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All Journal e-Jurnal Perspektif Ekonomi dan Pembangunan Daerah JDM Jurnal Manajemen Terapan dan Keuangan Jurnal Paradigma Ekonomika Jurnal Keuangan dan Perbankan Journal of Educational, Health and Community Psychology El Dinar JAM : Jurnal Aplikasi Manajemen Wacana, Jurnal Sosial dan Humaniora Infestasi JAKU (Jurnal Akuntansi & Keuangan Unja) (e-journal) Jurnal Ilmiah Universitas Batanghari Jambi Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen EKONOMIS : Journal of Economics and Business IRJE (Indonesian Research Journal in Education) J-MAS (Jurnal Manajemen dan Sains) Jurnal Sains Sosio Humaniora Dinasti International Journal of Management Science Dinasti International Journal of Digital Business Management Jurnal Ilmu Manajemen Terapan (JIMT) Jurnal Pengabdian Masyarakat Madani JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) ADPEBI International Journal of Business and Social Science Utsaha: Journal of Entrepreneurship Jurnal Perspektif Pembiayaan dan Pembangunan Daerah Jurnal Manajemen dan Pemasaran Jasa Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Business Studies and Management Review EJOIN : Jurnal Pengabdian Masyarakat Manajemen Kreatif Jurnal Journal of Social Science and Business Studies Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Manajemen Kewirausahaan dan Teknologi Margin : Journal of Islamic Banking International Journal of Economics, Business and Innovation Research AICOS
Tona Aurora Lubis
Jambi University
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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The ROLE OF DIGITAL LITERACY IN ENHANCING THE INFLUENCE OF DIGITAL BRANDING AND CUSTOMER EXPERIENCE ON CUSTOMER LOYALTY AT CAFE LATERA JAMBI Vilano, M. Afif Vilano Fitrah; Lubis, Tona Aurora; Utama, Ahmad Nur Budi
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.53590

Abstract

This study aims to analyze the influence of digital branding and customer experience on customer loyalty at Cafe Latera Jambi, as well as to examine the moderating role of digital literacy in these relationships. The study employed a quantitative approach using purposive sampling of 170 Generation Z respondents who were visitors of Cafe Latera Jambi. Data were collected through a questionnaire using a 5-point Likert scale and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software. The results revealed that: (1) digital branding has a positive and significant effect on customer loyalty (β = 0.373; t = 7.037; p = 0.000); (2) customer experience has a positive and significant effect on customer loyalty (β = 0.450; t = 9.311; p = 0.000) and serves as the strongest predictor; (3) digital literacy does not moderate the effect of digital branding on customer loyalty (β = −0.078; t = 1.526; p = 0.127); and (4) digital literacy does not moderate the effect of customer experience on customer loyalty (β = −0.018; t = 0.382; p = 0.703). Although digital literacy does not function as a moderator, it has a significant direct effect on customer loyalty (β = 0.270; p = 0.000). The research model explains 44.9% of the variance in customer loyalty. These findings imply that digital branding and customer experience strategies can be applied universally to the Gen Z segment without the need for segmentation based on digital literacy levels.
The INFLUENCE OF DIGITAL LEADERSHIP AND EMPLOYEE DIGITAL COMPETENCY ON HUMAN RESOURCE PERFORMANCE THROUGH E-HRM TRANSFORMATION: A STUDY OF SAMSAT EMPLOYEES’ PERCEPTIONS Fitri, Mahdaliyah; Rosita, Sry; Aurora Lubis, Tona
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.53967

