Articles
Integrasi Kecerdasan Buatan dalam Taktik Pemasaran : Dampaknya terhadap Pengembangan Keterampilan Pemasaran Generasi Baru
Zuhrinal M. Nawawi;
Elvira Andriyani
Jurnal Inovasi Ekonomi Syariah dan Akuntansi Vol. 2 No. 3 (2025): Mei: Jurnal Inovasi Ekonomi Syariah dan Akuntansi (JIESA)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia
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DOI: 10.61132/jiesa.v2i3.962
This research uses a qualitative method to explore the integration of Artificial Intelligence (AI) in marketing tactics and its impact on the development of marketing skills among the new generation. The main focus is on the use of AI in analyzing consumer behavior, content personalization, campaign automation, and data-driven decision-making. The findings reveal that AI not only enhances operational efficiency but also drives a transformation in the skill sets required by modern marketers, such as data analysis capabilities, technological literacy, and adaptability to intelligent systems. Through in-depth interviews with marketing practitioners and digital document analysis, it was discovered that the new generation of marketers is required to develop more complex digital competencies and engage in multidisciplinary collaboration. Furthermore, adaptation to technological change becomes a key factor in the success of AI-based marketing strategies. The integration of artificial intelligence in marketing practices not only reshapes work patterns but also creates new demands for continuous training and marketing education. Therefore, this research emphasizes the importance of collaboration between educational institutions, industry, and technology developers to create a competitive AI-based marketing ecosystem.
Pengaruh Pemasaran terhadap Minat Menggunakan Produk Bank Syariah pada Generasi Z
Zuhrinal M. Nawawi;
Popi Dea Ananda
Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah Vol. 3 No. 2 (2025): Mei : Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah
Publisher : STAI YPIQ BAUBAU, SULAWESI TENGGARA
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DOI: 10.59059/jupiekes.v3i2.2331
This research uses a qualitative method to examine the influence of marketing strategies on the interest in using Islamic banking products among Generation Z. This generation has unique characteristics in accessing information and making financial decisions, including the selection of banking services. Marketing strategies employed by Islamic banks—such as digital promotion, emotional appeal, and Islamic values—play a crucial role in attracting the attention of this generation. The study aims to understand how the elements of marketing—product, price, place, and promotion—affect Generation Z’s perception and preference toward Islamic banking products. Data were collected through in-depth interviews with informants from among university students and Islamic banking practitioners. The analysis results show that the use of social media, delivery of religious values, and ease of access are dominant factors in increasing interest. These findings contribute to the development of relevant and effective marketing strategies for Islamic banks to expand their market among digitally literate and spiritually aware young generations.
MARKETING SKILL ADAPTIF DAN PEMANFAATAN APLIKASI DIGITAL SEBAGAI PILAR UTAMA DALAM MENGHADAPI DINAMIKA PASAR MODERN
Muhammad Sawal Pitriyadi;
Zuhrinal M Nawawi
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 3 No. 5 (2025): JURNAL ILMIAH EKONOMI DAN MANAJEMEN (JIEM) Mei
Publisher : CV. KAMPUS AKADEMIK PUBLISING
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DOI: 10.61722/jiem.v3i5.4595
This study examines the integration of business writing skills and marketing skills as an effort to enhance communication strategies in modern marketing practices. In the era of digital transformation, companies are required to adapt to the latest technological developments, and the ability to communicate effectively through written content has become increasingly important. This paper discusses the impact of business writing on marketing communication, the challenges of writing in the digital age, and the importance of writing skills in conveying messages clearly and persuasively. It also explores how marketing skills can be adapted to create effective communication strategies that are in line with digital marketing trends. Through this integration, companies can improve their marketing efforts, creating better engagement with customers and achieving marketing objectives more efficiently. The study concludes that mastering both business writing and marketing skills is crucial in improving communication strategies and enhancing the overall marketing performance in the digital age.
