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All Journal Binus Business Review EQUILIBIRIA BENING Enrichment : Journal of Management Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Smart Society: Community Service and Empowerment Journal PROCEEDING OF INTERNATIONAL CONFERENCE ON BUSINESS MANAGEMENT AND ACCOUNTING Global Digital
Lukmanul Hakim
Prodi Manajemen Universitas Riau Kepulauan Batam
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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FROM BRIEF TO LUNCH: A PROJECT MANAGER’S GUIDE TO FLAWLESS MARKETING CAMPAIGN EXECUTION Edy Sunarno; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 6 (2026): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20131273

Abstract

The increasing complexity of modern marketing campaigns has created a growing need for structured and efficient execution processes. Campaigns now span multiple channels, involve diverse stakeholders, and operate under tight timelines, making coordination and alignment critical for success. This article presents a practical guide for managing marketing campaigns from brief to launch by integrating project management principles with marketing practices. Using a conceptual and best-practice synthesis approach, the study draws on industry insights, case examples, and established project management frameworks to develop a structured execution model. The proposed framework outlines key phases, including campaign brief development, planning and strategy, team coordination, and content creation. The findings highlight that clear objectives, stakeholder alignment, and structured workflows are essential for reducing delays and inefficiencies. Additionally, effective communication and cross-functional collaboration play a crucial role in ensuring smooth execution. The study also emphasizes the importance of balancing planning structure with resource efficiency and combining role clarity with communication workflows. Overall, the article demonstrates that disciplined project management enhances campaign performance and consistency. It concludes that organizations adopting structured execution frameworks can improve efficiency, reduce risks, and deliver more impactful marketing outcomes.
THE SERVITIZATION PARADOX: MARKETING'S ROLE IN THE TRANSITION FROM PRODUCT-CENTRIC TO SOLUTION-CENTRIC BUSINESS MODELS Natasya Nurkhalita; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 6 (2026): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20134088

Abstract

The transition from product-centric to solution-centric business models has become a strategic priority for organizations seeking competitive advantage in increasingly complex markets. This shift, commonly referred to as servitization, involves integrating products and services to deliver comprehensive customer solutions. However, many firms encounter the “servitization paradox,” where increased service offerings do not necessarily result in improved financial performance. This study examines the role of marketing in addressing this paradox and facilitating successful business model transformation. Drawing on a conceptual and qualitative review of literature on servitization, marketing, and business models, the paper identifies key challenges related to cost structures, capability gaps, and organizational misalignment. It argues that marketing serves as a critical value integrator by aligning customer needs with solution offerings, enabling value co-creation, and supporting the shift from transactional to relational engagement. The findings highlight the importance of redefining value propositions, strengthening customer relationships, and managing the customer lifecycle effectively. A conceptual framework is proposed to illustrate how marketing-driven strategies can mitigate the servitization paradox and enhance firm performance. The study contributes to both marketing and servitization literature by offering an integrated perspective on value creation and delivery. It concludes that strategic marketing capabilities are essential for achieving sustainable outcomes in solution-centric business models.
THE IMPACT OF INFORMATION SHARING ON SOCIAL MEDIA ON GENERATION Z'S INTENTION TO BUY GREEN GOODS Enny Lastuti; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 6 (2026): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20131875

Abstract

The rapid growth of social media has transformed the way consumers access and share information, particularly among Generation Z, a cohort known for its strong digital engagement and environmental awareness. This study examines the impact of information sharing on social media on Generation Z’s intention to purchase green goods. Drawing on a quantitative research approach, the study analyzes key factors such as information sharing behavior, trust, environmental awareness, and social media engagement. The findings indicate that both the frequency and quality of shared content significantly influence green purchase intention, with peer-to-peer interactions playing a critical role. Environmental awareness and trust are identified as key mediating factors that strengthen the relationship between information sharing and behavioral intention. Additionally, social media engagement, including interactions with influencers and online communities, enhances the effectiveness of sustainability messages. The study also highlights both direct and indirect pathways through which social media influences purchasing behavior. These insights suggest that social media is a powerful tool for promoting sustainable consumption among Generation Z. The study contributes to the literature on digital marketing and sustainability by providing an integrated framework of social media influence. It concludes that strategic use of social media can effectively drive green purchasing behavior.
NAVIGATING THE CHIEF MARKETING OFFICER’S DUAL MANDATE: A STUDY OF TENSIONS BETWEEN ENTREPRENEURIAL INNOVATION AND OPERATIONAL EFFICIENCY Jajang Jamaludin; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 6 (2026): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20323747

