Article Per Year (5 Year)
p-Index From 2021 - 2026
2.789
P-Index
This Author published in this journals
All Journal International Journal of Financial, Accounting, and Management Journal of Economics and Business UBS International Journal of Education, Social Studies, And Management (IJESSM) Unram Journal of Community Service (UJCS) Jurnal Minfo Polgan (JMP) Educational Journal of Islamic Management (EJIM) Jurnal Indonesia Sosial Sains Research Horizon Jurnal Inovasi Global Jurnal Pengabdian Tangerang Selatan Data : Journal of Information Systems and Management Digitus : Journal of Computer Science Applications Novatio : Journal of Management Technology and Innovation
Marthalia, Lia
Unknown Affiliation
Religion Arts Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Neuroscience Physics Public Health Social Sciences Other

Published : 20 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 20 Documents
Search

 1   2 
Personalized Causal Targeting in E-commerce: An Uplift Modeling Approach for Campaign Optimization Marthalia, Lia
Digitus : Journal of Computer Science Applications Vol. 2 No. 1 (2024): January 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/digitus.v2i1.1090

Abstract

Evaluations of e-commerce marketing campaigns frequently depend on summary metrics like conversion and click-through rates, which fail to reveal the true causal effect of promotional activities. This study employs uplift modeling to estimate the individual-level causal impact of marketing interventions, clarifying where such approaches outperform traditional metrics, using both a simulated internal dataset and the Dunnhumby Complete Journey data. The objective is to identify which customer segments are causally influenced by marketing actions and to inform more precise targeting strategies. We implemented logistic regression, T Learner, and Causal Forest models to estimate individual treatment effects. Derived features include behavioral (recency, frequency, engagement), transactional (AOV, loyalty tier), and campaign based variables (channel, timing, offer type). Evaluation metrics include Uplift AUC, Qini Curve, and Precision@10%. Ethical safeguards such as pseudonymization and fairness audits were integrated throughout. Results show that Causal Forest significantly outperforms baseline models, achieving the highest uplift AUC and Precision@10%. Key drivers of uplift include campaign channel, customer recency, and loyalty tier. Segment analyses reveal that marketing effectiveness varies by lifecycle stage, device type, and region. Moreover, integrating uplift insights into real time marketing automation systems enables dynamic optimization of campaigns. In conclusion, uplift modeling offers a more robust framework for understanding and maximizing the causal impact of marketing strategies. It improves resource allocation, enhances personalization, and ensures marketing efforts are both effective and ethically responsible.
Business Analytics as a Strategic Resource for Innovation: A Comprehensive Review Juwari; Marthalia, Lia; Widayat, Tri Agung; Andrianto, Deny Tomy
Novatio : Journal of Management Technology and Innovation Vol. 2 No. 2 (2024): April 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/novatio.v2i2.1001

Abstract

This study provides a narrative review of the role of business analytics in driving organizational innovation performance. The purpose is to synthesize current empirical and theoretical contributions with a focus on organizational capabilities, market dynamics, leadership, culture, and global perspectives. Literature was identified through major databases (Scopus, Web of Science, PubMed, and IEEE Xplore) with inclusion criteria emphasizing peer-reviewed studies from the last decade. Findings highlight four key insights: organizational capabilities mediate the translation of analytics into innovation; market dynamism moderates its effectiveness; leadership and culture are decisive in embedding analytics; and adoption disparities persist between developed and developing economies. The review concludes that business analytics strengthens strategic agility and sustainable competitiveness, though barriers such as data quality, infrastructure, and ethics remain. Future research should explore longitudinal impacts, small and medium enterprises, and cross-country comparisons to optimize analytics-driven innovation.
Digital–Green Synergies in Practice: How Emerging and Developed Markets Integrate Technology for Sustainable Value Creation Sunarno; Diantoro, Karno; Marthalia, Lia
Novatio : Journal of Management Technology and Innovation Vol. 2 No. 3 (2024): July 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/novatio.v2i3.852

