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Santi Rahmawati, S.T., M.S.M.
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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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Comparative Analysis of Tiktok Marketing based on Buyer and Seller Perceptions Heppy Agustiana Vidyastuti
International Journal of Marketing and Digital Creative Vol. 2 No. 2 (2024): International Journal of Marketing and Digital Creative (IJMADIC) Now Published
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v2i2.2330

Abstract

The purpose of this study was to examine the perceptions of buyers and sellers in Bandung regarding the use of TikTok for marketing. This study used a quantitative approach with descriptive methodology, involving 100 buyers and 100 sellers as respondents. The questionnaire was used as a research instrument and accidental sampling technique. The findings of this study: 1. Sellers showed high enthusiasm for five of the six dimensions of benefits obtained from using TikTok marketing. 2. Sellers showed more enthusiasm than buyers for context, communication, collaboration, and connection. 3. Sellers’ perceptions of the benefits of TikTok marketing surpassed buyers. 4. In social media marketing, sellers showed a much higher level of enthusiasm than buyers. 5. Of the six dimensions of social media marketing content, sellers outperformed buyers. 6. The seller's perception of the dimensions that must be evaluated from TikTok's marketing content is superior to the Buyer's perception.
Marketing Practices of a Private Higher Education Institution in the Philippines Jojie R. De Ramos; Jesus P. Briones
International Journal of Marketing and Digital Creative Vol. 2 No. 2 (2024): International Journal of Marketing and Digital Creative (IJMADIC) Now Published
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v2i2.2381

Abstract

In the competitive landscape of higher education, effective marketing practices are essential for institutions aiming to enhance student satisfaction, attract and retain students and secure long-term sustainability. This study evaluated the marketing practices of a private higher education institution in the Philippines, focusing on the perspectives of its personnel and students. Using the Segmentation, Targeting, and Positioning (STP) model, the research assessed various areas of marketing practices, such as target markets, marketing goals, promotions, and marketing initiatives. Using descriptive-quantitative design utilizing a researcher-structured questionnaire, the study involved a sample of 140 students and 22 personnel. The findings highlight a moderate extent of effective market targeting, strategic alignment of marketing goals and promotions, and relevant employment of marketing initiatives, with the perceptions of personnel and students having no significant differences. Key areas identified for improvement include enhancing personalized marketing approaches, strengthening integrated planning and communication, and refining promotional efforts to better align with students’ needs and expectations. Based on these findings, the study suggests comprehensive marketing strategies to improve current practices. This provides actionable insights for educational institutions seeking to optimize their marketing strategies in a rapidly evolving educational environment.
The Mediating Role of Product Quality in the Relationship Between Price and Marketing Performance of Small and Medium Enterprises in Ghana Collins Kankam-Kwarteng; Francis Osei; Samuel Owusu-Mensah; Beverley Wilson-Wünsch
International Journal of Marketing and Digital Creative Vol. 3 No. 1 (2025): 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.v3i1.2705

Abstract

Small and Medium Enterprises (SMEs) play a critical role in Ghana’s economic growth, employment generation, and poverty reduction, yet they encounter significant hurdles in enhancing their marketing performance. With pricing strategies and product quality recognized as pivotal factors in gaining a competitive edge, this study investigates the relationships among price, product quality, and marketing performance in Ghanaian SMEs. The study targeted 100 owner-managers selected through convenience and purposive sampling, and data were analyzed using SMART PLS version 3.0 and SPSS version 25, applying the partial least squares structural equation modeling (PLS-SEM) technique to test the proposed model and hypotheses. Findings reveal a notable positive association between price and marketing performance, underscoring the strategic importance of effective pricing. Additionally, a strong relationship between pricing and product quality was found, emphasizing the need for competitive pricing to support superior product quality. This study also identifies the significant role of product quality in enhancing marketing performance. Importantly, the analysis reveals that product quality mediates the relationship between price and marketing performance, providing new insights into SME dynamics. Based on these results, it is recommended that Ghana’s SMEs pursue a coordinated approach to pricing and quality management. By aligning competitive pricing with a commitment to high-quality product delivery, SMEs can drive customer satisfaction, foster loyalty, and achieve sustainable profitability, thereby improving their overall marketing performance in a competitive landscape.
Relationship of Social Media Usage and Employee Performance in a Business Process Outsourcing Company in the Philippines Fiel Sair Caubang; Jesus Briones; Flormando P Baldovino; Rey Fernan G Refozar
International Journal of Marketing and Digital Creative Vol. 3 No. 1 (2025): 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.v3i1.2876

