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) Escalate : Economics and Business Journal
Mar'atush Sholihah
ITB Trenggalek
Economics, Econometrics & Finance

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Privacy Dilemmas : Navigating Marketing Strategies in a Post-Cookie Era Mar'atush Sholihah; Hasti Pramesti Kusnara; Diana Fitri Anggraini
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 4 (2024): 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/costing.v7i4.10725

Abstract

This research investigates the dynamics of marketing strategies in the post-cookie era, focusing on PT Indo Pacific as a case study. It examines the influence of consumer privacy concerns and regulatory changes on the adoption and effectiveness of alternative tracking technologies, thereby impacting the overall effectiveness of marketing strategies. Using a quantitative research design with a sample of 60 employees, random sampling, and the Smart PLS tool for analysis, the study reveals significant direct and indirect effects. Results indicate that consumer privacy concerns and regulatory changes significantly influence the adoption of alternative tracking technologies, which in turn affect the effectiveness of marketing strategies. The findings underscore the importance of addressing consumer privacy concerns, complying with regulatory changes, and strategically adopting alternative tracking technologies to enhance marketing effectiveness while respecting privacy and ensuring compliance. These insights offer valuable guidance for businesses navigating the evolving landscape of digital marketing in the post-cookie era.
Gamification in Marketing: Enhancing Customer Engagement through Interactive Experiences Mar'atush Sholihah; Hasti Pramesti Kusnara; Diana Fitri Anggraini
Escalate : Economics and Business Journal Vol. 2 No. 03: Creative Resilience and Market Innovation: Strategies for Sustainable Business Growth
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i03.128

Abstract

This study investigates the role of gamification in enhancing customer engagement on TikTok among users in the Jakarta area, focusing on the effects of interactive experiences and customer motivation. Gamification, through game-like elements such as challenges, points, and rewards, has emerged as a powerful tool for fostering deeper brand engagement and loyalty. Utilizing a quantitative research method, data were collected through online surveys of 100 TikTok users, with the analysis conducted via Structural Equation Modeling (SEM). The results demonstrate that gamification significantly impacts both interactive experiences and customer motivation, which, in turn, positively influence customer engagement. Additionally, the study reveals that interactive experiences and customer motivation act as mediators between gamification and engagement, amplifying the effectiveness of gamified marketing strategies. These findings highlight the potential for brands to leverage gamification to create sustained emotional connections and long-term loyalty in fast-paced, short-form video platforms like TikTok. The study also emphasizes the importance of understanding local cultural and demographic factors in tailoring gamified marketing approaches for maximum impact.
Co-Authors Diana Fitri Anggraini Hasti Pramesti Kusnara