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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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FROM DATA TO DECISIONS: A MODERN MARKETING MANAGER'S GUIDE Alpizar; 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.20124321

Abstract

This article explores how modern marketing managers can effectively transform data into actionable decisions in an increasingly complex and data-rich environment. The rapid expansion of digital technologies has led to an explosion of data from multiple sources, creating both opportunities and challenges for organizations. While data offers valuable insights into customer behavior, market trends, and performance, many organizations struggle to convert this information into meaningful strategic actions. Using a narrative literature review, this study synthesizes insights from academic and industry sources to identify key themes in data-driven marketing, including data as a strategic asset, analytical capabilities, integration of data and intuition, and real-time decision-making. Based on these findings, the article proposes a “From Data to Decisions” framework consisting of four stages: data collection, data analysis, insight generation, and decision implementation. The study also highlights the critical role of technology, including analytics platforms, artificial intelligence, and automation, as well as the importance of managerial capabilities such as data literacy and cross-functional collaboration. The article contributes by bridging theory and practice and offers practical guidance for marketing managers navigating data-driven decision-making. However, further empirical research is needed to validate the proposed framework.
THE DARK SIDE OF PERSONALIZATION: WHEN DATA-DRIVEN CUSTOMIZATION ERODES PERCEIVED AUTONOMY AND TRIGGERS REACTANCE Neni Asmayati; 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.20085133

Abstract

This article examines the dark side of data-driven personalization, focusing on how customization practices can erode perceived autonomy and trigger psychological reactance among consumers. While personalization enhances relevance, convenience, and engagement, it also raises concerns related to privacy, control, and perceived manipulation. Drawing on a narrative literature review, this study synthesizes insights from marketing and consumer psychology to explore the tension between personalization benefits and consumer discomfort. The findings highlight key themes, including the personalization–privacy paradox, perceived loss of control, and the role of trust and transparency. The study further explains the mechanism of reactance, where perceptions of manipulation lead to threats to freedom of choice, resulting in resistance, avoidance, and negative behavioral outcomes. In addition, several moderating factors are identified, such as the level of personalization, consumer data literacy, trust in brands, and cultural differences. A conceptual framework is proposed, linking personalization practices to perceived autonomy and privacy concerns, which in turn influence consumer responses. The article contributes by integrating psychological theory with marketing practice and offers managerial implications for designing ethical and user-centered personalization strategies. Future research should empirically validate the framework across contexts.
NEUROETHICAL CONSIDERATIONS IN NEUROMARKETING: A FRAMEWORK FOR RESPONSIBLE RESEARCH AND APPLICATION Khairul Putra; 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.20094277

Abstract

This article examines the neuroethical considerations associated with the growing use of neuromarketing in contemporary marketing practice. Advances in neuroscience and technologies such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye-tracking have enabled marketers to gain deeper insights into consumers’ subconscious responses. While these developments offer significant opportunities for improving marketing effectiveness, they also raise important ethical concerns related to consumer autonomy, privacy, and potential manipulation. Using a narrative literature review, this study synthesizes insights from marketing, neuroscience, and ethics to identify key ethical themes, including the protection of autonomy, risks of exploitation, data privacy, and the need for transparency and accountability. The article further explores neuroethical risks in practice, such as misuse of neural data and ethical issues involving vulnerable populations. Based on these findings, a neuroethical framework is proposed, grounded in the principles of autonomy, beneficence, non-maleficence, and justice. This framework provides guidance for responsible research and application in neuromarketing. The study contributes by integrating ethical theory with marketing practice and offers practical implications for organizations seeking to adopt neuromarketing responsibly. Future research should focus on empirical validation and cross-cultural applications of the framework.
CONSPICUOUS CONSERVATION: THE ROLE OF SUSTAINABLE BRAND CHOICES IN SIGNALING IDENTITY AND SOCIAL STATUS Suharti; 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.20062801

