Economic: Journal Economic and Business

Optimizing Digital Marketing and Pricing to Strengthen Consumer Loyalty in Startup Businesses

2025-09-02T22:12:03+07:00

This study aims to evaluate the implementation of digital marketing strategies and pricing management to strengthen consumer loyalty in startup businesses. The background of this study is based on the increasing use of the internet and social media as promotional tools that are not being maximized by startup businesses. The study uses a qualitative descriptive approach with data collection methods through observation, interviews, and documentation of startup business actors. The results show that the use of integrated digital marketing and price optimization through behavioral economics on startup business platforms such as Shopee and Blibli has a positive impact on increasing consumer loyalty. The novelty of this study lies in the integrative approach that combines behavioral psychology-based pricing strategies with digital marketing techniques to build consumer loyalty among startuppreneurs. This approach has not been widely explored in the context of startups in developing countries, particularly Indonesia, thus offering a new perspective relevant to sustainable digital business models.

Expert Advisor Construction Using Fixed Fractional Money Management and Williams Percent-R Indicator In DAX-30 (DE30) Trading: Analysis on Zero Spread Account

2025-07-18T23:31:16+07:00

This study aims to analyze the effectiveness of an automated strategy for trading the DAX-30 index through the construction of an Expert Advisor integrating the Williams Percent Range indicator and the Fixed Fractional Money Management method. The strategy was tested on a Zero Spread account, which offers zero spreads with a fixed commission per lot, to assess the impact of the fee structure on profitability. A prototype Expert Advisor was developed and tested using historical and real-time data on the MetaTrader 5 platform. Backtesting results showed that the combination of the Williams Percent Range indicator and the risk management method produced consistent performance, with an adequate profit ratio and controlled drawdown. Implementing the strategy on a Zero Spread account improved execution precision and risk calculation accuracy, significantly impacting equity curve consistency. Real-time testing demonstrated that eliminating variable spreads improved the validity of technical signals and the effectiveness of risk management. This study concluded that the combination of a technical approach and automated risk management can optimize trading strategy performance in volatile market conditions.

Designing an Automated Trading System Based on Oscar's Grind Money Management with Bollinger Bands and ADX for Trading XAU/USD on the MetaTrader 5 Platform

2025-08-25T00:23:14+07:00

This study designed and evaluated an automated trading system, or Expert Advisor (EA), for the XAU/USD instrument that integrates a trend-following strategy with a disciplined risk management approach. The system utilizes Bollinger Bands and the Average Directional Index for trading signals, and applies Oscar's Grind Money Management for position management. The EA's performance was tested on the MetaTrader 5 platform in two timeframe scenarios, H1 and H4, through backtesting over three years and real-time testing over one month. The findings consistently show that the strategy on the H4 timeframe significantly outperforms the H1 timeframe in both historical simulations and real-world testing, demonstrating higher stability, greater efficiency, and more controlled risk. Statistical tests also confirmed a significant difference in the final balance accumulation between the simulated and real-world environments. It was concluded that the use of the H4 timeframe proved highly effective for this strategy in filtering market noise and improving trading signal quality.

The Impact of Work-Family Conflict and Job Satisfaction on Turnover Intention at PT Suzuki Indomobil Motor Cikarang

2025-09-23T14:14:02+07:00

The purpose of this study was to determine how job satisfaction and work-family conflict (WFC) affect employee satisfaction and their intention to leave PT Suzuki Indomobil Motor Cikarang. Conflict between the demands of family life and work can affect job satisfaction and intention to leave. Data collected from 94 employees were analyzed using quantitative multiple linear regression techniques. The results showed that WFC significantly influenced intention to leave, while job satisfaction significantly influenced intention to leave. If an employee faces significant work-family conflict, they are likely to have low levels of job satisfaction and may leave the company. These results demonstrate the importance of managing work-family conflict and striving to increase job satisfaction to lower turnover. Based on the results of this study, this research helps human resource management in creating policies that reduce turnover and create a more balanced work environment.

