Introduction/Main Objectives: This research aims to study the important factors behind achieving the e-advocacy leverage capacity that determines the success of a business in the sphere of digital marketing. Background Problems: In response to the increasing competition in the world of online culinary businesses due to the COVID-19 pandemic, businesses have to enhance strategic marketing to improve consumer loyalty. Novelty: This research model contributes to the development of a concept about consumer advocacy from the perspective of strategic marketing, which is still a limited area of study. Research Methods: The research model was applied to 220 respondents (Indonesian culinary business owners) using a survey that was processed with AMOS SEM. Finding/Results: This research convincingly identifies two significant building factors for e-advocacy leveraged capacity, namely promotional attractiveness and digital affinity direction. Conclusion: Companies’ marketing strategies focus not only on maintaining close customer relations but also on ways to intervene with customers so that they are willing to advocate products or brands through digital media.

Today's business competition is very tight, especially online business or e-commerce. To increase competition, a good strategy is needed in analyzing and meeting market needs. The better the strategic analysis applied, the better we will face and win the competition. This study aims to analyze the impact of trust variables, e-WOM, ease of access & use, and brand image on the purchase intention of Tokopedia consumers. This research is a quantitative research. The population in this study are Tokopedia users and consumers who live in Surabaya and its surroundings. The number of samples collected is as many as 120 respondents. Data collection was carried out using a questionnaire method made using google form. Data The analysis technique used is a regression technique which is supported by t-test, classical assumption test, and path analysis. Based on the results of the research and discussion obtained, it was concluded that the variables that were declared to have a positive and significant effect were the Trust variable on Brand Image, e-WOM variable on Brand Image, Ease of Use variable on Brand Image, Brand Image on Purchase Intention, Trust variable to Purchase Intention, e-WOM variable to Purchase Intention, Ease of Use variable to Purchase Intention.

The purpose of this study is to analyze in improving the company's macroeconomics by applying the concept of human resource management. Macroeconomics not only has an impact on companies but there are also economic changes in household businesses (households) and market businesses. The research method used is qualitative. Data collection techniques use documentary techniques by collecting information from written documents, especially in the form of research images on research problems. Based on the research results, it can be concluded that human resources perform their duties as a department with personnel management expertise available in the company to achieve the goals of efficiency and profitability of the company's business operations. Macroeconomics has a causal relationship that is studied in macroeconomics is basically the relationship between aggregate economic variables (overall), such as payments, national capital stock, government debt, and others.

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Media sosial Instagram dan Youtube terhadap kinerja pegawai generasi Y dan Z di Kantor Pelayanan Pajak (KPP) Pratama Surabaya Sukomanungggal. Responden penelitian ini pegawai KPP Pratama Surabaya Sukomanunggal generasi Y dan Z sebanyak 66 responden. Hasil penelitian menunjukkan penggunaan Media Sosial Instagram, dan Youtube pada pegawai generasi Y dan Z KPP Pratama Sukomanunggal tidak berpengaruh terhadap kinerja pegawai generasi Y dan Z. Hal ini dikarenakan penggunaan media sosial instagram dan youtube masih dalam tahap wajar dan tidak digunakan dalam waktu yang lama