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All Journal The International Journal of Accounting and Business Society PROSIDING SEMINAR NASIONAL CENDEKIAWAN Jurnal Sinar Manajemen Prosiding Seminar Nasional Pakar JURNAL PENDIDIKAN TAMBUSAI Aptisi Transactions on Management Community Engagement and Emergence Journal (CEEJ) Journal of Economics and Business UBS Manajemen dan Bisnis International Journal of Management Science and Information Technology (IJMSIT) ProBisnis : Jurnal Manajemen Premium: Insurance Business Journal International Journal of Humanities Education and Social Sciences Journal of Management and Digital Business Jurnal Ekonomi Trisakti PROGRESIF Journal of Social And Economics Research Jurnal Ilmiah Hospitality Management Business and Entrepreneurial Review Media Riset Bisnis & Manajemen Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS Jurnal Manajemen dan Ekonomi Kreatif Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan EBID:Ekonomi Bisnis Digital journal of social and economic research
Ayu Ekasari
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Antecedents Purchase Intention Local Fragrance Farras, Muhammad Ammar; Ayu Ekasari
ProBisnis : Jurnal Manajemen Vol. 16 No. 06 (2025): December: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Local fragrance brands such as SAFF & Co, Mykonos, and HMNS have successfully built strong identities through signature products, influencer collaborations, and digital platforms. The Indonesian fragrance industry is showing a positive trend with more and more consumers recognizing the importance of fragrance. This research is to analyze social media marketing, brand awareness, consumer brand engagement on purchase intention of local fragrance. This research uses qualitative methods and uses purposive sampling techniques. Through a questionnaire as a data collection tool, a sample size of 200 respondents was obtained. The questionnaire was distributed to individual users of local fragrance brands such as SAFF & Co, Mykonos, and HMNS and also often see content about local fragrance products such as SAFF & Co, Mykonos, and HMNS using Google Form. Hypothesis testing using the structural equation model (SEM) method. The results of this study reveal that social media marketing, brand awareness, consumer brand engagement significantly affect purchase intention. Based on the results of the study, the managerial implications underscore the importance of improving integrated digital marketing strategies among managers of local perfume companies. This strategy includes developing user-generated content campaigns, building a memorable brand with consistent visuals, and creating emotional bonds through personal stories and active interactions. Awareness is crucial to ensure that local perfume marketing strategies are carried out in an effective way, thereby increasing purchase intention and contributing to the growth of Indonesia's local perfume industry.
Digital Marketing 4.0 and Its Role in Enhancing E-Commerce Competitiveness: Evidence from Coffee Shop Businesses in Indonesia Pakpahan, Arnolt Kristian; Ekasari, Ayu; Setiawan, Verrel Rhein Indra
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6537

Abstract

The development of digital technology has significantly transformed the modern marketing landscape, particularly in the era of Industry 4.0 characterized by high connectivity and the adoption of digital platforms. This study aims to analyze the role of Digital Marketing 4.0 strategies in enhancing the e-commerce competitiveness of coffee shop businesses in Indonesia. The research employs a qualitative descriptive approach using a case study method. Data were collected through digital observations of social media and e-commerce activities, in-depth interviews with coffee shop owners and marketing practitioners, and documentation analysis involving 50 coffee business owners operating across several Indonesian cities. The findings indicate that the implementation of data-driven digital marketing strategies, customer interactivity, and personalized content significantly strengthens brand engagement, improves customer loyalty, and expands market reach. The study highlights that Digital Marketing 4.0 is not merely a technological tool but a strategic approach for creating sustainable competitive advantage for coffee businesses in the digital economy. These findings provide practical insights for small and medium-sized enterprises seeking to leverage digital platforms to improve competitiveness.
Nilai emosional dan minat beli konsumen: Studi empiris pada platform Tiktok shop di indonesia Pakpahan, Arnolt; Ekasari, Ayu; Chandra, Kristian
Journal of Management and Digital Business Vol. 6 No. 1 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i1.2190

Abstract

This study aims to analyze the influence of emotional value on consumers' buying interest on the TikTok Shop platform and to affirm the role of emotions in the social media-based purchase decision-making process. The study used a quantitative, survey-based approach among TikTok users who had interacted with sales content. Data was collected through an online questionnaire using a five-point Likert scale and analyzed using the Partial Least Squares (PLS) method with the help of SmartPLS software. The results showed that emotional value had a positive and significant effect on consumer buying interest, with the model's predictive ability being moderate to strong. These findings confirm that positive emotional experiences, such as happiness, satisfaction, and entertainment, are important drivers of purchase intent in the context of social commerce. The novelty of this research lies in the empirical testing of emotional value as the main determinant of buying interest in the TikTok Shop ecosystem using the PLS approach, which remains underdeveloped in digital marketing studies in Indonesia, as well as in the emphasis on shifting marketing strategies from rational aspects to consumer emotional experiences.
Co-Authors Abdullah, Muhamad Gamal Agustin, Yulia Alamsyah, Sarah Amanda Julia Alvin Alvin, Alvin Angkasa, Vivi Anindita, Rangga Anung Ardelia, Rahmadina Arnolt Kristian Pakpahan, Arnolt Kristian ASEP HERMAWAN Bahtiar Usman, Bahtiar Bangun, Cicilia Bima Farras Suddywo Cicilia Sriliasta Deni Krisyanto Fachrudiana, Nadia Fajaray, Ariani Farras, Muhammad Ammar Fatik Rahayu Fernando, Maychel Benny Havidz Kus Hidayat, Darra Pradita Ichsan, Muhammada Daffa Zahrandika Jayananda, Aurelia Jihan, Nur Anisah Laksono, Wafi Suryo Lestari, Henny Setyo Lucy Warsindah Luki Adiati Pratomo M. Wisratul Ikhsan M Martiningtiyas, Catur Rahayu Medellien Lidia Kambu Muayyad, Deden Misbahudin Murtanto Murtanto Nurul Aida Pakpahan, Arnolt Rahadatul Aisyi, Syakirah Cahya Rangi, Noah Salma, Iman Salsabila Bhakti, Hana Putri Setiawan, Verrel Rhein Indra Sofiya, Sofiya Sukamto, Ika Sumiyarsi Syifa Shafira Afiani Thirafi, Davinariyan Mohammad Tiny Rahayu Wisanti, Ninda Diah Wulan Sari, Wulan Yanti, Harti Budi Zulsi Nurvinka, Afsari