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All Journal Journal of Digital Business and Global Economy Journal of Strategic Marketing and Innovation
Dr. Osly Usman, M.Bus Syst
Universitas Negeri Jakarta
Economics, Econometrics & Finance

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The Effect of Factors on Satisfaction and Reuse Intention of OVO E-Wallet Farizka Hayyu Artanti; Sumayyah Aziz; Dr. Osly Usman, M.Bus Syst
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

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Abstract

This research study examines the factors such as ease of use, brand trust, and security of transaction that influence customer satisfaction and their intention to continue using the OVO e-wallet. The factors analyzed include ease of use, transaction security, and brand trust. The study focuses on OVO users in the Jakarta, Bogor, Depok, Tangerang, and Bekasi areas, with a sample size of 100. The data in this study is collected through an online survey and analyzed using SmartPLS 4. The results indicate that ease of use and transaction security positively impact great customer experience and their intention to continue using the OVO e-wallet. However, brand trust does not significantly affect customer satisfaction. These findings highlight the importance of ease of use and transaction security in enhancing customer satisfaction and the continuance intention for using the OVO e-wallet.
The Effect of Service Quality, Brand Trust, and Promotion on Customer Loyalty Through Customer Satisfaction at Shopee Indonesia Fathin Aliaa Hamdi; Syafiqah Dewi Ramadhani; Dr. Osly Usman, M.Bus Syst
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

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Abstract

The purpose of this study is to examine how customer service quality, brand trust, and promotion affect customer loyalty through customer satisfaction. Meanwhile, to analyze the relationship between variables, using partial least squares (PLS). The composite dependability value of the internal consistency test met the parameters. Every indicator variable statement has satisfied the requirements for validity and reliability based on the test results. The hypothesis test with SmartPLS 4.0 show that service quality has an positive indirect effect on customer loyalty, brand trust had a positive and significant indirect effect on customer loyalty, promotion had a positive and significant indirect effect on customer loyalty. The influence of Service Quality on Customer Loyalty through Customer Satisfaction has a postive and significant indirect relationship. The influence of Brand Trust on Customer Loyalty through Customer Satisfaction has a postive and significant indirect relationship. And there is a postive and significant indirect relationship of Brand Trust on Customer Loyalty through Customer Satisfaction.
The Influence of User Interface (UI) and User Experience (UX) on Purchase Decisions and User Satisfaction on E-Commerce Platforms Muhammad Fathi Farhan; Dr. Osly Usman, M.Bus Syst
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

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Abstract

Currently, technology plays a significant part in the lives of humans, in addition to the development of the internet, one of which influences people's lifestyles, especially in shopping for basic necessities online through e-commerce platforms because of their easy transaction process. The purpose of this research is to examine the impact of user interface design and user experience on purchase decisions and user satisfaction on e-commerce platforms. With the use of SmartPLS 4.0 software, this study employs a quantitative methodology utilizing the Partial Least Square (PLS) method. An alternate technique to structural equation modeling (SEM) is PLS. A questionnaire was used to obtain the data with a sample of 100 respondents from the Faculty of Economics and Business, Jakarta State University. The study's findings indicate that while user interface design significantly influences both customer satisfaction and purchase decisions, user experience has no discernible impact on either of these variables It is anticipated that this study will serve as a helpful, current resource for digital media platforms, practitioners, organizations, and businesses in preserving user satisfaction in the quickly evolving digitalization era.
Analysis Of Factors That Influence Customer Satisfaction In Grab Indonesia Syafiqah Dewi Ramadhani; Fathin Alia Hamdi; Dr. Osly Usman, M.Bus Syst
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

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Abstract

This study aims to analyze the influence of Customer Experience, Service Quality, and Promotion on customer satisfaction through consumer trust among Grab Indonesia users. This research uses a quantitative approach with primary data collection through online questionnaires. Respondents were selected using purposive sampling, with a total of 105 respondents, 100 of whom used Grab Indonesia, while 5 did not. The entire population was used as the research sample. Data were analyzed using Structural Equation Modeling - Partial Least Square (SEM-PLS) with the aid of Smart PLS 4.0.9.3 software. The statistical analysis includes descriptive analysis, convergent and discriminant validity tests, reliability tests (Cronbach’s alpha and composite reliability), variable relationship tests, and hypothesis testing. The results show that Customer Experience positively and significantly affects customer satisfaction through consumer trust in Grab Indonesia. Service Quality also has a significant positive effect, while Promotion does not significantly influence customer satisfaction through consumer trust in Grab Indonesia. It can be concluded that improving customer experience and service quality is crucial to enhancing customer satisfaction in Grab Indonesia. However, there is no significant evidence that increased purchasing decisions will lead to higher customer loyalty.
Impact of Trust, Service Quality, Price on Customer Satisfaction on E-Commerce Users Attitudes Alfin Nurfadhilah Ramli; Ahmad Jidan Abrar; Dr. Osly Usman, M.Bus Syst
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

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Abstract

E-commerce is a rapidly growing sector influenced by factors such as customer trust, service quality, pricing, and satisfaction. Customer trust and service quality impact satisfaction, while pricing influences purchasing decisions. Understanding these relationships is crucial for E-commerce platforms to enhance customer satisfaction and loyalty, facilitating long-term business growth. This research employed a quantitative method involving a questionnaire survey as the primary data collection tool. The questionnaire was utilized to gain insights and in-depth responses from the respondents regarding the research topic. The researcher chose to apply the Partial Least Square (PLS) method for data analysis. In conclusion, this research finds that trust positively impacts customer satisfaction and attitude. Service quality does not negatively affect satisfaction and has a positive effect on attitude. Price positively affects satisfaction but does not negatively impact attitude. Customer satisfaction positively influences customer attitude in using e-commerce, providing insights into e-commerce customer behaviour. Researcher recommends that other researchers exploring the same topic conduct studies in various fields of activity. Research in different domains will complement this study and enable more comprehensive decision-making on a global scale.
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 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. 
Co-Authors Ahmad Jidan Abrar Alfin Nurfadhilah Ramli Anjas Apriana Farizka Hayyu Artanti Fathin Alia Hamdi Fathin Aliaa Hamdi Febrianus David D Kerans Marsofiyati Marsofiyati Mega Noviana Meta Bara Berutu, S.E., M.M Muhammad Fahrel Novelyan Muhammad Farhan Ariq Pramanda Muhammad Fathi Farhan Putri Nur Lathipah Sastra Praja Sumayyah Aziz Syafiqah Dewi Ramadhani