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All Journal Jurnal Ilmiah Kesatuan (JIK) JAS-PT Jurnal Analisis Sistem Pendidikan Tinggi Jurnal Ilmiah Manajemen Kesatuan Yayasan Cita Cendikiawan Al Khwarizmi Jurnal Abdimas Dedikasi Kesatuan Jurnal Informatika Kesatuan
Febry Lodwyk Rihe Riwoe
Institut Bisnis dan Informatika Kesatuan
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Development of Digital-Based Service Marketing Management: A Conceptual Framework Henry Sumurung Octavian; Febry Lodwyk Rihe Riwoe; Hageem Che-Ni
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 1 (2025): JIMKES Edisi Januari 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i1.3013

Abstract

The rapid advancement of digital technologies has transformed service marketing, requiring businesses to adopt innovative, data-driven strategies to enhance customer engagement and competitive advantage. This study proposes a conceptual framework for digital-based service marketing management, integrating insights from existing literature on customer-centric digital strategies, AI-driven marketing approaches, multi-channel integration, and data-driven decision-making. The research explores key success factors, including digital infrastructure, evolving consumer expectations, and ethical considerations in the implementation of digital marketing strategies. Using a conceptual research design, this study conducts a systematic literature review of scholarly articles, books, and industry reports to synthesize key theories and models, such as SERVQUAL and the Technology Acceptance Model (TAM). A proposed framework is introduced to illustrate the relationships between digital marketing strategies, customer engagement, and business performance. The findings contribute to academic research by expanding service marketing literature and offer practical implications for businesses navigating digital transformation.While this study provides theoretical insights, it is limited by the lack of empirical validation. Future research should focus on testing the proposed framework across different service industries and examining emerging digital trends, such as metaverse marketing, blockchain, and AI-driven hyper-personalization. By addressing these areas, researchers and practitioners can develop more effective, ethical, and customer-centric digital service marketing strategies in an increasingly dynamic business environment. Keywords: Digital Service Marketing, AI, Big Data, Customer Engagement, Digital Transformation, Conceptual Framework
Analysis Of The Influence Of Brand Equity Dimensions On Consumer Buying Interest In Fashion Products In Bogor City: Case Study Of Consumers Erigo Mumuh Mulyana; Brillian Jodi Firmansyah; Febry Lodwyk Rihe Riwoe; Mashadi Mashadi
Jurnal Ilmiah Manajemen Kesatuan Vol. 12 No. 6 (2024): JIMKES Edisi November 2024
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v12i6.3073

Abstract

This study aims to determine how the influence of brand equity dimensions on consumer purchasing interest in Erigo products in Bogor City. The brand equity dimensions consist of brand awareness, perceived quality, brand association, and brand loyalty. This study uses a descriptive quantitative approach with a data collection method in the form of a questionnaire to 196 respondents. The sampling technique in this study was carried out using a non-probability technique in the form of purposive sampling. This technique is carried out by determining the sample criteria in the form of Erigo consumers in Bogor City. The data analysis technique in this study uses SEM (Structural Equation Modeling) analysis. This study found that the dimensions of equity, brand awareness and brand association do not have a significant effect on consumer purchasing interest in Erigo products in Bogor City. The dimensions of perceived quality and brand loyalty have a significant effect on consumer purchasing interest in Erigo products in Bogor City. Keywords : Brand Equity, Buying Interest, Erigo , Influence
Co-Authors Ade Yusdira Annaria Magdalena Bintang Sahala Marpaung Brillian Jodi Firmansyah Hageem Che-Ni Henry Sumurung Octavian Herlan Herlambang Jan Horas Veryady Purba Mashadi Mashadi Mumuh Mulyana Muslih Faridi Saripudin Risya Shakira Syaharani Saefudin Zuhdi Tubagus Dicky Faldy S. Noor Widya Widya