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p-Index From 2021 - 2026
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All Journal Journal of Indonesian Management
Fachri Afif
Universitas Negeri Padang
Humanities Decision Sciences, Operations Research & Management Social Sciences

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Blockchain for Marketing Transparency and Trust: Applications in Supply Chain and Customer Loyalty Programs Fachri Afif; Perengki Susanto
Journal of Indonesian Management Vol. 5 No. 2 (2025): June
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/jim.v5i2.2422

Abstract

Blockchain for Marketing Transparency and Trust: Applications in Supply Chain and Customer Loyalty Programs. The increasing demand for transparency and trust in marketing practices necessitates innovative solutions. This paper explores the potential of blockchain technology to enhance transparency and build trust in two critical marketing areas: supply chain management and customer loyalty programs. By providing a decentralized, immutable, and auditable ledger, blockchain can offer unprecedented visibility into product origins, ethical sourcing, and the secure management of loyalty rewards. 1 This study examines the theoretical underpinnings of blockchain and analyzes potential applications and benefits for both businesses and consumers. Specifically, it investigates how blockchain can improve supply chain transparency by tracking product journeys from origin to consumer, and how it can revolutionize customer loyalty programs by ensuring secure and transparent reward distribution and redemption. Furthermore, the paper discusses the challenges and opportunities associated with implementing blockchain in these marketing contexts. Ultimately, this research argues that blockchain technology holds significant promise for fostering greater transparency and trust, leading to stronger brand-consumer relationships and more ethical marketing practices.
Metaverse Marketing: Exploring New Frontiers for Brand Engagement and Consumer Experience Fachri Afif; Perengki Susanto
Journal of Indonesian Management Vol. 5 No. 2 (2025): June
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/jim.v5i2.2423

Abstract

The emergence of the metaverse presents novel opportunities and challenges for marketing practices, shifting the landscape of brand-consumer interactions. This research aims to explore the potential of the metaverse as a new frontier for enhancing brand engagement and elevating consumer experiences. Employing a qualitative research approach, this study analyzes existing literature, case studies of early adopter brands, and expert opinions to identify key strategies, benefits, and challenges associated with metaverse marketing initiatives. The findings reveal that the immersive and interactive nature of the metaverse allows for the creation of unique and memorable brand experiences, fostering stronger emotional connections and driving deeper consumer engagement. Virtual events, branded virtual environments, and the integration of virtual goods and services emerge as promising avenues for marketers. However, challenges related to user adoption, ethical considerations, and the need for innovative content creation are also highlighted. In conclusion, the metaverse offers significant potential for marketers to forge new connections with consumers and build brand loyalty, necessitating a strategic and thoughtful approach to navigate this evolving digital landscape.
Digital Transformation and Organizational Resilience: Integrating Innovation, Learning, and Performance Fachri Afif; Yunia Wardi; Rino
Journal of Indonesian Management Vol. 5 No. 4 (2025): December
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/jim.v5i4.3433

Abstract

This study examines how digital transformation enhances organizational resilience by integrating the roles of innovation, organizational learning, and performance. Although many organizations invest heavily in digital technologies, the outcomes are often inconsistent due to variations in internal capabilities, cultural readiness, and strategic alignment. Through a systematic literature review of peer-reviewed studies published between 2020 and 2025, this research synthesizes contemporary evidence on how digital transformation reshapes technological capability, knowledge flows, and adaptive processes. The findings reveal that digital transformation acts as a catalyst that strengthens an organization’s ability to sense changes, respond rapidly, and reconfigure resources. Innovation and organizational learning emerge as critical mediators, enabling organizations to develop flexible processes, experiment with new solutions, and enhance knowledge integration. Improved organizational performance, particularly through sustainability practices and data-driven decision-making, further contributes to long-term resilience by promoting continuity, adaptability, and operational stability. However, the review also highlights that the benefits of digital transformation depend on contextual factors such as leadership support, organizational culture, digital skills, and alignment between business strategy and technology. Overall, the study proposes an integrated pathway in which digital transformation enhances innovation and learning, which then improves performance and strengthens resilience. The findings provide theoretical insights and practical guidance for organizations seeking to build resilience in increasingly volatile and complex environments.
A Systematic Literature Review on Competitive Advantage, Market-Based Resources, and The Development Of A General Theory Of Marketing Fachri Afif; Abror; Vidyarini Dwita; Yunia Wardi
Journal of Indonesian Management Vol. 6 No. 1 (2026): March
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/jim.v6i1.4197

Abstract

Resource-Advantage (R-A) Theory has emerged as one of the most influential theoretical frameworks in marketing and strategic management for explaining how firms achieve and sustain competitive advantage through heterogeneous resources. Despite its growing application across various domains, including marketing strategy, innovation, customer relationship management, digital transformation, and sustainability, the literature remains fragmented. This study conducts a Systematic Literature Review (SLR) to synthesize the development, theoretical contributions, and future research directions of Resource-Advantage Theory in marketing. Following the PRISMA 2020 guidelines, articles published between 1995 and 2025 were identified from major academic databases, screened according to predefined inclusion and exclusion criteria, and analyzed using thematic synthesis. The findings reveal five dominant research themes: (1) competitive advantage and firm performance, (2) market-based resources and customer information assets, (3) marketing strategy and market segmentation, (4) digital transformation and analytical capabilities, and (5) sustainability and social impact. The review demonstrates that R-A Theory serves as a powerful integrative framework capable of bridging the divide between micro and macro marketing perspectives while providing a foundation for a general theory of marketing. The study concludes by proposing future research opportunities related to artificial intelligence, social commerce, customer engagement, and sustainable marketing.
Co-Authors Abror Perengki Susanto Rino Vidyarini Dwita Yunia Wardi