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The Influence of Discounts & Free Shipping on Purchase Decisions through the Buying Interest of Universitas Negeri Jakarta Students on Shopee Nirmala Fauziah; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.07

Abstract

The primary objective of this investigation is to analyze how promotional incentives, specifically price discounts and free shipping, influence the actual purchasing choices of Universitas Negeri Jakarta (UNJ) students on Shopee, with purchase intention acting as a mediating factor. Using an explanatory quantitative framework, primary data were gathered from 114 active Shopee users through purposive sampling. The analytical process in this study employed Structural Equation Modeling using the Partial Least Squares technique to examine the relationships among variables. The empirical findings indicate that both price discounts and free shipping programs exert a substantial positive impact on purchase intention. However, these promotional tools do not demonstrate a significant direct effect on the final purchase decision. Instead, purchase intention serves as a critical bridge, fully mediating the relationship between marketing stimuli and transaction behavior. It is concluded that while external incentives attract attention, the actual conversion into a sale depends heavily on the consumer's psychological intent. These results imply that e-commerce platforms should prioritize strategies that nurture consumer interest and desire rather than relying solely on cost reduction. Effective marketing for the student demographic must bridge the gap between initial attraction and the internal commitment to buy.
The Effect of Perceived Usability and Algorithmic Personalization on Continuance Intention through Perceived Value on the Netflix Digital Subscription Platform Jihan Alya Rahma Putri Irmawan; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.06

Abstract

Through perceived value acting as a mediating variable, it attempts to examine the impact of perceived usability and algorithmic personalization on continuing intention across the Netflix digital subscription platform. 88 Netflix users participated in this instance, which takes a quantitative approach using the PLS-SEM method. According to the outcomes, perceived usability enhances perceived value but has no discernible tangible impact on continuing intention. On another aspect, both continuance intention and perceived value have been beneficially affected by algorithmic personalization. Furthermore, it has been proven that continuance intention is improved by perceived value. It implies that the role of perceived usability and algorithmic personalization on continuing intention on digital subscription platforms is mediated by perceived value.
The Effect of Digital Service Quality and UI UX on Satisfaction and Intention to Reuse the MyTelkomsel Application Fathir Fairuzzi; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.05

Abstract

This study looks at how the quality of digital services and the user interface/user experience (UI/UX) affect user satisfaction and the desire to use the MyTelkomsel app again. The research uses a quantitative method where data was gathered through an online survey sent to students in the Digital Business program at the Faculty of Economics and Business, Universitas Negeri Jakarta, who have used the app before. The data was analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS software. The findings show that digital service quality has a strong and positive impact on both user satisfaction and the intention to use the app again. However, UI/UX does not significantly influence either user satisfaction or reuse intention. User satisfaction plays a key role in influencing reuse intention and partially connects digital service quality to reuse intention, but it does not act as a bridge between UI/UX and reuse intention. These results suggest that in apps related to practical telecommunications services, users care more about the functional parts of the service, like reliability, efficiency, and security, rather than the design or experience of the interface. This study adds new knowledge to the field of digital service quality and offers useful guidance for improving user satisfaction and promoting continued use of telecom apps.
The Effect of the Convenience and Benefits of GoPayLater on the Interest in Use with Moderation of Trust among FEB UNJ Students Mardiana Saharani; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.04

Abstract

The development of digital technology in the financial sector has encouraged the emergence of non-cash payment services, one of which is paylater. GoPayLater is a paylater service that is widely used by students because it offers convenience and flexibility in payments. The purpose of this study is to examine the effect of usability and its advantages on the interest in using GoPayLater, considering trust as a variable that intervenes, among Jakarta State University's Faculty of Economics and Business students. Quantitative techniques are employed, implementing an explanatory design. A Likert scale was used to gather the data questionnaire, administered to students via Purposive sampling is used by GoPayLater. Data analysis is done using partial least squares-structural equation modeling (PLS-SEM). The results shown that interest and trust in use were significantly impacted by usability. On the other hand, the benefits of use are significantly influenced by usage interest but not by trust. In addition, trust has no significant effect on usage interest. These findings show that the functional aspect is the main factor in encouraging interest in using GoPayLater among students.
The Effect of Discounts and Price on Purchase Decisions of GoFood Services among Generation Z Students at Universitas Negeri Jakarta with Perceived Value as a Mediating Variable Fikri Pirmansyah; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.12

