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This Author published in this journals
All Journal Journal of Mandalika Social Science Jurnal Ar Ro'is Mandalika (Armada)
Fikta Novia Ayu Safitri
Universitas Widya Gama Mahakam Samarinda
Religion Humanities Education Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Library & Information Science Materials Science & Nanotechnology Mathematics Social Sciences Other

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The Role of Data Analytics in Global Marketing Decision-Making Fikta Novia Ayu Safitri
Journal of Mandalika Social Science Vol 4 No 2 (2026): Journal of Mandalika Social Science
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/jomss.v4i2.489

Abstract

The increasing availability of digital data and the rapid advancement of digital technologies have transformed marketing from intuition-based practices into evidence-based strategic decision-making. This study aims to analyze and synthesize the strategic role of data analytics in supporting global marketing decision-making among export-oriented small and medium-sized enterprises (SMEs). A qualitative library research approach was employed by critically reviewing and integrating contemporary literature on data analytics, marketing analytics, artificial intelligence, digital transformation, and international marketing. The analysis was conducted through qualitative content analysis and thematic synthesis to identify recurring concepts, compare theoretical perspectives, and develop an integrated conceptual framework. The findings indicate that data analytics has evolved beyond a technological tool into a strategic organizational capability that enables firms to transform diverse data resources into actionable marketing intelligence. By integrating customer insights, predictive analytics, and managerial judgment, organizations can improve market selection, customer segmentation, pricing strategies, promotional planning, and resource allocation in increasingly dynamic international markets. The study further highlights that the effectiveness of data analytics depends not only on technological adoption but also on complementary organizational capabilities, including analytical competencies, digital culture, leadership commitment, organizational learning, and data governance. The principal contribution of this research is the development of an integrated conceptual framework that connects organizational data resources, data analytics capability, strategic marketing intelligence, and global marketing decision-making. This framework provides a comprehensive theoretical foundation for future empirical studies while offering practical insights for managers and policymakers seeking to strengthen the international competitiveness of export-oriented SMEs through data-driven marketing strategies.
The Role of Visual Brand Identity Consistency in Enhancing Brand Recall and Consumer Preference Fikta Novia Ayu Safitri; Agus Sriyanto
Jurnal Ar Ro'is Mandalika (Armada) Vol. 5 No. 3 (2025): JURNAL AR RO'IS MANDALIKA (ARMADA)
Publisher : Institut Penelitian dan Pengembangan Mandalika Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/armada.v5i3.5019

Abstract

This study explores the role of visual brand identity consistency in enhancing brand recall and consumer preference. Through a qualitative literature review, this research synthesizes existing studies that examine the impact of consistent visual brand elements, such as logos, colors, typography, and design styles, on consumer perceptions and brand recognition. The review highlights the importance of visual consistency in creating a strong, memorable brand presence in a competitive marketplace. Consistent visual branding not only facilitates easier brand recognition but also strengthens emotional connections with consumers, thereby influencing their preferences and purchase decisions. The study also discusses the psychological mechanisms behind brand recall, emphasizing how familiarity and repeated exposure to consistent visual elements can lead to higher levels of brand awareness and trust. However, the research identifies challenges for brands in maintaining visual consistency across multiple platforms and touchpoints, particularly in an era of digital transformation and dynamic consumer behaviors. Additionally, the review examines the role of cultural context and market segmentation in determining the effectiveness of visual brand identity strategies. This paper provides valuable insights for marketers and brand managers seeking to optimize their visual branding strategies to enhance consumer recall and preference. By emphasizing the need for alignment between visual identity and brand values, the study contributes to the broader understanding of how visual branding affects consumer behavior in today’s competitive market.
Co-Authors Agus Sriyanto