Abstract

The use of social media (SM) has become pervasive in the work environment, drawing attention because of its positive and negative impacts on employee performance (EP). This study investigated the relationship between SM usage and EP in a Philippine business process outsourcing (BPO) company by examining its impact on EP in terms of productivity, communication, job satisfaction, and professional development. This descriptive-quantitative study employed a researcher-structured approach to examine the relationship between SM usage and EP in a BPO company in the Philippines. The data were collected from 121 employees of the subject BPO using a researcher-structured questionnaire administered via Google Forms and communicated to respondents via Facebook Messenger and Email. Statistical tests such as frequency, percentage, standard deviation, weighted mean, and Spearman’s rank correlation were employed in the data analysis. The findings reveal that the BPO company does not have major issues related to SM usage, and it has a positive effect on EP by increasing employee productivity, improving communication, higher job satisfaction, and providing support for professional development. In addition, there is no significant relationship between problems in SM usage and the aspect of EP on productivity, communication, job satisfaction, and professional development. The researchers suggest EP enhancing strategies like implementation of SM training programs, development of SM usage policies, improvement of company recognition and communication programs, and employee active participation in professional groups. This study can serve as a guide for developing relevant initiatives and programs to improve EP in relation to SM usage in the workplace. 
Digital Transformation in the Records Management of a Private Higher Education Institution in the Philippines Maria Andrea A Wagan; Jesus Briones; Flormando P Baldovino; Rey Fernan G Refozar
International Journal of Marketing and Digital Creative Vol. 3 No. 1 (2025): 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.v3i1.2878

Abstract

Digital transformation is revolutionizing record management and igniting a bold new era of unparalleled efficiency, enhanced security, and seamless accessibility. This study assessed the implementation of digital record management across three dimensions: efficiency gains; strengthening accuracy; and best practices and identified the challenges organizations face in achieving these goals. This descriptive-quantitative study used a researcher-structured questionnaire to collect data from 56 randomly sampled employees of a private higher education institution (HEI) in the Philippines. The data were analyzed using frequency, percentage, weighted mean, and Spearman's rank correlation analysis. The report highlights best practices in digital record management and delves deeper into data accuracy and security enhancements. The findings also demonstrate that the HEI is working hard to implement best practices in digital record management, including establishing a well-defined plan for the transition from paper to digital records. Implementation obstacles such as data loss and compatibility problems are discussed, and it is revealed that there is no meaningful connection between these challenges and the implementation of digital records management. A proposed strategy roadmap is recommended by the researchers to enhance digital record management in the subject HEI. This study on digital transformation in the records management of a private HEI in the Philippines has the potential to drive significant improvements in the institution’s operations, enhance its reputation and contribute to the broader goals of HEIs in the country.
Profitability of Cryptocurrency Trading Strategies Employed by Investors of a Philippine-Based Online Community: Basis for the Development of an Investor's Guidebook Miriam Belle A. Abarquez; Ernielyn C. Esperanza; Jerwin A. Samson; Heidi C. Turiano; Genieve Aline A. Navela; Jesus P. Briones; Resty P. Umali; Joanna Paula E. Verano
International Journal of Marketing and Digital Creative Vol. 3 No. 2 (2025): September
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v3i2.3031

Abstract

The volatile and unpredictable nature of the cryptocurrency market poses significant challenges for making profitable trading decisions. This study investigated the profitability of cryptocurrency trading strategies employed by investors of a Philippine-based online community. A descriptive-correlational design was used, employing a Google Forms survey administered to 100 investors who are members of a private online cryptocurrency trading group based in a specific province in the Philippines. Data analysis included frequency, percentage, weighted mean, Pearson’s r, and t-test. Results indicated that most investors are young, educated professionals with employment in finance-related fields, suggesting a familiarity with trading systems. All trading strategies were perceived as generally effective in their contribution to profitability, with algorithmic trading and diversification showing the strongest positive correlations. Demographic variables—particularly sex, age, income, and profession—significantly influenced strategy choice. Younger, wealthier, and more professionally experienced individuals favored more advanced approaches, such as algorithmic trading and diversification. Based on the study's findings, the researchers proposed chapter guidelines for an investor’s guidebook, offering step-by-step strategies tailored to demographic characteristics to help optimize profitability and manage risk. Study limitations include the small and geographically limited samples, as well as the absence of longitudinal data. Future research should involve broader samples and the use of other research methods to validate these findings and explore the effectiveness of long-term cryptocurrency trading strategies.
Factors Influencing Consumer Purchase Intention in Syar’i Hijabs: Insights in Indonesia’s Halal Fashion Market Nela Rizlah; Atiyah Fitri; Aslam Mei Nur Widigdo
International Journal of Marketing and Digital Creative Vol. 3 No. 1 (2025): 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.v3i1.3066

