In an increasingly globalized market, SMEs face distinct challenges in making effective international marketing decisions (IMD). This study explores how International Entrepreneurial Marketing Strategy (IEMS) and internal SME characteristics influence IMD, with market knowledge as a moderating variable. Based on a survey of 220 export-oriented SMEs in West Java, Indonesia, moderated regression analysis reveals that both SME characteristics and IEMS significantly affect IMD. However, market knowledge only strengthens the influence of IEMS on IMD, without moderating the effect of internal characteristics. These findings highlight the strategic value of market knowledge in enhancing entrepreneurial marketing effectiveness. Integrating internal capabilities with contextual insight enables SMEs to make informed, agile, and competitive decisions. The study offers valuable theoretical contributions and practical implications for policymakers and international marketing strategists in emerging market contexts.

This research uses GPT to conduct sentiment analysis on customer reviews for biodegradable products. Sentiment analysis uses 4 categories, namely positive, negative, neutral and mixed, then for product improvement this study focuses on negative sentiment by adding negative sentiments from the mixed sentiments. Data collected from Amazon reviews regarding one brand of biodegradable trash bag in several stores. The GPT-4o Mini model was then used to categorize sentiment.The results of sentiment analysis show that most reviews are positive, but there are also many negative sentiments regarding product durability, leakage and price. The model used is able to accurately identify and extract negative sentiment even from a mixed sentiment, thereby providing a more complete understanding of customer dissatisfaction. This research emphasizes the importance of integrating AI-driver sentiment analysis into the marketing process.

This study addresses a critical gap in tourism literature by examining how memorable tourism experiences, city branding, and destination image collectively influence revisit intention through tourist satisfaction in Batu City Tourism Village. Using Structural Equation Modeling (SEM) on data from 155 visitors surveyed within six months of their visit, the results show that while memorable experiences and city branding enhance satisfaction, they do not directly impact revisit intention. In contrast, destination image significantly influences revisit intention, highlighting its critical role in shaping tourist behavior. The findings challenge the assumption that positive experiences and strong branding alone ensure return visits, emphasizing the complexity of tourist decision-making. Additionally, tourist satisfaction mediates these relationships but proves insufficient on its own to guarantee revisit intention. These insights underscore the need for dynamic tourism strategies that prioritize enhancing destination image while offering compelling reasons for tourists to return, ensuring alignment with evolving preferences and expectations.

This study aims to explore co-creation applied by small and medium enterprises. Various studies on co-creation have been conducted,but there are still few that specifically explain the implementation strategy and challenges of SMEs in implementing co-creation, most suggest the application of innovation in the implementation of SME strategy. This review uses 53 literatures over the past 10 years from 2015 to 2024. This review found that the co-creation strategies used by SMEs are customer segmentation, use of digital platforms, building customer communities. The implementation of co-creation in SMEs is in the form of platform-based collaboration, collaboration with suppliers and partners, and providing a fast feedback mechanism. The challenges faced by SMEs in implementing co-creation are limited resources, customer expectation management, lack of expertise in digital technology, and intellectual property risks.

Over recent decades, digital innovations in product creation, A corporation is in financial distress when it is having trouble making ends meet. Examining how operational, credit, liquidity, and market risk relate to financial hardship is the primary goal of this study. Also, this study aims to examine Indonesian banking businesses listed on the BEI from 2015 to 2022 to see whether the capital adequacy ratio may mitigate the effect of risk management on financial hardship. Logistic regression analysis, performed in Stata 17.0, is the backbone of this study methodology. Purposive sampling is used in the sampling procedure. The findings reveal that credit risk has no effect on financial hardship, but operational risk, liquidity risk, and market risk do. The capital adequacy ratio decreases the detrimental effects of liquidity risk and market risk on financial issues, while reducing the positive effects of operational risk and credit risk, according to this study.

The study mainly focused on the inventory management of wheat pollard, the most essential material for the production of concentrates required by cooperative members. A probabilistic inventory management model is applied to address the issue of uncertainty in concentrates requirements. The model recommends a potential inventory cost savings. More precisely, the model suggests to order an amount of 60,000 kg of wheat pollard and transport using three trucks with the capacity of 20 tons respectively. As a consequence, the company save IDR32.63 million of inventory cost each year. In addition, the cooperative can meet nearly all requests for wheat pollard with a 98% service level. The study’s findings indicate that adopting the probabilistic inventory management model can enhance the financial performance of the cooperative through inventory cost efficiency. The study highlights the importance of inventory management in bridging cooperative long-term productivity and uncertainty, an area still underexplored in operations research.

The purpose of this study is to analyze the influence of Customer Experience (CE) and Brand Commitment (BC) on Business Performance (BP) and to examine the mediating role of Customer Citizenship Behavior (CCB). The study also aims to evaluate the moderating role of Artificial Intelligence (AI) in the relationship between CE and BC with BP. This research employs a quantitative approach with a survey design. The sample consists of 150 MSMEs in Tasikmalaya City, analyzed using SEM-SmartPLS4. The findings reveal that CE and BC have a positive and significant effect on CCB and BP. Additionally, CCB has a positive and significant impact on BP and mediates the influence of CE and BC on BP. However, AI does not moderate the relationships between CE and BP or BC and BP.

Over recent decades, digital innovations in product creation, communication, and marketing have gained significant attention in research and decision-making across businesses of various scales. Technological advancements have greatly influenced corporate marketing strategies, consumer purchasing behav-ior, and market structures. This study examines the impact of digital marketing on marketing performance in Small and Medium Enterprises (MSME) in Pek-anbaru, with product innovation as a mediating factor. Targeting SMEs that utilize digital marketing, a purposive sampling method selected 53 Pekanbaru SMEs that met the research criteria. Path analysis through Structural Equation Modeling-Partial Least Squares (SEM-PLS) was applied as the analytical method. Findings indicate that digital marketing significantly enhances both marketing performance and product innovation. Furthermore, product innova-tion directly improves marketing performance, underscoring its role as a medi-ator in the relationship between digital marketing and marketing performance in Pekanbaru MSME.

Customer loyalty is crucial for a company's long-term success, particularly in competitive e-commerce. This study examines the impact of customer experience and perceived enjoyment on customer loyalty, with trust as a mediator, in the TikTok Shop context. Using a quantitative approach, data were collected from 150 TikTok Shop users who completed at least three transactions. SEM-PLS analysis shows that perceived enjoyment has a stronger direct effect on trust and loyalty than customer experience. The model explains 71.4% of trust variance and 62.1% of customer loyalty variance. The findings highlight the need for e-commerce businesses to enhance retention by ensuring seamless, enjoyable interactions and fostering trust through transparency, reliability, and engaging features. This study underscores the importance of integrating customer experience with trust-building strategies in social commerce.

According to prospect theory, investors evaluate gains and losses with certain tendencies. Investors assess losses and avoid risk in the domain of gains. When faced with choices involving potential losses or gains, loss aversion can lead to a tendency to avoid risks that could result in losses, even if the potential gains are substantial. The population in this study is cryptocurrency investors in Bali, whose number is unknown. The sample was determined based on the opinion that the number of indicators x 5-10, which is 150 samples. The sampling technique used is purposive sampling with the criterion that cryptocurrency investors have been investing for a minimum of 2 years. The data analysis technique used is SEM-PLS. Underconfidence does not affect cryptocurrency investment performance. Underconfidence positively affects Long Term Investment Decision and short term investment decision. Long Term Investment Decision and short term investment decision positively affect cryptocurrency investment performance.