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All Journal Proceedings of Annual International Conference Syiah Kuala University - Social Sciences Chapter Gadjah Mada International Journal of Business JURNAL KEBANGSAAN Jurnal Sosioteknologi Neo-Bis EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Equilibrium: Jurnal Pendidikan MODUS-Jurnal Ekonomi dan Bisnis Jurnal Studi Agama dan Masyarakat Jurnal Manajemen Jurnal Manajemen dan Bisnis Indonesia Asia-Pacific Management and Business Application Jurnal Bisnis dan Manajemen Jurnal Studi Manajemen dan Bisnis IJBE (Integrated Journal of Business and Economics) FITRAH:Jurnal Kajian Ilmu-ilmu Keislaman Indikator: Jurnal Ilmiah Manajemen & Bisnis SEIKO : Journal of Management & Business JURNAL EDUCATION AND DEVELOPMENT International Journal of Supply Chain Management Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis The International Journal of Business Review (The Jobs Review) To Maega: Jurnal Pengabdian Masyarakat Jurnal Mantik Kumawula: Jurnal Pengabdian Kepada Masyarakat SCAFFOLDING: Jurnal Pendidikan Islam dan Multikulturalisme Ideas: Jurnal Pendidikan, Sosial dan Budaya Jurnal Riset Bisnis dan Manajemen Responsive: Jurnal Pemikiran dan Penelitian Administrasi, Sosial, Humaniora dan Kebijakan Publik ANALISIS - SCIENTIFIC JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND ACCOUNTING Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia TEPIAN Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis Economics and Digital Business Review JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Buletin Poltanesa Sawala : Jurnal pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat JURNAL APARATUR IJORER : International Journal of Recent Educational Research Journal of Applied Business, Taxation and Economics Reseach Formosa Journal of Multidisciplinary Research (FJMR) Asian Journal of Management Analytics Jurnal Pengabdian kepada Masyarakat eProceedings of Management Enrichment: Journal of Multidisciplinary Research and Development International Journal of Applied Economics, Accounting and Management (IJAEAM) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Penelitian Pendidikan Indonesia International Journal of Halal System and Sustainability Multidisciplinary Indonesian Center Journal Indonesian Journal of Social Science and Education Harmoni Economics: International Journal of Economics and Accounting
Mahir Pradana
Universitas Telkom
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Transportation Other

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THE INFLUENCE OF CONTENT MARKETING, OMNICHANNEL MARKETING, AND ELECTRONIC WORD OF MOUTH ON PURCHASE DECISIONS THROUGH BRAND AWARENESS IN THE BCA ‘DON’T KNOW KASIH NO.’ ADVERTISEMENT Syahdan Muhamad Rezky; Putu Nina Madiawati; Mahir Pradana
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 1 (2026): Vol. 3 No. 1 Edisi Januari 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i1.1749

Abstract

Digital transformation has reshaped the marketing communication paradigm of the banking industry in Indonesia, encouraging financial institutions to adopt creative strategies to reach digital consumers. This study aims to analyze the influence of content marketing, omnichannel marketing, and electronic word of mouth (eWOM) on purchase decisions through brand awareness in BCA’s public service advertisement “Don’t Know Kasih No!”. This banking security education campaign successfully garnered more than 100 million views through its unique storytelling approach, engaging audiovisual elements, and relevant humor, making it an interesting phenomenon to be examined scientifically. This research employs a descriptive quantitative method using the Structural Equation Modeling–Partial Least Square (SEM-PLS) approach. The research population consists of Indonesian individuals aged 17–40 years (Generation Z and Millennials) who are BCA customers and have been exposed to the “Don’t Know Kasih No.!” advertisement. The sample size was determined using Cochran’s formula, resulting in a minimum of 100 respondents, selected through purposive sampling. Data were collected using an online questionnaire developed based on a five-point Likert scale containing 47 statement items. Data analysis was conducted using SmartPLS 4.0 to evaluate validity, reliability, and structural hypothesis testing.
ENVIRONMENTAL ATTITUDE AND ENVIRONMENTALLY FRIENDLY PRODUCTS TOWARDS PURCHASE INTENTION OF TANIMBAR IKAT WOVEN GREEN PRODUCTS Matrona Patricia Malindir; Arry Widodo; Mahir Pradana
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 1 (2026): Vol. 3 No. 1 Edisi Januari 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i1.1915

Abstract

This study examines consumer behavior towards sustainable products, specifically investigating the influence of environmental attitudes and green product attributes on green purchase intention among Tanimbar Ikat Weaving consumers in Tanimbar Islands Regency. Employing a quantitative approach with Structural Equation Modeling-Partial Least Square (SEM-PLS) analysis through SmartPLS software, data were collected from 385 respondents selected via purposive sampling based on consumers who knew and had purchased Tanimbar woven products. The research tested direct relationships and moderating effects of premium price, education, and gender variables. Results revealed that environmental attitudes (β = 0.349; t = 5.306; p = 0.000) and green product attributes (β = 0.207; t = 3.014; p = 0.003) significantly and positively influence green purchase intention, with the model explaining 60.7% of the variance (R² = 0.607) and demonstrating strong predictive relevance (Q² = 0.539). However, the three moderating variables—premium price, education, and gender—did not significantly strengthen or weaken these relationships, indicating that environmental consciousness and product perception remain dominant factors regardless of demographic or economic considerations. These findings provide practical implications for traditional craft entrepreneurs in developing sustainability-based marketing strategies and empowering the local creative economy, while contributing to the sustainable development goals through cultural preservation and environmental conservation in Indonesia's eastern region.
THE INFLUENCE OF CULTURAL CONTEXT ON LUXURY VALUE PERCEPTION AND PURCHASE INTENTION: A COMPARATIVE STUDY BETWEEN INDONESIA AND AUSTRALIA IN THE AFFORDABLE LUXURY FASHION SEGMENT Lucky Roy Saputra; Putu Nina Madiawati; Mahir Pradana
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 1 (2026): Vol. 3 No. 1 Edisi Januari 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i1.2281

