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All Journal International Journal of Artificial Intelligence Research Journal Of Human And Education (JAHE) Jurnal Ekonomi, Manajemen, Akuntansi INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE) INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Farida Akbarina
Politeknik Negeri Malang, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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OMNICHANNEL MARKETING STRATEGY AND ITS IMPACT ON CUSTOMER SATISFACTION IN RETAIL Parmini Parmini; Farida Akbarina
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 12 (2025): SEPTEMBER
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.17262953

Abstract

The development of digital technology has changed consumer shopping behavior and prompted retail businesses to adopt omnichannel marketing strategies. This literature review aims to analyze the role of channel integration, service consistency, personalization of customer experience, and speed of response and after-sales service on customer satisfaction. The review results indicate that channel integration simplifies transactions and reduces purchasing barriers, while consistent service across all touchpoints strengthens customer trust. Data-driven personalization can create relevant shopping experiences and increase perceived value, while faster response times thru technologies like chatbots and real-time support contribute to customer loyalty. This finding confirms that a well-planned and technology-supported omnichannel strategy can enhance retail competitiveness in an increasingly competitive market. This study also recommends further research with an empirical approach to quantitatively measure the direct influence of these variables on customer satisfaction and loyalty.
THE INFLUENCE OF WEBSITE QUALITY ON PURCHASE INTENTION WITH BRAND REPUTATION AS A MODERATION VARIABLE Efendi Efendi; Eva Yuniarti Utami; Farida Akbarina; Ilham; Sri Wanti Belani
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 1 No. 9 (2025): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

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Abstract

Researchers believe that the Website Quality variable can have a positive relationship and a positive influence on purchasing decisions because buyers can find out detailed information on the website, can bind buyers, and so on (Jonathan Sarwono, 2016). Apart from that, researchers believe that a brand's reputation can strengthen the relationship between website quality and purchasing decisions(Azhari, 2015). This research is quantitative research with an explanatory approach, namely research that uses previous research as a stepping stone to find new variations in future research(Sugiyono, 2019). The data in this research was obtained from distributing digital questionnaires to Tiktok shop consumers after being allowed to return with the criteria of at least one shopping trip, if not more than once, then they cannot be called consumers(Abdurahman, 2016). This data is also called pyramid data. The data in this study were analyzed using PLS 4.0. The result this research show the Website Quality variable has a positive relationship and has a significant influence on The reversal decision was due to being positive and the P- Values were below the 0.05 significance level, namely 0.002.In addition, the researcher's belief and subsequent experiments can be proven because the Brnad Reputation variable can moderate the relationship between the two variables above, indicated by the P- Values which are positive and are below the 0.05 significance level, namely 0.000, which is more significant than the direct test of 0.002. This means that with a quality website high and accompanied by a good brand reputation can further strengthen consumers in deciding to purchase a product being offered.
PRODUCT AND SERVICE INNOVATION IN ENTREPRENEURSHIP BUSINESS Farida Akbarina; Farah Putri Wenang Lusianingrum, Refi Pratiwi
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 1 No. 12 (2025): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

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Abstract

Product and service innovation is the key to success in modern business. Companies that are able to develop innovative products or services can win the hearts of consumers, gain a competitive advantage, and remain relevant in an ever-changing market. Therefore, it is important for companies to prioritize innovation in their business strategies and involve employees in efforts to create new ideas that can produce better products and services. With continuous innovation, companies can build a brighter future in an ever-evolving business world. The method used is a literature review using an understanding of previous research data sourced from journal references on the internet relating to product and service innovation in entrepreneurial business. Based on this study, it was found that apart from product innovation, increasing consumer repurchase interest can be done by building good service quality. Each company operating in a different field will follow its own product development strategy.
Multichannel Digital Marketing Optimization through Big Data Analysis in the Tourism Industry Hidayat Hidayat; I Made Indra P; Nova Christian Mamuaya; Darwin Damanik; Farida Akbarina
International Journal of Artificial Intelligence Research Vol 6, No 1.1 (2022)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v6i1.1.691

