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All Journal Journal of Digital Business and Global Economy
Afidah Nur Aslamah
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Economics, Econometrics & Finance

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The Effect of Social Commerce and the TikTok Shop Marketplace Experience on Generation Z’s Impulse Buying, Moderated by Self-Control Ariyo Alinugroho Singgih; 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.01.5.11

Abstract

The rapid penetration of digital transformation has fundamentally reshaped global consumer behavior, particularly through the evolution of Web 2.0 and the emergence of social commerce. This research explores the "shoppertainment" phenomenon on TikTok Shop, where the boundaries between social interaction and commercial activity have become increasingly blurred. The study aims to analyze the influence of Social Commerce and Marketplace Experience on the Impulse Buying behavior of Generation Z in Indonesia, with Self-Control serving as a moderating variable. As digital natives, Generation Z is highly susceptible to the algorithmic architecture of platforms designed to exploit psychological vulnerabilities through infinite scroll mechanisms and real-time personalized content. These features often induce a "flow state," minimizing the "pain of paying" and leading to unplanned purchases. Despite the convenience offered, this digital dynamic has substantial negative implications, such as post-purchase regret and cognitive dissonance, with surveys indicating that 64% of buyers experience regret due to financial waste. This study employs a quantitative methodology to examine whether internal psychological mechanisms, specifically self-control, can act as a relevant defense against aggressive external marketing stimuli. The findings reveal that while Social Commerce and Marketplace Experience significantly drive impulsive purchasing, Self-Control fails to effectively moderate these relationships. This suggests that the intensity of external stimuli and the frictionless shopping design of TikTok Shop tend to override individual self-regulation. This research provides crucial insights for the digital business landscape, emphasizing the urgency for Gen Z consumers to develop higher digital literacy and for platforms to consider the long-term psychological impact of their algorithmic designs.
Integrated Payment and E-Ticketing Driving Gen Z Continuance Intention in Indonesian Concert Marketplaces Muhammad Ferry Hidayat; Afidah Nur Aslamah; Osly Usman; Ryna Parlina
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.01.5.10

Abstract

This research looks at how integrating digital payment systems and e-ticketing affects the likelihood of Gen Z users to keep using concert ticket platforms. It also considers customer satisfaction as a key factor in this process. The study used a method called Partial Least Squares-based Structural Equation Modeling (SEM-PLS) to analyze the data. The findings show that all seven ideas tested were supported. The integration of a digital payment system helps improve customer satisfaction, and the same is true for e-ticketing. Customer satisfaction has a strong influence on the desire of users to continue using these platforms. Both digital payment and e-ticketing integration also directly affect how likely users are to keep using the service. E-ticketing has the biggest impact, suggesting that the usefulness of the main product is key to keeping users engaged. Customer satisfaction plays a partial role in connecting the two factors to user loyalty, showing that loyalty comes from both thinking about the experience and feeling satisfied. For practical use, the study suggests that developers of these platforms should focus on improving the e-ticketing experience, as it seems to be a more important factor in keeping Gen Z users than just payment features.
The Effect of Ease of Payment and User Experience on User Retention through Monetization Models in Digital Games Jonathan Halomoan Simanjuntak; 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.01.5.09

Abstract

This study aims to analyze the influence of Ease of Payment (X1) and User Experience (X2) on User Retention (Z), mediated by Monetization Models (Y), addressing empirical inconsistencies in the literature regarding post-adoption behavior in digital games. Utilizing a quantitative explanatory design, data were collected from 158 students at the Faculty of Economics and Business, Universitas Negeri Jakarta, who are active microtransaction users. The hypothesis was tested using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results confirmed that both X1 and X2 significantly and positively influence Y and that X2 is the strongest direct predictor of Z (β = 0.723). Critically, the hypotheses related to the mediating role of Y (H6) and (H7) and the direct effect Y → Z (H3) were rejected. This outcome supports the study's main contribution: the postulation of Functional Isolation, which concludes that financial commitment (Monetization) is an independent utility transaction that does not reinforce psychological commitment (Retention). The primary implication is that for sustainable long-term engagement, developers must strategically prioritize investment in core User Experience (X2) rather than relying on the Monetization Model to secure user loyalty.
The Effect of Perceived Ease of Use and Perceived Usefulness on MyBCA’s Intention to Use in Gen Z Arum Nur Anggraini; 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.01.5.08

Abstract

This study examines how Generation Z's desire to utilize the myBCA mobile application is affected by perceived utility (PU) and perceived ease of use (PEOU) using trust as a mediating variable. To precisely capture behavioral patterns in digital financial services, the study model expands about the Model of Technology Acceptance. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to examine data from 70 respondents using a quantitative cross-sectional survey approach. The structural model showed high fit and strong predictive performance (Q square Intention to Use: 0.593). The results indicate that PU significantly and positively influences both Trust and Intention to Use. Conversely, PEOU significantly influences Trust, but doesn't directly impact the intention to use. The mediation analysis reveals that Trust fully mediates the PEOU-Intention to Use relationship, while partially mediating the relationship between PU and Intention to Use. These findings firmly suggest that Trust is a central psychological driver, transforming the perception of ease into actual adoption intention and substantially strengthening the impact of usefulness. The outcomes provide deep practical insights for financial institutions, highlighting the strategic importance of consistently strengthening user trust to enhance loyalty and adoption rates in the quickly changing digital banking market.
The Influence of Discounts & Free Shipping on Purchase Decisions through the Buying Interest of Universitas Negeri Jakarta Students on Shopee Nirmala Fauziah; 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.01.5.07

