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All Journal Indonesian Journal of Business and Management Golden Ratio of Mapping Idea and Literature Format
Saleh, Yusuf
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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Journal : Golden Ratio of Mapping Idea and Literature Format

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The Impact of Consumer Behavior on Consumer Loyalty Nurhilalia, N.; Saleh, Yusuf
Golden Ratio of Mapping Idea and Literature Format Vol. 4 No. 2 (2024): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v4i2.357

Abstract

In an era marked by increasingly fierce competition in the global marketplace, companies strive to maintain and enhance consumer loyalty, a key factor influenced by consumer behavior. Consumer behavior, once viewed as random actions, is now recognized as a complex phenomenon shaped by psychological, social, and economic factors. Beyond purchase decisions, it encompasses constant interaction between individuals and their environment, influenced by personal preferences, social influences, culture, values, and past experiences. Understanding consumer behavior enables companies to identify trends, preferences, and needs accurately, leading to more effective marketing strategies and stronger customer relationships. However, companies face challenges such as lifestyle changes, technology, and evolving consumer expectations. Globalization and technology have altered consumer behavior, making consumers more informed and critical. To remain relevant, companies must adapt their strategies to these dynamics. Consumer behavior's influence extends beyond individuals to impact market dynamics, government policies, industry regulations, and economic trends, highlighting its significance for overall economic stability and growth. Through a multidimensional approach to studying consumer behavior, we can explore various factors influencing consumer loyalty, including psychological, social, cultural, and economic aspects. Deepening our understanding of these dynamics empowers companies to develop more effective strategies for building and maintaining consumer loyalty. This paper reviews literature on consumer behavior and its impact on consumer loyalty, highlighting key determinants such as brand loyalty, loyalty programs, digital marketing, perceived expensiveness, corporate associations, customer commitment, and customer experience. It emphasizes the need for further research to bridge existing gaps and elucidate the complex relationship between consumer behavior and loyalty. The primary objective is to undertake a comprehensive exploration of this relationship, uncovering underlying mechanisms and discerning how various aspects of consumer behavior influence loyalty. By offering insights to marketing practitioners, researchers, and stakeholders, this paper aims to contribute to academic discourse and provide actionable recommendations for fostering stronger bonds with customers. Ultimately, understanding consumer behavior's role in shaping loyalty empowers businesses to develop effective strategies and thrive in today's competitive marketplace. Through collaborative efforts and continued scholarly inquiry, we can unlock consumer behavior's full potential as a driving force behind sustainable business growth.
Resilient Entrepreneurs in the Digital Era: Strategic Marketing Approaches for Young Business Owners Amid Crisis Nurhilalia, N.; Saleh, Yusuf
Golden Ratio of Mapping Idea and Literature Format Vol. 5 No. 2 (2025): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v5i2.1535

Abstract

In an era marked by rapid digital transformation and recurrent global crises, young entrepreneurs face both unprecedented opportunities and significant challenges. This study explores how strategic digital marketing practices contribute to the resilience of youth-led enterprises amid crises such as economic downturns and pandemics. Drawing on a quantitative descriptive approach, the research aims to identify the most prevalent marketing strategies employed by young entrepreneurs and assess their perceived effectiveness in enhancing business resilience. Data were collected through structured surveys distributed to young business owners across various sectors who actively utilize digital platforms. The findings reveal that adaptive strategies such as content marketing, community engagement, platform-based analytics, and value co-creation play a central role in maintaining customer trust, sustaining operations, and enabling business recovery. Moreover, the results underscore that digital infrastructure readiness and entrepreneurial orientation significantly influence the successful implementation of these strategies. The study highlights the moderating role of ecosystem support and the constraining effects of burdens such as limited digital literacy and cybersecurity concerns. The implications of this research extend to policymakers, incubators, and digital training providers seeking to enhance the resilience and competitiveness of youth entrepreneurship in volatile digital economies. This study contributes to the growing body of literature at the intersection of digital entrepreneurship, strategic marketing, and resilience theory.
Thriving Through Turbulence: How Young Entrepreneurs Leverage Marketing Strategies to Navigate Crises and Digital Disruption Saleh, Yusuf; Nurhilalia, N.
Golden Ratio of Mapping Idea and Literature Format Vol. 5 No. 2 (2025): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v5i2.1536

