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All Journal JURNAL BISNIS STRATEGI Jurnal Studi Manajemen Organisasi Diponegoro Journal of Management Management Analysis Journal Jurnal Ilmiah Ekonomi Islam SEIKO : Journal of Management & Business Jurnal Samudra Ekonomi dan Bisnis International Journal of Economics, Business and Accounting Research (IJEBAR) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Management and Entrepreneurship Research Research Horizon Economic and Business Horizon
I Made Bayu Dirgantara
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Real-Time Interaction to Increase Consumer Trust and Drive Impulse Purchases in E-Commerce Sanjaya, Muarif; Frediansyah, Willy Redzy; Yoestini; Dirgantara, I Made Bayu
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

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The rapid development of e-commerce in Indonesia has driven significant shifts in consumer behavior, particularly among Generation Z who are known to be responsive to technology and immersive digital experiences. This study aims to systematically evaluate the influence of real-time interactions on consumer trust formation and impulse purchase behavior in the context of e-commerce. Using the PRISMA protocol-based Systematic Literature Review (SLR) method through the Watase Uake website, data obtained through analysis of scientific articles from reputable journals published between 2022-2025 were analyzed thematically and methodologically. The results show that features such as live streaming, real-time chat, and dynamically personalized content are able to increase perceptions of authenticity, emotional closeness, and responsiveness that significantly strengthen trust and trigger impulse buying. Consumer trust is shown to be a key mediating variable that bridges the relationship between digital engagement and spontaneous purchase decisions. The findings confirm the importance of value-based marketing approaches and authentic engagement specifically designed to meet Generation Z's digital expectations. This study makes a conceptual contribution to the digital consumer behavior literature and offers strategic guidance for e-commerce practitioners in designing adaptive, ethical and trust-based user experiences.
FOMO Related Impulse Buying on Social Commerce: A Literature Review Ayyasy, Muhammad Zhafran; Belinda, Karissa Inas; Dirgantara, I Made Bayu
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

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In the context of modern digital commerce, the Fear of Missing Out (FOMO) phenomenon emerges as an emotional response to social pressure and time urgency, amplified by interactive features in Live Commerce Platforms. Consumers, especially the younger generation, are often trapped in consumption patterns driven by false urgency and social validation. This research examines articles from reputable journals through a Systematic Literature Review (SLR) approach. Thematic analysis shows that FOMO-based marketing strategies such as time-limited promotions, product exclusivity, and social validation trigger the emotional drive of consumers, especially Gen Z, to make impulse buying. Findings also show that customer experience is an important mediating variable that amplifies the FOMO effect. In addition to the psychological and social impacts, ethical aspects were also examined, specifically related to low financial literacy that increases consumers' vulnerability to aggressive FOMO campaigns. It was found that FOMO has potential as a campaign tool for sustainable minimalist consumption, if directed strategically. Through conceptual mapping and comparative discussion across studies, this article offers a theoretical foundation for the development of Sustainable Marketing Strategies that are not only effective, but also ethical and oriented towards sustainable consumption behavior.
Intention In Buying Video- On-Demand Subscription Services Sabilla, Sania Aurora; Dirgantara, I Made Bayu
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

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Nowadays subscription video-on-demand seems to become a solution to entertainment access in the form of video such as movies and series. Through the subscription video-on-demand service, consumers can control what they want to watch, which can be accessed anytime and anywhere if the electronic device is connected to the internet. Seeing many internet users in Indonesia, making subscription video-on-demand service have great potential to develop in Indonesia. In addition, the development of the SVOD industry is accompanied by a high level of competitiveness in it. So, it needs a strategy to expand the market by having more customers for business continuity and growth of the subscription video-on-demand platform. Therefore, it is important to find out the factors that influence the intention in purchasing subscription video-on-demand. The research was conducted using a sample of 152 respondents with the criteria of being domiciled in Semarang City and knowing about video on demand subscription services. Data were obtained from questionnaires which were then processed and analysed using Structural Equation Modelling (SEM) as analytical methods and AMOS as a data processing tool. The author found that perceived usefulness, perceived enjoyment, social value, perceived ease of use, and perceived price have a significant effect on the purchase intention of subscription video-on-demand.
The Effect of Personalized Advertising on Attitude towards Advertising and Click- Through Rate Nurhidayah, Siti; Dirgantara, I Made Bayu
Economic and Business Horizon Vol. 4 No. 3 (2025): September
Publisher : LifeSciFi

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This study aims to analyse the effect of Personalized Advertising on Attitudes towards Advertising and Click-Through Rate, with Privacy Concerns as a mediating variable, focusing on AXIS card users in Semarang City. The research addresses the challenge faced by AXIS Company, a telecommunications service provider, in attracting and retaining users amidst intense market competition. The population for this study comprises AXIS Provider card users in Semarang City, with a sample size of 160 individuals who have made at least one purchase through the AXISNET application. A quantitative approach was employed, utilizing the SEM- PLS method with Smart PLS version 4 software. The analysis included testing the validity and reliability of measurement instruments and conducting hypothesis testing through bootstrapping procedures. The findings reveal that personalized advertising significantly and positively influences attitudes towards advertising and the click- through rate, with privacy concerns acting as a significant mediating variable. These results highlight the importance of privacy concerns for users and the effectiveness of personalized advertising in enhancing user attitudes towards advertising and increasing the click-through rate. This study underscores the need for effective marketing strategies that address privacy concerns to improve advertising outcomes for AXIS Company.
Co-Authors Adi Wahyu Anggara Ahmad Fika Syauqiy Akkinta Miranda Wiguna Ariyani, Yunita Endah Arumdani, Ratna Sekar Aryandika, Ardiaz Ajie Augusty Tae Ferdinand Ayyasy, Muhammad Zhafran Azhari, Fadhila Firdauzi Azzahra, Alifya Banneringgi, Darman Belinda, Karissa Inas Berlian, Umayya Hanif Callista Chairani Wulandari Darusuprapta, Faizal Dianti, Annisa Rahma Endigalani, Annisa Erman Denny Arfianto Fadhillah, Indah Nur Frediansyah, Willy Redzy Gultom, Henry Casandra Harry Soesanto Imam Nuryanto Indrian Kusuma, Gabriel Boggie Maulida, Laila Mertiany Putri Hadrianti Mirwan Surya Perdhana Mualifah, Teti Mu’ammar, Naufal Nadia Aqilah, Nadia Aqilah Nugroho, Iskan Aryo Nurdianasari, Rista Nurhaliza, Putri Nurpratiwi, Embun Rahmah Pratama, Pratama Rafif Hidayatullah, Muhammad Rahmatul Husna, Rahmatul Ramadhan, Novitha Dwipermata Rizal Hari Magnadi Ruslan, Muhlis Sabilla, Sania Aurora Sanjaya, Muarif Shella Febiola Siswanto Siti Nurhidayah Soetanto, Harry Suharno, Rizki Adi Anggoro Sunggara, Alvianno Difta Wulandari, Menik Yoestini Yogananda, Andrean Septa