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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 18 Documents
 1   2 
The influence of Internal Values, Green Attitudes, Subjective Norms, and on Green Customer Citizenship Behaviours among electric vehicle consumers in Jakarta Tengku Muhammad Zikrie Maulana; Heri Fathurahman
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.v1i2.3767

Abstract

Purpose: This study aims to analyse the influence of Internal Values, Green Attitudes, and Subjective Norms on Green Customer Citizenship Behaviours (GCCB) among electric vehicle (EV) consumers in Jakarta, with a particular focus on the mediating role of green attitudes. Methodology: A quantitative research design was employed using Partial Least Squares–Structural Equation Modelling (PLS-SEM) with SmartPLS version 4.0. Data were collected through an online questionnaire from 105 electric vehicle users domiciled in Jakarta, aged at least 18 years, and having used electric vehicles for more than twelve months. Results: The findings reveal that internal values have a positive and significant effect on green attitudes. Furthermore, green attitudes significantly influence green customer citizenship behaviour and were found to mediate the relationship between internal values and GCCB. In addition, subjective norms have a significant positive effect on both green attitudes and green customer citizenship behaviour, indicating the importance of social influence in encouraging pro-environmental behaviours among EV consumers. Conclusions: This study concludes that internal values and subjective norms play a crucial role in shaping green attitudes, which subsequently foster green customer citizenship behaviour among electric vehicle users in Jakarta. Limitations: The study is limited by its relatively small sample size and its focus on a single urban area, which may limit generalisability. Contribution: This research contributes empirical evidence to the literature on sustainable consumer behaviour by highlighting the mediating role of green attitudes and the importance of social norms in promoting green customer citizenship behaviour in the context of electric vehicle adoption.
The Influence of Digital Marketing and Sales Promotion on Purchase Decisions: The Mediating Role of Brand Awareness Venny Handryani; Hery Winoto Tj
Journal of Digital Business and Marketing Vol. 2 No. 1 (2026): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v2i1.3823

Abstract

Purpose: To analyze the influence of digital marketing through social media on promoting fast instant spices and how sales promotion strategies affect consumer purchase decisions, mediated by brand image, specifically for Sasa House Japanese Curry products. Methodology: This study employed a quantitative approach with purposive sampling. Questionnaires were distributed to 100 respondents who visited supermarkets in DKI Jakarta. Data analysis used Structural Equation Modeling (SEM) with SmartPLS. Results: Digital Marketing (X1) significantly influences brand awareness (Z), with a t-value of 5.696 and a p-value of 0.000, confirming the hypothesis. Sales Promotion (X2) significantly impacts Purchase Decisions (Y), though the influence is weaker, with a t-value of 1.994 and a p-value of 0.046. Both Digital Marketing and Sales Promotion affect Consumer Purchase Decisions through Brand Awareness for Sasa House Japanese Curry. Conclusions: Digital marketing strategies, particularly through social media, and sales promotions play important roles in shaping consumer purchase decisions for Sasa House Japanese Curry. Brand awareness mediates these processes, suggesting that strengthening the brand image could boost sales. Limitations: The study is limited by the sample size of 100 respondents from DKI Jakarta, which may not represent the broader population. The influence of sales promotions was modest, indicating the need for further research on additional factors affecting purchase decisions. Contributions: This research enhances understanding of how digital marketing and sales promotions influence consumer behavior, highlighting brand awareness as a mediator and offering valuable insights for marketers.
The Effect of Product Quality and Brand Awareness on Consumers’ Purchase Intention: The Mediating Role of Social Media Marketing Galon Pernando Sigalingging; Hery Winoto Tj
Journal of Digital Business and Marketing Vol. 2 No. 1 (2026): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v2i1.3844

