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All Journal Jurnal Intelek Insan Cendikia International Journal of Economics and Management Research
Ira Nur Dewita Siregar
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Interactive Marketing Communication through Live Commerce: A Pathway to Consumer Loyalty Ryndian Gusty; Poppy Wulandari; Ira Nur Dewita Siregar; Dyah Seruni Rizqiana; Dita Kartika Sari Hasibuan
International Journal of Economics and Management Research Vol. 4 No. 1 (2025): April : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i1.454

Abstract

This study aims to explore the role of interactive marketing communication through live commerce in fostering consumer loyalty in Indonesia, with a specific focus on the Shopee Live platform. Despite the growing popularity of live commerce, limited interaction and a predominantly transactional approach in live broadcasts remain major obstacles to establishing long-term relationships between brands and consumers. Based on a comprehensive literature review, interactivity in live commerce has been shown to enhance consumer engagement and trust, which in turn influences emotional loyalty. However, most previous studies have primarily concentrated on transactional aspects, overlooking the significance of personal relationships in cultivating sustainable consumer loyalty. This research employs a qualitative approach through a systematic literature review to examine the phenomenon of interactivity on Shopee Live and its impact on consumer loyalty in the Indonesian context. The findings indicate that responsive and personalized interactive communication can reduce psychological distance between hosts and consumers, fostering emotional closeness that reinforces trust and consumer loyalty. This study fills a gap in the existing literature by emphasizing the critical role of emotional, social, and cultural dimensions in shaping consumer loyalty, particularly within the Indonesian market. The insights generated from this research offer practical implications for e-commerce businesses, especially Shopee, to leverage interactivity as a strategic marketing communication tool for building long-term relationships and brand loyalty.
Pengaruh Kepuasan Pengguna Aplikasi Dana Terhadap Pelayanan Prima Pada Mahasiswa Politeknik Negeri Medan Sri Wahyuni; Windy Pebrianty Lubis; Ira Nur Dewita Siregar
Jurnal Intelek Insan Cendikia Vol. 2 No. 5 (2025): MEI 2025
Publisher : PT. Intelek Cendikiawan Nusantara

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Abstract

Riset ini mencari tahu apakah kepuasan pengguna DANA bisa mempengaruhi kualitas layanan prima bagi mahasiswa Politeknik Negeri Medan. Jasa keuangan digital saat ini menjadi semakin penting dalam kehidupan kita, terutama buat mahasiswa, jadi kualitas layanan dan kepuasan pengguna itu penting sekali dalam suatu layanan prima. Metode yang dipakai dalam riset ini adalah pendekatan kuantitatif dengan gambaran yang jelas, di mana data di dapatkan melalui kuesioner yang diberikan kepada mahasiswa Politeknik Negeri Medan  yang menggunakan aplikasi DANA. Hasil riset mengatakan bahwa ada pengaruh baik antara kepuasan pengguna dengan tanggapan mahasiswa tentang kualitas layanan, yang dijembatani oleh persepsi soal mutu layanan aplikasi tersebut. Hal ini memberikan petunjuk penting terhadap DANA sebagai jasa keuangan digital agar dapat membuat pengguna semakin puas melalui peningkatan mutu layanan secara terus menerus.
Co-Authors Dita Kartika Sari Hasibuan Dyah Seruni Rizqiana Poppy Wulandari Ryndian Gusty Sri Wahyuni Windy Pebrianty Lubis