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All Journal International Journal of Social and Management Studies (IJOSMAS) International Journal of Business, Law, and Education Jurnal Ekonomi Mediastima Jurnal Puan Indonesia Eastasouth Journal of Positive Community Services Indo-Fintech Intellectuals: Journal of Economics and Business
Muhammad Aria Wahyudi
Institut Bisnis Dan Informatika Kwik Kian Gie
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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Journal : International Journal of Business, Law, and Education

 1 
Impact of Digital Marketing Strategies on Consumer Purchasing Decisions in the Indonesian Market: The Mediating Role of Customer Satisfaction Prananta, Arie Wahyu; Maulidiana, Lina; Sufa, Siska Armawati; Wahyudi, Muhammad Aria
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.417

Abstract

This research delves into the intricate dynamics of the Indonesian market, exploring the impact of digital marketing strategies on consumer purchasing decisions and the mediating role of customer satisfaction. Amidst a rapidly evolving digital landscape, characterized by increased internet penetration and a surge in online activities, businesses face the challenge of adapting their strategies to remain competitive. Leveraging a diverse and representative sample of 100 Indonesian respondents, this study employs a cross-sectional survey design and utilizes Partial Least Squares Structural Equation Modeling (PLS SEM) for data analysis. The findings reveal a significant positive relationship between digital marketing strategies and customer satisfaction, emphasizing the pivotal role of effective digital initiatives in shaping the overall consumer experience. Moreover, the study underscores the mediating influence of customer satisfaction on the relationship between digital marketing strategies and consumer purchasing decisions. These insights not only contribute to the academic discourse in marketing but also offer practical implications for businesses aiming to optimize their strategies in the dynamic Indonesian market.
Analysis of Marketing Mix Implementation on Purchasing Decisions for Skintific Skincare Products (Survey of the Community in Jabodetabek) Wahyudi, Muhammad Aria; Mulyono, Sri
International Journal of Business, Law, and Education Vol. 5 No. 2 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i2.613

Abstract

This research investigates the impact of marketing mix implementation on purchasing decisions for Skintific Skincare Products among consumers in the Jabodetabek region. A quantitative research design was employed, surveying 200 respondents to gather insights into consumer preferences, brand perceptions, pricing influences, and marketing mix synergies. Results indicate that product quality and competitive pricing emerged as significant determinants of consumer satisfaction, brand loyalty, and purchase intention. Furthermore, correlations between marketing mix elements such as product quality, pricing, distribution channels, and promotional activities underscored their collective influence on consumer behavior and brand positioning. The findings offer strategic recommendations for Skintific to enhance market performance, sustain competitive advantage, and drive long-term success in the skincare industry.
The Role of Digital Marketing Strategies in Enhancing Customer Engagement and Brand Loyalty: A Study of E-Commerce Platforms Rowi, Armein Sjuhary; Wahyudi, Muhammad Aria; Oswari, Teddy; Purwoko, Bambang
International Journal of Business, Law, and Education Vol. 5 No. 2 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i2.936

Abstract

This study examines the role of digital marketing strategies in enhancing customer engagement and brand loyalty on e-commerce platforms, emphasizing the mediating effects of trust and perceived value. Using survey data from 400 e-commerce users, the results reveal that personalized, relevant, and frequent marketing efforts significantly enhance customer engagement, which in turn drives brand loyalty. The findings also highlight that trust, characterized by reliability and transparency, and perceived value, defined by quality, convenience, and cost-effectiveness, serve as critical mediators. Structural equation modeling confirms these relationships, providing a comprehensive framework for understanding how digital marketing strategies foster long-term customer loyalty. The study contributes to the theoretical discourse on digital marketing and offers actionable insights for e-commerce businesses aiming to thrive in a competitive marketplace.
The Impact of Short-Form Video Marketing, Influencer Relatability, and Trust Signals on Gen Z’s Purchase Intention Wahyudi, Muhammad Aria; Rahmadhani, May Vitha; Mu'is, Ahmad; Evelyna, Feby
International Journal of Business, Law, and Education Vol. 6 No. 1 (2025): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v6i1.1108

Abstract

This study examines the impact of short-form video marketing, influencer relatability, and trust signals on Generation Z’s purchase intention in Indonesia. Using a quantitative approach, data were collected from 400 respondents aged 18 to 27 who actively engage with short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts and have made recent online purchases. Multiple linear regression analysis revealed that all three variables significantly and positively influence purchase intention, with influencer relatability showing the strongest effect. The findings underscore the importance of authentic influencer connections, engaging video content, and transparent trust signals in shaping the purchasing decisions of digital-native consumers. This research offers valuable implications for marketers seeking to optimize digital marketing strategies tailored to Generation Z’s unique preferences and behaviors.
Co-Authors Abiyah, Indra Adib Ahmad Nurdin Hasibuan Arie Wahyu Prananta Bambang Purwoko Dharma, Dias Adhi Diah Nurdiana Dias Adi Dharma Evelyna, Feby Febryano Manggala Putra HADIYATI, RINI Hari Kurniawanto Herdinov, Adam Indra Setiawan Lina Maulidiana Mu'is, Ahmad Muhammad Firmansyah, Muhammad Pemadi, Syifa Febyca Nur Putra, Surya Dwi Rahmadhani, May Vitha Rayan Rayan, Rayan Rizqi, Az Zahroh Rokhilawati, Yeny Rowi, Armein Sjuhary Sri Mulyono Sufa, Siska Armawati Susetyawan, Angellina Merry Teddy Oswari Virandadipa, Dwika Widjanarko Widjanarko Yulianto, Kampono Imam Zara Tania Rahmadi