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All Journal PENG: Jurnal Ekonomi dan Manajemen IECON: International Economics and Business Conference Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin Indonesia Economic Journal
Halimah Zahrah
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Analisis Strategi  Pemasaran Negatif Terhadap Kepercayaan Konsumen pada Perusahaan Skincare: Studi Kasus SS Skin Ikmila Khoerunnisa; Halimah Zahrah; Novi Ramadani
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 4 (2025): November: Humanities, Economic and Social Issues
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/6g0z0a32

Abstract

This anality aims to analyze the impact of negative marketing strategies on consumer trust in local skincare companies through a case study of SS Skin. A descriptive qualitative approach was employed using netnographic observation, and digital document analysis. The results show that promotional content containing hyperbolic claims such as “bright skin in 3 days without irritation” creates unrealistic expectation, leading to disappointment when actual outcomes differ. Sentiment analysis of netizen comments revealed dominant negative responses including distrust toward the brand and regulatory institutions. Compared to other cases like Scarlett Whitening and Kylie Skin, SS Skin’s failure in crisis communication worsened public perception. This study concludes that negative marketing strategies can cause systemic effects on the reputation of local brands and the overall trust in the skincare industry. Therefore, ethical, transparent, and evidence-based marketing communication is essential for building sustainable customer loyalty.
Etika Endorsement oleh Influencer: Antara Marketing dan Kejujuran Konsumen(Studi Kualitatif pada Konten Promosi di Media Sosial Indonesia) Muhamad Fadli Ferdi Muslim; Halimah Zahrah; Afif Naufal; Diaz Ilham; Rido Rivana
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER (in progress)
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/e53jy181

Abstract

Penelitian ini bertujuan untuk menganalisis dilema etika yang inheren dalam praktik endorsement oleh influencer di platform media sosial Indonesia. Mengadopsi pendekatan kualitatif dengan desain studi kasus, data penelitian dikumpulkan melalui dua sumber utama: analisis konten primer terhadap postingan promosi di media sosial, dan analisis data sekunder yang berasal dari transkrip wawancara mendalam penelitian terdahulu (Putri & Suryadi, 2022). Data sekunder ini mencakup perspektif dari influencer, konsumen aktif media sosial, dan praktisi pemasaran. Temuan penelitian mengindikasikan bahwa: (1) sekitar 75% influencer yang dianalisis dalam data sekunder menghadapi konflik antara kewajiban kontraktual dengan merek dan komitmen terhadap integritas pribadi, seringkali merasa tertekan untuk mempromosikan produk yang belum sepenuhnya mereka yakini; (2) konsumen menunjukkan tingkat skeptisisme yang meningkat, dengan 68% dari konten yang dianalisis tidak memiliki disclaimer yang jelas, memicu persepsi ketidakjujuran di kalangan audiens; dan (3) tekanan industri, terutama sistem komisi berbasis konversi, dapat mendorong beberapa influencer untuk mengabaikan prinsip-prinsip etika dalam produksi konten promosi. Implikasi dari studi ini menyoroti urgensi bagi para pemangku kepentingan untuk mengembangkan dan mengimplementasikan strategi endorsement yang lebih transparan, akuntabel, dan beretika.  
Tantangan dan Peluang Kecerdasan Buatan (AI) dalam Manajemen Digital: Kajian Etis dan Strategis di Indonesia Salman Surya Pratama; Halimah Zahrah; Rafid Najwan Daulah; Gilang Pratama
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 1 No. 4 (2025): JULI (Edisi Spesial)
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/e16x8z70

Abstract

Perkembangan teknologi Artificial Intelligence (AI) membawa perubahan besar dalam berbagai sektor, mulai dari kesehatan hingga pendidikan dan industri. Namun, seiring dengan peluang yang ditawarkan, AI juga memunculkan tantangan etika, keamanan data, dan diskriminasi algoritmik. Penelitian ini bertujuan untuk mengidentifikasi tantangan utama dan peluang strategis dalam penerapan AI, khususnya di konteks negara berkembang seperti Indonesia. Menggunakan pendekatan deskriptif kualitatif dengan metode Delphi terhadap 10 partisipan kunci dari berbagai sektor industri, hasil penelitian menunjukkan bahwa sebagian besar fungsi rutin manajerial dapat dialihkan kepada AI. Namun, penerapan AI tetap menghadapi risiko signifikan seperti privasi data dan ketergantungan sistem. Penelitian ini merekomendasikan perlunya penguatan etika digital dan literasi AI untuk mewujudkan penerapan yang bertanggung jawab dan bermanfaat.
Penegakan Etika Bisnis dan Tata Kelola Perusahaan dalam Pencegahan Korupsi Serta Pemulihan Kepercayaan Publik pada Perusahaan Migas Nasional Ashilah Fauziyah; Halimah Zahrah; Yesica Maulina; Dea Wisnu Ramdani; Fajar
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER (in progress)
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/cpfxq856

