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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 60 Documents
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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.
Investigating Actual Fuel Switching Behaviour among Consumers in Indonesia using the Push-Pull-Mooring Framework Imas Chandra Pratiwi; Ruth Chania Ukia; Arizal Putra Pratama; Eva Aqilah Abu Jalil
Journal of Marketing Innovation (JMI) Vol. 6 No. 1 (2026):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v6i1.394

Abstract

Market controversies in Indonesia’s fuel retail sector have prompted consumers to reconsider their fuel provider choices. However, empirical research examining actual switching behaviour in the fuel retail context using the Push–Pull–Mooring (PPM) framework remains limited. This study investigates actual switching behaviour among Indonesian fuel consumers through the PPM framework. Data were collected from 394 respondents using purposive sampling and analysed using Partial Least Squares–Structural Equation Modelling (PLS-SEM). The findings show that push and pull factors significantly shape switching intention, which in turn strongly predicts actual switching behaviour. In contrast to traditional PPM assumptions, mooring factors do not exhibit a significant influence in this context. These results suggest that in habitual and low-complexity services, switching behaviour is predominantly intention-driven. This study extends the PPM framework by demonstrating its context-dependent applicability and providing empirical evidence that mooring factors may play a limited role in routine, low-involvement consumption decisions such as fuel purchasing.
Beyond Digital Buzz: Brand Image Shapes Purchase Intention from TikTok Usage, eWOM, and Green Marketing Widi Senalasari; Revina Az-Zahra Pratiwi; Rafiati Kania
Journal of Marketing Innovation (JMI) Vol. 6 No. 1 (2026):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v6i1.291

Abstract

The rapid growth of café businesses in Bandung, along with the increasing dominance of social media in shaping consumer decision-making, reflects a highly competitive and digitally driven market environment where firms must continuously adapt their strategies to remain relevant. In this context, younger consumers, particularly Generation Y and Z, increasingly rely on TikTok usage, electronic word-of-mouth (eWOM), and green marketing cues when evaluating brands, making brand image a crucial factor in shaping purchase intention. This study examines the mediating role of brand image in the relationship between TikTok usage, eWOM, green marketing, and purchase intention in Bandung’s café industry. Using a quantitative approach, data were collected from 433 respondents and analyzed using Partial Least Squares Structural Equation Modeling. The findings show that TikTok usage, eWOM, and green marketing do not have significant direct effects on purchase intention. However, all three variables significantly influence purchase intention indirectly through brand image, indicating a full mediating effect. Furthermore, TikTok usage, eWOM, and green marketing significantly enhance brand image, which in turn strongly drives purchase intention, highlighting its critical role in translating digital engagement into consumer behavior.
From Knowledge Assets to Brand Equity: The Role of Integrated Marketing Communication and Social Media in Indonesian Private Universities Junaid Ali Saeed Rana
Journal of Marketing Innovation (JMI) Vol. 6 No. 1 (2026):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v6i1.370

Abstract

This study examines how private universities in Indonesia translate strategic capabilities into customer-based brand equity (CBBE) through communication strategies. Using the resource-based view, it defines sustainable competitive advantage (SCA) as a marketing-enabling capability and explores the roles of integrated marketing communication (IMC) and social media adoption (SMA) within a unified framework. A quantitative method was used to collect survey data from 411 students at the five largest private universities in DKI Jakarta, and the data were analyzed using structural equation modeling. The results reveal that SCA significantly boosts both IMC and SMA, but only IMC, directly and indirectly, enhances CBBE, emphasizing the importance of communication consistency in translating institutional strengths into brand value. This study introduces the following innovations: (1) redefining SCA as a marketing-enabling capability rather than just a strategic result, (2) integrating SCA, IMC, SMA, and CBBE into a single explanatory model within the higher education setting, and (3) empirically showing that IMC fully mediates the relationship between SCA and CBBE, while SMA does not. Practically, the findings suggest universities should use cohesive communication strategies and align digital efforts to strengthen brand equity in competitive higher education markets.
Digital Platform Adoption on the Performance of Coffee and Dessert Business Actors in Jakarta through Competitive Advantage as an Intervening Variable Andhalia Liza Marie; Arton Briyan Prasetio
Journal of Marketing Innovation (JMI) Vol. 6 No. 1 (2026):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v6i1.376

