In the face of an increasingly competitive landscape, culinary MSMEs in Indonesia are required to not only offer quality products, but also create interactive and emotional consumer experiences. This study aims to investigate the mediating role of loyalty programs in influencing the relationship between gamification and relationship marketing on Gen Z consumer loyalty. Using a quantitative approach through online questionnaire distribution to 385 Gen Z respondents on social media, the results show that both gamification and relationship marketing have a significant direct influence on consumer loyalty, as well as an indirect influence through the mediation of loyalty programs. The findings confirm that the integration of gamification elements-such as challenges, point systems, and leaderboards-in loyalty programs can generate intrinsic motivation that strengthens consumers' emotional engagement. Meanwhile, a relationship marketing approach based on trust and personalization encourages long-term commitment. This research extends the application of the Commitment-Trust and Self-Determination theories in the digital-native context, and makes a conceptual contribution to the strategic design of experiential loyalty programs for culinary MSMEs targeting Gen Z consumers. The practical implication is that business owners need to build a loyalty ecosystem that is not only functional, but also fun and emotionally meaningful.

This research conducted a systematic literature review of studies related to analyzing service quality based on user reviews with a machine learning approach. A total of 15 international and national journals were analyzed to identify challenges, methods, and trends in research in this aspect. The review results show that Natural Language Processing (NLP) and Sentiment Analysis techniques are the dominant approaches, with machine learning models such as Deep Learning, Naive Bayes, and Support Vector Machine (SVM) being commonly used. The review also identifies research gaps and provides recommendations for future research directions.

Digital literacy at the Micro, Small and Medium Enterprises (MSME) scale is part of the digital transformation that can drive economic growth in Indonesia. Business actors are required to have digital skills, one of the important aspects to build a sustainable strategy as a form of solution for business people in an effort to develop their business. This research aims to explore the understanding of digital literacy among Indonesian MSMEs, focusing on the development of digital transformation, digital adoption, challenges and obstacles, and strategies used for business sustainability. The method used in this research is Systematic Literature Review (SLR) with stages: planning, implementation, and reporting. SLR in this study was conducted using a collection of literature studies published from January 2020 to October 2024. The results of this study indicate that digital literacy is an important factor affecting performance among MSMEs, through skills in utilizing digital platform opportunities in the context of business development such as e-commerce platforms. Challenges faced such as limited resources in managing technological devices and lack of digital literacy can be overcome by implementing strategies to improve skills and understanding related to digitalization, fostering a supportive ecosystem, and socializing the importance of entrepreneurial leadership optimally to achieve sustainable growth and higher competitiveness.

The development of digital technology has encouraged organisations to adopt big data analytics in human resource management (HRM), but there are still challenges in leveraging it for effective decision-making. This study aims to investigate the effect of big data utilisation on the quality of HR decision-making and identify the supporting and inhibiting factors for its implementation. A quantitative method with purposive sampling survey was conducted on 100-150 respondents from companies that have implemented big data-based management information systems and HR analytics. Data were analysed using Structural Equation Modeling (SEM) with AMOS software. The results showed that big data analytics significantly improved the quality of HR decision-making, with HR digital competencies and organisational culture as important mediating factors. However, challenges related to cultural resistance and limited expertise were found to affect the effectiveness of implementation. The practical implications of this research emphasise the importance of HR digital capacity building and ethical data governance to support the transformation of HRM into an adaptive strategic function in the digital era. This research also contributes to the development of data-driven management theory with a holistic approach that integrates technical, human, and ethical aspects.

This study aims to determine the role of work environment, motivation, job satisfaction, and organizational commitment in improving the Organizational Citizenship Behavior (OCB) for the employee at the PT Garudafood Putra Putri Jaya Tbk of Gresik area. The research method applied is quantitative, using path analysis and the Sobel test to examine the relationship and the magnitude of the contribution of influence between each variable. The number of respondents in this study was 200 employees.The results showed that the work environment and motivation significantly positively affected job satisfaction. Meanwhile, work environment, motivation, and job satisfaction positively and significantly affect organizational commitment. It was found that communication between superiors and subordinates is an essential factor for improving OCB, so further research is needed on the effect of leadership style on OCB