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All Journal International Journal of Pedagogy and Teacher Education Jurnal Pendidikan dan Kewirausahaan EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) TIN: TERAPAN INFORMATIKA NUSANTARA JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Transekonomika : Akuntansi, Bisnis dan Keuangan Communications in Humanities and Social Sciences Journal of Trends Economics and Accounting Research Jurnal Humaniora dan Ilmu Pendidikan EKONOMIKA SYARIAH : Journal of Economic Studies JURNAL AKUNTANSI DAN BISNIS Journal of Community Dedication Economics and Business Journal Jurnal Ilmiah Manajemen dan Kewirausahaan (JIMBE) (JUMPER) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE COSMOS Ecoducation META - JOURNAL
Benediktus Rolando
Department Of Management, Faculty Of Business And Management, Universitas Dinamika Bangsa, Jambi,
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Marketing Automation in E-Commerce: Optimizing Customer Journey, Revenue Generation, and Customer Retention Through Digital Innovation Rolando, Benediktus
Jurnal Ilmiah Manajemen dan Kewirausahaan (JUMANAGE) Vol 4 No 1 (2025): Volume 4 Nomor 1 Januari 2025
Publisher : LPPM Universitas Dinamika Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33998/jumanage.2025.4.1.2039

Abstract

This research examines the implementation of marketing automation technologies in optimizing various customer journey touchpoints within e-commerce contexts. Through a comprehensive analysis of peer-reviewed articles from the Scopus database spanning 2020-2024, this study explores how marketing automation, particularly programmatic marketing, leverages advanced data analytics and machine learning to personalize customer interactions and optimize marketing effectiveness. Our systematic review reveals three key findings. First, the strategic implementation of marketing automation significantly enhances revenue generation through improved customer data analytics, predictive modeling, and dynamic pricing strategies, with studies showing increased conversion rates and higher customer lifetime value. Second, marketing automation demonstrates substantial impact on customer retention by enabling personalized experiences and proactive engagement, leading to increased customer satisfaction and loyalty. Third, successful implementation of marketing automation requires robust technological infrastructure, organizational alignment, and continuous optimization of marketing processes. The analysis also highlights that effective integration of predictive analytics and personalization plays a crucial role in driving customer engagement, while the combination of social media analytics and game theory provides businesses with comprehensive frameworks for optimizing competitive strategies. This review contributes to the existing literature by providing a systematic understanding of marketing automation's role in the e-commerce customer journey, highlighting key success factors, implementation challenges, and emerging trends in the field. The findings offer valuable insights for practitioners and researchers interested in leveraging marketing automation for enhanced business performance and competitive advantage in the rapidly evolving e-commerce landscape.
REVOLUTIONING E-COMMERCE: INVESTIGATING THE EFFECTIVENESS OF AI-DRIVEN PERSONALIZATION IN INFLUENCING CONSUMER PURCHASING BEHAVIOR Ingriana, Alberta; Rolando, Benediktus
Jurnal Ilmiah Manajemen dan Kewirausahaan (JUMANAGE) Vol 4 No 1 (2025): Volume 4 Nomor 1 Januari 2025
Publisher : LPPM Universitas Dinamika Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33998/jumanage.2025.4.1.2040

Abstract

The rapid advancement of artificial intelligence (AI) has revolutionized the e-commerce industry by enabling personalized shopping experiences that cater to individual consumer preferences and behaviors. This study employs a systematic literature review methodology, analyzing peer-reviewed articles from the Scopus database published between 2020-2024, to comprehensively examine the impact of AI-driven personalization on consumer behavior in e-commerce. The review methodology followed the PRISMA protocol, ensuring a rigorous and transparent selection process of relevant literature. The findings reveal three key impacts of AI-driven personalization. First, it enhances customer engagement through personalized recommendations, leading to a 15-30% increase in conversion rates. Second, it improves operational efficiency through AI-powered chatbots and automated customer service, reducing response times by up to 80%. Finally, it strengthens brand loyalty through personalized marketing campaigns, resulting in a 20-40% increase in customer retention rates. However, the study also highlights the importance of addressing ethical considerations, particularly data privacy concerns and the need for transparent data practices. The implications suggest that e-commerce businesses should prioritize AI integration while maintaining responsible data management to build consumer trust. The limitations of this research include the focus on a specific time frame and the reliance on a single database. Future research directions could explore the impact of emerging technologies, such as AR/VR, on personalized shopping experiences and investigate the long-term effects of AI-driven personalization on consumer behavior patterns. This systematic literature review contributes to a deeper understanding of how AI is transforming e-commerce and shaping consumer behavior. The findings underscore the significant potential of AI in enhancing customer engagement, operational efficiency, and brand loyalty, while emphasizing the critical importance of addressing ethical considerations in the rapidly evolving e-commerce landscape.
The Impact of E-Commerce on the Growth of Micro, Small, and Medium Enterprises in Indonesia Rolando, Benediktus
JURNAL PENDIDIKAN DAN KEWIRAUSAHAAN Vol 12 No 3 (2024)
Publisher : STKIP PGRI SITUBONDO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47668/pkwu.v12i3.1542

