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All Journal Jurnal Pelita Pendidikan JTSL (Jurnal Tanah dan Sumberdaya Lahan) Jurnal Dimensi Jurnal Penelitian Pendidikan IPA (JPPIPA) Jurnal Pertanian Agros Jurnal Basicedu Jurnal Pengabdian Magister Pendidikan IPA Minda Baharu Jurnal Eduscience (JES) Reswara: Jurnal Pengabdian Kepada Masyarakat Jurnal Inovasi Pendidikan dan Sains SIMBIOSA JOLLT Journal of Languages and Language Teaching Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) PERTANIAN TROPIK Jurnal Basicedu International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Tarbiyah bil Qalam : Jurnal Pendidikan Agama dan Sains
Dahrul Aman Harahap
UNIVERSITAS RIAU KEPULAUAN
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Social Sciences Other

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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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20094277

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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20062801

Abstract

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.
NAVIGATING ALGORITHMIC AVERSION: CONSUMER TRUST AND ADOPTION OF AI-GENERATED RECOMMENDATIONS IN HIGH-INVOLVEMENT CATEGORIES Ririn Laila Ulfah; 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.20093138

Abstract

This article examines the phenomenon of algorithmic aversion and the factors influencing consumer trust and adoption of AI-generated recommendations, particularly in high-involvement categories such as finance, healthcare, and education. As artificial intelligence becomes increasingly embedded in decision-making processes, consumers are often faced with the challenge of relying on algorithmic systems for complex and high-stakes decisions. Using a narrative literature review, this study synthesizes insights from marketing, information systems, and consumer psychology to explore the dual nature of consumer responses, characterized by both algorithmic aversion and appreciation. The findings identify key themes, including the role of trust, perceived competence, transparency, and explainability in shaping acceptance of AI recommendations. The study also highlights the mechanisms underlying algorithmic aversion, such as perceived lack of empathy, sensitivity to errors, and threats to autonomy. In addition, several moderating factors are identified, including involvement level, consumer expertise, trust in technology, and cultural context. A conceptual framework is proposed to illustrate how these factors interact to influence adoption, reliance, or rejection of AI-generated recommendations. The article contributes by integrating trust theory with algorithmic decision-making and offers practical implications for designing human-centered AI systems.
THE TEMPORAL DYNAMICS OF CUSTOMER JOURNEY EMOTIONS: A CONTINUOUS-TIME MODELING APPROACH Tara Hasbelita; 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.20124796

Abstract

This article examines the temporal dynamics of customer journey emotions and proposes a continuous-time modeling approach to better understand how emotions evolve throughout the customer experience. Traditional customer journey models often rely on static, stage-based representations that fail to capture the continuous and interconnected nature of emotional responses. Drawing on a narrative literature review across marketing, psychology, and data science, this study highlights the importance of viewing emotions as dynamic trajectories shaped by ongoing interactions. Key findings emphasize the role of emotional peaks, troughs, critical moments, and lag effects in influencing overall customer perceptions and behavioral outcomes. The study introduces a continuous-time modeling framework that integrates customer interactions as inputs, emotional state changes as processes, contextual and psychological factors as mediators, and outcomes such as satisfaction and loyalty. Additionally, moderating factors including customer characteristics, interaction channels, timing, and external context are identified as crucial in shaping emotional dynamics. The article contributes theoretically by integrating temporal perspectives with customer experience research and offers practical insights for real-time monitoring and adaptive experience design. Future research should focus on empirical validation and the application of advanced analytics to capture real-time emotional changes in customer journeys.
NAVIGATING THE CHIEF MARKETING OFFICER’S DUAL MANDATE: A STUDY OF TENSIONS BETWEEN ENTREPRENEURIAL INNOVATION AND OPERATIONAL EFFICIENCY Jajang Jamaludin; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 6 (2026): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20323747

Abstract

This study examines how Chief Marketing Officers (CMOs) balance the competing demands of innovation and operational efficiency within contemporary organizations. Drawing on ambidexterity theory and paradox theory, the research explores how marketing leaders manage exploration–exploitation tensions while maintaining organizational performance. Using a qualitative and conceptual analytical approach, the study identifies key strategies adopted by CMOs, including data-driven decision-making, structural separation, collaborative culture, integrative thinking, and adaptive leadership practices. The findings reveal that effective CMOs do not attempt to eliminate tensions between innovation and efficiency but instead manage them dynamically through flexible leadership and organizational alignment. The study further demonstrates that organizational context, such as supportive culture, flexible structures, and top management support, significantly influences the effectiveness of balancing these dual demands. The results contribute to ambidexterity theory by emphasizing that ambidexterity functions not only as an organizational capability but also as a leadership competency. In addition, the study advances paradox theory by showing that competing objectives can coexist and become sources of strategic advantage when managed effectively. Overall, the research provides important theoretical and practical insights into contemporary marketing leadership and offers a comprehensive framework for understanding how CMOs navigate organizational tensions to achieve sustainable performance and long-term strategic success.
FROM INSIGHT TO IMPACT: A FRAMEWORK FOR INTEGRATING REAL-TIME SOCIAL LISTENING INTO STRATEGIC MARKETING DECISION CYCLES Christina Maria Attonete; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 6 (2026): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20323147

