Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Journal of Economic, Bussines and Accounting (COSTING) International Journal of Economics Development Research (IJEDR) Community Engagement and Emergence Journal (CEEJ) JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah
Siti Nurhayati
Universitas Muhammadiyah Kupang
Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions Social Sciences

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Pengaruh Penanganan Keluhan dan Komunikasi Pemasaran Terhadap Loyalitas Muhammad Ade Kurnia Harahap; Normansyah Normansyah; Siti Nurhayati; Irma M Nawangwulan; Samuel PD Anantadjaya
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 2 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i2.7822

Abstract

Customer loyalty is one of the most important aspects in the business world. Retaining existing customers is often more cost-effective than finding new customers. The purpose of this study was to analyze the effect of complaint handling and marketing communication on loyalty. The research method used is a literature study or Library Research with a qualitative approach. Based on the literature review conducted on the results and discussion, it can be concluded as follows: (1) The effect of handling complaints has a positive effect on loyalty (2) The effect of marketing communication has a positive effect on loyalty. Keywords: complaint handling, marketing communication, loyalty
Leveraging Digital Platforms for Marketing in Indonesia: Strategies and Challenges Ansir Launtu; Siti Nurhayati; Muh. Abduh Anwar; Klemens Mere; Loso Judijanto
JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Vol. 11 No. 1 (2026): February-April 2026, Saintek, Soial and Humanities
Publisher : Universitas Syiah Kuala and Collaboration Yayasan Yusda Edu Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/sejarah.v11i1.464

Abstract

The digital landscape in Indonesia has undergone significant transformations, reshaping marketing strategies, presenting challenges, and unveiling new opportunities for businesses. This article conducts a comprehensive literature review spanning from 2019 to explore the dynamics of digital marketing transformation in Indonesia. The study investigates various strategies adopted by businesses to leverage digital platforms effectively, including social media marketing, influencer collaborations, search engine optimization (SEO), and content marketing. Moreover, it delves into the challenges encountered during the digital transformation process, such as technological limitations, privacy concerns, and the need for skilled digital marketing professionals. Furthermore, the article sheds light on the abundant opportunities emerging from Indonesia's digital evolution, such as access to a vast and diverse online audience, increased market reach, and enhanced customer engagement. By synthesizing recent scholarly works, industry reports, and empirical studies, this paper offers valuable insights into the current state of digital marketing in Indonesia. The findings contribute to the understanding of digital marketing strategies tailored to the Indonesian market context, while also highlighting areas for further research and strategic refinement. As Indonesia continues to embrace digitalization, understanding its unique challenges and opportunities becomes imperative for businesses aiming to thrive in the digital era.
Strategi Digital Marketing Melalui Media Sosial Untuk Meningkatkan Daya Saing UMKM   Sofyan Abas; Eko Wahyu Widayat; Siti Nurhayati; Ansri Jayanti
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 6 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/z1gygw82

Abstract

Penelitian ini bertujuan untuk meningkatkan daya saing UMKM melalui strategi digital marketing berbasis media sosial. Permasalahan utama adalah keterbatasan kemampuan pelaku UMKM dalam memanfaatkan platform digital untuk pemasaran. Metode yang digunakan adalah pengabdian kepada masyarakat melalui pelatihan, pendampingan, serta evaluasi menggunakan pretest dan post-test. Hasil menunjukkan adanya peningkatan signifikan dalam pemahaman peserta terkait strategi konten, pemasaran digital, dan interaksi pelanggan. Program ini berhasil meningkatkan kemampuan UMKM dalam memanfaatkan media sosial secara efektif sehingga berdampak pada peningkatan daya saing dan jangkauan pasar.
Influencer Marketing and Its Effectiveness in Shaping Consumer Purchase Intentions Tirta Mulyadi; Eko Wahyu Widayat; Siti Nurhayati
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 5 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i6.9348

Abstract

Influencer marketing has become one of the most powerful strategies in the digital era for shaping consumer purchase intentions. This article review examines studies published between 2020 and 2025 to explore how influencers affect consumer attitudes, brand perceptions, and purchasing decisions. The review identifies three core drivers of effectiveness: the credibility and authenticity of influencers, the depth of consumer engagement on social media platforms, and the mediating role of brand trust, loyalty, and emotional connection. It also highlights the growing importance of value-driven strategies such as ethical and sustainable marketing in strengthening positive purchase intentions. Moreover, the integration of influencer strategies with interactive tools such as live commerce, affiliate marketing, and content variety-seeking behaviors has shown significant potential in enhancing consumer responses. The findings emphasize the need for brands to align influencer selection and campaign design with evolving consumer expectations. The review concludes that influencer marketing is highly effective in shaping purchasing decisions but calls for further longitudinal and cross-cultural research to understand its long-term impacts and sustainability.
THE ROLE OF ARTIFICIAL INTELLIGENCE IN PERSONALIZING DIGITAL MARKETING AND CUSTOMER EXPERIENCE Siti Nurhayati; Yenni Kurnia Gusti; Tri Apriyono
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 2 (2026): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/kbcdv620

Abstract

This study aims to examine the role of Artificial Intelligence (AI) in personalizing digital marketing and enhancing customer experience through a literature review approach. The research employs a qualitative method by analyzing various academic journals, books, and scholarly publications related to AI technologies, digital marketing strategies, and customer experience management. The findings indicate that AI plays a significant role in improving marketing personalization through technologies such as machine learning, predictive analytics, recommendation systems, and natural language processing. These technologies enable organizations to analyze customer behavior, predict preferences, and deliver personalized content and services in real time. The study also reveals that AI enhances customer experience by improving responsiveness, efficiency, and customer engagement across multiple digital platforms. However, the implementation of AI also presents several challenges, including data privacy concerns, ethical issues, algorithmic bias, and organizational readiness. Therefore, businesses must adopt responsible AI governance and balance technological innovation with customer trust and data protection. Overall, this research concludes that AI has transformed digital marketing practices and customer experience management by enabling more customer-centered and data-driven business strategies in the digital era.
Co-Authors Eko Wahyu Widayat Irma M Nawangwulan Jayanti, Ansri Klemens Mere LAUNTU, ANSIR Loso Judijanto Muh. Abduh Anwar Muhammad Ade Kurnia Harahap Normansyah Samuel PD Anantadjaya Sofyan Abas Tirta Mulyadi Tri Apriyono Yenni Kurnia Gusti