JURNAL EKONOMI KREATIF DAN MANAJEMEN BISNIS DIGITAL
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) is a new, open-access journal with the mission of disseminating original research papers, reviews, and reports on economics, management, and the digitalization of business, how these topics affect business models, and what this implies for the future of work. The journal will especially welcome papers from a variety of disciplines and practice areas, including business, economics, marketing, sociology, accounting and perhaps computer science and information technology management. The journal accepts theoretical, empirical, critical, comparative and case study research using qualitative and/or quantitative, or mixed methods that offer contributions to the following topics: Digital ecosystems, Digital Platform, Digital labor platforms, Digital technology and innovation, Digital transformation, Digital strategy and leadership, Data-centric business models and data monetization, Big data-driven business models, Blockchain driven business models, Social network-driven business models (crowdsourcing, crowdfunding), Platform-based business models, Digital intelligent business models, IoT driven business models, Business model innovation, Business model ontology, Digital business models applications, Digital business model valuation, Digital business model change and dynamics, Digital green business model, Digital business model and share economy, Interoperable and collaborative digital business models, Holistic business models, Open digital business models, Digital business model design and development, Mobile business models, Digital business performance, Digital transformation and digital business strategy, Start-ups, lean concepts, and agile development, Digital innovation platforms, Digital entrepreneurship, Blockchain and financial technologies, Fostering a culture of transformation, Human resource qualifications in digital transformation, Drivers of digital transformation, Digital transformation and social impact, Sustainable value proposition, Digital service design, Impact of Industry 4.0 Technologies on business and ecosystem (which include cyber-physical systems (CPS), Internet of Things (IoT), Industrial Internet of Things (IIOT), Cloud Computing, Cognitive Computing, Machine-learning (ML), and Artificial Intelligence (AI) e-ISSN : 2961-8428 (online)
The Influence of Online Customer Reviews and Live Streaming on Impulsive Buying Among Generation Z
As social commerce platforms like TikTok Shop rapidly reshape how people shop online, Generation Z—digital natives who thrive on interactive content have become especially prone to spontaneous purchases. In this context, this study seeks to identify the bearing of Online Customer Reviews (OCR) and Live streaming upon impetuous purchasing proclivities among Generation Z habitués of TikTok Shop in Indonesia. The investigation employs an explanatory quantitative paradigm, with empirical data garnered through questionnaire instruments administered to 120 respondents conscripted via purposive sampling. Data analysis was executed through multiple linear regression alongside hypothetical corroboration procedures encompassing t-test and F-test analyses. The findings uncover that partially, Online Customer Reviews have a significant negative effect on Impulsive Buying, while Live streaming has a positive and significant effect. Taken together, both variables significantly shape Impulsive Buying, with a coefficient of determination of 44.3%. These findings indicate that Live streaming is the dominant factor in driving impulsive purchases, whereas Online Customer Reviews tend to enhance consumer rationality. This study implies that the integration of informational and interactive experiential marketing strategies is crucial in influencing consumer behavior in the era of social commerce.
Copyright (c) 2026 Fauzan Manafi Albar, Cucu Hodijah, Rizki Chrisulianti*, Galih Raspati, Umban Adi Jaya https://creativecommons.org/licenses/by/4.0
Digital Readiness and Action Prioritization in Small Cosmetics Manufacturers
Small cosmetics manufacturers frequently adopt digital applications before their internal routines, data controls, and workforce capabilities are ready to support them. This condition creates operational fragmentation rather than integrated transformation. This study assesses digital readiness, identifies the factors that support and constrain transformation, and develops a staged set of managerial priorities for a resource-limited cosmetics manufacturer in Indonesia. An explanatory sequential mixed-method design was used. The first stage applied the Indonesia Industry 4.0 Readiness Index survey to 33 respondents across five readiness dimensions, while the second stage used a cross-functional focus group discussion involving seven participants to interpret the survey results. The company obtained an overall readiness score of 1.21, which indicates initial readiness. People and culture had the strongest score at 1.87, whereas management and organization had the weakest score at 0.21. The evidence shows that employee willingness, management awareness, and an existing internal application provide a starting point, but progress is limited by the absence of a roadmap, formal team, dedicated budget, systematic training, and dependable real-time data. The study implies that early digital transformation should prioritize disciplined data entry, clear process ownership, and capability development before large technology investment.
Copyright (c) 2026 Tariq Hasan Fadhil*, Jurry Hatammimi https://creativecommons.org/licenses/by/4.0
The Role of Artificial Intelligence in Social Media Marketing Activities on Online Purchase Intention of the Digital Generation in Indonesia
With social media engagement and brand trust as mediating factors, this study analyzes the role of artificial intelligence (AI) in social media marketing and its influence on the online purchase intention of Indonesia’s digital generation. According to the Stimulus-Organism-Response (SOR) framework, AI is conceptualized as a technological stimulus, engagement and brand trust as internal psychological states, and purchase intention as the resulting behavioral response. A quantitative approach was adopted using a structured online questionnaire distributed via Instagram, TikTok, and WhatsApp. A purposive sampling method was applied to target people aged 18 to 40 with regular social media use and prior exposure to AI based features. After analyzing 485 valid responses through Partial Least Squares Structural Equation Modeling (PLS SEM), the findings indicate that AI has a strong positive effect on both social media marketing activities and consumer engagement. Enhanced social media marketing activities lead to greater engagement, which then positively shapes brand trust and purchase intention. Importantly, engagement and brand trust mediate the link between AI and purchase intention. These results verify that AI driven consumer decision making unfolds through a sequential pathway that includes cognitive, emotional, and relational factors. Theoretically, this study contributes by integrating AI, social media marketing, engagement, and brand trust into a unified framework within an emerging digital economy context. Practically, the findings offer actionable insights for marketers seeking to design AI-driven strategies that strengthen engagement, foster trust, and increase online purchase intention among digitally active consumers.