Abstract

This study examines the effect of digital platform adoption on the performance of coffee and dessert businesses in Jakarta using competitive advantage as an intervening variable. It integrates the Unified Theory of Acceptance and Use of Technology (UTAUT), the Balanced Scorecard (BSC), and competitive advantage theory into a mediation model. A quantitative approach was applied using a survey of 500 business actors who actively use digital platform adoption, selected through purposive sampling. Data were analyzed using SmartPLS 4.0. This study fills a gap by integrating UTAUT, BSC, and competitive advantage theory to analyze business performance in the coffee and dessert industry, where digital platform adoption's strategic role remains underexplored. Results show that digital platform adoption positively and significantly affects competitive advantage and business performance. Competitive advantage strongly boosts business performance and partially mediates the link between digital platform adoption and performance. These findings suggest that digital platform adoption enhances firm performance both directly, through operational and technological improvements, and indirectly, by strengthening strategic positioning via cost leadership, differentiation, and focus strategies. This study contributes to the integration of technology adoption and strategic management perspectives in urban SMEs and offers practical insights for business actors to manage digital platform adoption as strategic assets rather than mere promotional tools.
Beyond the Screen: How Augmented Reality Shapes Advertising Value, Trust, and E-Customer Satisfaction in the Indonesian Cosmetics Market Senny Handayani Suarsa; Triantya Wahyu Wirati; Febri Dolis Herdiani
Journal of Marketing Innovation (JMI) Vol. 6 No. 1 (2026):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v6i1.441

Abstract

This study examines how AR-based advertising value (AV) affects e-customer trust (eCT) and satisfaction (eCS) in Indonesia's fast-growing beauty e-commerce ecosystem. This study uses AV as the major stimulus in the S-O-R/TAM framework to explain eCT and eCS generation and explicitly explores the eCT–eCS link in AR-based cosmetic shopping, as this approach diverges from prior research, which predominantly emphasized AR experiential dimensions and interactivity. A quantitative survey of 214 Shopee, Lazada, and Sephora cosmetics shoppers who had used virtual try-on features was examined using PLS-SEM to determine how AV and eCT affect eCT and eCS. The results show that AV strongly and significantly affects eCT and eCS, while eCT has no significant direct effect on eCS, undermining the classical idea that trust is always the key predictor of satisfaction. This study proposes and tests AR-based AV as the “heart” of digital experiences that directly shape trust and satisfaction, and clarifies the role of eCT as long-term relational capital. These findings help beauty brands design informative, entertaining, personalized, and credible AR content to reduce product uncertainty and improve brand-consumer relationships.
Determinants of Halal Meat Purchase Intention: Extending the Theory of Planned Behavior with Halal Supply Chain Knowledge and Religiosity Amalia Istivani; Moh Farid Najib
Journal of Marketing Innovation (JMI) Vol. 6 No. 1 (2026):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v6i1.444

Abstract

The Indonesian market for halal products, especially meat distributed through traditional marketplaces, is characterized by notable intricacy. This research seeks to identify the key factors influencing consumers’ willingness to purchase halal meat within this context. The study is grounded in the Theory of Planned Behavior (TPB) and further incorporates elements such as individual religiosity and awareness of the halal supply chain. This awareness includes knowledge of compliant slaughtering procedures, proper handling and distribution practices, and labeling standards. A causal, quantitative methodology was adopted, with data gathered via an online questionnaire from 403 participants and subsequently analyzed using SmartPLS. The findings reveal that all TPB dimensions—attitude, subjective norms, and perceived behavioral control—affect purchase intention. Moreover, understanding of halal slaughtering practices and logistics management shows a meaningful influence, while awareness of halal labeling does not demonstrate a statistically significant effect.

Page 6 of 6 | Total Record : 60

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