Abstract:This study aims to examine the influence of marketing content dimensions—namely product content, service content, advertising content, and brand culture—on customer loyalty toward Spotify, which encompasses cognitive, affective,…
, affective, conative, and action loyalty. A quantitative research approach was employed, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) and bootstrapping techniques, with data collected from 145 Spotify users through an online survey. The findings reveal that not all marketing content dimensions exert a significant impact on every facet of customer loyalty. Service content and brand culture emerged as the most influential factors in driving action and conative loyalty, whereas product content predominantly affected cognitive and affective loyalty. This research underscores the critical need for tailored content strategies to effectively foster specific types of customer loyalty within the digital streaming service context. The managerial implications of these results provide a foundation for developing more effective, user experience-oriented marketing content strategies.
Abstract:This research aims to explore the financial management patterns applied by digital startups in Indonesia, along with the challenges and solutions faced by their founders in managing their finances. The study uses a qualitative…
tative approach with case studies to gather data through in-depth interviews, observations, and analysis of financial documents from digital startups operating in Indonesia. The findings reveal that ineffective cash flow management, dependence on external funding, and a lack of strategic financial management understanding are some of the primary challenges faced by these startups. The study emphasizes the importance of adopting efficient financial practices, including utilizing financial technology to improve cash flow management and reduce dependency on external capital. Additionally, it underscores the need for startup founders to build a competent finance team to ensure sustainable growth. This research contributes to the understanding of financial management in the context of digital startups in Indonesia and provides insights on overcoming financial challenges to strengthen the startup ecosystem
Abstract:In an increasingly competitive business world, building customer loyalty does not solely depend on product quality but also on interactions that foster trust and emotional connection. This study explores the role of Human…
n Resources (HR) as Brand Ambassadors in enhancing customer loyalty through a qualitative approach. The research method employed is a case study, utilizing in-depth interviews, participatory observation, and document analysis as data collection techniques.The findings indicate that internal brand ambassadors are more effective than celebrities or influencers as they have a deeper understanding of the product and company values. Direct interaction between internal brand ambassadors and customers creates a more authentic experience, strengthens trust, and enhances brand loyalty. Additionally, value alignment between employees and the company plays a crucial role in the success of this strategy. This study suggests that companies aiming to improve customer loyalty can optimize the role of HR as brand ambassadors. By fostering more personal and authentic interactions, internal brand ambassadors contribute to the development of long-term relationships between customers and brands
Abstract:This study investigates the role of technology management in human resource management (HRM) within start-up companies in Indonesia. Focusing on start-ups that have been operating for at least three years and employ a minimum…
nimum of 20 personnel, the research utilizes a qualitative descriptive approach. Primary data was collected through in-depth interviews with HR managers, company executives, and employees, while secondary data was sourced from company documents and participatory observation. The findings show that the adoption of technology, particularly Human Resource Management Systems (HRMS) and Learning Management Systems (LMS), has improved HR processes, including recruitment, training, and performance management. However, challenges remain, such as digital literacy issues, cost constraints, and the misalignment of technology with organizational culture. While technology enhances operational efficiency, it cannot replace essential face-to-face interactions that contribute to a strong organizational culture. The study suggests that start-ups must customize technology solutions to better align with their specific needs and culture. This research provides valuable insights into the integration of technology in HRM and offers recommendations for overcoming the challenges start-ups face in leveraging technology effectively
Abstract:This study examines the influence of social media marketing on purchase intention through electronic word of mouth (eWOM). In today's era, eWOM has become one of the key factors influencing consumers" purchase intentions,…
, as information shared online can either strengthen or weaken a consumer" 's purchase intention. This research uses bibliometric analysis with data from the Scopus database to explore existing research trends and the relationship between social media marketing, eWOM, and purchase intention. The findings show that social media marketing significantly impacts purchase intention through eWOM as a mediator that strengthens this influence. This study provides valuable insights for marketers and the general public, especially in designing strategies that leverage eWOM to enhance social media marketing activities and increase purchase intention.
Abstract:Multi-sensory brand experience has emerged as a crucial factor in modern marketing, significantly influencing customer satisfaction, brand perception, and loyalty. Despite its increasing importance, research in this area…
remains fragmented, with theoretical integration and empirical validation gaps. This study employs a Systematic Literature Review (SLR) and bibliometric analysis using the Scopus database to map the evolution of research on multi-sensory brand experiences and their impact on customer satisfaction. From an initial dataset of 203 documents, a rigorous selection process resulted in 41 relevant articles for in-depth analysis. Using VOS viewer, the study visualizes research networks, inter-topic relationships, and emerging trends, revealing a 47% increase in publication volume from 2012 to 2024.
