Abstract:Digital transformation has reshaped the marketing communication paradigm of the banking industry in Indonesia, encouraging financial institutions to adopt creative strategies to reach digital consumers. This study aims to…
o analyze the influence of content marketing, omnichannel marketing, and electronic word of mouth (eWOM) on purchase decisions through brand awareness in BCA’s public service advertisement “Don’t Know Kasih No!”. This banking security education campaign successfully garnered more than 100 million views through its unique storytelling approach, engaging audiovisual elements, and relevant humor, making it an interesting phenomenon to be examined scientifically. This research employs a descriptive quantitative method using the Structural Equation Modeling–Partial Least Square (SEM-PLS) approach. The research population consists of Indonesian individuals aged 17–40 years (Generation Z and Millennials) who are BCA customers and have been exposed to the “Don’t Know Kasih No.!” advertisement. The sample size was determined using Cochran’s formula, resulting in a minimum of 100 respondents, selected through purposive sampling. Data were collected using an online questionnaire developed based on a five-point Likert scale containing 47 statement items. Data analysis was conducted using SmartPLS 4.0 to evaluate validity, reliability, and structural hypothesis testing.
Abstract:This study explores the relationship between business strategy, business performance, innovation, and competitive advantage and their impact on customer value for non-apparel textile SMEs in Indonesia. Using Structure Equational…
uational Modeling (SEM), it aims to understand how business strategy affects business performance and innovation and how business performance and innovation mediate the relationship between business strategy and competitive advantage. In addition, it investigates the role of competitive advantage as a mediator in increasing customer value.The results show that business strategy has a significant impact on business performance, innovation, and competitive advantage. Competitive advantage proved to be an important mediator in improving customer value. However, business performance and innovation are not always effective in mediating the relationship between business strategy and competitive advantage or customer value. The findings indicate that while business performance and innovation are important, they should be viewed as part of a more holistic approach to business strategy.This research concludes that companies should focus on strategies that integrate competitive advantage through various elements, such as innovation, product quality, and marketing. Good strategic planning and effective implementation are key to achieving and maintaining competitive advantage and increasing customer value. The findings provide important insights into the need for a holistic strategic approach to achieve long-term success in an increasingly competitive market.
Abstract:This study aims to analyze the influence of multi-stakeholder collaboration on the resilience of tourism activities and to examine the mediating role of sustainable tourism management within a community-based tourism village…
lage context. A quantitative explanatory research design was employed, using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research was conducted in Nglanggeran Tourism Village, Special Region of Yogyakarta, Indonesia, with data collection carried out in 2025. A total of 90 respondents were selected through purposive sampling based on their active involvement in village tourism activities. The three main constructs, namely multi-stakeholder collaboration, sustainable tourism management, and tourism activity resilience, were measured using a 5-point Likert scale instrument. PLS-SEM analysis was employed to evaluate the measurement and structural models, encompassing assessments of validity, reliability, R², Q², and hypothesis testing via bootstrapping. Findings indicate that multi-stakeholder collaboration has a positive and significant effect on both sustainable tourism management and tourism activity resilience. Sustainable tourism management also shows a positive and considerable influence on tourism activity resilience. Furthermore, a partial mediation effect was identified, wherein sustainable tourism management strengthens the impact of multi-stakeholder collaboration on the strength of tourism activities. Structured and inclusive multi-stakeholder collaboration, when integrated with sustainable tourism management practices, enhances the resilience of tourism activities in community-based destinations. These results underscore the crucial importance of collaborative governance and sustainable management practices in fostering destination sustainability and resilience.
Abstract:This study aims to analyze the influence of the marketing mix, service quality, and customer satisfaction on repurchase intention at Singhasari Resort. The research employs a quantitative approach using Partial Least Squares–Structural…
ares–Structural Equation Modeling (PLS-SEM). The sample consists of guests who had stayed at least once at Singhasari Resort during the period of January 2024 to November 2025. The findings indicate that (1) the marketing mix has a significant effect on customer satisfaction and repurchase intention, (2) service quality significantly influences customer satisfaction and repurchase intention, although it represents the weakest predictor, (3) customer satisfaction significantly affects repurchase intention, and (4) customer satisfaction mediates the relationship between the marketing mix and service quality on repurchase intention.
Abstract:This study aims to analyze the factors influencing the attitudes and decisions of lower-class communities in adopting Islamic bank mobile banking services, with a specific focus on the BSI Mobile application. The research…
h applies the Technology Acceptance Model (TAM) developed by Davis (1989), emphasizing two key constructs—perceived ease of use and perceived usefulness—as determinants of users’ attitudes and decisions. The study employs a quantitative approach using a survey method involving 100 lower-class customers of Bank Syariah Indonesia (BSI) Sibuhuan. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique through SmartPLS 4.0 software. The results indicate that perceived usefulness significantly affects both attitude and decision to use, while perceived ease of use influences attitude indirectly. The R² value for attitude (0.743) and decision (0.654) shows that the model has strong explanatory power. These findings reveal that lower-income customers are more motivated by perceived benefits, such as convenience, time efficiency, and transaction security, rather than interface simplicity. From a practical perspective, the study suggests that Islamic banks should strengthen digital literacy, user assistance, and customer trust to enhance mobile banking adoption among lower-class communities.
