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All Journal Indonesian Journal Economic Review (IJER) International Journal of Social and Education (INJOSEDU)
Gatot Dwiyono
Akademi Sekretari dan Manajemen Ariyanti
Economics, Econometrics & Finance

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MARKETING AND BRANDING IN THE CONTEXT OF MODERN BUSINESS STRATEGY: A LITERATURE REVIEW OF PROMOTION STRATEGY, MARKET SEGMENTATION, PRICING, DISTRIBUTION, AND BRAND IDENTITY FORMATION THROUGH PERSONAL, PRODUCT, CULTURAL, AND GEOGRAPHIC BRANDING — A LITERATURE REVIEW Iman Hikmat Nugraha; Gatot Dwiyono; Suherman
INJOSEDU: International Journal of Social and Education Vol. 2 No. 11 (2026): International Journal of Social and Education (INJOSEDU)
Publisher : Adisam Publisher

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Abstract

This study discusses marketing and branding in the context of modern business strategy through a literature review approach. The analysis focuses on the elements of marketing strategy, namely promotion strategy, market segmentation, pricing, and distribution, as well as brand identity formation through personal branding, product branding, cultural branding, and geographic branding. This study shows that modern marketing no longer stands alone but must be integrated with consistent branding practices to create differentiation, build brand equity, and strengthen long-term relationships with consumers. Through a synthesis of the literature, this study develops a conceptual framework that links the 4P/7P marketing mix with various branding approaches, thereby providing a theoretical basis for the development of more effective and sustainable business strategies in the digital age.
The Effect of Risk Perception and Income on Investment Decisions Tanti Widia Nurdiani; Riduwansah; Rudi Ginting; Gatot Dwiyono; Nini
Indonesian Journal Economic Review (IJER) Vol. 6 No. 2 (2026): June
Publisher : Divisi Riset, Lembaga Mitra Solusi Teknologi Informasi (L-MSTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59431/ijer.v6i2.816

Abstract

This study examines how risk perception and income shape investment decisions among students of the Faculty of Economics and Business at ABC University, Jakarta. The issue is relevant because student investors often enter financial markets with uneven financial literacy, modest income, and different tolerance toward uncertainty. A quantitative design was applied using primary data collected through questionnaires. Since the population was manageable, census sampling was used, and 75 students became respondents. The data were tested with Partial Least Squares (PLS) to assess the direct and joint effects of the independent variables. The findings indicate that risk perception and income influence investment decisions both individually and jointly. The model explains 91% of the variation in investment decisions, while 9% is affected by variables outside this research. Although the explanatory value is high, the result should be read carefully because investment behavior among students may also be shaped by financial literacy, peer influence, digital investment platforms, and market information. This study suggests that better risk understanding and income management can support more rational student investment behavior.
Co-Authors Iman hikmat Nugraha Nini Riduwansah Rudi Ginting Suherman Tanti Widia Nurdiani