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All Journal EKONOMIS : Journal of Economics and Business Jurnal Ilmiah Edunomika (JIE) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmiah Manajemen Kesatuan Jurnal Abdimas Bina Bangsa Journal Of Human And Education (JAHE) Jurnal Dimamu Jurnal Informatika Ekonomi Bisnis International Journal of Linguistics, Communication, and Broadcasting
Kusnara, Hasti Pramesti
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : Jurnal Dimamu

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Pengaruh Digital Marketing dan Customer Relationship Marketing terhadap Loyalitas Konsumen Satriana, Wulan; Kusnara, Hasti Pramesti
Jurnal Dimamu Vol. 4 No. 3 (2025)
Publisher : Ma'soem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/dimamu.v4i3.1640

Abstract

This study aims to evaluate the extent to which digital marketing and customer relationship marketing influence consumer loyalty at PT. Muawanah Al-Ma’soem. The research employed a quantitative associative approach, with data collected through questionnaires The data testing tools used in this study consist of validity test, reliability test, and normality test. Furthermore, hypothesis testing is carried out through multiple correlation analysis and multiple regression analysis. The sample consisted of 68 respondents out of a total population of 208 individuals. The analysis results show that digital marketing has a significant impact on consumer loyalty, with a t-value of 21.217, which is greater than the critical t-table value of 1.668, and a significance level of 0.000. Likewise, customer relationship marketing also demonstrates a significant influence, with a t-value of 15.795 and a significance level below 0.001. Simultaneously, both variables significantly affect consumer loyalty, as evidenced by the F-test result of 272.312, exceeding the F-table value of 3.138 with a significance level below 0.001. The combined coefficient of determination of 89.3% indicates that the integration of digital marketing and customer relationship marketing strategies plays a crucial role in building consumer loyalty.
Pengaruh Artificial Intelligence dan Social Media Marketing terhadap Minat Beli Generasi Z Kusnara, Hasti Pramesti; Pirous, Haekal; Fajri, Fallah Jihadil Fajri
Jurnal Dimamu Vol. 5 No. 1 (2025)
Publisher : Ma'soem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/dimamu.v5i1.1708

Abstract

The development of digital technology has encouraged companies to innovate in marketing strategies, especially through the use of Artificial Intelligence (AI) and social media. Generation Z, as the largest and most active digital users in Indonesia, including in Sumedang Regency, has unique characteristics in consumer behavior. This study examines the impact of Artificial Intelligence  and social media marketing on the purchase intention of consumers, specifically targeting Generation Z in Sumedang Regency. The findings reveal that the simultaneous application of AI (utilized for data analysis, content personalization, chatbots, and trend prediction) and social media marketing (employed for consumer outreach and interaction) yields a positive and significant effect on their willingness to buy. Data gathered from 100 Gen Z respondents through an online questionnaire were analyzed using the Structural Equation Modeling (SEM) method with Partial Least Squares (PLS). The analysis produced a strong R-Square value of 0.915, proving the model's high accuracy in explaining the variables that influence consumer purchase intention. Consequently, this research concludes that incorporating AI into social media marketing strategies is an effective way to boost purchase intention among the Gen Z demographic.
Co-Authors Ade Nurhayati Kusumadewi Adi Masliardi Albar, Fauzan Manafi Andani, Riva Bambang Somantri Cucu Hodijah Edriani, Devi Elin Herlina, Elin Fajri, Fallah Jihadil Fajri Gusyana, Dadang Haekal Pirous Mariana Rachmawati Melda Yunita Muhammad Afif Novita, Wellia Priyana, Indarta Rohmanto, Ricky Sajili, Mohamad Salsabila, Syifa Hanifa Sarusu, Armansyah M. Satriana, Wulan Suherman, Jajang Umban Adi Jaya Wardana, Miko Andi Wijaya, Zeffanya Raphael Yuni Mayanti