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The rapid growth of digital commerce has encouraged companies to integrate digital and physical marketing channels to create seamless and consistent customer experiences. This study aims to analyze the role of integrated marketing channels through omnichannel strategies, the utilization of Artificial intelligence (AI), and their impact on customer experience in the context of digital commerce. The study employs a Systematic literature review (SLR) approach by examining relevant scholarly articles related to omnichannel marketing, AI technologies, and customer experience. The findings indicate that integrated marketing channels supported by AI enhance service personalization, customer engagement, operational efficiency, and the quality of interactions between companies and customers. Furthermore, the implementation of omnichannel strategies contributes to higher customer satisfaction and loyalty by providing a more connected experience across multiple customer touchpoints. However, the implementation of integrated marketing channels still faces several challenges, including fragmented channel integration, technological complexity, high investment requirements, and concerns regarding customer data privacy and security. Therefore, effective management of integrated marketing channels is essential for improving customer experience while creating sustainable competitive advantages for companies in an increasingly dynamic digital era.

The development of the digital economy has driven increased customer interaction through online chat services, making customer satisfaction a key factor in business success. Response speed and chat service quality are two important aspects in shaping the customer experience, but previous research has tended to examine them separately. This study aims to analyze the influence of online chat services and response speed on customer satisfaction partially and simultaneously. The method used is a qualitative approach with a literature review of 12 scientific articles from 2020–2025 obtained from academic databases such as Google Scholar and SINTA. The analysis technique used is descriptive-critical through the identification, comparison, and synthesis of previous research findings. The results show that online chat services have a positive effect on customer satisfaction, primarily through interaction quality such as information accuracy, ease of use, and problem-solving ability. Response speed has also proven to be an important determinant, where a fast response significantly increases customer satisfaction. However, speed without quality has the potential to decrease satisfaction. The discussion shows that the two variables have a complementary and inseparable relationship. Online chat services function as a medium for interaction, while response speed is a quality attribute that determines the effectiveness of the service. Therefore, the integration of both in one model is the main contribution of this research in filling the literature gap, especially in the context of e-commerce in Indonesia.

This study aims to determine the extent to which service quality, product variety, and price influence purchasing decisions at Perdana Stationery Kediri. A quantitative research method was employed, involving a total of 170 respondents who were selected using accidental sampling techniques. The primary data were gathered through a structured Likert-scale questionnaire, and then analyzed using multiple linear regression analysis to assess both the individual and simultaneous effects of the independent variables on purchasing decisions. The results of the partial tests showed that service quality has a positive and significant influence on purchasing decisions, with a t-value of 4.112 and a significance level of 0.000. Similarly, product variety demonstrated a significant positive effect (t = 3.905, p = 0.000), indicating that a wide selection of products can attract and retain more customers. Furthermore, price was also found to significantly influence purchasing decisions (t = 3.732, p = 0.000), suggesting that competitive and reasonable pricing remains an essential factor in consumers' buying behavior. The simultaneous test (F-test) showed that all three variables collectively have a significant impact on purchasing decisions, with an F-value of 45.672 and a significance value of 0.000. The model explains 45.1% of the variance in purchasing decisions, indicating a substantial level of influence. In conclusion, this study highlights that delivering high-quality service, offering diverse product options, and maintaining competitive pricing are key strategies for increasing customer purchasing decisions, improving market competitiveness, and fostering long-term customer loyalty.

This study aims to analyze the influence of work discipline, job satisfaction, and motivation on the performance of billman employees at PT. PLN Electricity Services ULP Kediri City. Employee performance plays a strategic role in ensuring the company’s service quality and operational sustainability, particularly in the field of billing services which directly impacts customer satisfaction and company revenue. The research employs a quantitative approach with a multiple linear regression method to assess both partial and simultaneous effects of the independent variables. The population of this study consisted of all 33 billman employees of PT. PLN Electricity Services ULP Kediri City, and due to the small size, a saturated sampling technique was used so that the entire population served as respondents. Primary data were collected through questionnaires distributed to all employees and then analyzed statistically. The findings indicate that, partially, work discipline has a negative and insignificant effect on employee performance, suggesting that discipline alone does not guarantee productivity improvement. On the other hand, job satisfaction and motivation both have a positive and significant effect on employee performance, showing that intrinsic and psychological factors contribute more strongly to optimal work outcomes. Furthermore, when tested simultaneously, work discipline, job satisfaction, and motivation collectively exert a positive and significant influence on employee performance. The coefficient of determination (R²) of 0.786 indicates that 78.6% of variations in performance can be explained by the three variables, while the remaining 21.4% is influenced by other factors outside this research model. These findings emphasize the importance of fostering job satisfaction and motivation through supportive management policies to enhance employee contributions and organizational effectiveness.

