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Risky Ayu Kristanti
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Journal of Digital Marketing and Communication
Published by Tecno Scientifica
ISSN : -     EISSN : 28091736     DOI : https://doi.org/10.53623/jdmc.v1i1
Core Subject : Economy, Humanities, Science, Education, Social,
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Social Sciences
Journal of Digital Marketing and Communication (JDMC) is an international, peer-reviewed journal for conceptual, empirical, and short essays in the area of social media marketing, communication, digital economy, smart tourism, smart cities, e-business, transmedia storytelling, and other closely related disciplines. The goal of the journal is to promote research along with education and training in the disciplines of communication and marketing. JDMC seeks academically rigorous papers that will appeal to scholars and will also have direct relevance to practitioners in communication and marketing. Except explicitly indicated otherwise, articles in this journal have gone through rigorous peer review, including screening by the editor and review by at least two anonymous referees. Scope : Social media marketing Communication Digital economy Smart tourism Smart cities e-Business Transmedia storytelling
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 55 Documents
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Scrolling Scrolling, Watching, Buying: The Influence of TikTok User-Generated Content (UGC) Videos on Purchase Decisions through Customer Reviews of Eser Perfume Products Allya Nihayah; Astri Wulandari; Riska Aprilina
Journal of Digital Marketing and Communication Volume 6 - Issue 1 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i1.1240

Abstract

The emergence of TikTok as a social commerce platform has transformed the way consumers search for and evaluate products. This phenomenon is particularly interesting in the context of fragrance products (perfumes), as their primary attribute—the scent—cannot be experienced through a digital screen. Consequently, consumers face a unique challenge when making purchase decisions. Therefore, it is important to investigate how user-generated video content and customer reviews on TikTok influence consumers' purchasing decisions. This study aims to examine the effect of User-Generated Content (UGC) videos on TikTok on consumers' purchase decisions regarding Eser Perfume, with customer reviews serving as a mediating variable. An explanatory quantitative approach based on the Stimulus–Organism–Response (S–O–R) theory was employed. Data were collected through an online questionnaire administered to 200 active TikTok users in Indonesia selected using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that UGC videos have a positive and significant direct effect on purchase decisions (β = 0.659, p < 0.001) and strongly encourage consumers to read customer reviews (β = 0.890, p < 0.001). In addition, customer reviews positively influence purchase decisions (β = 0.310, p = 0.001) and serve as a partial mediating variable (indirect effect = 0.276). Overall, the proposed model explains 89.4% of the variance in purchase decisions (R² = 0.894). These findings suggest that organic TikTok videos influence consumers' perfume purchase decisions through two complementary mechanisms: direct visual appeal and the verification of product information through customer reviews. Accordingly, local perfume businesses are encouraged to optimize the creation of engaging UGC videos while maintaining the credibility and authenticity of customer reviews on TikTok to strengthen consumer trust and increase purchase intentions.
Does Dangdut Music as Pop Culture Influence User Engagement through Content Marketing? Evidence from Indonesian TikTok Users Idrus Jamalulel; Anfitri Sihombing
Journal of Digital Marketing and Communication Volume 6 - Issue 1 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i1.1247

Abstract

TikTok has emerged as an important platform for disseminating popular culture through digital content marketing. In Indonesia, dangdut music has regained its cultural significance as a genre that shapes user interactions on the platform. Building on this context, this study aimed to examine the influence of popular culture, represented by dangdut music, on user experience and user engagement on TikTok. The study employed a quantitative survey of 389 Indonesian TikTok users, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results revealed that popular culture had significant positive effects on content marketing, user experience, and user engagement. In addition, content marketing positively influenced both user experience and user engagement, while user experience emerged as a strong predictor of user engagement. Furthermore, content marketing partially mediated the relationships between popular culture and both user experience and user engagement. These findings contributed to the literature on popular culture and content marketing by demonstrating how elements of local popular culture could be effectively integrated into digital platforms to enhance user experience and foster stronger user engagement.
From Invisible to Unstoppable: How AI and Digital Marketing Transform IT Consulting Start-ups Rym Khanfir
Journal of Digital Marketing and Communication Volume 6 - Issue 2 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i2.1274

