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All Journal HARAMAIN : Jurnal Manajemen Bisnis
Situmorang, Ezra Reni Silva
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Role Of Digital Platforms In Enhancing Customer Engagement And Business Performance In The Digital Economy Riris Hutapea; Situmorang, Ezra Reni Silva; Pangaribuan, Daniel; Siahaan, Efraim Prasetyo
HARAMAIN : Jurnal Manajemen Bisnis Vol. 4 No. 03 (2024): HARAMAIN : JURNAL MANAJEMEN BISNIS
Publisher : HARAMAIN : Jurnal Manajemen Bisnis

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The rapid development of the digital economy has significantly transformed how businesses operate, interact with customers, and create value. Digital platforms such as online marketplaces, social media, and business applications play a critical role in supporting marketing activities, communication processes, and customer relationship management. This study aims to analyze the role of digital platforms in enhancing customer engagement and business performance within the digital economy. The research employs a literature review approach by examining relevant scholarly articles published between 2020 and 2023. The findings indicate that digital platforms can enhance customer engagement through more interactive communication, personalized services, and increased customer participation within digital ecosystems. Improved customer engagement subsequently contributes to better business performance, including increased sales, stronger customer loyalty, and enhanced product and service innovation. However, the adoption of digital platforms also presents several challenges, including digital capability gaps, data security concerns, and dependence on platform ecosystems. Therefore, businesses need to develop integrated digital strategies and adopt customer-centric approaches to maximize the benefits of digital platforms in improving business performance.
Digital Transformation And Business Model Innovation: Examining The Impact Of Digital Technologies On Sme Competitiveness Daniel Pangaribuan; Hutapea, Riris; Situmorang, Ezra Reni Silva; Sianturi, Andre M.P
HARAMAIN : Jurnal Manajemen Bisnis Vol. 5 No. 01 (2025): HARAMAIN : JURNAL MANAJEMEN BISNIS
Publisher : HARAMAIN : Jurnal Manajemen Bisnis

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Abstract

Digital transformation has become a crucial factor in enhancing organizational competitiveness in the digital economy. The rapid development of technologies such as artificial intelligence (AI), big data analytics, cloud computing, and the Internet of Things (IoT) has significantly changed how firms create, deliver, and capture value in business activities. This study aims to examine the relationship between digital transformation, business model innovation, and the competitiveness of small and medium-sized enterprises (SMEs) through a literature review approach. The study employs a qualitative literature review method by analyzing relevant academic publications from 2020 to 2024. The literature sources were collected from reputable journals and academic databases such as Scopus and Google Scholar. The findings indicate that digital transformation acts as a key driver of business model innovation by enhancing digital capabilities, integrating data-driven processes, and utilizing digital platforms in business operations. These innovations enable SMEs to improve operational efficiency, expand market access, and create new value propositions for customers. However, SMEs still face several challenges in implementing digital transformation, including limited digital literacy, financial constraints, and inadequate technological infrastructure. Therefore, supportive policies, digital capacity development, and collaboration among governments, private sectors, and educational institutions are essential to accelerate sustainable digital transformation among SMEs.
Co-Authors Daniel Pangaribuan Hutapea, Riris Pangaribuan, Daniel Riris Hutapea Siahaan, Efraim Prasetyo Sianturi, Andre M.P