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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 Etika Bisnis Perang Diskon Antara Perusahaan Ritel dan UMKM Lokal Rifqi Januariansyah; Halimah Zahrah; Jihan Az-Zahra Nurhaliza; Nanda Baihaqi; Faisal Taufiqurohman
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: 10.63822/7gempa76

Abstract

The growth of modern retail in Indonesia, especially through the Alfamart and Indomaret chains, has created a very dynamic competitive landscape. One prominent form of competition is the practice of discount wars and product exclusivity, which aims to win consumer loyalty and strengthen market dominance. This study aims to examine these practices from a business ethics perspective, with a particular focus on their impact on consumers and MSMEs in Bandung City. The method used is qualitative-descriptive research with a case study approach, through interviews with consumers and MSMEs, field observations, and literature studies from relevant sources. The results of the study show that although discount wars provide short-term benefits for consumers, this practice creates market dependency, reduces product diversity, and inhibits the growth of local MSMEs. Meanwhile, product exclusivity is considered to lead to hidden monopoly practices and limits consumer freedom of choice. From a business ethics perspective, both strategies have the potential to violate the principles of justice, social responsibility, and economic sustainability. Therefore, stricter regulations are needed from local governments and an ethical commitment from retail players in building a more inclusive and equitable market ecosystem.
Analisis Strategi Pemasaran dan Etika Hukum Bisnis yang Berpengaruh Terhadap Kepercayaan Konsumen pada Perusahaan Air Mineral Aulia Nur Syifani; Halimah Zahrah; Nisrina Nasywa Putri
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/s9rsh453

Abstract

The bottled water industry in Indonesia has experienced rapid growth, triggering fierce competition between companies competing to attract consumers through various marketing strategies, including emotional approaches and social campaigns. Marketing effectiveness is not only measured by promotions, but also by compliance with business ethics and regulations, which are the foundation of consumer trust. Consumer trust is crucial to building long-term loyalty and a positive company image. Violations of ethics in marketing, such as negative campaigns or misleading advertising, can damage brand image and trust. This study aims to analyze the influence of marketing strategies and business legal ethics on consumer trust in the Indonesian mineral water sector. This study adopts a qualitative approach with a focus on case studies that analyze documents as the main unit of analysis to determine marketing strategies and business ethics that impact consumer trust in mineral water companies. The results show that mineral water companies in Indonesia implement planned and innovative marketing strategies to attract consumers' attention amidst increasingly fierce market competition. Mineral water companies strive to comply with the Consumer Protection and Prohibition of Monopolistic Practices Law, as well as ensure transparency of information on product labels and advertisements. Ethical marketing practices are an important factor influencing consumer perception and trust. This study confirms that marketing strategies and business legal ethics play a very important role in building and maintaining consumer trust, especially in the mineral water industry which is highly competitive and sensitive to product quality and safety issues.
Analisis Etika Bisnis dalam Strategi Promosi Brand Skincare Lokal Melalui Tiktok Hizkia Ihza A; Halimah Zahrah; M Zidan A; Erick Surya; Arrizan Fadillah
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/p3z10f91

Abstract

Penelitian ini bertujuan untuk menganalisis etika bisnis dalam strategi promosi brand skincare lokal melalui platform TikTok. TikTok menjadi salah satu media sosial paling berpengaruh dalam pemasaran digital, khususnya untuk generasi muda. Namun, di balik efektivitasnya dalam membangun brand awareness dan penjualan, terdapat kekhawatiran atas pelanggaran etika promosi seperti misleading content, overclaim, dan penggunaan influencer tanpa disclosure. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan unit analisis berupa konten promosi TikTok dari brand lokal seperti MS Glow, Scarlett, dan Somethinc. Teknik pengumpulan data dilakukan melalui studi dokumentasi dan literatur, dengan teknik analisis berupa analisis isi dan interpretatif kritis. Hasil menunjukkan bahwa sebagian besar brand menggunakan strategi soft selling dengan pendekatan emosional dan testimoni, namun belum seluruhnya menerapkan prinsip transparansi dan tanggung jawab sosial. Oleh karena itu, perlu adanya regulasi yang lebih jelas serta komitmen etika dari para pelaku usaha.
Analisis Promosi Negatif dalam Etika Bisnis Terhadap Keputusan Pembelian pada E-Commerce Alvin Firdaus; Halimah Zahrah; Arya Pramudita; M Arsyad; Febby Setya
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: 10.63822/1dkzn939

