cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Perdana Wahyu Santosa
Contact Email
perdanaws@gmail.com
Phone
+6281188809646
Journal Mail Official
info-mbs@sanscientific.com
Editorial Address
SAN Scientific Office 3 Point Building, 4th Floor, Jl. Tebet Raya No. 90, Jakarta Selatan, DKI Jakarta, Indonesia 12820
Location
Kota adm. jakarta selatan,
Dki jakarta
INDONESIA
Marketing and Business Strategy
Published by Santoso Academy Network
ISSN : -     EISSN : 30311179     DOI : 10.58777/mbs
Core Subject : Economy,
Economics, Econometrics & Finance
The Marketing and Business Strategy MBS journal publishes open access, peer reviewed, theoretical, and empirical research articles on all major marketing management, consumer behavior, competition, and business strategy related topics. The journals mission is to offer a forum for the growing amount of scholarly research on marketing and business strategy in which they operate. The journal emphasizes theoretical advancements and their application and empirical, practical, and policy oriented research in marketing and strategy in other local and international markets. The MBS examines various decisions, processes, and activities within the technology settings marketing, business strategy, and policy. The MBS is published for executives, researchers, and scholars alike; the journal aids the application of empirical research to practical situations and theoretical findings to the reality of the business world. The journal aims to promote communication and collaboration between and among academic and other research groups, as well as policymakers and operational decision makers at private and public institutions, national and global, and their regulators. This journal is published online semi annually continuously (November and May) to keep authors and readers updated with the latest progress. If you have any questions about the journal, please Chat on WhatsApp (+62 081188809646) or/and email us (info-mbs@sanscientific.com). You are invited to keep us up to date on the most recent academic research and study areas.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 30 Documents
 1   2   3 
From Image to Action: How Brand Image and Product Quality Shape Purchase Decisions through Brand Trust Afifah Nur Faizah; Rini Hidayati; Amin Mansur
Marketing and Business Strategy Vol. 3 No. 1 (2025): NOVEMBER 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i1.353

Abstract

This study examines the effect of brand image and product quality on purchasing decisions, with brand trust as an intervening variable. The population consists of consumers who have purchased and used Buttonscarves hijabs in Central Jakarta, with a sample of 115 respondents selected through purposive sampling. Using a quantitative method, data were collected via questionnaires and analyzed with SPSS and PLS-SEM. The results show that brand image and product quality both have positive and significant effects on purchasing decisions. Brand image and product quality also positively and significantly influence brand trust. Furthermore, brand trust has a positive and significant effect on purchasing decisions. However, brand trust does not mediate the relationship between brand image and purchasing decisions but does mediate the effect of product quality on purchasing decisions. The managerial implication suggests that management should collaborate with marketing professionals to strengthen brand image, build consumer trust, and maintain consistent communication regarding product quality standards across all organizational levels.
AI Meets Marketing: Unearthing Next-Gen Campaign Strategies with AI-Powered Tool Asep Koswara
Marketing and Business Strategy Vol. 3 No. 1 (2025): NOVEMBER 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i1.442

Abstract

This study explores AI's capabilities for generating innovative digital marketing strategies through a practical analysis using AskOptimo, an AI-powered marketing tool. Using a descriptive research methodology, this study aims to evaluate the types of campaign strategies developed by AskOptimo, assess their strategic value, and determine their alignment with industry best practices, particularly in the wedding industry. By analyzing the generated ideas, the study identifies the strengths and limitations of AI in digital marketing and offers insights into its potential to streamline the campaign ideation process. The results reveal that AskOptimo offers efficient, diverse marketing suggestions; the ideas often reflect common industry approaches but lack the emotional and contextual depth needed for the wedding sector. The study also highlights the need for a hybrid approach that combines AI with human creativity to develop innovative and impactful marketing campaigns. The findings provide insights for businesses, marketers, and researchers interested in AI's role in shaping modern marketing strategies. Managerially, the study suggests that companies should not rely solely on AI tools but instead use them as support systems to enhance, rather than replace, human-led strategic thinking particularly in emotionally nuanced industries like weddings.
Optimizing Sales Performance of Culinary MSMEs Through Strategic Digital Marketing in the Digital Transformation Era Fahmia Rahmadilla; Marsofiyati; Eka Dewi Utari
Marketing and Business Strategy Vol. 3 No. 1 (2025): NOVEMBER 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i1.443

