International Journal of Social, Economic, and Business
Journal Title : International Journal of Social, Economic, and Business E-ISSN : 3063-9832 Editor in Chief : Rudianto Publisher : Lavish Opulent Education Frequency : March, June, September, December Citation Analysis : Google Scholar, Garuda, Copernicus International Journal of Social, Economic, and Business published since 2024 (E-ISSN: 3063-9832) is an open access International refereed research publishing journal with a focused aim on promoting and publishing original high quality research dealing with theoretical and scientific aspects in all disciplines of Social, Economic, Accounting, and Business. IJSEB is an international scientific research journal focusing on issues in Social, Economic, Accounting, and Business research. A large number of manuscript inflows, reflects its popularity and the trust of world's research community. IJSEB is indexed with major indexing and abstracting organizations and is published in both electronic and print format. All articles are available under cc by-nc-nd licensing. All technical or research papers and research results submitted to IJSEB should be original in nature, never previously published in any journal or undergoing such process across the globe. All the submissions will be peer-reviewed by the panel of experts associated with IJSEB. Submitted papers should meet the internationally accepted criteria and manuscripts should follow the style of the journal for the purpose of both reviewing and editing. Indexing information is found at the indexing and abstracting page of IJSEB. What do we look for in your Research while conducting blind Peer Review. All peer review is now based on the above criterion for all submitted manuscripts. Scope of International Journal of Social, Economic, and Business : Management Accounting Economics Social Science Business Digital Business Entrepreneurship Behavior Studies
Evaluation of Bawaslu Sidoarjo’s Recommendatory Authority inHandling Village Head Neutrality Violations in the Perspective ofBridgman and Davis Theory
This research evaluates the recommendatory authority of the Sidoarjo Regency Election Supervisory Body (Bawaslu) in addressing neutrality violations involving twelve village heads in Buduran District during the 2024 General Election. While Bawaslu procedurally performed its functions with professional rigor, a significant asymmetry exists between the burden of material evidence and the restrictive nature of sanctioning enforcement. Grounded in the policy evaluation framework of Bridgman and Davis (2000), comprising input, process, output, and outcome indicators. This descriptive qualitative study identifies a "regulatory escape" from the Election Law to the Village Law, which inadvertently diminishes legal substance. The results show that the "process" indicator follows the rules of due process of law, but the "outputs" turn into nothing more than symbolic administrative punishments. Consequently, the purely recommendatory nature of this authority fails to produce a deterrent effect, necessitating regulatory amendments to empower Bawaslu with independent executorial mandates.
Policy Evaluation, Bawaslu (Election Supervisory Body), Village Head Neutrality, Bridgman and Davis
Copyright (c) 2026 International Journal of Social, Economic, and Business
Gen Z Audience Reception of Digital Activism “Tuntutan 17+8” on Instagram
The use of social media such as Instagram as a platform for expressing public aspirations, particularly through digital activism, serves as the background of this study. This research aims to analyze how Generation Z receives digital activism “Tuntutan 17+8” on Instagram by examining the role of visual aesthetics, the phenomenon of Fear of Missing Out (FOMO), as well as the influence of political background and peer environment in shaping audience engagement. This study employs a descriptive qualitative approach based on Stuart Hall’s Encoding-Decoding Reception Theory. The data were collected through in-depth interviews with seven informants selected using purposive sampling based on predetermined criteria. The findings indicate that Generation Z’s reception of digital activism “Tuntutan 17+8” on Instagram can be categorized into two positions, namely dominant-hegemonic and negotiated positions. Informants in the dominant position tend to fully accept and support the messages conveyed, as they are perceived to be relevant and effective in increasing public awareness. Meanwhile, informants in the negotiated position demonstrate a more selective attitude by accepting certain parts of the message while also criticizing aspects of its delivery that are considered inappropriate. In addition, visually appealing elements, such as the use of colors and creative design, are proven to enhance audience interest and facilitate message comprehension. The phenomenon of FOMO also plays a role in encouraging Generation Z’s participation in digital activism “Tuntutan 17+8” on Instagram, although such participation tends to be simple, such as reposting content or giving brief responses. This condition reflects a pattern of slacktivism. Nevertheless, FOMO can also have a positive impact by expanding the reach of information and increasing public awareness of the issue. Furthermore, political background and peer group influence also affect how individuals interpret and respond to messages, as they are shaped through interaction and discussion within their social environment.
