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All Journal Jurnal Ilmiah Econosains Jurnal Pengabdian dan Edukasi Sekolah (Jubaedah) Jurnal Bisnis, Manajemen, dan Keuangan Journal of Digital Business and Global Economy Journal of Strategic Marketing and Innovation
Ryna Parlyna
Fakultas Ekonomi Universitas Negeri Jakarta
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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The Effect of Discounts and Price on Purchase Decisions of GoFood Services among Generation Z Students at Universitas Negeri Jakarta with Perceived Value as a Mediating Variable Fikri Pirmansyah; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.12

Abstract

Pricing strategies are vital in guiding consumer decisions on digital platforms, especially in online food delivery apps. This research examines how discounts and pricing affect purchase choices, highlighting perceived value as a key mediator. The study targets Generation Z students at Universitas Negeri Jakarta, a group known for high digital literacy and frequent use of GoFood. Using a quantitative method, data were analyzed with Partial Least Squares–Structural Equation Modeling (PLS-SEM) from responses gathered via structured questionnaires. Results show that both discounts and price significantly impact perceived value, which in turn increases the probability of purchase. However, discounts do not directly influence purchase decisions, implying that price discounts alone are not enough unless they add perceived value. Conversely, price directly affects purchasing, indicating that fairness and affordability are crucial for Generation Z. Mediation analysis confirms perceived value as an essential link between pricing strategies and purchase decisions. Focusing on actual buying behavior rather than intent provides a clearer insight into value-based decision-making in online food delivery. The study suggests platforms targeting Generation Z should focus on pricing strategies that improve perceived value rather than relying only on discounts.
The Influence of Discount Vouchers and Free Shipping on the Frequency of Online Food Purchases among Students Using ShopeeFood at Universitas Negeri Jakarta Radja Rafi Aryawira; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.13

Abstract

The expansion of financial technology (fintech) has increased digital financial engagement among university students however, higher adoption does not necessarily indicate responsible digital financial behavior. This study investigates the effects of fintech trust and financial literacy on digital financial behavior, with fintech usage decision positioned as an intervening variable. Using a quantitative approach, data were collected from 361 students of the Faculty of Economics and Business, Universitas Negeri Jakarta, and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that fintech trust and financial literacy significantly influence fintech usage decisions and directly affect digital financial behavior. Nevertheless, fintech usage decision does not significantly mediate the relationship between trust, literacy, and behavioral outcomes. These results indicate the presence of a behavioral gap, where factors that encourage fintech adoption do not automatically translate into prudent financial management practices. This study contributes to the fintech and financial behavior literature by distinguishing adoption-oriented decisions from post-adoption behavioral quality, emphasizing that trust and financial literacy primarily drive usage decisions rather than ensuring responsible digital financial behavior among young users.
The Influence of Digital Engagement and FOMO on the Intention to Participate in Community Based Running Events Kayla Diandra Alisya; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.14

Abstract

This study investigates the influence of digital engagement and the Fear of Missing Out (FOMO) on individuals’ intention to participate in community-based running events. As digital platforms increasingly shape how runners connect, share experiences, and follow community activities, understanding their behavioral impact becomes essential. Using a quantitative approach, data were collected through an online questionnaire distributed to active and potential members of running communities and analyzed using PLS-SEM. The results show that both digital engagement and FOMO significantly and positively affect participation intention, with digital engagement also acting as a partial mediator that strengthens the effect of FOMO. These findings highlight how interactive digital content and social exposure play a vital role in encouraging physical event participation. The study contributes to the literature on sports participation behavior in the digital era and offers practical insights for organizers and sports marketers to optimize digital strategies, enhance community connection, and design more compelling communication to increase event participation.
The Influence of the Utilization of QRIS and Digital Marketing Strategies on Purchase Decisions through Consumer Satisfaction in MSMEs at the State University of Jakarta Yeni Hesti Verawati Manurung; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.15

