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All Journal Signifikan : Jurnal Ilmu Ekonomi EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Hasil Pengabdian Kepada Masyarakat Neraca Keuangan : Jurnal Ilmiah Akuntansi dan Keuangan JABE (Journal of Applied Business and Economic) Aptisi Transactions on Technopreneurship (ATT) Iqtishoduna: Jurnal Ekonomi Islam JUMAN Tools (Jurnal Manajemen Tools) Jurnal Ilmiah Manajemen Kesatuan Jurnal Ilmiah Akuntansi Kesatuan International Journal of Business Economics (IJBE) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Economics and Digital Business Review International Journal of Business, Law, and Education Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Jurnal Fokus Manajemen Asian Journal of Management Analytics KENDALI: Economics and Social Humanities Journal Business Administration (JBA): Entrepreneurship and Creative Indutry Future Academia : The Journal of Multidisciplinary Research on Scientific and Advanced International Journal of Economics and Management Sciences Jurnal Akuntansi J-CEKI Jurnal Ekonomi, Manajemen, Akuntansi
Muhammad Dharma Tuah Putra Nasution
Universitas Sumatera Utara, Indonesia
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 Neuroscience Social Sciences Other

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Technology-Driven Resource Utilization and Integration to Enhance Firm Performance Nasution, Muhammad Dharma Tuah Putra; Rossanty, Yossie; Harahap, Ramadhan; Tanjung, Aulia Ramadhan; Nasution, Thorique Akbar Maulana
Aptisi Transactions On Technopreneurship (ATT) Vol 8 No 1 (2026): March
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v8i1.472

Abstract

Rapid digital transformation has increased the need for firms to optimize how technological resources are utilized and integrated to enhance performance, particularly among Small and Medium-sized Enterprises (SMEs) facing resource constraints. Although prior research highlights the value of digital adoption, less is known about how resource integration mechanisms convert technology-driven utilization into sustainable performance outcomes. This study aims to examine the effect of technology-driven resource utilization on firm performance and to test the mediating role of resource integration within the Resource-Based View (RBV) framework. A quantitative research design was applied using survey data collected from 233 firms undergoing digital transformation across various industries. The hypothesized relationships were analyzed using Structural Equation Modeling (SEM) with SmartPLS. The analysis followed standard PLS-SEM procedures, including measurement model assessment for reliability and convergent validity, and structural model evaluation to test path significance and mediation effects. The results show that technology-driven resource utilization has a significant positive effect on firm performance. Resource integration also significantly improves firm performance and partially mediates the relationship between resource utilization and performance, indicating that digital resources contribute more effectively when embedded into coordination routines, aligned workflows, and knowledge-sharing mechanisms. This study concludes that dynamic resource integration is a critical capability for translating technology-driven resource utilization into sustainable firm performance, extending RBV by emphasizing integration capability as a strategic asset. Limitations include the cross-sectional design and SME-focused sample; future studies should employ longitudinal designs and broader industry contexts.
Omnichannel Integration Quality, Perceived Personalization, dan Online ‎Customer Experience: Dampaknya terhadap Perceived Brand Authenticity ‎dan Brand Loyalty Pakpahan, David Pranata; Fadli; Nasution, Muhammad Dharma Tuah Putra
Future Academia : The Journal of Multidisciplinary Research on Scientific and Advanced Vol. 4 No. 1 (2026): Future Academia : The Journal of Multidisciplinary Research on Scientific and A
Publisher : Yayasan Sagita Akademia Maju

