Ratih Hurriyati Ahmad

• Doctor of Philosophy
• Head of Department at Indonesia University of Education

The rise in perfume usage has led to many brands or companies establishing refill perfume businesses. The refill perfume industry currently faces challenges in building a strong brand image. This research aims to examine the influence of customer experience and word of mouth in establishing the brand image of the refill perfume industry. The method...

Customer loyalty is crucial for a company's long-term success, particularly in competitive e-commerce. This study examines the impact of customer experience and perceived enjoyment on customer loyalty, with trust as a mediator, in the TikTok Shop context. Using a quantitative approach, data were collected from 150 TikTok Shop users who completed at...

Purpose This study aims to explore the potential of integrating the metaverse into halal product marketing strategies, focusing on the development of ethical consumption. The metaverse, an ever-evolving, three-dimensional virtual environment, presents new prospects for fostering deep consumer engagement and personalized brand interactions. Design/...

span lang="EN-US">Digital natives, consisting of Millennials and Zillenials, have become a very relevant market in describing the future and direction of developing the attractiveness of smart tourism destinations (STD). In order to measure the perception of STD attractiveness for digital natives, this study applies the Structural Equation Modeling...

Although Indonesia is recorded as the third-largest country in terms of mobile shopping application installations globally, the level of mobile shopping activity remains low. This study employs a quantitative research design to analyze the roles of personalization, direct marketing, and hedonic value in shaping behavioral intentions and their impac...

This study aims to explore the improvement of marketing performance by digital service quality through digital innovation of banking products, with digital literacy moderation. The design of this study is an explanatory survey of 384 Bank Mandiri customers who use the Livin' by Mandiri application in Region VI/Java 1 under the West Java Regional Of...

This research delves into the loyalty of Muslims towards Halal Digital Recreation (HDR), encompassing the assessment of experience quality and the role of perceived value in cultivating loyalty. Data was gathered by distributing self-administered questionnaires to Muslim communities that had engaged in halal digital recreation. A total of 345 valid...

Generation Z is a generation that grew up amid a digital era that continues to grow so that technology becomes an integral part of their lives. Various trends then emerged, such as various kinds of content created by other users, known as User Generated Content (UGC) panic or fear due to missing information began to appear later in this generation...

This study set out to investigate the impact of AI-based chatbot recommendations on destination visit intention. To achieve this objective, we conducted a survey using a sample of 116 individuals and analyzed the data using IBM SPSS-25 software. Our findings indicate that the AI-based chatbot recommendation has a positive and statistically signific...

If the public understands the importance of wedding organizers with public awareness, Cikal Wedding Planner is here to help the community in making a happiness, namely marriage. The purpose of this study is to determine the Effect of Distribution and Service Quality on Customer Satisfaction. This research was conducted at one of the Wedding Organiz...

Electronic Word-of-Mouth (e-WOM) can convey product information about ratings, desires, requests and experiences. Therefore, it plays an important role in influencing purchases. This study aims to identify e-commerce quality, positive e-WOM and negative e-WOM on online impulse buying. E-commerce users sometimes act impulsively in purchasing after s...

In the increasingly competitive landscape of global tourism—particularly in the post-COVID-19 era—destination attractiveness has emerged as a critical factor shaping tourist perceptions and behavioral intentions. This study investigates the combined effects of digital engagement, perceived safety, destination image, sustainable practices, and cultu...

This study was conducted to determine how the role of country of origin on purchase intention through the mediating variables of perceived quality and brand credibility with research subjects on consumers of ride-hailing industry products in Indonesia. This research uses a descriptive quantitative approach using a survey type via google form. The r...

Research aims: This study discusses the specific blue ocean strategy employed by lapangbola.com to emerge successful in the business competition.Design/Methodology/Approach: This study employed a descriptive qualitative methodology, utilizing interviews with relevant individuals (Operations and Marketing managers) from lapangbola.com. The analysis...

