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The rapid growth of digital commerce has encouraged companies to integrate digital and physical marketing channels to create seamless and consistent customer experiences. This study aims to analyze the role of integrated marketing channels through omnichannel strategies, the utilization of Artificial intelligence (AI), and their impact on customer experience in the context of digital commerce. The study employs a Systematic literature review (SLR) approach by examining relevant scholarly articles related to omnichannel marketing, AI technologies, and customer experience. The findings indicate that integrated marketing channels supported by AI enhance service personalization, customer engagement, operational efficiency, and the quality of interactions between companies and customers. Furthermore, the implementation of omnichannel strategies contributes to higher customer satisfaction and loyalty by providing a more connected experience across multiple customer touchpoints. However, the implementation of integrated marketing channels still faces several challenges, including fragmented channel integration, technological complexity, high investment requirements, and concerns regarding customer data privacy and security. Therefore, effective management of integrated marketing channels is essential for improving customer experience while creating sustainable competitive advantages for companies in an increasingly dynamic digital era.

The development of Artificial Intelligence (AI) technology has significantly changed strategy and decision making in marketing management. However, the massive use of AI raises new challenges regarding ethics, transparency and governance. This research aims to analyze the impact of using AI, especially recommender systems and large language models (LLMs), on the effectiveness of marketing decisions, as well as the role of AI governance in controlling emerging ethical issues. The research method uses a quantitative approach with Structural Equation Modeling (SEM) analysis of data collected from 250 marketing professionals in Indonesia. The research results show that the use of AI has a significant positive effect on the effectiveness of marketing decisions (β=0.62, p<0.001), but also raises ethical issues (β=0.48, p<0.01). Ethical issues were proven to reduce the effectiveness of marketing decisions (β=-0.31, p<0.05), while good AI governance was able to moderate the negative impact of ethical issues (β=0.27, p<0.05). These findings underscore the importance of AI governance in building effective and ethical marketing systems.

Human Resource Management (HRM) plays a crucial role in ensuring that a company is able to grow, compete, and sustain its operations in an increasingly dynamic business environment. Effective HRM practices help organizations optimize employee performance, improve productivity, and maintain workforce stability. One of the key aspects of HRM that significantly influences employee performance is workload and job satisfaction. An imbalance in workload or low levels of job satisfaction may lead to decreased motivation, stress, and reduced work performance. This research aims to explore and evaluate the levels of workload and job satisfaction among employees at PT Indomarco Tangerang 1. Understanding these factors is essential to identify potential problems that may affect employee performance and organizational effectiveness. The study employs a quantitative research approach, which involves collecting numerical data that can be statistically analyzed to provide objective and measurable results. Data were gathered through structured questionnaires distributed to employees. A total of 30 employees from various divisions at PT Indomarco Tangerang 1 participated in this study. Statistical analysis was used to assess the relationship between workload and job satisfaction, as well as their overall condition within the company. The findings of this research are expected to provide useful insights for management in developing appropriate strategies to manage workload effectively and enhance job satisfaction. Ultimately, improving these aspects is expected to contribute to higher employee performance and support the long-term success of the company.

Digital transformation has become imperative for organizations worldwide, yet the failure rate of these initiatives remains significantly high. This article aims to analyze the strategic role of Change Management in bridging the gap between technology adoption and human resource readiness. Using a descriptive qualitative method and recent literature review (2019-2023), this study finds that the main challenge in the digital era lies not in technological complexity, but in cultural resistance and employee mental unpreparedness. The results indicate that change management approaches focused on human-centric design, transparent communication, and digital upskilling are key to turning digital disruption into sustainable competitive opportunities. Effective digital transformation requires a deep understanding of organizational dynamics and employee attitudes toward change. Proper application of change management principles can reduce resistance, enhance collaboration, and ensure smoother technology adoption. Therefore, it's crucial for companies to integrate ongoing training and support into every stage of the digital transition to maximize its potential.

Teamwork is a fundamental factor in social, organizational, and educational life, because in essence humans are social creatures that require the interaction and involvement of other individuals to meet their needs and achieve life goals. In the context of work, teamwork can be defined as the result of coordinated individual efforts that are able to produce higher performance than if work is done individually, or as a group of individuals working collectively to achieve common goals that are easier to achieve through collaboration. The implementation of teamwork plays an important role in accelerating job completion, improving individual and organizational performance, and being able to prevent overlapping tasks through good synchronization. Through intensive interaction, teamwork can have a positive impact on the overall performance of the group and also improve individual abilities through the process of knowledge and experience transfer between employees. The dimension of teamwork includes active member contributions, interaction and communication, consistency in maintaining focus on goals, quality of work results, and relevance of team members' knowledge and skills. Therefore, the effectiveness of teamwork is seen as the most important competitive advantage in an organization, making it a major factor that influences the increase in work productivity.