Abstract

This article examines the concept of conspicuous conservation, focusing on how sustainable brand choices function as signals of identity and social status in contemporary consumer behavior. As sustainability becomes increasingly visible in the marketplace, consumers are not only motivated by environmental concerns but also by the desire to express values and gain social recognition. Using a narrative literature review, this study integrates insights from marketing, sociology, and consumer psychology to explore the dual role of sustainable consumption as both ethical behavior and symbolic signaling. The findings highlight key themes, including sustainability as identity expression, status signaling through ethical consumption, the role of visibility, and the tension between intrinsic and extrinsic motivations. The study further explains the mechanisms of conspicuous conservation, emphasizing the importance of social comparison, cultural context, and public visibility in shaping consumer behavior. In addition, several moderating factors are identified, such as income, cultural norms, brand credibility, and consumer awareness. A conceptual framework is proposed to illustrate how sustainable choices translate into social recognition and consumer outcomes. The article contributes by linking sustainability with signaling theory and offers practical implications for designing authentic and effective sustainable branding strategies.
NAVIGATING ALGORITHMIC AVERSION: CONSUMER TRUST AND ADOPTION OF AI-GENERATED RECOMMENDATIONS IN HIGH-INVOLVEMENT CATEGORIES Ririn Laila Ulfah; 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.20093138

Abstract

This article examines the phenomenon of algorithmic aversion and the factors influencing consumer trust and adoption of AI-generated recommendations, particularly in high-involvement categories such as finance, healthcare, and education. As artificial intelligence becomes increasingly embedded in decision-making processes, consumers are often faced with the challenge of relying on algorithmic systems for complex and high-stakes decisions. Using a narrative literature review, this study synthesizes insights from marketing, information systems, and consumer psychology to explore the dual nature of consumer responses, characterized by both algorithmic aversion and appreciation. The findings identify key themes, including the role of trust, perceived competence, transparency, and explainability in shaping acceptance of AI recommendations. The study also highlights the mechanisms underlying algorithmic aversion, such as perceived lack of empathy, sensitivity to errors, and threats to autonomy. In addition, several moderating factors are identified, including involvement level, consumer expertise, trust in technology, and cultural context. A conceptual framework is proposed to illustrate how these factors interact to influence adoption, reliance, or rejection of AI-generated recommendations. The article contributes by integrating trust theory with algorithmic decision-making and offers practical implications for designing human-centered AI systems.
THE TEMPORAL DYNAMICS OF CUSTOMER JOURNEY EMOTIONS: A CONTINUOUS-TIME MODELING APPROACH Tara Hasbelita; 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.20124796

Abstract

This article examines the temporal dynamics of customer journey emotions and proposes a continuous-time modeling approach to better understand how emotions evolve throughout the customer experience. Traditional customer journey models often rely on static, stage-based representations that fail to capture the continuous and interconnected nature of emotional responses. Drawing on a narrative literature review across marketing, psychology, and data science, this study highlights the importance of viewing emotions as dynamic trajectories shaped by ongoing interactions. Key findings emphasize the role of emotional peaks, troughs, critical moments, and lag effects in influencing overall customer perceptions and behavioral outcomes. The study introduces a continuous-time modeling framework that integrates customer interactions as inputs, emotional state changes as processes, contextual and psychological factors as mediators, and outcomes such as satisfaction and loyalty. Additionally, moderating factors including customer characteristics, interaction channels, timing, and external context are identified as crucial in shaping emotional dynamics. The article contributes theoretically by integrating temporal perspectives with customer experience research and offers practical insights for real-time monitoring and adaptive experience design. Future research should focus on empirical validation and the application of advanced analytics to capture real-time emotional changes in customer journeys.
METAVERSE MARKETING: CONCEPTUAL FOUNDATIONS AND A RESEARCH AGENDA FOR BRAND PRESENCE, COMMUNITY, AND COMMERCE Subekti; Lukmanul Hakim; Tibrani
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.20092681

Abstract

This article examines the conceptual foundations of metaverse marketing and proposes a research agenda centered on three core dimensions: brand presence, community, and commerce. As immersive technologies such as virtual reality, augmented reality, blockchain, and artificial intelligence converge, the metaverse is emerging as a transformative environment for marketing practice. Drawing on a narrative literature review across marketing, technology, and consumer behavior, this study highlights the shift from traditional digital marketing toward interactive, experiential, and participatory engagement. The findings emphasize that effective brand presence in the metaverse requires immersive experiences and virtual storytelling, while community plays a critical role in fostering social interaction, co-creation, and brand advocacy. Commerce introduces new opportunities for value creation through virtual goods, digital assets, and decentralized transactions enabled by blockchain technologies. The article proposes a conceptual framework that integrates these three pillars and identifies key interaction mechanisms, including co-creation, engagement, and transactions, which drive outcomes such as brand equity, loyalty, and economic value. Additionally, moderating factors such as technology adoption, consumer motivations, and platform trust are discussed. The study contributes by offering a holistic framework and outlining future research directions for understanding and leveraging metaverse marketing.
INFLUENCER MARKETING AUTHENTICITY: A MULTI-METHOD STUDY ON FOLLOWER DISCERNMENT AND ITS IMPACT ON PERSUASION KNOWLEDGE Samapto; Lukmanul Hakim; Tibrani
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.20094465

