Abstract:The growth of the cosmetics industry in Indonesia is influenced by the increasing demand for beauty products. One of the contributing factors to this trend is a common issue faced by women, especially Gen Z, which is dull…
l skin. One of the most purchased beauty products by Gen Z is facial serum. The aim of this research is to examine the influence of Negative EWOM (Electronic Word of Mouth) and variety seeking on brand switching behavior, with customer engagement as an intervening variable for Scarlett facial serum among Gen Z consumers. This study employs a quantitative approach with descriptive and causal research methods. Data collection is done through a questionnaire survey with 300 respondents who use Scarlett facial serum in Indonesia. The data analysis technique used is Structural Equation Modeling (SEM) using SmartPLS for research data analysis. The research findings indicate that Negative EWOM have a positive influence on brand switching behavior, Negative EWOM have a negative influence on customer engagement, variety seeking have a negative influence on customer engagement, variety seeking have a positive influence on brand switching behavior, customer engagement have a negative influence on brand switching behavior, Variety seeking on brand switching behavior through customer engagement as an intervening variable have a positive influence, Negative E-WOM on brand switching behavior through customer engagement as an intervening variable also have a positive influence.This research has implications for companies, including the need for companies to enhance product quality and their brand image in response to Negative E-WOM. Companies should also continue to innovate by improving product quality and uniqueness. Additionally, understanding customer preferences and market trends is crucial for competing in a market with many similar products. Maintaining customer interactions can also keep the company top of mind among customers, preventing them from switching to other brands. These actions are necessary to retain customers and prevent brand switching. Referring to several previous studies, research on negative word of mouth, brand switching behavior, variety seeking, and customer engagement has never been conducted simultaneously with the same variables and object.
Abstract:This study aims to determine the extent to which financial literacy affects the financial management behavior of MSME actors in DKI Jakarta, by considering the role of attitudes towards financial risk and the use of financial…
ncial technology as mediating variables. The background of this study comes from the fact that there are still many MSME players who are not able to manage their finances optimally, even though access to information and digital financial services is quite widespread. Using a quantitative approach, data were collected from 156 individual business owners and analyzed through the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results showed that financial literacy did not have a significant direct effect on financial management behavior. However, financial literacy has a positive and significant effect on financial risk attitudes and financial technology. These two variables directly influence financial management behavior, and act as mediators in the relationship between financial literacy and financial management behavior. These findings emphasize the importance of a financial literacy approach that not only focuses on increasing knowledge, but also includes the formation of rational risk attitudes and the practical use of financial technology. This kind of literacy strategy is considered more relevant and effective in improving the financial management of MSME actors, especially in the current digital era.
Abstract:Social media activities carried out by coffee brands are often used, especially to create loyalty among consumers, but challenges and effectiveness need to be considered to maximize the company's potential. This study aims…
ms to determine the brand experience created through social media marketing activities to build brand loyalty. This study will examine social media marketing on the Kopi Kenangan account, sensory brand experience, affective brand experience, behavioral brand experience, intellectual brand experience, value consciousness, brand consciousness, continued usage intention, and brand loyalty, based on the journal by Kumar & Hsieh (2024) titled “How do social media marketing activities affect brand loyalty?” The mediating role of brand experience and Ismail (2017) with the title “The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness.” The research method used is quantitative, conducting a survey using Google Forms with a sample size of 400 respondents, consisting of Kopi Kenangan consumers who consistently purchase Kopi Kenangan products and recommend Kopi Kenangan products. Descriptive analysis was then conducted based on structural equation modeling and partial least squares data using SmartPLS. The results showed that social media activities influence Kopi Kenangan brand loyalty through brand experience. The results were statistically analyzed using a significance level of 0.05. The researcher found that the calculated t-value was greater than the table t-value (7.577 > 1.65). In other words, social media activities influence brand loyalty. Kopi Kenangan can maximize strategies to enhance brand loyalty through social media activities, which can also serve as a reference for future strategic development.
Abstract:This study aims to analyze the role of Personal Innovativeness in influencing the actual use of the MyTelkomsel application through an extended Technology Acceptance Model (TAM). In this model, Personal Innovativeness is…
positioned as a core construct that influences three key user perceptions: Perceived Ease of Use, Perceived Usefulness, and Perceived Enjoyment. A total of 355 respondents participated in the study, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that seven out of eight hypothesized paths between constructs in the model demonstrate statistically significant effects. The only non-significant relationship is found between Perceived Ease of Use and Attitude Toward Use, suggesting that ease of use is no longer a major determinant of user attitudes toward digital applications, possibly because it is now perceived as a basic standard in technology usage. Conversely, Personal Innovativeness consistently exerts a significant influence on all three key perceptions, which in turn affect users’ attitudes, intentions, and actual behaviors. These results underscore the strategic role of innovative personal characteristics in driving adoption and active engagement with digital applications. The practical implications highlight the importance of user segmentation based on innovation levels, the development of enjoyable features, and the refinement of user experience to promote sustained engagement within digital ecosystems such as MyTelkomsel.
