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All Journal International Journal Of Science, Technology & Management (IJSTM) GLORY Jurnal Ekonomi dan Ilmu Sosial
Muhammad Iqbal Fassa
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences Transportation

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Investigating Business Drives : Intellectual Capital To Marketing Mix Panjaitan, Roymon; Muhammad Iqbal Fassa; Deddy Sulaimawan; Dian Indriyani
International Journal of Science, Technology & Management Vol. 2 No. 1 (2021): January 2021
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v2i1.107

Abstract

This paper examines the relation of intellectual capital relations in consumer behaviour with social media to the effectiveness of the marketing mix. Sampling as much as 98 responding with the type of sampling quota, data collection techniques with the questionnaire and interviews. The test coefficient of Path in PLS-SEM is used in this study to contribute data from the analysis of the path of consumer behaviour by using social media. Results found that variables of consumer behaviour and social media advertising have a significant effect on the marketing mix, whereas intellectual capital as a liaison variable is not significantly influenced by consumer behaviour and does not significantly affect the marketing mix. Total direct and indirect influence of consumer behaviour variables 54.4% and social media variables at 40.8% to the marketing mix
THE INFLUENCE OF BANKING AND TOP MANAGEMENT SUPPORT ON CUSTOMER LOYALTY THROUGH GREEN SUSTAINABILITY AS MODERATING VARIABLE: A SYSTEMATIC LITERATUR REVIEW Nabila Maharani; Muhammad Iqbal Fassa; Femei Purnamasari; Hanif .; Moh Mukri
GLORY Jurnal Ekonomi dan Ilmu Sosial Vol 7 No 3 (2026): GLORY Jurnal Ekonomi dan Ilmu Sosial
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70581/glory.v7i3.28427

Abstract

The increasing global demand for sustainable business practices is driving banking institutions to rethink how they build and maintain relationships with customers. This study was designed to examine the extent to which Green Banking Initiatives and Top Management Support contribute to the formation of Customer Loyalty, by positioning Green Sustainability as a moderating variable. Using a Systematic Literature Review (SLR) approach, 35 reputable international journals published between 2019 and 2026 were systematically reviewed to understand how green banking strategies have evolved and how they shape customer behavior. Research findings indicate that Green Banking Initiatives—including green product development, digitalization of banking services, and transparency in environmental reporting—have been proven to strengthen customer trust and foster sustainable loyalty. Meanwhile, Top Management Support has been identified as a key determinant in driving organizational change: without concrete commitment from top leadership, green initiatives often remain mere policy statements that are not grounded in daily operational practices. Green Sustainability, as a moderating variable, has been shown to play a significant role, either strengthening or weakening the link between green banking initiatives and customer loyalty, depending on how seriously an institution internalizes environmental commitments into its business governance. Based on these findings, this study encourages banking practitioners to integrate sustainability values ​​comprehensively into product design and service approaches, while also proposing to regulators to immediately formulate uniform green banking metric standards to support more objective and measurable performance evaluations. Keywords : Green Banking Initiatives, Top Management Support, Customer Loyalty, Green Sustainability, Systematic Literature Review.
Co-Authors Deddy Sulaimawan Dian Indriyani Femei Purnamasari, Femei Hanif . Moh. Mukri Nabila Maharani Roymon Panjaitan