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INDONESIA
Digital Business Journal (DIGIBIS)
Published by Universitas Muhammadiyah Tangerang
ISSN : -     EISSN : 29638585     DOI : 10.31000/digibis
Core Subject : Economy, Science, Education,
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other
Digital Business Journal (DIGIBIS) at University Of Muhammadiyah Tangerang is published by the Faculty of Economics and Business at University Of Muhammadiyah Tangerang. Digital Business Journal (DIGIBIS) first appeared in June 2022. Digital Business Journal (DIGIBIS) is a national scientific journal that is open to seek innovation, creativity and novelty. Whether letters, research notes, articles, complementary articles, or review articles in the field of: Digital Marketing Digital Platforms Digital Advertising Digital Entrepreneurship and Industrial Revolution 4.0
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Menejemen Teknologi dan Inovasi
Articles 5 Documents
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Search results for , issue "Vol 4, No 1 (2025)" : 5 Documents clear
Determinants of Smartphone Purchase Decisions: The Role of Product Quality, Price Perception, Brand Image, and Lifestyle Among Management Students Narto, Eko; Hasan, Muh; Daud, Agung
Digital Business Journal Vol 4, No 1 (2025)
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v4i1.14514

Abstract

In the digital era, smartphones have become essential consumer products, particularly among young consumers such as university students. Apple’s iPhone, as a premium smartphone brand, continues to attract attention due to its strong brand image and innovative features. However, understanding the factors that influence purchasing decisions among specific consumer segments remains crucial for both marketers and academics. This study aims to examine the influence of product quality, price perception, brand image, and lifestyle on iPhone purchasing decisions among students of the Management Study Program at Muhammadiyah University, Class of 2020. The research employed a quantitative approach, using a structured questionnaire distributed to a sample of 86 respondents selected through the Slovin technique. Data were analyzed using multiple linear regression with the support of SPSS version 25. The findings indicate that product quality, price perception, brand image, and lifestyle all have a positive and significant impact on purchasing decisions. Furthermore, these variables collectively contribute significantly to explaining consumer behavior in the context of premium smartphone purchases. This study contributes to the existing literature by integrating multiple consumer behavior theories within a single framework applied to a young and dynamic consumer group in an emerging market context. The results offer practical insights for marketers aiming to enhance brand positioning and marketing strategies targeting university students. Additionally, the study provides a foundation for future research on consumer decision-making in technology product markets.
Integration of Financial Literacy and Psychology: An Analysis of the Influence of Locus of Control on the Effectiveness of Generation Z Financial Management in Tangerang City Fitriana, Amalia Indah; Mikrad, Mikrad; Yoga, Randi Febri
Digital Business Journal Vol 4, No 1 (2025)
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v4i1.14516

Abstract

Generation Z in Tangerang City faces challenges in managing personal finances, influenced by low financial literacy, limited access to formal finance, and lack of self-control over financial decisions. This study analyzes the influence of financial literacy, financial inclusion, and locus of control on the financial management of Generation Z, filling the research gap in the Indonesian urban context. The explanatory quantitative method was used with survey data from 220 Generation Z respondents in Tangerang who were purposively selected. The results showed that the three variables had a positive and significant effect, with financial literacy as the most dominant factor, followed by locus of control and financial inclusion. These findings reinforce the importance of improving financial literacy and access to inclusive finance to drive better financial management. The novelty of the research lies in an integrative approach between cognitive aspects (literacy), access (inclusion), and psychological (locus of control) in the context of urban generation Z. Practically, this study recommends strengthening digital-based financial education programs and collaboration between stakeholders to increase financial literacy and inclusion of the younger generation. Theoretical contributions include the development of financial behavioural models that blend external and internal factors, while policy contributions emphasise the need for structured interventions to support the financial stability of Generation Z
Determinants Of Online Purchase Intention For Halal Cosmetic Products: Green Brand Perception, Halal Certification, And Digital Word-Of-Mouth Rauf, Abdul; Hamdani, Hamdani; Raihan, Muhamad Syahrul
Digital Business Journal Vol 4, No 1 (2025)
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v4i1.14520

