{"id":"https://openalex.org/W7216606366","doi":null,"title":"LOYALITAS KONSUMEN PADA UMKM: PENGARUH PENGGUNAAN TEKNOLOGI PEMASARAN DIGITAL DAN AI MARKETING DALAM MENINGKATKAN HUBUNGAN KONSUMEN DENGAN USAHA DI DESA WISATA BOJONG RANGKAS, KABUPATEN BOGOR","display_name":"LOYALITAS KONSUMEN PADA UMKM: PENGARUH PENGGUNAAN TEKNOLOGI PEMASARAN DIGITAL DAN AI MARKETING DALAM MENINGKATKAN HUBUNGAN KONSUMEN DENGAN USAHA DI DESA WISATA BOJONG RANGKAS, KABUPATEN BOGOR","publication_year":2025,"publication_date":"2025-12-31","ids":{"openalex":"https://openalex.org/W7216606366"},"language":"id","primary_location":{"id":"pmh:oai:ojs2.jurnal-cahayapatriot.org:article/541","doi":null,"is_oa":true,"landing_page_url":"https://jurnal-cahayapatriot.org/index.php/jupemas/article/view/541","pdf_url":"https://jurnal-cahayapatriot.org/index.php/jupemas/article/download/541/457","source":{"id":"https://openalex.org/S4394736185","display_name":"Jurnal Umum Pengabdian Masyarakat","issn_l":"2962-0678","issn":["2962-0678","2963-7538"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"10.58290/jupemas.v4i4","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://jurnal-cahayapatriot.org/index.php/jupemas/article/download/541/457","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5154458619","display_name":"Marsono Marsono","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4387154144","display_name":"National Research and Innovation Agency","ror":"https://ror.org/02hmjzt55","country_code":"ID","type":"government","lineage":["https://openalex.org/I4387154144"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Marsono, Marsono","raw_affiliation_strings":["National Research and Innovation Agency"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"National Research and Innovation Agency","institution_ids":["https://openalex.org/I4387154144"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5129444338","display_name":"Adi Suryo","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I70054679","display_name":"Pakuan University","ror":"https://ror.org/03r7ras86","country_code":"ID","type":"education","lineage":["https://openalex.org/I70054679"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Suryo, Adi","raw_affiliation_strings":["Universitas Pakuan"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Pakuan","institution_ids":["https://openalex.org/I70054679"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5080582874","display_name":"Hotnier Sipahutar","orcid":"https://orcid.org/0009-0009-2734-4317","observed_orcids":["https://orcid.org/0009-0009-2734-4317"]},"institutions":[{"id":"https://openalex.org/I70054679","display_name":"Pakuan University","ror":"https://ror.org/03r7ras86","country_code":"ID","type":"education","lineage":["https://openalex.org/I70054679"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Sipahutar, Hotnier","raw_affiliation_strings":["Universitas Pakuan"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Pakuan","institution_ids":["https://openalex.org/I70054679"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5030325999","display_name":"Towaf Totok Irawan","orcid":"https://orcid.org/0000-0002-2358-0656","observed_orcids":["https://orcid.org/0000-0002-2358-0656","https://orcid.org/0000-0003-0771-3671"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Totok Irawan, Towaf","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.9067000150680542,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.9067000150680542,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.07599999755620956,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.00930000003427267,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/customer-loyalty","display_name":"customer loyalty","score":0.8519999980926514},{"id":"https://openalex.org/keywords/micro-small-and-medium-enterprises","display_name":"micro, small and medium enterprises","score":0.9240000247955322},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.9440000057220459},{"id":"https://openalex.org/keywords/artificial-intelligence-in-marketing","display_name":"artificial intelligence in marketing","score":0.8769999742507935},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.9850000143051147},{"id":"https://openalex.org/keywords/customer-relationships","display_name":"customer relationships","score":0.5109999775886536},{"id":"https://openalex.org/keywords/customer-satisfaction","display_name":"customer satisfaction","score":0.8299999833106995},{"id":"https://openalex.org/keywords/content-personalization","display_name":"content personalization","score":0.8169999718666077},{"id":"https://openalex.org/keywords/tourist-villages","display_name":"tourism village","score":0.6700000166893005},{"id":"https://openalex.org/keywords/digital-marketing-adoption","display_name":"digital marketing adoption","score":0.45100000500679016},{"id":"https://openalex.org/keywords/customer-retention","display_name":"customer retention","score":0.4099999964237213},{"id":"https://openalex.org/keywords/customer-experience","display_name":"customer experience","score":0.40799999237060547}],"concepts":[{"id":"https://openalex.org/C178550888","wikidata":"https://www.wikidata.org/wiki/Q2043282","display_name":"Business