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All Journal Equator Journal of Management and Entrepreneurship Journal Of Science Education And Management Business Journal of Economics and Management Scienties JEBD Jurnal Penelitian Multidisiplin Bangsa Cakrawala : Management Science Journal
Rahman, Ahmad Vajri
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Library & Information Science Public Health Social Sciences

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Analisis Swot Sebagai Landasan Dalam Menentukan Strategi Pemasaran Oleh Two Mart Swalayan Rahman, Ahmad Vajri; nofritar, nofritar
Journal of Science Education and Management Business Vol. 1 No. 1 (2022): Journal of Science Education and Management Business
Publisher : Riset Sinergi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62357/joseamb.v1i1.50

Abstract

This research was conducted at Two Mart Swalayan which is a business engaged in the retail sector in the city of Padang, the background underlying this research is the unstable sales problem experienced by Two Mart Swalayan in the last 2 years which tends to fall slightly in the middle. in the last year, so an analysis is needed to identify the causes of the problem and the right marketing strategy is needed to overcome it. The method used is a SWOT analysis with IFAS and EFAS matrices and a cartesian diagram of SWOT analysis.The results showed that the position of Two Mart Swalayan is in quadrant II because it has the highest strategy score SO = 5.361, followed by other strategy scores SO = 4.973, WT = 3.302 and WO = 2.914. In this condition, the suitable marketing strategy to use is ST (Strength - Threats), which is a diversification strategy, where this diversification strategy is a way to manage risks by minimizing potential hazards by exploiting existing opportunities. Diversification strategies that can be used are such as horizontal diversification, namely adding non-existing products and providing new services with the use of technology so as to make customers more interested in shopping at Two Mart Swalayan
The Role of Emotional Intelligence in Financial Competence Rahman, Ahmad Vajri; Khairi, Awalul; Dika, Riri Putri
Equator Journal of Management and Entrepreneurship (EJME) Vol 12, No 2 (2024): Equator Journal of Management and Entrepreneurship
Publisher : Universitas Tanjungpura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/ejme.v12i2.70863

Abstract

This research investigates the intricate relationship between emotional intelligence, financial education, financial behavior, and financial competence among employees at PT. PPI Cabang Padang. Using path analysis, the study examines both direct and indirect effects of emotional intelligence and financial education on financial competence through financial behavior. The findings reveal significant direct effects of emotional intelligence and financial education on financial competence, highlighting their crucial roles in shaping individuals' financial capabilities. Additionally, the analysis uncovers significant indirect effects of emotional intelligence and financial education on financial competence through their influence on financial behavior. Metodologi penelitian menggunakan desain kuantitatif dengan menggunakan random sampling untuk memilih sampel sebanyak 70 karyawan PT. PPI Cabang Padang. These results underscore the importance of fostering emotional intelligence skills and providing comprehensive financial education within the organization to promote positive financial behaviors and enhance overall financial competence among employees. By integrating targeted interventions and education initiatives, PT. PPI Cabang Padang can empower its workforce to make informed financial decisions, ultimately leading to greater financial stability and success for both individuals and the organization.
Personalization vs. Privacy: Balancing Customer Data Use with Ethical Marketing Practices Rahman, Ahmad Vajri; Dika, Riri Putri; Khairi, Awalul
Equator Journal of Management and Entrepreneurship (EJME) Vol 12, No 4 (2024): Equator Journal of Management and Entrepreneurship
Publisher : Universitas Tanjungpura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/ejme.v12i4.82521

Abstract

This study explores the balance between personalization and privacy in ethical marketing practices, examining how companies can effectively use customer data for personalized marketing without violating privacy rights. As personalization has become a crucial element in enhancing customer experiences, privacy concerns have escalated, driven by the increasing volume of data breaches and stricter privacy regulations such as GDPR and CCPA. Through a qualitative approach, the research gathers insights from key stakeholders, including customers, companies, and regulators, using in-depth interviews and focus group discussions. The findings reveal that while customers value personalization, they are highly concerned about data privacy, emphasizing the need for transparent consent-driven practices. Companies face challenges navigating complex data privacy regulations, but those prioritizing ethical data use, such as Apple with its privacy-centric strategies, are more successful in maintaining customer trust. This study highlights the importance of integrating technologies like data anonymization, encryption, and blockchain to protect customer privacy while enabling effective personalization. However, limitations such as the sample size and scope of the study suggest that further research is needed to explore the long-term effects of privacy regulations on marketing innovation and to offer sector-specific solutions for balancing personalization and privacy. This research provides valuable insights for businesses, regulators, and customers in navigating the evolving landscape of data-driven marketing.
AI-Powered Marketing: Analyzing the Impact of Artificial Intelligence on Customer Experience Personalization in the Digital Era Dika, Riri Putri; Rahman, Ahmad Vajri; Mulyani, Yani Sri
Journal of Economics and Management Scienties Volume 8 No. 2, March 2026 (Accepted)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i2.295

