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All Journal Journal of Digital Business and Global Economy Madani Syari'ah: Jurnal Pemikiran Perbankan Syariah. Journal of Strategic Marketing and Innovation
Afidah Nur Aslamah
Universitas Negeri Jakarta
Economics, Econometrics & Finance

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The Effect of the Convenience and Benefits of GoPayLater on the Interest in Use with Moderation of Trust among FEB UNJ Students Mardiana Saharani; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
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.01.5.04

Abstract

The development of digital technology in the financial sector has encouraged the emergence of non-cash payment services, one of which is paylater. GoPayLater is a paylater service that is widely used by students because it offers convenience and flexibility in payments. The purpose of this study is to examine the effect of usability and its advantages on the interest in using GoPayLater, considering trust as a variable that intervenes, among Jakarta State University's Faculty of Economics and Business students. Quantitative techniques are employed, implementing an explanatory design. A Likert scale was used to gather the data questionnaire, administered to students via Purposive sampling is used by GoPayLater. Data analysis is done using partial least squares-structural equation modeling (PLS-SEM). The results shown that interest and trust in use were significantly impacted by usability. On the other hand, the benefits of use are significantly influenced by usage interest but not by trust. In addition, trust has no significant effect on usage interest. These findings show that the functional aspect is the main factor in encouraging interest in using GoPayLater among students.
The Effect of Discounts and Price on Purchase Decisions of GoFood Services among Generation Z Students at Universitas Negeri Jakarta with Perceived Value as a Mediating Variable Fikri Pirmansyah; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
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.01.5.12

Abstract

Pricing strategies are vital in guiding consumer decisions on digital platforms, especially in online food delivery apps. This research examines how discounts and pricing affect purchase choices, highlighting perceived value as a key mediator. The study targets Generation Z students at Universitas Negeri Jakarta, a group known for high digital literacy and frequent use of GoFood. Using a quantitative method, data were analyzed with Partial Least Squares–Structural Equation Modeling (PLS-SEM) from responses gathered via structured questionnaires. Results show that both discounts and price significantly impact perceived value, which in turn increases the probability of purchase. However, discounts do not directly influence purchase decisions, implying that price discounts alone are not enough unless they add perceived value. Conversely, price directly affects purchasing, indicating that fairness and affordability are crucial for Generation Z. Mediation analysis confirms perceived value as an essential link between pricing strategies and purchase decisions. Focusing on actual buying behavior rather than intent provides a clearer insight into value-based decision-making in online food delivery. The study suggests platforms targeting Generation Z should focus on pricing strategies that improve perceived value rather than relying only on discounts.
The Influence of Discount Vouchers and Free Shipping on the Frequency of Online Food Purchases among Students Using ShopeeFood at Universitas Negeri Jakarta Radja Rafi Aryawira; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
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.01.5.13

Abstract

The expansion of financial technology (fintech) has increased digital financial engagement among university students however, higher adoption does not necessarily indicate responsible digital financial behavior. This study investigates the effects of fintech trust and financial literacy on digital financial behavior, with fintech usage decision positioned as an intervening variable. Using a quantitative approach, data were collected from 361 students of the Faculty of Economics and Business, Universitas Negeri Jakarta, and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that fintech trust and financial literacy significantly influence fintech usage decisions and directly affect digital financial behavior. Nevertheless, fintech usage decision does not significantly mediate the relationship between trust, literacy, and behavioral outcomes. These results indicate the presence of a behavioral gap, where factors that encourage fintech adoption do not automatically translate into prudent financial management practices. This study contributes to the fintech and financial behavior literature by distinguishing adoption-oriented decisions from post-adoption behavioral quality, emphasizing that trust and financial literacy primarily drive usage decisions rather than ensuring responsible digital financial behavior among young users.
The Influence of Digital Engagement and FOMO on the Intention to Participate in Community Based Running Events Kayla Diandra Alisya; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
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.01.5.14

