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All Journal JURNAL BISNIS STRATEGI JURNAL SAINS PEMASARAN INDONESIA Diponegoro Journal of Management Jurnal Ekonomi Pembangunan: Kajian Masalah Ekonomi dan Pembangunan Syntax Literate: Jurnal Ilmiah Indonesia Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ilmiah ASET Research Horizon Economic and Business Horizon
Harry Soesanto
Jurusan Manajemen Fakultas Ekonomika Dan Bisnis Universitas Diponegoro
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Economic and Business Horizon

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The Influence of Influencer Marketing and Brand Engagement on Purchase Intention Hadi, Hanna Shafira; Kinanti, Prasasti Sekar; Khasanah, Imroatul; Soesanto, Harry
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.4.2.2025.618

Abstract

In the digital era, companies are increasingly leveraging the internet to market their products and engage with consumers. One of the most commonly adopted strategies today is influencer marketing. This approach has gained popularity in tandem with the rapid development of digital technologies, as businesses strive to maintain meaningful connections with their customers. Influencer marketing capitalizes on the credibility and appeal of influencers to foster meaningful and sustained relationships between brands and consumers by leveraging the interactive and communicative features of social media platforms. This study aims to examine how influencers’ attractiveness, trustworthiness, and expertise influence consumers’ purchase intentions, with brand engagement serving as a mediating variable. The research population consists of Indonesian individuals who are aware of or have seen influencers promoting products and have made a purchase. A total of 110 respondents participated in the study. Data collected through questionnaires were analyzed using the AMOS 24.0 software. The findings reveal that influencers’ attractiveness, trustworthiness, and expertise positively impact brand image and purchase intention. Additionally, brand engagement significantly influences purchase intention.
Sustainable Digital Marketing Strategy for Long Term Business Growth Maulida, Husna; Waluyo, Zahra Amany Alya; Soesanto, Harry
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.4.2.2025.624

Abstract

In the era of rapid digital transformation and increasing market competition, businesses are challenged to move beyond short-term marketing tactics and adopt sustainable digital marketing strategies to ensure long-term growth. This study explores the essential components of a sustainable digital marketing strategy that supports enduring business success. Using a qualitative research method with a literature study approach, this article analyzes academic sources, industry reports, and relevant case studies to identify key strategic elements. The findings show that businesses must develop a deep understanding of their market and audience, maintain consistency in branding, optimize for SEO, leverage social media, implement effective content marketing, utilize data analytics, apply targeted email marketing, and invest continuously in learning and innovation. These components collectively form the foundation for sustainable digital marketing practices. The study contributes to the field by offering practical guidance for business leaders, marketers, and policymakers in designing strategies that not only drive long-term customer engagement and loyalty but also strengthen competitive positioning in a rapidly evolving digital landscape.
Cash to Digital Transformation: Policy Challenges and Opportunities in Improving Financial Inclusion Dahliani, Klara Paskarena; Soesanto, Harry
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.4.2.2025.625

Abstract

The transition from cash-based payment systems to digital finance has emerged as a global phenomenon driven by advances in financial technology and a growing emphasis on financial inclusion. While this transformation offers significant opportunities to expand access to formal financial services, it also presents a number of policy challenges, particularly in developing countries with low levels of digital literacy. This study aims to explore the policy challenges and opportunities associated with the cash-to-digital transformation in enhancing financial inclusion. A qualitative research method with a literature study approach is used, analyzing academic publications, policy reports, and case studies from various countries. The research findings reveal that the success of this transformation depends on several important factors, including the readiness of digital infrastructure, public trust in the digital financial system, and the development of adaptive and inclusive regulations. The main contribution of this study lies in providing policy recommendations for governments, financial regulators, and fintech industry players in designing sustainable and inclusive digital transformation strategies. These findings are expected to serve as a foundation for policy makers to create a more effective digital financial ecosystem in promoting financial inclusion.
Influence of Service Quality, Price, Promotion and Loyalty Through Satisfaction Lazada Semarang Ratnasari, Maria Gratia Adi; Wibowo, Estri Ayu; Soesanto, Harry
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.4.2.2025.626

