Journal of Strategic Marketing and Applied Economics
The Journal of Strategic Marketing and Applied Economics (JSMAE) is a peer-reviewed academic journal dedicated to publishing original research articles, conceptual papers, and empirical studies in the fields of strategic marketing and applied economics. The journal serves as a platform for scholars, practitioners, lecturers, and students to disseminate ideas, findings, and innovations that are relevant to the dynamic landscape of business and economic development at both global and regional levels. JSMAE focuses on contemporary issues that integrate marketing and economic perspectives, bridging theory and practice. The published articles are expected to contribute to the advancement of knowledge, support managerial decision-making, and enrich academic discourse in strategic marketing and applied economics. Scope of the Journal The journal welcomes submissions in, but not limited to, the following areas: Strategic Marketing: consumer behavior, digital marketing, brand management, customer relationship management (CRM), marketing communication, social media marketing, service marketing, and green marketing. Applied Economics: development economics, applied macro- and micro-economics, financial management, business economics, digital economy, international trade, and public policies related to marketing and economics. Interdisciplinary Studies that link marketing perspectives with broader global, social, technological, and sustainability issues. The journal accepts original research articles, case studies, literature reviews, and conceptual analyses that fall within the scope of economics and marketing.
Articles
10 Documents
<![CDATA[The Influence of AI-Based Marketing Strategies on Customer Experience and Loyalty in the Age of Personalization ]]>
<![CDATA[Muhammad Khoirul Umam]]>
<![CDATA[ Journal of Strategic Marketing and Applied Economics Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Applied Economics ]]>
Publisher : <![CDATA[Politeknik Siber Cerdika Internasional ]]>
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DOI: 10.59261/jsmae.v1i1.1
<![CDATA[Digital transformation in the era of personalization has significantly changed the marketing landscape, especially with the adoption of artificial intelligence (AI) allowing for a more personalized approach to creating unique customer experiences. The research aims to explore how AI-based marketing strategies affect customer experience and their loyalty to brands. Using a qualitative approach, the data was collected through in-depth interviews with industry experts and customers who interacted with brands that use AI technology in marketing. Thematic analysis is used to understand how AI-based personalization affects customer perception, satisfaction, and emotional attachment. The results show that responsive and relevant AI strategies significantly improve the customer experience, especially in terms of personalization and interactive engagement. In addition, these positive experiences are an important foundation in building long-term loyalty. This research offers valuable insights for companies on the importance of strategically applying AI in marketing to strengthen emotional relationships with customers.]]>
<![CDATA[Strategies to Strengthen Brand Resilience in the Digital Age: Synergy between Innovation and Customer Experience in the Post-Pandemic Market ]]>
<![CDATA[Askarno Askarno]]>
<![CDATA[ Journal of Strategic Marketing and Applied Economics Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Applied Economics ]]>
Publisher : <![CDATA[Politeknik Siber Cerdika Internasional ]]>
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DOI: 10.59261/jsmae.v1i1.2
<![CDATA[In the dynamic digital era and post-pandemic conditions, companies face new challenges in maintaining brand resilience amid rapid changes in consumer preferences and increased competition. Brand resilience depends not only on product innovation, but also on a consistent and valuable customer experience. This research aims to explore the synergy between innovation and customer experience in building sustainable brand resilience. Using qualitative methods, the study collected data through in-depth interviews with marketing managers and customers from various companies in the retail and digital services sectors. Thematic analysis reveals that relevant innovations and interactive customer experiences are able to reinforce positive perceptions and loyalty of brands, even in conditions of market uncertainty. These findings highlight the importance of an approach that combines strategic innovation with a responsive customer experience, which not only improves competitiveness but also adds long-term value to brands. The implications of this study provide practical guidance for companies to design brand resilience strategies that are relevant to customer needs and the development of digital technology.]]>
