Garuda - Garba Rujukan Digital

Mengonstruksi Loyalitas Konsumen Melalui Servicescape dan Experiential Marketing: Studi Kasus Kualitatif pada Esports Kafe di Makassar Hery Maulana Arif
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 5 (2026): Juni
Publisher : Maximal Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya dan Pendidikan

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Pertumbuhan industri esports di Indonesia telah mendorong transformasi warnet menjadi esports café modern yang tidak hanya menyediakan fasilitas bermain gim berperforma tinggi, tetapi juga menjadi ruang sosial komunitas gamer. Penelitian ini bertujuan menganalisis peran servicescape dan experiential marketing dalam membangun community attachment dan loyalitas pelanggan pada esports café di Kota Makassar. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus melalui observasi lapangan dan wawancara semi-terstruktur terhadap delapan pelanggan aktif di beberapa esports café di Makassar. Data dianalisis menggunakan analisis tematik refleksif. Hasil penelitian menunjukkan bahwa loyalitas pelanggan tidak hanya dipengaruhi oleh kualitas perangkat dan stabilitas internet, tetapi juga oleh pengalaman emosional, kenyamanan atmosferik, serta interaksi sosial dalam komunitas gamer. Turnamen lokal dan hubungan interpersonal antara pelanggan dan staf kafe turut memperkuat community attachment sehingga mengurangi kecenderungan pelanggan berpindah ke kompetitor. Penelitian ini menegaskan bahwa keberhasilan esports café bergantung pada kemampuan pengelola mengintegrasikan kualitas teknologi dengan pengalaman sosial dan emosional pelanggan melalui strategi dual-pathway design.

Consumer Perceptions of Dynamic Pricing in the Electronics Industry: A Case in Makassar City Hery Maulana Arif
Journal Management & Economics Review (JUMPER) Vol. 3 No. 9 (2026): March
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i9.674

Dynamic pricing has proliferated across global electronics retail, yet consumer responses to this practice remain critically underexplored in emerging economies. This qualitative study examines consumer perceptions of dynamic pricing in Makassar City's electronics retail sector, conducted through 27 in-depth interviews and 7 focus group discussions involving 76 participants, and analyzed using reflexive thematic analysis. Five interconnected themes emerged: (1) fragmented awareness—consumers recognize price fluctuations but misattribute them to external economic forces rather than deliberate retailer strategies; (2) conditional fairness—cost-justified variations are acceptable, whereas opaque algorithmic personalization triggers strong unfairness judgments; (3) emotional ambivalence oscillating between excitement at price decreases and betrayal at unexpected increases; (4) strategic decision paralysis manifesting as purchase postponement and compulsive price monitoring; and (5) systematic trust erosion transforming loyal customers into price-sensitive switchers and generating retaliatory negative word-of-mouth. The study introduces the "ignorance dividend"—temporary retailer advantages derived from consumer unawareness that carry substantial latent backlash risks as digital literacy spreads—and documents a dynamic pricing paradox wherein algorithmic optimization paradoxically contracts rather than expands demand. A digital literacy divide further creates de facto price discrimination, favoring sophisticated consumers while leaving vulnerable populations subject to unrecognized exploitation. Theoretically, this research challenges the universality of Western fairness models, demonstrating that fairness perceptions are fundamentally context-dependent and culturally contingent. Practically, the findings call for transparency-enhancing pricing strategies and regulatory frameworks that address information asymmetries in digitally-mediated commerce, affirming that sustainable competitive advantage derives from trust-based relationships rather than short-term algorithmic exploitation.

