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All Journal JUPIIS: Jurnal Pendidikan Ilmu-ilmu Sosial JURNAL AGRICA International Journal of Law and Public Policy (IJLAPP) Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Dinamika Pertanian
Tibrani
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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

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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

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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.
Co-Authors Ade Chandra Ahlul Nazar Arios Zeus Sandry Dahlina Nopilawati Desvaeryand, Rega Dhenny Asmarazisa Dian Nofrianti Edy Sunarno Enny Lastuti Fahrial Hanafi Siregar Ismarini Lukmanul Hakim Lukmanul Hakim Ma’rifah Mira Yona Muhammad Ali Siregar Muhammad Said Natasya Nurkhalita Novri Arsadti Raja Risnanda Putra Ramon Zamora, Ramon Ria Muazizah Samapto Shinta Widyastati Simangunsong, Novita Selfrida Sri Ayu Kurniati, Sri Ayu Subekti Yanto, Hengki Fitri Zulkifli