Objective: This study investigates how stock market influencers and gold price perception shape retail investors’ investment interest, with digital engagement and risk tolerance as moderators. Research Design & Methods: A survey of 300 Indonesian retail investors was conducted using purposive sampling. Data were analyzed through SEM-PLS, including validity and reliability tests. Findings: Influencers significantly increase investment interest, whereas perceptions of the gold price reduce it. Digital engagement strengthens both the positive effect of influencers and the negative effect of gold perception. Risk tolerance weakens influencer effects but mitigates the adverse impact of gold perception. The influencer interest path shows the strongest coefficient. The model explains 63% of the variance in investment interest and has strong predictive relevance. Implications & Recommendations: Practitioners should leverage digital strategies and influencer collaborations while addressing concerns about the gold price through financial education. Policymakers may design risk-based literacy programs to balance enthusiasm for digital technologies with safe investment behavior. Contribution & Value Added: This study integrates dual moderating roles of digital engagement and risk tolerance, offering a novel framework to understand retail investor behavior in emerging markets amid digitalization and social media influence.
Objective: The preservation of Indonesia’s batik industry, an esteemed UNESCO cultural heritage, is currently threatened by escalating environmental degradation and criticism over toxic chemical discharge. Grounded in the Resource-Based View (RBV), this research explores how Eco-Competence—encapsulating environmental literacy, ethics, and waste mitigation skills—shapes Sustainability Performance. A central focus is placed on the knowledge-action gap, positioning Religiosity as a vital psychological bridge between technical aptitude and genuine green implementation. Research Design & Methods: This study applied a quantitative method through a survey involving 225 employees from three- to five-star green hotels located in Bandung and Jakarta. The collected data were subsequently analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Findings: The results reveal that green mindfulness positively influences employee green performance both directly and indirectly through the mediating roles of green human capital and green adaptive ability. In addition, green psychological climate strengthens the relationships between green mindfulness and the three related green outcomes. Implications & Recommendations: These findings imply that green mindfulness functions not only at the individual level but also through the influence of the organizational climate. Therefore, hotels should embed green mindfulness into HR practices (e.g., training, performance management) while simultaneously fostering a supportive green psychological climate to maximize employee green performance. Contribution & Value Added: This study contributes to the existing literature by broadening the Green Human Resource Management (GHRM) framework through the incorporation of the Ability–Motivation–Opportunity (AMO) theory. The findings demonstrate the role of green mindfulness as a foundational psychological resource that activates green competencies and adaptive capacity in organizations.
Objective: This study aimed to examine the impact of pricing strategies on creating sustainable value among banana retailing businesses at Mbuyuni Market in Tanzania. Research Design & Methods: A mixed-method approach was employed, integrating quantitative and qualitative data analysis techniques. Data were collected from 259 banana retailers and customers, and reliability was tested using Cronbach’s Alpha to ensure internal consistency of the measurement scales. Findings: The results revealed that inadequate pricing knowledge, weak market strategy understanding, lack of social recognition and respect, and insufficient rewards significantly affect business sustainability. Appropriate and fair pricing strategies were found to enhance customer loyalty, sales growth, and profitability. Flexible pricing aligned with market demand and quality service delivery also positively influenced long-term business sustainability. Implications & Recommendations: The study recommends that banana retailers adopt flexible and market-responsive pricing strategies, strengthen customer-oriented service practices, address customer feedback effectively, and improve strategic market planning. Regular training on pricing and market management is also encouraged to enhance competitiveness and sustainability. Contribution & Value Added: Theoretically, the study enriches the understanding of pricing as a strategic tool for sustaining small retail businesses in developing market contexts. Practically, it provides actionable insights for retailers and policymakers to strengthen pricing capabilities and promote sustainable growth in informal retail markets in Tanzania.
