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All Journal Management Studies and Business Journal
Wuryantini, Aris
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PERSONALIZATION IN DIGITAL MARKETING: EXPLORING ITS IMPACT ON CONSUMER TRUST AND LOYALTY Wuryantini, Aris
Management Studies and Business Journal (PRODUCTIVITY) Vol. 2 No. 1 (2025): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/ambq5w79

Abstract

In the ever-evolving digital era, personalization in digital marketing has become an important strategy for companies to increase customer engagement and loyalty. This research aims to explore the factors that mediate the relationship between digital marketing personalization and consumer loyalty. Through a Systematic Literature Review (SLR) approach with PRISMA methodology, this research identifies five main factors that act as mediators: perceived trust and transparency, customer involvement and emotional connection, perceived value and relevance, privacy and data security concerns, and brand relationships and commitment. The findings show that transparency in data use and relevant personalized experiences can increase customer trust, which in turn strengthens loyalty. This research provides valuable insights for marketing practitioners in designing ethical and effective personalization strategies, and highlights the importance of maintaining data privacy and security in building long-term relationships with customers.
The Influence of Cultural Factors on Global Marketing Strategies: A Comprehensive Review Wuryantini, Aris
Management Studies and Business Journal (PRODUCTIVITY) Vol. 1 No. 7 (2024): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/xvj93k22

Abstract

Cultural factors play an important role in influencing marketing strategies and consumer behavior in international markets. This article examines four key elements—cultural values, social norms, consumer habits, and cultural symbols—and how each of them shapes an effective marketing approach. Cultural values ​​such as collectivism versus individualism, power distance, and uncertainty avoidance influence consumer preferences and appropriate marketing strategies across cultures. Social norms determine acceptable behavior in a society, guiding how products are marketed and received. Consumer habits, influenced by customs and traditions, influence product design, pricing, and promotion. Cultural symbols such as color, language, and iconography play an important role in marketing communications and brand perception. By understanding and adapting marketing strategies to these cultural factors, companies can increase their marketing effectiveness and build stronger connections with global audiences.
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