Marketing Research Articles

Digital-Word-of-Mouth in a newsvendor model: a simulation-based framework

ABSTRACT Word-of-mouth marketing is increasingly influencing customer purchase decisions, especially with the rise of social media apps that facilitate digital marketing dynamics. While some studies have examined word-of-mouth marketing in physical networks, few have explored it in digital networks. This research tests the effects of digital-word-of-mouth under different levels of advertising intensity and fees in a newsvendor setting together with different network and cost structures. An agent-based simulation, based on the Susceptible-Infected-Recovered model, is used to simulate the spread of information through direct advertising on a digital network. This simulation helps in determining the demand generated based on the specific costs and network structures under consideration, which is then used to optimize the order quantity in the classical newsvendor problem. The results of the tested scenarios were evaluated using decision trees, the aim being to provide a decision support system. The results showed that the network structure has the largest significant impact on outcomes. In networks with a high number of connections, a marketing campaign that starts slowly typically yields higher returns than the amount spent. On the other hand, campaigns that aggressively target networks with low average degree values perform the worst.

The Effect of TikTok Live Streaming Shopping on Generation Y and Z Impulse Buying Behaviour: The Example of Indonesia

Aim: Using social media as a marketing tool has given market players a new and interesting way to market their products and services not only in developed markets, but also in emerging ones. One of the important emerging markets for such companies is Indonesia, which has a large consuming market. As part of their marketing campaigns, suppliers used impulsive buying behaviour and other techniques to encourage customers to buy. Nevertheless, there are still some concerns and inconsistencies in literature regarding factors influencing impulsive buying in Indonesia for younger generations namely Gen Z & Y. Therefore, this research investigates the influence of TikTok Live Streaming on consumer impulsive buying behaviour and the factors driving this relationship by using the SOR framework. Methodology: A total of 250 samples were collected using quantitative research methods with non-probability purposive sampling methods from representative samples of Gen Z & Millennials that live in Jakarta who have made purchases on TikTok Live Streaming, thereby ensuring the relevance and contextual alignment of the sample with the study's research objectives. This research used validity and reliability analysis using SmartPLS. Results: The result showed that price promotion and promotion time limit significantly have a positive effect on impulsive buying behaviour the new generations. In addition, price promotion and promotion time limit also significantly have a positive effect on their perceived risk. Meanwhile perceived risk has no effect on impulsive buying behaviour of Gen Z & Y. Trust as the moderating variables cannot moderate the effect of perceived risk on impulsive buying behaviour, promotion time limits might overshadow its effect. However, in our study, trust was found to have a positive influence on the impulsive buying behaviour of Generation Z and Generation Y consumers in Indonesia. Conclusion: This research added insights of the effects of time limits in promotions to the better documented effects of the promotions themselves. It also highlights the importance of trust and especially creating trust by reducing elements of perceived risk, further lowering the barriers for impulse buying.

Spectacular Silence and the Ends of Moviegoing: The Cinema as A Quiet Place (c. 2021)

The theatrical release of A Quiet Place Part II (AQPII) in May 2021, following months of cinema closures due to COVID-19, was dubbed a ‘referendum on the future of moviegoing’ (Paramount). The film imagines a post-apocalyptic future where humans must remain silent to survive, and the film-makers were adamant that the much-delayed sequel, just like the first instalment, would have to be experienced in cinemas. Whereas the ‘permanent campaign for moviegoing’ (Acland) historically has tapped into the loudness of cinematic sound, the marketing campaign for AQPII showcased ‘spectacular silence’ instead of ‘spectacular sound’ (Grainge) as its unique selling point. This article argues that the franchise’s reversed sonic economy is part of a broader shift in the meanings and values of the cinema as a place for listening. By zooming in to a specific musical gesture pivotal to the film and its promotion, and examining film trailers, pre-show announcements, and audience surveys, I suggest that the Quiet Place franchise is indicative both of the increasing importance of silence in indexing the specificity of the cinematic experience and of a growing tension between traditional cinemagoing and ideals of sonic control and privatisation that are endemic to the technological interfaces of late capitalism. This article was published open access under a CC BY licence: https://creativecommons.org/licenses/by/4.0/ .