Objective: This study analyzes the influence of digital marketing on digital literacy, brand awareness, and the performance of MSMEs in Malang City, while investigating the mediating roles of literacy and awareness. Research Design & Methods: A quantitative research design was employed using survey data collected from 392 MSME actors selected through purposive sampling. Structural Equation Modeling (SEM) was applied to examine the direct and indirect relationships among digital marketing, digital literacy, brand awareness, and MSME performance. Findings: The results reveal that digital marketing has a significant positive effect on digital literacy and brand awareness. Additionally, both digital literacy and brand awareness significantly enhance MSME performance. However, digital marketing does not directly influence performance; its effect becomes significant only through the mediating mechanisms of digital literacy and brand awareness. Implications & Recommendations: The findings highlight that the impact of digital marketing is entirely contingent upon the readiness of MSME actors and their market positioning. Theoretically, this reinforces the importance of integrating digital competencies into strategic marketing frameworks. Socially, the results advocate for community-based digital mentoring to bridge the economic divide. Practically, targeted support from policymakers (local government) is crucial for enhancing digital skills and brand-strengthening capabilities to ensure long-term MSME sustainability. Contribution & Value Added: This study provides empirical evidence on the role of digital marketing in enhancing digital literacy and brand awareness as key mechanisms that drive MSME performance, while offering practical insights for practitioners and policymakers to strengthen digitally based business strategies.
Objective: This study examines the nonlinear relationship between working capital management and sustainable growth among non-financial firms listed in the Indonesian LQ45 Index during 2015 to 2025. Research Design & Methods: Using quadratic panel regression analysis on 385 firm-year observations, this study investigates whether aggressive and conservative working capital strategies influence sustainable growth differently at various working capital levels. Working capital management is measured using Days Inventory Outstanding (DIO), Days Sales Outstanding (DSO), Days Payables Outstanding (DPO), and Working Capital Intensity (WCI), while sustainable growth is measured using Higgins’ Sustainable Growth Rate model. Findings: The results show that DIO, DSO, and DPO have an inverted U-shaped relationship with sustainable growth, suggesting that moderately conservative working capital policies initially improve sustainable growth, but excessively conservative policies eventually reduce efficiency and growth sustainability. The effect of WCI on sustainable growth was found to be insignificant. Implications & Recommendations: These findings support Trade-Off Theory, which emphasizes balancing liquidity protection and operational efficiency. The findings suggest that firms should avoid excessively aggressive or excessively conservative working capital strategies. Instead, firms need to identify optimal working capital levels that balance liquidity protection and operational efficiency to support sustainable long-term growth. Contribution & Value Added: This study contributes to the literature by extending working capital management research toward sustainable growth using a nonlinear framework in an emerging market context.
Objective: Climate change and sustainability demands have encouraged green hotels to strengthen human resource roles in supporting environmental initiatives. This study examines the effect of green mindfulness on employee green performance through the mediating roles of green human capital and green adaptive ability, as well as the moderating role of green psychological climate. Research Design & Methods: This study applied a quantitative method through a survey involving 225 employees from three- to five-star green hotels located in Bandung and Jakarta. The collected data were subsequently analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Findings: The results reveal that green mindfulness positively influences employee green performance both directly and indirectly through the mediating roles of green human capital and green adaptive ability. In addition, green psychological climate strengthens the relationships between green mindfulness and the three related green outcomes. Implications & Recommendations: These findings imply that green mindfulness functions not only at the individual level but also through the influence of the organizational climate. Therefore, hotels should embed green mindfulness into HR practices (e.g., training, performance management) while simultaneously fostering a supportive green psychological climate to maximize employee green performance. Contribution & Value Added: This study contributes to the existing literature by broadening the Green Human Resource Management (GHRM) framework through the incorporation of the Ability–Motivation–Opportunity (AMO) theory. The findings demonstrate the role of green mindfulness as a foundational psychological resource that activates green competencies and adaptive capacity in organizations.
Objective: This study aims to examine how entrepreneurial characteristics and business experience influence business sustainability, with the perception of ease of use acting as a mediating variable in the context of financial technology adoption. Research Design & Methods: The study used a quantitative approach, targeting a population of MSMEs in potential sectors in Jepara Regency. A purposive sampling technique selected 190 MSMEs, including those using fintech services. Structural equation modelling (SEM-PLS) is used to analyse results by using partial least squares (PLS) to test both direct and indirect relationships between variables. Findings: The analysis results show that both entrepreneurial characteristics and business experience have a positive and significant direct effect on sustainable business practices. In a roundabout way, the perception of ease of use was found to mediate the effect of business experience on sustainable business practices, but this wasn’t the case for the entrepreneurial characteristics variable. Implications & Recommendations: The implications of the results of this study emphasize the importance of the ease of use of fintech services for MSMEs for business development. Contribution & Value Added: This study contributes to the development of the Technology Acceptance Model (TAM) by integrating entrepreneurial characteristics, business experience, and perceived ease of use to explain MSME sustainability through fintech adoption. The findings highlight that perceived ease of use strengthens the effect of business experience on sustainability, while entrepreneurial characteristics have a direct influence on sustainable business. These results provide practical insights for improving fintech services and digital literacy among MSMEs.
