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p-Index From 2020 - 2025
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All Journal Ilomata International Journal of Management Ilomata International Journal of Management Scientific Development Journal
Reina A. Hadikusumo
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Decision Sciences, Operations Research & Management Environmental Science Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Value  and Culture Based Marketing: The Key to Employee  and Consumer  Engagement  in Indonesia Reina A. Hadikusumo
Side: Scientific Development Journal Vol. 2 No. 2 (2025): Side: Scientific Development Journal
Publisher : Arbain Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/tymabp89

Abstract

This article explores the pivotal role of value and culture-based marketing in enhancing employee and consumer engagement within the Indonesian context. Employing a qualitative literature review, the study synthesizes recent research and case studies to examine how marketing strategies rooted in local values and cultural nuances can foster deeper connections with both internal and external stakeholders. The findings indicate that Indonesian companies leveraging value-driven and culturally resonant marketing approaches are more successful in building trust, loyalty, and advocacy among employees and consumers. Value-based marketing, which emphasizes functional, emotional, and experiential benefits, is shown to increase satisfaction and voluntary brand advocacy, particularly when integrated with digital platforms such as social media. Furthermore, culture-based marketing strategies that align with Indonesia’s diverse traditions and social norms enhance the authenticity and relevance of brand messages, leading to stronger engagement and sustained relationships. The literature also highlights the importance of co-creation and participatory approaches, where employees and consumers are actively involved in shaping brand experiences, thus reinforcing organizational identity and competitive advantage. Despite these advantages, challenges such as balancing global brand consistency with local adaptation remain. This study contributes to the growing body of knowledge on marketing in emerging markets by providing insights into the mechanisms through which value and culture-based strategies drive engagement. The results offer practical implications for marketers and managers seeking to optimize engagement and performance in Indonesia’s dynamic business landscape.  
CSR as a Tool for Marketing and HR Engagement: Aligning Social and Business Goals Reina A. Hadikusumo
Side: Scientific Development Journal Vol. 2 No. 2 (2025): Side: Scientific Development Journal
Publisher : Arbain Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/73prxk74

Abstract

This study explores Corporate Social Responsibility (CSR) as an effective tool for marketing and human resource (HR) engagement, emphasizing the alignment of social and business goals. Utilizing a qualitative literature review approach, the research synthesizes existing studies, theoretical frameworks, and practical examples to examine how CSR initiatives can simultaneously enhance brand reputation, consumer loyalty, and employee motivation. The findings reveal that CSR activities, when strategically integrated into marketing and HR practices, foster stronger emotional connections with both external and internal stakeholders. From a marketing perspective, CSR enhances brand authenticity and differentiation, leading to increased consumer trust and advocacy. From an HR standpoint, CSR initiatives contribute to employee engagement by promoting organizational pride, job satisfaction, and a shared sense of purpose. The study also highlights the importance of aligning CSR efforts with core business objectives to ensure sustainability and maximize impact. Challenges such as balancing stakeholder expectations and measuring CSR outcomes are discussed, along with best practices for effective implementation. This research contributes to the growing body of knowledge on CSR’s dual role in business strategy and organizational development, offering practical insights for managers seeking to leverage CSR as a means to achieve both social responsibility and competitive advantage. The study underscores the critical need for integrated CSR approaches that bridge marketing and HR functions to create cohesive and sustainable value for businesses and society.
The Strategy of Sosial Media Marketing in Influencing Consumer Financial Behavior: A Tiktok Case Study Amien, Neneng Nurbaeti; Reina A. Hadikusumo; Yimmi Syavardie
Ilomata International Journal of Management Vol. 6 No. 4 (2025): October 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i4.1768

Abstract

This study investigates the impact of TikTok-based social media marketing strategies on consumer financial behavior, focusing on spending, saving, and investment decisions. Utilizing a qualitative approach, the research gathered data through library research and literature review methods, analyzing sources such as academic journals, books, and reputable online platforms. The findings reveal that TikTok marketing tactics, including influencer endorsements, viral challenges, and educational content, have a notable influence on consumer financial behavior. These strategies effectively leverage emotional appeal, peer influence, and algorithmic content delivery, fostering impulsive spending, enhancing brand loyalty, and promoting financial literacy. Additionally, the role of micro-influencers and user-generated content significantly shapes consumer actions and perceptions. The study concludes that TikTok offers an effective platform for businesses to engage consumers and influence financial decisions, though it also highlights the need for careful management of ethical concerns and the risk of misinformation.
The Strategy of Sosial Media Marketing in Influencing Consumer Financial Behavior: A Tiktok Case Study Amien, Neneng Nurbaeti; Reina A. Hadikusumo; Yimmi Syavardie
Ilomata International Journal of Management Vol. 6 No. 4 (2025): October 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i4.1768

Abstract

This study investigates the impact of TikTok-based social media marketing strategies on consumer financial behavior, focusing on spending, saving, and investment decisions. Utilizing a qualitative approach, the research gathered data through library research and literature review methods, analyzing sources such as academic journals, books, and reputable online platforms. The findings reveal that TikTok marketing tactics, including influencer endorsements, viral challenges, and educational content, have a notable influence on consumer financial behavior. These strategies effectively leverage emotional appeal, peer influence, and algorithmic content delivery, fostering impulsive spending, enhancing brand loyalty, and promoting financial literacy. Additionally, the role of micro-influencers and user-generated content significantly shapes consumer actions and perceptions. The study concludes that TikTok offers an effective platform for businesses to engage consumers and influence financial decisions, though it also highlights the need for careful management of ethical concerns and the risk of misinformation.
Co-Authors Amien, Neneng Nurbaeti Yimmi Syavardie