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Journal of Digital Business and Marketing
Published by Goodwood Publishing
ISSN : -     EISSN : 31106986     DOI : https://doi.org/10.35912/jdbm
Core Subject : Economy,
Economics, Econometrics & Finance
Journal of Digital Business and Marketing (JDBM) is an international, peer-reviewed scholarly journal focusing on four key dimensions of digital business and contemporary marketing: strategy, technology, analytics, and management. The journal publishes high-quality research that examines digital transformation, marketing technologies (MarTech), consumer behavior in digital environments, e-commerce models, and data-driven marketing practices. JDBM welcomes submissions from five contributor groups, researchers, lecturers, students, practitioners, and industry experts. All manuscripts are evaluated through a double-blind peer-review process involving at least two independent reviewers, ensuring academic quality, originality, and practical relevance. JDBM aims to advance both theoretical development and applied knowledge in digital business and marketing.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis dan Menejemen Intetrnasional
Articles 12 Documents
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The effect of marketing mix on purchasing decisions modified with variables of education level and monthly allowance (Study on By.U products) Sunaman Boangmanalu; Indrawati Indrawati
Journal of Digital Business and Marketing Vol. 1 No. 1 (2025): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v1i1.3312

Abstract

Purpose: This study examines how Telkomsel’s by.U product influences the purchasing decisions of the youth segment in Central Jakarta through the 7Ps marketing mix (product, price, place, promotion, people, process, and physical evidence). Education level and monthly allowance were included as moderating variables. Research Methodology: A quantitative approach was applied, and primary data were collected through questionnaires from 348 respondents. Data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0, including validity, reliability, path coefficients, and multi-group analysis for moderation effects. Results: Four elements—price, promotion, people, and process—showed positive and significant effects on the purchase intention. Education level (senior high school) and monthly allowance (low allowance) significantly moderated the relationship between purchase intention and purchase decisions. Promotion had the strongest influence, highlighting the role of attractive offers and relevant promotional content. Internet service quality has emerged as a critical factor in youth preferences for video, music, and gaming services. Conclusions: To expand by.U’s market share, Telkomsel should focus on competitive pricing, appealing promotional strategies, enhancing service processes, and maintaining high Internet quality. Targeted marketing should consider the education level and spending capacity for optimal impact. Limitations: This study is limited to the youth market of Central Jakarta, reducing its generalizability. Only the education level and monthly allowance were tested as moderators. Contribution: This study provides empirical evidence of the effectiveness of the 7Ps marketing mix for digital-native telecommunications products.
Proposed improvements on performance management system at PT JIEP by using balanced scorecard Lola Cahyana; Andika Putra Pratama; John Welly
Journal of Digital Business and Marketing Vol. 1 No. 1 (2025): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v1i1.3315

Abstract

Purpose: This study addresses the urgent need for an effective performance management system at PT JIEP to bridge the gap between current practices and a holistic approach that aligns individual objectives with the organization’s goals. This study aims to design an improved framework using the Balanced Scorecard (BSC) to enhance employee engagement, development, and strategic alignment. Research Methodology: A mixed-method approach was employed, combining quantitative surveys (n=61) and qualitative focus group discussions with the employees. The survey measured six performance management purposes and six key activities on a Likert scale. Quantitative data were analyzed using SPSS for validity and reliability, and qualitative data underwent thematic analysis. Triangulation was used to integrate both datasets. Results: The findings indicate critical deficiencies in administrative efficiency, employee development opportunities, guidance for achieving goals, frequency of evaluations, and transparency in performance consequences. Key challenges include reliance on annual KPI reviews, limited feedback, narrow reward structures and insufficient managerial coaching. Conclusions: The current system lacks strategic alignment, continuous feedback, and diverse recognition methods to improve employee performance. Implementing the BSC framework, diversifying rewards, enhancing managerial coaching skills, and establishing regular evaluations are essential for improving engagement, motivation, and alignment with strategic goals. Limitations: This study focused solely on PT JIEP, limiting its generalizability. Reliance on self-reported data may have introduced bias. Contribution: This research contributes a validated BSC-based performance management framework adaptable to similar organizational contexts, offering actionable strategies to align individual and corporate objectives while fostering a culture of continuous improvement.
Financial contagion analysis on asset return of S&P 500 Index, Shanghai Index, and Hang Seng Index with Jakarta Composite Index for the period 2017 – 2023 Ferdy Fardian; Brady Rikumahu
Journal of Digital Business and Marketing Vol. 1 No. 1 (2025): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v1i1.3316

