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All Journal Jurnal Ilmiah Econosains Jurnal Pemberdayaan Masyarakat Madani (JPMM) JURNAL DINAMIKA MANAJEMEN DAN BISNIS Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Syntax Literate: Jurnal Ilmiah Indonesia JRMSI - Jurnal Riset Manajemen Sains Indonesia GEMA EKONOMI JAE (Jurnal Akuntansi dan Ekonomi) Journal of Management and Leadership Jurnal Karinov Journal of Economics, Business, and Government Challenges Devotion: Journal of Research and Community Service Indonesian Journal of Economy, Business, Entrepreneuship and Finance (IJEBEF) Berajah Journal Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Indonesian Collaboration Journal of Community Services (ICJCS) COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Nautical: Jurnal Ilmiah Multidisiplin Indonesia Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Jurnal Riset Pendidikan dan Pengajaran (JRPP) Journal of Comprehensive Science Jurnal Manajemen Bisnis Kewirausahaan Golden Ratio of Data in Summary Jurnal Media Administrasi KOLONI Eduvest - Journal of Universal Studies JURNAL EKONOMI BISNIS DAN MANAJEMEN West Science Journal Economic and Entrepreneurship International Journal of Economics, Management and Accounting Riset Ilmu Manajemen Bisnis dan Akuntansi Jurnal Bisnis, Manajemen, dan Keuangan Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Cendikia: Jurnal Pendidikan dan Pengajaran Jurnal Ekonomi Bisnis dan Manajemen International Journal of Educational and Life Sciences (IJELS) Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi Journal of Innovative and Creativity Jurnal Manajemen Bisnis Era Digital Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI PENG: Jurnal Ekonomi dan Manajemen Escalate : Economics and Business Journal Bina Bangsa International Journal of Business and Management Jurnal Riset Multidisiplin Edukasi Jurnal Ekonomi, Manajemen, Akuntansi Ulil Albab LANCAH Jurnal Inovasi dan Tren Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin Perspektif Administrasi Publik dan hukum Jurnal Ilmu Sosial dan Humaniora Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Journal of Digital Business and Global Economy Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis E-Jurnal Manajemen Journal of Strategic Innovation in Economics and Business Journal of Strategic Marketing and Innovation
Osly Usman
Universitas Negeri Jakarta
Religion Aerospace Engineering Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Public Health Social Sciences Other

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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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.1.11

Abstract

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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.01.1.10

Abstract

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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.01.1.11

Abstract

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.
The Influence of Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, and Price Value on Students’ Behavioral Intention to Use Online Courses at Universitas Negeri Jakarta Tasha Dwi Oktora; 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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.1.12

Abstract

This research investigates the determinants of undergraduate students’ behavioural intention to adopt online courses at Universitas Negeri Jakarta (UNJ) through the UTAUT2 framework. Using PLS-SEM, data from 128 respondents were analysed to analyze all variables emerges as the most influential factor, followed by Hedonic Motivation, whereas the remaining constructs do not have a significant effect. The model accounts for 40.2% of the variance in behavioural intention. Overall, the results suggest that students’ engagement with online courses is shaped more by considerations of cost and enjoyment than by perceived usefulness or social pressure, offering valuable insights for the design and improvement of online learning platforms in the post-pandemic context.
Examining the Impact of Social Influence and Price Sensitivity on Purchase Intention Dyah Ratu Dwihapsari; 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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.1.13

Abstract

This research investigates how social influence and price sensitivity affect consumers’ purchase intentions within Indonesia’s e-commerce environment by applying the Stimulus–Organism–Response (S–O–R) model. In this conceptual framework, social influence and price sensitivity function as external stimuli, perceived value acts as the internal cognitive evaluation process, and purchase intention represents the resulting behavioral outcome. The study utilized a quantitative approach with a cross-sectional design, gathering data from 115 Indonesian consumers who actively engage in online shopping through a structured questionnaire. To assess the relationships among the variables, multiple regression analysis was conducted to evaluate both direct and mediated effects. The findings indicate that social influence and price sensitivity significantly and positively contribute to perceived value. Furthermore, perceived value demonstrates a substantial positive impact on purchase intention. The analysis also shows that social influence and price sensitivity directly influence purchase intention, suggesting that perceived value serves as a partial mediator in these associations. Overall, the results highlight that consumers’ intentions to purchase are driven not only by rational value assessments but also by immediate responses to social signals and pricing considerations.
An Analysis of the Effect of Perceived Ease of Use, Perceived Usefulness, and Social Influence on the Impulsive Buying Behavior of Generation Z Users of the TikTok PayLater Feature in DKI Jakarta Bintang Muhamad Harsya; 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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.1.14

