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Santi Rahmawati, S.T., M.S.M.
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researchsynergypress@gmail.com
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+628112111734
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ijmadic@researchsynergypress.com
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Research Synergy Foundation Jalan Nyaman no 31 Komplek Sinergi Antapani Bandung 40291 - Indonesia
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International Journal of Marketing and Digital Creative (IJMADIC)
Published by Research Synergy Foundation
ISSN : 29873657     EISSN : 29869218     DOI : https://doi.org/10.31098/ijmadic
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
International Journal of Marketing and Digital Creative (IJMADIC) welcomes and encourages original scientific manuscripts with theoretical and practical contributions from various research traditions within marketing and their application in digital creative platforms. IJMADIC aims to meet the needs of a diverse but trailblazing audience. As a result, it is expected that all submissions to the Journal will be rigorous academically, well-grounded in the pertinent literatures, and accessible to a broad audience. Some of the topics that might be of interest include: marketing management, market research, consumer behavior, brand management, database marketing, neuromarketing, social media marketing, service marketing, technology marketing, guerilla marketing, product marketing, marketing strategy, digital marketing, digital business, digital connectivity, digital creative economy, digital creative entrepreneur, digital creative pedagogy, digital creative industry, digital transformation, digital creative media, digital lifestyle, and digital culture.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 39 Documents
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The Mediating Effects of Self-Concept in the Relationship of Brand Image and Purchasing Buying Behavior Eric S Parilla; Marc Edward Abadilla
International Journal of Marketing and Digital Creative Vol. 1 No. 1 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i1.1274

Abstract

This study aims to determine the effect of brand image on purchasing buying behavior. It proposes self-concept as a mediating variable and answers how brand image affects purchasing behavior. The study has implications for marketing management, such as for advertisers who intend to measure how to promote skincare products for men. The original contribution of this study lies within its questionnaire that has been attuned to the effects of brand image on purchasing behavior. To answer the research questions, this study used structural equation modeling. The output revealed a mediating effect of self-concept in the association between brand image and purchasing behavior.
Meta Analysis of Entrepreneurial Skill and Entrepreneurial Motivation On Business Performance: Mediating Role Of Strategic Leadership In Sme Sector Of Ethiopia Dereje Dinsa Negeri; Gada Gizachew Wakijira; Shashi Kant
International Journal of Marketing and Digital Creative Vol. 1 No. 1 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i1.1435

Abstract

As the world economy continues to move towards increased integration, some of the greatest opportunities for MSE will derive from their ability to participate in global market place. It is generally accepted that SMEs are becoming highly important in terms of employment, wealth creation, and the development of innovation. However, there are considerable problem about the quality of management/strategic leadership/ entrepreneurial skill and entrepreneurial motivation in this sector and other issues like weaknesses in innovation, a lack of financial acumen, marketing, entrepreneurial flair, practical knowledge, and human resource management. As a result of this fact, this study will aim to analyze the effects of entrepreneurial skill and entrepreneurial motivation on Business performance, With mediating role of strategic leadership: The case of selected SME Sectors in Guji Zone oromia regional state, Ethiopia. The study was employed a Quantitative research design method by using surveys questionnaire to collect data. The selections of the respondent for this study will random sampling and purposive sampling for SME owners and leaders of both zonal and towns job opportunity creation and skill office and are purposely selected to respond the questionnaires. Since the Zone is so large in size, the researcher will select 5 towns Nagele, Adola, Shakiso, Bore and Haro wachu. A total of 382 respondents will be selected as sample size. Estimating the total population as 2,322 owners and job opportunity creation and skill office leaders in 5 towns, the sample size 382 will be determined by using Yamane (1967) Because of its simplicity to use. The analysis of data is took place by using Classical Linear Regression Model. In this case, the analysis of data involved the use of chi square, correlation and ordinal logistic regression in order to analyze the effects of entrepreneurial skill and entrepreneurial motivation on business performance, with mediating role of strategic leadership. Result indicated that, all variables have positive and significant effect on business performance.
The Role of Financial Literacy in Strengthening the Effect of Digital Platforms and Financial Technology Peer-to-Peer Lending on Capital Access and MSME Growth: An Empirical Study of MSMEs in DKI Jakarta Zulham Efendi; Lela Nurlaela Wati; Arlis Dewi Kuraesin
International Journal of Marketing and Digital Creative Vol. 1 No. 1 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i1.1447