Abstract

This study examines the integration of real-time social listening into strategic marketing decision cycles within contemporary digital marketing environments. The research explores how organizations utilize consumer-generated data from social media platforms to support marketing intelligence, customer responsiveness, and organizational agility. Using a narrative literature review approach, the study synthesizes theories and empirical findings related to social listening, marketing analytics, agile marketing, and strategic decision-making. The findings indicate that real-time social listening enables organizations to detect emerging trends, analyze consumer sentiment, and improve responsiveness to changing market conditions. The study also identifies major integration challenges, including data overload, siloed organizational structures, and technology adoption barriers that limit the strategic use of social listening insights. Furthermore, the research demonstrates that integrating social listening into marketing decision cycles enhances decision-making speed, campaign optimization, and customer engagement. The proposed framework emphasizes the importance of combining technological capabilities, organizational alignment, and strategic interpretation to transform digital insights into actionable marketing strategies. Overall, the study contributes to digital marketing and strategic management literature by providing a comprehensive framework for integrating real-time social listening into organizational decision-making processes and improving long-term marketing effectiveness.
Co-Authors Ade Isyana Hairunnisah Ade Parlaungan Nasution, Ade Parlaungan Aini Nurul Akhsanul In’am Albert Efendi Pohan Ali Akbar Ritonga Ali Amran Alpizar Alsamiri, Yasir Ayed Alsas Harahap, Renzya Fatwa Ardhana, Alzeyna Dwilovita Ardhi, Mega Aulia Badrul Ainy Dalimunthe Bangun, Budianto Beni, Ramdhan Bhayu Bomantara Bintari Indrian Syahputra Borgias, Frans Chastanti, Ika Christina Maria Attonete Christina Situmorang Cindy Dwi Kartini Dalimunthe, Rizki Rahayu Danang Pujianto Daroe Iswatiningsih Delsa Pramadani Desi Rahmadani Desi Surlitasari Dewi Desy Afriyanti Dewi, Hanindianti Edwin Agung Wibowo, Edwin Agung Erika Lusiana Tobing Erlina Desi Purwanti Ermi Juriani Erwanto Guntoro Erwin Ashari, Erwin Erydani, Vinsensia Anisa Citta Fauziah Nasution Fauziah Syamsi Fenny Agustina Fitra Syawal Harahap Fitra Syawal Harahap Fitra Syawal Harahap Harahap Gaol, Lestari Herlina Lumban Hanapi Hasan Harahap, Risma Delima Harefa, Selamat Kristian Heni Esra Simanjuntak Heni Pujiastuti Hilwa Walida Hilwa Walida Hilwa Walida Ibnu Rasyid Munthe Ika Chastanti Ika Chastanti Ika Chastanti Ika Chastanti Ika Chastanti Indra Hidayat Islamiani Safitri Iwan Purnama Jajang Jamaludin Jujuaningsih Jujuaningsih Juli Rachmadani Hasibuan Khairul Putra Khairul Rizal Khairul Rizal Khairunnisah Khairunnisah Khairunnisah Khairunnisah Kumpulan Rambe Lani Puspita Linayati Lestari, Linayati Lukmanul Hakim Lukmanul Hakim M. Sarif Makruf Wicaksono Masrizal Masrizal Mellania Indrasvari Mokerje, Nadya Febriani Muhammad Dinariansyah Muhammad Faizal A. Ghani Muhammad Faizin Muhammad Khoirul Ritonga Muhammadon, Muhammad Fairullah Bin Mulya Rafika Munir, Musbakhul Neni Asmayati Netti, Netti Novilda Elizabeth Novilda, Mustamu Elizabeth Novita Sari Nasution Nurul Zuriah Pamungkas, Okvian Dwi Pristiyono Pristiyono Puji Rahayu Putra, Sulfanow R Rahmaniah Rahayu Syahputri Rahma Muti’ah Rahmad Husna Rahman Hasibuan, Rahman Rahmat Riyandi Rahmi Rahmi Rambe, Kumpulan Ramdani Ramdani Ramdhani Ramon Zamora Rasyid Ridho Harahap Reza Fitriyani Ririn Laila Ulfah Riska lestari Riska Lestari Risma Delima Harahap Risma Delima Harahap Ritonga, Irmayanti Ritonga, Muhammad Khoirul Rizki Rahayu Dalimunthe Rosmidah Hasibuan Roswita Oesman Roswita Oesman Sabrina Nuraisyah Safitri, Islamiani Sahbuki Ritonga Sari, Hartika Sarjani Sembiring, Michael Fernando Siregar, Hanafi Sistiana Sitanggang, Kamsia Dorliana Sri Andika Sri Langgeng Ratnasari Sugiono, Dimas Suharti Susi Syaiful Zuhri Harahap Tara Hasbelita Tri Tarwiyani Tubagus Pamungkas Tumpal Manurung Ummi Kalsum Utama, Yolanda Sa'ad Wan Repli Wardi Marsis Weni Sagala Wibowo, Agung Edy Widya Lestari Wizni Fadhillah Yarsi Efendi Yeni Idayusi Yesa, Hesti Desba Yolana Nursafti Yudi Triyanto Yuliansisti Yusida Saragih, Siti Hartati Zulpikar Zulfikar