Journal of Strategic Marketing and Applied Economics

Researching How AI Works Marketing Influence Trust Consumers In Two Culture Different

Elsa Islammia Pasha — Tue, 19 Aug 2025 00:00:00 +0000

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 .

Marketing and Branding Strategies for MSMEs Post-Pandemic, Especially in Rural Areas

Oriza Aditia, Dwi Febri Syawaludin, Mar'atus Solikhah — Tue, 19 Aug 2025 00:00:00 +0000

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 .

Build Trust Consumer in Sharia E-Commerce Ecosystem : A Study Exploring the Young Indonesian Muslim Market

Mohamad Maulana Ridzki, Satrio Rafli Firmansah — Tue, 19 Aug 2025 00:00:00 +0000

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.

Analyzing Pricing Strategy in Competitive E-Commerce Ecosystem Like Tokopedia and Shopee

Riska Anggraeni, Nur Saebah, Dina Nurul Fathiya — Tue, 19 Aug 2025 00:00:00 +0000

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.

Studies About Influence Content TikTok On Purchasing Decisions Sudden Young generation

Siti munawaroh, Feri Hardiyanto — Tue, 19 Aug 2025 00:00:00 +0000

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.