Background: The rapid development of digital technology has significantly transformed consumer purchasing behavior. Customers increasingly expect seamless experiences across both online and offline channels, creating new challenges for micro, small, and medium sized enterprises (MSMEs) in managing integrated marketing systems. In this context, MSMEs' ability to adopt and use digital technologies becomes an important factor in improving marketing performance. Purpose: This study examines the role of technology adoption readiness as a mediating mechanism between omnichannel strategy, digital competence, and MSME marketing performance in Indonesia.Design/methodology/approach: A quantitative research approach was employed using survey data collected from 180 MSME owners in Cirebon City, West Java, Indonesia, who operate at least two marketing channels. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to evaluate both the measurement model and the structural relationship among variables.Findings/Results: Results indicate that omnichannel strategy and digital competence significantly enhance technology adoption readiness. Furthermore, technology adoption readiness has a significant positive effect on marketing performance. The structural model explains 88.3% of the variance in marketing performance (R²=0.883), indicating strong predictive capability. The mediation analysis shows that technology adoption readiness fully mediates the relationship between omnichannel strategy, digital competence, and marketing performance.Conclusion: These findings suggest that MSME marketing performance can be improved not only through channel integration and digital skills but also through strong technological readiness that supports digital transformation.Originality/value (State of the art): This study contributes to the Technology Organization Environment (TOE) framework by highlighting the mediating role of technology adoption readiness in linking strategic orientation and digital capability to marketing performance in the MSME context. Keywords: technology adoption readiness, omnichannel strategy, digital competence, MSMEs, marketing performance
Background: Business schools in Indonesia are experiencing a declining trend in student enrollment. Prior studies in this area have predominantly focused on candidates’ willingness to pay, with limited attention to the underlying psychological and branding mechanisms that shape students’ enrollment decisions and willingness to pay (financial commitment).Purpose: This study aims to examine the applicability of the Stimulus–Organism–Response (S-O-R) model in the context of Indonesian business schools by analyzing how institutional stimuli, namely facilities, study programs, tuition fees, opinions, and digital marketing promotion, influence campus branding, enrollment intention, and willingness to pay.Design/methodology/approach: The study employs a quantitative approach using purposive sampling to collect data from 126 prospective business school students across several cities in Indonesia. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), including both outer model and inner model analyses, to examine the relationships proposed in the S–O–R framework.Findings/Result: This study found partial support for the proposed S–O–R model. Several institutional attributes facilities, study programs, tuition fees, opinions, and digital marketing promotion are positively influence campus branding, although most of these relationships show relatively small effect sizes. Among these attributes, only facilities and opinions demonstrate significant direct relationships with students’ intention to enroll. Campus branding shows a strong relationship with enrollment intention and a moderate relationship with willingness to pay. In contrast, digital marketing promotion, study programs, and tuition fees do not demonstrate significant direct effects on enrollment intention. In addition, the relationship between enrollment intention and willingness to pay is not statistically significant.Conclusion: This study concludes that prospective students’ responses toward business schools appear to be shaped more by their overall perception of campus branding than by individual institutional attributes. Although several attributes contribute to the formation of campus branding, only facilities and opinions demonstrate direct relationships with enrollment intention. The absence of significant effects from digital marketing promotion, study programs, and tuition fees suggests that these attributes may not independently drive enrollment decisions in this context. In addition, the non-significant relationship between enrollment intention and willingness to pay indicates that financial commitment may involve additional considerations beyond the intention to enroll. This indicates that prospective students rely more on their perceptions of institutional branding when forming financial commitments, rather than on behavioral intention alone.Originality/value (State of the art): This study contributes originality by applying the S-O-R model to business school settings and incorporating willingness to pay as an additional response variable, which is rarely examined in higher education research. While campus branding serves as the dominant organism-level mechanism and clarifies the indirect effects of institutional stimuli, the study offers a more precise explanation of how perceptions of value are formed in emerging market business education. Keywords: campus branding, candidate students, enrolment intention, s-o-r model, willingness to pay
