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Aditya Halim Perdana Kusuma Putra
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Advances in Business & Industrial Marketing Research
Published by Yayasan Pendidikan Bukhari Dwi Muslim
ISSN : -     EISSN : 29857589     DOI : https://doi.org/10.60079/abim
Core Subject : Economy,
Economics, Econometrics & Finance
Founded in 2023, Advances in Business & Industrial Marketing Research publishes original research that promises to advance our understanding of Business & Industrial Marketing over diverse topics and research methods. This Journal welcomes research of significance across a wide range of primary and applied research methods, including analytical, archival, experimental, survey and case study. The journal encourages articles of current interest to scholars with high practical relevance for organizations or the larger society. We encourage our researchers to look for new solutions to or new ways of thinking about practices and problems and invite well-founded critical perspectives. We provide a forum for communicating impactful research between professionals and academics in Business & Industrial Marketing research and practice with discusses and proposes solutions and impact the field. Advances in Business & Industrial Marketing Research publishes research that contributes to our developing knowledge of entrepreneurial and small business marketing.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 43 Documents
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The Role of Brand Attitude to Mediate Electronic Word of Mouth on Purchase Intention Bundu, Velicia N; Zakaria, Zakaria; Labo, Irwan Adam
Advances in Business & Industrial Marketing Research Vol. 2 No. 3 (2024): June - September
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v2i3.252

Abstract

Purpose: This study aims to investigate the role of Brand Attitude as a mediator in the relationship between Electronic Word of Mouth (eWOM) and Purchase Intention.   Research Design and Methodology: His research employs a quantitative survey approach. Data were collected from 171 respondents who were guests at Suni Garden Lake Hotel & Resort Sentani. The validity and reliability of the research instruments were tested, and analysis was conducted using Structural Equation Modeling (SEM) to examine the relationships between variables.   Findings and Discussion: The main findings indicate that eWOM positively and significantly affects Brand Attitude and purchase Intention. The regression results show that Brand Attitude mediates the relationship between eWOM and Purchase Intention, thus strengthening the impact of eWOM on consumer purchase decisions. Implication: The implications of this study highlight the importance of effectively managing eWOM to enhance Brand Attitude and Purchase Intention. Marketers can leverage positive reviews and constructive interactions on social media to strengthen Brand Attitude. This study also opens opportunities for further research to explore how specific elements of eWOM influence Brand Attitude and Purchase Intention across different demographic segments and cultural contexts.
The Role of Marketing Research in Understanding Consumer Behavior and Preferences Haris, Abdul
Advances in Business & Industrial Marketing Research Vol. 2 No. 2 (2024): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v2i2.259

Abstract

The research aims to explore the transformative impact of digital channels and online platforms on contemporary consumer behavior, with a focus on understanding the role of social media and personalized marketing strategies. Employing a comprehensive research design, the study integrates insights from diverse disciplines, including consumer psychology, digital analytics, and economic considerations. Methodologically, a systematic literature review and qualitative analysis are conducted to synthesize findings from recent research studies, providing a nuanced understanding of the dynamics shaping consumer-brand interactions in the digital age. The findings highlight the significance of digital channels in reshaping consumer preferences and purchasing decisions, emphasizing the role of social media platforms and personalized experiences in driving brand engagement and loyalty. Implications for businesses include the necessity to adopt digital-first approaches, leverage advanced analytics tools, and prioritize consumer-centric strategies to remain competitive in the evolving marketplace. Additionally, the study underscores the importance of interdisciplinary perspectives and ongoing research efforts to explore emerging trends and technologies that continue to shape consumer behavior and market dynamics.
E-Business Ecosystems: Understanding the Dynamics of Digital Platforms and Marketplaces Bahari, Andi Faisal
Advances in Business & Industrial Marketing Research Vol. 2 No. 1 (2024): October - January
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v2i1.270

Abstract

The study investigates the intricate dynamics of e-business ecosystems, focusing on factors such as network effects, platform governance, technological innovation, and regulatory scrutiny. Through a comprehensive review of literature and analysis of various perspectives, the research aims to elucidate the evolving landscape of digital platforms and marketplaces. Employing a qualitative research design, the study synthesizes insights from scholarly articles, industry reports, and expert opinions to discern patterns and trends in e-business ecosystems. The findings underscore the transformative impact of digital platforms on traditional business models, highlighting the emergence of platform-based business models and the democratization of commerce. Moreover, the study delves into the implications of these dynamics for competition, regulation, and consumer behavior within e-business ecosystems. It identifies key challenges such as platform competition, regulatory scrutiny, data privacy concerns, and cybersecurity threats, and explores strategies for addressing them. The implications of the research extend to businesses, policymakers, and scholars, informing strategic decision-making, regulatory frameworks, and future research agendas. By advancing our understanding of e-business ecosystems, the study contributes to the development of innovative solutions and strategies that drive economic growth, foster innovation, and promote inclusive prosperity.
Integrating Knowledge Management into Marketing for Enhanced Decision-Making and Performance Abbas, Muhammad
Advances in Business & Industrial Marketing Research Vol. 2 No. 2 (2024): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v2i2.274