APPLICATION OF DATA ENVELOPMENT ANALYSIS IN MARKETING

In a competitive environment where a customer-focused approach prevails, organizations must allocate resources to their marketing departments. Therefore, it is essential for organizations to use their resources effectively and efficiently by conducting performance evaluations of their marketing departments. The Data Envelopment Analysis (DEA) method is widely recognized for its effectiveness in performance evaluation. This study aims to provide a holistic perspective by examining research conducted using the DEA method within the marketing industry, as indexed in the Web of Science database. The findings align with the sustainability objectives of studies in this field. Through a common entity keyword analysis, topics such as social media, social sharing platforms, advertising, and sustainable education emerge as significant areas of interest. The primary sustainability goal identified in the studies is Industry Innovation and Infrastructure. It can be concluded that current research in this area is closely related to innovation and social media.

Effect Of Social Media Content Quality And Ad Personalization On Student Purchase Intention

Purpose: This study aims to determine and analyze the effect of social media content quality and ad personalization on student purchase intentions. Methodology: This research uses a quantitative approach with a sample of 100 respondents. The data collection technique was carried out using a questionnaire, while data analysis was carried out using statistical methods assisted by SmartPLS software. The tests used include the loading factor test, validity test, reliability test, R-square test, and bootstrapping test. Results: The results indicated that the quality of social media content has a positive but insignificant influence on purchase intention. Ad personalization, on the other hand, has demonstrated a positive and significant impact on student purchase intentions. Findings: Although the influence of social media content quality is individually insignificant, the combination of relevant social media content quality and ad personalization shows a stronger influence on purchase intention. This evidence suggests that both factors play a synergistic role in influencing purchasing decisions. Novelty: This research provides new insights into the synergistic role of social media content quality and ad personalization, both of which can have a greater influence on consumer purchase intentions, especially among university students. Originality: This study introduces an integrated analysis between social media content quality and ad personalization in the context of college students' purchase intention, which has not been widely explored in previous research. Conclusion: The combination of relevant content on social media and personalized ads has the potential to increase consumer purchase intent. Therefore, companies and marketers should consider both simultaneously in order to increase the effectiveness of their marketing campaigns. Type of Paper: Research Paper

AI Enabled E-commerce Platform

An overview of AI-based e-commerce plat forms and their effects on the online retail sector is given in this survey. Businesses are starting to use artificial intelligence (AI) to improve customer experience, streamline processes, and boost revenue development in the e-commerce industry as a result of the technology’s rapid advancement. This research offers a thorough ex amination of the state of AI-based e-commerce platforms today, stressing their salient characteristics, advantages, difficulties, and potential. The first part of the poll introduced artificial intelligence (AI) and how it relates to e-commerce. It looks at how artificial intelligence (AI) technologies— like computer vision, machine learning, natural language processing, and recommendation systems—are being incorporated into e-commerce platforms to provide intelligent customer support, enhance product search and discovery, and offer personalized shopping experiences. Additionally, it explores the role of AI in enhancing customer engagement through chatbots, virtual assistants, and personalized marketing campaigns.

AI-driven customer segmentation in e-commerce: A data-centric approach to personalized retail

This article explores the evolution and implementation of AI-driven customer segmentation in e-commerce environments. Beginning with the transition from demographic to behavioral segmentation, it examines the theoretical frameworks underlying modern segmentation algorithms, including clustering techniques and predictive modeling approaches. The discussion addresses critical data requirements and integration challenges, highlighting the importance of data quality dimensions and strategies for unifying customer information across disparate retail platforms. Through implementation case studies, the article identifies common technical and organizational hurdles while extracting best practices from successful deployments. Actionable strategies for retail professionals are presented, focusing on translating segmentation insights into effective marketing campaigns, personalizing customer journeys, implementing real-time segmentation adjustments, and measuring return on investment. The article provides a comprehensive framework for understanding both the potential and practical considerations of applying artificial intelligence to customer segmentation in contemporary retail environments.

Artificial Intelligence in Food Marketing: Comparing Traditional Advertising Techniques with AI-Driven Strategies

This research investigates the comparative effectiveness of artificial intelligence-driven marketing strategies versus traditional advertising techniques in the food industry. Using a mixed-methods approach combining quantitative survey data (n=387) from food marketing professionals and consumers with qualitative assessments of 42 marketing campaigns, this study evaluates performance across multiple dimensions including engagement rates, conversion metrics, return on investment, and consumer perception. Findings reveal that AI-driven strategies demonstrate superior performance in personalization capabilities (37.8% higher engagement), predictive trend anticipation (reduction in market research time by 42.3%), and operational efficiency (26.4% cost reduction). However, traditional techniques maintain advantages in brand storytelling and emotional connection establishment. The research identifies optimal integration models that leverage the strengths of both approaches, with hybrid campaigns showing 31.7% higher overall effectiveness than single-approach strategies. This study contributes to marketing theory by establishing a comprehensive framework for evaluating emerging technologies in food marketing while providing practical implementation guidelines for industry practitioners. The findings suggest that strategic integration rather than wholesale replacement represents the optimal path forward for food marketing innovation.

