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All Journal JRMSI - Jurnal Riset Manajemen Sains Indonesia Economic Reviews Journal
Jabbi, Ebrima
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Decision Sciences, Operations Research & Management 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.
Digital Transformation And E-Commerce Adoption: A Comparative Study Jabbi, Ebrima
JRMSI - Jurnal Riset Manajemen Sains Indonesia Vol. 16 No. 2 (2025): Jurnal Riset Manajemen Sains Indonesia
Publisher : Fakultas Ekonomi, Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JRMSI.016.2.5

Abstract

Global business landscapes were fundamentally changed by the advent of digital transformation, particularly in the e-commerce sector. In two culturally and economically distinct nations (Indonesia and The Gambia), this cross-country comparative study examines the implementation of digital transformation and its impact on the adoption of e-commerce. The foundation of this study is the examination of government programs, technological infrastructure, consumer behavior, and business adaptability, all of which clearly illustrate the factors that contributed to the development of the major e-commerce companies in these two countries. However, Indonesia has already benefited from large investments in fintech, mobile technology, and digital infrastructure, all of which have fueled its e-commerce environment as a developing Southeast Asian economy. The Gambia, a West African country with limited internet coverage and low digital literacy, is improving with Youth-Driven Digital Engagement and Mobile Banking innovations. This study analyzes digital readiness, socio-economic barriers, consumer behavior trends, public-private partnerships, regional trade policies, and ICT education, providing actionable insights for promoting inclusive digital economies.
Co-Authors Arief Bachtiar Gassama, Alhagie Huzein, Ilham Olanda, Aditiya Perdana, Aga Widyah