<![CDATA[Analysis of the Relationship between Green Marketing Initiatives and Consumer Purchase Decisions in Developing Economies ]]>
<![CDATA[Aen Fariah]]>
<![CDATA[ Journal of Strategic Marketing and Applied Economics Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Applied Economics ]]>
Publisher : <![CDATA[Politeknik Siber Cerdika Internasional ]]>
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DOI: 10.59261/jsmae.v1i1.3
<![CDATA[Climate change and environmental damage have increased consumer awareness of the importance of sustainability, prompting many companies to adopt green marketing initiatives. In countries with developing economies, where environmental awareness is still in the developing stage, understanding the impact of these initiatives on consumer purchasing decisions is crucial. This study aims to analyze the relationship between green marketing initiatives implemented by companies and consumer purchasing decisions in developing economies. The method used was a quantitative survey involving 300 respondents in various market segments in Indonesia, where data was collected through questionnaires that measured consumer attitudes towards green products and purchase decisions. The results of the analysis show that green marketing initiatives significantly influence consumer purchasing decisions, with factors such as environmental awareness and perception of the value of green products playing an important role in moderating this relationship. This research provides insights for companies on the importance of communicating sustainability values and the benefits of green products to increase consumer loyalty and purchasing decisions. These findings also contribute to the literature on green marketing in the context of developing economies.]]>
<![CDATA[The Impact of Economic Policy on E-commerce Growth and Consumer Behavior: Lessons from the COVID-19 Pandemic ]]>
<![CDATA[Dedy Setiawan]]>
<![CDATA[ Journal of Strategic Marketing and Applied Economics Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Applied Economics ]]>
Publisher : <![CDATA[Politeknik Siber Cerdika Internasional ]]>
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DOI: 10.59261/jsmae.v1i1.4
<![CDATA[The COVID-19 pandemic has rapidly changed the global economic landscape, accelerating the growth of e-commerce and changing consumer behavior. The economic policies implemented by the government to support the economy during this crisis played an important role in encouraging the adoption of digital technology and online shopping. This study aims to analyze the impact of economic policies on e-commerce growth and consumer behavior during the pandemic. The method used is a case study that includes secondary data analysis from government reports, consumer surveys, and e-commerce industry statistics. The results of the study show that policies that support internet access, subsidies for small businesses, and tax incentives significantly increase consumer participation in e-commerce. In addition, the study revealed that consumer behavior has shifted to online shopping preferences, with increasing trust in digital transactions and a more convenient shopping experience. These findings provide important insights for stakeholders and policymakers to formulate better strategies in supporting future e-commerce growth and tailoring economic policies relevant to changing consumer behavior.]]>
<![CDATA[Harnessing Big Data for Targeted Marketing: Opportunities and Challenges for Retailers in a Post-Pandemic World ]]>
<![CDATA[Ikhsan Nendi]]>
<![CDATA[ Journal of Strategic Marketing and Applied Economics Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Applied Economics ]]>
Publisher : <![CDATA[Politeknik Siber Cerdika Internasional ]]>
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DOI: 10.59261/jsmae.v1i1.5
<![CDATA[The COVID-19 pandemic has accelerated the adoption of digital technologies across sectors, including retail, where the use of big data has become increasingly important to understand consumer behavior and facilitate targeted marketing. In this context, this study aims to analyze the opportunities and challenges retailers face in leveraging big data to improve their marketing effectiveness in a post-pandemic world. The method used in this study is a qualitative approach through in-depth interviews with industry leaders and case study analysis of companies that have successfully implemented big data strategies. The results show that the utilization of big data provides retailers with valuable insights into consumer preferences, allowing them to create more personalized and relevant marketing campaigns. However, the study also identified significant challenges, including data privacy concerns, complexity in system integration, and the need to develop analytical skills among the workforce. These findings provide important insights for retailers in formulating more responsive and adaptive marketing strategies, as well as addressing the challenges that arise from the use of big data. This research is expected to contribute to the literature on digital marketing and provide practical guidance for practitioners in the retail industry.]]>
