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p-Index From 2020 - 2025
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All Journal Journal of Digital Business and Global Economy
Meta Bara Berutu, S.E., M.M
Unknown Affiliation
Economics, Econometrics & Finance

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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.
The Influence of Brand Credibility, Technological Innovation, and User Engagement on the Effectiveness of AI and Its Impact on the Reader Loyalty of Liputan6.com Digital Media Platform Readers Dinda Virgia Yurendira; Dr. Osly Usman, M.Bus; Meta Bara Berutu, S.E., M.M
Journal of Digital Business and Global Economy Vol. 1 No. 3 (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.01.3.01

Abstract

This study analyzes the influence of brand credibility, technological innovation, and user engagement on reader loyalty, with AI effectiveness as a mediating variable in the context of AI presenters on digital media. Using a quantitative approach with PLS-SEM via SmartPLS, data were collected from 275 Liputan6.com readers aged 17-65 who had engaged with AI-presented news at least three times. The findings reveal that brand credibility, technological innovation, and user engagement positively affect both AI effectiveness and reader loyalty. AI effectiveness also significantly mediates the relationship between brand credibility and user engagement with reader loyalty, but not between technological innovation and reader loyalty. These results highlight the importance of trust and engagement in enhancing AI effectiveness to foster loyalty, while innovation must offer clear benefits to be impactful.
Co-Authors Alfin Nurfadhilah Ramli Dinda Virgia Yurendira Dr. Osly Usman, M.Bus Dr. Osly Usman, M.Bus Syst