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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 Link between Physical Evidence, Customer Satisfaction and Customer Loyalty: An Empirical Analysis Idrus, Nanda Lutfiah; Yendra, Yendra; Marihi, La Ode
Advances in Business & Industrial Marketing Research Vol. 3 No. 1 (2025): October - January
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i1.300

Abstract

Purpose: This study aims to examine the effect of physical evidence on customer loyalty mediated by customer satisfaction at Shadow Edge Park Jayapura Cafe. The hypothesis is that customer satisfaction mediates the impact of physical evidence on customer loyalty. Research Design and Methodology: The method used was descriptive quantitative with a survey design. Data were collected from 120 Shadow Edge Park Jayapura Cafe consumers through questionnaires. The data were analyzed using Structural Equation Modeling (SEM) with AMOS 22 software. Findings and Discussion: The results show that physical evidence positively and significantly influences customer satisfaction, mediating this influence on customer loyalty. The findings support the Servicescapes theory, suggesting that physical elements such as interior design, cleanliness, and ambiance of the café are key factors that influence customer satisfaction and loyalty. Implications: Café managers should focus on managing physical evidence elements to increase customer satisfaction and loyalty. Further research is needed to explore factors such as social interaction and service quality that may influence customer loyalty. Future studies could expand geographic and cultural coverage to test the consistency of these findings.
The Influence of Reliability on Customer Loyalty Mediated by Customer Satisfaction Rizkina, Ayuni Kurnia Agung; Zakaria, Zakaria; Labo, Irwan Adam
Advances in Business & Industrial Marketing Research Vol. 3 No. 1 (2025): October - January
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i1.301

Abstract

Purpose: This study aims to examine the effect of reliability on customer satisfaction and loyalty at the Hendrikus Tax Consulting Office in Jayapura, with customer satisfaction acting as a mediator. The primary hypothesis posits that service reliability enhances customer satisfaction, boosting customer loyalty. Research Design and Methodology: The research employs a quantitative survey method, collecting data through questionnaires distributed to 97 purposively sample respondents from the office's client base. Data analysis was conducted using SmartPLS version 4, evaluating measurement and structural models to test validity, reliability, and hypotheses. Findings and Discussion: The results indicate that service reliability positively and significantly affects customer satisfaction (t-statistic 8.042, p-value 0.000) and customer loyalty (t-statistic 1.986, p-value 0.048). Customer satisfaction substantially mediates the relationship between reliability and loyalty (t-statistic 4.969, p-value 0.000). Implications: These findings suggest that enhancing service reliability can improve customer satisfaction and loyalty, which is crucial for service strategy in tax consulting. The study also highlights the need for further research into other factors influencing customer satisfaction and loyalty in different service industries.
Marketing Knowledge Management Analysis to Drive Innovation and Effective Decision Making Haris, Abdul
Advances in Business & Industrial Marketing Research Vol. 3 No. 1 (2025): October - January
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i1.415

Abstract

Purpose: This study explores the strategic role of knowledge management (KM) in driving innovation and supporting effective marketing decision-making. By examining the integration of advanced technologies such as artificial intelligence (AI), machine learning (ML), and big data analytics, this research addresses the intersection of KM, innovation, and strategic marketing practices to provide actionable insights for organizations. Research Design and Methodology: The study employs a systematic literature review (SLR) approach to synthesize existing research on KM's application in marketing. It analyzes peer-reviewed journals and scholarly articles published after 2018 to identify patterns, challenges, and opportunities. The analysis focuses on bridging theoretical frameworks with practical applications to reveal KM's transformative potential in modern marketing. Findings and Discussion: The research highlights KM's capacity to transform raw data into actionable insights, enabling organizations to anticipate consumer needs, adapt to dynamic market changes, and develop innovative strategies. It also identifies the critical role of collaboration, leadership, and organizational culture in ensuring KM's effectiveness. Additionally, the study discusses challenges such as resistance to change and the need for digital infrastructure and training. The findings emphasize the synergistic relationship between KM and digital technologies in fostering sustainable competitive advantage. Implications: This research provides practical guidance for organizations to enhance marketing performance through KM. It recommends investing in advanced technologies, cultivating a knowledge-sharing culture, and fostering leadership-driven initiatives. These strategies can drive innovation, improve decision-making, and ensure organizational sustainability in competitive markets.
Digital Technology Adaptation Challenges to Enhance Growth and Security of Corporate Online Businesses Yatna, Chicilia Nova; Banjuradja, Sylvia Yuanita; Sutrisno, Sutrisno; Ritawaty, Noor
Advances in Business & Industrial Marketing Research Vol. 3 No. 1 (2025): October - January
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i1.436

