Ekonomi Bisnis

Fostering the purchasing interest of Gen Z through YouTube marketing communications: The mediating role of brand awareness and brand image

2025-10-31T14:07:15+00:00

The development of digital technology in Indonesia has brought significant changes to marketing communication, particularly through social media platforms such as YouTube, which is widely used by Generation Z. This study aims to analyze the effect of YouTube marketing communication on the purchase intention of Generation Z in East Java, with brand awareness and brand image as mediating variables. The research method employed is quantitative, using Partial Least Squares Structural Equation Modeling (PLS-SEM) and involving 170 respondents. The results show that YouTube marketing communication has a positive and significant effect on brand awareness and brand image. This finding indicates that exposure to YouTube advertisements strengthens consumers’ recognition and positive perception of a brand. However, the study also reveals that YouTube marketing communication does not directly influence purchase intention. Instead, brand awareness and brand image act as key mediating variables linking YouTube marketing communication with purchase intention. Among the two mediating variables, brand image has the most dominant effect on purchase intention. These findings suggest that improving brand awareness and image through strategic YouTube marketing can effectively enhance purchase interest among Generation Z.

Determinants of saving behavior: integration of financial literacy, income, and motivation (A study of participants in the SEED 4 Women Program in Malang City)

2026-03-31T07:31:00+00:00

This study investigates the determinants of saving decisions among participants of the SEED 4 Women Program in Malang City, focusing on the roles of financial literacy, income levels, and motivation. The research is driven by the persistent gap in financial literacy and inclusion among low-income women, despite the implementation of various economic empowerment initiatives. Using a quantitative, associative, descriptive approach, the study analyzed a population of 200 participants, with the sample size determined using the Slovin formula with a 10% margin of error. Primary data were collected using a 5-point Likert-scale questionnaire and analyzed using multiple linear regression in SPSS version 26. The empirical results indicate that financial literacy and motivation partially exert a positive and significant influence on saving decisions, whereas income does not demonstrate a statistically significant impact. Conversely, the simultaneous test reveals that all independent variables collectively influence saving behavior. These findings suggest that future researchers should consider expanding the geographical scope or adopting qualitative methodologies to further explore the non-significant correlation between income and saving decisions within this demographic.

Humans as shapers of economic value: The role of standards and brands in the transformation of the national industry

2026-04-21T13:30:49+00:00

This study examines the role of humans in shaping economic value through the implementation of standards and brand development in national industrial transformation. It hypothesizes that human capital significantly influences the effectiveness of standards and branding in enhancing competitiveness. A mixed-method approach was used, involving interviews with 10 informants and questionnaires distributed to 60 respondents. The study analyzes variables such as human capital, standards, branding, and economic value using descriptive statistics and thematic analysis. The results show that human competence is a key driver in optimizing standards and strengthening brand positioning. Respondents generally perceive that standards improve product quality, while branding enhances market recognition and value. Qualitative findings highlight the importance of innovation, skills, and adaptability in aligning industrial practices with market demands. Furthermore, there is a positive relationship between standards, branding, and industrial transformation. The study implies that strengthening human resources, along with consistent application of standards and branding strategies, is essential for improving national industrial competitiveness. Policymakers are encouraged to support capacity building and innovation. Future research should expand the sample and explore long-term impacts across sectors.

The role of digital marketing strategies in alleviating poverty among MSMEs in rural areas and their contribution to SDGs (1) and SDGs (8)

2026-03-31T04:21:41+00:00

Facing challenges in the social, economic, political, and environmental fields that are very diverse, this can concern problems of citizens, the business world, institutions, and government, as well as developments in the millennial era. This program comprises 17 sustainable development goals and is part of the UN's agenda for global development from 2015 to 2030. Global development (SDGS) has 17 programs and is not easy to separate. Indonesia has established targets known as the Sustainable Development Goals (SDGs), aimed at creating a more sustainable future by 2030. To achieve these goals, the Sustainable Development Goals (SDGs) place a strong emphasis on industry, innovation, and infrastructure, as well as digital transformation, which provides an excellent work ethic and is an important factor in increasing industrial needs. Some companies are implementing digital transformation to address rapid technological advances and revolutionary developments in human rights. This research aims to describe the challenges and opportunities facing the business world in the digital era, especially in the industrial sector. Case studies are a fundamental method for illustrating the impact of digital transformation. corporate sustainability. Data were collected through interviews, direct observation, and questionnaires. The empirical study will serve as a reference for future digital transformation efforts in the field of sustainable industry.

Effects of rice import tariffs on farmer and consumer welfare in Indonesia

2026-04-09T06:49:15+00:00

Indonesia, the world's fourth most populous country, is heavily dependent on rice imports — the staple food of its population. Left unaddressed, this import dependency poses a serious threat to national food security. This study aims to examine the impact of rice import tariffs on domestic supply and demand and assess their effect on changes in the welfare of Indonesian society. This study employs secondary documentary data obtained from relevant institutions and agencies and publicly released, pertaining to the issues under investigation at the macro (global) level over a 15-year period spanning 2009 to 2023. The analytical tools employed include Two-Stage Least Squares (2SLS) and economic surplus. The results show that simulations of tariff adjustments at the baseline rate of Rp450/kg reveal that a tariff reduction benefits consumers but harms farmers, whereas a tariff increase protects farmers but burdens consumers and generates deadweight loss. A reduction in the import tariff enhances consumer welfare and aggregate economic efficiency, but is detrimental to farmers and reduces government revenue.

Increasing competitive advantage: The influence of organizational justice and perceived organizational support mediated by work engagement on employee performance at PT. Complete Cellular Cirebon

2026-04-07T09:09:58+00:00

This study aims to examine the role of work engagement as a mediating variable in the relationship between organizational justice, perceived organizational support, and employee performance. This study used an associative quantitative approach with a census method involving 110 respondents. Data were collected via a Likert-scale questionnaire and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results of the study show that organizational justice and perceived organizational support have a positive and significant effect on work engagement and employee performance. In addition, work engagement also has a positive and significant effect on employee performance. However, the mediating role of work engagement in the relationship between organizational justice, perceived organizational support, and employee performance has not been proven. These findings confirm the importance of fairness and organizational support in improving employee performance directly, while work engagement is an important direct predictor of performance.