This research explores the mediating role of the value perceived and received by consumers (customer-perceived value) in the context of brand experience and relational benefits, as well as their impact on consumers' willingness to pay more. Additionally, this research investigates consumers' desires to share experiences via social media (e-WOM) when consuming these products and services with their relatives. Using a purposive sampling technique, we obtained responses from 256 consumers of fast-food restaurants spread across Jakarta. The research results prove that relational benefits and brand experience are important in building consumer perceived value, ultimately influencing the emergence of positive e-WOM and the willingness of fast-food restaurant consumers to pay more.

The main aim of the current study is to assess the relationship between knowledge management (KM) capabilities and organizational performance (OP) in developed nations. In addition, this study also aims to assess the moderating influence of transformational leadership (TL) between KM infrastructure (KMCI) and organizational performance (OP) of the Jordanian service and tourism sectors. In this study, it’s suggested that KMCI and its components will directly affect OP. In addition, it’s expected that TL moderates the relation between study variables. Purposive sampling was used to gather data from the service and tourism sectors in Jordan, as it is the population of this study. Partial Least Squares was used to analyze the data. The findings indicate that KMCI and its components significantly affect OP. TL moderated the effect of KMCI on OP. It is advised for decision-makers to concentrate on KMCI, create the proper culture and organizational structure, and improve its technologies to support the growth of KM activities in Jordanian service and tourism sectors.

The foundation of this study is the findings from implementing co-creation and competitive strategies to increase the operation efficiency of wholesale service companies of Information Communication Technology (ICT) of network, internet and infrastructure in Indonesia. It is necessary to review journal papers that discuss business performance in wholesale service companies of ICT of network, internet, and infrastructure. The study aims to find out whether a co-creation strategy and competitive strategy can drive business performance. The research method uses a quantitative approach using data collected using 54 random samples from a population and the data were analyzed using SEM-PLS. Results showed that both co-creation and competitive strategy affected business performance, but the competitive strategy was dominant. The insights gathered from this study should help wholesale service companies of ICT continually enhance their co-creation and competitive strategies, which will boost their overall performance.

This study aimed to address the underexplored area of the adoption of Business-to-Consumer (B2C) Commerce by Small and Medium Enterprises (SMEs). In addition, this study specifically focused on factors influencing B2C adoption by SMEs, its impact on marketing performance, and potential strategies for optimization. Recognizing the scarcity of quantitative studies on digitization's impact on SMEs, this study emphasized the need for a systematic understanding of these enterprises’ responses to e-commerce adoption. In line with the Technology-Organization-Environment (TOE) framework, the primary focus was on the continuous evaluation and optimization of e-commerce platforms, including AI integration, within core marketing strategies. Based on customer tech-savviness in the environmental dimension, adapting e-commerce strategies ensured a comprehensive approach in the evolving technological landscape. While providing valuable insights, several limitations, such as context-specific findings and potential response bias due to self-reported data were also identified. Consequently, future investigations were advised to include comparative studies between e-commerce-adopting and conventionally operating organizations, as well as explore perspectives of e-commerce users and consider industry-specific variations. This was pertinent because investigating e-commerce implementation in emerging technologies and platforms could offer insights into the dynamic landscape of digital business. In conclusion, this study contributed to the cognition of B2C Commerce adoption in SMEs, offering practical insights and strategic recommendations for leveraging technology to enhance marketing performance and overall business growth.

The aim of this research is to analyze the influence of supply chain and digital marketing in increasing the acceleration of repositioning in the Millennial Generation and its implications for the sustainability of cooperatives in the city of Palangka Raya where the study was executed. The sample in this study was 250 respondents consisting of the millennial generation (born 1981-1996) and Generation Z (born 1997-2012), using the Stratified random sampling technique. Data collected through questionnaires was then analyzed using SEM-PLS. The findings of the research and data analysis indicate that: Supply Chain and Digital Marketing directly have a positive and significant effect on the Acceleration of Repositioning in the Millennial Generation in Palangka Raya City; Apart from that, Supply Chain, Digital Marketing and Accelerated Repositioning to the Millennial Generation directly have a positive and significant impact on the Sustainability of Cooperatives in the City of Palangka Raya; Accelerating Repositioning in the Millennial Generation was able to partially mediate Supply Chain and Digital Marketing towards Cooperative Sustainability in Palangka Raya City, Central Kalimantan Province, Indonesia. So, it can be concluded that to improve Cooperative Sustainability among the Millennial Generation in Indonesia, important factors that must be improved include Supply Chain, Digital Marketing, and Accelerated Repositioning.

