Digital Marketing, Consumer Behavior, and Economic Trends Journal
Journal Title : Digital Marketing, Consumer Behavior, and Economic Trends Journal Initials : DMCBEJ Frequency : 4 Issues per year (March, June, September, December) Online ISSN : 3109-0346 Editor in Chief : Prof Mardi DOI : 10.70865/dmcbej Publisher : CV. Proaksara Global Transeduka Digital Marketing, Consumer Behavior, and Economic Trends Journal (DMCBEJ) is an interdisciplinary publication dedicated to original research and scholarly work in the fields of digital marketing, consumer behavior analysis, and emerging economic trends. This journal aims to facilitate and promote the dissemination of knowledge and innovative findings to a global audience of researchers, practitioners, and policymakers. The DMCBEJ provides a platform for critical discussions and advancements in understanding digital marketing strategies, evolving consumer patterns, and economic transformations in the digital age, aligning with the pressing global needs for effective digital business practices and consumer-centric approaches. By serving as a forum for research and discourse, the journal plays an essential role in advancing scholarly understanding of strategies that enhance digital marketing effectiveness while ensuring consumer value and sustainable business growth. The scope of our journal includes: Digital Marketing Strategies E-commerce and Online Business Models Consumer Behavior on Digital Platforms Social Media and Influencer Marketing AI Technology and Marketing Automation Big Data and Consumer Analytics Digital Data Security and Privacy Sustainable Marketing and Social Responsibility Customer Experience (CX) and User Experience (UX) Global Market Trends and Digital Competition Mobile Marketing Augmented Reality (AR) and Virtual Reality (VR) Cryptocurrency and Digital Payments Pandemic Impact on Consumer Behavior Multichannel and Omnichannel Marketing All manuscripts submitted to DMCBEJ should be written in English. Submissions undergo a rigorous double-blind peer review process and are published quarterly (March, June, September, December). e-ISSN : 3109-0346 (online)
International MSMEs in the Role of Government in Sustainability SDG 1, SDG 2, SDG 8, SDG 9, and SDG 10
The integration of Micro, Small, and Medium Enterprises (MSMEs) into international markets is a crucial mechanism for achieving the Sustainable Development Goals (SDGs), particularly SDGs 1, 2, 8, 9, and 10. However, the effectiveness of this contribution is highly dependent on government policy interventions amidst digital disruption and the dominance of Gen Z entrepreneurs. This study aims to analyze the influence of government support which includes financial stimulus, digital infrastructure, regulatory diplomacy, and capacity building on the sustainability performance of international MSMEs. This study uses a quantitative approach with multiple linear regression analysis. Data were collected from 350 export-oriented MSMEs through a structured questionnaire that was tested for validity and reliability. The findings indicate that digital infrastructure and regulatory diplomacy have the most significant positive influence on innovation (SDG 9) and inequality reduction (SDG 10). Financial stimulus contributes to economic stability (SDGs 1 & 8), but its impact is moderated by the company’s digital maturity. The role of government must transform from merely a provider of subsidies to a facilitator of digital and diplomatic ecosystems to ensure that MSMEs become the main drivers of sustainable global development.
Copyright (c) 2026 Cindy Pramita*, Sudarmiatin https://creativecommons.org/licenses/by/4.0
The Role of Customer Feedback in Shaping Business Strategies: A Case Study of Erbil Bank
The banking sector in the Kurdistan Region of Iraq has become increasingly competitive, requiring banks to adopt customer-centric strategies to remain sustainable. Therefore, this study aims to investigate the effect of customer feedback on business strategies in Erbil Bank. The research employed a quantitative research approach and a structured questionnaire that was distributed to 63 customers. The research findings show that customer feedback has a major effect in relation to business strategies in Erbil Bank, as indicated by R² of 0.860, accounting for 86% of business strategies in Erbil Bank. The research findings also show that customer feedback has a major effect in relation to customer satisfaction, accounting for 42% of customer satisfaction as indicated by R² of 0.421. In addition, customer satisfaction was also found to be a significant determinant of customer loyalty, which explained about 61% of customer loyalty behavior. It was also confirmed that customer satisfaction plays the role of a mediator in the relationship between customer feedback and customer loyalty. In conclusion, the significance of customer feedback in enhancing service quality, customer satisfaction, and customer loyalty, especially in the banking industry, is underscored.
