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Santi Rahmawati, S.T., M.S.M.
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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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A Qualitative Study on Digital Marketing and Market Penetration: Insights from Uganda's Insurance Practitioners Perry Gamba; Jesse Doreen Naguyo Schilthuis
International Journal of Marketing and Digital Creative Vol. 4 No. 1 (2026): 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.v4i1.3373

Abstract

This study analyzes the impact of digital marketing on market penetration, with a specific focus on the insurance industry in Uganda. Through qualitative research utilizing semi-structured interviews with industry experts, this research examines how digital marketing strategies influence market penetration and business growth. The findings reveal that digital marketing significantly impacts market penetration through increased reach and targeting, cost-effectiveness, data-driven insights, improved client engagement, and enhanced measurement capabilities. The study contributes to the existing body of knowledge by providing empirical evidence on the relationship between digital marketing and market penetration, offering valuable insights for businesses seeking to expand their market presence through digital channels.
Different Forms of Digital Marketing: A Comprehensive Analysis Perry Gamba
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.v3i2.3377

Abstract

This study provides a comprehensive examination of the various forms of digital marketing and their strategic applications in contemporary business environments. Through an extensive review of existing literature and qualitative research involving semi-structured interviews with industry experts in Uganda, this research offers profound insights into the diverse digital marketing strategies employed by modern businesses. The findings identify and elaborate on five primary forms of digital marketing: search engine optimization (SEO), social media marketing, email marketing, content marketing, and pay-per-click (PPC) advertising. Each form is analysed in detail, highlighting its unique advantages, applications, and contribution to a holistic digital marketing strategy. For practitioners in digital creative industries, these findings offer actionable frameworks to navigate platform-specific challenges, optimize content creation workflows, and measure cross-channel performance in increasingly competitive digital ecosystems.  This study makes a significant contribution to the existing body of knowledge by providing a detailed and expanded analysis of various digital marketing forms and their practical applications, with a particular focus on their relevance and applicability in emerging markets. The paper concludes with actionable recommendations for practitioners and outlines future research directions in the ever-evolving digital marketing landscape.
What Keeps Filipinos Watching? The Role of Trust and Content Quality in Netflix Satisfaction Eric S Parilla; Marc Edward Abadilla
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.v3i2.3447

Abstract

The study investigates the impact of perceived trustworthiness and content quality on customer satisfaction within the OTT streaming service sector, specifically among Netflix subscribers in the Philippines. Using an entirely quantitative research approach, data were collected from a heterogeneous group of Filipino Netflix users, after which PLS-SEM was employed to analyze the strength and direction of relationships among key constructs. Dimensions such as reliability of services, data security, and authenticity were specified under perceived trustworthiness, while content quality dealt with variables including the number of options, cultural affinity, and high-quality productions. The findings indicate that consumer satisfaction is positively and significantly influenced by perceived trustworthiness and content quality. Indeed, trustworthiness stood out as a strong indicator of loyalty, implying that users develop an attachment to a service through secure and reliable service delivery. That content with a recognizable identity supports subscriber retention, keeping them interested in using the platform in the long run. Such findings extend the existing literature on OTT service adoption and retention by highlighting the need for a certain level of technical credibility and content value in emerging markets. In practical terms, it follows that OTT providers, such as Netflix, should adopt a mix of culturally aligned content strategies and transparent data practices to remain competitively viable. Whilst geographically angled towards the Philippines, its conceptual framework presents a replicable model for application in cross-cultural and international contexts. The study emphasizes the global significance of trust and content excellence in delivering an enhanced streaming experience within the rapidly expanding digital entertainment ecosystem worldwide.
The Impact of Digital Marketing on Market Penetration: Strategic Implications for Emerging Markets Perry Gamba
International Journal of Marketing and Digital Creative Vol. 4 No. 1 (2026): 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.v4i1.3553

