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All Journal Ekuitas: Jurnal Pendidikan Ekonomi Jurnal Minds: Manajemen Ide dan Inspirasi Journal of Economic, Bussines and Accounting (COSTING) SEIKO : Journal of Management & Business Jurnal Mantik Forum Manajemen Jurnal Informatika Ekonomi Bisnis jurnal ilmiah hospitality International Journal of Economics Development Research (IJEDR) Management Studies and Entrepreneurship Journal (MSEJ) Enrichment : Journal of Management Jurnal Manajemen Perhotelan dan Pariwisata Jurnal Cahaya Mandalika JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Pengabdian Mandiri Journal of Innovation in Management, Accounting and Business Jurnal Ilmiah Hospitality Management Jurnal Abdi Masyarakat Jurnal Ilmiah Pariwisata dan Bisnis Jurnal Informatika Ekonomi Bisnis JGEN : Jurnal Pengabdian Kepada Masyarakat Ekuitas Jurnal Pnedidikan Ekonomi Escalate : Economics and Business Journal E-Amal: Jurnal Pengabdian Kepada Masyarakat Alamtana Jurnal Studi Perhotelan dan Pariwisata International Journal of Natural Science Studies and Development (IJOSS) Jurnal Ilmiah Pariwisata
Wardana, Miko Andi
Akademi Penerbang Indonesia Banyuwangi
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Experience Marketing Strategy for West Java Aviation School Attracts Gen Z Interest Dede Ardian; Miko Andi Wardana; Safitri Era Globalisasi; Rangga Maulana
Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 2 (June 2026)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v8i2.1370

Abstract

This study examined the role of experience marketing strategies in attracting Generation Z’s interest in aviation schools in West Java, with a particular focus on social media content and virtual reality (VR) tour experiences. The rapid growth of aviation education institutions in West Java has intensified competition, prompting schools to adopt experiential marketing approaches that emphasize immersive and interactive engagement. A quantitative explanatory approach was employed by collecting data from 215 Generation Z respondents who were prospective students of aviation schools in West Java. Data were gathered through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicated that experiential social media content had a significant positive effect on brand experience and interest in enrolling, while virtual reality tours significantly enhanced perceived experiential value and institutional attractiveness. Furthermore, brand experience was found to mediate the relationship between experience marketing strategies and Generation Z’s enrollment interest. The findings highlight the importance of integrating digital experiential tools into marketing strategies for aviation education institutions to strengthen competitiveness and support the development of aviation human resources in West Java.
Experience Marketing Strategy for West Java Aviation School Attracts Gen Z Interest Dede Ardian; Miko Andi Wardana; Safitri Era Globalisasi; Rangga Maulana
Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 2 (June 2026)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v8i2.1370

Abstract

This study examined the role of experience marketing strategies in attracting Generation Z’s interest in aviation schools in West Java, with a particular focus on social media content and virtual reality (VR) tour experiences. The rapid growth of aviation education institutions in West Java has intensified competition, prompting schools to adopt experiential marketing approaches that emphasize immersive and interactive engagement. A quantitative explanatory approach was employed by collecting data from 215 Generation Z respondents who were prospective students of aviation schools in West Java. Data were gathered through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicated that experiential social media content had a significant positive effect on brand experience and interest in enrolling, while virtual reality tours significantly enhanced perceived experiential value and institutional attractiveness. Furthermore, brand experience was found to mediate the relationship between experience marketing strategies and Generation Z’s enrollment interest. The findings highlight the importance of integrating digital experiential tools into marketing strategies for aviation education institutions to strengthen competitiveness and support the development of aviation human resources in West Java.
THE EFFECT OF DIGITALIZATION OF HR MANAGEMENT ON EMPLOYEE PRODUCTIVITY IN THE ERA OF TECHNOLOGY-BASED ECONOMY Prasetyo Iswahyudi; Khoirunnisa Larasati; Miko Andi Wardana
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/qmsfkc40

Abstract

The development of a technology-based economy encourages organizations to undertake digital transformation across various aspects, including human resource management (HR). This study aims to analyze the influence of digitalization of HR management on employee productivity in the era of a technology-based economy. The research method used is a qualitative approach within the library research type. Research data were obtained from various reputable scientific literature, especially from Scopus-indexed international journals published in the last five years. The results of the study show that the digitization of HR management through the implementation of HR Information Systems, e-recruitment, e-learning, HR analytics, and digital-based performance management systems has a positive impact on increasing employee productivity. Digitization of human resources can improve the efficiency of work processes, enhance decision-making quality, and encourage innovative work behavior and employee engagement. However, the effectiveness of human resource digitalization is greatly influenced by organizational readiness factors, employee digital competence, leadership support, and a work culture that is adaptive to technology. This study concludes that the digitalization of HR management is an essential strategy for increasing employee productivity, but its success requires careful implementation planning and sustainable HR capacity-building.
Co-Authors Adi Masliardi Adinata, Sherryn Naomi Aracelli Evalia Ardian, Dede Ariyanti, Ni Wayan Astuti, Ni Luh Gde Sari Dewi Bagus Putu Wahyu Nirmala Bintoro, Philia Carolina Bunga Aditi Daniel Dewantoro Rumani Dede Ardian Denok Lestari Dewa Putu Kiskenda Erwanda Putra Dhety Chusumastuti Fajar Islam Fatimah Abdillah Gde Bayu Surya Parwita Gracia, Gabriela Gunawan Gunawan Halim, Jessica Hari Kurniawanto Hasti Pramesti Kusnara Helendra Helendra Hendra Sudarso Hendrik Pandiangan Hendrik Pandiangan Heryana, I Putu Agus I Ketut Widnyana I Made Darsana I Made Hadi Purnantara I Made Hadi Purnantara I Wayan Eka Mahendra I Wayan Eka Sudarmawan I Wayan Eka Sudarmawan I Wayan Suartina Islam, Fajar iswahyudi, Prasetyo Jaya, I Kadek Adi Anan Juniarta, Pande Putu Jusri Jusri Kadek Ayu Ekasani Kadek Wira Adi Saputra Karundeng, Deby Rita Kespandiar, Tengku Khoirunnisa Larasati Khoirunnisa Larasati Komang Sumerta Komang Sumerta Kusnara, Hasti Pramesti Luwihono, Andung Mohamad Sajili Mubarok, Ahmad Muhammad Afif Musran Munizu Ni Nyoman Kerti Yasa Ni Putu Isha Aprinica Nirmala, Bagus Wahyu Nur Afifah Nur Halimah Nurlela Nurlela Nurlia Nurlia Nyoman Surya Wijaya Parwati, Komang Shanty Muni Prasetyo, Kukuh Tri Purnantara, I Made Hadi Pusparini , Ida Ayu Gede Mirah Putra, I Gusti Ngurah Bagus Suarna Putu Laksmita Dewi Rahmayanti Putu Sabda Jayendra Qhonif, Laila Rahmayanti, Putu Laksmita Dewi Rangga Maulana Risman Risman Rochida, Nafana Aulia Safitri Era Globalisasi Sajili, Mohamad Saputra, Kadek Wira Adi Semara, I Made Trisna Sudarmawan, I Wayan Eka Susanti, Putu Herny Susilowati, Ervan Sutantri Sutantri Teguh Setiawan Wibowo Teguh Setiawan Wibowo Tresnasari, Rini Widiantara, I Ketut Agus Widiarsa, Jennifer Wiyasha, Ida Bagus Made Yanita YANITA YANITA Yuliani, Erma Yuwanda, Tonny