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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business Journal of Economics and Business Letters International Journal Management and Economic (IJME) Priviet Social Sciences Journal
Surya Bakti
Universitas Asahan
Humanities Decision Sciences, Operations Research & Management 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.
A strategic model to enhance the competitiveness of halal MSMEs through halal certification, digital marketing, and creative branding Surya Bakti; Tengku Syarifah; Nurul Hikmatul Alawiyah; M. Sandi Syahputa; Dea Mutia; Sariani Sariani
Journal of Economics and Business Letters Vol. 5 No. 6 (2025): December 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/jebl.v5i6.1600

Abstract

This community service program was conducted to enhance the competitiveness of halal MSMEs in Binjai Baru Village, Datuk Tanah Datar District, Batu Bara Regency, North Sumatera Province, Indonesia, through three key interventions: halal certification awareness, digital marketing training, and creative branding workshops. The primary issues faced by MSMEs in this area include a limited understanding of halal certification procedures, low utilization of digital platforms for promotion, and weak brand identity, which affects product attractiveness. The program’s implementation method consisted of preparation, execution, and evaluation stages involving field observation, awareness sessions, hands-on digital marketing practice, and branding assistance. The results indicate a significant improvement in the participants’ understanding of the benefits of halal certification, their ability to use social media for product promotion, and their initial skills in designing brand identities and product packaging. The participants demonstrated high enthusiasm and were able to gradually apply the materials provided. Overall, this program successfully strengthened the legal, digital marketing, and branding capacities of local MSMEs, forming a solid foundation for enhancing sustainable competitiveness in the halal industry.
THE EFFECT OF TRANSFORMATIONAL LEADERSHIP, MOTIVATION, AND COMMITMENT ON EMPLOYEE PERFORMANCE AT PT JASA ANGKASA SEMESTA TBK, MEDAN Sariani; Surya Bakti
International Journal Management and Economic Vol. 5 No. 1 (2026): January: International Journal Management and Economic
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijme.v5i1.2509

Abstract

This study examines the effect of transformational leadership, work motivation, and organizational commitment on employee performance at PT Jasa Angkasa Semesta Tbk, Medan. Using a quantitative explanatory approach, data were collected from 60 employees through a structured questionnaire and analyzed using multiple linear regression with SPSS. The results indicate that transformational leadership, motivation, and organizational commitment each have a positive and significant effect on employee performance. Partial testing shows that commitment is the most dominant factor influencing performance, followed by transformational leadership and motivation. Simultaneously, the three independent variables significantly explain employee performance, with a coefficient of determination of 73 percent. These findings highlight the importance of effective leadership practices, motivational strategies, and commitment-building efforts in enhancing employee performance, particularly in aviation support service organizations characterized by high operational demands. This study contributes to human resource management literature and provides practical implications for managers in improving organizational performance through strategic people management
Co-Authors Dea Mutia Della Ayu Yolanda Hadi Suriono M. Sandi Syahputa Nurul Hikmatul Alawiyah Sariani Sariani Sariani TENGKU SYARIFAH