JURNAL ECONOMINA
Vol. 5 No. 5 (2026): JURNAL ECONOMINA, Mei 2026

Data-Driven Customer Experience Strategies in Modern Digital Marketing

Candra (Universitas Muhammadiyah Mataram, Indonesia)
Dedy Iswanto (Universitas Muhammadiyah Mataram, Indonesia)
Baiq Reinelda Tri Yunarni (Universitas Muhammadiyah Mataram, Indonesia)
Rizka Kumia Andaru (Universitas Pembangunan Nasional vateran Jawa Timur, Indonesia)
Yasyifa Dian Urfina (Universitas Muhammadiyah Mataram)
Sulhan Hadi (Universitas Muhammadiyah Mataram, Indonesia)
Muhammad Naim (Universitas Muhammadiyah Mataram)



Article Info

Publish Date
30 May 2026

Abstract

This study employs a Systematic Literature Review approach to examine literature indexed in Google Scholar, the Directory of Open Access Journals, and Scopus from 2017 to 2026 to explore digital transformation within quality management systems (Quality 4.0). The results of the review indicate that existing research still has fundamental limitations, characterized by a predominance of conceptual approaches, a lack of empirical evidence and longitudinal studies, and a tendency to focus on digital transformation in general, thus failing to address the specific context of quality management systems. Furthermore, the available literature remains fragmented and has not yet produced an integrative model that comprehensively links the technological, organizational, and human resource dimensions, thereby limiting its practical implications for organizations. Based on these findings, there is a research gap that calls for the development of a holistic, measurable, and empirically grounded cross-sectoral implementation model for Quality 4.0. Therefore, future research should focus on formulating an empirically validated integrative framework, developing practical change management strategies, enhancing contextual digital competencies, strengthening cybersecurity, and exploring the application of human-centered artificial intelligence to support the effectiveness and sustainability of quality management systems in the digital era.

Copyrights © 2026






Journal Info

Abbrev

economina

Publisher

Subject

Economics, Econometrics & Finance

Description

JURNAL ECONOMINA (JE) is a peer-reviewed journal which publishes original research papers. ECONOMINA has been published since 2022. It is currently published every month a year with e-ISSN: 2963-1181. The Digital Object Identifier (DOI) is assigned to each published article and the journal is ...