Abstract

This study examines how digital transformation and green technology adoption jointly influence corporate sustainability. Using frameworks such as the Resource-Based View and dynamic capabilities theory, the research synthesizes empirical evidence to evaluate ESG outcomes, emissions reductions, and operational efficiency. Findings show that digital tools like AI, IoT, and big data significantly enhance the effectiveness of green practices, leading to improved ESG scores, lower emissions, and stronger supply chain resilience. The study concludes that aligning digital and green strategies enables firms to meet stakeholder demands and global sustainability goals while maintaining competitiveness.
Pengaruh Kualitas Sumber Daya Manusia Terhadap Peningkatan Pelayanan Di Kelurahan Mustikasari Kota Bekasi Yuni T, Veronika; Marthalia, Lia; Dewi, Ratna Kusuma
Jurnal Minfo Polgan Vol. 13 No. 2 (2024): Artikel Penelitian
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v13i2.14109

Abstract

This study aims to lookat performance and governance in the implementation of servise activities to public, and also relationships with leaders and fellow employees. Improving the quality of servise, must always pay attention to the demands and dynamics of the people who are in an atmosphere must pay attention to the demandsand dynamic of people who are in an atmosphere of Europhoria reform, democracy, democratization, decentralization, regional autonomy and human rights enforcement, intended to anticipate the advancement of scienceand technology. Therefore, improving the quality of service is a continuous, on going effort and is carried out by all government officials in the City of Bekasi
Pengaruh Disiplin Kerja dan Budaya Organisasi Terhadap Produktivitas Kerja Karyawan Pt. X Tbk Marthalia, Lia; Anisah, Anisah
Jurnal Inovasi Global Vol. 2 No. 6 (2024): Jurnal Inovasi Global
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jig.v2i6.113

Abstract

Pada hakekatnya pengelolaan sumber daya manusia di dalam suatu organisasi adalah hal yang paling esensional untuk menuju kepada efisiensi dan efektivitas tujuan organisasi tersebut. Sehubungan dengan hal tersebut maka perlu kiranya manajemen meninjau lebih jauh lagi mengenai kualitas guru meningkatkan produktivitas suatu perusahaan. Tujuan Penelitian ini Untuk mengetahui seberapa besar pengaruh disiplin kerja terhadap produktivitas kerja pegawai pada PT. X Tbk. Untuk mengetahui seberapa pengaruh budaya organisasi terhadap produktivitas kerja pegawai pada PT. X Tbk. Untuk mengetahui seberapa pengaruh disiplin kerja dan budaya organisasi secara bersama-sama terhadap produktivitas kerja pegawai pada PT. X Tbk. Terdapat pengaruh disiplin kerja terhadap produktivitas kerja pegawai pada PT. X Tbk. Dari hasil perhitungan diperoleh nilai  thitung lebih besar dari ttabel, sehingga jelas Ho ditolak dan Ha diterima. Hal ini menunjukkan bahwa disiplin memiliki pengaruh yang signifikan terhadap produktivitas kerja karyawan pada PT. X Tbk. 2) Dari hasil perhitungan diperoleh nilai thitung  lebih besar dari ttabel, sehingga jelas Ho ditolak dan Ha diterima. Hal ini menunjukkan bahwa budaya organisasi memiliki pengaruh yang signifikan terhadap produktivitas kerja karyawan pada PT. X Tbk. 3) Berdasarkan perhitungan SPSS diperoleh Fhitung lebih besar Ftabel, sehingga jelas Ho ditolak dan Ha diterima. Hal ini menunjukkan bahwa secara bersama-sama disiplin dan budaya organisasi dapat meningkatkan produktivitas kerja karyawan pada PT. X Tbk.
Effect of Burnout on Performance of Marketing Employees Anwar, Khoirul; Sutisna, Ade Jaya; Kusnady, Diding; Marthalia, Lia; Dera, Firman
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 4 No. 2 (2024): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v4i2.380