Abstract

The financial technology sector in Indonesia, particularly in DKI Jakarta, has experienced significant growth due to improvements in the country's technological infrastructure. As of the end of 2022, the Financial Services Authority (OJK), the financial regulator in Indonesia, listed 102 Fintech companies operating in the country. This study employs a quantitative approach using Smart PLS statistics and a sample of 272 respondents to investigate the relationship between digital platforms, financial technology peer-to-peer lending, access to capital, and MSME growth, with a particular focus on the role of financial literacy for MSMEs in five areas of DKI Jakarta. The study's findings demonstrate a positive impact of financial technology, digital platforms, and peer-to-peer lending on MSME productivity, sales, and growth, which are further enhanced by financial literacy.
Exploring the Effects of Technological Advancements on Hotel Guests and Employees in Metro Manila: A Comparative Study Jose Ehvenzer P Legaspi; Isabel Andrea D Huerto; Ma Pauline L Advincula; Ranyel C Taperla; Jocelyn Y. Camalig
International Journal of Marketing and Digital Creative Vol. 1 No. 1 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i1.1457

Abstract

The guests and employees of a 3-star hotel in Metro Manila share a similar perspective on the technological advancements that are being implemented and made available in their establishments. These technological advances have a positive impact on both guests and employees as they greatly improve their stay in the hotel. Although the survey identified some issues, they were mostly rated as moderate by both guests and staff, which suggests that they can be minimized or resolved. Furthermore, there was a significant difference in the impact of technological advances on guests and employees. This highlights the need for the hospitality industry to embrace technological advances in order to provide guests with improved services and employees with the tools they need to work more efficiently. However, it is important to note that this study has some limitations. It only covers guests and employees in a 3-star hotel, which may not be representative of all hotels in the area. Therefore, it is recommended to widen the scope of the study to include hotels with 4 and 5-star ratings to gain a more comprehensive understanding of the subject. Further studies could also examine how technological advances impact the hotel's bottom line and the overall guest experience.
Market Discipline and Its Impact on Investment Intention: An Analysis of Information and Disclosure Factors A Mukti Soma; Rizka Merryanti
International Journal of Marketing and Digital Creative Vol. 1 No. 1 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i1.1458

Abstract

This study aims to measure the effect of market discipline on investment intentions, using the Theory of Planned Behavior (TPB) and focusing on the information and reporting aspects, such as financial and accounting reports, statements from auditors, and disclosures. Non-Probability Sampling was used to survey 300 respondents, and the smartPLS application was used for data analysis. The findings reveal that investors' understanding of market discipline in information and disclosure aspects influenced their investment intention and disciplined excessive risk-taking behavior. However, this study is limited to a specific set of indicators and does not cover all aspects of market discipline, making it unique from previous studies.
Analysis Of Spotify Top Songs During Covid-19 Pandemic Atmoko Nugroho; Danny Manongga; Hindriyanto Dwi Purnomo; Hendry Hendry
International Journal of Marketing and Digital Creative Vol. 1 No. 2 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i2.1565

Abstract

During the COVID-19 pandemic, many behaviors or habits have changed, especially in the internet audio-visual field which has increased significantly, one example is Spotify as an audio service provider. Not all songs on Spotify are popular or in the Top Songs. This study aims to examine whether there were differences in popular songs during the pandemic and before the pandemic and to determine the relationship between factors of popular songs on Spotify during the COVID-19 pandemic. The method used is to fetch Spotify songs via the API (Application Programming Interface) with the Spotify Python library. The features obtained are compared with the boxplot. The correlation between the Danceability and Energy features is obtained which ranges from 0.5-0.7, while the other features require further preprocessing because the values are not the same and are empty. This shows that every song that is considered good Danceability and Energy ranges from 0.5 to 0.7, regardless of singer, genre, or other song features.
Marketing Mix Responses of Café De’ Nilo at Taguig City Amidst Pandemic Jefferson S Marcelo; Ravenal O Dela Fuente
International Journal of Marketing and Digital Creative Vol. 1 No. 2 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i2.1596

