Article Per Year (5 Year)
p-Index From 2021 - 2026
2.083
P-Index
This Author published in this journals
All Journal IKRA-ITH ABDIMAS Jurnal Optimalisasi JIIP (Jurnal Ilmiah Ilmu Pendidikan) Jurnal Aplikasi Ilmu Teknik Industri (JAPTI) Indonesian Journal of Economy, Business, Entrepreneuship and Finance (IJEBEF) Jurnal Inkofar Al Mufid: Jurnal Pengabdian dan Pemberdayaan Masyaakat JUMANDIK Jurnal Manajemen & Pendidikan
Prasetiyo, Joko
Unknown Affiliation
Religion Humanities Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Medicine & Pharmacology Public Health Transportation Other

Published : 11 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 11 Documents
Search

 1   2 
STRATEGI PEMASARAN BERBASIS DATA PELANGGAN UNTUK MENINGKATKAN LOYALITAS KONSUMEN Prasetiyo, Joko; Kamsidik, Kamsidik
Indonesian Journal of Economy, Business, Entrepreneuship and Finance Vol. 6 No. 1 (2026): Indonesian Journal of Economy, Business, Entrepreneuship and Finance
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijebef.v6i1.306

Abstract

The increasing availability of customer data in the digital era has encouraged organizations to adopt data-driven marketing strategies to enhance consumer loyalty. This study aims to examine the effect of customer data–based marketing strategies on consumer loyalty, particularly in the context of Indonesian small and medium-sized enterprises (SMEs). A quantitative research approach was employed by distributing structured questionnaires to SME consumers, and the collected data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that data-driven marketing strategies have a significant positive impact on consumer loyalty, mediated by personalized marketing communication and perceived service quality. These findings highlight the importance of effective customer data management and analytics capabilities in improving customer retention and building sustainable competitive advantages. This study contributes to the marketing literature by providing empirical evidence on the role of customer data utilization in strengthening consumer loyalty within emerging market contexts.
Co-Authors Agus Widodo AGUS WIDODO Anhary, Agus Sulaiman Fransisca Debora Ishwara, Prama Indra Kamsidik, Kamsidik Lubis, Iman Merdieco Rivandi Pupung, Muhammad Rosma, Rizqina Sari, Marta Hayu Raras Sita Rukmika Sukirno, Edi Sutiman Sutiman, Sutiman