Abstract:This study aims to analyze and formulate appropriate marketing strategies for PT Serena Indopangan using a SWOT (Strengths, Weakness, Opportunities, and Threats) analysis approach. The research employs a descriptive qualitative…
itative method, with data collected through observations, interviews, and documentation. The results indicate that the company’s strengths lie in its product quality and extensive distribution network, while its weaknesses include limited digital marketing activities and lack of product innovation. On the external side, growing market demand and changes in consumer lifestyles present significant opportunities, whereas intense competition and fluctuating raw material prices pose major threats. Based on the SWOT analysis, the most suitable strategy for PT Serena Indopangan is the SO (Strengths-Opportunities) strategy, which focus on leveraging internal strengths to capitalize on external opportunities. The study recommends enhancing digital marketing efforts and strengthening brand positioning to improve the company’s competitiveness.
Abstract:Waste management has become one of the most persistent environmental challenges confronting rapidly growing urban areas in Indonesia. While previous studies have primarily explained waste management through technical infrastructure,…
rastructure, environmental awareness, or public policy, relatively little attention has been given to the interaction between environmental ethics and everyday social practices in shaping environmental behaviour. This study aims to examine how environmental ethics are translated into community waste management practices in Kendari City from the perspective of environmental sociology. A qualitative case study approach was employed using field observations, semi-structured interviews with 30 informants representing community members, religious leaders, community leaders, sanitation workers, and officials from the Kendari City Environmental Agency, as well as document analysis. The data were analysed using thematic analysis and interpreted through the analytical perspectives of Environmental Sociology, Social Practice Theory, Public Sphere Theory, and Political Ecology. The findings reveal that environmental ethics constitute an important normative foundation for environmental responsibility; however, their implementation in everyday waste management practices is mediated by socially embedded habitus, community values, institutional capacity, public discourse, and local governance. Waste management behaviour is therefore shaped not only by individual awareness but also by continuous interactions among social norms, institutional arrangements, and collective practices. The study concludes that sustainable urban waste management requires integrated approaches combining environmental ethics, community participation, participatory governance, and institutional collaboration. By integrating environmental ethics with environmental sociology, this study contributes to a broader understanding of the social dimensions of urban waste management and offers practical insights for strengthening community-based environmental governance in Indonesia.
Abstract:Communicative competence has become an essential competency for business education students in response to the growing demands of multilingual, multicultural, and technology-driven workplaces. However, previous studies have…
ave generally examined bilingual competency, collaborative learning, and communicative competence as separate constructs, providing limited understanding of their integrated relationships. This study aimed to develop an Integrated Communicative Competence Model for business education through the synthesis of previous empirical studies and recent international literature. A conceptual research design employing an integrative evidence synthesis approach was used to analyse empirical findings on bilingual competency, pair interaction, communicative competence, and professional readiness. The synthesis demonstrates that bilingual competency provides the linguistic and intercultural foundation for effective communication, while pair interaction functions as a collaborative learning mechanism that strengthens authentic communication practices. The interaction of these dimensions enhances communicative competence, which subsequently improves students' professional readiness and graduate employability in multilingual business environments. The proposed model contributes to communication studies by integrating bilingual competency and collaborative learning into a unified conceptual framework and provides practical guidance for curriculum development and communication-oriented learning in business education.
Abstract:Digital transformation has become a strategic priority for organizations seeking to enhance competitiveness and achieve sustainable performance in dynamic business environments. This study examines the effect of digital…
leadership on sustainable performance through the mediating role of employee agility within the context of human capital development. A quantitative explanatory approach was employed using survey data collected from employees involved in digital transformation initiatives. Data were gathered through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the direct and indirect relationships among the proposed constructs. The findings indicate that digital leadership significantly enhances employee agility by fostering adaptability, continuous learning, and responsiveness to technological change. Employee agility was found to have a strong positive effect on sustainable performance, suggesting that agile employees contribute substantially to organizational resilience, innovation capability, and long-term effectiveness. Furthermore, employee agility partially mediates the relationship between digital leadership and sustainable performance, demonstrating that the influence of leadership on sustainability outcomes operates largely through workforce adaptability. These results highlight the critical role of human capital development in digital transformation and provide empirical evidence that sustainable organizational performance can be achieved when digital leadership is effectively translated into agile employee behavior. The study contributes to the growing literature on digital transformation and human resource management by offering an integrated framework that links leadership, employee capabilities, and sustainability-oriented organizational outcomes.
