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All Journal DERIVATIF Jurnal EMT KITA Indonesian Journal of Strategic Management Indonesian Journal Of Business And Economics Jurnal Pendidikan dan Kewirausahaan Jurnal Administrasi Bisnis FISIPOL UNMUL Sanskara Ekonomi dan Kewirausahaan SOCIRCLE : Journal Of Social Community Services Indonesian Journal of Strategic Management (IJSM) INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS Jurnal Pengabdian Masyarakat INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Ilham Akbar
Universitas Kuningan
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Pengaruh Customer Value, Perceived Ease of Use, Brand Image, dan User Experience (UX) terhadap Customer Loyalty aplikasi Netflix di KabupatenWonosobo Akbar, Ilham Akbar
Jurnal Administrasi Bisnis FISIPOL UNMUL Vol 14, No 1 (2026): Jurnal Administrasi Bisnis
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54144/jadbis.v13i4.23264

Abstract

AbstrakTransformasi ekonomi digital telah mengubah cara pelanggan membangun loyalitas terhadap layanan berbasis langganan, termasuk platform hiburan daring seperti Netflix. Penelitian ini bertujuan untuk menganalisis pengaruh Customer Value, Perceived Ease of Use, Brand Image, dan User Experience (UX) terhadap Customer Loyalty pada pengguna aplikasi Netflix di Kabupaten Wonosobo. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan analisis regresi linier berganda yang diolah menggunakan perangkat lunak SPSS versi 26. Populasi penelitian mencakup pengguna aktif Netflix di wilayah Wonosobo dengan jumlah sampel sebanyak 150 responden yang dipilih melalui teknik purposive sampling. Hasil penelitian menunjukkan bahwa keempat variabel independen berpengaruh positif dan signifikan terhadap loyalitas pelanggan, dengan User Experience menjadi variabel yang paling dominan. Temuan ini menunjukkan bahwa loyalitas pelanggan digital dibentuk oleh kombinasi antara dimensi kognitif (nilai dan kemudahan) serta dimensi afektif (citra merek dan pengalaman pengguna). Secara teoretis, penelitian ini mengembangkan model integratif yang menggabungkan Technology Acceptance Model, Brand Equity Theory, dan User Experience Framework untuk menjelaskan perilaku loyalitas pelanggan dalam konteks digital. Secara praktis, hasil penelitian memberikan rekomendasi bagi pengelola platform OTT untuk memperkuat strategi pengalaman pengguna, meningkatkan persepsi nilai, serta membangun citra merek yang kredibel dan relevan dengan preferensi lokal. Studi ini berkontribusi dalam memperluas pemahaman tentang loyalitas pelanggan digital di wilayah semi-urban Indonesia dan membuka ruang bagi penelitian lanjutan yang melibatkan variabel psikologis dan kontekstual guna memperkaya kajian perilaku konsumen digital.Kata kunci: Customer Value; Perceived Ease of Use; Brand Image; User Experience; Customer Loyalty; Netflix; Ekonomi Digital
BUSINESS ETHICS AND THE INFLUENCE OF VOICE COMMERCE (SMART SPEAKER)-BASED DIGITAL MARKETING ON PURCHASING DECISIONS Ilham Akbar; Abdi Wijaya
INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS Vol. 8 No. 2 (2025): Indonesian Journal Of Business And Economics
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/xwmnp475

