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All Journal ETIKONOMI MODUS-Jurnal Ekonomi dan Bisnis JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Syntax Literate: Jurnal Ilmiah Indonesia Journal of Economic, Bussines and Accounting (COSTING) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) Jurnal Ilmu Perilaku Ultima Management : Jurnal Ilmu Manajemen Journal of Management - Small and Medium Enterprises (SME's) Economics and Digital Business Review IAIC Transactions on Sustainable Digital Innovation (ITSDI) Journal of Entrepreneurship & Business Milestone: Journal of Strategic Management Journal of Marketing Innovation Journal of Accounting and Finance Management (JAFM) Asian Journal of Logistics Management Jurnal Informatika Ekonomi Bisnis Informasi interaktif : jurnal informatika dan teknologi informasi
Kembau, Agung Stefanus
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Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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THE SYNERGISTIC EFFECT OF AR INTERACTIVITY AND PERSONALIZATION ON CONSUMER BEHAVIOR IN E-COMMERCE Kembau, Agung Stefanus; Laimeheriwa , Imagodeo Bideyesa; Kumaat, Arief Perdana
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 11 No 2 (2024): JMBI UNSRAT Volume 11 Nomor 2
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v11i2.57176

Abstract

This study investigates the impact of Augmented Reality (AR) interactivity on digital behavioral intentions in e-commerce, with AR personalization serving as a mediating variable. Focusing on 148 Generation Z respondents in Indonesia who have used AR Try-On features, the research employs a quantitative approach using an online questionnaire and data analysis via Structural Equation Modeling (SEM) through SmartPLS. The results demonstrate that AR interactivity significantly enhances digital behavioral intentions, while personalization amplifies this effect by tailoring AR experiences to individual preferences. The combined influence of interactivity and personalization is particularly strong, highlighting the importance of integrating these elements into e-commerce strategies. These findings are especially relevant in the context of Indonesia's rapidly growing e-commerce market, where consumer preferences are diverse and technology adoption is high. The study provides actionable insights for e-commerce businesses aiming to optimize their digital marketing strategies by leveraging AR technologies to drive higher engagement, satisfaction, and conversion rates. Limitations of the study include the sample size and reliance on self-reported data, suggesting avenues for future research with larger and more diverse samples. Keywords: Augmented Reality (AR), Digital Behavioral Intentions, Interactivity, Personalization, E-commerce, Gen Z, Digital Marketing
AUGMENTED REALITY IN E-COMMERCE: Kembau, Agung Stefanus; Laimeheriwa, Imagodeo Bideyesa; Kumaat, Arief Perdana
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 1 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i1.17783

Abstract

In the rapidly evolving world of e-commerce, Augmented Reality (AR) stands out as a transformative force, shaping consumer behavior and decision-making. This study delves into the profound impact of AR on digital behavioral intentions, particularly focusing on how interactivity, mental image, and consumer attitudes intertwine to drive these intentions. By surveying 120 tech-savvy Gen Z consumers in Indonesia, who actively engage with AR features in e-commerce, we uncovered compelling insights into the dynamics at play. Our analysis, employing Structural Equation Modeling-Partial Least Squares (SEM-PLS), reveals that interactivity is not merely an enhancement but a catalyst, significantly influencing both mental imagery and consumer attitudes. Most strikingly, we find that consumer attitudes exert the strongest influence on digital behavioral intentions, highlighting their pivotal role in shaping purchase decisions and brand loyalty. This research underscores the urgency for businesses to elevate AR features—particularly interactivity and immersive experiences—if they wish to foster positive consumer perceptions and behaviors. The managerial takeaway is clear: invest in cutting-edge AR technologies and embed them into digital marketing strategies to not only captivate consumers but to also drive deeper engagement and satisfaction. While acknowledging limitations such as sample size and generalizability, this study lays the groundwork for future research to expand on these findings, exploring additional variables and diverse consumer segments. Keywords: Augmented Reality (AR); Digital Behavioral Intentions, Interactivity; Mental Image; Consumer Attitudes; E-commerce; Gen Z; Digital Marketing; Consumer Engagement
Analisis Faktor - Faktor Yang Mempengaruhi Customer Experience Dalam Pembelian Tiket Konser Pada Tiket.Com Felix, Antonius; Kembau, Agung Stefanus; Stevania, Stevania; Wardhani, Nuraini Kusuma
Economics and Digital Business Review Vol. 5 No. 2 (2024)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v5i2.1602

