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All Journal Equator Journal of Management and Entrepreneurship Journal Of Science Education And Management Business Journal of Management and Social Sciences Jurnal Penelitian Multidisiplin Bangsa
Rahman, Ahmad Vajri
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health Social Sciences Transportation

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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.
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.
Customer Trust as a Mediator of Digital Marketing Effects on Consumer Behavior: A Systematic Review Sari, Fitrah; Rahman, Ahmad Vajri; Mirsal
Journal of Management and Social Sciences Vol. 5 No. 2 (2026): May: Journal of Management and Social Sciences
Publisher : Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimas.v5i2.2534

Abstract

This study aims to examine the role of customer trust as a mediating variable in the relationship between digital marketing strategies and consumer behavior. As digital marketing evolves, companies are required not only to create engaging content but also to build strong trust to influence purchase intention, loyalty, and customer engagement. This research employs a systematic literature review (SLR) following PRISMA guidelines, selecting 52 empirical articles from reputable international databases such as Scopus, Web of Science, EBSCOhost, and ScienceDirect, published between 2015 and 2026. The analysis involved thematic and descriptive synthesis to assess the strength of digital marketing’s impact on customer trust and consumer behavior outcomes. The results indicate that digital marketing has a significant positive effect on customer trust formation (β=0.652; p<0.001). Customer trust functions as a partial mediator that strengthens the impact of digital marketing on purchase intention, loyalty, and engagement. The direct effect of digital marketing on consumer behavior is weaker when trust is not optimally established. These findings emphasize that effective digital marketing strategies must focus on transparency, security, credibility, and personalization to maximize consumer behavior outcomes. Practically, this study provides important implications for companies and digital marketing practitioners, highlighting that successful campaigns rely not only on content and visibility but also on the ability to build customer trust. The study also opens avenues for future research to examine more specific trust dimensions, including platform integrity, information quality, and social proof, within increasingly complex digital marketing contexts.
Co-Authors Bilkisti, Imanina Salsa Dika, Riri Putri Febrianti, Rada Khairi, Awalul Mirsal Nofritar, Nofritar Putri, Salma Khairiyah Sari, Fitrah