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All Journal Jurnal Ilmiah Ekonomi dan Manajemen Enigma in Economics
Ariyanto M
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Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Other

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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.
The Gig Economy and its Implications for Human Resource Management in Jambi: A Preliminary Investigation Abu Bakar; Ariyanto M; Zulkifli; Darmawanto; 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.v2i2.70

Abstract

The gig economy, characterized by temporary and flexible work arrangements, is rapidly expanding globally. However, its implications for human resource management (HRM) in developing regions like Jambi, Indonesia, remain largely unexplored. This study aims to provide a preliminary investigation into the gig economy's impact on HRM practices in Jambi. A mixed-methods approach was employed, involving a survey of 150 gig workers and 50 traditional employees in Jambi, along with in-depth interviews with 10 HRM professionals from various industries. The survey data was analyzed using descriptive statistics and comparative analysis, while the interview data was analyzed thematically. The study found that gig workers in Jambi face challenges related to job insecurity, lack of benefits, and social isolation. HRM professionals reported difficulties in recruiting, managing, and retaining gig workers due to the lack of formal employment contracts and the need for flexible work arrangements. The findings also suggest that the gig economy is creating new opportunities for HRM practices, such as the use of technology for talent acquisition and performance management. In conclusion, gig economy is transforming the nature of work in Jambi, posing challenges and opportunities for HRM. This study highlights the need for HRM professionals to adapt their practices to the changing landscape of work. Further research is needed to explore the long-term implications of the gig economy for HRM in Jambi and other developing regions.
PENGARUH PENERAPAN METODE AIDA (Attention, Interest, Desire, Action) TERHADAP MINAT BELI KONSUMEN DI SHOPEE yasmir yasmir; Ariyanto M; Imam Prasetyo
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 3 No. 2 (2025): Februari
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v3i2.3823

Abstract

This research aims to find out whether there is an influence between AIDA (Attention, Interest, Desire, Action) on consumer buying interest at Shopee. The research method used in this research is a quantitative method. The population in this study are Shopee users, while the sample required in this research is 160 Shopee user respondents, with the sampling method being incidental sampling. Next, data processing uses multiple linear regression analysis using the SPSS version 21 program. The results of the t test for the Attention variable (X1) t count are 2.480 > t table 1.975, this is reinforced by a significance value of 0.00 < 0.05, so Attention has a significant effect on buying interest. Interest (X2) t count is 8.909 > t table 1.975 with a significance value of 0.00 < 0.05, so Interest has a significant effect on buying interest. Desire (X3) has a t count of 1.420 < t table 1.975, with a significance value of 0.00 < 0.05, so Desire has no significant effect on buying interest. Action (X4) has a calculated t value of 6.267 > t table 1.975, with a significance value of 0.00 < 0.05, so Desire has a significant effect on buying interest. Based on the f test calculation, the value obtained is 37.426 > from f table 2.43, reinforced by a significance value of 0.00 < 0.05, meaning it is accepted, so it can be concluded that AIDA (Attention, Interest, Desire, Action) together or Simultaneous influence on buying interest.
Co-Authors Abu Bakar Darmawanto Eva Marlina Hamirul Hamirul - Hamirul Imam Prasetyo Sasmita Rusnaini Silvia Jessika Widya Pratiwi Yasmir, Yasmir Zulkifli