This study was carried out to examine the influence of emotional regulation as an individual's personal resource on the sales force performance by considering the mediating role of adaptive selling behavior and the moderating role of perceived job autonomy. Using a quantitative approach, data were obtained from 135 sales forces in the banking servi...

This study aims to analyze the impact of environmental uncertainty and Incoterm on strategic alliances and competitive advantage in the Freight Forwarder Industry in Indonesia. The measuring method examines how variables, including environmental uncertainty, Incoterm, and strategic alliances, affect competitive advantage using SmartPLS technology a...

The beauty industry in Indonesia is experiencing rapid growth, driven by factors such as a large young population and increasing purchasing power. The government is also encouraging improvements in the supply chain of raw materials to increase the national added value. Additionally, advancements in technology and the rise of social media and digita...

This research aim is to examine future directions in strategic brand management research through a bibliometric computational mapping analysis using VOS viewer. Publish or Perish reference manager application is used to retrieve the Google Scholar database in order to fulfill research data. The title and abstract of the article are used to provide...

This research aims to explore the impact of promotions on e-commerce purchasing decisions among MSMEs in Indonesia. In addition, e-customer behavior is studied as a mediator of promotional activities and purchasing decisions. Data was collected from a total of 160 E-commerce users in Indonesia through structured questionnaires and hypothesis testin...

This study aimed to explore the impact of using marketing automation in customer relationship management strategies and ultimately improving management performance in the context of B2B Micro, Small and Medium Enterprises (MSMEs). The research method involved primary data collection using a quantitative approach and a non-probability sampling metho...

This study aims to analyze the impact of Incoterm and relational resources on the competitive advantage of Indonesian Freight forwarders. The measurement methodology uses structural equation model (SEM) analysis with SmartPLS software to analyze the impact of Incoterms and relational resources on competitive advantage. Through social media, online...

The rapid growth of digital technology and the Internet has opened new avenues for business, particularly in the field of e-commerce. Online shopping has become the prevailing trend for purchasing goods and services, reshaping market dynamics. Blibli.com is a subsidiary of Djarum in the digital sector established in 2010 and is the original Indones...

This qualitative study aims to investigate the Triple Layered Business Model Canvas (TLBMC) strategy to drive environmental progress within the Indonesian fashion industry. Employing the descriptive phenomenological method, the research focuses on applying the TLBMC model to enhance the environmental sustainability of Micro, Small, and Medium Enter...

This study aims to explore the impact of Brand Equation on E-Word of Mouth E-commerce in Indonesia. In addition, brand love was studied as a mediator of Brand Equity and E-Word of Mouth activities. Data was collected from a total of 160 Shopee E-commerce users in Indonesia through a structured questionnaire and hypotheses were examined using the PL...

This study aims to develop a new construct, Smart University Image (SUI), as a branding strategy in private universities. It is necessary due to the limitations of brand image theory in the context of a Smart University (SU), which is considered inconsistent and insufficient semantically or functionally. The research was analyzed by using Structura...

The challenge for the new normal era lies in the changing habits of fashion retail consumers after the COVID-19 pandemic. This study investigates how omnichannel service quality influences consumer purchase intention for fashion products in the post-pandemic era. The research method used was verification, with 400 retail fashion SME consumers in In...

With the growth of e-commerce in Indonesia which continues to increase every year, it creates business opportunities, especially in the e-commerce. As a platform with the number one user in Indonesia, Tokopedia, focuses on its sustainability in terms of online repurchase intention. This study aims to describe and measure how much influence Ewom has...

Purchasing decisions are important issues that need to be considered in the competition of delivery services. Electronic word of mouth (eWOM) and brand image need to be managed by J&T Express, where both factors become information channels that are able to affect consumer purchasing decisions. Finding out the influence of eWOM and brand image on the...

This study aims to examine the role of rational and emotional content in social media on consumer engagement and EWOM intention. The population of this research is e-commerce social media users with a total sample size of 394 respondents using the purposive sampling technique. The Partial Least Square-Structural Equation Model (PLS-SEM) is used to...