Abstract

The primary objective of this investigation is to analyze how promotional incentives, specifically price discounts and free shipping, influence the actual purchasing choices of Universitas Negeri Jakarta (UNJ) students on Shopee, with purchase intention acting as a mediating factor. Using an explanatory quantitative framework, primary data were gathered from 114 active Shopee users through purposive sampling. The analytical process in this study employed Structural Equation Modeling using the Partial Least Squares technique to examine the relationships among variables. The empirical findings indicate that both price discounts and free shipping programs exert a substantial positive impact on purchase intention. However, these promotional tools do not demonstrate a significant direct effect on the final purchase decision. Instead, purchase intention serves as a critical bridge, fully mediating the relationship between marketing stimuli and transaction behavior. It is concluded that while external incentives attract attention, the actual conversion into a sale depends heavily on the consumer's psychological intent. These results imply that e-commerce platforms should prioritize strategies that nurture consumer interest and desire rather than relying solely on cost reduction. Effective marketing for the student demographic must bridge the gap between initial attraction and the internal commitment to buy.
The Effect of Perceived Usability and Algorithmic Personalization on Continuance Intention through Perceived Value on the Netflix Digital Subscription Platform Jihan Alya Rahma Putri Irmawan; 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.01.5.06

Abstract

Through perceived value acting as a mediating variable, it attempts to examine the impact of perceived usability and algorithmic personalization on continuing intention across the Netflix digital subscription platform. 88 Netflix users participated in this instance, which takes a quantitative approach using the PLS-SEM method. According to the outcomes, perceived usability enhances perceived value but has no discernible tangible impact on continuing intention. On another aspect, both continuance intention and perceived value have been beneficially affected by algorithmic personalization. Furthermore, it has been proven that continuance intention is improved by perceived value. It implies that the role of perceived usability and algorithmic personalization on continuing intention on digital subscription platforms is mediated by perceived value.
The Effect of Digital Service Quality and UI UX on Satisfaction and Intention to Reuse the MyTelkomsel Application Fathir Fairuzzi; 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.01.5.05

Abstract

This study looks at how the quality of digital services and the user interface/user experience (UI/UX) affect user satisfaction and the desire to use the MyTelkomsel app again. The research uses a quantitative method where data was gathered through an online survey sent to students in the Digital Business program at the Faculty of Economics and Business, Universitas Negeri Jakarta, who have used the app before. The data was analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS software. The findings show that digital service quality has a strong and positive impact on both user satisfaction and the intention to use the app again. However, UI/UX does not significantly influence either user satisfaction or reuse intention. User satisfaction plays a key role in influencing reuse intention and partially connects digital service quality to reuse intention, but it does not act as a bridge between UI/UX and reuse intention. These results suggest that in apps related to practical telecommunications services, users care more about the functional parts of the service, like reliability, efficiency, and security, rather than the design or experience of the interface. This study adds new knowledge to the field of digital service quality and offers useful guidance for improving user satisfaction and promoting continued use of telecom apps.
The Effect of the Convenience and Benefits of GoPayLater on the Interest in Use with Moderation of Trust among FEB UNJ Students Mardiana Saharani; 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.01.5.04

Abstract

The development of digital technology in the financial sector has encouraged the emergence of non-cash payment services, one of which is paylater. GoPayLater is a paylater service that is widely used by students because it offers convenience and flexibility in payments. The purpose of this study is to examine the effect of usability and its advantages on the interest in using GoPayLater, considering trust as a variable that intervenes, among Jakarta State University's Faculty of Economics and Business students. Quantitative techniques are employed, implementing an explanatory design. A Likert scale was used to gather the data questionnaire, administered to students via Purposive sampling is used by GoPayLater. Data analysis is done using partial least squares-structural equation modeling (PLS-SEM). The results shown that interest and trust in use were significantly impacted by usability. On the other hand, the benefits of use are significantly influenced by usage interest but not by trust. In addition, trust has no significant effect on usage interest. These findings show that the functional aspect is the main factor in encouraging interest in using GoPayLater among students.
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 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.
Co-Authors Ariyo Alinugroho Singgih Arum Nur Anggraini Fathir Fairuzzi Fikri Pirmansyah Jihan Alya Rahma Putri Irmawan Jonathan Halomoan Simanjuntak Kayla Diandra Alisya Mardiana Saharani Muhammad Ferry Hidayat Nirmala Fauziah Osly Usman Radja Rafi Radja Rafi Aryawira Ryna Parlina Ryna Parlyna Yeni Hesti Verawati Manurung