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Widi Senalasari
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Journal of Marketing Innovation
Published by Politeknik Negeri Bandung
ISSN : -     EISSN : 28078365     DOI : https://doi.org/10.35313/jmi.v2i1
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Journal of Marketing Innovation (JMI) is an open-access journal published by Politeknik Negeri Bandung (Bandung State of Polytechnic), Indonesia. JMI welcomes articles in the field of marketing throughout the world, both theoretical and applied. JMI only accepts manuscripts that have not been published previously and are not under the reviewing process for any possible publications. The editorial team of JMI invites marketing scholars, both academics and professionals, to submit their research paper in various marketing topics, such as (but not limited to): Marketing research Retail marketing Multichannel and online retail strategy Advertising Buying behavior Customer relationship management Marketing management Marketing ethics Digital marketing User-generated content Dynamic pricing B2B marketing Customer journey analysis and marketing Content marketing Customer engagement Online customer behavior Marketing analytics Customer welfare
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 6 Documents
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Search results for , issue "Vol. 5 No. 2 (2025)" : 6 Documents clear
Understanding the Virality of Educational Content: A Case Study of Ruangguru's Clash of Champions in Indonesia's Digital Landscape Kembau, Agung Stefanus; Winarko, Hilarius Bambang
Journal of Marketing Innovation (JMI) Vol. 5 No. 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i2.197

Abstract

This study investigates the widespread diffusion of educational content by analyzing Ruangguru’s Clash of Champions campaign across Indonesian social media platforms. The proposed model suggests that content characteristics, such as relevance, surprise or uniqueness, visual quality, storytelling, and influencer endorsement, influence virality through emotional engagement, interactivity, and ease of sharing. A cross-sectional online survey of exposed users (N = 265) was analysed with PLS-SEM; adapted scales met reliability and validity standards. Findings show emotional response is a salient driver, with ease of sharing and interactivity also meaningful. Storytelling slightly outperforms influencer support in lifting perceived visual quality. Mediation tests show interactivity transmits the effect of visual quality, ease of sharing transmits information value, and emotional response transmits surprise/uniqueness. Platform differences are discussed, positioning gamification as a cross-cutting mechanism that amplifies emotion, participation, and sharing. The study extends digital virality models to an educational context and offers guidance on sequencing emotional peaks with share cues, narrative-led roles, legible interaction design, and light-touch gamification. Limitations of the study include reliance on self-reported data, a sample skewed toward younger users and focus on a single campaign.
Marketing Sustainability to the Base: Exploring Drivers of Green Behavior Among Indonesia’s Low Socioeconomic Populations Zefanya, Abraham; Adiwijaya, Karto
Journal of Marketing Innovation (JMI) Vol. 5 No. 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i2.205

Abstract

This study investigates the factors influencing the adoption of green behavior among low-income populations in Indonesia, aiming to inform more inclusive sustainability strategies. Employing a qualitative phenomenological methodology, in-depth interviews were conducted with 10 participants in Jakarta, focusing on efforts to reduce single-use plastic consumption. The results reveal that while environmental education enhances green behavioral intentions, its influence on actual behavior change is constrained by financial limitations and a reluctance to incur higher costs unless alternatives are unavailable or personal expectations are fulfilled. Additionally, messages emphasizing personal benefits resonate more than environmental appeals, and local community-driven social norms are more effective in promoting green behavior than external influencers. Policies and regulations were found to moderate the conversion of intention into behavior, while perceived needs and ease of use of conventional items, coupled with financial constraints, form behavioral control factors that can directly affect green behavior adoption. This research extends the Theory of Planned Behavior by providing nuanced insights into green behavior adoption in low-income contexts, offering practical implications for policymakers and stakeholders to design inclusive and effective sustainability initiatives.
The Role of Habit and Trust in Driving the Continuance of QR Code Payment Usage: A Study of QRIS Consumers in Indonesia Wicaksono, Imam
Journal of Marketing Innovation (JMI) Vol. 5 No. 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i2.273

