentation, conclusion drawing, and triangulation. The results of the study show that Kodok Ngorek Weaving MSMEs contribute to economic resilience through the provision of jobs and increased community income. In addition, this business plays a role in preserving and introducing local cultural identity to the wider community. In facing the challenges of fast fashion, business owners apply various adaptation strategies, such as more modern design innovations, as well as digital marketing optimization through social media. Therefore, the ability to adapt and innovate is an important factor for the sustainability of MSMEs in maintaining economic competitiveness while preserving traditional cultural values in the midst of rapidly changing market trends.

Implementation of the Kitchen and Pastry Request and Procurement Process in the Purchasing Division in Supporting the Smooth Operation of PT Declan Kulinari Nusantara

2026-09-06T16:35:03+00:00

The smooth operation of fine dining restaurants is greatly influenced by the effectiveness of the process of requesting and procuring raw materials, especially in kitchen and pastry units which have the characteristics of daily needs and perishable ingredients. This study aims to analyze the process of requesting and procuring kitchen and pastry raw materials in the Purchasing Division of PT Declan Kulinari Nusantara and identify problems that affect the effectiveness of its implementation. The research method used is qualitative descriptive with a case study approach. Data collection was carried out through direct observation, interviews with related parties, and documentation studies on the procurement process and use of the Enterprise Resource Planning (ERP) system. The results of the study show that the raw material procurement process has a structured flow through the stages of Purchase Request, Purchase Order, Goods Receipt, and Purchase Invoice, and is supported by an ESB-based ERP system. ERP. However, in practice, obstacles are still found in the form of sudden demand for raw materials, mismatches in stock data between the system and actual conditions, and coordination across divisions that are not optimal. The discussion shows that these problems do not only originate from the technical aspects of the system, but also from needs planning, procedural discipline, and managerial practices. This study concludes that increasing the effectiveness of raw material procurement requires integration between reliable information systems, data-based needs planning, and continuous cross-division coordination.

The Effect of Promotion and Perceived Ease of Use on Purchase Decisions of Shopee Marketplace Users in Cengkareng District

2026-09-12T13:20:08+00:00

The rapid growth of online marketplaces in Indonesia has intensified competition among e-commerce platforms, encouraging companies to understand the factors influencing consumers' purchasing decisions. Promotion and perceived ease of use are considered important factors affecting purchasing decisions among Shopee marketplace users. This study aims to analyze the influence of promotion and perceived ease of use on purchasing decisions among Shopee marketplace users in Cengkareng District, West Jakarta. This study employed a quantitative research method. The sample consisted of 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination with the assistance of SPSS version 26. The results indicate that promotion and perceived ease of use have a positive and significant effect on purchasing decisions, both partially and simultaneously. Perceived ease of use has a greater influence on purchasing decisions than promotion. Furthermore, the two independent variables explain 62.8% of the variation in purchasing decisions, while the remaining 37.2% is influenced by other factors outside the research model. Therefore, improving promotional strategies and enhancing the ease of use of the Shopee application can increase consumers' purchasing decisions.

Factors Influencing iPhone Purchase Intention among University Students: Evidence from STIA Lancang Kuning Dumai

2026-09-06T17:32:46+00:00

This study aims to analyze the perceptions of students at STIA Lancang Kuning Dumai regarding price, product quality, brand image, and lifestyle factors in relation to their purchase intention toward Apple iPhones. The study is grounded in theories of price, product quality, brand image, lifestyle, and consumer purchase intention. A quantitative descriptive approach was employed in this research. Primary data were collected through a questionnaire using a five-point Likert scale administered to 30 students of STIA Lancang Kuning Dumai selected as the research sample. The variables examined included price, product quality, brand image, lifestyle, and purchase intention. Data were analyzed descriptively by calculating the frequency and percentage of respondents’ answers for each variable. The results indicate that product quality received the highest level of agreement at 62.50%, followed by price at 60.83%, purchase intention at 54.17%, brand image at 45.83%, and lifestyle at 35.83%. These findings suggest that students place greater emphasis on product quality and functional benefits than on lifestyle factors when forming their intention to purchase an Apple iPhone. The study concludes that product quality and price are the factors receiving the most positive perceptions from respondents. Therefore, companies should maintain product quality and ensure that pricing reflects the value perceived by consumers. The findings contribute to a better understanding of student consumer behavior toward premium smartphones and may serve as a reference for value-oriented marketing strategies.

The Influence of Social Media Marketing and Brand Awareness on Consumers’ Purchase Decisions for Sattka Pashmina Hijabs on TikTok Shop

2026-09-08T13:07:35+00:00

This study aims to analyze the influence of Social Media Marketing and Brand Awareness on the Purchase Decision of Sattka brand pashmina hijabs on TikTok Shop. The study is motivated by the growing role of social media as a digital marketing platform that can enhance Brand Awareness and encourage consumer purchasing decisions. This research employed a quantitative method with a survey approach. Data were collected through questionnaires distributed to 40 consumers of Sattka pashmina hijabs on TikTok Shop residing in West Jakarta. The data were analyzed using validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, partial testing (t-test), simultaneous testing (F-test), and coefficient of determination analysis with IBM SPSS Statistics 27. The results indicate that Social Media Marketing has a positive and significant effect on Purchase Decisions, with a t-value of 2.822 and a significance level of 0.008. Brand Awareness also has a positive and significant effect on Purchase Decisions, with a t-value of 2.351 and a significance level of 0.024. Simultaneously, Social Media Marketing and Brand Awareness significantly influence Purchase Decisions, as indicated by an F-value of 90.514 and a significance level of less than 0.001. The coefficient of determination (R²) of 0.830 shows that both independent variables explain 83% of the variation in Purchase Decisions, while the remaining 17% is influenced by other factors outside the scope of this study. Therefore, Social Media Marketing and Brand Awareness are important factors in increasing consumers' purchase decisions for Sattka pashmina hijabs on TikTok Shop.