Abstract

Purpose: This study examines the challenges of digital technology adaptation faced by corporate online businesses, focusing on the interplay between growth opportunities and security requirements. The study aims to comprehensively understand technical, security, and organizational barriers while offering actionable strategies to overcome these obstacles. Research Design and Methodology: The study employs a qualitative systematic literature review (SLR) methodology to synthesize findings from recent scholarly contributions. The review integrates theoretical frameworks such as the Technology Acceptance Model (TAM) and organizational innovation theories to contextualize digital adaptation's challenges and potential solutions. Findings and Discussion: The findings reveal that successful digital adaptation is hindered by technical complexities such as integrating AI and IoT, cybersecurity threats, including ransomware and phishing, and organizational resistance due to limited digital literacy and employee readiness. A holistic approach that combines robust security measures, employee training programs, and cultural transformation is critical for addressing these challenges. The discussion highlights the importance of aligning organizational strategies with advanced technologies to foster operational resilience and market competitiveness. Implications: This study provides valuable insights for business leaders and policymakers. Practically, it emphasizes the need for proactive security integration, workforce upskilling, and leveraging AI for enhanced operational efficiency. From a managerial perspective, fostering innovation-supportive cultures and aligning technological strategies with organizational goals is critical. Policymakers are encouraged to create regulatory frameworks that balance technological innovation with robust security measures to promote sustainable business growth.
Adoption of Digital Marketing Strategies by Medical Schemes in South Africa: A Case Study of Two Large Open Medical Schemes Willie, Michael Mncedisi
Advances in Business & Industrial Marketing Research Vol. 3 No. 1 (2025): October - January
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i1.409

Abstract

Purpose: This study examines how digital marketing strategies—mobile apps, social media, and e-mail marketing—enhance consumer engagement, retention, and trust within the health insurance sector. Research Design and Methodology: Using purposive sampling, a case study approach was employed to analyze two health insurance schemes (Scheme A and B). Data collection focuses on mobile app usage, social media engagement, and e-mail campaigns. Findings and Discussion: Scheme A saw an 85% increase in daily app logins and a 14% rise in social media followers. Meanwhile, Scheme B experienced a 39% growth in app downloads but lower social media engagement. Both schemes demonstrated a shift from e-mail marketing to mobile and social media platforms. Implications: Health insurers should prioritize mobile and social media marketing to enhance customer engagement and loyalty through personalized digital interactions. The study contributes to understanding digital marketing's role in the industry and provides insights for future research.
Celebrity Endorsement on Buying Interest Through Consumer Trust Rahma, Ulva Nuraulya; Yendra, Yendra; Marihi, La Ode
Advances in Business & Industrial Marketing Research Vol. 3 No. 2 (2025): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i2.322

Abstract

Purpose: This study aims to assess the influence of celebrity endorsement on the purchase intention of Implora beauty products and analyze the mediating role of consumer trust. Research Design and Methodology: The research employs a quantitative explanatory design. Data were collected through questionnaires distributed to 109 respondents, students using Implora products at the Faculty of Economics and Business, Universitas Yapis Papua. The data analysis was performed using Structural Equation Modeling (SEM) with AMOS 24 software. Findings and Discussion: The findings indicate that celebrity endorsement does not have a significant direct effect on purchase intention but has a substantial indirect impact through consumer trust. Consumer trust strongly mediates between celebrity endorsement and purchase intention, supported by the significant results of the Sobel test. These findings imply that marketing strategies involving celebrities should emphasize building consumer trust and focusing on product quality and brand image. Implications: The study recommends further research on cultural contexts and different product types to gain deeper insights into celebrity endorsement, consumer trust, and purchase intention dynamics.
Brand Repositioning and Diversity: A Case Study of Lucky Dube Willie, Michael Mncedisi
Advances in Business & Industrial Marketing Research Vol. 3 No. 2 (2025): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i2.425

Abstract

Purpose: This study examines Lucky Dube’s brand repositioning from Mbaqanga to reggae, highlighting how it expanded his global reach while preserving his African identity. Research Design and Methodology: A qualitative approach, including a literature review and case studies, applies branding theories such as cultural branding and Aaker’s Brand Equity Model to assess Dube’s market expansion. Findings and Discussion: Key factors in Dube’s success include authenticity, audience engagement, and strategic communication, demonstrating how artists can broaden their appeal while maintaining cultural identity. Implications: The study offers branding insights applicable across industries, emphasizing authenticity, targeted engagement, and strategic communication to strengthen brand equity.
Isuzu and Nogwaja: A Strategic Partnership in Brand Identity Willie, Michael Mncedisi
Advances in Business & Industrial Marketing Research Vol. 3 No. 3 (2025): June - September
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i3.444

