Syahmardi Yacob, Ade Titi Nifita, Ade Perdana Siregar

Understanding Generation Y Purchase Intentions: Mediating Effects of Uniqueness Needs and Experiential Marketing in MSME Snack Consumption

Marketing

Micro, small, and medium-sized enterprises (MSMEs) play a vital role in Indonesia’s economic resilience, particularly in responding to glob...

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This study offers a timely and pertinent examination of Generation Y purchase intentions, a critical area given the evolving consumer landscape and th...

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Firmannudin Firmannudin

The Effectiveness of Digital Marketing in Increasing Sales on E-Commerce in Indonesia

Marketing

This study aims to analyze the effectiveness of digital marketing in increasing sales in e-commerce in Indonesia. The background of the stu...

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This study capably addresses a pertinent and timely topic: the effectiveness of digital marketing in bolstering e-commerce sales within the Indonesian...

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Kania Chairunnisa Dwi Artha, Hudi Santoso

Strategi Social Media Specialist dalam Meningkatkan Brand Identity Melalui Instagram @alancreativeid

Marketing

Studi ini bertujuan pada Strategi Social Media Specialist dalam Meningkatkan Brand Identity melalui Instagram Alan Creative. Media sosial berfungsi se...

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Lusiana Pransisca Simarmata, Novita Ekasari, Novitasari Novitasari

The INFLUENCE OF INFLUENCER MARKETING AND SOCIAL MEDIA MARKETING ON PURCHASE DECISIONS AT TEANOL CAFÉ, JELUTUNG BRANCH, JAMBI CITY

Marketing

This study aims to determine the effect of Influencer Marketing and Social Media Marketing on Purchasing Decisions at Café Teanol, Jelutong Branch, Ja...

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Desta Fitriana, Johannes Johannes, Novita Ekasari

The BEHAVIOR OF MUSLIM Z GENERATION WITHIN TIKTOK APLICATION

Marketing

The purpose of this study is to explain the influence of fashion trends, promotions, and online shopping preferences on the purchasing decisions of Mu...

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Muhammad Alkubbarul Hafiz, Novita Ekasari, Husni Hasbullah

The RELATIONSHIP BETWEEN FILM SEQUELS AND TICKET & MERCHANDISE PURCHASE DECISIONS FOR SPIDER-MAN: NO WAY HOME WITH CONSUMER SATISFACTION AS AN INTERVENING VARIABLE

Marketing

The film industry has experienced rapid growth in recent decades, with sequels playing a crucial role in maintaining audience engagement and increasin...

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Sekar Chornelia Bandi, Rolland Fanggidae, Debryana Y Salean, Apriana H.J Fanggidae

The INFLUENCE OF SEGMENTING, TARGETING AND POSITIONING (STP) STRATEGIES ON SALES VOLUME AT PT. BALIYONI SAGUNA DENPASAR

Marketing

The purpose of this study was to determine the effect of segmenting, targeting and positioning strategies partially and simultaneously on sales volume...

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Kerui Huang

Storytelling as a Strategic Tool in Influencer Marketing: Impact on Engagement, Authenticity and Purchase Intent

Marketing

Storytelling has become an important strategic tool in influencer marketing and transformed how engagement, authenticity and purchase-intent is percei...

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This study critically examines the strategic application of storytelling in influencer marketing, exploring its profound impact on audience engagement...

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Xiaochen Zhang, Nadzirah Rosli, Ahmad Azmi Mohd Ariffin, Siti Ngayesah Ab. Hamid

The Impact of Live - streaming E-commerce on Consumer Behaviour in China

Marketing

Live streaming e-commerce is experiencing a remarkable rise. With the growing digital penetration and the burgeoning popularity of digital platforms a...

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This paper addresses a highly pertinent and rapidly evolving area of digital commerce: the impact of live-streaming e-commerce on consumer behaviour,...

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Indraraj Roy, Krudit Mori, Jignesh Vidani

To Study the GenZ Perception About Netflix Subscription Plan in Ahmedabad City

Marketing

This research examines the perceptions of Generation Z in Ahmedabad on Netflix subscription plans, particularly on key factors that guide their decisi...

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This study offers a timely and relevant exploration into Generation Z's perceptions of Netflix subscription plans within the specific context of Ahmed...

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