Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Golden Ratio of Mapping Idea and Literature Format International Journal of Economics and Management Research
Yundi Permadi Hakim
Sekolah Tinggi Ilmu Ekonomi Samarinda
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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Social Media Marketing And Brand Equity Against Coffee Purchase Intentions Yundi Permadi Hakim; Muh. Alvianto Putra Arizandi Sadarrudin; Burhanuddin Burhanuddin
International Journal of Economics and Management Research Vol. 2 No. 3 (2023): December : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v2i3.128

Abstract

This study investigates the impact of Social Media Marketing and Brand Image on purchasing intentions for DELKOFF Brand coffee products. A survey research model is employed to collect data. The findings indicate that Social Media Marketing and Brand Equity have a significant influence on purchasing intentions. Moreover, it is found that social media-based marketing activities through online marketplaces are particularly effective during the pandemic. Both Social Media Marketing and Brand Equity contribute to increased sales. Management should emphasize marketing efforts via social media platforms to enhance product sales. This study solely examines two variables: Social Media Marketing and brand equity.
Human or Artificial? A Meta-Analysis of the Effects of AI-Driven Marketing Interactions on Consumer Trust, Purchase Intention, and Brand Engagement Mega Aulianda; Yundi Permadi Hakim; L. Lasnoto
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 3 (2026): May - July
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i3.2409

Abstract

This systematic literature review employs the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol to synthesize empirical evidence on the effects of AI-driven marketing interactions including chatbots, virtual assistants, recommendation systems, AI customer service, personalized advertising, and conversational commerce on consumer trust, purchase intention, and brand engagement. Following a comprehensive search across eight reputable databases (Scopus, Web of Science, ScienceDirect, Emerald Insight, SpringerLink, Taylor & Francis, Wiley Online Library, and Sage Journals) for publications between 2019 and 2026, a total of 124 peer-reviewed empirical studies were included in the qualitative synthesis, with 48 studies providing sufficient quantitative data for meta-analytic procedures. The findings reveal that AI-driven marketing interactions predominantly exert positive effects on consumer trust (72% of studies), purchase intention (78%), and brand engagement (68%), contingent upon perceived anthropomorphism, transparency, personalization quality, and system responsiveness. Key mediating variables include perceived value, social presence, customer experience, and cognitive absorption, while privacy concerns, technology readiness, consumer innovativeness, and brand familiarity emerge as significant moderators. This review contributes theoretically by integrating Technology Acceptance Model (TAM), Social Presence Theory, Trust Theory, and Stimulus-Organism-Response (S-O-R) Framework into a comprehensive conceptual model explaining consumer responses to AI marketing. Practically, the findings provide actionable insights for marketers, brand managers, and AI developers to design human-centered, transparent, and ethically responsible AI marketing systems that foster meaningful consumer-brand relationships.
Co-Authors Burhanuddin Burhanuddin L. Lasnoto Mega Aulianda Muh. Alvianto Putra Arizandi Sadarrudin