Role of social media information quality, social media usage frequency, and social media political marketing activities in increasing trust and political engagement among Gen Z women

Purpose: This study examines the role of social media information quality, social media usage frequency, and political marketing activities through social media in increasing the trust and political engagement of women in North Luwu. Methodology: A quantitative approach was used, with a population of female activists in the region. Data were collected from 250 respondents through an online survey and analyzed using a structural equation modeling approach based on partial least squares (PLS-SEM). Results and Findings: The results indicate that social media information quality has a significant and positive effect on trust (p 0.05) but is not significant for political engagement (p 0.05). Conversely, social media usage frequency has a significant and positive effect on both trust (p 0.05) and political engagement (p 0.05). Political marketing activities on social media significantly affect trust (p 0.05) but do not show a direct significant effect on political engagement (p 0.05). Trust is proven to mediate the relationship and has a significant effect on increasing political engagement (p 0.05). Novelty and Originality: This study offers a new way of thinking about things by adding an important factor—the amount of time people spend on social media—that hasn't been looked at in previous studies (Hamid et al., 2020).Conclusion: This study helps politicians and political marketing consultants in the real world, and it also expands the ways that social exchange theory and relationship marketing can be used to understand women's political participation.Type of Paper: Research Article.

Development and Priority Selection of Marketing Strategies for Pangas Catfish Skin Chips at Gatiga Snack MSMEs

Gatiga Snack MSMEs, a chip producer in South Lampung, faces tough competition and requires effective marketing strategies to grow. This study aims to develop and select strategies that can be implemented by Gatiga Snack using SWOT analysis and QSPM. Based on the SWOT analysis results, 18 recommended strategies were obtained. These strategies are then prioritized using QSPM analysis. There are three recommended strategy implementation periods. In the first period, six strategies were recommended that could be implemented. The highest TAS score among the strategies in the first period was forming a special marketing team for managing the Gatiga Snack MSME business (WO4), amounting to 7.296. In the second period, six strategies were also recommended that could be implemented. An intensive promotional strategy by creating a schedule of online and offline routine promotional activities (WO2) resulted in the highest TAS score of 7.141 in the second period. The third-period strategy consisted of six strategies with the highest TAS score of 7.031, namely building a brand image by making reviews or testimonials about the quality of Pangas Catfish Skin Chips’s Gatiga Snack so that new consumers would trust and be interested in buying (ST3).

Assessing the effectiveness of modern internet marketing campaigns in Kazakhstan

The article presents new directions and approaches of e-commerce for improving and evaluating the effectiveness of modern Internet marketing campaigns in Kazakhstan. Today, the role of the Internet is very high, as well as the use of Internet marketing technologies in the activities of modern companies, which are mainly focused on the use of information technology and the identification of related problems. The Internet is a tool for creating not only financial, information, and consulting services, but also innovative types of business, such as e-commerce. These components of marketing activities have been described when using Internet technologies for the development of modern technologies, and these, in turn, are business structures focused on digital marketing. Today, it is becoming a popular method of attracting consumers, conducting research, as well as an effective way to bring a company to market. This area is becoming more and more popular and is being actively implemented every year, which can be explained by the significant advantages and a wide range of tools used. Therefore, the article is aimed at evaluating the effectiveness of modern Internet marketing campaigns in Kazakhstan as a whole. We assess how much the effectiveness of Internet marketing campaigns has positively or negatively affected Kazakhstan in accordance with the changes. Modern information technologies, including Internet marketing, are an indispensable tool in building relationships between market participants and an effective tool used in business operations. Therefore, the article examines the advantages, advantages and disadvantages of modern Internet marketing campaigns, how well they are developed in Kazakhstan and how often they are used in Kazakhstani enterprises. The criteria for evaluating the effectiveness of modern marketing campaigns are evaluated, including indicators of ROI, CPM, CPC, and the growth rate of Internet marketing in Kazakhstan.

