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The metal industry in the Tegal city experiences a severe shock because of technological disruption and the Covid 19 pandemic. However, the metal industry experiences an organizational learning process and some of the industries are still surviving today. This study aimed to determine the effect of Employee Engagement, Knowledge Management and Organizational Learning on the Performance of the Metal Industry in Tegal Regency, especially in Kramat District, Central Java. The population in this study was the metal industry with a total of 121 units with a total workforce of 382 people. Samples were taken by random purposive sampling technique amounting to 78 respondents. The data analysis method used AMOS with PLS Version 3. The results of the study found that Employee Engagement, Knowledge Management, and Organizational Learning simultaneously had a significant effect on organizational performance. Partially, Employee Engagement had a negative and insignificant effect on Organizational Learning and Organizational Performance. Knowledge Management had a positive and significant effect on Organizational Learning. Organizational learning has a positive effect on organizational performance. However, Organizational Learning was not able to Mediate Employee Engagement on Organizational Performance.

The purpose of this study is to analyze the entrepreneurial orientation partially affects competitive advantage. The entrepreneurial orientation and product innovation simultaneously affect competitive advantage, and competitive advantage partially affects marketing performance. This study uses saturated sampling with a total sample of 107 lubricating oil managers in the city of Semarang. The data analysis technique in this study uses path analysis techniques, with the help of the Statistical Package for Service Solution (SPSS) program 22. The results show that entrepreneurial orientation partially has a positive and insignificant effect on competitive advantage, product innovation partially has a positive and significant effect on competitive advantage, entrepreneurial orientation and product innovation simultaneously have a positive and significant effect on competitive advantage, competitive advantage partially affects marketing performance.

Social media platforms have exposed consumers to a large amount of either accurate information or misleading information. The quick spread of information through electronic word-of-mouth on social media networks has made it difficult for consumers to distinguish between marketer-generated content and user-generated content. This study aims to identify the factors that influence consumers when making purchasing decisions and to establish a comprehensive framework for consumers in the digital marketing. The study aimed to investigate how technology acceptance, electronic word-of-mouth (eWOM), and perceived risk affect information adoption by users in social media marketing. The study collected data from 213 social media users in Semarang via an online survey and used partial least squares structural equation modeling (PLS-SEM). The findings showed that information trustworthiness and information adoption were intermediaries between information quality, usefulness, perceived risk, argument quality, and information adoption. The study suggests that the quality and usefulness of the information are significant factors that affect the adoption of information. For social media marketers, providing high-quality and balancing useful information can increase consumer chances of adoption, thereby leading to purchase intention. The findings highlight for the marketers to ensure that the information provided is of high quality and relevant to the target audience. Keywords: digital marketing, social media, information adoption, electronic word-of- mouth, trust

The ever-evolving business environment demands companies to adopt a customer-focused culture, continuously develop and sustain growth. Marketing is seen as a fundamental aspect of corporate culture, with market orientation as its practical application. The purpose of this study is to identify product innovation influencing marketing performance in the woodcraft industry in Central Java, Indonesia by adding competitive advantage as a mediator variable. Factors leading to product innovation, such as environmental uncertainty and R&D intensity, as well as factors leading to competitive advantage, such as product orientation and customer orientation, are identified in this study. The population in this study were 214 timber companies in Central Java Province. By using simple random sampling, the number of samples used in this study were 110 samples. The analysis in this study uses the SEM analysis method with SmartPLS 3. The results of this study indicate that environmental uncertainty and R&D intensity affect product innovation. In addition, product innovation and competitive advantage also have an influence on marketing performance. Therefore, this study supports the contingency theory which states that environmental uncertainty and research and development intensity can affect product innovation. Companies can foster a culture of innovation that enables them to foresee and respond to customer needs more effectively by focusing on research and adapting to changes in the external environment. Keywords: competitive advantage, environmental uncertainty, marketing performance, product orientation, R&D intensity

Abstract: This study aims to analyze the influence of social media on purchasing decisions through consumer motivation in fast fashion consumers in Semarang Regency. This study uses quantitative methods as many as 100 respondents were determined using a census. Data were collected using a questionnaire and processed using partial least squares. The results showed that social media had a positive and significant effect on purchasing decisions, consumer motivation had a positive and significant effect on purchasing decisions and social media had a positive and significant effect on purchasing decisions.

As a company that provides services in managing risks, coverage for the uncertainties faced by potential customers in the future makes the insurance business utilize several marketing models, such as personal selling combined with competitive premium prices and service quality. This study aimed to analyze the effect of competitive price strategies, service quality, and personal selling on purchasing decisions for health insurance products in Indonesia by implementing the role of mediating competitive advantage. This research was conducted using a random sampling technique using a sample of 220 respondents from customers of health insurance products in Greater Semarang, Central Java, Indonesia. Data was collected by distributing questionnaires, which were processed and analyzed using PLS (Partial Least Square) with SEM Structural Equation Modeling (SEM) with WarpPLS software. The results of the study show that personal selling, competitive price strategies and service quality positively affect competitive advantage and purchasing decisions. The findings also confirm the mediating role of competitive advantage in bridging the relationship between independent variables and purchasing decisions. Practically, these findings underscore the importance of health insurance uniqueness as an important part of the formation of purchasing decisions by custumers. Keywords: personal selling, competitive price, service quality, competitive advantage, purchasing decision

The long term aim of this study is to develop a superior competitive conceptual model which is based on culture and product innovation. The specific target of this study empirically tests the effects of consumer’s knowledge management to the competitive superioritywhich is based on the culture, the product differentiation effects of competitive superiority, the influence of superior competitive which is based on culture to the marketing performance, the influence of Research and Development intensity to the product innovation, theinfluence of management of competitor’s knowledgeto the product innovation and the influence of product innovation to the marketingperformance. The Sampling techniques used is based on the simple random sampling. The sample used is the director of 110 medium-scale furniture industries in Central Java Province. The data is obtained by having interviews. In collecting the data, a combination of open questions and closed questions have been given to the respondents. Structural Equation Modeling is implemented for analyzing the data. The findings in this study may enrich the literature so that it cancreate superior value and innovation. Then, the performance of companies can improve. Tujuan jangka panjang penelitian ini adalah mengembangkan sebuah model konseptual keunggulan bersaing berbasis budaya dan inovasi produk. Target khusus penelitian ini menguji secara empirik pengaruh pengelolaan pengetahuan pelanggan terhadap keunggulan bersaing berbasis budaya, pengaruh diferensiasi produk terhadap keunggulan bersaing berbasis budaya dan pengaruh keunggulan bersaing berbasis budaya terhadap kinerja pemasaran, pengaruh intensitas litbang terhadap inovasi produk, pengaruh pengelolaan pengetahuan pesaing terhadap inovasi produk, dan pengaruh inovasi produk terhadap kinerja pemasaran.Teknik sampling berdasarkan simple random sampling, Sampel yang digunakan adalah 110 direktur industri mebel skala menengah di Propinsi Jawa Tengah. Data yang diperoleh dalam penelitian ini didapat dengan cara wawancara. Pengumpulan data dengan mengguna-kan kombinasi pertanyaan terbuka dan pertanyaan tertutup, yang diberikan kepada responden. Data yang terkumpul selanjutnyadianalisisdenganteknik menggunakan Structural Equation Modelling (SEM). Temuan teoretis dalam penelitian ini adalah dapat memperkaya literatur menciptakan nilai superior dan menciptakan inovasi dapat meningkatkan kinerja perusahaan.