Articles
The Effect of Financial Literacy and Social Proof on Impulse Purchases of Virtual Items among Generation Z
Juan Wody Romansa;
Afidah Nur Aslamah;
Osly Usman;
Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia
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DOI: 10.64243/JOSMI.01.1.07
This study analyzes the influence of Financial Literacy and Social Proof on Impulsive Buying behavior of virtual items among Generation Z users on the Roblox platform, with Usage Intensity as a mediating variable. Employing a quantitative approach, data were collected from 105 active Gen Z Roblox users in Indonesia through purposive sampling and analyzed using Structural Equation Modeling (PLS-SEM). The results reveal a unique phenomenon where Financial Literacy and Social Proof do not directly trigger impulsive buying. Instead, both variables significantly increase Usage Intensity. Subsequently, Usage Intensity acts as a full mediator that effectively bridges the influence of cognitive and social factors on impulsive buying decisions. These findings confirm a financial literacy paradox in the virtual economy, where high engagement and screen time (Usage Intensity) effectively weaken rational control, bridging the gap between cognitive knowledge and impulsive purchasing decisions.
The Effect of Feature Convenience and Discounts on Post-Purchase Feelings in TikTok Shop among Generation Z
Alimah Alda Fuadiyah;
Afidah Nur Aslamah;
Osly Usman;
Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia
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DOI: 10.64243/JOSMI.01.1.08
The rapid growth of social commerce has transformed online shopping behavior, particularly among Generation Z consumers. TikTok Shop, as a social commerce platform, integrates interactive features, seamless purchasing processes, and promotional incentives such as discounts and flash sales. This study aims to analyze the impact of feature convenience and discounts on post-purchase feelings, specifically post-purchase satisfaction and post-purchase regret, among Generation Z TikTok Shop users. A quantitative research design was employed using a survey method, with data collected from respondents who had made purchases on TikTok Shop within the last six months. The data were analyzed using a partial least squares based approach. The results indicate that perceived ease of use has a significant positive effect on post-purchase satisfaction, while discounts do not show a significant direct influence on satisfaction. Furthermore, neither feature convenience nor discounts were found to have a significant effect on post-purchase regret. These findings suggest that post-purchase satisfaction in social commerce is driven more by platform usability and user experience than by promotional incentives. Meanwhile, post-purchase regret appears to be influenced by other factors beyond the scope of this study. The findings provide practical implications for social commerce platform developers to prioritize usability and for consumer education initiatives aimed at promoting responsible digital consumption among Generation Z.
The Influence of Digital Service Quality, Platform Trust, and User Experience on Purchase Decisions on Shopee
Andi Muh Fachry;
Afidah Nur Aslamah;
Osly Usman;
Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia
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DOI: 10.64243/JOSMI.01.1.09
Indonesia's e-commerce landscape has witnessed exponential expansion, with Shopee commanding 51 percent of market traffic, suggesting that particular digital platform elements substantially affect consumer purchasing behavior. This research aims to examine the impact of digital service quality, platform trust, and user experience on purchase decisions at Shopee, both individually and concurrently. Utilizing a quantitative methodology with explanatory research framework, this research employed Structural Equation Modeling-Partial Least Squares (SEM-PLS) to examine data from 64 active Shopee users in Indonesia who fulfilled inclusion criteria of being minimally 18 years old and having completed at least three transactions within six months. Measurement instruments exhibited excellent validity with Average Variance Extracted scores surpassing 0.50 and high reliability with Composite Reliability spanning from 0.887 to 0.912. Findings disclosed that user experience exerted the strongest impact with path coefficient of 0.349, succeeded by digital service quality (0.312) and platform trust (0.286), all statistically significant at p<0.05. Concurrent assessment validated that the three constructs collectively accounted for 74.3 percent of purchase decision variability with R² of 0.743, demonstrating substantial predictive capability. The research concludes that synergistic interaction among system efficiency, platform integrity confidence, and user experience quality generates cumulative effects stimulating digital consumption behavior. E-commerce platforms should optimize these three elements holistically to enhance purchase conversion rates and sustain competitive advantage in Indonesia's dynamic digital marketplace.