Copyright (c) 2026 Hazhar Omer Mohammed*, Amin Ahmad Sead Muhammad, Banaz Sarkawt Jaffeer, Muhammad Harun Muhammad, Twana Dana Abddulla https://creativecommons.org/licenses/by/4.0
Value Creation for Advertisers in Location-Based Marketing Platforms: Insights from a Wi-fi Advertising Network
In the context of digital transformation, location-based marketing (LBM) is increasingly employed to deliver contextually relevant advertising messages at real-time points of experience. However, most existing studies primarily focus on consumer responses, while the advertiser’s perspective on the mechanisms of value creation within LBM platforms remains underexplored. This study aims to analyze how LBM platforms generate value for advertisers within the digital marketing ecosystem, drawing on empirical evidence from AWING, an emerging location-based advertising network in Vietnam. Survey data were collected from 33 advertisers across multiple industries who had implemented campaigns on the platform in November 2025. The results indicate that 78.8% of advertisers use LBM primarily to enhance brand awareness, while 75.8% aim to strengthen brand presence at experience touchpoints. Additionally, 69.7% of firms consider LBM an effective complementary channel for digital marketing campaigns. The study identifies two key value-creation mechanisms of LBM platforms: location advantage and consolidation advantage, which enable dispersed venues to be integrated into a large-scale advertising network. These findings contribute to the literature on platform-based marketing and highlight the role of LBM in supporting omnichannel communication strategies in emerging markets.
Copyright (c) 2026 Dao Cam Thuy*, Nguyen Tien Dung, Dương Thai Linh https://creativecommons.org/licenses/by/4.0
The Role of Business Assistance in Digital Marketing Strategies to Increase MSME Sales Volume in East Lampung: A SWOT and QSPM Approach
Micro, Small, and Medium Enterprises (MSMEs) are required to continuously adapt to utilize digital technology, but many MSMEs face limitations in knowledge and resources. This research examines the role of business mentoring by Bank BTPN Syariah in enhancing the digital capabilities of MSMEs owners and its contribution to increasing sales, as well as formulating appropriate strategies that can be used by MSMEs owners in East Lampung. This research uses descriptive quantitative method. The analysis was conducted using the SWOT approach to identify internal and external factors, and QSPM to formulate effective strategies. The research results show that BTPN Syariah’s mentoring contributes to increasing digital marketing knowledge and has an impact on the increase in sales volume. Based on the SWOT and QSPM analysis, MSMEs in East Lampung are positioned in Quadrant I with a Grow and Build development strategy, where the suitable strategies are Market Development Strategy, Innovation-Based Strategy, and Market Penetration Strategy.
Copyright (c) 2025 Erio Rega Mayhisya*, Febriyanto, Nani Septiana https://creativecommons.org/licenses/by/4.0
The Influence of Green Product Knowledge, Green Trust, and Perceived Consumer Effectiveness on Green Purchase Intention and Green Purchase Behavior of Sustainable Fashion Products
The global fashion industry faces mounting environmental pressure, prompting a shift toward sustainable consumption, yet a persistent gap remains between consumer environmental awareness and actual purchasing behavior. This research investigates how green product knowledge, green trust, and perceived consumer effectiveness jointly shape green purchase intention and translate into actual green purchase behavior within the sustainable fashion sector. The study is grounded in the observed inconsistency between rising environmental consciousness particularly among Generation Z and the persistence of unsustainable consumption patterns. Employing a quantitative survey design, data were obtained from 270 Jakarta-based consumers who have experience purchasing sustainable fashion products and were analyzed using Structural Equation Modeling (SEM) via AMOS. The empirical results demonstrate that green product knowledge serves as a foundational driver that strengthens green trust, enhances consumers’ perceived efficacy of their individual actions, and directly stimulates green purchase intention. Moreover, both green trust and perceived consumer effectiveness function as significant antecedents of green purchase intention, which subsequently emerges as a key determinant of green purchase behavior. These findings underscore that the translation of environmental concern into concrete consumption practices is contingent not merely on awareness, but on trust in green claims and confidence in the tangible impact of personal consumption choices. The study offers a more nuanced understanding of the intention–behavior nexus in sustainable fashion consumption and provides strategic direction for industry actors to move beyond symbolic green marketing toward more credible, educative, and impact-oriented engagement with consumers.
