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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi Enrichment : Journal of Management Moestopo International Review on Social, Humanities, and Sciences (MIRSHuS) Eduvest - Journal of Universal Studies
Indra, Ricardo
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Aerospace Engineering Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Languange, Linguistic, Communication & Media Neuroscience Social Sciences

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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.
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.
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 Ashari, Bunga Hurun Azhar, Karen Aulia LA MANI, LA Lukman Hakim Satriowibowo, Nicky Alifio Sudarso, Hendri Zafira, Nindya