Background: Increasing public awareness of environmental and health issues has driven a shift in consumption patterns toward plant-based products, such as oat beverages, which are considered more environmentally friendly and healthier than cow's milk. In Indonesia, the consumption of oat beverages has increased; however, challenges remain, including limited consumer understanding of product benefits and intense market competition.Purpose: This study aims to identify the decision-making process involved in purchasing oat beverages and analyze the influence of packaging design, sensory attributes, labeling, perceived healthiness, and environmental friendliness on consumer purchasing decisions.Design/Methodology/Approach: This study employed multistage random sampling and collected data through questionnaires to respondents who had previously purchased oat drinks and met the specified criteria. Data were collected offline through questionnaires administered to 230 respondents from three faculties at IPB University over a one-month period, from February to March 2025. A quantitative approach was employed using Partial Least Squares–Structural Equation Modeling (PLS-SEM).Results: Based on PLS-SEM analysis, all indicators meet the validity and reliability criteria. Labeling, perceived healthiness, and environmental friendliness are perceived to influence purchase decisions for oat drinks significantly. Packaging design, sensory attributes, control variables, namely age and expenditure do not affect the purchase decision. Conclusion: Clear product information and health and sustainability-related claims are key drivers of oat beverage purchasing decisions and can strengthen marketing strategies in a competitive market.Originality/value (State of the art): This study offers empirical evidence on consumer purchasing behavior for oat beverage purchasing decisions in Indonesia, highlighting labeling, health perception, and environmental friendliness as strategic considerations for marketing plant-based products. Keywords: health perception, labeling, oat drink, packaging design, purchase decision
Background: The rise of Generation Z as a dominant segment of today’s workforce requires organizations to adjust performance appraisal systems to meet expectations for transparency, clarity, fairness, and participation. Prior studies show that traditional appraisal mechanisms often fail to match the behavioral characteristics and workplace needs of Generation Z, particularly in fast-paced industries such as retail. PT Basa Inti Persada, a modern Muslim fashion retail company, has implemented a Key Performance Indicator (KPI)-based performance appraisal system. However, its effectiveness in improving the performance of Generation Z employees has not yet been empirically validated.Purpose: This study aims to (1) describe the implementation of the KPI-based performance appraisal system at the head office of PT Basa Inti Persada, (2) assess the performance level of Generation Z employees, and (3) analyze the direct effect of KPI system effectiveness on their performance.Design/methodology/approach: The research used a quantitative approach with a structured survey. The study population included 68 Generation Z employees at the company’s head office, and 51 respondents were selected using purposive sampling based on age (born 1997–2012) and minimum work tenure of six months. Data were collected through validated questionnaires and analyzed using descriptive statistics, Pearson correlation, and simple linear regression to measure the effectiveness of the KPI system, employee performance, and the magnitude of influence between variables.Findings/Results: The KPI-based appraisal system was perceived as effective, with an average score of 67.20. Generation Z employee performance was relatively high, with an average score of 66.39. Correlation analysis revealed a strong positive relationship between KPI system effectiveness and employee performance (r = 0.796; p < 0.001). Regression analysis showed that 63.4% of the variance in performance is explained by the effectiveness of the KPI system (R² = 0.634). Hypothesis testing confirmed a significant influence, indicated by a t-value of 9.208 and p < 0.001.Conclusion: The findings indicate that the KPI-based performance appraisal system significantly improves Generation Z employee performance. Key contributing factors include indicator clarity, appraisal fairness, employee participation, and reward alignment. These elements support higher motivation, engagement, and sustained performance among Generation Z employees.Originality/value: This study contributes to the limited empirical research in Indonesia that connects KPI-based appraisal effectiveness with Generation Z characteristics in the modern Muslim fashion retail industry. The study provides practical insights and recommendations for organizations seeking to optimize performance appraisal systems that better align with the expectations of younger employees. Keywords: employee performance, kpi-based performance appraisal system, performance appraisal, generation z, retail industry
Background: The end of COVID-19 pandemic has led to a nationwide decline in mouthwash sales.Purpose: This study aims to analyze the influence of price, health concern, and customer experience identified as key factors impacting repurchase intention.Design/methodology/approach: An online survey was conducted with 219 respondents who met the criteria. Data were analyzed using SEM PLS approach through SmartPLS 3.0 software. The study examined the relationships between price, health concern, and customer experience on repurchase intention, with purchase behavior as a mediating variable.Findings/Result: The findings revealed that price, customer experience, and purchase behavior significantly influence repurchase intention. Additionally, health concern significantly impacts purchase behavior.Conclusion: Based on these findings, mouthwash manufacturers are encouraged to implement value-based pricing strategies to strengthen consumers’ perceived value, enhance sensory customer experiences through innovative product development, promote purchase behavior by bundling products with other relevant household items, and optimize health concern by utilizing consumer testimonials and health case studies to build trust in product benefits.Originality/value (State of the art): The uniqueness of this study lies in the integration of the customer experience variable with a sensory approach in the context of repurchasing everyday health products, which has not been extensively explored. Keywords: mouthwash, pandemic covid-19, repurchase intention, stretegic, sem pls