Abstract

Penelitian ini mengeksplorasi perkembangan Tiket.com sebagai pionir online travel agent (OTA) di Indonesia sejak berdiri pada tahun 2011. Tiket.com, yang berafiliasi dengan Blibli sejak 2017 dan menjadi anak perusahaan terkonsolidasi pada 2021, telah berkembang menjadi salah satu perusahaan travel online terbesar di Indonesia. Studi ini berfokus pada dampak fitur To-Do, yang diluncurkan pada 2020, terhadap pengalaman pelanggan dalam pembelian tiket konser. Melalui metode observasi, dokumentasi, pemantauan media sosial, dan wawancara, penelitian ini mengidentifikasi faktor-faktor yang mempengaruhi pengalaman pelanggan dan loyalitas, termasuk kemudahan transaksi, kejelasan informasi, dan dukungan pelanggan. Hasil penelitian menunjukkan bahwa inovasi digital dan kualitas layanan yang baik sangat mempengaruhi keputusan pembelian dan kepuasan pelanggan. Meskipun menghadapi tantangan teknis seperti website yang down selama lonjakan permintaan, solusi teknis yang tepat dapat membantu mengatasi masalah ini. Tiket.com juga mendapat ulasan positif dari pelanggan berkat kemudahan navigasi, proses transaksi yang cepat, dan kebijakan pengembalian yang fleksibel. Dengan terus memenuhi harapan pelanggan, Tiket.com diharapkan dapat mempertahankan posisinya sebagai platform pemesanan tiket yang andal dan nyaman di Indonesia.
What Drives the Adoption of Virtual Influencers in Indonesia? A TAM2 Perspective on Social Influence and Cognitive Absorption Kembau, Agung Stefanus; Bernanda, Devi Yurisca; Kumaat, Arief Perdana; Doa, Fidelia Novena
Economics and Digital Business Review Vol. 6 No. 1 (2025)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The rise of Virtual Influencers (VIs) in digital marketing has revolutionized the way brands engage with consumers, yet the underlying factors that drive their adoption and interaction remain largely unexplored, particularly in emerging markets such as Indonesia. This study delves into the Behavioral Intention to Use (BIU) Virtual Influencers, applying the Technology Acceptance Model 2 (TAM2) to identify key determinants like Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Social Influence (SI), and Facilitating Conditions (FC). Furthermore, the research investigates the mediating roles of Attitude Toward Using (ATU) and Cognitive Absorption (CA). Through an online survey of 198 Indonesian social media users familiar with AI applications, the results reveal that PU and PEOU directly influence ATU, which in turn significantly shapes BIU. SI and FC exert both direct and indirect effects via ATU and CA. These findings highlight the critical role of cognitive and social factors in driving consumer engagement with VIs in Indonesia, offering valuable insights for businesses aiming to capitalize on this emerging trend. The study extends traditional technology adoption models, calling for further exploration of cultural dynamics and long-term impacts on consumer behavior.
PENGARUH KREDIBILITAS INFLUENCER TERHADAP BRAND TRUST DAN BRAND LOYALTY PADA INDUSTRI FASHION LOKAL: PERAN MODERASI VARIETY-SEEKING Venesia, Eunike; Kembau, Agung Stefanus
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 4 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/wa3y4q76

Abstract

Ditengah lanskap digital yang semakin didominasi oleh pengaruh media sosial, kredibilitas seorang influencer menjadi faktor krusial dalam membentuk loyalitas merek, khususnya di industri fashion lokal yang sangat kompetitif. Penelitian ini mengkaji bagaimana karakteristik utama influencer—expertise, trustworthiness, attractiveness, dan similarity—mempengaruhi brand trust, serta bagaimana brand trust tersebut berdampak pada brand loyalty. Penelitian ini juga menganalisis pengaruh moderasi dari perilaku variety-seeking dalam memperlemah hubungan antara brand trust dan brand loyalty. Survei kuantitatif dilakukan terhadap 130 pengguna media sosial berusia 13–44 tahun yang berdomisili di Jakarta dan pernah membeli produk dari brand fashion lokal seperti Atwell Apparel, Sivali Fashion, dan Mossdoom Bag. Melalui analisis PLS-SEM, ditemukan bahwa keempat karakteristik influencer memiliki pengaruh positif yang signifikan terhadap brand trust. Selanjutnya, brand trust terbukti menjadi prediktor kuat terhadap brand loyalty. Namun, perilaku variety-seeking secara signifikan memperlemah hubungan tersebut, menunjukkan bahwa tingkat kepercayaan tinggi terhadap merek belum tentu menghasilkan loyalitas apabila konsumen memiliki kecenderungan untuk mengeksplorasi merek lain. Temuan ini menyoroti pentingnya pemilihan influencer yang sesuai dengan karakteristik audiens, serta perlunya strategi pemasaran adaptif untuk menghadapi dinamika perilaku konsumen yang mudah berubah. Kata Kunci: Brand Loyalty, Brand Trust, Fashion Lokal, Influencer Marketing, SmartPLS, Variety-Seeking,
Why Do Indonesian Users Remain Loyal to Digital Subscriptions? Examining Endowment Effect, Commitment Bias, Hedonic Motivation, and Switching Costs Kembau, Agung Stefanus; Mandey, Nancy Henrietta Jessamine; Tampinongkol, Felliks Feiters; Makarawung, Reynard Justino Nehemia
Asian Journal of Logistics Management Vol 4, No 1 (2025): Asian Journal of Logistics Management
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/ajlm.2025.27028