From Enjoyment to Utility: Determinants of Digital Natives’ Adoption of Generative Artificial Intelligence
Hasna Azzahidah;
Adnan Kasofi;
Osly Usman;
Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia
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DOI: 10.64243/JOSMI.02.1.07
GenAI's growing popularity has altered the way digital natives approach their work and schoolwork. Since most people choose not to utilize GenAI, it is crucial to determine what makes people want to perform certain things. This study uses the Unified Theory of Acceptance and Use of Technology (UTAUT2) to investigate the elements that impact the intents of digital natives to use generative AI. Our quantitative cross-sectional research included 152 digital natives residing in Jakarta who had prior experience working with generative AI technologies. In order to analyze the collected data, Partial Least Squares-Structural Equation Modeling (PLS-SEM) was used. The results show that effort and performance anticipation have a favorable effect on behavioral intention, which shows how important it is to have high hopes for performance improvements and simplicity of use to encourage adoption. Social influence has a statistically meaningful, although minor, effect on behavioral intention, in contrast to hedonic incentive, which does not. Overall, the model demonstrates moderate explanatory power, suggesting that generative AI adoption among digital natives is primarily driven by utilitarian considerations. These findings imply that generative artificial intelligence is mainly perceived as a functional, productivity-oriented tool rather than a source of enjoyment. The study offers practical implications for institutions and developers to prioritize usability and performance value when encouraging GenAI adoption in academic and professional context.
Perceived Enjoyment, Curiosity, and Control Competence as Predictors of Behavioral Intention in Digital Ticket Booking Services: A Study of Indonesian Generation Z
Nayla Zannata Mugni;
Adnan Kasofi;
Osly Usman;
Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia
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DOI: 10.64243/JOSMI.02.1.08
This study examines the determinants of Behavioral Intention to Use digital entertainment ticket booking platforms among Indonesian Generation Z by applying the Hedonic Motivation System Adoption Model (HMSAM). A quantitative causal design was employed using survey data collected in December 2025 from 122 respondents who had used online ticket booking services within the last six months. The data were analyzed using multiple linear regression in IBM SPSS, supported by instrument testing and classical assumption checks. The results show that Perceived Enjoyment, Curiosity, and Control Competence each have a positive and significant effect on Behavioral Intention. Among the predictors, Curiosity is the most dominant factor, indicating that exploratory motivation is central in shaping reuse intention for entertainment-oriented services. The model demonstrates strong explanatory power, accounting for 80.5% of the variance in Behavioral Intention. These findings confirm HMSAM’s relevance in hedonic-dominant digital contexts and suggest that platform development should prioritize features that stimulate exploration, maintain enjoyable interaction, and strengthen user control through clear navigation and transparent transaction processes.
The Influence of Electronic Word of Mouth, Trust, and Perceived Value on Consumer Purchase Intentions of Automotive Brand Arvi Creations
Adib Pradipta;
Adnan Kasofi;
Osly Usman;
Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia
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This study aims to examine the influence of electronic word of mouth (e-WOM), trust, and perceived value on consumer purchase intention toward the local automotive brand Arvi Creations. The research employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 167 respondents who had obtained information about Arvi Creations from digital media. The sampling technique applied was non-probability sampling, combining purposive and snowball sampling methods. Data analysis was conducted using multiple linear regression to test both partial and simultaneous effects among the variables. The results indicate that e-WOM, trust, and perceived value have a positive and significant effect on purchase intention. Partially, trust is the most dominant variable influencing consumer purchase intention, followed by e-WOM and perceived value. Simultaneously, these three independent variables explain most of the variation in consumer purchase intention. These findings support the relevance of the Theory of Planned Behavior in explaining automotive consumer behavior in the digital era. This study also provides practical implications for local automotive brands in enhancing purchase intention through managing positive e-WOM, building consumer trust, and creating superior product value.
