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All Journal Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Riset Manajemen dan Bisnis
Dodhy Hyronimus Ama Longgy
Universitas Musamus, Merauke, Indonesia
Economics, Econometrics & Finance Social Sciences Other

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Phygital Marketing Transformation: Integrating QRIS to Enhance Customer Experience and Engagement Dodhy Hyronimus Ama Longgy; Florentina Blandina Parapaga; Yumiad Fernando Richard; Jacobus Rico Kuntag
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 2 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (November-Desember 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i2.6867

Abstract

Digital transformation drives the convergence between physical and digital spaces in retail marketing, known as phygital marketing. In Indonesia, the Quick Response Code Indonesian Standard (QRIS) has become a key instrument in supporting technology-based customer experiences. This study aims to examine the influence of perceived information quality, system quality, service quality, transaction speed, and risk on customer experience and customer engagement in the use of QRIS. Using an explanatory sequential mixed-method design, the quantitative phase involved 188 QRIS users in traditional retail, followed by in- depth interviews with five business actors in Merauke Regency. Data analysis using SEM- PLS showed that perceptions of information, system, and service quality had a positive effect on customer experience, while perceived risk had a negative effect. However, transaction speed had no significant effect. Only customer experience directly influenced customer engagement and partially mediated most of the indirect effects of the perceptual variables. Qualitative findings confirmed that business actors faced challenges related to infrastructure, technological understanding, and support services, which affected the optimal use of QRIS. This study extends the ISSM model by incorporating risk and transaction speed dimensions and emphasizes the importance of customer experience in strengthening user engagement. Practical implications include the need for education, technical support services, and enhancement of digital infrastructure to increase the sustainable adoption of QRIS in the traditional retail sector.
Sustainability Discourse Analysis Using the AIDA Model in Le Minerale’s Brand Communication Jacobus Rico Kuntag; Survey Sijabat; Dodhy Hyronimus Ama Longgy; Evelin Giovani
Jurnal Riset Manajemen dan Bisnis Volume 5, No. 2, Desember 2025 Jurnal Riset Manajemen dan Bisnis (JRMB)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrmb.v5i2.8780

Abstract

Abstract. Sustainability discourse has become a key component of brand communication in the bottled water industry, where environmental responsibility is often used to legitimise consumption. Through packaging, advertising, and digital media, brands construct images of purity, safety, and ecological care, even though consumers may not critically assess such claims. This study analyses how Le Minerale’s sustainability communication is constructed and how these messages are understood and trusted by consumers in Merauke. Using Critical Discourse Analysis based on Fairclough’s three-dimensional framework integrated with the AIDA model, this study examines textual and visual elements from packaging, the official website, and video advertisements, supported by a consumer survey. The findings show that sustainability is constructed through natural imagery, claims of mountain water purity, and recyclable packaging technology. Across the AIDA stages, consumer responses are shaped through symbolic and moral appeals. Survey results indicate that consumers generally trust these sustainability claims, despite limited understanding of technical terms. This suggests that sustainability discourse primarily functions as a marker of moral and social identity rather than as substantive environmental education.
Co-Authors Evelin Giovani Florentina Blandina Parapaga Jacobus Rico Kuntag Survey Sijabat Yumiad Fernando Richard