Abstract

Pricing strategies are vital in guiding consumer decisions on digital platforms, especially in online food delivery apps. This research examines how discounts and pricing affect purchase choices, highlighting perceived value as a key mediator. The study targets Generation Z students at Universitas Negeri Jakarta, a group known for high digital literacy and frequent use of GoFood. Using a quantitative method, data were analyzed with Partial Least Squares–Structural Equation Modeling (PLS-SEM) from responses gathered via structured questionnaires. Results show that both discounts and price significantly impact perceived value, which in turn increases the probability of purchase. However, discounts do not directly influence purchase decisions, implying that price discounts alone are not enough unless they add perceived value. Conversely, price directly affects purchasing, indicating that fairness and affordability are crucial for Generation Z. Mediation analysis confirms perceived value as an essential link between pricing strategies and purchase decisions. Focusing on actual buying behavior rather than intent provides a clearer insight into value-based decision-making in online food delivery. The study suggests platforms targeting Generation Z should focus on pricing strategies that improve perceived value rather than relying only on discounts.
The Influence of Discount Vouchers and Free Shipping on the Frequency of Online Food Purchases among Students Using ShopeeFood at Universitas Negeri Jakarta Radja Rafi Aryawira; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.13

Abstract

The expansion of financial technology (fintech) has increased digital financial engagement among university students however, higher adoption does not necessarily indicate responsible digital financial behavior. This study investigates the effects of fintech trust and financial literacy on digital financial behavior, with fintech usage decision positioned as an intervening variable. Using a quantitative approach, data were collected from 361 students of the Faculty of Economics and Business, Universitas Negeri Jakarta, and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that fintech trust and financial literacy significantly influence fintech usage decisions and directly affect digital financial behavior. Nevertheless, fintech usage decision does not significantly mediate the relationship between trust, literacy, and behavioral outcomes. These results indicate the presence of a behavioral gap, where factors that encourage fintech adoption do not automatically translate into prudent financial management practices. This study contributes to the fintech and financial behavior literature by distinguishing adoption-oriented decisions from post-adoption behavioral quality, emphasizing that trust and financial literacy primarily drive usage decisions rather than ensuring responsible digital financial behavior among young users.
The Influence of Digital Engagement and FOMO on the Intention to Participate in Community Based Running Events Kayla Diandra Alisya; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.14

Abstract

This study investigates the influence of digital engagement and the Fear of Missing Out (FOMO) on individuals’ intention to participate in community-based running events. As digital platforms increasingly shape how runners connect, share experiences, and follow community activities, understanding their behavioral impact becomes essential. Using a quantitative approach, data were collected through an online questionnaire distributed to active and potential members of running communities and analyzed using PLS-SEM. The results show that both digital engagement and FOMO significantly and positively affect participation intention, with digital engagement also acting as a partial mediator that strengthens the effect of FOMO. These findings highlight how interactive digital content and social exposure play a vital role in encouraging physical event participation. The study contributes to the literature on sports participation behavior in the digital era and offers practical insights for organizers and sports marketers to optimize digital strategies, enhance community connection, and design more compelling communication to increase event participation.
The Influence of the Utilization of QRIS and Digital Marketing Strategies on Purchase Decisions through Consumer Satisfaction in MSMEs at the State University of Jakarta Yeni Hesti Verawati Manurung; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.15

