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Jurnal Bisnis dan Pemasaran Digital
Published by Goodwood Publishing
ISSN : -     EISSN : 27983293     DOI : https://doi.org/10.35912/jbpd
Core Subject : Economy,
Economics, Econometrics & Finance
Diterbitkan oleh Penerbit Goodwood, Jurnal Bisnis dan Pemasaran Digital (JBPD) adalah jurnal ilmiah bertaraf nasional yang menerbitkan artikel berkualitas di bidang bisnis dan pemasaran digital. JBPD bertujuan untuk menjadi wadah akademis yang menampung ide, penemuan, dan inovasi baru dalam rangka pengembangan teoritis pada bidang ilmu bisnis dan pemasaran digital di Indonesia.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 56 Documents
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The Role of Green Platform Design in Enhancing User Comfort in Digital Marketplaces Harun Adama Sume; Randy Hermawan; Aditya Rifandy Zaenudin; Herman S. Soegoto; Lilis Puspitawati
Jurnal Bisnis dan Pemasaran Digital Vol 6 No 1 (2026): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v6i1.6835

Abstract

Purpose: This study aims to examine the role of green platform design in enhancing user comfort within digital marketplace environments by exploring how sustainability-oriented interface elements influence user experiences and behaviors.Research Methodology: This study employed a qualitative descriptive approach. Data were collected through in-depth interviews, direct observations, documentation, and open-ended questionnaires involving 93 users of Shopee, Tokopedia, and TikTok Shop. The collected data were analyzed using thematic analysis to identify key patterns related to green platform design and user comfort.Results: The findings indicate that green platform design elements, including simplified interface layouts, intuitive navigation, eco-friendly features, sustainability-related product information, eco-labels, and green product recommendation systems, contribute to higher user comfort, improved search efficiency, increased trust, and enhanced overall satisfaction.Conclusions: The study concludes that green platform design serves as an important factor in shaping positive user experiences in digital marketplaces. Integrating sustainability principles into platform interfaces not only supports environmental awareness but also strengthens user engagement and marketplace competitiveness.Limitations: This study is limited by its qualitative approach and the involvement of users from three selected digital marketplaces, which may restrict the generalizability of the findings to broader e-commerce contexts.Contributions: This study highlights green platform design as a determinant of user comfort and provides practical insights for developing sustainable digital marketplace strategies that enhance user experience and loyalty.
Social Media Strategies for Enhancing Brand Awareness in a Custom-Made Fashion Business Jeanne Gloria Laisoka; Inty Nahari
Jurnal Bisnis dan Pemasaran Digital Vol 6 No 1 (2026): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v6i1.6891

Abstract

Purpose: This study aims to analyze how integrated social media marketing strategies implemented by JEGE Official enhance brand awareness in a custom-made fashion business.Research Methodology: This study employed a descriptive qualitative approach using a case study design. Data were collected through non-participant observation of JEGE Official's Instagram, TikTok, Facebook, and WhatsApp Business accounts over a three-month observation period, supported by documentation of digital content and a literature review. Data were analyzed using the interactive qualitative analysis model of Miles, Huberman, and Saldaña.Results: The findings reveal that each platform performs a complementary role. Instagram strengthens visual branding and professional identity, TikTok expands audience reach through short-form video content, Facebook maintains information dissemination and community interaction, while WhatsApp Business facilitates personalized communication that builds customer trust. The integration of these platforms improves brand recognition, recall, credibility, and customer engagement.Conclusions: Integrated social media marketing is an effective strategy for increasing brand awareness in custom-made fashion businesses because it combines visual storytelling, interactive communication, and personalized customer service throughout the customer journey.Limitations: This study is limited to a single case study and relies primarily on qualitative observation without incorporating consumer surveys or social media analytics.Contribution: This study extends digital marketing literature by proposing an integrated multi-platform social media strategy suitable for small creative fashion businesses and provides practical guidance for strengthening brand awareness through coordinated digital communication.
The Effect of Job Placement, Compensation, and Work Environtment on Work Spirit through Job Satisfaction Suhindra Agustian; Yadi Maryadi
Jurnal Bisnis dan Pemasaran Digital Vol 6 No 1 (2026): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v6i1.7153

Abstract

Purpose: This study analyzes the direct effects of job placement, material compensation, and the work environment on employee work spirit, and examines whether job satisfaction mediates these relationships uniformly or differentially across antecedents, using the Department of Public Works and Spatial Planning of Pagar Alam City as the empirical setting.Research Methodology: A quantitative associative survey was conducted involving all 93 employees using saturated (census) sampling. Data were collected through Likert-scale questionnaires, transformed using the Method of Successive Interval, and analyzed with Structural Equation Modeling–Partial Least Squares (SEM-PLS) in SmartPLS 3.Results: Job placement, material compensation, and the work environment each had positive and significant direct effects on both job satisfaction and work spirit. Job satisfaction also positively affected work spirit and emerged as the strongest predictor. It did not significantly mediate the effects of job placement or material compensation, indicating direct-only relationships, but significantly and complementarily mediate the effect of the work environment on work spirit.Conclusions: Employee work spirit is influenced primarily by the direct effects of placement, compensation, and the work environment, while job satisfaction mediates only the environmental pathway, indicating differentiated mediation across antecedents.Limitations: The study was limited to a single public institution and employed a cross-sectional, single-source design. Common method bias was not formally tested.Contributions: This study provides empirical evidence of differentiated mediation, showing that job satisfaction mediates only the work environment–work spirit relationship, thereby offering practical guidance for public-sector human resource management.
Audit Switching, Tenure, Fees, and Audit Report Lag in Indonesian Property Firms Vimas Wilanda; Damayanti Damayanti; Evi Yuniarti
Jurnal Bisnis dan Pemasaran Digital Vol 6 No 1 (2026): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v6i1.7169

