Adelina Proboyo, S.E., MBA, is a dedicated lecturer at Petra Christian University in Surabaya, Indonesia. She holds a Bachelor’s degree in Management from Petra Christian University and an MBA from the Asian Institute of Technology. Her academic focus lies in the fields of management, consumer behavior, social media marketing, and brand loyalty. Adelina has contributed to the academic community through her research, including studies on Generation Z consumers and their purchase intentions. Her expertise and commitment to education make her a valuable asset to the university’s faculty.