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This study aims to examine the influence of product innovation, digital marketing, and business networking on the competitiveness of small and medium-sized enterprises (SMEs), with customer engagement positioned as a mediating variable. Employing a Systematic Literature Review (SLR) approach, thirty Scopus-indexed articles published between 2020 and 2025 were analysed to synthesise theoretical and empirical insights related to SME competitiveness in contemporary digital and urban business environments. The findings indicate that product innovation, digital marketing, and business networking each play a significant role in strengthening SME competitiveness, particularly within markets characterised by rapid technological change. Customer engagement emerges as a critical mediating mechanism that connects these strategic variables to sustainable competitive advantage. It enhances the impact of innovative and digital strategies by fostering stronger emotional, behavioural, and participative interactions between SMEs and their customers. The review also highlights that SMEs adopting integrated digital management practices, such as the utilisation of human-resource information systems (HRIS) and data-driven decision-making tend to demonstrate greater adaptability, market responsiveness, and long-term performance. The study contributes theoretically by integrating resource-based and dynamic capability perspectives, offering a holistic understanding of how digital and relational capabilities interact to elevate competitiveness. Practically, the findings provide strategic guidance for policymakers, SME managers, and practitioners in designing innovation-oriented and digitally enabled initiatives that support sustainable SME growth in the digital era.

This study investigates the structural relationships among Product Quality (PQ), Brand Image (BI), Word of Mouth (WOM), and Repurchase Intention (RI) to empirically understand the sequential mechanisms driving consumer loyalty in a highly competitive market. Grounded conceptually in the Stimulus-Organism-Response (S-O-R) paradigm, the research posits that PQ acts as an external antecedent influencing RI through the mediating cognitive and behavioural constructs of BI and WOM. Data were collected from a sample of 187 Weber product consumers in Surabaya and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The empirical results confirm all hypothesized direct and indirect relationships. Specifically, PQ significantly and positively influences both BI (β=0.337, p<0.000) and WOM (β=0.351, p<0.000). Furthermore, both BI and WOM significantly predict RI, with WOM (β=0.498, p<0.000) demonstrating a markedly stronger effect compared to BI (β=0.414, p<0.000). The model successfully explains a moderate 57% of the variance in Repurchase Intention. These findings underscore the strategic imperative for management to prioritize superior product quality, which organically fosters a positive brand perception and stimulates potent word-of-mouth promotion identified as the most critical driver of repeated purchases. Future research is encouraged to integrate additional affective factors, such as customer satisfaction or perceived price fairness, to enhance the explanatory power of the consumer loyalty model.

This study examines the application of big data analytics on Bhinneka.com, a leading e-commerce platform in Indonesia, to tackle the increasing in complexity of online user behavior in a swiftly changing digital environment. The primary issue is too challenges in evaluating extensive, unstructured, and heterogeneous user data, which obstructs personalization, marketing efficacy, and operational decision-making. The study seeks to assess the efficacy of big data instruments, specifically Artificial Intelligence Recommendation (AIRec) and Customer Data Platform (CDP), in improving user behavior forecasting. Service customization, and data-informed strategies. This study utilizes a qualitative case study methodology, including literature review and platform observation, to synthesis the many forms of big data analytics (descriptive, diagnostic, predictive, and prescriptive) and their implementation at Bhinneka.com. Significant findings indicate that the integration of AIRec and CDP has augmented the platform’s capacity to predict consumer preferences, improve marketing accuracy, and optimize logistics. However, obstacles stay the same, such as disjointed data systems, data quality concerns, and internal opposition to embracing a data-driven culture. The study suggests that although big data analytics substantially enhances Bhinneka.com’s digital competitiveness, ongoing investment in data infrastructure and organizational competence is crucial to fully harness its potential and preserve a competitive advantage in Indonesia’s e-commerce market.

The rapid development of information and communication technology has driven the need for information services that are more relevant and adaptive to user behaviour. This research aims to integrate data analytics in the study of user behaviour to support the development of effective information services. The dataset used is Kaggle's Online Retail Dataset, which includes sales transaction data of online retail companies in the UK from December 2010 to December 2011. The analysis was conducted through customer segmentation using K-Means Clustering algorithm and predictive analysis with Association Rule Mining. The segmentation results successfully grouped customers into four main clusters, namely loyal customers, potential customers, passive customers, and low-spending customers. Model evaluation showed optimal performance with an accuracy rate of 85%, precision of 82%, recall of 78%, and F1-Score of 80%, and Silhouette Score of 0.62, indicating effective customer segmentation. The findings prove that the application of data analytics can provide deep insights into customer behaviour and support the development of more personalised and adaptive information services. This research is expected to be a reference in designing data-driven information service development strategies in various sectors.

