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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Ilmiah Econosains Jurnal Pemberdayaan Masyarakat Madani (JPMM) Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah JRMSI - Jurnal Riset Manajemen Sains Indonesia Journal on Education Jambura Science of Management Jurnal Manajemen Jurnal Industri Kreatif dan Kewirausahaan EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Jurnal Abdimas Ilmiah Citra Bakti (JAICB) Jurnal Akrab (Aksara agar Berdaya) International Journal of Environmental, Sustainability, and Social Science Journal of Applied Data Sciences DEMAnD Indonesian Collaboration Journal of Community Services (ICJCS) PROSIDING SEMINAR NASIONAL FISIKA (E-JOURNAL) Prosiding Seminar Nasional Pengabdian Kepada Masyarakat ASEAN Marketing Journal Business Management e-Jurnal Apresiasi Ekonomi Business and Investment Review Journal of Law, Education and Business International Journal of Economics, Management and Accounting Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi JIM : Journal Of International Management Jurnal Ilmiah Ekonomi dan Manajemen Jurnal Pengabdian Masyarakat dan Riset Pendidikan JISOSEPOL : Jurnal Ilmu Sosial Ekonomi dan Politik Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Ekonomi Keuangan Syariah dan Akuntansi Pajak Siber International Journal of Digital Business Jurnal Cendekia Ilmiah INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Setyo Ferry Wibowo
Universitas Negeri Jakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Public Health Social Sciences Other

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PENGARUH SALES PROMOTION, EWOM, CONTENT MARKETING TERHADAP ATTITUDE DAN PURCHASE INTENTION PRODUK SIAP MINUM TOMORO COFFEE DI JAKARTA Andika Bagus Nugroho; Setyo Ferry Wibowo; Rizka Zakiah
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 4 No. 2 (2026): Februari
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v4i2.8628

Abstract

The growth of information technology and the internet has dramatically changed the way individuals search, choose, and interact with brands or products. This study aims to analyze the influence of sales promotion, e-WOM, and content marketing on the attitude and purchase intention of Tomoro Coffee ready-to-drink products in Jakarta. This study used a survey method, while the data collection technique was through an online questionnaire of 200 Tomoro Coffee consumer respondents in the DKI Jakarta area. Data analysis was conducted using quantitative methods with AMOS software. The results showed that sales promotion, electronic word of mouth, and content marketing had a positif and significant effect on attitude and purchase intention. These findings summarize how sales promotions such as coupons, rebates, and special prices attract attention through the urgency of limited offers, build interest with high perceived value, trigger desire through stimulus, and drive the process towards direct purchase intention. On the other hand, e-WOM provides social validation at the attention stage through authentic reviews, strengthens interest and desire with trust, and encourages the formation of positif attitudes. In addition, shared content marketing leads to action through high engagement that forms a favorable attitude towards purchase intention. This research contributes to the development of theory in the field of digital marketing, particularly for marketers, entrepreneurs, and policymakers in developing effective and efficient digital marketing communication strategies.
The Influence of Environmental Consciousness, Green Lifestyle, Influencer Credibility, and Social Media Engagement on Purchase Intention of Slow Fashion Products on the TikTok Application among Generation Z Fajar ASHSIDIK; Setyo Ferry WIBOWO; Andi Muhammad SADAT
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 4 (2025): International Journal of Environmental, Sustainability, and Social Science (Jul
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i4.1459

Abstract

This study analyzes the influence of environmental awareness, green lifestyle, influencer credibility, and social media engagement on slow fashion purchase intentions among Generation Z on TikTok. The massive fast fashion industry contributes to environmental problems, with significant clothing waste in Indonesia. Slow fashion offers sustainable solutions, but its implementation remains limited. Generation Z, as primary consumers of fast fashion and active TikTok users, has the potential to be a driver of change. Using quantitative methods on 200 Generation Z respondents in Greater Jakarta (Jabodetabek) who were exposed to slow fashion content on TikTok, the results show that environmental awareness positively influences slow fashion purchase intentions and green lifestyle. Influencer credibility increases social media engagement, which in turn influences green lifestyle and purchase intentions. However, green lifestyle does not directly influence slow fashion purchase intentions, as Generation Z may prioritize mindful clothing consumption (e.g., capsule wardrobes) over simply purchasing new products. Influencer credibility also does not directly influence purchase intentions, possibly due to skepticism of promotional content or a lack of influencer expertise in sustainable fashion. In conclusion, increasing environmental awareness and engaging social media engagement are crucial to driving slow fashion purchase intentions among Generation Z. Marketing strategies must go beyond influencer credibility alone to effectively drive purchases. This research provides valuable insights into understanding consumer behavior and desires.
Social Media Marketing Optimization to Increase MSME Brand Preference: Systematic Literature Review Laelah Purnamasari; Mohamad Rizan; Karuniana Dianta A. Sebayang; Setyo Ferry Wibowo
Digital Economic, Management and Accounting Knowledge Development (DEMAnD) Vol 6 No 1 (2024): June 2024
Publisher : Universitas Linggabuana PGRI Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46757/demand.v6i1.379