Abstract

Digital transformation has become an important part of bureaucratic reform aimed at improving organizational efficiency and the quality of public services. This study aims to analyze the influence of digital leadership and employee digital competence on public service human resource performance, as well as examine the mediating role of electronic Human Resource Management (e-HRM) transformation in the SAMSAT Office of Jambi City. The study employed an explanatory quantitative approach using a survey method involving all employees of UPTD PPD SAMSAT Kota Jambi, totaling 80 respondents, through a total sampling technique. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that digital leadership has a positive and significant effect on human resource performance, but it does not have a significant effect on e-HRM transformation. Employee digital competence has a negative effect on human resource performance, but it has a positive and significant effect on e-HRM transformation. Furthermore, e-HRM transformation positively affects human resource performance. In the mediation analysis, e-HRM transformation does not mediate the relationship between digital leadership and human resource performance, but it significantly mediates the relationship between employee digital competence and human resource performance. These findings indicate that improving digital competence will be more effective in enhancing performance when supported by the implementation of an integrated e-HRM system. This study contributes to the development of digital-based public sector human resource management studies and provides practical recommendations for improving the quality of public services.
Co-Authors - Afrizal . Moeljadi . Zulkifli Addion Nizori Ade Erma Suryani Ade Octavia Ade Octavia Afkari, Nabilah Afrizal Agil Muharya Agus Sholikhin Agus Solikhin Agus Solikhin, Agus Agus Syarif Ahmad Nur Budi Utama Albetris, Albetris Aliyardi, Aliyardi Amri Amir Amri Amir Andang Fazri Aprecia, Mitha Talitha Arief Prasetyo Ario Gusmansyah Asep Machpuddin Asep Machpudin Asep Machpudin Asih Retno Pungki Ayu Anggraini Aziexho Vornandes Besse Wediawati Billy Alberto Budi Susanto Cindy Larasati Dalizanolo Hulu Dewi , Erwita DEWI SARTIKA Dhimas Kurniawan Djumahir Djumahir Edward, Edward Efi Herawati Elliyana, Dessy Enggar Diah P.A Enggar Diah Puspa Arum Enjanita, Sanci Erwita . Erwita Dewi Firmansyah . Firmansyah Firmansyah Firmansyah Firmansyah Fitri Chairunnisa Fitri Eka Wahyui Fitri, Mahdaliyah Fitriaty Fitriaty, Fitriaty Garry Yuesa Rosyid Gustina, Evi Hardiani Hardiani Hendriyaldi Ida Masriani Ida Masriani, Ida Ingepuri, Pebriana Ira Febrianti Iskandar Iskandar Jhon Riahman Sinaga Jihan, Salsandra johannes johannes Johannes Simatupang Junaidi Junaidi Junaidi Junaidi Kristanto, Raja Bastian Levi Febri Damayanti Liu, Tri Supryjadi Luthfi Anan , Fatih M, Zulkifli M. Syurya Hidayat Made Sudarma Martasudira, Yosse Maryati Ningsih Maryati Ningsih Maryati Ningsih Meilina, Dira Milasari, Roza MISMIWATI, MISMIWATI MISMIWATI Moh Ihsan Muhammad Haris Saputra Muhammad Safri Mukhzarudfa, Mukhzarudfa Mulia Inda Purwati Munawar - Ismail Musnaini musnaini musnaini Musnaini Musnaini NAJMI FUL HANIF Nilamsari, Nurul Ningsi Trilianah Ningsih, Maryati Nofrans Eka Saputra, Nofrans Eka NORIA SAPUTRI Novita Sari Novita Sari Octora, Shinta Oktaviani, Singki Putri, Dian Septiani Raja Penungkunen Surbakti Raja Sarah Rasmi, Muhammad Putra Rendi Aditya Alfanza Rike Setiawati Riman Abimayu Rina Mardiana Rina Nurarifah Rohsalin Belle Romauly Manihuruk Rosadi, Ichsan Rusfa, Dilla Dwi Rahmatin Saiful . Savana, Zeta Ferli Selvia, Levi Shadiq, Annurusshadiq Sholihat, Iis Sigit Indrawaijaya Sigit Indrawijaya Siregar, Ade Perdana SRI RAHAYU Sry Rosita Sry Rosita Steven Kurniawan Suhairi, Khairul Sumantri Sumantri Sumarni Sumarni Sutan Adil Hendra Syahmardi Yacob syahmardi yacob Syamsurijal Tan Tiarifani, Tasya TITIN HARTINI Ubud Salim Vilano, M. Afif Vilano Fitrah Wawan Anggara Widiastuti, Fitri Widyanti Fitri Wirmie Eka Putra Yayuk Sriayudha Yosi Fadhillah YULHASMIDA YULHASMIDA Yuliarnita Yuliusman Yunira, Sabrino Pratama Zarkani Zarkani Zuhratul Aulia Zulfina Adriani Zulkifli Zulkifli Zulkifli Zulkifli