Motivation and Non-Physical Environment in Improving Employee Performance

2025-09-23T14:14:30+07:00

This study uses a quantitative approach to analyze the influence of the non-physical work environment and work motivation on employee performance at Rai Fitness Bali. A total of 53 employees became respondents in this study. Based on the results of the regression analysis, it is known that the non-physical work environment and work motivation have a significant effect on employee performance, both partially and simultaneously. The results of the F test indicate that both variables jointly influence employee performance, while the t test shows a positive effect with a significance value of less than 0.05. The R² value of 0.748 indicates that the non-physical work environment and work motivation are able to explain 74.8% of the variation in employee performance, while the rest is influenced by other factors outside the research model. Thus, this study confirms that companies need to strengthen employee work motivation and create a conducive non-physical work environment to encourage optimal performance improvement.

The Influence of TikTok’s For You Page And Lifestyle on Impulsive Buying Decisions of Clothing Products Among Generation Z (Digital Business Students at Universitas Negeri Medan 2021–2022)

2025-09-03T13:29:39+07:00

This study aims to analyze the influence of TikTok's For You Page (FYP) and lifestyle on impulsive clothing purchase decisions among students of the Digital Business Study Program at Medan State University, class of 2021–2022. This research employs a quantitative approach with an associative descriptive method. Data were collected through questionnaires distributed to 110 respondents using purposive sampling. The data were analyzed using multiple linear regression with the assistance of SPSS. The findings reveal that both TikTok's For You Page and lifestyle have a positive and significant effect, either partially or simultaneously, on impulsive purchase decisions. These results highlight the important role of TikTok content displayed on the FYP and students' lifestyle patterns in encouraging spontaneous buying behavior of clothing products.

The Impact of Social Media Marketing and Brand Engagement on Marketing Performance of Fashion MSMEs in Pontianak with Online Marketing Effectiveness as a Mediating Variable

2025-09-23T14:15:48+07:00

Advances in digital technology have encouraged MSMEs, particularly in the fashion industry, to utilize social media as a primary marketing tool. This study aims to examine the influence of social media marketing and brand engagement on marketing performance, with online marketing effectiveness as a mediating variable. This study was conducted using a quantitative approach using a sample of 125 fashion MSMEs in Pontianak selected through purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) with the help of AMOS 29.0. Based on the analysis, it was found that social media marketing significantly influences marketing performance and digital marketing effectiveness. Brand engagement has been shown to increase online marketing effectiveness, but does not show a direct impact on marketing performance. Furthermore, marketing effectiveness was unable to mediate the relationship between the two independent variables and marketing performance. The results of this study indicate that social media still plays an important role in driving the marketing performance of fashion MSMEs, while brand engagement and online marketing effectiveness need to be improved to make a real contribution to increasing sales and customer loyalty.

Optimizing the Instagram Algorithm Through Digital Content Posting Strategies to Increase Customer Engagement: A Case Study on the Instagram Account @meneljahitanku_

2025-09-23T14:13:02+07:00

This study aims to analyze, develop, and evaluate the effectiveness of digital content posting strategies tailored to the Instagram algorithm to increase customer engagement on the @meneljahitanku_ account. The background of this study is the difficulty of MSMEs in understanding the complex mechanisms of the Instagram algorithm, resulting in stagnant customer interaction despite a sufficient number of followers. Using a qualitative single case study approach, data was collected through semi-structured interviews (before & after intervention), observations, and content experiments for 30 days (July–August 2025). The results showed significant improvements: the engagement rate increased from 1.62% to 6.74%; impressions increased by 384.20% (from 25,500 to 123,471); followers increased by 5.67%. The Reels format and the Testimonial content pillar proved to be the most effective in triggering engagement.

