HRM and Marketing: Identifying the Impacts of Rapid Technological Advancements

Authors

  • Sri Yusriani Universiti Sains Malaysia
  • Nur Mustofa Kamal Universitas Terbuka
  • Kabul Wahyu Utomo Universitas Terbuka
  • Endi Rekarti Universitas Terbuka
  • Shine Pintor Siolemba Patiro Universitas Terbuka

DOI:

https://doi.org/10.38035/dijefa.v6i1.3689

Keywords:

Technological advancements, HRM, consumer services, trust, engagement, loyalty, marketing strategies

Abstract

       The rapid evolution of technology has transformed various sectors, including Human Resource Management (HRM) and consumer services. This literature review, based on highly cited works in Google Scholar, investigates the significant variables influenced by the proliferation of digital applications in these fields. Key findings indicate that technological integration affects variables such as consumer trust, satisfaction, engagement, and loyalty, which are essential to both HRM and marketing strategies. The analysis also highlights the dual role of technology as both an enabler and a potential disruptor, depending on strategic implementation. This study provides a comprehensive basis for future research on leveraging technology for sustainable growth and improved management quality in HRM and marketing.

Keyword: Technological advancements, HRM, consumer services, trust, engagement, loyalty, marketing strategies.

Author Biographies

Sri Yusriani, Universiti Sains Malaysia

Sri Yusriani is a postgraduate student and lecturer in the Postgraduate Studies program at the Indonesian Open University, specializing in Communication Science and Human Resources Management. She successfully defended her master's thesis in January 2024 as the top alumna and is currently beginning her PhD research program at Universiti Sains Malaysia, Graduate School of Business, Penang Malaysia.
Professionally, she has excelled in supply chain management and the HRM division at FK Distribution Denmark and has also contributed to ICRC Denmark. Known for her skills in writing and public speaking, Yusriani has received many awards and has actively mentored more than 80 authors in scientific writing, demonstrating her commitment to sharing knowledge and serving the community. She is also a leader of student and alumni organizations.
Yusriani's educational background includes completing high school at SMU YKPP 1 Komperta Plaju Palembang in 2001, studying Geography at Padang State University, and Arabic Language Education at the Indonesian Education University from 2002 to 2005. She also pursued foreign language studies, studying Polish at Jagiellonian University in Krakow from 2010 to 2012. Sri Yusriani has been recognized as the best moderator and presenter at several international conferences and has served as a reviewer for multiple journals. Since 2022, she has been attending the Danish language school 'Sprogskoler' in Billund, Denmark.
Outside of her professional and academic career, Yusriani has been recognized for her achievements in English speech and Islamic short story writing competitions in Indonesia. Along with her research colleagues, she won second place in the master's thesis competition at the 14th IEOM (International Conference on Industrial Engineering and Operations Management) in Dubai, UAE, in February 2024, third-best paper at the 6th ISBEST 2023, Best Moderator at ICBEM 2023, and was awarded Best Presenter at ISC-BEAM UNJ in June 2024. Additionally, she won the Best Paper award in the Digital Muslim Review Islamic Studies Journal at UIN Banten in 2024, and her team received the Best Paper award in HRM at Telkom University SCBTII in July 2024 in Bandung. Yusriani won best paper in Doctoral Dissertation Awards and Master Thesis Awards in Asia Pasific IEOM, Tokyo in September 2024 with her research partners, Dr. Shine Pintor Siolemba Patiro and Dr. Muji Gunarto. In September 2024 'till March 2025, She also has been selected to join WESEP training course program provided by EU ErasmusPlus Project in Luxembourg.

https://orcid.org/0009-0000-8576-1949

https://www.researchgate.net/profile/Sri-Yusriani

 

Nur Mustofa Kamal, Universitas Terbuka

Nur Mustofa Kamal is a postgraduate student at the Open University with career of more than 18 years at TUH, Jeddah, Saudi Arabia.  Graduating from Communication Science Bachelor of FHISIP at Universitas Terbuka  and is now continuing his Masters in HR Management at the Postgraduate School, Indonesian Open University.
 

Kabul Wahyu Utomo, Universitas Terbuka

Dr. Kabul Wahyu Utomo is a senior lecturer in the Master of Management Program at the Indonesia Open University, Jakarta, Indonesia. He began his career as a lecturer in 2004 at Trilogy University and has since emerged as an expert in Human Resource Development. Dr. Kabul, a graduate of the Doctoral Program in Management from Gadjah Mada University, Yogyakarta, Indonesia, focuses his research primarily on human resource issues, both domestically and internationally. His scholarly works have been published in reputable Sinta-indexed and Scopus journals. As an expert in human resource management, he serves as the main supervisor of this study and has consistently provided guidance to his students throughout the stages of master's thesis research.
[email protected]

https://orcid.org/0000-0003-1854-7138

Endi Rekarti, Universitas Terbuka

Doctor with research interest in Entrepreneurship, Marketing Science, Organization, Strategic Management. Dr. Endi Rekarti is a senior lecturer and the main mentor for FORKOMPROMI, a platform for communication and creativity within the MM Program, where students and alumni collaborate at the Open University Postgraduate School.
https://orcid.org/0000-0003-1366-7384

https://www.researchgate.net/profile/Endi-Rekarti

Shine Pintor Siolemba Patiro, Universitas Terbuka


Dr. Shine Pintor Siolemba Patiro is an esteemed Associate Professor at the Faculty of Economics and Business, Postgraduate Studies at Indonesia Open University, where he currently serves as the Functional Head of the Management Program. He earned his doctoral degree from Gadjah Mada University in Jogjakarta, Indonesia, 2016. Dr. Patiro is a prolific author, having published multiple books and numerous scientific articles in Scopus, international proceedings and Sinta-indexed journals, also won some best papers awards. As a senior lecturer and department head, he consistently inspires and motivates his students to achieve excellence in their academic and professional endeavors. With a profound passion for scientific writing and renowned expertise in quantitative research, Dr. Patiro is a respected figure in his field, widely recognized for his scholarly contributions and mentorship.

https://orcid.org/0000-0001-7912-4724
https://www.researchgate.net/profile/Shine-Pintor

 

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Published

2025-03-10

How to Cite

Yusriani, S. ., Kamal, N. M., Utomo, K. W., Rekarti, E., & Patiro, S. P. S. (2025). HRM and Marketing: Identifying the Impacts of Rapid Technological Advancements. Dinasti International Journal of Economics, Finance &Amp; Accounting, 6(1), 756–767. https://doi.org/10.38035/dijefa.v6i1.3689

Issue

Vol. 6 No. 1 (2025): Dinasti International Journal of Economics, Finance & Accounting (March-April 2025)

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Copyright (c) 2025 Sri Yusriani, Nur Mustofa Kamal, Kabul Wahyu Utomo, Endi Rekarti, Shine Pintor Siolemba Patiro

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