Abstract

This study examines how Chief Marketing Officers (CMOs) balance the competing demands of innovation and operational efficiency within contemporary organizations. Drawing on ambidexterity theory and paradox theory, the research explores how marketing leaders manage exploration–exploitation tensions while maintaining organizational performance. Using a qualitative and conceptual analytical approach, the study identifies key strategies adopted by CMOs, including data-driven decision-making, structural separation, collaborative culture, integrative thinking, and adaptive leadership practices. The findings reveal that effective CMOs do not attempt to eliminate tensions between innovation and efficiency but instead manage them dynamically through flexible leadership and organizational alignment. The study further demonstrates that organizational context, such as supportive culture, flexible structures, and top management support, significantly influences the effectiveness of balancing these dual demands. The results contribute to ambidexterity theory by emphasizing that ambidexterity functions not only as an organizational capability but also as a leadership competency. In addition, the study advances paradox theory by showing that competing objectives can coexist and become sources of strategic advantage when managed effectively. Overall, the research provides important theoretical and practical insights into contemporary marketing leadership and offers a comprehensive framework for understanding how CMOs navigate organizational tensions to achieve sustainable performance and long-term strategic success.
FROM INSIGHT TO IMPACT: A FRAMEWORK FOR INTEGRATING REAL-TIME SOCIAL LISTENING INTO STRATEGIC MARKETING DECISION CYCLES Christina Maria Attonete; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 6 (2026): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20323147

Abstract

This study examines the integration of real-time social listening into strategic marketing decision cycles within contemporary digital marketing environments. The research explores how organizations utilize consumer-generated data from social media platforms to support marketing intelligence, customer responsiveness, and organizational agility. Using a narrative literature review approach, the study synthesizes theories and empirical findings related to social listening, marketing analytics, agile marketing, and strategic decision-making. The findings indicate that real-time social listening enables organizations to detect emerging trends, analyze consumer sentiment, and improve responsiveness to changing market conditions. The study also identifies major integration challenges, including data overload, siloed organizational structures, and technology adoption barriers that limit the strategic use of social listening insights. Furthermore, the research demonstrates that integrating social listening into marketing decision cycles enhances decision-making speed, campaign optimization, and customer engagement. The proposed framework emphasizes the importance of combining technological capabilities, organizational alignment, and strategic interpretation to transform digital insights into actionable marketing strategies. Overall, the study contributes to digital marketing and strategic management literature by providing a comprehensive framework for integrating real-time social listening into organizational decision-making processes and improving long-term marketing effectiveness.
COMPETING IN PLATFORM ECOSYSTEMS: A STRATEGIC FRAMEWORK FOR COMPLEMENTOR FIRMS' MARKETING AND INNOVATION CHOICES Darma Rahmat Suraja; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 7 (2026): JUNE
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22163879

Abstract

The expansion of digital platform ecosystems has transformed business competition by creating interconnected environments where platform leaders and complementor firms collaboratively generate value. Complementor firms play a significant role in enhancing ecosystem attractiveness through innovation, customer engagement, and service diversification. However, increasing competition and dependence on platform governance create strategic challenges for complementors in balancing innovation and marketing strategies. This study aims to examine the strategic choices of complementor firms and propose a framework explaining how marketing and innovation capabilities influence competitiveness within platform ecosystems. Using a qualitative approach, the study explores strategic patterns adopted by complementors, including innovation-oriented, marketing-oriented, and hybrid strategies. The findings indicate that marketing strategies improve customer engagement and ecosystem visibility, while innovation strategies strengthen competitive differentiation and product sustainability. The study further highlights the influence of platform governance on complementor adaptability and performance. This research contributes to platform ecosystem literature by providing a strategic framework for complementor competitiveness in dynamic digital markets.
ETHICAL HUMAN RESOURCE MANAGEMENT AND CORPORATE REPUTATION IN THE ERA OF SOCIAL ACCOUNTABILITY: A REVIEW Firman Setyawan; Ramon Zamora; Lukmanul Hakim
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 10 (2026): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.23134760