This study investigates the impact of taste and service quality on customer loyalty, with customer satisfaction serving as a mediating variable, at Dapoer MbokSum Kediri. The research adopts a quantitative approach, utilizing both primary and secondary data sources. Primary data were obtained through the distribution of structured questionnaires to customers, while secondary data were collected via interviews with the business owner and direct field observations to gain a deeper understanding of operational practices. A total of 120 respondents were selected through accidental sampling, ensuring that participants met specific criteria relevant to the study objectives. The data analysis was conducted using SmartPLS 4.0, incorporating validity and reliability testing to ensure the robustness of the measurement instruments, as well as hypothesis testing to evaluate the relationships between variables. The results of the analysis indicate that both taste and service quality exert significant and positive influences on customer satisfaction. Furthermore, service quality demonstrates a significant and direct positive effect on customer loyalty. In contrast, taste does not show a direct influence on loyalty, suggesting that its effect on loyalty is more indirect and mediated by satisfaction Additionally, the mediation analysis confirms that customer satisfaction plays a critical role in linking both taste and service quality to customer loyalty. This implies that while customers may appreciate the taste of food, it is their overall satisfaction—encompassing both taste and service experiences—that ultimately drives loyalty. The study highlights the importance for culinary businesses, particularly in the competitive food service industry, to focus not only on product quality but also on delivering excellent service to enhance satisfaction and foster long-term customer relationships. The findings provide practical insights for Dapoer MbokSum Kediri and similar establishments to strategically prioritize service quality improvements alongside maintaining food taste to maximize customer retention and loyalty.

This study aims to analyze the marketing strategies implemented and customer perception of MSMEs of Various Muzzaki Chips in Subang Regency. This study uses a qualitative descriptive approach with a case study method. Data is collected through interviews with MSME owners, employees, and customers, which are then analyzed to identify the effectiveness of marketing strategies and customer perception of the products and services provided. The focus of the research includes the implementation of marketing strategies based on the concept of Segmenting, Targeting, and Positioning (STP), as well as the 4P (Product, Price, Place, Promotion) marketing mix. In addition, the evaluation of customer perception is carried out based on five dimensions of service quality, namely Tangibility, Empathy, Responsibility, Responsiveness, and Assurance. The results of the study show that MSMEs Aneka Keripik Muzzaki have implemented the STP strategy on target, namely targeting consumers aged 15-45 years, including students, employees, and housewives. The marketing mix strategy used is quite effective, starting from the development of innovative and quality products, affordable pricing, distribution through direct and online channels, and promotion through social media such as WhatsApp and Instagram. Customer perception of MSMEs tends to be positive, as can be seen from their satisfaction with the taste, packaging, price, and service provided. These results reflect the success of the marketing strategy implemented in building customer loyalty and increasing business competitiveness. It is recommended that MSMEs continue to improve the quality of products and services and expand their marketing reach through digital platforms to achieve sustainable growth.

This study aims to examine the influence of independent variables—Social Media, Pricing, and Promotion—on the dependent variable, Repurchase Decision, at Kedai Kopi Bersahaja. A quantitative research method was employed, utilizing multiple linear regression analysis with the assistance of SPSS 25 software. The population of the study consisted of 226 consumers, and a sample of 107 respondents was selected using incidental sampling techniques. Data were collected through questionnaires distributed to visitors who had made at least one purchase at the coffee shop. The results of the analysis indicate that each independent variable—Social Media, Pricing, and Promotion—has a positive and statistically significant partial influence on the Repurchase Decision. Additionally, the variables collectively demonstrate a strong simultaneous influence, suggesting that an integrated marketing approach is crucial for fostering customer retention and encouraging repeat purchases. Among the three, Social Media showed the most dominant influence, emphasizing the growing role of digital presence and online engagement in shaping consumer preferences and purchasing patterns. Based on these findings, it is recommended that Kedai Kopi Bersahaja maximize the use of social media platforms such as Instagram, TikTok, and Facebook by creating engaging, relevant, and interactive content that resonates with the target audience. Content strategies may include customer testimonials, behind-the-scenes videos, product highlights, and limited-time offers. Pricing should be evaluated periodically to remain affordable yet profitable, considering both market competition and perceived customer value. Meanwhile, promotion efforts can be diversified through the use of loyalty programs, bundle offers, student discounts, and digital coupons. The synergy between these three marketing factors—if consistently and strategically applied—is expected to enhance customer loyalty, strengthen brand image, and significantly increase the likelihood of repurchase decisions. These efforts are essential for building sustainable business growth in the competitive food and beverage industry.

