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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 52 Documents
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The Symbiotic Dance – How Agile Supply Chains and Strategic Marketing Orchestrate Brand Responsiveness to Evolving Consumer Demands Dzreke, Simon; Dzreke, Semefa Elikplim
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.v3i3.624

Abstract

Purpose: This study aims to develop and validate the Adaptive Brand Ecosystem model, a new framework that integrates marketing intelligence with agile supply chain execution to enhance organizational responsiveness and competitiveness. It hypothesizes that tighter integration between marketing and operations leads to superior market performance and customer retention. Research Design and Methodology: The research employed a quantitative design using cross-sectional data from 214 companies across various global markets. Performance indicators such as response speed, inventory turnover, and customer retention were analyzed to measure the impact of marketing–supply chain integration. Additionally, case studies from Zara and Warby Parker were used to provide qualitative insights into real-world applications of adaptive capabilities. Findings and Discussion: The findings reveal that firms with strong marketing–operations integration respond 68% faster to market changes, achieve 28% higher inventory turnover, and retain 22% more customers than competitors. The analysis highlights how dynamic market-sensing capabilities restructure supply chains to translate consumer insights into operational advantages. Implications: The model provides executives with strategic guidance for building co-evolving marketing and supply chain systems and introduces tools such as the Demand Response Scorecard. For academics, theory advances by linking dynamic capabilities, market orientation, and operational flexibility, promoting a shift from market-responsiveness to market-propulsion.
The Credibility Gap: Why 68% of Marketers Reject Superior AI Reports (200-CMO Blind Test) Dzreke, Simon; Dzreke, Semefa Elikplim
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.v3i3.625

Abstract

Purpose: A significant paradox undercuts artificial intelligence's promise in strategic marketing: while 92% of organizations already use AI-generated insights, 74% of executives distrust them for crucial decisions. Research Design and Methodology: This study addresses the credibility dilemma by conducting a groundbreaking blind test with 200 Chief Marketing Officers from Fortune 500 companies, analyzing identical business challenges—half answered by premier AI platforms (GPT-4 and custom LLMs), and half by experienced human analysts. Findings and Discussion: The technique found an unexpected discrepancy: whereas NLP assessment indicated AI matched or exceeded human report quality in 82% of cases, displaying higher predictive accuracy (+14%) and data comprehensiveness, executives rejected 68% of algorithmically generated insights. A multivariate study identified explanatory inadequacies as the crucial factor: AI's inability to communicate why patterns mattered (causal reasoning), base discoveries in operational realities (contextual framing), and structure insights coherently (narrative flow) accounted for 53% of the trust gap. This "analytics without understanding" dilemma was evident when CMOs ignored an AI report accurately predicting telecom churn because it overlooked how back-to-school tuition payments stretched household budgets—the explanation that made the helpful finding. The study proposes a hybrid approach that adds human-authored "why explanations" (about 47 words) to AI outputs, increasing adoption intent by 40% while maintaining 60% efficiency improvements. Implications: These findings suggest viewing algorithm aversion as a fundamental epistemic reconciliation challenge—one where narrative intelligence links computational power and human judgment. As AI affects strategic decision-making, this study gives a trust calibration plan for maximizing its potential while maintaining interpretative depth.
Market Data Collection and Analysis Challenges for Accurate Marketing Strategies Haris, Abdul
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.v3i3.639

Abstract

Purpose: This study evaluates companies' constraints in market data collection and analysis for developing accurate marketing strategies. It explores how fragmented data sources, inconsistent data quality, technological limitations, and organizational challenges hinder effective data-driven decision-making. Research Design and Methodology: This research employs a qualitative approach through a systematic literature review (SLR), synthesizing insights from peer-reviewed journals, books, and credible databases. The analysis identifies common themes, challenges, and best practices in marketing strategy development related to market data management. Findings and Discussion: The study identifies key challenges, including fragmented data platforms, inconsistent data standards, limited adoption of advanced analytical technologies, and organizational silos. These constraints lead to ineffective marketing strategies due to poor data integration and limited insights. The findings emphasize the importance of adopting advanced technologies, such as artificial intelligence (AI), machine learning (ML), and cloud-based platforms, alongside strengthening cross-functional collaboration and data literacy within organizations. Implications: This study provides valuable insights for both academia and industry. For practitioners, it offers actionable strategies for overcoming data-related challenges, including investing in integrated data platforms, promoting cross-departmental collaboration, and enhancing employee analytical skills. Academically, it enriches existing literature by bridging theoretical frameworks with practical applications. Future research should focus on empirical validation and industry-specific case studies to further advance understanding in this field.
Customer Relationship Management and Customer Loyalty on E-Commerce Platforms Bunga Hidayatul Aini; M. Ikhwan Mansyuri; Risca Ariska Ramadhan
Advances in Business & Industrial Marketing Research Vol. 4 No. 2 (2026): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v4i2.752