Abstract

This study examines the impact of e-commerce on the growth and development of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia through a systematic literature review analyzing 46 peer-reviewed references from the Scopus and Google Scholar database. The research employs qualitative synthesis to capture the nuanced experiences of MSME owners and stakeholders in their digital transformation journey. By systematically reviewing and synthesizing findings from prior research, the study provides a comprehensive understanding of how e-commerce adoption influences business performance, market expansion, and operational sustainability. The analysis reveals that e-commerce has significantly transformed MSMEs by enabling broader market reach, streamlining business processes, enhancing operational efficiency, and generating increased revenue streams. However, the study also identifies critical challenges impeding widespread digital adoption, including low digital literacy among entrepreneurs, inadequate technological infrastructure, limited access to digital financing, and complex regulatory frameworks. These barriers particularly affect MSMEs in rural and remote regions, creating a digital divide in Indonesia's MSME ecosystem. The findings contribute valuable insights for policymakers, business support organizations, and technology providers in developing targeted interventions to accelerate successful e-commerce adoption among Indonesian MSMEs.
Navigating Change: A Systematic Analysis of Business Models and Innovation in Indonesia's Event and Decoration Sector Rolando, Benediktus; Mulyono, Herry; Ingriana, Alberta
TIN: Terapan Informatika Nusantara Vol 5 No 8 (2025): January 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/tin.v5i8.6851

Abstract

The event and decoration industry in Indonesia has experienced significant transformation over the past decade, driven by changing consumer preferences, technological advancements, and growing environmental awareness. As the industry expands and evolves, it faces complex challenges at the intersection of business sustainability, environmental responsibility, and market demands. This qualitative literature review examines these dynamics while focusing on sustainability practices and innovative solutions. This study addresses three key objectives: (1) analyzing operational challenges including environmental sustainability, resource efficiency, and market adaptation; (2) evaluating these challenges' impact on service delivery and customer experience; and (3) developing actionable recommendations for enhancing industry sustainability and innovation. Using a qualitative systematic literature review methodology, the research synthesizes findings from 46 peer-reviewed articles published between 2019-2024, sourced from academic databases including Scopus and Google Scholar . The analysis reveals that the industry faces significant challenges in waste management, sustainable material sourcing, and meeting evolving consumer preferences for eco-friendly services. Key findings highlight the effectiveness of circular economy principles, sustainable design practices, and environmental partnerships in addressing these challenges. The study also identifies how emerging technologies, particularly digital management systems and recycling innovations, can enhance operational efficiency while reducing environmental impact. This research contributes to the growing body of knowledge on sustainable event management practices while providing practical insights for industry stakeholders.
User-Generated Content as a Strategic Marketing Tool: A Multi-Regional Analysis of Consumer Purchase Decisions and Brand Engagement the Home Industry in the Digital Economy Era Rolando, Benediktus; Mulyono, Herry
TIN: Terapan Informatika Nusantara Vol 5 No 9 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/tin.v5i9.6896

Abstract

The proliferation of user-generated content (UGC) on social media platforms has fundamentally transformed consumer purchasing behavior in the fashion industry. This study examines the multifaceted impact of UGC on consumer decision-making processes, brand perception, and purchase intentions through a systematic literature review of 51 peer-reviewed articles sourced from Scopus and Google Scholar databases, representing research from diverse geographical regions including Asia, Europe, North America, and the Middle East. Employing a mixed-methods approach combining qualitative analysis of social media interactions and quantitative assessment of consumer survey data, the research reveals three key findings: (1) UGC significantly enhances brand trust and authenticity, particularly when delivered through peer recommendations and influencer partnerships; (2) consumer engagement with UGC correlates strongly with increased purchase intentions, especially among younger demographics; and (3) the effectiveness of UGC varies based on content format, platform selection, and perceived source credibility. Drawing on this geographically diverse body of literature published between 2019-2024, this study contributes to the growing field of digital marketing research by providing actionable insights for fashion brands seeking to leverage UGC in their marketing strategies, while also highlighting the theoretical implications for understanding modern consumer behavior in the social media era.
FOMO, Promotions, and Payment Methods Influencing Indonesian E-Commerce Impulse Buying Rolando, Benediktus
TIN: Terapan Informatika Nusantara Vol 5 No 9 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/tin.v5i9.7052