Abstract

Corruption cases in State-Owned Enterprises (BUMN), especially in PT. Pertamina, have had an impact on decreasing public trust in state institutions. This study aims to analyze the implementation of business ethics and good corporate governance (GCG) principles in PT. Pertamina, as well as to evaluate in preventing corruption and restoring public trust. The research method used is descriptive qualitative based on literature studies, with thematic analysis of official documents, audit reports and academic studies. The results of the study indicate that anti-corruption policies have been implemented but violations still occur due to weak internalization of ethical values ​​and inconsistencies in the implementation of good corporate governance (GCG). The integration of business ethics and good corporate governance (GCG) principles has proven to be more effective than separate implementation, because it is able to build a clean, transparent and accountable organizational culture. This study recommends strengthening a culture of integrity, ongoing training, and community involvement in supervision as a strategy to eradicate corruption in the BUMN environment.
Analisis Pelanggaran Etika Pemasaran pada Perusahaan Mie Instan: Ketidaksesuaian Produk dengan Klaim pada Iklan Amelia Fega; Halimah Zahrah; Ahmad Khairi; Muhammad Fadhlan Rizqullah; Alfathir Hilal Nazmi
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 1 No. 4 (2025): JULI (Edisi Spesial)
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/mzktrk30

Abstract

Marketing strategies play a crucial role in shaping consumer perceptions and trust toward a product. However, marketing practices that do not reflect the actual quality or characteristics of a product may violate business ethics and harm consumers. This study aims to analyze the discrepancy between advertising claims and the reality of instant noodle products, as well as to identify forms of ethical violations in marketing practices. The method used is a case study with a qualitative approach based on literature review. The findings reveal that marketing strategies emphasizing hyperbolic claims without supporting evidence can diminish consumer trust and violate the Indonesian Advertising Ethics Code (Etika Pariwara Indonesia – EPI) and the Consumer Protection Act (Undang-Undang Perlindungan Konsumen – UUPK). This study also found that social media strengthens the role of consumers as ethical watchdogs, making brand reputations more vulnerable to misleading claims.
Analisis Pelanggaran Strategi Pemasaran dalam Praktik Repackaging dan Overclaim Terhadap Keputusan Pembelian Skincare Lokal Hanny Handayani; Halimah Zahrah; Windi Tri Natarina; Dessy Susilawati
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 1 No. 4 (2025): JULI (Edisi Spesial)
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/twzme914

Abstract

This study aims to analyze violations of marketing strategies through repackaging and overclaim practices in local skincare brands, with a case study on the Athena brand. Repackaging refers to the act of relabeling imported products without official authorization and selling them as if they were locally produced, thereby misleading consumers by creating a false sense of added value. Overclaim, on the other hand, involves exaggerated product benefit claims without scientific evidence or approval from the Indonesian FDA (BPOM). This research employs a descriptive qualitative method through literature review. The findings reveal that these practices significantly affect consumer purchasing decisions by manipulating perceptions and forming unrealistic expectations, especially when amplified by social media and influencers. Beyond economic impact, such practices violate health regulations and ethical principles, including Islamic values that emphasize honesty in trade. This study underscores the urgent need for ethical marketing strategies based on transparency, legality, and corporate social responsibility. Ethical marketing fosters long-term trust between producers and consumers while also preserving the credibility of the local skincare industry in Indonesia. Strengthening consumer literacy and regulatory enforcement is essential to combat misleading marketing and to promote a sustainable, responsible beauty market ecosystem.
Analisis Strategi Pemasaran Digital Terhadap Loyalitas Konsumen Siti Syakira Hasna Kamila; Halimah Zahrah; Rina Pitria; Rasyad Khairan
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 1 No. 4 (2025): JULI (Edisi Spesial)
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/rw0ne327

