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All Journal Jurnal Bisnis Digital
Arsyad Abdullah
Universitas Ibn Khaldun Bogor
Computer Science & IT Economics, Econometrics & Finance Education

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The Influence of Emojis on Purchase Intent in Digital Advertising Arsyad Abdullah; Asti Marlina
J BIDIK (Jurnal Bisnis Digital) Vol. 2 No. 2 (2023): DESEMBER
Publisher : Universitas Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/jbidik.v2i2.2465

Abstract

The development of digital communication has encouraged the use of expressive elements in advertising, one of which is emojis. Emojis are visual symbols representing emotions, ideas, and objects that enrich text-based messages and create more engaging interactions. In digital marketing, emotional aspects play an important role in shaping consumer perceptions and influencing purchase intention, defined as the likelihood of a person buying a product after evaluation. This study aims to analyze the effect of emoji presence in social media advertisements on consumers’ emotional responses and purchase intention. A quantitative method with an experimental design was applied to compare participants’ reactions to advertisements with and without emojis across product types. The results show that advertisements containing emojis generate higher positive emotional responses than those without emojis. Positive affect acts as a mediating variable that increases advertisement acceptance and strengthens purchase intention. However, no significant differences were found between the effectiveness of emojis for hedonic and utilitarian products. These findings confirm that emojis function as a universal communication tool that enhances engagement and emotional connection, allowing marketers to design more appealing and persuasive digital promotional content.
Optimizing Integrated Digital Marketing: Comparing the Role of Paid Ads and Organic Marketing on PT. Sugeng Jaya Group's Sales Arsyad Abdullah
J BIDIK (Jurnal Bisnis Digital) Vol. 5 No. 1 (2026): JUNI
Publisher : Universitas Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/jbidik.v5i1.3218

Abstract

This study aims to analyze the implementation of paid ads (Meta Ads) and organic marketing, as well as compare the role of the two in the integrated digital marketing strategy to PT Sugeng Jaya Group's sales. The research uses a mixed method approach with quantitative descriptive and qualitative descriptive methods. Data was obtained through in-depth interviews, observations, documentation, and data analysis of the company's Meta Ads performance and organic marketing. The research variables consisted of Meta Ads (X1), Organic Marketing (X2), and Sales (Y). The results showed that Meta Ads generated a total reach of 27,913 people with a total impression of 42,691 impressions and a budget of IDR 400,471; however, all campaigns recorded ROAS = 0 and a CTR trend that decreased from 1.03% to 0.21%, so that its role was more dominant as brand awareness. Organic marketing through Facebook, Instagram, TikTok, and marketplaces showed organic reach growth of 273.8% in two months and contributed more to building consumer trust. A comparison of the two strategies shows that organic marketing is superior in cost efficiency and reach consistency, while Meta Ads excels in the speed of reach expansion. The two strategies are still running separately so that the potential for integrated digital marketing synergy is not optimal.
Co-Authors Asti Marlina