Abstract:Customer loyalty is essential for the sustainability of aesthetic clinics, particularly amid increasing competition and the growing use of digital promotional channels. This study examines the effects of service quality…
and online promotion on customer loyalty, with customer satisfaction as a mediating variable at F3B Beauty House. A quantitative explanatory design with a cross-sectional survey approach was employed. Data were collected through an online questionnaire from 361 customers selected using purposive sampling. Eligible respondents were at least 18 years old, had completed at least two visits or transactions within the previous 12 months, and had been exposed to the clinic’s online promotions. The data were analyzed using partial least squares structural equation modeling. The results show that service quality and online promotion positively and significantly affect customer satisfaction and customer loyalty. Customer satisfaction also has a positive and significant effect on customer loyalty and demonstrates the largest practical effect. Furthermore, customer satisfaction partially mediates the effects of service quality and online promotion on customer loyalty. The model explains 66.9% of the variance in customer satisfaction and 68.3% of the variance in customer loyalty. These findings emphasize the importance of integrating consistent service quality, interactive online promotion, and satisfactory customer experiences to strengthen sustainable customer loyalty.
Abstract:This study aims to examine the economic behavior of the community around Dhoho Airport, Kediri, which has undergone socio-economic transformation due to strategic infrastructure development. This phenomenon is evident in…
Kediri Regency, East Java, especially after the start of the construction of Dhoho Airport, a national strategic project designed to be a lever for regional economic growth. The presence of the airport has changed the face of the surrounding area, which was previously agricultural land and modest settlements, into a bustling and fast-growing economic area. This change has led to a surge in new economic activities, such as the emergence of street vendors, restaurants, parking lots, local transportation businesses, and lodging. Using a qualitative approach with phenomenological methods, this study explores the meanings raised by local economic actors in responding to these changes. The findings show that communities show adaptive responses through trade, lodging, and other services, with economic meanings influenced by local values such as blessing, hard work, and kinship. This study concludes that people's economic behavior is not only rational instrumental, but also full of subjective values and meanings, so that regional economic policies need to be designed in an inclusive and contextual manner
Abstract:This study aims to analyze the influence of customer experience and electronic word of mouth (e-WOM) on brand image and their impact on patient revisit intention at dental clinics in Bogor City. The study was motivated by…
y the increasingly competitive dental service industry, the growing role of digital reviews, and the need to strengthen patient retention in dental healthcare services. A quantitative explanatory approach was employed using an online survey of 200 patients who had visited dental clinics in Bogor City at least once. The data were analyzed using descriptive statistics and Structural Equation Modelling with LISREL 8.80. The results show that customer experience has a positive and significant effect on brand image and patient revisit intention. e-WOM also has a positive and significant effect on brand image and revisit intention. Furthermore, brand image positively affects revisit intention and partially mediates the relationship between customer experience and e-WOM on revisit intention. These findings indicate that dental clinics should integrate service experience management, credible digital reputation, and consistent brand image development to increase patient retention.