Copyright (c) 2025 Ismail*, Setyo Ferry Wibowo, Agung Wahyu Handaru https://creativecommons.org/licenses/by/4.0
The Effect of the Quality of Bank Mandiri’s Application Services on Customer Loyalty Among Kopra Users
The wave of digital transformation has driven banks to implement application-based platforms to streamline operations and strengthen client loyalty, particularly among corporate users. This study explores how interactions with the Kopra application, perceptions of the bank’s brand image, and assessments of service quality shape satisfaction and loyalty in the corporate segment. Data were collected through a quantitative survey of 100 purposively selected corporate clients at Bank Mandiri’s Jakarta Imam Bonjol Branch who are active Kopra users. Using SEM-PLS in SmartPLS 3.2.9, the study uncovered asymmetrical effects among the constructs. Satisfaction is positively influenced by brand image and service quality, but not by experience. In contrast, loyalty is shaped by brand image and hands-on experience, while service quality and satisfaction show no such effect. Additionally, satisfaction fails to mediate any of the pathways from experience, brand image, or service quality to loyalty. Taken together, the evidence indicates that in corporate digital banking, loyalty emerges less from being “satisfied” and more from trusting the brand and finding the platform workable in real operational settings. This study provides practical implications for Bank Mandiri to strengthen its brand image management strategy and develop a user experience that is strategically valuable for corporate customers.
Copyright (c) 2025 Hana Noviehartini*, Osly Usman, Agung Wahyu Handaru https://creativecommons.org/licenses/by/4.0
The Effect of Interpersonal Communication and Service Quality on Customer Satisfaction at Hers Aesthetic Clinic Pasaman Barat
Indonesia’s rapidly growing beauty industry has intensified competition among aesthetic clinics, making superior customer satisfaction a critical strategy for competitive advantage. This study examines: (1) the effect of interpersonal communication on customer satisfaction at Hers Aesthetic Clinic; (2) the role of service quality in shaping customer satisfaction at the clinic; and (3) the combined impact of interpersonal communication and service quality on customer satisfaction. The population included all clients who received treatment at Hers Aesthetic Clinic, totaling 3,110 individuals. Sample size was determined using the Slovin formula with a 10% margin of error and 99.6% confidence level, yielding 100 respondents. Purposive sampling was used, with respondents selected based on criteria: (1) registered customers of Hers Aesthetic Clinic; (2) individuals who purchased skincare products and received treatment services; and (3) customers with repeat purchase or treatment experience. Results confirm that interpersonal communication is a positive and significant predictor of customer satisfaction at Hers Aesthetic Clinic (p < 0.001). Service quality also emerges as a significant positive predictor of customer satisfaction (p = 0.001). When tested together, both predictors demonstrate a strong and significant combined effect on customer satisfaction, reflected in the F-statistic (F = 140.237; p < 0.001). The coefficient of determination (R² = 0.743) indicates that 74.3% of variance in customer satisfaction is explained by interpersonal communication and service quality, while the remaining 25.7% is attributed to other factors not included in this study.