Objective: This study explores the push-pull forces influencing the migration of African immigrant entrepreneurs to South Africa and their contribution to the host country’s economy. Research Design & Methods: Employing a qualitative research strategy based on an interpretive research paradigm, this research conducted in-depth interviews with 12 purposively sampled African immigrant entrepreneurs (owners/managers). The data was analysed thematically, and segments of related data were linked to existing themes. Findings: The results showed that political instability, economic difficulties, insecurity, and inferior academic credentials in their home nations pushed African immigrant entrepreneurs to immigrate to South Africa. Contrastingly, stable political atmosphere, economic opportunities, family reunion, superior academic qualifications, and easy access to visas pulled African immigrant entrepreneurs to South Africa. The research also revealed that employment discrimination, employment termination, labour exploitations, business opportunities, favourable business environment, and acquired business skills pushed African immigrants to venture into entrepreneurship. Implications & Recommendations: The study yields significant practical implications, suggesting that, policymakers should streamline residential procedures for African immigrant entrepreneurs to support business start-up and investment in South Africa. Government and financial entities should offer accessible financial alternatives and support services tailored to African immigrant-owned businesses. Government should advance policies that support entrepreneurship and business development among immigrant groups. Contribution & Value Added: This study makes an important contribution to the existing body of knowledge on African immigrant entrepreneurship, specifically in the South African context. The study provides a valuable understanding into the push-pull forces influencing African immigrant entrepreneurs’ migration to South Africa and their contribution to the host economy.
Objective: This study aims to analyze the role of green entrepreneurship in mediating the influence of innovation and environmental orientation on the sustainability of coastal fisheries MSMEs in Ambon City. Research Design & Methods: The study used a quantitative approach with an explanatory design. Data were collected through a survey of 200 fisheries MSMEs selected using a stratified purposive sampling method. The research model was tested using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to analyze the direct and indirect relationships between variables. Findings: The results showed that innovation did not have a significant direct effect on the sustainability of fisheries MSMEs, but had a positive and significant effect on green entrepreneurship. Environmental orientation has a significant effect on MSME sustainability and green entrepreneurship. Furthermore, green entrepreneurship significantly mediates the relationship between innovation and environmental orientation on MSME sustainability. Environmental orientation was proven to have a significant effect on the sustainability of MSMEs and green entrepreneurship. Implications & Recommendations: The sustainability of fisheries MSMEs is not achieved through innovation alone, but requires strengthening green entrepreneurship as a strategic approach. Strengthening green innovation capacity through government policy support, increasing environmental literacy and green entrepreneurship, expanding access to environmentally friendly technology, and developing mentoring and incentives to encourage the integration of innovation and environmental orientation in sustainable fisheries MSME business strategies. Contribution & Value Added: Strengthening the perspective of sustainable entrepreneurship by positioning green entrepreneurship as a strategic mechanism that bridges innovation and environmental orientation in improving the sustainability of MSMEs.
Objective: This study assessed the effects of training opportunities on employees’ career development in Moshi Municipal Council, Tanzania. Research Design & Methods: A convergent mixed-methods design was employed, combining quantitative and qualitative approaches. The target population comprised 325 employees across nine departments, from which a sample of 179 respondents was determined using Yamane’s (1967) formula. Simple random sampling was applied for employees, while purposive sampling targeted Heads of Departments. Data were collected through structured questionnaires and interview guides. Quantitative data were analyzed using SPSS version 22, employing descriptive statistics, while qualitative data were analyzed thematically and supported by direct quotations. Ethical principles of informed consent, confidentiality, voluntary participation, and academic integrity were strictly observed. Findings: Findings revealed that training opportunities significantly influence employees’ career development by enhancing professional skills, clarifying career goals, and improving competencies needed for advancement. The research contributes to the broader public sector HRM literature by highlighting how structured training can act as a key driver of career progression in local government contexts. Implications & Recommendations: The study recommends that Moshi Municipal Council adopt regular, inclusive, and need-based training programs aligned with both employee aspirations and organizational objectives. Contribution & Value Added: This research enriches scholarly debate by extending Herzberg’s Motivation-Hygiene Theory into a decentralized governance context, demonstrating that training functions as both a motivator and mechanism to address structural barriers in career growth.
