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All Journal JURNAL MANAJEMEN MOTIVASI Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Aditya Putra Wardanu
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pemasaran Berbasis Konten dan Emosi: Studi Kasus Kampanye Digital Boneka Bubu Aditya Putra Wardanu; Ahmad Gozi; Sudarmiatin Sudarmiatin
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 3 No. 2 (2025): APRIL : Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v3i2.1702

Abstract

This study is a study of digital marketing strategies related to Boneka Bubu, a product that went viral on social media such as TikTok and Instagram. In this context, emotional and content-based marketing work that connects brands with audiences, especially millennial and Gen Z consumers, plays a very positive role. Humorous approaches, memorable characters, and communities play a role in driving the success of Boneka Bubu's digital campaign which aims to increase brand awareness, sales, and customer loyalty. This analysis examines and tries to solve various issues related to UGC, influencer collaboration, and limited edition promotional strategies that build urgency. Data and research show that emotional-based marketing, which involves consumers in the content creation process, strengthens relationships that lead to conversion and engagement. This study explains the impact of the creative process and authenticity that are emphasized for digital marketing strategies in the age of social media.
Pengaruh Kekhawatiran Privasi dan Kecemasan Teknologi terhadap Niat Beli Melalui Kepercayaan di Kalangan Pengguna Shopee di Kota Malang Aditya Putra Wardanu; Sudarmiatin; Titis Shinta Dhewi
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.9062

Abstract

The rapid growth of e-commerce raises concerns regarding personal data control and technological anxiety, potentially affecting trust and purchase intention among Shopee users. This study aims to analyze the effects of perceived control and technological anxiety on purchase intention, with trust as a mediating variable. Using a quantitative approach and PLS-SEM, data were collected from 386 Shopee users. The results indicate that perceived control positively affects trust and purchase intention, while technological anxiety has negative effects. Trust also significantly mediates relationships. These findings emphasize the importance of secure systems and transparent privacy policies to enhance consumer trust. Keywords: Privacy Concerns; Technological Anxiety; Trust; Puchase Intention; Shopee
Co-Authors Ahmad Gozi Sudarmiatin Titis Shinta Dhewi, Titis