Today, consumers are no longer merely passive recipients of services provided by companies. Consumer's pervasiveness in their service consumption is the embodiment of Goods-Dominant Logic into Service-Dominant Logic paradigm shift. With this shift, consumers are now have the potential to be an effective corporate marketing agent. Private university, as the provider of education services whose survival depends on student participation and funding, is expected to be able to implement the right strategy in the face of the paradigm shift. This study aims to examine the effect of student engagement on student satisfaction. The effect of student satisfaction was then examined on student loyalty. The respondents of 140 students and former students of STIA Al Fithrah in Surabaya became the sample of this study. The results showed that student engagement has an important role to the development of student loyalty.

This research is triggered by the author's concern about a brand that will build a strong bond with consumers regardless of the impact it will have. Previous research conducted in the UK stated that brand attachment not only leads to favorable consumer behavior such as brand loyalty, but also detrimental consumer behavior such as trash-talking, schadenfreude and anti-brand actions which are only moderated by attachment avoidance styles (Japutra et al. , 2018). Trash-talking is different from negative WOM. The purpose of this study was to examine positive behavior (brand loyalty) and negative consumer behavior (trash-talking, schadenfreude, and anti-brand action) due to brand attachment using anxiety attachment style and attachment avoidance style as moderating variables in Indonesia. This study uses an online questionnaire method with a sample of 80 respondents. Furthermore, the data were tested using the PLS-SEM method with the help of the WarpPLS 7.0 software. The results explain that strong brand attachment has a strong influence on brand loyalty, trash-talking, schadenfreude, and anti-brand actions. However, these relationships were not moderated by either anxiety attachment styles or avoidance attachment styles. It can be concluded that the relationship between the brand attachment variable and the brand loyalty variable, the trash-talking variable, the schadenfreude variable and the anti-brand action variable were not moderated by the anxiety attachment style and the avoidance attachment style.

Marketers often apply the strategy of scarcity promotion to attract consumer attention to the company’s product. However, this strategy often increases consumer’s destructive, aggressive behaviors. A quantitative approach using the experimental method was thus conducted in this study to reveal the effect of advertisement exposure with scarcity promotion strategy on aggressive consumer response towards the product that the company offered. The results show that advertisements with a scarcity strategy expose one’s perception that other consumers are perceived as threats. This perception arises since the probability of getting the product they want will be decreased when others are running after the same product. Theoretically, this condition will elevate the tendency of aggressive consumer behavior when attaining the product. Three studies with multiple behavioral measurements conducted on STIE YKPN students show destructive responses to the scarcity promotion applied by the company

Many studies on zakat that look for a reason why muzakki pay zakat. The majority of them used a survey method to answer the question, but an experimental method was still limited in the zakat study. In the donation context, accounting information is useful for donors on donation choices. This information is still rarely examined in the context of zakat. This paper used an online experiment method by 2 x 1 between-subject in the zakat context. This study had purpose to know whether the presence of accounting information would affect the information adequacy perception of muzakki or not. This study used 79 experiment participants for two groups. The result showed that muzakki, who got accounting information, had a higher information adequacy perception than muzakki, who did not get accounting information. This result indicated that muzakki would feel to get enough information when they got accounting information to make zakat decisions. The result implied that zakat institution should give their accounting information to muzakki and the public.