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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
 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 Effect of Digital Marketing and Sales Promotions on Consumer Purchasing Decisions Mediated by 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. Contribution: 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.

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