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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
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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BLOCKCHAIN FOR MARKETING: MOVING BEYOND HYPE TO APPLICATIONS IN PROVENANCE, LOYALTY, AND COUNTERFEIT PREVENTION Dian Nofrianti; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19641553

Abstract

This article examines the role of blockchain technology in marketing, moving beyond initial hype to explore its practical applications in provenance, loyalty programs, and counterfeit prevention. As blockchain matures, its core features—transparency, decentralization, and immutability—offer new opportunities to address longstanding challenges in marketing. Drawing on a narrative literature review and case-based analysis, this study identifies how blockchain enhances product traceability, enabling greater supply chain visibility and strengthening consumer trust through verifiable provenance. In loyalty programs, blockchain introduces tokenized and decentralized reward systems that increase flexibility, interoperability, and customer engagement. Additionally, blockchain-based authentication systems play a critical role in preventing counterfeiting, protecting brand equity, and ensuring consumer safety. The study also highlights key moderating factors, including technology adoption readiness, consumer awareness, and industry-specific requirements, which influence the effectiveness of blockchain applications. A conceptual framework is proposed to illustrate how blockchain-driven transparency and trust translate into improved marketing outcomes. This research contributes to bridging the gap between theoretical potential and real-world implementation, offering practical insights for marketers. Ultimately, blockchain’s value in marketing lies in its ability to deliver trust, enhance transparency, and create more secure and consumer-centric ecosystems.
BRAND ACTIVISM IN POLARIZED SOCIETIES: A STAKEHOLDER THEORY PERSPECTIVE ON RISKS, COMMUNICATION, AND LONG-TERM EQUITY Raja Risnanda Putra; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19641268

Abstract

Brand activism has emerged as a prominent strategy in contemporary marketing as organizations increasingly engage with social, political, and environmental issues. In highly polarized societies, however, such actions present both opportunities and risks, creating uncertainty regarding stakeholder responses and long-term brand outcomes. This study examines brand activism through a stakeholder theory perspective, focusing on risks, communication strategies, and implications for long-term brand equity. Using a narrative literature review and conceptual analysis, the study synthesizes insights from academic research, case studies, and industry reports related to stakeholder dynamics, societal polarization, and brand communication. The findings reveal that stakeholder responses are highly fragmented, with supportive groups enhancing loyalty and opposing groups generating backlash and reputational risk. Effective communication—characterized by authenticity, clarity, and responsiveness—emerges as a critical factor in mitigating risks and shaping perceptions. The study also highlights the trade-off between short-term negative reactions and potential long-term gains in trust, loyalty, and brand equity. A conceptual framework is proposed to explain how brand activism influences outcomes through mediating and moderating factors. The study concludes that successful brand activism requires strategic alignment, stakeholder awareness, and proactive communication to navigate polarized environments and sustain long-term value.
CIRCULAR ECONOMY BUSINESS MODELS: THE CRITICAL ROLE OF MARKETING IN SHAPING CONSUMER ACCEPTANCE AND BEHAVIOR Arios Zeus Sandry; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19641507

Abstract

This study examines the role of marketing in influencing consumer acceptance and behavior within circular economy business models. While circular systems provide notable environmental and economic advantages, their effectiveness depends largely on consumers’ willingness to adopt new consumption patterns. The findings identify perceived value, trust, and awareness as key drivers of acceptance, while barriers such as ownership concerns, perceived risk, and unfamiliarity hinder adoption. The study highlights the importance of strategic marketing—through clear communication, storytelling, and value framing—in overcoming these challenges. It also emphasizes that consumer responses vary across demographic and cultural contexts, requiring targeted and adaptive approaches. Theoretically, this research integrates marketing principles with circular economy frameworks and proposes a conceptual model linking circular offerings, perceptual mediators, moderating factors, and behavioral outcomes. Practically, it offers insights for organizations implementing circular models, particularly the need to build trust, enhance value perception, and educate consumers. However, the study is limited by its conceptual nature and the evolving state of the field. Future research should focus on empirical validation, cross-cultural and longitudinal analysis, and the role of digital innovation in supporting circular adoption.
B2B MARKETING IN SUPPLY CHAIN DISRUPTION: BUILDING ADAPTIVE CAPABILITY THROUGH RELATIONAL GOVERNANCE AND DIGITAL INTEGRATION Ismarini; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19641482

Abstract

Supply chain disruptions have become increasingly frequent and complex, posing significant challenges for firms operating in B2B markets. Events such as pandemics, geopolitical conflicts, and environmental crises have exposed the limitations of traditional supply chain models, highlighting the need for greater adaptability and resilience. This study examines how relational governance and digital integration contribute to building adaptive capability in B2B marketing. Using a narrative literature review and conceptual framework development, the research synthesizes insights from academic literature, industry reports, and case studies related to supply chain disruption, relationship management, and digital transformation. The findings indicate that relational governance enhances trust, collaboration, and coordination among partners, reducing uncertainty and opportunistic behavior during disruptions. Digital integration, on the other hand, improves visibility, information sharing, and real-time decision-making, enabling faster and more effective responses. The interaction between these elements creates a synergistic effect that strengthens adaptive capability. The study also highlights the importance of flexibility and response speed as key dimensions of adaptability. A conceptual framework is proposed to explain how governance and digital integration jointly influence performance outcomes. The study concludes that integrating relational and technological capabilities is essential for achieving resilience and sustaining competitive advantage in dynamic B2B environments.
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

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.
Co-Authors Ade Parlaungan Nasution Alpizar Ana Rio Fika Anggi Sadela Arios Zeus Sandry Arnesih Arnesih Catur Fatchu Ukhriyawati Christina Maria Attonete Dahrul Aman Harahap Darma Rahmat Suraja Dian Nofrianti Dini Anggraini Edy Sunarno Eki Saputra Endiet Jaloe Prasetiyo Enny Lastuti Fini Fisielia Heni Esra Simanjuntak Indra Hidayat Ismarini Jajang Jamaludin Kalvin Rico Telaumbanua Kepi Kusumayanti Khairul Putra Maris Dilla ayu Ma’rifah Mon Korcharoen Natasya Nurkhalita Neni Asmayati Rahayu Syahputri Raja Risnanda Putra Ramon Zamora Ridho Saputra Riky Aprianto Ririn Laila Ulfah Ronni Yanto Samapto Shafie Mohamed Zabri Shinta Widyastati Sistiana Sri Langgeng Ratnasari Subekti Suharti Susi Syafrul Bahri Tanjung, Rona Tara Hasbelita Tibrani Tibrani Tibrani Tibrani Tibrani Yeni Idayusi