Abstract

Purpose: This study explores the strategic partnership between Isuzu and adventurer Nogwaja, examining how it enhances Isuzu's brand identity while deepening consumer engagement through influencer marketing. Research Design and Methodology: This study utilized qualitative research methodology, incorporating a scoping literature review and case studies to examine the effectiveness of branding strategies in the automotive industry. It focused on Aaker's Brand Equity Model and the impact of partnerships, like Isuzu's collaboration with influencers, on brand perception and market appeal. Findings and Discussion: The partnership's success is attributed to authenticity, emotional engagement, and strategic communication. Nogwaja's alignment with Isuzu's values of adventure, resilience, and endurance strengthens the brand's credibility and fosters deeper consumer trust. Additionally, incorporating vernacular language and engaging on social media allows Isuzu to connect with local consumers and resonate with younger, adventure-driven audiences. Experiential marketing, exemplified by live events like the Mzansi Off-road Festival, further solidifies Isuzu's image as a high-performance, reliable brand. Implications: The study highlights the importance of authenticity, targeted engagement, and strategic brand positioning. It offers insights that can be applied across industries, particularly in leveraging influence partnerships and experiential marketing to enhance brand equity and long-term consumer loyalty. The Adventure-Brand Evolution Model developed from this study provides a framework for integrating emotional connection and cultural relevance in brand strategies.
The Impact of Price and Product Quality on Purchasing Decisions Darise, Nurul Tritanty; Akbar, Mohammad Aldrin; Lina, Ros
Advances in Business & Industrial Marketing Research Vol. 3 No. 2 (2025): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i2.485

Abstract

Purpose: This study aims to explore the effect of price and product quality on the purchase decision of an automatic motorbike in the study area. Research Design and Methodology: This study employs a quantitative approach, utilizing a survey method through a questionnaire. The study population consists of individuals who use automatic motorbikes in the Entrop area. The sample was collected using the judgment sampling method, with a minimum sample size of 97 respondents. The data were analysed using multiple linear regression to test the simultaneous effect of price and product quality variables on purchasing decisions. Findings and Discussion: The results showed that simultaneously, the price and product quality variables had a significant effect on the decision to purchase an automatic motorbike. Consumers tend to consider a combination of reasonable price and good product quality in making purchasing decisions. This finding confirms that both variables play a significant role in influencing consumer purchasing behavior. This study also supports the consumer value theory and the findings of previous studies, which highlight the importance of product quality and price in purchasing decisions. Implications: The findings of this study have significant practical consequences for companies. Companies should focus on enhancing product quality, driving innovation, and implementing competitive pricing strategies. In addition, companies need to strengthen their brand image and after-sales service to increase customer satisfaction and loyalty. This research also contributes to the realm of science by enhancing the understanding of the interaction between price and product quality in the context of the motorcycle market.
Service Quality, Product Completeness and Price on Consumer Purchasing Decisions Syahnadin, Muhammad Fikra; Karunia, Erick; Apriadi, Dodi; Loong, Ang Hong; Madli, Faerozh; Gulabdin, Shaierah; Haibo, Li
Advances in Business & Industrial Marketing Research Vol. 3 No. 3 (2025): June - September
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i3.493

Abstract

Purpose: This study aims to examine the influence of service quality, product completeness, and price on consumer purchasing decisions at MR.DIY in Tarakan City. Research Design and Methodology: A quantitative approach was applied using a survey method. The data were collected through non-probability sampling with a purposive sampling technique. The sample consisted of 190 consumers who had made at least two purchases at MR.DIY. The variables in this study were measured using a Likert scale. Multiple linear regression analysis was employed as the primary statistical tool, processed through SPSS version 25. Findings and Discussion: The results revealed that service quality has a positive and significant influence on purchasing decisions, indicating that better service can enhance consumers’ intention to buy. Similarly, product completeness showed a significant positive effect, suggesting that a wide variety of available products increases consumer confidence in making a purchase. Price also demonstrated a considerable positive impact, confirming that affordable and competitive pricing supports consumer decision-making. Implications: This study implies that retail management, particularly at MR.DIY Tarakan should focus on improving service delivery, ensuring product availability tailored to local needs, and offering competitive pricing strategies to stimulate customer purchasing behavior and business sustainability.

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