Abstract

Purpose: This study examines the effects of product quality and brand awareness on skincare purchase intention, with social media marketing as a proposed mediating mechanism, among Generation Z consumers in Jakarta. Methodology: Data were collected from 100 Generation Z consumers in Jakarta with prior skincare usage experience, using a cross-sectional survey. Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0 was used to analyze the data, assessing direct and indirect relationships among the constructs. The measurement model showed satisfactory reliability and validity. Results: Product quality and brand awareness significantly influence social media marketing, which, in turn, affects purchase intention. However, social media marketing did not mediate the relationship between product quality or brand awareness and purchase intention. All three constructs—product quality, brand awareness, and social media marketing—exert significant positive effects on purchase intention. Conclusions: Product quality and brand awareness remain the dominant drivers of purchase intention for Generation Z consumers, operating independently of social media marketing. Limitations: The study's focus on Generation Z consumers in Jakarta limits the generalizability of findings to other regions or age groups. Additionally, social media marketing did not mediate the relationship between product quality or brand awareness and purchase intention, suggesting the need for further research on other mediators. Contribution: This study adds to the literature on consumer behavior and digital marketing by highlighting the limited role of social media marketing as a mediator in the skincare purchase context in emerging markets.
The Effect of Risk Perception and E-WOM on Cryptocurrency Investment Decisions: The Mediating Role of Trust in an Online Community Otta Vianus; PM. Budi Haryono
Journal of Digital Business and Marketing Vol. 2 No. 1 (2026): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v2i1.3981

Abstract

Purpose: This study examines the effect of risk perception and electronic Word of Mouth (e-WOM) on investment decisions in cryptocurrency assets, mediated by trust, among members of the Pepe Coin Indonesia Community Telegram group. It focuses on how psychological and social factors such as risk perception and online community information influence investment decisions in the digital investment environment. Research Methodology: A quantitative approach was employed, using purposive sampling to select 100 active members of the Telegram group. Data were collected through an online questionnaire and analysed using PLS-SEM version 4 to test the hypotheses and the mediation model. Results: The results indicate that both risk perception and e-WOM significantly influence trust, with an R-square of 0.548, indicating a moderate effect. Furthermore, trust significantly mediates the relationship between perceived risk, e-WOM, and investment decisions, with an R-square of 0.583, also categorized as moderate. All relationships were statistically significant and positive. Conclusions: The study concludes that trust plays a critical role in investment decisions within cryptocurrency communities, acting as a mediator between risk perception, e-WOM, and investment decisions. Limitations: The study is limited by its sample size and cross-sectional design, which restricts generalizability and causality. Additionally, the focus on a single Telegram group may not fully represent the broader cryptocurrency investor population, and the use of a self-reported questionnaire may introduce response biases. Contributions: This study contributes to the literature on digital investment behaviour, emphasizing the importance of trust in mitigating risks and influencing investment decisions within crypto communities.
Financial Literacy, Risk Tolerance, and Financial Inclusion on Investment Decisions: Investor Behavior Mediation Rendy Cristianto; Eka Desy Purnama
Journal of Digital Business and Marketing Vol. 2 No. 1 (2026): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v2i1.3946

Abstract

Purpose: This study analyzes the implementation of the 5C+1S Principles in Islamic Financial Institutions, focusing on its effectiveness in providing financing. Methods: This study used a descriptive research method. Data collection techniques included literature review and triangulation, utilizing various data sources to ensure comprehensive analysis. Results: The findings highlight several key points for each of the 5C+1S Principles. The Character principle emphasizes the importance of debtor discipline. The Capacity principle focuses on whether the customer owns a business, while capital concerns the amount of funds used by the debtor in their business. Collateral is the guarantee provided by the debtor, and the Condition of Economy evaluates the debtor's ability to handle future economic situations. The Sharia principle ensures that the customer’s business does not violate Islamic law and complies with the fatwa of the DSN. Conclusions: This study confirms that implementing the 5C+1S Principles is beneficial for Islamic Financial Institutions in ensuring responsible financing and minimizing the risk of bad debt. Limitations: The researcher acknowledges certain limitations of this study, particularly regarding the depth of analysis, as this study only briefly explores the 5C+1S principles in the context of financing. Contributions: The authors hope that this study will be useful and provide insights.
Relationship Management and Market Performance of Micro, Small and Medium Enterprises in Wakiso District, Uganda Henry Stanley Mbowa; Marus Eton; Alice Ngele Mwazuna
Journal of Digital Business and Marketing Vol. 2 No. 1 (2026): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v2i1.3493