Polar fried chicken? Tensions between public engagement and fast-food marketing in KFC South Africa’s Beyond the Sea campaign

ABSTRACT In this article, we offer a slightly sideways approach to polar science communication and public engagement by focusing on a recent marketing campaign by fast-food restaurant chain Kentucky Fried Chicken (KFC) in South Africa. KFC’s Beyond the Sea campaign prominently features Marion Island – part of South Africa’s southernmost territory and the site of significant long-term scientific research and monitoring programmes. It tells the story of two fictional overwintering expeditioners at the South African research station on the remote sub-Antarctic island who miss home (or rather, the taste of KFC) so much that they head out in a rigid inflatable on the 2,000 km journey back to the fast-food chain’s nearest outlet on the mainland. The integrated advertising campaign – which includes radio teasers, a filmic commercial, vox pop reels and a mobile game – blends promotional material and ‘unbranded’ science communication. This article provides a thematic analysis of the Beyond the Sea campaign within the context of South Africa’s polar histories and existing public engagement programmes. The campaign raises key questions about whether, and if so how, corporate advertising can contribute to or detract from public awareness of and engagement with the polar regions, particularly in relation to the objectives of ‘science communication for social justice’ and encouraging Antarctic artistic and cultural production from Africa.

Cross-Functional Integration: Marketing and HR Collaboration to Drive Employee Engagement in Fintech

In today’s dynamic fintech landscape, fostering high levels of employee engagement has emerged as a strategic imperative for sustained innovation and competitive advantage. This paper explores the synergistic potential of cross-functional integration between Marketing and Human Resources (HR) departments to enhance employee engagement within fintech organizations. Traditionally operating in silos, Marketing and HR are now increasingly recognizing the value of collaboration to align internal and external brand messaging, build a cohesive organizational culture, and deliver employee experiences that mirror customer-centric strategies.

МАРКЕТИНГОВИЙ ПОТЕНЦІАЛ UGC У ПРОСУВАННІ РЕСТОРАННИХ ПОСЛУГ

The modern restaurant business operates in a highly competitive environment with increasing consumer demands, necessitating the use of effective marketing tools to enhance customer loyalty and build a positive brand image. One such tool is user-generated content (UGC), which is gaining increasing importance in the context of digital communication. For the restaurant services market, it is particularly relevant to analyze the role of UGC in fostering brand trust and audience engagement, as well as to explore the mechanisms for its stimulation and effective application. The purpose of the article is to identify the key features of user-generated content as a marketing tool in the restaurant industry and to outline the ways in which it influences consumer behavior. The object of the research focuses on the marketing potential of UGC in building brand trust and motivating consumers to visit restaurants within a digital environment. The methods used in the research. The research applies content analysis to identify the main types of user-generated content disseminated through social media platforms, review websites, and other digital channels. Methods of systematization and generalization were used to determine best practices for stimulating UGC creation, particularly through gamification, contests, and loyalty programs. Research hypothesis. The active use of authentic consumer-generated content enables restaurants to boost audience engagement, strengthen brand trust, and positively influence the decision-making process regarding restaurant visits. The effective implementation of UGC strategies requires flexible content management and the development of a dialogue with the target audience. Presenting main material. Restaurants engaged in digital communication are increasingly integrating user-generated content into their marketing campaigns. The most common formats include photos and videos from customer visits, reviews on rating platforms, and social media posts tagged with the brand. A key component is fostering interaction with users by encouraging content creation through contests, rewards, and personalized brand communication. Due to its authenticity, UGC increases trust in shared information, making it a powerful marketing influence tool. The originality and practical significance of the research. This research identifies effective approaches to involving consumers in the content creation process, which contributes to long-term customer loyalty and the expansion of the customer base. Conclusions and perspectives of further research. The use of UGC in the restaurant industry proves to be an effective method of building trust and enhancing consumer engagement. Successful implementation of such strategies requires a systematic approach to content management and the development of mechanisms to motivate customers to actively interact with the brand. Further research should focus on evaluating the effectiveness of individual UGC stimulation tools and exploring the risks associated with reputational challenges.