Abstract

Digital marketing strategies have become essential in shaping consumer loyalty in the era of social media. This study aims to analyze the impact of PT Kanzler’s digital strategy on TikTok on consumer loyalty, focusing on content marketing, influencer marketing, and electronic word of mouth (e-WOM). Using a qualitative descriptive method through literature review, the research explores how these digital strategies foster emotional engagement and consumer trust, as well as how the principles of marketing ethics, namely transparency, honesty, and social responsibility, can play a role in building authentic loyalty. The findings indicate that content marketing and influencer marketing significantly affect consumer loyalty, while e-WOM appears to have a weaker impact. Ethically implemented digital strategies help prevent superficial loyalty driven by viral content. Thus, digital marketing requires not only creativity but also integrity to establish long-term, mutually beneficial relationships between brands and consumers.
Analisis Persepsi Kualitas Terhadap Perilaku Konsumen pada Perusahaan Minyak Kita Ardhika Dhiyaulhayat; Halimah Zahrah; Muhammad Ilham Fauzul; Muhammad Arif Hidayat
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 1 No. 4 (2025): JULI (Edisi Spesial)
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/39ra8d84

Abstract

This analysis aims to examine the impact of shrinkflation practices on consumer perceptions of quality and loyalty to ‘Minyak Kita’ cooking oil products. Shrinkflation is a strategy of reducing product content without adjusting prices, implemented by manufacturers in response to rising production costs. This study employs a qualitative method with a literature review approach from various books and scientific journals. The analysis findings indicate that shrinkflation without clear communication can reduce consumers' perceptions of product quality and trust in the brand. This situation leads to a shift in loyalty from affective loyalty to calculative loyalty, which is more susceptible to brand switching. Additionally, lack of transparency in shrinkflation practices may violate business ethics principles and damage brand image in the long term. Therefore, companies should consider adopting honest communication approaches to maintain sustainable relationships with consumers.
Analisis Strategi Perilaku Konsumen Terhadap Cita Rasa Kopi Luwak Ananda Aprilia; Halimah Zahrah; Yunisa Nuramalia; Dea Ingrid Ramadani
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 1 No. 4 (2025): JULI (Edisi Spesial)
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/9ts5qz57

Abstract

Civet coffe is one of the distinctive types of coffe from Indonesia that is famous for its unique production process and the taste of civet coffe,which raises questions about how consumer perceptions and behaviors toward this product are formed.The main issue in this research is how consumers interpret the taste of civet coffe and what factors influence their product.This study aims to again an in-depth understanding of consumer perceptions of the taste of civet coffe and to explore the reasons behind their preferences or disinterest in this production.The research was conducted using qualilative methods,seeking information through data and some articles from internal sources.The results show that the majority of informants consider the taste of civet coffe to have unique characteristics,being smoother,not too acidic,and having a distinctive aroma not found in regular coffe.some consumers also interpret,Kopi luwak:Do they really appreciate the unique flavor,or is the purchase decision more influenced by trends,social status,or perceptions of exclusivity? In addition, the lack of adequate information about the production process and the authenticity of the product also becomes on of the barriers in forming a positive perception and consumer loyalty towards kopi luwak.
Pengaruh Media Sosial Terhadap Perilaku Konsumtif Generasi – Z Winda Dewi Ningsih; Halimah Zahrah; Citra Indah Puspitasari; Neng Cica Karlina; Vebytha Gustiar Isa P
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 1 No. 4 (2025): JULI (Edisi Spesial)
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/8ymy5g51

