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All Journal Journal of Applied Digital Business Management
Hylman Jatmiko Nur Wicaksana
Universitas Sultan Ageng Tirtayasa

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The Influence of Automated Interactions on Consumer Purchase Decisions Across the Customer Journey: A Systematic Literature Review Hylman Jatmiko Nur Wicaksana; Zulfikar Fauzi
Journal of Applied Digital Business Management Vol. 2 No. 2 (2025): Human Research and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/16yn5v78

Abstract

This systematic literature review investigates how automated interaction such as chatbots, voice assistants, and conversational messaging platforms shape consumer purchase decisions across the stages of the customer journey. Drawing on 13 empirical studies published between 2010 and 2024, the review highlights consistent evidence that automated systems enhance awareness by increasing engagement and social presence; strengthen consideration by improving information quality and personalized recommendations; streamline purchase processes through reduced friction and guided flows; and reinforce post-purchase outcomes via efficient service and emotional responsiveness. Nevertheless, their effectiveness depends on technological sophistication, transparency, privacy management, and contextual relevance. Methodological gaps include limited longitudinal studies, varying measurement approaches, and insufficient exploration of ethical concerns. This review proposes an integrative framework that connects automated interaction mechanisms with consumer behavior dynamics across journey stages.  
Do Marketing Events Matter to Capital Markets? Evidence from the Indonesian Telecommunications Industry Zulfikar Fauzi; Hylman Jatmiko Nur Wicaksana; Intan Tamara Febrinzky; Faisal Akbar
Journal of Applied Digital Business Management Vol. 3 No. 1 (2026): Human Research and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/ary5wn16

Abstract

This study aims to analyze capital market reactions to large-scale national event marketing in the telecommunications service industry in Indonesia. Event marketing is considered a form of non-financial information that may be reflected in stock price movements. This research employs a quantitative approach using an event study methodology, focusing on PT Telkom Indonesia Tbk (TLKM) and PT Indosat Ooredoo Hutchison Tbk (ISAT) over the period of 2022–2024. The data consist of daily stock prices (market price open) and event marketing dates obtained from official company sources and media reports. The analysis is conducted using a simple regression model with a dummy variable to distinguish between event days and non-event days within the observation window. The results indicate that event marketing does not have a significant effect on stock market price open. Furthermore, no significant differences are found between stock prices on event days and non-event days. These findings suggest that event marketing is not perceived as sufficiently strong information to influence capital market reactions in the short term. This study contributes to the literature by extending the understanding of the role of non-financial information in capital markets, particularly in the context of service industries in emerging economies.
Co-Authors Faisal Akbar Intan Tamara Febrinzky Zulfikar Fauzi