Abstract

This study aims to analyze the effect of QRIS utilization and digital marketing strategies on purchase decisions, mediated by consumer satisfaction, among students of the State University of Jakarta who have made purchases at MSMEs. This research employs a quantitative approach using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS, involving 85 student respondents. The results indicate that QRIS utilization has a positive and significant effect on consumer satisfaction and purchase decisions (H1 and H3), while digital marketing strategies also positively influence consumer satisfaction and purchase decisions (H2 and H4). Furthermore, consumer satisfaction is proven to have a positive and significant effect on purchase decisions (H5) and mediates the relationship between QRIS utilization and purchase decisions, as well as between digital marketing strategies and purchase decisions.
The Effect of Perceived Security and Perceived Ease of Use on Consumers’ Behavioral Intention Mediated by Trust in Digital Payment Users Jasmine Lamia Safira; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 1 (2026): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.02.1.03

Abstract

A crucial part of the digital financial system in developing countries comes from the use of digital payments. This study looks at what makes customers choose to use digital payment platforms, and it uses the Technology Acceptance Model (TAM) to figure this out. This model focuses on how people's beliefs about how easy a technology is to use and how useful it is influence their decision to use it. This study sent an online survey to 104 people with experience using digital payments and collected data thru this method using a quantitative approach. To check the reliability and accuracy instruments utilized in this research, the data were assessed through SPSS. Regression analysis and the PROCESS macro were used to investigate direct and indirect effects. The findings indicate that how useful people perceive digital payment systems to be is strongly influenced by how easy they find them to use, which in turn makes them more likely to use them. All questions used in this study have strong results and good reliability, with Cronbach's Alpha scores meeting standards. This result supports the effectiveness of TAM in explaining why people accept digital payments. This finding also provides useful ideas for service providers to make their systems easier to use and encourage more people to adopt digital payment technologies.
Perception of Exclusive Content Value and Its Influence on Social Media Users’ Interest in Subscribing Atia Tiara Trisnawan; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 1 (2026): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.02.1.05

Abstract

The growth of the creator economy has encouraged social media platforms to adopt subscription-based exclusive content as a monetization strategy. This study examines the influence of perceived exclusive content value and perceived price reasonableness on audience engagement level among social media users. Grounded in the Uses and Gratifications Theory (UGT) and the Theory of Planned Behavior (TPB), exclusive content value is conceptualized through social interaction and community, informative and content quality, status and hedonic value, and perceived price reasonableness. This research employed a quantitative explanatory approach using a survey of 128 social media users in Indonesia, analyzed through multiple linear regression with SPSS. The findings show that all examined variables positively and significantly influence audience engagement, with social interaction and community emerging as the most influential factor. These results highlight the importance of community building and fair pricing in sustaining audience engagement within the creator economy.
The Effect of Influencer Marketing Effectiveness on Purchase Intention of Skintific among Students of Universitas Negeri Jakarta Mohammad Akeyla Zedidiah; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 1 (2026): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.02.1.06

Abstract

The purpose of this study is to examine how Universitas Negeri Jakarta students' purchase intentions for Skintific skincare products are impacted by the efficacy of influencer marketing. This study uses a survey method and a quantitative methodology. Multiple linear regression analysis was used to evaluate the data obtained from 108 respondents via an online questionnaire. The findings indicate that while trust in influencers has a favorable and significant impact on purchase intention, influencer consistency and attractiveness do not. At the same time, buy intention is greatly influenced by influencer consistency, attractiveness, and trust. According to the coefficient of determination, the independent factors account for 75.1% of purchase intention. These results imply that the most important component of influencer marketing tactics for skincare products aimed at college students is trust.
The Influence of User Experience and Interface Design Quality on User Satisfaction of FEB UNJ Students with Trust in the Shopee Platform Siti Nurlaela; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.16

Abstract

This research investigates the impact of User Experience and Interface Design Quality on User Satisfaction of FEB UNJ students, with Trust in the Shopee platform as a mediating variable. Data analysis in this research is executed through the SmartPLS application, applying Partial Least Squares-Structural Equation Modeling (PLS-SEM) within a quantitative design. The respondents consist of FEB UNJ students who are active Shopee users. The results indicate that User Experience and Interface Design Quality have a positive and significant effect on Trust. Furthermore, User Experience, Interface Design Quality, and Trust significantly influence User Satisfaction. Mediation analysis shows that Trust partially mediates the relationship between User Experience and User Satisfaction, as well as between Interface Design Quality and User Satisfaction. These findings highlight the strategic role of trust in strengthening the impact of digital interaction quality on user satisfaction. This study contributes to the literature on digital consumer behavior and provides practical implications for e-commerce platforms in improving service quality and user retention.
The Influence of UI/UX Design and Key Features on User Satisfaction and Loyalty of the Gojek Application among UNJ Students Muhammad Fathurrahman; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.17