Content Analysis of VIVA Cosmetics' Brand Identity on Instagram as a Legendary Local Brand
In the digital era, social media has become an essential platform for brands to communicate their identity and engage with audiences. As one of Indonesia’s long-established local cosmetic brands, Viva Cosmetics utilizes Instagram to maintain its relevance and strengthen its brand image amid increasing competition in the beauty industry. This study aims to analyze how Viva Cosmetics constructs its brand identity through Instagram content using the Brand Identity Prism framework. The research employs a qualitative approach using content analysis by examining more than twenty posts from the official Instagram account of Viva Cosmetics. The analysis focuses on several dimensions of the Brand Identity Prism, including physique, culture, relationship, reflection, and self-image. The results indicate that the physique dimension is the most dominant element in Viva’s Instagram content, where product visuals, packaging, textures, shades, and functional benefits are prominently displayed. Additionally, the brand reinforces its local identity by presenting representations of Indonesian consumers and using simple, relatable communication styles. The relationship dimension is reflected through testimonials and interactive messages that emphasize consumer loyalty and long-term trust toward the brand. Meanwhile, the reflection and self-image dimensions portray consumers as women who practice simple self-care, value practicality, and maintain confidence in their appearance. These findings suggest that Viva Cosmetics strategically uses Instagram not only as a promotional platform but also as a medium to reinforce its identity as a legendary local brand that remains relevant across generations. The study highlights the importance of consistent brand identity representation and adaptive digital communication strategies in maintaining brand heritage and strengthening relationships with consumers in the digital environment.
Brand Identity Prism, Instagram, Viva Cosmetics
Instagram Content Management Strategy In Building Customer Engagement (Study on Mahar Agung Organizer)
This research explores how Instagram content is managed to foster customer engagement in Mahar Agung Organizer, a business operating in the wedding service sector. In today’s digital environment, social media functions not only as a promotional tool but also as a platform that enables brands to maintain continuous interaction and build meaningful relationships with their audiences.A qualitative method was applied to gain deeper insights into the phenomenon. Data were gathered through interviews, direct observation of the Instagram account, and documentation of published content. The analysis process followed an interactive model involving data condensation, data presentation, and interpretation.The results indicate that content management is carried out in a structured manner, starting from planning, organizing content into thematic pillars, and distributing content using various Instagram features. Content formats such as storytelling, testimonials, and real event documentation contribute significantly to increasing audience involvement.
Instagram content, customer engagement, social media strategy
Public Value Of the DUKCAPIL SIAP Service Program (Inclusive Population Administration System and Integrated Services) For Vulnerable Communities In Purbalingga Regency
Population administration services are a form of public service that plays a crucial role in ensuring the fulfillment of basic community rights. However, in practice, some groups still experience difficulties in accessing these services, particularly vulnerable groups such as people with disabilities and the elderly with limited mobility. Therefore, the Population and Civil Registration Office in Purbalingga Regency presents a service innovation through the DUKCAPIL SIAP Program as an effort to bring services closer to the community through an outreach mechanism. This study aims to analyze the public value generated from the implementation of the DUKCAPIL SIAP Program. This study uses a qualitative method with a descriptive approach. Data collection techniques were carried out through interviews, observation, and documentation. Data analysis was carried out through the processes of data reduction, data presentation, and drawing conclusions. The results show that the DUKCAPIL SIAP Program is able to create public value through three main aspects: legitimacy and support, operational capability, and substantial value generated for the community. This program provides economic benefits through free services, social value through inclusive services for people with disabilities and the elderly, and political, educational, and ecological values that encourage public awareness of the importance of population administration. Thus, the DUKCAPIL SIAP Program can be a public service innovation that contributes to improving the accessibility and quality of population administration services for the community.
DUKCAPIL SIAP Program, Population Administration, Public Services, Public Value.
