Journal of Strategic Marketing and Applied Economics

The Influence of AI-Based Marketing Strategies on Customer Experience and Loyalty in the Age of Personalization

Muhammad Khoirul Umam — 2025-02-24

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.

Strategies to Strengthen Brand Resilience in the Digital Age: Synergy between Innovation and Customer Experience in the Post-Pandemic Market

Askarno Askarno — 2025-02-24

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.

Analysis of the Relationship between Green Marketing Initiatives and Consumer Purchase Decisions in Developing Economies

Aen Fariah — 2025-02-24

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.

The Impact of Economic Policy on E-commerce Growth and Consumer Behavior: Lessons from the COVID-19 Pandemic

Dedy Setiawan — 2025-02-24

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.

Harnessing Big Data for Targeted Marketing: Opportunities and Challenges for Retailers in a Post-Pandemic World

Ikhsan Nendi — 2025-02-24

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.