PT Unilever Indonesia’s strategic application is examined through the Balanced Scorecard framework, focusing on four key perspectives: financial, customer, internal business processes, and learning and growth. The analysis reveals that while the company demonstrates strong financial performance, such as high ROI and ROE, challenges like declining annual profits and increasing liabilities signal the need for improved cost management and risk mitigation. Unilever's strategy emphasizes innovation and customer relationships, leveraging Total Quality Management (TQM) and continuous product enhancements. However, internal issues such as employee work culture, inadequate facilities, and employee satisfaction remain significant obstacles to organizational performance. The findings suggest a need for stronger employee engagement and workplace improvements, alongside enhanced financial sustainability strategies. Future research could explore how external factors, such as shifting market trends and government regulations, influence Unilever’s strategic decisions and overall success.

This research was conducted at PT ADAM DANI LESTARI with the formulation of the problem is how the distribution strategy process of Frisian Flag products. The purpose of this study is to determine the distribution strategies of Frisian Flag products. The data used in writing this journal were collected through interviews and analyzed using qualitative description methods. The results of this study concluded that the distribution strategy process of Frisian Flag Milk products carried out by PT ADAM DANI LESTARI uses a direct distribution strategy to dominate the market and face competitors. However, in order to increase the brand and customer value, the company uses wholesalers and retailers so that products can be sold and delivered to consumers properly and maintain the availability of Frisian Flag Milk products in Medan City.  

This study aims to reveal the influence of various factors in digital marketing on consumer purchases on the TikTok Shop platform. This study specifically aims to assess the impact of content marketing and online customer reviews on purchasing decisions with customer trust as an intervening variable on TikTok Shop customer in Pati. This study uses a quantitative method. The population studied was TikTok Shop consumers in the Pati area, with an unknown number. A total of 97 respondents were sampled through a non-probability sampling technique with a purposive sampling approach. Data analysis was carried out using SmartPls 3 software. The results of the study showed that content marketing had an influence on purchasing decisions, while online customer reviews did not have a significant influence. In addition, content marketing and online customer reviews had an effect on purchasing decisions. However, customer trust was not proven to influence purchasing decisions. Content marketing and online customer reviews also had no influence on purchasing decisions through customer trust as an intervening variable on TikTok Shop customer in Pati.

Iren Mailuhu (64210645), The Influence of Competency and Work Discipline on Employee Performance at PT. PLN (Persero) Customer Service Implementation Unit (UP3) Depok PT. PLN (Persero) PT. PLN (Persero) is a company owned by the state. The task of this company is to provide electricity distribution services and organize its main service units into several parts that are appropriate to the electric power system, such as generation, transmission and distribution. PT. PLN (Persero) in managing human resources needs to pay attention to the competency and work discipline of each employee in order to produce employees who are of good quality and superior performance. This research aims to determine the influence of competence and work discipline on employee performance at PT. PLN (Persero) Customer Service Implementation Unit (UP3) Depok. The research method used is a quantitative method with data collection using saturated samples or non-probability sampling. A total of 56 respondents were sampled and the data obtained was processed using SPSS version 27 with multiple linear regression analysis techniques, The results of the analysis show that Y = 6.651, X1 = 0.625, Based on the coefficient of determination test, it was found that the two independent variables had an influence of 68.1% on employee performance.

This study aims to analyze the influence of Online Customer Review and Online Customer Rating on the Loyalty of Gen Z consumers on the Shopee e-commerce platform in Medan City. The research method used is quantitative with a sample size of 55 respondents. Data were analyzed using multiple linear regression with the assistance of SPSS version 26. Validity and reliability tests indicated that the research instruments were valid and reliable. Classical assumption tests, including normality, multicollinearity, and heteroscedasticity, were met. The regression analysis results showed that Online Customer Review and Online Customer Rating have a positive and significant effect on Consumer Loyalty, both partially and simultaneously. The Adjusted R Square value of 0.263 indicates that these two variables explain 26.3% of the variation in consumer loyalty.

 This study aims to analyze the social media-based marketing strategies implemented by MSME Bakery in developing its business. The study employed a qualitative case study method using observation, in-depth interviews, and documentation. The results indicate that consistent use of WhatsApp and Facebook has positively impacted sales, market reach, and customer loyalty. However, challenges such as limited digital skills and time management for content creation still exist. These findings suggest that social media is an effective marketing tool for MSMEs when supported by proper content strategies and digital literacy.    

Nyemilee is a student-run homemade fruit salad business that uses a pre-order system and social media to align operations with academic schedules. This qualitative-descriptive study involved interviews, Instagram (@nyemilee.id) observation, and PO documentation. Findings show that PO enhances efficiency, Instagram acts as a digital storefront and customer service tool, while time and demand challenges are managed through scheduling and daily quotas.

