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Journal of Strategic Marketing and Innovation
Published by Asosiasi Transformasi Digital dan Bisnis Indonesia
ISSN : -     EISSN : 3123688X     DOI : 10.64243/JOSMI
Core Subject : Economy,
Economics, Econometrics & Finance
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
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 40 Documents
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The Impact of NFC and QRIS Utilization in Livin’ by Mandiri on Smart Mobility Experience among Public Transportation Users in DKI Jakarta Nazwa Eka Putri; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.01.1.12

Abstract

This study examines the influence of digital payment utilization, namely Near Field Communication (NFC) and Quick Response Code Indonesian Standard (QRIS), on smart mobility experience with mobility efficiency as a mediating variable. The research employs a quantitative explanatory design using a conceptual modeling approach to analyze causal relationships among variables. Primary data were collected through an online questionnaire distributed to 105 public transportation users in DKI Jakarta who actively use the Livin’ by Mandiri application for transportation-related transactions. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM), covering measurement model evaluation and structural model testing. The results show that NFC utilization has a positive and significant effect on mobility efficiency, while QRIS utilization demonstrates a relatively weaker direct effect. Mobility efficiency significantly enhances smart mobility experience and partially mediates the relationship between digital payment utilization and smart mobility experience. The study concludes that efficiency-oriented digital payment usage contributes to improving urban mobility experience. These findings highlight the importance of optimizing digital payment systems to support smart mobility initiatives in metropolitan transportation environments.
Analysis of the Influence of TikTok and Qpon Digital Voucher Marketing Strategies on Consumer Purchase Decisions in Indonesia Mellani Indriyani; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.1.15

Abstract

The accelerated advancement of digital technologies has led to the increasing adoption of digital vouchers as a strategic marketing tool in e-commerce. E-commerce platforms such as TikTok Shop and Qpon extensively implement price discounts and various sales promotion programs to shape consumer purchasing behavior in Indonesia. This study seeks to examine the impact of digital voucher marketing strategies, specifically price discounts and sales promotions, on impulsive buying behavior, with positive emotion serving as a mediating variable. The research is grounded in the S–O–R theory, in which digital voucher strategies function as stimuli, positive emotion represents the internal organismic state, and impulsive buying constitutes the behavioral response. A quantitative descriptive-verificative methodology was employed, with data gathered through an online survey distributed to consumers in the Jakarta region who have previously utilized digital vouchers on TikTok Shop or Qpon. The findings are expected to indicate that price discounts and sales promotions exert a positive influence. This study contributes empirical evidence regarding the significance of emotional mechanisms in the effectiveness of digital voucher-based marketing strategies.
Algorithms, Engagement, and Sales: Short-Form Video Metrics as Predictors of Purchase Intention Muhammad Faisal; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 2 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.2.01

Abstract

The rapid growth of short-form video platforms has reshaped digital marketing practices and consumer purchasing behavior. This research explores how algorithmic recommendation and content engagement influence purchase intention through perceived arousal within the Stimulus-OrganismResponse framework. A quantitative survey approach was employed and analyzed using regression analysis. The findings indicate that algorithmic recommendation and content engagement significantly affect perceived arousal, which subsequently influences purchase intention. The results highlight the importance of emotional arousal as a key mechanism in transforming digital stimuli into consumer behavioral responses. The study suggests that optimizing recommendation systems and developing engaging content can enhance conversion outcomes in short-form video marketing environments.
What Really Drives Value Co-Creation? Rethinking Relationship Quality in GoFood’s Sharing Economy Platform Yahya Abdurrahman Adib; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 2 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.2.02

