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All Journal Journal of Ekonomics, Finance, and Management Studies
Berto Mulia Wibawa
Department of Business Management, Master Program of Science in Management, Institut Teknologi Sepuluh Nopember, Surabaya, Indonesia.
Religion Economics, Econometrics & Finance

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Artificial Intelligence in Marketing Automation: A Systematic Literature Review on Personalization, Campaign Optimization, and Customer Experience Sonya Nadhea Magdalyna; Berto Mulia Wibawa
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 11 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i11.9894

Abstract

This study aims to systematically review the application of Artificial Intelligence (AI) in marketing automation, with a focus on personalization, campaign optimization, and customer experience enhancement. Specifically, it addresses four research questions concerning the evolution of AI approaches in digital marketing, techniques for predicting customer behaviour and engagement, AI’s role in enhancing personalization and marketing effectiveness, and its contribution to brand equity and loyalty. A Systematic Literature Review (SLR) was conducted using the Scopus database as the primary source, covering publications from 2014 to 2025. Boolean queries were applied to identify relevant studies, followed by PRISMA-based screening to select 100 articles. Additionally, Natural Language Processing (NLP) techniques were employed through Biblioshiny to perform keyword co-occurrence analysis, thematic mapping, and trend visualization, providing an enriched understanding of thematic clusters and research evolution. Results indicate a marked increase in scholarly output on AI in marketing since 2019, peaking in 2022 and 2024. Personalization emerged as the dominant theme (83%), followed by customer experience (73%), while campaign optimization (17%) and brand equity and loyalty (27%) remain underexplored. Machine learning (27%) and deep learning (17%) were the most prevalent AI techniques, with growing adoption of clustering algorithms, NLP, and hybrid recommender systems. The integration of AI has demonstrated significant potential in improving targeting precision, engagement prediction, and customer retention strategies. This research contributes to the literature by combining an SLR approach with NLP-based bibliometric analysis to provide both a conceptual and empirical mapping of AI-driven marketing trends. It identifies research gaps, particularly in AI’s role in brand equity, and proposes future directions for interdisciplinary exploration. The findings offer actionable insights for marketing managers and policymakers to integrate AI tools strategically, prioritizing personalization and predictive analytics to maximize ROI, enhance customer loyalty, and sustain competitive advantage in digital marketplaces.
A Systematic Review of Impulse Buying Behavior in Generation Z: Drivers, Channels, and Psychological Triggers Shafira Ramadhani Azka; Berto Mulia Wibawa
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 11 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i11.9895

Abstract

To synthesize evidence on internal and external drivers, digital channels, and psychological triggers that shape online impulse buying among Generation Z across social media and e-commerce ecosystems, integrating the Stimulus–Organism–Response perspective with self-control. A systematic literature review of Scopus-indexed records was conducted using a predefined Boolean query aligned with PRISMA guidelines. Fifty five studies published between 2018 and 2025 were included after multi stage screening and full-text appraisal. Data were coded through descriptive and thematic analysis to capture internal external drivers, channels, and psychological mechanisms. The review highlights three regularities. First, internal drivers include hedonic motives, affective states, novelty seeking, and lapses in self-control, with boredom, stress, and anxiety operating as situational triggers. Second, external drivers encompass discounts, scarcity, interactivity, gamification, service quality, and payment design, with buy-now-pay-later and e-wallets reducing the pain of paying while cash-on-delivery enhances control. Third, digital channels most conducive to impulsivity are TikTok and TikTok Shop, Shopee, live commerce formats, sponsored ads, and personalized mobile apps. Psychological triggers cluster into social comparison and FOMO, affective instability, and reward seeking, showing that Gen Z’s impulsivity is largely affect-driven, socially amplified, and reward-oriented. By consolidating 55 studies, this review provides the most comprehensive framework to date linking drivers, channels, and triggers for Gen Z impulse buying, addressing prior fragmentation. The findings call for responsible promotions, transparent scarcity signals, ethical personalization, and stronger financial literacy initiatives to balance commercial innovation with consumer protection.
Understanding Customer Experience and Satisfaction in Luxury Hotels and Resorts: A Systematic Literature Review Muhammad Yafie Jasmi Azis; Berto Mulia Wibawa
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 11 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i11.9896

Abstract

Objective: This study aims to systematically review and synthesize the existing literature on customer experience (CX) and customer satisfaction in the luxury hospitality sector, with a focus on luxury hotels and resorts. Specifically, it seeks to categorize how CX and satisfaction are conceptualized, identify key antecedents and dimensions, and summarize their outcomes on loyalty, recommendation behavior, and brand perception. Design/Methods/Approach: A Systematic Literature Review (SLR) was conducted using the Scopus database as the primary source. The search applied predefined inclusion and exclusion criteria, limiting results to peer-reviewed journal articles in English within the fields of business, management, and social sciences. A total of 50 articles published between 2015 and 2025 were selected. Following PRISMA procedures, thematic coding and synthesis were employed to map conceptual frameworks, methodological approaches, antecedents, and outcomes of CX and satisfaction in luxury hospitality. Findings: The review reveals that CX and satisfaction are multidimensional constructs encompassing sensory– aesthetic, emotional–relational, functional–hygiene, digital–technological, and sustainability dimensions. Key antecedents include servicescape design, staff interactions, brand authenticity, technology adoption, and ethical practices. Outcomes extend beyond behavioral loyalty to attitudinal loyalty, brand love, advocacy, and customer citizenship behaviors, with several studies identifying “indirect loyalty,” where satisfied guests recommend without revisiting. Theories frequently employed include the Experience Economy, SERVQUAL, Self-Congruity, Technology Acceptance Model, and Justice Theory. Originality/Value: This review contributes by integrating emerging dimensions such as sustainability and digital touchpoints into CX frameworks, highlighting the role of emotional–relational mediators, and reframing hygiene and functional quality as competitive assets in post-pandemic luxury hospitality. Practical/Policy implication: Findings suggest that managers should curate multisensory servicescapes, invest in staff cultural competence, balance AI-driven innovation with human interaction, and embed sustainable practices as intrinsic to luxury service. Policymakers can use these insights to shape guidelines that align luxury hospitality growth with sustainability goals
Transformasi Digital dan Keberlanjutan Operasional Usaha Mikro dan Kecil: Studi Literatur Muhammad Rifqi Soedjono; Berto Mulia Wibawa
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 12 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i12.10253

Abstract

This study aims to systematically review operational and production management practices in Micro and Small Enterprises in developing countries using the Systematic Literature Review method and PRISMA guidelines. A total of 52 articles published between 2016 and 2025 were analyzed from the Scopus database. The literature synthesis identified six main themes, namely digital transformation and technology adoption, green and sustainable operations, quality management and lean production, innovation capabilities and entrepreneurial leadership, circular economy and green supply chains, as well as research challenges and gaps. The analysis results show that SME operational management practices in developing countries have moved towards more efficient, innovative, and sustainability-oriented systems. Internal factors such as digital literacy, innovation capabilities, and entrepreneurial leadership play an important role in improving production performance, while external factors such as policy support, digital infrastructure, and cross-actor collaboration are the main catalysts. This research provides theoretical and practical contributions to understanding the dynamics of digital transformation and operational sustainability of SMEs in the era of the green economy.
Co-Authors Muhammad Rifqi Soedjono Muhammad Yafie Jasmi Azis Shafira Ramadhani Azka Sonya Nadhea Magdalyna