This study analyses the effect of ease of use, user experience, and customer satisfaction on user behaviour of e-commerce applications for students of the Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya. The method used is causal associative quantitative with data collection through questionnaires on 122 respondents. The results showed that the three variables had a significant effect on user behaviour. Ease of use (p = 0.026), user experience (p = 0.002), and customer satisfaction (p = 0.002) each have a positive influence on user behaviour. Simultaneously, these three factors also had a significant effect (Fcount = 25.059, p = 0.001). The findings support the theories of Technology Acceptance Model (TAM), Theory of Planned Behaviour (TPB), and Customer Experience Theory (CET). The practical implication is that app developers need to focus on easy-to-use design, pleasant user experience, and increased customer satisfaction to increase loyalty. This study has limitations in the sample of university students and the cross-sectional method which does not allow for long-term generalisation.

Consumer behaviour in modern businesses has been greatly altered by technological advancements, leading to the use of digital marketing strategies and social media. These strategies allow businesses to interact with customers, build personalised relationships, and conduct more effective product promotions. Digital marketing and celebrity endorsements are increasingly used in purchasing decisions in Indonesia, especially in the fashion industry. The purpose of this research is to study how celebrity endorsement and digital advertising influence the decision of Surakarta City consumers to buy Erigo products. For this study, quantitative methods were used, data were collected through questionnaires distributed to 150 consumers of Erigo products in Surakarta City. Structural Equation Modeling (SEM) data analysis with the Partial Least Square (PLS) approach was used. The results showed that celebrity endorsement and digital marketing have a significant positive effect on consumer decisions to buy Erigo products in Surakarta city. The limitation of this research is that it is quantitative in nature and does not thoroughly study how consumers perceive the influence of digital marketing and celebrity endorsements culturally and psychologically. This research can provide broader insights into consumer behavior.

The purpose of this research is to build a review study to analyse the situation of successful companies in the use of digital twinning to reduce waste and losses that occur in the lack of accurate investment of time and efforts made, and from this basis was presented a set of previous studies related to digital twinning in order to determine the findings of these studies and discuss them by identifying points of similarity and difference between these studies,  And then come up with an idea and a new mechanism to determine the behaviours that companies can pursue in order to apply digital twinning, and on this basis the research discussed the conceptual framework of digital twinning and then the mechanisms through which companies can use it in order to develop their ability to achieve strategic success and competitiveness, the research has come out with several results, foremost of which was that digital twinning works to build a digital model that parallels competing companies through data analysis, improving their efficiency, accelerating innovation, predicting trends, and Then improve the customer experience and achieve integration between the current systems and the systems pursued by other companies.

This research implements RFM (Recency, Frequency, Monetary) analysis to perform customer segmentation and evaluate the effectiveness of marketing campaigns in a retail company. Using a Kaggle dataset, this study identifies customers based on purchasing behaviour and assesses marketing campaign responses for each segment. The analysis reveals that Loyal, VIP, and New Customer segments showed the highest responses, especially in Campaign 6. The findings emphasize the importance of targeting resources on effective segments and campaigns to optimize marketing strategies and maximize ROI. Personalized campaigns based on segmentation can enhance customer retention and align product offerings with customer needs.

In a competitive business environment, understanding customer behaviour and improving retention strategies are critical to a company's success. Many companies struggle to identify valuable customers, understand their needs, and develop effective marketing strategies. One method that has proven effective is Recency, Frequency, and Monetary (RFM) analysis, which measures customer value based on three dimensions: when the customer last made a purchase, how often they transact, and how much money they spend. This research focuses on applying the RFM method with Python for customer segmentation in a retail company. By analysing customer transaction data, this research shows how RFM analysis can provide deep insights into customer behaviour and assist in the development of more targeted marketing strategies. The ultimate goal is to improve customer retention and maximise the return on investment (ROI) of marketing activities. This research offers practical solutions to common challenges in customer relationship management and contributes to the development of more efficient data-driven marketing methods.

One of the problems that humans face in everyday life is the economy, especially in terms of meeting needs. To survive, humans have to meet all their complex needs. Because rural people often have economic difficulties, they are the most involved in Emok Bank. An Emok Bank is a type of bank that lends money to people by visiting customers in person by sitting upright with both legs bent backwards. An Emok Bank transaction system is done by sitting licensed in certain places, like the terrace of a client's house. Qualitative research is research that produces descriptive data that are written or oral words of people and behaviour that can be observed. The Emok Bank has made the public worried about the high interest rates and the liability system used in the shares. As a result, many communities, especially households, are plunged into problems arising from paying difficulties. Often, loans from this Emok Bank are used to pay off debts to other Emok Banks. Economic circumstances make a householder dependent on a mother's bank. The existence of an Emok Bank has led to bad behavior against the households in the village of Leuweung Gede, most of them being borrowers to an emoc bank that borrows more than one bank.

