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All Journal KEADILAN PROGRESIF Proceeding International Conference on Information Technology and Business FIAT JUSTISIA: Jurnal Ilmu Hukum Tadrib: Jurnal Pendidikan Agama Islam Jurnal MD Dauliyah Journal of Islamic and International Affairs BIOMA : Jurnal Biologi Makassar Creative Information Technology Journal JOURNAL OF INFORMATICS AND TELECOMMUNICATION ENGINEERING JURNAL MANAJEMEN al-Afkar, Journal For Islamic Studies JURNAL SERAMBI ILMU Pendas : Jurnah Ilmiah Pendidikan Dasar IQRO: Journal of Islamic Education Jurnal Hukum Respublica YUSTISI WAJAH HUKUM JURNAL CEMERLANG: Pengabdian pada Masyarakat SOL JUSTICIA Qiro'ah: Jurnal Pendidikan Agama Islam Jurnal Keperawatan Suaka Insan JURNAL EKOBIS DEWANTARA TECHNOBIZ : International Journal of Business Jurnal Politikom Indonesiana Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Jurnal Ilmiah Edunomika (JIE) Jurnal Hukum Sasana At-Tauzi: Jurnal Ekonomi Islam Rausyan Fikr : Jurnal Pemikiran dan Pencerahan International Journal Of Science, Technology & Management (IJSTM) Yustisi: Jurnal Hukum dan Hukum Islam Tadarus Tarbawy : Jurnal Kajian Islam dan Pendidikan Teaching and Learning Journal of Mandalika (Teacher) Jurnal Visionary : Penelitian Dan Pengembangan Di Bidang Administrasi Pendidikan Jurnal Ilmiah Wahana Pendidikan Meyarsa:Jurnal Ilmu Komunikasi dan Dakwah Iqtishaduna : Jurnal Ilmiah Mahasiswa Hukum Ekonomi Syariah Society : Jurnal Pengabdian dan Pemberdayaan Masyarakat juremi: jurnal riset ekonomi Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Proceedings of International Conference on Multidiciplinary Research Perspektif Majalah Ilmiah Tabuah: Ta`limat, Budaya, Agama dan Humaniora Khazanah: Jurnal Sejarah dan Kebudayaan Islam International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Journal of Asian Social Sciences Research Jurnal Gagasan Hukum Jurnal Ilmiah Sistem Informasi dan Teknik Informatika (JISTI) Prospect: Jurnal Pemberdayaan Masyarakat Journal Transformation of Mandalika Journal of Islamic History Journal of Innovation Research and Knowledge Jurnal Pengabdian Mandiri Al-Isnad: Journal of Islamic Civilization History and Humanities Prosiding Seminar Nasional Universitas Serambi Mekkah Jurnal Hukum, Politik dan Ilmu Sosial (JHPIS) Abdimas Indonesian Journal Syarah: Jurnal Hukum Islam dan Ekonomi Journal of Innovation and Research in Primary Education Jurnal Manajemen, Organisasi, Dan Bisnis Jurnal Hukum Prioris El-Maqra' : Tafsir, Hadis dan Teologi Populer: Jurnal Penelitian Mahasiswa Al Naqdu: Jurnal Kajian Keislaman Oryza: Jurnal Agribisnis dan Pertanian Berkelanjutan Jurnal Semiotika-Q: Kajian Ilmu al-Quran dan Tafsir Jurnal Masyarakat Mengabdi Nusantara Al-Muyassar: Journal of Arabic Education Kariman: Jurnal Pendidikan Keislaman Electrician : Jurnal Rekayasa dan Teknologi Elektro Jurnal Kajian dan Penelitian Umum Jurnal Rekayasa elektrika Jurnal Pendidikan Sosial dan Konseling Journal of Electrical Engineering, Energy, and Information Technology Neraca Manajemen, Akuntansi, dan Ekonomi Jurnal Ilmiah Mahasiswa Agrokomplek Jurnal Media Akademik (JMA) Siyasyatuna: Jurnal Hukukm Tata Negara Ahwaluna | Jurnal Hukum Keluarga Islam LAWYER: Jurnal Hukum Journal of International Multidisciplinary Research Jurnal Penelitian Pendidikan Indonesia (JPPI) Health Care : Journal of Community Service MERDEKA: Jurnal Ilmiah Multidisiplin JIMAD : Jurnal Ilmiah Mutiara Pendidikan Dinika: Academic Journal of Islamic Studies. Jurnal Al-Mubarak: Jurnal Kajian Al-Qur'an dan Tafsir Jurnal Imiah Pengabdian Pada Masyarakat (JIPM) Shād : Jurnal Ilmu Al-Qur'an dan Tafsir Jurnal Indah Sains dan Klinis GRONDWET Journal of Constitutional Law and State Administrative Law International Journal of Management, Business and Social Sciences Hikamatzu Journal of Multidisciplinary Research IECON: International Economics and Business Conference journal of social and economic research Values: Jurnal Kajian Islam Multidisiplin Karuna: Jurnal Pengabdian Masyarakat Multidisiplin Classroom: Journal of Islamic Education Jurnal Serambi Ilmu JIQSI : Jurnal Ilmu Al Qur'an dan Studi Islam Sujud: Jurnal Agama, Sosial dan Budaya INTIFA: Journal of Education and Language Darussalam : Jurnal Ilmiah Islam dan Sosial Makkah: Journal Of Islamic Studies Wasīlah: Journal Of Sharia Sciences At-Tajdid: Journal of Islamic Education Al Naqdu: Jurnal Kajian Keislaman
Lukmanul Hakim
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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