Abstract

The world's largest Muslim population is in Indonesia, although Muslim fashion buyers have not kept up with the opportunities that have arisen. The purpose of this study is to ascertain how consumer interest in purchasing syar'i hijab is influenced by pricing, product quality, and promotion. The study used a quantitative approach to causal relationships. The sampling technique used is probability sampling. The study's population consisted of Indonesian syar'i hijab wearers. A sample of 496 respondents representing 34 provinces in Indonesia. Online questionnaires were distributed to collect data. Data processing using SEM with SmartPLS software version 3.0. The results showed that price, promotion, and product quality partially had a significant positive effect on consumer purchase intention in the syar'i hijab. The implication of research for business actors, both hijab producers, and traders, is the need to maintain the quality of syar'i hijab, especially related to the innovation of syar'i hijab products that close perfectly but remain fashionable, as well as increase promotion through advertisements in various media.
Does Market Orientation Affect the Performance of SMEs? Francis Osei; Ernest Yiadom Boakye; Owusu Ansah Kwadwo; Alfred Atakora; Beverley Wilson-Wünsch
International Journal of Marketing and Digital Creative Vol. 3 No. 2 (2025): September
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v3i2.3070

Abstract

This paper investigates the impact of market orientation on the performance of small and medium-sized enterprises (SMEs) in Kumasi, Ghana, emphasizing its relevance for emerging economies. The study addresses a gap in empirical research on this topic, underscoring its significance. Data was collected through a structured questionnaire, resulting in 200 valid responses from top executives and managers, which were subsequently analyzed using Structural Equation Modeling (SEM) to explore the relationships between market orientation and firm performance. The findings reveal a significant negative relationship between competitor orientation and firm performance, while customer orientation and inter-functional orientation show positive and significant correlations with firm performance. These results underscore the critical role of customer and market-oriented dimensions in enhancing SME performance, advocating for a stronger market orientation within SMEs. Additionally, the study suggests that new companies should focus on developing a market-oriented profile and strategically utilizing their resources. It emphasizes the importance of caution for companies seeking to adopt market orientation, considering industry context, timing, and strategies for leveraging internal resources and core competencies to achieve optimal performance.
Influence Affiliate Marketing, Online Customer Review and Online Customer Rating on Shopee Consumers' Purchasing Decisions Julia Sapitri; Mas Sridjoko Darodjatun; Lutfi Mohamad
International Journal of Marketing and Digital Creative Vol. 3 No. 1 (2025): 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.v3i1.3072

Abstract

The emergence of e-commerce has altered the way that consumers make judgments about what to buy. The purpose of this study is to examine how Shopee customers' purchase decisions are impacted by affiliate marketing, online customer reviews, and online customer ratings. In this work, the link between variables is analyzed quantitatively using a Structural Equation Modeling (SEM) methodology. 170 respondents who were active Shopee users were given a questionnaire as part of a survey to gather data. The analysis's findings demonstrate that consumer purchase decisions are positively and significantly impacted by affiliate marketing, online customer reviews, and online customer ratings.
The Nexus of Boycott Actions and Promotions on Sales Response and Purchasing Decisions: Evidence from McDonald’s in Indonesia Mega Maharani; Lela Nurlaela Wati; Mohamad Lutfi
International Journal of Marketing and Digital Creative Vol. 3 No. 2 (2025): September
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v3i2.3313

Abstract

This study aims to analyze the influence of promotional activities and boycott actions on consumer purchasing decisions, with sales response serving as an intervening variable. The research approach applied is quantitative and causal, utilizing the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The population in this study consisted of McDonald's consumers in the DKI Jakarta area, with a sample size of 110 respondents, including 58 women and 52 men, selected using a purposive sampling technique. The results indicate that promotions have a positive and significant impact on sales response and purchase decisions. Conversely, boycotts have no impact on sales responses or purchasing decisions. This study examines the impact of promotions and boycotts on McDonald's purchasing behavior in DKI Jakarta. Utilizing sales response as the mediating variable, which has not been thoroughly discussed previously, the findings indicate that promotions exert a substantial influence, whilst boycotts do not affect outcomes. The Partial Least Squares Structural Equation Modeling (PLS-SEM) method offers an innovative perspective on marketing strategies and brand crisis management in Indonesia, facilitating more intricate analyses.

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