Copyright (c) 2026 Aditya Yudanegara*, Fansuri Munawar, Ayuningtyas Yuli Hapsari https://creativecommons.org/licenses/by/4.0
The Influence of Human-AI Collaboration and Digital Competence on Generation Z Job Satisfaction
The proliferation of digital technology and the preponderance of Generation Z within the occupational sphere are compelling organisations to acclimatise by assimilating artificial intelligence (AI) and augmenting digital proficiency. This inquiry aims to scrutinise the sway of Human-AI Collaboration and Digital Competence upon Job Satisfaction amongst Generation Z cohorts. The investigative paradigm employed is a quantitative disposition utilising survey instrumentation encompassing 100 Generation Z respondents handpicked via purposive sampling. Empirical data were garnered through a questionnaire harnessing a five-tiered Likert gradation and subsequently interrogated via multiple linear regression through SPSS. The culminating findings corroborate that Human-AI Collaboration exerts an affirmative and consequential bearing upon Job Satisfaction, yielding a t-value of 7.156, whilst Digital Competence similarly manifests an affirmative and substantial repercussion with a t-value of 6.403. Concurrently, both exogenous variables wielded a momentous bearing upon Job Satisfaction, producing an F-value of 269.701 at a significance threshold of < 0.001. The coefficient of determination of 0.904 substantiates that 90.4% of the fluctuation in Job Satisfaction is explicable through Human-AI Collaboration and Digital Competence in tandem. These findings suggest that collaboration between humans and AI technology, coupled with high digital competence, can enhance Generation Z’s job satisfaction. Hence, organisations need to optimise the use of AI technology and enhance employees’ digital competence to create a more productive and satisfying work environment.
Copyright (c) 2026 Umban Adi Jaya*, Indarta Priyana, Fauzan Manafi Albar, Amna Mawardi, Ade Nurhayati Kusumadewi https://creativecommons.org/licenses/by/4.0
Factors Influencing Young Consumers’ Purchasing Decisions on TikTok Shop in Vietnam: The Role of Advertising Attributes
In the context of Vietnam’s rapid digital transformation, TikTok Shop has emerged as a leading social commerce platform, especially for young people. This research aims to analyze the factors influencing consumers’ purchasing decisions on the TikTok Shop platform through advertising activities. The research uses a quantitative research method, surveying 178 respondents, mainly University students in Vietnam. Data analysis methods included Cronbach’s Alpha coefficient testing, exploratory factor analysis (EFA), and linear regression using SPSS software. Based on the synthesis and analysis of aspects of digital advertising, the research initially proposed seven factors. However, the regression analysis confirmed that only three key factors significantly influence purchasing decisions: trust, interactivity, and brand awareness. Factors such as entertainment, information quality, annoyance, and incentive factors did not reach statistical significance or correlation in the final model. The results indicate that enhancing trust, increasing interactivity, and building brand awareness will be the core factors boosting consumers’ purchase intentions and behaviors on TikTok Shop. These findings not only add to the theoretical framework of digital consumption but also provide practical implications for businesses to optimize their marketing strategies on TikTok by prioritizing building credibility, brand recognition, and enhancing two-way interaction rather than overusing intrusive advertisements.
Copyright (c) 2026 Thuy Nguyen Thi Thu*, Ha Dinh Thi https://creativecommons.org/licenses/by/4.0
Marketing Mix Strategy to Improve Credit Performance at PT BPR Bank Tulungagung Perseroda
Rural banks (BPRs) in Indonesia face mounting pressure from intensifying competition, fintech disruption, and suboptimal credit performance that threatens their financial stability and role in supporting local economic growth. This study examines the effect of the marketing mix strategy, consisting of product, price, place, promotion, people, process, and physical evidence, on credit performance at PT BPR Bank Tulungagung Perseroda. Despite the growing importance of marketing strategy in rural bank (BPR) performance, empirical evidence on which marketing mix dimensions most directly drive credit outcomes remains limited. A quantitative approach with a causality-based research design was used to examine the relationships among the variables. Data were collected through structured questionnaires administered to 340 respondents, including bank customers and staff, and analyzed using IBM SPSS Statistics 25. Before the main analysis, all instruments were tested for validity and reliability; all items were valid, with r-values exceeding the r-table threshold of 0.106 at a significance level below 0.05, and reliable, with Cronbach’s Alpha coefficients above 0.70. The results show that the marketing mix strategy simultaneously has a positive and significant effect on credit performance. Partially, product, promotion, and process are the most dominant variables influencing credit performance, suggesting that credit product quality, promotional effectiveness, and service process efficiency are key drivers of credit growth and quality. This study contributes practical guidance for BPR management to prioritize product innovation, service quality improvement, and credit process efficiency as part of an integrated marketing strategy to sustain competitiveness and credit performance.
Copyright (c) 2026 Suhermin Suhermin*, Basuki Rachmat https://creativecommons.org/licenses/by/4.0
Social Media Influencer Engagement and Mental Health Outcomes: The Moderating Analysis of Family Income Differences
The rapid proliferation of social media platforms has significantly altered the manner in which people receive information, define their identities, and assess their self-perceptions, giving rise to new psychological challenges. Drawing on Social Comparison Theory, Role Theory, and Consumer Socialization literature, this study proposes that frequent engagement with social media influencers negatively affects psychological well-being by triggering upward social comparison, material pressure, and feelings of inadequacy. The research further examines whether family income moderates the strength of this relationship. It is hypothesized that low- and middle-income individuals experience more harmful outcomes because they may lack the means to replicate the promoted lifestyles. This study employed a cross-sectional, quantitative approach, collecting data from 165 participants in Erbil, Kurdistan, Iraq between October 2025 through December 15, 2025. A Structural Equation Model was used to analyze these relationships. The findings confirm that engagement with social media influencers is a significant negative predictor of psychological well-being. Moreover, family income is a significant moderator, such that low and medium income enhance the negative impact, while high income attenuates it. This study contributes to the literature on digital well-being by emphasizing the importance of socioeconomic context.