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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.
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

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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

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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

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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

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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.
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Arsyul Munir Asti Hardianti Avry Meilita Navia Azhariah Fatia Aziza Meria Bandarsyah, Bandarsyah Bangun Budi Raharjanti Bernaditya, Albertus Hazel Betty Magdalena Bhayu Bomantara Bilqis Adzroo H Bimo Suryo Wicaksono Burhanuddin AG Burhanuddin AG Candra Adi Saputra Catur Fatchu Ukhriyawati Celina Cicilia Margaritha Chairuni AR Christopher Erlangga P CONY SHOLIHAH AYU LESTARI Dahlina Nopilawati Dahrul Aman Harahap Damsir Dani Andrian Saputra Danil Muahmud Chainago Dea Ananda Wilianca Dea Fitriyani Dea Intan Putri Dedy Susanto Deni Kurniawan Denny Ridayansyah Desy Afriyanti Devy Purnawanti Dewi Noor Azijah Diah Anggeraini Hasri Dian Miranda Dian Nofrianti Dian Nurcahya Dimas Al Aziz Celsa Dwi Laksono Dwi Martha Agustina Dwi Ramasari ecep nurjamal Edy Sunarno Ega Putri Handayani Elya Silvia Eni Afrianti Enny Lastuti Erasiah Erdi Surya Erlina Desi Purwanti Ervina Uswatun K Eti Kamala Sari Euphrasia Susy Suhendra Evi Priyanti F. 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Afriansyah M. Faqih M. Iqbal Gelar Budiman M. Quzwini MAFTUHAH Malika Risq Mara Irpan Pane Marlissa Oktaviani Maskur Masnun Tahir Maspuroh Massriyati Maulidani Ulfah Ma’rifah Mikhratunnisa, Mikhratunnisa Mitha Pebria Haerunnisa Moch. Riza Fahmi Mochamad Reza Adiyanto Mohamad Sholahuddin Mohamad Tabri Mu'alimin Muh. Hasani Muh. 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Ella Evrita Hestiandari Ruka Yulia Rusdi Sulaiman Ryan Ramadhan Saidul Amin Salman Al Farisi Samapto Sarjani Satria Heriswana Y Setiyo, Setiyo SEVINA ATMALA SARI Shalsa Aulia Setiawan Shariyani Shariyani Shifa Awiah Shinta Widyastati Shoqibatul Islamia Silva Khayrani Siska Perdina Siska Wahyu Anita Sistiana Sitanggang, Cokro Malik Siti Aisyah Siti Hanna Hanifah Siti Khoiriah Hasibuan Siti Nur Syamsiah Soewito Soewito Sopyan Resmana Adiarsa Sri Andika Sri Langgeng Ratnasari Sri Mulyati Stevanus Wahyudianto Prabowo Subekti Suharti Supriadi Supriadi Suprianto Suprianto Supriyadi Supriyadi Suratno Suratno Susi SYAFRIL BAGAS KURNIAWAN Syifa Qalbina Izzah S Synthia Tara Hasbelita Tarsono Tasya Permata Listi tengku Mia Rahmiati Teuku Makmur Tibrani Tibrani Tibrani Tika Zulhiani Tuti Damayanti Tyar Muhamad Khadafi ULFIANI, EKA Ulya Qonita uswatun jamhari Vera Wati Vivi Eulis Diana Wahyu Ana Pria Wan Repli Wardatul Aini Wendy Hermawan Winda Rika Lestari Yandri Agusta Putra Yeni Idayusi Yosua Theo Herlia Yulan permata sari Yuliansisti Yulida Fauziyah Yulniza Yunita Faujiyah Zahid, Azka Zainuddin Zainuddin Zazkia Fara Dinda R Zidan Ananda Rio V