The Influence of Influencers and Brand Image on Adidas Shoe Purchase Decisions Among Generation Z in Surabaya
This study aims to analyze the influence of influencers and brand image on Adidas shoe purchase decisions among Generation Z in Surabaya. The population of this study consists of Generation Z consumers in Surabaya who have purchased Adidas shoes. The sampling technique used purposive sampling with criteria including respondents aged 12–27 years, having purchased Adidas shoes in the last year, actively using social media, and following influencers who promote Adidas products. A total of 120 respondents participated in this study. Data were collected through an online questionnaire using a Likert scale. The data were analyzed using multiple linear regression analysis. The results show that influencers have a positive and significant influence on purchase decisions. Similarly, brand image also has a positive and significant effect on purchase decisions. These findings indicate that influencers and brand image play an important role in influencing Generation Z consumers in purchasing Adidas shoes. The practical implications suggest that Adidas should collaborate with credible influencers and continuously strengthen its brand image through product innovation, quality consistency, and values that resonate with Generation Z such as creativity, inclusivity, and sustainability
Influencer, Brand Image, Purchase Decision, Generation Z, Adidas
Strategy of PT Pelindo Terminal Petikemas Surabaya Region's Social and Environmental Responsibility (TJSL): Environmental and Educational Programs In Building Corporate Image
This study examines how PT Pelindo Terminal Petikemas implements its Environmental and Social Responsibility (TJSL) strategy to build and strengthen corporate image. The research is grounded in the four-step Public Relations model (Cutlip, Center, & Broom) and the Triple Bottom Line framework, positioning TJSL not merely as philanthropy but as a strategic instrument for legitimacy, stakeholder trust, and sustainable reputation. Using a descriptive qualitative approach, data were collected in 2025 through in-depth interviews and document analysis, involving four informants from internal units and external beneficiaries. The findings show that Pelindo Terminal Petikemas applies a dual-track program formulation—combining corporate initiatives with responsiveness to community requests—supported by structured planning tools such as Theory of Change/Logical Framework and impact measurement (e.g., SROI). TJSL communication is executed through multi-platform strategies and coordination with corporate communication, contributing to measurable image outcomes such as stakeholder recognition, awards, public satisfaction, and media exposure (PR Value). Key challenges include limited resources for social mapping across geographically dispersed terminals, which affects program precision and requires adaptive stakeholder engagement..
TJSL, CSR communication, corporate image, public relations strategy, Triple Bottom Line, Pelindo Terminal Petikemas.
Poverty as Social Discourse in Joko Anwar’s Nightmares and The Daydreams (2024)
The series Joko Anwar’s Nightmares and The Daydreams goes beyond genre-based supernatural science fiction and horror by embedding a layered social commentary on poverty and structural inequality. Poverty in the series is depicted not simply as financial deprivation, but as a complex condition marked by vulnerability, constrained agency, unequal access to resources, and dependency shaped by social structures. This article investigates how poverty operates as social discourse by analyzing narrative patterns, cinematic representation, and authorial perspective within the series. The study applies a qualitative method using Teun A. Van Dijk’s Critical Discourse Analysis framework, focusing on the interrelated dimensions of text, social cognition, and social context. Data are drawn from dialogues, character arcs, visual settings, and filmic techniques, and are interpreted alongside public statements by the director and current Indonesian social issues such as job insecurity, unequal educational access, precarious housing, and domestic violence. The analysis indicates that poverty is consistently framed through images of spatial confinement, limited opportunity, asymmetrical power relations, and systemic constraints that reproduce hardship across characters’ lives. The director’s creative choices position entertainment as a vehicle for social reflection, although the symbolic and indirect mode of critique means the deeper social message is more readily recognized by critically literate viewers than by general audiences.
Critical Discourse Analysis, Joko Anwar, Netflix
The Effect Perceived Organizational Support on Employee Performance: The Mediating Role of Employee Engagement At PT Pegadaian Syariah CPS Babakan
This research aims to test and analyze he influence of Perceived organizational support on employee performance through employee engagement at pt Pegadaian syariah cps Babakan. This research uses a quantitative methods. The sampling technique used is non-probability sampling with a saturated sample, in which the entire population is used as the sample with 54 respondents. Data were analyzed using partial least squares (PLS) with the smartpls 3.0 software. The results show that Perceived organizational support has a positive and significant effect on employee performance. Perceived organizational support also has a positive and significant effect on employee engagament. Furthermore, employee engagement has a positive and significant effect on employee performance. The path analysis further reveals that employee engagement functions as a mediating variable in the relationship between Perceived organizational support and employee performance.
Analysis of the Streak Feature in Forming Phatic Communication in Generation Z’s Interactions on the TikTok Platform
This study aims to describe and understand the meaning of the streak phenomenon on TikTok as a form of digital social communication practice among Generation Z. The streak reflects how Gen Z interprets continuous interaction as a symbol of closeness, consistency, and commitment in online friendships. Using a descriptive qualitative method, data were collected through in-depth interviews with active TikTok users who regularly maintain streaks. The findings reveal that streaks function not only as a gamified feature that motivates daily interaction but also as a form of phatic communication, maintaining social connection without necessarily conveying substantive messages. Over time, the meaning and motivation behind streaks transform from novelty and entertainment into a form of digital ritual representing emotional closeness and peer-driven social pressure. Therefore, TikTok streaks can be understood as symbolic communication practices that illustrate how Generation Z negotiates commitment, social connection, and personal balance in the era of social media.