Abstract

This study examines the role of authenticity in influencer marketing and investigates how follower discernment shapes persuasion knowledge and consumer responses. As influencer marketing continues to expand across digital platforms, authenticity has become a critical determinant of trust, engagement, and effectiveness. Drawing on a multi-method research design that integrates surveys, experiments, and content analysis, this study explores how followers identify cues of authenticity and sponsorship in influencer content. The findings reveal that detection cues such as language, tone, and visual consistency play a key role in shaping authenticity perceptions, while individual factors such as experience and media literacy influence the ability to discern persuasive intent. The study further demonstrates that perceived authenticity and persuasion knowledge act as central mediators, determining whether consumers respond with trust or skepticism. The activation of persuasion knowledge often leads to increased critical evaluation and resistance, particularly when content is perceived as overly commercial. However, authenticity and transparent disclosure can mitigate these effects and sustain engagement. The study contributes to theory by extending the Persuasion Knowledge Model to influencer contexts and offers practical insights for designing authentic and effective influencer strategies. Future research should explore cross-platform and cultural variations in authenticity perception.
PRIVACY CALCULUS IN THE ERA OF ZERO-PARTY DATA: HOW VALUE EXCHANGE FRAMING SHAPES WILLINGNESS TO DISCLOSE Shinta Widyastati; Lukmanul Hakim; Tibrani
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.20084899

Abstract

This article explores the privacy calculus in the era of zero-party data, focusing on how value exchange framing influences consumers’ willingness to disclose personal information. As digital marketing shifts away from third-party tracking toward consent-based data practices, understanding the factors that drive voluntary data sharing has become increasingly important. Drawing on a narrative literature review, this study integrates insights from marketing, consumer behavior, and privacy research to examine how individuals evaluate the trade-off between perceived benefits and perceived risks. The findings highlight that value exchange framing—whether functional, emotional, or monetary—plays a critical role in shaping perceptions of value and influencing disclosure decisions. Functional and emotional framing tend to enhance perceived relevance and trust, while monetary incentives may produce mixed effects by raising concerns about data exploitation. The study also identifies key moderating factors, including privacy concerns, trust in brands, and data literacy, which influence how consumers interpret value propositions. A conceptual framework is proposed to illustrate the relationships between value framing, mediating perceptions, and disclosure outcomes. The article contributes to theory by extending privacy calculus in the context of zero-party data and offers practical insights for designing transparent and effective data-sharing strategies.
THE SYNERGY OF HUMAN AND AI CREATIVITY: AN EXPERIMENT IN CO-CREATING EFFECTIVE MARKETING CONTENT Ma’rifah; Lukmanul Hakim; Tibrani
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.19641415

Abstract

This study explores the synergy between human and artificial intelligence (AI) creativity in the co-creation of effective marketing content. As generative AI tools become increasingly integrated into marketing practices, understanding how human and AI capabilities interact has become essential. Using an experimental approach, this research compares human-created, AI-generated, and co-created content across key dimensions, including creativity, authenticity, engagement, and overall effectiveness. The findings reveal that while human-created content excels in emotional depth and authenticity, and AI-generated content demonstrates strengths in efficiency and scalability, co-created content consistently achieves the most balanced and effective outcomes. Perceived creativity and authenticity emerge as critical mediating factors that influence consumer responses, shaping trust, engagement, and persuasive impact. The study also highlights the role of moderating factors such as consumer familiarity with AI and task complexity in determining the effectiveness of different content creation modes. A conceptual framework is proposed to explain the relationships between content creation mode, perceptual mediators, and marketing outcomes. This research contributes to the literature on hybrid creativity and provides practical insights for marketers seeking to optimize content strategies through human–AI collaboration.
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