Abstract

This study investigates the influence of artificial intelligence on customer experience personalization within digital platforms by examining three key predictors: AI-driven personalization, perceived relevance, and interaction quality. Using a quantitative approach, data were collected from 120 active users of AI-enabled platforms through purposive sampling and screening procedures conducted between January and February 2025. A total of 16 validated Likert-scale items were used to measure the constructs, and the measurement model demonstrated strong reliability and convergent validity, with AVE values ranging from 0.62 to 0.74 and Composite Reliability values between 0.86 and 0.91. Regression analysis revealed that AI-driven personalization had the strongest positive effect on customer experience personalization (β = 0.41, p < 0.001), followed by perceived relevance (β = 0.28, p < 0.001) and interaction quality (β = 0.22, p = 0.002). The model accounted for 58% of the variance in personalized customer experiences (R² = 0.58), indicating a robust explanatory power. These findings demonstrate that personalization is a multidimensional construct shaped by technological intelligence, cognitive alignment, and user–system interaction fluency. The study highlights the importance of integrating AI capabilities with meaningful content delivery and seamless interface design, offering practical insights for digital platforms seeking to enhance personalization and user engagement. Future research may explore moderating factors such as trust, privacy concerns, platform characteristics, and cross-cultural variations.
Pengaruh Strategi Segmenting dan Targeting Terhadap Keputusan Pembelian Konsumen (Studi Kasus Lanina Beauty House) Putri, Salma Khairiyah; Bilkisti, Imanina Salsa; Febrianti, Rada; Rahman, Ahmad Vajri
Jurnal Penelitian Multidisiplin Bangsa Vol. 2 No. 7 (2025): Desember
Publisher : Amirul Bangun Bangsa Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59837/jpnmb.v2i7.678

Abstract

Penelitian ini bertujuan untuk menganalisis penerapan strategi segmenting dan targeting pada Lanina Beauty House serta pengaruhnya terhadap keputusan pembelian konsumen. Pendekatan penelitian menggunakan metode deskriptif kualitatif dengan studi kasus pada Lanina Beauty House sebagai objek tunggal. Sampel penelitian berupa dokumen operasional, data segmentasi, dan aktivitas pemasaran yang dipilih menggunakan teknik purposive sampling. Variabel penelitian mencakup segmentasi pasar (geografis, demografis, psikografis, dan perilaku), targeting, serta keputusan pembelian. Data dikumpulkan melalui observasi langsung, penelusuran dokumentasi, dan kajian literatur. Analisis data dilakukan secara deskriptif kualitatif melalui proses reduksi data, pengorganisasian pola segmentasi, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Lanina Beauty House menerapkan segmentasi pasar yang komprehensif dan menetapkan target utama pada wanita usia 17–35 tahun yang aktif mengikuti tren kecantikan, membutuhkan produk halal, serta mengutamakan keamanan produk. Penerapan strategi segmenting dan targeting yang tepat terbukti mampu meningkatkan efektivitas promosi, relevansi produk dengan kebutuhan konsumen, serta minat beli. Secara keseluruhan, strategi ini berkontribusi pada peningkatan penjualan dan memperkuat posisi Lanina Beauty House sebagai toko kosmetik terpercaya di Kota Padang.
Analisis Brand Strategic Pada Iphone Nurhayani, Nini; Fayyadh, M.Farhan; Rahman, Ahmad Vajri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

