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All Journal Journal Research of Social Science, Economics, and Management Jurnal Multidisiplin Indonesia
Cristian Hadi Pranata
LSPR Institute of Communication and Business, Indonesia
Education Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Veterinary

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Nostalgia Marketing: A Systematic Literature Review Using the Research Onion Framework Benni Ahdiyana Pamungkas; Cristian Hadi Pranata
Jurnal Multidisiplin Indonesia Vol. 5 No. 4 (2026): (2026): Jurnal Multidisiplin Indonesia
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jmi.v5i4.2697

Abstract

This study aims to identify future research directions and opportunities in nostalgia marketing through the Systematic Literature Review (SLR) using the Research Onion framework. A total of 22 Scopus-indexed articles were screened following PRISMA guidelines, of which 11 articles were selected for in-depth analysis based on research philosophy, approaches, methods, strategies, time horizons, and data analysis techniques. The findings indicate that nostalgia marketing is grounded in two paradigms, interpretivism and positivism, with a relatively balanced use of inductive and deductive approaches. They employ qualitative, quantitative, and mixed-method designs, utilizing diverse strategies such as literature reviews, case studies, surveys, and experiments. Cross-sectional designs are found to be the most commonly adopted time horizon. This study provides a comprehensive overview of the methodological landscape of nostalgia marketing and highlights key directions for future inquiry. The findings offer valuable implications for both researchers and practitioners by demonstrating how nostalgia-driven strategies can be effectively leveraged across industries. Furthermore, this study lays an initial foundation for the development of theoretical models of nostalgia marketing, particularly in the Indonesian context.
The Influence of e-Servqual and Financial Compensation on Driver Loyalty with Satisfaction as a Mediator Benni Ahdiyana Pamungkas; Cristian Hadi Pranata
Journal Research of Social Science, Economics, and Management Vol. 5 No. 2 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i2.1087

Abstract

Driver loyalty, as a crucial stakeholder component in the ride-hailing industry, plays a vital role in ensuring business continuity. This study aims to examine the effect of driver satisfaction on loyalty, as well as the influence of financial compensation and e-Servqual on driver satisfaction. The research adopts a positivist paradigm and employs a hypothetical-deductive approach. A quantitative method was applied through a single cross-sectional survey involving 178 respondents, selected using non-probability and purposive sampling techniques. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both e-Servqual and financial compensation have a significant positive effect on driver satisfaction. Additionally, satisfaction significantly influences driver loyalty. This study contributes to addressing the research gap concerning driver loyalty, which remains underexplored within the context of Indonesia’s ride-hailing industry.
Co-Authors Benni Ahdiyana Pamungkas