Articles
<![CDATA[Adoption of PayLater among Digital Natives in Jakarta: The Role of TPB and Trust ]]>
<![CDATA[Hilsya Faiqotul Innayah]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.02
<![CDATA[This research uses a combination of the Theory of Planned Behavior (TPB) and the trust construct to investigate what variables impact consumers' intentions to utilize PayLater services. Partially Least Squares-Structural Equation Modeling (PLS-SEM) was used to undertake the quantitative cross-sectional design of the study. According to the results, users' intents to use PayLater are positively and significantly impacted by trust, but there is no significant association between attitude toward the action, subjective norms, and perceived behavioral control. These results indicate that users’ confidence in system security, data protection, and the reliability of service providers serves as the primary determinant of PayLater adoption. Therefore, this study concludes that trust plays a more decisive role than psychological and social factors in shaping users’ engagement with PayLater services. Consequently, PayLater providers should focus on enhancing transparency, strengthening security systems, and safeguarding user data to build trust and encourage sustainable service usage.]]>
<![CDATA[The Effect of Scarcity-Based Promotion on Impulse Buying in TikTok Shop Live Streaming: A Stimulus, Organism, Response Perspective ]]>
<![CDATA[Nazwa Ramadhani]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.03
<![CDATA[This research looks at how well scarcity promotions work in TikTok Shop live streams, using the Stimulus-Organism-Response (S-O-R) model. Limited-time and limited-quantity scarcity types are tested, with emotional excitement as the mediator, analyzed via SEM-PLS. The findings show that scarcity signals do not significantly impact emotional excitement or impulse buying, with no mediating effect despite positive path directions. The results suggest that promotional overload can weaken emotional and behavioral responses, serving as contextual limits for the S-O-R framework in mature live commerce platforms.]]>
<![CDATA[The Impact of Perceived Ease of Use and Perceived Risk of PayLater on Impulse Buying Behavior among Shopee Consumers ]]>
<![CDATA[Khansa Puti Zharifah Muza]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.04
<![CDATA[This study explores how Shopee PayLater users' perceptions regarding the usability and potential risks of BNPL to their impulse buying behavior. A quantitative research design was applied using a survey approach, in which data were collected through questionnaires distributed to Shopee PayLater users. The analysis was carried out with SPSS, revealing that Perceived Ease of Use plays an important role on impulse buying behavior. This means that when Shopee PayLater is easy to understand and use, the consumers are more likely to make purchases without prior planning. In addition, Perceived Risk also has a significant effect on impulse buying behavior. This finding indicates that perceived risk does not always prevent consumers from making impulsive purchases in a buy now, pay later system. Overall, the findings confirm that Perceived Ease of Use together with Perceived Risk affect impulse buying behavior. This suggests that impulse buying among Shopee PayLater users is influenced by both the simplicity of the payment system and consumers’ perceptions of risk]]>
<![CDATA[Why Do Consumers Adopt NFC Keychains? The Role of Trust and Usefulness in Digital Payment Adoption ]]>
<![CDATA[Regina Humaningtyas Purba]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.05
<![CDATA[This study investigates why consumers adopt NFC keychains as a digital payment tool by examining the role of trust and perceived usefulness within an extended Technology Acceptance Model. Using a quantitative approach with non-probability convenience sampling, 235 valid responses were analyzed through Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that perceived trust and perceived usefulness significantly influence behavioral intention. These results indicate that consumer adoption of NFC keychains is primarily driven by trust in the system and perceived practical benefits rather than usability or security considerations. The study contributes to the digital payment literature by highlighting the shifting determinants of adoption in intuitive, institutionally regulated payment innovations.]]>
<![CDATA[The Effect of E-Wallet Usage and Digital Financial Literacy on Digital Investment Decisions among Generation Z: The Mediating Role of Financial Self-Efficacy ]]>
<![CDATA[Ranty Pratiwi]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.06
<![CDATA[Digital investment behavior among Generation Z has attracted increasing attention alongside the widespread use of digital financial services in Indonesia. This study explores the relationship between e-wallet usage, digital financial literacy, and digital investment decisions by considering financial self-efficacy as an intervening factor. Data were collected through a cross-sectional survey of Generation Z individuals who actively use e-wallet services and were analyzed using regression-based and mediation techniques. The findings reveal that e-wallet usage and digital financial literacy are associated with higher financial self-efficacy, which in turn contributes significantly to digital investment decisions. Moreover, e-wallet usage and digital financial literacy continue to show direct relationships with digital investment decisions after accounting for financial self-efficacy, indicating partial mediation. Overall, the results suggest that digital investment decisions are shaped not only by digital engagement and financial knowledge but also by individuals’ perceived ability to manage financial matters.]]>
<![CDATA[The Effect of Financial Literacy and Social Proof on Impulse Purchases of Virtual Items among Generation Z ]]>
<![CDATA[Juan Wody Romansa]]>;
<![CDATA[Afidah Nur Aslamah]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.01.1.07
<![CDATA[This study analyzes the influence of Financial Literacy and Social Proof on Impulsive Buying behavior of virtual items among Generation Z users on the Roblox platform, with Usage Intensity as a mediating variable. Employing a quantitative approach, data were collected from 105 active Gen Z Roblox users in Indonesia through purposive sampling and analyzed using Structural Equation Modeling (PLS-SEM). The results reveal a unique phenomenon where Financial Literacy and Social Proof do not directly trigger impulsive buying. Instead, both variables significantly increase Usage Intensity. Subsequently, Usage Intensity acts as a full mediator that effectively bridges the influence of cognitive and social factors on impulsive buying decisions. These findings confirm a financial literacy paradox in the virtual economy, where high engagement and screen time (Usage Intensity) effectively weaken rational control, bridging the gap between cognitive knowledge and impulsive purchasing decisions.]]>