This study aims to determine the influence of work discipline (variable X1) and work culture (variable X2) on employee performance (variable Y). The research method used is a descriptive and verifiable method with a quantitative approach. Data collection techniques include observation, interviews, documentation, and literature studies to obtain comprehensive and relevant data for the purpose of the research. Data analysis techniques are carried out systematically, starting from the data compilation process, data tabulation, to the hypothesis testing stage. Data analysis uses multiple linear regression to determine the influence of each independent variable on the dependent variable. The results showed that the determination coefficient (R²) value was 69.8%, which means that work discipline and work culture simultaneously have a significant effect on employee performance. Meanwhile, 30.2% of employee performance was influenced by other factors outside of the study, such as motivation, work ability, leadership, personality, job satisfaction, work environment, and employee loyalty. Thus, it can be concluded that improving work discipline and a positive work culture plays an important role in improving.

City branding is a strategic approach to enhancing a city's competitiveness by leveraging unique local characteristics to create a strong and distinctive identity. This study examines the role of semanggi—a traditional Surabaya dish—as a cultural icon in strengthening the city's branding. Although semanggi carries deep symbolic meaning and historical significance for Surabaya’s residents, its potential as a city branding asset remains underutilized in formal tourism and marketing programs. Adopting a qualitative exploratory case study design, data were collected through in-depth interviews, participant observation, and document analysis involving local stakeholders, small and medium-sized culinary enterprises, cultural figures, and municipal representatives. Thematic analysis identified five key dimensions of semanggi’s role in city branding: (1) visual representation in urban spaces and promotional media; (2) cultural narratives and heritage preservation; (3) community pride and participation; (4) local economic resilience; and (5) strategic promotion by municipal authorities. The findings suggest that integrating semanggi into Surabaya’s branding strategy can reinforce cultural identity, differentiate the city in competitive tourism markets, and promote sustainable local entrepreneurship. The study contributes to the theoretical discourse on culinary-based place branding and offers practical recommendations for incorporating local wisdom into destination marketing. Limitations include the single-case scope and qualitative focus, pointing to opportunities for comparative and mixed-method research in the future.  

This study examines the management of Kediri Nite Carnival (KNC), an annual event organized by the Kediri City government to commemorate the city's anniversary and showcase local arts, culture, and tourism potential. This research uses qualitative methodology and employs literature analysis, observation, and documentation as case study methods. The Miles and Huberman interactive model is used to analyze the data. The Kediri City Tourism Office has implemented each stage of event management according to Goldblatt's concept: research, design, preparation, coordination, and evaluation. The focus of the research was to determine the objectives and target audience; the design highlighted the local cultural theme “Exotic Flower in Paradise”; planning included budget planning, scheduling, and promotional strategies through social media and collaboration with local media; coordination was carried out through task distribution and cross-team communication; and evaluation assessed the success of the event based on community feedback and its effects on tourism and the local economy. The research results show that KNC plays an important role in improving the public's perception of Kediri City as a creative and cultured city. However, efforts to increase the number of tourist visits in the long term still need to be made. It is hoped that these findings will help the local government develop a sustainable tourism communication plan.

This study explores how the organizational culture of Sanggar Kartika Budaya strengthens local artistic values through identity building, leadership, training strategies, and adaptive creativity. Rooted in a commitment to traditional arts, the sanggar positions local cultural expression not only as heritage but also as a living space for innovation. The research aims to uncover how these cultural elements shape member behavior, sustain artistic traditions, and support the regeneration of young artists. Using a qualitative approach with document analysis, this study examines official profiles, program descriptions, and relevant scholarly sources. The findings reveal that the sanggar’s cultural identity centered on the motto “Pegang Teguh Seni Tradisi Siap Berkreasi”serves as the backbone of its learning system and creative ecosystem. Leadership plays a central role in directing artistic vision while safeguarding cultural authenticity. Structured training, literacy activities, and collaborative performances effectively embed traditional values in new members. The sanggar also demonstrates an ability to evolve with modern trends through creative choreography, multimedia integration, and active participation in contemporary festivals, all while maintaining strong roots in local heritage. These findings highlight how a well-structured organizational culture can act as a powerful engine for cultural preservation and artistic resilience. The implications suggest that cultural institutions can remain relevant in a fast-changing era by blending heritage with innovation, ensuring that tradition continues to live meaningfully in the hands of future generations.

