Articles

Developing Strategies to Reduce Turnover Intention Driven by Unethical Leadership in Digital Creative Agencies

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Digital creative agencies have developed as brands collaborators to supervise content management, online targeted advertising, and consumer engagement strategies integrated into the various digital ecosystems in Indonesia. The workers of this industry dominantly by generation specifically Gen Z. This industry has potential to growth, however there is a lack of organizational structure, excessive workload, and inconsistent policies that have encouraged unethical leadership. Many creative workers experience unfair treatment, lack of empathy, manipulative tendencies, irresponsible behaviours, and egocentric, all of these creates burnout and stress and directly affect desire to leave from the company within the industry. The purpose of this study is to identify the relationship among unethical leadership, psychological distress, and turnover intention to understand the depths of employee’s well-being and retention. A quantitative explanatory approach, data were collected from 191 respondents who worked in Indonesia’s digital creative agencies through online questionnaire. The variables measured included nine indicators of unethical leadership, four indicators of psychological distress, and three indicators of turnover intention. Using PLS-SEM, the data were analysed to assess relationship between the constructs. These findings demonstrate that psychological distress is linked unethical leadership to turnover intention in fast-paced work culture. Managerial strategies consist of prioritize ethical leadership development, strengthening accountability systems, and workload restructuring to continuous well-being initiatives. Future research is encouraged to incorporate qualitative exploration to better understand of behaviours and expand model of mediating variables such as organizational justice or psychological safety. This study contributes to provides practical insights for improving workforce sustainability in Indonesia’s digital creative agencies.

A Comparative Study on the Buying Behaviour of Generation Z and Millennials

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This study explores generational differences in consumer behaviour by comparing Generation Z (Gen Z) and Millennials in the Indian context. Using a quantitative research design, data was collected from 60 respondents (25 Gen Z and 35 Millennials) through a structured questionnaire administrated via Google Forms. The study tested five hypotheses concentrating on brand loyalty, social media influence, price sensitivity, product preferences and demographic influences. Statistical analyses including independent samples t-tests, chi-square tests, ANOVA, and regression were performed using SPSS. Results revealed no statistically significant differences between the two generations across the examined factors, although descriptive statistics suggested marginal tendencies, such as Gen Z showing slightly higher price sensitivity and responsiveness to discounts. The findings suggest that while subtle variations exist, both generations demonstrate broadly similar buying behaviours in the digital marketplace. The study contributes to generational consumer research and offers practical insights for marketers to design inclusive strategies that address the shared preferences of these cohorts.

Has Buy Now Pay Later become a symbol of hedonistic lifestyle among young people?

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The advancement of technology and the internet has driven significant transformations in the global business landscape and consumer lifestyles. One notable innovation in financial technology (Fintech) is Buy Now, Pay Later (BNPL), a digital financial service that enables consumers to make purchases without immediate payment, thereby creating a more appealing and instant shopping experience. This service has gained substantial popularity among younger generations, particularly Generation Z, who account for 56.7% of Pay Later users. This study aims to analyze the influence of BNPL on hedonistic lifestyle, facility utilization, and impulsive buying behavior using a quantitative approach involving questionnaire distribution and analysis through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal a positive relationship between BNPL usage and both facility utilization and hedonistic lifestyle, which ultimately contributes to increased impulsive buying behavior among young consumers in Indonesia.

Talent Management Strategies in Indonesia’s Digital Media and Entertainment Industry for Gen Z: The Role of Leadership Style and Organizational Culture

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This study found that leadership style has a significant effect on talent management, with transformational leadership being more effective in retaining talent in the digital media and entertainment industry. However, the use of organizational culture as an intervening variable showed no significant effect on talent management. The study also highlights the challenges and opportunities in retaining Generation Z talent in the media and entertainment sector, emphasizing the importance of factors such as diversity, inclusion, technology, sustainability, and legal considerations in attracting and retaining top talent.The survey results show that different industries have different preferences regarding leadership styles, talent management strategies, and organizational culture. The music industry values community, the gaming industry prefers transformational leadership styles, the film industry emphasizes individual recognition, and the digital marketing industry prioritizes financial rewards. The analysis suggests that leadership style has a positive effect on organizational culture and talent management, and organizational culture also affects talent management. Validity and reliability tests confirmed the accuracy of the survey data.