Background: Digitalisation and sustainability are reshaping tourism and higher education in ASEAN; however, evidence linking university digital marketing education to sustainable tourism competencies remains limited, particularly in cross-country contexts.Purpose: This study examines how digital marketing education, experiential learning, and technology acceptance shape human capital development and sustainable tourism competencies, tests the mediating role of human capital, and compares Indonesia and Thailand.Design/methodology/approach: A sequential explanatory mixed-methods design was used. Survey data were collected from 300 students and lecturers enrolled in tourism and marketing programs (Indonesia n=150; Thailand n=150) and analysed using PLS-SEM, including mediation and multi-group tests. Follow-up interviews and focus groups were thematically analysed to explain quantitative patterns.Findings/Results: Digital marketing education and experiential learning significantly enhance human capital development, which strongly predicts sustainable tourism competencies. The association between digital marketing education and competencies is modest. Technology acceptance directly and strongly predicts competencies but shows a negligible relationship with human capital. Experiential learning's direct link to competencies is weak or negative; however, its indirect contribution through human capital is positive. Mediation through human capital is supported for digital marketing education, partially for experiential learning, and not for technology acceptance. Multi-group analysis indicates a larger experiential learning effect on competencies in Thailand.Conclusion: Sustainable competencies improve when digital marketing education and scaffolded experiential learning strengthen human capital, and when technology adoption aligns with sustainability-oriented pedagogy.Originality/value (State of the art): The study advances an integrated Human Capital–Experiential Learning–TAM/TPACK perspective and offers actionable guidance for ASEAN curriculum harmonisation aimed at strengthening sustainability-oriented digital marketing competencies. Future research should test the model longitudinally and evaluate measurement invariance and institutional readiness. Keywords: ASEAN, digital marketing education, human capital development, sustainable tourism competencies, technology acceptance
Background: The rapid development of technology and the internet has significantly transformed business marketing practices. TikTok has emerged as a rapidly growing digital marketing platform in Indonesia, which currently holds the position as the country with the second-largest TikTok user population in the world. This phenomenon highlights the platform’s substantial potential as a new medium for marketing activities.Purpose: This study aims to examine the role of TikTok as an emerging digital marketing platform in Indonesia and to synthesize existing research findings on how the platform influences consumer engagement, purchasing behavior, and marketing effectiveness.Design/methodology/approach: This research employs a Systematic Literature Review (SLR) using the PRISMA approach. Numerous relevant scientific journals were identified and analyzed as secondary data sources to answer research questions related to the use of TikTok as an emerging marketing platform.Findings/Result: The findings indicate that TikTok functions as an interactive digital marketing platform where short-form content, algorithm-driven recommendations, and social interaction mechanisms significantly enhance consumer engagement. These features act as marketing stimuli that influence consumer responses, including purchase intention, brand awareness, and brand loyalty. The findings also support the Stimulus Organism Response (S-O-R) theoretical framework, suggesting that digital content and platform interactions shape consumer perceptions and behavioral responses in social commerce environments.Conclusion: Overall, TikTok demonstrates significant potential as an effective digital marketing platform in Indonesia by facilitating interactive communication, enhancing consumer engagement, and supporting brand visibility. However, the effectiveness of TikTok marketing strategies depends on the strategic use of platform features, content creativity, and the digital capabilities of business actors.Originality/value: This study contributes to the understanding of TikTok’s role as a new marketing medium in Indonesia. By synthesizing findings from various scientific publications using the PRISMA-based SLR method, the research provides comprehensive insights into how TikTok can be optimized for brand communication and digital marketing strategies. Keywords: tiktok, digital marketing, engagement, brand image, systematic literature review
Background: Geopolitical shocks have emerged as a significant determinant of market volatility and abnormal returns, particularly in emerging markets such as Indonesia. Sectoral indices in the Indonesia Stock Exchange (IDX) respond differently to domestic and global political events, reflecting varying levels of exposure and resilience.Purpose: This study aims to examine how major geopolitical events affect sectoral stock performance in Indonesia, providing empirical insights for understanding market sensitivity and formulating central bank policy responses.Design/methodology/approach: Using the event study methodology and the Market Adjusted Model (MAM), this research analyzes abnormal returns (AR) and cumulative abnormal returns (CAR) for ten sectoral indices on the IDX from 2018 to 2025. Seven geopolitical events are observed, including Indonesia’s presidential election, the U.S. presidential inauguration, and bilateral trade negotiations between Indonesia and the U.S. A 