Abstract

This study analyzes the influence of digital marketing strategies on the sales performance of culinary MSMEs in the digital era. The phenomenon shows that digital marketing adoption among culinary MSMEs remains low despite increasing digital market potential. Using a survey of 30 culinary MSME owners, this study examines three strategic components content marketing, social media marketing, and e-commerce marketing and their impact on five sales performance indicators: sales volume, growth, target achievement, new customer acquisition, and customer retention. Regression analysis results indicate that digital marketing strategies significantly affect sales performance, with an R² of 0.322. Social media marketing has the most significant influence, followed by content marketing and e-commerce marketing. These findings contribute to the academic literature by validating the integrated role of digital marketing in enhancing MSME performance. From a managerial perspective, the study implies that culinary MSMEs should prioritize strategic use of social media to enhance brand visibility, develop consistent, engaging content to foster customer trust, and optimize e-commerce platforms to expand market reach. Furthermore, regular analysis of digital metrics and customer engagement data is essential for continuous improvement. Strengthening digital capabilities can enhance competitiveness and accelerate sustainable sales growth in the evolving digital marketplace
Cooperative Farming for Agricultural Produce Export in the South East Region Nigeria: Problems and Prospects Magnus Moday Ofondu; Onwuka Onwuka Okwara; Obinwanne Kelechi Aruomah; Godswill Agu
Marketing and Business Strategy Vol. 3 No. 1 (2025): NOVEMBER 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i1.466

Abstract

This study seeks to explore the readiness and willingness of farmers’ cooperative societies to internationalize their offerings by engaging in agricultural produce export, and to identify the factors driving these behavioural intents. Being a quantitative survey involving vibrant farmers’ cooperative societies in the South East region of Nigeria, a structured questionnaire based on the theory of planned behaviour was deployed to generate relevant primary data. The data were analyzed using the SmartPLS structural equation modeling. Findings indicate that financial challenge stands as the major challenge faced by the respondents in internationalization of their offering. Government policies, access to information, management of cooperatives, and subjective norms are the key positive drivers of intention to export. The study provides, practical and theoretical insights
Transforming B2B Customer Experience Through Digital Transformation and Social Media in the Sudanese ICT Sector Wafa Hamid Abdelrahman Mohamed Ahmed
Marketing and Business Strategy Vol. 3 No. 1 (2025): NOVEMBER 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i1.535

Abstract

Customer experience (CX) is currently the strategic enabler for business-to-business (B2B) firms in today’s fast-changing digital economy. This study examines the synergistic impact of digital transformation (DT) and social media engagement (SM) on CX performance in Sudan’s information and communication technology (ICT) industry. Drawing on TAM, Sociotechnical Systems Theory, and Customer Experience Management theories, the research employs a mixed-methods design, collecting data from 231 questionnaires and 47 interviews in Khartoum’s digital hotspots. Quantitative results demonstrate that DT is a significant driver of operational effectiveness and mediates the SM–CX relationship, enhancing engagement and satisfaction when strategically used. Qualitative findings pinpoint leadership gaps, competency deficiencies, and demographic differences as drivers of digital responsiveness. Grounded in a conceptual framework with demonstrated reliability (Cronbach’s Alpha = 0.884), the study provides ICT firms and policymakers with pragmatic prescriptions, convergent digital solutions, inclusive skill development, and customer-focused innovation to support sustainable development in emerging economies.
From Vibes to Purchase: The Emotional Bridge Between Promotion, Atmosphere, and Impulse Shopping Muhammad Ananda Fathorozi; Amin Mansur
Marketing and Business Strategy Vol. 3 No. 2 (2026): MAY 2026
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i2.445

Abstract

This study examines the effect of Promotion and Store Atmosphere on Impulsive Buying with Positive Emotions as a mediating variable. Using a quantitative, associative approach, data were collected from 100 Lion Superindo consumers via purposive sampling and analyzed using Partial Least Squares (PLS-SEM). The findings show that Promotion and Store Atmosphere have a positive and significant effect on Positive Emotions. Promotion does not directly influence Impulsive Buying, whereas Store Atmosphere has a positive, significant effect on it. Furthermore, Positive Emotions significantly mediate the relationship between Promotion and Impulsive Buying, but not between Store Atmosphere and Impulsive Buying. The R-square value indicates moderate explanatory power, suggesting that other external factors may also influence the model. Managerially, retail managers should enhance promotional strategies that evoke positive emotions and design store atmospheres that improve customer comfort to stimulate spontaneous purchasing behavior. These results highlight the importance of emotional factors in bridging marketing stimuli and consumer impulsive buying behavior, providing strategic insights for retailers to improve customer engagement and sales performance.
Impact of Product Variety on Repurchase Decisions: The Mediating Role of Customer Satisfaction Wafi Ega Bhagaskara; Muslikh
Marketing and Business Strategy Vol. 3 No. 2 (2026): MAY 2026
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i2.350

Abstract

This study aims to analyze the influence of product variation on repurchase decisions for Woven Coffee products, with customer satisfaction serving as a mediating variable. The research employed a quantitative approach, with 90 respondents selected through purposive sampling, and data collected via questionnaires. The data were analyzed using the Partial Least Squares (PLS) method. The results indicate that product variation has a positive and significant effect on customer satisfaction, and customer satisfaction positively and significantly influences repurchase decisions. Moreover, product variation directly has a positive and significant impact on repurchase decisions, whereas customer satisfaction does not mediate this relationship. These findings suggest that customers are more likely to make repeat purchases when they perceive a high level of product variety, regardless of satisfaction mediation. The managerial implications emphasize the importance of developing innovative, diverse product assortments to attract and retain customers, as well as of improving the customer experience to enhance loyalty. Future research is recommended to include additional variables and a larger sample to understand better the factors influencing repurchase behavior.
Rethinking Entrepreneurial Spirit: Why Internal and Social Factors Matter More Than Capital Hilma Suyana; Syifa Putri Hermawan
Marketing and Business Strategy Vol. 3 No. 2 (2026): MAY 2026
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i2.454

