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All Journal Berajah Journal Jurnal Ekonomi JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Indonesian Journal of Business Analytics (IJBA) Journal of Innovation Research and Knowledge Profit: Jurnal Manajemen, Bisnis dan Akuntansi INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE) INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Luckhy Natalia Anastasye Lotte
Universitas Papua
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences

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A Study of Culinary Business Marketing Strategies Using Influencers Amidst Weakening Consumer Purchasing Power Luckhy Natalia Anastasye Lotte; Silvia Ekasari; Dadang Suhardi; Susanto; Halim Dwi Putra
Indonesian Journal of Business Analytics Vol. 6 No. 2 (2026): April 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v6i2.16463

Abstract

The culinary business economy operates within a highly complex environment where operational efficiency meets constantly evolving consumer psychology. A closer look reveals that the sector's economic foundation lies in managing production costs, which are highly sensitive to changes in fiscal policy and volatility in upstream food commodity prices.  The purpose of this study is to provide a study of culinary business marketing strategies using influencers amidst weakening consumer purchasing power. This research uses a qualitative approach in the form of a strategic study. This study is supported by secondary data such as books, journals, and related sources. The results of this study indicate that marketing strategies using influencers amidst weakening consumer purchasing power require a paradigm shift from simply creating desire to justifying spending on culinary businesses. Today's consumers are more selective and tend to seek real value rather than mere visual trends. The study of culinary marketing strategies using influencers in challenging economic conditions includes a shift in selection, content emphasis, strong call-to-action promotional strategies, utilization of short video platforms, and rigorous measurement of return on investment.
STRATEGI DIGITAL MARKETING BERBASIS AI DAN PERSONALISASI KONTEN UNTUK MENINGKATKAN CUSTOMER ENGAGEMENT DI ERA GEN Z Thessalonica S.F. Supit; Luckhy Natalia Anastasye Lotte; Elmiwati
Berajah Journal Vol. 6 No. 4 (2026): Berajah Journal
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/bj.v6i4.670

Abstract

This article discusses digital marketing strategies based on artificial intelligence (AI) and content personalisation to enhance customer engagement in the Gen Z era. This study is motivated by changes in the behaviour of young consumers, who are becoming increasingly selective, critical and responsive to digital content that is relevant, authentic and interactive. This research employs a literature review method, examining various academic sources relating to AI in digital marketing, content personalisation, and the behavioural characteristics of Gen Z. The findings indicate that AI plays a crucial role in consumer data analysis, marketing automation, content recommendations, and real-time interactions, whilst content personalisation strengthens the emotional connection between brands and their audience. The combination of these two approaches has proven capable of enhancing customer engagement through content that is more relevant, targeted and tailored to the preferences of the younger generation. However, the implementation of this strategy still requires attention to ethical considerations, data privacy and transparency regarding the use of technology. Consequently, AI-based digital marketing and content personalisation represent a strategic approach to building stronger and more sustainable customer engagement in the Gen Z era.
Co-Authors Abdurohim Andri Riyadi Andriya Risdwiyanto Anggara Setya Saputra Arie Fitria Aris Munandar Bahrun Thalib Cakranegara, Pandu Adi Caroline Caroline Dadang Suhardi Donny Dharmawan Eigis Yani Pramularso Elmiwati Ferdinandus Sampe Frans Sudirjo I Nyoman Tri Sutaguna I Putu Gede Didik Widiarta Irwan Moridu Loso Judijanto Muhammad Yusuf Norvadewi Nurlaili Rahmi Oti Kusumaningsih Putra, Halim Dwi Redi Yana Kapisa Roikhan Mochamad Aziz, Roikhan Mochamad Ryan Wajdy Hamas Silvia Ekasari Susanto Thessalonica S.F. Supit Wandi Kurniadi Zarkasi, Zarkasi