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All Journal Gema Wiralodra Jurnal Ilmiah Manajemen Kesatuan Enrichment : Journal of Management Jurnal Indonesia Sosial Teknologi Eduvest - Journal of Universal Studies
Indra, Ricardo
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Aerospace Engineering Computer Science & IT Economics, Econometrics & Finance Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Examining the Determinants of Purchase Intention: A Survey Study on Jago Coffee Consumers in Jakarta Satriowibowo, Nicky Alifio; Zafira, Nindya; Adiguna, Mohammad Daffa; Aras, Muhammad; Indra, Ricardo
Eduvest - Journal of Universal Studies Vol. 5 No. 6 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i6.51481

Abstract

The Indonesian coffee industry has experienced rapid growth, with Café on Wheels emerging as an innovative distribution model to enhance market accessibility and optimize operational efficiency. Jago Coffee, a pioneer in this sector, leverages electric vehicles (EVs) to implement dynamic customer engagement strategies. However, sustaining this business model remains challenging due to evolving consumer preferences and competitive market dynamics. This study examines the impact of Content Marketing, Electronic Word-of-Mouth (E-WOM), and Perceived Quality on Brand Equity and Purchase Intention, utilizing the Diffusion of Innovation Theory and Theory of Planned Behavior. A quantitative methodology was employed, collecting survey data from 399 active Instagram and TikTok users in Indonesia, analyzed through Structural Equation Modeling (SEM). Results indicate that Content Marketing and E-WOM significantly strengthen Brand Awareness, which subsequently drives Purchase Intention. However, Perceived Quality demonstrates no significant direct effect on Purchase Intention, suggesting that digital engagement metrics and brand perception variables exert greater influence on consumer decision-making processes. These findings underscore the critical role of social media marketing in building brand equity and stimulating purchase behavior, providing actionable strategic insights for Café on Wheels operators to enhance competitive positioning.
Marketing communication management for micro, small and medium enterprises in increasing community economic empowerment Amadeus, Prawira Amadeus Mayer Sutantio; Indra, Ricardo; Mani, La; Azhar, Karen Aulia; Ashari, Bunga Hurun
Enrichment : Journal of Management Vol. 13 No. 5 (2023): December
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i5.1646

Abstract

This literature review was conducted to explore the realm of marketing communications management in exploring its potential to increase the economic empowerment of communities in Indonesia. Using a qualitative descriptive approach, this research analyzes primary and secondary qualitative data obtained from trusted sources such as scientific journals, books and online or offline news. The results of research analysis reveal that empowerment of micro, small and medium enterprises (MSMEs) is a key factor in improving the welfare of society as a whole. This study also found that MSMEs play a major role in contributing to the country's gross domestic product (GDP) from year to year. Increasing gross domestic product (GDP) has an impact on Indonesia's economic progress. Indonesia's economic development is very dependent on MSMEs, so it is considered important to empower MSMEs with effective marketing communications management to increase productivity and reach a wider market. By utilizing various communication methods such as advertising, online marketing, direct marketing, personal selling, sales promotions, and public relations, MSMEs can improve their overall marketing strategy.
The Role of Key Opinion Leaders in Increasing Brand on Social Media Ardyan, Patricia Felicita; Mirelle; Valen; Rahyadi, Irmawan; Indra, Ricardo
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.4067

Abstract

In the digital era, social media and Key Opinion Leaders (KOLs) play a crucial role in promoting beauty brands like Scarlett. This research examines the role of Key Opinion Leaders (KOLs) in enhancing the marketing communication strategy of the Scarlett brand on Instagram and YouTube. Using qualitative research with a case study approach, this study explores how KOLs influence consumer perceptions and behaviors through content creation, storytelling, and engagement. Data were gathered through in-depth interviews with KOLs who collaborate with Scarlett, and content analysis of posts shared across both platforms. The findings reveal that KOLs play a vital role in shaping brand image and generating high engagement rates, particularly when their personal values align with the brand’s messaging. On Instagram, visual appeal and personal narratives significantly capture audience attention, while on YouTube, informative and emotionally resonant videos strengthen consumer connections. The research further highlights the effectiveness of interactive features such as polls and Q&A sessions in increasing audience participation and trust. Although KOLs primarily build brand awareness rather than drive direct sales, their influence fosters curiosity and encourages product trials. The study concludes that KOLs are integral to modern marketing communication strategies, providing authenticity and credibility.
A literature review study of electronic word of mouth factors that influence purchasing decisions Kinari, Kintan; Drupadi , Agatha Citra Vannesa; Yunita, Zhafira; Indra, Ricardo
Gema Wiralodra Vol. 14 No. 3 (2023): Gema Wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v14i3.597

