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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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Adoption of TikTok Location Tag Vouchers among Gen Z in the Food & Beverage Sector Faza Hibatul Haqqi; 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.02.1.07

Abstract

This study investigates Generation Z's intention to use TikTok Location Tag Vouchers in the food and beverage sector. Using an extended Technology Acceptance Model, we examine three predictors: Perceived Economic Benefit, Perceived Ease of Use, and Social Influence. A quantitative survey was conducted among 109 Gen Z consumers in Jakarta who actively use TikTok and have voucher experience. Partial Least Squares Structural Equation Modeling reveals that Social Influence and Perceived Economic Benefit significantly affect intention to use, while Perceived Ease of Use was found to be insignificant. Social Influence emerged as the strongest driver, highlighting the role of peer validation. These findings challenge assumptions about Gen Z's price sensitivity, demonstrating that social factors drive adoption more than technical ease of use. For food and beverage businesses, this suggests prioritizing influencer ecosystem development and social proof over mere interface simplicity. Future research should examine actual redemption behavior and cross-cultural variations.
Live Streaming Experience and Offline Purchase Intent: The Role of Flow Experience and Environmental Design in the Indonesia Skincare Industry within the SOR Framework Diya Aldin Fadeyushka; 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.02.1.08

Abstract

This study examines the impact of In-store Live Streaming (SLS) on Offline Purchase Intention (OPI) within the Indonesian skincare industry, utilizing the Stimulus-Organism-Response (SOR) framework. The research specifically investigates the role of Scene-Product Congruence (SPC) and Wishful Identification (WI), as they influence Flow Experience (FE) and Attitude Toward Product (ATP), and ultimately affect OPI, with Consumer Informedness (CI) as a moderator. Analysing data from a self-reported online questionnaire using Structural Equation Modelling-Partial Least Squares (SEM-PLS), the study reveals that SPC significantly enhances FE, which subsequently fosters a positive ATP and leads to higher OPI. However, the effects of Visual Appeal and WI on FE were found to be weak. This indicates that skincare consumers prioritize visual relevance and product credibility over pure aesthetics and wishful identification in the in-store live streaming (SLS) context. Furthermore, CI's negative impact on OPI is not significant, suggesting that well-informed consumers can maintain a positive ATP despite a potential unwillingness to engage in offline sales interaction. This research offers practical insights, emphasizing the need for digital commerce strategies to prioritize the relevance and informational coherence of the live streaming scene to achieve a meaningful consumer experience and sustainable brand loyalty.
The Influence of Perceived Usefulness and Perceived Ease of Use on Continuance Intention with Trust as an Intervening Variable (Study of QRIS Users at Universitas Negeri Jakarta) Robith Ali Zain Musyafa; 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.01.5.18

Abstract

The present study explores the factors driving the prolonged adoption of the Quick Response Code Indonesian Standard (QRIS) specifically within the digital native demographic. From a theoretical standpoint, the research augments the Technology Acceptance Model (TAM) by incorporating Trust as a pivotal intervening mechanism. Specifically, the study elucidates the magnitude with which Perceived Usefulness and Perceived Ease of Use impel Continuance Intention both directly and through the mediation of Trust among undergraduate students at the Faculty of Economics and Business, Universitas Negeri Jakarta. Employing a quantitative explanatory architecture, the investigation utilized data solicited from 94 active students through purposive sampling protocol, with data processing executed through Partial Least Squares-Structural Equation Modeling (PLS-SEM). The empirical results indicate that the proposed model exhibits strong explanatory capacity, explaining 83.2% of the total variance observed in continuance intention. Empirically, Perceived Usefulness stands out as the dominant catalyst for ongoing usage, emphasizing the indispensable need for functional advantages to ensure user retention.
Explaining Customer Loyalty in AI Chatbot–Based E-Commerce Services: An Information Systems Success Perspective Firgiawan Akbar; 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.02.1.09

Abstract

The growing presence of AI chatbots across e-commerce platforms has prompted scholarly inquiry into how these systems build lasting customer loyalty beyond the point of initial adoption. This study aims to examine how chatbot-based services contribute to customer loyalty by drawing on the information systems success perspective. A quantitative approach was adopted, using Partial Least Squares Structural Equation Modeling (PLS-SEM) on data gathered from 132 Indonesian e-commerce users with prior experience interacting with AI chatbots. Results show that both information quality and system quality exert significant effects on use behavior and user satisfaction. Use and satisfaction were further confirmed as direct drivers of customer loyalty, framed here as net benefits, with use showing a comparatively stronger effect. These findings point to the conclusion that loyalty in AI chatbot-supported environments is cultivated primarily through repeated engagement and accumulated experience rather than being driven directly by system attributes. The study advances understanding of AI-enabled service outcomes by identifying the behavioral pathways through which chatbots produce long-term value. For practitioners, the findings suggest that e-commerce platforms seeking stronger loyalty should focus on functional reliability and create conditions that encourage sustained usage.
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