Abstract

Nestled at the intersection of technological innovation and business strategy, this study delves into the complex relationship between digital marketing and market penetration in emerging economies, with Uganda's insurance sector as its focal point. Through in-depth interviews with industry practitioners, the research uncovers how digital channels transform traditional market penetration barriers in unexpected ways. The findings reveal a nuanced picture: digital marketing doesn't merely extend reach, it fundamentally reshapes customer engagement through educational content, cost-effective targeting, and data-driven decision making. Yet, beneath these opportunities lurk persistent challenges: the digital divide still haunts rural communities, trust remains fragile in online environments, and regulatory frameworks struggle to keep pace with innovation. This research contributes fresh empirical evidence to the discourse on digital transformation in underserved markets, offering both theoretical insights and practical guidance for businesses navigating the digital landscape in emerging economies. Beyond academic contribution, the study provides a roadmap for practitioners seeking to leverage digital marketing for enhanced market penetration in contexts where traditional approaches have faltered.
Marketing Communication Success Through Fandom Activities in the Music Industry K-Pop Fandom Case Study Susi Yunarti; Wijayanti; Dian Harmaningsih
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.v3i2.3628

Abstract

As is known, the Korean wave, which has gone global along with a widespread fandom community, has developed and actively participated, playing a key role in advancing the Korean music industry in the form of K-pop. It is a social dynamic by which one community can influence an entire industry. This article aims to explain how K-pop fandom activity is a part of the marketing mix that contributes to the success of music production. The activity of the community, initially, was just for communication and information sharing, and it evolved into a marketing communication process. We collect data from both written materials exposed through news and information media, such as Kompasiana.com and Koreaboo.com, as well as scientific writings in accredited Open Journal System and Web of Science databases, with a focus on the last five years (2020-2024). Numerous articles have examined the development and success of K-pop, fandom activities, and music album sales. Meanwhile, the data collected through interviews utilizes the results of interviews with a third-party service, QuestionAI. 2021. For data analysis, we categorize and reduce the data before conducting thematic analysis. Get resource triangulation by literature study. The research results show that fandom activity serves as a form of marketing communication. In this case, K-pop fandom is not only the target of marketing but also an active promoter of album sales. Suitable to the theory of "participatory culture" by Jenkins, complete with the theory of marketing strategy as explained by Kotler and Armstrong. Fandom has played a significant role in fostering parasocial relationships between fans and K-pop idol members. Fandom activities serve as a successful marketing communication tool to promote and increase album sales.
Do Store Image and Customer Values Influence Purchase Intention of Private Label Products among Generation Z? Nina Maharani; Allya Roosallyn Assyofa; Dede R Oktini; Ririn Sri Kuntorini
International Journal of Marketing and Digital Creative Vol. 4 No. 1 (2026): 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.v4i1.3925

Abstract

Retailers increasingly rely on private label products to strengthen store differentiation and improve margins. In contemporary retail environments characterized by digital marketing and omnichannel interactions, consumers often evaluate private label products based on their perceptions of the retail store and the value they derive from it. However, limited research has examined how store image shapes customer value and purchase intention among Generation Z, a digitally connected consumer segment. This study investigates the relationship between store image, customer value, and purchase intention for private label products among Generation Z consumers in modern retail settings. Data were collected through a survey of 175 respondents aged 16–27 who had purchased private label products from minimarkets, supermarkets, or hypermarkets in Bandung, Indonesia. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that store image significantly influences customer value, while its direct effect on purchase intention is not significant. Customer value, however, has a significant positive effect on purchase intention and fully mediates the relationship between store image and purchase intention. These findings highlight the importance of strengthening customer value perceptions through both in-store experiences and digital communication channels, particularly when targeting Generation Z consumers in omnichannel retail environments.
Brand Image Mediation in Coffee Shop Consumer Decisions: Marketing Mix Effects in Indonesia Mochamad Malik Akbar Rohandi; Allya Roosallyn Assyofa; Putri Fariska; Ratih Hurriyati
International Journal of Marketing and Digital Creative Vol. 4 No. 1 (2026): 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.v4i1.3926