<![CDATA[Researching How AI Works Marketing Influence Trust Consumers In Two Culture Different ]]>
<![CDATA[Elsa Islammia Pasha]]>
<![CDATA[ Journal of Strategic Marketing and Applied Economics Vol. 1 No. 2 (2025): Journal of Strategic Marketing and Applied Economics ]]>
Publisher : <![CDATA[Politeknik Siber Cerdika Internasional ]]>
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DOI: 10.59261/jsmae.v1i2.6
<![CDATA[Development rapidly intelligence artificial intelligence (AI) in digital marketing strategy has bring up challenge new in understand dynamics trust consumer cross culture . In an increasingly global context connected , important For evaluate How perception consumer to use of AI in marketing different between culture , especially related with aspect privacy , personalization , and transparency . Article This aim For research influence use of AI in marketing to trust consumers in two culture different , namely culture individualistic ( United States ) and culture collectivism (Indonesia). Research This use approach quantitative with method survey , involving 400 respondents who were divided equally between the two countries . The instruments used is questionnaire closed with Likert scale for measure perception trust , AI transparency , and value culture consumers . Data analysis was carried out using Structural Equation Modeling (SEM) to test connection between variables . The results show that AI in marketing own influence positive to trust consumers , however mediated in a way significant by value culture . Consumers in culture individualistic more value personalization and data control , while consumers in culture collectivistic more influenced by opinion social and trust institutional findings This give outlook important for global companies for adjust marketing strategy AI -based according to with context target culture .]]>
<![CDATA[Marketing and Branding Strategies for MSMEs Post-Pandemic, Especially in Rural Areas ]]>
<![CDATA[Oriza Aditia]]>;
<![CDATA[Dwi Febri Syawaludin]]>;
<![CDATA[Mar'atus Solikhah]]>
<![CDATA[ Journal of Strategic Marketing and Applied Economics Vol. 1 No. 2 (2025): Journal of Strategic Marketing and Applied Economics ]]>
Publisher : <![CDATA[Politeknik Siber Cerdika Internasional ]]>
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DOI: 10.59261/jsmae.v1i2.7
<![CDATA[The COVID-19 pandemic has provided impact significant to Micro , Small, and Medium Enterprises (MSMEs) sector , especially those in rural areas . Dependence on marketing traditional become challenge big moment mobility restricted . Post-pandemic , the emergence of habit consumer new as well as acceleration digitalization open opportunity at a time challenge in developing adaptive marketing and branding strategies . Research This aim For identify and analyze effective marketing and branding strategies for MSMEs in rural areas after pandemic , as well as explore factors determinant the success of the strategy in increase Power competitiveness and sustainability business . Research This use approach qualitative with studies cases of five MSMEs in rural areas West Java . Data collected through interview in-depth , observation direct , and documentation . The data analysis technique uses the Miles and Huberman model with stages data reduction , data display, and retrieval conclusion / verification . Research results show that a combination of simple digital strategies ( such as use of WhatsApp Business and social media local ), personalization product based wisdom local , as well as visual storytelling becomes key in building strong branding . Adoption technology in a way gradual , digital training , and collaboration with community local participate push the effectiveness of MSME marketing strategies post-pandemic .]]>
<![CDATA[Build Trust Consumer in Sharia E-Commerce Ecosystem : A Study Exploring the Young Indonesian Muslim Market ]]>
<![CDATA[Mohamad Maulana Ridzki]]>;
<![CDATA[Satrio Rafli Firmansah]]>
<![CDATA[ Journal of Strategic Marketing and Applied Economics Vol. 1 No. 2 (2025): Journal of Strategic Marketing and Applied Economics ]]>
Publisher : <![CDATA[Politeknik Siber Cerdika Internasional ]]>
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DOI: 10.59261/jsmae.v1i2.8
