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Objective: This study aims to analyze the influence of Celebrity Endorsement (CE), Online Customer Review (OCR), and Purchase Decision (KP) on Consumer Satisfaction (KK) in the beauty industry across the Greater Surabaya area. Method: A quantitative survey approach was employed by distributing on...

Objective: This study aims to analyze the impact of sustainable marketing strategy on business sustainability in the Fast-Moving Muslim Consumer Goods (FMCG) sector. Method: Using the resource-based view (RBV) and triple bottom line (TBL) approaches, this study explores how companies can leverage...

Objective: This study aims to find out and measure how much influence the potential use of Artificial Intelligence, job desk division and team communication on employee performance at PT. Mina Berkah Selalu. Method: This research includes quantitative research using an explanatory research approa...

Objective: This study investigates the direct and indirect effects of Green Organizational Climate (GOC) and Green Motivation (GM) on Employee Green Behaviour (EGB), with Perceived Organizational Support (POS) as a mediator. Method: Using SEM with SmartPLS, findings show that GOC significantly in...

Objective: This study examines the influence of digital marketing, gamification, and brand image on Generation Z consumer loyalty in the Shopee e-commerce platform in Indonesia. As digital natives, Gen-Z consumers prefer interactive, creative, and technology-driven shopping experiences. Method: U...

Objective: This study aims to analyze the legal mechanisms governing copyright ownership of songs produced by artificial intelligence (AI) applications such as Suno, Soundful, and AIVA within the Indonesian legal framework. Method: Employing a normative juridical approach, the research examines r...

Objective: This study aims to analyze the influence of e-commerce, accounting information systems, and business capital on entrepreneurial interest, focusing on how these factors contribute to decision-making and business development. Method: A quantitative approach is applied to examine the rela...

Objective: This study investigates the influence of marketing mix strategy and service quality on customer decisions to participate in the electricity capacity upgrade program at PLN UP3 Sofifi, with customer satisfaction serving as a mediating variable. Method: A quantitative research design was...

Objective: This study aims to analyze the influence of financial attitude, personality, financial technology, and financial knowledge level on financial management among Micro, Small, and Medium Enterprises (MSMEs) in the creative craft and service sectors in Sidoarjo, Indonesia. Method: A quanti...

Objective: This study aims to examine the impact of generative artificial intelligence (AI) on the income sustainability of digital illustrators, focusing on the challenges, adaptations, and market shifts within the digital art ecosystem. Method: A qualitative descriptive approach was employed, u...