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All Journal PINISI Discretion Review ANALISIS - SCIENTIFIC JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND ACCOUNTING Target : Jurnal Manajemen Bisnis Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Business Management Jurnal Pengabdian Masyarakat STIE Surakarta (DIMASETA) Jurnal Sains Student Research Jurnal Akademik Pengabdian Masyarakat Jurnal Salingka Nagari Jurnal Media Digital
Febisatria, Andhi
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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Antecedents dan Outcomes Orientasi Pemasaran Digital: Tinjauan Systematic Literature Review Febisatria, Andhi
JOURNAL SAINS STUDENT RESEARCH Vol. 4 No. 1 (2026): Februari
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jssr.v4i1.9150

Abstract

This study examines the role of Digital Marketing Orientation as a strategic foundation for enhancing marketing performance and business performance in the era of digital transformation. A Systematic Literature Review approach is employed to synthesize empirical and conceptual findings from relevant scholarly literature. Results indicate that Digital Marketing Orientation is shaped by digital marketing capabilities, customer orientation, analytical capability, organizational readiness, and strategic leadership. Variations in the impact of digital marketing orientation on organizational outcomes are influenced by differences in industry context, levels of digital maturity, and methodological approaches. Findings highlight the contextual nature of Digital Marketing Orientation and underscore the importance of mapping mediation and moderation mechanisms in digital value creation.
OPTIMIZATION OF GENERATIVE ENGINE IN TRANSFORMING DIGITAL VISIBILITY IN AI SEARCH Febisatria, Andhi
ANALISIS Vol. 16 No. 01 (2026): ANALISIS VOLUME 16 NO. 01 TAHUN 2026
Publisher : FACULTY OF ECONOMICS AND BUSINESS FLORES UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/als.v16i01.7659

Abstract

This study employs a Systematic Literature Review (SLR) approach to identify and synthesize the development of the Generative Engine Optimization (GEO) concept based on literature published between 2020 and 2026, sourced from Google Scholar using a PRISMA-guided selection procedure. The findings indicate that GEO represents a shift from ranking-based optimization toward optimizing content representation within generative AI responses, emphasizing the likelihood of content being selected, summarized, and presented by AI-driven systems. Implementation has evolved from simple textual adjustments to semantic approaches, intent modeling, multimodal integration, and cross-query consistency. The application of GEO enhances product visibility in AI-generated answers and influences consumer perceptions, while also presenting risks related to bias, information manipulation, and ethical challenges in AI-based digital ecosystems.
Social Media Marketing and Marketing Performance: The Mediating Role of Customer Engagement Febisatria, Andhi; Baharuddin, Aris; Sipayung, Leonardo Davidsi; Rosalin, Sovia
PINISI Discretion Review Volume 9, Issue 2, March 2026
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v1i2.83200

Abstract

This study investigates relationships among Social Media Marketing, Customer Engagement, and Marketing Performance using a PLS-SEM approach. Measurement model assessment confirms that all constructs meet required validity and reliability criteria, providing a robust foundation for structural analysis. Empirical findings indicate that Social Media Marketing has a positive and significant effect on Marketing Performance, showing that social media–based activities enhance SME performance through wider market reach and more effective marketing communication. Results also reveal a significant positive influence of Social Media Marketing on Customer Engagement, highlighting the importance of content quality, interaction, and communication intensity in encouraging active customer involvement. Evidence further demonstrates that Customer Engagement positively affects Marketing Performance and significantly mediates the relationship between social media marketing and performance outcomes. Overall findings emphasize that marketing performance optimization depends on social media strategies that prioritize continuous and meaningful customer engagement..
Co-Authors Abd. Rahman Yus Adwishanty, Putu Ruth Ainin Syukuria Putri, Ainin Syukuria Aris Baharuddin Aryan Agus Pratama Davidsi Sipayung, Leonardo Davidsi Sipayung Eureka Tri zarazwaty Eureka Try Zarazwanty R. Laega Fattah, Arsianita Nur Laega, Eureka Try Zarazwanty R. Leonardo Davidsi Sipayung Putu Ruth Adwishanty Rizky, Alifia Ainun Rosalin, Sovia Sipayung, Leonardo Davidsi Stefan, Yonatan Alvin Try Zarazwanty R. Laega, Eureka Zarazwanty R. Laega, Eureka Try Zulfahmi Zulfahmi Zulfahmi