The development of the Islamic banking sector in Indonesia reflects a response to the public's need for a banking system that not only provides sound financial services, but also adheres to sharia principles. PT Bank Syariah Indonesia as a major player in this sector has to face the changes that occur due to high competition in an effort to win customer trust and support. Currently, customer behaviour in the Indonesian banking industry is very diverse. Low administrative costs are also an important consideration for customers. The importance of these factors in customer decision-making has been recognised by modern banks, which now realise that customers do not only consider interest rates or financial benefits, but also want the sophistication and full features of banking products. Technological advancement, especially in mobile banking, has become a significant trend, not only in developed countries but also in developing countries such as Indonesia. Mobile banking, as one of the service products offered by PT Bank Syariah Indonesia, is an important factor in students' decision to open an account online. The existence of good virtual services from Bank Syariah Indonesia, especially through the mobile banking platform, is a major attraction for students, given their dependence on technology and the need for convenience in transactions.

This study aimed to analyze the influence of sharia compliance and customer satisfaction towards Muslim purchase behavior in sharia hotels in West Sumatra. This research uses a quantitative methodology with a causal associative approach. Muslim guests who have stayed at sharia hotels constitute the population, and a purposive sampling technique is used to determine the number of research samples. The sample size for this study was 99 Muslim guests who had stayed at a sharia hotel in West Sumatra. Partial Least Square Structural Equation Modeling (PLS-SEM) is the analytical method used. From the results of research that has been carried out, the variables of sharia compliance and customers satisfaction have a positive and significant effect on the purchase behavior of sharia hotels in West Sumatra. It can be said that based on this research, purchase behavior occurs if the hotel is compliant and guests feel satisfied during their stay, then guests will consider purchase behavior.

Dalam beberapa dekade terakhir, sektor ini telah dipengaruhi oleh tren baru yang berbeda, dari kelahiran supermarket hingga munculnya e-commerce, hingga pengenalan cashierless store. Dalam dekade terakhir, kami telah mengamati tren yang berkembang yang melibatkan teknologi baru dan peningkatan otomatisasi layanan, dengan tujuan untuk meningkatkan kecepatan, konektivitas, dan ketersediaan penggunaan. Meskipun bidang aplikasinya bervariasi, ada kecenderungan untuk mengurangi kebutuhan kontrol manusia dalam melakukan berbagai operasi. Yang terakhir mewakili kategori baru toko yang sepenuhnya berbasis komputer dan digital, di mana penggunaan kamera, sensor, dan rak otomatis meminimalkan interaksi manusia. Tujuan dari penelitian ini adalah untuk menganalisis pengetahuan customer tentang cashierless store, dan relevansi berbagai faktor yang terkait dengan jenis toko baru ini. Kuesioner dikirim ke 30 customer untuk mengidentifikasi dan mengevaluasi situasi aktual dan pengetahuan tentang topik ini. Analisis statistik, mengenai pengetahuan mereka tentang cashierless store dan pengalaman customer, disediakan untuk membahas faktor-faktor paling relevan yang memengaruhi persepsi dan sikap customer, dengan perbandingan per jenis kelamin dan jenis pengguna. Hasil analisis yang diberikan mengungkapkan bahwa mereka mengetahui tentang cashierless store sebelumnya.

Pembatasan gerakan masyarakat di tengah pandemi Covid-19 menyebabkan ekonomi tertekan sehingga masyarakat menahan belanjanya. Sektor UMKM mengalami dampak parah kemerosotan pendapatan dan omset. Ditemukan beberapa temuan sektor yang justru meraih keuntungan selama masa pandemi yakni sektor-sektor yang menerapkan pemasaran berbasis online menggunakan media sosial untuk tetap bisa berkomunikasi dengan masyarakat dan meningkatkan pemasaran kepada konsumen. Instagram menjadi salah satu pilihan platform media sosial yang banyak digunakan masyarakat Indonesia. Hal tersebut dipandang menjadi peluang baik bagi UKM Heyho Barbeque yang bergerak dalam penyedia jasa kuliner untuk menjalankan strategi pemasaran online menggunakan media sosial Instagram dengan menyajikan konten pemasaran yang kreatif dan menarik bagi calon pembeli. Tujuan dari penelitian ini adalah untuk mempelajari hubungan antara social media marketing content, brand awareness, yang dapat mempengaruhi perilaku konsumen dan niat beli konsumen di masa Covid-19. Metode non random sampling dengan kuota menggunakan kuesioner, jumlah sampel sebanyak 76 responden mendasarkan skala Likert 7 poin. PLS digunakan untuk menguji signifikansi statistik koefisien jalur. Hasil penelitian ini ditemukan bahwa social media marketing content berhubungan positif dengan customer behaviour dan niat beli konsumen di masa pandemi COVID-19.