Social Media, TikTok Streak, Generation Z, Phatic Communication, Digital Interaction
Personal Branding Strategy of Food Vlogger Serly Ansim Through TikTok Account @onebitebigbite
The rapid development of social media, particularly TikTok, has created new opportunities for content creators to build their personal image through fast, creative, and easily accessible visual content. One emerging phenomenon is the increasing number of food vloggers who use TikTok as a medium for developing personal branding. This study aims to examine the personal branding strategy employed by Serly Ansim through her TikTok account @onebitebigbite, known for her humorous, expressive, and bold characteristics. Using a qualitative approach with Krippendorff’s content analysis method, the study is based on non-participant observation of 12 videos with the highest engagement from March to August 2025, supported by audience comments and relevant literature. The findings reveal that Serly Ansim’s personal branding is constructed through three key characteristics proposed by McNally & Speak (2004): (1) Distinctiveness, reflected in her spontaneous and humorous communication style, signature expressions such as “DAR DER DOR,” dynamic and detailed visuals, and strong storytelling techniques; (2) Relevancy, shown through her ability to adapt content to TikTok trends, audience culinary preferences, viral moments, and relatable humor for younger viewers; and (3) Consistency, demonstrated through a stable tone of voice, presentation style, video format, and commitment to honest food reviewers. These three aspects have enabled Serly Ansim to build a strong personal brand, increase audience trust, and position herself as a prominent food vlogger on TikTok. This study is expected to contribute theoretically to the study of personal branding in new media and serve as a practical reference for content creators, creative industry practitioners, and food vloggers in developing effective digital communication strategies.
Optimization of Zakat Fund Management in Improving the Welfare of Foster Children at Al-Ichlas Orphanage Surabaya: Sharia Economic Perspective
Zakat is one of the instruments in the Islamic economic system that has strategic potential in poverty alleviation and improving welfare. This study aims to evaluate the extent to which the management of zakat funds implemented at the Al-Ichlas Orphanage in Surabaya can be optimized to improve the welfare of foster children from a sharia economic perspective. This study uses a descriptive qualitative method with a case study approach. Data collection techniques are carried out through direct observation, in-depth interviews, and documentation. The results of the study indicate that zakat management has been carried out in accordance with the basic principles of sharia, but has not been fully optimal. Limited human resources, lack of sharia-based financial management training, and the absence of accountability and transparency standards are the main obstacles. This study recommends strengthening the zakat reporting system, increasing sharia financial literacy, and strategic partnerships with official zakat institutions (LAZ) to achieve efficient and equitable zakat management. This study concludes that optimal, planned, and accountable management of zakat funds can provide a real contribution to improving the welfare of foster children. Therefore, it is necessary to strengthen the monitoring and evaluation system of the program and develop the capacity of human resources so that the benefits of zakat can be felt more widely and sustainably.
zakat, fund management, welfare of foster children, orphanages, optimization
Copyright (c) 2025 International Journal of Social, Economic, and Business
Gender-Based Violence Online in Tiktok Digital Culture: A Phenomenological Study on Women Tiktok Users in Indonesia
Gender-Based Violence Online (GBVO) is increasingly widespread with the increasing use of social media, especially TikTok which is the most popular digital public space among young women. While it offers a space for expression, TikTok also exposes the reproduction of misogyny, anti-feminism, and attacks on women's bodies in various forms. This study aims to understand the experiences of Indonesian women as victims of GBVO on TikTok and how they give meaning to the violence they experience in the emotional, social, and digital dimensions. This research uses a qualitative method with a digital phenomenology approach, referring to the thoughts of Simone de Beauvoir, Iris Marion Young, Sara Ahmed, and Silvano Tagliagambe. The data was obtained through in-depth interviews with five women who had experienced GBVO on TikTok. The results showed that women experienced multiple forms of GBVO such as sexually explicit comments, body shaming, gender-based hate speech, deepfakes, as well as threats and intimidation. This experience has an emotional impact in the form of fear, anger, shame, and anxiety that is inherent in the body and affects the way they interact in the digital space. Socially, women tend to withdraw themselves, change their way of expressing themselves, or self-censorship to avoid repeated violence. Although victims carry out various strategies such as blocking the perpetrator, reporting accounts, or deleting content, these actions have not been able to overcome patriarchal power structures that work through algorithms and digital culture. This study concludes that KGBO on TikTok is an existential experience that affects women's bodies, emotions, and identities while showing that digital space and real space merge in forming violent experiences. These findings underscore the need for collaborative efforts between users, platforms, and policymakers to create safer digital spaces for women.