The rapid advancement of smartphone technology has shaped consumer buying behavior, especially among students who depend on these devices for learning and social interaction. This research examines how product features and price perceptions influence students’ decisions to purchase Oppo smartphones in Malang City. Using a quantitative research design, data were obtained through questionnaires distributed to 428 respondents and processed using multiple linear regression analysis. The findings indicate that both product features and perceived price positively and significantly affect purchasing decisions, with product features demonstrating a more dominant role. The proposed model accounts for 66.2% of the variance in purchase decisions, suggesting that these two factors play a substantial part in shaping consumer choices. The results highlight the need for manufacturers like Oppo to focus on continuous feature improvements and maintain competitive pricing to strengthen market appeal. It is also suggested that future studies integrate additional variables such as brand image, marketing promotions, or user experience to offer a broader and more in-depth explanation of the determinants influencing smartphone purchase behavior.

This study aimed to analyze the influence of brand trust and brand image on the purchase decisions of Somethinc products in Tasikmalaya City. The research employed a survey method with a quantitative approach and involved 100 respondents who had used Somethinc products. Path analysis was used to examine the simultaneous and partial effects of brand trust and brand image on purchase decisions, as well as the role of brand trust as a mediator. The results indicated that brand trust and brand image simultaneously had a significant effect on purchase decisions. Partially, brand trust and brand image also had a positive and significant influence on purchase decisions. Brand trust influenced the purchase decision through the brand image of Somethinc products in Tasikmalaya. It was suggested that companies strengthen brand trust and brand image by conducting periodic evaluations of the effectiveness of their strategies and monitoring the development of brand trust and brand image and their impact on purchase decisions.

This study aims to analyze the role of inventory management in improving financial efficiency at CV. Sumber Jaya Putra Perkasa. The main problems faced by the company are manual inventory management, technological limitations, dependence on certain suppliers, and suboptimal demand planning, which affect distribution effectiveness and financial efficiency. This study uses a quantitative descriptive approach with data collection techniques through interviews, observation, and documentation. The analysis was conducted on the stock management process, inventory turnover, and its impact on storage costs and operational efficiency. The results show that good inventory management contributes significantly to increased financial efficiency. With proper stock planning, companies can minimize the risk of excess and shortage of goods, reduce storage costs (holding costs), and increase inventory turnover so that working capital can circulate more quickly. However, the inventory management system currently used by CV. Sumber Jaya Putra Perkasa still has limitations, especially in terms of digitization and information integration. This study recommends the implementation of a technology-based inventory management system, a multi-supplier strategy, and the application of demand forecasting methods to improve stock planning accuracy. With this strategy, it is hoped that the company can achieve more optimal financial efficiency and strengthen its competitiveness in the distribution industry.

This study aims to analyze the influence of product quality (X1), price (X2), and location (X3) on consumer satisfaction (Y) at UMKM Abon Farda Kediri. The research uses a quantitative approach with both primary and secondary data. The sample consists of 64 respondents, and the data were collected through questionnaires, literature reviews, and documentation. The analytical methods applied include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, t-test, F-test, and the Coefficient of Determination test. The results of the analysis show the multiple linear regression equation: Y = 5.464 + 0.297X1 + 0.280X2 + 0.165X3 + e. Based on the t-test, the product quality variable has a t-value of 2.132 with a significance level of 0.037, indicating a significant effect on consumer satisfaction. The price variable has a t-value of 2.284 with a significance level of 0.026, also showing a significant influence. However, the location variable records a t-value of 1.176 with a significance level of 0.244, meaning it does not significantly affect consumer satisfaction. The F-test results show an F-value of 8.223 with a significance level of 0.000, confirming that product quality, price, and location simultaneously have a significant effect on consumer satisfaction. Therefore, product quality and price play an important role in increasing consumer satisfaction at UMKM Abon Farda Kediri.

