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Menampilkan 1–3 dari 3 artikel
Exploring the Impact of Gamification and Relationship Marketing on Gen Z Loyalty: Evidence from Indonesian Culinary MSMEs
Alberta Adinata
; Budi Eko Soetjipto
International Journal of Economics and Management Sciences
Vol 2
, No 2
(2025)
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 sh...
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The Impact of FOMO on Tiktok Content Marketing Storytelling for One Piece Comic Purchase Decisions
Alberta Adinata
; Sudarmiatin Sudarmiatin
International Journal of Economics and Management Sciences
Vol 2
, No 2
(2025)
Digital transformation has reconstructed the marketing landscape, presenting TikTok as a narrative and affective space in shaping consumption decisions. This study investigates the interaction between Storytelling Marketing (STM), Electronic Word of Mouth (e-WOM), and Fear of Missing Out (FOMO) in mediating One Piece comic purchase intention. With a PLS-SEM approach to 385 respondents, it was found that STM and e-WOM not only have a direct impact on purchasing decisions, but also form a psycholo...
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Situation-based Management in a Philosophical Framework A Critical Approach to Decision Making
Alberta Adinata
; Uki Yonda Asepta
; Agung Winarno
International Journal of Economics and Management Sciences
Vol 1
, No 4
(2024)
Situation-based management is an approach that emphasizes the importance of context in managerial decision-making. In the philosophical view, this theory highlights that there is no one universal management method; instead, the effectiveness of managerial strategies depends largely on the specific conditions, values, and needs of the organization. By utilizing various philosophical perspectives, such as pragmatism, existentialism, and phenomenology, managers can be more adaptive in responding to...
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