The Effect of Scarcity Marketing, Fear of Missing Out (FOMO) and Electronic Word of Mouth (EWOM) on Music Concert Ticket Purchase Intention in Surabaya
This study investigates the influence of scarcity marketing, fear of missing out (FOMO), and electronic word of mouth (EWOM) on the purchase intention of music concert tickets in Surabaya. As the entertainment industry grows rapidly and digital promotion becomes increasingly dominant, understanding these factors is essential for effective marketing strategies. Using a quantitative approach with a survey method, this research collected data from 180 respondents aged 18 to 35 who had previously purchased concert tickets and were active social media users. The data were analyzed using multiple linear regression through SPSS to examine both simultaneous and partial effects of the independent variables on purchase intention. The findings indicate that scarcity marketing, FOMO, and EWOM simultaneously have a positive and significant effect on purchase intention. Partially, scarcity marketing strengthens consumers’ urgency to buy through limited availability and time-bound offers. FOMO also shows a positive impact, suggesting that the desire to avoid missing social experiences increases purchase likelihood. Additionally, EWOM positively influences purchase intention, emphasizing the role of online recommendations and credible user-generated information. Overall, the results highlight that digital promotional strategies incorporating scarcity cues, FOMO-driven content, and persuasive EWOM are effective in increasing concert ticket purchase intention in Surabaya
Sexual Fantasy and Alternative Universe: A Reception Study of Science Fiction Fans on the Film Dear David
This study explores the reception of science fiction fans toward the portrayal of sexual fantasy in the Alternative Universe (AU) narrative within the Indonesian film Dear David (2023). Using Stuart Hall’s reception analysis, the research aims to understand how audiences interpret the representation of adolescent sexuality, fantasy, and ethical boundaries in digital culture. The study employs a qualitative descriptive method with in-depth interviews involving ten informants identified as science fiction fans. Findings reveal two dominant audience positions negotiation and opposition. The negotiated position views sexual fantasy AU as creative spaces for self-expression, yet emphasizes the need for ethical awareness, privacy, and respect for cultural taboos surrounding sexuality. Conversely, the oppositional position rejects such depictions for their potential to normalize obsessive or inappropriate behavior, particularly when involving real identities without consent. The research also highlights that AU writing functions as an emotional outlet and a coping mechanism, especially among youth seeking freedom from social and familial pressures. However, the commodification of sexual content in AU communities raises further ethical concerns regarding consent, age restrictions, and digital literacy. This study concludes that while AU narratives offer imaginative freedom and psychological escapism, they must be accompanied by ethical sensitivity and media literacy to prevent misinterpretation or harmful normalization. It contributes to audience studies by contextualizing fan reception of sexual fantasy representation in Indonesian media and underscores the importance of family and education in guiding youth self-expression responsibly
Social Media Analysis Of The Purchase Decision Of Kenangan Coffee Among Gen Z in Surabaya City
The rapid growth of the coffee industry in Indonesia, driven by Gen Z and social media, is the background to this research. This study analyzes the influence of social media on purchasing decisions for Kopi Kenangan among Generation Z in Surabaya. The focus is on identifying purchasing drivers, Kopi Kenangan's content strategy, and its effectiveness. The results show that Kopi Kenangan's product significantly influences social media and purchasing decisions. Social media also proved significant in influencing purchasing decisions. Interestingly, price and content did not have a significant direct influence, but social media played a significant role as a mediator between the product and purchasing decisions
Analysis of Child Protection Efforts in Surabaya City thru the Family Learning Center (PUSPAGA) Program Co-Implementation Approach
To prevent violence against children in Indonesia, policy-based strategies must actively involve the community. This study examines how the Family Learning Center Program (PUSPAGA) in Surabaya is implemented using a co-implementation approach, as stated by Denita Cepiku (2021). Institutional arrangements, planning, communication strategies, public actor management, professional management, leadership, and accountability and performance management are the main topics of this research. The research method is a descriptive qualitative approach involving observation, in-depth interviews, and review of policy documents. Research shows that PUSPAGA Surabaya is able to integrate the government, workforce, and community in child protection efforts. However, the organization still faces problems such as a shortage of human resources and a lack of funds. This study shows that collaborative implementation methods can improve the sustainability of child protection programs if they are managed collaboratively, participatory, and focused on local needs.
