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All Journal Jurnal Agroekoteknologi Terapan International Journal Administration, Business & Organization Journal of Innovation in Management, Accounting and Business
Tindi, Ricardo Gianluigi
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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What Content Marketing Values Shape Consumers’ Brand Equity? Case of Indonesian Service MSEs Kolibu, Relinton Jeremia; Silaban, Daniel Peterson; Tindi, Ricardo Gianluigi
Journal of Innovation in Management, Accounting and Business Vol. 4 No. 3 (2025)
Publisher : Papanda Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56916/jimab.v4i3.2596

Abstract

Competition and business sustainability issues are still regarded as the most important challenges for service-based MSEs in Indonesia. Most Indonesian MSEs can only survive up to 6 years. Branding is critical in determining business’ competitiveness and lifespan; therefore, it is crucial to identify ways to improve the MSEs branding. This research seeks to investigate how content marketing (CM) values affects relevant consumer or brand-related outcomes, which consists of informative value, emotional value, and social value on brand equity of service MSEs consumers. A questionnaire was distributed to 120 Indonesian service MSEs users to gather data. To evaluate the hypothesized relationships within the proposed model, this study utilized the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, known for its relevance in exploratory research and sophisticated model estimation. Results revealed that emotional value and social value of CM each has positive influence towards brand equity. However, informative value does not have any influence towards brand equity. Findings of this study enrich the understanding on what values of CM campaign of Indonesian MSEs affects users’ attitude toward their brand. This study provides references for Indonesian service MSEs on how to produce effective contents, particularly in social media, as a part of their branding strategy.
Beyond the Consumer Lens: Mapping Firm-Side Digital Marketing Studies in Indonesian MSMEs Tindi, Ricardo Gianluigi; Silaban , Daniel Peterson
International Journal Administration, Business & Organization Vol 6 No 3 (2025): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.25.616

Abstract

This study systematically reviews recent research on how Indonesian micro, small, and medium enterprises (MSMEs) adopt and use digital marketing in response to rapid digital transformation following the COVID-19 pandemic. Although digital marketing has emerged as a key driver for market visibility and customer engagement, many MSMEs still face challenges in integrating digital initiatives into strategic business processes. Using a dual-corpus design that combines Scopus-indexed and SINTA-indexed articles published between 2020 and 2025, this study maps how firm-side digital marketing research has developed in Indonesia, focusing on thematic patterns, methodological approaches, theoretical perspectives, and analytical levels. The findings indicate that existing research is concentrated on technology adoption and platform-based usage, while studies on capability development, system integration, and ecosystem support remain limited. Emerging topics include sustainability, digital innovation, and artificial intelligence, but these areas require deeper empirical grounding. This review highlights the need for multi-level research that connects individual behavior, organizational capabilities, and institutional environments to support long-term digital transformation among Indonesian MSMEs.
The Role Of Digital Service Quality and Perceived Ease Of Use in The Adoption of Digital Wealth Management Among Millennial Farmers Philipus, Cyndrika Rany; Tindi, Ricardo Gianluigi; Sintaro, Sanriomi
Jurnal Agroekoteknologi Terapan (JAT) Vol. 7 No. 1 (2026): ISSUE JANUARY-JUNE 2026
Publisher : Sam Ratulangi University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35791/jat.v7i1.66548

Abstract

This study examines the roles of digital service quality and perceived ease of use in shaping adoption intention toward digital wealth management among millennial farmers. Drawing on a service marketing perspective and technology acceptance logic, the study also positions trust as a key mechanism that links service perceptions to adoption intention. A structured questionnaire was administered to 236 millennial farmers (aged 20–39), and the proposed model was analyzed using partial least squares structural equation modeling (PLS-SEM) with bootstrapping. The descriptive results indicate that perceived ease of use is generally high, reflecting respondents’ familiarity with smartphones, while perceptions of service quality and trust vary more substantially. The structural model shows that digital service quality strongly predicts trust (β = 0.991, p < 0.001) and that trust strongly predicts adoption intention (β = 0.810, p < 0.001). Digital service quality also has a small but significant direct effect on intention (β = 0.183, p = 0.012), indicating partial mediation. The indirect effect of digital service quality on intention through trust is large and significant (β = 0.803, p < 0.001), confirming that trust transmits most of the impact of service quality. Perceived ease of use shows statistically significant but small effects on trust and intention, suggesting usability functions primarily as a baseline enabler for digitally capable millennials. The model explains substantial variance in trust (R² = 0.979) and intention (R² = 0.981). Discriminant validity diagnostics indicate strong overlap among service quality, trust, and intention, suggesting that respondents may form a holistic evaluation of the platform; this limitation should be addressed through construct refinement in future research. Practically, the findings imply that increasing digital wealth management adoption in agricultural communities should prioritize trust-building service quality cues, including reliability, transparency, security assurance, and responsive support.
Co-Authors Daniel Peterson Silaban, Daniel Peterson Kolibu, Relinton Jeremia Philipus, Cyndrika Rany Sanriomi Sintaro Silaban , Daniel Peterson