Abstract

This research seeks to examine how Perceived Ease of Use, Perceived Usefulness, and Social Influence affect impulsive buying behavior among Generation Z individuals in the DKI Jakarta region. The digital economy transformation in Indonesia has shifted from the traditional e-commerce model to a more integrated social commerce ecosystem, with TikTok Shop as one of the major players. The emergence of TikTok Paylater as a Buy Now Pay Later financial service innovation has created a phenomenon of shopping without financial barriers, which has significantly influenced the consumption behavior of Generation Z. This research uses the TAM theoretical framework to examine how technological functionality and external motivation interact in influencing user decisions. The main focus of this research is to investigate the role of Social Influence as a transactional accelerator that bridges the emotional drive resulting from the Fear of Missing Out phenomenon and live shopping algorithms with financial execution through the Paylater feature. By taking a case study in the urban area of DKI Jakarta, which has high digital penetration, this research is anticipated to address the existing gap in the literature concerning of consumer behavior on social commerce platforms.
The Impact of NFC and QRIS Utilization in Livin’ by Mandiri on Smart Mobility Experience among Public Transportation Users in DKI Jakarta Nazwa Eka Putri; 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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.01.1.12

Abstract

This study examines the influence of digital payment utilization, namely Near Field Communication (NFC) and Quick Response Code Indonesian Standard (QRIS), on smart mobility experience with mobility efficiency as a mediating variable. The research employs a quantitative explanatory design using a conceptual modeling approach to analyze causal relationships among variables. Primary data were collected through an online questionnaire distributed to 105 public transportation users in DKI Jakarta who actively use the Livin’ by Mandiri application for transportation-related transactions. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM), covering measurement model evaluation and structural model testing. The results show that NFC utilization has a positive and significant effect on mobility efficiency, while QRIS utilization demonstrates a relatively weaker direct effect. Mobility efficiency significantly enhances smart mobility experience and partially mediates the relationship between digital payment utilization and smart mobility experience. The study concludes that efficiency-oriented digital payment usage contributes to improving urban mobility experience. These findings highlight the importance of optimizing digital payment systems to support smart mobility initiatives in metropolitan transportation environments.
Analysis of the Influence of TikTok and Qpon Digital Voucher Marketing Strategies on Consumer Purchase Decisions in Indonesia Mellani Indriyani; 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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.1.15

Abstract

The accelerated advancement of digital technologies has led to the increasing adoption of digital vouchers as a strategic marketing tool in e-commerce. E-commerce platforms such as TikTok Shop and Qpon extensively implement price discounts and various sales promotion programs to shape consumer purchasing behavior in Indonesia. This study seeks to examine the impact of digital voucher marketing strategies, specifically price discounts and sales promotions, on impulsive buying behavior, with positive emotion serving as a mediating variable. The research is grounded in the S–O–R theory, in which digital voucher strategies function as stimuli, positive emotion represents the internal organismic state, and impulsive buying constitutes the behavioral response. A quantitative descriptive-verificative methodology was employed, with data gathered through an online survey distributed to consumers in the Jakarta region who have previously utilized digital vouchers on TikTok Shop or Qpon. The findings are expected to indicate that price discounts and sales promotions exert a positive influence. This study contributes empirical evidence regarding the significance of emotional mechanisms in the effectiveness of digital voucher-based marketing strategies.
Understanding User Satisfaction in Stock Investment Apps through Information Quality and Perceived Ease of Use Ammar Shiddiq Yulianto; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 2 (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.02.2.01