The Influence of Variety Seeking, Dissatisfaction, and Lifestyle on Smartphone Brand Switching from Android to iPhone (A Study on Students of UPN "Veteran" Jawa Timur)
The intense competition in the smartphone industry in Indonesia requires companies to continuously innovate in order to maintain consumer loyalty and prevent brand switching. The phenomenon of brand switching, particularly from Android to iPhone, is influenced by various psychological and social factors. This study aims to analyze the influence of Variety Seeking, Dissatisfaction, and Lifestyle on brand switching among students of UPN "Veteran" Jawa Timur. This research employs a quantitative method with a causal associative design. The sample consists of 100 UPN "Veteran" Jawa Timur students who have switched from Android to iPhone, selected using purposive sampling techniques. Primary data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS software. The findings reveal that the three variables significantly affect brand switching, both collectively (simultaneously) and individually (partially). The adjusted coefficient of determination (Adjusted R Square) shows that these factors collectively explain 40.2% of the variation in brand switching decisions. Further analysis indicates that Variety Seeking is the most dominant factor, contributing 47.38%, followed by Dissatisfaction at 40.24%, and Lifestyle at 12.38%. Based on these results, the desire to seek new experiences emerges as the primary driver of brand switching, strengthened by dissatisfaction with previous products and validated by lifestyle compatibility.
Brand Switching, Variety Seeking, Dissatisfaction, Lifestyle
The Influence Of Corporate Social Responsibility And Social Media Use On Employee Green Behavior At PT Kreasi Karya Raya
PT Kreasi Karya Raya is a creative company that emphasizes the use of environmentally friendly materials, particularly recycled cardboard, in its products. Despite its commitment to sustainability through Corporate Social Responsibility programs and active social media use, the level of Employee Green Behavior adoption remains limited. This study aims to examine the influence of CSR and Social Media Usage on EGB within the company. A quantitative approach was employed using descriptive and causal research methods. Primary data were obtained from 42 employees through a structured questionnaire. The collected data were analyzed using multiple linear regression with SPSS software. The results show that SMU has a positive and significant effect on EGB, indicating that digital platforms play a critical role in promoting sustainable practices among employees by facilitating information sharing, interaction, and the formation of eco-conscious communities. Conversely, CSR was found to have a positive but statistically insignificant influence on EGB, suggesting that current CSR initiatives may not sufficiently engage employees or align with their environmental motivations. These findings imply that while CSR remains an important framework, internal sustainability communication strategies via social media can be more effective in fostering green behavior in the workplace. To strengthen EGB, companies should prioritize participatory communication models, enhance employee involvement in CSR, and continuously evaluate the relevance and impact of their sustainability initiatives.
Comparative Analysis of The Effectiveness of TikTok and Instagram as Marketing Media For Skintific Products
Social media today functions not only as a channel for interaction between businesses and customers but also serves as a key tool for enhancing brand awareness and driving sales. In Indonesia, Instagram and TikTok hold significant positions in shaping social media consumption behavior. This study aims to compare the effectiveness of these two platforms in the marketing strategy of Skintific, a brand that began operations in Indonesia in early 2022. A comparative quantitative method was employed, collecting data through surveys administered to respondents who had been exposed to Skintific advertisements on both TikTok and Instagram. Statistical parametric analysis was conducted on indicators such as engagement, brand awareness, and purchase intention. The results revealed a significant difference in marketing effectiveness between the two platforms, with TikTok achieving a higher average score compared to Instagram. These findings suggest that TikTok is more effective for Skintific's marketing activities in Indonesia than Instagram.
The Effect of Debt Policy, Profitability, and Tax Avoidance on Firm Value with Dividend Policy as a Moderating Variable in Energy Sector Companies Listed on the Indonesia Stock Exchange During the 2018–2022 Period
This study aims to determine the effect of debt policy, profitability, and tax avoidance on firm value, with dividend policy as a moderating variable, in energy sector companies listed on the Indonesia Stock Exchange (IDX) for the period 2018-2022. The data used is quantitative, sourced from secondary data. The population consists of 59 energy sector companies listed on the IDX from 2018 to 2022. The sampling technique used is purposive sampling, resulting in a sample of 21 companies. Data analysis was performed using path analysis with the assistance of AMOS 24 software. The results indicate that debt policy does not have a significant impact on firm value. Profitability has a significant positive effect on firm value. Tax avoidance has a significant negative impact on firm value. Dividend policy does not significantly moderate the effects of debt policy, profitability, and tax avoidance on firm value. Therefore, companies in the energy sector should focus on their profitability levels, as it positively influences firm value. Additionally, energy sector companies should avoid tax avoidance practices, as they negatively impact firm value.
The Influence of Social Media Influencer Marketing, Self-Regulation, and Viral Marketing on Purchase Intention on Tokopedia
The increasing competitiveness of e-commerce marketplaces in Indonesia underscores the importance of effective marketing strategies to enhance purchase intention among Generation Z consumers. This study aims to identify the influence of social media influencer marketing, self-regulation, and viral marketing on purchase intention. The population in this study consists of individuals aged 13–28 years (Generation Z), residing throughout Indonesia, who have never made a purchase on Tokopedia after seeing an advertisement from a Tokopedia social media influencer. The sampling technique used in this study is purposive sampling, with a total of 155 respondents. This study employs multiple linear regression analysis, which shows that social media influencer marketing does not affect purchase intention, while self-regulation and viral marketing both have an influence on purchase intention. The practical implications of this study suggest that Tokopedia should reconsider the effectiveness of its social media influencer marketing strategies, develop features that help consumers become more aware of their shopping decisions, and pay attention to the content of viral messages, such as message uniqueness, emotional impact, and creativity.