Abstract

In an era defined by heightened social accountability, stakeholder scrutiny, and strict Environmental, Social, and Governance (ESG) mandates, human resource management (HRM) has transitioned from an operational support function to a central ethical driver of corporate reputation. This systematic review synthesizes 16 peer-reviewed benchmark empirical and theoretical studies published between 2021 and 2026 to critically evaluate the mechanisms through which ethical HRM practices influence internal and external corporate reputation. Following PRISMA 2020 guidelines, literature was extracted across major databases including Web of Science, Scopus, ScienceDirect, and Emerald Insight. The synthesis reveals that ethical HRM—operationalized through procedural justice, fair compensation, whistleblowing protections, inclusive DEI practices, and employee well-being—drives corporate reputation primarily through organizational trust, psychological safety, and perceived authenticity. Structural path meta-evidence demonstrates significant direct and mediated relationships between ethical HRM capabilities and external reputation metrics (R² = 0.62). However, implementation paradoxes such as ethical decoupling, greenwashing/ethics-washing, and algorithmic bias in AI-driven HR tools represent major threats to organizational legitimacy. This review provides an integrative socio-technical framework for organizational leaders and establishes priority directions for future empirical inquiry.
A REVIEW ON THE RELATIONSHIP BETWEEN PSYCHOLOGICAL WELL-BEING AND EMPLOYEE PRODUCTIVITY IN HYBRID WORK ENVIRONMENTS Muhamad Nazri; Ramon Zamora; Lukmanul Hakim
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 10 (2026): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.23134940

Abstract

The post-pandemic transition toward hybrid work models has radically reshaped organizational structures, elevating employee psychological well-being into a primary strategic driver of individual productivity and organizational resilience. This paper presents a systematic critical review evaluating the relationship between psychological well-being—encompassing autonomy, competence, relatedness, emotional vitality, and cognitive health—and multi-dimensional employee productivity in hybrid work environments. Guided by the PRISMA 2020 protocol, a synthesized analysis of 16 peer-reviewed empirical and meta-analytic studies published between 2021 and 2026 was conducted. The findings demonstrate that spatial and temporal autonomy significantly enhances task performance and creative output, mediated primarily by psychological well-being. However, unmanaged hybrid arrangements induce severe socio-technical risks, including digital fatigue, technostress, and erosion of organizational social capital, which severely impair focus and long-term engagement. Structural equation modeling synthesis confirms that psychological well-being mediates the relationship between hybrid work antecedents and individual productivity (β = +0.48, p < 0.001). Furthermore, supportive leadership, digital infrastructure quality, and cultural right-to-disconnect norms serve as vital boundary moderators. This review establishes a comprehensive framework for strategic HR practitioners and offers targeted research directions.
UPSKILLING AND RESKILLING STRATEGIES FOR WORKFORCE READINESS IN THE AGE OF AUTOMATION: A CRITICAL REVIEW Heni Sulistyomurti; Ramon Zamora; Lukmanul Hakim
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 10 (2026): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.23134800

