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All Journal Al-Iqtishad : Jurnal Ilmu Ekonomi Syariah (Journal of Islamic Economics) Iqtishoduna: Jurnal Ekonomi Islam Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Inovasi Ekonomi Jurnal Ilmiah Manajemen Kesatuan Community Development Journal: Jurnal Pengabdian Masyarakat Economics, Business and Management Science Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Journal of Artificial Intelligence and Digital Business Jurnal Manajemen Dan Akuntansi Medan Jurnal Relasi Publik Journal of Innovative and Creativity Jurnal Teknologi dan Sains Modern Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Fitriani Tobing
Universitas Medan Area
Religion Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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THE TRIAD OF MARKETING SUCCESS: PRODUCT INNOVATION, CUSTOMER ENGAGEMENT, AND MARKET PENETRATION Adelina Lubis; Era Purike; Muhamad Stiadi; Loso Judijanto; Fitriani Tobing
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 1 No. 8 (2025): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research explores the interplay of three critical variables that shape marketing success: product innovation, customer engagement, and market penetration. In the dynamic landscape of contemporary business, organizations must adeptly navigate these factors to thrive. The study employs a comprehensive analysis of various industries to elucidate the impact and significance of each variable on overall marketing performance. The first variable, product innovation, is examined through its role in enhancing competitiveness and meeting evolving consumer demands. The research sheds light on how innovation catalyzes sustained market relevance by investigating successful case studies and strategies. The second variable, customer engagement, is explored as a critical driver of brand loyalty and customer satisfaction. The study delves into the strategies employed by leading companies to foster meaningful connections with their customer base, emphasizing the reciprocal relationship between engagement efforts and positive marketing outcomes. The third variable, market penetration, is investigated regarding market expansion and increased product/service adoption. The research scrutinizes effective penetration strategies and their implications for market share growth. This study contributes to a holistic understanding of marketing dynamics, offering insights for businesses to optimize their approaches. By recognizing the interconnectedness of product innovation, customer engagement, and market penetration, organizations can formulate more effective marketing strategies to achieve sustainable success.
The Influence of Brand Storytelling on Brand Advocacy in Beauty Products: The Mediating Effect of Emotional Attachment Fitriani Tobing; Muhammad Dharma Tuah Putra Nasution; Syafrida Hafni Sahir; Yossie Rossanty
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.3611

Abstract

In the competitive digital market, brands must foster emotional attachment with consumers through storytelling that conveys their identity and values. This paper aims to examine the influence of brand storytelling on brand advocacy with emotional brand attachment as a mediating variable in the context of the digital beauty industry in Indonesia. The design of this research is quantitative with a descriptive-causal approach, using data from 200 active consumers of local cosmetic brands collected through an online survey. The analysis technique used is Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The research results show that brand storytelling has a significant positive effect on emotional brand attachment, and this attachment partially mediates the relationship between brand narrative and advocacy behavior. These findings provide a theoretical contribution by confirming the role of affective mechanisms in shaping loyalty and voluntary support among digital consumers, particularly in the context of emerging market countries. From a practical standpoint, these results recommend that marketers prioritize the development of authentic and emotionally resonant storytelling as a strategy to build psychological closeness and encourage consumers to become active advocates for the brand.
EDUKASI LITERASI KEUANGAN, TEKNOLOGI FINANSIAL, DAN PENGENDALIAN DIRI BAGI SISWA SEKOLAH DARUSSALAM UNTUK MEMBENTUK REMAJA CERDAS MENGELOLA KEUANGAN Sari Nuzullina Rahmadhani; Ahmad Rafiki; Fitriani Tobing
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 7 No. 3 (2026): Vol. 7 No. 3 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v7i3.61491

Abstract

Perkembangan teknologi digital telah meningkatkan penggunaan layanan keuangan digital di kalangan remaja. Namun, tingginya akses terhadap teknologi finansial belum diimbangi dengan literasi keuangan dan pengendalian diri yang memadai, sehingga berpotensi mendorong perilaku konsumtif dan penggunaan layanan keuangan yang kurang bijaksana. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan literasi keuangan, pemahaman teknologi finansial, dan pengendalian diri siswa Sekolah Darussalam melalui model SMART-FIN (Smart Financial Literacy, Financial Technology, and Self-Control). Metode yang digunakan meliputi lima tahapan, yaitu Assess, Educate, Practice, Evaluate, dan Mentoring. Evaluasi dilakukan melalui pre-test dan post-test, observasi, serta penilaian praktik peserta. Hasil kegiatan menunjukkan adanya peningkatan pemahaman siswa mengenai pengelolaan keuangan, penggunaan teknologi finansial secara aman, serta kemampuan membedakan kebutuhan dan keinginan dalam pengambilan keputusan keuangan. Program SMART-FIN efektif meningkatkan pengetahuan, keterampilan, dan perilaku keuangan siswa, serta berpotensi diterapkan pada sekolah menengah lainnya sebagai model edukasi keuangan berkelanjutan.
Co-Authors Adelina Lubis Afrida, Desri Ahmad Rafiki Al Hayyan, Mutiara Alfifto Amanda Amanda Azzam, Abdul Zagi Dahrul Siregar Dwita Sakuntala Eka Dewi Setia Tarigan Era Purike Era Purike EraPurike EraPurike EraPurike EraPurike Fajrillah, Raja Finta Aramita Hendy Hendy Hery Syahrial Hezron Apriadi Situmorang Hidayat, Sutan Emir Hutagalung, Mhd Rezi Ramadhan Ihsan Effendi Indawati Lestari kesumah, priatna Kezia Karina Perangin Angin Komeel Karisma Linda Lores Loso Judijanto Melany Melany Mentari, Nabilla Muhamad Stiadi Muhammad Dharma Tuah Putra Nasution Muhammad Naufal Fildza Daulay Muhammad Yunus Muthya Rahmi Darmansyah Nur Azizah Nur Azizah Nur Azizah Nuryana, Tri Pananjung, AlFatih Gessan Prayoga, Yordan Priatna Kesumah priatna kesumah Rahmadhani, Sari Nuzullina Raja Fajrillah Retnawati Siregar Riska Handayani Riza Fanny Meutia Royani , Ida Sahuli, Arbi Muzakki Sarumaha, Didit Ekosafrial Subri, Irwan Mohd Syafrida Hafni Sahir Valensia Yeovin Wan Rizca Amelia Wan Suryani Yesika Emelia Girsang Yossie Rossanty