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Management Dynamics: International Journal of Management and Digital Sciences
Published by International Forum of Researchers and Lecturers
ISSN : 30484154     EISSN : 30484162     DOI : 10.70062
Core Subject : Science,
Decision Sciences, Operations Research & Management
(Management Dynamics: International Journal of Management and Digital Sciences) [e-ISSN : 3048-4162, p-ISSN : 3048-4154] is an open access Journal published by the IFREL (International Forum of Researchers and Lecturers). ManagementDynamics accepts manuscripts based on empirical research results, new scientific literature review, and comments/ criticism of scientific papers published by ManagementDynamics. This journal is a means of publication and a place to share research and development work in the field of Management and Digital Sciences. Articles published in ManagementDynamics are processed fully online. Submitted articles will go through peer review by a qualified international Reviewers. Complete information for article submission and other instructions are available in each issue. ManagementDynamics publishes 4 (four) issues a year in January, April, July and October, however articles that have been declared accepted will be queued in the In-Press issue before published in the determined time.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 83 Documents
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The Effectiveness of Experiential Marketing in Increasing Brand Awareness and Loyalty of MSME Consumers in the Global Market : A Mixed-Methods Approach Wenny Eka Prasetiawan; Budi Eko Soetjipto
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 2 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i2.198

Abstract

Micro, Small and Medium Enterprises (MSMEs) face complex challenges in competing in the global market, where innovative marketing strategies such as experiential marketing are believed to increase brand awareness and consumer loyalty. However, its effectiveness is still debated due to inconsistent findings and the lack of holistic studies that combine quantitative-qualitative approaches. This study aims to analyse the influence of the five dimensions of experiential marketing (Schmitt, 1999) on brand awareness and consumer loyalty of global MSMEs, while exploring the challenges of its implementation. A mixed-methods explanatory sequential design method was used, with quantitative SEM analysis (AMOS 28.0) on 250 global consumers and in-depth interviews with 15 MSME players. Results show the feel (β = 0.48, p < 0.001) and relate (β = 0.35, p = 0.002) dimensions have a significant effect on increasing brand awareness, which acts as a full mediator towards loyalty (indirect effect: β = 0.29, p < 0.01). Qualitative findings revealed cultural adaptation and resource allocation as keys to success. This research provides theoretical contributions by extending Schmitt's (1999) model through the integration of brand awareness as a mediator, as well as practical implications in the form of recommendations for glocalisation strategies and the use of AR/VR technology for MSMEs.
Digital Marketing Strategy Through Instagram And Tiktok Social Media Platforms In Increasing Sales At PT. Akasa Kreasi Bersama Afni Suhaida; Rukmini Rukmini; Suhaila Husna Samosir; Feni Damayanti; Intan Ramadhani; Muhammad Rizaldyi Wibowo
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 2 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i2.200

Abstract

The development of digital technology has encouraged companies to utilize digital marketing to increase competitiveness and sales. This research analyzes digital marketing strategies through the social media platforms Instagram and TikTok at PT. Akasa Kreasi Bersama. Both platforms have the advantage of reaching a wider audience and increasing interaction with consumers through visual content and short videos. The research method used is descriptive qualitative with data collection techniques through interviews, observation and document study. The research results show that Instagram is effective in building a brand image through its Stories, Reels and IGTV features, while TikTok excels in spreading content virally thanks to its interaction-based algorithm. The use of paid advertising and collaboration with influencers also contributes to increasing sales conversions. However, the main challenges in implementing this strategy are dynamic changes in social media algorithms and the need to create content that is innovative and relevant to trends. Therefore, companies need to carry out regular evaluations and strategy adjustments to remain competitive in digital marketing.
Exploring HR Collaborative Initiatives in Opening Global Market Access for MSMEs Nanik Wahyuningtiyas; Budi Eko Soetjipto
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 2 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i2.201

Abstract

The digital era has transformed marketing strategies, particularly for tech startups targeting Generation Z (Gen Z). This study investigates the influence of guerrilla and viral marketing on Gen Z consumer perceptions and behaviors in the context of tech startups, focusing on a risk-based entrepreneurial marketing approach. A quantitative survey with 212 Gen Z respondents was conducted to analyze the effects of these marketing strategies on consumer engagement, brand perception, and purchasing behavior. The results show that guerrilla and viral marketing significantly enhance consumer engagement and brand perception, but they do not directly influence Gen Z behavior or purchasing decisions. The findings highlight the importance of emotional engagement and brand authenticity in shaping consumer perceptions. This research fills a gap in understanding how resource-constrained tech startups can leverage risk-based marketing strategies to engage Gen Z, providing practical insights for designing effective campaigns. Future studies should explore additional factors like brand trust and values to bridge the gap between engagement and behavior
Effectiveness Of Technology-Based Business Incubation Programs In Improving Startup Growth Atika Aini Nasution; Aan Nurhadi; M. Asyari Syahab
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 3 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i3.255

