Advances in Business & Industrial Marketing Research

Customer Relationship Management and Customer Loyalty on E-Commerce Platforms

2026-04-13T19:54:54+07:00

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

2026-04-28T22:58:06+07:00

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.

How Failure Severity Shapes Consumer Evaluation in the F&B Industry: The Roles of Perceived Responsibility, Consumer Forgiveness, and Repurchase Intention

2026-04-25T07:06:58+07:00

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.

Digital Creativity Strategies and Work Ethic of Gen Z Entrepreneurs: Case Study of Online Business Students Surakarta, Indonesia

2026-05-05T12:15:13+07:00

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.

Brand Awareness, Brand Image, and Brand Trust on Costumer’s Decisions to Use Sharia-Compliant Pawnshop Products

2026-05-26T07:34:42+07:00

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.

Enhanching Gamer Loyalty: Role of Immersiveness and Parasocial Relationship with NPC Characters in Narrative Games

2026-05-01T08:52:04+07:00

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.

The Role of Word of Mouth and Digital Media in Increasing Promotion Effectiveness

2026-05-17T10:32:52+07:00

Purpose: This study analyzes the role of Word of Mouth (WoM) and digital media in enhancing promotional effectiveness at PT. Gresik Anugrah Sejahtera in a B2B industrial service context.

Research Method: A qualitative descriptive case study was conducted using purposive sampling. Data were collected through interviews with management and business partners, direct observation, and company documentation. Data analysis applied data reduction, display, and conclusion drawing with source triangulation.

Results and Discussion: Findings show that WoM is crucial in maintaining trust, loyalty, and demand stability, but its impact is limited to existing networks. Digital media is utilized but not strategically managed, resulting in limited contribution to market expansion. Lack of integration between WoM and digital media leads to defensive promotional practices.

Implications: Companies should integrate WoM and digital media to improve promotional effectiveness and competitiveness. Future research may apply quantitative or mixed methods.

Originality: This study highlights the integration gap between WoM and digital media in B2B industrial services.

Smart Warehouse Ecosystem: An IoT-Based Framework for Real-Time Environmental Monitoring in a Nutrition Fulfillment Service Unit (SPPG) Warehouse

2026-05-21T15:06:32+07:00

Purpose: This conceptual and simulation-based study aims to examine the potential digital transformation of the logistics system at the Kasemen SPPG Warehouse. It specifically investigates the ability of RFID integration to reduce inaccuracies in food inventory data, evaluates the responsiveness of an IoT-based network architecture using the MQTT protocol for environmental early-warning transmission, and measures automation-driven cycle-time efficiency in inbound and outbound logistics processes.

Research Method: This study applies a Research and Development (R&D) approach, focusing on conceptual framework design and performance evaluation using secondary data. The analysis includes Inventory Record Inaccuracy (IRI) measurement using RMSE, evaluation of notification responsiveness via MQTT transmission delay, and time-motion analysis of inbound and outbound cycles, supported by an automated FEFO algorithm.

Results and Discussion: The simulation results provide preliminary conceptual support for the proposed operational hypotheses. IRI decreased by 88.86%, from 6.91 to 0.77 RMSE units. Notification responsiveness improved by 99.98%, from 21,600 seconds in the manual system to 2.2 seconds using MQTT. Automation also reduced cycle time by 92.59% in inbound activities and 93.33% in outbound activities.

Implications: The findings offer a practical blueprint for shifting warehouse operations from reactive to preventive, reducing the risk of food waste, and supporting digitally standardized logistics SOPs.

Originality: This study presents an integrated IoT-based Smart Warehouse model that combines RFID, MQTT, and automated FEFO to support food logistics decision-making.

Trust as a Moderator in AI Adoption among Indonesian MSMEs: A Multi-Group Analysis of Necessity versus Opportunity Entrepreneurship

2026-05-21T12:35:25+07:00

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.