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All Journal JURNAL BISNIS STRATEGI Jurnal Studi Manajemen Organisasi Diponegoro Journal of Management Management Analysis Journal Jurnal Ilmiah Ekonomi Islam SEIKO : Journal of Management & Business Jurnal Samudra Ekonomi dan Bisnis Journal of Education, Humaniora and Social Sciences (JEHSS) International Journal of Economics, Business and Accounting Research (IJEBAR) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Management and Entrepreneurship Research International Journal of Science and Society (IJSOC) Edukasia: Jurnal Pendidikan dan Pembelajaran Research Horizon Economic and Business Horizon
I Made Bayu Dirgantara
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Public Health Social Sciences Other

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Journal : Research Horizon

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Systematic Literature Review: Green Marketing Berlian, Umayya Hanif; Nurpratiwi, Embun Rahmah; Mu’ammar, Naufal; Dirgantara, I Made Bayu; Soesanto, Harry
Research Horizon Vol. 4 No. 4 (2024): Research Horizon - August 2024 (Thematic Issue)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.4.2024.332

Abstract

This journal conducts a Systematic Literature Review on green marketing or what is often referred to as green marketing and its influence on business aspects and environmental aspects that focus on environmentally friendly products (green products) and the environment (environmental). Green marketing is the activity of producing and marketing products that are reusable and environmentally friendly. Recently, public awareness about environmental sustainability has increased, encouraging companies to use green marketing and green product practices. This journal systematically reviews the literature that reviews green marketing in business aspects, namely environmentally friendly products and environmental aspects. This journal is a literature review using the Watase Uake website. Initial data amounted to 173 articles published from 2014-2024 according to the Scopus database, then in this article, there were 55 journals analyzed using several criteria. This journal is an input for the development of further research, especially in the realm of green marketing in business and environmental aspects.
Recent Trends in Customer Centricity: A Systematic Literature Review in Sustainability Economics Arumdani, Ratna Sekar; Azhari, Fadhila Firdauzi; Fadhillah, Indah Nur; Dirgantara, I Made Bayu; Soetanto, Harry
Research Horizon Vol. 4 No. 4 (2024): Research Horizon - August 2024 (Thematic Issue)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.4.2024.347

Abstract

This study aims to review recent literature published from 2014 to 2024 on customer centricity and the customer-centric paradigm in organisations, with particular emphasis on the integration of sustainability economics concepts to achieve long-term success. This research is in the form of a systematic literature review using the help of the watase uake site to filter articles that match the predetermined criteria. Article selection criteria include open full access text articles with publication dates no more than the last 10 years (2014-2024), and article sources must be articles published in reputable international journals from Q1 to Q4 based on the Scopus Rankings Index. The initial data obtained amounted to 315 articles, which were then filtered according to the criteria to produce 46 articles to be analysed in this study. The results of this study are expected to confirm the use of customer centricity and customer-centric in various research contexts with a variety of different terms, and highlight the importance of integrating sustainability economics in customer-centric strategies to create sustainable added value. Where in this study can be a literature that helps companies understand the concept of customer centricity more deeply in the context of sustainable economics.
Artificial Intelligence for Marketing: Systematic Literature Review Dianti, Annisa Rahma; Mualifah, Teti; Dirgantara, I Made Bayu
Research Horizon Vol. 4 No. 6 (2024): Research Horizon - December 2024 (Thematic Issue)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.6.2024.393

Abstract

This journal performs a Systematic Literature Review on Artificial Intelligence (AI) in marketing and its impact on various business aspects, innovation, and customer engagement. Artificial Intelligence in marketing refers to the combination of data analytics, machine learning and automation in marketing strategies to enhance decision-making, personalization, and consumer experiences. Currently, the rapid advancement of technology has heightened public interest in Artificial Intelligence applications, encouraging companies to adopt AI-driven marketing practices. This journal systematically reviews the literature related to Artificial Intelligence in marketing, focusing on its impact on business performance, efficiency, and customer interaction. The literature review utilizes the Watase Uake Website, initially gathering 143 articles published from 2019 to 2024, from which 57 journals were analyzed using specific criteria. This journal serves as a valuable resource for the development of future research, particularly in the areas of Artificial Intelligence applications in marketing and their implications for business and consumer engagement.
The Importance of Digital Marketing Implementation for MSMEs in Indonesia: A Systematic Literature Review Sunggara, Alvianno Difta; Nurhaliza, Putri; Ferdinand, Augusty Tae; Dirgantara, I Made Bayu
Research Horizon Vol. 4 No. 6 (2024): Research Horizon - December 2024 (Thematic Issue)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.6.2024.428

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Indonesia play a crucial role in supporting the national economy, contributing significantly to employment and the gross domestic product. However, many MSMEs have yet to fully leverage digital marketing due to limited digital literacy, restricted access to technology, and uneven infrastructure, particularly in remote areas. With the increasing use of the internet and social media in Indonesia, digital marketing strategies present a promising opportunity for MSMEs to expand their market reach, enhance customer engagement, and strengthen competitiveness. Through a systematic literature review, this study evaluates the implementation of digital marketing by MSMEs, including the use of social media and e-commerce platforms to increase brand visibility and foster more personal interactions with consumers. The analysis reveals that digital marketing enables MSMEs to enhance customer loyalty and reach wider markets at relatively low costs. Nevertheless, limitations in technological capability and low digital literacy remain significant barriers. This study highlights the importance of government support in the form of digital literacy training and equitable technology access to enable MSMEs to optimize their digital marketing strategies. Such support is essential to accelerate MSME digital transformation and improve their business sustainability in the competitive digital marketplace.
Co-Authors Adi Wahyu Anggara Ahmad Fika Syauqiy Akkinta Miranda Wiguna Ardiana, Vina Ariyani, Yunita Endah Arumdani, Ratna Sekar Aryandika, Ardiaz Ajie Augusty Tae Ferdinand Aulia, Nafisa Farkhiy Ayyasy, Muhammad Zhafran Azhari, Fadhila Firdauzi Azzahra, Alifya Banneringgi, Darman Belinda, Karissa Inas Berlian, Umayya Hanif Callista Chairani Wulandari Darusuprapta, Faizal Dianti, Annisa Rahma Endigalani, Annisa Erman Denny Arfianto Fadhillah, Indah Nur Frediansyah, Willy Redzy Gultom, Henry Casandra Hakim, Fikrul Harry Soesanto Imam Nuryanto Indrian Kusuma, Gabriel Boggie Kemit, Golongan Maulida, Laila Meirani Harsasi Mertiany Putri Hadrianti Mery Noviyanti Mirwan Surya Perdhana Mualifah, Teti Mu’ammar, Naufal Nadia Aqilah, Nadia Aqilah Nugroho, Iskan Aryo Nurdianasari, Rista Nurhaliza, Putri Nurpratiwi, Embun Rahmah Pratama, Pratama Rafif Hidayatullah, Muhammad Rahmatul Husna, Rahmatul Ramadhan, Novitha Dwipermata Retno Hidayati Rizal Hari Magnadi Rizqul Anis Ruslan, Muhlis Sabilla, Sania Aurora Sanjaya, Muarif Shella Febiola Siswanto Siti Nurhidayah Soetanto, Harry Suharno, Rizki Adi Anggoro Sunggara, Alvianno Difta Wiguna, Akkinta Miranda Wulandari, Menik Yoestini Yogananda, Andrean Septa