Abstract

This study aims to analyze the effect of QRIS utilization and digital marketing strategies on purchase decisions, mediated by consumer satisfaction, among students of the State University of Jakarta who have made purchases at MSMEs. This research employs a quantitative approach using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS, involving 85 student respondents. The results indicate that QRIS utilization has a positive and significant effect on consumer satisfaction and purchase decisions (H1 and H3), while digital marketing strategies also positively influence consumer satisfaction and purchase decisions (H2 and H4). Furthermore, consumer satisfaction is proven to have a positive and significant effect on purchase decisions (H5) and mediates the relationship between QRIS utilization and purchase decisions, as well as between digital marketing strategies and purchase decisions.
The Effect of Perceived Security and Perceived Ease of Use on Consumers’ Behavioral Intention Mediated by Trust in Digital Payment Users Jasmine Lamia Safira; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 1 (2026): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.02.1.03

Abstract

A crucial part of the digital financial system in developing countries comes from the use of digital payments. This study looks at what makes customers choose to use digital payment platforms, and it uses the Technology Acceptance Model (TAM) to figure this out. This model focuses on how people's beliefs about how easy a technology is to use and how useful it is influence their decision to use it. This study sent an online survey to 104 people with experience using digital payments and collected data thru this method using a quantitative approach. To check the reliability and accuracy instruments utilized in this research, the data were assessed through SPSS. Regression analysis and the PROCESS macro were used to investigate direct and indirect effects. The findings indicate that how useful people perceive digital payment systems to be is strongly influenced by how easy they find them to use, which in turn makes them more likely to use them. All questions used in this study have strong results and good reliability, with Cronbach's Alpha scores meeting standards. This result supports the effectiveness of TAM in explaining why people accept digital payments. This finding also provides useful ideas for service providers to make their systems easier to use and encourage more people to adopt digital payment technologies.
Perception of Exclusive Content Value and Its Influence on Social Media Users’ Interest in Subscribing Atia Tiara Trisnawan; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 1 (2026): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.02.1.05

