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INDONESIA
Indonesian Marketing Journal
Published by Universitas Pelita Harapan
ISSN : -     EISSN : 27766004     DOI : -
Core Subject : Social,
Social Sciences
Indonesian Marketing Journal is published by the Faculty of Economics and Business, Universitas Pelita Harapan. The aim of Indonesian Marketing Journal is to provide original research articles related to key concepts and theories in the marketing field.  Indonesian Marketing Journal aims to foster leading scientific research on marketing. It provides a central and independent forum for the critical evaluation and dissemination of research and to publish the highest quality research with evaluation, evidence and conclusions that are relevant to marketing while engaging marketing scholars and practitioners. Indonesian Marketing Journal places a strong emphasis on both knowledge and practice, facilitating the exchange of ideas and discoveries on research issues. The journal is intended to give both an academic and practical focus, reflecting the trends, interests in on going strategic initiatives, phenomenon related to marketing. The journal topic covers scientific publications related to Business Marketing, Marketing Research, Marketing Management, Services Marketing, Marketing Strategy, Global Marketing, Retail Marketing, Marketing Communication, and Marketing Education.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 5 Documents
 1 
Search results for , issue "vol. 6, no. 2, september 2026" : 5 Documents clear
Pengaruh Design Aesthetics, Seamless Experience, dan Komunitas Digital In-App Terhadap Positive Word-Of-Mouth Mobile Banking Pada Generasi Z: The Influence of Design Aesthetics, Seamless Experience, and In-App Digital Community on Positive Word-of-Mouth Mobile Banking in Generation Z Ikmal Muhammad Ridho; Ananda Nurul Solihah; Depy Muhamad Pauzy; Hana Rosidah; Allya Mustika Sari
Indonesian Marketing Journal Vol. 6, No. 2, September 2026
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v6i2.10469

Abstract

Amid the increasingly intense competition in the digital banking industry, gaining the loyalty and advocacy of Generation Z has become a major challenge. This generation not only perceives mobile banking as a transactional tool but also as an integral part of their digital ecosystem. This study aims to empirically examine and analyze the influence of Design Aesthetics (representing visual branding), Seamless Experience (measured through ease of use and integration with other platforms such as e-wallets and e-commerce), and In-App Digital Community (social and gamification features) on positive Word-of-Mouth (WOM) among Generation Z mobile banking users in Indonesia. The research employed a quantitative approach by distributing online questionnaires to respondents who met the specified criteria. Data were analyzed using the Structural Equation Modeling (SEM) approach. The findings indicate that Design Aesthetics and Seamless Experience have a positive and significant partial effect on positive WOM. Furthermore, the In-App Digital Community variable was also found to have a positive and significant effect, suggesting that social interaction elements within the application provide substantial added value. Simultaneously, these three variables collectively contribute significantly to the enhancement of positive WOM. The practical implications of this study suggest that mobile banking providers should go beyond functional excellence by investing in user interface and user experience (UI/UX) design, ecosystem interoperability, and the development of community-based features in order to create loyal brand advocates among the younger generation. Abstrak Bahasa Indonesia: Di tengah persaingan industri perbankan digital yang semakin ketat, memenangkan loyalitas dan advokasi dari Generasi Z menjadi tantangan utama. Generasi ini tidak hanya melihat mobile banking sebagai alat transaksional, tetapi juga sebagai bagian dari ekosistem digital mereka. Penelitian ini bertujuan untuk menguji dan menganalisis secara empiris pengaruh variabel Estetika Desain (yang mencerminkan visual branding), Seamless Experience (yang diukur melalui kemudahan penggunaan dan integrasi ke platform lain seperti e-wallet dan e-commerce), dan Komunitas Digital In-App (fitur sosial dan gamifikasi) terhadap Word-of-Mouth (WOM) positif pada pengguna mobile banking dari kalangan Gen Z di Indonesia. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan penyebaran kuesioner secara daring kepada sampel responden yang memenuhi kriteria. Teknik analisis data menggunakan model Structural Equation Modeling. Hasil studi menunjukkan bahwa variabel Estetika Desain dan Seamless Experience memiliki pengaruh positif dan signifikan secara parsial terhadap WOM positif. Selain itu, variabel Komunitas Digital In-App juga terbukti memiliki pengaruh positif yang signifikan, menandakan bahwa elemen interaksi sosial di dalam aplikasi menjadi nilai tambah yang kuat. Secara simultan, ketiga variabel tersebut secara bersama-sama memberikan kontribusi signifikan dalam mendorong WOM positif. Implikasi praktis dari temuan ini adalah bahwa penyedia layanan mobile banking harus melampaui keunggulan fungsional dan mulai berinvestasi pada desain antarmuka (UI/UX), interoperabilitas ekosistem, dan pembangunan fitur komunitas untuk menciptakan promotor merek yang loyal di kalangan generasi muda.
The Effects of Live-Streaming Characteristics on Customer Loyalty Among Street-Food Vendors in Lagos, Nigeria: An Empirical Analysis Ajayi Ezekiel Olalekan
Indonesian Marketing Journal Vol. 6, No. 2, September 2026
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v6i2.10818

