International Journal of Economics and Business Issues

Employee Entrepreneurial Orientation as a Driver of Adaptive Selling, Employee Engagement, Environmental Impact, and Employee Performance in Indonesian State-Owned Hotels

2026-07-19T14:04:42+07:00

This study aims to examine the integrated relationships among Employee Entrepreneurial Orientation (EEO), adaptive selling, employee engagement, environmental impact, and employee performance in the context of state-owned hotels in Indonesia, specifically PT Graha Yasa Selaras. Using a quantitative approach, data were collected from 235 employees involved in service and operations through purposive sampling. The data were analyzed using Structural Equation Modeling with the Partial Least Squares (PLS-SEM) approach. The results show that EEO has a positive and significant effect on adaptive selling, employee engagement, and environmental impact. Furthermore, adaptive selling, employee engagement, and environmental impact were found to be significant determinants of employee performance. These findings indicate that EEO functions as a fundamental catalyst for enhancing competitive advantage and operational excellence in state-owned hospitality assets by fostering proactive, innovative, and environmentally conscious work behaviors. This study provides practical implications for management in cultivating an entrepreneurial culture to sustain performance amid industry volatility.

Beyond Engagement: Examining the Effects of Brand Love and Gamification Marketing on Hedonic and Utilitarian Value in Roblox

2026-06-21T13:10:52+07:00

Gamification marketing has become an important strategy for strengthening consumer– brand relationships in immersive digital environments. However, limited empirical research has examined how gamified brand experiences in Roblox influence consumers’ hedonic motivation and utilitarian value through brand-related psychological responses. This study investigates the effects of brand engagement, brand love, and gamification marketing on hedonic motivation and utilitarian value in Roblox-based brand interactions. A quantitative survey was conducted with 100 Roblox users, and the data were analyzed using Partial Least Squares Structural Equation Modelling (PLS- SEM). The results show that brand engagement does not significantly influence hedonic motivation or utilitarian value, suggesting that interaction alone is insufficient to generate enjoyment or perceived usefulness. In contrast, brand love significantly enhances both hedonic motivation and utilitarian value, highlighting the importance of emotional attachment in shaping consumer experiences. Gamification marketing also has a significant positive effect on hedonic motivation, confirming the role of game design in promoting enjoyment and immersive participation. These findings contribute to gamification marketing literature by demonstrating that emotional attachment and experiential design are more influential than engagement alone in creating consumer value in virtual brand environments. The study also offers practical guidance for brands designing engaging and meaningful experiences in Roblox.

Authenticity as a Strategic Advantage: Understanding the Trust–Experience– Loyalty Relationship in Emerging Markets

2026-07-19T13:50:26+07:00

The objective of this study is to move beyond binary models and identify the psychological factors that effectively differentiate consumer loyalty toward local products, categorized into high, moderate, and low tiers. A sample of 500 Indonesian consumers was collected and analyzed using Multiple Discriminant Analysis (MDA), which is employed for its ability to assess the discriminative power of hypothesized variables. The analysis confirms that the three core psychological drivers perceived product authenticity, prior consumption experience, and authenticity belief (trust) significantly differentiate consumers based on their loyalty levels. The findings reveal that these constructs cohere into a single, high-loading dimension of "Place-Based Commitment," with perceived product authenticity emerging as the most influential factor. These results support the view that loyalty exists along a measurable spectrum shaped by coherent psychological dimensions. The study contributes theoretically by highlighting the discriminative capacity of psychological variables for behavioral segmentation, providing an evidence-based map of consumer commitment. From a managerial perspective, the findings offer actionable strategies for SMEs: enhancing consumer perception through compelling storytelling, ensuring consistent product experience, and building authenticity belief via transparent communication. These approaches provide cost-effective and targeted pathways for fostering sustained consumer loyalty.