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p-Index From 2020 - 2025
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All Journal Journal of Digital Business and Global Economy
Dr. Osly Usman, M.Bus Syst
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Economics, Econometrics & Finance

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The Influence of Content Personalization and Social Interaction on Customer Satisfaction Through Purch Muhammad Farhan Ariq Pramanda; Anjas Apriana; Dr. Osly Usman, M.Bus Syst
Journal of Digital Business and Global Economy Vol. 1 No. 1 (2025): 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.v1i1.1

Abstract

Research on the influence of Content Personalization and Social Interaction on purchasing decisions and customer satisfaction at the Feih Alharam Brand in the context of the digital era and globalization. This brand is unique with its exclusive perfume products and other product offerings from Saudi Arabia. Prioritize social interaction through social media, understand customer preferences, and strive to maintain competitive advantage. This research model will be analyzed using the Partial Least Square (PLS) method and assisted by SmartPLS 3.0 software. PLS is an alternative method of Structural Equation Modeling (SEM). The research results show that Personalized Content has a positive effect on purchasing decisions for Feih Alharam products. Social interaction also has a positive influence on purchasing decisions and consumer satisfaction. Purchasing decisions have a positive effect on consumer satisfaction. However, Content Personalization has a negative effect on consumer satisfaction. Social interaction has a positive effect on consumer satisfaction through purchasing decisions for Feih Alharam products. The practical implication of this research is to provide input to Feih Alharam to increase personalization of content and interactions to strengthen purchasing decisions and consumer satisfaction. Suggestions for institutions are to improve more characteristic content personalization indicators. For future researchers, it is recommended to continue research in different business fields and expand references and preparation during research.
The Influence of Brand Ambassadors and Brand Image on Purchase Intention Which Impacts Purchase Decisions on the Shopee Application Muhammad Fahrel Novelyan; Febrianus David D Kerans; Dr. Osly Usman, M.Bus Syst
Journal of Digital Business and Global Economy Vol. 1 No. 1 (2025): 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.v1i1.2

Abstract

This study attempts to investigate the impact of brand ambassadors and brand image on purchase intention that greatly affect purchase decisions. With the aid of SmartPLS 3.0 software, the study takes a quantitative approach and applies the Structural Equation Modeling (SEM) method. In order to examine the connections between the variables, the research formulates and evaluates seven hypotheses. With a focus on the impact of brand ambassadors and brand image on purchase intention, this study attempts to investigate the elements and variables that greatly affect purchase decisions. The study's findings indicate important findings. First, Brand Ambassadors are found to have a positive and significant influence on Purchase Intention (original sample value of 0.511, P-Value = 0.000). Secondly, it is found that Brand Image has a significant impact on Purchase Intention (original sample value of 0.334, P-Value of 0.003). Additionally, it is shown that Purchase Decision is positively and significantly influenced by Brand Ambassador (P-Value of 0.010, original sample value of 0.276). In the context of digital marketing, this research advances our understanding of the relationships among brand ambassador, brand image, purchase intention, and purchase decision. For businesses using the Shopee app as a sales platform, the results offer insightful information that helps them maximize marketing tactics and brand ambassador use to improve sales results in the ever-changing market.
The Influence of Ambassador Brand, Buy Interest, and Testimonies On Purchase Decisions Mega Noviana; Dr. Osly Usman, M.Bus Syst; Marsofiyati
Journal of Digital Business and Global Economy Vol. 1 No. 1 (2025): 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.v1i1.3

Abstract

This research was conducted to find out and analyze how the variables of brand ambassador, job interest, and testimonials influence purchasing decisions for undergraduate Student. This study uses quantitative methods with descriptive analysis and takes measurements through an ordinal scale. The data collection technique used in this study was through a questionnaire or questionnaire which was measured using a Likert scale from a value of one to five. The data analysis technique used is using the SmartPLS (Partial Least Squares) Statistics version 3.3.9 software by performing various tests or calculations, namely Statistical Descriptive Analysis, Outer Model, Inner Model, and Hypothesis Testing. Based on the test results obtained the results that: (1) there is a positive influence between brand ambassadors on testimonials; (2) there is a positive influence between brand ambassadors on purchasing decisions; (3) there is a positive influence between buying interest on testimonials; (4) there is a positive influence between buying interest on purchasing decisions; (5) there is a positive influence between testimonials on purchasing decisions; (6) there is a positive influence between brand ambassadors and testimonials on purchasing decisions; and (7) there is a positive influence between buying interest and testimonials on purchasing decisions. 
The Effect of Learning Motivation, Learning Discipline, and Learning Style on Academic Performance of Students Faculty of Economics, Jakarta State University Putri Nur Lathipah Sastra Praja; Dr. Osly Usman, M.Bus Syst
Journal of Digital Business and Global Economy Vol. 1 No. 1 (2025): 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.v1i1.4