Abstract

Human resources from time to time have always been interesting for researchers because they provide several benefits for companies, employees, and society. This indicates that the existence of human resources in a company has an important role in achieving goals. This research aims to analyze effect of burnout on performance of marketing employees. This research uses a causal research type with a quantitative approach. The population in the study were employees in the marketing field. Samples were taken randomly to answer the hypothesis of 30 respondents. The method of data analysis in this study used simple linear regression analysis. Based on the research results show that burnout has a positive and significant effect on performance of marketing employees.
Community Empowerment through Strengthening Students' Competence through the Production of Eco-Enzymes at Al-Mashum Mardiyah Islamic Boarding School, Cugenang District, Cianjur Regency, West Java Nulhakim, Lukman; Lubena, Lubena; Marthalia, Lia; Salsabila, Anisa Felisia; Siswanto, Fraditya Hafiz
Unram Journal of Community Service Vol. 5 No. 4 (2024): December
Publisher : Pascasarjana Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/ujcs.v5i4.772

Abstract

Al-Mashum Mardiyah is an Islamic educational institution located at Jalan Simpang Galudra number 76, Cugenang District, Cianjur Regency, West Java, 79.6 KM from the Faculty of Industrial Technology, Jayabaya University. This pesantren was founded because many children in Galudra Village dropped out of school, illiterate and married at a young age even though Galudara Village is not far from Jakarta. This pesantren has a junior high school, high school and vocational school, where graduates from this pesantren are expected to be experts in religion, science and technology based on the Qur'an. SMK Al- Ma'shum Mardiyah has a curriculum about agrotechnology that has an entrepreneurial spirit. The results of discussions with partners at the pesantren, there are problems regarding the production aspect, where the types of products produced by SMK students are still limited. In this PkM which was carried out on July 22 and August 26-30, partners were taught to produce eco-enzymes. The eco-enzyme is made from vegetable waste collected by vocational students around the school. The benefits of this activity are felt by the community because it can increase the type of production. The material presented was understood by 95% of the participants who attended the training
Meme Marketing: Generation Z Consumer Behavior on Social Media Arie Bowo, Ferdian; Anisah, Anisah; Marthalia, Lia
Jurnal Indonesia Sosial Sains Vol. 5 No. 02 (2024): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v5i02.995

Abstract

This study investigates the phenomenon of "Meme Marketing" and its impact on the consumer behavior of Generation Z on social media. The research focuses on the characteristics, classification, coherence levels, and format evolution of memes, as well as their role in marketing strategies. Meme characteristics, such as fidelity, fecundity, longevity, and additional elements like relevance, ease of replication, uniqueness, and humor, are identified as key influencers on meme dissemination. Meme classification involves four types proposed by Knobel and Lankshear, along with considerations of genre, format, and media, providing an overview of meme diversity. The transformation of meme formats, from single images to GIF videos, reflects adaptation to trends and social media technology. The role of memes in marketing strategies goes beyond brand awareness, becoming a source of innovation in the cultural industry. Humor, as a key element, plays a crucial role in attracting attention and creating appeal for consumers. Meme virality factors, such as relevance, iconicity, humor, and format, require effective embedding and distribution strategies. In the context of Generation Z consumer behavior, memes provide satisfaction in entertainment, social interaction, and information. Media factors, including embedding and distribution strategies, are crucial for the successful dissemination of memes and consumer engagement. Applying marketing theory frameworks, this research offers both theoretical and practical implications for the development of effective marketing strategies in the digital era
Pengaruh Budaya Organisasi dan Kepemimpinan terhadap Kinerja Pegawai Pengadilan Agama Serang Kelas 1B Provinsi Banten Marthalia, Lia; Sophiandi, Dede; Kurdi, Amirudin
Journal of Economics and Business UBS Vol. 12 No. 2 (2023): Regular Issue
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i2.216