This paper aims to explore the role of service innovation and competitive advantage as a mediator of product innovation on marketing performance of small and medium enterprises (SMEs) manufacturing firms in Indonesia. The sample size used in the research was 180 SMEs and the sampling technique is area (cluster) sampling. Furthermore, the sample criteria or respondents, whose researchers' recommendations for filling in the research instrument are managers and can represent company owners. Findings provide empirical evidence that service innovation on marketing performance; competitive advantage on marketing performance; product innovation on service innovation; and product innovation on competitive advantage have positive and significant effects, except the influence of competitive advantage on marketing performance which was not significant.

The aim of the research is to analyze the influence of viral marketing and customer reviews on purchasing decisions with consumer trust as a mediating variable. In marketing theory, purchasing decisions can be improved by mediating consumer trust, so that products can be sustainable. The study was conducted on Indonesian iced tea products, which are typical tea leaf products from Indonesia. The type of research used in this research is quantitative and analyzed using PLS. 105 respondents in the research were customers of Indonesian iced tea products in Palangka Raya City. The research results show that viral marketing, customer reviews mediated by consumer trust variables had a significant positive effect on purchasing decisions, viral marketing had a significant positive effect on purchasing decisions, viral marketing had a significant positive effect on consumer trust, customer reviews had a significant positive effect on purchasing decisions, customer reviews had a significant positive effect on consumer trust and consumer trust had a significant positive effect on purchasing decisions for Indonesian Iced Tea products in the city of Palangkaraya.

Diversity, equity, and inclusion (DEI) are crucial for commercial success, fostering innovation, fresh ideas, and mutual respect. Prioritizing DEI is vital for businesses to connect with a broader customer base. A study examined how effective diversity management influences a brand's diverse customer base and DEI policies. It explored the impact of DEI culture, workforce, evaluation practices, product issue resolution, and diversity partnerships on customers. Multinational entities surveyed, with 176 online HR and marketing experts participating. Likert scales, gauged responses, and structured equation modeling analyzed data. The study found that embedding DEI into company culture, maintaining diverse personnel, monitoring DEI performance, addressing DEI challenges with products, and engaging diverse partners positively affect a varied customer base. The research emphasizes that multicultural team leaders must prioritize diversity management for successful implementation, providing a theoretical and statistical framework for effective DEI policies across diverse clienteles.

The purpose of this study was to determine the role of subjective norms as a mediation between the relationship opportunity to donate and agreeableness personality on intention to donate. This research includes a quantitative approach with a survey method distributed to 400 participants of BPJAMSOSTEK East Java Province using a Likert scale. Data analysis using SEM using WarpPLS 6.0 software. The results of this study state that subjective norms can be a link between the opportunity to donate and in accordance with the intention to donate. This can increase the intention to donate for BPJAMSOSTEK participants. The increased intention to donate owned by participants will increase participants who donate.

The paper aimed to examine the influence of employees’ COVID-19 fear on their performance through intervening mechanisms such as mental wellbeing and organizational support. A total of 446 workers from the bank completed a self-report survey. Findings from regression analysis conducted with SPSS PROCESS MACRO (Model 7) revealed that employees’ COVID-19 fear did not have any direct negative influence on their performance but instead had an indirect effect on their performance via mental wellbeing (anxiety and depression). The findings also revealed that organizational support was instrumental in buffering the adverse impact of employees’ COVID-19 fear via mental wellbeing (anxiety and depression). Therefore, organizations should increase employee-supportive measures throughout this era of the COVID-19 to help reduce the adverse impact of employees’ COVID-19 fear.