Abstract:consumer behavior. In recent years, digital marketing particularly through social media platforms has become an essential strategy for firms to enhance consumer engagement and influence purchasing decisions. Despite the…
growing body of literature on this topic, the relationships among digital marketing, brand image, perceived value, and purchase intention remain fragmented across previous studies. Therefore, this study aims to provide a comprehensive overview of the research landscape and identify emerging trends in this field. This study employs a Systematic Literature Review (SLR) combined with bibliometric analysis to examine publications related to digital marketing, brand image, perceived value, and purchase intention. Data were collected from the Scopus database covering the period from 2021 to 2026. Bibliometric mapping and keyword co-occurrence analysis were conducted using VOSviewer to identify research clusters, thematic structures, and the evolution of research topics. The findings reveal a significant increase in publications on digital marketing and consumer behavior in recent years, indicating growing academic interest in this field. The bibliometric analysis shows that social media marketing acts as a central theme connecting several key concepts such as brand image, perceived value, and purchase intention. Furthermore, overlay visualization indicates that emerging research topics include perceived value, consumer engagement, customization, and brand awareness, reflecting a shift toward a more holistic understanding of consumer experience in digital environments. This study contributes to the literature by mapping the intellectual structure and research evolution in the digital marketing domain and highlighting potential research directions for future studies. The findings also provide insights for researchers and practitioners in developing more integrated marketing strategies that enhance brand perception and perceived value to influence consumer purchase intention.
Abstract:The rapid development of digital technologies has significantly transformed marketing practices and consumer behavior. In recent years, digital marketing, particularly through social media platforms, has become an essential…
ial strategy for firms to enhance consumer engagement and influence purchase decisions. Despite the growing body of literature, the relationships among social media marketing, brand trust, customer preference, and purchase decision remain fragmented across previous studies. Therefore, this study aims to provide a comprehensive overview of the research landscape and identify emerging trends in this field. This study employs a Systematic Literature Review (SLR) combined with bibliometric analysis to examine publications related to social media marketing, brand trust, customer preference, and purchase decision. Data were collected from the Scopus database covering the period from 2021 to 2026. Bibliometric mapping and keyword co-occurrence analysis were conducted using VOSviewer to identify research clusters, thematic structures, and the evolution of research topics. The findings reveal a significant increase in publications on social media marketing and consumer behavior, indicating growing academic interest in this domain. The bibliometric analysis shows that social media marketing acts as a central theme connecting key variables such as brand trust, customer preference, and purchase intention/decision. Furthermore, overlay visualization indicates that emerging research topics include consumer engagement, influencer marketing, electronic word-of-mouth (e-WOM), and perceived value, reflecting a shift toward a more integrated and experiential understanding of consumer behavior in digital environments. This study contributes to the literature by mapping the intellectual structure and research evolution in the social media marketing domain and highlighting potential directions for future research. The findings also provide insights for researchers and practitioners in developing more effective and trust-oriented digital marketing strategies to influence consumer purchase decisions
Abstract:This study aims to analyze and map the development of scientific studies on the influence of motivation and organizational culture on the psychological well-being of employees with job satisfaction as a mediating variable…
e through the Systematic Literature Review (SLR) approach combined with bibliometric analysis. The research method uses an SLR approach with the stages of identification, selection, feasibility, and inclusion of articles obtained from various reputable scientific databases. The articles analyzed are international and national journal publications that are relevant to the topics of work motivation, organizational culture, job satisfaction, and employee psychological well-being. Bibliometric analysis was carried out to identify research trends, publication developments, author collaborations, as well as keyword mapping that is often used in related research. The results show that work motivation and organizational culture play an important role in increasing employee job satisfaction, which ultimately contributes to improved psychological well-being in the workplace. Job satisfaction has been shown to function as a mediating variable that strengthens the relationship between organizational factors and employee psychological conditions. In addition, the results of bibliometric analysis show that research on employee psychological well-being has been growing in recent years with a focus on aspects of a healthy work environment, organizational support, and strategies to improve the quality of work life. The findings of this study provide theoretical and practical implications for the development of human resource management in creating a conducive work environment, increasing employee motivation, and building a positive organizational culture to support the psychological well-being of employees in a sustainable manner.