Abstract

Rapid technological advancements in generative artificial intelligence, cognitive robotics, and industrial automation are fundamentally reshaping occupational structures and accelerating skill obsolescence across global labor markets. This critical review systematically evaluates upskilling and reskilling strategies designed to foster workforce readiness in automated environments. Synthesizing 16 benchmark empirical and conceptual studies published between 2021 and 2026, this study examines the structural, psychological, and organizational mechanisms through which targeted learning and development (L&D) interventions mitigate skill displacement and enhance adaptive employability. The literature reveals that while technical upskilling enhances domain-specific proficiency, cross-functional reskilling yields broader career mobility and organizational resilience. Furthermore, the efficacy of workforce transformation depends heavily on a supportive learning climate, psychological safety, and AI-driven personalized learning architectures. A structural path meta-analysis demonstrates that strategic upskilling directly influences workforce readiness (β = .48, p < .001), fully mediated by skill transferability and self-efficacy. However, persistent implementation barriers—such as digital divide disparities, micro-credentialing accreditation gaps, and managerial resistance—continue to impede scalable transformation. This review provides an integrative framework and offers practical recommendations for HR leaders and policymakers to align workforce reskilling initiatives with technological adoption.
A REVIEW ON SUSTAINABLE HUMAN RESOURCE MANAGEMENT PRACTICES AND THEIR IMPACT ON ORGANIZATIONAL SUSTAINABILITY PERFORMANCE Agus Ariyadi; Ramon Zamora; Lukmanul Hakim
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 10 (2026): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.23134598

Abstract

Sustainable Human Resource Management (Sustainable HRM) has emerged as a crucial strategic paradigm aligning workforce management with the Triple Bottom Line (TBL) framework of environmental protection, social equity, and economic viability. This critical review systematically synthesizes 16 benchmark empirical and conceptual studies published between 2021 and 2026 to evaluate the multidimensional impacts of Sustainable HRM practices—encompassing Green HRM, Socially Responsible HRM, and Triple Bottom Line HRM—on organizational sustainability performance. Utilizing PRISMA 2020 guidelines, this paper maps the core operational dimensions, primary mediating pathways, and key boundary conditions that govern the SHRM-performance relationship. The analysis reveals that Sustainable HRM directly and indirectly enhances environmental performance (R² = 0.54), social performance (R² = 0.46), and financial viability (R² = 0.38). Employee Green Behavior (EGB), organizational commitment, and psychological safety act as vital mediating mechanisms, while leadership commitment and pro-environmental culture significantly moderate these structural relationships. The study identifies critical research gaps regarding longitudinal cross-industry dynamics, digital integration in SHRM, and SME-specific contextual variations, providing actionable recommendations for organizational leaders and HR strategists.
Co-Authors Ade Parlaungan Nasution Agus Ariyadi Alpizar Amalia Natasya Ana Rio Fika Anggi Sadela Annisa Kurnianingsih Arios Zeus Sandry Arnesih Arnesih Bangun Budi Raharjanti Catur Fatchu Ukhriyawati Christina Maria Attonete Dahlina Nopilawati Dahrul Aman Harahap Dahrul Aman Harahap Darliansyah Darma Rahmat Suraja Delfianti Desy Afriyanti Dian Nofrianti Dini Anggraini Edy Sunarno Eki Saputra Endiet Jaloe Prasetiyo Enny Lastuti Fini Fisielia Firman Setyawan Gilang Perdana Haji Mustaqim Halipah Haini Heni Esra Simanjuntak Heni Sulistyomurti Herri Setiawan Jasril Indra Hidayat Ismarini Jajang Jamaludin Kalvin Rico Telaumbanua Kepi Kusumayanti Khairul Putra Magneta Hisyam Maris Dilla ayu Marlissa Oktaviani Ma’rifah Mohammad Ridhwan Mon Korcharoen Muhamad Nazri Muhammad Ali Siregar Muhammad Said Mujiono Natasya Nurkhalita Neneng Hamidah Neni Asmayati Rahayu Syahputri Raja Risnanda Putra Ramon Zamora Ria Muazizah Ridho Saputra Riesca Arsyi Lia Riky Aprianto Ririn Laila Ulfah Ronni Yanto Samapto Shafie Mohamed Zabri Shinta Widyastati Sistiana Sri Langgeng Ratnasari Subekti Suharti Susi Syafrul Bahri Synthia Tanjung, Rona Tara Hasbelita Tibrani Tibrani Tibrani Tibrani Tibrani Tika Zulhiani Tuti Damayanti Wan Rita Azmiyati Yeni Idayusi Yuliansisti