<![CDATA[The Effect of Feature Convenience and Discounts on Post-Purchase Feelings in TikTok Shop among Generation Z ]]>
<![CDATA[Alimah Alda Fuadiyah]]>;
<![CDATA[Afidah Nur Aslamah]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.01.1.08
<![CDATA[The rapid growth of social commerce has transformed online shopping behavior, particularly among Generation Z consumers. TikTok Shop, as a social commerce platform, integrates interactive features, seamless purchasing processes, and promotional incentives such as discounts and flash sales. This study aims to analyze the impact of feature convenience and discounts on post-purchase feelings, specifically post-purchase satisfaction and post-purchase regret, among Generation Z TikTok Shop users. A quantitative research design was employed using a survey method, with data collected from respondents who had made purchases on TikTok Shop within the last six months. The data were analyzed using a partial least squares based approach. The results indicate that perceived ease of use has a significant positive effect on post-purchase satisfaction, while discounts do not show a significant direct influence on satisfaction. Furthermore, neither feature convenience nor discounts were found to have a significant effect on post-purchase regret. These findings suggest that post-purchase satisfaction in social commerce is driven more by platform usability and user experience than by promotional incentives. Meanwhile, post-purchase regret appears to be influenced by other factors beyond the scope of this study. The findings provide practical implications for social commerce platform developers to prioritize usability and for consumer education initiatives aimed at promoting responsible digital consumption among Generation Z.]]>
<![CDATA[The Influence of Digital Service Quality, Platform Trust, and User Experience on Purchase Decisions on Shopee ]]>
<![CDATA[Andi Muh Fachry]]>;
<![CDATA[Afidah Nur Aslamah]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.01.1.09
<![CDATA[Indonesia's e-commerce landscape has witnessed exponential expansion, with Shopee commanding 51 percent of market traffic, suggesting that particular digital platform elements substantially affect consumer purchasing behavior. This research aims to examine the impact of digital service quality, platform trust, and user experience on purchase decisions at Shopee, both individually and concurrently. Utilizing a quantitative methodology with explanatory research framework, this research employed Structural Equation Modeling-Partial Least Squares (SEM-PLS) to examine data from 64 active Shopee users in Indonesia who fulfilled inclusion criteria of being minimally 18 years old and having completed at least three transactions within six months. Measurement instruments exhibited excellent validity with Average Variance Extracted scores surpassing 0.50 and high reliability with Composite Reliability spanning from 0.887 to 0.912. Findings disclosed that user experience exerted the strongest impact with path coefficient of 0.349, succeeded by digital service quality (0.312) and platform trust (0.286), all statistically significant at p<0.05. Concurrent assessment validated that the three constructs collectively accounted for 74.3 percent of purchase decision variability with R² of 0.743, demonstrating substantial predictive capability. The research concludes that synergistic interaction among system efficiency, platform integrity confidence, and user experience quality generates cumulative effects stimulating digital consumption behavior. E-commerce platforms should optimize these three elements holistically to enhance purchase conversion rates and sustain competitive advantage in Indonesia's dynamic digital marketplace.]]>
<![CDATA[From Enjoyment to Utility: Determinants of Digital Natives’ Adoption of Generative Artificial Intelligence ]]>
<![CDATA[Hasna Azzahidah]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.07
<![CDATA[GenAI's growing popularity has altered the way digital natives approach their work and schoolwork. Since most people choose not to utilize GenAI, it is crucial to determine what makes people want to perform certain things. This study uses the Unified Theory of Acceptance and Use of Technology (UTAUT2) to investigate the elements that impact the intents of digital natives to use generative AI. Our quantitative cross-sectional research included 152 digital natives residing in Jakarta who had prior experience working with generative AI technologies. In order to analyze the collected data, Partial Least Squares-Structural Equation Modeling (PLS-SEM) was used. The results show that effort and performance anticipation have a favorable effect on behavioral intention, which shows how important it is to have high hopes for performance improvements and simplicity of use to encourage adoption. Social influence has a statistically meaningful, although minor, effect on behavioral intention, in contrast to hedonic incentive, which does not. Overall, the model demonstrates moderate explanatory power, suggesting that generative AI adoption among digital natives is primarily driven by utilitarian considerations. These findings imply that generative artificial intelligence is mainly perceived as a functional, productivity-oriented tool rather than a source of enjoyment. The study offers practical implications for institutions and developers to prioritize usability and performance value when encouraging GenAI adoption in academic and professional context.]]>
<![CDATA[Perceived Enjoyment, Curiosity, and Control Competence as Predictors of Behavioral Intention in Digital Ticket Booking Services: A Study of Indonesian Generation Z ]]>
<![CDATA[Nayla Zannata Mugni]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.08
<![CDATA[This study examines the determinants of Behavioral Intention to Use digital entertainment ticket booking platforms among Indonesian Generation Z by applying the Hedonic Motivation System Adoption Model (HMSAM). A quantitative causal design was employed using survey data collected in December 2025 from 122 respondents who had used online ticket booking services within the last six months. The data were analyzed using multiple linear regression in IBM SPSS, supported by instrument testing and classical assumption checks. The results show that Perceived Enjoyment, Curiosity, and Control Competence each have a positive and significant effect on Behavioral Intention. Among the predictors, Curiosity is the most dominant factor, indicating that exploratory motivation is central in shaping reuse intention for entertainment-oriented services. The model demonstrates strong explanatory power, accounting for 80.5% of the variance in Behavioral Intention. These findings confirm HMSAM’s relevance in hedonic-dominant digital contexts and suggest that platform development should prioritize features that stimulate exploration, maintain enjoyable interaction, and strengthen user control through clear navigation and transparent transaction processes.]]>