Predictors of Employers’ Intention to Hire People With Disability

Background Rates of employment for people with disability are about half that of people without disability and have changed little in recent decades. One reason for these low workforce participation rates is the negative attitudes held by employers about hiring people with disability. Approaching this problem from a social marketing perspective has the potential to improve employer willingness to hire people with disability. However, there is presently scant information about factors associated with employer hiring decisions to inform the development of social marketing strategies. The present study examines employer beliefs about hiring people with disability such that social marketing campaigns can be created that effectively address the key barriers to hiring. Focus of the Article The identification of employer beliefs that predict intention to hire someone with disability. Research Question What beliefs held by employers predict their intention to hire people with disability? Program Design/Approach This research provides insights that can inform the development of social marketing campaigns that are effective in improving employer attitudes towards hiring people with disability. Ultimately, this is likely to lead to changes in employer hiring behaviour and increase workforce participation rates for people with disability. Importance to the Social Marketing Field This research is important because by understanding what employers believe about hiring people with disability, we can develop social marketing strategies that are effective in overcoming barriers to hiring and improving employer willingness to hire people with disability. Methods We conducted an online survey with a sample of 1419 Australian employers. The survey questions were based on the framework of the theory of planned behaviour. Linear regression was used to analyse the data. Employer attitudes (derived from behavioural beliefs), subjective norms (derived from normative beliefs) and perceived behavioural control were used as independent variables and intention to hire someone with disability was used as the dependent variable. Results The theoretical constructs of behavioural beliefs, normative beliefs, and control beliefs were significant predictors of intention to hire. In particular, employers with the highest intention to hire believed that hiring someone with disability would increase productivity, increase the organisation’s skill base, improve workplace culture, and provide greater opportunities for training and mentoring. They also believed that other employees and customers would support their decision to hire someone with disability. Recommendations for Research and Practice The present research identifies the specific beliefs held by employers that predict their intention to hire someone with disability. This work could be extended by using market segmentation techniques to identify whether heterogeneity exists among employers. If it does exist, this information could inform the development of customised social marketing strategies that target the specific beliefs held by each segment, and that address the barriers preventing them from hiring people with disability.

Potential market and welfare effects of a gene-edited technology on the U.S. soybean market

Abstract A genetically edited high-oleic soybean seed has been recently introduced. There has also been increasing demand for healthy substitutes for low-oleic oils and even a regulatory ban on trans-fats in processed foods. The likely market and welfare impact of the new variety on the U.S. soybean and oil markets, with and without the transfat ban, are quantified by using an equilibrium displacement model. The results indicate that the introduction of the variety alone would have little market impact, given the estimated yield drag relative to current varieties. The primary beneficiaries of the variety introduction combined with trans-fat bans we find to be consumers of low-oleic oil because of a price decrease and land owners because of a price increase. The biggest losers would be corn consumers because of a price increase and soybean processors because of a price decrease. The food and agribusiness sector might increase benefits further through marketing campaigns potentially driving higher demand for high-oleic products.

STRATEGI MEDIA START UP DALAM PEMANFAATAN TEKNOLOGI BERBASIS IOT (INTERNET OF THINGS) SEBAGAI MEDIA PROMOSI BISNIS

Its media start-up strategy is important to pay close attention to the sustainability of the company. The selection of the right and effective strategy is able to support the promotion of business carried out by the company to achieve its vision and mission. The development of internet of things (IoT)-based technology is rapidly accelerating in the digital world, which can bring abundant benefits. Media start-ups certainly see this gap as a lucrative business promotion medium. In addition to making, it easier in the field of promotion, the price offered is also cheaper and can reach all corners. This study was conducted with a descriptive qualitative method in the form of literature studies obtained from journals and scientific articles. The results obtained show the right and effective strategy by observing the prevailing digital trends, knowing the success rate of digital marketing campaigns, and preparing a business promotion plan.