This study aims to analyze the influence of work discipline, job satisfaction, and motivation on the performance of billman employees at PT. PLN Electricity Services ULP Kediri City. Employee performance plays a strategic role in ensuring the company’s service quality and operational sustainability, particularly in the field of billing services which directly impacts customer satisfaction and company revenue. The research employs a quantitative approach with a multiple linear regression method to assess both partial and simultaneous effects of the independent variables. The population of this study consisted of all 33 billman employees of PT. PLN Electricity Services ULP Kediri City, and due to the small size, a saturated sampling technique was used so that the entire population served as respondents. Primary data were collected through questionnaires distributed to all employees and then analyzed statistically. The findings indicate that, partially, work discipline has a negative and insignificant effect on employee performance, suggesting that discipline alone does not guarantee productivity improvement. On the other hand, job satisfaction and motivation both have a positive and significant effect on employee performance, showing that intrinsic and psychological factors contribute more strongly to optimal work outcomes. Furthermore, when tested simultaneously, work discipline, job satisfaction, and motivation collectively exert a positive and significant influence on employee performance. The coefficient of determination (R²) of 0.786 indicates that 78.6% of variations in performance can be explained by the three variables, while the remaining 21.4% is influenced by other factors outside this research model. These findings emphasize the importance of fostering job satisfaction and motivation through supportive management policies to enhance employee contributions and organizational effectiveness.

This study investigates the influence of employee engagement, digital training, and reward systems on employee productivity at the Central Statistics Agency of Kediri Regency. The research adopts a quantitative approach with a questionnaire as the primary data collection tool. A total of 33 employees participated as respondents, determined using a saturated sampling technique, which ensures that all members of the population were included. The instrument utilized was a Likert-scale questionnaire, designed to capture perceptions and experiences related to engagement, training, and rewards. The data were analyzed using multiple linear regression to measure both the partial and simultaneous effects of the independent variables on productivity. The results reveal that employee engagement plays a significant role in enhancing productivity, with a significance value of 0.003. Similarly, digital training and reward systems also exert a positive and significant influence, with significance values of 0.037 and 0.0002, respectively. When tested simultaneously, the three independent variables collectively demonstrate a substantial impact on employee productivity, as evidenced by an F-value of 76.069. Furthermore, the Adjusted R Square value of 87.6% indicates that the research model possesses strong explanatory power, meaning that most variations in productivity can be explained by employee engagement, digital training, and reward systems. These findings highlight the strategic importance of integrating engagement initiatives, continuous digital skill development, and fair reward mechanisms to foster higher levels of productivity. For organizations, particularly government institutions, the study underscores the necessity of adopting a holistic human resource development framework that addresses both intrinsic and extrinsic motivational factors to maximize employee performance.

This study aims to analyze the role of organizational culture in optimizing employee performance in Lebak Bulus Village, South Jakarta. A strong organizational culture is considered to have a significant contribution in improving the effectiveness of government officials and the quality of public services to the community. This study uses a qualitative descriptive approach with a phenomenological method, which emphasizes an in-depth understanding of the experiences, views, and behaviors of employees in carrying out their duties in their work environment. The research focuses on actors (employees), social situations, and activities that occur within the village environment. Data collection techniques were carried out through observation, in-depth interviews with key and primary informants, and documentation. Data validity was tested through triangulation of sources and techniques to increase the validity of the research results. The results show that the organizational culture in Lebak Bulus Village has strengths in the aspects of innovation and risk-taking, orientation towards results, orientation towards people, and stability. However, several weaknesses were still found, such as low individual initiative, lack of attention to detail, weak team orientation, minimal levels of aggressiveness, and limited employee experience and accuracy. Opportunities for improvement can be pursued through ongoing training and the digitalization of public services, although challenges remain, including a passive work culture and resistance to policy change. Overall, organizational culture plays a crucial role in supporting employee performance improvement, but a sustainable strategy is needed to strengthen professionalism and build a more adaptive and progressive work culture. Efforts to address identified weaknesses, such as improving communication between employees, developing leadership skills, and enhancing discipline in carrying out tasks, are essential for the continued development of a positive organizational culture. Furthermore, awareness of the importance of collaboration across organizational divisions must be instilled to create a more productive and efficient work environment.

This study investigates the impact of taste and service quality on customer loyalty, with customer satisfaction serving as a mediating variable, at Dapoer MbokSum Kediri. The research adopts a quantitative approach, utilizing both primary and secondary data sources. Primary data were obtained through the distribution of structured questionnaires to customers, while secondary data were collected via interviews with the business owner and direct field observations to gain a deeper understanding of operational practices. A total of 120 respondents were selected through accidental sampling, ensuring that participants met specific criteria relevant to the study objectives. The data analysis was conducted using SmartPLS 4.0, incorporating validity and reliability testing to ensure the robustness of the measurement instruments, as well as hypothesis testing to evaluate the relationships between variables. The results of the analysis indicate that both taste and service quality exert significant and positive influences on customer satisfaction. Furthermore, service quality demonstrates a significant and direct positive effect on customer loyalty. In contrast, taste does not show a direct influence on loyalty, suggesting that its effect on loyalty is more indirect and mediated by satisfaction Additionally, the mediation analysis confirms that customer satisfaction plays a critical role in linking both taste and service quality to customer loyalty. This implies that while customers may appreciate the taste of food, it is their overall satisfaction—encompassing both taste and service experiences—that ultimately drives loyalty. The study highlights the importance for culinary businesses, particularly in the competitive food service industry, to focus not only on product quality but also on delivering excellent service to enhance satisfaction and foster long-term customer relationships. The findings provide practical insights for Dapoer MbokSum Kediri and similar establishments to strategically prioritize service quality improvements alongside maintaining food taste to maximize customer retention and loyalty.

