This study examines the effects of eco-advertising, eco-labeling, eco-packaging, and social media marketing on brand loyalty, with brand image serving as a mediating variable among QSR consumers in Batam City, Indonesia. A causal explanatory research design was employed using a quantitative survey of 486 consumers. Data were collected through a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that the proposed green marketing dimensions and social media marketing contribute to the formation of brand image and brand loyalty, with brand image functioning as a significant partial mediator in the relationship between the marketing practices and brand loyalty. These findings suggest that consumers’ loyalty toward QSR brands is shaped not only by direct marketing stimuli but also by the brand perceptions developed through environmentally oriented communication and digital engagement. The study contributes to the sustainable marketing and consumer behavior literature by integrating eco-marketing and social media marketing within a unified framework for explaining brand loyalty in the QSR sector. The findings also provide practical implications for QSR managers by emphasizing the importance of credible eco-advertising, meaningful environmental labeling and packaging, and relevant social media strategies to strengthen brand image and foster loyalty across Generation X, Millennials, and Generation Z consumers. Keywords: Eco Marketing; Social Media Marketing; Brand Image; Brand Loyalty; Quick Service Restaurant; PLS-SEM
This study examines the effects of electronic word of mouth (E-WOM) and social media influencers on consumer purchase decisions regarding the Finally Found You Skincare Package in Surabaya. Driven by rapid social media developments that transform consumer behavior, this quantitative research investigates how consumer reviews and influencer endorsements drive purchasing choices. Data were gathered through a survey of 108 consumers chosen via purposive sampling and examined using Partial Least Squares-Structural Equation Modeling (PLS‑SEM). The results indicate that both electronic word‑of‑mouth (E‑WOM) and social media influencers exert a positive, statistically significant influence on purchase decisions. These findings illustrate that information transmitted through social media, whether generated by consumers or influencers, significantly enhances consumer confidence and encourages buying decisions. Consequently, Finally Found You is recommended to optimize its E-WOM strategy and collaborate with credible, relevant social media influencers to effectively strengthen consumer purchase decisions in the competitive skincare market. Keywords: Electronic Word of Mouth; Social Media Influencer; Purchase Decision; Skincare Package
Public agritourism destinations play an important role in promoting environmental education, community engagement, and sustainable tourism development. However, maintaining service quality and destination sustainability remains a challenge, particularly for sites operating under non-profit and free-entry models. This study investigates tourists’ perceptions of destination management at Lubuk Pakam Fruit Park, Indonesia, through the lens of the 5A tourism attributes (attractions, accessibility, amenities, available packages, and ancillary services), identifies the cognitive factors shaping these perceptions, and proposes strategies for sustainable destination management. A descriptive qualitative approach was employed using passive participatory observation, in-depth interviews with 15 purposively selected informants, and secondary data analysis of Google Maps reviews and documentary evidence. Data credibility was ensured through source and technique triangulation, while analysis followed the interactive model of Miles, Huberman, and Saldaña. The findings reveal an ambivalent pattern of tourist perceptions. Visitors highly value the park’s natural landscape, shaded environment, and free fruit-picking experiences as its primary attractions. Conversely, sanitation facilities, playground cleanliness, parking management, and inter-institutional coordination are perceived negatively due to limitations in operational maintenance resources. The study further identifies the emergence of a “Tragedy of the Commons” phenomenon, whereby the free-entry policy has gradually shifted the destination’s function from an educational agritourism site to a lowcost recreational space. The findings suggest that sustaining public agritourism destinations requires collaborative governance mechanisms, including Public–Private–Community Partnerships (PPCP), digital interpretation initiatives, the revitalization of environmental education programs, and improved spatial planning for local MSMEs. This study contributes to the sustainable tourism literature by providing empirical evidence on the governance challenges of free-access agritourism destinations in emerging economies. Keywords: Tourist Perception; Destination Management; Public Agritourism; S-O-R Model; Lubuk Pakam Fruit Park
This study uses Organizational Citizenship Behavior (OCB) as a mediating variable to examine the impact of Transformational Leadership and Self-Efficacy on worker performance, at PT. Sinar Tambang Arthalestari (PT. STAR/Semen Bima Corporation) in Ajibarang. The study uses an explanatory research method with a quantitative approach. With a 10% margin of error, the Slovin formula yielded a sample size of 121 out of the 450 employees in the population. Stratified Random Sampling was used as the sampling technique, data data were examined using SmartPLS 4.0 in conjunction with Structural Equation Modeling-Partial Least Squares (SEM-PLS). According to the findings, transformational leadership influences employee performance indirectly, whereas Self-Efficacy exerts consequences that are both direct and indirect. OCB successfully mediates the relationship between these variables: it fully mediates the impact of transformational leadership on worker productivity and somewhat moderates the impact of self-efficacy. These findings demonstrate that enhancing OCB serves as a crucial mechanism for improving employee performance, particularly by bridging the effects of transformational leadership and strengthening the impact of self-efficacy on output. Keywords: Transformational Leadership; Self-Efficacy; Employee Performance; Organizational Citizenship Behavior
In an increasingly competitive healthcare environment, enhancing patient loyalty has become a strategic priority for hospitals seeking to ensure service sustainability and long-term patient retention. This study examines the effect of Customer Experience on Patient Loyalty, with Patient Satisfaction serving as a mediating variable, in inpatient services at Santa Clara Hospital Madiun, Indonesia. A quantitative research design was employed using a survey method involving 139 non-BPJS patients selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings indicate that Customer Experience has a positive and significant effect on Patient Satisfaction and Patient Loyalty. Patient Satisfaction also positively influences Patient Loyalty and partially mediates the relationship between Customer Experience and Patient Loyalty. The structural model demonstrates substantial explanatory power, with Customer Experience accounting for 77.3% of the variance in Patient Satisfaction, while Customer Experience and Patient Satisfaction jointly explain 78.6% of the variance in Patient Loyalty. These results suggest that delivering superior patient experiences is essential for fostering patient satisfaction and strengthening loyalty in healthcare settings. The study contributes to the healthcare service management literature by providing empirical evidence on the mechanisms through which patient experiences shape loyalty outcomes in hospital environments. The findings offer practical implications for healthcare managers seeking to improve patient retention through integrated strategies that prioritize service quality, patient-centered care, and satisfaction enhancement. Keywords: Customer Experience; Patient Satisfaction; Patient Loyalty; Inpatient Services; PLS-SEM