Abstract

This study aims to evaluate the influence of price perception, service quality, and promotion on Lazada customer loyalty in Semarang, with customer satisfaction as a mediating variable. This study is motivated by the results of previous studies that showed inconsistent findings regarding the relationship between these variables. Using a quantitative approach and survey method, data were collected through questionnaires distributed to 100 active Lazada users in Semarang, who were selected randomly. Data analysis was carried out using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) technique using SmartPLS software. The results showed that service quality, fair price perception, and promotion have a positive influence on customer satisfaction. In addition, satisfaction was shown to play a significant mediating role in strengthening customer loyalty. These findings highlight the importance of integrating digital transformation and sustainable marketing in building a valuable customer experience. The strategic implications of this study provide direction for Lazada to increase retention and loyalty through quality service, competitive prices, and relevant and socially responsible promotional communications.
Co-Authors Adi, Rifqi Nugroho Ahyar Yuniawan Alfi Ramdhani Putrakoranto Andra, Agam Atylla Andriyani Andriyani Apriando, Joni Putra aprianti, prilia nurfina Arief Hidayat Aris Mardiyono Arriskoni, Muhammad Anas Astarina Aria Dewi, Astarina Augusty Tae Ferdinand Aula, Maulida Berlian, Umayya Hanif Budiawan Dwi Putranto, Budiawan Dwi Christianto, Andreas Andy Dahliani, Klara Paskarena Dani Pratiwi, Dani Devi Resti, Devi Devi Riani, Devi Farida Indriani Gemilang,, Izhhar Ghani Annafi Satriadi, Ghani Annafi Giovani Erlitna, Kesia Hadi, Hanna Shafira Hanif, Muhammad Haidar Hasanah, Emy Yatul Hibba Al Kanzu, Hibba I Made Bayu Dirgantara I Made Sukresna Imroatul Khasanah Kinanti, Prasasti Sekar Kurniawan, Hendy Kurniawan, Rizal Mahdi Lestari, Yessi M. Rizky Putra Perdana, M. Rizky Putra Mahfudz Mahfudz Mahfudz Mahfudz Mariska, Angela Maulida, Husna Meirina Indah Permatasari, Meirina Indah Mindo Yumanda Siboro, Mindo Yumanda Mudiantono Mudiantono Mutmainah, Arifia Chamiatun Mu’ammar, Naufal Nababan, Jelita Safitri Najib, Muhammad Alfiyan Nida Fadhila, Nida Novita, Elvira Nugraha Fitra Andani, Nugraha Fitra Nurpratiwi, Embun Rahmah Nurul Hidayati Perkasa KS, Nicholas Anggada Pratidina, Nissa Gin Ajeng Ramadhan, Gear Ratna, Maria Moniqua Ratnasari, Maria Gratia Adi Reinisa Ramadhani, Reinisa Rindiet Akbar Wibawanto Rionaldo, Richo Rr. Selli Nisrina Faradila, Rr. Selli Nisrina Sari, Bekti Pradina Satria Avianda Nurcahyo Subeno, Edi Sugiarto S Sugiono Sugiono Sulistiyawati, Erika Sumarno . Susilo Toto Raharjo Sutopo Sutopo Syuhada Sufian Thauhid, Sandy Baytu Ulumiyah, Lailis Vega Cyndra Ragatantya, Vega Cyndra Venny Faradika Anggi, Venny Faradika Waluyo, Zahra Amany Alya Wibowo, Estri Ayu Widhiaswara, Isnaeni Agustin Wisnu Pamenang Yashinta Asteria Norhermaya, Yashinta Asteria Yolanda, Rilla Yuda Supriyanto Yulianto, Muhammad Rizal Yulianto, Yana