Utilizing Facebook as a Marketing Medium for Traditional MSMEs: A Case Study of the Sihobuk Peanut Business in Sipoholon District

2025-08-21T22:04:21+07:00

Technological developments are currently increasingly prevalent and have merged into various aspects of human life. One aspect that is greatly penetrated and influenced by technological advances is the business and entrepreneurship sector. Currently, the MSME sector is expected to increase not only in terms of quantity, but also in quality through reforming business implementation from conventional to digital-based. Business digitalization can be applied to various business activities, one of which is in the marketing sector. Sihobuk peanuts are a native product originating from North Tapanuli Regency. Sihobuk peanut entrepreneurs in Sipoholon District are experiencing stagnant conditions and low business revenues, allegedly due to the lack of implementation of marketing digitalization. This study aims to conduct and implement marketing digitalization through Facebook social media and measure its impact on business revenue. The study was conducted on five Sihobuk peanut MSMEs using the Analysis, Design, Development, Implementation, and Evaluation (ADDIE) method. The results showed a 20%–30% increase in revenue after implementing Facebook social media marketing for three months. The implementation of marketing digitalization has proven effective in increasing the income of Sihobuk peanut MSMEs and is a practical solution for traditional business actors in the digital era.

The Influence of Brand Awareness, Brand Image, and Brand Association on Brand Loyalty on iPhone Smartphones

2025-08-02T16:01:02+07:00

This study aims to examine the influence of brand awareness, brand image, and brand association on brand loyalty among iPhone smartphone users in Yogyakarta. This study used a quantitative approach by distributing questionnaires to 200 respondents. The results showed that brand awareness significantly influences brand image and brand association, but does not directly influence brand loyalty. Conversely, brand image and brand association have a significant influence on brand loyalty. Data analysis was conducted using SEM-PLS, including testing convergent and discriminant validity as well as construct reliability. These findings confirm that the indirect influence of brand awareness on brand loyalty is mediated by brand image and brand association.

The Influence of Electronic Service Quality and Price Perception on Repurchase Intention with Customer Satisfaction as a Mediating Variable (Research on UNIMED Faculty of Economics Students Who Use Spotify)

2025-10-14T00:01:41+07:00

This study aims to explore the influence of E-Service Quality and Price Perception on Repurchase Intention with Customer Satisfaction as an intervening variable on Spotify users among students of the Faculty of Economics, State University of Medan. The research method used is quantitative with an explanatory research approach. The research respondents numbered 100 students selected using a purposive sampling technique. Data collection was carried out through distributing questionnaires and analyzed using the Partial Least Squares (PLS) method to test the validity, reliability, and relationships between variables in the structural model. The test results show that E-Service Quality has a positive and significant influence on Customer Satisfaction and Repurchase Intention. Price Perception is also proven to have a positive influence on Customer Satisfaction and Repurchase Intention. In addition, Customer Satisfaction acts as a partial mediator in the relationship between E-Service Quality and Price Perception on Repurchase Intention. These findings underscore the importance of improving the quality of digital services and appropriate pricing to strengthen customer satisfaction, thereby encouraging Spotify users to make repeat purchases.

The Effect of Work-Life Balance and Job Stress on Employee Performance at PT. Adyawinsa Plastic Industry, Bekasi Regency, Using Employment Status as a Moderating Variable

2025-09-23T14:16:51+07:00

This research is motivated by the importance of work life balance and job stress in determining employee performance. The purpose of the study is to determine the effect of work life balance and job stress on employee performance with work status as a moderating variable at PT. Adyawinsa Plastic Industry, Bekasi Regency. The research method uses a quantitative approach with a survey technique through a questionnaire to 91 permanent and contract employee respondents. Data analysis was carried out with Smart-PLS to test the validity, reliability, and influence between variables. The results of the study indicate that: (1) work life balance has a positive and significant effect on employee performance, (2) work stress has a negative and significant effect on employee performance, (3) work status is unable to moderate the effect of work life balance on employee performance, and (4) work status can moderate the effect of work stress on employee performance. The conclusion shows that work life balance has a positive and significant effect on employee performance, as well as work stress has a negative and significant effect on employee performance. Work status cannot moderate the relationship between work life balance and employee performance, but is able to moderate the effect of work stress on employee performance.