Objective: Entrepreneurial self-efficacy (ESE), rooted in Bandura’s Social Cognitive Theory, refers to an individual’s belief in their ability to perform the tasks required to run a successful business. This study reviews and synthesises literature on the influence of ESE on business growth among women entrepreneurs in South Africa, focusing on four dimensions: entrepreneurial motivation, behavioural change, innovation, and performance outcomes. These interconnected elements are examined to understand how they shape ESE and contribute to sustainable business growth. The study also highlights the role of a supportive entrepreneurial ecosystem in fostering motivation, adaptability, innovation, and performance, enabling women to strengthen enterprises and advance inclusive economic development. Research Design & Methods: An integrative literature review was conducted to synthesise diverse study designs and theoretical perspectives. Searches included Scopus, Web of Science, EBSCOhost, JSTOR, and Google Scholar. Of 83 publications identified, 54 met inclusion criteria and were analysed in depth. Findings: High ESE enhances women entrepreneurs’ ability to manage complex tasks, adapt to challenges, pursue innovation, sustain motivation, and exercise behavioural control, supporting business growth. Implications & Recommendations: Entrepreneurial motivation builds confidence and persistence; an internal locus of control drives positive change; innovation enhances strategies; and improved performance boosts sales, reach, and efficiency. These insights guide policymakers, program designers, and ecosystem stakeholders in supporting women’s entrepreneurship. Contribution & Value Added: The study positions ESE as a driver of economic opportunities, job creation, and inclusive growth, providing evidence-based guidance for policymakers, program designers, and ecosystem stakeholders.
Objective: This study examines how information overload (IO) influences purchase avoidance (PA) among Generation Z consumers in Indonesia and Malaysia, focusing on the mediating roles of cyberchondria (CY) and consumer confusion (CC), and exploring gender differences in these effects. Gender-specific responses to IO in Gen Z remain underexplored in developing regions, despite their importance for digital marketing strategies. Research Design & Methods: This study employed a quantitative method using PLS-SEM, with data collected via questionnaires from 426 Gen Z respondents in Indonesia (192) and Malaysia (204) through accidental sampling. Findings: Information overload raises cyberchondria and confusion in both genders but does not directly impact purchase avoidance. Cyberchondria mediates the IO–PA link for all, while confusion mediates it only for females. Research Implications: Findings indicate that information overload affects Gen Z’s purchase avoidance mainly through psychological factors, with cyberchondria mediating for all and confusion influencing only females. Practical Implications: Marketers should simplify information and address health-related anxiety, particularly in female Gen Z, to reduce purchase avoidance. Social Implications: The study highlights psychological challenges, such as confusion and health anxiety that affect Gen Z’s well-being and decision-making in dense online information environments. Contribution & Value Added: This research shows information overload indirectly affects Gen Z’s purchase avoidance, with cyberchondria and confusion as key mediators and gender differences in the confusion pathway.
Objective: Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia's economic development, but many challenges are faced, so the psychological factor, namely trust, is needed to increase the confidence of MSME actors, which can ultimately increase the use of digital financial services and realize sustainable management strategies. This study seeks to investigate the impact of financial literacy on MSMEs' use of digital financial services in Bantul Regency, Special Region of Yogyakarta, with trust as a mediating factor. Research Design & Methods: The study included 100 MSME participants chosen through accidental sampling. Partial Least Squares Structural Equation Modeling was used to examine the data. Findings: According to the findings, financial literacy has a substantial influence on the usage of digital financial services. Furthermore, trust mediates the link between financial literacy and the use of digital financial services among MSMEs in Bantul Regency.. Implications & Recommendations: The results of this study emphasize the importance of utilizing digital financial services as a business management tool, not just a means of transaction. This strong trust will encourage MSMEs to use digital financial services more consistently for financial planning and strategic decision-making, ultimately supporting business sustainability. Future research should include a wider sample size and locations to achieve better results. Contribution & Value Added: The research contributes to MSME development projects by emphasizing that increased financial literacy and confidence in digital financial services can help people gain easier access to finance and improve competitiveness, allowing them to achieve sustainable management goals.