Copyright (c) 2025 Erdawati*, Tania Sagita Ramadhani, Jayasman https://creativecommons.org/licenses/by/4.0
The Influence of Celebrity Endorsement and Store Atmosphere on Buying Interest in Suka Salad X Vitus Coffee Sidoarjo
The increasing number of small businesses results in tight competition, requiring business people to find effective strategies to survive. For a café, a supportive store atmosphere and promotional activities like celebrity endorsements are influential factors in attracting consumers and driving purchases. This study aims to analyze the effect of celebrity endorsement and store atmosphere on consumer buying interest at Suka Salad x Vitus Coffee Sidoarjo. This quantitative research collected data through questionnaires distributed to 99 consumers who made direct purchases at Suka Salad X Vitus Coffee Sidoarjo between May and July 2024, using a non-probability sampling technique with a purposive sampling approach. The results indicate that celebrity endorsement has a positive partial effect on buying interest, and store atmosphere has a positive partial effect on buying interest. Collectively, these variables have a significant simultaneous effect, explaining 54.9% of the variance in buying interest. It is concluded that celebrity endorsement and store atmosphere partially and significantly influence buying interest. Therefore, Suka Salad X Vitus Coffee Sidoarjo should maintain and develop both aspects to increase buying interest, retain existing consumers, and attract new ones.
Copyright (c) 2025 Almirah Balqist*, Achmad Zaini https://creativecommons.org/licenses/by/4.0
Determinants and Theoretical Perspectives of Continuance Intention in Digital Payment Services: A Systematic Literature Review
Continuance intention in digital payment services denotes users' willingness to maintain usage post-adoption. Understanding its determinants is crucial for long-term ecosystem sustainability. This study conducts a systematic literature review (SLR) of empirical research on continuance intention in digital payment services, aiming to: (1) identify key determinants influencing continued usage post-adoption; (2) analyze dominant theoretical frameworks in international literature; and (3) synthesize explanatory mechanisms linking user experience to ecosystem sustainability. The review examines empirical research in Scopus-indexed and major bibliometric databases, synthesizing studies to identify determinants, frameworks, and mechanisms. Findings show user satisfaction, perceived usefulness, perceived ease of use, trust, security, and social influence consistently emerge as primary continuance determinants, with satisfaction proving the most robust predictor across contexts. The review reveals studies predominantly employ techno-behavioral models, including the Expectation–Confirmation Model and Technology Acceptance Model, while risk-related perspectives remain under-integrated. Longitudinal research remains scarce. The review recommends integrative theoretical approaches and longitudinal studies to advance understanding of continuance intention in digital payment services.
Copyright (c) 2025 Puspa Leni*, Yunia Wardi, Rino https://creativecommons.org/licenses/by/4.0
The Effects of Marketing Expenses on the Firm Performance of Quoted Consumer Goods Firms in the Nigerian Exchange Group (NGX)
The study investigated the effects of marketing expenses on the firm performance of quoted consumer goods firms in the Nigerian Exchange Group (NGX). The study acknowledged that a firm’s value is a reflection of the company's expected future worth, which is primarily determined by its marketing efforts. Thus, a company's value represents its anticipated future worth, which primarily depends on its marketing initiatives. Short-term profitability is also negatively impacted by marketing and advertising expenses. The analysis modifies the previous approach employed in research of the BIST Textile, Leather Index and the secondary data is utilized on 22 quoted companies between 2020 - 2024. This was done by cross-sectional time series analysis and pooled Ordinary Least Squares (OLS) regression. This study's finding is that marketing must be considered by the consumer goods companies in Nigeria as an investment that will yield profits, especially when operational measurements, including ROA and ROE, are taken into account. Managers must also remember that the response of the stock market to marketing efforts cannot always be instantaneous, as accounting performance and thus long-term preparation and patience must be planned. The study concluded that the size of the firm also contributed to the moderated performance results, especially in the way the market views the value. It was recommended in the study that to achieve performance benefits and prevent damaging underinvestment, firms have to achieve minimum levels of effective marketing investments.
