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All Journal EKONOMIS : Journal of Economics and Business Economic Reviews Journal
Olanda, Aditiya
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Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Strategi Pemasaran 5.0: Analisis Pengaruh Prediksi, Konteks, dan Augmented Reality terhadap Kinerja Pemasaran Olanda, Aditiya; Perdana, Aga Widyah; Huzein, Ilham; Gassama, Alhagie; Jabbi, Ebrima; Bachtiar, Arief
Economic Reviews Journal Vol. 4 No. 1 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i1.618

Abstract

This study aims to analyze the influence of Predictive Marketing, Contextual Marketing, and Augmented Reality on Marketing Performance. The research employs a quantitative approach with path analysis using Partial Least Square (PLS). The findings reveal that all three independent variables positively and significantly affect marketing performance. Predictive Marketing contributes through historical data analysis to predict customer trends. Contextual Marketing supports the personalization of content relevant to customer needs in real-time, while Augmented Reality technology creates interactive and unique customer experiences. This study highlights the importance of integrating technology into marketing strategies to enhance company performance in the digital era.
Pengaruh Influencer Endorsement dan Brand Image terhadap Minat Beli Produk Xl Prabayar di Kota Surabaya dengan Brand Trust sebagai Variabel Mediasi Garut, Albertyano Gilang; Olanda, Aditiya
Ekonomis: Journal of Economics and Business Vol 9, No 1 (2025): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v9i1.2011

Abstract

The aim of this research is to determine influencer endorsement and brand image on consumer buying interest in prepaid XL products in the city of Surabaya with brand trust as a mediating variable. This research method is a quantitative approach with a survey research type and the sampling technique is probability sampling. The population in this study were paid SIM-Card consumers in the city of Surabaya, so the selected sample was 85 consumers calculated from the Slovin formula. The analysis was carried out by distributing questionnaires, then the analytical tool used in this research was component-based Structural Equation Modeling (SEM) with the Partial Least Square (PLS) analysis tool. The results of this research conclude that the influencer endorsement and brand image variables have a positive and significant effect on the brand trust variable for XL prepaid products. The brand trust variable influences the interest variable in purchasing prepaid XL products. Thus, the brand trust variable can mediate the relationship between the influencer endorsement and brand image variables on the interest variable in purchasing prepaid XL products in the city of Surabaya.
Co-Authors Arief Bachtiar Garut, Albertyano Gilang Gassama, Alhagie Huzein, Ilham Jabbi, Ebrima Perdana, Aga Widyah