Abstract

Digital  transformation  has  introduced  voice  commerce  as  an  innovation  in  artificial  intelligence–based  marketing  strategies,  enabling  consumers  to  interact  through  voice  commands.  This  study  aims  to  examine  the  influence  of  business  ethics  and  voice  commerce–based  digital  marketing  on  purchase  decisions,  with  consumer  trust  as  a  mediating  variable.  The  research  employed  an  explanatory  quantitative  approach  with  250  respondents  who  use  smart  speakers  in  Indonesia.  Data  were  analyzed  using  Partial  Least  Squares–Structural  Equation  Modeling  (PLS-SEM)  to  evaluate  the  interrelationships  among  variables  and  the  strength  of  mediation.  The  findings  reveal  that  business  ethics  significantly  and  positively  influence  consumer  trust,  which  subsequently  increases  purchase  decisions.  Moreover,  voice  commerce  enhances  the  emotional  connection  between  users  and  brands  through  natural  and  personalized  interactions,  although  privacy  and  data  security  remain  key  concerns.  Consumer  trust  acts  as  a  crucial  mediator  linking  ethical  business  practices  to  purchase  decisions.  The  results  confirm  that  the  integration  of  moral  values  and  digital  technology  shapes  ethical  and  sustainable  consumer  behavior.  This  study  concludes  that  the  success  of  digital  marketing  in  the  voice  commerce  era  depends  on  how  well  companies  uphold  fairness,  transparency,  and  social  responsibility  principles  in  the  use  of  voice  technology.  The  theoretical  contribution  lies  in  the  development  of  the  Ethical  Voice  Commerce  Framework,  while  the  practical  implication  emphasizes  the  importance  of  implementing  digital  ethics  governance  to  enhance  consumer  trust  and  loyalty.
PELATIHAN DIGITAL MARKETING BAGI UMKM UNTUK MEMPERLUAS JANGKAUAN PASAR Muhammad Hidayat; Ilham Akbar
Jurnal Pengabdian Masyarakat Vol. 1 No. 3 (2024): July_Oct (On Progress)
Publisher : Jurnal Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/rjbjwp80

Abstract

UMKM di Indonesia, khususnya di Kuningan, menghadapi tantangan dalam mengadopsi teknologi digital untuk memperluas jangkauan pasar mereka. Kesenjangan literasi digital menjadi hambatan utama dalam meningkatkan daya saing UMKM di era globalisasi dan digitalisasi. Kegiatan pengabdian kepada masyarakat (PkM) ini bertujuan untuk meningkatkan pemahaman dan keterampilan pelaku UMKM dalam menggunakan strategi digital marketing, dengan fokus pada media sosial dan e-commerce. Metode yang digunakan adalah pelatihan berbentuk workshop intensif dengan pre-test dan post-test, serta observasi langsung untuk mengevaluasi keterlibatan peserta. Hasil kegiatan menunjukkan peningkatan signifikan dalam pemahaman peserta mengenai digital marketing, serta kemampuan mereka dalam mengimplementasikan strategi digital untuk memperluas pasar.
THE EFFECT OF HIGH PERFORMANCE WORK SYSTEMS ON EMPLOYEE PERFORMANCE WITH WORK ENGAGEMENT AS A MODERATING VARIABLE Dasep Suryanto; Eva Desemberianita; Sugiarti; Djunaedi; Ilham Akbar
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 1 No. 7 (2024): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research is a quantitative study with an explanatory approach, namely an approach that only relies on previous similar studies as a starting point to find elements of novelty in the research being conducted. The data used in this article is primary data that researchers obtained from the results of distributing questionnaires to 300 PT employees KAI spread throughout Indonesia. The questionnaire contains statements of agree, strongly agree, normal/so-so, disagree, and strongly disagree. The data obtained were analyzed using the smart PLS 4.0 analysis tool. that each variable used in this study has been successfully proven and accepted. This is because the first row of the third table of the Path Coefficients above has a positive relationship direction and a significant influence because it is below the significance level of 0.05, namely 0.035. This is because the higher the performance of the Work System, the easier it is for employees to complete their work. In addition, the next row of the third table of the Path Coefficients above also shows the same intent and purpose where the P-Values are positive and also below the significance level of 0.05, namely 0.007. This is because the more often employees are involved in a job, the more employees become accustomed to challenges and can continue to evaluate themselves so that the results of their work can be better over time. Thus it can be concluded that the first and second hypotheses in this article can be proven and accepted.
The Influence of Social Media Influencers, Content Marketing Strategy and Trust on Interest in Using Sharia Fintech Ilham Akbar; Faishal Rahimi; Zulfikri Akramul Akbar
IJSM Vol 9 No 1 (2026): Indonesia Journal of Strategic Management
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/bxa9p589