Abstract

The integration of knowledge management (KM) into marketing strategies has become increasingly vital for organizations striving to enhance decision-making processes and overall performance in today's dynamic business landscape. This study aims to explore the multifaceted nature of KM integration in marketing contexts and its implications for organizational success.The researches design employed a systematic literature review to synthesize insights from diverse perspectives and shed light on key determinants of KM effectiveness. Findings reveal that organizational readiness, user acceptance, and system usability emerge as critical factors influencing the effectiveness of KM in supporting marketing decision-making. Organizational culture, leadership support, and technological infrastructure play pivotal roles in shaping KM initiatives and driving organizational performance outcomes. The implications of this study underscore the importance of addressing challenges related to organizational culture, leadership support, and technological infrastructure to maximize the benefits of KM in marketing contexts. By adopting proactive measures and a holistic approach to KM implementation, organizations can leverage their knowledge assets more effectively and gain a competitive edge in the marketplace.
Leveraging Technology and Innovation for Effective E-Business Management Syahnur, Haerdiansyah
Advances in Business & Industrial Marketing Research Vol. 2 No. 2 (2024): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v2i2.285

Abstract

The purpose of this study is to examine the multifaceted nature of e-commerce excellence and effective e-business management, with a focus on technological infrastructure, innovation, consumer behavior, and management challenges. Employing a systematic literature review approach, the research design and methodology involve the analysis of recent studies and theoretical frameworks in the field of e-commerce. The findings underscore the critical importance of robust technological infrastructure in driving e-commerce excellence, highlighting the transformative impact of emerging technologies such as artificial intelligence, blockchain, and the Internet of Things. Moreover, the study elucidates the pivotal role of innovation in shaping organizational success, emphasizing the significance of product innovation, process innovation, business model innovation, and organizational innovation. The implications of this study extend to both theory and practice, providing valuable insights for researchers, practitioners, and business leaders in understanding and navigating the complexities of the digital marketplace. By prioritizing investments in digital infrastructure, fostering a culture of innovation, and adopting customer-centric strategies, organizations can position themselves for sustained growth and success in the dynamic e-commerce ecosystem.
Customer-Centric Strategies: Navigating the Dynamics of Marketing Management for Competitive Advantage Akbar, Mohammad Aldrin
Advances in Business & Industrial Marketing Research Vol. 2 No. 2 (2024): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v2i2.288

Abstract

The purpose of this study is to examine the significance of customer-centric strategies in marketing management and their implications for organizational success. Adopting a literature review approach, this research synthesizes insights from various disciplines to elucidate the multifaceted nature of customer-centricity. The research design employs a qualitative approach, drawing on existing scholarship to elucidate key concepts and frameworks in customer-centricity. The findings highlight the paramount importance of prioritizing customer needs and preferences, aligning organizational culture and processes with customer goals, and leveraging technological innovations to enhance customer experiences. The discussion underscores the challenges and opportunities presented by the digitalization of commerce, emphasizing the need for organizations to adapt and innovate in response to changing consumer behaviors and market dynamics. The implications of this study extend to both theory and practice, offering valuable insights for academics, practitioners, and policymakers alike. By embracing a customer-centric mindset and integrating interdisciplinary perspectives, organizations can develop robust strategies that drive sustainable competitive advantage in today's dynamic markets.
Strategic Branding: Building Market Positioning and Business Growth through Integrated Management Practices Islami, Muhammad Mitsal; Rahyuni, Sri; Rukayyah, Alitha
Advances in Business & Industrial Marketing Research Vol. 2 No. 2 (2024): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v2i2.293

