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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi Gema Wiralodra Jurnal Ilmiah Manajemen Kesatuan Enrichment : Journal of Management Moestopo International Review on Social, Humanities, and Sciences (MIRSHuS) Eduvest - Journal of Universal Studies INJECT Interdisciplinary Journal of Communication
Indra, Ricardo
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Religion Aerospace Engineering Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Health Professions Languange, Linguistic, Communication & Media 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.
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 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.
Communication, Motivation, and Employee Performance: A Systematic Literature Review Sherren, Vincentia; Indra, Ricardo
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4528

Abstract

Human resources are considered one of the most crucial assets for ensuring long-term sustainability and competitiveness of any organization or company. Employees who deliver high-quality performance make a significant impact on the company’s growth and success. Recognizing this importance, this study presents a conceptual model to understand the key factors influencing employee performance within organizational settings. The model examines the effects of communication, work environment, incentives, leadership style, and motivation on employee performance. This conceptual framework was developed based on a systematic literature review conducted in accordance with the PRISMA 2020 guidelines to ensure transparency and methodological rigor. Relevant studies published between 2016 and 2024 were evaluated based on predefined inclusion and exclusion criteria. The findings suggest that effective communication, supportive work environments, properly designed incentive systems, and appropriate leadership styles work together to enhance employee motivation, ultimately improving performance outcomes. These results imply that organizations should prioritize communication training, develop conducive workplace conditions, implement fair and achievable incentive structures, and adopt leadership approaches that strengthen both extrinsic and intrinsic motivation. Collectively, these implications highlight the importance of integrating organizational, psychological, and managerial strategies to optimize employee performance and long-term organizational success.
Instagram Reels, Influencer Credibility, and Halal Cosmetic Purchase Decisions Aliva, Aliya Vika; Indra, Ricardo; Aras, Muhammad
Moestopo International Review on Social, Humanities, and Sciences Vol. 6 No. 1 (2026)
Publisher : Universitas prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/mirshus.v6i1.161

Abstract

This study aims to examine the influence of Instagram Reels and influencer credibility on purchase decisions in Indonesia’s halal cosmetics market, with brand awareness serving as a mediating variable. A quantitative research approach was employed using an online survey of 400 Indonesian Instagram users who follow halal cosmetic brands and have prior purchasing experience. The data were analyzed using structural equation modeling with a partial least squares (PLS-SEM) approach to evaluate both direct and indirect relationships among variables. The findings indicate that Instagram Reels significantly influence brand awareness and purchase decisions, highlighting the persuasive role of visually engaging short-form video content. Influencer credibility significantly enhances brand awareness, while its effect on purchase decisions occurs indirectly through brand awareness. These results demonstrate the important role of brand awareness in translating digital engagement into purchasing behavior. This study contributes to the digital marketing communication literature by clarifying how short-form video content and influencer credibility interact to shape consumer decision-making and provides practical insights for developing effective marketing strategies in halal-oriented markets.
Gender Myth-Making in a Digital Beauty Campaign: Masculine Symbolism in the Somethinc x Batman Instagram Reels Anggraini, Prita Eufho; Indra, Ricardo
INJECT (Interdisciplinary Journal of Communication) Vol. 11 No. 2 (2026)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v11i2.6285

Abstract

This study aims to analyze how feminine representations and the strength of Batman’s character are combined in Something’s beauty campaign, which was published via Instagram Reels videos. The approach used is a semiotic analysis based on Roland Barthes’ theory, which focuses on the meaning of signs and symbols in visual and verbal messages. This study examines how the soft, feminine image and Batman’s strong character complement each other to form a unique advertising message that captures the attention of a female audience. Data collection techniques include a literature review and observation of digital documents in the form of Somethinc x Batman campaign Reels videos taken from Somethinc’s official Instagram account. The data obtained was then analyzed using denotative significance, connotative significance, mythic revelation, and triangulation through the Expression, Relation, and Content (E-R-C) sign structure in Something’s Instagram Reels video content. The research findings indicate that the Something and Batman campaigns successfully created a more progressive and bold representation of femininity compared to conventional beauty advertisements. However, this representation remains a product of the commodification of heroism. The myth of strength constructed through the Batman character serves as a powerful emotional draw to attract modern female audiences, who yearn for agency and self-authority, yet are ultimately still directed to become consumer subjects within the 2025 digital beauty industry. Therefore, this study contributes to the understanding of the use of semiotics in digital marketing strategies that incorporate popular cultural symbols to influence consumer perceptions.
The Role Of Digital Marketing In Enhancing Customer Engagement For Social Media–Based Local Entrepreneurs Sudarso, Hendri; Hakim, Lukman; Indra, Ricardo; Mani, La
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 13 No 1 (2026): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v13i1.62298

Abstract

This study examines the effect of digital marketing on customer engagement among Micro, Small, and Medium Enterprises (MSMEs) in Bengkalis Regency. Specifically, it investigates how social media marketing, content marketing, and online customer interaction influence behavioral and emotional engagement. A quantitative approach with an explanatory research design was employed, using Structural Equation Modeling – Partial Least Squares (SEM-PLS) on 250 MSME respondents who actively use social media. Data were collected via online questionnaires distributed through social media and community networks. The results indicate that content marketing and online customer interaction significantly enhance behavioral engagement, while social media marketing and content marketing significantly increase emotional engagement. Conversely, social media marketing does not affect behavioral engagement, and online customer interaction does not affect emotional engagement. These findings suggest that MSMEs should prioritize value-driven content and authentic interactions to foster meaningful customer engagement.
Co-Authors Adiguna, Mohammad Daffa Aliva, Aliya Vika Amadeus, Prawira Amadeus Mayer Sutantio Anggraini, Prita Eufho Ardyan, Patricia Felicita Ashari, Bunga Hurun Azhar, Karen Aulia Drupadi , Agatha Citra Vannesa Kinari, Kintan LA MANI, LA Lukman Hakim Mirelle Rahyadi, Irmawan Satriowibowo, Nicky Alifio Sherren, Vincentia Sudarso, Hendri Valen Yunita, Zhafira Zafira, Nindya