The Role of Influencer Marketing in Shaping Brand Image

Abstract: It studies the specific context of Hyderabad market in evaluating the influence of influencers on structural to brand image. Influencer marketing is one of the most potent strategies of digital marketing that brands can use for reaching social media users by focusing on specific segments. The credibility that trusted influencers build with their audience has enormous power to sway public perception of brands. In the context of Hyderabad's unique marketplace, the study examines the impact of influencer marketing on the brand image along with changes in the consumer behavior process leading to the formation of brand loyalty. Adopting an exploratory practices-based approach enhances our understanding of the dynamism of influencer marketing by applying both quantitative and qualitative data collection methods. A survey mediated investigation examined 300 people for their relationships with influencers and their changes in brand preference in Hyderabad. The research tool consisted of detailed inquiries regarding consumer perceptions of influencer trustworthiness and their engagement with influencers, along with their assessments of influencer promotion trustworthiness agreement. In addition to interviewing social media influencers, the research included twenty marketing professionals to identify their strategies to create favorable impressions of the brand using influencer marketing campaigns. From Hyderabad specifically, research illustrates a potent way in which influencer advertising changes for brands outside their very own comfort zone because youthful users of the service go for Instagram over as well as YouTube both within Hyderabad. Trust placed in influencers, ultimately, depends on their authenticity that aligned with the needs and interests of consumers themselves. Influencers create relatable entertainment-based content that has a significant direct effect on a brand’s image, especially within the fashion and beauty industries. Studies show that micro-influencers are better at offering stronger purchase intention effects for consumers because they develop familiarity with their audience members, through actual supportive and real interaction. The brand perception strengthening is driven by a close fit between a promoter’s personal brand with the company they promote. In the case of Hyderabad, individuals responded more favourably to brands that were endorsed by influencers because they related with them and their personal values and lifestyles. This way, brands boost their visibility and also acquire credibility through these digital engagement metrics (likes, comments, shares, etc.), both contributing to shaping brand image. This study provides new information on Indian influencer marketing as it relates to the thriving market of Hyderabad. Brands can create their best brand image while affecting consumer behavior by collaborating with the help of influencers through developing real relationships mainly based on trust and shared buyer values. Insights revealed empower marketers to tailor influencer marketing strategies to the nuances of consumer preferences in Hyderabad.

Proposed Marketing Strategy for Increasing Sales in Restaurant Business

This study aims to formulate an effective marketing strategy to increase sales at Gianni’s Pizza Shop, a New York-style pizza restaurant located in Jakarta. The research employs a mixed-method approach combining qualitative and quantitative data. Key analytical tools include STP (Segmentation, Targeting, and Positioning), Marketing Mix (4P), SWOT, VRIO framework, and Porter’s Five Forces to assess internal and external business environments. Data was gathered through surveys distributed via online platforms and analyzed to understand consumer preferences, brand awareness levels, and competitive positioning. The findings reveal that while Gianni’s has unique strengths—such as a distinctive concept, strategic location, and spacious ambiance—its limited brand recognition and weak online presence hinder sales performance. Survey results show that the 17–28 age group in South Jakarta values affordable pricing, classic pizza flavors, and vibrant dining atmospheres. However, current digital promotions and customer engagement through social media are inadequate. Based on the analysis, the study proposes several strategies: enhancing digital marketing campaigns, collaborating with influencers, improving delivery services through online food platforms, and hosting community events to increase customer interaction and loyalty. The study contributes to practical marketing applications by providing an integrative model for small food and beverage businesses to strengthen brand positioning and customer reach. The implications emphasize the importance of aligning promotional efforts with consumer expectations and leveraging local market trends to achieve sustainable sales growth.

Aligning Vocational Training Systems with the Gig Economy and Digital Job Markets Through Training Needs Analysis (TNA): Case Study of BBPVP Bandung

The transformation of Indonesia’s labor market, driven by the rise of the digital economy and gig-based work, requires a responsive vocational training system that equips graduates with relevant and future-ready competencies. BBPVP Bandung, as a public vocational training center, faces challenges in aligning its traditional programs with the demands of flexible, platform-based employment. This study explores how Training Needs Analysis (TNA) can be used as a strategic tool to identify job market trends, develop competency frameworks, and guide program delivery to bridge this gap. Through a qualitative research approach, the study gathered insights from industry professionals, gig & digital talents, and institutional leaders via interviews and focus group discussions. Using the Gioia method for analysis, the findings were synthesized into key strategic themes that address emerging job trends, the types of competencies required, and effective training delivery models for the digital era. The study concludes that BBPVP Bandung should prioritize developing talent in three key digital roles: Digital Marketing Specialists, Social Media Specialists, and Graphic Designers. An integrated competency model combining technical, soft, and entrepreneurial competencies was formulated to ensure holistic graduate preparedness. Furthermore, an End-to-End Gig-Oriented Vocational Delivery System is proposed, encompassing early industry collaboration, modular and micro-credential learning, and post-graduation mentoring and support. Embedding TNA as a continuous planning mechanism will enable BBPVP Bandung to sustain relevance, strengthen graduate employability, and contribute to broader vocational education transformation in Indonesia.