Abstract

This research investigates how perceived ease of use and information quality shape user satisfaction with stock investment applications in Indonesia by surveying 120 active users with a 16-item, five-point Likert questionnaire and analyzing the data using multiple linear regression. The results show that information quality has a stronger positive impact on user satisfaction than perceived ease of use, and together both variables account for 77.1% of the variation in satisfaction. These outcomes indicate that users of stock investment platforms value accurate and timely data more highly than simple interfaces. The study therefore concludes that information quality and perceived ease of use are both key drivers of satisfaction, with information quality being slightly more dominant. The implications suggest that fintech developers should strategically balance investment in robust data infrastructure and user interface design to enhance user satisfaction and sustain their platforms.
Why Do Students Keep Using TikTok, Examining the Roles of Informative Value, Entertainment, and Satisfaction Raihan Kamilun Amin; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 2 (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.02.2.02

Abstract

This study aims to analyze the effects of informative value and entertainment on user satisfaction and their influence on continuous intention to use TikTok among university students. A quantitative approach was employed using a survey method. Data were collected from 97 students of Universitas Negeri Jakarta who had been using TikTok for more than one year. The data were analyzed using statistical techniques in SPSS, including validity testing, reliability testing, and structural model analysis.The results show that informative value and entertainment have positive and significant effects on user satisfaction. Entertainment demonstrates a stronger influence, indicating that enjoyable and engaging content plays a major role in shaping positive user experiences. In addition, user satisfaction has a strong and significant effect on continuous intention to use TikTok, suggesting that satisfied users are more likely to continue using the platform over time.The study concludes that both informational and entertainment aspects are essential in enhancing user satisfaction and encouraging sustained usage behavior. These findings imply that digital platforms and content creators should balance informative and entertaining content to maintain user engagement and long-term platform sustainability.
Co-Authors Achmad Fauzi Adhar, Ranisya Refanka Adib Pradipta Adib, Sahal Afham Adnan Kasofi Adnan Kasofi Afidah Nur Aslamah Afidah Nur Aslamah Afif Khairi Agung Pangestu Agung Priambodo, Ervin Agung Wahyu Handaru Alamsyah, Muhammad Fikri Alika Khairunisa Alimah Alda Fuadiyah Ammar Shiddiq Yulianto Ananda Mochammad Rizky Andi Muh Fachry Anggriawan Oktobisono Annisa Lutfia Annisa Lutfia Ansar, Rudy Arga Pramesty, Desnita Aris Muhamad Syukur Ariyo Alinugroho Singgih Arum Nur Anggraini Atia Tiara Trisnawan Ayu Aprilia Azalia, Farah Cantika Aziz, Sumayyah Azzahrani Hafshah Valiandri Bianca Ayu Anindira Bicky Maulana Bintang Muhamad Harsya budiantoro, Anandha Budisutiono, Clara Immanuella Caecilia Sheryl Kusuma Christian Wiradendi Wolor Corry Yohana 