Article Per Year (5 Year)
p-Index From 2019 - 2024
0.61
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This Author published in this journals
All Journal Enigma in Economics
Ariyanto M
Unknown Affiliation
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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Journal : Enigma in Economics

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The Customer Experience Revolution: Building Brand Loyalty in the Age of Digital Disruption Sasmita Rusnaini; Ariyanto M; Silvia Jessika; Widya Pratiwi; Eva Marlina; Hamirul
Enigma in Economics Vol. 2 No. 1 (2024): Enigma in Economics
Publisher : Enigma Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61996/economy.v2i1.57

Abstract

The digital age has fundamentally transformed how customers interact with brands. This research investigates the critical role of customer experience (CX) in fostering brand loyalty amidst the disruptive landscape of digital technologies. A mixed-methods approach was employed. A quantitative survey (n=500) of consumers assessed CX dimensions and their impact on loyalty. Qualitative interviews (n=20) with CX professionals explored strategies for optimizing CX in the digital era. Statistical analyses (regression, factor analysis) were conducted on survey data, while thematic analysis was applied to interview transcripts. Quantitative results identified personalization, omnichannel integration, and emotional engagement as key CX dimensions significantly influencing brand loyalty. Qualitative findings highlighted the importance of data-driven CX strategies, employee empowerment, and a customer-centric organizational culture. This research demonstrates that CX is a powerful driver of brand loyalty in the digital age. By focusing on personalization, omnichannel integration, emotional engagement, data-driven insights, employee empowerment, and a customer-centric culture, businesses can navigate digital disruption and build lasting customer relationships.
The Gig Economy and its Implications for Human Resource Management in Jambi: A Preliminary Investigation Abu Bakar; Ariyanto M; Zulkifli; Darmawanto; Hamirul
Enigma in Economics Vol. 2 No. 2 (2024): Enigma in Economics
Publisher : Enigma Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61996/economy.v2i2.70

Abstract

The gig economy, characterized by temporary and flexible work arrangements, is rapidly expanding globally. However, its implications for human resource management (HRM) in developing regions like Jambi, Indonesia, remain largely unexplored. This study aims to provide a preliminary investigation into the gig economy's impact on HRM practices in Jambi. A mixed-methods approach was employed, involving a survey of 150 gig workers and 50 traditional employees in Jambi, along with in-depth interviews with 10 HRM professionals from various industries. The survey data was analyzed using descriptive statistics and comparative analysis, while the interview data was analyzed thematically. The study found that gig workers in Jambi face challenges related to job insecurity, lack of benefits, and social isolation. HRM professionals reported difficulties in recruiting, managing, and retaining gig workers due to the lack of formal employment contracts and the need for flexible work arrangements. The findings also suggest that the gig economy is creating new opportunities for HRM practices, such as the use of technology for talent acquisition and performance management. In conclusion, gig economy is transforming the nature of work in Jambi, posing challenges and opportunities for HRM. This study highlights the need for HRM professionals to adapt their practices to the changing landscape of work. Further research is needed to explore the long-term implications of the gig economy for HRM in Jambi and other developing regions.
Co-Authors Abu Bakar Darmawanto Eva Marlina Hamirul Hamirul - Hamirul Sasmita Rusnaini Silvia Jessika Widya Pratiwi Zulkifli