Copyright (c) 2025 Samuel Ughulu Ehimen, Ochuko Joy Edheku, Jacob Martins Siga, Festus Elugom Ubogu, Samuel Ejiro Uwhejevwe-Togbolo* https://creativecommons.org/licenses/by/4.0
The Effect of Intellectual Capital and Digital Literacy on Business Performance Through Innovation Capability in Halal SMEs in Malang City
Enhancing the competitiveness of halal MSMEs in Malang City involves tapping into internal resources like intellectual capital and digital literacy, which have not been fully utilised. The hurdles in the way include managing human resources, internal processes, and client relationships, along with limited digital literacy that obstructs market reach and operational effectiveness. This research aims to examine the impact of Intellectual Capital and digital literacy on the performance of halal SMEs in Malang City, with innovation capability acting as an intermediary factor. The study follows a quantitative descriptive and explanatory approach using path analysis. Data was gathered through a Likert scale questionnaire from 222 halal SME participants associated with the Malang City Cooperative and SME Agency. Descriptive statistics and path analysis were carried out with the help of the most recent SPSS update. The research indicates that Halal SME actors in Malang City view intellectual capital, digital literacy, innovation capabilities, and business performance positively. Intellectual capital, digital literacy, and innovation capabilities are the key factors directly impacting business performance. Additionally, intellectual capital and digital literacy were found to indirectly enhance business performance through innovation capabilities as a mediator. The implications of these findings emphasize the importance of integrated development between knowledge management, technological literacy, and innovation capacity to enhance the competitiveness and sustainability of Halal SMEs.
Copyright (c) 2025 Muhammad Iqbal Fawwaz*, Heri Pratikto, Madziatul Chuiriyah https://creativecommons.org/licenses/by/4.0
The Effect of Experiential Marketing and Brand Trust on Repurchase Interest: Study on Sociolla Consumers in Medan
This study examines the rapidly growing Indonesian beauty industry where experiential marketing and brand trust have become key factors in maintaining customer loyalty. Sociolla, one of Indonesia's largest beauty retail platforms, strives to enhance consumer repurchase intention by offering attractive shopping experiences and building product trust. The study's objective is to investigate how experiential marketing and brand trust impact the repurchase intention of Sociolla consumers in Medan City. Both variables' effects are examined individually and collectively on repurchase intention. A quantitative survey method was employed, collecting data through questionnaires distributed to 100 respondents who had shopped at Sociolla's physical stores in Medan. Multiple linear regression analysis was employed to assess the impact of each individual variable on the outcome variable. The findings suggest that experiential marketing plays a major role in influencing repeat purchase intention. The t-value of 4.166 surpasses the t-table, indicating statistical significance at a level lower than 0.05. This indicates that positive shopping experiences, including attractive store atmosphere, good service, and pleasant product interactions, encourage repeat purchases. Brand trust also demonstrates significant positive influence on repurchase intention, with a t-value of 13.784 exceeding 1.985 and significance of 0.000. Simultaneous testing (F-test) reveals that experiential marketing and brand trust together significantly influence repurchase intention, with F-value far exceeding F-table. The Adjusted R Square value of 0.723 indicates that 72.3% of repurchase intention variance is explained by these variables, while 27.7% is influenced by other factors beyond this study.
Copyright (c) 2025 Desy Margaretta Batubara*, Ainun Mardhiyah, Onan Marakali Siregar https://creativecommons.org/licenses/by/4.0
Assessing the Influence of Banking Health Level on Financial Performance
The study aimed to analyze how varying banking soundness affects financial output. Capital adequacy, asset quality, managerial efficiency, profitability (earnings quality), and liquidity are the independent variables considered in this analysis. The control variable is the company size, while the dependent variable is the financial performance measured by the Return on Assets (ROA). In this analysis, we focus on the population of financial institutions publicly traded on the Indonesia Stock Exchange between 2020 and 2022. A random sample of 31 financial institutions was drawn using purposive sampling. The analyzing data include the t-test, f-test, chi-square, and classical assumption tests. The findings indicated that, for 2020–2022, the financial performance of banking companies was significantly affected positively by the management efficiency variable, significantly negatively by the asset quality and earnings (earnings quality), and not considerably at all by the capital adequacy and liquidity variables.