Abstract

This study aims to analyze the influence of social media influencers, content marketing strategies, and trust on the intention to use Islamic Fintech in Central Java, with a case study on Amanah Pay Syariah users. The growing penetration of Sharia-based Fintech platforms in Indonesia highlights the need to understand the digital marketing factors influencing consumers’ intentions to adopt ethical financial technology. This research applies a quantitative approach using a survey design of 150 active Islamic Fintech users. Data were collected through online questionnaires with a 5-point Likert scale and analyzed using multiple linear regression with SPSS version 26. The results show that social media influencers have a positive and significant effect on the intention to use Islamic Fintech. Content marketing strategy also has a positive and significant influence on user intention. Furthermore, user trust plays the most dominant role in encouraging people’s decisions to use AmanahPay Syariah services. These findings emphasize the importance of ethical and consistent digital communication strategies to build trust and strengthen the adoption of Sharia-based financial technology services.
DIGITAL TRANSFORMATION, BUSINESS MODELS, MARKETING STRATEGIES, AND SUSTAINABLE PERFORMANCE IN MSMES Januar Habibi Mahsyar; Faishal Rahimi; Ilham Akbar; Neng Evi Kartika
INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS Vol. 9 No. 1 (2026): Indonesian Journal Of Business And Economics
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/0wrns326

Abstract

This systematic literature review examines how digital transformation reshapes small and medium enterprises (SMEs) through three lenses: business model reconfiguration, digital marketing strategy, and sustainable performance. Following PRISMA 2020, searches were conducted on 5 January 2025 across Scopus, Web of Science, Garuda, and SINTA using Boolean strings limited to titles, abstracts, and keywords. Of 312 records, 240 remained after deduplication, 75 underwent full-text assessment, and 28 articles published between 2018 and 2025 met the inclusion criteria (18 Scopus-indexed international and 10 SINTA-accredited Indonesian). Two reviewers screened independently (Cohen's kappa = 0.78 and 0.81), resolving disagreements through discussion; methodological quality was appraised using the Mixed Methods Appraisal Tool. The protocol was not registered, a limitation. Findings indicate that digital transformation drives a shift toward platform-based, data-enabled business models, mediated by dynamic capabilities and business model innovation. Digital marketing strategies, social media engagement, content-based storytelling, marketplace integration, and customer relationship management, act as a strategic capability converting digital adoption into measurable market performance. The link between digital transformation and sustainable performance across economic, social, and environmental dimensions is positive but conditionally moderated, particularly in resource-constrained contexts such as Indonesian MSMEs. The study proposes an integrative conceptual framework and practical recommendations for managers and policymakers.
Co-Authors Abdi Wijaya, Abdi ABDUL MUJIB Abdurrahman Sadikin Dadang Suhardi Dasep Suryanto Dian Meliantari Djunaedi Djunaedi Eva Desemberianita Eva Desembrianita Faishal Rahimi Faishal Rahimi Fauziyah Adzimanitur Fauziyah Adzimatinur Hanafi, Syafiq Mahmadah Ikhsan Amar Jusman Irma M. Nawangwulan Januar Habibi Mahsyar Muhammad Hidayat Muhammad Reza Aulia Nahdiah, Fina Ainun Neng Evi Kartika Reza Fahlevi Lubis Samuel PD Anantadjaya Sugiarti Syafrudin, Oding Syamsu Rijal Syamsu Rijal Tulus Martua Sihombing Vigory Gloriman Manalu Yoesoep Edhie Rachmad Zulfikri Akramul Akbar