In the increasingly competitive smartphone industry, branding is a key factor in determining a company's success in maintaining its market position and consumer loyalty. The iPhone, Apple Inc.'s flagship product, is an example of a global brand that has successfully built a premium image and strong brand equity. This paper aims to analyze the brand strategy applied to the iPhone by reviewing the concept of brand equity, the process of building and managing brand equity, branding strategies, and the iPhone's brand positioning in the global smartphone industry. The writing method used is a literature study with a descriptive-analytical approach based on brand management and marketing theory. The results of the discussion indicate that the iPhone's success is not only determined by technological innovation, but also by a consistent branding strategy, user experience-based differentiation, and the integration of product and service ecosystems. Apple's branded house strategy is able to strengthen the iPhone's brand value as a premium product with a high level of consumer loyalty. With a positioning that emphasizes quality, design, security, and symbolic value, the iPhone has succeeded in creating a sustainable competitive advantage in the global market.
Strategi Segmenting dan Targeting pada KISI Sekuritas Cabang Sumatra Barat Rahmi, Aisyatur; Rahamdhan, Gilang; Rahman, Ahmad Vajri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

The development of the capital market industry in Indonesia requires securities companies to have appropriate marketing strategies to effectively reach potential investors. One important strategy in marketing is segmentation and targeting. This paper aims to analyze the segmentation and market targeting strategies implemented by KISI Securities, West Sumatra Branch, to attract and retain investors. The writing method used is a qualitative descriptive study by reviewing data and information sourced from literature, company documents, and observations of KISI Securities' marketing activities, Padang Branch. The results of the discussion indicate that KISI Sekuritas implemented a segmented marketing strategy by dividing the market into several main segments, namely the student and pupil segment, professionals and young workers, and the active investor community. Segmentation was carried out based on geographic, demographic, psychographic, and behavioral aspects. The primary target market of KISI Sekuritas Padang Branch is students and the younger generation because they have long-term potential, while the secondary market target is professionals with a fixed income. Educational strategies, the use of digital media, and collaboration with educational institutions are the main approaches in implementing targeting. With this strategy, KISI Sekuritas is able to increase investment literacy and expand the investor base in the West Sumatra region.
Starategi Distribusi Pemasaran Pada Sepatu Compass Qolbi, Muhammad Miftahul; Rahman, Ahmad Vajri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

The increasingly competitive fashion industry requires companies to develop effective marketing strategies, particularly in distribution management. Distribution is no longer viewed merely as a logistical function but as a strategic instrument for creating brand value and customer experience. This study aims to analyze the distribution strategy of Sepatu Compass as a local footwear brand and to understand its role in supporting marketing effectiveness and brand image. This research employs a qualitative descriptive approach using secondary data obtained from literature studies, documentation, and indirect observation of Compass’s official distribution channels. The data were analyzed through thematic classification and interpreted using relevant distribution and marketing theories. The findings indicate that Sepatu Compass implements a selective distribution strategy by combining direct-to-consumer and one-level distribution channels through official retailers and verified digital platforms. The company also applies a limited product release system to maintain exclusivity and brand control. These strategies contribute to strengthening brand image, enhancing customer loyalty, and maintaining competitive advantage in the national footwear industry. The study concludes that a controlled and integrated distribution strategy plays a crucial role in supporting the sustainability and competitiveness of local fashion brands.
Competitive Advantage and Competitive Strategy in Nina Donut Business Geovany, Arya; Ramadhan, Ahmad Ikhsan; Rahman, Ahmad Vajri
CAKRAWALA : Management Science Journal Vol. 3 No. 1 (2026): Cakrawala: Management Science Journal - January
Publisher : Yayasan Edukasi Cakrawala Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63541/16appq29

Abstract

Competitive advantage plays a crucial role in determining business sustainability, particularly for micro, small, and medium enterprises in the culinary sector. This study aims to analyze the competitive environment, internal strengths and weaknesses, and competitive strategies implemented by Nina Donat to achieve sustainable competitive advantage. This research uses a qualitative descriptive approach through direct observation and literature review. The findings show that product quality consistency, affordable pricing, and close customer relationships are key strengths of Nina Donat. However, limited promotion and production capacity remain challenges. The competitive strategies applied include product differentiation, competitive pricing, service orientation, and simple promotional activities. These strategies contribute to strengthening Nina Donat’s position in the local market. The study confirms that integrated management of product quality, pricing, service, innovation, and consistency is essential to achieve long-term competitive advantage.
Co-Authors Bilkisti, Imanina Salsa Dika, Riri Putri Fayyadh, M.Farhan Febrianti, Rada Geovany, Arya Khairi, Awalul Mulyani, Yani Sri Nofritar, Nofritar Nurhayani, Nini Putri, Salma Khairiyah Qolbi, Muhammad Miftahul Rahamdhan, Gilang Rahmi, Aisyatur Ramadhan, Ahmad Ikhsan