This research is a quantitative research that examines social phenomena with the aim of knowing the effect of E-CRM on Customer Loyalty. The population of this research is Mc Donald's fast food customers in Indonesia. This study took a sample of 96 respondents using simple random sampling. Data collection in this study was in the form of distributi...

Risk fluctuations, including such changes in interest rates, exchange rates, and commodity prices, have a negative impact on business performance and can be mitigated by hedging. Derivative instruments are the preferred method for hedging. Internal hedging calculations take into account size, growth prospects, financial distress, leverage, and liqu...

The objective of the research is to analyze how Smart University Image can be a marketing strategy in private universities. The paper proposed a revised construct of brand image in smart university domain that is Smart University Image (SUI). The new construct of SUI will contribute to more appropriate university marketing strategy in highly compet...

Purpose: The goal of this study is to look at tourist plans to return to mountain places by integrating their previous experience and satisfaction with the risks that exist as part of the decision-making process. Design/Methodology/Approach: The questionnaire data was disseminated through online media to residents of Bandung, West Java, who had vis...

The research aims to develop a theoretical model of consumption value associated with adopting omnichannel service technology, with the empirical context of the household appliance retail sector consisting of functional value, epistemic value, social value, and emotional value influencing purchase intention. Partial Least Squares-Structural Equatio...

This study aims to compare a marketing strategy for ecotourism in Uzbekistan and Indonesia. A marketing strategy study for ecotourism in Uzbekistan used a literature review. However, ecotourism in Indonesia used a model to examine how the ecotourism experience influences tourist satisfaction and loyalty. The authors used structural equation modelin...

Purpose This study examines the effect of festival visitors' emotional solidarity and segmentation on revisiting intentions to Ghana for the Panafest/Emancipation festivals during the COVID-19 pandemic. Design/methodology/approach The study utilised data from a self-completed survey administered to festival-goers who attended the Panafest and Eman...

This study examines the effect of liquidity and solvency ratios on profitability. This study used quantitative research. The data of financial reports for the 2016-2021 period was analyzed. This study used multiple linear regression to analyze the data. The test results show that liquidity and solvency positively and significantly affect profitabil...

Business performance describes the ability of the manager of the company to perform. In micro, small, and medium companies, the owners usually act as the managers. Ideally, this performance has to be improved. Moreover, to accommodate this intention, this study investigates the related factors, like entrepreneurial orientation (EO), product innovat...

Trends in achieving national banking performance in the 2017-2022 period tend to fluctuate. This is evidenced by financial report data that contains performance and financial ratios of national banking with indicators with unstable trends. Creativity, technological advances, superior com-petence and business attitudes to add value proposition to co...

This study aims to analyze the effect of Green Perceived Value (GPV) and Green Brand Knowledge on Purchase Intention to Buying Green Products through Attitude Towards Purchasing Green Products. The data was obtained directly through the distribution of questionnaires, Google Docs, and WhatsApp to consumers who have purchased Green Products. The num...

In the post COVID-2019 era, companies are making a variety of changes to boost their performance. Companies need to understand that rivalry is for physical and intangible assets, such as intellectual capital, when they want to thrive and succeed in the market. Research on the relationship between intellectual capital and firm performance has become...

Higher education competition is currently highly competition in Indonesia. Both state universities and private universities are competing to get students. Various methods are used to attract prospective students, one of them is Telkom University. This study aims to see the influence of Word of Mouth and World Class University on student decision to...

Indonesia memimpin jajaran tertinggi pertumbuhan e-commerce tercepat di Dunia di banding sembilan negara lainnya dengan nilai pertumbuhan 78%. Fenomena perkembangan e-commerce ini menyebabkan banyaknya perusahaan-perusahaan startup yang bergerak dibidang e-commerce terus bermunculan. Yang menandakan bahwa bisnis e-commerce menjadi sebuah ladang bis...

Proses penyaluran produk dan jasa telah berubah secara signifikan dalam beberapa tahun terakhir, konsumen kini menggunakan sarana online dan semakin mencari saluran online untuk meneliti dan membeli produk atau jasa yang mereka butuhkan, kondisi ini memicu lahirnya fenomena bisnis Jasa Titip (Jastip) yang mulai dikenal masyarakat Indonesia sejak ta...

