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All Journal IIJSE
Alldila Nadhira Ayu Setyaning
Universitas Islam Indonesia, Yogyakarta, Indonesia
Economics, Econometrics & Finance

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Implementation of Immersive Customer Experience Strategy by Customer Care XYZ to Improve Consumer Satisfaction and Loyalty Nursiwan Dinata Candra; Alldila Nadhira Ayu Setyaning
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.8611

Abstract

This study aims to examine the implementation of the Immersive Customer Experience (ICE) strategy by Customer Care XYZ at XYZ in enhancing customer satisfaction and loyalty. The ICE strategy combines physical and digital experiences in a personalized manner to create emotional connections between customers and the brand. This research employs a qualitative approach using a case study method. Data were collected through field observations, in-depth interviews with three key informants, and documentation. The findings reveal that it has implemented various programs such as Mudik Bersama, Posko Mudik, the MX application, after-sales services, and birthday greetings, which reflect the ICE strategy, although not explicitly labeled as such. These programs have proven effective in creating positive and immersive customer experiences, thereby improving customer satisfaction and loyalty toward XYZ. This study also offers recommendations for optimizing experience-based marketing strategies to strengthen long-term customer relationships.
The Dangerous Allure of Trends: The Influence of Fear of Missing Out on Brand Passion and Its Effect on Compulsive Buying of Fashion Products in Indonesia Ezra Aulia Najwa Dewi; Alldila Nadhira Ayu Setyaning
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9130

Abstract

This study employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) with data collected from 305 respondents. The purpose of the research is to examine the influence of fear of missing out (FoMO) on harmonious brand passion and obsessive brand passion, as well as its impact on compulsive purchasing behaviors, including impulsive buying and obsessive-compulsive buying in the context of fashion consumption in Indonesia. The results show that FoMO has a positive and significant effect on both forms of brand passion. Additionally, both harmonious brand passion and obsessive brand passion positively and significantly influence impulsive buying. These two types of brand passion also contribute to higher levels of obsessive-compulsive buying. The findings highlight that FoMO and brand passion play substantial roles in shaping unplanned and repetitive purchasing behaviors among fashion consumers, underscoring the importance for marketers to understand these psychological dynamics when developing marketing strategies.
Co-Authors Ezra Aulia Najwa Dewi Nursiwan Dinata Candra