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All Journal Journal of Applied Business, Taxation and Economics Reseach Economics and Business Journal International Education Trend Issues Journal of International Accounting, Taxation and Information Systems
Wardhana, Ludi Wishnu
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Published : 6 Documents Claim Missing Document
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Journal : economics and business journal

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Brand Positioning Analysis in Enhancing Customer Loyalty: A Systematic Literature Review Prasetya, Feri Andika; Soetjipto, Budi Eko; Wardhana, Ludi Wishnu
Economics and Business Journal (ECBIS) Vol. 3 No. 4 (2025): May
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v3i4.209

Abstract

In an increasingly competitive business landscape, establishing a strong brand position is not merely an option but a necessity. Effective brand positioning not only helps brands differentiate themselves from competitors but also fosters a deeper emotional connection with customers. This study aims to analyze the relationship between brand positioning and customer loyalty using a Systematic Literature Review (SLR) approach. By reviewing previous research published in indexed journals, this study identifies key factors influencing the success of brand positioning, including product differentiation, customer perception, and brand communication consistency. The findings indicate that brands with a clear and consistent position in customers' minds are more likely to build long-term loyalty. Customers who feel connected to a brand’s values and identity are more inclined to remain loyal and even recommend the brand to others. Furthermore, this study reveals that the transition to the digital era has significantly altered how brands establish and maintain their position, with digital marketing strategies and message personalization emerging as critical factors in sustaining customer loyalty. This research underscores the importance of businesses not only in crafting a strong brand image but also in ensuring that customer experiences align with the brand’s promised values. By understanding and implementing effective brand positioning principles, companies can foster deeper and more sustainable relationships with their customers while enhancing their competitive edge in the market.
Mapping the Research Landscape of Green Marketing, Brand Trust, and Purchase Decision: A Bibliometric Analysis and Systematic Review on Database Scopus Purwanitasari, Lili; Soetjipto, Budi Eko; Wardhana, Ludi Wishnu
Economics and Business Journal (ECBIS) Vol. 3 No. 4 (2025): May
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v3i4.210

Abstract

This study aims to map the research landscape on green marketing, brand trust, and purchase decisions using a bibliometric approach and systematic review using the Scopus database. This study identifies research trends, scholarly contributions, and gaps in the literature. Using VOSviewer software, this study processed data from 61 articles published between 2019-2024. The analysis results show that most articles with the theme of green marketing brand trust and purchase decision were published in 2023 (14 documents), while the most published journal was the Journal of Retailing and Consumer Services. The most journal affiliations are from Harbin Institute of Technology (3 documents), the most journals published from Indonesia are 18 documents, the most subjects are Business, Management, and Accounting areas with a percentage of 46.2%, keywords related to themes include purchase intention, product quality, consumer behavior, marketing, brand image, sales, green brand trust, e-commerce.
The Influence of Social Media Marketing on Purchase Intention Mediated by Electronic Word of Mouth: a Bibliometric Analysis Hikmawati, Kuncoro Aprilia; Soetjipto, Budi Eko; Wardhana, Ludi Wishnu
Economics and Business Journal (ECBIS) Vol. 3 No. 4 (2025): May
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v3i4.212

Abstract

This study examines the influence of social media marketing on purchase intention through electronic word of mouth (eWOM). In today's era, eWOM has become one of the key factors influencing consumers" purchase intentions, as information shared online can either strengthen or weaken a consumer" 's purchase intention. This research uses bibliometric analysis with data from the Scopus database to explore existing research trends and the relationship between social media marketing, eWOM, and purchase intention. The findings show that social media marketing significantly impacts purchase intention through eWOM as a mediator that strengthens this influence. This study provides valuable insights for marketers and the general public, especially in designing strategies that leverage eWOM to enhance social media marketing activities and increase purchase intention.
Co-Authors Budi Eko Soetjipto Feri Andika Prasetya, Feri Andika Fitri, Febriana Heri Pratikno Hikmawati, Kuncoro Aprilia Lango, Rikardus Kurnia Pramita, Cindy Prayitno, Reza Dwi Purwanitasari, Lili Sopiah, Sopiah Wening Patmi Rahayu