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All Journal INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS) INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Dodi Setiawan Riatmaja
Universitas Amikom Yogyakarta, Indonesia
Religion Humanities Economics, Econometrics & Finance Social Sciences

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CONCERN FOR THE ENVIRONMENT: THE ROLE OF THE ENVIRONMENT IN ORGANIZATIONAL SUSTAINABILITY Dodi Setiawan Riatmaja; Ernes Septina Azizi
International Journal Of Humanities, Social Sciences And Business (INJOSS) Vol. 4 No. 2 (2025): MAY
Publisher : ADISAM Publisher

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The environment plays a vital role in the sustainability of an organization, both as a primary resource provider and as a strategic element that influences the operational stability and reputation of an organization. This study aims to examine the relationship between environmental awareness and organizational sustainability, with a focus on the role of the environment as a key supporting element in resource management, regulatory compliance, and value-added creation. The method used in this study is a literature review, in which various sources such as scientific journals, books, and organizational reports are analyzed to gain an in-depth understanding of effective sustainability practices. The results of the study indicate that organizations that care about the environment tend to be better able to face global challenges, such as climate change, resource scarcity, and social pressure from consumers who are increasingly aware of sustainability issues. In addition, environmental awareness strategies, such as resource efficiency, environmentally friendly product innovation, and collaboration with stakeholders, not only support environmental conservation but also increase the competitiveness and reputation of the organization in the market. Thus, environmental awareness is not only a moral obligation, but also an important strategic investment for the sustainability of the organization in the future.
NEUROMARKETING INSIGHTS INTO BRAND LOYALTY FORMATION IN GEN Z CONSUMERS Loso Judijanto; Dodi Setiawan Riatmaja; Baskoro Ajie
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 3 (2025)
Publisher : CV. Adiba Aisha Amira

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This study aims to explore the role of neuromarketing in understanding the formation of brand loyalty among Generation Z consumers. This generation has unique characteristics, such as a strong attachment to digital technology, a preference for authentic experiences, and a tendency to connect emotionally with brands. Using a literature review method, this study examines the results of previous studies that focused on the application of neuroscience in marketing, specifically in uncovering how visual, emotional, and cognitive stimuli influence Gen Z consumer behavior. The results show that brand loyalty among Gen Z is built not only through product quality and price, but also through emotional resonance, social values, and immersive digital experiences. Neuromarketing, through techniques such as eye-tracking, brainwave analysis, and physiological response measurement, can provide a more accurate understanding of consumers' subconscious preferences that are often not revealed through traditional survey methods. This study confirms that integrating neuromarketing insights with branding strategies can be key to building long-term relationships between brands and Gen Z consumers.
Co-Authors Baskoro Ajie Ernes Septina Azizi Loso Judijanto