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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...

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 nor...

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 qu...

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 va...

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 servic...

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: ...

Objective: This study aims to analyze the implementation of social media marketing strategies in enhancing visibility and audience participation for CommNightRun, the first night run event organized by Communication Science students at Universitas...

Objective: This study investigates the marketing strategies of chili and tomato seedlings through social media and analyzes the role of delivery services in enhancing marketing success and contributing to local food security. Method: A descriptive...

Objective: This study aims to analyze the influence of Personality Traits, Entrepreneurial Skills, and Digital Marketing on the Exit Strategy of Micro, Small, and Medium Enterprises (MSMEs) in Sidoarjo Regency. Method: A quantitative approach was ...

Objective: This study aims to analyze the marketing tactics employed by the Instagram account @MixueIndonesia in enhancing brand image and customer engagement. Method: A qualitative content analysis was conducted using five screenshots of posts fr...