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All Journal Journal of Artificial Intelligence and Digital Business Indonesia Economic Journal Journal of Digital Business and Global Economy Journal of Strategic Marketing and Innovation
Adnan Kasofi
Universitas Negeri Jakarta
Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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What Really Drives Value Co-Creation? Rethinking Relationship Quality in GoFood’s Sharing Economy Platform Yahya Abdurrahman Adib; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 2 (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.02.2.02

Abstract

This research examines how relationship quality influences consumer value co-creation within food delivery sharing economy platforms, with a specific focus on GoFood users from Generation Z at Universitas Negeri Jakarta. It aims to determine the effects of trust, commitment, and satisfaction shape students’ intentions to participate in value co-creation activities. Employing a quantitative survey approach, data from 52 GoFood consumers, which were analyzed through PLS-SEM. Results indicate that commitment has a positive and significant effect on value co-creation intentions, while trust and satisfaction do not show significant direct effects. These results suggest that relational attachment plays a more critical role than evaluative perceptions in motivating co-creation behavior among Generation Z users. The research adds to the literature by highlighting the differentiated roles of relationship quality dimensions in sharing economy platforms and by providing context-specific insights into food delivery services. Practically, the findings imply that platform providers should prioritize strategies that strengthen user commitment to encourage active participation and value co-creation.
The Effect of Perceived Security and Perceived Ease of Use on Consumers’ Behavioral Intention Mediated by Trust in Digital Payment Users Jasmine Lamia Safira; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 1 (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.02.1.03

Abstract

A crucial part of the digital financial system in developing countries comes from the use of digital payments. This study looks at what makes customers choose to use digital payment platforms, and it uses the Technology Acceptance Model (TAM) to figure this out. This model focuses on how people's beliefs about how easy a technology is to use and how useful it is influence their decision to use it. This study sent an online survey to 104 people with experience using digital payments and collected data thru this method using a quantitative approach. To check the reliability and accuracy instruments utilized in this research, the data were assessed through SPSS. Regression analysis and the PROCESS macro were used to investigate direct and indirect effects. The findings indicate that how useful people perceive digital payment systems to be is strongly influenced by how easy they find them to use, which in turn makes them more likely to use them. All questions used in this study have strong results and good reliability, with Cronbach's Alpha scores meeting standards. This result supports the effectiveness of TAM in explaining why people accept digital payments. This finding also provides useful ideas for service providers to make their systems easier to use and encourage more people to adopt digital payment technologies.
Perception of Exclusive Content Value and Its Influence on Social Media Users’ Interest in Subscribing Atia Tiara Trisnawan; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 1 (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.02.1.05

Abstract

The growth of the creator economy has encouraged social media platforms to adopt subscription-based exclusive content as a monetization strategy. This study examines the influence of perceived exclusive content value and perceived price reasonableness on audience engagement level among social media users. Grounded in the Uses and Gratifications Theory (UGT) and the Theory of Planned Behavior (TPB), exclusive content value is conceptualized through social interaction and community, informative and content quality, status and hedonic value, and perceived price reasonableness. This research employed a quantitative explanatory approach using a survey of 128 social media users in Indonesia, analyzed through multiple linear regression with SPSS. The findings show that all examined variables positively and significantly influence audience engagement, with social interaction and community emerging as the most influential factor. These results highlight the importance of community building and fair pricing in sustaining audience engagement within the creator economy.
The Effect of Influencer Marketing Effectiveness on Purchase Intention of Skintific among Students of Universitas Negeri Jakarta Mohammad Akeyla Zedidiah; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 1 (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.02.1.06

Abstract

The purpose of this study is to examine how Universitas Negeri Jakarta students' purchase intentions for Skintific skincare products are impacted by the efficacy of influencer marketing. This study uses a survey method and a quantitative methodology. Multiple linear regression analysis was used to evaluate the data obtained from 108 respondents via an online questionnaire. The findings indicate that while trust in influencers has a favorable and significant impact on purchase intention, influencer consistency and attractiveness do not. At the same time, buy intention is greatly influenced by influencer consistency, attractiveness, and trust. According to the coefficient of determination, the independent factors account for 75.1% of purchase intention. These results imply that the most important component of influencer marketing tactics for skincare products aimed at college students is trust.
Adoption of TikTok Location Tag Vouchers among Gen Z in the Food & Beverage Sector Faza Hibatul Haqqi; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 1 (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.02.1.07

Abstract

This study investigates Generation Z's intention to use TikTok Location Tag Vouchers in the food and beverage sector. Using an extended Technology Acceptance Model, we examine three predictors: Perceived Economic Benefit, Perceived Ease of Use, and Social Influence. A quantitative survey was conducted among 109 Gen Z consumers in Jakarta who actively use TikTok and have voucher experience. Partial Least Squares Structural Equation Modeling reveals that Social Influence and Perceived Economic Benefit significantly affect intention to use, while Perceived Ease of Use was found to be insignificant. Social Influence emerged as the strongest driver, highlighting the role of peer validation. These findings challenge assumptions about Gen Z's price sensitivity, demonstrating that social factors drive adoption more than technical ease of use. For food and beverage businesses, this suggests prioritizing influencer ecosystem development and social proof over mere interface simplicity. Future research should examine actual redemption behavior and cross-cultural variations.
Live Streaming Experience and Offline Purchase Intent: The Role of Flow Experience and Environmental Design in the Indonesia Skincare Industry within the SOR Framework Diya Aldin Fadeyushka; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 1 (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.02.1.08

