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Jl. BERLIAN RAYA BLOK M, PEGAMBIRAN AMPALU NAN XX, LUBUK BEGALUNG, KOTA PADANG, SUMATERA BARAT
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Escalate : Economics and Business Journal
Published by PT. Takaza Innovatix Labs
ISSN : -     EISSN : 30254213     DOI : https://doi.org/10.61536/escalate
Core Subject : Economy,
Economics, Econometrics & Finance
Escalate invites both empirical and theoretical articles that explore micro and macro phenomena. The journals publication scope encompasses a wide array of domains, including macro and micro economics, business strategy and policy, entrepreneurship, finance and accounting studies, human resource management, marketing, organizational behavior, organizational theory, and research methods.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 129 Documents
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Boosting Tourism in South Coastal Areas: Strategic Marketing for Sustainable Growth Rizki Alfadillah Nasution; Ghalib Suprianto; Riska Fii Ahsani
Escalate : Economics and Business Journal Vol. 2 No. 03: Creative Resilience and Market Innovation: Strategies for Sustainable Business Growth
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i03.125

Abstract

This research investigates the interrelationships among destination branding, marketing innovation, tourist perception, and tourism growth within the context of tourist attractions in the South Coastal region during the Idul Fitri celebration in 2023. Utilizing a quantitative methodology and a random sampling technique, data were collected from 367 respondents aged 17 to 25 years. The results indicate that destination branding significantly influences both tourism growth and tourist perception, while marketing innovation plays a pivotal role in enhancing destination branding and tourist perception. Notably, although marketing innovation directly impacts tourist perception, its effect on tourism growth is less pronounced. The study underscores the importance of effective branding and innovative marketing strategies in promoting sustainable tourism development, providing valuable insights for stakeholders aiming to enhance destination appeal and drive growth in the tourism sector.
Gamification in Marketing: Enhancing Customer Engagement through Interactive Experiences Mar'atush Sholihah; Hasti Pramesti Kusnara; Diana Fitri Anggraini
Escalate : Economics and Business Journal Vol. 2 No. 03: Creative Resilience and Market Innovation: Strategies for Sustainable Business Growth
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i03.128

Abstract

This study investigates the role of gamification in enhancing customer engagement on TikTok among users in the Jakarta area, focusing on the effects of interactive experiences and customer motivation. Gamification, through game-like elements such as challenges, points, and rewards, has emerged as a powerful tool for fostering deeper brand engagement and loyalty. Utilizing a quantitative research method, data were collected through online surveys of 100 TikTok users, with the analysis conducted via Structural Equation Modeling (SEM). The results demonstrate that gamification significantly impacts both interactive experiences and customer motivation, which, in turn, positively influence customer engagement. Additionally, the study reveals that interactive experiences and customer motivation act as mediators between gamification and engagement, amplifying the effectiveness of gamified marketing strategies. These findings highlight the potential for brands to leverage gamification to create sustained emotional connections and long-term loyalty in fast-paced, short-form video platforms like TikTok. The study also emphasizes the importance of understanding local cultural and demographic factors in tailoring gamified marketing approaches for maximum impact.
The Interplay of Product Innovation, Technological Adaptation, and Customer Perception in Driving Competitive Advantage: Insights from the Creative Industry Masruchan Masruchan
Escalate : Economics and Business Journal Vol. 2 No. 03: Creative Resilience and Market Innovation: Strategies for Sustainable Business Growth
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i03.175

Abstract

Abstract: This study examines the impact of Product Innovation on Competitive Advantage in the creative industry, with a focus on the mediating roles of Technological Adaptation, Customer Perception of Innovation, and Market Responsiveness. Employing a quantitative research design, data were collected from 100 chatbot users in content creator communities on TikTok, Instagram, and Facebook. The analysis, conducted using Smart PLS, reveals that product innovation significantly enhances competitive advantage, both directly and indirectly through technological adaptation and customer perception of innovation. Notably, technological adaptation demonstrates the strongest mediation effect, emphasizing the importance of technological integration in leveraging innovation for competitive outcomes. Conversely, market responsiveness shows a moderate mediating effect, suggesting its context-dependent role in driving competitiveness. A negative relationship between technological adaptation and competitive advantage underscores the risks associated with misaligned technology strategies. These findings contribute to the literature on innovation management by providing empirical insights into the interplay of innovation, technology, and customer engagement in achieving sustainable competitive advantage. The study recommends that organizations adopt a holistic approach to innovation, balancing technological advancements and customer-centric strategies. Future research should investigate longitudinal effects, industry-specific variations, and the influence of organizational culture on these dynamics.
Innovating for Impact: How Technology and Perception Propel the Creative Industry's Edge Rewel Jiminez Santural Jose; Duong Thi Anh
Escalate : Economics and Business Journal Vol. 2 No. 03: Creative Resilience and Market Innovation: Strategies for Sustainable Business Growth
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i03.186