Copyright (c) 2026 Lajan Mohammed Othman* https://creativecommons.org/licenses/by/4.0
The Relationship between Career Perception and Career Development and Job Satisfaction of the Indonesian National Police (Polri) at the Yogyakarta Regional Police (Polda Jogjakarta)
This research is motivated by the need to improve job satisfaction among Indonesian National Police (Polri) members to support organizational performance, professionalism, and public trust. A deeper comprehension of the elements affecting members' job satisfaction, especially career risk perception and career development, is necessary due to organizational transformation, professionalism demands, and career development relationships. Hence, this study analyzes the relationship between career perception and career development toward job satisfaction among police members at the Yogyakarta Regional Police. A quantitative approach was employed via a questionnaire survey distributed to 298 respondents using random sampling. Data were collected online using a 5-point Likert scale and analyzed through multiple linear regression to examine both partial and simultaneous effects of independent variables on the dependent variable. Results indicate that career risk perception has a positive and significant relationship with job satisfaction. Career development similarly shows a positive and significant relationship with job satisfaction. These findings suggest that members’ sense of security, stability, and career opportunity positively affect satisfaction, while a planned, transparent, and competency-based career development system fosters work motivation, organizational loyalty, and individual performance. This study implies that optimizing career management and career risk perception should be prioritized in Polri human resource policies, as improved career management is expected to raise job satisfaction, thereby enhancing organizational performance, service quality, and sustained public trust in the institution.
Copyright (c) 2026 Rahmadsyah Lubis, Didit Bambang Wibowo Saputro
Designing Instagram Content for Brand Identity and Brand Awareness of Fashion Products (Case Study of Small and Medium Enterprise Vie Collections)
The development of social media as a digital marketing tool provides opportunities for micro, small, and medium enterprises (MSMEs), particularly in the fashion industry, to build brand identity and increase brand awareness. This study aims to design social media content to strengthen brand identity and enhance brand awareness for Vie Collections MSMEs. The research employs a Research and Development (R&D) method, including needs analysis, product design, expert validation, and product revision. Data were collected through observation, interviews with MSME owners, documentation, and literature studies on branding and digital marketing. The developed products are a Brand Content Kit and a Content Playbook, serving as guidelines for brand identity and social media content management strategies on Instagram. Data analysis used simple qualitative and quantitative descriptive methods, with expert assessment via the Content Validity Index (CVI) method. Results indicate that both the Brand Content Kit and Content Playbook achieved CVI scores in the valid and usable category. The design effectively represents the brand’s character, maintains visual and verbal consistency, and has potential to enhance brand recognition and recall through structured social media content. In conclusion, designing Instagram content through the Brand Content Kit and Content Playbook can serve as a strategic solution for Vie Collections MSMEs to build brand identity and increase brand awareness. Further research is recommended to evaluate the effectiveness of implementation over time and to incorporate additional variables for more comprehensive insights.
Copyright (c) 2026 Dian Prasetyo, Emmalia Adriantantri, Agung Panji Sasmito
The Role of Work-Life Balance and Work Environment on Police Job Satisfaction at the East Java Regional Police
Members of the Indonesian National Police (POLRI) often face long and unpredictable working hours and high job demands, leading to stress, fatigue, and conflicts between work and personal life. Additionally, a less supportive work environment, including facilities, interpersonal relationships among members, and disciplinary pressure, can affect the performance and job satisfaction of POLRI members. These issues form the background of this study, which aims to analyze the influence of work-life balance and the work environment on the job satisfaction of POLRI members in the East Java region. This research uses a quantitative method, collecting data through questionnaires distributed randomly to 367 POLRI members via social media. Data analysis was conducted using validity and reliability tests, classical assumption tests (normality, multicollinearity, heteroscedasticity), and multiple linear regression to examine partial (t-test) and simultaneous (F-test) effects, with the coefficient of determination (R²) measuring the contribution of the independent variables. The results show that both work-life balance and the work environment have a positive and significant influence on the job satisfaction of POLRI members, emphasizing the importance of managing working hours, environmental support, and balancing work and personal life to enhance members' performance and well-being. The study implies that POLRI management needs to improve support for the work environment, manage working hours and workload, and facilitate a balance between work and personal life for members, so that the performance and well-being of POLRI personnel can be optimally enhanced.
Copyright (c) 2026 Novi Indah Earlyanti, Elvianus Laoli
Marketing Strategy Formulation with the Nine Core Elements of Marketing Framework: A Case Study of Bakpia Satu Hati MSME
This research addresses the strategic challenges faced by Bakpia Satu Hati, a culinary MSME struggling to compete against established brands that utilize conventional marketing and monopolistic tourist channel practices. These barriers limit market expansion and digital technology adoption for new entrants. Consequently, this study aims to provide adaptive, innovative, and ethical strategic solutions for sustainable growth. To address this problem, the research formulates a marketing strategy using the Nine Core Elements of Marketing framework, which encompasses strategy (segmentation, targeting, positioning), tactics (differentiation, marketing mix, selling), and value (brand, service, process). The primary goal is to build a strategy focused not just on market share, but also on cultivating strong brand loyalty and positive brand perception. The analysis integrates several frameworks for a robust foundation. PESTEL examines macro-environmental changes, while Porter's Five Forces deepens competitor analysis. A TOWS matrix synthesizes internal and external factors, complemented by the 4C framework (Change, Competitor, Customer, Company) to provide a multidimensional view of the business landscape. The outcomes are expected to offer practical guidance for Bakpia Satu Hati's sustainable growth and contribute to the academic literature on innovative MSME marketing strategies in the culinary sector.
