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All Journal JURNAL LENTERA BISNIS Reswara: Jurnal Pengabdian Kepada Masyarakat JIEB : Jurnal Ilmiah Ekonomi Bisnis BAKTI BANUA : JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Abdi Masyarakat Indonesia The Es Economics and Entrepreneurship The Eastasouth Management and Business Innovative: Journal Of Social Science Research Management Studies and Business Journal
Sucidha, Irma
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Management Studies and Business Journal

 1 
The Impact of Influencer Marketing on Beauty Product Purchase Decisions among Generation Z Sucidha, Irma
Management Studies and Business Journal (PRODUCTIVITY) Vol. 1 No. 9 (2024): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/15y5ks89

Abstract

This research aims to understand the impact of comment-based engagement in influencer marketing on purchasing decisions for beauty products among Generation Z. Using a systematic literature review method, this study analyzes relevant literature to identify the effects of various types of engagement, both positive and negative, in shaping perceptions. consumers and influence purchasing intentions. Research results show that positive comments from influencers increase brand trust and encourage consumer loyalty, while negative comments often have a negative impact on brand image, reduce purchase intentions, and even potentially trigger product boycotts. The theoretical implications of this research include enriching digital marketing theory through exploring comment-based engagement dimensions. In practical terms, these findings provide guidance for marketers in utilizing influencer marketing strategies more effectively, through an approach that considers the quality of engagement and proactive responses to negative comments. This research also offers suggestions for beauty industry players to increase campaign effectiveness by minimizing the reputational risk of negative comments and optimizing the influence of positive comments. Limitations of this research include the limited coverage of social media platforms and limitations on observational studies, as well as opening opportunities for further research through experimentation and exploration of different platforms.
BUILDING GLOBAL LOYALTY THE ROLE OF ETHICAL MARKETING IN BRAND SUCCESS Sucidha, Irma
Management Studies and Business Journal (PRODUCTIVITY) Vol. 1 No. 12 (2024): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/mkc4yz07

Abstract

This research identifies the driving factors and barriers in implementing ethical marketing to build global brand loyalty. Using a systematic literature review (SLR) approach with PRISMA methodology, this research analyzes 21 related articles of ethical marketing, which includes regulatory pressure, customer awareness, high costs, and cultural differences as key factors. These findings provide practical insights for global companies in optimizing ethical marketing strategies to increase brand loyalty in diverse global markets.
THE ROLE OF AI-DRIVEN PERSONALIZATION IN SHAPING CONSUMER LOYALTY IN E-COMMERCE Sucidha, Irma
Management Studies and Business Journal (PRODUCTIVITY) Vol. 2 No. 4 (2025): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/xbvh6t64

Abstract

Digital transformation has driven the adoption of artificial intelligence (AI) technology in e-commerce personalization strategies, which has the potential to increase consumer loyalty. However, understanding of how AI-driven personalization affects consumer loyalty is still limited. This study aims to explore the influence of AI-driven personalization on consumer loyalty in e-commerce platforms, as well as identify the psychological mechanisms involved. The approach used is a Systematic Literature Review (SLR) by collecting and analyzing 28 peer-reviewed articles from the Scopus and Web of Science databases. Data were analyzed using thematic coding techniques and the Stimulus-Organism-Response (S-O-R) framework to understand the relationship between AI personalization and consumer loyalty. The findings indicate that AI-driven personalization significantly increases consumer loyalty through mediators such as trust, perceived value, and satisfaction. In addition, moderating factors such as privacy concerns and product types also affect the effectiveness of personalization strategies. This study provides important insights for e-commerce practitioners in designing effective and ethical personalization strategies, and contributes to the development of consumer loyalty theory in the digital context.
Brand Loyalty in the Age of Consumer Empowerment: Building Sustainable Relationships Through Value Co-creation Sucidha, Irma
Management Studies and Business Journal (PRODUCTIVITY) Vol. 1 No. 5 (2024): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/arqde428

Abstract

In an era of consumer empowerment marked by technological advances and changes in consumer behavior, understanding the role of consumer collaboration in the co-creation process of brand loyalty is crucial for business success. Although the importance of brand loyalty has been recognized, there remains a lack of understanding of how consumer collaboration specifically influences brand loyalty, especially in today's dynamic context. This research aims to investigate the role of consumer collaboration in the co-creation process on brand loyalty in the era of consumer empowerment. By utilizing the systematic literature review method, relevant articles from reputable international databases, such as Scopus and Web of Science, were collected and analyzed. Findings from the literature review indicate that consumer collaboration in co-creation plays an important role in influencing brand loyalty by building trust, satisfaction, and emotional connection between brands and consumers. The practical implication of this research is that brands should prioritize consumer involvement in co-creation initiatives to increase brand loyalty and competitiveness in the market. Future studies could expand understanding of the relationship between consumers and brands and the effectiveness of co-creation strategies in increasing brand loyalty.
Co-Authors Amrulloh, Rifqi Diany, Adista Anjar Firda Nosita Irayana, Ika Mariyani, Kristin Melania, Melania MUHAMMAD NAUFAL HASANI Muhammad Ramadhan Nico Kosasih Sardjono Setiawan, Reksa Tina Lestari Yuliani Yuliani