Abstract

This study investigates the underexplored intersection of sustainable branding, halal certification, and digital consumer engagement in shaping purchase decisions for halal cosmetic products. Focusing on Kahf Facial Wash sold via Shopee Indonesia, the research addresses a critical gap in understanding how these factors collectively influence e-commerce transactions in the rapidly growing Muslim beauty market. Employing a quantitative approach, data was collected through an online survey of cosmetic consumers and analyzed using descriptive and inferential statistical techniques. The findings reveal that green brand perception exerts a significant positive influence on purchase decisions, underscoring the rising consumer preference for environmentally conscious beauty brands. Interestingly, while halal labeling and online reviews did not demonstrate significant individual effects, their synergistic combination with green branding collectively enhanced consumer purchasing behavior. This suggests that modern Muslim consumers prioritize eco-friendly attributes as a primary driver, with halal certification serving as a baseline expectation rather than a differentiator. The study contributes novel insights to halal marketing theory by challenging conventional assumptions about religiosity as the dominant purchase driver. Practically, it offers actionable strategies for cosmetic brands to leverage sustainability narratives while maintaining halal compliance in digital marketplaces. For e-commerce platforms, the results highlight the need to optimize green branding displays alongside user-generated content to boost conversion
Integrasi Video Marketing sebagai Strategi Meningkatkan Penjualan. Brand Awareness, dan Retensi Pelanggan Tovtora S, Feba Dinova Dex; Prasetyo, Fitria Madaniah; Priyatna, Eka Hendra
Digital Business Journal Vol 4, No 1 (2025)
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v4i1.14542

Abstract

Perkembangan teknologi digital telah mendorong perubahan signifikan dalam strategi pemasaran, salah satunya melalui integrasi video marketing. Penelitian ini bertujuan untuk menganalisis pengaruh integrasi video marketing terhadap peningkatan penjualan, brand awareness, dan retensi pelanggan. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan penyebaran kuesioner kepada 110 responden yang merupakan pengguna aktif media sosial dan konsumen e-commerce. Analisis data dilakukan menggunakan regresi linear sederhana dan berganda untuk mengetahui hubungan antara variabel video marketing dengan penjualan, brand awareness, dan retensi pelanggan. Hasil penelitian menunjukkan bahwa video marketing memiliki pengaruh positif dan signifikan terhadap peningkatan brand awareness dan penjualan, serta berkontribusi dalam memperkuat loyalitas pelanggan melalui konten yang relevan dan interaktif. Strategi ini dinilai efektif karena mampu menyampaikan pesan merek secara emosional dan visual, meningkatkan keterlibatan audiens, serta mempercepat keputusan pembelian. Temuan ini merekomendasikan perusahaan untuk mengintegrasikan video marketing secara sistematis dalam kampanye digital guna meningkatkan daya saing dan keberlanjutan bisnis.
Implementation of Social Media Influencers in Building Brand Image at Courtyard by Marriott Bali Nusa Dua Resort Ningsih, Ni Ketut Manohara Raditya; Winia, I Nyoman; Armoni, Ni Luh Eka; Septevany, Elvira
Digital Business Journal Vol 4, No 1 (2025)
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v4i1.13849

Abstract

This study aims to determine social media influencers' influence on building Courtyard's brand image by Marriott Bali Nusa Dua Resort. The data collection method used in this study is by conducting observations and distributing questionnaires. The population of this study was Instagram users who follow Instagram social media influencers and the Courtyard by Marriott Bali Nusa Dua Resort, with a sampling technique using purposive sampling with a sample size of 100 respondents. The data analysis technique used in this study is simple linear regression. The results of this study indicate that the implementation of social media influencers has a strong relationship, as evidenced by a simple correlation test with a coefficient of 0.724 and has a positive and significant effect on brand image. The value of the coefficient of determination is 0.524, which means that social media influencers have an influence of 52.4% in improving the brand image at Courtyard by Marriott Bali Nusa Dua Resort, while the remaining 47.6% is influenced by other factors not examined in this study. The indicators of social media influence, namely visibility, credibility, attractiveness, and power, state that each indicator has its role in building brand image. If each indicator is applied optimally, it will positively impact brand image. However, it is better to consider the power criteria that are owned because it can maximize the number of audiences who are influenced and follow the directions of the promotion carried out by social media influencers.

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