administration","level":1,"score":0.6513000130653381},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5238999724388123},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.3522999882698059},{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.34610000252723694},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.328900009393692},{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.314300000667572},{"id":"https://openalex.org/C2991716581","wikidata":"https://www.wikidata.org/wiki/Q956129","display_name":"Digital era","level":3,"score":0.26089999079704285},{"id":"https://openalex.org/C146897074","wikidata":"https://www.wikidata.org/wiki/Q1932925","display_name":"Loyalty business model","level":4,"score":0.17980000376701355},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.17329999804496765},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.15700000524520874}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:ojs2.jurnal-cahayapatriot.org:article/541","doi":null,"is_oa":true,"landing_page_url":"https://jurnal-cahayapatriot.org/index.php/jupemas/article/view/541","pdf_url":"https://jurnal-cahayapatriot.org/index.php/jupemas/article/download/541/457","source":{"id":"https://openalex.org/S4394736185","display_name":"Jurnal Umum Pengabdian Masyarakat","issn_l":"2962-0678","issn":["2962-0678","2963-7538"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"10.58290/jupemas.v4i4","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:ojs2.jurnal-cahayapatriot.org:article/541","doi":null,"is_oa":true,"landing_page_url":"https://jurnal-cahayapatriot.org/index.php/jupemas/article/view/541","pdf_url":"https://jurnal-cahayapatriot.org/index.php/jupemas/article/download/541/457","source":{"id":"https://openalex.org/S4394736185","display_name":"Jurnal Umum Pengabdian Masyarakat","issn_l":"2962-0678","issn":["2962-0678","2963-7538"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"10.58290/jupemas.v4i4","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/9","display_name":"Industry, innovation and infrastructure","score":0.5378999710083008},{"id":"https://metadata.un.org/sdg/8","display_name":"Decent work and economic growth","score":0.48510000109672546}],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7216606366.pdf","grobid_xml":"https://content.openalex.org/works/W7216606366.grobid-xml"},"referenced_works_count":1,"referenced_works":["https://openalex.org/W4388907455"],"related_works":["https://openalex.org/W4410767348","https://openalex.org/W7160598042","https://openalex.org/W4410866031","https://openalex.org/W7160757542","https://openalex.org/W7219697139","https://openalex.org/W7220074006","https://openalex.org/W7215693160","https://openalex.org/W7160765616","https://openalex.org/W7220315533","https://openalex.org/W7220247339"],"abstract_inverted_index":{"Loyalitas":[0],"konsumen":[1,47,84,149,158,210],"merupakan":[2],"salah":[3],"satu":[4,42],"faktor":[5],"penting":[6],"dalam":[7,31,113,186],"memastikan":[8],"keberlanjutan":[9],"dan":[10,15,34,76,150,211,225],"perkembangan":[11],"Usaha":[12],"Mikro,":[13],"Kecil,":[14],"Menengah":[16],"(UMKM).":[17],"Dalam":[18],"konteks":[19],"persaingan":[20],"pasar":[21],"yang":[22,53,59,102,108,129,139,159,178,205,218],"semakin":[23,60],"ketat,":[24],"UMKM":[25,107,177,199,228],"di":[26,96],"Indonesia":[27],"menghadapi":[28],"tantangan":[29],"besar":[30],"mempertahankan":[32],"pelanggan":[33],"membangun":[35],"hubungan":[36,213],"jangka":[37,214],"panjang":[38,215],"dengan":[39,55,92,148,216],"konsumen.":[40,134],"Salah":[41],"cara":[43],"untuk":[44,65,145,153],"meningkatkan":[45,156,208],"loyalitas":[46,83,133,163],"adalah":[48],"melalui":[49,73,100],"penerapan":[50],"strategi":[51,136],"pemasaran":[52,70,115,122,187,203],"efektif,":[54],"pemanfaatan":[56,183],"teknologi":[57,69,151,181,202],"digital":[58,112,123,137,188,204],"berkembang.":[61],"Penelitian":[62,87],"ini":[63,88,171,195],"bertujuan":[64],"mengeksplorasi":[66],"pengaruh":[67],"penggunaan":[68,121,141],"digital,":[71,182],"khususnya":[72],"media":[74,143],"sosial":[75,144],"alat":[77,184],"berbasis":[78,124],"kecerdasan":[79],"buatan":[80],"(AI),":[81],"terhadap":[82,131,165],"pada":[85,160,219,223],"UMKM.":[86,169],"menggunakan":[89,110],"metode":[90],"kuantitatif":[91],"desain":[93],"deskriptif":[94],"analitis,":[95],"mana":[97],"data":[98],"dikumpulkan":[99],"kuesioner":[101],"disebarkan":[103],"kepada":[104],"50":[105],"pelaku":[106,198],"aktif":[109],"platform":[111,142],"kegiatan":[114],"mereka.":[116],"Hasil":[117],"penelitian":[118,194],"menunjukkan":[119],"bahwa":[120,174],"AI":[125,152,185],"dapat":[126],"memberikan":[127],"dampak":[128],"signifikan":[130],"peningkatan":[132],"Penerapan":[135],"marketing":[138],"tepat\u2014termasuk":[140],"interaksi":[146],"langsung":[147],"personalisasi":[154],"konten\u2014berhasil":[155],"kepuasan":[157],"gilirannya":[161],"memperkuat":[162,212],"mereka":[164],"merek":[166],"atau":[167],"produk":[168],"Temuan":[170],"juga":[172],"menyoroti":[173],"meskipun":[175],"banyak":[176],"telah":[179],"mengenal":[180],"masih":[189],"terbatas.":[190],"Oleh":[191],"karena":[192],"itu,":[193],"merekomendasikan":[196],"agar":[197],"lebih":[200],"mengoptimalkan":[201],"ada,":[206],"guna":[207],"pengalaman":[209],"pelanggan,":[217],"akhirnya":[220],"akan":[221],"berkontribusi":[222],"keberhasilan":[224],"pertumbuhan":[226],"usaha":[227],"secara":[229],"berkelanjutan.":[230]},"counts_by_year":[],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2026-10-03T00:00:00"}