120-day estimation window and three event windows (±2, ±5, and ±10 days) are applied to capture short-term market reactions.Findings/Result: The findings reveal that the finance, healthcare, and basic materials sectors experienced statistically significant abnormal returns, particularly within the ±10-day window, indicating higher exposure to policy-related uncertainty and global sentiment shifts. The technology sector showed notable fluctuations but lacked statistical significance. In contrast, non-cyclical and cyclical sectors demonstrated muted responses, suggesting their defensive market nature.Conclusion: The results highlight that sectoral responses to geopolitical shocks are asymmetric across industries. These variations underscore the importance of developing more granular and sector-specific financial stability measures. Central bank communication, stress testing with geopolitical risk parameters, and coordination with fiscal authorities are essential to mitigating systemic risks.Originality/value (State of the art): This study extends the limited literature on geopolitical-financial linkages in Southeast Asian emerging markets by offering a sectoral perspective. It provides actionable policy insights for central banks in managing financial stability under rising geopolitical uncertainty. Keywords: abnormal return, behavioral finance, emerging markets, event study, geopolitical risk
Background: Cookly, a gluten-free bread MSME, faces challenges in navigating the competitive healthy food market, requiring data-driven digital strategies to capture the growing urban demand for healthy lifestyles.Purpose: This study aims to identify consumer characteristics, analyze preferences toward digital marketing attributes, and formulate relevant strategies to enhance competitiveness in the gluten-free product market.Design/methodology/approach: The research employed a quantitative approach using a survey of 100 respondents selected through purposive and snowball sampling in the Greater Jakarta area (Jabodetabek). Data were analyzed using descriptive statistics and conjoint analysis to identify the most influential digital marketing attributes in consumer purchasing decisions.Findings/Result: The findings reveal that potential consumers are predominantly women aged 18–25, highly educated, with average monthly online food expenditures above IDR 1,000,000. Conjoint analysis results indicate that social media is the most critical attribute (Importance Value: 28.10%), with TikTok (+0.199) and Instagram (+0.136) as the most preferred platforms. This is followed by Social Proof (21.30%), where user-generated content and reviews are essential, and Digital Promotion (20.40%), with a strong preference for voucher-based incentives. The model showed high predictive validity (Pearson’s R = 0.973). Conclusion: The recommended strategy focuses on interactive campaigns on TikTok and Instagram to leverage high platform preference, strengthening social proof through UGC, and implementing voucher-based promotions. These tactics are integrated into a TOFU–MOFU–BOFU framework to systematically attract and convert the audience.Originality/value: This study advances consumer-driven digital marketing research in niche healthy food MSMEs by combining utility-based conjoint evidence with content funnel strategy, providing actionable prioritization of platforms, social proof, and promotional tactics. Keywords: conjoint analysis, consumer preferences, content strategy, digital marketing, gluten-free
Background: QRIS (Quick Response Code Indonesian Standard) is a national digital payment initiative aimed at standardizing electronic transactions and enhancing financial inclusion. While QRIS adoption is growing nationally, significant disparities persist across regions, particularly among micro, small, and medium enterprises (MSMEs) in areas like Banyumas Raya.Purpose: This study aims to identify the key factors influencing users’ and MSMEs’ behavioral intention to continuously reuse QRIS in the Banyumas Raya region of Central Java.Design/methodology/approach: The research adopts a quantitative method based on the Technology Acceptance Model (TAM). Data was collected from 155 respondents (115 users and 40 MSMEs) using purposive sampling. Structural Equation Modeling using the SmartPLS software was employed to test the relationship between perceived ease of use, perceived usefulness, attitude toward use, and reuse intention.Findings/results: Perceived ease of use significantly influences both perceived usefulness and attitude toward using QRIS, while attitude toward using is the strongest predictor of reuse intention. Interestingly, perceived usefulness does not significantly affect attitude. Despite high user satisfaction, a gap remains between positive perception and actual reuse behavior, particularly among MSME merchants.Conclusion: Enhancing user experience and simplifying payment process are essential for sustaining QRIS usage.Originality/value (state of the art): This study provides novel insights into post-adoption behavior in digital payments, offering strategic implications for policymakers to improve financial inclusion through sustained QRIS usage in regional MSME ecosystems. Keywords: digital payment, MSMEs, QRIS, reuse intention, technology acceptance
