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STRATEGIC ROLE OF HUMAN CAPITAL IN NAVIGATING HYBRID MARKETINGCUSTOMER-BASED IN CREATIVE INDUSTRIES IN THE AI ERA: AN SLR STUDY Junef Ismailiyanto; Iman Hasan Ansyari MN
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 8 (2025): JULY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i8.838

Digital transformation triggered by advances in artificial intelligence (AI) has driven the emergence of various new marketing models, including hybrid marketing (HM) that combines digital and traditional approaches; offline and online. Amidst these changes, the strategic role of Human Capital (HC) becomes crucial, especially in the creative industry that relies heavily on innovation, empathy, and customer engagement. This study aims to systematically explore how academic literature defines, conceptualizes, and evaluates the contribution of HC in the implementation of customer-based HM in the AI era, focusing on the creative industry sector. The Systematic Literature Review (SLR) method was used based on the PRISMA 2020 protocol. The literature was taken from the Scopus, SpringerLink, and Emerald Insight databases with a scope of publications from 2015 to June 10, 2025. Of the 8,297 articles identified, 65 articles were reviewed systematically and thematically. The findings group four main themes: (1) the strategic role of HC in guiding customer-based HM in the AI era; (2) adaptive competency of HR towards technology integration; (3) human-AI synergy in customer value creation; (4) the role of empathy, creativity, and soft skills in maintaining emotional closeness to customers; and (5) the challenges of digital transformation to marketing structures and functions in the creative industry. Practical implications include the need for HR reskilling, organizational transformation, and strengthening customer-based marketing strategies. The novelty of this study lies in the synthesis of literature that connects HC, AI, and hybrid marketing in the creative industry landscape. Its theoretical contribution opens up space for further exploration of customer-oriented human–AI collaborative models.

DARI REKOMENDASI KE KONVERSI: PERAN STRATEGIS WOM DAN MEDIA SOSIAL DALAM PEMASARAN JASA KONSTRUKSI Fatmawati, Fatmawati; Ismaliyanto, Junef
Management Research and Business Journal Vol. 3 No. 2 (2025): Edisi : Agustus 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Bhakti Pembangunan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64237/mrb.v3i1.111

In the high-value and complex construction services industry, marketing strategies are not only aimed at reaching the market but also building client trust and loyalty. This study aims to analyze the influence of Word of Mouth (WOM) and social media on the effectiveness of marketing strategies in the construction services sector. This study uses a quantitative approach with a descriptive-causal design. The sample consisted of 97 respondents determined through purposive sampling, with criteria of at least five years of experience an involvement in marketing activities. Data were collected through questionnaires and analyzed using multiple linear regression with the help of SPSS. The results of the analysis indicate that WOM and social media have a positive and significant influence on the effectiveness of marketing strategies. The regression coefficients of each variable indicate that both provide a significant contribution to encouraging client engagement, building brand reputation, and increasing the success of construction service promotions. Overall, the regression model explained 55.7% of the variation in marketing strategy effectiveness, confirming the strategic role of integrating interpersonal and digital communication in this context. The novelty of this study lies in the simultaneous examination of two communication channels—WOM and social media—in the context of construction services marketing in Indonesia, a relatively understudied area. This research provides an empirical basis for companies to design more effective, adaptive, and customer-driven marketing strategies. This research is expected to serve as a foundation for developing communication strategies that are more responsive to digital dynamics and the needs of the professional services market.

Sustainability Branding and Green Marketing Toward Green Purchase Intention Derah Sudjaniah; Junef Ismaliyanto; Lu’luatuwwafiroh Lu’luatuwwafiroh; Indira Sascha; Rio Octogi Siregar
Reviu Akuntansi, Manajemen, dan Bisnis Vol 5 No 2 (2025): Desember
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/rambis.v5i2.5755

Purpose: This study examines the influence of environmental concern, brand sustainability practice, and green marketing on green purchase intention in Indonesia, while assessing the moderating role of price among digital consumers. Methodology/approach: A quantitative design using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze data from 350 digital consumers. The measurement model fulfilled validity and reliability criteria (outer loadings > 0.70; AVE > 0.70). The structural model achieved an R² value of 0.394, indicating a moderate explanatory power. Results/findings: Environmental concern (? = 0.192; p < 0.001), brand sustainability practice (? = 0.221; p < 0.001), and green marketing (? = 0.159; p = 0.001) positively influence green purchase intention. Price also shows a positive direct effect (? = 0.139; p = 0.008). All moderating interactions are significant, with the strongest effect found in Price × Green Marketing (? = 0.384; p < 0.001; f² = 0.253), suggesting that perceived price compatibility strengthens the effectiveness of green marketing messages. Conclusion: Green purchase intention in Indonesia is driven by environmental concern, sustainable brand practices, and green marketing. Price does not hinder but instead reinforces these effects, indicating a consumer shift toward valuing sustainability despite premium pricing. Limitations: The study uses self-reported, cross-sectional data from purposive sampling of digital consumers, limiting generalizability across demographic groups and longitudinal behavioral changes. Contribution: This research provides an integrated model that highlights the combined effects of environmental concern, sustainability branding, and green marketing with price moderation, offering empirical insights relevant to green marketing strategies in emerging markets.