Abstract:The height competition in the sector business Micro, Small and Medium Enterprises (MSMEs) fried chicken in Jakarta demands perpetrator business for improve retention strategies customers, one of them through increased purchase…
rchase interest repeat. Research This aim analyze influence quality products, service quality, and systems payment on purchase interest repeat, with satisfaction customer as intervening variables. Research quantitative this use Structural Equation Modeling (SEM) approach based on Partial Least Squares (PLS) with sample of 100-150 respondents MSMEs fried chicken customers in Jakarta. Test results hypothesis show that satisfaction customer own significant and positive influence on purchase interest repeat. Next, quality products and systems payment proven in a way direct influential positive and significant to satisfaction customers. Meanwhile that, variable quality products, service quality, and systems payment no show influence significant direct on purchase interest repeat. Findings this indicates that satisfaction customer play a role important as variables mediation. Strategy to increase purchase interest repeat must focused on efforts reach customer satisfaction. this is can achieved with maintain quality superior products (especially consistency of taste and texture), provides quality good service, as well as ensure system efficient and diverse payments. With thus, satisfaction customer is key main bridging influence quality products, service quality, and systems payment on purchase interest repeat to MSMEs fried chicken customers in Jakarta.
Abstract:This study examines the impact of ethical leadership, innovation adoption, and creativity on company performance within Indonesia's fast-fashion industry. As the industry faces increasing scrutiny regarding sustainability…
y and social responsibility, understanding the relationships between these organizational capabilities becomes crucial for competitive advantage. Using a quantitative methodology, this research employed saturated sampling of 87 managers from fast-fashion companies across major Indonesian cities including Jakarta, Bandung, Surabaya, and Medan. Data were analyzed using SmartPLS 4.0 through Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model demonstrated strong reliability and validity, with all constructs exceeding recommended thresholds for Cronbach's Alpha (0.832-0.873), Composite Reliability (0.883-0.911), and Average Variance Extracted (0.603-0.671). Discriminant validity was confirmed through Fornell-Larcker criterion and HTMT ratios below 0.85. The findings reveal that ethical leadership, innovation adoption, and creativity function as complementary organizational resources that collectively enhance company performance rather than operating in isolation. These results provide empirical evidence for the synergistic effects of leadership behavior, technological orientation, and creative capacity in driving organizational success. The study contributes to management literature by demonstrating the integrated nature of these capabilities and offers practical guidance for fast-fashion companies seeking sustainable competitive advantage through ethical practices, systematic innovation, and creative organizational cultures.
Abstract:This study examines the influence of firm ethicality, green marketing, and corporate social responsibility (CSR) on brand loyalty toward Tokopedia, it also explores the moderating roles of brand reputation, environmental…
concern, and social influence. A survey of 56 Tokopedia users was analyzed using partial least squares structural equation modeling (PLS-SEM). Results show that firm ethicality significantly and positively influenced brand loyalty. In contrast, green marketing and CSR did not show significant effects, nor did any of the hypothesized moderating relationships. Interestingly, social influence, although not proposed as a direct predicator, demonstrated a significant direct effect on brand loyalty, highlighting the roles of normative and informational influence in e-commerce. Assessment of the measurement model confirmed satisfactory construct reliability, convergent validity, and discriminant validity. The structural model exhibited predictive relevance. The findings indicate that corporate ethics and social influence are key factors in fostering loyalty within Indonesia’s digital marketplace.
Abstract:This study examines the impact of four key marketing variables product quality, price, persuasive communication, and incentives on brand image and purchasing decisions among medical practitioners in Cilegon, Indonesia. Drawing…
rawing on a sample of 225 physicians, dentists, and pharmacists, data were collected via an online Likert‐scale questionnaire and analyzed using confirmatory factor analysis and structural equation modeling (SEM). Results indicate that product quality and incentives exert statistically significant positive effects on brand image (β = 0.284, p = 0.011; β = 0.291, p = 0.003, respectively), while price and persuasive communication do not achieve significance. Furthermore, incentives also demonstrate a significant positive influence on purchase decisions (β = 0.206, p = 0.047), whereas other independent variables, including brand image, fail to show a direct effect. Model fit indices (CMIN/DF = 1.122; GFI = 0.90; RMSEA = 0.016; p = 0.061) confirm an overall good fit. These findings underscore the critical role of maintaining high product standards and ethical incentive programs in strengthening brand perception and stimulating purchase behavior in a competitive pharmaceutical landscape. Theoretical contributions include the integration of marketing, consumer behavior, and brand management theories within a single SEM framework. Practically, pharmaceutical firms operating in emerging markets should prioritize consistent quality assurance and transparent incentive mechanisms to enhance both brand equity and sales performance.
Abstract:This study examines the implementation of customer-driven excellence strategy in the Umrah travel industry in Depok City by investigating the relationships between service quality, brand credibility, perceived value, and…
customer-driven excellence outcomes. Using a quantitative research approach with Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from 105 customers who have utilized Umrah travel services within the past two years. The measurement model demonstrated excellent reliability and validity, with all constructs meeting stringent psychometric criteria for convergent and discriminant validity. The structural model reveals that all three hypotheses are strongly supported, with brand credibility emerging as the most influential factor (β = 0.398, p < 0.001), followed by perceived value (β = 0.356, p < 0.001) and service quality (β = 0.285, p < 0.001). The integrated model explains 74.2% of variance in customer-driven excellence, demonstrating strong explanatory power and large predictive relevance (Q² = 0.486). These findings provide empirical evidence that successful customer-driven excellence strategy requires integrated approaches prioritizing brand credibility development while simultaneously enhancing perceived value and service quality. The study offers valuable insights for Umrah travel operators seeking to optimize competitive advantage through comprehensive customer excellence strategies that address both functional and emotional dimensions of religious tourism services.