Article Per Year (5 Year)
p-Index From 2021 - 2026
0.751
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This Author published in this journals
All Journal Journal of Management and Entrepreneurship Research Journal Research of Social Science, Economics, and Management International Journal of Multidisciplinary Research of Higher Education (IJMURHICA)
Ratna Roostika
Universitas Islam Indonesia, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Analysis of the Implementation of Business-To-Business (B2B) Marketing Strategy in Client Acquisition Efforts at PT Talenta Sinergi Group Fikri Firmansyah; Ratna Roostika; Fahmi Maulana
Journal Research of Social Science, Economics, and Management Vol. 5 No. 7 (2026): 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.v5i7.1350

Abstract

The development of digital transformation has increased the demand for talent in the technology field, leading to stronger competition among talent service providers and the need for more targeted marketing strategies. This research aims to analyze Business-to-Business (B2B) marketing strategies at Upscale, focusing on the application of Segmenting, Targeting, Positioning (STP), Marketing Mix (4P), and email marketing as the main promotional channel. This study employs a qualitative approach, with data collected through interviews, observations, and documentation during the internship period at Upscale. The results show that the STP strategy is implemented by segmenting the market based on recruitment activities on online portals to target credible companies in need of technology talent, while positioning Upscale as an integrated service provider. The marketing mix is executed through talent solution and infrastructure setup offerings, flexible pricing based on project complexity, service distribution without geographical limitations, and digital promotion primarily relying on email marketing. The email marketing strategy is carried out through stages of identification, verification, and the delivery of personalized mass messages; however, its implementation is still constrained by the quality of contact data and the high volume of promotional emails.
Drivers of Boycott Intention and Loyalty: Evidence from McDonald’s Indonesia Laksmita Chandra; Ratna Roostika
International Journal of Multidisciplinary Research of Higher Education Vol 9 No 1 (2026): (January) Theme Education, Religion Studies, Social Sciences, STEM and Economic D
Publisher : Islamic Studies and Development Center in Collaboration With Students' Research Center Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/ijmurhica.v9i1.454

Abstract

This study examines the influence of consumer ethnocentrism, social media exposure, and perceived efficacy on boycott intention toward McDonald’s Indonesia, as well as its implications for consumer boycott loyalty. The research is motivated by the intensifying boycott movements in Indonesia following the issuance of the Indonesian Ulema Council (MUI) Fatwa No. 83 of 2023, which prohibits support for Israeli aggression. A quantitative approach was employed through an online survey of 251 active social media users exposed to boycott-related discourse. Data were analyzed using SmartPLS with the PLS-SEM method. The results reveal that consumer ethnocentrism, social media influence, and perceived efficacy significantly and positively affect boycott intention. Furthermore, boycott intention exerts a positive impact on consumer boycott loyalty. These findings highlight the critical role of national values, digital media dynamics, and collective efficacy in shaping consumer participation in boycott movements, while also reinforcing loyalty to boycott actions against McDonald’s Indonesia. The study contributes to the literature on consumer behavior and activism by demonstrating how socio-cultural and digital factors interact to strengthen boycott-driven loyalty.
The Mediating Role of Trust in Generation Z’s Intention to Use Artificial Intelligence-Based Career Preparation Systems Camelia Kamil; Ratna Roostika
International Journal of Multidisciplinary Research of Higher Education Vol 9 No 2 (2026): (April) Theme Education, Religion Studies, Social Sciences, STEM and Economic Dev
Publisher : Islamic Studies and Development Center in Collaboration With Students' Research Center Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/ijmurhica.v9i2.499

Abstract

Understanding the determinants of Generation Z’s sustained use of Artificial Intelligence-based career assistance is essential, as this cohort increasingly relies on Artificial Intelligence technologies to make high-stakes career decisions. The research examines how information quality shapes performance expectancy and trust, and how performance expectancy, effort expectancy, social influence, facilitating conditions, and trust influence the intention to continue using Artificial Intelligence-based career tools. A quantitative explanatory design with exploratory elements was employed. Data were collected via an online questionnaire distributed to Generation Z individuals who have used Artificial Intelligence for career-related activities, yielding 213 valid respondents. The data were analyzed using PLS-SEM. The findings reveal that information quality significantly enhances both performance expectancy and trust. Performance expectancy, social influence, and facilitating conditions had significant positive effects on the intention to continue using Artificial Intelligence for career preparation. Trust also demonstrated a crucial mediating role in reinforcing continued usage intention. Meanwhile, effort expectancy did not significantly affect intention to continue. Overall, the results highlight the importance of delivering accurate, relevant, and reliable Artificial Intelligence-generated information and building user trust to support sustained Artificial Intelligence adoption among Generation Z.
Social Cognitive Factors Influencing Social Commerce Engagement among Generation Z in Indonesia Zakky Fahma Auliya; Muhammad Suyanto; Anas Hidayat; Ratna Roostika
Journal of Management and Entrepreneurship Research Vol. 6 No. 2 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.6.06.2-66

Abstract

Co-Authors Anas Hidayat Camelia Kamil Fahmi Maulana Fikri Firmansyah Laksmita Chandra Muhammad Suyanto Zakky Fahma Auliya