Abstract

This research discusses the importance of optimizing social media marketing strategy for Micro, Small, and Medium Enterprises (MSMEs) to increase brand preference and business success. By considering the characteristics of MSMEs such as size, industry, and experience in using social media, this research highlights several implications that can serve as guidelines for MSMEs in developing effective marketing strategies. In the modern business context, social media has become a very important tool in marketing. However, effective use of social media requires a strategy tailored to each business's characteristics and needs. Micro, Small, and Medium Enterprises (MSMEs) are a sector that needs the right strategy to utilize social media to increase brand preference and competitiveness. This study aims to explore the implications of MSME characteristics on the effectiveness of social media marketing strategies. By taking into account the size of the businesses, the industry in which they operate, and their level of experience in using social media, this study provides deep insights into how MSMEs can optimize their use of social media. One important implication is the need to develop a marketing strategy that is tailored to the needs and target audience of MSMEs. Quality content, active interaction with the audience, effective use of advertising, and continuous data analysis are key factors that MSMEs should consider in designing their social media marketing strategy. The results of this study can provide practical guidance for MSMEs in developing more effective marketing strategies and increasing their business success through social media. By understanding the implications of their characteristics, MSMEs can better utilize the full potential of social media to achieve marketing goals and increase brand preference in an increasingly competitive market
EXPLORING THE OUTCOMES OF INTERNAL MARKETING: A SYSTEMATIC LITERATURE REVIEW Juanna, Andi; Mohamad Rizan; Setyo Ferry Wibowo
Jurnal Industri Kreatif dan Kewirausahaan Vol 9 No 1 (2026): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2026
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v9i1.3539

Abstract

Internal marketing has increasingly attracted scholarly attention as an organizational approach that treats employees as internal customers and seeks to enhance employee-related and organizational outcomes through communication, support, development, empowerment, and alignment with organizational goals. Among these outcomes, job satisfaction has emerged as one of the most frequently examined and strategically important constructs because of its close relationship with employee retention, engagement, performance, and well-being. This study aims to systematically review and synthesize the existing literature on internal marketing and its outcomes, with particular emphasis on job satisfaction and related employee outcomes. A systematic literature review approach was employed using the Publish or Perish application to retrieve records indexed in the Scopus database. The search process used the keywords “job satisfaction” AND “internal marketing,” “job satisfaction” AND “internal market orientation,” and “internal marketing” AND “job satisfaction in service industry.” The initial search identified 124 records. After applying eligibility criteria and PRISMA-based screening procedures, 24 articles published between 2018 and 2024 were selected for in-depth analysis. The findings indicate that internal marketing consistently contributes positively to job satisfaction and is also associated with organizational commitment, work engagement, customer orientation, task performance, employee retention, and broader well-being outcomes. The review further shows that internal marketing is commonly operationalized through dimensions such as empowerment, communication, work environment, development, compensation, vision, and organizational support. Overall, the study confirms that internal marketing should be viewed as a strategic organizational framework with significant implications for both employee satisfaction and wider organizational effectiveness.
The Influence of Environmental Consciousness, Green Lifestyle, Influencer Credibility, and Social Media Engagement on Purchase Intention of Slow Fashion Products on the TikTok Application among Generation Z Fajar ASHSIDIK; Setyo Ferry WIBOWO; Andi Muhammad SADAT
International Journal of Environmental, Sustainability, and Social Science (IJESSS) Vol. 6 No. 4 (2025): International Journal of Environmental, Sustainability, and Social Science (Jul
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i4.1459