Copyright (c) 2026 Muhammad Faqih Asy-Syafi'iy, Berto Mulia Wibawa
The Role of Gamification and Social Media Marketing on Brand Loyalty through Customer Engagement: A Case Study of Duolingo
Gamification and social media marketing strategies has become a significant trend in digital marketing, including in language learning platforms such as Duolingo. Gamification elements, such as streaks, leaderboards, and daily challenges, are integrated to enhance user motivation, while social media marketing through creative approaches on TikTok is employed to boost customer engagement. However, despite the success of these approaches in driving interactions, their effectiveness in fostering long-term brand loyalty requires further in-depth evaluation. This research aims to explore the impact of gamification and social media marketing on brand loyalty through customer engagement. Utilizing the Self-Determination Theory (SDT) framework, this research examines the relationships between variables using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method and sentiment analysis based on user data from X. Online surveys and text mining techniques are applied to collect quantitative and qualitative data, ensuring that the research outcomes reflect user perspectives holistically. The study confirms that Duolingo's gamified features and social media presence enhance customer engagement and brand loyalty. User sentiment toward gamification is largely positive, though technical issues generate criticism. Social media content is valued for entertainment but lacks educational depth. PLS-SEM analysis aligns with Self-Determination Theory, demonstrating how Duolingo satisfies users' needs for competence, autonomy, and relatedness. Future research should incorporate multi-platform data, longitudinal methods, and variables like brand experience. These findings provide actionable guidance for businesses implementing interactive digital strategies.
Copyright (c) 2026 Shellyana Kholifatul Sabrina, Berto Mulia Wibawa
The Influence of Transformational Leadership and Leader-Member Exchange (LMX) on the Performance of the Indonesian National Police at the Bengkulu Regional Police
The performance of the Indonesian National Police still faces challenges in the form of declining public trust, leadership issues, and disparities in the quality of working relationships between leaders and members, which have an impact on organizational performance and the quality of public services. The present research is designed to elucidate the nature of the relationships, both collective and individual, between specified leadership variables namely transformational leadership and Leader-Member Exchange (LMX) and the performance of personnel at the Bengkulu Regional Police (Polda Bengkulu). A quantitative paradigm is adopted, utilizing Multiple Linear Regression Analysis as the primary statistical technique to model and quantify these influences. SPSS output results, such as significance values (Sig.) and t-test or F-test values, are interpreted to draw conclusions about whether training and career development significantly influence the job satisfaction of police officers. Utilizing a simple random sampling method, 438 officers from the Bengkulu Regional Police were surveyed. A 7-point Likert scale questionnaire, disseminated via social media, served as the data collection instrument. Following validity and reliability testing to confirm the measurement tools’ accuracy and consistency, a t-test was conducted to evaluate partial hypotheses. The analysis revealed significant positive relationships, indicating that both transformational leadership and LMX are positively associated with police performance within this force. Strengthening transformational leadership and the quality of LMX relationships, supported by optimized internal management and digital transformation of services, are strategic factors in improving police personnel performance while strengthening public trust in the institution.
Copyright (c) 2026 Elvianus Laoli, Oscarius Yudhi Ari Wijaya
The Effect of Digital Literacy and Social Media Utilization on MSME Performance in Klungkung Regency, Bali
This study is grounded in the increasing importance of digital transformation among Micro and Small Enterprises (MSMEs) in Indonesia, particularly in tourism-based regions where competitiveness is closely tied to digital capability. Despite the rapid growth in digital adoption, many MSMEs still face challenges in effectively utilizing digital tools to enhance business performance, especially due to limited digital literacy and suboptimal use of social media. This research aims to examine the effect of digital literacy and social media utilization on MSME performance in Klungkung Regency, Bali. Using a quantitative explanatory approach, data were collected from 53 MSMEs across culinary, fashion, and craft sectors through purposive sampling. The data were analyzed using multiple linear regression with SPSS. The results indicate that digital literacy has a positive and significant effect on MSME performance, while social media utilization demonstrates a stronger and more dominant influence. Simultaneously, both variables significantly explain 59.2% of the variance in MSME performance. These findings highlight the critical role of digital capability, particularly social media optimization, in improving competitiveness and sustainability of MSMEs in tourism-based regions. This study contributes by providing empirical evidence in a relatively underexplored regional context and offers practical implications for policymakers in designing targeted digital empowerment programs.