From Crisis Adoption to Behavioral Continuity: Online Shopping Behavior of Indonesian Silver Consumers Hery Maulana Arif
Journal Management & Economics Review (JUMPER) Vol. 3 No. 11 (2026): May
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i11.1007

The COVID-19 pandemic accelerated the global transition from conventional retail to digital commerce due to lockdowns and health concerns. This shift was particularly significant among silver consumers aged 55 years and above, many of whom adopted online shopping for the first time to access essential goods and services. Despite increasing digital adoption among older adults, existing studies mainly focus on younger generations and rarely examine the complete pre-purchase process, including product search and evaluation. This study aims to analyze the persistence of online shopping behavior among elderly consumers in the post-pandemic period and identify the psychological and technological factors influencing long-term digital adoption. A longitudinal prospective cohort approach is proposed by tracking silver consumers over 12–24 months using digital diaries, browser tracking, and periodic surveys. The findings indicate a substantial increase in online shopping frequency, digital payment adoption, and consumer intention to continue using e-commerce platforms after the pandemic. More than 75% of new online shoppers reported continued interest in digital purchasing behavior. The study concludes that digital trust, perceived security, and ease of platform use are critical factors sustaining online shopping continuity among elderly consumers, contributing to the emergence of a hybrid “new normal” consumption pattern.

Social Media Analytics and Consumer Behavior in Digital Fashion: A Narrative Review of Data-Driven Marketing Strategies Hery Maulana Arif
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 3 (2026): February
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i3.423

The rapid growth of social media in the digital era has fundamentally transformed fashion marketing and consumer engagement, enabling businesses to adopt more personalized and data-driven strategies. Despite the expanding availability of big data, many organizations continue to face challenges in translating social media information into meaningful strategic insights. This article presents a narrative review of recent empirical and conceptual studies to examine how data analytics, Artificial Intelligence (AI), and predictive modeling are being applied to optimize fashion marketing performance within digital environments. The review synthesizes findings from peer-reviewed literature on Natural Language Processing (NLP), Latent Dirichlet Allocation (LDA), sentiment analysis, Game Theory, and machine learning algorithms, including XGBoost and Random Forest. Evidence drawn from reviewed studies indicates a significant positive relationship between digital engagement indicators and sales performance, with predictive models achieving accuracy rates as high as 94.73% in identifying high-engagement content (Ju, 2024). Game Theory modeling further suggests that sustained aggressive social media engagement strategies can yield a competitive market share advantage of approximately 30% over passive competitors under certain conditions (Ju, 2024). However, the reviewed literature consistently identifies a “personalization–privacy paradox,” in which highly personalized marketing strategies may simultaneously increase consumer discomfort regarding privacy and data usage. This review concludes that data analytics and AI have become critical instruments in the transition from mass marketing toward micro-targeting approaches in fashion. Sustainable success in digital fashion marketing depends on balancing technological innovation, ethical transparency, and human creativity to maintain long-term consumer trust and competitive advantage.

Social Commerce and Gender Narratives: How Female Entrepreneurs Build Brand Trust Through Live Streaming Wiwin Riski Windarsari; Hery Maulana Arif
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 4 (2026): April
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i4.434

The rapid growth of live-streaming commerce has transformed social commerce into a highly interactive and emotionally driven digital marketplace. While existing studies primarily explain consumer trust through technological affordances, interactivity, and purchase intention, limited attention has been given to the relational and gendered dimensions of trust construction in live-streaming environments. This study aims to explore how female entrepreneurs build brand trust through gender narratives during live-streaming commerce activities. Adopting a qualitative interpretive approach, this research collected data through semi-structured interviews, live-streaming observations, and digital content documentation involving 12 female entrepreneurs actively conducting live-streaming sales on TikTok Live, Shopee Live, and Instagram Live. The data were analyzed using thematic analysis inspired by the Gioia methodology. The findings reveal that brand trust is constructed through five major dimensions: authenticity through everyday storytelling, relational intimacy, emotional labor, gendered credibility, and trust through real-time interaction. Female entrepreneurs strategically utilized emotional engagement, caring communication, authenticity performance, and relational storytelling to cultivate audience trust and emotional closeness. The study further demonstrates that trust in live-streaming commerce is socially negotiated and performatively enacted rather than merely generated through transactional mechanisms. Theoretically, this study extends the social commerce literature by integrating perspectives from emotional labor, parasocial interaction, authenticity performance, and gender studies into the analysis of digital trust formation. Practically, the findings highlight the importance of relational communication and emotionally meaningful engagement in strengthening brand trust within contemporary social commerce ecosystems.

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