Abstract

Purpose: This study examines whether auditor switching, audit tenure, and audit fees are associated with audit report lag in Indonesian property and real-estate firms.Research Methodology: The research employs a quantitative archival design, analyzing a balanced sample of 27 listed property firms from 2021 to 2024 (108 firm-years) using robust regression and fixed-effects models.Results: The average audit report lag in the sample is 91.06 days. Auditor switching, tenure, logged audit fees, and firm size do not show statistically significant individual associations with audit report lag in both specifications.Conclusions: The reconstructed data do not provide reliable evidence that the three focal audit attributes are individually associated with audit report lag.Limitations: The analysis uses rounded appendix tabulations because the underlying annual reports and raw analysis file were unavailable.Contributions: Theoretically, this study clarifies how panel sensitivity analysis and sample retention shape the interpretation of non-causal evidence in sector-specific research. Practically, it alerts audit committees that auditor changes, tenure, or fees are not standalone predictors of reporting delay, while establishing strict data-traceability requirements for future timeliness studies.
Service Quality, Customer Value, and Trust on Three-Star Hotel Loyalty in Batam: Satisfaction as Mediator Rusmilee Rusmilee; Bambang Satriawan; Sajiyo Sajiyo
Jurnal Bisnis dan Pemasaran Digital Vol 5 No 2 (2026): January
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v5i2.7267

Abstract

Purpose: This study examines the effects of service quality, customer value, and trust on customer loyalty, with customer satisfaction as a mediating variable, among guests of three-star hotels in Batam City, Indonesia.Research Methodology: An explanatory quantitative design was employed. Data were collected through structured questionnaires from 125 guests who had stayed at a three-star hotel in Batam within the previous six months and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS. Results: Service quality (?=0.386), customer value (?=0.376), and trust (?=0.336) positively and significantly affect satisfaction. Loyalty is directly influenced by service quality (?=0.166), trust (?=0.235), and satisfaction (?=0.553), while customer value has no significant direct effect (?=0.042; p=0.484). Satisfaction mediates all three relationships, partially for service quality and trust and fully for customer value. The model explains 68.0% of satisfaction and 73.0% of loyalty variance.Conclusions: In three-star hotels, value for money does not automatically generate loyalty but must first translate into satisfaction.Limitations: The cross-sectional, self-reported, single-city, and single-tier design limits causal inference and generalizability. Contributions: The study demonstrates differentiated mechanisms underlying customer loyalty: Service quality and trust maintain direct effects, whereas customer value operates exclusively through satisfaction. These findings refine relationship-marketing and expectancy-disconfirmation perspectives and support mechanism-specific retention strategies in midscale hospitality.
Brand Trust as a Mediator of Digital Marketing Effects on Travel Service Purchase Decisions in Batam Maryanti Maryanti; Bambang Satriawan; Nolla Puspita Dewi
Jurnal Bisnis dan Pemasaran Digital Vol 5 No 2 (2026): January
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v5i2.7268

Abstract

Purpose: This study examines the effects of social media advertising, influencer marketing, website quality, and Electronic Word of Mouth (e-WOM) on travel-service purchase decisions, with brand trust as a mediator.Methodology: An explanatory survey was conducted among 150 users of 18 travel agencies in Batam, Indonesia, selected through proportional allocation and purposive screening based on prior service use and digital-channel exposure. Data were collected using Likert scales and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.1. Results: All four digital marketing dimensions positively and significantly affected brand trust. Advertising and influencer marketing also had significant direct effects on purchase decisions, while website quality and e-WOM did not. Brand trust was the strongest direct predictor of purchase decisions (? = 0.539) and mediated all four relationships, complementarily for advertising and influencer marketing and indirectly for website quality and e-WOM. The model explained 72.3% of the variance in brand trust and 72.9% in purchase decisions.Conclusions: Digital touchpoints operate through different conversion mechanisms. Paid and endorsed channels influence purchases directly, whereas owned and earned channels primarily build trust before purchase.Limitations: The cross-sectional design, self-reported data, single-city setting, and exclusion of situational or behavioral data limit generalizability.Contributions: This study integrates four heterogeneous digital touchpoints, namely paid, endorsed, owned, and earned media, within one mediation framework, demonstrating differences in both effect size and mediation type.

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