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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.