PENGELOLAAN BANK SAMPAH MILIK DESA DALAM MENINGKATKAN PENDAPATAN MASYARAKAT DI DESA GUNTUNG
Siti Sahara;
Zuhrinal Nawawi;
Siti Aisyah
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 3 No. 5 (2025): JURNAL ILMIAH EKONOMI DAN MANAJEMEN (JIEM) Mei
Publisher : CV. KAMPUS AKADEMIK PUBLISING
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DOI: 10.61722/jiem.v3i5.4800
The aim of this research is to study or understand waste management in increasing community income in Guntung village. To find out the results of waste management at the village waste bank. This research uses a qualitative approach method. The types of data used in this research are primary and secondary data. Data collection techniques through interviews, documentation. The informants in this research were the chairman of the waste bank and employees of the Guntung village waste bank. The data analysis techniques used in this research are data reduction, data presentation and drawing qualitative descriptive conclusions. The results of research on the Management of Village-Owned Waste Banks in Increasing Community Income use the 3R principle, namely: (reduce) reduce the purchase of goods that contain a lot of waste, (reuse) reuse objects that can still be used, (recycle) recycle used goods into a product that has economic value. Based on the results of the analysis, the role of the waste bank in Guntung village is oriented towards increasing community income and community awareness in managing processed waste that has economic value.
Pengaruh Soft Skill dan Digital Skill Pemasaran terhadap Kinerja UMKM di Era Ekonomi Kreatif
Zuhrinal M. Nawawi;
Adisty Aulia Zahra
MENAWAN : Jurnal Riset dan Publikasi Ilmu Ekonomi Vol. 3 No. 3 (2025): MENAWAN: Jurnal Riset dan Publikasi Ilmu Ekonomi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia
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DOI: 10.61132/menawan.v3i3.1384
This research uses a descriptive qualitative method with a case study approach to analyze the influence of soft skills and digital marketing skills on the performance of MSMEs in the creative economy era. Theories used in this research include competency theory and organizational performance theory. This study focuses on understanding how interpersonal abilities (soft skills), such as communication, creativity, and leadership, along with digital skills such as the use of social media, e-commerce, and digital branding, can enhance the competitiveness and productivity of MSMEs. The results show that MSME actors with strong soft skills are able to build strong customer relationships and create added value in their products, while digital skills support operational efficiency and broader market reach. The integration of these two skill sets significantly contributes to the improvement of MSME performance, particularly in terms of sales, customer satisfaction, and business growth. Therefore, the development of soft skills and digital skills is a crucial strategy to support the sustainability of MSMEs amid the increasingly dynamic competition in the creative economy.
Marketing Digital Interaktif : Analisis Strategi Tren Konten yang Membentuk Loyalitas Konsumen
Zuhrinal Nawawi;
Luthfia Masfa Nur
MENAWAN : Jurnal Riset dan Publikasi Ilmu Ekonomi Vol. 3 No. 4 (2025): Juli: MENAWAN: Jurnal Riset dan Publikasi Ilmu Ekonomi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia
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DOI: 10.61132/menawan.v3i4.1528
This study uses a qualitative method to analyze content trend strategies in interactive digital marketing that contribute to building consumer loyalty. In today’s highly competitive digital era, companies are required to create strong engagement with consumers through digital platforms such as social media, websites, and applications. Content trends like storytelling, user-generated content, live streaming, and influencer usage have proven to attract audiences and encourage ongoing interaction. This research explores how these trends are applied by various brands and how consumers respond to these approaches over the long term. The findings show that message consistency, emotional value in content, and interactivity are key factors in forming emotional bonds that impact loyalty. Furthermore, two-way engagement between consumers and brands through comments, likes, and sharing features strengthens this relationship. By understanding consumer digital preferences and behaviors, content strategies can be dynamically adapted to maintain loyalty while expanding the relevant market reach.
ANALISIS STRATEGI PEMASARAN PADA UKM KALIGRAFI DI KOTA MEDAN ( STUDI KASUS BAROZA GALLERY)
Dian Irmawani;
Zuhrinal M Nawawi
Transformasi: Journal of Economics and Business Management Vol. 1 No. 4 (2022): December: Journal of Economics and Business Management
Publisher : Universitas 17 Agustus 1945 Semarang
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DOI: 10.56444/transformasi.v1i4.275
Berwirausaha adalah proses kegiatan yang di jalankan seseorang guna menerapkan segala kemampuan serta ide dan gagasan yang ada pada dirinya dengan melibatkan kemampuan serta melihat seberapa jauh kesempatan kesempatan usaha yang di jalankan, kemudian langkah selanjutnya ialah mengorganisir usaha tersebut, memanage nya. Tak jarang dalam berwirausaha kita harus mempu menerima setiap resiko yang mungkin terjadi di kemudian hari terhadap usaha yang kita jalankan, selain daripada resiko yang mungkin di hadapi saat berwirausaha seorang pebisnis harus mampu mengembangkan usaha yang di jalankan guna mendapatkan keuntungan yang besar dari usaha yang di jalankan. Penelitian ini menggunakan metode deskriptif kualitatif yang mana Penelitian ini mengumpulkan berbagai sumber kajian terperinci dari jurnal serta buku yang berhubungan dengan judul yang di ambil oleh penulis, tak hanya itu Penelitian ini juga menggunakan metode wawancara untuk mendapatkan data yang terperinci dari narasumber yang bersangkutan. Penelitian ini bertujuan untuk Tujuan penelitian ini adalah untuk mengetahui strategi pemasaran yang diterapkan oleh UKM Kaligrafi Baroza gallery berdasarkan pemilihan pasar, perencanaan produk, penetapan harga, sistem distribusi dan komunikasi pemasaran (promosi) Serta memberikan ide serta taktik pemasaran dalam berwirausaha agar usaha yang di jalankan sesuai dengan rancangan dan tujuan yang telah di buat oleh pelaku usaha.