Quality, Consistency, and Engagement as Determinants of Consumer Conversion Intention in TikTok Affiliate Marketing Derah Sudjaniah; Junef Ismaliyanto
Studi Ilmu Manajemen dan Organisasi Vol 7 No 1 (2026): April
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v7i1.5627

Purpose: This study analyzes the effects of digital marketing quality and content consistency on consumers’ conversion intention in TikTok affiliate marketing, with digital consumer engagement as a mediating variable and customer experience orientation as a moderating variable. Methodology/approach: A quantitative approach was employed using a survey of 388 TikTok users who had purchased through affiliate links. Data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. Results/findings: The results indicate that digital marketing quality and content consistency significantly influence conversion intention, both directly and indirectly through digital consumer engagement. Engagement serves as a critical mechanism that enhances the effectiveness of digital marketing strategies. Moreover, customer experience orientation moderates the relationship between engagement and conversion intention, suggesting that a positive digital experience increases the likelihood of conversion. Limitations: This study focuses on TikTok users and affiliate marketing contexts; thus, the results may not be fully generalizable to other social commerce platforms. Conclusions: The findings highlight the importance of optimizing digital marketing quality, maintaining content consistency, and fostering consumer engagement to strengthen conversion intention. Customer experience orientation plays a vital moderating role, reinforcing engagement outcomes in digital commerce. Contributions: This study advances Consumer Engagement, Information Processing, and Customer Experience theories through an integrated mediation–moderation model of consumer conversion mechanisms. Practically, it offers guidance for brands and creators to enhance the effectiveness of affiliate marketing strategies.

Beyond Efficiency: Smart Farming, Climate Change, and the Resilience of Food Crop Productivity Derah Sudjaniah; Junef Ismaliyanto; Mia Utami; Lu’luatuwwafiroh Lu’luatuwwafiroh; Melva Arita
Jurnal Ilmiah Pertanian dan Peternakan Vol 3 No 2 (2026): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jipper.v3i2.6286

Zweck: Diese Studie untersucht den Einfluss der Umsetzung von Smart Farming auf die Produktivität von Nahrungsmittelpflanzen in Indonesien und analysiert die moderierende Rolle des Klimawandels in dieser Beziehung. Forschungsmethodik: Die Studie verwendete ein quantitatives Querschnittsdesign und wurde unter Landwirten von Nahrungsmittelpflanzen in Indonesien durchgeführt. Die Daten wurden mithilfe eines strukturierten Fragebogens mit einer fünfstufigen Likert-Skala erhoben. Es wurde eine gezielte Stichprobe von 200 Befragten angewendet. Die Analyse erfolgte mittels Partial Least Squares Structural Equation Modeling (PLS-SEM) mit der Software SmartPLS, um Reliabilität, Validität und Hypothesenbeziehungen zu testen. Ergebnisse: Die Ergebnisse zeigen, dass die Umsetzung von Smart Farming die Produktivität der Pflanzen positiv beeinflusst. Der Klimawandel wirkt sich ebenfalls signifikant auf die Produktivität aus. Darüber hinaus verstärkt der Klimawandel die Beziehung zwischen der Umsetzung von Smart Farming und der Produktivität der Pflanzen. Schlussfolgerungen: Smart Farming spielt eine wichtige Rolle bei der Steigerung der Produktivität von Nahrungsmittelpflanzen, insbesondere angesichts zunehmender Belastungen durch den Klimawandel. Einschränkungen: Diese Studie basiert auf selbstberichteten Umfragedaten und verwendet ein Querschnittsdesign, was die langfristige kausale Interpretation einschränkt. Beiträge: Die Studie leistet einen Beitrag zur Forschung in den Bereichen digitale Landwirtschaft und Klimaanpassung, indem sie empirische Belege für die Rolle von Smart Farming bei der Verbesserung von Produktivität und Resilienz liefert und politische Entscheidungsträger sowie Landwirte bei der Entwicklung klimaintelligenter landwirtschaftlicher Strategien unterstützt.