Abstract

Purpose: This study investigates financial contagion—the transmission of risk and instability between markets and using the co-volatility contagion test method developed by Fry-McKibbin (2018). This study aims to analyze the volatility linkages among major global stock markets and their impact on Indonesia’s market during economic crises. Research Methodology: This study examines daily asset returns from January 2017 to December 2023 for the S&P 500 Index (SPX, United States), Shanghai Composite Index (SCI, China), Hang Seng Index (HSI, Hong Kong), and Jakarta Composite Index (JCI, Indonesia). The co-volatility contagion framework measures changes in market correlations between crisis and non-crisis periods. Results: The findings reveal contagion from SPX, SCI, and HSI to the JCI, with varying co-volatility patterns. The SPX–JCI relationship shows significantly positive co-volatility differences that decline during crises, indicating synchronized but independent movements under global uncertainty. The SCI–JCI differences were significantly negative with low magnitudes, suggesting opposite movement tendencies during crises. HSI–JCI differences were also significantly negative, reflecting reduced connectivity and divergent responses to global risks. Conclusions: Distinct co-volatility patterns indicate different market sensitivities to global uncertainty, emphasizing the importance of tailored investment and policy strategies. Limitations: This study focuses on four markets and a defined time span, potentially limiting generalizability. However, it does not account for sector-specific contagion effects. Contribution: This study provides empirical evidence of volatility transmission mechanisms, offering valuable insights for investors, market participants, and policymakers to enhance risk assessment and investment strategies.
Strategies for promoting bancassurance products in West Java: a study of Bank XXX's internal and external factors Alan Setia Suganda; Atik Aprianingsih
Journal of Digital Business and Marketing Vol. 1 No. 1 (2025): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v1i1.3319

Abstract

Purpose: The Theory of Planned Behavior (TPB), a psychological study that aims to comprehend human behavioral tendencies, was applied. This study aims to examine the methods employed by Bank XXX West Java to market assurance products. Research methodology: To gather quantitative data, questionnaires and descriptive analyses were used to investigate Bank XXX Indonesia's internal strategies, including Segmentation, Targeting, and Positioning (STP), as well as the expanded 7Ps. PESTLE, SWOT, TOWS matrix, and customer analyses were also used for external analysis. Results: The recommendations of this study emphasize the need for continuous market analysis to improve strategies and explore potential areas for future research in the field. To deepen the understanding of consumer behavior in the banking industry, future studies could focus on the marketing mix and delve into consumer behavior and decision-making processes. Conclusion: Strategic marketing initiatives aligned with TPB constructs—attitude toward behavior, subjective norms, perceived behavioral control, perceived risk, and trustworthiness—significantly influence purchase intention and loyalty, highlighting the value of integrating psychological behavior models with marketing frameworks to enhance customer engagement and retention. Limitations: This research aims to provide theoretical insights into practical applications, valuable industry insights, and opportunities for further exploration of customer behavior in the banking industry. Implementation: A direct relationship between purchase intention and loyalty was discovered. Customers who were satisfied with Bank XXX West Java had a higher attitude towards behavior, subjective norms, perceived behavioral control, perceived risk, and trustworthiness.
Business model development for hospital pharmacy services case study: Edelweiss Hospital Ahmad Meiyanto Wahyu Utomo; Astri Ghina
Journal of Digital Business and Marketing Vol. 1 No. 1 (2025): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v1i1.3320