Abstract

This study investigates the influence of digital engagement and the Fear of Missing Out (FOMO) on individuals’ intention to participate in community-based running events. As digital platforms increasingly shape how runners connect, share experiences, and follow community activities, understanding their behavioral impact becomes essential. Using a quantitative approach, data were collected through an online questionnaire distributed to active and potential members of running communities and analyzed using PLS-SEM. The results show that both digital engagement and FOMO significantly and positively affect participation intention, with digital engagement also acting as a partial mediator that strengthens the effect of FOMO. These findings highlight how interactive digital content and social exposure play a vital role in encouraging physical event participation. The study contributes to the literature on sports participation behavior in the digital era and offers practical insights for organizers and sports marketers to optimize digital strategies, enhance community connection, and design more compelling communication to increase event participation.
The Influence of the Utilization of QRIS and Digital Marketing Strategies on Purchase Decisions through Consumer Satisfaction in MSMEs at the State University of Jakarta Yeni Hesti Verawati Manurung; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
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.01.5.15

Abstract

This study aims to analyze the effect of QRIS utilization and digital marketing strategies on purchase decisions, mediated by consumer satisfaction, among students of the State University of Jakarta who have made purchases at MSMEs. This research employs a quantitative approach using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS, involving 85 student respondents. The results indicate that QRIS utilization has a positive and significant effect on consumer satisfaction and purchase decisions (H1 and H3), while digital marketing strategies also positively influence consumer satisfaction and purchase decisions (H2 and H4). Furthermore, consumer satisfaction is proven to have a positive and significant effect on purchase decisions (H5) and mediates the relationship between QRIS utilization and purchase decisions, as well as between digital marketing strategies and purchase decisions.
The Influence of User Experience and Interface Design Quality on User Satisfaction of FEB UNJ Students with Trust in the Shopee Platform Siti Nurlaela; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
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.01.5.16

Abstract

This research investigates the impact of User Experience and Interface Design Quality on User Satisfaction of FEB UNJ students, with Trust in the Shopee platform as a mediating variable. Data analysis in this research is executed through the SmartPLS application, applying Partial Least Squares-Structural Equation Modeling (PLS-SEM) within a quantitative design. The respondents consist of FEB UNJ students who are active Shopee users. The results indicate that User Experience and Interface Design Quality have a positive and significant effect on Trust. Furthermore, User Experience, Interface Design Quality, and Trust significantly influence User Satisfaction. Mediation analysis shows that Trust partially mediates the relationship between User Experience and User Satisfaction, as well as between Interface Design Quality and User Satisfaction. These findings highlight the strategic role of trust in strengthening the impact of digital interaction quality on user satisfaction. This study contributes to the literature on digital consumer behavior and provides practical implications for e-commerce platforms in improving service quality and user retention.
The Influence of UI/UX Design and Key Features on User Satisfaction and Loyalty of the Gojek Application among UNJ Students Muhammad Fathurrahman; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
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.01.5.17

Abstract

This study analyzes the causal influence of UI/UX Design and Key Features on User Satisfaction and the subsequent effect on User Loyalty within the Gojek application, specifically targeting university students. The research utilized a quantitative associative approach, employing Partial Least Squares-Structural Equation Modeling (PLS-SEM) on a purified model derived from a sample of 100 active students of Universitas Negeri Jakarta (UNJ) via purposive sampling. The findings reveal that both UI/UX Design and Key Features significantly and positively influence User Satisfaction, with Key Features emerging as the dominant predictor. However, despite the achievement of a strong level of User Satisfaction (R2 = 0.609), all causal paths leading to User Loyalty including the mediating path through Satisfaction were statistically rejected. Consequently, the study concludes that application quality has become a hygiene factor, effective in generating user contentment but insufficient as a driver for long-term commitment. This implies that future loyalty strategies must concentrate on external factors such as trust and switching costs.
The Effect of Social Presence and Quality of User Generated Content (UGC) on Consumer Trust through Electronic Word of Mouth (EWOM) in FEB UNJ Students on the TikTok Platform Teja Supraba; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
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.v1i5.143