Copyright (c) 2026 Liangga Putra*, Dedi Muliadi, Joko Setyawan https://creativecommons.org/licenses/by/4.0
The Role of TikTok User-Generated Content (UGC) and Electronic Word of Mouth (e-WOM) in Shaping Cafe Visit Intentions among Gen Z
The rapid growth of short video-based social media, particularly TikTok, has reshaped information-seeking behavior and decision-making among Generation Z, including their intentions to visit cafes. As digital natives, Generation Z tends to rely on visual, authentic, and experience-based content shared by other users. The purpose of this research is to analyze how User-Generated Content (UGC) and Electronic Word of Mouth (e-WOM) influence the intention of Generation Z students in Malang City to visit cafes. A quantitative explanatory method was utilized for this study. The target group consisted of active Generation Z students in Malang City who are users of TikTok. A sample of 150 participants was chosen through purposive sampling. Information was gathered through online surveys utilizing a four-point Likert scale. The variables studied were UGC (X₁), e-WOM (X₂), and visit intention (Y). Employing multiple linear regression in IBM SPSS, the analysis shows a positive and significant link between UGC and students’ intention to visit cafes in Malang City. A comparable positive and significant relationship was found for e‑WOM. Simultaneously, UGC and e-WOM significantly affect visit intention, demonstrating that authentic user content combined with digital social interaction on TikTok effectively builds trust, positive perceptions, and interest in visiting cafes. UGC and e-WOM on TikTok play a strategic role in shaping Generation Z’s intention to visit cafes. Café operators are encouraged to stimulate authentic user content creation and manage digital interactions and reviews effectively on TikTok. Future studies are recommended to incorporate additional variables and expand research settings.
Copyright (c) 2026 Baiq Isnina Latifa, Sri Indriani, Firda Meisaroh
The Influence of Quality of Work Life (QWL) and Job Satisfaction on Police Performance at the South Kalimantan Regional Police
The study was set against key challenges facing Polri, including heavy workloads, organizational restructuring, and the need to balance public and internal job satisfaction which are factors affecting morale and institutional effectiveness, and highlighting QWL and job satisfaction as critical determinants of police performance. This study endeavored to delineate the interrelationship between Quality of Work Life (QWL), job satisfaction, and police performance within the South Kalimantan Regional Police. A quantitative research paradigm was employed, utilizing multiple linear regression procedures executed through SPSS software. Empirical data were elicited via structured questionnaires and subsequently subjected to psychometric validation, reliability verification, and classical assumption diagnostics, including assessments of multicollinearity, heteroscedasticity, and distributional normality. Analytical procedures comprised partial (t-test) and simultaneous (F-test) regression examinations, alongside the coefficient of determination (R²) to ascertain the magnitude of variance explicated by the predictor variables. The investigation encompassed 531 police personnel selected through a probabilistic random sampling framework, with instrument dissemination conducted through social media channels. The research steps involved collecting data from respondents through a questionnaire measured using a Likert scale ranging from 1 to 5. The data testing stages included validity and reliability tests to ensure that each questionnaire item measured the true and consistent variable, and a t-test to examine partial hypotheses. The results of this study indicate that Quality of Work Life (QWL) has a positive relationship with police performance at the South Kalimantan Regional Police, and job satisfaction has a positive relationship with police performance at the South Kalimantan Regional Police.
Copyright (c) 2026 Vita Mayastinasari*, Bayu Suseno https://creativecommons.org/licenses/by/4.0
Enhancing the Effectiveness of Industrial IoT Training through the Integration of Augmented Reality and the Quality Function Deployment (QFD) Approach
With the increasing complexity of Industrial Internet of Things (IIoT) systems and the growing demand for effective technical training, innovative learning media are needed to improve learners’ understanding of abstract and dynamic industrial processes. This paper outlines the creation and evaluation of an Augmented Reality (AR) learning approach for better Industrial Internet of Things (IIoT) training delivery. The AR-based medium was developed to address issues of usability associated with the traditional Demo Box experience, including reduced visualization and interaction capacity, and heavy reliance on instructor modeling and explanations. A quantitative survey completed by 110 respondents (44 Demo Box learners and 66 AR media learners) explored the learners' perceptions in four domains: usability, satisfaction, functionality, and learning effectiveness. The results indicate a statistically significant difference after using AR media, in ease of use (4.17 → 5.45) and satisfaction (4.41 → 5.32). The AR process is also capable of collaborating with the IIoT devices using the MQTT protocol, allowing learners to see real-time data being sent and received from the sensors and actuators. In summary, AR-based learning media enhanced learner engagement, reduced cognitive load, and improved conceptual understanding of IIoT processes and acted as an additional educational tool to the Demo Box and discussed how AR media supports IIoT education that leverages immersive, data-driven learning environments.
Copyright (c) 2026 Salsabila Irbah, Hadziq Fabroyir
Development of Pakal Forest Park as a Sustainable Edu-Ecotourism and Family Recreation Destination in Surabaya
Urban green spaces play a critical role in ecological sustainability, public health, and social well-being, especially in rapidly urbanizing regions. This study examines Taman Hutan Pakal, an urban forest in West Surabaya, to explore its potential as a sustainable edu-ecotourism and family recreation destination from a management and innovation perspective. Data were collected through field observations, in-depth interviews with park managers, visitors, local communities, and urban planning experts, as well as document analysis. Thematic analysis identified four key insights. First, Taman Hutan Pakal possesses significant ecological and recreational potential. Second, existing challenges include insufficient family-oriented infrastructure, limited environmental education programs, and low visibility in public engagement. Third, opportunities exist through societal demand and supportive policies to enhance environmental literacy and healthy recreational practices. Fourth, strategic interventions such as branding as an Educational Urban Forest, implementing biodiversity-based environmental education, improving child-friendly facilities, and fostering multi-stakeholder collaboration enable value transformation, innovation in urban park management, and long-term sustainability. The findings highlight the importance of integrating ecological, social, and educational dimensions in urban green space management to generate community well-being and strategic value for regional development.
