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All Journal Binus Business Review EQUILIBIRIA BENING Enrichment : Journal of Management Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Smart Society: Community Service and Empowerment Journal PROCEEDING OF INTERNATIONAL CONFERENCE ON BUSINESS MANAGEMENT AND ACCOUNTING
Lukmanul Hakim
Prodi Manajemen Universitas Riau Kepulauan Batam
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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IMPROVING VEHICLE TAX COMPLIANCE THROUGH HR COMPETENCE AND PUBLIC SERVICE PROMOTION: EVIDENCE FROM RIAU ISLANDS PROVINCE Ronni Yanto; Tibrani Tibrani; Lukmanul Hakim
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 3 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i3.4076

Abstract

Tax compliance remains a critical challenge for local governments, particularly in the domain of vehicle taxation which contributes significantly to regional revenues. This study aims to examine the extent to which human resource (HR) competence and public service promotion influence vehicle tax compliance in the Riau Islands. Employing a quantitative approach with survey, we collected 92 respondents from taxpayers and local revenue office employees, the research utilizes structural equation modeling (SEM) to analyze causal relationships among variables. The findings reveal that HR competence, encompassing professional knowledge, administrative skills, and service orientation, exerts a significant positive effect on taxpayer compliance. Similarly, public service promotion-delivered through information campaigns, digital platforms, and community outreach-enhances taxpayers’ awareness, trust, and willingness to fulfill their obligations. Furthermore, the study highlights the combined effect of HR competence and service promotion strengthens compliance behavior by fostering a sense of procedural fairness and improving the perceived quality of government services. These results underscore the importance of strengthening human resource capacity and implementing innovative service promotion strategies as key policy instruments to improve vehicle tax compliance. The study contributes both theoretically and practically: it enriches the discourse on fiscal policy and public administration, while offering evidence-based recommendations for local governments to optimize tax revenue management.
DATA-DRIVEN HR: USING ANALYTICS TO SHAPE YOUR PEOPLE STRATEGY Syafrul Bahri; Ramon Zamora; Lukmanul Hakim
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 6 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i6.4599

Abstract

This document outlines a comprehensive framework for leveraging people analytics to transform the HR function into a strategic asset. It argues that success is contingent upon two foundational pillars: robust data governance and the systematic upskilling of HR Business Partners (HRBPs). Effective data governance establishes a single source of truth through data standardization and integration while ensuring ethical compliance and data privacy, thereby creating a reliable and trusted data foundation. Concurrently, HRBPs must be equipped with data fluency, moving beyond basic literacy to interpret analytics, generate insights, and translate them into actionable business strategy. This dual approach ensures that data is not only accurate and secure but is also effectively communicated and applied. The synthesis of a disciplined data environment and a data-fluent HR workforce bridges the gap between analytical potential and tangible business outcomes, enabling evidence-based decision-making and fostering a proactive, strategic organizational culture.
THE GREAT RETENTION: CULTIVATING A CULTURE WHERE PEOPLE STAY Fini Fisielia; Ramon Zamora; Lukmanul Hakim
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 6 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i6.4605

Abstract

In many organizations, employee recognition remains a generic, infrequent practice, failing to impact morale or retention meaningfully. This creates a culture where employees feel undervalued, leading to disengagement and turnover. This paper examines the framework of "Authentic Recognition & Appreciation," arguing that a strategic shift from transactional awards to a personalized, human-centric approach is critical for making employees feel genuinely seen and valued. The analysis contrasts the characteristics of generic recognition programs with those of an authentic strategy, evaluating them across key dimensions: frequency, specificity, personalization, perceived sincerity, and emotional impact. Findings demonstrate that authentic recognition—characterized by timely, specific praise tailored to individual preferences—significantly outperforms generic models. It directly fulfills the human need for validation, resulting in heightened morale, reinforced positive behaviors, and a stronger emotional connection to the organization. Authentic recognition is a low-cost, high-impact cultural imperative. By consistently communicating "You matter here," organizations can transform recognition from a perfunctory task into a powerful driver of employee engagement, loyalty, and sustainable performance.
Understanding Purchase Intention through Customer Relationship Management, Brand Equity, and Perceived Value: A Qualitative Study of Modern Retail Consumers in Sumatra Lukmanul Hakim; Mon Korcharoen; Tibrani Tibrani
Smart Society Vol. 6 No. 1 (2026): Smart Society
Publisher : FOUNDAE (Foundation of Advanced Education)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58524/smartsociety.v6i1.1065

