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All Journal The International Journal of Accounting and Business Society PROSIDING SEMINAR NASIONAL CENDEKIAWAN Jurnal Sinar Manajemen Prosiding Seminar Nasional Pakar JURNAL PENDIDIKAN TAMBUSAI Aptisi Transactions on Management Community Engagement and Emergence Journal (CEEJ) Journal of Economics and Business UBS Manajemen dan Bisnis International Journal of Management Science and Information Technology (IJMSIT) ProBisnis : Jurnal Manajemen Premium: Insurance Business Journal International Journal of Humanities Education and Social Sciences Jurnal Ekonomi Trisakti PROGRESIF Journal of Social And Economics Research Jurnal Ilmiah Hospitality Management Business and Entrepreneurial Review Media Riset Bisnis & Manajemen Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS Jurnal Manajemen dan Ekonomi Kreatif Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan EBID:Ekonomi Bisnis Digital journal of social and economic research NuCSJo : Nusantara Community Service Journal
Ayu Ekasari
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Omnichannel Strategy and Student Word of Mouth in Higher Education Cicilia Sriliasta; Usman, Bahtiar; Ekasari, Ayu; Rangi, Noah
APTISI Transactions on Management (ATM) Vol 10 No 1 (2026): ATM (APTISI Transactions on Management: January)
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/fpxhae27

Abstract

In the era of digital transformation, Higher Education Institutions (HEIs) face increasing pressure to modernize their service delivery to meet evolving student expectations. While Omnichannel Integration (OCI) has revolutionized customer experiences in retail and banking, its application within the educational sector remains underexplored. This systematic literature review aims to bridge this gap by examining the impact of OCI on Student Engagement and Word-of-Mouth (WoM). Adhering to the PRISMA guidelines, a rigorous screening process was conducted across multiple academic databases, resulting in the analysis of 74 eligible studies published between 2014 and 2024. The thematic analysis identifies four core dimensions of OCI Channel Service Configuration, Content Consistency, Quality Assurance, and Process Consistency. The findings reveal a significant distinction between commercial and educational contexts in HEIs, the integration of physical and digital touchpoints is not merely a logistical upgrade but a strategic necessity for relationship building. Crucially, the review establishes that OCI does not automatically generate advocacy. Instead, the student engagement acts as a vital mediating variable, meaning that seamless integration fosters deeper engagement, which subsequently drives positive WoM. This study contributes to the literature by synthesizing fragmented evidence into a cohesive framework, offering university administrators practical strategies to enhance student retention and institutional reputation through consistent cross channel experiences.
Antecedents Purchase Intention Local Fragrance Farras, Muhammad Ammar; Ayu Ekasari
ProBisnis : Jurnal Manajemen Vol. 16 No. 06 (2025): December: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

Local fragrance brands such as SAFF & Co, Mykonos, and HMNS have successfully built strong identities through signature products, influencer collaborations, and digital platforms. The Indonesian fragrance industry is showing a positive trend with more and more consumers recognizing the importance of fragrance. This research is to analyze social media marketing, brand awareness, consumer brand engagement on purchase intention of local fragrance. This research uses qualitative methods and uses purposive sampling techniques. Through a questionnaire as a data collection tool, a sample size of 200 respondents was obtained. The questionnaire was distributed to individual users of local fragrance brands such as SAFF & Co, Mykonos, and HMNS and also often see content about local fragrance products such as SAFF & Co, Mykonos, and HMNS using Google Form. Hypothesis testing using the structural equation model (SEM) method. The results of this study reveal that social media marketing, brand awareness, consumer brand engagement significantly affect purchase intention. Based on the results of the study, the managerial implications underscore the importance of improving integrated digital marketing strategies among managers of local perfume companies. This strategy includes developing user-generated content campaigns, building a memorable brand with consistent visuals, and creating emotional bonds through personal stories and active interactions. Awareness is crucial to ensure that local perfume marketing strategies are carried out in an effective way, thereby increasing purchase intention and contributing to the growth of Indonesia's local perfume industry.
Digital Marketing 4.0 and Its Role in Enhancing E-Commerce Competitiveness: Evidence from Coffee Shop Businesses in Indonesia Pakpahan, Arnolt Kristian; Ekasari, Ayu; Setiawan, Verrel Rhein Indra
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6537

Abstract

The development of digital technology has significantly transformed the modern marketing landscape, particularly in the era of Industry 4.0 characterized by high connectivity and the adoption of digital platforms. This study aims to analyze the role of Digital Marketing 4.0 strategies in enhancing the e-commerce competitiveness of coffee shop businesses in Indonesia. The research employs a qualitative descriptive approach using a case study method. Data were collected through digital observations of social media and e-commerce activities, in-depth interviews with coffee shop owners and marketing practitioners, and documentation analysis involving 50 coffee business owners operating across several Indonesian cities. The findings indicate that the implementation of data-driven digital marketing strategies, customer interactivity, and personalized content significantly strengthens brand engagement, improves customer loyalty, and expands market reach. The study highlights that Digital Marketing 4.0 is not merely a technological tool but a strategic approach for creating sustainable competitive advantage for coffee businesses in the digital economy. These findings provide practical insights for small and medium-sized enterprises seeking to leverage digital platforms to improve competitiveness.
Co-Authors Abdullah, Muhamad Gamal Agustin, Yulia Alamsyah, Sarah Amanda Julia Alvin Alvin, Alvin Angkasa, Vivi Anindita, Rangga Anung Ardelia, Rahmadina Arnolt Kristian Pakpahan, Arnolt Kristian ASEP HERMAWAN Bahtiar Usman, Bahtiar Bangun, Cicilia Bima Farras Suddywo Christina Dwi Astuti Cicilia Sriliasta Deni Krisyanto Fachrudiana, Nadia Fajaray, Ariani Farras, Muhammad Ammar Fatik Rahayu Fernando, Maychel Benny Havidz Kus Hidayat, Darra Pradita Ichsan, Muhammada Daffa Zahrandika Indahyanti, Tri Jayananda, Aurelia Jihan, Nur Anisah Laksono, Wafi Suryo Leon, Farah Margaretha Lestari, Henny Setyo Lucy Warsindah Luki Adiati Pratomo M. Wisratul Ikhsan M Marisa, Oktafalia Martiningtiyas, Catur Rahayu Medellien Lidia Kambu Muayyad, Deden Misbahudin Murtanto Murtanto Nurul Aida Rahadatul Aisyi, Syakirah Cahya Rangi, Noah Salma, Iman Salsabila Bhakti, Hana Putri Setiawan, Verrel Rhein Indra Sofiya, Sofiya Sukamto, Ika Sumiyarsi Syifa Shafira Afiani Thirafi, Davinariyan Mohammad Tiny Rahayu Wisanti, Ninda Diah Wulan Sari, Wulan Yanti, Harti Budi Zulsi Nurvinka, Afsari