Abstract

This study analyzes the influence of environmental awareness, green lifestyle, influencer credibility, and social media engagement on slow fashion purchase intentions among Generation Z on TikTok. The massive fast fashion industry contributes to environmental problems, with significant clothing waste in Indonesia. Slow fashion offers sustainable solutions, but its implementation remains limited. Generation Z, as primary consumers of fast fashion and active TikTok users, has the potential to be a driver of change. Using quantitative methods on 200 Generation Z respondents in Greater Jakarta (Jabodetabek) who were exposed to slow fashion content on TikTok, the results show that environmental awareness positively influences slow fashion purchase intentions and green lifestyle. Influencer credibility increases social media engagement, which in turn influences green lifestyle and purchase intentions. However, green lifestyle does not directly influence slow fashion purchase intentions, as Generation Z may prioritize mindful clothing consumption (e.g., capsule wardrobes) over simply purchasing new products. Influencer credibility also does not directly influence purchase intentions, possibly due to skepticism of promotional content or a lack of influencer expertise in sustainable fashion. In conclusion, increasing environmental awareness and engaging social media engagement are crucial to driving slow fashion purchase intentions among Generation Z. Marketing strategies must go beyond influencer credibility alone to effectively drive purchases. This research provides valuable insights into understanding consumer behavior and desires.
Assessing Consumer Perception in Muslim-made Cosmetics: A Relationship Quality Perspective Kurnia Budhy Scorita; Agung Wahyu Handaru; Setyo Ferry Wibowo
Journal of Applied Data Sciences Vol 7, No 1: January 2026
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v7i1.1016

Abstract

This study investigates the drivers of repurchase intention in the Muslim-made cosmetics market by examining the mediating roles of trust and satisfaction within a relationship quality framework. Grounded in Relationship Quality Theory and the Stereotype Content Model, the research integrates perceived product quality, brand image, and perceived AI warmth as key antecedents influencing consumer loyalty. A comparative analysis of two structural models (Model 1 and Model 2) is conducted to explore the directionality of the mutually reinforcing relationship between trust and satisfaction. Data were collected via structured online surveys from 439 Muslim consumers in Jakarta, Indonesia, and analyzed using PLS-SEM. Findings reveal that perceived AI warmth is the strongest predictor of both trust (t=7.587, p0.001) and satisfaction (t=8.874, p0.001). In Model 1, trust significantly precedes satisfaction (t=4.869, p0.001); conversely, in Model 2, satisfaction reciprocally enhances trust (t=5.280, p0.001), supporting a dynamic, co-evolutionary process. Perceived product quality significantly impacts trust (t=3.780, p0.001) but only affects satisfaction when satisfaction is modeled as an antecedent to trust (Model 2: t=1.984, p=0.048). Brand image exerts a strong effect on satisfaction (Model 1: t=4.235, p0.001; Model 2: t=4.855, p0.001) but loses its direct path to trust in Model 2. Both trust and satisfaction have significant direct effects on repurchase intention (Model 1, Trust t=4.577, p0.001, Satisfaction t=8.538, p0.001; Model 2, Trust: t=4.630, p0.001; Satisfaction t=8.130, p0.001). The study validates the dual mediating roles of trust and satisfaction in translating perceptions of product quality, brand symbolism, and AI-induced warmth into behavioral loyalty. Theoretically, it advances a reciprocal, experience-driven model of relationship quality, extending prior discussions of reciprocity beyond traditional unidirectional frameworks. Practically, it offers actionable insights for marketers seeking to leverage AI personalization and identity-based branding to cultivate long-term loyalty in culturally sensitive, value-driven markets.
Navigating Institutional Pressures and Cognitive Aspects: Strategies for Sustainable Corporate Performance in Creative Industries Iskhak Ishkak; Setyo Ferry Wibowo; Suparno Suparno
Journal of Applied Data Sciences Vol 7, No 1: January 2026
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v7i1.1058

