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All Journal Primanomics : Jurnal Ekonomi & Bisnis Open Access Indonesia Journal of Social Sciences Indonesian Community Empowerment Journal Open Access Indonesia Journal of Social Sciences Aptekmas : Jurnal Pengabdian Kepada Masyarakat Jurnal Administrasi Sosial dan Humaniora (JASIORA) Enigma in Economics Enigma in Cultural
Sasmita Rusnaini
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Journal : Enigma in Economics

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The Customer Experience Revolution: Building Brand Loyalty in the Age of Digital Disruption Sasmita Rusnaini; Ariyanto M; Silvia Jessika; Widya Pratiwi; Eva Marlina; Hamirul
Enigma in Economics Vol. 2 No. 1 (2024): Enigma in Economics
Publisher : Enigma Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61996/economy.v2i1.57

Abstract

The digital age has fundamentally transformed how customers interact with brands. This research investigates the critical role of customer experience (CX) in fostering brand loyalty amidst the disruptive landscape of digital technologies. A mixed-methods approach was employed. A quantitative survey (n=500) of consumers assessed CX dimensions and their impact on loyalty. Qualitative interviews (n=20) with CX professionals explored strategies for optimizing CX in the digital era. Statistical analyses (regression, factor analysis) were conducted on survey data, while thematic analysis was applied to interview transcripts. Quantitative results identified personalization, omnichannel integration, and emotional engagement as key CX dimensions significantly influencing brand loyalty. Qualitative findings highlighted the importance of data-driven CX strategies, employee empowerment, and a customer-centric organizational culture. This research demonstrates that CX is a powerful driver of brand loyalty in the digital age. By focusing on personalization, omnichannel integration, emotional engagement, data-driven insights, employee empowerment, and a customer-centric culture, businesses can navigate digital disruption and build lasting customer relationships.
Green Business Practices and Consumer Behavior in Jambi, Indonesia: An Empirical Investigation Silvia Jesika; Widya Pratiwi; Syah Amin Albadry; Sasmita Rusnaini; Hamirul
Enigma in Economics Vol. 2 No. 2 (2024): Enigma in Economics
Publisher : Enigma Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61996/economy.v2i2.68

Abstract

The global shift towards sustainability has led to a growing interest in green business practices. This study aims to investigate the influence of green business practices on consumer behavior in the context of Jambi, Indonesia. A quantitative research approach was employed, utilizing a structured questionnaire to collect data from a sample of 350 consumers in Jambi. Data analysis involved descriptive statistics, correlation analysis, and multiple regression analysis. The findings revealed a positive correlation between green business practices and consumer behavior. Specifically, factors such as eco-labeling, green product offerings, and corporate social responsibility initiatives were found to significantly influence consumer purchase intentions and brand loyalty. In conclusion, this study contributes to the understanding of the relationship between green business practices and consumer behavior in an emerging market context. The results highlight the importance of adopting sustainable practices for businesses seeking to appeal to environmentally conscious consumers in Jambi.
Co-Authors Abu Bakar Ariyanto M Burhanuddin Burhanuddin Burhanuddin Darmawanto Darmawanto Darmawanto Deni handani Desi Riana Sari Eva Marlina Feri Antoni Feri Antoni H. Burhanuddin Ha Esdhona Hamirul Hamirul - Hamirul Hamirul Hamirul Joko Sunaryo Mardiansyah Marhandrie, Dessy Panji Ulum Poiran Poiran Rusdi Rusdi Silvia Jesika Silvia Jessika Syah Amin Albadriy Syah Amin Albadry Widya Pratiwi widyastuti, ira Zulkifli