Copyright (c) 2026 Bawa Mulyono Hadi, Achmad Taufiq, Daniel Pandu Mau
The Influence of Brand Image, Price, and Social Media Marketing on Car Purchase Decisions at Honda Perdana
The growing intensity of competition in the automotive industry has encouraged companies to more thoroughly examine marketing elements that shape consumer behaviour and purchasing decisions. At the dealership level, sales performance often experiences fluctuations across different periods, indicating that the marketing strategies implemented have not yet fully succeeded in maximising consumer purchase outcomes. This situation highlights the importance of conducting empirical research that concentrates on fundamental marketing variables. Aiming to analyze the impact of brand image, pricing, and social media marketing on car purchase decisions, this research focuses on consumers of the Honda Perdana Soreang Branch. A quantitative survey method was employed, collecting primary data through questionnaires from past customers. Analysis via multiple linear regression shows that all three variables have a positive and significant influence on purchasing decisions, both partially and simultaneously. These findings indicate that a strong brand reputation, pricing strategies aligned with consumer value perceptions, and effective utilisation of social media platforms can enhance consumer confidence in making car purchase decisions. It is expected that this study will enhance the theoretical foundations of marketing management while delivering practical recommendations to assist automotive companies in developing more effective and consumer-oriented marketing strategies.
Copyright (c) 2026 Memey Laelasari, Hamidah Fauziah Fadilah, Riyandi Nur Sumawidjaja, Dadan Abdul Aziz Mubarok, Erna Herlinawati
From Influence to Intention: How Peer Dynamics and Viral Marketing Shape Gen-Z Food Purchasing Through Brand Awareness
Digital platforms and peer interactions play an increasingly central role in shaping Generation Z’s consumption behavior, yet limited empirical evidence clearly explains the distinct effects of peer influence and viral marketing on purchase intention through the mediating role of brand awareness, particularly in Bali’s food industry. This gap constrains marketers’ understanding of which social and digital factors are most influential at different stages of Generation Z’s purchasing process. Focused on Generation Z in Bali, this study explores the roles of peer influence and viral marketing in shaping food purchase intention, with brand awareness as a mediator. Employing a quantitative survey design, the data analysis indicates that viral marketing elevates brand awareness, which subsequently enhances purchase intention. Peer influence, however, exerts a direct effect on purchase intention but does not significantly impact brand awareness. The relationship between viral marketing and purchase intention is fully mediated by brand awareness. These findings highlight the distinct pathways through which digital content (viral marketing) and social interactions (peer influence) operate: the former builds brand recognition, while the latter directly drives purchase decisions. This study offers practical implications for food marketers by highlighting the importance of viral strategies that boost brand awareness, alongside using peer influence to convert awareness into purchase intention. Understanding Generation Z’s digital behavior and social interactions is essential for developing effective marketing strategies in today’s digital environment.
Copyright (c) 2026 Ni Putu Olla Anggraeni, Ida Nyoman Basmantra
Econometric Analysis of Online Game Transactions on Digital Economy Growth in Indonesia
Digital transformation has made the online gaming industry a complex economic ecosystem. This study analyzes the econometric relationship between Transaction Money Turnover (NPT), Internet Access (AI), Internet Speed (KI), and Net Income (PB) with Economic Growth (PE) using the Ordinary Least Squares (OLS) method in the 2015-2024 time series data. The F test (ANOVA) shows that F counts 9.825 with a significance value of less than 0.001, proving that these four variables are simultaneously significant in influencing Economic Growth. The results of the partial t-test revealed that AI (t = 2.180, Sig. = 0.030) and PB (t = 3.704, Sig. less than 0.001) had a significant positive effect, while NPT (t = -3.323, Sig. less than 0.001) and KI (t = -2.733, Sig. = 0.007) showed a significant negative effect on PE. These findings indicate that the increase in transaction value and speed infrastructure has not been optimally utilized for the real economy. Implicitly, increasing digital literacy and incentives are needed to produce infrastructure as academically the empirical gap between nominal transactions and speed becomes the basis for further study of the integration of behavioral and institutional variables.
Copyright (c) 2026 Febiola Djangkaru Ramadani, Bagas Arri Atmaja
The Influence of Digitalization Readiness, Digital Mindset and Digital Culture on Digitalization Value in Multibusiness Companies
In an era of increasingly massive technological disruption, companies are required to adapt and transform to remain relevant and competitive. Digital transformation has become a necessity, even for companies operating in regions with low technology adoption due to low human development indices. Therefore, multi-business companies undergoing digital transformation face various challenges, both internally and externally. This research aims to determine whether digitalization readiness, digital mindset, and digital culture influence digitalization value. The analysis method is quantitative, using a questionnaire that is subsequently analyzed with Structural Equation Modeling- Partial Least Square (SEM-PLS). The data used in this research is the result of a questionnaire survey aimed at employees in multi-business companies that use technology in their operational processes. The findings showed that Digitalization Readiness influences Digital Mindset and Digital Culture but does not have a direct effect on Digitalization Value. Digitalization Readiness has an effect on Digitalization Value through Digital Mindset, but not through Digital Culture. Ultimately, the key to maximizing the benefits of digitalization for multibusiness firms lies not only in being prepared and having a supportive culture, but also in cultivating a digital mindset. This mindset serves as the crucial path for creating value and should be the main focus for organizations aiming to fully embrace digital transformation.
Copyright (c) 2025 Noer Aisyah Barlian, Vita Ratnasari
Employee Trust Betrayal and Fraud Dynamics in Indonesia’s Logistic Industry
Fraud remains a persistent challenge for organizations in Indonesia, particularly within the logistics industry, which is characterized by complex operations and a high reliance on trust among parties. This study aims to identify the dynamics of employee trust betrayal and patterns of fraudulent behavior in Indonesian organizations. Employing an exploratory case study approach, the research analyzed internal corporate documents, including investigation reports, disciplinary records, and compliance policies from logistics sectors. The findings reveal a rising trend in fraud cases from 2019 to 2024, strongly linked to post-pandemic economic pressures, weak internal controls, and moral rationalization by offenders. Demographic analysis indicates that most perpetrators are early-career male employees under special contract status, suggesting a correlation between employment instability and unethical conduct. Theoretically, this study contributes to the literature by integrating Agency Theory and Fraud Triangle Theory to explain the behavioral roots of organizational fraud. Practically, it underscores the importance of integrity-based governance, multilayered monitoring, and an ethical culture that prioritizes accountability and transparency.