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:Indonesia is the world’s second-largest fish producer, yet national fish consumption remains relatively low. To address this gap, the Ministry of Marine Affairs and Fisheries launched the Gemarikan (Eat More Fish) campaign,…
aign, which has recently shifted to digital platforms such as Instagram, TikTok, and YouTube to reach wider and younger audiences. This study explores the digital communication strategies used in the Gemarikan campaign, employing a constructivist paradigm and descriptive qualitative approach. Data were gathered through interviews, observation of digital channels, and document analysis at the Directorate General of Strengthening the Competitiveness of Marine and Fishery Products. Findings show that the campaign relies on persuasive, visual, collaborative, and educational messaging. While digital media enables interactive and contextual communication, effectiveness is shaped by technical and cultural factors. The study highlights the need for data-driven, adaptive digital communication strategies to promote healthy and sustainable food consumption behavior.
Abstract:This study seeks to explore the relationship between the understanding of fintech usage, behavioral intention, financial literacy, customer satisfaction, and brand image within the framework of the Bibit investment application.…
cation. As consumer awareness of digital financial services continues to increase, companies are adopting strategies to strengthen user engagement and foster trust. The research highlights the critical role of financial literacy and customer satisfaction in cultivating stronger relationships between users and fintech platforms. The findings indicate that enhancing financial literacy and providing intuitive, user-friendly experiences not only elevate customer satisfaction but also encourage greater user loyalty. In light of the rising demand for informed decision-making and trust in digital financial services, fintech platforms that align with consumer expectations regarding education and service quality are better positioned to build long-term, meaningful relationships with users, thereby promoting sustained engagement and brand loyalty. Furthermore, the paper addresses the potential directions for future research focused on enhancing customer engagement with fintech platforms, particularly in the context of a highly competitive and awareness-driven market.
Abstract:This literature review aims to explore the influence of emotional intelligence, servant leadership, and organizational commitment on employee career development, with Organizational Citizenship Behavior (OCB) as a mediating…
ing variable. The study utilizes a qualitative approach by synthesizing findings from national and international journals published in the past 10–15 years. The results indicate that emotional intelligence enables employees to adapt and interact effectively in the workplace, servant leadership fosters a supportive and empowering work climate, and organizational commitment enhances loyalty and proactive behavior. Furthermore, OCB plays a significant mediating role by reinforcing the relationship between these three variables and career development outcomes. Employees who display high OCB are more likely to gain recognition, trust, and career advancement opportunities. This study highlights the importance of a holistic approach in career development by integrating individual competencies, leadership styles, and affective organizational engagement. Practical implications suggest the need for organizational initiatives that strengthen emotional intelligence, servant leadership, and supportive organizational culture to foster sustainable employee career progression.
Abstract:Parental responsibility towards children with disabilities in Islamic legal analysis emphasizes the principles of compassion, justice and protection of every individual, including those with special needs. In Islam, children,…
dren, including children with disabilities, are considered as a mandate given by Allah SWT to parents. Therefore, parents have a great responsibility in caring for, protecting and guiding their children comprehensively, including physical, mental and spiritual aspects. The focus of research in writing this thesis is the responsibility of parents towards children with special needs. The purpose of the study is to analyze and understand the perspective of Islamic law on parental responsibility towards children with disabilities comprehensively in Kisaran Barat District, Asahan Regency. This method uses a qualitative research method which is a process of various steps involving researchers, theoretical and interpretative paradigms, research strategies, data collection methods and empirical data analysis as well as the development of interpretations and presentation of research results. Children with disabilities have physical limitations, hearing limitations, vision limitations, intellectual limitations, emotional behavioral limitations and communication limitations. Islamic law teaches that parents must provide affection and fair treatment without discriminating between children with special needs and children without, and requires parents to seek education and life skills that will enable children with disabilities to participate well in society. In an effort to meet their needs, Islam also allows parents to seek professional help, such as therapy or health services, to support their child's development.
Abstract:Based on the research results, the research results show that ethical leadership supports the adoption of positive behavior by employees and overall improves organizational performance. This approach emphasizes the ethical…
al dimension of leadership in the context of management, with a focus on improving leader values, ethical traits and ethical behavior within the organization. Aspects such as Telling, Selling, Participating & Delegating are considered key elements in ethical leadership . The method used is multiple regression analysis, an analysis method used to evaluate the relationship between one dependent variable (bound) with one or more independent variables (free/explanatory). This analysis aims to predict the value of the dependent variable by considering changes in the value of the independent variable. In addition, multiple regression analysis helps in determining the direction of the relationship between the dependent variable and the independent variable, whether the correlation is positive or negative. The regression equation formula for two dependent and independent variables . The tests used are classical assumption tests, hypothesis tests and data quality tests. The sample is determined by taking a representation of the population that is predicted to represent the entire population. The sample in this study were employees at the PT. Perkebunan Nusantara (Persero) I Office Regional I . Determination of samples for employees of PT. Perkebunan Nusantara I (Persero) Regional I was carried out using the Saturated Sampling method . The results of the study showed that X1 telling t count -1.113 < t table 5.409 and significance 0.316 > 0.05 (no effect). X2 selling t count -0.365 < t table 5.409 and significance 0.730 > 0.05 (no effect). X3 participation t count 8.090 > t table 5.409 and significance 0.010 < 0.05 (influential). X4 delegation t count 9.320 > t table 5.409 and significance 0.000 < 0.05 (influential). The results of the simultaneous significance test of the F test are f count 6.076 > f table 5.409 and the prob (F-statistic) is 0.0000 < 0.05. H0 : β1 = β2 = • • • = βk = 0 This means that the independent variable has an overall influence/relationship on the dependent variable