Abstract

This study examines the relationship between institutional pressures and corporate performance through the lens of corporate cognitive aspects in the Indonesian creative industry sector. Data were collected from 531 business owners across fashion, food, and crafts sectors and analyzed using Structural Equation Modeling Partial Least Squares (SEM–PLS). The results show that institutional pressures significantly affect digital transformation (β = 0.656, p 0.001), entrepreneurial orientation (β = 0.748, p 0.001), dynamic capability (β = 0.660, p 0.001), and competitive advantage (β = 0.759, p 0.001). However, the direct effect of institutional pressures on corporate performance is not significant (β = 0.039, p = 0.231). Instead, digital transformation (β = 0.347, p 0.001), entrepreneurial orientation (β = 0.146, p = 0.007), and dynamic capability (β = 0.446, p 0.001) mediate the relationship, explaining 65% of the variance in corporate performance (R² = 0.65). This study contributes to the literature by highlighting the role of corporate cognitive aspects and emphasizing the integration of institutional theory into entrepreneurial practice. Moreover, it aligns with Sustainable Development Goals (SDGs) 9 and 12 by promoting responsible consumption and innovation in industry. One limitation of this study lies in its focus on Indonesia’s creative sector, suggesting that future research should explore broader contexts. The findings encourage businesses to adopt corporate cognitive aspects to achieve sustainable growth. Future studies could also investigate additional antecedents of corporate cognitive aspects and their influence on environmental performance.
Peran Apa yang Dimainkan Digital Marketing dalam Nation Branding di Masa Perang? Konseptual Model dari Kasus Ukraina Reztrianti, Diajeng; Usep Suhud; Setyo Ferry Wibowo
JISOSEPOL: Jurnal Ilmu Sosial Ekonomi dan Politik Vol. 3 No. 1 (2025): JISOSEPOL : Jurnal Ilmu Sosial Ekonomi dan Politik, Edisi Januari-Juni 2025
Publisher : Samudra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61787/3eahh092

Abstract

The present research proposes a conceptual model that explains how digital marketing communication strategies play a role in shaping nation brand equity amid geopolitical crises. This assertion is supported by a case study of the Russia-Ukraine war. The research adopts a model-based conceptual approach, integrating literature on digital narrative content, social media diplomacy and digital multichannel orchestration as key variables that influence perceived trust, emotional engagement and digital brand reputation. Utilizing Toulmin's argument framework, the research offers a logical justification for the relationship between the variables, thereby demonstrating that authentic and emotional digital narratives foster global public trust, while digital diplomacy enhances country engagement and credibility, and multichannel orchestration strengthens reputation through cross-platform message consistency. This study concludes that digital marketing communication is not merely a promotional tool, but a strategic instrument in building global perceptions during times of crisis. This research makes a theoretical contribution by expanding the scope of brand equity theory from the business context to the geopolitical realm. Furthermore, it provides a pragmatic framework for states to formulate integrated and responsive digital communication strategies in periods of conflict.
The Influence of Live streaming, E-Promotions and Content Marketing on Repurchase Intentions with Customer Satisfaction as an Intervening Variable (Case Study on Local Brand Jiniso) Herli Marlina; Mohamad Rizan; Setyo Ferry Wibowo
International Journal of Economics, Management and Accounting (IJEMA) Vol. 1 No. 8 (2024)
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v1i8.90

Abstract

This research aims to determine the effect of live streaming, e-promotions and marketing content on repurchase intention with customer satisfaction as an intervening variable for the local brand Jiniso. This research uses quantitative research using purposive sampling and using a sample of 200 people. The data collection technique uses a questionnaire. Data analysis using the SEM LISREL 8.8 application. The research results show that live streaming have a positive and significant effect on repurchase intention, e-promotions have a positive and significant effect on repurchase intention, marketing content have a positive and significant effect on repurchase intention, customer satisfaction can mediate the influence of live streaming on repurchase intention. Customer satisfaction can mediate the influence of e-promotions on repurchase intention and customer satisfaction can mediate the influence of marketing content on repurchase intention.
Pengaruh Social Media Influencer dan User Generated Content Terhadap Purchase Intention Produk Skincare Melalui Fear of Missing Out Febryan Widjanarko; Setyo Ferry Wibowo; Meta Bara Berutu
Journal of Law, Education and Business Vol. 4 No. 2 (2026): Oktober 2026
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/jleb.v4i2.8903