Abstract

The growth of the creator economy has encouraged social media platforms to adopt subscription-based exclusive content as a monetization strategy. This study examines the influence of perceived exclusive content value and perceived price reasonableness on audience engagement level among social media users. Grounded in the Uses and Gratifications Theory (UGT) and the Theory of Planned Behavior (TPB), exclusive content value is conceptualized through social interaction and community, informative and content quality, status and hedonic value, and perceived price reasonableness. This research employed a quantitative explanatory approach using a survey of 128 social media users in Indonesia, analyzed through multiple linear regression with SPSS. The findings show that all examined variables positively and significantly influence audience engagement, with social interaction and community emerging as the most influential factor. These results highlight the importance of community building and fair pricing in sustaining audience engagement within the creator economy.
Co-Authors Achmad Baha’ur Rifqi Achmad Fauzi Adib Pradipta Adib, Sahal Afham Adnan Kasofi Adnan Kasofi Adnan Kasofi Afidah Nur Aslamah Afif Khairi Agta, Ghea Agung Pangestu Agung Priambodo, Ervin Agung Wahyu Handaru Agus Sulistyono Aisha Novira Akilah Keilani Alamsyah, Muhammad Fikri Alika Khairunisa Alimah Alda Fuadiyah Alwan Muhshi Adzam Ammar Shiddiq Yulianto Ananda Mochammad Rizky Anang Yugotian Andi Muh Fachry Andreas Satya Pratama Kurniawan Anggriawan Oktobisono Anisa Ratna Pradanti Annisa Lutfia Annisa Lutfia Ansar, Rudy Arga Pramesty, Desnita Aris Muhamad Syukur Ariyo Alinugroho Singgih Arsanti Raissa Kinanti Arum Nur Anggraini Atia Tiara Trisnawan Ayu Aprilia Azalia, Farah Cantika Aziz, Sumayyah Azzahrani Hafshah Valiandri Bambang Irawan Bianca Ayu Anindira Bicky Maulana Bintang Muhamad Harsya budiantoro, Anandha Budisutiono, Clara Immanuella Caecilia Sheryl Kusuma Christian Wiradendi Wolor Cici Arianti Corry Yohana Danang Brahmantyo S Daniel Pungkas Prastia Wibowo Darma Rika Swaramarinda, Darma Rika Daru Putri Kusumaningtyas Dea Permatasari Devina Angistya Maharani Dewi Agustin Pratama Sari Dewi Susita Dhafin Syah, Muhammad Dhany Asmara Hidayat Dian Sari Iriani Diena Noviarini Diena Novirini Dinar Agus Sara Diya Aldin Fadeyushka Dwi Alam Nugroho Dwi Pangestuti Dyah Ratu Dwihapsari Elen Lestari Elilia Nindy Prastika Elilia Elsha Melinda Evitasari, Kirayna Fadli, Ghifari Aminudin Fajar Kartika Syaiful Ulum Faozan Aditiya Pradana Farhan Taruna Farhan Taruna Farlian Oktora Pramudia Fathir Fairuzzi Fatimah Ambarwati Fatimah Azzahra Hidayat Fauzan Fadlullah Faza Hibatul Haqqi Febi Ferdian Farhan Fedro Diaz Camsal Fidhyallah, Nadya Fadillah Fikri Pirmansyah Firgiawan Akbar Fitri Astuti Francisco S. P. Silalahi G. Borlak Gandhi Cahyo Wicaksono Ghea Agita Ghifari Aminudin Fad’li Hajar Mareti A Harits Ikbar Hasna Azzahidah Henni Marito Siregar Henry Eryanto HENRY ERYANTO, HENRY Herdian Akbar Hery Irawan Hery Widijanto Hilsya Faiqotul Innayah Hindra Yani Husnul Khotimah Ika Febrilia Ikbar, Harits Ikhsan Mawardi Imam Argianto Imam Arifin Indriyana, Saoki Inkreswari Retno Hardini Iqbal Nur Fazarun Irfan Nurhadi Irham Maulana Jasmine Lamia Safira Jauza Aqhna Kamila Jihan Alya Rahma Putri Irmawan Johara Johara Jonathan Halomoan Simanjuntak Juan Wody Romansa Julianda Jahid Muttaqin Kasofi, Adnan Kayla Diandra Alisya Khalisa Azalia Khansa Puti Zharifah Muza Kikana Yusuf Kinanty Ajeng Sulistiawati Kirayna Evitasari Krissanya, Nofriska Kusumaningtyas, Daru