Abstract

This study examines the influence of Fear of Missing Out (FOMO), sales promotion techniques, and payment methods on impulsive buying behaviour among Indonesian e-commerce consumers. Drawing on the Stimulus-Organism-Response framework and utilizing data from 176 Indonesian online shoppers aged 17-26, this research employs multiple regression analysis to investigate relationships between these variables. Results demonstrate significant positive influences of FOMO (t = 93.482, p < 0.001), sales promotion (t = 95.763, p < 0.001), and payment methods (t = 91.346, p < 0.001) on impulsive buying behaviour. Collectively, these factors explain 68.6% of the variance in impulsive buying behaviour (F = 38.742, p < 0.001), with sales promotion emerging as the strongest predictor. The findings reveal how psychological anxiety about missing opportunities converges with strategic marketing tactics and frictionless payment technologies to create a digital retail environment conducive to spontaneous purchasing decisions. In Indonesia's rapidly evolving e-commerce landscape, characterized by high social media usage and accelerating digital payment adoption (41.3% growth in 2022), these elements represent critical drivers of consumer behaviour. This research advances theoretical understanding of impulsive buying in digital environments while providing practical insights for e-commerce platforms seeking to optimize conversion rates. The study's integrated perspective on psychological, marketing, and technological factors illuminates the complex mechanisms underlying impulsive purchasing decisions in contemporary digital marketplaces, contributing to both theory development and industry practice in an increasingly important domain of consumer behaviour.
Examining Multi-Factor Marketing Dynamics on Consumer Purchase Intention: A TikTok Shop Analysis Rolando, Benediktus
Journal of Business and Economics Research (JBE) Vol 6 No 1 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v6i1.6952

Abstract

This study investigates the impact of five pivotal marketing strategies on consumer purchase intention within TikTok Shop, focusing on the dynamic social commerce landscape in Indonesia. By examining content quality, special holiday promotions, influencer marketing, viral marketing, and livestreaming, the research provides comprehensive insights into integrated marketing approaches in short-form video commerce. Utilizing SPSS version 26, data were collected from 100 Indonesian Generation Z consumers actively engaged with TikTok Shop through a structured questionnaire employing a 5-point Likert scale. Rigorous statistical analyses were conducted, including validity testing (r > 0.195), reliability testing (Cronbach's Alpha > 0.70), and comprehensive classical assumption tests. Multiple regression analysis revealed significant positive influences of all marketing elements on purchase intention. Content quality emerged as the most influential factor (t = 97.854, p < 0.001), followed closely by influencer marketing (t = 95.438, p < 0.001), special holiday promotions (t = 93.672, p < 0.001), viral marketing (t = 91.756, p < 0.001), and livestreaming (t = 89.923, p < 0.001). The F-test results (F = 7.845 > F-table 2.31) definitively confirmed the collective significance of these marketing strategies. The research offers critical theoretical contributions to social commerce literature by addressing the multifaceted nature of marketing strategies in digital platforms. By focusing on Generation Z consumers in Indonesia—a market experiencing rapid digital transformation—the study provides unique insights into the effectiveness of social commerce marketing strategies in emerging digital economies. The findings not only illuminate the intricate relationships between various marketing elements and purchase intention but also establish a robust foundation for future investigations in the rapidly evolving landscape of short-form video commerce
Integrating Payment Systems with Social Features: Post-Voucher War Strategies for E-Commerce Sustainability Rolando, Benediktus
Journal of Business and Economics Research (JBE) Vol 6 No 1 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v6i1.6962

