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All Journal Siber International Journal of Digital Business Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Arlindo do Ceu Fatima
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Interactive Digital Advertising as a Strategy to Increase Brand Awareness, Engagement, and Purchase Intention in Local Startups: A Conceptual Study Arlindo do Ceu Fatima; Casimirio Soares; Gupron, Gupron; M. Ridho Mahaputra; Andri Yandi
Siber International Journal of Digital Business (SIJDB) Vol. 3 No. 1 (2025): (SIJDB) Siber International Journal of Digital Business (July - September 2025)
Publisher : Siber Nusantara Review & Yayasan Sinergi Inovasi Bersama (SIBER)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/sijdb.v3i1.277

Abstract

The development of digital technology has encouraged local startups to adopt more effective and efficient marketing strategies. One increasingly used approach is interactive digital advertising, which enables two-way communication between brands and consumers. This conceptual article aims to examine the role of interactive digital advertising in increasing brand awareness, consumer engagement, and purchase intention. By integrating various previous research findings, this article develops a conceptual framework that demonstrates the relationship between interactive digital advertising and brand awareness, consumer engagement, and purchase intention. This study is expected to provide theoretical contributions to the development of sustainable marketing literature and serve as an initial reference for researchers in conducting future empirical research.
Kepemimpinan Transformasional dan Keterikatan Karyawan: Analisis Peran Mediasi Motivasi Intrinsik Casimiro Soares; Arlindo do Ceu Fatima
Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis Vol. 4 No. 3 (2025): September : Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupsim.v4i3.5338

Abstract

The changing dynamics of organizations in the digital era present challenges in meeting the growing need for effective leadership, particularly in strengthening intrinsic motivation and employee engagement. This study aims to analyze the effect of transformational leadership on employee engagement with intrinsic motivation as a mediator in private and public sector organizations in Indonesia. The research design employed a quantitative cross-sectional survey approach involving 100–150 respondents, with data analysis conducted using Structural Equation Modeling (SEM) with AMOS. The findings reveal that transformational leadership significantly enhances intrinsic motivation and employee engagement, as well as strengthens their relationship through the mediating effect of intrinsic motivation. However, the study also identified nonsignificant pathways in certain contexts, highlighting the importance of organizational contextual factors. These findings reinforce the relevance of integrating transformational leadership theory and Self-Determination Theory in explaining the psychological mechanisms of human resource development. Practically, this study implies that transformative leadership development strategies oriented toward fulfilling basic psychological needs (autonomy, competence, relatedness) are more effective in fostering emotional involvement, loyalty, and employee productivity. Furthermore, the study emphasizes the importance of designing leadership training programs and human resource management policies that focus on employee empowerment and well-being, rather than solely on organizational targets. The limitations of this research lie in its cross-sectional design and reliance on self-reported data, providing opportunities for future longitudinal and mixed-methods studies to offer a more comprehensive understanding.
Co-Authors Casimirio Soares Casimiro Soares Gupron, Gupron M. Ridho Mahaputra Yandi, Andri