HATTA: Jurnal Pendidikan Ekonomi dan Ilmu Ekonomi

Strategi Digital Marketing Funnel Dalam Mendorong Loyalitas Muzakki Pada Lembaga Zakat Dompet Dhuafa

Yuzril Mahendra — 2026-05-31

This research is motivated by the significant gap between potential and actual zakat collection in Indonesia, necessitating an effective digital strategy to increase zakat payers' loyalty. This study aims to analyze the implementation of the 5A digital marketing funnel model (Aware, Appeal, Ask, Act, Advocate) at the Dompet Dhuafa zakat institution in building zakat payers' loyalty in the digital era. The study used a qualitative approach with descriptive-analytical methods through a literature review, the Dompet Dhuafa 2024 Annual Report, website, mobile application, social media, and various scientific journals related to digital philanthropy and digital marketing. The results show that Dompet Dhuafa has successfully integrated various digital channels such as websites, social media, mobile applications, CRM, and digital payment systems to support the zakat payers' journey from awareness to loyalty. Content strategies based on emotional, rational, and spiritual approaches have proven effective in increasing public engagement and trust. Furthermore, CRM implementation, personalized digital communications, and transparent program reports have been able to encourage loyalty and repeat donations. This study found that muzakki loyalty in the digital era is influenced by three main factors, namely trust, transparency, and ease of technology integrated into the muzakki's digital experience.

Pengaruh Tiktok Shop terhadap Perilaku Konsumtif Pada Mahasiswa Pendidikan Ekonomi Stambuk 2025

Dayana Rebecca Tampubolon — 2026-06-22

This study aims to analyze the influence of TikTok social media platform usage on the consumer behavior of students in the Economics Education Study Program, Stambuk 2025, HKBP Nommensen University, Medan. The rapid development of TikTok as a social commerce platform has driven significant changes in the consumption patterns of the younger generation, particularly through viral content, live shopping features, and the influence of influencers and content creators. This study used a qualitative method with a literature study approach and an online questionnaire survey based on Google Forms with a four-point Likert scale to 16 student respondents. The research instrument covered three main dimensions, namely: (1) intensity of TikTok Shop use, (2) the influence of TikTok Shop content on consumer behavior, and (3) self-control ability based on economic literacy. The results showed that 87.5% of students use TikTok every day, 75% admitted to being interested in purchasing products featured in TikTok content, and 68.8% trusted product recommendations from influencers. However, it was found that an economics educational background played an important role as a moderator of consumer behavior, as indicated by 93.8% of respondents who tried to shop wisely and 75.1% who felt that economics helped control impulsive shopping urges. This study concludes that TikTok Shop significantly influences students' purchasing intentions, but this influence can be effectively moderated through adequate economic literacy and financial awareness.

Analisis Peran ALMA dalam Meningkatkan Kinerja Keuangan Perbankan di Indonesia dalam Perspektif Teologis

Julius Andhika Prasetyo — 2026-06-23

Background: The banking sector plays a crucial role in the economy as a financial intermediary, requiring effective and efficient financial management. One important aspect of this management is asset and liability management, which functions to maintain financial balance and control risks.

Purpose: This study aims to analyze the role of asset and liability management in the financial performance of banking institutions in Indonesia.

Method: The method used was a qualitative descriptive approach based on a literature review, utilizing secondary data sourced from official publications of the Badan Pusat Statistik, Otoritas Jasa Keuangan, academic articles, relevant books, Quran, and Bible.

Findings: Research findings indicate that asset and liability management plays a crucial role in managing liquidity and market risk, maintaining financial stability, and enhancing banking profitability. However, the effectiveness of its implementation depends heavily on the quality of management and the policies in place, this is in line with Qs. An-Nisa’:58 and Luke 16:10, which emphasize diligence and responsibility in financial management and several other verses.

Conclusions: Asset and liability management is a crucial strategy for improving financial performance and ensuring the sustainability of the banking sector in Indonesia.

Membangun Loyalitas Pelanggan di Era Live Commerce: Model Experiential Marketing dan Customer Engagement pada TikTok Shop

Wisnu Mahendri — 2026-07-26

Purpose: This study aims to analyze the effect of experiential marketing on customer loyalty, with customer engagement as a mediating variable, within the TikTok Shop live commerce environment.

Method: A quantitative explanatory survey was conducted with 130 respondents who had purchased from TikTok Shop at least once in the previous three months. Data were collected via online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), with evaluation of both measurement and structural models.

Findings: The results indicate that experiential marketing has a positive and significant direct effect on customer engagement and on customer loyalty. Customer engagement also positively and significantly influences customer loyalty. Moreover, customer engagement partially mediates the relationship between experiential marketing and customer loyalty, with a Variance Accounted For value of 46.7 percent.

Conclusions: This study confirms that experiential marketing, implemented through sense, feel, think, act, and relate dimensions, enhances customer loyalty on TikTok Shop both directly and indirectly through increased customer engagement. The partial mediation suggests a dual loyalty-building mechanism: an immediate affective route and a longer-term relational route. Future research is recommended to employ longitudinal designs and examine other platforms and moderating variables.