Abstract

Indonesia’s coffee shop industry has experienced rapid expansion, driven by shifting consumer lifestyles and intensified market competition. In this digitally mediated competitive landscape where social media promotions, online ordering platforms, and e-wallet-based discounts shape consumer engagement understanding the determinants of purchase decisions becomes critical. The mediating pathways through which marketing mix elements influence these decisions remain insufficiently examined, particularly the role of brand image in emerging markets. This explanatory quantitative study employs Structural Equation Modeling–Partial Least Squares (SEM-PLS) to investigate the direct and indirect effects of price discount, store atmosphere, service quality, and product assortment on purchase decisions, with brand image as the mediating variable. Primary data were collected through structured questionnaires from 100 purposively sampled respondents in Bandung, Indonesia, who had recent coffee shop purchase experience. Results demonstrate that product assortment significantly influences purchase decisions directly, while price discount, store atmosphere, and service quality show no significant direct effects. However, price discount substantially impacts purchase decisions through brand image mediation, with the model explaining 96.3% of brand image variance and 87.4% of purchase decision variance. These findings advance strategic marketing theory by demonstrating that brand image functions as a critical mediating mechanism consistent with the Stimulus, Organism and Response (S–O–R) framework transforming price-based stimuli into actual purchase behavior. Practically, coffee shop managers should implement dual-focus strategies: cultivating brand perceptions through strategic discounting while simultaneously diversifying product offerings to stimulate purchase decisions directly.
Determinants of Digital Banking Usage: The Role of Service Features, Electronic Word of Mouth, and Brand Image in the Use of BRImo Mobile Banking Application Nana Soviana; Jumi Jumi; Taviyastuti Taviyastuti
International Journal of Marketing and Digital Creative Vol. 4 No. 1 (2026): 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.v4i1.4150

Abstract

The rapid growth of digital banking has intensified competition among financial institutions to attract and retain mobile banking users. In this context, understanding the factors that influence customers’ decisions to use digital banking applications has become increasingly important. However, previous studies have primarily focused on technological perceptions, while limited attention has been given to the combined role of service features, electronic word of mouth (eWOM), and brand image in shaping digital banking use. This study aims to examine the influence of service features, eWOM, and brand image on the decision to use the BRImo mobile banking application. The research uses a quantitative explanatory design and collects primary data from BRImo users through an online survey. A total of 115 valid responses were analyzed using multiple linear regression. The findings reveal that service features, electronic word of mouth, and brand image significantly influence the decision to use the BRImo application. Among these factors, service features demonstrate the strongest impact, indicating that usability, reliability, and feature integration play a crucial role in shaping digital banking use. This study contributes to the extension of the Technology Acceptance Model (TAM) by integrating marketing related factors such as eWOM and brand image into the technology use framework. The findings also provide practical insights for banks in improving digital customer engagement through application usability, online reputation management, and strategic brand positioning.
A Service-Dominant Logic Perspective on Technology-Enabled Relationship Marketing and Value Co-Creation in B2B Facility Management Digital Platforms Ni Made Ariasih; Bambang Satya Wienantono
International Journal of Marketing and Digital Creative Vol. 4 No. 1 (2026): 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.v4i1.4285

Abstract

This study repositions Relationship Marketing (RM) from a customer-management tool to a risk-governance mechanism for high-risk Facility Management (FM) services at Telkom Property’s Bali branch. Using the Service-Dominant Logic framework, it examines how My Birawa, a digital service platform, supports operational trust and value-in-use. This support comes from integrating technical reliability with relational governance. The study uses a qualitative approach and a multiple case study design. It examines two Telkom Property companies managing cleaning and security services in commercial buildings. Data were collected through semi-structured interviews, field observations, and document analysis. Thematic analysis was used to interpret the data. The research has three key findings. First, My Birawa acts as a digital infrastructure that improves operational efficiency by accelerating problem resolution (Mean Time to Resolution) and strengthening accountability through KPI-based monitoring. Specifically, the platform has an average effectiveness rating of 4.67 out of 5, with a 100% user adoption rate. Second, the platform enables value co-creation through cross-functional integration and codifies location-specific knowledge. As a result, this strengthens relationship equity and creates non-financial switching barriers for clients. Third, its effectiveness is influenced by technical interdependencies, such as Wi-Fi stability, as well as by fragmented tenant coordination.

Page 4 of 4 | Total Record : 39

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