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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 45 Documents
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Assessing the Mediating Effect of Brand Perception and Consumer Engagement on Generation Z's Purchase Decisions through Social Media Influencers Loren Arn E Enrique; Elaine Marice B Rodil; Angela Mae V Romualdo; Neil T Awit
International Journal of Marketing and Digital Creative Vol. 4 No. 2 (2026): International Journal of Marketing and Digital Creative (IJMADIC)
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v4i2.3666

Abstract

 This study examines the mediating roles of brand perception and consumer engagement in the relationship between social media influencers and purchase decisions among Generation Z consumers in Manila, Philippines. Using a quantitative research design, data were collected from Generation Z respondents aged 18–27 through a structured survey questionnaire. Stratified random sampling was applied to ensure adequate representation across districts in the City of Manila. Statistical analyses were conducted to evaluate the direct and indirect effects among the variables. The findings indicate that social media influencers have a significant direct effect on Generation Z’s purchase decisions. Moreover, both brand perception and consumer engagement were found to significantly mediate this relationship. Influencer marketing positively enhances brand perception through functional, affective, and experiential dimensions, while consumer engagement is strengthened through trust, relational bonds, and loyalty. These mediating factors intensify the influence of social media influencers on purchasing behavior. This study contributes to the growing literature on influencer marketing by providing empirical evidence on the mechanisms through which social media influencers affect Generation Z’s purchase decisions. The findings offer practical implications for marketers and businesses seeking to develop effective influencer-driven strategies that enhance engagement and shape positive brand perceptions in urban digital markets.
Digital Coffee Branding: Moderated Mediation Effect of Purchase Decision and Product Availability on Satisfaction: English Iwan Hermawan; Irin Mirrah Luthfia; Rustono Rustono; Taviyastuti Taviyastuti; Nur Rini
International Journal of Marketing and Digital Creative Vol. 4 No. 2 (2026): International Journal of Marketing and Digital Creative (IJMADIC)
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v4i2.4086

Abstract

The Indonesian coffee industry has grown rapidly over the past two decades, driven by the expansion of urban coffee shops and increasing consumer emphasis on quality, brand identity, and experiential value. In this market, satisfaction is shaped not only by taste and price, but also by perceived quality, brand image, and customer value. This study examines a conceptual model analyzing the effects of Perceived Quality, Brand Image, and Customer Value on Customer Satisfaction, with Purchase Decision as a mediating variable and Product Availability as a moderating variable. It is grounded in Expectation Confirmation Theory, which explains satisfaction as consistency between expectations and actual consumption experiences. A quantitative survey of 626 urban coffee consumers in Indonesia who consume coffee at least four days per week was conducted using purposive sampling, and the data were analyzed using Structural Equation Modeling (SEM) with SmartPLS. The results show that Perceived Quality, Brand Image, and Customer Value significantly influence Purchase Decisions and indirectly affect Customer Satisfaction through the mediating role of Purchase Decision, supporting Expectation Confirmation Theory. The moderating effect of Product Availability on the relationship between Purchase Decision and Customer Satisfaction was not significant, reflecting high market competition and the availability of substitute products. However, Product Availability significantly strengthens the relationship between Perceived Quality and Customer Satisfaction, indicating its role in shaping quality expectations. The study extends Expectation Confirmation Theory into a moderated mediation framework and offers practical implications for coffee shop managers in an increasingly competitive, digitally mediated coffee brand ecosystem.
Influence of Perceived Quality, Reference Groups and Price Fairness on Purchase Decision of Smooly Juice Nurul Aulia Isnaini; Dody Setyadi; Noor Suroija
International Journal of Marketing and Digital Creative Vol. 4 No. 2 (2026): International Journal of Marketing and Digital Creative (IJMADIC)
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v4i2.4149