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 Diena Noviarini Diena Novirini Dinar Agus Sara Diya Aldin Fadeyushka Dyah Ratu Dwihapsari Elilia Nindy Prastika Elilia Elsha Melinda Evitasari, Kirayna Fadhillah, Anindita Fadli, Ghifari Aminudin Farhan Taruna Farhan Taruna Farlian Oktora Pramudia Fathir Fairuzzi Faza Hibatul Haqqi Febi Ferdian Farhan Fikri Pirmansyah Firgiawan Akbar Ghea Agita Ghifari Aminudin Fad’li Hajar Mareti A Harits Ikbar Hasna Azzahidah Henry Eryanto HENRY ERYANTO, HENRY Herdian Akbar Hery Irawan Hery Widijanto Hilsya Faiqotul Innayah Hindra Yani Husnul Khotimah Ika Febrilia Ikbar, Harits Imam Argianto Indriyana, Saoki Ismail, Shuja Azmi Jasmine Lamia Safira Jauza Aqhna Kamila Jihan Alya Rahma Putri Irmawan Jonathan Halomoan Simanjuntak Juan Wody Romansa Julianda Jahid Muttaqin Kasofi, Adnan Kayla Diandra Alisya Khansa Puti Zharifah Muza Krissanya, Nofriska Kusumaningtyas, Daru Putri Latip, Nadia Salsabila Levi, Daud Maeka, Lita Maharani, Melwanda Rieka Maharrizki, Alif Mardiana Saharani Mardta, Rendy Marsofiyati Marsofiyati Maulana Amirul Adha Mawardi, Ikhsan Mellani Indriyani Meta Bara Berutu Mohammad Akeyla Zedidiah Monoarfa, Terrylina Arvinta Mufida Ahmad, Alfi Muhammad Faisal Muhammad Fathi Farhan Muhammad Fathurrahman Muhammad Fawaiq, Muhammad Muhammad Ferry Hidayat Muhammad Iqbal Nurdwiratno Mulya, Rika Noviana Munawaroh Musyaffi, Ayatulloh Michael Nada, Shafwatun Nanda Melandri Nayla Zannata Mugni Nazwa Eka Putri Nazwa Jelita Soleha Nazwa Ramadhani Nida Auliyah Ningsih, Rifa Silviaty Nirmala Fauziah Nofriska Krissanya Nopridawati Norjanah, Nika Fitri Nugroho, Dwi Alam Nurshinta, Nurshinta Oktobisono, Anggriawan Paquita, Shiva Silvia Ponco Dewi Karyaningsih Pratiwi, Viyonila Prihastomo, Galih Prima, Resti Purwana E.S., Dedi Puspa Nuraini Putri Putri Kusumaningtyas, Daru Putri Nabila Putri Wahyuningsih Putrianna Radja Rafi Aryawira Rafi, Narendra Pakala Rahmadghani, Taufiq Rahmi Rahmi Raihan Kamilun Amin Rangga Aksara, Frenda Raniyah Kamilah Ranty Pratiwi Regina Humaningtyas Purba Renandia Chandra Putri Reysa Almaira Anandita Riansyah, Raisan Agus Rida Prihatni Riswandi Riswandi Riyadi, Salsabila Annisa Riza Azzahra Rizki Firdausi Rachma Dania Rizky, Ananda Mochammad Robith Ali Zain Musyafa Romanus Mando Fransius Silaen Roni Faslah Roni Faslah Rukmana, Amelda Elsa Ryna Parlina Ryna Parlyna Ryna Parlyna Ryna Parlyna, Ryna Samsul Jamaludin, Muhamad Saparuddin Mukhtar Sari, Rindi Nurlaila Seilatu, Novan Yonatan Septamasurya, Rafli Setyawan, Muhammad Dimas Arbi Shandy Aditya Shandy Aditya, Shandy Siti Nurlaela Solly Aryza Suherman Suherman Sulastri, Tita Suparman, Ady Fahril Suparno Suparno Suryadi Suryadi Suryadi, S. Susan Febriantina SUSAN FEBRIANTINA, SUSAN Syadin Alivia Yusuf Syaputri, Shyndy Syukur, Aris Muhamad Tasha Dwi Oktora Tasya Aqilah Teja Supraba Terrylina A. Monoarfa Terrylina Arvinta Monoarfa Teuku Rio Febrian Alfa Risky Tri Hesti Utaminingtyas Tri Nada Nisrina Tri Nada Nisrina Ulfah Zulkarnain, Nadia Umar Hasan Umar Hasan Umi Widyastuti Umi Widyastuti Usep Suhud Vannisa Fahrani Verry Febriansyah Vina Devi Yekti Irawan Vina Devi Yekti Irawan Vinia Auliya Wahyu Eka Pratiwi, Sovia Wardani, Cintya Kusuma Wibowo, Daniel Pungkas Prastia Widya Parimita, Widya Witanti Putri Anggreani Yeni Hesti Verawati Manurung Zaahidah, Asmaa Zillah, Isfanz Ainu Zulianto, Wahyu