Copyright (c) 2025 Dwi Yoga Nafikhudin, Ekaningtyas Widiastuti*, Intan Shaferi https://creativecommons.org/licenses/by/4.0
Influence of New Media on Modern Day Journalism: A Study of Selected Media Houses in Delta State
Over the years, Western media paradigms and journalism practices have been the hallmark of journalism practices in Nigeria; however, with the emergence of globalization, spawned by amplified technological changes, journalism practices in Nigeria seriously changed. This study investigated the relationship between new media and modern day journalism in Delta State, Nigeria. Survey research design was used and sample of fifteen(15) journalists in selected media houses were selected using purposive sampling technique. Questionnaire was the major data collection instrument which was administered to the research subjects. The independent variable is new media while the dependent variable is modern day journalism. Data obtained were analyzed via descriptive and inferential statistical tools. First, the evaluation of the literature suggests that modern journalism is rapidly growing to invigorate some features of mainstream journalism practices, compelling journalists to use new media (social media – Twitter, Facebook and the internet) in Nigeria. The empirical results revealed that while new media has made access to news/information easier for the media-audience, it was found that new media positively significantly influence multimedia integration in modern day journalism. The results thus call for the need by media houses to encourage and promote the use of new media technologies in packaging, processing and reporting of news/information. In addition, journalists should focus on trends in new media that can enable them make access to information/news easier for media-audience as well as identifying and engaging new media that can stimulate multimedia integration in modern day journalism.
Copyright (c) 2025 Success Okuchemiya, Orji Majority* https://creativecommons.org/licenses/by/4.0
Development of a Catalog Website as a Promotional Media for MSME MMSI Singosari Malang
This study aims to address the limited promotional reach of UMKM Mitra Mahkota Sukses Indonesia (MMSI) Singosari, Malang, by developing a web-based catalog as an effective promotional medium. In the context of digital marketing, businesses need to utilize online platforms to increase visibility and accessibility. MMSI previously relied on WhatsApp Business, which presents limitations in catalog presentation, customer interaction, and scalability.The research employed an Action Research method consisting of two cycles, each involving planning, action, observation, and reflection. UI/UX design was created using Figma, and website development was implemented via WordPress. Data were collected through questionnaires distributed to marketing and IT experts, as well as consumers, using WebQual and EPIC Model to measure quality and promotional effectiveness.The results demonstrate that the developed e-catalog website is effective in supporting product promotion. It was rated highly in terms of usability, information quality, and service interaction. Moreover, it enhanced consumer engagement and brand communication. The website also offered broader reach, better product display, and improved user experience compared to previous promotional tools.In conclusion, the catalog website proves to be a valuable promotional tool for MMSI. It not only meets user expectations but also supports business growth by leveraging digital technologies. Further development is recommended to align with the evolving needs of the MSME sector.
Copyright (c) 2025 Abdurrahman Tsaqif*, Fatkhur Rochman, Tri Istining Wardani https://creativecommons.org/licenses/by/4.0
Social Media Marketing Activities in Increasing Purchase Intent through Consumer Brand Engagement in Trendy Beverage Products among Generation Z in South Tangerang City
Generation Z are the new active social media users with ever-changing loyalties to brands in the time of digital marketing. With beverage brands compete for attention in this field, the correlation between digital engagement and actual purchase behavior will be key. Hence, this study investigates the role of Social Media Marketing Activities on Purchase Intention through Consumer Brand Engagement of lifestyle beverage products among Gen Z. The methodology employed in this study is quantitative, focusing on measurable and predictable social behaviours. This research adopts a positivist paradigm, where objectivity and scientific methods are utilised to generate knowledge. The findings reveal that Social Media Marketing Activities have a favourable influence on Purchase Intention, both directly and through Consumer Brand Engagement.
Copyright (c) 2025 Daman Sudarman*, Djoko Hananto, Helin Garlinia Yudawisastra https://creativecommons.org/licenses/by/4.0
Internal and External Factors Affecting Profitability in Private Banking for the Period 2019-2023
This research investigates how internal and external variables affect the profitability of private banks traded on the Indonesia Stock Exchange from 2019 to 2023. The internal variables analyzed are Capital Adequacy Ratio (CAR) and Non-Performing Loans (NPL), while the external variables include inflation and the benchmark interest rate (BI Rate). Bank profitability is assessed through Return on Assets (ROA), which measures how efficiently banks convert their assets into profits. The study uses panel data regression methodology with secondary data obtained from official financial reports. Results indicate that CAR significantly and positively influences ROA, whereas NPL has a significant negative impact. In contrast, inflation and BI Rate show no significant effects on ROA. This research contributes original insights by examining the joint effects of these factors specifically within Indonesia's private banking sector. The study concludes with strategic recommendations for improving capital adequacy and credit risk management to boost profitability.
