Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal Journal of Digital Business and Global Economy
Dr. Osly Usman, M.Bus
Unknown Affiliation
Economics, Econometrics & Finance

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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.
The Influence of Online Shopping Convenience and Shopee Live on Purchase Decisions through Consumptive Behavior of Generation Z Students at Universitas Negeri Jakarta Syifa Aulia Azzahra; Afidah Nur Aslamah, M.Si; Dr. Osly Usman, M.Bus; Dr. Ryna Parlyna, M.B.A
Journal of Digital Business and Global Economy Vol. 1 No. 5 (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.01.5.03

Abstract

This research is conducted to examine the influence of Online Shopping and Shopee Live on Purchase Decision through Consumptive Behavior among Generation Z students at Jakarta State University. The rapid growth of e-commerce platforms accompanied by live streaming features has changed digital consumption patterns, especially among the younger generation who are known to be responsive to technology. This research adopts a quantitative method employing an explanatory research framework. The research sample involved Generation Z students who had shopped through Shopee and used the Shopee Live feature, determined selected through a purposive sampling technique based on specific research criteria. Data collection was carried out through data were collected using a Likert-scale questionnaire and further processed using SmartPLS to test the relationship between variables. This study is expected to clarify both direct and indirect relationships among the examined variables, including the mediating function of consumptive behavior. The results of the present study provide contributions to digital marketing literature and can be a reference for e-commerce players in designing relevant strategies for young digital consumers.
Co-Authors Afidah Nur Aslamah, M.Si Dinda Virgia Yurendira Dr. Ryna Parlyna, M.B.A Meta Bara Berutu, S.E., M.M Syifa Aulia Azzahra