Abstract

This study aims to determine whether learning motivation, learning discipline, and learning style have an effect on the academic performance of students at the Faculty of Economics, Jakarta State University. This study employs a quantitative descriptive method with 109 students from the Faculty of Economics at the Jakarta State University. The data were analyzed using the Smart PLS 3.3.7 application and the Structural Equation Modelling (SEM) technique. Based on the study's findings, the following can be concluded: 1) Learning Motivation has a positive and statistically significant effect on Learning Style, as indicated by the t statistic of 4,533 > 1,983. The t statistic of 0.678 1.94 indicates that Learning Motivation does not have a positive and statistically significant effect on Academic Performance. 3) Based on the t statistic, Learning Discipline has a positive and significant effect on Learning Style. The t statistic of 2,607 > 1,980 indicates that Learning Discipline has a positive and statistically significant impact on Academic Performance. 5) Based on the t statistic 1.714 1.983, Learning Style has no positive and significant effect on Academic Performance. 6) Based on t-statistics, learning motivation and Learning Style have no positive and significant effect on Academic Performance. 7) Based on the t statistic 1.714 > 1.983, Learning Discipline and Learning Style have no positive and significant effect on Academic Performance. 
Analysis of Service, Trust, Security Impact on Satisfaction and Behavior in Shopee Ahmad Jidan Abrar; Alfin Nurfadhilah Ramli; Dr. Osly Usman, M.Bus Syst
Journal of Digital Business and Global Economy Vol. 1 No. 1 (2025): 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.v1i1.5

Abstract

The purpose of this study is to look into how security, trust, and service quality affect customer behavior on the Shopee e-commerce platform. E-commerce has grown significantly in the last several years, making the market more competitive. In this regard, it is critical for online retailers such as Shopee to comprehend the elements that influence consumer happiness and purchase behavior. Shopee users are surveyed in order to gather data for this study. This study uses statistical methods, such as regression analysis, to examine the connections between consumer behavior and elements like security, trust, and service quality. It is anticipated that the results would give Shopee and other e-commerce companies insightful information to enhance their offerings. This research intends to assist businesses develop more effective tactics to improve customer satisfaction, create trust, and promote online shopping security by analyzing the primary determinants of consumer behavior and satisfaction on Shopee's platform. Additionally, the study's findings can be a useful guide for upcoming e-commerce and digital marketing studies. This study advances our knowledge of the variables influencing customer behavior in light of the ongoing development of digital commerce. E-commerce sites like Shopee can use these data to sustain their growth and competitiveness in a business environment that is becoming more and more dynamic.
Content Marketing Analysis in Increasing Customer Engagement and Purchase Decisions on Merchant Promotions at BNI Experience Website Alfin Nurfadhilah Ramli; Dr. Osly Usman, M.Bus Syst; Meta Bara Berutu, S.E., M.M
Journal of Digital Business and Global Economy Vol. 1 No. 2 (2025): 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.01.2.06

Abstract

This study aims to analyze the influence of content marketing on customer engagement and purchase decisions regarding promo merchants featured on the BNI Experience website. The research employs a mixed-method approach using methodological triangulation to obtain a more comprehensive understanding of the studied phenomenon. Quantitative data were collected from 250 respondents selected through purposive sampling based on specific criteria, while qualitative data were obtained through in-depth interviews with two key informants from BNI who are directly involved in content strategy management. The quantitative analysis, using Structural Equation Modeling (SEM) with Partial Least Square (PLS), indicates that content marketing has a positive and significant effect on both customer engagement and purchase decisions. Furthermore, customer engagement is proven to be a significant mediating variable in the relationship between content marketing and purchase decisions. The qualitative analysis, through thematic interpretation, supports the quantitative findings by showing that content that is relevant, informative, easy to understand, easy to find, valuable, and consistent can build emotional engagement and drive customer purchase decisions. These findings suggest that an effective content marketing strategy not only strengthens customer relationships but also encourages conversion through more meaningful digital interactions. This research contributes to the development of digital marketing knowledge, particularly in the banking sector.
Co-Authors Ahmad Jidan Abrar Alfin Nurfadhilah Ramli Anjas Apriana Febrianus David D Kerans Marsofiyati Mega Noviana Meta Bara Berutu, S.E., M.M Muhammad Fahrel Novelyan Muhammad Farhan Ariq Pramanda Putri Nur Lathipah Sastra Praja