Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Startupreneur Business Digital (SABDA Journal) JOT
Souza Nurafrianto Windiartono Putra
Universitat des Saarlandes
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Consumer Behavior and Brand Loyalty: A Study on Digital Marketing Practices Achmad Hidayat Dwi Saputra; Souza Nurafrianto Windiartono Putra; Daniel Bennet
Startupreneur Business Digital (SABDA Journal) Vol. 3 No. 2 (2024): October
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/sabda.v3i2.630

Abstract

In the rapidly evolving digital landscape, understanding consumer behavior is critical for building and sustaining brand loyalty. This study explores the relationship between digital marketing practices and consumer behavior, and how these behaviors influence brand loyalty. Leveraging a comprehensive literature review and empirical analysis, this research employs a mixed-methods approach, combining quantitative surveys with qualitative interviews to gain a holistic view of the consumer-brand interaction in the digital era. Data were collected from a diverse sample of consumers who regularly engage with brands through digital platforms. The quantitative analysis, conducted using statistical tools, revealed a significant correlation between personalized digital marketing efforts and increased consumer loyalty. Qualitative findings further highlighted that consumers value brand transparency and engagement in online spaces, which in turn enhances their loyalty. The findings suggest that digital marketing practices, such as targeted advertising and interactive content, play a crucial role in shaping consumer perceptions and driving brand loyalty. These results provide valuable insights for marketers seeking to optimize their digital strategies to foster deeper connections with their audiences.
Humanizing Data Science Through Domain Expertise for Ethical and Trustworthy Artificial Intelligence Marviola Hardini; Nur Azizah; Syahla Naurah; Rendhika Adyatama; Souza Nurafrianto Windiartono Putra
Journal of Orange Technology Vol. 3 No. 1 (2026): October
Publisher : Sinar Mentari Sundara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.68012/jot.v3i1.111

Abstract

The rapid adoption of Artificial Intelligence (AI) has transformed data-driven decision making across healthcare, finance, education, and public services. De spite these advances, AI systems continue to face challenges related to algorithmic bias, limited contextual understanding, insufficient transparency, and declining user trust, highlighting the need to integrate human expertise throughout the data science process. This study aims to systematically examine the role of domain expertise in Humanizing Data Science for the development of Ethical and Trustworthy Artificial Intelligence. A Systematic Literature Review (SLR) was conducted following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines. Peer-reviewed studies published be tween 2021 & 2026 were identified, screened using predefined inclusion and exclusion criteria, and analyzed through thematic synthesis. The review identifies five major themes, namely Human-Centered Artificial Intelligence, Domain Expertise Integration, Ethical and Trustworthy AI, Explainability and Human Oversight, and Humanizing Data Science. Based on these findings, this study proposes a Humanizing Data Science Framework integrating domain expertise throughout the AI lifecycle. The framework demonstrates that combining tech nical capabilities with human knowledge supports transparent, fair, accountable, trustworthy, and human-centered AI, providing valuable practical and theoretical guidance for researchers, practitioners, organizations, policymakers, and future interdisciplinary innovation initiatives worldwide.
Co-Authors Achmad Hidayat Dwi Saputra Daniel Bennet Marviola Hardini Nur Azizah Rendhika Adyatama Syahla Naurah