Abstract

Purpose: Innovation in healthcare is a key strategy for enhancing the competitiveness of Indonesian healthcare facilities. As one of the most complex and valuable hospital services, pharmacy services are the focus of this study, which aims to identify gaps between user profiles and provided services, determine value propositions, and develop a suitable business model Method: This study used a qualitative research methodology with a case study strategy and an abductive development approach. Data were collected through in-depth interviews with 6 (six) patients with outpatient insurance coverage and 6 (six) pharmacy staff members. Results: The study identified two main gaps in pharmacy services—long waits and lack of queue information—after testing the business model canvas with five patients and five pharmacists. Four value propositions emerged: faster service, transparent notifications, stock certainty, and improved patient experiences. Conclusion: The proposed business model canvas addresses the identified service gaps by offering targeted value propositions aimed at enhancing operational efficiency, improving service transparency, and elevating patient satisfaction with pharmacy services. Limitation: The study was limited to one healthcare facility with a small sample size, which may restrict the generalizability of the findings to other healthcare settings or regions. Contribution: This study contributes to healthcare service management by providing an empirically tested business model framework for pharmacy services that integrates patient and staff perspectives, offering actionable strategies to improve service delivery and competitiveness.
The effect of personal selling and relationship marketing on customer loyalty and satisfaction as an intervening variable in PT. Welty Indah Perkasa Palembang Branch Roby Yansah; Ahmad Maulana; Muchsin Saggaf Shihab
Journal of Digital Business and Marketing Vol. 1 No. 2 (2025): August
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v1i2.3325

Abstract

Purpose: This study aimed to examine the effects of personal selling and relationship marketing on customer satisfaction and loyalty at the PT Welty Indah Perkasa Palembang branch. Methodology: The study population comprised 302 customers of PT Welty Indah Perkasa Palembang branch who made purchase transactions during 2023, while the sample included customers with regular monthly transactions from January 1 to December 31, 2023. Data were analyzed using multivariate analysis with a structural equation modeling (SEM) program. Results: The analysis shows that personal selling and relationship marketing influence both customer satisfaction and loyalty, with customer satisfaction strengthening the effect on loyalty. Personal selling has the strongest impact on satisfaction, whereas relationship marketing has the weakest impact on loyalty. Conclusion: Effective personal selling and relationship marketing strategies play a critical role in enhancing customer satisfaction, which, in turn, fosters greater customer loyalty. Among these factors, personal selling emerged as the most impactful driver of satisfaction and loyalty within the company’s customer base.Limitation: This study is limited to a single branch of PT Welty Indah Perkasa and uses a sample confined to customers with regular monthly transactions for over one year. The findings may not be fully generalizable to other branches, industries, or customers with irregular purchase patterns. Contribution: This study provides empirical evidence of the key role of personal selling and relationship marketing in fostering sustainable customer satisfaction and loyalty in the B2B context, offering strategic guidance to prioritize personal selling and enhance relationship marketing for long-term engagement.
Choosing the most suitable sustainability report standard for banking industry: A case study of Bank ABC Chintia Rudiyanto; Oktofa Yudha Sudrajad
Journal of Digital Business and Marketing Vol. 1 No. 2 (2025): August
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v1i2.3326

Abstract

Purpose: This study aims to evaluate and prioritize sustainability reporting standards in the banking sector by identifying key criteria influencing their selection, with a particular focus on integrating local regulatory compliance and global best practices. Research Methodology: The research employs a mixed-methods approach, beginning with qualitative interviews with key stakeholders and a literature review to identify relevant criteria. Insights from this phase inform the quantitative analysis using the Analytic Hierarchy Process (AHP). Five sustainability reporting experts from ABC Bank served as respondents, assessing alternative standards based on predetermined criteria derived from both interviews and literature studies. Results: The findings indicate that “integration with financial metrics” and “use of technology” are the most critical criteria in selecting sustainability reporting standards. AHP analysis shows that while POJK 51 meets regulatory requirements, global frameworks such as GRI and SASB offer broader and more investor-oriented disclosures. Combining multiple standards provides a more comprehensive approach, though it demands greater resources and capacity. Conclusion: The study concludes that hybrid adoption of local and global sustainability frameworks enhances reporting credibility, aligns with stakeholder expectations, and strengthens competitive positioning Limitations: The small sample size of five experts from a single bank limits the generalizability of findings. Contribution: This research provides empirical insights into the prioritization of sustainability reporting standards, offering practical guidance for banks and policymakers seeking to enhance ESG transparency and alignment with both domestic regulations and international standards.
The effect of using e-money and self-control on student financial management Sarlina Devi; Yasir Arafat; Maliah Maliah
Journal of Digital Business and Marketing Vol. 1 No. 2 (2025): August
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v1i2.3327