Background: The transportation sector is a major contributor to carbon emissions, and the adoption of electric motorcycles could offer a solution for sustainable mobility in Indonesia. However, despite government incentives and increasing environmental awareness, purchase intention for electric motorcycles remains low, particularly in West Java.Purpose: Although the Theory of Planned Behavior (TPB) is widely applied to explain pro-environmental behavior, limited studies have integrated perceived environmental and economic benefit, as well as perceived incentive policies, into the model. This study addresses the gap by extending TPB to examine their roles in shaping purchase intentions for electric motorcycles, particularly in West Java.Methodology: This study employs a cross-sectional survey using convenience sampling of 222 respondents in West Java, a relevant context and emerging market for electric motorcycles. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test both direct and mediating effects, although the non-probability sampling approach may limit generalizability. Findings: The results indicate that perceived environmental and economic benefits are the strongest predictors of purchase intention, with attitude playing a key mediating role. In contrast, incentive policies show a more limited effect, highlighting that consumers are more driven by perceived value than external policy support. In addition, the model explains 70.2% of the variance in purchase intention, indicating strong predictive relevance.Conclusion: The study contributes to the literature by extending the TPB to incorporate perceived benefits and policy incentives in the context of electric motorcycle adoption. From a managerial perspective in Indonesia, the findings suggest the importance of emphasizing concrete environmental and economic value propositions, as consumer decisions appear to be driven more by perceived benefits than by external policy support.Originality/Value: This study extends the Theory of Planned Behavior (TPB) by integrating environmental, economic, and policy perception variables in the context of electric motorcycle adoption in a developing country. The findings provide empirical evidence and practical insights for policymakers and marketers to design effective strategies that bridge the gap between positive perceptions and actual purchasing behavior. Keywords: perceived environmental benefit, perceived economic benefit, attitude, purchase intention, electric motorcycles
Background: In today's dynamic work environments, understanding the factors that influence employee retention is crucial. For Generation Z, the newest cohort in the workforce, negative interpersonal experiences, such as workplace incivility, pose a significant threat to their stability and integration within an organization.Purpose: This study advances job embeddedness theory by examining workplace incivility as an antecedent while investigating the mediating mechanism (job satisfaction) and boundary condition (protean career attitudes) that explain and modify this relationship.Design/methodology/approach: Data were collected from 382 Generation Z employees across various Indonesian industries using a two-wave time-lagged design. Hypotheses were tested using PROCESS analysis in SmartPLS 4.0, incorporating moderated mediation to examine the proposed relationships.Findings/Results: This study revealed that workplace incivility negatively impacts both job satisfaction and job embeddedness, with job satisfaction mediating the incivility-embeddedness relationship. Protean career attitudes (PCA) moderated these relationships by (1) buffering the adverse effects of incivility on job satisfaction and embeddedness and (2) amplifying the positive relationship between satisfaction and embeddedness, with effects strengthening at higher PCA levels.Conclusion: This study confirms that workplace incivility reduces job embeddedness by lowering job satisfaction among Gen Z employees. However, protean career attitude (PCA) acts as a key resilience factor, buffering this negative effect. It weakens the impact of incivility on satisfaction. Originality/value (State of the art): This study makes dual theoretical contributions by (1) identifying job satisfaction as the psychological mechanism translating incivility into reduced embeddedness and (2) demonstrating PCA's novel dual function as both a buffer against adverse effects and amplifier of positive relationships in the incivility-embeddedness nexus, particularly for younger generational cohorts. Keywords: workplace incivility; job embeddedness; job satisfaction; protean career attitudes, Gen Z
Background: Credit recovery among micro and small enterprises remains a significant challenge in developing economies, where non-performing loans (NPLs) are prevalent. Traditional approaches to credit recovery often emphasize institutional metrics such as repayment rates and financial ratios. However, recent developments highlight the importance of behavioral and perceptual factors, including borrower trust, fairness perception, and financial literacy. These psychological dimensions influence how borrowers respond to recovery strategies, particularly in the context of microfinance, where personal interaction and borrower experience are crucial.Purpose: This study aims to analyze the influence of financial literacy and recovery strategies on the perceived recovery rate among borrowers who have experienced default. It further explores how behavioral and perceptual factors contribute to credit recovery dynamics, moving beyond purely financial measures.Design/methodology/approach: The study employs a quantitative research design using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed model. Data was collected through structured questionnaires from 240 micro and small enterprise borrowers at BRI Bandung with non-performing loans. The main variables examined are financial literacy, recovery strategy, and recovery rate, with an emphasis on perceptual and behavioral dimensions.Findings/Result: The results show that financial literacy significantly and positively affects the recovery rate. Additionally, recovery strategies, reflecting borrowers’ experiences with the bank’s recovery efforts, also significantly influence their perception of recovery outcomes. The findings suggest that psychological and perceptual factors, as explained by the Theory of Planned Behavior, are as important as financial metrics in determining credit recovery performance.Conclusion: The study concludes that financial institutions should not rely solely on enforcing repayment through traditional mechanisms but must also emphasize borrower-centered recovery strategies. Enhancing financial literacy, trust, understanding, and perceived fairness can improve loan recovery outcomes and contribute to sustainable credit rehabilitation in microfinance contexts.Originality/value (State of the art): This research introduces a novel framework by integrating perceived recovery as a key perceptual variable in management studies. By applying psychometric concepts to credit recovery evaluation, the study shifts the analytical focus from institutional performance indicators toward borrower experiences and trust. This contribution highlights the behavioral and perceptual dimensions of credit recovery, offering new insights into microfinance management and financial education strategies. Keywords: financial literacy, perceived recovery strategy, perceived recovery rate, credit recovery, non-performing loans