Implementation of the MARCO Application as a Digital Customer Relationship Management Strategy at PT Terminal Teluk Lamong
This study aims to analyze the implementation of the MARCO application as a digital Customer Relationship Management (CRM) strategy to improve the business performance of PT Terminal Teluk Lamong. A descriptive qualitative approach was used, with data collection techniques including interviews, observation, documentation, and literature review. The research findings show that the MARCO application helps the company enhance operational efficiency, customer satisfaction and loyalty, as well as revenue growth. MARCO serves as a digital solution capable of systematically recording, monitoring, and following up on customer feedback. However, some challenges remain, such as the lack of system integration across internal units. This study concludes that MARCO plays a strategic role in supporting CRM and strengthening the business performance of a digitally-driven port company.
Customer Relationship Management, Digital Strategy , Business perfomance, MARCO Application, PT Terminal Teluk Lamong
The Influence Of Product Quality and Online Shopping Experience on The Purchase Decision of HMNS Local Perfume Products Among Generation Z
The expanding beauty industry and increased perfume consumption among Generation Z underscore the importance of further examining their purchase behavior. This study aims to identify the influence of product quality and online shopping experience on purchasing decisions. The population in this study is Generation Z individuals who have purchased HMNS local perfume products online, with a sample size of 200 respondents. Using multiple linear regression analysis, the findings reveal that both product quality and online shopping experience have a significant effect on purchasing decisions, with product quality exerting the most dominant influence. This indicates that Generation Z places high importance on product quality when making purchase choices. The practical implication of this study suggests that HMNS should continue to enhance product quality and provide a seamless online shopping experience to support consumer decision-making and strengthen brand competitiveness.
Generation Z,Local Perfume, Online Shopping Experience, Product Quality,Purchasing Decisions.
The Influence of Product Quality and e-WOM on iPhone Smartphone Purchasing Decisions Generation Z in Surabaya
The iPhone has emerged as a symbol of modern identity and social prestige among Generation Z consumers in Surabaya. This study aims to examine the extent to which product quality and electronic word of mouth (e-WOM) influence the purchasing decisions of this consumer group. Employing a quantitative research design, the study utilized purposive sampling to select respondents aged between 18 and 26 who are current iPhone users. Data were gathered through structured online questionnaires and analyzed using multiple linear regression through SPSS software. The results indicate that both product quality and e WOM exert a significant and positive influence on purchasing decisions, both individually and jointly. Product quality reflected in features such as design aesthetics, performance, durability, and overall reliability was identified as a key determinant in consumer decision making processes. Concurrently, e-WOM, particularly through social media platforms, online reviews, and influencer recommendations, was found to play a pivotal role in shaping perceptions, building trust, and enhancing the likelihood of purchase. These results highlight the dual importance of maintaining superior product standards and strategically engaging with digital communication channels. For practitioners, the study suggests prioritizing quality enhancement while simultaneously investing in digital marketing strategies that resonate with the online habits and preferences of Generation Z. Encouraging positive consumer feedback and optimizing brand visibility across digital platforms may further strengthen purchasing motivation. Future research is recommended to incorporate additional variables such as brand image, lifestyle orientation, or perceived value to develop a more comprehensive model of consumer behavior in the premium smartphone segment.
Factors Influencing Financial Management Behavior Among Millennials & Gen Z Using Online Loans in Surabaya
Financial behavior emerged around 1990. In Indonesia, consumer behavior causes low savings. Online loans, supported by technology, are rampant with easy access. Surabaya, a metropolitan city with high fintech activity, recorded many borrowers and complaints of online loans. Generation Z and Millennials (19-34 years) are the largest users of online loans, often for lifestyle, with a credit value reaching IDR 26.87 trillion. Ease of digital access encourages consumption and use of online loans among this generation. This study uses quantitative research techniques, Quantitative research is a positive-based research approach. This approach is used to analyze the population and samples studied. Data analysis is carried out statistically or with measurable measures to check the assumptions that have been set. The study shows that financial literacy, financial self-efficacy, and financial attitude have a positive effect on the financial management behavior of the Millennial and Z generations who use online loans. However, lifestyle has a negative effect. The level of financial literacy, financial self-efficacy, and financial attitude of respondents is relatively high, while lifestyle is also high. Oddly enough, income does not have a significant effect on their financial management behavior. financial literacy, financial self-efficacy, and financial attitude positively influence the financial management behavior of Millennial and Z generations of online loan users in Surabaya. However, a consumptive lifestyle has a negative effect. Oddly enough, income does not significantly influence their financial behavior, because other factors such as literacy and lifestyle are more dominant.