Putri Lailatul Isti’anah Laily Musyrifah Latip, Nadia Salsabila Levi, Daud Liliany Putri Azizah Maeka, Lita Maharani, Melwanda Rieka Maharrizki, Alif Mahiga Suhita Kusuma Wardhani Mardiana Saharani Mardta, Rendy Marsofiyati Marsofiyati Maulana Amirul Adha Mellani Indriyani Meta Bara Berutu Mieke Atalia Mohammad Akeyla Zedidiah Monoarfa, Terrylina Arvinta Mufida Ahmad, Alfi Muhamad Samsul Jamaludin Muhammad Abiyyu Akmal Muhammad Akbar Wiguna Muhammad Amien Rais Rofik Muhammad Faisal Muhammad Fardiansyah Hendratama Muhammad Fathi Farhan Muhammad Fathurrahman Muhammad Fawaiq, Muhammad Muhammad Ferry Hidayat Muhammad Fikri Alamsyah Muhammad Iqbal Nurdwiratno Muhammad Rafli Muhammad Syukri Nasrul Muhammad Yusuf Mulya, Rika Noviana Munawar Asikin Munawaroh Musyaffi, Ayatulloh Michael Nabila Risty Rizkita Nabila Syafira Nada, Shafwatun Nana Supriatna Nanda Asifa Putri Nanda Melandri Naura Artanti Shafwan Wibowo Nayla Zannata Mugni Nazwa Eka Putri Nazwa Jelita Soleha Nazwa Ramadhani Nida Auliyah Ningsih, Rifa Silviaty Nirmala Fauziah Nisrina Raniah Nofriska Krissanya Nopridawati Norjanah, Nika Fitri Nurhana Kholifah Nurshinta Nurshinta Nurshinta, Nurshinta Nurul Anissa Oktobisono, Anggriawan Olivia Tiara Paquita, Shiva Silvia Ponco Dewi Karyaningsih Prihastomo, Galih Purwana E.S., Dedi Puspa Nuraini Putri Puspita Mekar Sari Putri Kusumaningtyas, Daru Putri Nabila Putri Wahyuningsih Putri Yasmin Putrianna R. Muh Deddy Hanif Sardjito Rachel Adzkia Zahra Radja Rafi Aryawira Raeesah Shalsabila Anjani Prameswary Rafi, Narendra Pakala Rahmadghani, Taufiq Rahmi Rahmi Raihan Kamilun Amin Raissa Diamantha Kalila Rangga Aksara, Frenda Ranisya Refanka Adhar Raniyah Kamilah Ranty Pratiwi Regina Humaningtyas Purba Reimond Napitupulu Resti Prima Reysa Almaira Anandita Rhi Muhammad Ibnu Hibban Riansyah, Raisan Agus Rida Prihatni Rika Vebina Tarigan Rina Cristiningsih Rio Alfian Rosid Risma Callista Athallah Riswandi Riswandi Riyadi, Salsabila Annisa Riza Azzahra Rizki Firdausi Rachma Dania Rizki Syaban Mulyasaputra Rizky, Ananda Mochammad Rizqi Amalliyah Robith Ali Zain Musyafa Romanus Mando Fransius Silaen Roni Faslah Roni Faslah Rukmana, Amelda Elsa Ruwayda Ruwayda Ryna Parlina Ryna Parlyna Ryna Parlyna S. Suryadi Safira Balqis Siahaan Samsul Jamaludin, Muhamad Sarah Permata Utami Sari, Rindi Nurlaila Seilatu, Novan Yonatan Septamasurya, Rafli Setyawan, Muhammad Dimas Arbi Shandy Aditya Shandy Aditya, Shandy Shuja Azmi Ismail Silvana Rizkiyah Siti Nurlaela Solly Aryza Stanny Dewanty Rehatta Stefanus Hendrik Lapian Suherman Suherman Sulastri, Tita Sumayyah Aziz Suparman, Ady Fahril Suparno Suparno Suryadi Suryadi Susan Febriantina SUSAN FEBRIANTINA, SUSAN Susetya Nugroho Syadin Alivia Yusuf Syaputri, Shyndy Syarifah Nadira Assegaf Syifa Amalia Ash Shufi Syukur, Aris Muhamad Tasha Dwi Oktora Tasya Aqilah Teja Supraba Terrylina A. Monoarfa Terrylina Arvinta Monoarfa Terrylina Arvinta Monoarfa Terrylina Arvinta Monoarfa Teuku Rio Febrian Alfa Risky Tiara Giani Putri Tri Adi Santosa Tri Hesti Utaminingtyas Tri Nada Nisrina Tri Nada Nisrina Ulfah Zulkarnain, Nadia Umar Hasan Umar Hasan Umi Widyastuti Umi Widyastuti Usep Suhud Vania Utami Vannisa Fahrani Verry Febriansyah Victorianus Mario Isdianto Bimo Adi Vina Devi Yekti Irawan Vina Devi Yekti Irawan Vinia Auliya Viyonila Pratiwi Wahyu Eka Pratiwi, Sovia Wangi Lestari Wardani, Cintya Kusuma Wibowo, Daniel Pungkas Prastia Widya Parimita, Widya Witanti Putri Anggreani Yahya Abdurrahman Adib Yeni Hesti Verawati Manurung Zaahidah, Asmaa Zakky Chaidar Zillah, Isfanz Ainu Zulianto, Wahyu