This study aims to analyze the influence of brand ambassadors, sales promotions, and brand image on the purchase intention of Mie Lemonilo products in Balikpapan. The research utilizes both primary and secondary data. Primary data were collected through a questionnaire distributed to followers of the Mie Lemonilo Instagram account in Balikpapan, while secondary data were gathered from various supporting sources. The population in this study consisted of all followers of the Mie Lemonilo Instagram account in Balikpapan, with a sample size of 100 individuals. The results of the study indicate that Brand Ambassador (X1) does not significantly influence the purchase intention of Mie Lemonilo. This suggests that the impact of the brand ambassador on consumer purchasing decisions in Balikpapan is not strong enough, possibly due to insufficient engagement or connection between the brand ambassador and consumers. In contrast, Sales Promotion (X2) has a significant positive impact on the purchase intention of Mie Lemonilo. This indicates that sales promotions, such as discounts or special offers, have a substantial effect in attracting consumer interest and increasing purchase intention in Balikpapan. Meanwhile, Brand Image (X3) does not show a significant influence on the purchase intention of Mie Lemonilo. This may be due to other factors being more dominant in influencing consumers’ purchase decisions, such as product price, quality, or social factors and market trends. This study provides insights that, although brand image is important, sales promotions play a more significant role in driving purchase intention for Mie Lemonilo products in Balikpapan. Therefore, the company should focus more on promotional strategies to increase sales while continuing to consider the role of brand ambassadors and brand image in their marketing strategies.

This study aims to examine the influence of independent variables—Social Media, Pricing, and Promotion—on the dependent variable, Repurchase Decision, at Kedai Kopi Bersahaja. A quantitative research method was employed, utilizing multiple linear regression analysis with the assistance of SPSS 25 software. The population of the study consisted of 226 consumers, and a sample of 107 respondents was selected using incidental sampling techniques. Data were collected through questionnaires distributed to visitors who had made at least one purchase at the coffee shop. The results of the analysis indicate that each independent variable—Social Media, Pricing, and Promotion—has a positive and statistically significant partial influence on the Repurchase Decision. Additionally, the variables collectively demonstrate a strong simultaneous influence, suggesting that an integrated marketing approach is crucial for fostering customer retention and encouraging repeat purchases. Among the three, Social Media showed the most dominant influence, emphasizing the growing role of digital presence and online engagement in shaping consumer preferences and purchasing patterns. Based on these findings, it is recommended that Kedai Kopi Bersahaja maximize the use of social media platforms such as Instagram, TikTok, and Facebook by creating engaging, relevant, and interactive content that resonates with the target audience. Content strategies may include customer testimonials, behind-the-scenes videos, product highlights, and limited-time offers. Pricing should be evaluated periodically to remain affordable yet profitable, considering both market competition and perceived customer value. Meanwhile, promotion efforts can be diversified through the use of loyalty programs, bundle offers, student discounts, and digital coupons. The synergy between these three marketing factors—if consistently and strategically applied—is expected to enhance customer loyalty, strengthen brand image, and significantly increase the likelihood of repurchase decisions. These efforts are essential for building sustainable business growth in the competitive food and beverage industry.

This study aims to determine the effect of self-efficacy, self-esteem, and self-control on employee performance at the Lubuklinggau City Transportation Agency, and to test the role of self-esteem as a moderating variable. The problem of this study is based on the phenomenon of decreasing employee performance productivity caused by the inability of employees to complete tasks independently, lack of motivation, and suboptimal teamwork. This study uses a quantitative method with an associative design. The sample in this study were 56 State Civil Apparatus (ASN) employees who were selected purposively. Data collection techniques were carried out through observation, questionnaires, interviews, and documentation. Data were analyzed using regression analysis with the help of statistical software. The results of the study showed that self-efficacy, self-esteem, and self-control had a significant effect on employee performance. In addition, self-esteem was proven to be able to moderate the relationship between self-efficacy and self-control on employee performance. These findings indicate that internal psychological factors play a very important role in supporting optimal employee performance in government organizations