Transformational Leadership And Perceived Organizational Support On Innovative Work Behavior : The Mediating Role Of Employee Engagement At Pegadaian Dinoyotangsi Surabaya Sub-Branch
This study aims to examine and analyze the effect of transformational leadership and perceived organizational support on innovative work behavior through employee engagement as a mediating variable at PT. Pegadaian Dinoyotangsi Surabaya Sub-Branch. Using Saturated sampling technique as many as 49 respondents. The analysis used in this research is SEM(structural equation modeling) and PLS (partial least square) with the aid of SmartPLS4 software. The result of this study explain that transformational leadership has a positive effect on innovative work behavior. Perceived organizational support has no effect on innovative work behavior. Employee engagement has a positive effect on innovative work behavior. Tranformational leadership affects employee engagement. Perceived organizational support affects employee engagement. Employee engagement does not mediate the relationship between transformational leadership and innovative work behavior. Employee engagement mediates the relationship between perceived organizational support and innovative work behavior.
The Effect Transformational Leadership Style on Job Performance: The Mediating Role of Trust at PT Varia Usaha Beton
This research aims to test and analyze he influence of transformational leadership style on job performance through trust at PT Varia Usaha Beton. This research uses a quantitative methods. The sampling technique used is non-probability sampling with a saturated sample, in which the entire population is used as the sample with 40 respondents. Data were analyzed using partial least squares (PLS) with the SmartPLS 3.0 software. The results show that transformational leadership style has a positive and significant effect on job performance. Transformational leadership style also has a positive and significant effect on trust in leader. Furthermore, trust in leader has a positive and significant effect on job performance. The path analysis further reveals that trust in leader functions as a mediating variable in the relationship between transformational leadership style and job performance.
Transformational leadership style, job performance, trust in leader
The Influence of Lifestyle, Product Knowledge and Product Design on Local Brand Love for Compass Shoes with Brand Image as an Intervening Variable in Surabaya
This study investigates the influence of lifestyle, product knowledge, and product design on local brand love for Compass Shoes in Surabaya, with brand image acting as an intervening variable. Utilizing a quantitative research method, data was collected from 150 Surabaya residents through questionnaires and analyzed using SEM-Partial Least Square (PLS). The findings indicate that brand image significantly influences local brand love. While lifestyle directly impacts local brand love, its influence on brand image is not significant. Product knowledge significantly affects brand image but does not directly influence local brand love. Crucially, product design significantly influences both brand image and local brand love. Furthermore, brand image mediates the relationship between product knowledge and local brand love, as well as between product design and local brand love, demonstrating that a positive brand image is crucial for fostering emotional connections with consumers. However, brand image does not mediate the relationship between lifestyle and local brand love. These results suggest that for optimal brand love, especially for brands like Compass Shoes, integrating innovative and functional product design with a strong brand image is essential.
Double Role: Cracking the Code of the Sandwich Generation in “Home Sweet Loan” Movie
This study examines how the film Home Sweet Loan represents the phenomenon of the sandwich generation using John Fiske’s semiotic approach. The term “sandwich generation” refers to individuals who bear financial responsibility for two generations simultaneously—their parents and their siblings or children. This research adopts a descriptive qualitative method, analyzing the film through three levels of codes: reality, representation, and ideology. The findings reveal that, at the reality level, the film highlights Kaluna’s daily life as the family’s main provider: working, managing household chores, and supporting the financial needs of other family members. At the representation level, the film employs cinematographic elements, dialogue, and narrative to illustrate Kaluna’s dilemma in balancing her personal aspirations with family obligations. Meanwhile, at the ideological level, the film conveys moral values such as sacrifice, sincerity, solidarity, and the cultural and social pressures that reinforce the position of the sandwich generation within society. This research demonstrates that film as a mass medium serves not only as entertainment but also as a form of social reflection that can shape public perspectives on the sandwich generation issue. Theoretically, this study contributes to the application of semiotic theory in communication studies. Practically, it is expected to help the public and creative industry practitioners better understand the realities and challenges faced by the sandwich generation and highlight the importance of presenting more sensitive and empathetic representations in films Keywords: sandwich generation, Home Sweet Loan, John Fiske’s semiotics, representation, moral values.