Abstract

This study examined the effects of self-efficacy, entrepreneurial knowledge, business capital, and family environment on entrepreneurial interest among students. The study involved 163 respondents selected through a questionnaire-based data collection method. Data were analyzed using multiple linear regression, t-tests, and F-tests. The findings reveal that: (1) self-efficacy has a positive and significant effect on entrepreneurial interest; (2) entrepreneurial knowledge has a positive but insignificant effect; (3) business capital has no significant effect; (4) family environment has no significant effect; and (5) simultaneously, all independent variables significantly influence entrepreneurial interest. The originality of this study lies in its finding that internal psychological factors, particularly self-efficacy, play a more dominant role in shaping entrepreneurial interest than external and financial factors such as business capital and family environment. This challenges the conventional assumption in entrepreneurship literature that access to capital and family support are the primary drivers of entrepreneurial intention among students. The managerial implications suggest that educational institutions, governments, and business practitioners should collaborate to create a supportive entrepreneurial ecosystem. Entrepreneurship programs should not only emphasize technical knowledge and financial preparation but also strengthen students' confidence and self-belief to start and manage a business
What Really Builds Competitive Advantage in Creative Culinary MSMEs? The Dominance of Operational Capabilities Yuaniko Paramitra; Fatimah Fatimah; Fajar Cahyo Utomo
Marketing and Business Strategy Vol. 3 No. 2 (2026): MAY 2026
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i2.600

Abstract

This study analyzes the influence of entrepreneurial marketing and operational capabilities on competitive advantage among coffee shop MSMEs in Bekasi City. Increasing competition in the culinary industry, particularly the food and beverage sector, encourages MSMEs to develop effective strategies to sustain competitiveness. The research employed a quantitative approach using questionnaire data collected from coffee shop MSME owners in Bekasi City. Data analysis included multiple linear regression, t-tests, F-tests, and correlation analysis. The results indicate that entrepreneurial marketing and operational capabilities positively and significantly affect competitive advantage. However, operational capability demonstrates a stronger influence than entrepreneurial marketing. This finding suggests that competitive advantage in the coffee shop industry depends not only on marketing creativity but also on operational consistency, service quality, efficiency, and the ability to meet customer expectations. Consumers place greater value on product quality and service experience, making operational excellence a critical factor for long-term competitiveness. The study highlights a shift in MSME competitive strategies from marketing orientation toward stronger operational capability development. Therefore, coffee shop MSMEs should strengthen internal operational systems, employee competence, and service efficiency while continuing innovative marketing efforts to achieve sustainable competitive advantage.
What Drives Customers to Buy? The Dominant Role of Menu Variation at Cafe Rumakadua, Indonesia Zandy Pratama Zain; Irfandi Buamonabot; Eka Satirianisa Mappe; Safri Panigoro; Ruland Willy Jack Sumampouw
Marketing and Business Strategy Vol. 3 No. 2 (2026): MAY 2026
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i2.614

Abstract

This study aims to analyze the influence of social media marketing and menu variety on purchase decisions, with price as a mediating variable, at Cafe Rumakadua. The rapid growth of the culinary MSME industry in Indonesia has intensified competition, prompting cafes to optimize their digital marketing strategies and innovate their products simultaneously. This research employed a quantitative approach, using survey data collected from 200 Cafe Rumakadua customers via purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that menu variety has a positive, significant effect on both price perception and purchase decisions, demonstrating that diverse menu offerings strengthen consumer value perception and encourage purchase behavior. Social media marketing significantly influences price perception but does not directly affect purchase decisions. Furthermore, price does not significantly influence purchase decisions and fails to mediate the relationship between social media marketing, menu variation, and purchase decisions. These results suggest that consumers are more attracted to product diversity and experiential value than to price alone. This study contributes to the digital marketing and consumer behavior literature by emphasizing the strategic importance of menu innovation in shaping customer purchasing decisions in the culinary MSME sector.

Page 3 of 3 | Total Record : 30

 1   2   3 

Filter by Year

2023 2026


Reset
Filter By Issues
All Issue Vol. 3 No. 2 (2026): MAY 2026 Vol. 3 No. 1 (2025): NOVEMBER 2025 Vol. 2 No. 2 (2025): MAY 2025 Vol. 2 No. 1 (2024): NOVEMBER 2024 Vol. 1 No. 2 (2024): MAY 2024 Vol. 1 No. 1 (2023): NOVEMBER 2023