Journal of Strategic Marketing and Innovation
Journal of Strategic Marketing and Innovation (JOSMI) is an international peer-reviewed journal, published since 2025 and registered with E-ISSN 3123-688X. It is published by Asosiasi Transformasi Digital dan Bisnis Indonesia, focusing on the development of marketing science through strategic and innovative approaches. This journal serves as a platform for researchers, academics, and practitioners to publish original research and conceptual studies related to consumer behavior, digital marketing, branding and positioning, advertising effectiveness, customer engagement, pricing psychology, marketing innovation, and social media strategy. JOSMI emphasizes interdisciplinary work that integrates insights from psychology, technology, and business to address emerging challenges in marketing management, with a commitment to advancing theoretical contributions and practical relevance in both global and local market contexts. JOSMI is published six times a year, namely February, April, June, August, October and December, which is published by Asosiasi Transformasi Digital dan Bisnis Indonesia
Articles
32 Documents
<![CDATA[From Enjoyment to Utility: Determinants of Digital Natives’ Adoption of Generative Artificial Intelligence ]]>
<![CDATA[Hasna Azzahidah]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.07
<![CDATA[GenAI's growing popularity has altered the way digital natives approach their work and schoolwork. Since most people choose not to utilize GenAI, it is crucial to determine what makes people want to perform certain things. This study uses the Unified Theory of Acceptance and Use of Technology (UTAUT2) to investigate the elements that impact the intents of digital natives to use generative AI. Our quantitative cross-sectional research included 152 digital natives residing in Jakarta who had prior experience working with generative AI technologies. In order to analyze the collected data, Partial Least Squares-Structural Equation Modeling (PLS-SEM) was used. The results show that effort and performance anticipation have a favorable effect on behavioral intention, which shows how important it is to have high hopes for performance improvements and simplicity of use to encourage adoption. Social influence has a statistically meaningful, although minor, effect on behavioral intention, in contrast to hedonic incentive, which does not. Overall, the model demonstrates moderate explanatory power, suggesting that generative AI adoption among digital natives is primarily driven by utilitarian considerations. These findings imply that generative artificial intelligence is mainly perceived as a functional, productivity-oriented tool rather than a source of enjoyment. The study offers practical implications for institutions and developers to prioritize usability and performance value when encouraging GenAI adoption in academic and professional context.]]>
<![CDATA[Perceived Enjoyment, Curiosity, and Control Competence as Predictors of Behavioral Intention in Digital Ticket Booking Services: A Study of Indonesian Generation Z ]]>
<![CDATA[Nayla Zannata Mugni]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.08
<![CDATA[This study examines the determinants of Behavioral Intention to Use digital entertainment ticket booking platforms among Indonesian Generation Z by applying the Hedonic Motivation System Adoption Model (HMSAM). A quantitative causal design was employed using survey data collected in December 2025 from 122 respondents who had used online ticket booking services within the last six months. The data were analyzed using multiple linear regression in IBM SPSS, supported by instrument testing and classical assumption checks. The results show that Perceived Enjoyment, Curiosity, and Control Competence each have a positive and significant effect on Behavioral Intention. Among the predictors, Curiosity is the most dominant factor, indicating that exploratory motivation is central in shaping reuse intention for entertainment-oriented services. The model demonstrates strong explanatory power, accounting for 80.5% of the variance in Behavioral Intention. These findings confirm HMSAM’s relevance in hedonic-dominant digital contexts and suggest that platform development should prioritize features that stimulate exploration, maintain enjoyable interaction, and strengthen user control through clear navigation and transparent transaction processes.]]>
<![CDATA[The Influence of Electronic Word of Mouth, Trust, and Perceived Value on Consumer Purchase Intentions of Automotive Brand Arvi Creations ]]>
<![CDATA[Adib Pradipta]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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<![CDATA[This study aims to examine the influence of electronic word of mouth (e-WOM), trust, and perceived value on consumer purchase intention toward the local automotive brand Arvi Creations. The research employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 167 respondents who had obtained information about Arvi Creations from digital media. The sampling technique applied was non-probability sampling, combining purposive and snowball sampling methods. Data analysis was conducted using multiple linear regression to test both partial and simultaneous effects among the variables. The results indicate that e-WOM, trust, and perceived value have a positive and significant effect on purchase intention. Partially, trust is the most dominant variable influencing consumer purchase intention, followed by e-WOM and perceived value. Simultaneously, these three independent variables explain most of the variation in consumer purchase intention. These findings support the relevance of the Theory of Planned Behavior in explaining automotive consumer behavior in the digital era. This study also provides practical implications for local automotive brands in enhancing purchase intention through managing positive e-WOM, building consumer trust, and creating superior product value.]]>