Abstract

The rapid growth of the global affordable luxury fashion segment presents a critical paradox, as luxury brands increasingly target culturally diverse consumers who interpret the meaning of luxury in fundamentally different ways. This phenomenon becomes particularly evident when comparing collectivist markets such as Indonesia with individualistic markets such as Australia, where uniform value propositions often fail to resonate equally. This study aims to examine the influence of cultural context on Luxury Value Perception (LVP) and Purchase Intention, as well as the moderating role of Individualism–Collectivism orientation among affordable luxury fashion consumers in Indonesia and Australia. A quantitative survey-based approach was employed and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), complemented by Measurement Invariance of Composite Models (MICOM) and Multi-Group Analysis (MGA). The findings are expected to provide empirical insights into how cultural differences shape luxury value perceptions and purchase intentions, offering strategic implications for affordable luxury fashion brands in developing culturally adaptive value propositions.
Co-Authors A Muhammad Reza Aditya Putra Amier Abdul Rahman Aditya Wardhana Agus Maolana Hidayat Ahmad Jamil Ahmad, Mokhtarrudin Akhmad Yunani Aldi Akbar Alfariq, Wildan Alif Alfi Syahrin Alini Gilang Almas Naavi Amellia, Dhella Agna An Nisaa Intan Andhika Novanto Anggara Siswanajaya Anita Silvianita Aprelia Rizki Prastika Aprijane A, Ketlin Arry Widodo Asep Miftahuddin Avian Reventiary Awanda, Kharisma Secillia Benny Kurnia bin Abu Sujak, Aznul Fazrin Bryant , De Roger Baggio Budi Rustandi Kartawinata Citra Kusuma Dewi Danang Widya Wardhana Davide Calandra Dewi, Dinda Aura Dian Herdiana Utama , Rd. Diki Wahyu Nugraha Diki Wahyu Nugraha Dinda Putri Zuniar DWIPUTRI, ALODIA LASTRI Dyah Maharani Dzakwan Nafis Hestopo Eksa Kartika, Elta Elisa, Hanifah Putri Eva Nurhazizah Fajar Ari Rachdian Farah Alfanur Fauzan Yusuf Fazrin bin Abu Sujak, Aznul Federico Lanzalonga Ferdiyansah, Muhammad Ridho Fikri Mohamad Rizaldi Fina Septiani Fitriani Nur Utami Ganea Wijaya, Banu Surya Haeruddin Hafid Hanifah Putri Elisa Hari Mulyadi, Hari Hari Sel, Boby Jamis Hasanuddin, Ainun Kautsar Henrika Arda Ekaristi Hicham Riache Hiendra Kurniawan Hilma Maulida Hindami, Ghulam Ilmam Imanuddin Hasbi Indira Rachmawati Iqbal Firmansyah Ismawati Ita Nursita Sari Jaya, Muhammad Syukron Romadhona Mairubi Jessica Afrila Neza Karima Astari Kartika Nuswantara Litasari Suwarsono Lucky Roy Saputra Luh Putu Ratna Sundari Mahendra Fakhri Mangsor, Miza Matrona Patricia Malindir Michele Oppioli Mikael Julian Irsa Muhammad Diandri Muhammad Diandri Darmawan Muhammad Hani Muhammad Ichsan Muhammad Ichsan Muhammad Idris Muhammad Idris Muhammad Raisa Permana Sakti Muhammad Rizal Ar Rasyid Nabilah Syaharani Dewasandra NIDA MUTHI ANNISA Nugrahani, Rah Utami Nur, Irwan Nursyamsiah, Amalia Octario Emirat Azrie Saputra Perdana, Ariabima Putra Pinta Uli Sinaga Puti Khairin Putri, Anida Juliana Putu Nina Madiawati R. Amalina Dewi Kumalasari R. Amalina Dewi Kumalasari R. Nurafni Rubiyanti Rafly, Muhammad Raja Razali, Raja Razana Ramadina, Tarisya Rizki  Rasyid, Rafika Isya Ratih Hendayani Ratna Rintaningrum, Ratna Renaldi Renaldi Reni Pratiwi Sihombing Ridho Ferdiyansah, Muhammad Riyanto, Yusuf Rizki , Kurniady Robi Latansa Sakha Nurwitono, Dary Salsabila, Delza Salsabila, Syifa Saragih, Romat Sarah Miranda Sjahmagri Priatama Sukma Sri Widaningsih Sulistya S, Ariraya Suryana Suryana Syafira Nanditha Danisa Syafira Nanditha Danisa, Syafira Nanditha Syahdan Muhamad Rezky Syahputra Syahputra Syahputra Syamsudin, Rifqi Faizurrahman T, Ina Septiana br Taffy Andira Kaljabar Tarandhika Tantra Tasya Shafira Ardini Taufiq Syahrir Tri Indra Wijaksana Wahyuddin S Wardhana, Aditya Wingkolatin, Wingkolatin Yogi Suprayogi Yudha Aditya Gozali Tahir Yuhana Astuti Zahid, Azham Zuniar, Dinda Putri