 

Beyond the Korean Wave: Understanding the Motivation of Among Indonesian Gen Z to Learn Korean in the K-Pop Trend

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This research aims to uncover the motivation that drives the Indonesian Generation Z (Gen Z) to learn Korean and absorb Korean Pop culture as a lifestyle that is now increasingly trendy. Pop-Korean Language and Culture referred to in this research is the Pop-Korean language and culture used in South Korea, a language that has recently become popular with young people not only in Indonesia but in several other countries in the world. This research was designed with the aim of; 1) to reveal the motivations that encourage Gen Z to learn Korean, and 2) to measure their level of perception of Korean pop culture. The results of this research show that Gen Z’s interest in Korean in the trend of K-Pop is caused by K-Pop being a trend among the younger generation. The implications of this research contribute to the reader’s understanding that the cultural orientation of Gen Z is different from the Old Generation who tend to keep themselves away from new things.

Emerging Market Entry: Innovative Marketing Approaches for Tirtagangga Hot Spring Resort Targeting Gen Z and Millennials

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Indonesia, a populous country, exhibits a significant population size. As per data from the Ministry of Home Affairs of the Republic of Indonesia via the Dukcapil Directorate General, the largest generation in Indonesia comprises Gen Z and Millennials. These two generations display various behavioral differences compared to preceding generations, particularly in their travel habits. In order to attain the national tourism target, the Ministry of Tourism and Creative Economy (Kemenparekraf) has designated Gen Z and Millennials as the primary target demographic. Tirtagangga Hot Spring Resort, currently undergoing rebranding efforts, aims to penetrate the Gen Z and Millennial market. Initial research suggests that Tirtagangga Hot Spring Resort faces challenges in attracting hotel guests from this new market. This study employs a quantitative approach, utilizing a questionnaire for customer analysis, and employs SMARTPLS for data processing and hypothesis testing. The research entails conducting interviews with 12 individuals, including business owners and their marketing department. The outcomes reveal a positive impact of Social Media Marketing on Brand Awareness and Brand Image, while Brand Awareness and Brand Image, in turn, positively influence Purchase Intention. Based on these findings, the authors propose several strategies to augment sales, leveraging the SWOT and TOWS tools encompassing both external and internal analyses. The recommended strategy revolves around diversifying promotional strategies that specifically target the hotel’s updated style and activities, aiming to captivate attention and generate interest. A key focus is placed on highlighting the hotel’s unique blend of modern aesthetics and hygienic surroundings. The promotional efforts should emphasize the newly adopted style of the hotel while concurrently advancing its renovation endeavors. This approach effectively showcases the hotel’s fresh aesthetic while preserving its renowned heritage. Additionally, the hotel should enhance its offerings by introducing supplementary activities and amenities, enriching the overall guest experience.

 

Maximizing Simultaneous Social Media Communication: A Study on Purchase Intention among Millennials and Generation Z in the Online Language Learning Industry

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Born in the middle of lock down Covid-19 in Indonesia, Cetta Online Class started their journey and currently has more than 1700 enrolling students in 5 language classes. However, Cetta needs to re-evaluate to be able to win the market and grow their sales, as they enter the market by using social media marketing communication. Cetta needs to know how to utilize more of their firm-created social media and their ongoing students to be able to generate more word of mouth. Studies have found that firm-created social media communication, user-generated social media communication, and E-WOM have a significant positive impact on purchase intention in several countries. All respondents of this study are millennials and members of Generation Z, as Cetta’s students are Millennials and Gen Z. This research was conducted for academic purposes and to make recommendations for Cetta Online Class, a company in the service industry and, to be more precise, a brand that operates an online foreign language course. This research uses quantitative linear regression approaches with a survey method and cross-sectional research design. The measuring tools of the study designed by Alrwashdeh, Emeagwali & Aljuhmani (2019) to measure E-WOM and purchase intention; and Schivinski and Dabrowski (2016) to measure firm-created and user generated social media communication. The sampling technique used in this research is purposive sampling. This study involved 444 respondents (64% Gen Z and 36% Millennial). The results showed that: First, E-WOM is the most influential factor, but it is surpassed by simultaneous social media communication, which is an integrated communication strategy that incorporates all three elements, including firm-created social media, user-generated social media, and E-WOM. Second, Gen Z respondents have more influence than millennials, which includes both firm-created and user-generated influence. Millennials exceeded Gen Z in E-WOM by 0.02%. Third, the recommended strategies to maximize simultaneous communication are: create new design, social media creative team recruitment, content contests and challenges, student stories and testimonials, student ambassador program, invest more in service quality and learning journey, create a referral program, and build a strong community.