<![CDATA[The Influence of Short-Form Promotional Video Content on Movie Ticket Purchase Decisions Through Electronic Word of Mouth (E-WOM) Among Gen Z ]]>
<![CDATA[Reysa Almaira Anandita]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.10
<![CDATA[The development of social media has driven changes in promotional strategies in the film industry, particularly through the use of short video content such as TikTok, Instagram Reels, and YouTube Shorts. Short video content is considered capable of attracting audience attention, conveying information concisely, and encouraging interaction and digital conversation among users. In the context of Generation Z, electronic word of mouth (e-WoM) is an important factor that influences consumer confidence and decisions before purchasing movie tickets. This study aims to analyze the influence of short promotional video content on electronic word of mouth and movie ticket purchasing decisions, as well as to examine the role of e-WoM as a mediating variable. The study uses a quantitative approach with a causal design. Data were collected through an online questionnaire survey distributed to Generation Z who had seen short promotional video content and had watched movies in theaters. The sampling technique used was purposive sampling with a total of 90 respondents. The research instrument used a five-point Likert scale without neutral options. Data analysis was performed using linear regression analysis and mediation tests with the help of SPSS software.This study is expected to contribute academically to the development of digital consumer behavior studies, particularly regarding the role of short video content and electronic word of mouth in influencing movie ticket purchasing decisions. In addition, the results of this study are expected to provide practical considerations for film industry players in designing social media-based promotional strategies.]]>
<![CDATA[Pengaruh Perceived Experiential Branding dan Social Buzz terhadap FOMO serta Purchase Intention Konsumen Cloudcakes di TikTok ]]>
<![CDATA[Bianca Ayu Anindira]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.11
<![CDATA[This study investigates how Perceived Experiential Branding (PEB) and Social Buzz (SB) influence Purchase Intention (PI) toward Cloudcakes as a viral local F&B brand on TikTok, with Fear of Missing Out (FOMO) as a mediating variable within the Stimulus–Organism–Response (S–O–R) framework. A quantitative explanatory design was employed using an online survey of Indonesian TikTok users who have been exposed to Cloudcakes-related content. Data were analyzed using SEM-PLS. The preliminary adequacy test indicates the dataset is suitable for factor-based modeling (KMO = 0.957; Bartlett’s test significant). Measurement model results demonstrate strong reliability and convergent validity, supported by high internal consistency and satisfactory indicator loadings, as well as established discriminant validity. Structural model testing shows that PEB and SB significantly increase FOMO, and both PEB and SB also positively affect PI. FOMO further strengthens PI, confirming its mediating role. The model explains substantial variance in FOMO and PI and demonstrates predictive relevance. These findings imply that local F&B brands can enhance purchase intention by strengthening experiential branding and maintaining social buzz while managing FOMO-driven pressure responsibly.]]>
<![CDATA[The Influence of Digital Technology Utilization and Adoption on the Operational Efficiency of MSMEs in the Era of Digital Transformation ]]>
<![CDATA[Julianda Jahid Muttaqin]]>;
<![CDATA[Afidah Nur Aslamah]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.01.1.10
<![CDATA[The accelerated improvement of digital technology has contributed substantial adjustments to the way Small enterprise within the capital city in Jakarta conduct their business operation. The growth of internet access, the extensive use of smartphones, and the increasing availability of digital platforms have opened wider possibilities for improving business efficiency. This study aims to explore how the use and acceptance of digital technology influence the operational effectiveness of local business owners in Jakarta within the framework of digital transformation. A quantitative explanatory method is used in this research, gathering information via an online survey sent to MSME owners in Jakarta. The variables investigated in this study include Digital Technology Utilization (X1), Digital Technology Adoption (X2), and Operational Efficiency (Y). The findings from this research are anticipated to illustrate how the effective use and adoption of digital tools and platforms can support productivity improvement, cost efficiency, and more structured business processes. Furthermore, this research provides insights into the level of digital readiness among MSMEs and offers practical implications for enhancing digital adoption within the Indonesian MSME sector.]]>
