Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Jurnal Ilmiah Manajemen Kesatuan Journal of Management and Entrepreneurship Research
I Made Bayu Dirgantara
Universitas Diponegoro, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Dynamics of Parasocial Interaction and Fan Engagement in Community Value Creation Christian Dwi Tama Putra; Bagas Aji Pratama; I Made Bayu Dirgantara
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4788

Abstract

In the digital era, parasocial interactions and fan engagement have become important phenomena in marketing because they have the potential to increase consumer participation and business value. This study aims to answer two main questions: how parasocial relationships encourage customer participation in value co-creation, and what marketing mechanisms transform fan engagement into sustainable brand communities. The research was conducted through a systematic literature review in the fields of marketing and consumer behavior, synthesizing findings from various studies related to parasocial interactions and fan engagement. The analysis results show that emotional connectivity is a catalyst for consumer-led marketing activities, including user-generated content, brand advocacy, and community-based innovation. Digitally mediated parasocial relationships can reduce marketing costs while increasing customer lifetime value through organic engagement. This study provides a strategic framework for brand community management, emphasizing the importance of cultivating parasocial relationships to increase loyalty, word-of-mouth promotion, and premium pricing appeal, thereby creating an emotionally connected consumer ecosystem and generating measurable business value.
The Effect of Live Shopping Features on Purchasing Decisions and Perceived Ease of Use in Shoppe and Tokopedia Frinsis Anastasia Prahita Damayanti; I Made Bayu Dirgantara
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 4 (2026): JIMKES Edisi Juli 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i4.5458

Abstract

Technological advancements drive e-commerce innovation, including live shopping features that enhance product evaluation and visualization. This study examines the effect of live shopping features on consumers’ purchasing decisions and perceived ease of use. It also tests whether perceived ease of use mediates the relationship between live shopping features and purchasing decisions, and whether trust moderates the relationship between live shopping features and purchasing decisions. A quantitative design is used based on survey data from users experienced with live shopping features, and the data are analyzed using Structural Equation Modeling (SEM) to test the hypotheses. Based on the results of a study involving 100 respondents who are Shopee and Tokopedia consumers, it can be concluded that live shopping does not directly influence consumers’ purchase decisions on either Shopee or Tokopedia. However, live shopping significantly improves consumers’ perceived ease of use on both platforms. Perceived ease of use significantly mediates the relationship between live shopping and purchase decisions only on Tokopedia, whereas no significant mediating effect is found on Shopee. In addition, trust does not significantly moderate the relationship between live shopping and purchase decisions on either platform. Therefore, Tokopedia should continue enhancing the usability of its live shopping features, while Shopee should consider additional strategies beyond usability improvements to encourage consumers’ purchase decisions.
Spiritual Innovation Capability as a Mediator in Market Orientation and Marketing Performance Imam Nuryanto; I Made Bayu Dirgantara
Journal of Management and Entrepreneurship Research Vol. 6 No. 2 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.6.06.2-67

Abstract

Co-Authors Bagas Aji Pratama Christian Dwi Tama Putra Frinsis Anastasia Prahita Damayanti Imam Nuryanto