Background: This gap is particularly evident in Indonesia, where MSMEs operate in the informal sector and have limited awareness of tax regulations. E-filing was introduced to simplify the tax reporting process and improve compliance, but its effectiveness is often hampered by a lack of tax literacy among MSMEs.Purpose: The objectives of this study are 1) to determine whether adaptive e-filing synergy affects voluntary tax compliance; 2) to determine whether tax literacy affects voluntary tax compliance; 3) to determine whether the tax behavior of MSMEs moderates the relationship between the influence of adaptive e-filing synergy on voluntary tax compliance; 4) to determine whether the tax behavior of MSMEs moderates the relationship between the influence of tax literacy on voluntary tax compliance.Design/methodology/approach: This is a quantitative study conducted in South Sulawesi Province, including Makassar City and the districts of Gowa, Takalar, Bulukumba, and Maros. The population in this study is unknown, with a sample of 110 MSMEs. Data analysis was performed using Structural Equation Modeling (SEM).Findings/Result: This study shows that adaptive e-filing synergy acts as a technological factor that significantly increases voluntary tax compliance among MSMEs by reducing administrative barriers, increasing efficiency, and improving perceptions of ease in tax reporting. Tax literacy also positively influences voluntary tax compliance by enhancing taxpayers’ understanding and awareness, although its influence does not fully guarantee consistent behavior without the support of motivational factors and system convenience. In addition, MSME tax behavior has been shown to strengthen the relationship between adaptive e-filing synergy and voluntary tax compliance, indicating that good tax behavior can transform technological benefits into actual compliance actions. Conversely, MSME tax behavior moderates the relationship between tax literacy and voluntary compliance in a negative and insignificant direction, indicating that tax knowledge is not yet strong enough to influence compliance without the support of practical experience, system convenience, and business conditions. Conclusion: Improving voluntary tax compliance among MSMEs is more effectively achieved through the integration of adaptive tax technology utilization and the formation of positive tax behavior, while tax literacy plays a supporting role in building compliance awareness.Originality/value (State of the art): This study highlights the need for an adaptive e-filing system that aligns with MSMEs’ levels of tax literacy and understanding. The findings of this study provide more holistic and effective policy recommendations for the government to improve MSME tax compliance, not only from a technological perspective but also from an educational perspective. Keywords: adaptive e-filing synergy, voluntary tax compliance, tax literacy, msme tax behavior
Background: The increasing urgency of environmental issues has encouraged the expansion of sustainable financial practices, including the development of green finance. Despite this progress, public familiarity with green financial products and confidence in related institutions remain relatively limited. In the Indonesian context, especially among religious-based educators such as Muhammadiyah teachers, financial decisions may also be influenced by spiritual and ethical considerations. Therefore, this study investigates the roles of green finance literacy and institutional trust in shaping interest in green financial products, with religiosity examined as a moderating variablePurpose: This research aims to evaluate the influence of green finance literacy and trust on teachers’ intention to use green financial products and to assess whether religiosity strengthens these relationships.Design/methodology/approach: A quantitative survey design was applied in this study. Respondents were selected using proportionate stratified random sampling from Muhammadiyah senior high school and vocational school teachers in Palembang. Data were collected through structured questionnaires with a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).Findings/Results: The findings demonstrate that green finance literacy and trust significantly affect interest in green financial products. Religiosity does not strengthen the relationship between literacy and intention, but it significantly reinforces the effect of trust on intention.Conclusion: The adoption of green financial products among Muhammadiyah teachers is primarily influenced by knowledge and institutional trust. Religiosity contributes indirectly by amplifying the role of trust rather than literacy.Originality/value (State of the art): This study contributes to sustainable finance literature by integrating religiosity into the green finance behavioral model and focusing on religious educators as a specific social group in Indonesia Keywords: green finance literacy, trust, interest in green financial products, religiosity, SEM