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61579/future.v4i1.733

Abstract

Penelitian ini menjelaskan bagaimana kualitas integrasi saluran (omnichannel integration ‎quality/OIQ) dan persepsi personalisasi (perceived personalization/PP) membentuk pengalaman ‎pelanggan daring (online customer experience/OCE), yang pada gilirannya menumbuhkan persepsi ‎keotentikan merek (perceived brand authenticity/PBA) dan loyalitas merek (brand loyalty/BL) pada ‎konteks ritel omnichannel. Model yang diajukan memposisikan OIQ dan PP sebagai anteseden, OCE ‎sebagai mekanisme psikologis yang menyalurkan dampak hulu ke hilir, serta PBA sebagai jembatan ‎makna menuju loyalitas. Penelitian ini menggunakan konstruk yang telah tervalidasi dan menetapkan ‎rencana pengujian dengan pendekatan PLS-SEM, termasuk evaluasi reliabilitas dan validitas, ‎pengendalian bias metode umum, serta uji invariansi pengukuran antarsegmen. Secara teoretis, studi ‎ini menempatkan OCE sebagai penghubung antara integrasi kanal dan personalisasi dengan ‎pembentukan keotentikan merek, serta mengonsolidasikan peran PBA dalam menjelaskan transisi ‎dari pengalaman ke perilaku loyal. Secara manajerial, temuan yang diharapkan menekankan ‎pentingnya integrasi informasi dan proses yang konsisten di semua kanal serta personalisasi yang ‎transparan dan memberi kendali kepada pelanggan, sehingga pengalaman lebih relevan, persepsi ‎autentisitas meningkat, dan loyalitas dapat dipupuk secara berkelanjutan.‎
Peran Digital Customer Relationship Management dalam Meningkatkan ‎Kepuasan dan Loyalitas Pelanggan Pakpahan, David Pranata; Nasution, Muhammad Dharma Tuah Putra; Fadli, Fadli
Future Academia : The Journal of Multidisciplinary Research on Scientific and Advanced Vol. 4 No. 1 (2026): Future Academia : The Journal of Multidisciplinary Research on Scientific and A
Publisher : Yayasan Sagita Akademia Maju

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61579/future.v4i1.744

Abstract

Di era digital, Customer Relationship Management (CRM) telah berevolusi menjadi Digital CRM ‎‎(DCRM) yang memanfaatkan teknologi digital untuk mengelola interaksi dan data pelanggan secara ‎real-time. Penelitian ini menganalisis peran Digital CRM dalam meningkatkan kepuasan dan loyalitas ‎pelanggan dengan menggunakan pengalaman pelanggan (customer experience) sebagai mediator. Model ‎konseptual menempatkan Digital CRM sebagai konstruk eksogen, pengalaman pelanggan sebagai ‎mekanisme perantara, serta kepuasan dan loyalitas sebagai konstruk keluaran. Data dikumpulkan ‎melalui survei online pada konsumen digital (umum), dengan analisis menggunakan PLS-SEM. Hasil ‎analisis menunjukkan bahwa Digital CRM berpengaruh positif dan signifikan terhadap pengalaman ‎pelanggan, kepuasan pelanggan, dan loyalitas pelanggan. Temuan juga mengonfirmasi bahwa ‎pengalaman pelanggan memediasi pengaruh Digital CRM terhadap kepuasan dan loyalitas pelanggan. ‎Temuan ini konsisten dengan literatur terbaru yang menekankan pentingnya integrasi teknologi digital, ‎personalisasi layanan, serta pengelolaan data yang efektif dalam membangun hubungan jangka panjang ‎dengan pelanggan. Implikasi praktisnya adalah perusahaan perlu mengoptimalisasi penggunaan alat ‎Digital CRM dengan dukungan teknologi mutakhir agar dapat meningkatkan kualitas pengalaman, ‎kepuasan, dan loyalitas pelanggan.‎
The Influence of Brand Storytelling on Brand Advocacy in Beauty Products: The Mediating Effect of Emotional Attachment Tobing, Fitriani; Dharma Tuah Putra Nasution, Muhammad; Hafni Sahir, Syafrida; Rossanty, Yossie
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.3611