Abstract

In the increasingly competitive modern retail context, understanding the formation of purchase intentions has become essential. Accordingly, this study aims to explore how purchase intentions are shaped through customer relationship management (CRM), brand equity, and perceived value, while also considering the roles of perceived product quality and price perception among modern retail consumers in Sumatra. To achieve this objective, an exploratory qualitative approach was employed to capture consumers’ experiences and subjective interpretations in the purchase decision-making process. Data were collected through semi-structured in-depth interviews with regular customers of modern retail outlets in Sumatra and subsequently analyzed using thematic analysis to identify recurring patterns and key themes. The findings indicate that purchase intentions are formed through an integrative evaluative process rather than through isolated assessments of product attributes. In this process, CRM fosters trust and emotional comfort, while brand equity reduces perceived risk by providing a sense of consistency and reliability. Furthermore, perceptions of product quality and price are interpreted contextually, shaping consumers’ judgments of fairness and functional value. These elements ultimately converge in perceived value, which acts as a central mechanism linking consumer experiences to purchase intentions. Overall, this study contributes to the marketing literature by offering a more context-sensitive understanding of purchase intention formation and provides practical insights for retailers in developing relationship-oriented and value-based strategies.
THE REPLICATION CRISIS IN MARKETING: A FIELD-SPECIFIC DIAGNOSIS AND PRESCRIPTIONS FOR IMPROVING METHODOLOGICAL RIGOR Indra Hidayat; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19487282

Abstract

This study examines the replication crisis in marketing by providing a field-specific diagnosis and proposing methodological improvements to enhance research rigor. The replication crisis, characterized by the inability to reproduce empirical findings, has raised concerns about the credibility and reliability of marketing research. This article identifies key contributing factors, including questionable research practices such as p-hacking and selective reporting, lack of transparency in data and methods, publication bias favoring statistically significant results, and institutional pressures driven by the “publish or perish” culture. Using a qualitative literature review approach, this study synthesizes insights from prior research to explore the structural and methodological roots of the problem. The findings reveal that the replication crisis in marketing is not caused by a single factor but by an interconnected system of methodological weaknesses and institutional incentives. These issues undermine both the theoretical development of marketing and its practical applications in business decision-making. To address these challenges, the study proposes several key recommendations, including the adoption of open science practices, increased support for replication studies, improvements in research design and statistical analysis, and enhanced education on research ethics and methodology. By implementing these strategies, the marketing discipline can strengthen its scientific foundation, improve the reproducibility of findings, and restore trust in academic research.
CROSS-CULTURAL MARKETING RESEARCH: ADVANCING MEASUREMENT INVARIANCE PRACTICES FOR ROBUST EQUIVALENCE TESTING Sistiana; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19487093

Abstract

This study examines the current state of measurement invariance in cross-cultural marketing research, identifying a critical imbalance between widespread method usage and methodological rigor. Findings indicate that while Multi-Group Confirmatory Factor Analysis (MG-CFA) remains the dominant approach, its application is often incomplete, frequently stopping at configural or metric invariance. This failure to reach scalar invariance limits the validity of cross-cultural comparisons, particularly when comparing latent means. Furthermore, inconsistent reporting practices and a lack of transparency regarding model specifications and fit indices undermine the reproducibility and credibility of findings. The review identifies significant methodological challenges, including sample heterogeneity, cultural bias in measurement instruments, and limited statistical power, which complicate testing and lead to inconsistent results. Although advanced methodological trends like partial invariance and alignment optimization offer more flexible and nuanced solutions, their adoption remains uneven. This highlights a persistent gap between methodological innovation and actual research practices. To address these issues, the study recommends improving methodological training, standardizing reporting practices, and embracing open science to ensure more robust and reliable cross-cultural research.
FIELD EXPERIMENTS IN MARKETING: A PRACTICAL GUIDE FOR ADDRESSING EXTERNAL VALIDITY AND ETHICAL CHALLENGES IN COLLABORATION WITH FIRMS Yeni Idayusi; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19487366

Abstract

This study examines the key challenges and emerging best practices in field experiments, with a particular focus on external validity, ethical concerns, and collaboration with firms. The findings reveal that external validity remains a major limitation, as many studies are context-dependent and confined to single firms or markets, reducing generalizability. Ethical issues, including lack of informed consent and heightened privacy risks in digital environments, emerge as the most critical concern, highlighting the need for stronger ethical frameworks and greater transparency. Collaboration with firms offers valuable opportunities but is often constrained by organizational resistance, data access limitations, and misaligned objectives. The analysis also identifies a gap between the severity of these challenges and the current level of best practice adoption. However, emerging approaches such as multi-site experimentation, transparent ethical protocols, and structured collaboration agreements show promise in addressing these issues. In addition, insights from measurement invariance research emphasize the importance of methodological rigor and improved reporting standards. Overall, the study proposes an integrated framework that balances methodological rigor, ethical responsibility, and practical feasibility. These findings provide actionable guidelines for researchers and practitioners to conduct more reliable, ethical, and impactful field experiments in marketing.
THE EVOLUTION OF CUSTOMER EXPERIENCE (CX) CONSTRUCT: AN INTEGRATIVE CONCEPTUAL FRAMEWORK Rahayu Syahputri; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19487173