Abstract

Purpose: This study aims to analyze the effects of Customer Relationship Management (CRM) strategies, consisting of service personalization, two-way communication, and after-sales service, on customer loyalty in the e-commerce industry. The study hypothesizes that these three CRM dimensions positively affect customer loyalty. Research Method: This research used a quantitative approach focusing on customer transaction activities on e-commerce platforms. The population consisted of active e-commerce customers, with a sample of 97 respondents determined using Cochran’s formula. Primary data were collected through a 5-point Likert-scale questionnaire, supported by observation, documentation, and semi-structured interviews. Data were analyzed using multiple linear regression with SPSS version 21. Results and Discussion: The findings show that service personalization, two-way communication, and after-sales service have positive and significant effects on customer loyalty, both partially and simultaneously. After-sales service is the most dominant factor influencing loyalty. The three CRM dimensions explain 49.6% of the variation in customer loyalty, indicating that CRM strategies play an important role in retaining e-commerce customers. Implications: E-commerce companies should strengthen post-purchase services while maintaining personalized services and interactive communication to reduce customer switching. Originality: This study highlights the dominant role of after-sales service within CRM strategies in building customer loyalty in e-commerce.
The Role of Product Design in Purchase Intention: Mediating Effects of eWOM Intention and Hedonic Value in Social Commerce Yulinda L. Ismail; Asriani Asriani; Jeni Kamase
Advances in Business & Industrial Marketing Research Vol. 4 No. 2 (2026): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v4i2.803

Abstract

Purpose: This study examines the effect of product design on purchase intention in social commerce, particularly TikTok Shop, by analyzing the mediating roles of hedonic value and eWOM intention. Research Method: A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed. Data were collected from TikTok users through purposive sampling. The constructs measured include product design, hedonic value, eWOM intention, and purchase intention, analyzed using SmartPLS. Results and Discussion: The results show that product design significantly influences both hedonic value and eWOM intention. Both variables significantly affect purchase intention, with eWOM intention showing a stronger effect. The direct effect of product design on purchase intention is not significant when mediators are included but becomes significant when excluded, indicating full mediation. This suggests that product design influences purchase intention indirectly through emotional and social mechanisms, with social influence playing a more dominant role. Implications: The findings highlight the importance of integrating emotional and social strategies in social commerce. Businesses should focus on encouraging user interaction and content sharing rather than relying solely on visual appeal. Originality: This study offers a novel integrated model demonstrating that eWOM intention is a more dominant mediator than hedonic value in visual-based social commerce environments.
Digital Creativity Strategies and Work Ethic of Gen Z Entrepreneurs: Case Study of Online Business Students Surakarta, Indonesia Cahyaning Asari; Suranto Suranto
Advances in Business & Industrial Marketing Research Vol. 4 No. 2 (2026): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v4i2.785

Abstract

Purpose: This study examines the influence of digital creativity strategies and work ethic on the performance of Gen Z student entrepreneurs in online businesses at Muhammadiyah University of Surakarta (UMS) and Sebelas Maret University (UNS), with a focus on engagement and business sustainability in digital markets. Research Method: A qualitative case study design was applied. Data were collected from 12 purposively selected student entrepreneurs through semi-structured interviews and three-month observations of their activity on Instagram and TikTok. Data were analyzed using the Miles and Huberman model with triangulation for validity. Results and Discussion: Findings show that digital creativity is reflected in trend-based content, storytelling, and short videos, while work ethic is shown through discipline, responsibility, and time management. Both factors jointly enhance engagement and support online business continuity. Implications: The study highlights the importance of integrating digital creativity and the development of a work ethic in higher education to strengthen student entrepreneurship ecosystems. Originality: This research provides empirical evidence on the combined role of digital creativity and work ethic in students' entrepreneurial performance within Indonesia’s digital economy.
Enhanching Gamer Loyalty: Role of Immersiveness and Parasocial Relationship with NPC Characters in Narrative Games Gatum Ananta Putra; Masmira Kurniawati
Advances in Business & Industrial Marketing Research Vol. 4 No. 2 (2026): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v4i2.794

Abstract

Purpose: This study aims to examine how game experience influences player loyalty through immersiveness and parasocial relationships in digital games. Grounded in parasocial interaction theory, this study proposes that game experience enhances immersion and parasocial relationships, which in turn strengthen game loyalty. Research Method: This study employed a quantitative research design using a structured questionnaire distributed through Google Forms and the Kudata platform. The sample consisted of 285 active players of Genshin Impact, Wuthering Waves, and Honkai: Star Rail. The variables examined include game experience, immersiveness, parasocial relationships, and game loyalty. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 31 to test the proposed relationships among variables. Results and Discussion: The findings indicate that game experience does not have a significant direct effect on game loyalty. However, game experience significantly influences immersiveness and parasocial relationships. Immersiveness significantly affects both parasocial relationships and game loyalty, while parasocial relationships have a strong positive effect on game loyalty. These results suggest that player loyalty is shaped indirectly through immersiveness and parasocial relationships, indicating a full mediation mechanism. Implications: Game developers should enhance immersive, character-driven experiences to foster emotional attachment and long-term player loyalty. Originality: This study extends parasocial interaction theory by integrating immersiveness and parasocial relationships as mediating mechanisms in explaining digital game loyalty.
How Failure Severity Shapes Consumer Evaluation in the F&B Industry: The Roles of Perceived Responsibility, Consumer Forgiveness, and Repurchase Intention Kirana Arista Salsabila; Masmira Kurniawati
Advances in Business & Industrial Marketing Research Vol. 4 No. 2 (2026): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v4i2.795