Abstract

A business incubator is a forum or institution that aims to foster, guide, and accelerate the growth of start-up businesses by providing resource support such as training, funding, network access, and operational facilities. This study aims to determine the Effectiveness of Technology-Based Business Incubation Programs in Increasing Startup Growth. The method used in this study is a qualitative descriptive approach with literature studies as the main data collection technique. The results of the study indicate that business incubators play an important role in reducing the failure rate of digital startups, increasing competitiveness, and accelerating the commercialization process of digital products and services. An effective incubator is characterized by the ability to provide relevant mentoring programs, mentoring from industry practitioners, and access to funding sources. The conclusion of this study states that the existence of business incubators significantly supports the growth and sustainability of digital startups, but their success still depends heavily on the quality of incubation services and the internal readiness of startups to receive coaching.
The Effect Of Digital Transformation And Lifestyle On Saving Decisions Mediated By User Satisfaction Of Kb Star In Jember Regency Devy Kristiningrum; Deasy Wulandari; Elok Sri Utami
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 3 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i3.256

Abstract

This study aims to analyze the influence of digital transformation and lifestyle on saving decisions, with user satisfaction as a mediating variable among users of the KB Star application in Jember Regency. Digital transformation enables financial institutions to offer efficient, fast, and integrated services, while lifestyle reflects customer preferences and behaviors that also shape financial decisions. KB Star, as a digital banking platform by KB Bank, has experienced a significant increase in users; however, not all customers utilize its features to the fullest. This research adopts a quantitative approach using explanatory research methods. Data were collected through questionnaires distributed to 200 respondents who were active users of KB Star. The results indicate that digital transformation and lifestyle significantly influence user satisfaction, and that satisfaction acts as a mediating factor in influencing savings decisions. This study provides implications for the development of digital services oriented toward customer satisfaction and lifestyle needs as a strategy to enhance loyalty and financial decision-making in the digital era.
Analysis of Live Streaming Factors and Promotion on Purchase Decisions and Online Reviews as Mediating Variables on Tokopedia Play Amarul Amarul; Yuda Supriatna; Sahabat Paulinus Johanna
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 3 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i3.258

Abstract

This study investigates the impact of live streaming, promotions, and online customer reviews on purchasing decisions among users of the Tokopedia platform in Indonesia. The rapid development of the internet, particularly during the COVID-19 pandemic, has transformed consumer behavior, leading to increased adoption of digital shopping methods. Utilizing a quantitative research design, data were collected from 130 respondents who have engaged with Tokopedia's live streaming feature, Tokopedia Play. The findings reveal that both live streaming and promotional strategies significantly influence online reviews and purchasing decisions, with coefficients of 0.426 and 0.445, respectively. Online reviews also play a critical mediating role, enhancing the relationship between live streaming, promotions, and purchasing decisions. The demographic analysis indicates that younger consumers, particularly those aged 17-26, dominate the user base, highlighting the need for tailored marketing strategies. Despite the positive outcomes, challenges such as the digital divide and cybersecurity concerns persist, necessitating strategic measures to enhance digital literacy and secure online transactions. The study concludes that leveraging live streaming, promotions, and positive online reviews can significantly enhance consumer engagement and drive sales in the competitive e-commerce landscape of Indonesia. Future research should explore the long-term effects of these variables on consumer loyalty and the impact of emerging technologies on the e-commerce experience.
Influence of Discounts and Bundling Strategies on Kahf Product Purchases in Bandar Lampung M. Gifary Dharmayandaru; Aida Sari
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 3 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i3.259

