This research examines the relationship between consumer attitudes and decisions. By examining the attitude forming variables, among others, usefulness, ease of use and risk which directly influence attitudes and the direct influence of consumer attitudes on consumer decisions. The population in this study is a large number of consumers and the amount is not known with certainty, the researchers, for the sample using a random sampling method which is part of the non-probability sampling technique with the criteria of respondents who have shopped in offline retail and online retail, over 17 years old and domiciled in Jakarta. Samples taken amounted to 160 with 32 questions for each respondent. The results show that usefulness and ease of use affect consumer attitudes. While ease of use is the most powerful variable and has the biggest contribution that influences attitude. In this research hypothesis there is one hypothesis that is rejected, namely the effect of risk on attitude attitudes, the results of the study found that risk has no effect on attitude.

This study examines the impact of social media strategies and e-service quality on tourist satisfaction and loyalty, incorporating experience quality as a mediator and digital literacy as a moderator. Using Structural Equation Modeling-Partial Least Squares (SEM-PLS), the research analyzes data collected from 400 international tourists who engaged with digital platforms while traveling in Southeast Asia. The findings reveal that social media strategies and e-service quality have significant direct effects on tourist satisfaction and loyalty. Experience quality serves as a critical mediator, amplifying the relationship between these digital strategies and the dependent variables. Additionally, digital literacy moderates the effects of both social media strategies and e-service quality on experience quality, with stronger relationships observed among tourists with higher digital proficiency. The study advances theoretical understanding by integrating mediation and moderation effects into a comprehensive framework, highlighting the interplay of digital marketing, tourist experiences, and individual differences. Practical implications suggest that tourism marketers should optimize social media and e-service platforms to provide personalized, interactive, and user-friendly experiences. Addressing digital literacy disparities through simplified interfaces and educational initiatives can further enhance engagement and outcomes. This research offers valuable insights for developing effective digital strategies in the competitive and rapidly evolving tourism industry.

Social Media is one of the digital marketing media that is widely used today and the presence of the brand ambassador phenomenon is one of the determinants of consumer purchasing decisions for a product advertised on social media. In today's advances in digital technology, whether consumers prefer to be a model for the product and also whether trust in consumers is also a factor in the consumer's decision to buy. The purpose of this study is to examine the effect of brand ambassador and trust variables on consumer decisions to shop online and also purchase decisions on repurchase. In this study the researchers used four variables, twelve dimensions where each dimension was represented by two indicators so that in this study there were twenty-four indicators which would later be changed in the form of questions to respondents. The population used is consumers who have shopped for fashion products using brand ambassadors. Given that the population is very large, the researchers used quota sampling to determine the number of samples. The study used 5 times the number of indicators so that there were 120 samples of respondents who were processed through Structural Equation Modeling analysis techniques with AMOS software. The results of data processing indicate that brand ambassadors and trust significantly influence consumer purchasing decisions. It was found that trust had the greatest influence on trust. Moreover, purchasing decisions have a significant effect on online consumer repurchase.

In online shopping, it is currently an alternative place for shopping where this method is starting to be widely used by consumers. Various online shopping applications have sprung up, but several factors that influence consumer shopping decisions of course vary. In this study, researchers examined the effect of the accepted model of technology (ease of use and usefulness) and risk variables on consumer decisions to shop at online stores. In this study, the researcher used four variables, sixteen dimensions where each dimension was represented by two indicators so that in this study there were thirty-two indicators which would later be changed in the form of questions to respondents. In this study, the population used is consumers who have shopped online and since the population is very large, then with the quota sampling method the researchers determine the number of samples as much as five times the number of indicators so that the number of samples is 160 respondents, which would later be processed with AMOS SEM analysis tools. From the results of this study, it was found that the variables of ease of use, usefulness and risk had a significant and significant effect on consumer decisions to buy online. And the ease-of-use variable also affects the usefulness variable. The usefulness variable is found to have the greatest influence on consumer decisions, then the risk variable and finally the ease of use.

The research conducted by this researcher intends to analyze the effect of trust and ease of use on purchase decisions and repurchase intention. The data collection method in this study uses a questionnaire with 130 consumers who have purchased at an online store. The analytical method used is descriptive analysis, and the test instrument uses SEM AMOS. in this study using four variables, thirteen dimensions and twenty-six indicators. The results show that trust and ease of use have a significant effect on buying decisions and also have a significant effect on repurchase intention, and purchase decisions have a significant and significant effect on repurchase intention. so it can be said that trust and ease of use are the entry points that make consumers start to move to the next stage, therefore online store marketers need to pay attention.