Abstract

The Indonesian e-commerce landscape has experienced unprecedented growth, reaching USD 62 billion in gross merchandise value in 2023, yet platforms struggle with sustainability, as evidenced by Bukalapak's exit from the marketplace segment in early 2025 despite substantial technological investments. This research investigates how social commerce features, personalization, and payment convenience influence purchase decisions in e-commerce platforms, with vouchers serving as a mediating variable. The study addresses a critical gap in understanding how platform features, and promotional tools interact to drive purchase decisions in emerging markets, particularly in Indonesia's highly competitive e-commerce sector where platforms engage in intense "voucher wars" for market share. Using path analysis with data collected from 100 active e-commerce users in Indonesia, the research reveals that payment convenience emerges as the strongest predictor of both voucher utilization (t = 7.235, p < 0.001) and purchase decisions (t = 3.356, p < 0.001). Notably, while social commerce features show significant effects through voucher mediation (Sobel Z = 2.4832, p = 0.0130), personalization demonstrates unexpectedly limited impact, challenging assumptions about its universal effectiveness. The study's findings suggest that successful e-commerce platforms in Indonesia must prioritize payment convenience and effectively integrate voucher systems with social commerce features, while potentially reconsidering investments in personalization. These insights contribute to both theoretical understanding of e-commerce dynamics in emerging markets and practical platform development strategies, particularly relevant as Indonesia's e-commerce sector continues its rapid evolution.
Pengaruh Pendapatan, Persepsi Resiko, Persepsi Kemudahan Dan Literasi Keuangan Terhadap Minat Untuk Menggunakan Paylater Rolando, Benediktus
Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 6 No 3 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/ekuitas.v6i3.6953

Abstract

This study aims to analyze the influence of income, risk perception, perceived ease of use, and financial literacy on Generation Z's interest in using paylater services. The research was conducted in the Greater Jakarta area (Jabodetabek) involving 160 respondents selected through purposive sampling technique. The research method employs a quantitative approach with multiple linear regression analysis. Data collection was carried out through an online questionnaire using a 5-point Likert scale. The results show that all four independent variables have a significant influence on the interest in using paylater services, with t-values for income (92.453), risk perception (88.762), perceived ease of use (95.887), and financial literacy (90.334), all of which are greater than the t-Tabel value (1.655). Simultaneously, the four variables also demonstrate a significant influence with an F-value (9.247) greater than the F-Tabel (2.666). Perceived ease of use emerges as the most influential factor, followed by income, financial literacy, and risk perception. These findings imply that paylater service providers need to focus their strategy on improving ease of use while maintaining security aspects and financial education to promote responsible usage among Generation Z.
Exploring the Financial Drivers of Peer-to-Peer Lending Usage: Evidence from the Indonesian Fintech Landscape Rolando, Benediktus
Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 6 No 3 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/ekuitas.v6i3.6963

Abstract

Despite Indonesia's rapid digital transformation and significant unbanked population of 51%, the adoption of peer-to-peer (P2P) lending platforms remains below its potential, with cybersecurity incidents and trust issues hindering widespread acceptance. This study investigates the determinants of P2P lending adoption intention in Indonesia by examining the influence of digital literacy, financial literacy, platform trust, security perception, and innovation features. While previous research has explored these factors independently, this study uniquely integrates them into a comprehensive framework within the Indonesian context, where P2P lending has grown to IDR 411.5 trillion in 2023 yet faces persistent adoption challenges. Using a quantitative approach, data was collected from 100 respondents through a structured questionnaire and analysed using multiple statistical methods including validity, reliability, normality, heteroscedasticity, and multiple regression analyses. The results reveal significant positive influences of all five factors on P2P lending adoption intention, with security perception demonstrating the strongest impact (t = 97.543, p < 0.001), followed by platform trust (t = 96.234, p < 0.001). The model explains 78.7% of the variance in adoption intention (R² = 0.787), with all variables showing significant influence both individually and collectively (F = 12.876, p < 0.001). These findings provide crucial insights for platform developers, policy makers, and financial institutions in developing strategies to enhance P2P lending adoption in emerging markets. The study contributes to both theory and practice by offering a validated framework for understanding P2P lending adoption in developing economies while highlighting the critical role of security and trust in digital financial services adoption.
Co-Authors Al-Amin, Al-Amin Angelica, Natasya Dea, Alhima Nurmala Dewi, Komala Enty Evasari Simanjuntak Ferdian, Kevin Herry Mulyono Herry Mulyono Ignatius Septo Pramesworo Iiz Izmuddin Ingriana, Alberta Ingriana, Alberta Ingriana Johni Paul Karolus Pasaribu Karaniya Wigayha, Carmel Mohamad Khairi Bin Haji Othman Nanda Utami, Febby Nur Azizah, Fitrica Nuraini, Ike Purnama, Benni Rahmat Rahmat Rantetandung, Delizea Christy Disa Rina Apriliani Rina Hartanti Robby Cahyadi SILVIA EKASARI Sunara, Nathaniel Toby Tanuwijaya, Michael Wijaya, Felix Winata, Vannes Winaya, Ni Nyoman Teristiyani Yen, Yenny Chie Oi ZUWARDI, ZUWARDI