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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business Priviet Social Sciences Journal
Surya Bakti
Universitas Asahan
Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Strategic integration of human resource management and marketing in the digital business era: A systematic literature review Hadi Suriono; Surya Bakti
Priviet Social Sciences Journal Vol. 5 No. 6 (2025): June 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i6.589

Abstract

This study explores the convergence of human resource management (HRM) and marketing within the context of digital transformation by employing a systematic literature review (SLR) approach to synthesize findings from 57 high-quality peer-reviewed articles published between 2010 and 2023. This review identifies key frameworks and technological enablers, such as digital readiness, CRM systems, AI, and cloud-based platforms that facilitate strategic alignment between HRM and marketing. Four major thematic areas have emerged: digital transformation frameworks, mediating roles of technology, integration benefits and challenges, and strategic recommendations. The results reveal that organizations integrating HRM and digital marketing are more likely to achieve enhanced organizational agility, customer satisfaction, and employee engagement. However, challenges such as cultural resistance, skill gaps, and data governance issues remain. This study contributes to the existing body of knowledge by offering a conceptual map of HRM marketing integration and presenting actionable insights for both scholars and practitioners in digital business transformation. Recommendations include fostering a digital-first culture, investing in continuous employee development, and deploying integrated digital infrastructure. Future research directions are proposed to empirically validate the reviewed frameworks and examine long-term integration outcomes.
Pengaruh Influencer Marketing, Online Customer Review dan Online Customer Rating terhadap Minat Beli Produk Skincare di Shopee pada Generasi Z di Kecamatan Kisaran Timur Kabupaten Asahan Della Ayu Yolanda; Surya Bakti
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 3 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i3.1540

Abstract

The rapid growth of e-commerce has significantly changed consumer purchasing behavior, particularly among Generation Z. One of the most popular platforms in Indonesia is Shopee, where skincare products are widely purchased. This study aims to analyze the influence of Influencer Marketing, Online Customer Reviews, and Online Customer Ratings on Purchase Intention of skincare products on Shopee among Generation Z in Kisaran Timur District, Asahan Regency. This research employs a quantitative approach with an associative research method. The sample consisted of 96 respondents selected using accidental sampling technique. Data were collected through questionnaires using a Likert scale. The data were processed using SPSS version 25 and analyzed using multiple linear regression analysis. The results show that Influencer Marketing, Online Customer Reviews, and Online Customer Ratings simultaneously and partially have a significant positive effect on purchase intention. Influencer Marketing is the most dominant variable influencing consumer decisions. The coefficient of determination indicates that these three variables explain a substantial proportion of variation in purchase intention, while the remaining influence is determined by other factors outside this study. In conclusion, social media-based marketing strategies and user-generated content play an important role in shaping consumer buying interest in the digital marketplace among Generation Z.
Co-Authors Della Ayu Yolanda Hadi Suriono