Abstract

With this time of pandemic, the virus has an enormous effect on the businesses and things have gradually changed. This study aimed to assess the effectiveness of the marketing mix responses of Café De Nilo amid the pandemic towards increasing sales revenue by using quantitative descriptive-correlational research method. The result showed that the majority of the respondents rated Cafe De’ Nilo’s marketing mix responses effective; however, the establishment’s sales performance in 2020 was rated as poor while rated as fair in 2021. Pearson correlation also showed that the Price (p-.001), Place (p-.001), People (p-.037), Process (p-.002), and Physical Evidence (p-.003) has a significant relationship with the Cafe De Nilo’s sales performance while the promotion (p-.167) and product (p-.067) doesn’t have a significant relationship with the sales performance. This study showed the effect in terms of the sales performance and the effectiveness of marketing mix responses of Cafe De’ Nilo amidst pandemic.
Understanding the Role of Social Media in Modern Marketing Communications Sanan Waheed Khan; Hui Geng; Vahid Norouzi Larsari; Zohaib Hassan Sain
International Journal of Marketing and Digital Creative Vol. 1 No. 2 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i2.1609

Abstract

This study’s objective is to investigate the efficacy of brand communication activities carried out by large Malaysian companies on the social media platforms Facebook, Twitter, and Instagram by analyzing the message appeals, orientation and customer reactions. The instructive message content received fewer responses than the interactive brand postings. Instagram was better suited for interactive material that combined informative and entertaining appeals, while Twitter was more successful for informational appeals. Facebook, on the other hand, functioned better for interactive postings related to amusement. On Facebook and Instagram, the post with the most replies was an interactive brand post that appealed to a variety of people, while the one with the fewest responses was a message that focused on the authors’ interests and had an instructive appeal. The findings contribute to an expansion of the marketing literature regarding the use of new media for marketing communication and advise marketing practitioners to consider and employ a variety of inventive brand communication strategies in order to boost the effectiveness of social media marketing when using multiple platforms. This is one of the first research that compares the efficiency of creative messaging strategy on numerous social media platforms. Additionally, it presents insightful insights into social media marketing practices in Malaysia.
The Effect of the Internet on Enhancing Marketing among Business Organizations Sarkar Ahmed Saeed; Savo Rezhan Abas; Nada Bashir Abdalkarim
International Journal of Marketing and Digital Creative Vol. 1 No. 2 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i2.1751

Abstract

The profitability of business organizations greatly relies on utilizing the Internet for marketing purposes. Through careful and knowledgeable use of the Internet, organizations can improve various aspects of their operations, mainly marketing. This study examines the Internet's specific impact on business organizations' marketing strategies. This study aims to enhance our understanding of how Internet usage impacts effective Internet management and its potential to boost marketing efforts for businesses in achieving their goals. The study highlights the advantages of using the Internet in business, differentiating organizations that utilize it from those that do not. Additionally, it emphasizes how the Internet can make long-term tasks more manageable and less time-consuming. Using the Internet can take you to levels that may have once been just a fantasy since the beginning of your business. In this paper, we have used the relevant literature mainly about the effects of using the Internet for a business organization, such as gaining more customers, increasing profits, reaching an infinite limit, and finally succeeding. Marketing, Internet, business organization, customer, attract customer.
Perception of Bank Managers on the Use of Personal Social Media for Bank Product Promotion: A Narrative Study of Nepal Rajendra Gautam Jaishi
International Journal of Marketing and Digital Creative Vol. 1 No. 2 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i2.1826

Abstract

In the ever-evolving landscape of digital marketing, this qualitative narrative study uncovers the intricate perspectives of three Nepalese bank managers on the use of personal social media platforms to promote their bank's products and services. The most modern qualitative approach that focuses on life stories as the essence of people-oriented sciences is narrative study, therefore the study adopts an interpretivist epistemological perspective and a constructivist realism ontology, employing in-depth interviews to gather rich narratives from the participants. Thematic analysis of the qualitative data revealed four prominent themes: Work-Life Balance, Belongingness, Enforced Instructions, and Boon and Bane. These themes offer theoretical insights into the complex interplay between personal and professional aspects in the context of digital marketing and organizational culture. The study provides valuable insights into how bank managers perceive the use of personal social media accounts for product promotion within Nepal's banking industry.

Page 1 of 4 | Total Record : 39

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