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All Journal Journal of Digital Business and Global Economy Journal of Strategic Marketing and Innovation
Adnan Kasofi
Universitas Negeri Jakarta
Economics, Econometrics & Finance

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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 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.
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 Adib Pradipta Ammar Shiddiq Yulianto Bianca Ayu Anindira Bintang Muhamad Harsya Dyah Ratu Dwihapsari Farhan Taruna Hasna Azzahidah Hilsya Faiqotul Innayah Khansa Puti Zharifah Muza Mellani Indriyani Nayla Zannata Mugni Nazwa Ramadhani Osly Usman Raihan Kamilun Amin Ranty Pratiwi Regina Humaningtyas Purba Reysa Almaira Anandita Ryna Parlyna Syadin Alivia Yusuf Tasha Dwi Oktora