Findings indicate that customer satisfaction, consumer behaviour, and sales are dominant themes, with sentiment analysis and digital technology (AI, AR) gaining traction in recent years. However, significant gaps remain, particularly in experimental studies quantifying the long-term impact of multi-sensory experiences on customer loyalty and cross-industry comparisons of multi-sensory branding effectiveness. The novelty of this study lies in its combined bibliometric and systematic approach, which identifies critical research trends, theoretical gaps, and emerging digital strategies in multi-sensory marketing. This study contributes to the academic discourse by comprehensively synthesizing research trends and proposing future research directions in technology-driven branding strategies and consumer engagement.
Abstract:This study aims to map the research landscape on green marketing, brand trust, and purchase decisions using a bibliometric approach and systematic review using the Scopus database. This study identifies research trends,…
scholarly contributions, and gaps in the literature. Using VOSviewer software, this study processed data from 61 articles published between 2019-2024. The analysis results show that most articles with the theme of green marketing brand trust and purchase decision were published in 2023 (14 documents), while the most published journal was the Journal of Retailing and Consumer Services. The most journal affiliations are from Harbin Institute of Technology (3 documents), the most journals published from Indonesia are 18 documents, the most subjects are Business, Management, and Accounting areas with a percentage of 46.2%, keywords related to themes include purchase intention, product quality, consumer behavior, marketing, brand image, sales, green brand trust, e-commerce.
Abstract:The digital disruption era has significantly impacted startups, requiring them to adopt innovative Human Resource Management (HRM) strategies to remain competitive. This study examines HRM technology adoption, including AI-based…
ng AI-based recruitment, cloud-based HRIS, and digital collaboration tools, and the challenges that hinder their full implementation. Despite the benefits, budget constraints, lack of managerial support, and low digital competencyremain major obstacles. Using a qualitative descriptive approach, data were collected from Indonesian startups through in-depth interviews, observations, and document analysis. Findings indicate that startups with clear digital transformation roadmaps, strong leadership engagement, and structured employee training programs are more successful in integrating HRM technology. However, many startups still rely on manual HR processes, limiting efficiency and innovation. This study highlights that HRM should be a strategic function rather than an administrative task, focusing on technology-driven efficiency, digital upskilling, and cultural adaptation. To ensure sustainable growth, startups must prioritize digital innovation, workforce development, and managerial commitment in their HRM transformation.
Abstract:This study aims to analyze the digitalization strategy of school management in improving the quality of education at SMK Negeri 2 Gunungsitoli. This research is motivated by the importance of digital transformation in the…
e world of education, particularly in efficient, adaptive, and technology-based school management. The research method used is descriptive qualitative with data collection techniques through interviews, observation, and documentation. The research informants consisted of the principal, vice principal, teachers, and administrative staff. The results of the study indicate that the digitalization strategy has begun to be implemented through the use of technology in the learning process, the development of teachers' digital skills, and the integration of technology-based educational platforms. However, in its implementation, the school faces various obstacles, such as limited school internet (Wi-Fi) quota and low digital competence of some teachers. To overcome these obstacles, the school conducts internal training, utilizes offline learning media, and improves digital infrastructure. The conclusion of this study shows that the digitalization of school management contributes significantly to improving the quality of education, especially in terms of learning effectiveness, administrative efficiency, and strengthening teacher and student competence in the digital era
Abstract:This systematic literature review (SLR) article discusses the role of e-commerce education to increase the economic growth of generation z (Gen Z) in Indonesia. The purpose of this study is to determine aspects of e-commerce…
erce education to support the economic growth of Gen Z in Indonesia. E-commerce education is understood as a place to form the right self-potential to improve Gen Z's digital skills. The method of writing a systematic literature review (SLR) article is a library research method sourced from the Scopus database. The results of this literature review study found that e-commerce education integrated with industry can create Gen Z who have skills in managing digital technology, creativity, and are able to adapt according to the job market. The implications of this study are to encourage the government, academics, and industry players to assist Gen Z through e-commerce education so that their potential becomes a source of economic growth in Indonesia in the future.