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All Journal Indonesia Auditing Research Journal Urwatul Wutsqo : Jurnal Studi Kependidikan dan Keislaman
Atika Atika
Universitas Islam Negeri Sumatera Utara, Indonesia
Religion Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Comparative Study: Effectiveness of Marketing Campaigns in Traditional and Modern Retail Wardatul Umayya Gea; Tuti Anggraini; Atika Atika
Urwatul Wutsqo: Jurnal Studi Kependidikan dan Keislaman Vol. 14 No. 3 (2025): Sociocultural Islamic Education
Publisher : Lembaga Penelitian, Penerbitan dan Pengabdian Masyarakat (LP3M) IAI Al Urwatul Wutsqo - Jombang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54437/urwatulwutsqo.v14i3.2587

Abstract

Digital transformation has changed consumer behavior in interacting and transacting with products and services, including in the retail sector. Consumers now tend to actively seek information and make purchases through digital platforms, encouraging modern retailers to adapt by utilizing social media, customer applications, and data-driven promotions. In contrast, traditional retailers still rely on conventional promotions and social proximity. This study aims to compare the effectiveness of marketing campaigns between traditional and modern retailers in Medan City. The method used was a qualitative comparative study approach. Data were collected through interviews, observations, and documentation, then analyzed using the SWOT technique with the IFAS and EFAS matrices. The results show that modern retailers are more effective in marketing campaigns because they are able to reach a wider market, customize promotions personally, and measure results in real time. Meanwhile, traditional retailers have advantages in customer loyalty and emotional connections, but have not yet optimally utilized technology. This study emphasizes the importance of traditional retailers to gradually integrate digital technology without abandoning the power of personal interactions, while modern retailers need to continue strengthening data-driven strategies to remain competitive.
The influence of financial awareness and the utilization of artificial intelligence on financial decision making of students at the State Islamic University of North Sumatra M. Fikri Tanjung; Atika Atika; Marliyah Marliyah
Indonesia Auditing Research Journal Vol. 15 No. 2 (2026): June: Auditing, Finance, IT Plan, IT Governance, Risk
Publisher : Institute of Accounting Research and Novation (IARN)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/arj.v15i2.683

Abstract

This study uses a quantitative method with a causal associative relationship to analyze the influence of financial awareness and the role of AI on the structure of financial decision-making among UINSU students. Primary data collection comes from a 5-level Likert-scale questionnaire distributed to a sample of 100 students. To ensure the accuracy of the multiple linear regression output, SPSS software is used to execute the analysis stages including: instrument reliability and validity testing, fulfillment of classical assumptions (consisting of normality, freedom from heteroscedasticity, and absence of multicollinearity), and significance evaluation (t-test, F-test, plus the achievement of the coefficient of determination). The output of this research shows a tendency for a positive and significant relationship between variables. Independently, the growth of financial awareness and the appropriate application of AI can stimulate students' financial decisions to become more mature. This conclusion is strengthened by simultaneous testing which shows that the combination of these two factors plays an essential role in influencing the financial behavior of students at the State Islamic University of North Sumatra.
Co-Authors M. Fikri Tanjung Marliyah Marliyah Tuti Anggraini Wardatul Umayya Gea