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All Journal ETIKONOMI MODUS-Jurnal Ekonomi dan Bisnis Syntax Literate: Jurnal Ilmiah Indonesia JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) Ultima Management : Jurnal Ilmu Manajemen Journal of Management - Small and Medium Enterprises (SME's) 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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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
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.
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.
Nano Influencers And Social Factors As Drivers Of Hedonic Consumption Among Generation Z In Indonesia's Social Commerce Kembau, Agung Stefanus; Pangaribuan, Christian Haposan; Hong, Kristy
Journal of Entrepreneurship & Business Vol. 6 No. 3 (2025): Journal of Entrepreneurship and Business (October)
Publisher : Program MM Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jeb.v6i3.7458

Abstract

Purpose: This study seeks to shed light on the often-overlooked role of nano influencers in shaping hedonic consumption among Generation Z (Gen-Z) in Indonesia’s rapidly evolving social commerce landscape. While much attention has been given to macro influencers, our research suggests that smaller, more trusted voices may hold the key to authentic consumer engagement. Method: A cross-sectional survey of 200 Gen-Z consumers was conducted, utilizing Structural Equation Modeling (SEM) via Smart PLS to analyze the influence of nano influencers, reference groups, and communities on hedonic consumption. The research framework focuses on the social dynamics of peer validation over family influence. Result: The findings indicate that nano influencers significantly enhance the influence of peer groups on Gen-Z’s hedonic consumption, while family influence appears less relevant. This result points to a shift in consumer behavior, where peer-driven validation is dominant. Marketers are encouraged to reconsider their strategies, placing greater emphasis on nano influencers for more genuine connections in the social commerce era.
PENGARUH PERSONAL BRANDING OWNER DAN STRATEGI PEMASARAN MELALUI INSTAGRAM MANGKOKKU TERHADAP MINAT BELI Tarigan, Arihta; Kembau, Agung Stefanus; Setiawan, Sean Nicholas; Wijaya, Hubert; Chandra, Steven
ULTIMA Management Vol 16 No 1 (2024): Ultima Management : Jurnal Ilmu Manajemen
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/manajemen.v16i1.3553

Abstract

Abstract - The purpose of this research is to see the influence of owner branding and marketing strategies via Instagram social media on buying interest in Mangkokku, where one of the founders of Mangkokku is Kaesang Pangarep who is the son of the president of the Republic of Indonesia. The number of respondents in this study was 100 and lived in Tangerang. The variables of this research include the personal branding of Mangkokku owner Kaesang Pangarep and also the marketing strategy via Mangkokku's Instagram account. This research uses a quantitative approach method by distributing questionnaires and processing the data using the SPSS application. This research concludes that the personal branding of the owner of Mangkokku does not influence people's buying interest in Tangerang City, but marketing strategies using social media Instagram influence people's buying interest in Tangerang City. Thus, to influence purchasing interest, Mangkokku must focus more on marketing strategies through social media, rather than just displaying the personal branding image of Kaesang Pangarep. Keyword : Instagram; Personal Branding; Retail Marketing; Social Media
Pengaruh Kepercayaan Akan Simulasi Virtual Try On terhadap Niat Beli di E-commerce Laimeheriwa, Imagodeo Bideyesa; Kembau, Agung Stefanus
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v9i1.14848

Abstract

Penelitian ini bertujuan untuk menganalisa pengaruh kepercayaan akan fitur interaktif dan realisme visual pada simulasi virtual try-on terhadap niat beli di e-commerce. Penelitian ini menggunakan metode campuran yaitu menggambungkan metode kuantitatif dan metode kualitatif dengan tujuan untuk menjamin temuan yang beralasan dan memvalidasi data yang telah dianalisa. Teknik pengambilan data yang digunakan yaitu kuesioner (kuantitatif) dan wawancara (kualitatif), dengan sampel sebanyak 391 responden dan 4 narasumber. Populasi yang ditentukan yaitu masyarakat daerah Jakarta, Bogor, Depok, Tanggerang, dan Bekasi (Jabodetabek), dengan sampel yang diambil yaitu pengguna yang pernah dan belum pernah menggunakan simulasi virtual try-on. Analisa data dilakukan menggunakan software Smart-PLS versi 4.0.9.6, dengan menguji outer model dan inner model. Hasil penelitian ini mengungkapkan bahwa karakteristik simulasi AR berpengaruh terhadap kepercayaan. Kepercayaan akan simulasi virtual try-on berpengaruh positif terhadap niat beli. Pengalaman pengguna berpengaruh signifikan memoderasi hubungan antara fitur interaktif terhadap kepercayaan dan tidak berpengaruh memoderasi hubungan antara realisme visual terhadap kepercayaan. Penelitian ini menemukan bahwa keberadaan pengalaman pengguna mempelemah hubangan antara fitur interaktif dan kepercayaan. Impementasi simulasi virtual try-on pada e-commerce di Indonesia dapat dilakukan dengan memprioritaskan pengembangan fitur interaktif dan realisme visual untuk memperkuat kepercayaan konsumen bahwa hasil yang dilihat pada simulasi tersebut terlihat nyata. Saran dan harapan peneliti untuk penelitian selanjutnya yaitu adanya eksplorasi aspek-aspek lain yang dapat memengaruhi tingkat kepercayaan konsumen terhadap simulasi virtual try-on. Misalnya, resiko keamanan data dan privasi guna untuk menggali kompleksitas dalam pembentukan kepercayaan.
Pengaruh Mediasi Brand Image pada Brand Ambassador, Event Marketing dan Social Media Marketing Terhadap Minat Beli di Blibli Venness, Venness; Kembau, Agung Stefanus; Felix, Antonius
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v7i12.15367

Abstract

Penelitian ini membahas pengaruh Brand ambassador, Event marketing, dan Social media marketing terhadap minat beli di platform Blibli. Di tengah persaingan ketat e-commerce di Indonesia, Blibli menggunakan strategi-strategi tersebut untuk menarik pelanggan. Penelitian kuantitatif ini melibatkan 120 responden yang menjawab kuesioner online. Hasil analisis menunjukkan bahwa Brand ambassador, Social media marketing, dan Event marketing tidak selalu menjadi pengaruh langsung terhadap minat beli.Namun, ketiganya dapat memengaruhi citra merek Blibli. Hal ini dapat menjadi faktor tidak langsung yang meningkatkan minat beli.
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 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 Sunara, Tristano Aviel Suphangat, Felix Mario Tampinongkol, Felliks Feiters Tarigan , Arithta Teodorine, Michelle Turangan, Kerenhapukh Piay Venness, Venness Wijaya, Hubert Yang, Elaine Yurisca, Devi Zappelin, Alvencius