Abstract

The purpose of this study is to examine the intricate interplay between strategic branding and integrated management practices and their impact on organizational success in today's competitive marketplace. Through an exhaustive exploration of existing literature, the research design adopts a comprehensive review approach, synthesizing diverse scholarly perspectives on strategic branding, integrated management practices, and their implications for financial performance and consumer behavior. The findings underscore the critical role of integrated management practices in orchestrating successful branding initiatives, emphasizing the alignment of marketing, operations, finance, and human resources to support cohesive brand positioning strategies. Moreover, empirical evidence highlights the positive impact of strategic branding on financial performance, with strong brands exhibiting higher profitability, market share, and shareholder value. The discussion delves into emerging trends such as digitalization, experiential branding, and purpose-driven initiatives, reshaping industry dynamics and challenging traditional marketing paradigms. The implications drawn from the findings offer actionable strategies for organizational leaders, urging them to embrace innovative branding strategies that align with evolving consumer preferences and market dynamics. Furthermore, collaborative efforts between policymakers and industry stakeholders are essential for promoting responsible and ethical branding practices, fostering consumer trust, transparency, and accountability. This study contributes to the literature on strategic branding by providing valuable insights for future research endeavors and informing managerial practices aimed at enhancing brand effectiveness and organizational performance.
Customer Engagement Mediates the Effect of Content marketing on Purchase Intention Rizkia, Arina Raudhatul; Akbar, Mohammad Aldrin; Lina, Ros
Advances in Business & Industrial Marketing Research Vol. 2 No. 3 (2024): June - September
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v2i3.297

Abstract

Purpose: This study examines the effect of Content Marketing on Purchase Intention through Customer Engagement. Research Design and Methodology: This study uses a quantitative research design with survey and path analysis methods. Data was collected from respondents who were involved in digital interactions with marketing content. Findings and Discussion: The results showed that Content Marketing significantly indirectly affects one's Purchase Intention through increased Customer Engagement. This finding indicates that relevant, engaging, and valuable content can increase consumer engagement, strengthening their intention to purchase. Implications: This research highlights the importance of companies developing content marketing strategies that focus on increasing customer engagement to maximize purchase intention. This research contributes to the digital marketing literature by highlighting the mediating role of Customer Engagement. However, limitations of this study include a sample that may not be representative of the broader population and a cross-sectional design that cannot identify changes in consumer behavior over time. Future research should use a longitudinal design and expand the sample to increase external validity and explore other factors influencing this relationship.
Challenges and Opportunities in International Business Management Idris, Muhammad; Nurhadi, Nurhadi; Sakinah, Sakinah
Advances in Business & Industrial Marketing Research Vol. 2 No. 3 (2024): June - September
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v2i3.309

Abstract

Purpose: This study explores the challenges and opportunities in international business management, focusing on the complex dynamics shaping organizational strategies in a global context. It aims to understand how cultural diversity, economic volatility, and geopolitical risks influence international operations and how businesses can leverage these factors for strategic advantage. Research Design and Methodology: The study employs a qualitative research design with a literature review approach. It systematically analyzes scholarly works, including academic journals, books, and reports. This method provides a comprehensive understanding of the multifaceted aspects of international business management, highlighting both challenges and opportunities. Findings and Discussion: The findings indicate that cultural diversity presents a significant challenge in international business, emphasizing the importance of cultural intelligence in navigating diverse environments. Economic volatility and geopolitical risks also require adaptive strategies to manage global uncertainties. Despite these challenges, the study identifies opportunities for growth through digital transformation and strategic collaborations, suggesting that businesses can capitalize on innovation and cross-cultural engagement for success. Implications: The study highlights the need for organizations to invest in cross-cultural competence, foster inclusive cultures, and collaborate with policymakers to address regulatory complexities. It recommends further research on the role of digital technologies and strategic alliances in enhancing global business performance, enabling organizations to achieve sustained success and competitive advantage in the international marketplace.
Sustainability in Business: Integrating CSR into Long-term Strategy Wahyuni, Wahyuni; Hidayat, Julia; Ramli, Nur Rizka Amalia; Syam, Sri Ade Nurfatmawati; Salsabilah, Desiyana
Advances in Business & Industrial Marketing Research Vol. 2 No. 3 (2024): June - September
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v2i3.354

Abstract

Purpose: This study investigates the integration of Corporate Social Responsibility (CSR) into long-term business strategies, emphasizing its role in enhancing competitive advantage and sustainability. The research explores how CSR can be embedded into strategic planning, focusing on leadership, organizational culture, and strategic alignment to achieve sustained business success. Research Design and Methodology: The study employs a qualitative systematic literature review approach, analyzing existing literature on CSR integration and strategic management. It synthesizes insights from various empirical studies to develop a comprehensive framework for integrating CSR into business strategies. Findings and Discussion: The findings reveal that effective CSR integration enhances financial and non-financial performance, including customer loyalty, operational efficiency, and market competitiveness. Strong leadership and a supportive organizational culture are critical to embedding CSR into core business strategy. The study identifies key barriers, such as internal resistance and initial investment needs, and drivers, like regulatory pressure and consumer demand, that influence CSR integration. Implications: The study offers practical implications for managers and policymakers, suggesting a strategic approach to CSR that aligns with business objectives. It also provides theoretical contributions by expanding the understanding of CSR's role in achieving long-term sustainability and competitive advantage. Future research should focus on quantitative analysis and the impact of emerging technologies on CSR integration.

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