The Influence of Short-Form Promotional Video Content on Movie Ticket Purchase Decisions Through Electronic Word of Mouth (E-WOM) Among Gen Z
Reysa Almaira Anandita;
Adnan Kasofi;
Osly Usman;
Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia
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DOI: 10.64243/JOSMI.02.1.10
The development of social media has driven changes in promotional strategies in the film industry, particularly through the use of short video content such as TikTok, Instagram Reels, and YouTube Shorts. Short video content is considered capable of attracting audience attention, conveying information concisely, and encouraging interaction and digital conversation among users. In the context of Generation Z, electronic word of mouth (e-WoM) is an important factor that influences consumer confidence and decisions before purchasing movie tickets. This study aims to analyze the influence of short promotional video content on electronic word of mouth and movie ticket purchasing decisions, as well as to examine the role of e-WoM as a mediating variable. The study uses a quantitative approach with a causal design. Data were collected through an online questionnaire survey distributed to Generation Z who had seen short promotional video content and had watched movies in theaters. The sampling technique used was purposive sampling with a total of 90 respondents. The research instrument used a five-point Likert scale without neutral options. Data analysis was performed using linear regression analysis and mediation tests with the help of SPSS software.This study is expected to contribute academically to the development of digital consumer behavior studies, particularly regarding the role of short video content and electronic word of mouth in influencing movie ticket purchasing decisions. In addition, the results of this study are expected to provide practical considerations for film industry players in designing social media-based promotional strategies.
Pengaruh Perceived Experiential Branding dan Social Buzz terhadap FOMO serta Purchase Intention Konsumen Cloudcakes di TikTok
Bianca Ayu Anindira;
Adnan Kasofi;
Osly Usman;
Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia
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DOI: 10.64243/JOSMI.02.1.11
This study investigates how Perceived Experiential Branding (PEB) and Social Buzz (SB) influence Purchase Intention (PI) toward Cloudcakes as a viral local F&B brand on TikTok, with Fear of Missing Out (FOMO) as a mediating variable within the Stimulus–Organism–Response (S–O–R) framework. A quantitative explanatory design was employed using an online survey of Indonesian TikTok users who have been exposed to Cloudcakes-related content. Data were analyzed using SEM-PLS. The preliminary adequacy test indicates the dataset is suitable for factor-based modeling (KMO = 0.957; Bartlett’s test significant). Measurement model results demonstrate strong reliability and convergent validity, supported by high internal consistency and satisfactory indicator loadings, as well as established discriminant validity. Structural model testing shows that PEB and SB significantly increase FOMO, and both PEB and SB also positively affect PI. FOMO further strengthens PI, confirming its mediating role. The model explains substantial variance in FOMO and PI and demonstrates predictive relevance. These findings imply that local F&B brands can enhance purchase intention by strengthening experiential branding and maintaining social buzz while managing FOMO-driven pressure responsibly.
The Influence of Digital Technology Utilization and Adoption on the Operational Efficiency of MSMEs in the Era of Digital Transformation
Julianda Jahid Muttaqin;
Afidah Nur Aslamah;
Osly Usman;
Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia
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DOI: 10.64243/JOSMI.01.1.10
The accelerated improvement of digital technology has contributed substantial adjustments to the way Small enterprise within the capital city in Jakarta conduct their business operation. The growth of internet access, the extensive use of smartphones, and the increasing availability of digital platforms have opened wider possibilities for improving business efficiency. This study aims to explore how the use and acceptance of digital technology influence the operational effectiveness of local business owners in Jakarta within the framework of digital transformation. A quantitative explanatory method is used in this research, gathering information via an online survey sent to MSME owners in Jakarta. The variables investigated in this study include Digital Technology Utilization (X1), Digital Technology Adoption (X2), and Operational Efficiency (Y). The findings from this research are anticipated to illustrate how the effective use and adoption of digital tools and platforms can support productivity improvement, cost efficiency, and more structured business processes. Furthermore, this research provides insights into the level of digital readiness among MSMEs and offers practical implications for enhancing digital adoption within the Indonesian MSME sector.
The Effect of Financial Literacy and Investment Behavior on Financial Inclusion through Financial Behavior as a Mediating Variable in the Sandwich Generation
Dea Permatasari;
Afidah Nur Aslamah;
Osly Usman;
Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia
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DOI: 10.64243/JOSMI.01.1.11
This study looks at how investment behavior and financial literacy affect financial inclusion within Indonesia's sandwich generation. A structural equation model with SmartPLS was used to examine the quantitative data acquired from 105 respondents via online purposive sampling. The results demonstrate that financial conduct has considerable financial behavior that is significantly impacted by financial inclusion and financial knowledge. However, financial literacy has no direct bearing on financial inclusion or investment behavior, and financial conduct is not significantly influenced by investment activity.