Objective: This study aims to extend the Technology–Organization–Environment (TOE) framework by integrating e-commerce adoption quality as a mediating mechanism influencing SME business sustainability in Indonesia. Research Design & Methods: A quantitative approach was employed using survey data from 186 Indonesian SMEs operating in Yogyakarta, West Java, and Jakarta. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test both direct and mediating relationships among TOE dimensions, e-commerce adoption quality, and business sustainability. Findings: The findings indicate that technological, organizational, and environmental contexts significantly and positively influence e-commerce adoption quality. Moreover, e-commerce adoption quality has a direct positive effect on SME business sustainability and fully mediates the relationship between TOE dimensions and sustainability outcomes. Theoretical/Research Implications: This study refines the TOE framework by repositioning it as a strategic model that links adoption determinants with long-term sustainability outcomes. Practical Implications: Policymakers and SME-support institutions should strengthen internal readiness and external environmental support. Social Implications: High-quality e-commerce adoption contributes to income stability and job creation. Contribution and Value Added: This research advances TOE-based adoption literature by incorporating e-commerce adoption quality and business sustainability.
Objective: This study investigates the key factors that encourage employees to participate in knowledge-sharing activities to improve the performance of micro, small, and medium enterprises (MSMEs) in Indonesia. Research Design & Methods: The research employed a quantitative explanatory design with a cross-sectional survey approach. Primary data were collected from 374 MSME owners in the food and beverage sector. The proposed research model and hypothesised relationships were analysed using partial least squares structural equation modelling (PLS-SEM). Findings: The results show that tacit and explicit knowledge sharing are influenced by different determinants and lead to different performance outcomes. Trust and employee attitudes strongly promote tacit knowledge sharing, which positively affects marketing performance. Conversely, explicit knowledge sharing is mainly shaped by trust and organisational structure and has a greater impact on financial performance. Overall, the findings illustrate various mechanisms through which knowledge-sharing practices enhance MSME performance. Implications & Recommendations: The study offers useful insights for policymakers in designing policies that support knowledge-sharing initiatives among MSMEs. These policies may help enterprises improve operational efficiency, reduce costs, and increase profitability. In addition, this research contributes to the knowledge management literature by proposing a model specifically suited to the Indonesian MSME context. Contribution & Value Added: By distinguishing between tacit and explicit knowledge sharing, this study extends existing research through an empirical model that demonstrates how different organisational and individual factors shape knowledge-sharing behaviour and generate varied performance outcomes, thereby reinforcing knowledge management theory in small business settings.
Objective: This study examines how Innovation in Human Resource Practices (InHR) and Transformational Leadership (TL) shape Innovation Capability (IC) and Competitive Advantage (CA), and how these, in turn, affect SMEs performance. Research Design & Methods: The study population consisted of 250 small and medium enterprises (SMEs). Using survey data from SMEs in Kedu Regency/City, Central Java (valid respondents = 200), the authors employed SEM (AMOS). Findings: Empirical results show that human resource practices have a significant positive effect on innovation capability, transformational leadership also shows a significant positive impact on competitive advantage, innovation capability shows a significant positive influence on competitive advantage, innovation capability has a significant positive influence on SMEs performance and transformational leadership has a significant positive effect on competitive advantage, with the model explaining approximately 63.2% of the variance in SMEs performance. Implications & Recommendations: This study provides implications for governments and entrepreneurs in finding appropriate ways to build transformational leadership and innovation in HR practices through the application of innovation capability and competitive advantage. Contribution & Value Added: This research model contributes to deepening understanding in the fields of InHR, TL, IC, and CA on SME performance. This research model combines InHR, TL, IC, and CA, with a focus on SMEs in Kedu Regency, Central Java Province. From the research results, this study confirms that the significant positive influence of these four variables on SME performance arises through better integration between InHR, TL, IC, CA, and SME performance.
Objective: This study examines the role of contract enforcement in shaping marketing channel performance in B2B hospitality partnerships. It investigates the effects of contract enforcement on opportunistic behavior and cooperative channel performance, as well as the moderating role of cohesive collectivism in the relationship between contract enforcement and opportunism. Research Design & Methods: The quantitative research design used a questionnaire to 103 owners and managers of online accommodation providers in Central Java. Data were analyzed using PLS-SEM. Findings: From a TCE perspective, the findings affirm the dominance of formal governance mechanisms in controlling exchange hazards. Contract specificity enhances contract enforcement and cooperative channel performance by reducing opportunism. The absence of a moderating effect of Cohesive collectivism constitutes an important theoretical contribution, indicating that in standardized, platform-based B2B partnerships, opportunism is more effectively governed through legal and contractual mechanisms than through social cohesion. This clarifies the limited role of relational mechanisms and reinforces the relevance of TCE in explaining governance efficiency in market-oriented exchanges. Implications & Recommendations: The results support TCE by demonstrating that effective contract enforcement reduces transaction costs, enhances institutional efficiency, and strengthens coordination in digital hospitality channels. Formal contractual mechanisms play a critical role in ensuring legal certainty, controlling opportunism, building trust, and sustaining long-term cooperation among platform-based partners. Contribution & Value Added: This study contributes to the B2B marketing and channel management literature by emphasizing the dominance of formal governance mechanisms over social dynamics in mitigating opportunistic behavior in platform-mediated hospitality networks.