Abstract

Subscription‐based platforms have become pivotal to digital business models, yet little is known about the psychological forces that bind customers to these services in emerging markets. Drawing on behavioral economics, this study theorizes that endowment effect and commitment bias build consumer loyalty by strengthening users’ perceived ownership and rationalizing prior choices. We further propose that hedonic motivation (enjoyment derived from service use) and switching costs (economic and psychological barriers to change) intensify these effects. Data from 224 digital-service subscribers in Greater Jakarta were analyzed with covariance-based structural equation modeling in SmartPLS. All six hypotheses are supported: both endowment effect (β = .32, p < .001) and commitment bias (β = .29, p < .001) directly enhance loyalty, while their impacts are amplified by hedonic motivation (interaction β = .14, p < .01) and switching costs (interaction β = .18, p < .01). The findings extend loyalty theory by positioning endowment and commitment as dual psychological anchors in subscription contexts and by identifying boundary conditions that magnify their influence. For managers, the results stress the value of fostering user ownership feelings, designing engaging service experiences, and deliberately increasing perceived costs of defection to boost retention. Collectively, the study offers a nuanced framework for understanding—and managing—the drivers of sustained patronage in rapidly growing digital economies.
Mediating Role of Self-Efficacy: Resiliency and Entrepreneurial Intention in Young Generation Kurniawati, Regina Zaviera Anggi; Pangaribuan, Christian Haposan; Kembau, Agung Stefanus; Nilam, Edric Budiman
ETIKONOMI Vol. 24 No. 2 (2025)
Publisher : Faculty of Economic and Business, Universitas Islam Negeri Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/etk.v24i2.41426

Abstract

Research Originality: While combining the TPB and Linan Model, this study provides novelty through its analysis of the underexplored role of financial resources and self-efficacy in shaping entrepreneurial intentions among the young generation. Research Objectives: The research investigates the resilience factors that shape entrepreneurial ambition, focusing on the direct effects of entrepreneurship education, creativity, and financial resources, as well as the indirect effect of entrepreneurial self-efficacy on the relationship between these factors and entrepreneurial intention. Research Methods: This study utilizes a questionnaire survey from 312 college students in Jakarta. Structural equation modeling (SEM) was used to analyze the data. Empirical Results: The findings show that financial resources, entrepreneurial education, and creativity influence self-efficacy. The associations between creativity and entrepreneurial intention, as well as between entrepreneurship education and entrepreneurial intention, are significant for the indirect paths that use self-efficacy as a mediator. Implications: We recommend that universities, governments, and other stakeholders prioritize initiatives that offer financial assistance and focus on educational programs and support systems that enhance confidence and belief in entrepreneurial capabilities. JEL Classification: L26, I23, O10
Social and Emotional Drivers of Engagement with AI Virtual Influencers: A Qualitative Study in Indonesia Kembau, Agung Stefanus; Bernanda, Devi Yurisca; Kumaat, Arief Perdana; Lendo, Fresi Breatrix; Doa, Fidelia Novena
Milestone: Journal of Strategic Management Vol 5. No. 2 September 2025
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v5i2.9852

Abstract

The growing presence of AI-powered virtual influencers (VIs) on social media has introduced new dynamics in digital marketing, yet little is known about how consumers in emerging markets perceive and respond to these synthetic personas. This study investigates the factors that shape consumer acceptance of virtual influencers in Indonesia, focusing on the interrelationship between social influence, performance expectancy, emotional resonance, and willingness to engage. Employing a qualitative research design, 25 in-depth semi-structured interviews with Indonesian consumers aged 18–35 were conducted, reaching thematic saturation. Thematic analysis was conducted using NVivo 14, integrating both deductive and inductive coding strategies. Findings reveal four major themes and twelve subthemes: (1) social influence functions as a cultural endorsement mechanism, shaping normative beliefs; (2) performance expectancy is driven by informational credibility, entertainment value, and behavioral consistency; (3) emotional resonance—expressed through perceived authenticity and psychological comfort—is central to consumer attachment; and (4) willingness to use VIs is closely linked to digital identity projection and contextual social legitimacy. A clear majority of participants (around four out of five) described positive evaluations of VIs, while a minority expressed skepticism and emotional discomfort, highlighting ethical and psychological boundaries in AI–human interaction. The study contributes to a deeper understanding of how social and emotional mechanisms converge in shaping digital consumer behavior, offering practical insights for marketers and advancing theory on technology acceptance in culturally nuanced settings.
Performance or Pleasure: Which Counts More for Virtual-Influencer Adoption in Indonesia? Kinerja atau Kenikmatan: Mana yang Lebih Penting dalam Penerapan Influencer Virtual di Indonesia? Kembau, Agung Stefanus; Pangaribuan, Christian Haposan; Kumaat, Arief Perdana; Bernanda, Devi Yurisca; Doa, Fidelia Novena
JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Vol. 11 No. 2 (2025): September: JBMP Vol.11 No. 2 2025
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/jbmp.v11i2.2168