Abstract

This research examines how relationship quality influences consumer value co-creation within food delivery sharing economy platforms, with a specific focus on GoFood users from Generation Z at Universitas Negeri Jakarta. It aims to determine the effects of trust, commitment, and satisfaction shape students’ intentions to participate in value co-creation activities. Employing a quantitative survey approach, data from 52 GoFood consumers, which were analyzed through PLS-SEM. Results indicate that commitment has a positive and significant effect on value co-creation intentions, while trust and satisfaction do not show significant direct effects. These results suggest that relational attachment plays a more critical role than evaluative perceptions in motivating co-creation behavior among Generation Z users. The research adds to the literature by highlighting the differentiated roles of relationship quality dimensions in sharing economy platforms and by providing context-specific insights into food delivery services. Practically, the findings imply that platform providers should prioritize strategies that strengthen user commitment to encourage active participation and value co-creation.
The Effect of Brand Image and Service Quality on Customer Loyalty: The Mediating Role of Customer Satisfaction in Grab Ride-Hailing Services Fedro Diaz Camsal; Osly Usman; Munawar Asikin
Journal of Strategic Marketing and Innovation Vol. 2 No. 3 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.3.01

Abstract

Online transportation services are expanding at such a fast rate that there is a rivalry amongst the online transportation providers. However, customer loyalty is key to overcome the problems when it comes to customer service and complaints from customers, and this is another challenge that needs to be addressed with Grab. This is a quantitative study aimed at understanding the impact of brand image and service quality on customer loyalty via customer satisfaction. The data is collected by a questionnaire distributed in participants in the area of Grab users, Jabodetabek and analyzed by SmartPLS 4.0. The results indicate that service quality is not significant to the customer loyalty; however, brand image and customer satisfaction are significant. Furthermore, customer satisfaction also mediated between service quality and brand image towards customer loyalty. These results echo the view that satisfaction and brand image are the most critical factors that impact on customer loyalty other than service quality.
The Impact of Perceived Value and Customer Experience on Willingness to Pay: The Mediating Effect of Brand Image Among Coffee Shop Consumers Sarah Permata Utami; Osly Usman
Journal of Strategic Marketing and Innovation Vol. 2 No. 3 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.3.02

Abstract

Customers' willingness to pay higher prices is becoming increasingly important due to the rising competition caused by Indonesia's growing coffee shop industry. This study examines how customer experience and perceived value impact willingness to pay through brand image. The data collected from South Tangerang, Indonesia, coffee shop customers via questionnaires was analyzed using Partial Least Squares Structural Equation Modeling (PLS SEM). The findings demonstrate that perceived value and customer experience have a positive effect on brand image and willingness to pay. Apart from that, brand image plays a role in mediating these relationships, suggesting that offering better value and satisfying customer experiences can improve brand image and encourage consumers to pay higher prices.
The Impact of TikTok Go Affiliate Marketing on Consumer Engagement and Travel Ticket Purchase Decisions Nisrina Raniah; Osly Usman
Journal of Strategic Marketing and Innovation Vol. 2 No. 3 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.3.03

Abstract

In the era of digital technology, customers' information-seeking and purchasing behaviors have undergone changes, especially in the tourism sector. TikTok Go is featured as an affiliate marketing platform, enabling creators to promote tourism products and services via interactive short video content. The purpose of this study is to examine the impact of TikTok Go affiliate marketing on the engagement with the brand and the decision to buy a tourism ticket. In this study, the mediators between the two variables, including consumer engagement, are also examined. A quantitative approach was applied, with a survey of users of TikTok who had come into contact with TikTok Go content promoting tourist destinations. The data analysis technique used was the Partial Least-Squares (PLS) Structural Equation Modeling (SEM) using SmartPLS 4.0 software. The findings indicate that there is a positive and significant relationship between affiliate marketing activities and the engagement of consumers and their willingness to purchase a tourist ticket. Additionally, consumer engagement also affects the customer's buying decisions. This was also found to be a mediator between affiliate marketing and purchasing decisions. These results show that the use of affiliate marketing on social networks is not only capable of engaging consumers but also helps to convert them into consumers who make purchases in the tourism sector. Theoretically, this study contributes to the development of digital marketing literature, while practically, it offers insights for players in the tourism industry on leveraging TikTok Go.
Domestic Consumers’ Acceptance of English-Language Songs by an Indonesian Singer: A Brand Extension Study of Afgan Syifa Amalia Ash Shufi; Osly Usman
Journal of Strategic Marketing and Innovation Vol. 2 No. 3 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.3.04