This study aims to examine the influence of price and store atmosphere on repurchase decisions, with customer satisfaction as a moderating variable among Beocca Coffee consumers in Malang Regency. A quantitative explanatory approach was employed, involving 130 respondents selected through purposive sampling. Data were collected via an online questionnaire and analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM). The results show that price, store atmosphere, and customer satisfaction have a positive and significant effect on repurchase decisions. However, customer satisfaction was not proven to moderate the relationship between price and repurchase decisions, nor between store atmosphere and repurchase decisions. These findings indicate that price and store atmosphere influence repurchase decisions directly, regardless of customer satisfaction levels. The practical implication is that coffee shop managers should focus on offering competitive prices and creating a pleasant store atmosphere. Although customer satisfaction does not act as a moderator, it remains a crucial direct factor affecting loyalty. Future studies are encouraged to expand the research scope geographically and include additional variables such as customer loyalty, perceived quality, or digital marketing strategies to deepen the understanding of repurchase behavior in the local coffee shop industry.

This study aims to analyze the effect of facilities and service quality on customer satisfaction at Pertamina gas station Jl. Aksara, Satria Barat, Medan Perjuangan. A quantitative method using multiple linear regression was employed, with data collected through questionnaires from 30 respondents using accidental sampling. The partial test (t-test) results show that service quality has a positive and significant effect on customer satisfaction, while facilities do not show a significant individual effect. However, simultaneously (F-test), both independent variables significantly and positively influence customer satisfaction. The coefficient of determination (R²) of 60.9% indicates that customer satisfaction can be explained by the variables of facilities and service quality. This research provides recommendations for gas station management to continuously improve service quality to maintain customer satisfaction.

One of the key elements in a company is customer service, which must be supported by a conducive environment. A supportive environment can be an added value for the company. Companies that sell products must consider that good service will create a positive image in the eyes of customers, making them feel that their needs are met. This study examines the service model and mechanism at XYZ Restaurant. The purpose of this article is to identify the model and mechanism used in the budgeting process at XYZ Restaurant. The research method employed is library research. The findings indicate that XYZ Restaurant applies both Top-Down and Bottom-Up budgeting approaches and is capable of adopting a combined budgeting approach. The budgeting process at XYZ Restaurant involves setting the company's vision and strategy, budgeting determination, communication and commitment, budget implementation, as well as monitoring and evaluation.

This study aims to analyze the impact of service quality and promotion on customer satisfaction at Alfamart in Depok City. The research uses a quantitative approach with data collected through questionnaires filled out by 100 respondents. Data analysis techniques include data quality tests, classical assumption tests, multiple linear regression analysis, hypothesis testing, and coefficient of determination tests using IBM SPSS version 25. The results of the T-test indicate that service quality (X1) has a significant impact on customer satisfaction (Y), with a t-value of 2.851 > 1.661 and a significance value of 0.005 < 0.05. Meanwhile, promotion (X2) does not show a significant effect on customer satisfaction (Y), with a t-value of 6.938 > 1.661 and a significance value of 0.000 < 0.05. The F-test shows that, simultaneously, service quality and promotion have a significant effect on customer satisfaction (Y), with an F-value of 84.772 > F-table 3.090 and a significance value of 0.000 < 0.05. Based on the coefficient of determination test, it is found that 63.6% of customer satisfaction is influenced by service quality and promotion, while the remaining percentage is influenced by other factors.  

This research aims to find out how much influence price and digital marketing have on consumer satisfaction with the decision to visit as an intervening variable at Puncak Lawang. The method used was accidental sampling, namely visitors to Puncak Lawang. The research results showed that: there is an influence of price on the decision to visit, digital marketing has a significant positive influence on the decision to visit, price has a positive and insignificant influence on consumer satisfaction, digital marketing has a significant positive influence on consumer satisfaction, the decision to visit has a significant positive influence on customer satisfaction, price has a positive and significant influence on consumer satisfaction through the decision to visit as an intervening variable, digital marketing has a positive and insignificant influence on consumer satisfaction through the decision to visit as an intervening variable at Puncak Lawang.

The purpose of this study is to analyze the effects of store atmosphere and customer lifestyle on purchasing behavior, focusing specifically on Parewa customers. Employing a quantitative survey methodology, the research integrates an explanatory approach with a correlational design to explore the relationships between these variables. The study follows a cross-sectional framework, with data collected at a single point in time. The individual purchaser serves as the unit of analysis, and the research is carried out within a natural, real-world environment. The findings demonstrate a statistically significant and positive correlation between store atmosphere and customers' purchasing decisions. This implies that an inviting and comfortable store environment increases the likelihood of customer purchases at Parewa. Additionally, the results show a significant positive correlation between lifestyle and purchasing behavior, suggesting that customers with enhanced lifestyles are more inclined to purchase Parewa products. These insights underline the importance of aligning store ambiance and customer lifestyle preferences to drive sales effectively.