Abstract

  Live streaming has become an important promotional strategy for street food sellers looking to reach out to customers and establish loyalty over the internet. The goal of this study was to evaluate how live streaming features and patronage of street food sellers in Lagos, Nigeria, relate to one another. This study examined in depth how consumer loyalty is impacted by entertainment, engagement, informativeness, and customer trust. It also examined the moderating role of education and the mediating role of customer trust.  the survey conducted among 400 participants, the findings reveal that the major population comprised young individuals and females who actively regularly use the live streaming service. Multiple regression analysis revealed that entertainment (β = .182, p = .001), interactivity (β = .145, p = .007), customer trust (β = .241, p < .001), and informativeness (β = .101, p = .044) significantly predict customer loyalty, with the model explaining 23.2% of the variance. The mediation analysis estimated an indirect relationship between interactivity and customer loyalty through customer trust; however, the statistical significance of the indirect effect requires confirmation using bootstrapped confidence intervals.” While the result of the moderation analysis shows that the level of education moderates the process of entertainment and loyalty. The study highlights the need for trust, interaction, and customized content while utilizing the live streaming service to achieve customer loyalty.
Omnichannel Strategy on the 'My Suzuki' Application for Spare Parts Sales in Samarinda with SWOT and VPC Analysis Bambang Sunaryadie; Amanda Putri Salsabila Ridwan; Luvina Ayu Lestari; Dolores Elena Pablea; Sugeng Hariyadi
Indonesian Marketing Journal Vol. 6, No. 2, September 2026
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v6i2.11204

Abstract

The rapid growth of online purchasing behavior and the increasing integration of digital and physical sales channels have pushed automotive aftersales businesses to adopt omnichannel strategies that connect customers seamlessly across touchpoints. This study analyzes the My Suzuki application as an omnichannel strategy for automotive spare parts sales in Samarinda using SWOT (Strengths, Weaknesses, Opportunities, Threats) and Value Proposition Canvas (VPC) analysis. This study uses a mixed-method descriptive combining qualitative and quantitative through the distribution of questionnaires to 30 internal and 30 external respondents. The analysis was conducted using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices to determine the strategic position of the application. The results indicate that the My Suzuki application is positioned in Quadrant 1 (growth-oriented strategy), with an internal coordinate value of 0.50 and an external coordinate value of 0.74, reflecting strong internal capabilities and significant external opportunities. Key strengths include comprehensive product information, stock availability, standardized pricing, and product authenticity. Meanwhile, the VPC analysis indicates a strong alignment between customer needs and the value proposition offered. However, this study also identified the need for further development of the digital payment system and service-time transparency. These findings suggest that the 'My Suzuki' application has a strategically favorable position as an omnichannel channel for automotive spare parts, and this study contributes an integrated SWOT–VPC analytical framework for evaluating omnichannel readiness in the automotive aftersales sector. Practically, the findings offer managerial direction for strengthening digital payment options and service-time communication to improve customer experience.
Sustainable Packaging Innovation and Customer Expectations in Fast Moving Consumer Products Manufacturing Firms Adeyemi Abdulwasiu Adebayo
Indonesian Marketing Journal Vol. 6, No. 2, September 2026
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v6i2.11279

Abstract

The research sought to investigate the influence of sustainable packaging innovation and customer expectations of fast-moving consumer goods by Unilever Nigerian Group of companies in selected retailers in Lagos state. In the current investigation, survey method was adopted as questionnaires were distributed among three eighty-four respondents (384) while two hundred and seventy-two (272) were finally retrieved for analysis. Regression analysis was utilized to analyze the data gathered in the study. As such, the results of the study indicate that there is a positive yet statistically insignificant regression coefficient between sustainable packaging innovation and customer expectation. It implies that even though customer expectation increases slightly with improvements in sustainable packaging innovation, this relationship is insignificant. The constant reveals that without any sustainable packaging innovation, consumers have high expectations anyway. This research shows that the existence of the gap between the attitude and the behaviour, high consumer expectations irrespective of sustainable packaging innovation, the absence of clear communication about sustainability, and the importance of functional features of packaging instead of symbolic ones are the possible explanations of the phenomena. It is suggested that Unilever needs to move from the approach where only innovation of packaging is carried out to more general communication strategies of sustainability implementation. As sustainable innovations do not lead to increased consumer expectations, these must be made evident to the customer.
Community Service Program (Pengabdian Kepada Masyarakat) Changes in Gen Z Behavior in Choosing A Leading University:: A Case Study at SMU Kumnamu School, June 15, 2026 Hadi Aldo; Lady Yohana Kusnadi; Hermawan; Andry Rezeky
Indonesian Marketing Journal Vol. 6, No. 2, September 2026
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v6i2.11741

Abstract

On June 15, 2026, a Community Service (PKM) activity was conducted at SMU Kumnamu School, involving 1 (one) lecturer and 3 (three) students from the Master of Management Study Program at Matana University. The event was attended by 25 students, 1 school principal, and 4 high school teachers. The main objective of this activity was to educate and analyze behavioral changes among Generation Z (Gen Z) in the decision-making process of selecting a leading university. The methods used included interactive counseling sessions and field observation. The results showed that Gen Z has distinctive characteristics in choosing a university, being strongly influenced by social media content, an institution's digital reputation, peer recommendations, and the relevance of study programs to future industry developments. Cost factors and access to online information have become primary considerations, displacing conventional methods such as printed brochures and physical campus visits. This activity made a significant contribution to improving higher education literacy among high school students and is expected to serve as a reference for universities in developing new-student recruitment strategies that are adaptive to Gen Z characteristics. It is recommended that similar programs be conducted periodically with broader participation and more collaborating institutions to continuously monitor Gen Z’s evolving preferences and enhance the relevance of higher education outreach efforts.

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