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All Journal International Journal of Informatics and Communication Technology (IJ-ICT) Asia-Pacific Management and Business Application JURNAL LENTERA BISNIS Review of Management and Entrepreneurship Management Studies and Entrepreneurship Journal (MSEJ) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Devotion: Journal of Research and Community Service Jurnal Locus Penelitian dan Pengabdian
Mustikasari, Faranita
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Aerospace Engineering Automotive Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Mathematics Social Sciences

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The Influence of Viral Marketing and Buy Now, Pay Later Promotion on Impulsive Buying of Sneakers in E-commerce: The Mediating Role of Hedonic Motivation and Fear of Missing Out (FOMO) Sonday, Mahendra Ramadhan; Nurbaiti, Yessy; Mustikasari, Faranita
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 4 (2025): Dinasti International Journal of Economics, Finance & Accounting (September - O
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i4.5379

Abstract

Post-pandemic economic recovery in Indonesia has posed significant challenges to the fashion industry, especially footwear. Although the sector grew by 44.02% in 2022, it sharply declined to only 2.65% by Q2 2024. This research investigates how viral marketing campaigns and Buy Now, Pay Later (BNPL) promotions influence impulsive buying behavior among e-commerce consumers, with hedonic motivation and Fear of Missing Out (FOMO) as mediating psychological mechanisms. Using a quantitative approach based on the Stimulus–Organism–Response (S–O–R) framework, data from 339 valid respondents aged 25–44 in Jabodetabek who have experience purchasing sneakers online were analyzed using PLS-SEM. The findings reveal that both viral marketing and BNPL promotions directly enhance impulsive buying tendencies. BNPL significantly strengthens hedonic motivation, which mediates its effect on impulsive purchasing. FOMO directly influences impulsive buying, but does not mediate the impact of viral marketing. However, descriptive statistics show that perceptions of BNPL and hedonic motivation remain neutral to low. These findings highlight the critical role of emotionally resonant marketing in stimulating consumer response in digital platforms.
Evaluating The Impact of Viral Marketing Elements in TV Ads on Brand Awareness in Indonesia’s Dairy Industry Thio Tryphena, Grace; Novianti, Afdelia; Maharani, Agystiara; Mustikasari, Faranita
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 2 (2026): Dinasti International Journal of Economics, Finance & Accounting (May-June 2026
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i2.6839

Abstract

This study examines the effectiveness of television advertising in increasing brand awareness for dairy products within the Fast-Moving Consumer Goods (FMCG) sector in Indonesia. Even in today’s digital advertising era, television remains a crucial part of advertising strategies, particularly among traditional audiences who continue to rely on conventional TV channels. By examining several elements of viral marketing, such as credibility, entertainment, informativeness, and irritation, this study analyzes how consumer perceptions of TV advertising influence brand awareness. The analysis using a structural modeling approach indicates that the model exhibits good convergent and discriminant validity, with all indicators having outer loadings above 0.7 and construct reliability, as indicated by Composite Reliability values above 0.7. Adjusted R-squared indicates that the model adequately explains 50.5% of the variance in Ad Value (AV) and 57.9% in Brand Awareness (BA). Hypothesis testing indicates that credibility and entertainment significantly impact Ad Value, which in turn influences Brand Awareness. However, informativeness and irritation were found to have no significant effect. These findings highlight the importance of credibility and entertainment in driving brand awareness among dairy consumers and reinforce the role of television advertising as a still influential communication medium in the Indonesian market.
Co-Authors Afyani, Nabilla Putri Alfitra, Fariz Annisa Fahmi, Rana Aristanty, Maria Audrey Bahari K, Habib D. Budoyo, Vernandhita Freddy Gunawan Gardian, Hardy Irsan, Fatih Akbarul Kusumawardhana, Indra Maharani, Agystiara Manek, Michael Valensius Melvina Lystiani Sandra Dewi, Made Novianti, Afdelia Nurbaiti, Yessy Pratiwi, Titik Qois Urwani, Ahmad Salsabillah, Ayu Riska Sari, Nabilah Fadiyah Setiawan, Rheo Alfonso Siregar, Reza Poetra Soesetyo, Suwandy Sonday, Mahendra Ramadhan Susanto, Stefanus Andrew Syah Fahlevi, Mochammad Reza Thio Tryphena, Grace wijaya, grace Yulianto, Dwi Fajar