Articles
<![CDATA[An Extended Technology Acceptance Model of QRIS Adoption: The Roles of Perceived Ease of Use and Financial Literacy ]]>
<![CDATA[Syadin Alivia Yusuf]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.01
<![CDATA[This study examines the factors that drive consumers’ intention to use QRIS by focusing on the effects of perceived ease of use and financial literacy on perceived usefulness. A quantitative survey was conducted using primary data collected through an online questionnaire from 110 QRIS users in Indonesia, selected through purposive sampling. Data analysis was carried out using IBM SPSS Statistics, covering respondent profiling, instrument validity and reliability assessment, classical assumption diagnostics, regression analysis, mediation testing, and hypothesis evaluation. The empirical findings indicate that perceived ease of use and financial literacy significantly and positively influence perceived usefulness. Moreover, perceived usefulness is proven to be a significant predictor of intention to use QRIS. The mediation results further highlight perceived usefulness as a key mechanism through which perceived ease of use and financial literacy contribute to intention to use indirectly. Overall, the study suggests that increasing QRIS adoption should be supported not only by improving system usability and convenience, but also by strengthening consumers’ financial literacy to enhance their perceived value of using QR-based payments. These findings offer practical implications for payment service providers and policymakers in encouraging sustainable and inclusive digital payment usage.]]>
<![CDATA[Adoption of PayLater among Digital Natives in Jakarta: The Role of TPB and Trust ]]>
<![CDATA[Hilsya Faiqotul Innayah]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.02
<![CDATA[This research uses a combination of the Theory of Planned Behavior (TPB) and the trust construct to investigate what variables impact consumers' intentions to utilize PayLater services. Partially Least Squares-Structural Equation Modeling (PLS-SEM) was used to undertake the quantitative cross-sectional design of the study. According to the results, users' intents to use PayLater are positively and significantly impacted by trust, but there is no significant association between attitude toward the action, subjective norms, and perceived behavioral control. These results indicate that users’ confidence in system security, data protection, and the reliability of service providers serves as the primary determinant of PayLater adoption. Therefore, this study concludes that trust plays a more decisive role than psychological and social factors in shaping users’ engagement with PayLater services. Consequently, PayLater providers should focus on enhancing transparency, strengthening security systems, and safeguarding user data to build trust and encourage sustainable service usage.]]>
<![CDATA[The Effect of Scarcity-Based Promotion on Impulse Buying in TikTok Shop Live Streaming: A Stimulus, Organism, Response Perspective ]]>
<![CDATA[Nazwa Ramadhani]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.03
<![CDATA[This research looks at how well scarcity promotions work in TikTok Shop live streams, using the Stimulus-Organism-Response (S-O-R) model. Limited-time and limited-quantity scarcity types are tested, with emotional excitement as the mediator, analyzed via SEM-PLS. The findings show that scarcity signals do not significantly impact emotional excitement or impulse buying, with no mediating effect despite positive path directions. The results suggest that promotional overload can weaken emotional and behavioral responses, serving as contextual limits for the S-O-R framework in mature live commerce platforms.]]>
<![CDATA[The Impact of Perceived Ease of Use and Perceived Risk of PayLater on Impulse Buying Behavior among Shopee Consumers ]]>
<![CDATA[Khansa Puti Zharifah Muza]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.04
<![CDATA[This study explores how Shopee PayLater users' perceptions regarding the usability and potential risks of BNPL to their impulse buying behavior. A quantitative research design was applied using a survey approach, in which data were collected through questionnaires distributed to Shopee PayLater users. The analysis was carried out with SPSS, revealing that Perceived Ease of Use plays an important role on impulse buying behavior. This means that when Shopee PayLater is easy to understand and use, the consumers are more likely to make purchases without prior planning. In addition, Perceived Risk also has a significant effect on impulse buying behavior. This finding indicates that perceived risk does not always prevent consumers from making impulsive purchases in a buy now, pay later system. Overall, the findings confirm that Perceived Ease of Use together with Perceived Risk affect impulse buying behavior. This suggests that impulse buying among Shopee PayLater users is influenced by both the simplicity of the payment system and consumers’ perceptions of risk]]>
<![CDATA[Why Do Consumers Adopt NFC Keychains? The Role of Trust and Usefulness in Digital Payment Adoption ]]>
<![CDATA[Regina Humaningtyas Purba]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.05
<![CDATA[This study investigates why consumers adopt NFC keychains as a digital payment tool by examining the role of trust and perceived usefulness within an extended Technology Acceptance Model. Using a quantitative approach with non-probability convenience sampling, 235 valid responses were analyzed through Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that perceived trust and perceived usefulness significantly influence behavioral intention. These results indicate that consumer adoption of NFC keychains is primarily driven by trust in the system and perceived practical benefits rather than usability or security considerations. The study contributes to the digital payment literature by highlighting the shifting determinants of adoption in intuitive, institutionally regulated payment innovations.]]>
<![CDATA[The Effect of E-Wallet Usage and Digital Financial Literacy on Digital Investment Decisions among Generation Z: The Mediating Role of Financial Self-Efficacy ]]>
<![CDATA[Ranty Pratiwi]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.06
<![CDATA[Digital investment behavior among Generation Z has attracted increasing attention alongside the widespread use of digital financial services in Indonesia. This study explores the relationship between e-wallet usage, digital financial literacy, and digital investment decisions by considering financial self-efficacy as an intervening factor. Data were collected through a cross-sectional survey of Generation Z individuals who actively use e-wallet services and were analyzed using regression-based and mediation techniques. The findings reveal that e-wallet usage and digital financial literacy are associated with higher financial self-efficacy, which in turn contributes significantly to digital investment decisions. Moreover, e-wallet usage and digital financial literacy continue to show direct relationships with digital investment decisions after accounting for financial self-efficacy, indicating partial mediation. Overall, the results suggest that digital investment decisions are shaped not only by digital engagement and financial knowledge but also by individuals’ perceived ability to manage financial matters.]]>
<![CDATA[From Enjoyment to Utility: Determinants of Digital Natives’ Adoption of Generative Artificial Intelligence ]]>
<![CDATA[Hasna Azzahidah]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.07
<![CDATA[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.]]>
<![CDATA[Perceived Enjoyment, Curiosity, and Control Competence as Predictors of Behavioral Intention in Digital Ticket Booking Services: A Study of Indonesian Generation Z ]]>
<![CDATA[Nayla Zannata Mugni]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.08
<![CDATA[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.]]>
<![CDATA[The Influence of Electronic Word of Mouth, Trust, and Perceived Value on Consumer Purchase Intentions of Automotive Brand Arvi Creations ]]>
<![CDATA[Adib Pradipta]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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<![CDATA[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.]]>
<![CDATA[The Influence of Short-Form Promotional Video Content on Movie Ticket Purchase Decisions Through Electronic Word of Mouth (E-WOM) Among Gen Z ]]>
<![CDATA[Reysa Almaira Anandita]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.10
<![CDATA[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.]]>