Abstract

Purpose: The study examined the influence of relationship management on market performance of MSMEs in Wakiso district. Research Methodology: The study employed cross-sectional design utilizing convergent/concurrent mixed methods approach. A sample of 340 respondents was determined from 2,279 employees using Yamane. Purposive and random were employed to select proprietors and employees respectively. Data was collected through interviews and questionnaires. Quantitative data was analyzed using SPSS v.16.0 and JASP whereas NVivo for qualitative Results: Results indicated that relationship management had a positive but not statistically significant effect on the market performance of MSMEs in Wakiso District (?=1.410; p>0.230). Qualitatively, results indicate that practical importance of relationship management activities is key for customer engagement and business development hance, influencing market performance. Conclusions: The study concluded that although relationship management is crucial, but alone might not influence market performance except combined with other potential marketing strategies. The study recommended that MSMEs should regularly follow-up their customers, integrate non-digital marketing strategies, and invest in relationship management. Limitations: The study employed JASP-SEM to test the moderating effect of the other variables. Thus, poor model specification might lead to underestimation and/or overestimation of the moderation effect. Therefore, this calls for a precise model specification to aid in the test, interpretation and analysis of the results. Contributions: This research provides valuable insights into the role of relationship management in MSMEs’ market performance, offering practical recommendations for integrating both digital and non-digital marketing strategies to enhance customer retention and business growth
Information Sharing and Market Performance of Micro, Small and Medium Enterprises in Wakiso District, Uganda Henry Stanley Mbowa; Marus Eton; Alice Ngele Mwazuna
Journal of Digital Business and Marketing Vol. 2 No. 1 (2026): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v2i1.3598

Abstract

Purpose: The study examined the influence of information sharing on the market performance of selected manufacturing SMEs in Wakiso district. Research Methodology: The study used a cross-sectional design with a convergent/concurrent mixed-methods approach for efficient data collection. A sample of 340 respondents was selected from 2,279 employees and proprietors using Yamane. Key informants were purposively chosen, while employees were randomly selected. Data was collected through interviews and questionnaires, with a pilot test conducted in Wakiso town council (10% sample size) showing reliability (? = 0.801) and validity (0.714). SPSS v.16.0, JASP, and NVivo were used for data analysis. Results: Information sharing had a positive but non-significant effect on the market performance of manufacturing SMEs in Wakiso District (? = 0.679; p > 0.565). Qualitatively, results revealed that information sharing plays a central role in influencing market performance. Conclusions: It is hard for the SMEs to rely on INS to improve market performance. So, SMEs must ensure that the information they provide to their customers is reliable, accurate, timely and accessible. Limitations: The study was limited to MSMEs under carpentry, metal fabrication, and concrete block in Naberu, Kyengera, and Kasangati, which limits the representation of the entire sector, especially in other districts in Uganda. Contributions: The need for MSMEs to equip managers and employees with competences in information preparation and sharing in a timely and appropriate manner customers, and results reinforce the central role of information sharing on market performance.
Examination Of the Effects of Ngo Concerning the Promotion of Youth Empowerment in Nigeria Rural Settings Madinat Adefunke Olaniyan
Journal of Digital Business and Marketing Vol. 2 No. 1 (2026): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v2i1.4091

Abstract

Purpose: This study aimed to examine the role of non-governmental organizations (NGOs) in promoting youth empowerment in rural Nigeria, particularly in Oyo town. Research Methodology: A descriptive survey design was used, with a two-stage sampling procedure for selecting participants. Data were collected using a structured questionnaire, and both face and content validity were ensured. Responses were analyzed using mean scores and standard deviation. Results: The findings revealed that NGOs play a significant role in providing entrepreneurship opportunities for rural youth, offering valuable resources, awareness, and skill-building programs. Key opportunities for NGOs include access to funding, collaboration with local communities, and capacity-building programs. However, challenges such as limited funding, lack of skilled staff, inadequate collaboration, and poor infrastructure limit the effectiveness of these NGOs. Rural youth perceive NGOs' role in facilitating entrepreneurship as essential for skill development, mentorship, and connecting them with funding opportunities. Conclusions: The study concludes that NGOs significantly contribute to youth empowerment in rural areas through training and mentorship programs. However, to maximize impact, NGOs must prioritize practical entrepreneurship training, provide tailored support for rural youth, and strengthen partnerships with other organizations. Limitations: The study is limited to Oyo town, which may restrict the generalizability of the findings to other rural regions in Nigeria. Additionally, challenges related to data collection may have impacted the accuracy of responses. Contributions: This study provides valuable insights into the role of NGOs in rural youth empowerment, offering practical recommendations for enhancing the effectiveness of NGO programs in fostering sustainable youth development.

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