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All Journal Anterior Jurnal International Journal of Entrepreneurship, Business, and Creative Economy
Ahyar Junaedi
Universitas Muhammadiyah Palangkaraya
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Medicine & Pharmacology Social Sciences

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Islamic Banking Digital Marketing Strategy: Using Social Media and Content Marketing on Interest in Service Usage Mohamad Rafii; Ahyar Junaedi; Bayu Suratmoko
International Journal of Entrepreneurship, Business, and Creative Economy Vol. 5 No. 2 (2025): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v5i2.3312

Abstract

This study aims to analyze the effectiveness of digital marketing strategies in increasing consumer interest in Islamic banking services, focusing on the role of social media and content marketing. Using a quantitative approach, data was collected through a survey of 109 respondents who are customers of Bank Syariah Indonesia. The results of the analysis show that the use of social media significantly influences consumer awareness and emotional engagement, while informative and relevant content marketing builds trust and interest in Islamic banking products. Collectively, social media and content marketing can increase consumer interest in Islamic banking services by 84.6%. These findings show that digital marketing, through social media and content marketing, has a very important role in driving consumer interest in choosing and using Islamic banking services, and strengthening the position of Islamic banking in the global financial market.
The Five-Dimensional Influencer Marketing Model and Its Impact on Digital Natives’ Purchase Decisions Ahyar Junaedi
International Journal of Entrepreneurship, Business, and Creative Economy Vol. 6 No. 2 (2026): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v6i2.4035

Abstract

This study examines how influencer credibility and content characteristics influence purchase decisions in digital consumer environments, while incorporating the moderating roles of social media interaction and platform preference. The research adopts a quantitative approach, using Partial Least Squares Structural Equation Modeling (PLS-SEM), to analyze the hypothesized structural relationships within a multidimensional influencer marketing framework. Data were collected from 513 active social media users in Indonesia who regularly engage with influencer-generated content across major digital platforms, selected through purposive sampling to ensure relevant exposure. The findings reveal that content relevance, platform preference, and social media interaction significantly influence purchase decisions. In contrast, influencer credibility and content frequency do not demonstrate significant effects, indicating a shift in digital consumer behavior toward content-driven and platform-oriented evaluation. Furthermore, the moderating effects of social media interaction and platform preference are not supported, suggesting that these variables serve more as direct predictors than as amplifying mechanisms. This study contributes to the literature by proposing a five-dimensional influencer marketing model that integrates influencer attributes, content characteristics, user interaction, and platform context within a single analytical framework. The results highlight that influencer effectiveness is increasingly shaped by message relevance and platform familiarity rather than traditional credibility factors. From a practical perspective, marketers are encouraged to prioritize relevant content, select appropriate platforms aligned with audience behavior, and foster meaningful interaction, rather than relying solely on influencer popularity or posting intensity.
Membangun Kepercayaan Diri Mahasiswa di Era AI: Analisis Pengaruh Persepsi Manfaat, Sikap terhadap Teknologi, dan Pengalaman Penggunaan Kecerdasan Buatan: Building Students’ Self-Confidence in the Era of Artificial Intelligence: An Analysis of the Effects of Perceived Usefulness, Attitude Toward Technology, and Artificial Intelligence Usage Experience Ahyar Junaedi; Andykha Mujizatryo; Jaemi Wahyudi
Anterior Jurnal Vol. 25 No. 1 (2026): Anterior Jurnal
Publisher : ​Institute for Research and Community Services Universitas Muhammadiyah Palangkaraya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33084/anterior.v25i1.11331

Abstract

The advancement of artificial intelligence (AI) technology has significantly transformed education, particularly in how students adapt to and interact with modern learning technologies. This study aims to examine the influence of perceived usefulness of AI, attitude toward technology, and AI usage experience on students' self-confidence at the Faculty of Business and Informatics. A quantitative approach was employed using a survey method involving 306 respondents from a total population of 842 students, selected through proportionate stratified random sampling. Data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique with SmartPLS version 4. The results indicate that all constructs in the model meet the validity and reliability criteria, and the model is deemed fit with an SRMR value of 0.063. Structurally, the three independent variables—perceived usefulness of AI, attitude toward technology, and AI usage experience—have a positive and significant effect on students' self-confidence, with an R-square of 0.633, explaining 63.3% of the variance in students' self-confidence. These findings highlight the importance of integrating cognitive, affective, and behavioral factors to build students' confidence in the digital era and offer strategic implications for higher education institutions seeking to enhance AI-based learning practices.
Co-Authors Andykha Mujizatryo Bayu Suratmoko Jaemi Wahyudi Mohamad Rafii