Abstract

In an era marked by intensifying business competition, marketing strategies such as price discounts and bundling packages play a crucial role in shaping consumer purchasing behavior. These approaches are commonly employed to capture consumer interest and boost sales performance. This study aims to ex-amine the influence of price discounts and bundling strategies on consumer purchasing decisions re-garding Kahf products in Bandar Lampung. The research utilizes both primary data, collected through questionnaires administered to respondents, and secondary data. The sample consists of 130 respond-ents selected using a non-probability sampling approach with a purposive sampling technique. Analyti-cal methods applied include validity and reliability tests, multiple linear regression analysis, and hypothe-sis testing through t-tests, F-tests, and the coefficient of determination (R²). The findings reveal that both price discounts and bundling packages exert a positive and statistically significant effect on con-sumer purchasing decisions for Kahf products in Bandar Lampung. These results underscore the im-portance of effective promotional strategies, such as compelling price reductions and value-enhancing bundling offers, in stimulating consumer purchases and enhancing product competitiveness in the mar-ket.
Service Innovation Strategy in Improving Service Quality at The Badan Pertanahan Nasional (BPN) Medan Reika Dasha Mihwa; Yayuk Yuliana; Nurul Habibah; Putri Mita Azhari; Nur Elsa Harahap; Nur Aisyah Pratiwi
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 3 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i3.266

Abstract

This research aims to analyze service innovation strategies that can be applied at the National Land Agency (BPN) Medan in an effort to improve the quality of services to the public. In the digital era and with increasing public expectations, BPN Medan faces challenges in adapting and innovating to provide more efficient and effective services. The research method used is a combination of qualitative and quantitative approaches, with data collection through surveys, interviews, and document analysis. The results indicate that the implementation of information technology, enhancement of human resource competencies, and improvement of service processes are significant innovation strategies for improving service quality at BPN Medan. Additionally, this study also identifies factors that influence the successful implementation of service innovations, such as management support, community participation, and organizational culture. These findings are expected to provide useful recommendations for BPN Medan and other government agencies in their efforts to enhance the quality of public services in Indonesia.
Customer Satisfaction on the Tangerang-Merak Toll Road: The Effects of Cashless Payments, Service Quality, and Loyalty Masturi Masturi; Hamdan Hamdan
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 3 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i3.268

Abstract

This study investigates the impact of cashless payment technologies, specifically e-toll and Garda Total Objek (GTO), on customer satisfaction and travel efficiency on the Tangerang-Merak Toll Road. The research demonstrates that the implementation of these technologies significantly enhances travel time efficiency and overall user satisfaction, providing a more seamless and convenient toll payment experience. Despite these positive outcomes, the study identifies several technical challenges that hinder optimal performance. Notably, there is an 18% transaction failure rate, primarily caused by malfunctions in card reader devices and server disruptions, which negatively affect the customer experience. In addition to technological reliability, the quality of service delivered by field staff and the degree of customer loyalty emerge as critical factors influencing sustained use of the digital payment system and overall satisfaction levels.The study underscores the importance of time efficiency and customer loyalty as key drivers for improving service quality and encouraging the widespread adoption of cashless systems. To address these challenges, the study recommends enhancing the reliability of payment devices and network infrastructure through regular maintenance and upgrades. Furthermore, the adoption of Multi-Lane Free Flow (MLFF) technology is suggested to allow toll transactions without stopping, thereby reducing traffic congestion and waiting times at toll plazas. Continuous staff training is essential to improve service response and technical troubleshooting. Additionally, customer loyalty programs offering incentives like discounts and rewards could increase user engagement. The study also emphasizes the need for increased public education on cashless payment systems and their features to minimize resistance and misunderstandings. Finally, ongoing monitoring and evaluation based on user feedback are critical for promptly addressing issues and sustainably improving customer satisfaction.
The Impact of Product and Service Quality on Consumer Loyalty at Bakso Adi in South Lampung Dimas Aditya Saputra; Aida Sari
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 3 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i3.269

Abstract

This study examine the impact of product quality and service quality on consumer loyalty toward Bakso Adi, a local culinary business in Lampung, Indonesia. In recent years, consumers have become increasingly discerning, making product satisfaction and service experience crucial elements in shaping their loyalty. The research aims to examine how these two variables affect customer loyalty behavior, including repeat purchases, positive recommendations, and resistance to switching brands. The study employs a quantitative approach using a multiple linear regression model, with data collected through a questionnaire to 100 respondents (purposive sampling). The findings is both product quality and service quality significantly positively impact consumer loyalty. Product quality influences loyalty by meeting consumer expectations in taste and consistency, while service quality contributes through positive emotional experiences during customer interactions. These findings highlight the dual importance of maintaining high standards in both product and service aspects to retain customer trust and engagement. In conclusion, businesses like Bakso Adi must prioritize continuous improvement in product quality and service delivery to foster long-term customer loyalty. This study contributes to the understanding of loyalty formation in local food businesses and offers practical insights for customer retention strategies.

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