Abstract

Information technology consulting start-ups in emerging markets faced considerable challenges in establishing market visibility against well-established competitors, particularly because of limited marketing resources. Although digital marketing and artificial intelligence were increasingly presented as potential solutions, limited empirical evidence had documented their adoption within this sector and context. This study examined how a Tunisian information technology consulting start-up perceived and used digital marketing and artificial intelligence to strengthen its competitive position. Nine semi-structured interviews were conducted with members of the management team, clients, and a prospective client of a company anonymized as AlphaTech Consulting. The interview data were supplemented by a review of the relevant literature and analyzed using the thematic analysis approach proposed by Braun and Clarke. Thematic saturation was reached after the eighth interview. Five principal themes emerged. First, limited digital visibility was perceived as a major competitive constraint. Second, search engine optimization and the production of expert content were regarded as the most sustainable mechanisms for improving visibility. Third, artificial intelligence tools increased the volume, consistency, and frequency of marketing activities without requiring substantial additional resources, although systematic editorial oversight remained necessary. Fourth, a clear tension emerged between automated interactions and the relationship-based requirements of business-to-business consulting. Consequently, the company differentiated between activities managed through digital tools and those requiring direct consultant involvement. Fifth, customer data governance was viewed not merely as a regulatory obligation but also as an important indicator of credibility and trustworthiness. Based on these findings, ten managerial recommendations were developed across three implementation horizons. The study contributed to the literature on artificial intelligence adoption in the marketing practices of business-to-business service-oriented small and medium-sized enterprises in emerging markets by proposing a sequential hybridization model that combined automation with human interaction. The limitations associated with the single-case study design were also acknowledged.
The Influence of Public Relations Strategies and Organizational Culture on the Institutional Performance of the Garut Regional Narcotics Agency (BNNK) in Achieving Its Annual Accreditation Fitriani Afifah; Ummu Salamah; Heri Hendrawan
Journal of Digital Marketing and Communication Volume 6 - Issue 2 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i2.1278

Abstract

Despite the relatively good institutional performance achieved by the Garut Regional Narcotics Agency (BNNK), several challenges remained, particularly in optimizing public communication, addressing limited human resources, and strengthening organizational culture, all of which could affect institutional performance. Therefore, this study aimed to analyze the influence of Public Relations strategies and organizational culture on institutional performance at BNNK Garut. A quantitative causal research design was employed, involving all 85 employees using a census sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 25. The validity test confirmed that all questionnaire items were valid, while the reliability test demonstrated excellent internal consistency, with Cronbach's Alpha values of 0.970 for Public Relations strategy, 0.955 for organizational culture, and 0.932 for institutional performance. The classical assumption tests indicated that the regression model satisfied the assumptions of normality (Kolmogorov–Smirnov significance = 0.200), absence of multicollinearity (Tolerance = 0.689; VIF = 1.450), and homoscedasticity. The findings revealed that Public Relations strategy had a positive and significant effect on institutional performance, organizational culture also had a positive and significant effect, and both variables simultaneously exerted a significant influence on institutional performance. The coefficient of determination (Adjusted R² = 0.410) indicated that 41% of the variance in institutional performance was explained by Public Relations strategy and organizational culture, while the remaining 59% was attributable to other factors outside the proposed model. These findings highlighted the importance of strengthening both external communication strategies and internal organizational culture to enhance institutional performance.
What Drives Muslim Tourists' Visit Intention? The Roles of Halal Assurance, Service Quality, and Brand Trust in Muslim-Friendly Restaurants Keyshifa Anardi; Bethani Suryawardani; Rahmat Hidayat
Journal of Digital Marketing and Communication Volume 6 - Issue 2 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i2.1288

Abstract

The rise in halal travel drove an increasing demand for Muslim-friendly restaurants capable of meeting Muslim tourists' needs through halal certification and high-quality service. This study examined the effects of Halal Assurance and Service Quality on Visit Intention, with Brand Trust serving as a mediating variable, among Muslim-friendly restaurants in the Braga area of Bandung. A quantitative approach was employed involving 207 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicated that Halal Assurance and Service Quality had positive and significant effects on both Brand Trust and Visit Intention. However, Brand Trust did not have a significant effect on Visit Intention and, therefore, did not mediate the relationships between Halal Assurance, Service Quality, and Visit Intention. These findings suggested that Muslim tourists placed greater emphasis on halal assurance and service quality than on brand trust when determining their intention to visit Muslim-friendly restaurants.

Page 6 of 6 | Total Record : 55

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