Sustainability Branding and Green Marketing Toward Green Purchase Intention Derah Sudjaniah; Junef Ismaliyanto; Lu’luatuwwafiroh Lu’luatuwwafiroh; Indira Sascha; Rio Octogi Siregar
Reviu Akuntansi, Manajemen, dan Bisnis Vol 5 No 2 (2025): Desember
Publisher : Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/rambis.v5i2.5755

Purpose: This study examines the influence of environmental concern, brand sustainability practice, and green marketing on green purchase intention in Indonesia, while assessing the moderating role of price among digital consumers. Methodology/approach: A quantitative design using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze data from 350 digital consumers. The measurement model fulfilled validity and reliability criteria (outer loadings > 0.70; AVE > 0.70). The structural model achieved an R² value of 0.394, indicating a moderate explanatory power. Results/findings: Environmental concern (? = 0.192; p < 0.001), brand sustainability practice (? = 0.221; p < 0.001), and green marketing (? = 0.159; p = 0.001) positively influence green purchase intention. Price also shows a positive direct effect (? = 0.139; p = 0.008). All moderating interactions are significant, with the strongest effect found in Price × Green Marketing (? = 0.384; p < 0.001; f² = 0.253), suggesting that perceived price compatibility strengthens the effectiveness of green marketing messages. Conclusion: Green purchase intention in Indonesia is driven by environmental concern, sustainable brand practices, and green marketing. Price does not hinder but instead reinforces these effects, indicating a consumer shift toward valuing sustainability despite premium pricing. Limitations: The study uses self-reported, cross-sectional data from purposive sampling of digital consumers, limiting generalizability across demographic groups and longitudinal behavioral changes. Contribution: This research provides an integrated model that highlights the combined effects of environmental concern, sustainability branding, and green marketing with price moderation, offering empirical insights relevant to green marketing strategies in emerging markets.

Drivers and Resistance Shaping Ethical Consumption among MSMEs in Green Technology Era Junef Ismaliyanto; Derah Sudjaniah; Jailani Jailani; Melva Arita; Arum Yulistiyaningsih
International Journal of Financial, Accounting, and Management Vol. 8 No. 2 (2026): September
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijfam.v8.n2.p211-234.2026

Purpose: This study examines the effects of digital marketing strategies–mobile marketing, gamification, customer reviews, and fintech–on ethical consumption, with particular emphasis on the mediating role of customer resistance. Research Methodology: A mixed-methods approach combining quantitative and qualitative techniques was employed. The quantitative phase involved survey data collected from 200 consumers of MSME-based digital businesses, while the qualitative phase included 15 in-depth interviews with consumers and MSME practitioners. A mediation analysis was conducted to assess the indirect effects of digital marketing strategies on ethical consumption through customer resistance, and qualitative findings were used to support triangulation and strengthen the interpretation. Results: The findings reveal that digital marketing strategies influence ethical consumption primarily through indirect mechanisms. Fintech does not exert a significant direct effect on ethical consumption; however, its impact becomes significant when it is mediated by customer resistance. These results indicate that ethical consumption is driven more by consumers’ cognitive and affective evaluations than by technological convenience alone Conclusions: Drawing on the Stimulus–organism–response (S-O-R) theory, this study concludes that customer resistance serves as a constructive psychological mechanism that transforms digital marketing stimuli into ethical consumption behavior within MSME digital ecosystems. Limitations: This study is limited by its cross-sectional design, focus on Indonesian digitally oriented MSMEs, and a sample that may not fully represent consumer diversity across regions and sectors. Contributions: This study reconceptualizes customer resistance as a key mediating mechanism in ethical consumption and clarifies the indirect role of fintech in consumers’ psychological evaluation processes.

Educating, Not Just Promoting: How Digital Education and Brand Authority Drive Client Purchase Intentions in Construction Services Fatmawati Fatmawati; Junef Ismaliyanto
Jurnal Minfo Polgan Vol. 15 No. 3 (2026): Artikel Penelitian
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v15i3.16752

Digital transformation has transformed the way companies build relationships with customers, but high digital exposure doesn't always translate into purchasing decisions. The conversion gap phenomenon is a major challenge, particularly in the construction services industry, which is characterized by high involvement and high perceived risk. Although research on purchase intention has grown rapidly, most focuses on the retail and e-commerce sectors, while studies integrating Digital Education-Based Marketing, Perceived Transparency, and Brand Authority in the construction services context are still limited. Furthermore, the mechanisms explaining how digital education and transparency influence purchase intention through the formation of brand authority have not been widely explored. This study aims to analyze the influence of Digital Education-Based Marketing and Perceived Transparency on Client Purchase Intention and examine the role of Brand Authority as a mediating variable. The study used a quantitative approach with a causal design with 200 respondents who had experience or involvement in decision-making regarding construction services. Data were collected through an online survey and analyzed using PLS-SEM with SmartPLS 4. The results show that Digital Education-Based Marketing and Perceived Transparency have a positive and significant effect on both Brand Authority and Client Purchase Intention. Brand Authority also has a positive effect on Client Purchase Intention and acts as a complementary partial mediator in the relationship between these two exogenous variables and purchase intention. A key finding of this study reveals that Digital Education-Based Marketing is the most dominant factor in shaping Brand Authority and driving Client Purchase Intention. This research offers novelty through the development of an integrative model linking digital education, transparency, and brand authority to explain the formation of purchase intention in the construction services industry. Theoretically, this study expands the integration of Signaling Theory, Social Cognitive Theory, and the Theory of Planned Behavior. Practically, it provides a foundation for construction services companies to develop education- and transparency-based marketing strategies to strengthen Brand Authority and increase the conversion of prospects into project contracts.

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