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All Journal Indonesian Community Empowerment Journal Enigma in Economics Jurnal Intelek Insan Cendikia
Eva Marlina
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Journal : Enigma in Economics

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The Customer Experience Revolution: Building Brand Loyalty in the Age of Digital Disruption Sasmita Rusnaini; Ariyanto M; Silvia Jessika; Widya Pratiwi; Eva Marlina; Hamirul
Enigma in Economics Vol. 2 No. 1 (2024): Enigma in Economics
Publisher : Enigma Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61996/economy.v2i1.57

Abstract

The digital age has fundamentally transformed how customers interact with brands. This research investigates the critical role of customer experience (CX) in fostering brand loyalty amidst the disruptive landscape of digital technologies. A mixed-methods approach was employed. A quantitative survey (n=500) of consumers assessed CX dimensions and their impact on loyalty. Qualitative interviews (n=20) with CX professionals explored strategies for optimizing CX in the digital era. Statistical analyses (regression, factor analysis) were conducted on survey data, while thematic analysis was applied to interview transcripts. Quantitative results identified personalization, omnichannel integration, and emotional engagement as key CX dimensions significantly influencing brand loyalty. Qualitative findings highlighted the importance of data-driven CX strategies, employee empowerment, and a customer-centric organizational culture. This research demonstrates that CX is a powerful driver of brand loyalty in the digital age. By focusing on personalization, omnichannel integration, emotional engagement, data-driven insights, employee empowerment, and a customer-centric culture, businesses can navigate digital disruption and build lasting customer relationships.
Factors Influencing Consumer Adoption of Mobile Payment Systems in Jambi, Indonesia: A Technology Acceptance Model Approach Delvita Juniarsih; Panji Ulum; Darmawanto; Eva Marlina; Hamirul; Feri Antoni
Enigma in Economics Vol. 2 No. 2 (2024): Enigma in Economics
Publisher : Enigma Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61996/economy.v2i2.72

Abstract

Mobile payment systems (MPS) are rapidly transforming financial transactions in Indonesia, including in Jambi Province. However, the adoption rate varies significantly. This study investigates the factors influencing consumer adoption of MPS in Jambi, Indonesia, using the Technology Acceptance Model (TAM) as a theoretical framework. A quantitative approach was employed, involving a survey of 300 consumers in Jambi Province. Data were analyzed using Structural Equation Modeling (SEM) to examine the relationships between perceived usefulness, perceived ease of use, social influence, trust, perceived risk, and the intention to use MPS. The findings revealed that perceived usefulness, perceived ease of use, social influence, and trust positively influence the intention to use MPS. Conversely, perceived risk negatively affects adoption intention. This study provides valuable insights for policymakers, financial institutions, and mobile payment providers to promote MPS adoption in Jambi. Strategies should focus on enhancing the perceived usefulness and ease of use of MPS, building trust, leveraging social influence, and mitigating perceived risks.
Co-Authors Abu Bakar Ana Dwi Jayanti Ariyanto M Darmawanto Della Safitri Feri Antoni Hamirul Juniarsih, Delvita Mardiansyah Noval Zikra Azzuhri Nur Hawa Panji Ulum Revin Slamet Kislandani Sasmita Rusnaini Silvia Jesika Silvia Jessika Sintia Hendrianti Syah Amin Albadry Widya Pratiwi Zulkifli