Abstract

This study examines the impact of Product Innovation on Competitive Advantage in the creative industry, with a focus on the mediating roles of Technological Adaptation, Customer Perception of Innovation, and Market Responsiveness. Employing a quantitative research design, data were collected from 100 chatbot users in content creator communities on TikTok, Instagram, and Facebook. The analysis, conducted using Smart PLS, reveals that product innovation significantly enhances competitive advantage, both directly and indirectly through technological adaptation and customer perception of innovation. Notably, technological adaptation demonstrates the strongest mediation effect, emphasizing the importance of technological integration in leveraging innovation for competitive outcomes. Conversely, market responsiveness shows a moderate mediating effect, suggesting its context-dependent role in driving competitiveness. A negative relationship between technological adaptation and competitive advantage underscores the risks associated with misaligned technology strategies. These findings contribute to the literature on innovation management by providing empirical insights into the interplay of innovation, technology, and customer engagement in achieving sustainable competitive advantage. The study recommends that organizations adopt a holistic approach to innovation, balancing technological advancements and customer-centric strategies. Future research should investigate longitudinal effects, industry-specific variations, and the influence of organizational culture on these dynamics.
Navigating Economic Turbulence: Marketing Strategy Innovations for MSMEs Nia Sonani
Escalate : Economics and Business Journal Vol. 2 No. 03: Creative Resilience and Market Innovation: Strategies for Sustainable Business Growth
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i03.188

Abstract

This study explores the adaptation of marketing strategies by micro, small, and medium-sized enterprises (MSMEs) in Padang during an economic crisis. The research examines how these businesses have navigated the challenges posed by reduced consumer spending, market uncertainty, and supply chain disruptions. Through qualitative methods, including in-depth interviews, observation, and document analysis, the study identifies key strategies employed by MSMEs, such as digital marketing, product adaptation, and promotional activities. The findings show that MSMEs were able to maintain customer engagement and drive sales by leveraging digital platforms and adjusting their product offerings to meet the needs of price-sensitive consumers. However, challenges such as limited digital literacy, financial constraints, and increased competition were also identified as significant barriers to the effective implementation of these strategies. The study concludes that while MSMEs in Padang demonstrated resilience through adaptive marketing approaches, additional support in digital skills development and resource allocation is needed to enhance their competitiveness in future crises. The research contributes to the understanding of how MSMEs can adapt their marketing strategies during economic downturns and provides recommendations for both businesses and policymakers to improve resilience in the face of ongoing economic challenges.
Marketing-Driven Enhancements in Student Experience and Their Influence on University Reputation Arun Seeralan Balakrishnan
Escalate : Economics and Business Journal Vol. 3 No. 01: Intelligent Marketing and Behavioral Insights: Redefining Institutional and Organizat
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v3i01.285

Abstract

Abstract: This study explores the effect of innovative marketing strategies on university reputation, with perceived value acting as a mediating variable, within the context of Universitas Negeri Makassar. A quantitative approach using structural equation modeling via Smart PLS was employed to examine four independent variables: brand positioning and image strategy, digital marketing strategy, gamified engagement tools, and student co-creation participation. Findings indicate that brand positioning and digital marketing significantly influence perceived value and university reputation. Meanwhile, gamified engagement and student co-creation primarily impact perceived value but do not directly affect reputation. Perceived value has a strong and statistically significant effect on university reputation, mediating the relationship between several marketing strategies and institutional reputation. The study underscores the strategic value of enhancing students' perceived educational value through student-centered marketing to build reputational capital. It contributes to higher education marketing literature and offers practical insights for university leaders aiming to strengthen institutional image.
Leveraging Marketing Intelligence to Enhance University Performance Caesar Mukti Al Ghozali; Sri Wahyuning Astuti
Escalate : Economics and Business Journal Vol. 3 No. 01: Intelligent Marketing and Behavioral Insights: Redefining Institutional and Organizat
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v3i01.286