Abstract

Purpose: This study aims to examine the effect of failure severity on consumer evaluation in the food and beverage industry by analyzing the roles of perceived responsibility, consumer forgiveness, and repurchase intention. Research Method: This study employed a quantitative experimental design with scenario-based stimuli representing high and low failure severity. Data were collected through a survey of university students in Indonesia using non-probability purposive sampling. The study examined the relationships among failure severity, perceived responsibility, consumer forgiveness, and repurchase intention. Data were analyzed using Multivariate Analysis of Variance (MANOVA) and Partial Least Squares Structural Equation Modeling (SEM-PLS). Results and Discussion: The findings indicate that failure severity significantly influences consumer responses across cognitive, affective, and behavioral dimensions. Higher failure severity increases perceived responsibility, decreases consumer forgiveness, and reduces repurchase intention. Perceived responsibility has a positive and significant effect on consumer forgiveness, suggesting that responsibility acknowledgment may signal accountability. Consumer forgiveness also positively affects repurchase intention, indicating that emotional recovery is important in restoring future purchasing behavior. Implications: Firms should manage severe service failures through timely, transparent, and accountable recovery strategies to rebuild trust and encourage repurchase intention. Originality: This study contributes to attribution theory by integrating perceived responsibility, consumer forgiveness, and repurchase intention into the evaluation of service failure.
Brand Awareness, Brand Image, and Brand Trust on Costumer’s Decisions to Use Sharia-Compliant Pawnshop Products Iwan Darmawan; Ahmad Firman; Fitriani Latief
Advances in Business & Industrial Marketing Research Vol. 4 No. 2 (2026): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v4i2.828

Abstract

Purpose: This study aims to analyze the influence of brand awareness, brand image, and brand trust on customers’ decisions to use Sharia pawnbroking products at PT Pegadaian Syariah Ujungbulu. Research Method: This study employs a quantitative approach using a survey method involving 102 customers selected through random sampling. Data analysis was conducted using validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. Results and Discussion: The study indicates that brand awareness and brand image do not significantly affect customer decisions, whereas brand trust has a positive and significant effect. These findings suggest that the decision to use sharia-compliant pawnshop products is influenced more by trust in sharia compliance, contract transparency, and transaction security than by brand awareness or brand image. Implications: This study underscores the importance of building customer trust through consistent adherence to Sharia principles and improving service quality. Originality: This study highlights brand trust as the primary determinant of customer decisions regarding sharia pawnbroking services.
Trust as a Moderator in AI Adoption among Indonesian MSMEs: A Multi-Group Analysis of Necessity versus Opportunity Entrepreneurship Muhammad Fakhri; Rambat Lupiyoady
Advances in Business & Industrial Marketing Research Vol. 4 No. 2 (2026): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v4i2.840

Abstract

Purpose: This study aims to examine the moderating role of trust in an extended Unified Theory of Acceptance and Use of Technology (UTAUT) model on artificial intelligence (AI) adoption intention among Indonesian micro, small, and medium enterprises (MSMEs). It also compares the drivers of adoption between necessity-driven and opportunity-driven entrepreneurs. Research Method: This research employed a quantitative cross-sectional survey involving 200 MSME owners in Greater Jakarta selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA) to test direct and moderating effects, and to examine differences between entrepreneurial typologies. Results and Discussion: The findings show that performance expectancy, effort expectancy, and facilitating conditions positively influence AI adoption intention, while personal innovativeness has a significant negative effect, indicating technology intimidation. Trust negatively moderates the effects of performance expectancy and effort expectancy, but positively moderates the effects of facilitating conditions. MGA reveals that performance expectancy and effort expectancy are significant only among opportunity-driven enterprises, whereas facilitating conditions are significant only among necessity-driven enterprises. The model explains 43% of the variance in adoption intention with good predictive relevance. Implications: Policymakers and platform providers should tailor AI adoption strategies by emphasizing efficiency and capability for opportunity-driven MSMEs, while prioritizing infrastructure and support for necessity-driven MSMEs. Originality: This study highlights entrepreneurial typology and trust as contextual factors in AI adoption among Indonesian MSMEs.

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