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All Journal Jurnal Mantik Involvement International Journal of Business Feedback International Journal of Communication
Bharti, Rakshak
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Examining the Role of Digital Marketing in Shaping Consumer Communication and Behavior Bharti, Rakshak; Khatri, Urvija; Duralia, Oana Alexandrina
Feedback International Journal of Communication Vol. 1 No. 4 (2024): December 2024
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/fijc.v1i4.76

Abstract

This study investigates the transformative impact of digital marketing on consumer communication and behavior, with a focus on tools such as mobile applications, social networks, and electronic word-of-mouth (eWOM). As digital platforms reshape consumer interaction, understanding their collective influence has become critical for businesses aiming to improve engagement and competitiveness, especially within the tourism industry. The integration of personalized, data-driven communication frameworks provides businesses and consumers with unparalleled access to interaction and feedback mechanisms. A mixed-methods approach was employed, incorporating a systematic review of academic literature and primary data collection. The review analyzed peer-reviewed articles published within the past decade to ensure relevance to contemporary digital marketing practices. Semi-structured interviews were conducted with industry professionals in tourism marketing, providing insights into the practical application of digital tools. Additionally, an online survey gathered quantitative data from active consumers on digital platforms, focusing on their preferences and behaviors. Mobile applications emerged as critical for streamlining processes such as booking and feedback collection, with 89% of surveyed users citing increased convenience. Social networks facilitated peer influence and trust-building, with 75% of decisions being shaped by user-generated reviews. eWOM highlighted authenticity as a driver, positively influencing 85% of consumer trust while negatively affecting 62% when feedback was poor. Companies utilizing digital marketing tools recorded a 27% higher customer retention rate than those relying on traditional methods.
Predicting Consumer Purchase Decisions through Packaging Color Strategies in FMCG Markets Bharti, Rakshak; Khatri, Urvija; Singh, Chandra Bhooshan; Barik, Tushar Ranjan; Thakur, Kanchan; Lepcha, Dawakit
Involvement International Journal of Business Vol. 3 No. 1 (2026): January 2026
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/iijb.v3i1.197

Abstract

Examining highly competitive Fast-Moving Consumer Goods (FMCG) markets reveals that consumers often make purchase decisions within seconds, rendering packaging design particularly color a critical strategic cue. Although prior research has established the psychological influence of color, few studies have integrated neuromarketing measures with predictive analytics to forecast consumer purchase behavior. This study employs a mixed-methods design combining eye-tracking, physiological emotional measurement (FEMG and GSR), consumer surveys, and machine learning analysis. A total of 1,500 participants evaluated FMCG products across food, beverage, and personal care categories using standardized color treatments. Data were analyzed using ANCOVA and an XGBoost machine learning model to predict purchase decisions. The results show that warm colors significantly reduced time-to-first-fixation (mean = 420 ms) and increased visual engagement, while high-contrast packaging improved fixation duration by up to 32%. Emotional analysis revealed that warm, high-saturation colors generated higher arousal (GSR +18.6%), whereas cooler colors produced stronger positive valence linked to trust. The XGBoost model achieved a prediction accuracy of 89.2%, substantially outperforming traditional regression models. The findings demonstrate that packaging color operates as a neuromarketing stimulus that shapes attention and emotion prior to conscious deliberation. Integrating behavioral science with machine learning advances both theory and practice by enabling accurate prediction of consumer decisions. The study highlights the strategic value of data-driven color design for FMCG marketers seeking competitive advantage in complex retail environments.
Business transformation of msmes in the digital era: a qualitative study on cross-functional artificial intelligence integration Relifra, Relifra; Hamdani, Fajri; Bharti, Rakshak; Nurhayati, Dwi
Jurnal Mantik Vol. 9 No. 4 (2026): February: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v9i4.6927

Abstract

This study examines how artificial intelligence (AI) is integrated into managerial routines and business processes of micro, small, and medium-sized enterprises (MSMEs) in the context of digital transformation. Using a qualitative approach, data were collected through semi-structured interviews with ten MSME owners and managers and analyzed using thematic analysis. The findings reveal that AI adoption is driven primarily by pragmatic considerations, particularly tangible business benefits, ease of use, and facilitating conditions, while social influence plays a limited role. More importantly, once AI becomes part of routine practice, its impact extends across marketing, human resources, finance, and operations. The study demonstrates that AI contributes to business transformation by enabling cross-functional integration and more coherent managerial decision-making. These results highlight that the value of AI in MSMEs emerges from its routinized and integrated use rather than from adoption alone
Repositioning HR Audit as a Strategic Governance Mechanism: A Conceptual and Regulatory Analysis in the Banking Sector Barik, Tushar Ranjan; Singh, Chandra Bhooshan; Bharti, Rakshak
Involvement International Journal of Business Vol. 3 No. 2 (2026): April 2026
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/iijb.v3i2.198

Abstract

HR audits are commonly treated as compliance routines rather than strategic governance tools. This study repositions HR audit as a mechanism that links HR alignment, compliance governance, employee retention, and organizational effectiveness. The study adopts a conceptual research design based on a systematic review of HR audit and SHRM literature, combined with a doctrinal analysis of labor and governance regulations in India to develop a conceptual model and research propositions. The findings show that HR audit operates sequentially by strengthening HR alignment, reinforcing compliance governance, improving employee retention, and enhancing organizational effectiveness. The study also identifies regulatory fragmentation and the absence of standardized audit frameworks as major constraints, leading to the proposal of a Human Resource Regulatory and Audit Authority of India (HRRAAI). The study integrates SHRM, governance, and institutional theory to explain how HR audit can function as a strategic governance instrument when supported by regulatory standardization. HR audits have significant untapped potential to enhance governance and performance in banks, but this potential can only be realized through institutional and regulatory support.
Co-Authors Barik, Tushar Ranjan Duralia, Oana Alexandrina Dwi Nurhayati, Dwi Hamdani, Fajri Khatri, Urvija Lepcha, Dawakit Relifra, Relifra Singh, Chandra Bhooshan Thakur, Kanchan