Abstract

This research investigate about how Indonesian listeners respond toward Afgan English-language songs by seeing it as brand extension framework. The study use quantitative causal-verificative approach. Data was collect from 122 casual listeners in Indonesia by purposive sampling and analyze using PLS-SEM with SmartPLS 4. The result shows that Afgan brand image do not directly affecting behavioral intention for his English-language songs. Instead, brand image have significant effect to perceived fit, which become the main factor that drive listener intention to stream, save, and recommend his international song. This means a strong reputation in local market is not always enough if the artist new musical direction feel too far from the image that listeners already know. Therefore, the changing into English-language music should be manage as a strategic brand extension. To getting wider acceptance without losing domestic listener, the artist need maintain recognizable vocal and musical element so the transition can feels more natural than abrupt.
The Influence of Digital Marketing and Influencer Marketing on Purchase Behavior Through Purchase Intention of Ozakazik.co Consumers on Shopee Faozan Aditiya Pradana; Osly Usman
Journal of Strategic Marketing and Innovation Vol. 2 No. 3 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.3.05

Abstract

This study is theoretically grounded in examining how digital marketing and influencer marketing influence purchasing behavior, with purchase intention conceptualized as a mediating construct. Specifically, it investigates the structural relationships between these marketing stimuli and consumer decision making processes in the context of Ozakazik.co consumers on the Shopee platform. A quantitative research design was employed, involving 61 respondents who had previously purchased Ozakazik.co products, selected through a saturated sampling technique. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to test both direct and indirect relationships among the variables. Results from the empirical study demonstrate that digital marketing exerts a statistically significant beneficial influence on purchasing behaviour (β = 0.269; p = 0.025) and purchase intention (β = 0.646; p < 0.001). In contrast, influencer marketing exhibits a notable direct impact on purchasing behaviour (β = 0.198; p = 0.028), although its influence on purchase intention is not statistically significant (β = 0.277; p = 0.084). Furthermore, buy intention strongly affects purchasing behaviour (β = 0.511; p < 0.001), affirming its position as a critical mediating variable within the model. Digital marketing and purchasing behaviour are substantially mediated by purchase intention, according to the mediation study (β = 0.330; p = 0.004). Even so, it is not a mediator in the relationship between influencer marketing and buying behaviour (β = 0.141; p = 0.116). According to the results, digital marketing affects the formation of buy intention and subsequent purchasing behaviour in a more consistently structured manner than influencer marketing does, according to the proposed conceptual framework. Cognitive purpose is a key mediating characteristic that the study identifies as theoretically significant for understanding how marketing cues translate into consumer behaviour.
The Effect of Competitive Strategy and E-Service Quality on Customer Satisfaction Mediated by Customer Loyalty Among Generation Z Consumers of Shopee Anang Yugotian; Osly Usman; Munawar Asikin
Journal of Strategic Marketing and Innovation Vol. 2 No. 4 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.4.01

Abstract

This research aims to investigate the influence of e-service quality and competitive strategies on the satisfaction levels of Generation Z customers on Shopee. A purposive sampling technique was utilized to select 200 respondents from Generation Z, aged between 17 to 27, who have made purchases on Shopee in the last six months. A quantitative methodology, along with a survey instrument, was employed to collect the necessary data. The analysis was conducted using SEM-PLS through SmartPLS software. The results demonstrate that competitive strategy has a positive and significant impact on customer loyalty (β = 0.321, p < 0.05). The satisfactory level of customer through competitive strategy and high-quality e-services. These findings indicate that improving the satisfaction of Generation Z consumers is not only determined directly by competitive strategies and electronic service quality but is also influenced by the level of customer loyalty that has been established. Therefore, Shopee needs to continuously strengthen its competitive strategies and improve the quality of its digital services in order to build sustainable customer loyalty and enhance customer satisfaction.

Page 4 of 4 | Total Record : 40

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