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p-Index From 2021 - 2026
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This Author published in this journals
All Journal International Journal of Business and Quality Research Fundamental and Applied Management Journal
Refius Pradipta Setyanto
Jenderal Soedirman University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Role Of Generational Age Owners Of Smes In Development Of Marketing Agility Tiyan Fatkhurrokhman; Weni Novandari; Refius Pradipta Setyanto
International Journal of Business and Quality Research Vol. 2 No. 03 (2024): July - September, International Journal of Business and Quality Research (IJBQ
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v2i03.992

Abstract

The importance of marketing agility in facing rapidly changing market dynamics has become a major concern in modern marketing literature. Marketing agility, defined as an organization’s ability to respond quickly and efficiently to market changes, is considered a key success factor in complex and uncertain business environments. Small and medium-sized enterprises (SMEs) play a vital role in the national and global economy, but often face significant challenges in adopting marketing agility. This study aims to identify and analyze the influence of the age of SME owners on marketing agility. The main focus is to determine whether Generation Y SME owners exhibit higher levels of marketing agility compared to Generation X owners, as well as to evaluate marketing agility levels across various age groups of SMEs. The method used is an independent sample t-test, with data obtained through questionnaires administered to Generation X (born 1980-1990) and Generation Y (born 2000-2018) SME owners in the Kebumen Regency. The research findings indicate a significant difference in the ability to develop marketing agility between the two generational age groups. Generation Y SME owners demonstrate better abilities, with an average score of 85.5455, compared to Generation X, which has an average score of 68.1463. In conclusion, Generation Y SME owners exhibit higher levels of marketing agility than Generation X. These findings provide critical insights for designing more effective interventions to support the sustainability and growth of SMEs in the digital era.
Content Marketing, Brand Reputation, and TikTok Affiliate Marketing Performance: The Mediating Roles of Viral Credibility Marketing and Online Trust Saripermanik Budayanti; Pramono Hari Adi; Refius Pradipta Setyanto
Fundamental and Applied Management Journal Vol. 4 No. 2 (2026): Fundamental and Applied Management Journal
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i2.742

Abstract

This study investigates the influence of Content Marketing and Brand Reputation on Affiliate Marketing Performance, with Viral Credibility Marketing (VCM) and Online Trust as mediating variables. Using a quantitative approach with Partial Least Squares Structural Equation Modelling (PLS-SEM), data were collected from 170 TikTok affiliates in Indonesia who had a minimum of one year of professional experience. The results reveal that Content Marketing does not directly affect Affiliate Marketing Performance or Online Trust, suggesting that content quality alone is insufficient to drive performance or build trust. In contrast, Brand Reputation positively and significantly affects both Affiliate Marketing Performance and Online Trust, confirming the importance of established brand credibility. VCM significantly affects both Affiliate Marketing Performance and Online Trust, highlighting the role of credible viral content. Online Trust also positively affects Affiliate Marketing Performance. Regarding mediating mechanisms, VCM successfully mediated the relationship between Content Marketing and Affiliate Marketing Performance, as well as between Brand Reputation and Affiliate Marketing Performance. Online Trust mediates the effect of Brand Reputation on Affiliate Marketing Performance but not the effect of Content Marketing on Affiliate Marketing Performance. The novelty lies in introducing VCM, an integrative construct grounded in Diffusion of Innovation Theory, e-WOM Theory, Social Proof Theory, and Trust Transfer Theory. Theoretically, these findings extend trust transfer and social proof theories into affiliate marketing while establishing the boundary conditions for content marketing theory. Practically, affiliates should prioritize credibility cues alongside content quality, companies must consistently manage brand reputation, and policymakers are encouraged to promote transparent affiliate disclosures
Co-Authors Pramono Hari Adi Saripermanik Budayanti Tiyan Fatkhurrokhman Weni Novandari