Abstract

Masalah dalam penelitian ini adalah kurangnya pemahaman pegawai terhadap budaya organisasi sehingga mempengaruhi kinerja pegawai. Penelitian ini bertujuan untuk mengetahui pengaruh budaya organisasi dan kepemimpinan terhadap kinerja pegawai Pengadilan Agama Serang Provinsi Banten. Penelitian ini menggunakan metode survey, untuk mendiskripsikan distribusi sampel berdasarkan variabel tunggal dan untuk menjajaki adanya pengaruh antar variabel. Populasi penelitian ini adalah pegawai Pengadilan Agama Serang Provinsi Banten berjumlah 50 orang pegawai. Jumlah sampel yang diambil sebanyak 24 pegawai diambil dengan metode total sampling. Pengumpulan data menggunakan instrument penelitian dalam bentuk kuesioner yang dituangkan dalam pertanyaan-pertanyaan, masing-masing diberikan alternative jawaban berdasarkan metode likert. Untuk menguji hipotesis penelitian digunakan analisa statistik deskriptif dan analisis statistik korelasi dan regrersi. Hasil penelitian menunjukkan bahwa (1) Budaya organisasi mempunyai pengaruh signifikan terhadap kinerja pegawai (2) Kepemimpinan mempunyai pengaruh signifikan terhadap kinerja pegawai (3) Budaya organisasi dan kepemimpinan secara bersama-sama mempunyai pengaruh signifikan terhadap kinerja pegawai.
Strategi Pengelolaan Manajemen Sumber Daya Manusia pada Kinerja Karyawan dalam Menghadapi Era Revolusi Industri 4.0 Marthalia, Lia
Journal of Economics and Business UBS Vol. 12 No. 4 (2023): Special Issue
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i4.481

Abstract

Tantangan terbesar Indonesia dalam menghadapi era Revolusi Industri 4.0 adalah kesenjangan digital akibat minimnya pengetahuan SDM dalam mengoptimalkan teknologi digital dan infrastruktur Teknologi Revolusi Industri 4.0. Oleh karena itu, kesiapan SDM sangat diperlukan untuk menghadapi tantangan di era disrupsi 4.0, maka diperlukan strategi pengelolaan manajemen SDM agar dapat mendukung kinerja karyawan lebih optimal. Tujuan dari penelitian ini yaitu untuk mengetahui strategi pengelolaan manajemen sumber daya manusia pada kinerja karyawan dalam menghadapi era revolusi industri 4.0. Jenis penelitian ini adalah penelitian kualitatif. Lokasi penelitian berada di Jakarta. Sumber data pada penelitian ini yaitu data primer dan data sekunder. Data primer diperoleh langsung melalui wawancara, sedangkan data sekunder diperoleh melalui dokumentasi berupa artikel, buku dan mencari referensi terkait pada permasalahan strategi pengelolaan MSDM pada kinerja karyawan. Teknik analisis data menggunakan tiga tahapan reduksi, penyajian data dan verifikasi. Hasil penelitian adalah strategi pengelolaan manajemen sumber daya manusia pada kinerja karyawan dalam menghadapi era revolusi industri 4.0 bukan sekedar pelatihan, pendidikan, pembinaan, rekrutmen, perubahan sistem, kesempatan, dan penghargaan. Tetapi SDM juga harus meningkatkan kreativitas dan mengubah pola pikir tetap ke pola pikir berkembang, agar siap beradaptasi dan merevolusi diri terhadap perkembangan teknologi yang pesat, sehingga akan tercipta SDM yang unggul, kreatif, dan inovatif, serta adaptif terhadap revolusi industri 4.0. Sehingga karyawan mampu mengaktualisasi diri dalam pengembangan SDM dan menguasai teknologi digital.
Co-Authors Andrianto, Deny Tomy Anisah Arie Bowo, Ferdian Aryo Nugroho Budi Gunawan Daniel Happy Putra Dewi, Ratna Kusuma Diantoro, Karno Era Sari Munthe Firman Dera Fitriyani, Syabrina Hanifah, Anisah Mutiara Zahra Hudiyah, Dewi Khoirul Anwar Kurdi, Amirudin KUSNADY, DIDING Lubena Lubena, Lubena Martinus Tukiran Muharam, Hari Nulhakim, Lukman Prayudo, Gito Prihatini Prihatini, Prihatini Salsabila, Anisa Felisia Sapri Simanjuntak, Vera Clara Siswanto, Fraditya Hafiz Sophiandi, Dede SUNARNO Sutarto, Bambang Sutisna, Ade Jaya Widayat, Tri Agung Yuni T, Veronika