Copyright (c) 2025 Elok Nurindah Sari, Indrianawati Usman
The Effect of Brand Trust on Customer Loyalty (Case Study of MViCall Application Users in Jabodetabek)
The progression of technological sophistication in application development has resulted in tools designed to optimize user accessibility and requirement fulfillment. Video tone applications, functioning as ring tone substitutes, represent one category of mobile applications attracting substantial user interest, as demonstrated by the MViCall feature developed by PT. Indonesia Satu Tujuh, a content provider enterprise. Empirical observation reveals a systematic decline in active MViCall users throughout 2022, with figures decreasing from 6,791 active subscribers in January to 2,831 in September. This attrition has been identified as resulting from customer perceptions of involuntary subscription enrollment accompanied by unauthorized credit deductions. The objective of this investigation is to elucidate brand trust and customer loyalty constructs associated with MViCall in the Greater Jakarta region, and to determine the causal relationship between brand trust and loyalty. Data acquisition for this study was conducted through questionnaire administration to 97 respondents constituting MViCall application customers in Jabodetabek, with data processing executed using Excel and IBM SPSS Version 26. Methodological approaches employed encompassed quantitative descriptive analysis, hypothesis testing, simple linear regression analysis, and coefficient of determination assessment. Empirical results indicate that the brand trust variable exhibits a mean value of 3.84, corresponding to a high categorical classification, while the loyalty variable similarly demonstrates high categorization with a mean value of 3.81, with statistical analysis confirming a significant effect of brand trust on loyalty. The research concludes with the recommendation that PT. Indonesia Satu Tujuh (MViCall) implement measures to enhance brand trust.
Copyright (c) 2025 Saskia Prameswari, Levyda Levyda
Implementation of Sustainable Procurement in Purchasing at Hotel X
Consumer demand for environmentally friendly practices is pushing hotels to change. Hotel X has implemented an ESG Policy, prioritizing sustainable procurement. This means focusing on local and environmentally certified suppliers instead of just cost and quality. However, transitioning to this model presents challenges. Therefore, this study aims to examine the implementation of sustainable procurement within the purchasing department at Hotel X. This study utilizes a qualitative descriptive method by engaging two selected informants. The data analysis technique consisted of several stages: data collection, data reduction, data presentation, and conclusion drawing. The data were obtained through a combination of interviews, observations, and document analysis. The results indicate that four out of six principles of the Environmental Social Governance (ESG) Policy in the area of materials sourcing and efficiency have been successfully implemented. The remaining two principles have not been fully implemented due to several challenges. These challenges include phased implementation, limited availability of certified local suppliers, low supplier awareness, and difficulties in sourcing renewable raw materials that meet the hotel’s operational needs. These findings provide significant contributions to the development of sustainable procurement practices in the hospitality sector and open up opportunities for broader application across other industries. Organizations can formulate more targeted and effective strategies to facilitate the implementation of sustainable procurement, which in turn contributes to improving the hotel's reputation, increasing customer satisfaction, and promoting environmental sustainability.
Copyright (c) 2025 Ni Putu Eka Amaylia Kusuma Dewi, I Dewa Ayu Rai Sumariati, Luh Nyoman Tri Lilasari
Advancing Green Marketing in Southeast Asia’s Cosmetics Industry: A Systematic Literature Review of Trends, Challenges, and Opportunities
The cosmetics sector in Southeast Asia is undergoing swift changes, spurred by a global surge in environmental consciousness and the embrace of sustainable business practices. This research employs a Systematic Literature Review (SLR) to explore the development, opportunities, and obstacles of green marketing in the region’s cosmetics industry. Using the PRISMA framework, 80 peer-reviewed articles published from 2020 to 2025 were examined across six thematic areas: consumer behavior, corporate green strategies, technological innovation, institutional and financial support, socio-cultural and regulatory context, and sustainable operational practices. The study’s findings indicate that environmental awareness, health consciousness, and brand authenticity are the most significant predictors of purchasing behavior for green cosmetics, while price sensitivity and a lack of understanding of eco-labels remain major challenges. The incorporation of corporate social responsibility (CSR), digital innovation, and eco-design boosts consumer trust and brand differentiation, making green marketing both a competitive strategy and a driver of sustainability. However, regional differences, inconsistent regulations, and weak enforcement hinder the widespread adoption of sustainable practices. The review highlights research gaps, such as the need for cross-country comparative studies, mechanisms to detect greenwashing, and technology-enabled transparency frameworks. Overall, green marketing in Southeast Asia’s cosmetics industry is showing increasing maturity and strategic alignment with the United Nations Sustainable Development Goals (SDGs), particularly Responsible Consumption and Production (SDG 12) and Climate Action (SDG 13), emphasizing its crucial role in promoting sustainable economic growth and ethical consumerism.
