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All Journal Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Teknologi dan Manajemen Industri Terapan (JUMPER) Greenation International Journal of Tourism and Management INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Andriya Risdwiyanto
Universitas Proklamasi 45, Indonesia
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Industrial & Manufacturing Engineering Social Sciences

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The Effect of Digital Marketing Adoption, Customer Engagement, and Brand Awareness on SME Sales Growth Andriya Risdwiyanto; Helmi Azahari; Dewi Silvia; Evi Meidasari M
Journal Management & Economics Review (JUMPER) Vol. 3 No. 10. 1 (2026): Special Issue: Call For Paper JUMPER
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i10. 1.1029

Abstract

The rapid development of digital technology has significantly transformed the way small and medium-sized enterprises (SMEs) conduct their marketing activities and interact with customers. In the digital era, adopting effective digital marketing strategies has become essential for SMEs to enhance competitiveness and achieve sustainable sales growth. This study aims to examine the effect of digital marketing adoption, customer engagement, and brand awareness on SME sales growth. A quantitative research approach was employed using primary data collected through structured questionnaires distributed to SME owners and managers who utilize digital platforms in their marketing activities. A total of 200 respondents participated in the study. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) to test the proposed hypotheses. The results reveal that digital marketing adoption has a positive and significant effect on SME sales growth, indicating that the use of digital marketing tools such as social media, online advertising, and digital platforms enhances marketing effectiveness and expands market reach. Furthermore, customer engagement is found to significantly influence sales growth, suggesting that active interaction and relationship-building with customers contribute to higher customer loyalty and increased purchasing behavior. The findings also demonstrate that brand awareness positively affects SME sales growth, as higher levels of brand recognition and familiarity among consumers increase the likelihood of product selection and purchase decisions. Overall, the results highlight the importance of integrating digital marketing strategies, customer engagement initiatives, and brand-building efforts to improve SME performance. This study contributes to the growing body of literature on digital marketing and SME performance while providing practical insights for SME owners and managers seeking to leverage digital technologies to enhance sales growth in the competitive digital marketplace.
GREEN MARKETING STRATEGY IN ATTRACTING CONSUMERS WHO CARE ABOUT THE ENVIRONMENT Johni Eka Putra; Andriya Risdwiyanto; Riantin Hikmah Widi
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 1 No. 11 (2024): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

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Abstract

The growing desire of customers for environmentally friendly products means companies are competing to meet these needs by switching to using environmentally friendly materials. The materials in question are not only raw materials but also involve other materials such as product packaging, labeling, packaging and so on. Environmental awareness by implementing green marketing strategies can be done with environmentally friendly promotions. The growing desire of customers for environmentally friendly products means companies are competing to meet these needs by switching to using environmentally friendly materials. Green marketing is an approach to marketing that emphasizes environmental and sustainability values. It aims to attract consumers who care about environmental issues and promote environmentally friendly products or services. Several green marketing strategies that can be used to attract consumers who care about the environment are sustainable communication, labels and certification, transparency, customer education, partnerships with environmental organizations, focusing on environmental innovation, and sustainable consumer support.
THE IMPACT OF HIGH BUSINESS RENTAL PRICES ON PRODUCT SELLING PRICES Bekti Utomo; Dwi Dersmi Selan; Andriya Risdwiyanto
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 9 (2025): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

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Abstract

This literature research focuses on the impact of high business premises rental prices on product selling prices, a critical issue that influences business dynamics and consumer behavior. With rental costs rising, many businesses face the dilemma of maintaining profit margins without offloading additional costs to consumers. This research uses a literature review method to explore how rising rental prices affect pricing decisions by businesses, as well as consumer responses to these price changes. This research reveals that rising rental prices often force businesses to adjust selling prices, which can influence consumer purchasing behavior. Furthermore, this study highlights business strategies in managing high rental costs, including operational optimization and adoption of e-commerce business models to reduce dependence on physical locations. The research also discusses the long- term implications of rising rental prices on business sustainability and customer loyalty, and offers recommendations to stakeholders on how to navigate this challenge effectively. It is hoped that the results of this research can help businesses formulate responsive and innovative pricing strategies, as well as increase understanding of the dynamics of rental prices and their impact on the business ecosystem as a whole.
The Influence of Host Credibility, Hedonic Shopping Motivation, and Mobile App Usability on Impulsive Buying Behavior of Online Shopping App Users Bekti Setiadi; Tyahya Whisnu Hendratni; Andriya Risdwiyanto; Sonya Sidjabat; Dana Aswadi; Yuliani Istiqomah
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 4 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Maret - April 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i4.7569

