Abstract:Branding has emerged as a strategic asset for micro and small enterprises (MSEs) to enhance competitiveness in increasingly saturated markets. This study investigates the role of branding strategies in strengthening the…
competitive advantage of a micro-scale coffee shop in Indonesia, namely 360 Coffee. Employing a qualitative descriptive approach, data were collected through in-depth interviews, observations, and document analysis involving business owners, employees, and customers. The findings reveal that brand identity consistency, emotional engagement with consumers, product differentiation, and service experience significantly contribute to customer loyalty and market positioning. However, the study also identifies challenges related to limited strategic branding planning, constrained resources, and suboptimal digital branding utilization. These findings support previous studies emphasizing that effective branding enables MSEs to create perceived value beyond functional attributes (Kotler & Keller, 2016; Wijoyo et al., 2021). This research contributes to the literature on small business branding by providing empirical evidence from a local coffee enterprise and offers practical insights for MSE owners seeking sustainable competitive advantage.
Abstract:The Nyawang Bulan tradition in Kasepuhan Bunisari, Girimekar Village, Bandung Regency faces challenges of preservation amid modernization and cultural tourism. The local community must balance maintaining the historical…
and spiritual values of the tradition with the economic and entertainment demands of tourists. This research problem focuses on how the process of cultural commodification affects the meaning of the tradition, as well as how intercultural communication strategies are employed by the community to convey cultural values to diverse audiences. This study aims to analyze the relationship between cultural commodification and intercultural communication practices in the Nyawang Bulan tradition, as well as to identify adaptation strategies implemented by the community to preserve the core meaning of the tradition. The research employs a descriptive qualitative approach with a post-positivist paradigm. Data were collected through participant observation, in-depth interviews, and documentation, and then analyzed using the Miles and Huberman model. The results indicate that the Nyawang Bulan tradition undergoes a process of commodification through artistic performances, cultural markets, and digital branding, allowing local culture to be consumed more widely without losing its fundamental meaning. Intercultural communication strategies, including message and symbol accommodation, enable tourists to understand the values of the tradition while maintaining local identity. The tradition serves as an adaptive space for cultural dialogue, integrating preservation, cross-cultural interaction, and community economic empowerment.
Abstract:This study examines the influence of social media marketing and brand image on purchase intention, with consumer boycott participation incorporated as a moderating variable, using Rosé All Day Cosmetics as the empirical…
context. Grounded in the Stimulus–Organism–Response (S-O-R) framework, a quantitative approach was employed by collecting survey data from 385 consumers in Jabodetabek and Bandung City areas, which were analyzed using PLS-SEM. The results reveal that both social media marketing and brand image have positive and significant effects on purchase intention. However, boycott participation does not moderate the relationship between social media marketing and purchase intention, while it exerts a significant negative moderating effect on the relationship between brand image and purchase intention. These findings suggest that although digital marketing and brand image remain key drivers of consumer purchase intention, moral and social considerations reflected in boycott participation can weaken the effectiveness of brand image in influencing consumer decisions. This study contributes to the literature by highlighting the contextual role of consumer boycotting in shaping marketing effectiveness within the digital beauty industry in emerging markets.
Abstract:This study aims to analyze the influence of Environmental, Social, and Governance (ESG) on the company's financial performance, as well as test the role of operational efficiency as a moderation variable in this relationship.…
ship. The research object includes non-financial companies listed on the Indonesia Stock Exchange (IDX) during the period 2014–2023. ESG variables are measured using Bloomberg's ESG score which includes environmental, social, and governance dimensions, while operational efficiency is proxied by the Total Asset Turnover ratio. Financial performance is proxied by Return on Assets. The research method uses a quantitative approach with panel data regression analysis. The research sample consisted of 80 companies with a total of 711 observations. The results of the study show that ESG has a significant negative effect on financial performance. However, operational efficiency has been shown to play a role as a moderation variable that strengthens the relationship between ESG and financial performance. This research makes a theoretical contribution by enriching the literature on the relationship between ESG and financial performance, especially in the context of emerging markets. From a practical perspective, the results indicate that the implementation of ESG will only create financial value if integrated with internal efficiency strategies. Thus, companies are advised to not only focus on compliance with ESG aspects, but also ensure efficient management of resources to increase long-term profitability.
Abstract:The rapid growth of cryptocurrency transactions presents both opportunities for innovation and risks of cross-border financial crime, including tax evasion and money laundering, which challenge the effectiveness of traditional…
tional regulation. This study aims to analyze the effectiveness of platform-based law enforcement particularly the implementation of the Travel Rule, CARF, and KYC in the Indonesian context. The research employs a qualitative multi-site case study method with data triangulation from international literature (FATF, OECD, IMF, Chainalysis, Cambridge) and national regulations (OJK, PPATK, DJP). The findings indicate that cryptocurrency platforms serve as key actors in detection and enforcement; however, their effectiveness is constrained by the sunrise problem, the migration of illicit activities into DeFi and OTC ecosystems, and legal sovereignty tensions arising from the dominance of global platforms. This study introduces the concept of Platform-Embedded Enforcement as a novel theoretical framework, integrating monitoring and enforcement mechanisms directly into platform architectures, thereby enabling compliance to be enforced automatically, in real time, and across jurisdictions. These findings contribute to the development of more adaptive, holistic, and effective cryptocurrency regulation in emerging markets.