<![CDATA[Digital transformation has push growth rapid growth of e-commerce in Indonesia, including the emergence of a platform that carries principles sharia . In the middle trend global halal consumption and the increase awareness religious among generation young Muslims, beliefs become element crucial in determine sustainability e-commerce ecosystem based sharia . However , not yet Lots studies that examine factor former trust in context this , especially in the young Indonesian Muslim market which has preference unique and sensitive to values ethics . Research This aim For explore in a way deep factors that influence formation trust young Muslim consumers towards sharia e-commerce . Approach qualitative used with method studies exploratory through interview deep to 15 informants active 18–30 year olds Shopping on Sharia e-commerce platforms . Research results show that trust formed by four factor main : commitment to principle sharia , transparency information , integrity perpetrator business , and consistent digital experience . In addition that , halal certification , zakat/ infak features , and narrative religious become Power pull emotional strengthening loyalty . Research This give contribution to development theory trust in context marketing based mark as well as become reference for sharia e-commerce platform developer in design more marketing strategies adaptive to characteristics young Muslim consumers.]]>
<![CDATA[Analyzing Pricing Strategy in Competitive E-Commerce Ecosystem Like Tokopedia and Shopee ]]>
<![CDATA[Riska Anggraeni]]>;
<![CDATA[Nur Saebah]]>;
<![CDATA[Dina Nurul Fathiya]]>
<![CDATA[ Journal of Strategic Marketing and Applied Economics Vol. 1 No. 2 (2025): Journal of Strategic Marketing and Applied Economics ]]>
Publisher : <![CDATA[Politeknik Siber Cerdika Internasional ]]>
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DOI: 10.59261/jsmae.v1i2.9
<![CDATA[The rapid growth of e- commerce in Indonesia has created a highly competitive business environment, with Tokopedia and Shopee becoming the two dominant platforms. Price competition has become a key strategy to attract price- and promotion-sensitive digital consumers. However, the pricing dynamics between these two platforms have not been comprehensively studied, particularly in the context of long-term strategies and their impact on customer loyalty. This study aims to analyze the pricing strategies implemented by Tokopedia and Shopee in their efforts to maintain and increase their market share. The research method used was a descriptive qualitative approach with a case study technique. Data were collected through in-depth interviews with active business owners on both platforms, analysis of price promotion content from 2023 to 2024, and observation of secondary data from e- commerce industry reports . The results show that both platforms rely on deep discount strategies, shipping subsidies, and automatic price adjustment algorithms to maintain competitiveness. Shopee tends to be more aggressive in loyalty programs and price campaigns, while Tokopedia places greater emphasis on financial services integration as an added value. Dynamic pricing strategies have proven effective in increasing short-term transactions, but present sustainability challenges for small businesses. This research contributes to the understanding of digital marketing strategies and offers practical implications for MSMEs and policy makers in designing fair e- commerce regulations.]]>
<![CDATA[Studies About Influence Content TikTok On Purchasing Decisions Sudden Young generation ]]>
<![CDATA[Siti munawaroh]]>;
<![CDATA[Feri Hardiyanto]]>
<![CDATA[ Journal of Strategic Marketing and Applied Economics Vol. 1 No. 2 (2025): Journal of Strategic Marketing and Applied Economics ]]>
Publisher : <![CDATA[Politeknik Siber Cerdika Internasional ]]>
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DOI: 10.59261/jsmae.v1i2.10
<![CDATA[Phenomenon purchase sudden (impulsive buying) among generation young the more increase along with the development of social media , in particular TikTok , as a very popular visual content platform influential . Various content creative like review products , trends shopping , and video endorsements have the potential form perception and behavior consumer in a way instant . Research This aim For analyze influence content TikTok to decision purchase sudden generation young , with focus on aspects emotional , visualization products , as well as factor social displayed in content . Research This use approach quantitative with method survey against 300 respondents active 17–25 year olds use TikTok . Data collected through online questionnaire and analyzed use multiple linear regression For know significance variables content TikTok to decision purchase sudden . Research results show that there is influence significant between intensity exposure content TikTok and the decision purchase sudden (p < 0.05). Factor visualization products and encouragement emotional in content own the most dominant contribution . Besides that , social proof like comment positive and number of likes also play a role strengthen decision purchase in a way impulsive . Implications from findings This can become input strategic for perpetrator business in designing campaign effective marketing on the TikTok platform.]]>