Abstract

This study aims to examine the impact of marketing intelligence on university performance, with a focus on the mediating roles of knowledge utilization effectiveness and strategic decision quality. Employing a quantitative research design, data were collected from academic and administrative staff at the Akademi Penerbang Indonesia Banyuwangi and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that marketing intelligence has a significant influence on both knowledge utilization and strategic decision quality, which in turn positively affect university performance. While direct effects from market sensing capability and marketing analytics capability on performance were not significant, their indirect effects through marketing intelligence were substantial. Competitor intelligence was found to be a strong predictor of marketing intelligence. These results underscore the pivotal role of marketing intelligence as a strategic capability, enabling universities to transform external insights into informed decisions and enhanced institutional outcomes. The study contributes to the higher education management literature by offering a comprehensive model that links marketing functions to academic performance through strategic mechanisms.
The Dual Nature of Stress at Work: A Challenge-Hindrance Framework Perspective Tio Fahri Dianmas; Novi Fitria Hermiati; Alip Hanoky
Escalate : Economics and Business Journal Vol. 3 No. 01: Intelligent Marketing and Behavioral Insights: Redefining Institutional and Organizat
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v3i01.287

Abstract

This study presents a systematic literature review of 27 peer-reviewed articles published between 2013 and 2023 to critically examine the relevance and adaptability of the Challenge-Hindrance Stressor Framework (CHSF) in contemporary organizational settings. The findings reveal that while the CHSF continues to offer foundational insights into how workplace stressors influence employee outcomes, its dichotomous classification often fails to capture the contextual, perceptual, and dynamic complexities of real-world stress experiences. Factors such as leadership style, organizational justice, cultural norms, and digital transformation significantly mediate the appraisal and impact of stressors. Moreover, individual resilience and coping mechanisms emerged as crucial moderators that influence whether stressors are perceived as challenges or hindrances. The review calls for a reconceptualization of CHSF into a more integrative and fluid model that accommodates multidimensional stressor interactions and evolving work environments. This updated perspective provides a stronger theoretical and practical foundation for future research and organizational interventions aimed at improving employee well-being and performance.
Harnessing Technology to Drive Smarter Financial Decision Making Lalu Rizal Ihwandi; Fredrick Onyango Aila; Rian Destiningsih
Escalate : Economics and Business Journal Vol. 3 No. 01: Intelligent Marketing and Behavioral Insights: Redefining Institutional and Organizat
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v3i01.288

Abstract

This study investigates the impact of technological adoption—specifically artificial intelligence (AI), big data utilization, and FinTech platform usage—on optimal financial decision-making, with financial literacy positioned as a mediating variable. Using a quantitative research design and data collected from financially active individuals, the model was analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that big data utilization exerts both direct and indirect positive effects on financial decision-making through enhanced financial literacy. While AI and FinTech do not demonstrate significant direct impacts on financial literacy, their indirect effects through literacy pathways are supported. Furthermore, financial literacy is confirmed to play a vital role in mediating the relationship between technology and decision-making outcomes. These findings underscore the need to integrate financial education with technological advancements to ensure users can effectively leverage smart finance tools. The research contributes to the growing body of literature on digital financial behavior and offers actionable insights for developers, educators, and policymakers aiming to foster financially competent users in an increasingly digitized economy.
How Micro-Influencers Influence the Evolution of Brand Engagement: Insights from a Literature Review Tammy Mcclellan; Eka Farida; Bambang Banu Siswoyo
Escalate : Economics and Business Journal Vol. 3 No. 01: Intelligent Marketing and Behavioral Insights: Redefining Institutional and Organizat
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v3i01.289

Abstract

This systematic literature review explores the strategic role of micro-influencers in shaping brand engagement within digital marketing ecosystems. Analyzing 61 peer-reviewed articles published between 2019 and 2024, the study synthesizes key insights across ten thematic areas including influencer strategy, consumer trust, emotional connection, and technological adaptation. Findings reveal that micro-influencers foster deeper consumer interactions than macro-influencers due to their authenticity, consistent storytelling, and alignment with niche communities. Additionally, platform-specific features and ethical messaging enhance consumer trust and brand loyalty. The study proposes a conceptual framework for understanding micro-influencers as co-creators of brand meaning and highlights implications for relationship marketing. This research offers both theoretical advancement and practical guidance for brands navigating an increasingly fragmented digital landscape.

Page 3 of 13 | Total Record : 129

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