Abstract

Purpose: This study examines the effect of e-money usage and self-control on the financial management of undergraduate students in the Faculty of Economics and Business at Universitas PGRI Palembang.. Research Methodology: A quantitative approach was employed with a sample of 107 active students selected from a population of 305. Data were collected through questionnaires and analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, and multiple linear regression analysis with SPSS 25. Results: The findings reveal that e-money usage (t = 2.499, p = 0.014) and self-control (t = 7.610, p = 0.000) each have a significant positive effect on financial management. Simultaneously, both variables explain 57.9% of the variance in students’ financial management (F = 71.370, p < 0.05). Conclusion: Both e-money usage and self-control significantly contribute to students’ ability to manage finances effectively. Self-control plays a stronger role compared to e-money usage in determining financial management behavior. Limitations: The study focuses only on two variables e-money usage and self-control excluding other potential factors such as financial literacy, lifestyle, and socio-economic background. This scope limitation may affect the generalizability of findings. Contribution: This research enriches empirical evidence on the behavioral aspects of financial management among students in the digital payment era and provides practical insights for universities to design programs enhancing students’ self-control and responsible e-money usage.
Information technology strategic plan for hospital using Ward and Peppard model Muhammad Ismail Zabartih; Wijang Widhiarso
Journal of Digital Business and Marketing Vol. 1 No. 2 (2025): August
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v1i2.3354

Abstract

Purpose: This study aims to identify IS/IT strategic plans, managerial activities, and operational activities in hospitals that can be used as proposals for IS/IT development in hospitals. Methodology/approach: The approach used in this research is the strategic planning of Ward and Peppard, who conduct an analysis of the internal and external environments at the hospital using various analytical tools such as SWOT, CSF, PEST, Value Chain, and McFarlan Strategic Grid. Results: The final result of this research is comprehensive strategic planning at the strategic, managerial, and operational levels, which are expected to be in line with the business objectives of the hospital. Conclusion: The findings highlight that systematic strategic planning enables hospitals to align IS/IT with organizational goals, improve efficiency, support decision-making, and enhance service quality. This approach ensures that IS/IT initiatives are not only technically feasible but also strategically sustainable in addressing the dynamic healthcare challenges. Limitations: The limitation of this research is the mapping of application proposals that are in accordance with the business objectives of hospitals. Contribution: The final result of this research can be used as a basis for developing IT at hospitals, which is expected to help in developing IT at hospitals in the future.
Understanding Continued BNPL Usage Behavior in E-Commerce: Extended UTAUT2 with Usage Intention Mediation Indrajati Wahyuningtyastuti; Maya Ariyanti
Journal of Digital Business and Marketing Vol. 1 No. 2 (2025): August
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v1i2.3685

Abstract

Purpose: This study aims to utilize an enhanced UTAUT2 model to examine the determinants influencing Indonesian customers' intentions and behaviors regarding the continued use of BNPL e-commerce services. Research/methodology: A quantitative cross-sectional survey was conducted with 450 users of BNPL services Indonesian e-commerce platforms, and the data were analyzed using structural equation modeling to assess direct and indirect relationships. Results: Performance expectancy, effort expectancy, trust, and habit significantly influenced continued usage, whereas perceived benefits and risks showed no significant impact among experienced digital users. Conclusions: Performance Expectancy, Effort Expectancy, and Trust are important drivers of the continued use of Buy Now Pay Later (BNPL) e-commerce services among Indonesian users, according to this study, which also shows that habit is the most important predictor of actual usage behavior. Limitations: The geographic breadth is limited to Indonesia, with possible selection bias toward current users, the sample focus on younger demographics impacts generalizability, and the cross-sectional methodology restricts causal inference. Contribution: This study contributes to fintech adoption theory by demonstrating the theoretical redundancy of traditional risk-benefit constructs in mature digital user contexts and emphasizing habit formation over initial adoption factors.

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