Journal of Digital Business and Marketing

The effect of personal selling and relationship marketing on customer loyalty and satisfaction as an intervening variable in PT. Welty Indah Perkasa Palembang Branch

Roby Yansah — 2025-08-14

Purpose: This study aimed to examine the effects of personal selling and relationship marketing on customer satisfaction and loyalty at the PT Welty Indah Perkasa Palembang branch.

Methodology: The study population comprised 302 customers of PT Welty Indah Perkasa Palembang branch who made purchase transactions during 2023, while the sample included customers with regular monthly transactions from January 1 to December 31, 2023. Data were analyzed using multivariate analysis with a structural equation modeling (SEM) program.

Results: The analysis shows that personal selling and relationship marketing influence both customer satisfaction and loyalty, with customer satisfaction strengthening the effect on loyalty. Personal selling has the strongest impact on satisfaction, whereas relationship marketing has the weakest impact on loyalty.

Conclusion: Effective personal selling and relationship marketing strategies play a critical role in enhancing customer satisfaction, which, in turn, fosters greater customer loyalty. Among these factors, personal selling emerged as the most impactful driver of satisfaction and loyalty within the company’s customer base.
Limitation: This study is limited to a single branch of PT Welty Indah Perkasa and uses a sample confined to customers with regular monthly transactions for over one year. The findings may not be fully generalizable to other branches, industries, or customers with irregular purchase patterns.

Contribution: This study provides empirical evidence of the key role of personal selling and relationship marketing in fostering sustainable customer satisfaction and loyalty in the B2B context, offering strategic guidance to prioritize personal selling and enhance relationship marketing for long-term engagement.

Choosing the most suitable sustainability report standard for banking industry: A case study of Bank ABC

Chintia Rudiyanto — 2025-08-14

Purpose: This study aims to evaluate and prioritize sustainability reporting standards in the banking sector by identifying key criteria influencing their selection, with a particular focus on integrating local regulatory compliance and global best practices.

Research Methodology: The research employs a mixed-methods approach, beginning with qualitative interviews with key stakeholders and a literature review to identify relevant criteria. Insights from this phase inform the quantitative analysis using the Analytic Hierarchy Process (AHP). Five sustainability reporting experts from ABC Bank served as respondents, assessing alternative standards based on predetermined criteria derived from both interviews and literature studies.

Results: The findings indicate that “integration with financial metrics” and “use of technology” are the most critical criteria in selecting sustainability reporting standards. AHP analysis shows that while POJK 51 meets regulatory requirements, global frameworks such as GRI and SASB offer broader and more investor-oriented disclosures. Combining multiple standards provides a more comprehensive approach, though it demands greater resources and capacity.

Conclusion: The study concludes that hybrid adoption of local and global sustainability frameworks enhances reporting credibility, aligns with stakeholder expectations, and strengthens competitive positioning

Limitations: The small sample size of five experts from a single bank limits the generalizability of findings.

Contribution: This research provides empirical insights into the prioritization of sustainability reporting standards, offering practical guidance for banks and policymakers seeking to enhance ESG transparency and alignment with both domestic regulations and international standards.

The effect of using e-money and self-control on student financial management

Sarlina Devi — 2025-08-14

Purpose: This study examines the effect of e-money usage and self-control on the financial management of undergraduate students in the Faculty of Economics and Business at Universitas PGRI Palembang..

Research Methodology: A quantitative approach was employed with a sample of 107 active students selected from a population of 305. Data were collected through questionnaires and analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, and multiple linear regression analysis with SPSS 25.

Results: The findings reveal that e-money usage (t = 2.499, p = 0.014) and self-control (t = 7.610, p = 0.000) each have a significant positive effect on financial management. Simultaneously, both variables explain 57.9% of the variance in students’ financial management (F = 71.370, p < 0.05).

Conclusion: Both e-money usage and self-control significantly contribute to students’ ability to manage finances effectively. Self-control plays a stronger role compared to e-money usage in determining financial management behavior.

Limitations: The study focuses only on two variables e-money usage and self-control excluding other potential factors such as financial literacy, lifestyle, and socio-economic background. This scope limitation may affect the generalizability of findings.

Contribution: This research enriches empirical evidence on the behavioral aspects of financial management among students in the digital payment era and provides practical insights for universities to design programs enhancing students’ self-control and responsible e-money usage.

Impact of social media marketing activity on brand loyalty

Wahyu Yunanto — 2025-08-22

Purpose: This study examines the effectiveness of Social Media Marketing Activities (SMMA) in enhancing brand loyalty at PT. Mumpuni Inti Mandiri. It evaluates customer perceptions of SMMA, self-brand connection, brand equity, and brand trust and their influence on brand loyalty.

Method: A quantitative positivist approach was used. Data were gathered through online surveys targeting PT customers in Jakarta. Mumpuni Inti Mandiri. Structural equation Modelling (SEM) using Partial Least Squares (PLS) via SmartPLS 3.2.6 was employed to analyze the data. Validity and reliability tests ensured the instruments’ accuracy. The hypotheses were tested using one-tailed t-statistics.

Results: The results show that customer perceptions of SMMA, self-brand connection, brand equity, brand trust, and brand loyalty were high. SMMA significantly influences self-brand connection, brand equity, and brand trust. Moreover, brand loyalty is directly and indirectly affected by these mediators. This implies that PT. Mumpuni Inti Mandiri’s social media strategies are effective in fostering emotional connection, consumer trust, and long-term loyalty.

Conclusions: The SMMA plays a vital role in building brand loyalty by enhancing brand-related psychological factors. Integrated social media marketing efforts have proven valuable in creating strong brand-consumer relationships.

Limitations: The study’s scope was limited to one company and used self-reported survey data, which may have affected generalizability.

Contribution and Novelty: This study introduces an integrated model that connects SMMA with brand loyalty through emotional and cognitive pathways, offering insights into effective digital branding strategies for emerging markets.

Information technology strategic plan for hospital using Ward and Peppard model

Muhammad Ismail Zabartih — 2025-08-22

Purpose: This study aims to identify IS/IT strategic plans, managerial activities, and operational activities in hospitals that can be used as proposals for IS/IT development in hospitals.

Methodology/approach: The approach used in this research is the strategic planning of Ward and Peppard, who conduct an analysis of the internal and external environments at the hospital using various analytical tools such as SWOT, CSF, PEST, Value Chain, and McFarlan Strategic Grid.

Results: The final result of this research is comprehensive strategic planning at the strategic, managerial, and operational levels, which are expected to be in line with the business objectives of the hospital.

Conclusion: The findings highlight that systematic strategic planning enables hospitals to align IS/IT with organizational goals, improve efficiency, support decision-making, and enhance service quality. This approach ensures that IS/IT initiatives are not only technically feasible but also strategically sustainable in addressing the dynamic healthcare challenges.

Limitations: The limitation of this research is the mapping of application proposals that are in accordance with the business objectives of hospitals.

Contribution: The final result of this research can be used as a basis for developing IT at hospitals, which is expected to help in developing IT at hospitals in the future.