Abstract

In the competitive digital market, brands must foster emotional attachment with consumers through storytelling that conveys their identity and values. This paper aims to examine the influence of brand storytelling on brand advocacy with emotional brand attachment as a mediating variable in the context of the digital beauty industry in Indonesia. The design of this research is quantitative with a descriptive-causal approach, using data from 200 active consumers of local cosmetic brands collected through an online survey. The analysis technique used is Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The research results show that brand storytelling has a significant positive effect on emotional brand attachment, and this attachment partially mediates the relationship between brand narrative and advocacy behavior. These findings provide a theoretical contribution by confirming the role of affective mechanisms in shaping loyalty and voluntary support among digital consumers, particularly in the context of emerging market countries. From a practical standpoint, these results recommend that marketers prioritize the development of authentic and emotionally resonant storytelling as a strategy to build psychological closeness and encourage consumers to become active advocates for the brand.
Authenticity, Credibility, and Cultural Context: An Integrated Model of Influencer Marketing in Collectivistic Societies Fadli; Nasution, Muhammad Dharma Tuah Putra; Qamariah, Inneke; Zulkarnain, Siti Hafsah
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3785

Abstract

Influencer marketing thrives in Indonesia’s collectivistic culture, where community trust shapes consumer behavior. This study aims to test the Cultural Contingency Theory of Digital Influence, examining how authenticity influences credibility and digital engagement among influencers on Instagram and TikTok. A mixed-methods approach was employed, analyzing data from 152 influencers over eight weeks. The study utilized a natural language processing model tailored for the Indonesian language to assess authenticity, alongside validated scales for credibility, engagement, and consumer skepticism, followed by structural equation modeling for hypothesis testing. Findings reveal that authenticity strongly enhances credibility, which in turn drives digital engagement through likes, comments, and shares. Nano influencers excel in building credibility through authentic, community-driven content reflecting values like mutual cooperation (gotong royong), while micro influencers boost engagement with broader reach. Consumer skepticism weakens the authenticity–credibility link, particularly when content lacks cultural resonance, such as moral character. Engagement is higher in Java than Sumatra, with TikTok favoring raw authenticity and Instagram emphasizing curated aesthetics. This study validates a culturally contingent model, offering insights for tailored marketing strategies, although it is limited by its focus on the standard Indonesian language and short study duration.
Co-Authors , Wilchan Robain Ahmad Rafiki Aksa Cahyadi Anita br Sinembela Annisa Eka Maghfiroh Aulia Ramadhan Tanjung Aulia Ramadhan Tanjung Beby Sendy Br Ginting , Nita Damar Arasstya Dewi Nurmasari Pane Diah Sulistia Dinda Khalisyah Dwi Hadi Surya Eric Marfianda Etrie Septiani Lubis Fadli Fadli Fadli Fitriani Tobing Hambali Harahap , Ramadhan Harahap, Ramadhan Husni Muharram Ritonga Irawan Irawan Irawan Irawan Irawan, Irawan Jhony Joko Ramadhani Ku Halim bin Ku Ariffin Lasma Uli Simangunsong Lestari, Julia Evita M. Chaerul Rizky Mesra B Monica Oktavia, Monica Nasution, Thorique Akbar Maulana Ningsih, Tasya Septia Nur Asyiqin Binti Abdul Manaf Nurafrina Siregar Pahlufi, Cut Kesuma Pakpahan, David Pranata Qamariah, Inneke Rahmadhani, Sari Nuzullina Ramadhan Harahap Ramadhan Harahap Ramadhan Tanjung, Aulia Rapika Sari Rifky Budi Setiawan Rini Regierni RITONGA, HUSNI MUHARRAM Sandra, Oky Puspita Sari, Pipit Buana SATRIYAS ILYAS Slamet Widodo Surya, Dwi Hadi Sutan Emir Hidayat Syafrida Hafni Sahir Tanjung, Aulia Ramadhan Umma Padillah Vita Cita Emia Tarigan Cita Emia Tarigan Yossie Rossanty ZULKARNAIN, SITI HAFSAH