Abstract

This study aims to analyze the effect of Social Presence and User-Generated Content (UGC) Quality on Consumer Trust through Electronic Word of Mouth (eWOM) among TikTok users in the Faculty of Economics and Business, University of Jakarta. This phenomenon is important because social interaction and content quality on video-based platforms are believed to shape digital trust through the process of communication between users. The study uses a quantitative approach with the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method on 185 respondents. The results show that Social Presence and UGC Quality have a significant positive effect on eWOM and Trust, and eWOM mediates this relationship. These findings confirm that digital trust is not only built from the quality of information, but also from social closeness and user participation in eWOM. This study reinforces Social Presence Theory and Information Quality Theory, and provides practical contributions for marketers and content creators in building trust through authentic interactions and credible content on TikTok
The Influence of Perceived Usefulness and Perceived Ease of Use on Continuance Intention with Trust as an Intervening Variable (Study of QRIS Users at Universitas Negeri Jakarta) Robith Ali Zain Musyafa; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
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.01.5.18

Abstract

The present study explores the factors driving the prolonged adoption of the Quick Response Code Indonesian Standard (QRIS) specifically within the digital native demographic. From a theoretical standpoint, the research augments the Technology Acceptance Model (TAM) by incorporating Trust as a pivotal intervening mechanism. Specifically, the study elucidates the magnitude with which Perceived Usefulness and Perceived Ease of Use impel Continuance Intention both directly and through the mediation of Trust among undergraduate students at the Faculty of Economics and Business, Universitas Negeri Jakarta. Employing a quantitative explanatory architecture, the investigation utilized data solicited from 94 active students through purposive sampling protocol, with data processing executed through Partial Least Squares-Structural Equation Modeling (PLS-SEM). The empirical results indicate that the proposed model exhibits strong explanatory capacity, explaining 83.2% of the total variance observed in continuance intention. Empirically, Perceived Usefulness stands out as the dominant catalyst for ongoing usage, emphasizing the indispensable need for functional advantages to ensure user retention.
The Impact of TikTok Influencer Credibility and Authenticity on the Purchase Intention of UNJ Students for Promoted Products Lailatul Isti’anah; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 2 No. 3 (2026): 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.02.3.07

Abstract

This research seeks to scrutinize how TikTok influencers’ perceived credibility and authenticity shape consumers’ inclination to make a purchase of Universitas Negeri Jakarta (UNJ) students toward endorsed products. The expanding use of influencer marketing on social media, particularly on TikTok, highlights the need to provide a clearer account of how influencer characteristics affect consumer behavior. Employing a quantitative research design, this study uses a survey method with respondents consisting of UNJ students who actively use TikTok and follow at least one influencer. To test the proposed research model, the data were processed using the analytical framework was operationalized using Partial Least Squares Structural Equation Modeling (PLS-SEM) within the SmartPLS platform. These findings suggest that purchase intention toward influencer-promoted products is influenced by a more complex decision-making process, where influencer credibility and authenticity may operate indirectly or in conjunction with other factors rather than as direct predictors. This study deepens the theoretical grounding of influencer marketing research by emphasizing the complex and contextual role of influencer characteristics in influencing consumer behavior on TikTok. Future research is recommended to incorporate mediating or moderating variables to better explain the mechanisms underlying purchase intention in social media contexts.
Co-Authors Alimah Alda Fuadiyah Andi Muh Fachry Ariyo Alinugroho Singgih Arum Nur Anggraini Azzahrani Hafshah Valiandri Caecilia Sheryl Kusuma Dea Permatasari Fathir Fairuzzi Fikri Pirmansyah Hilman Hilman Jihan Alya Rahma Putri Irmawan Jonathan Halomoan Simanjuntak Juan Wody Romansa Julianda Jahid Muttaqin Kayla Diandra Alisya Lailatul Isti’anah Mardiana Saharani Muhammad Fathurrahman Muhammad Ferry Hidayat Nanda Melandri Nazwa Eka Putri Nazwa Jelita Soleha Nirmala Fauziah Osly Usman Radja Rafi Aryawira Raniyah Kamilah Robith Ali Zain Musyafa Romanus Mando Fransius Silaen Ryna Parlina Ryna Parlyna Siti Nurlaela Teja Supraba Yeni Hesti Verawati Manurung