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All Journal Pedagogic Research - Applied Literacy Journal
Shelvy Kurniawan
Bina Nusantara University, Jakarta
Humanities Computer Science & IT Education Health Professions Languange, Linguistic, Communication & Media

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DIGITAL MARKETING STRATEGY INTEGRATION: AN ANALYSIS OF SOCIAL MEDIA MARKETING AND CONTENT MARKETING ON WILLINGNESS TO PAY A PREMIUM PRICE IN THE INDONESIAN E-SPORTS EQUIPMENT INDUSTRY Shelvy Kurniawan; Stevando Magara Haposan Sihombing
Pedagogic Research-Applied Literacy Journal Vol. 3 No. 3 (2026): Volume 3 Number 3 May - July 2026
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/p09xbf58

Abstract

This study aims to analyze the influence of Social Media Marketing and Content Marketing on Brand Awareness and its impact on Willingness to Pay a Premium Price among e-sports equipment consumers in Indonesia. The rapid growth of the e-sports industry requires companies to have effective digital marketing strategies to build strong brand value amidst market competition. The research method used is a quantitative approach. Data collection was carried out by distributing questionnaires to e-sports equipment consumers in Indonesia. The data analysis technique used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS 4.0 software. The results showed that: (1) Brand Awareness has a significant and positive effect on Willingness to Pay a Premium Price; (2) Content Marketing has a significant and positive effect on Brand Awareness; (3) Content Marketing has a significant and positive effect on Willingness to Pay a Premium Price; (4) Social Media Marketing has a significant and positive effect on Brand Awareness and (5) Social Media Marketing has a significant and positive effect on Willingness to Pay a Premium Price. These findings indicate that the use of the latest trends on social media and the provision of in-depth content regarding the technical specifications of e-sports equipment can create a top-of-mind position for consumers. This ultimately encourages consumers' willingness to pay a higher price even though there are competitor products with similar features. This study provides recommendations for marketing practitioners to focus on the relevance of digital content to maintain a competitive advantage in the premium market segment.
INVESTIGATING THE INFLUENCE OF LIFESTYLE, SOCIAL INFLUENCE, AND ATTITUDE ON INTENTION TO USE E-WALLETS Shelvy Kurniawan; Daffa Zaqi Pramanaputra
Pedagogic Research-Applied Literacy Journal Vol. 3 No. 1 (2026): Volume 3 Number 1 January 2026
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/81mz4555

Abstract

Technology has made a huge change for everyone in their daily life. With the existence of digital technology like this, it has provided a lot of convenience for everyone. Like the activities of each person in making their transactions. In the era of digital technology like today, everyone has changed the way they make payments to new technologies such as implementing the use of electronic wallet services. This study aims to determine the influence of lifestyle and social influence on e-wallet usage intention with attitude as its mediation. This study uses a quantitative method using a questionnaire that is distributed and uses 96 people as respondents. The respondents given are intended for everyone who uses electronic wallet services as their payment method. The results of this study indicate that lifestyle has a positive and significant influence on e-wallet usage intention, lifestyle has a positive and significant influence on attitude, social influence has a positive and significant influence on e-wallet usage intention, social influence has a positive and significant influence on attitude, and attitude has a positive and significant influence on e-wallet usage intention.
Co-Authors Daffa Zaqi Pramanaputra Stevando Magara Haposan Sihombing