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All Journal International Journal of Marketing and Human Resource Research Transekonomika : Akuntansi, Bisnis dan Keuangan
Andania, Ana
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Economics, Econometrics & Finance Social Sciences

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VILLAGE GOVERNMENT STRATEGY THROUGH DIGITAL EDUCATION TO INCREASE INFORMATION TRANSPARENCY AND DIGITALIZATION LITERACY IN FACING THE CHALLENGE OF THE DEMOGRAPHIC BONUS Resty Dwiyanti, Andi Amytia; Syam, Anita; Irmawati, Irmawati; Mashuri, Mashuri; Andania, Ana; Anugrawati, Anugrawati
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 4 No. 3 (2024): May 2024
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v4i3.666

Abstract

The objective of this study is to inform the government about the significance of digitalization literacy and information transparency. The researcher has selected a title that emphasizes the Village Government Strategy through Digital Education to Enhance Information Transparency and Digitalization Literacy, addressing the challenges posed by the demographic bonus. The aim of this title is to equip human resources at the village level with innovative skills and prepare them for the challenges anticipated by 2045. The researcher has employed a qualitative descriptive research method, incorporating a literature review and various news reports pertinent to the Village Government Strategy through Digital Education to Enhance Information Transparency and Digitalization Literacy in addressing the demographic bonus challenges. The primary objectives of this study include providing transparent information to village communities, streamlining administrative management processes, and promoting a digital mindset and literacy among communities to foster innovation and ensure the sustainability of rural areas.
Digital Transformation in Local Trade: A Study of Perceptions among E-Commerce Sellers and Consumers Andania, Ana; Irmawati, Irmawati; Nasaruddin, Nasaruddin; Syam, Andi Wahyuni; Anugrahwati, Anugrahwati
International Journal of Marketing & Human Resource Research Vol. 6 No. 3 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i3.2899

Abstract

Digital transformation has brought significant changes to the local trade ecosystem in Indonesia, including Bone Regency. This study aims to explore the readiness of MSME sellers and consumer perceptions of empowerment features in e-commerce platforms, using a phenomenological qualitative approach. A total of 10 sellers and 10 consumers who are active on the Shopee, Tokopedia, and TikTok Shop platforms were interviewed in depth, supported by virtual observation and document analysis. The results of the study indicate that the digital readiness of sellers is influenced not only by the availability of devices and networks but also by digital literacy, innovative promotional strategies, self-learning, and support from family and community. Sellers who can adapt creatively and actively across platforms are more likely to thrive in the competitive digital market. On the consumer side, features such as promotions, free shipping, ratings, reviews, and ease of returns are key factors in empowering and building trust. A preference for local products also grows stronger when supported by a good digital reputation and responsive customer service. However, there are challenges in the form of unequal access to digital training and the need for platform policy innovations that are more friendly to local MSMEs. This study emphasizes the importance of strengthening digital literacy, cross-actor collaboration, and inclusive strategies to ensure that digital transformation is effective, inclusive, and sustainable at the local level.
Omnichannel Retail Strategies and Consumer Loyalty in The Hybrid Shopping Era Anugrahwati, Anugrahwati; Asdar, Asdar; Andania, Ana; Syam, Andi Wahyuni; Nasaruddin, Nasaruddin
International Journal of Marketing & Human Resource Research Vol. 6 No. 4 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i4.3027

Abstract

Digital transformation has fundamentally changed consumer behavior patterns and retail business strategies in Indonesia. This study aims to explore the omnichannel experiences and strategies implemented by retailers and their impact on consumer loyalty in the hybrid shopping era, with a case study in Bone Regency. Using a qualitative phenomenological approach, data was collected through in-depth interviews and participatory observation of retailers and consumers actively shopping across online and offline channels. The findings reveal that consumers are becoming increasingly flexible in their channel choices, relying on the unique advantages of each channel to achieve convenience, speed, and added value. Channel integration, information transparency, and ease of access have become basic expectations that shape consumer loyalty. Cross-channel promotional programs and integrated loyalty systems have proven to strengthen emotional attachment and encourage consumers to become brand advocates. However, the main challenges remain in synchronizing stock and promotional information, staff digital literacy limitations, and service consistency across all channels. The implications of this study underscore the importance of investing in technology, training human resources, and fostering cross-sector collaboration to create an inclusive and sustainable hybrid retail ecosystem. Recommendations are provided for businesses and policymakers to be more adaptable in responding to the dynamics of consumer behavior in the digital era
Sensory Marketing Strategies and Their Influence on Purchasing Decisions in Offline Retail Nasaruddin, Nasaruddin; Syam, Andi Wahyuni; Anugrahwati, Anugrahwati; Andania, Ana; Ismail, Ismail
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3057

Abstract

This study examines the role of sensory marketing strategies in enhancing shopping experiences and consumer loyalty in offline retail in the semi-urban area of Bone Regency. Using a qualitative approach with in-depth interviews and participatory observation, this study found that sensory elements such as lighting, music, aroma, and opportunities for direct interaction with products significantly influence consumer comfort, positive emotions, and visit duration in stores. The optimal implementation of sensory strategies increases the likelihood of impulse purchases and builds positive perceptions, satisfaction, and customer loyalty. These findings confirm that physical stores retain a unique advantage as a multisensory experience arena that digital channels cannot fully replace. However, the study also identified challenges such as resource constraints, varying consumer preferences, the need for more personalized service, and innovation in promotions and store facilities. The practical implications of this research encourage retailers to be more structured in designing store ambience, enhancing staff training, and integrating experience-based loyalty programs. Further research is recommended to expand the context, quantitatively measure the specific contributions of each sensory element, and explore the integration of sensory strategies with digital innovations within an omnichannel ecosystem.
Green Retail and Consumer Preferences for Sustainable Products Syam, Andi Wahyuni; HT, M Nur Rahmat Achdar HT; Nasaruddin, Nasaruddin; Anugrahwati, Anugrahwati; Andania, Ana
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3058

Abstract

This study aims to examine consumers' knowledge, awareness, and behavior regarding green retail and sustainable products in Bone Regency. Using a qualitative approach through in-depth interviews with consumers in rural areas, the study found that consumer literacy regarding sustainable products remains very limited, and many do not even understand the specific meaning of environmentally friendly products. Consumer choices are generally based on price, practicality, and availability, whereas sustainability considerations or green labels are secondary. The influence of social factors, such as family, friends, and the media, on green consumption behavior remains weak. Additionally, access to environmentally friendly labeled products in local markets remains very limited, and higher prices often constitute the primary barrier to adopting sustainable consumption behavior. These findings highlight the need for more practical environmental education, the expansion of the distribution of green products to rural areas, and tangible incentives from the government and businesses to enhance the competitiveness of green products in the local market. This study also recommends collaboration among the government, producers, retailers, and local communities to accelerate changes in consumer behavior and strengthen the green retail ecosystem in rural Indonesia
Co-Authors Andi Amitya Resty Dwiyanti Anita Syam Anugrahwati, Anugrahwati Anugrawati, Anugrawati Asdar Asdar HT, M Nur Rahmat Achdar HT Irmawati Irmawati Ismail Ismail Mashuri Mashuri Nasaruddin Nasaruddin Syam, Andi Wahyuni