<![CDATA[The Effect of Financial Literacy and Investment Behavior on Financial Inclusion through Financial Behavior as a Mediating Variable in the Sandwich Generation ]]>
<![CDATA[Dea Permatasari]]>;
<![CDATA[Afidah Nur Aslamah]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.01.1.11
<![CDATA[This study looks at how investment behavior and financial literacy affect financial inclusion within Indonesia's sandwich generation. A structural equation model with SmartPLS was used to examine the quantitative data acquired from 105 respondents via online purposive sampling. The results demonstrate that financial conduct has considerable financial behavior that is significantly impacted by financial inclusion and financial knowledge. However, financial literacy has no direct bearing on financial inclusion or investment behavior, and financial conduct is not significantly influenced by investment activity.]]>
<![CDATA[The Influence of Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, and Price Value on Students’ Behavioral Intention to Use Online Courses at Universitas Negeri Jakarta ]]>
<![CDATA[Tasha Dwi Oktora]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.12
<![CDATA[This research investigates the determinants of undergraduate students’ behavioural intention to adopt online courses at Universitas Negeri Jakarta (UNJ) through the UTAUT2 framework. Using PLS-SEM, data from 128 respondents were analysed to analyze all variables emerges as the most influential factor, followed by Hedonic Motivation, whereas the remaining constructs do not have a significant effect. The model accounts for 40.2% of the variance in behavioural intention. Overall, the results suggest that students’ engagement with online courses is shaped more by considerations of cost and enjoyment than by perceived usefulness or social pressure, offering valuable insights for the design and improvement of online learning platforms in the post-pandemic context.]]>
<![CDATA[Examining the Impact of Social Influence and Price Sensitivity on Purchase Intention ]]>
<![CDATA[Dyah Ratu Dwihapsari]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.13
<![CDATA[This research investigates how social influence and price sensitivity affect consumers’ purchase intentions within Indonesia’s e-commerce environment by applying the Stimulus–Organism–Response (S–O–R) model. In this conceptual framework, social influence and price sensitivity function as external stimuli, perceived value acts as the internal cognitive evaluation process, and purchase intention represents the resulting behavioral outcome. The study utilized a quantitative approach with a cross-sectional design, gathering data from 115 Indonesian consumers who actively engage in online shopping through a structured questionnaire. To assess the relationships among the variables, multiple regression analysis was conducted to evaluate both direct and mediated effects. The findings indicate that social influence and price sensitivity significantly and positively contribute to perceived value. Furthermore, perceived value demonstrates a substantial positive impact on purchase intention. The analysis also shows that social influence and price sensitivity directly influence purchase intention, suggesting that perceived value serves as a partial mediator in these associations. Overall, the results highlight that consumers’ intentions to purchase are driven not only by rational value assessments but also by immediate responses to social signals and pricing considerations.]]>
<![CDATA[An Analysis of the Effect of Perceived Ease of Use, Perceived Usefulness, and Social Influence on the Impulsive Buying Behavior of Generation Z Users of the TikTok PayLater Feature in DKI Jakarta ]]>
<![CDATA[Bintang Muhamad Harsya]]>;
<![CDATA[Adnan Kasofi]]>;
<![CDATA[Osly Usman]]>;
<![CDATA[Ryna Parlyna]]>
<![CDATA[ Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation ]]>
Publisher : <![CDATA[Asosiasi Transformasi Digital Dan Bisnis Indonesia ]]>
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DOI: 10.64243/JOSMI.02.1.14
<![CDATA[This research seeks to examine how Perceived Ease of Use, Perceived Usefulness, and Social Influence affect impulsive buying behavior among Generation Z individuals in the DKI Jakarta region. The digital economy transformation in Indonesia has shifted from the traditional e-commerce model to a more integrated social commerce ecosystem, with TikTok Shop as one of the major players. The emergence of TikTok Paylater as a Buy Now Pay Later financial service innovation has created a phenomenon of shopping without financial barriers, which has significantly influenced the consumption behavior of Generation Z. This research uses the TAM theoretical framework to examine how technological functionality and external motivation interact in influencing user decisions. The main focus of this research is to investigate the role of Social Influence as a transactional accelerator that bridges the emotional drive resulting from the Fear of Missing Out phenomenon and live shopping algorithms with financial execution through the Paylater feature. By taking a case study in the urban area of DKI Jakarta, which has high digital penetration, this research is anticipated to address the existing gap in the literature concerning of consumer behavior on social commerce platforms.]]>