Objective: This study examines the entrepreneurial process of rural productive women and the role of microfinance institutions, particularly community empowerment trust fund (DAPM), in supporting that process. Research Design & Methods: A qualitative approach was used through in-depth interviews with 24 women loan recipients from DAPM in Bandungan Sub-district, Semarang Regency, and focus group discussions with 10 women group leaders. Findings: Thematic analysis revealed three phases of women’s entrepreneurship—intention, action, and sustainability. Economic needs, family support, and access to microcredit emerged as key drivers, while limited capital and market access remained main challenges. DAPM played a significant role not only in providing collateral-free loans but also in fostering confidence, resilience, and social empowerment. Participation in DAPM programs led to improved household income and social interaction among rural women. Implications & Recommendations: Integrating financial and non-financial support such as training, mentoring, and marketing assistance is essential to enhance women’s business sustainability. Policymakers should promote inclusive microfinance models that strengthen both economic and social empowerment. Contribution & Value Added: This study contributes to understanding rural women’s entrepreneurship by presenting an empirically grounded model of the entrepreneurial process and demonstrating how microfinance can function as both an economic catalyst and a social empowerment tool in rural communities.
Objective: This study examines how credibility attributed to AI-fronted influencers relates to consumer engagement, brand loyalty, and purchase intention in Indonesia's social-commerce setting. The goal is to analyse whether credibility moves intention directly or works mainly through relationship states. Research Design & Methods: A cross-sectional survey of Indonesian social-media users who recently encountered AI-influencer content was analyzed with PLS-SEM. Measurement quality met recommended thresholds, and predictive checks indicated practical, varied, out-of-sample relevance. Findings: Credibility strongly relates to consumer engagement. The direct credibility–intention link is not supported. Intention is explained indirectly—first via engagement and then via loyalty. Engagement positively associates with intention and loyalty; loyalty stands close to intention as the next step in choice. Implications & Recommendations: These findings extend Source Credibility Theory to AI influencers and streams by showing credibility drives purchase intention through engagement and loyalty. Brands should demonstrate expertise, keep a consistent tone, disclose AI or paid endorsement clearly, and show social proof early to spark interaction and return visits. Transparent disclosure supports informed choice and trust. Future research should test fit based moderated mediation with experiments or longitudinal data and AI human comparisons. Contribution & Value Added: The study integrates credibility, engagement, loyalty, and intention in one explanatory chain for an emerging market. It distinguishes a weak direct route from meaningful indirect routes and offers a practical blueprint for moving from attention to durable outcomes in AI-fronted campaigns.
Objective: This study examines: (1) the influence of product attractiveness and digital promotion innovation on consumer preference; (2) the effect of consumer preference on digital advocacy leverage; and (3) the impact of consumer preference and digital advocacy leverage on marketing performance (sales growth) among university-incubated culinary startups in Indonesia. Research Design & Methods: A purposive sampling technique was applied, yielding 262 respondents. Data were analyzed using Structural Equation Modeling (SEM) with AMOS software. Findings: The results show that product attractiveness and digital promotion innovation significantly strengthen consumer preference. Consumer preference significantly influences both digital advocacy leverage and sales growth, confirming its central role within the Consumer 5A framework. Digital advocacy leverage also positively affects sales growth. However, digital promotion innovation does not directly influence digital advocacy leverage, indicating that advocacy arises from consumer preference and experience rather than promotional novelty alone. Implications & Recommendations: University-incubated culinary startups should: (i) prioritize sensory validation and consistent product and packaging quality to reinforce the Appeal → Preference pathway; (ii) align short-form, personalized, and influencer-supported digital content with the product’s value proposition; and (iii) implement post-advocacy conversion mechanisms—such as review prompts, referral programs, curated user-generated content, and seamless ordering links—to convert advocacy into measurable sales. Contribution & Value Added: This study demonstrates that consumer preference is the key bridge linking product attractiveness and digital promotion to e-advocacy and sales performance, with digital promotion influencing advocacy only indirectly, offering actionable insights for incubator-based startup development.