Abstract

This study analyzes the causal influence of UI/UX Design and Key Features on User Satisfaction and the subsequent effect on User Loyalty within the Gojek application, specifically targeting university students. The research utilized a quantitative associative approach, employing Partial Least Squares-Structural Equation Modeling (PLS-SEM) on a purified model derived from a sample of 100 active students of Universitas Negeri Jakarta (UNJ) via purposive sampling. The findings reveal that both UI/UX Design and Key Features significantly and positively influence User Satisfaction, with Key Features emerging as the dominant predictor. However, despite the achievement of a strong level of User Satisfaction (R2 = 0.609), all causal paths leading to User Loyalty including the mediating path through Satisfaction were statistically rejected. Consequently, the study concludes that application quality has become a hygiene factor, effective in generating user contentment but insufficient as a driver for long-term commitment. This implies that future loyalty strategies must concentrate on external factors such as trust and switching costs.
The Effect of Social Presence and Quality of User Generated Content (UGC) on Consumer Trust through Electronic Word of Mouth (EWOM) in FEB UNJ Students on the TikTok Platform Teja Supraba; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/jodigbi.v1i5.143

Abstract

This study aims to analyze the effect of Social Presence and User-Generated Content (UGC) Quality on Consumer Trust through Electronic Word of Mouth (eWOM) among TikTok users in the Faculty of Economics and Business, University of Jakarta. This phenomenon is important because social interaction and content quality on video-based platforms are believed to shape digital trust through the process of communication between users. The study uses a quantitative approach with the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method on 185 respondents. The results show that Social Presence and UGC Quality have a significant positive effect on eWOM and Trust, and eWOM mediates this relationship. These findings confirm that digital trust is not only built from the quality of information, but also from social closeness and user participation in eWOM. This study reinforces Social Presence Theory and Information Quality Theory, and provides practical contributions for marketers and content creators in building trust through authentic interactions and credible content on TikTok
Co-Authors Adib Pradipta Adnan Kasofi Afidah Nur Aslamah Ajeng S Ramadhanti Alimah Alda Fuadiyah Alisya Putri Ammar Shiddiq Yulianto Andi Muh Fachry Arif Marsal Ariyo Alinugroho Singgih Arum Nur Anggraini Ati Sumiati Atia Tiara Trisnawan Ayu Qirana Azzahrani Hafshah Valiandri Basrah Saidani Bianca Ayu Anindira Bintang Muhamad Harsya Caecilia Sheryl Kusuma Cellina Meidy Dea Permatasari Diya Aldin Fadeyushka Dyah Ratu Dwihapsari Faiz Al Fajri Fathir Fairuzzi Faza Hibatul Haqqi Fidhyallah, Nadya Fadillah Fikri Pirmansyah Fira Malinda Firgiawan Akbar Fitri Handayani Hasna Azzahidah Hilsya Faiqotul Innayah Jasmine Lamia Safira Jihan Alya Rahma Putri Irmawan Jonathan Halomoan Simanjuntak Juan Wody Romansa Julianda Jahid Muttaqin Kayla Diandra Alisya Khansa Puti Zharifah Muza Mardiana Saharani Mellani Indriyani Mohammad Akeyla Zedidiah Muhammad Albi Muhammad Faisal Muhammad Fathurrahman Muhammad Yusuf Muhmmad Yusuf Munawaroh Munawaroh Nanda Melandri Nayla Zannata Mugni Nazwa Eka Putri Nazwa Jelita Soleha Nazwa Ramadhani Nirmala Fauziah Nurdin Hidayat Osly Usman Radja Rafi Aryawira Raihan Kamilun Amin Raniyah Kamilah Ranty Pratiwi Regina Humaningtyas Purba Reysa Almaira Anandita Robith Ali Zain Musyafa Romanus Mando Fransius Silaen Siti Nurlaela Sri Zulaihati Susanti, Santi Syadin Alivia Yusuf Tasha Dwi Oktora Teja Supraba Tezar Putra Nugraha Widya Parimita, Widya Yahya Abdurrahman Adib Yeni Hesti Verawati Manurung