Abstract

In today's information-saturated environment, the travel and tourism industry is increasingly dependent on technology to attract new customers. Therefore, what kinds of digital marketing techniques must be put into action in the tourism business to draw in customers and establish a digital brand name? In this section, the author will address research on how to maximize the effectiveness of multichannel marketing in the tourism industry by making use of big data. This investigation takes a qualitative approach and makes use of descriptive research tools. According to the findings, in contrast to the websites of other industries, such as the manufacturing and logistics industries, where customers want to get answers to their questions as quickly as possible and then leave the web page, tourism websites find it more profitable to keep the attention of customers on their websites for longer periods to increase their visibility. As a result, organizations involved in tourism employ multichannel marketing with the assistance of big data to plan marketing campaigns, provide assistance in making the appropriate decisions, create innovations, and personalize customers.
Optimalisasi Brand Image Melalui Kualitas Pelayanan dan Electronic Word of Mouth pada Hotel Aston Inn Batu Farida Akbarina; Rizqi Khoirunnisa; Shohib Muslim
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 4: Mei 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i4.8740

Abstract

Aston Inn adalah salah satu hotel di Kota Batu, dan karena banyaknya pilihan wisata yang ada di sana, persaingan perhotelan sangat sengit. Hotel Astonn Inn harus memiliki reputasi yang baik untuk menjadi penginapan yang disukai. Penelitian eksplanatory ini melibatkan 130 responden. Tujuan penelitian ini adalah untuk menentukan bagaimana persepsi merek di industri jasa dipengaruhi oleh promosi elektronik dan kualitas pelayanan yang luar biasa. Pelanggan yang pernah menginap di Hotel Aston Inn Batu adalah responden penelitian ini. Setelah data dikumpulkan melalui kuisioner online, analisis regresi berganda dilakukan menggunakan program IBM SPSS Statistic 24 For Windows. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh terhadap persepsi merek. Selain itu, electronic word of mouth juga berpengaruh terhadap persepsi merek
The Influence Of Social Media Marketing And Shopee's Brand Image On Purchase Decisions Mediated By Customer Trust Fauzan Azmi; Santy; Muhamad Irfan Florid; Farida Akbarina; Dini Fitriyanthi
Journal Of Human And Education (JAHE) Vol. 6 No. 5 (2026): Journal of Human And Education (JAHE)
Publisher : Universitas Pahlawan Tuanku Tambusai

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Abstract

The digital transformation in e-commerce has fundamentally reshaped consumer behavior, making social media marketing, brand image, and trust critical drivers of purchasing actions. This study investigates the direct and indirect influences of Social Media Marketing and Brand Image on Purchase Decisions, with Customer Trust acting as a mediating variable, focusing on Shopee users. Utilizing a quantitative approach, empirical data were collected through an online structured questionnaire administered to active Shopee consumers who engage with the platform’s social media channels. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate both the measurement and structural models. The findings reveal that both Social Media Marketing and Brand Image exert a significant positive direct effect on Customer Trust and Purchase Decisions. Furthermore, Customer Trust was confirmed to significantly mediate the relationship between marketing efforts, brand perception, and final purchasing behavior. These empirical results emphasize that while marketing exposure and strong brand identity draw consumer interest, sustainable transaction completion heavily relies on cultivating trust within the digital ecosystem. Practically, the study provides strategic insights for e-commerce platforms to align interactive marketing with rigorous trust-building mechanisms.
Co-Authors Damanik, Darwin Dini Fitriyanthi EFENDI Eva Yuniarti Utami Farah Putri Wenang Lusianingrum, Refi Pratiwi Fauzan Azmi Hidayat Hidayat I Made Indra Ilham Muhamad Irfan Florid Nova Ch. Mamuaya Parmini Parmini Rizqi Khoirunnisa Santy Shohib MUSLIM Sri Wanti Belani