Abstract

This study examines the impact of In-store Live Streaming (SLS) on Offline Purchase Intention (OPI) within the Indonesian skincare industry, utilizing the Stimulus-Organism-Response (SOR) framework. The research specifically investigates the role of Scene-Product Congruence (SPC) and Wishful Identification (WI), as they influence Flow Experience (FE) and Attitude Toward Product (ATP), and ultimately affect OPI, with Consumer Informedness (CI) as a moderator. Analysing data from a self-reported online questionnaire using Structural Equation Modelling-Partial Least Squares (SEM-PLS), the study reveals that SPC significantly enhances FE, which subsequently fosters a positive ATP and leads to higher OPI. However, the effects of Visual Appeal and WI on FE were found to be weak. This indicates that skincare consumers prioritize visual relevance and product credibility over pure aesthetics and wishful identification in the in-store live streaming (SLS) context. Furthermore, CI's negative impact on OPI is not significant, suggesting that well-informed consumers can maintain a positive ATP despite a potential unwillingness to engage in offline sales interaction. This research offers practical insights, emphasizing the need for digital commerce strategies to prioritize the relevance and informational coherence of the live streaming scene to achieve a meaningful consumer experience and sustainable brand loyalty.
Explaining Customer Loyalty in AI Chatbot–Based E-Commerce Services: An Information Systems Success Perspective Firgiawan Akbar; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 1 (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.02.1.09

Abstract

The growing presence of AI chatbots across e-commerce platforms has prompted scholarly inquiry into how these systems build lasting customer loyalty beyond the point of initial adoption. This study aims to examine how chatbot-based services contribute to customer loyalty by drawing on the information systems success perspective. A quantitative approach was adopted, using Partial Least Squares Structural Equation Modeling (PLS-SEM) on data gathered from 132 Indonesian e-commerce users with prior experience interacting with AI chatbots. Results show that both information quality and system quality exert significant effects on use behavior and user satisfaction. Use and satisfaction were further confirmed as direct drivers of customer loyalty, framed here as net benefits, with use showing a comparatively stronger effect. These findings point to the conclusion that loyalty in AI chatbot-supported environments is cultivated primarily through repeated engagement and accumulated experience rather than being driven directly by system attributes. The study advances understanding of AI-enabled service outcomes by identifying the behavioral pathways through which chatbots produce long-term value. For practitioners, the findings suggest that e-commerce platforms seeking stronger loyalty should focus on functional reliability and create conditions that encourage sustained usage.
Pengaruh Electronic Word of Mouth, Pengalaman Pelanggan, dan Kepercayaan terhadap Minat Beli pada FamilyMart Pahlawan Revolusi Wahid Pasha Purnama; Adnan Kasofi; Sabo Hermawan
Indonesia Economic Journal Vol. 2 No. 1 (2026): JANUARI-JUNI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/4e5zt673

Abstract

The phenomenon of competition in the modern retail industry in Indonesia is increasing along with changes in consumer behavior and the rapid growth of digital information. Although FamilyMart has successfully expanded its outlets across various regions, a decline in the Top Brand Index indicates problems in non-physical aspects such as customer perception, shopping experience, and trust. This study aims to analyze the influence of Electronic Word of Mouth, Customer Experience, and Trust on Purchase Intention at FamilyMart Pahlawan Revolusi. The research employed a quantitative approach using a survey method through questionnaires distributed to FamilyMart Pahlawan Revolusi customers and was analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS). The results show that Electronic Word of Mouth has a positive and significant effect on Purchase Intention. Customer Experience also has a positive and significant effect on Purchase Intention, where comfortable shopping experiences, adequate facilities, and transaction convenience can increase customers’ buying interest. In addition, Trust has a positive and significant influence on Purchase Intention, indicating that customers’ confidence in product quality, service, and company consistency plays an important role in shaping purchase intention. These findings confirm that the combination of digital reviews, direct customer experience, and trust level are key determinants in increasing customer Purchase Intention in modern retail, particularly FamilyMart. Therefore, companies need to improve service quality, maintain positive online reviews, and continuously build customer trust as part of future marketing strategies.
Co-Authors Adib Pradipta Ammar Shiddiq Yulianto Andrian Haro Atia Tiara Trisnawan Bianca Ayu Anindira Bintang Muhamad Harsya Diya Aldin Fadeyushka Dyah Ratu Dwihapsari Farhan Taruna Faza Hibatul Haqqi Firgiawan Akbar Hasna Azzahidah Hilsya Faiqotul Innayah Jasmine Lamia Safira Khansa Puti Zharifah Muza Mellani Indriyani Mohammad Akeyla Zedidiah Muhammad Faisal Nayla Zannata Mugni Nazwa Ramadhani Osly Usman Raihan Kamilun Amin Ranty Pratiwi Regina Humaningtyas Purba Reysa Almaira Anandita Rika Meilandari Siagian Rosdiana Damayanti Ryna Parlyna Sabo Hermawan Syadin Alivia Yusuf Tasha Dwi Oktora Wahid Pasha Purnama Yahya Abdurrahman Adib