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Influencer dan User Generated Content terhadap Purchase Intention produk skincare, serta menganalisis peran Fear of Missing Out sebagai variabel mediator. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui penyebaran kuesioner daring kepada 400 responden yang berdomisili di DKI Jakarta. Teknik pengambilan sampel yang digunakan adalah purposive sampling, sedangkan teknik analisis data menggunakan analisis deskriptif dan Structural Equation Modeling dengan IBM SPSS AMOS. Hasil penelitian menunjukkan bahwa Social Media Influencer berpengaruh positif dan signifikan terhadap Fear of Missing Out dan Purchase Intention. User Generated Content berpengaruh positif dan signifikan terhadap Purchase Intention, tetapi tidak berpengaruh signifikan terhadap Fear of Missing Out. Fear of Missing Out berpengaruh positif dan signifikan terhadap Purchase Intention serta memediasi pengaruh Social Media Influencer terhadap Purchase Intention, tetapi tidak memediasi pengaruh User Generated Content terhadap Purchase Intention. Temuan ini menunjukkan bahwa influencer lebih mampu menimbulkan rasa tidak ingin tertinggal dari tren skincare, sedangkan konten pengguna lain lebih berperan sebagai bahan pertimbangan sebelum konsumen membeli produk.
Co-Authors -, Rahmi Agung Wahyu Handaru Agus Wibowo Ahmad Muzaki Ahmad Muzaki Andi Juanna Andi Muhammad SADAT Andika Bagus Nugroho Aprilia Whetyningtyas Cattleya Dewi Puter Cedaryana, Cedaryana Cholifah, Fismayatni Christopher Young Dalimunthe, Sholatia Destria Kurnianti Dewi Agustin Pratama Sari Dewi Susita Diajeng Reztrianti Diena Noviarini Dini Octoria Dra. Nurahma Hajat, M5i. Dwita, Febrisi Effendi, Mohammad Sofwan Elli Setianingsih Fajar ASHSIDIK Febriawan, Reza Febryan Widjanarko Fidhyallah, Nadya Fadillah Gatot Nazir Ahmad Ghifari, Ezar Atira Anamta Handayani, Retno Tri Hanif Giri Shihab Haykal, Azzahra Putri Heri Nurranto Herli Marlina Hermansyah Hermansyah Herstanti, Ghassani Ida Ayu Putu Sri Widnyani Ilhamilimy, Ridho Rafqi Imas Gandasari Iskhak Ishkak Iskhak, Iskhak Karimah, Maya Puspita Karuniana Dianta Arfiando Sebayang Kirana Kusuma Wardhani Kresnamurti R. P., Agung Kurnaen, Teguh Kurnia Budhy Scorita Laelah Purnamasari Lenggogeni, Lenggogeni Lestari, Friska Aviyanti M. Alimardi Hubeis Mahfirah, Titis Fatarina Malzara, Vidia Ratu Balqis Mardi Marsellisa Nindito Marsellisa Nindito Marsellisa Nindito, Marsellisa Meta Bara Berutu Mohamad Rizan Mohammad Rizan, Mohammad Monoarfa, Terrylina Arvinta Muhammad Fawaiq Muhammad Fawaiq Muhammad Sadat, Andi Mukhamad Najib Murti, Agung Kresna Neti Rizmanisa Ramza Nurahma Hajat, Nurahma Parimitha, Widya Purwana E.S., Dedi Puter, Cattleya Dewi Rahmi Raidah, Raden Atia Reza Dwi Anggara Ridho Rafqi Ilhamalimy Rifqi Vazwan, Muhammad Rina Herlina Rissa Hanny Roni Faslah Roni Faslah Rosmauli, Dede Saidani, Basrah Salsabila, Audrey Safa Sari, Dewi Agustin Pratama Sari, Elsyana Purnama Sari, Rini Nurmala Sarih, Iin Pusfita Sasmita, Indra Sazali, Adnan Shandy Aditya Shandy Aditya, Shandy SIHOTANG, DONI SUGIANTO Singal, Anna Maurina Siregar, Muhammad Edo Suryawan Suherman Suparno Suparno Suparno Suparno Susi Umi Mustafidah Triyani, Winny Viola Ujang Sumarwan Umi Widyastuti Usep Suhud Widya Parimita, Widya YAMANI, AKHMAD Yudha Heryawan Asnawi Yulia Fitriani, Yulia Zahro, Khalisatuz Zakiah, Rizka