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All Journal Proceeding of International Conference Health, Science And Technology (ICOHETECH) Jurnal Strategi Bisnis Teknologi
Adam sasando
Universitas Duta Bangsa Surakarta
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Industrial & Manufacturing Engineering Medicine & Pharmacology

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Strategi Pemasaran Berbasis Media Sosial dan Brand Engagement dalam Membangun Loyalitas Pelanggan Generasi Z Anggun Wida Prawira; Aditya Liliyan; Adam sasando
Jurnal Strategi Bisnis Teknologi Vol. 2 No. 2 (2025): Mei : Jurnal Strategi Bisnis Teknologi (JUSBIT)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jusbit.v2i2.1553

Abstract

Background: The rapid development of digital technology and social media has transformed consumer behavior and intensified marketing competition, particularly among Generation Z as digital natives who tend to be selective in building brand loyalty. Although numerous studies have examined social media strategies, brand engagement, and customer loyalty, research that integrates these three variables within a comprehensive framework remains limited. Objective: This study aims to analyze the influence of social media strategies on customer loyalty by positioning brand engagement as a key variable in the context of Generation Z. Method: This study employs a quantitative approach using a survey method involving 200 Generation Z respondents who are active social media users, selected through convenience sampling. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). Results: The findings indicate that social media strategies have a positive and significant effect on brand engagement and customer loyalty. In addition, brand engagement significantly influences customer loyalty and acts as a mediating variable that strengthens the relationship between social media strategies and customer loyalty. These findings suggest that the success of digital marketing is not solely determined by the intensity of promotion, but also by the company’s ability to create meaningful customer engagement to build long-term loyalty.
EXPLAINABLE FORECASTING OF APPAREL AND FOOTWEAR TRADE VALUES: FEATURE ATTRIBUTION IN A LEAKAGE-SAFE TIME-BASED FRAMEWORK Ridwan Dwi Irawan; Marta Ardiyanto; Ringgo Ismoyo Buwono; Adam Sasando
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/t4gg6j55

Abstract

Accurate trade-value forecasts are increasingly required to be not only precise but also interpretable, so that model outputs can be audite d before informing trade and logistics decisions. This study extends a previously validated leakage-safe forecasting framework for Indonesia's apparel and footwear commodities (HS 61, HS 62, HS 63, and HS 64) by adding formal feature attribution to the best-performing model. Monthly trade values from Statistics Indonesia (BPS) covering January 2017 to March 2026 were modeled using nineteen predictors spanning historical lags, rolling statistics, calendar-seasonal signals, and exogenous variables, under a strict chronological train-validation-test protocol. Random Forest, the strongest model in the prior comparison with a holdout MAPE of 22.7746 percent, ahead of Extra Trees Regression at 22.9469 percent and SARIMA at 28.9794 percent, is interpreted using permutation importance and SHapley Additive exPlanations (SHAP). Attribution results show that contribute most to out-of-sample predictions, while exogenous variables. The framework demonstrates that accuracy and transparency can be obtained jointly on official trade statistics.
Co-Authors Aditya Liliyan Anggun Wida Prawira Buwono, Ringgo Ismoyo Irawan, Ridwan Dwi Marta Ardiyanto