Abstract:The rapid proliferation of digital markets has intensified legal challenges surrounding the modification and resale of Creative Commons–licensed digital products in Indonesia. This study conducts a doctrinal analysis of…
f the Indonesian Copyright ActLaw No. 28 of 2014) in light of comparative jurisprudence from Japan, Taiwan, and the United States, elucidating how civil-law and common-law systems treat CC licenses. It examines recurring issues ambiguities in “derivative works,” conflicts between non-commercial and commercial exploitation clauses, and failures to observe attribution requirements through practical case studies of software, e-books, music, and video tutorials. Drawing on Satjipto Rahardjo’s progressive legal theory, the research argues for a functional, transformative approach that aligns domestic copyright doctrine with globally harmonized open-licensing principles and substantive justice. The analysis reveals that, under Indonesian law, permissibility hinges on strict adherence to each license’s specific terms; however, current regulations lack clarity, generating legal uncertainty for both creators and users. To address these gaps, the study proposes interpretative guidelines and legislative reforms that (1) define “derivative works” in accord with CC International’s porting model, (2) reconcile non-commercial provisions with legitimate digital markets, and (3) institutionalize attribution standards. Such measures would safeguard creators’ moral and economic rights while fostering equitable digital access and innovation, thereby enhancing Indonesia’s knowledge economy.
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:Shopee, as one of the e-commerce establishments established in 2015 and part of the Sea Group in Southeast Asia, has succeeded in creating a safe, user-friendly and fast online shopping platform. With strong operations in…
n seven markets in Southeast Asia, Shopee not only provides a platform for buyers to find products, but also provides training and support to their sellers. The rapid growth of e-commerce in Indonesia is also influenced by factors such as the increase in population, increasing smartphone and internet users, and the development of financial technology companies. The convenience of online shopping encourages consumers to buy various desired products so that they are encouraged to behave consumptively. This then stimulates the phenomenon of impulse buying in consumers. Currently, economic activities are dominated by Generation Z's behavior to carry out activities such as scrolling, online shopping, and making transactions. Some marketplaces have not paid attention to the positive emotions of consumers with the Generation Z group in the target market, hedonic shopping motivation, fear of missing out, and shopping lifestyle that can trigger impulsive purchases which are part of the consideration of the preparation and strategy of innovative marketing targets according to the needs of market psychology. This study aims to find out how much respondents assess hedonic shopping motivation, fear of missing out, and shopping lifestyle, find out the influence of hedonic shopping motivation, fear of missing out, and shopping lifestyle on impulse buying generation Z, find out the influence of positive emotions on impulse buying generation Z, to know the influence of hedonic shopping motivation, fear of missing out and shopping lifestyle on impulse buying through positive emotions. This study uses a quantitative method. The sampling technique uses purposive sampling. The data obtained was 385 respondents by distributing questionnaires online. The respondents in this study are Generation Z Shopee users in Indonesia. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) which was then processed with SMARTPLS. The results of this study are hedonic shopping motivation, fear of missing out, shopping lifestyle, positive emotion have a significant positive effect on impulse buying.
Abstract:This study examines food security, food self-sufficiency, and self-sufficiency in South Sulawesi in 2024, focusing on the province's main food commodities, distribution issues, and the impact of government policies. The…
research analyzes the gap between food production and demand, identifying key commodities such as rice, corn, and soybeans. By evaluating the availability, accessibility, and affordability of these staple foods, the study investigates how local agricultural practices, infrastructure, and external factors like climate change and market volatility affect food security in the region. The findings reveal significant challenges in meeting the demand for rice and soybeans, despite the province's ability to achieve a surplus in corn production. The methodology employed in this study involves both qualitative and quantitative approaches. Primary data was gathered through field surveys, interviews with local farmers, agricultural experts, and policymakers, as well as secondary data from government reports, agricultural statistics, and market analyses. A comparative analysis was conducted to examine trends in food production, consumption patterns, and price fluctuations over the past five years. The study also incorporated geographic information system (GIS) mapping to assess the distribution of agricultural resources and the effectiveness of existing infrastructure in connecting farmers to markets. The findings suggest that despite the province's agricultural potential, South Sulawesi continues to face challenges in achieving full food self-sufficiency. The study recommends a multifaceted approach to addressing food insecurity and achieving food self-sufficiency, including improving rural infrastructure, adopting modern agricultural technologies, and diversifying food crops.
Abstract:Micro Small and Medium Enterprises (MSMEs) play an important role in the national and regional economies. With the advancement of the global economy and intensified market competition, the ability to innovate and integrate…
te information technology has become crucial factors that can determine the survival and success of MSMEs. However, there are differing findings and practical implications that warrant further exploration through a comprehensive theoretical review of literature within a broader context. This study will comprehensively analyze the substantial impact of information technology capabilities and innovation on strategy development and competitive advantage in culinary micro, small, and medium enterprises in Indonesia. It seeks to incorporate findings from previous studies, assess the direct and indirect impacts of technology and innovation capabilities, and propose potential avenues for further research that could assist stakeholders in formulating effective strategies to improve competitiveness in global markets.