Copyright (c) 2025 Lailatus Sa'adah*, Putri Marsella Zalianti https://creativecommons.org/licenses/by/4.0
The Influence of Brand Ambassador and Brand Trust on Consumer Loyalty of Evolene Supplements
Physical health and fitness have become a priority, with more people adopting an active lifestyle and focusing on health through exercise. This has led to increased demand for health products, including fitness supplements. Evolene, known for its innovative formulations, offers a range of products, such as whey protein, isolene, and muscle recovery supplements. This research delves into the influence of brand ambassadors and brand trust on customer loyalty, examining their impacts separately and combined. The study employs a quantitative approach with purposive sampling of 96 bodybuilders from New Spirit Gym in Medan. Primary data was gathered through surveys, while secondary data was obtained from literature review. The analysis involved validity and reliability tests, as well as classical assumption tests, multiple linear regression, partial and simultaneous tests, and utilization of SPSS software. Findings reveal that brand ambassadors (X1) have a significant influence on customer loyalty (Y) with a t-value of 2.969 and a significance level of 0.000. Similarly, brand trust (X2) positively affects customer loyalty (Y) with a t-value of 3.235 and significance level of 0.002. The adjusted R Square value indicates that brand ambassador and brand trust together explain 14% of the variation in customer loyalty.
Copyright (c) 2025 Abiyyu Agung Harahap*, Hafiza Adlina https://creativecommons.org/licenses/by/4.0
Entrepreneurial Futures in the AI Age: Opportunities and Challenges for Nigerian Startups
The growth of artificial intelligence (AI) brings advantageous prospects along with difficulties to Nigerian startups while affecting their innovation processes decision-making approaches and market expansion. The study investigates the potential of AI-driven entrepreneurship in Nigeria by evaluating its benefits and identifying barriers to adoption. This research investigates how Nigerian startups leverage AI opportunities while evaluating their readiness for AI adoption and determining AI's effects on entrepreneurial success. The Technology Adoption Model (TAM) serves as the study’s framework because it describes the relationship between AI adoption and the factors of perceived usefulness and perceived ease of use. The study utilized a descriptive survey research design to gather data from 250 startups operating in fintech, health tech, agritech, e-commerce, and logistics sectors through a structured questionnaire. The study used both descriptive and inferential statistical methods and regression analysis to measure AI's influence on business performance. Research demonstrates that AI improves decision-making processes and operational cost efficiency while promoting innovation alongside a strong positive relationship (r = 0.829, p < 0.001) between AI implementation and entrepreneurial success. Poor digital infrastructure together with high implementation costs and insufficient AI expertise as well as regulatory constraints prevent widespread AI adoption. Investments in digital infrastructure along with funding mechanisms and AI development programs must be strategically pursued because AI offers substantial transformative possibilities. The study suggests the implementation of policy interventions and financial assistance alongside skill development programs to improve Nigerian startup AI adoption capabilities.
