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 25 Documents
 1   2   3 
From Image to Action: How Brand Image and Product Quality Shape Purchase Decisions through Brand Trust Faizah, Afifah Nur; Hidayati, Rini; Mansur, Amin
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 Koswara, Asep
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 Rahmadilla, Fahmia; Marsofiyati; Utari, Eka Dewi
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 Ofondu, Magnus Moday; Onwuka Okwara, Onwuka; Aruomah, Obinwanne Kelechi; Agu, Godswill
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 Ahmed, Wafa Hamid Abdelrahman Mohamed
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.

Page 3 of 3 | Total Record : 25

 1   2   3 

Filter by Year

2023 2025


Reset
Filter By Issues
All Issue 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