Copyright (c) 2025 Zelika Nidya Damarani, Rista Nurdianasari, Shabira Maharani
Benchmarking Machine Learning Models for Corporate Bankruptcy Prediction using Financial Ratios
Corporate bankruptcy prediction is a critical task in financial risk management, particularly under conditions of economic uncertainty and highly imbalanced datasets. This study presents a comprehensive benchmarking framework that evaluates multiple supervised learning models and a voting ensemble approach for corporate bankruptcy prediction. Using a publicly available dataset comprising 78,682 financial records from US-listed companies on NYSE and NASDAQ (1999-2018), we compare the performance of Random Forest, XGBoost, Gradient Boosting, Support Vector Machine, Decision Tree, and a Voting Classifier. Extensive preprocessing, including outlier removal, normalization, and feature selection, and cost-sensitive learning to mitigate severe class imbalance was conducted to ensure data quality. Model performance was assessed using multiple evaluation metrics such as accuracy, F1-score, and ROC AUC to account for class imbalance. Results demonstrate that the Voting Classifier, integrating Random Forest, XGBoost, and Gradient Boosting via hard voting, achieves superior overall performance with an accuracy of 93.6%, F1-score of 96.5%, and ROC AUC of 82.6%, outperforming individual models. The findings underscore the value of ensemble approaches in improving prediction robustness while addressing class imbalance challenges in financial distress forecasting. This study contributes a reproducible experimental design that can guide future research and practical implementation of learning models in corporate bankruptcy risk assessment.
Copyright (c) 2025 Sigit Mulyanto, Dwika Lovitasari Yonia, Muhammad Arif, Bambang Sutejo
HR Digital Transformation, Digital Work Culture, and Local Values: Evidence from Gorontalo University
Digital transformation in human resource management is increasingly essential for regional universities seeking to improve competitiveness and efficiency. This study examines how HR digital transformation affects employee performance, focusing on the mediating role of digital work culture rooted in local values. Using a sequential explanatory mixed-methods design, data were collected from 136 lecturers and administrative staff at Gorontalo University, Indonesia. The quantitative phase employed Structural Equation Modeling-Partial Least Squares (SEM-PLS), followed by thematic analysis of interviews with 10 key informants. The results indicate that HR digital transformation significantly affects employee performance, both directly (β = 0.61; p < 0.001) and indirectly through digital work culture as a partial mediating variable (β_indirect = 0.17; p < 0.01). Digital transformation also has a positive effect on digital work culture (β = 0.58; p < 0.001), and digital work culture positively influences employee performance (β = 0.29; p < 0.01). The coefficient of determination (R² = 0.73) shows that the model explains 73% of the variance in employee performance, with an adequate Goodness of Fit level (SRMR = 0.065). The qualitative findings reinforce the quantitative results by revealing the emergence of “digital kinship,” a form of collaborative digital solidarity rooted in the local value of mosidara (mutual respect and cooperation). This study offers new insights by integrating the Resource-Based View and Dynamic Capability Theory, showing that successful digital transformation relies not only on technology adoption but also on cultivating a digital work culture grounded in local wisdom and digital work ethics.
Copyright (c) 2025 Silveny Ismail, Mahludin Baruwadi, Mohamad Rolli Paramata, Deby Rita Karundeng
Factors Influencing Investment Decisions Among University Students: The Roles of Financial Literacy, Lifestyle, Income, and Financial Planning
The rapid proliferation of financial technology and the effortless accessibility of digital investment platforms have significantly reshaped the investment landscape, allowing younger generations to begin investing with minimal capital while acquiring financial knowledge through diverse applications and virtual learning resources. Investment decision-making has become increasingly important among youth, who possess the temporal advantage to benefit from the compounding effect of returns, yet must simultaneously anticipate future challenges such as inflation, post-retirement uncertainty, and rising living costs. These circumstances highlight the necessity of building an investment portfolio early to achieve financial resilience and independence. This study aims to examine the influence of financial literacy, lifestyle, income level, and financial planning on students’ investment decisions. The research encompassed active part-time Fintech students in the Management Study Program (Friday–Saturday class), Faculty of Social Sciences, Universitas Pembangunan Panca Budi Medan, cohorts 2022–2023. Through the Slovin formula, 71 individuals were designated as the sample. A quantitative survey design was utilized, with questionnaire data processed via SPSS. Findings indicate that financial literacy exerts a salubrious and statistically weighty partial influence on investment decisions. Lifestyle also demonstrates a positively potent and preponderant effect. In contrast, income and financial planning show no substantive partial impact. Nonetheless, when assessed simultaneously, all four variables collectively manifest significant influence, reflected in F = 43.852, p < 0.001, R² = 0.727.
Copyright (c) 2025 Siti Halimah Rambe, Noni Ardian, Hernawaty Hernawaty
The Role of Social Media Influencers in Cosmetic Marketing: A Systematic Literature Review
The rapid growth of social media has transformed the beauty and cosmetics industry, positioning social media influencers (SMIs) as critical intermediaries between brands and consumers. This study conducts a Systematic Literature Review (SLR) of 37 empirical articles published between 2015 and 2025 to synthesize how influencer credibility, authenticity, and parasocial relationships affect consumer behavior, brand perception, and purchase intention. The review follows PRISMA 2020 and bibliometric protocols using Publish or Perish, Scopus, CrossRef, and Covidence for systematic screening. The findings indicate four dominant research themes: (1) source credibility and influencer attributes, (2) authenticity and parasocial relationships, (3) consumer behavioral outcomes such as brand trust and loyalty, and (4) strategic influencer marketing practices. The results reveal that trustworthiness and authenticity consistently mediate the relationship between influencer credibility and purchase intention, while cultural and contextual factors moderate these effects. Moreover, micro- and nano-influencers are increasingly valued for their authenticity and engagement over macro-influencers with larger audiences. The review concludes that influencer marketing in the cosmetics sector has evolved from transactional promotion to relational advocacy, emphasizing ethical transparency, audience alignment, and sustainable consumer loyalty.
Copyright (c) 2025 Rista Nurdianasari, Shabira Maharani, Zelika Nidya Damarani