Abstract

An era marked by global crises and accelerating digital transformation, young entrepreneurs face mounting challenges in maintaining business continuity. This study explores how youth-led ventures utilize digital marketing strategies to adapt, survive, and grow in the face of disruption. Drawing on theories of entrepreneurial resilience, digital innovation, and strategic marketing, the research employs a quantitative descriptive design to examine the behaviors and preferences of young entrepreneurs in turbulent environments. Data were collected through a structured survey targeting founders aged 18 to 35 across diverse industries. The analysis reveals that the most frequently adopted strategies include real-time social media engagement, influencer partnerships, A/B testing, content personalization, and the use of analytics dashboards. These strategies are positively associated with customer retention, brand visibility, and perceived business resilience. Additionally, the study finds that younger entrepreneurs tend to benefit more from platform-native features and interactive digital tools compared to their older counterparts. The findings highlight the critical role of adaptability, data-driven decision-making, and emotional branding in navigating crises. While digital marketing is not a one-size-fits-all solution, its strategic application significantly contributes to the sustainability and competitive positioning of youth-led businesses. This study contributes to the growing body of literature on digital entrepreneurship and offers actionable insights for policy makers, educators, and business development programs seeking to support resilient entrepreneurial ecosystems in uncertain times.
The Impact of Consumer Behavior on Consumer Loyalty Nurhilalia, N.; Saleh, Yusuf
Golden Ratio of Mapping Idea and Literature Format Vol. 4 No. 2 (2024): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v4i2.357

Abstract

In an era marked by increasingly fierce competition in the global marketplace, companies strive to maintain and enhance consumer loyalty, a key factor influenced by consumer behavior. Consumer behavior, once viewed as random actions, is now recognized as a complex phenomenon shaped by psychological, social, and economic factors. Beyond purchase decisions, it encompasses constant interaction between individuals and their environment, influenced by personal preferences, social influences, culture, values, and past experiences. Understanding consumer behavior enables companies to identify trends, preferences, and needs accurately, leading to more effective marketing strategies and stronger customer relationships. However, companies face challenges such as lifestyle changes, technology, and evolving consumer expectations. Globalization and technology have altered consumer behavior, making consumers more informed and critical. To remain relevant, companies must adapt their strategies to these dynamics. Consumer behavior's influence extends beyond individuals to impact market dynamics, government policies, industry regulations, and economic trends, highlighting its significance for overall economic stability and growth. Through a multidimensional approach to studying consumer behavior, we can explore various factors influencing consumer loyalty, including psychological, social, cultural, and economic aspects. Deepening our understanding of these dynamics empowers companies to develop more effective strategies for building and maintaining consumer loyalty. This paper reviews literature on consumer behavior and its impact on consumer loyalty, highlighting key determinants such as brand loyalty, loyalty programs, digital marketing, perceived expensiveness, corporate associations, customer commitment, and customer experience. It emphasizes the need for further research to bridge existing gaps and elucidate the complex relationship between consumer behavior and loyalty. The primary objective is to undertake a comprehensive exploration of this relationship, uncovering underlying mechanisms and discerning how various aspects of consumer behavior influence loyalty. By offering insights to marketing practitioners, researchers, and stakeholders, this paper aims to contribute to academic discourse and provide actionable recommendations for fostering stronger bonds with customers. Ultimately, understanding consumer behavior's role in shaping loyalty empowers businesses to develop effective strategies and thrive in today's competitive marketplace. Through collaborative efforts and continued scholarly inquiry, we can unlock consumer behavior's full potential as a driving force behind sustainable business growth.
Co-Authors Abduh, Thamrin Abdul Karim Marewa, Yeni Sartika Nurhilalia, N. Nursinthia, Nursinthia