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All Journal AdBispreneur JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS JURISMA: Jurnal Riset Bisnis & Manajemen Jurnal Aplikasi Akuntansi Management Studies and Entrepreneurship Journal (MSEJ) Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis Jurnal Teknik Informatika (JUTIF) Journal of Management and Business International Journal Administration, Business & Organization Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Maslahah: Jurnal Manajemen dan Ekonomi Syariah Master Manajemen Jurnal Strategi Bisnis Teknologi ManBiz: Journal of Management and Business Jurnal Nusa Manajemen Jurnal Bisantara Informatika Berbakti
Adryan Rachman
Universitas Pradita
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : International Journal Administration, Business

 1 
Emotional Artificial Intelligence and Brand Association: A Neuro-Bibliometric Study Rachman, Adryan; Karina Diandra, Prita; Simon, Febryanti
International Journal Administration, Business & Organization Vol 5 No 2 (2024): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.24.393

Abstract

This study conducts a comprehensive bibliometric analysis to explore the research landscape in neuromarketing and brand association. With a growing interest in the neural mechanisms influencing consumer behavior, neuromarketing leverages neuroscientific techniques like fMRI, EEG, and eye tracking to uncover subconscious decision-making processes. The study aims to map research trends, identify key themes, and highlight influential works within this field. Using data from Scopus and Web of Science, the methodology includes examining publication growth, geographic distribution, co-authorship networks, and keyword co-occurrence over the past two decades. The data collection process employed effective keywords such as "neuromarketing," "brand association," "EEG," "fMRI," and "consumer behavior," ensuring a comprehensive dataset of peer-reviewed articles. The findings reveal significant growth in publications, with notable contributions from North America and Europe, and increasing input from Asia. Key insights highlight the central role of emotional engagement, sensory marketing, and the integration of advanced technologies like AI and deep learning in neuromarketing research. The study emphasizes the need for more longitudinal studies to understand the long-term impacts of neuromarketing strategies and calls for cross-cultural comparisons to enhance the global applicability of the findings. Concluding, the research identifies literature gaps and offers practical recommendations for marketers to leverage neuromarketing techniques to boost consumer engagement.
The Effectiveness of Loyalty Programs in Driving Customer Retention in Fashion Retail: A Systematic Literature Review Rachman, Adryan; Efawati, Yen; Daniswara, Muhammad Daffa
International Journal Administration, Business & Organization Vol 6 No 2 (2025): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.25.534

Abstract

The digital transformation of the fashion retail sector has redefined customer-brand relationships, emphasizing the need for loyalty strategies that transcend traditional transactional approaches. This study, a systematic literature review (SLR), evaluates the effectiveness of loyalty programs in enhancing customer retention. A total of 201 peer-reviewed international articles were analyzed using bibliometric visualization with VOSviewer and thematic synthesis within the PRISMA framework. The analysis, guided by the Commitment-Trust Theory and the Customer-Based Brand Equity (CBBE) model, revealed that customer loyalty is no longer driven solely by incentives such as points or discounts. Instead, it is increasingly shaped by emotional engagement, personalized digital experiences, and the integration of social and environmental values into brand narratives. Gamification techniques and AI-powered personalization emerged as key enablers of long-term customer relationships. These findings have significant theoretical and practical implications, underscoring the importance of designing omnichannel, user-centric, and socially relevant loyalty programs to sustain customer retention in the highly competitive fashion retail landscape. Challenges remain in the complexity of program designs and their alignment with the preferences of younger generations, such as Millennials and Gen Z. Future research should consider adopting mixed-method and longitudinal approaches to gain a more comprehensive understanding.
Digital Transformation and Organizational Resilience: The Mediating Role of Digital Literacy Yen Efawati; Rachman, Adryan; Andriani, Rian; Veranita, Mira; Rinawati
International Journal Administration, Business & Organization Vol 6 No 3 (2025): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.25.684

Abstract

In an increasingly turbulent and digitalized environment, organizational resilience has become a critical capability enabling organizations to survive and thrive amid unexpected disruptions. Drawing on the digital transformation and organizational resilience framework, this study examines the role of digital literacy as a mediating mechanism through which digital transformation enhances organizational resilience. Although prior studies highlight the importance of digital transformation in strengthening resilience, limited attention has been given to the human-capability mechanisms that explain how this relationship unfolds. Addressing this gap, the present study integrates digital literacy into the digital transformation and organizational resilience. Using a quantitative research design, data were collected from 224 SME owners in the retail sector in Greater Bandung and analyzed using structural equation modeling. The results indicate that digital transformation has a positive and significant effect on digital literacy, suggesting that digitally mature organizations are more likely to foster owner digital capabilities. In addition, digital transformation is found to directly and positively influence organizational resilience. Most importantly, the findings demonstrate that digital literacy partially mediates the relationship between digital transformation and organizational resilience. This suggests that digital transformation strengthens organizational resilience not only through technological and structural mechanisms, but also by enhancing their ability to effectively use and adapt digital technologies.
Co-Authors Andre Wijaya Andre Wijaya Anmoel, Jason Timothy Anthony, Gerald Ethan Antonetta, Chelsea Diva Boike Janus Chairuddin Chairuddin Daniswara, Muhammad Daffa Diandra, Nadia Diandra, Prita Karina Efawati, Yen Hamzah , Helmy Adrian Martin Martin Meilisa Alvita Nathanael Abel Adrielvino Ninuk Yasmarini Puspa Dewi Putri Chindy Narawati Rian Andriani, Rian Rinawati Samudra , Andika Simon, Febryanti Sunu Puguh Hayu Triono Susan Febriana Pramono Sutapa, Widasapta Veranita, Mira Vioreta Hidiyana Widjadja, William wijaya William Widjaja Wiryaatmaja , Christopher Louis