The aim of the research is to analyze the influence of viral marketing and customer reviews on purchasing decisions with consumer trust as a mediating variable. In marketing theory, purchasing decisions can be improved by mediating consumer trust, so that products can be sustainable. The study was conducted on Indonesian iced tea products, which are typical tea leaf products from Indonesia. The type of research used in this research is quantitative and analyzed using PLS. 105 respondents in the research were customers of Indonesian iced tea products in Palangka Raya City. The research results show that viral marketing, customer reviews mediated by consumer trust variables had a significant positive effect on purchasing decisions, viral marketing had a significant positive effect on purchasing decisions, viral marketing had a significant positive effect on consumer trust, customer reviews had a significant positive effect on purchasing decisions, customer reviews had a significant positive effect on consumer trust and consumer trust had a significant positive effect on purchasing decisions for Indonesian Iced Tea products in the city of Palangkaraya.

Research in the field of marketing management with RBV Theory in improving business performance at river tourism objects. Entrepreneurial orientation and dynamic capability become independent variables with customer relationship management as mediation in improving business performance. Research analysis with SEM-PLS on 350 river customers in Kereng Bangkirai, Central Kalimantan, Indonesia. The research results show that entrepreneurial orientation is not directly significant to business performance, while customer relationship management is significant. Dynamic result ability is not significant to business performance and significant to customer relationship management. These results can be an introduction that business performance is very important with the role of entrepreneurial orientation and dynamic capabilities with customer relationship management mediation. Result implications can increase business capabilities with entrepreneurial oriented business strategies, dynamic capabilities and customer relationship management in improving business performance. In further research can consider market sensing capability as mediation.

Management research maintains business performance of local products during the pandemic, requiring organizations to act effectively and efficiently in managing resources based on relevant knowledge. Efforts are needed to sustain local product business, maintain the key to organizational success based on knowledge sharing and innovation in improving business performance so that local products remain sustainable. This research was analyzed quantitatively using SEM-AMOS statistical tools, in 300 local product business actors in Central Kalimantan and Bali. The proactive antecedents of market orientation were obtained significantly positive encouraging mediation role of knowledge sharing by 51% and innovation by 63% on business performance. Activities that are managed so that superior products become management activities with significant positive Planning, Organizing, Actuatingand Controlling (POAC) carried out by mediating positive impacts to maintain local product business. The novelty of this research is a conceptual model based on Knowledge Based View (KBV) to increase local product business in two provinces affected by Covid-19. The implication of this research is to encourage business actors to synergize with market orientation into relevant information to identify changes and needs, as well as to encourage knowledge sharing and innovation in improving business performance of local products that are in accordance with consumer needs.

The study on marketing in terms of the creative economy as a result of COVID-19 is a dynamic problem between business sustainability and the business environment. Business strategy is the key to improve marketing performance, antecedent’s entrepreneurial orientation and market orientation business strategies to drive the value of dynamic innovation and marketing capabilities. Business strategy needs to be established based on Resources based theory (RBV) to manage business resources effectively and efficiently in the craft business. This paper performs a survey on 187 entrepreneurs of Nyatu tree sap products, in the province of Central Kalimantan, Indonesia. The study is a quantitative analysis with a questionnaire processed with the application of SEM-AMOS 24 statistics. The results of the research estimate and goodness of fit index and evaluation of business strategies are applied to reach an environmentally friendly and quality manner for customer support. The research implication is that businesses can continue to implement dynamic business strategies with the business environment in their business practices during the COVID-19 pandemic. The research can also be a reference for empirical research studies on business strategies for handicraft business resources.