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All Journal MABIS: Manajemen dan Bisnis JURNAL MANAJEMEN DAN BISNIS EQUILIBRIUM
Cristina Anggrena
Universitas Internasional Batam
Economics, Econometrics & Finance Social Sciences

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Enhancing Brand Identity and Purchase Intention through Digital Marketing Strategy Lady Lady; Cristina Anggrena; Hepy Hefri Ariyanto; Ronny Firdiansyah Arief
Jurnal MBE Manajemen Bisnis, Equilibrium Vol 12 No 1 (2026): Jurnal Manajemen dan Bisnis Equilibrium
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Ngurah Rai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47329/jurnalmbe.v12i1.1721

Abstract

Addressing the limited empirical evidence on the "zero-to-one" digital transition of micro-scale vendors, this study aims to analyze the implementation of a digital marketing strategy at Uda Denai Juice and its effectiveness in strengthening brand identity and stimulating purchase intention. Using a qualitative case study design and the Stimulus-Organism-Response (SOR) model, data were gathered through semi-structured interviews with the owner and consumers, field observations, and Instagram analytics. Data validity was ensured through technique triangulation. Results indicate that a structured digital system significantly enhanced professional visibility, recording 28,546 views and a reach of 19,592 unique accounts, where 85.7% of engagement originated from non-followers. Qualitative findings reveal that consistent, professional visual content effectively increased consumer trust and brand love, which subsequently drove purchase intention. This study concludes that for micro-enterprises, a well-planned digital strategy is a deterministic factor in building emotional connections. The implications suggest that micro-scale businesses can achieve sustainable resilience by prioritizing a professional digital identity to penetrate new markets independently.
Emotional arousal as a psychological bridge: how digital stimuli shape hedonic and impulsive consumption Lady Lady; Cristina Anggrena; Lily Purwianti; Andina Fasha; Ronny Firdiansyah Arief
Manajemen dan Bisnis Vol 25, No 2 (2026): July 2026
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v25i2.1134

Abstract

In the rapidly evolving digital landscape of Indonesia, the psychological mechanisms driving live streaming commerce (LSC) remain conceptually fragmented. This study seeks to bridge this gap by investigating how streamer attractiveness, para-social interaction, and information quality collectively shape consumer behaviors within the Stimulus-Organism-Response (S-O-R) framework. This research utilizes a quantitative design, whereby 273 valid responses from Indonesian consumers were collected via purposive sampling. Data were rigorously analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart-PLS 4.0 to validate both direct and mediating effects. The findings reveal that all environmental stimuli significantly drive emotional arousal, which functions as the absolute primary catalyst converting digital engagement into hedonic and impulsive consumption behaviors. Notably, arousal serves as a functional substitute for traditional trust in collectivist markets, representing a massive driver for shopping pleasure. This study advances the S-O-R framework by validating emotional arousal as the critical psychological bridge to spontaneous consumption. Managers should prioritize "relational commerce" by fostering "digital friend" personas to sustain affective resonance in high-velocity digital environments.
Co-Authors Andina Fasha Ariyanto, Hepy Hefri Lady Lady Lily Purwianti Ronny Firdiansyah Arief Ronny Firdiansyah Arief