Abstract

The rapid growth of social media platforms such as Instagram makes it easier for businesses to market their products via the internet. Marketing is frequently done via the internet, and this marketing is made more widely known through social media, and it may even become a trending product. Electronic word of mouth is one of the marketing communication strategies used by businesses with the help of the internet. This strategy is used to achieve a specific goal, such as purchasing decisions. This is what makes the purpose of this study, namely to see whether there is an effect of electronic word of mouth personal body care products on purchasing decisions as buying behavior. This study reviewed previous research with a specific set of processes as a literature review. SLR research is carried out for various purposes, namely to identify, review, evaluate, and interpret all available research on interesting topic areas with specific relevant research questions. This study found that e-WOM had a positive and significant effect on purchasing decisions. There is discussion about the forming factors of e-WOM, the role of e-WOM on consumer behavior, and many other discussions that discuss e-WOM in influencing purchasing decisions. The usefulness of reviews from other reviewers is considered an important factor influencing buyers purchasing decisions in this age of high-tech, it's no wonder that consumers place the greatest trust in people they know and the online opinions of fellow shoppers.
The Influence Of Brand Trust And Advertising On Purchasing Decisions And Repurchase Intentions Kinari, Kintan; Karimah, Dwi Laras; Pramesti, Berliana Indah; Citra V.D, Agatha; Indra, Ricardo
Jurnal Indonesia Sosial Teknologi Vol. 5 No. 01 (2024): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v5i01.751

Abstract

The rapid development of the use of social media such as Instagram makes it easier for business people to market their products using the internet. It is not uncommon for marketing to be done via the internet and this marketing is better known through social media and has even become a trending product. Basically, marketing communication is carried out to gain the trust of the public through advertising or other programs. One of the marketing communication strategies carried out by companies using the internet is advertising. This advertising is carried out to obtain a certain goal such as purchasing decisions and repurchase intentions. Objective: To determine the influence of brand trust and advertising on purchasing decisions and repurchase intentions. Research design, data and methodology: Distributing online questionnaires via the Google online platform to 100 audiences who follow Dove's Instagram account. After all the data is collected, it is processed using Structural Equation Modeling Partial Least Squares. Results and Discussion: The research results found that brand trust and advertising have an influence on purchasing decisions and repurchase intentions.
The Influence Of Twitter Social Media As A Social Campaign Media For Environmental Care Movements On Plastic Brand Twitter Users Karimah, Dwi Laras; Kusumaningtyas, Aulia Ilma; Citra, Jonathan Alexander; Indra, Ricardo
Jurnal Indonesia Sosial Teknologi Vol. 4 No. 12 (2023): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

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

Abstract

Environmental damage caused by the use of plastic occurs because, in everyday life, people cannot be separated from the use of plastic. Humans feel the effects caused by plastic waste, and other living things, such as animals, also feel this loss. Several initiatives have been proposed to reduce excessive plastic use, including a digital campaign by AMDK on social media and Twitter. So, this study was conducted to determine whether campaigns carried out through social media, such as Twitter, are a form of positive movement and can be known by all consumers. The research method used in this study is quantitative, with survey methods using 100 samples of active Twitter users. Data is processed using data analysis techniques. Data is processed using data analysis techniques using the Structural Equation Model (SEM). The results of this study show that the two dependent variables, namely social campaigns and social media, have a positive effect on the independent variable, namely brand image
Co-Authors Adiguna, Mohammad Daffa Amadeus, Prawira Amadeus Mayer Sutantio Ardyan, Patricia Felicita Ashari, Bunga Hurun Azhar, Karen Aulia Citra V.D, Agatha Citra, Jonathan Alexander Drupadi , Agatha Citra Vannesa Karimah, Dwi Laras Kinari, Kintan Kusumaningtyas, Aulia Ilma LA MANI, LA Mirelle Pramesti, Berliana Indah Rahyadi, Irmawan Satriowibowo, Nicky Alifio Valen Yunita, Zhafira Zafira, Nindya