Background: As of August 31, 2025, 32,456,829 Indonesians have registered as PBPU participants, with 47.9% being inactive due to premium payment arrears, totaling IDR 20.1 trillion. The mandatory digitalization (auto-debit) of JKN premium payments for PBPU participants is a management strategy to maintain and increase participant activeness.Purpose: This research aims to analyze the actual behavior and characteristics of PBPU participants that influence their use of digitalization (auto-debit) using the Motivation, Ability, and Opportunity (MAO) theory. It also formulates alternative strategies as recommendations for organizational improvement in refining existing policies.Design/methodology/approach: This research was conducted from January to October 2024 with 300 respondents. The respondents' answers were processed using descriptive analysis, top two boxes and bottom two boxes, crosstabulation, PLS-SEM, and priority/performance matrix.Findings/Results: The results show that the benefits of auto-debit for PBPU participant activeness have the strongest influence on motivation, knowledge about paying mandatory auto-debit premiums has the strongest influence on ability, and knowing information about mandatory auto-debit payments has the strongest influence on opportunity. Meanwhile, the intention to continue using auto-debit has the strongest influence on auto-debit usage.Conclusion: The results indicate that Mandatory auto-debit for JKN premium payments has not been effective in maintaining and increasing PBPU participant activeness. Therefore, management needs to improve educational information provision on auto-debit usage to enhance literacy skills and refine policies that impose sanctions to increase compliance among PBPU participants.Originality/value (State of the art): A systematic, structured, massive, and sustainable JKN campaign program and education effort can be an effective strategy to increase PBPU participants' knowledge and literacy about JKN participation administration, including mandatory auto-debit payments, to enhance participant activeness. Keywords: PBPU participants, auto-debit, strongest influence, JKN premium, digitalization
Background: The creative industries (culinary, fashion, and crafts) are growing rapidly and have become a magnet for investment and a pillar of Central Java's economy. Many Micro, Small, and Medium Enterprises (MSMEs) in the culinary, fashion, and crafts sectors generate creative ideas. However, they are still constrained by a lack of systematic launch capabilities, such as market testing, tactical planning, and budget management for new product launches, which often lead to innovation failures. Therefore, it is important to analyze how New Product Launch Proficiency can improve the performance of culinary, fashion, and craft MSMEs, which have great potential as a new center of economic growth.Purpose: This study investigates the relationship between New Product Launch Proficiency (NPLP) and New Product Performance (NPP) mediated by Product Innovation (PI). Design/methodology/approach: This quantitative study uses data from 284 MSMEs in the creative industries (fashion, culinary, and crafts) from 15 districts in Central Java, Indonesia. The data were analyzed using Partial Least Squares-Structural Equation Modelling (PLS-SEM). This study used indicators of new product launch proficiency, such in market testing competence, tactical planning knowledge, and budget expertise for launch. Indicators of new product performance include new product portfolio, development success, sales performance, and customer acceptance. Indicators of product innovation include product improvement, product diversification, and market penetration.Findings/Result: The results show that new product launch proficiency has a positive impact on product innovation and new product performance. Product innovation was also found to mediate the relationship between new product launch proficiency and new product performance. Conclusion: This research can be a reference for MSMEs and policymakers to adopt new product launch proficiency through product innovation as an important strategy for the growth of MSMEs. MSMEs should adopt simple routines for market testing, tactical launch plans, cross-functional teams, shared supplier networks, and low-cost digital tools to expand new product proficiency.Originality/value (State of the art): This study provides a new perspective on how Creative Industry MSMEs in developing countries especially in Central Java, Indonesia to develop new product launch proficiency and product innovation, which will increase their competitive advantage and achieve sustainable growth. Keywords: msme, nplp, new product performance, launch proficiency, product innovation
Background: Micro, Small, and Medium Enterprises (MSMEs) a cornerstone of Indonesia’s economic, contributing approximately 61% to the national GDP (Haryo Limanseto, 2022). However, MSMEs, particularly in the competitive Food and Beverage (F&B) sector, face persistent challenges including limited access to capital, technological adoption gaps, and volatile consumer preferences (Badan Pusat Statistik, 2023). These factors make revenue stability a critical issue. Purpose: Through a case study of LOS In Between, this research aims to: (1) demonstrate the application of MBA in a resource-constrained, offline MSME setting; (2) identify product associations to inform bundling and upselling strategies for the business; and (3) propose a replicable analytical approach that can be adapted by other small-scale F&B businesses to enhance sales performance. This study aims to analyze consumer purchasing patterns through Market Basket Analysis (MBA) and to provide actionable data-driven strategies to improve sales performance and competitiveness in MSMEs. Design/methodology/approach: This study applies Market Basket Analysis using the Apriori algorithm to transactional data from LOS In Between (January–June 2025). Association rules derived from support, confidence, and lift metrics were translated into practical sales strategies—including bundling, upselling, and cross selling. Findings/Result: The analysis revealed that STM functions as an anchor product frequently