Abstract

Customer Experience (CX) has emerged as a critical construct in contemporary marketing and management due to increasing competition and rising customer expectations. Traditionally, firms focused on service quality and customer satisfaction; however, the growing complexity of customer interactions has shifted attention toward holistic and multidimensional experiences. Despite its importance, the CX construct remains fragmented, with diverse definitions, dimensions, and theoretical perspectives across disciplines. This lack of integration creates challenges for both researchers and practitioners in understanding and managing CX effectively. To address this gap, this study adopts a qualitative approach using a systematic literature review to examine the evolution of CX and synthesize existing knowledge into a unified conceptual framework. The findings reveal that CX has evolved through transactional, relational, experiential, and digital phases, reflecting broader changes in business environments. The study identifies four key dimensions—functional, emotional, social, and digital—that interact dynamically across the customer journey to influence outcomes such as satisfaction, loyalty, and advocacy. The proposed integrative framework consolidates these dimensions into a cohesive model, addressing fragmentation in the literature and extending existing theories by incorporating digital and omnichannel perspectives. The study concludes that CX is a dynamic, multidimensional construct requiring a holistic management approach. It recommends future empirical validation and highlights the importance of leveraging emerging technologies to enhance customer experience in an increasingly experience-driven economy.
THE TALENT PIPELINE: DEVELOPING AND RETAINING A FUTURE-READY MARKETING TEAM Susi; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19487601

Abstract

This study examines the development of a talent pipeline for building and retaining future-ready marketing teams in an increasingly dynamic and technology-driven environment. As digital transformation, artificial intelligence, and data-driven marketing reshape the industry, organizations face growing challenges in addressing talent shortages and skill gaps. Traditional approaches to talent management are often insufficient to meet the evolving demands of modern marketing roles, particularly in areas such as analytics, digital platforms, and strategic thinking. To address these issues, this study adopts a qualitative review-based approach, synthesizing existing literature and industry insights to develop an integrative framework for marketing talent management. The findings identify key competencies required for future-ready marketing teams, including digital, analytical, creative, and strategic skills, and highlight the importance of managing talent across the stages of attraction, development, retention, and advancement. The proposed framework emphasizes the integration of recruitment, continuous learning, technology utilization, and organizational culture to create a sustainable and adaptable talent pipeline. The study concludes that a holistic and strategic approach is essential for organizations seeking to remain competitive in a rapidly evolving marketing landscape. While the study contributes to both theory and practice by offering a unified perspective, it is limited by its conceptual nature. Future research should focus on empirical validation and explore the role of emerging technologies in shaping marketing talent strategies.
THE AGILE MARKETING PLAYBOOK: MANAGING STRATEGY IN A REAL-TIME WORLD Heni Esra Simanjuntak; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20092915

Abstract

This article examines the growing role of agile marketing in managing strategy within a real-time, dynamic environment shaped by rapid digital transformation and evolving consumer behavior. Traditional marketing approaches, characterized by long planning cycles and limited flexibility, are increasingly insufficient in responding to fast-changing market conditions. Using a narrative literature review, this study synthesizes insights from academic and practitioner sources to explore key concepts, frameworks, and challenges associated with agile marketing. The findings highlight four core themes: agility as a strategic capability, continuous experimentation, customer-centricity, and data-driven decision-making. Based on these insights, the study proposes an Agile Marketing Playbook consisting of four components: strategic alignment, execution cycles, technology enablement, and team structure. This framework provides a structured approach for integrating agile principles into marketing strategy while maintaining alignment with broader organizational goals. The study contributes theoretically by extending agile concepts to the strategic level and offers practical guidance for organizations navigating real-time marketing complexities. However, its narrative approach limits comprehensiveness, suggesting the need for future empirical validation across contexts.
Co-Authors Ade Parlaungan Nasution Alpizar Ana Rio Fika Anggi Sadela Arios Zeus Sandry Arnesih Arnesih Catur Fatchu Ukhriyawati Christina Maria Attonete Dahrul Aman Harahap Darma Rahmat Suraja Dian Nofrianti Dini Anggraini Edy Sunarno Eki Saputra Endiet Jaloe Prasetiyo Enny Lastuti Fini Fisielia Heni Esra Simanjuntak Indra Hidayat Ismarini Jajang Jamaludin Kalvin Rico Telaumbanua Kepi Kusumayanti Khairul Putra Maris Dilla ayu Ma’rifah Mon Korcharoen Natasya Nurkhalita Neni Asmayati Rahayu Syahputri Raja Risnanda Putra Ramon Zamora Ridho Saputra Riky Aprianto Ririn Laila Ulfah Ronni Yanto Samapto Shafie Mohamed Zabri Shinta Widyastati Sistiana Sri Langgeng Ratnasari Subekti Suharti Susi Syafrul Bahri Tanjung, Rona Tara Hasbelita Tibrani Tibrani Tibrani Tibrani Tibrani Yeni Idayusi