Abstract

This study aims to analyze how marketing strategies and the implementation of business legal ethics influence consumer trust in e-commerce platforms, particularly within the context of digital marketplaces. Trust is a crucial factor in online transactions since consumers do not interact directly with sellers or products. Effective marketing strategies—such as transparent information, customer service, honest promotions, and secure transactions—can enhance consumers' positive perceptions. On the other hand, adherence to business legal ethics, including consumer protection, data privacy, and clear terms and conditions, serves as a fundamental basis for maintaining platform integrity and legality. This research uses a qualitative approach through literature studies and secondary data from relevant journals. The findings indicate that the integration of consumer-oriented marketing strategies and compliance with business legal ethics significantly increases user trust in e-commerce. This study offers essential insights for digital business actors in designing ethical and trustworthy marketing systems and business governance.
Spirituality, Technology and Sustainability Islamic TourismIndustry: A Systematic Review Halimah Zahrah; Ia Kurnia; Mega Sakova; Dini Mardiani; Asep Suwarna
IECON: International Economics and Business Conference Vol. 3 No. 1 (2025): International Conference on Economics and Business (IECON-3)
Publisher : www.amertainstitute.com

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65246/8d7hjm16

Abstract

The growth of Sustainable Islamic Tourism is closely linked to the increased use of smart technologies in tourist destinations. This paper explores how Smart Tourism Technologies can be integrated with Islamic values within the scope of sustainable tourism by applying Systematic Literature Review (SLR) and TCCM (Theory, Context, Characteristics, Methodology) methods. The analysis reveals that while technologies like Artificial Intelligence (AI) and Big Data are crucial in enhancing the tourist experience, the application of Islamic governance principles in these technologies remains underdeveloped. Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) are frequently employed to examine how technology is adopted within the realms of halal tourism and medical tourism, but issues such as data privacy and security, which are vital for tourist satisfaction, have not been sufficiently addressed. Most research has been focused on Muslim-majority countries, yet interest in halal tourism and the adoption of smart technologies is expanding in non-Muslim countries, including China and South Korea. Although Smart Tourism Technologies are essential for enhancing tourist satisfaction and promoting tourism sustainability, there remain significant gaps in incorporating the social, cultural, and ethical dimensions of these technologies. Future research should concentrate on further understanding the role of Islamic values in tourism technologies and consider exploring innovative business models that could facilitate the creation of sustainable tourist destinations.
Pengaruh Harga Paket Internet dan Kualitas Layanan Terhadap Loyalitas Pelanggan Imanda, Riezka Putri; Halimah Zahrah
Indonesia Economic Journal Vol. 2 No. 1 (2026): JANUARI-JUNI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/61ymk358

Abstract

The widespread increase in internet usage has driven progress in the telecommunications sector, especially among internet service providers. Price and service quality are important factors influencing customer loyalty. This study aims to analyze the effect of price and service quality on customer loyalty at R and R Cell Terusan Buah Batu. This study uses a quantitative approach with descriptive and verification methods. The research sample was obtained using the Accidental Sampling technique. Data were collected using a questionnaire with a Likert scale of 1-5 that has been tested for validity and reliability. The data analysis technique used multiple linear regression analysis with the help of SPSS version 25. The results of the study indicate that price has no positive and insignificant effect on customer loyalty. Service quality has a positive and significant effect on customer loyalty. Price and service quality simultaneously have a significant effect on customer loyalty. Service quality has a more dominant influence than price. It can be concluded that the combination of price and service quality has a substantial impact on customer loyalty. Suggestions in this study can formulate more effective marketing strategies based on an understanding of the factors that influence customer loyalty.
Pengaruh Pemasaran Influencer dan Strategi Penetapan Harga Terhadap Proses Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Nabila, Afifa; Halimah Zahrah
Indonesia Economic Journal Vol. 2 No. 1 (2026): JANUARI-JUNI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/yea8e254

