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The start-up company mobilmantan.id’s marketing communications strategy for bringing innovative products to market is the subject of this study. The company wants to effectively engage investors, and customers, and conduct market research by utilizing channels like crowdsourcing, pitching, networking, and social media. The research employs a literature review method with a qualitative approach to explore the complexities of innovation commercialization, which involves transforming innovations into marketable products through substantial financial investment and risk. Drawing from a comprehensive analysis of 194 articles across 62 journals, a framework outlining the innovation commercialization process has been developed, highlighting three main phases: discovery, development, and implementation. Analyzing the company's approach to marketing communications and its effect on the commercialization process were the initial methods. According to the findings, using digital channels and third-party collaborations significantly increased sales and customer engagement. Throughout the process, difficulties like establishing credibility, acquiring patents, and running out of funds were identified and addressed. The study concludes that during the commercialization process, effective marketing communications are crucial in increasing product awareness and sales. While impediments in example size and generalizability exist, the exploration offers important bits of knowledge for new businesses exploring the intricacies of development commercialization.

This study aims to determine the influence of social media marketing and brand image on consumer decisions to buy Wardah brand skin care products. The population of this research is people who live in Balikpapan, Samarinda, and Bontang cities. The number of respondents is 109 who meet this research sample's criteria. This study uses structural equation modeling (SEM), which is measured using partial least squares (PLS). SmartPLS 3.0, a data processing software application tool, was used to conduct the analysis. The findings of this study indicate that brand image has an insignificant influence on customers' decisions to buy Wardah brand skin care products. This is because currently, there are many companies that are similar & offer the same benefits & functions and also because people trust customer evaluations and testimonials more than claims made unilaterally by a skin care product. Meanwhile, social media marketing significantly affects consumers' decisions to buy Wardah brand skin care products.

Small and medium-sized enterprises (SMEs) play a vital role in economic development and sustainability. In Indonesia, SMEs account for a significant portion of the economy but face challenges in adapting to eco-innovation practices. To address this issue, this study examines the role of eco-regulation and government support in promoting eco-innovation adaptation among SMEs in Indonesia. We also explore the moderating effect of eco-environmental factors, including eco-customers, eco-managerial, eco-competition, and eco-process innovation. We collect data from 859 SMEs in Indonesia and use the Structural Equal Modeling-Partial Least Square (SEM-PLS) method to analyze the data. We measure eco-regulation and government support as independent variables and eco-environmental factors as moderating variables. We use eco-innovation adaptation as the dependent variable. Our results show that eco-regulation and government support have a positive effect on eco-environmental factors, except for eco-customers. We also find that eco-environmental factors have a positive impact on eco-innovation adaptation. Furthermore, we find that eco-regulation and government support indirectly influence eco-innovation adaptation through the mediation of eco-environmental factors. In conclusion, our study highlights the importance of eco-regulation and government support in promoting eco-innovation adaptation among SMEs in Indonesia. We find that eco-environmental factors mediate the relationship between eco-regulation and government support and eco-innovation adaptation. Our study provides valuable insights for policymakers and practitioners seeking to enhance SMEs' eco-innovation practices and promote sustainable development.

After restrictions on community activities caused by the COVID-19 pandemic were lifted, numerous businesses, including restaurants and cafes, have already resumed normal operations. Competition is also unavoidable. Thus, companies should motivate their managers to develop various operational strategies to increase customer satisfaction. This study aims to analyze the relationship between customer satisfaction and operational management activities, including layout, decoration, location, and cleanliness. In addition, it examines human resource management, food quality, and atmosphere as mediating variables. Data were obtained using an online questionnaire conducted between June and December 2021. A total of 1,068 clients of cafes and restaurants were selected as the participants using purposive random sampling. Data were evaluated using variance-based structural equation modeling. The results showed that operational management activities promote cafes and restaurants (p-value = 0.000). Furthermore, this study indicates the role of infrastructure elements, specifically human resource management, atmosphere, and food quality, as moderating variables on customer satisfaction (p-value = 0.000). Overall, the findings of this empirical study provide a theoretical contribution by emphasizing cafe and restaurant operational strategies that enhance customer satisfaction.

The Covid-19 pandemic that has hit the world has devastated the tourism sector. In Indonesia, the government continues to focus on bringing in tourists from various foreign countries. This study tries to explain whether Indonesian people dare to travel and what factors influence their intention to travel. We applied an explanatory quantitative approach in this study, where the survey supported online by involving 200 respondents spread throughout Indonesia. Characteristics of their age between 17 years - 60 years. SEM method for interpreting data. The findings of the analysis present that during pandemic, Indonesian people continue to travel by paying attention to Covid-19 health procedures. In addition, they also consider supporting factors such as traveling needs, safety during the traveling, and exist on social media needs that significantly influence traveling intention of traveling interest mediation. Family economic condition is a factor that plays a very important role in encouraging traveling intention because we proved it to be a moderating variable that has a significant effect on traveling interest in traveling intention. The interesting thing is that 94% of respondents did not reduce their desire to travel in 2021.

The Influence of Consumer Threat Emotion and Brand Trust and corporate image to the Buying Decision at Rumah Sakit Pertamina Balikpapan). This study aimed to analyze the influence of Threat Emotions and Brand Trust and corporate image to the Buying Decision. The independent variables in this study are threat emotions and brand trust, while the dependent variable in this study is buying decisions. The type of research that is used is quantitative research. The research was conducted on customers of Rumah Sakit Pertamina Balikpapan. The sampling technique used purposive sampling. Data analysis techniques in this study used regression analysis. This study shows that threat emotion does not have a significant positive effect on buying decisions, brand trust does have a significant positive effect on buying decisions, and corporate image has a positive and significant effect on buying decisions.