Abstract

Sustaining the ongoing use of digital payment systems is a key challenge in financial innovation. This research tackles the problem by examining the factors that influence the continuance intention of the Quick Response Code Indonesian Standard (QRIS), expanding the Technology Continuance Theory (TCT) through the inclusion of trust and habit as mediating factors. Employing a quantitative methodology with a non-probability purposive sampling technique, data were collected from 938 active QRIS users and analyzed using PLS-SEM. The results demonstrate that confirmation, perceived ease of use, and satisfaction significantly cultivate trust and habit. These constructs, in turn, function as essential mediators, with habits being the principal predictor of users' continuance intention. Notably, perceived usefulness and price benefits did not exhibit a strong direct effect. This study offers two main implications. From a theoretical perspective, it enhances post-adoption models by emphasizing the significant mediating effects of trust and habit. From a practical standpoint, it recommends that providers prioritize cultivating user trust and encouraging habitual use to support long-term adoption, rather than depending solely on functional features.
Green Marketing and Consumer Responses: Examining Purchase Decisions in the Indonesian Skincare Industry Istanti, Fredianaika; Soliha, Euis
Journal of Marketing Innovation (JMI) Vol. 5 No. 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i2.346

Abstract

Evolving trends in beauty and cosmetics production have contributed to environmentally related waste, prompting the need for businesses to uphold ecological integrity. In response, many firms within the cosmetics sector are transitioning toward more environmentally sustainable business models.  This study explores green marketing motivation alongside product and brand image relations, analyzing the impact of brand image as a mediating factor in the relationship between green marketing, product quality, and purchase decisions. This study employed PLS-SEM to analyze data collected from 256 respondents who actively use local skincare brands in Indonesia. The sample size was determined based on recommended minimum sample size for PLS-SEM, ensuring adequacy for robust statistical analysis. The findings highlight the pivotal role of brand image as a mediating variable linking green marketing and product quality to consumer purchasing decisions. While green marketing and product quality exert limited direct effects on purchase behavior, both significantly strengthen brand image, which subsequently serves as a critical driver of consumer decision-making. This underscores that firms seeking to convert their green marketing and quality initiatives into actual consumer purchases should prioritize strengthening brand image. Theoretically, the results enrich the understanding of how brand image functions as a strategic link between sustainable marketing efforts and consumer decision-making.
Why Users Stay with AI-Based Smartwatches: An Integrated TAM Framework with Smart Service Experience and Trust Butar-Butar, Diana Florenta; Pratami, Eggi Indriani; Rafdinal, Wahyu; Norhan, Mohammad Najib Bin
Journal of Marketing Innovation (JMI) Vol. 5 No. 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i2.352

Abstract

The integration of artificial intelligence (AI) into wearable devices, particularly smartwatches, creates significant potential for delivering highly personalized and intelligent services. Yet, despite their growing adoption, limited research has examined how smart service experiences and perceived trust shape user acceptance of AI-driven smartwatches. This study proposes an extended Technology Acceptance Model (TAM) incorporating smart service experience dimensions (two-way communication, personalized interaction, and user control) and perceived trust to examine their impact on user attitude and continuance intention. Data from 420 AI-based smartwatch users were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). This study extends the Technology Acceptance Model (TAM) by integrating experiential constructs—two-way communication, personalized interaction, and user control—and perceived trust to explain continuance intention toward AI-based smartwatches. Results show that smart service experience strongly influences perceived ease of use, usefulness, and trust. While usefulness and ease of use shape attitudes and continuance intention, trust acts as a contextual rather than direct driver. Theoretically, this study positions smart service experience as a key antecedent while elucidating the role of trust. Practically, it underscores the value of AI-enabled personalized features in strengthening user loyalty.
Is it Created by AI?: An Experimental Investigation of Viewers’ Differentiation and Perceived Effectiveness of AI in Promoting a Non-profit Cause Salerno, Emma; Salerno, Kate; Zhang, Ruonan
Journal of Marketing Innovation (JMI) Vol. 5 No. 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i2.356

Abstract

The expeditious development of Generative Artificial Intelligence (AI) has allowed for an easier application of this technology in crafting communication campaigns. To investigate whether AI is helping or hindering the effectiveness of the communication process to persuade the public to act on a non-profit cause, a comparative experimental study is designed. Through a 2 (AI-generated vs. human-generated) x 3 (text only vs. text and image congruent vs. text and image incongruent) experimental research, we examined participants’ ability to differentiate between AI-generated content vs. human-generated content and their effects. Results from N = 700 participants sampled through Prolific.co indicated that participants could not differentiate between AI-generated and human-generated promotional text; however, they were able to differentiate between the images. Regarding effects, participants perceive human-generated content as more effective, authentic, trustworthy, and appealing through negative emotions, such as worry and anger. Although the study applied the Media Effects research framework through an experimental design, the findings are limited by the non-representative data collection through Prolific.co. The study provides empirical support for the application of generative AI in digital communication, internet marketing and advertising, and higher education in fields of promotional content generation. The study offers experimental support from the audience perspective to the conversation on the feasibility of AI applications in digital content generation in the fields of non-profit marketing and advertising.

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