SOFT SKILL VS HARD SKILL DALAM DUNIA MARKETING: MANA YANG LEBIH PENTING BAGI MAHASISWA?
Zuhrinal M. Nawawi;
Lathifah Ananda Putri
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 2 No. 3 (2025): Mei
Publisher : CV. KAMPUSA AKADEMIK PUBLISING
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DOI: 10.61722/jemba.v2i3.969
In this digital era, the marketing world has undergone rapid transformation, requiring skills beyond technical knowledge. This study aims to compare soft skills and hard skills in the context of marketing, and which is more important for students preparing for a career in this field. The method used is a literature review by analyzing various relevant sources discussing the importance of these two skills. The findings of the study show that while hard skills, such as proficiency in digital marketing tools and data analysis, remain important, soft skills, such as communication, teamwork, and adaptability, have a greater impact on success in marketing. This study also suggests that educational institutions should adopt a balanced approach in developing both skills to better prepare students for the increasingly competitive job market. Developing both soft and hard skills simultaneously can improve students' readiness for careers in the dynamic and rapidly changing marketing field.
Prediksi Tren Konsumen melalui Social Media Listening Pendekatan Machine Learning dalam Strategi Pemasaran Modern
Zuhrinal M. Nawawi;
Tasya Nadila
Ekonomi Keuangan Syariah dan Akuntansi Pajak Vol. 2 No. 3 (2025): Ekonomi Keuangan Syariah dan Akuntansi Pajak (EKSAP)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia
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DOI: 10.61132/eksap.v2i3.969
This study uses a qualitative method to explore how social media listening, combined with a machine learning approach, can be utilized to predict consumer trends in modern marketing strategies. In today’s digital era, social media serves as a rich data source for capturing consumer preferences, needs, and behaviors in real time. With machine learning algorithms such as natural language processing (NLP) and sentiment analysis, data from platforms like Twitter, Instagram, and TikTok can be processed to identify patterns that indicate market trends. This approach not only enables companies to respond quickly to consumer dynamics but also allows them to craft more targeted and data-driven marketing strategies. This study examines five major brands that implement social media listening as part of their digital strategy by observing consumer conversations, dominant emotions, and viral issues. The findings show that the integration of social media listening and machine learning can serve as an effective predictive tool in developing adaptive and contextual marketing campaigns.
Analisis Lingkungan Bisnis dalam Ekonomi Digital: Mengukur Dampak Platformisasi Terhadap Persaingan Industri
Zuhrinal M. Nawawi;
Julia Hamdini Nasution
Akuntansi Pajak dan Kebijakan Ekonomi Digital Vol. 2 No. 2 (2025): Akuntansi Pajak dan Kebijakan Ekonomi Digital
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia
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DOI: 10.61132/apke.v2i2.967
This study uses a qualitative method to analyze the dynamics of the business environment within the context of the digital economy, specifically focusing on the impact of platformization on industry competition. Rapid digital technological developments have given rise to various digital platforms that disrupt conventional business models and reshape market structures across multiple sectors. Platforms such as marketplaces, ride-sharing services, and fintech companies have become dominant actors influencing competitive patterns, value distribution, and relationships between large and small enterprises. This research aims to understand how digital platforms affect industry competition through vertical integration, network effects, and data control. The findings reveal that platformization enhances transaction efficiency and market access but also creates imbalances in market power, digital monopolies, and dependency on algorithms. In this context, government regulation and business adaptation strategies are essential to maintaining competitive balance and ensuring the sustainability of the digital ecosystem. The study recommends the adoption of adaptive regulatory approaches and multi-sector collaboration to foster healthy competition in the digital era.