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All Journal Almana : Jurnal Manajemen dan Bisnis JSMA (Jurnal Sains Manajemen dan Akuntansi) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Nur Hayati
sekolah tinggi ilmu ekonomi stan im
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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DIGITAL MARKETING STRATEGY, SERVICE QUALITY, AND CUSTOMER ENGAGEMENT: INVESTIGATING THE MEDIATING EFFECT OF CUSTOMER EXPERIENCE IN ASTRO’S QUICK COMMERCE PLATFORM Rangga Aditya Pratama; Nur Hayati
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 7 (2026): JUNE
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20658357

Abstract

The accelerated expansion of quick commerce has sharpened rivalry among digital retail platforms, compelling business actors to formulate robust marketing approaches and ensure excellent service performance in order to sustain customer involvement. This study was undertaken to examine the degree to which digital marketing strategy and service quality contribute to customer engagement, while also assessing the explanatory role of customer experience in linking these variables among users of ASTRO’s 24-hour quick commerce service in Indonesia. A quantitative explanatory research design was employed, utilizing survey data gathered from 285 active ASTRO users who had completed transactions during the preceding three months. The collected data were processed using PLS-SEM. The findings reveal that digital marketing strategy exerts a significant effect on customer experience (β = 0.578, p < 0.001), and service quality likewise produces a positive and significant influence on customer experience (β = 0.406, p < 0.001). In addition, customer experience is shown to have a significant impact on customer engagement (β = 0.449, p < 0.001). Digital marketing strategy and service quality are also proven to make meaningful contributions to customer engagement, while customer experience serves as a key mechanism in clarifying customer behavioral responses. These results emphasize the necessity of harmonizing well-directed digital marketing efforts with reliable service delivery to generate favorable customer experiences and reinforce customer engagement. This study enriches the expanding body of scholarship on digital marketing and consumer behavior in the quick commerce sector, while offering managerial implications for strengthening customer relationships within increasingly competitive digital business environments.
Bekerja Di Era Platform: Strategi Gen-Z Meningkatkan Daya Saing di Tengah Gig Economy Nur Hayati; Dani Sopian; Usin Susanto; Nono Sugiono
JSMA Vol 18 No 1 (2026): JSMA (Jurnal Sains Manajemen dan Akuntansi)
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi STAN IM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37151/jsma.v18i1.282

Abstract

Tujuan dari penelitian ini adalah untuk mempelajari bagaimana daya saing Gen-Z dalam lingkungan ekonomi pekerjaan dipengaruhi oleh peluang kerja, tantangan pasar, preferensi sosial, dan pengembangan keterampilan. Penelitian ini dilakukan dengan pendekatan kuantitatif dan menggunakan jenis penelitian yang dikenal sebagai eksplanatori. Data dikumpulkan melalui survei yang dilakukan terhadap seratus responden Gen-Z yang aktif terlibat dalam ekosistem ekonomi pekerjaan Kota Bandung. Untuk menilai pengaruh masing-masing variabel terhadap daya saing, data dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa preferensi sosial, peluang kerja, dan pengembangan keterampilan Gen-Z berpengaruh positif dan signifikan terhadap daya saing Gen-Z, sementara tantangan pasar berpengaruh negatif namun signifikan. Sementara itu, semua variabel independen terbukti memiliki dampak yang signifikan terhadap daya saing Gen-Z. Hasil penelitian ini mengkonfirmasi bahwa gig economy dapat menjadi sarana peningkatan daya saing generasi muda apabila didukung oleh kemampuan pengembangan keterampilan dan strategi adaptasi terhadap dinamika pasar kerja digital
Determinant Factors of TikTok Live Streaming Host Communication on Purchase Decisions Ineke Febrianti; Nur Hayati
Almana : Jurnal Manajemen dan Bisnis Vol. 10 No. 1 (2026): April
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v10i1.3026

Abstract

The rapid expansion of social commerce through TikTok Live has transformed digital marketing practices in the fashion industry, particularly in Indonesia where platform adoption is highly significant. Live streaming enables real-time interaction between hosts and consumers, making communication a critical factor in influencing purchasing behavior. However, the role of host communication in shaping consumer decisions remains underexplored. Therefore, this study aims to examine the influence of host communication dimensions credibility, attractiveness, message clarity, and interaction on consumer purchase decisions for Kukai fashion products through TikTok Live. This study applies a mixed methods approach with an explanatory sequential design, combining qualitative exploration and quantitative verification. The findings indicate that host communication significantly shapes consumer trust, engagement, and understanding during live streaming sessions. In particular, clear message delivery and interactive communication play a central role in encouraging purchase decisions. This study highlights the importance of effective communication strategies in live streaming commerce and provides insights for brands to optimize host performance in enhancing consumer engagement and purchase outcomes.
Co-Authors Dani Sopian Ineke Febrianti Nono Sugiono Rangga Aditya Pratama Usin Susanto