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All Journal INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE) INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Farida Akbarina
Politeknik Negeri Malang, Indonesia
Economics, Econometrics & Finance

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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.
Co-Authors Efendi Efendi Eva Yuniarti Utami Farah Putri Wenang Lusianingrum, Refi Pratiwi Ilham Parmini Parmini Sri Wanti Belani