Abstract

The increasing consumption of healthy beverages has intensified competition among local beverage SMEs, requiring business owners to better understand the factors influencing consumer purchase decisions. However, studies examining the integrated effects of perceived quality, reference groups, and price fairness on purchase decisions in local healthy beverage SMEs, particularly among digitally active young consumers, remain limited. This study adopts a hybrid theoretical framework integrating the Perceived Value Framework, Social Influence Theory, and Equity Theory to explain consumer purchase decisions. The objective of this study is to analyze the effects of perceived quality, reference groups, and price fairness on the purchase decisions of consumers at Smooly Juice Banjarsari Selatan Branch. A quantitative approach was employed using purposive sampling, involving 112 respondents who had previously purchased Smooly Juice products. Data were analyzed using multiple linear regression with IBM SPSS 27. The results indicate that perceived quality, reference groups, and price fairness have positive and significant effects on purchase decisions. Reference groups emerged as the most influential variable, highlighting the importance of social influence, digital recommendations, social media, and electronic word-of-mouth (e-WOM) in shaping consumer behavior. The model explained 28.7% of the variance in purchase decisions (Adjusted R² = 0.287). Theoretically, this study reinforces the Perceived Value Framework, Social Influence Theory, and Equity Theory within the context of local healthy beverage SMEs. Practically, the findings suggest that business owners should improve product quality, maintain price fairness, and optimize digital creative marketing through Instagram, TikTok, online reviews, influencer content, and e-WOM to enhance consumer purchase decisions.
Instagram-based Social Media Marketing Activities and Prospective Students’ Behavioral Engagement: A PLS-SEM Study in a Private University Marshanda Azahra Yasir; Grandys Frieska Prassida
International Journal of Marketing and Digital Creative Vol. 4 No. 2 (2026): International Journal of Marketing and Digital Creative (IJMADIC)
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v4i2.4303

Abstract

This study examines the relationship between Instagram social media marketing activities (SMMA) and prospective students’ behavioral engagement at a private higher education institution. Previous studies on SMMA have predominantly focused on commercial sectors, while limited research has explored how brand awareness and brand image simultaneously mediate the relationship between SMMA and behavioral engagement in higher education settings. This study addresses this gap by investigating the mediating roles of brand awareness and brand image in the relationship between Instagram-based SMMA and behavioral engagement among prospective students of Semen Indonesia International University (UISI), Indonesia. A cross-sectional survey design was employed using purposive sampling. Data were collected through an online questionnaire distributed to senior high school and vocational school students who followed or interacted with the university’s Instagram account (@pmbuisi). Of the 161 responses collected, 133 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that Instagram SMMA is positively associated with brand awareness and brand image. In turn, both brand awareness and brand image are positively associated with prospective students’ behavioral engagement. However, the direct relationship between SMMA and behavioral engagement was not significant. The mediation analysis demonstrates that brand awareness and brand image fully mediate the relationship between Instagram SMMA and behavioral engagement. These findings suggest that Instagram marketing activities in higher education are more effective in fostering engagement when they first strengthen prospective students’ cognitive and emotional perceptions of the university brand. This study contributes to the higher education marketing literature by providing empirical evidence on the mediating mechanisms linking Instagram SMMA and behavioral engagement within a single private university context. The findings also offer practical insights for higher education institutions in designing brand-oriented Instagram communication strategies to enhance prospective student engagement.
The Mediating Role of Customer Trust in the Relationship Between Service Quality and Customer Loyalty: A Case Study of a Water Refilling Station in Zamboanga del Norte, Philippines Monalie D Dela Cruz; Joseph G Refugio; Dexter E Zayas
International Journal of Marketing and Digital Creative Vol. 4 No. 2 (2026): International Journal of Marketing and Digital Creative (IJMADIC)
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v4i2.4405

Abstract

Client loyalty is critical to the sustainability of small businesses providing essential services such as water refilling stations, where regular services and customer trust are key to ensuring repeat patronage. The relationship between service quality and loyalty has been well established in banking, hospitality, and e-commerce industries, but less is known about how this relationship unfolds in crucial, health-sensitive service settings when customers are unable to independently verify product safety. This study aims to address this gap by investigating the association between service quality and customer loyalty through customer trust in a water refilling station in President Manuel Roxas, Zamboanga del Norte, Philippines. A survey was conducted with 400 customers based on the SERVQUAL model (Parasuraman et al., 1988), trust-commitment theory (Morgan & Hunt, 1994), and Oliver's (1999) loyalty framework, using a quantitative correlational design. Spearman's rho correlation and Hayes' PROCESS Macro Model 4 were used to analyze the data. The results indicated high levels of perceived service quality (M = 4.11), customer trust (M = 4.13), and customer loyalty (M = 4.08). Responsiveness, trust, and cognitive loyalty were the strongest indicators within their respective domains. The relationship between service quality and loyalty was partially mediated by customer trust, which accounted for 45.5% of the total effect (B = 0.408, p < .001), while the direct effect accounted for the remaining 54.5% (B = 0.489, p < .001). These findings contribute to service marketing theory by showing that in essential, localized service settings, trust is a key relational mechanism connecting perceptions of quality and loyalty. Strengthening operational and trust-building strategies is recommended to sustain customer relationships for small-scale essential service providers.

Page 5 of 5 | Total Record : 45

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