purchased with items such as SJ and WF, making it ideal for strategic bundling. Products with weaker associations, such as CMM, were considered more suitable for upselling promotions. The findings show that even MSMEs with modest transaction volumes can leverage simple data analytics to uncover purchasing patterns, optimize sales, and enhance customer experience. Conclusion: MBA provides a practical and scalable analytical tool for MSMEs to design evidence-based sales strategies. By leveraging transaction data, MSMEs can increase revenue, strengthen customer engagement, and sustain competitiveness in dynamic market environments.Originality/value (State of the art): This study addresses the gap by adapting Market Basket Analysis to a micro-scale F&B, LOS In Between. Its novelty lies not only in applying MBA to this constrained setting but also in proposing a practical methodology that converts association rules into actionable strategies like bundling and upselling, designed for periodic re-mining to track preference shifts. The research also outlines how MBA can be integrated with lightweight decision frameworks suitable for MSMEs, providing localized evidence from Indonesia’s F&B sector. Keywords: market basket analysis, sales strategies, msmes, apriori, purchase patterns
Background: Social media marketing is a marketing strategy that is widely used by business people through social media platforms such as Instagram to increase purchasing interest and reduce consumer perceived risk. Based on the revenue market skincare in Indonesia will also continue to increase. It is undeniable that more and more people are aware of the importance of maintaining the health and appearance of their skin. Awareness of appearance and skin health does not only apply to women. Men also want to look and feel good about themselves, and skin care can help improve their appearance.Purpose: This study aims to explore the effects of social media marketing on brand image, brand trust, and perceived risk, and how these factors influence purchase intentions. In addition, it seeks to assess the mediating role of brand image, brand trust, and perceived risk between social media marketing and purchase intention. Design/methodology/approach: This study employed a quantitative approach, using non-probability voluntary sampling, with a total of 220 male respondents who had visited Kahf's Instagram account. Data were collected through an online questionnaire distributed using Populix and analyzed using Structural Equation Modeling (SEM) with AMOS software. Findings/Result: The results showed that social media marketing significantly affects brand image, brand trust, and perceived risk. Moreover, brand trust and perceived risk have a significant impact on purchase intention. The mediating variable brand trust significantly mediates the relationship between social media marketing and purchase intention. Conclusion: Social media marketing is one of the marketing that can influence a brand image, brand trust and perceived risk of consumers. By increasing social media marketing, brand trust, and perceived risk will increase consumer buying interest.Originality/value (State of the art): This study is the first study to analyze purchase intention by adding perceived risk variables as intervening variables. Keywords: brand image, brand trust, perceived risk, purchase intention, social media marketing
Background: Efficient financial management is fundamental to sustaining firm value, particularly through effective working capital management. In emerging markets, firm value is highly sensitive to macroeconomic volatility, including inflationary pressures that distort cash flow cycles, increase operating costs, and alter liquidity dynamics. Despite extensive research on working capital management, evidence on how inflation moderates the relationship between working capital efficiency and firm value remains limited, especially within the consumer non-cyclical sector.Purpose: This study investigates the effect of Days Sales Outstanding (DSO), Days Inventory Outstanding (DIO), and Days Payable Outstanding (DPO) on firm value, as well as the moderating role of inflation.Design/methodology/approach: This study employs a quantitative approach using panel data from consumer non-cyclical companies listed on the Indonesia Stock Exchange during 2015–2024. Firm-level financial data were obtained from audited annual reports, while inflation data were sourced from Bank Indonesia. The analysis uses a fixed-effects panel regression model estimated in Stata 17. Firm value is proxied by Tobin's Q, and control variables include firm size, profitability, leverage, and firm age.Findings/Result: DSO shows no significant effect before or after moderation (H1, H4 rejected), reflecting that receivable efficiency is not a market valuation driver in stable, demand-driven sectors. DIO significantly and negatively affects firm value (β = −0.003; p = 0.010), consistent with CCC theory, yet becomes insignificant under inflation (H5 rejected), suggesting that rising input costs prompt firms to adopt strategic inventory buffering rather than efficiency-driven reduction. DPO positively and significantly influences firm value (β = 0.010; p < 0.01), and inflation amplifies this effect (β = 0.428; p = 0.005; H6 supported), aligning with Signaling Theory, as extended payables under inflationary conditions signal financial resilience to investors.Conclusion: Inflation asymmetrically moderates the working capital firm value nexus strengthening DPO's positive effect while leaving DSO and DIO unaffected confirming that adaptive payables management is the dominant strategic lever for sustaining firm value under macroeconomic stress.Originality/value: This study provides new empirical evidence on how inflation interacts with working capital components to influence firm value, highlighting the relevance of macro-financial integration in corporate decision-making. Keywords: working capital, inflation, firm value, operating costs, emerging markets