Copyright (c) 2025 Aaaron Agbeche, Ekpeni Ogechukwu Perpetual*, Orie Roland Akpubi https://creativecommons.org/licenses/by/4.0
Analysis of Segmentting Targeting and Positioning at Sky Farm Glenmore Business
This study aims to understand STP (Segmenting, Targeting, Positioning) promotion procedures in advertising Sky Farm Glenmore business products at PT. Berkah Ridho Cinta Indonesia. This study employs a qualitative descriptive approach and gathers primary and secondary data utilizing descriptive analysis methods. The STP marketing analysis emphasizes geographic segmentation in the Surakarta Karesidenan region, which presents a higher potential for generating recurring sales. In the classification of consumers, researcher include individuals like stay-at-home moms or corporate workers aged 25 to 44. The psychographic aspect focuses on individuals who frequently enjoy indulging in food items like cakes and brownies for their own pleasure, as well as for gifting purposes. Sky Farm Glenmore's products and business performance are expected to be supported by the implementation of STP marketing strategies. Thus, consumers will be more familiar with Sky Farm Glenmore products produced and the company can increase and expand its market share. Researchers assume that the application of STP techniques to the Sky Farm Glenmore business has a huge impact on the expansion of transactions, this is evidenced by the findings from interviews conducted by researchers.
Copyright (c) 2025 Nur Hidayatun Ni’mah Alfia Nisa*, Imama Nurus Izaati, Iid Mufaidah https://creativecommons.org/licenses/by/4.0
Digital Marketing Strategy at Relasi Diri Company (@relasidiri) in Increasing Engagement and Brand Awareness through Social Media Approach
Digital marketing has become a key strategy in today’s modern industry to enhance brand awareness and customer engagement. Relasi Diri, a company specializing in psychology and human resource development, implements various social media-based digital marketing strategies to reach a broader audience. This study aims to analyze the effectiveness of the digital marketing strategies applied by Relasi Diri, identify the challenges faced, and provide recommendations for optimization. Using a qualitative approach through interviews, observations, and secondary data analysis, the findings reveal that content marketing, SEO, and interactive social media strategies contribute to increased engagement and digital traffic for Relasi Diri. However, the dynamic changes in social media algorithms and limited human resources pose significant challenges. This study provides insights for businesses in developing effective digital marketing strategies.
Copyright (c) 2025 Bernardus Herdian Nugroho* https://creativecommons.org/licenses/by/4.0
Analysis of Customer Satisfaction Level of Green Bamboo Cafe & Restaurant, Banyuwangi, East Java
This research was conducted at the Green Bamboo Cafe and Restaurant with the aim of analyzing consumer perceptions of the importance and performance of the services provided. The research method used is descriptive with a quantitative approach. The data used in this research includes primary and secondary data obtained through questionnaires and direct observation. The sampling technique was carried out using the incidental sampling method involving 100 respondents. The research results show that the research instrument has been proven valid and reliable. The validity test states that all question attributes are declared valid, while the reliability test produces a Cronbach's Alpha value of 0.755 for the importance aspect and 0.749 for the performance aspect, which shows a good level of consistency. These findings indicate that the services provided by the Green Bamboo Cafe and Restaurant have a high level of importance for consumers and adequate performance, although there is still room for improvement to improve the overall quality of service. This research provides an important contribution to the management of Green Bamboo Cafes and Restaurants in designing more effective service improvement strategies in accordance with consumer needs and expectations.
Copyright (c) 2025 Siti Naimatul Janah*, Iid Mufaidah, Azwar Annas https://creativecommons.org/licenses/by/4.0
The Role of Artificial Intelligence (AI) in Economic and Labor Market Transformation
Artificial Intelligence (AI) has emerged as a transformative force in the digital era, significantly impacting various economic sectors, including manufacturing, finance, and public services. This study aims to analyze the role of AI in economic transformation and labor market dynamics in Indonesia. AI facilitates operational efficiency through automation and data-driven decision-making, potentially boosting economic growth. However, the implementation of AI also presents several challenges, such as skill gaps, ethical issues, and regulatory needs. While AI can lead to the displacement of routine jobs, it also creates opportunities for new roles requiring advanced skills in technology management. The research highlights the necessity for reskilling and upskilling the workforce to adapt to emerging technologies. Furthermore, effective policy responses from the government and private sector are crucial to mitigate the socio-economic disparities exacerbated by AI. By understanding how to leverage AI for inclusive and sustainable growth, this research contributes to the ongoing discourse on the future of work and economic dynamics in the context of rapid technological advancements in Indonesia.
Copyright (c) 2025 Ahmad Choiri* https://creativecommons.org/licenses/by/4.0