Abstract

The packaged drinking water (AMDK) industry in Indonesia is facing increasingly intense competition due to rapid urbanization, high mobility among Generation Z, and the dominance of major brands such as Le Minerale. This condition encourages companies to optimize marketing strategies, particularly influencer marketing and pricing strategies, to influence young consumers’ purchase decision processes. This study aims to analyze the effect of influencer marketing and pricing strategy on t he purchase decision process of AMDK among Faculty of Economics and Business students aged 19–23 years. This research adopts a quantitative approach with a causal design and a cross-sectional survey method. Data were collected through questionnaires from 150 respondents selected using stratified random sampling and analyzed using multiple linear regression. The results indicate that influencer marketing has a positive and significant effect and serves as the dominant factor influencing the AMDK purchase decision process. Pricing strategy also has a positive and significant effect, although it plays a complementary role. Simultaneously, influencer marketing and pricing strategy significantly affect the purchase decision process, with a contribution of 47.9%. The study concludes that the synergy between influencer credibility and competitive price perception strengthens the AMDK purchase decision process among Generation Z consumers. These findings contribute theoretically to digital marketing and consumer behavior literature and provide practical implications for companies in designing effective marketing strategies targeting young consumers.
Peran Digital Marketing dan Harga Terhadap Keputusan Pembelian Batu Alam Mustofa, Rizal; Halimah Zahrah
Indonesia Economic Journal Vol. 2 No. 1 (2026): JANUARI-JUNI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/9x5ees93

Abstract

The rapid development of information and communication technology has led to significant changes in marketing strategies, particularly through the implementation of digital marketing. Digital marketing enables companies to reach consumers more widely, quickly, and efficiently, and plays an important role in influencing purchasing decisions. This study aims to analyze the effect of digital marketing and price on consumer purchasing decisions of natural stone products at Jibalstones. This research employs a quantitative approach, with data collected through questionnaires distributed to Jibalstones consumers. The data were analyzed using multiple linear regression analysis to examine the influence of each variable. The results indicate that digital marketing has a positive and significant effect on purchasing decisions, suggesting that effective utilization of digital platforms can increase consumer interest and trust. In addition, price also has a significant effect on purchasing decisions, where consumers tend to choose products with competitive prices that are proportional to the quality offered. Simultaneously, digital marketing and price have a significant influence on consumer purchasing decisions. These findings are expected to provide insights for companies in formulating effective digital marketing strategies and appropriate pricing policies to enhance competitiveness and increase sales of natural stone products.
Hubungan Kualitas Layanan Elektronik dan Promosi Penjualan dengan Keputusan Penggunan Platform Pesan Antar Makanan Online di Kota Bandung Elsa, Nadila; Halimah Zahrah
Indonesia Economic Journal Vol. 2 No. 1 (2026): JANUARI-JUNI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/1degnp26

Abstract

This study aims to analyze the influence of E-Service Quality and sales promotion on consumers' usage decisions of GoFood services in Bandung City. Indonesia's food delivery service industry has experienced significant growth with transaction values reaching USD 5.5 billion in 2022 and projected to grow to USD 12.7 billion by 2025. Amid intense competition between GoFood, GrabFood, and ShopeeFood, understanding the factors influencing consumer decisions has become crucial. The research employs a quantitative approach with a causal design to examine cause-and-effect relationships between variables. Primary data were collected through questionnaires distributed to 100 GoFood users in Bandung City using nonprobability sampling with incidental sampling method. Data analysis was conducted using multiple linear regression with hypothesis testing through t-test, F-test, and coefficient of determination. The results indicate that E-Service Quality has a positive and significant effect on GoFood usage decisions, as does sales promotion. Simultaneously, both variables are proven to have a significant influence on GoFood service usage decisions. These findings provide practical implications for digital platforms to enhance electronic service quality and optimize sales promotion strategies in maintaining consumer loyalty in the digital economy era.
Co-Authors Adam Riski Mubarok Adam Saputro Afif Naufal Afifa Nabila 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 Elsa, Nadila 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 Imanda, Riezka Putri 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