Abstract

In mobile-first collectivistic markets such as Indonesia, research has not yet clarified how consumers respond to virtual influencers (VIs), AI-driven characters that sell, entertain, and chat in parasocial spaces. Filling this gap is important because Indonesia is projected to become Asia’s fastest-growing e-commerce arena, valued at roughly ninety-five billion US dollars. We adapted the Artificial Intelligence Device Use Acceptance (AIDUA) model and surveyed 235 Instagram users aged 18 to 35 years who follow at least one VI. After pretesting, the final PLS-SEM model satisfied all reliability (CR ≥ 0.89) and convergent validity (AVE ≥ 0.73) thresholds and explained 37 percent of the variance in willingness to accept VIs. Positive emotion emerged as the strongest driver (β = 0.51, p < 0.001). Performance expectancy showed both a direct effect (β = 0.12, p < 0.05) and an indirect effect through emotion, whereas effort expectancy influenced acceptance solely through emotion. Perceived risk and social influence were not significant, confirming that feeling rather than function guides VI persuasion among young Indonesians. Brands should therefore pair clear decision support cues with local humor, everyday Bahasa, and low-friction interfaces to spark joy and reduce novelty skepticism, a strategy likely to accelerate VI adoption in other collectivistic mobile-centric economies.
Understanding the Virality of Educational Content: A Case Study of Ruangguru's Clash of Champions in Indonesia's Digital Landscape Kembau, Agung Stefanus; Winarko, Hilarius Bambang
Journal of Marketing Innovation (JMI) Vol. 5 No. 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i2.197

Abstract

This study investigates the widespread diffusion of educational content by analyzing Ruangguru’s Clash of Champions campaign across Indonesian social media platforms. The proposed model suggests that content characteristics, such as relevance, surprise or uniqueness, visual quality, storytelling, and influencer endorsement, influence virality through emotional engagement, interactivity, and ease of sharing. A cross-sectional online survey of exposed users (N = 265) was analysed with PLS-SEM; adapted scales met reliability and validity standards. Findings show emotional response is a salient driver, with ease of sharing and interactivity also meaningful. Storytelling slightly outperforms influencer support in lifting perceived visual quality. Mediation tests show interactivity transmits the effect of visual quality, ease of sharing transmits information value, and emotional response transmits surprise/uniqueness. Platform differences are discussed, positioning gamification as a cross-cutting mechanism that amplifies emotion, participation, and sharing. The study extends digital virality models to an educational context and offers guidance on sequencing emotional peaks with share cues, narrative-led roles, legible interaction design, and light-touch gamification. Limitations of the study include reliance on self-reported data, a sample skewed toward younger users and focus on a single campaign.
Co-Authors Ali Wardhana Anthony Anthony Antonia, Claresta Antonius Felix Arief Perdana Kumaat Arihta Tarigan Bernanda, Devi Yurisca Chandra, Steven CHRISTANTI CHRISTANTI, CHRISTANTI Christin, Lelly Doa, Fidelia Novena Effendy, Filberth Firellsya, Gabriela Fresi Beatrix Lendo Herdian, Cevi Hilarius Bambang Winarko, Hilarius Bambang Hong, Kristy I Gusti Agung Musa Budidarma Budidarma Indrawan, Genoveva Brigitta Jeaniefer, Jeaniefer Julius Sutrisno Kamila, Ahya Kurniawati, Regina Zaviera Anggi Laimeheriwa , Imagodeo Bideyesa Laimeheriwa, Imagodeo Bideyesa Makarawung, Reynard Justino Nehemia Mandey, Nancy Henrietta Jessamine Manuel, Michael Nathaniel, Regan Nilam, Edric Budiman Pangaribuan, Christian Haposan Ricky Fernando Setiawan, Sean Nicholas Sin, Pek Caih Stevania, Stevania Sunara, Tristano Aviel Suphangat, Felix Mario Tampinongkol, Felliks Feiters Tarigan , Arihta Tarigan , Arithta Tarigan, Arihta Teodorine, Michelle Turangan, Kerenhapukh Piay Venesia, Eunike Venness, Venness Wardhani, Nuraini Kusuma Wijaya, Hubert Yang, Elaine Yurisca, Devi Zappelin, Alvencius