Garuda - Garba Rujukan Digital

Analisa Penerapan Entrepreneurial Marketing Syaria dan Dampaknya Terhadap Kinerja Usaha (Studi Pada Pelaku Usaha UMKM Kerajinan Keramik di Banjarnegara) Nafisa Farkhiy Aulia; I Made Bayu Dirgantara
Jurnal Ilmiah Ekonomi Islam Vol 9, No 2 (2023): JIEI : Vol.9, No.2, 2023
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v9i2.9909

This study aims to analyze the application of entrepreneurial marketing and its impact on business performance (Study on Micro, Small and Medium Enterprises Entrepreneurs in Banjarnegara). The qualitative method uses the question model "how" and "why" related to a phenomenon, while the quantitative method is more in the form of questions in the opposite form. The qualitative method is also a method that focuses on in-depth observation. Based on the results of interviews and documentation studies, it can be concluded that the majority of business actors have implemented proactiveness in running their business, although not all of them have implemented it optimally. In general, the informants have understood the concept of opportunity focus and have applied it quite well to their respective businesses. All sources are aware of how their respective business positions are compared to their competitors. And each business actor has a strategy for running his business, even when one of the informants experienced a setback in his business, now he is trying to get up and restart his business slowly by implementing an opportunity focus. Based on the results of the interviews, it can be concluded that all the informants have understand what entrepreneurial marketing is and have implemented customer intensity or the ability to maintain good relations with consumers properly. Based on the results of the interviews, most of the Banjarnegara ceramics business actors are aware of the importance of having an open mind towards new ideas in finding new customers, determining prices, and also packaging. However, almost all interviewees have not implemented innovation in running their business to the fullest. Judging from the results of the interviews, the application of risk taking to Banjarnegara ceramic entrepreneurs is quite good. Based on the results of the interviews, it appears that the interviewees are aware of and understand the potential of their human resources. Based on the interview results, all interviewees agreed that implementing value creation in doing business is very important.

Pengaruh CRM Sebagai Strategi Keunggulan Bersaing Syaria Untuk Meningkatkan Loyalitas dan Penjualan (Studi pada Distributor Suku Cadang Kendaraan Roda Dua di Jawa Tengah) Theresya Amelia Prabowo; I Made Bayu Dirgantara
Jurnal Ilmiah Ekonomi Islam Vol. 9 No. 2 (2023): JIEI : Vol.9, No.2, 2023
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v9i2.9852

This study aims to conduct research related to the influence of CRM as a competitive advantage strategy to increase loyalty and sales (a study on two-wheeled vehicle parts distributors in Central Java). The research method used in this research project is qualitative and quantitative research. The research conducted will use SMART PLS. The results show that based on the t test table, the effect of the CRM variable on Competitive Advantage is 0.000 t-table (1.96), where Ho is rejected and Hypothesis 1 is accepted. Based on the t-test table, the effect of the CRM variable on Customer Loyalty is 0.014 t-table (1.96), where Ho is rejected and Hypothesis 2 is accepted, which means that there is an effect of CRM on customer loyalty. the calculated t value is 4,407 > t table (1.96), where Ho is rejected and Hypothesis 3 is accepted, which means that there is a competitive advantage effect on customer loyalty. of 2,491 > t table (1.96), where Ho is rejected and Hypothesis 4 is accepted, which means that there is an effect of Competitive Advantage on Increase in Sales.Based on the t test table, the effect of the variable Customer Loyalty on Increase in Sales is 0.274 > 0.050 while the t value is 1.094 < t table (1.96), where Ho is accepted and Hypothesis 5 is rejected, which means that there is no effect of Customer Loyalty on Increase in Sales.

Faktor-Faktor Yang Mempengaruhi Immersion Saat Live Streaming Syaria Shopping Serta Pengaruhnya Kepada Minat Pembelian (Studi Pada Social Commerce Tik Tok Indonesia) Shabira Maharani; I Made Bayu Dirgantara
Jurnal Ilmiah Ekonomi Islam Vol. 9 No. 2 (2023): JIEI : Vol.9, No.2, 2023
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v9i2.9854

The mainstay platform in Indonesia in terms of online shopping today is e-commerce. The population specified in writing this research is people in Indonesia who have watched a live streaming shopping program on the social commerce platform TikTok for more than 3 minutes in the past month and have interacted with the streamer. The sample that will be used by researchers in this research is 150 respondents who in the past month have watched live streaming shopping on the TikTok platform for more than 3 minutes and have interacted with the streamer. This study shows that the results of all the hypotheses proposed in this study have a positive and significant effect. H1: Visibility has a significant effect on immersion. H2: Metavoicing has a significant effect on immersion. H3: Shopping guides have a significant effect on immersion. H4: Trade affordability has a significant effect on immersion. H5: Immersion has a significant effect on purchase intention. H6: Immersion mediates the relationship between visibility and purchase intention. H7: Immersion mediates the relationship between metavoicing and purchase intention. H8: Immersion mediates the relationship between shopping guides and purchase intention. H9: Immersion mediates the relationship between trade affordability and purchase intention.