Abstract

Media sosial TikTok telah menjadi bagian penting dalam kehidupan generasi Z, tidak hanya sebagai media hiburan tetapi juga sebagai ruang sosial yang membentuk gaya hidup dan perilaku konsumtif. Penelitian ini bertujuan untuk menggali bagaimana generasi Z memaknai dan mengalami pengaruh konten TikTok terhadap perilaku konsumtif mereka. Pendekatan yang digunakan adalah kualitatif dengan metode fenomenologi, yang memungkinkan peneliti memahami pengalaman subjektif pengguna secara mendalam. Hasil penelitian menunjukkan bahwa perilaku konsumtif generasi Z dipengaruhi oleh visualisasi konten, kedekatan dengan influencer, serta dorongan sosial untuk mengikuti tren. Konsumsi tidak lagi didasarkan pada kebutuhan rasional, tetapi menjadi sarana pencitraan diri dan ekspresi identitas sosial di ruang digital. Fitur TikTok Shop juga mempercepat proses pembelian secara impulsif, menjadikan konsumsi sebagai bagian dari aktivitas sosial sehari-hari. Penelitian ini memberikan kontribusi terhadap pemahaman perilaku konsumtif dalam konteks budaya digital dan menunjukkan perlunya literasi media untuk membangun kesadaran konsumsi yang lebih kritis di kalangan generasi muda.
Co-Authors Adam Riski Mubarok Adam Saputro Afif Naufal Agisni Alawiyah Agree Dani Norrochman Ahmad Khairi Ahmad Naufal Ramadhan Aisyah Humayyrah Aisyah Yulia Citra Alfathir Hilal Nazmi Ali Rahman Fauji Alifa Raudhatul Nisa Alvin Firdaus Amanda Helinkika Amelia Fega Amelia Mara Jasmine Amelia Rahmadani Ananda Aprilia Anastasya Salsabila Alika Putri Andika Amirudin Andyka Maulana Prayoga Annisa Desfia Annisa Zaida Rahman Ardhika Dhiyaulhayat Argy Aryaputra Firjatullah Arrizan Fadillah Arya Haydar Zulfikar Arya Pramudita Asep Iwan Ridwan Nugraha Asep Suwarna Ashilah Fauziyah Aulia Nur Syifani Aulia Rahadatulaisyi Aulia Silvana Azka Julian Azmi Aufal Marom Bellia Aghata Citra Indah Puspitasari Dea Ingrid Ramadani Dea Kuni Fauziyah Dea Wisnu Ramdani Dendi Nur Fadilah Dessy Susilawati Dewi Putri Angelina Dewi Resti Agustiani Diaz Ilham Dimas Satria Iskandar Dini Mardiani Ditta Rahmawati Dwi Julyansyah Erick Surya Fahdah Athifah Haura Fadhilah Fahira Salsabila Fahra Awalia Zahra Faisal Taufiqurohman Faishal Bahrul Ulum Fajar Febby Setya Febi Tivani Amelia Putri Feisal Rahman Setiawan Fidelairna Daniswara Fiqi Ardi Abdurahman Masdar Firyal Adilah Tisan Fitri Nabila Khairunnisa Galuh Sopandi Ghina Aulia Asy Syifa Gilang Pratama Hanifa Aulia Hanny Handayani Haura Nurul Ilmi Hizkia Ihza A Hoerul Dwi Natya Fauzan Ia Kurnia Ikmila Khoerunnisa Ilham Muhyi Hapidhin Indy Fauziah Hanifa Jihan Az-Zahra Nurhaliza Karmelia Ravensky Kayla Rizqy Agustina Lailafitri Pratiwi M Arsyad M Zidan A M. Fariel Syima Maisya Hayina Zahra Maryo Putra Rahayu Mega Sakova Mia Damayanti Mona Amir Mugni Nurul Ilmi Muhamad Fadli Ferdi Muslim Muhamad Saefuloh Muhammad Arif Hidayat Muhammad Fadhlan Rizqullah Muhammad Ilham Fauzul Muhammad Raihan N. M Mutia Damayanti Nabila Syaharani Nadia Wangsa Kusumadiningrat Nahla Della Puspita Naila Dwi Ananti Nanda Baihaqi Naufal Fathi Athallah Naura Rahadhatul Aisy Neng Cica Karlina Neng Lisda Saadah Nida Hulwa Luthfiyah Nida Windatun Nisa Septia Wulandari Nisrina Nasywa Putri Novi Ramadani Putri Ayuningtyas Putri Dewi Renggani Rafid Najwan Daulah Rahma Khairunnisa Amalia Rasyad Khairan Rayhan Azhari Ilham Refansa Febriana Akbar Rhiza Villani Rido Rivana Rifqi Januariansyah Rifzki Raihansah Rina Pitria Rindu Aprillia Sadam Maulana Salman Surya Pratama Salsabila Fauziah Salsha Dwi Agustien Shahnaz Rahmadina Nurhidayat Shellvy Setiawan Silva Novianti Siti Kamila Nurhasanah Siti Syakira Hasna Kamila Soffi Assifa Insani Syahira Rachmadina Syakila Fasha Nurdin Syifa Hoerunisa Tania Kirana Aprilia Tariza Mega Pratiwi Garini Umu Mahmudah Vebytha Gustiar Isa P Wafiyati Nur Amrina Wanda Aruniya Winda Dewi Ningsih Windi Tri Natarina Wulan Nur Aszad Yayang Soeparman Yesica Maulina Yunisa Nuramalia Zahra Fauziahsari