Abstract

The study is devoted to examining how host credibility, hedonic shopping motivation, and mobile app usability impact online shoppers' impulsive buying behavior. It is based on the growing incidence of impulse buying, which is largely the result of digital interaction and technology. A quantitative explanatory approach is utilized in the research, and purposive sampling is employed to select 200 active users of online shopping applications as respondents. Data is obtained through a five-point Likert scale questionnaire and subjected to multiple linear regression analysis. The results indicate that host credibility, hedonic shopping motivation, and mobile app usability are the main factors having a positive and significant impact on the consumers' impulsive buying behavior. Theoretical implications of this Study include the expansion of the digital consumer behavior research area through the integration of social, psychological, and technical factors. The findings also provide valuable insights for online retailers in the areas of digital marketing strategy and application development that could lead to more effective and sustainable impulse buying.
Visual Merchandising Can Moderate the Influence of Hedonic Lifestyle on Purchasing Decisions Asmah Sinuraya; Hadiansyah Ma’sum; Andriya Risdwiyanto; Yosef Tonce; Kushariyadi
Jurnal Teknologi dan Manajemen Industri Terapan Vol. 4 No. 3 (2025): Jurnal Teknologi dan Manajemen Industri Terapan
Publisher : Yayasan Inovasi Kemajuan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55826/jtmit.v4i3.1633

Abstract

This study aims to analyze the moderating role of visual merchandising on the influence of hedonic lifestyle on purchasing decisions in the modern retail sector. In the contemporary consumerism era, shopping behaviour is no longer based solely on functional needs, but has shifted to a pleasure-seeking activity triggered by a hedonic lifestyle. Using a quantitative approach with a survey method, data were collected from 300 respondents who actively shop in urban shopping centers. The analysis results indicate that a hedonic lifestyle has a positive and significant influence on impulsive purchasing decisions. Furthermore, the main findings of this study revealed that visual merchandising acts as a moderator that strengthens this relationship. The aesthetics of store layout, lighting, and attractive product presentation can stimulate emotional responses in hedonic consumers, which ultimately accelerates the purchasing decision-making process. The implications of this study provide strategic guidance for retail managers to optimize the visual elements of a space to capture a lifestyle-driven market niche.
The Influence of Social Media Marketing, Brand Authenticity, and Personalization Capability on Digital Brand Loyalty of E-Commerce Users Bekti Setiadi; Yuliani Istiqomah; Anastasia D'Ornay; Hendra; Riesna Apramilda; Andriya Risdwiyanto
Greenation International Journal of Tourism and Management Vol. 4 No. 2 (2026): (GIJTM) Greenation International Journal of Tourism and Management (June - Augu
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijtm.v4i2.1244

Abstract

This research aims to examine the impact of Social Media Marketing, Brand Authenticity and Personalization Capability on Digital Brand Loyalty of e-commerce customers. The research was quantitative in nature employing survey technique to the consumers of e-commerce platforms as respondents. The sampling technique used is purposive sampling. The data were collected by disseminating the online questionnaire through Google Forms. Multiple linear regression was used for data analysis after checking the validity and reliability of all study tools. The results of the study indicate that Social Media Marketing, Brand Authenticity and Personalization Capability have a positive and significant effect on Digital Brand Loyalty both partially and simultaneously. The value of the coefficient of determination indicates that the three independent variables can explain Digital Brand Loyalty. Of the three factors, Personalization Capability is the most significant factor affecting digital brand loyalty. The study findings show that the company’s ability to build communication through social media, create an authentic brand, and provide a personalized shopping experience are important strategies in increasing customer loyalty on e-commerce platforms.
Co-Authors Anastasia D'Ornay Asmah Sinuraya Bekti Setiadi Bekti Setiadi Dana Aswadi Dewi Silvia Dwi Dersmi Selan Evi Meidasari M Hadiansyah Ma’sum Helmi Azahari Hendra Johni Eka Putra Kushariyadi Kushariyadi Riantin Hikmah Widi Riesna Apramilda Tyahya Whisnu Hendratni Utomo, Bekti Yosef Tonce Yuliani Istiqomah