Analysis of the Effect of Brand Image, Service Quality, and Perceived Risk on Repurchase Intention Through Trust Syaria as an Intervening Variable at the "Ludeabaya" Semarang Online Store Wisnu Wardana; I Made Bayu Dirgantara
Jurnal Ilmiah Ekonomi Islam Vol. 9 No. 2 (2023): JIEI : Vol.9, No.2, 2023
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v9i2.9910

Telework practices as a result of COVID-19 have changed the way employees work, especially related to Employee Performance. This study aims to determine, analyze and test the effect of telework on employee performance through mediation of work-life balance and technostress during the COVID-19 pandemic. This study adopted a quantitative approach with 115 respondents, and used the SmartPLS 3.0 application to help process data using the SEM-PLS analysis technique. The results of the study show that Work-Life Balance does not have a significant mediating effect on the relationship between Telework and Employee Performance during the COVID-19 Pandemic.

Digital Consumer Behavior and Data-Driven Marketing Strategies Nabila Fadiya Amany Irwanto; I Made Bayu Dirgantara
Integra Business Review Vol. 3 No. 1 (2025): June 2025
Publisher : Integra Academic Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63208/21014-539

This study examines how digital consumer behavior and data-driven marketing strategies accelerate business transformation in the digital economy. The research explores core analytical aspects including consumer segmentation, personalization, and digital engagement patterns to understand how businesses leverage real-time data for strategic decision-making and competitive advantage. Employing a descriptive analytical approach, this study reviews current digital marketing practices and consumer interaction trends across digital platforms. Results indicate that firms utilizing advanced data analytics experience improved targeting accuracy, higher conversion rates, and enhanced customer retention compared to traditional marketing approaches. The discussion highlights how integrated data insights strengthen campaign effectiveness, support agile strategic execution, and align marketing functions with broader organizational transformation goals. The findings demonstrate that data-driven marketing plays a crucial role in creating value, improving digital capability maturity, and fostering sustainable competitiveness in a rapidly evolving global business landscape.

Impulse Buying in Live Streaming Commerce: A Literature Review and Research Agenda Pranaditya Sukmaningrum; Latifa Hannum Harahap; I Made Bayu Dirgantara
Integra Business Review Vol. 3 No. 1 (2025): June 2025
Publisher : Integra Academic Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63208/21014-561

This study explores the phenomenon of impulse buying within the domain of live streaming commerce as an emerging paradigm of digital marketing. It aims to conceptualize and identify the underlying determinants that precipitate impulsive purchase behaviors during interactive live streaming sessions. Employing a Systematic Literature Review (SLR) approach, the research synthesizes empirical evidence from 40 peer-reviewed studies published between 2023 and 2025 to delineate conceptual progressions, methodological tendencies, and relational frameworks. The analytical results categorize influencing factors into three core dimensions: external stimuli, encompassing interactivity, streamer attractiveness, and time-limited promotions; psychological mechanisms, including emotional arousal, involvement, and trust formation; and social dynamics, reflected in group norms and community influence. The results show that impulsive buying behavior in live streaming situations happens when emotional response, technological affordance, and social interaction all work together. This synthesis provides a theoretical foundation for understanding the multi-dimensional mechanisms driving impulsive consumption decisions in interactive digital retail environments.

Digital Brand Equity: Congruence and Purchase Intention in the Customer Journey (Review) Dhewi Khodijah Hartono; Azka Fajril Qirom; I Made Bayu Dirgantara
Integra Business Review Vol. 3 No. 2 (2025): December 2025
Publisher : Integra Academic Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63208/21014-615

This Systematic Literature Review (SLR) examines how celebrity and influencer endorsements shape consumer purchase intention (CPI) across digital platforms. Reviewing 30 empirical studies published between 2021 and 2025, the analysis synthesizes key theoretical, relational, and behavioral mechanisms that drive endorsement effectiveness within the digital customer journey. Findings consistently show that source credibility, specifically attractiveness, trustworthiness, and expertise, forms the core antecedent of CPI. Among all variables, brand-endorser congruence emerges as the strongest mediator, enabling endorsement cues to translate more effectively into favourable consumer evaluations and purchase-related decisions. Additional mechanisms such as emotional resonance, parasocial interaction, and social media engagement further strengthen endorsement impact in competitive digital markets. Grounded in the Source Credibility Model and Match-Up Hypothesis, this review proposes an integrated framework explaining how digital brand equity is constructed through congruence and credibility-based pathways. The study offers actionable implications for strategic endorser selection and highlights opportunities for future research, including longitudinal examinations and the emerging influence of virtual endorsers.

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