The business development of dental clinics in the city of Bandung is growing rapidly along with public awareness of the importance of dental health. There has been a decrease in income at dental clinics in Bandung due to the pandemic in the last two years and similar business competition, so researchers want to help and find out what variables infl...

This study examined (i) the impact of COVID-19 on practice of virtual participation in leisure and recreation activities in Ghana; (ii) the challenges in the use of virtual approaches as well as the future successes of Ghana Tourism considering the new paradigm of participating in leisure virtually; and (iii) the moderating role of technological se...

This research aims to determine the role of marketing innovation in developing the private university using the Structure Equation Model (SEM) analysis technique SmartPLS 3.0 through a quantitative survey design. The population in this study is new students from 21 private universities spread across the city of Serang. The sampling technique used p...

This research aimed to analyse the student’s satisfaction toward e-learning implementation in private universities and how it can be used as a marketing tool in the post-pandemic era. Furthermore, the antecedents of e-learning were also studied. We selected an ICT-based private university in Bandung as a model. The data were collected using e-quest...

This study aimed to determine the flow of use of the electronic drug purchase application, the level of suitability for ordering drugs, the constraints through the electronic drug purchase application, and its effect on national health insurance drugs in Indonesia. We use a quantitative descriptive method to accompany pharmacists with the Guttman s...

This study aims to overview how local fashion products in developing countries can increase consumer purchase intentions for their products digitally. Apply a quantitative approach with online data collected from 100 respondents through a questionnaire that was distributed to those who had been selected. The analysis results show that social media...

This study aims to develop a marketing strategy by increasing patient satisfaction and influencing repurchase intention. A quantitative methodology with online data dissemination to 158 respondents who had treated teeth at dental clinics in Bandung, Indonesia. Analysis of the questionnaire data using the PLS-SEM data analysis technique. The finding...

The objectives of the review were to identify different implementation aspects of the Internet of Things (IoT) in Smart Universities (SU) from diverse studies, amplify the theories behind the IoT utilization and model in SU; as well as offer recommendations for future research in this area. This study employed a systematic literature review (SLR) t...

Purpose – The purpose of this study is to define and analyze the role of virtual reality experiences, travel motivation, travel constraints, and destination image on revisit intention. Design – Exploratory analysis to investigate whether destination image and revisit intention are influenced by virtual reality experience, travel motivation, and tra...

Gamification of marketing is a fast-growing phenomenon and an innovation for mobile marketing. Gamification is a strategy for increasing the attractiveness of mobile consumers to encourage increased shopping behavior, loyalty, engagement, and product advocacy. Understanding the factors behind the use of gamification services in m-commerce is very i...

This study was conducted in Indonesia to achieve Zero Emissions and SDG'S by increasing public awareness as consumers of big data-based direct marketing campaign opportunities with a Green Marketing approach. Researchers used qualitative research methods with a descriptive design. The data collection technique was carried out in a triangulation (co...

This study discusses issues related to purchasing decisions. The research focused on the social networking community on social media facebook with a sampling technique using non-probability sampling. The method used in this research is Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis with Smart-PLS version 3.3.5 software suppor...

The purpose of this research is to implement market-based organizational design as a creative tourism industry development strategy to promote tourist destinations. The creative economy not only contributes to several aspects of life from an economic perspective, but also has a positive effect on other aspects, namely social life, business environm...

The specific purpose of this study is to provide an overview to the food sector SMEs in the city of Bandung, that the influence of education level, gender roles, and information technology has a significant influence on their income. This study used 59 samples of food sector MSME business actors in the Bandung City area. The sampling technique chos...

This research had the purpose of investigating the utilization of a company's official website as a communication medium and for online branding purposes in the telecommunication industry in Indonesia. This study used a population of official websites from seven telecommunication companies in Indonesia. The indicators that had been used to analyze...