International Journal of Digital Business and Analytics

Innovating Sustainable Consumption through Green Marketing: The Mediating Role of Green Consumption Values

Hendra Safira Aprillia — 2026-06-30

This study explored the impact of green marketing on the purchase behavior of Avoskin eco-friendly beauty products in the city of Surakarta. It examined the role of green consumption values as a mediator in the relationship between green marketing and purchase behavior based on the Stimulus-Organism-Response model. The research was conducted by collecting data from 140 Avoskin consumers via an online questionnaire using purposive sampling. The data were analyzed using the SEM-PLS (Structural Equation Modeling - Partial Least Squares) method. The results indicate that green marketing has a significant positive effect on green consumption values, and green consumption values also have a significant positive effect on purchase decisions. Green marketing has a significant positive effect on purchase decisions indirectly through a mediator. The findings of this study emphasize the importance of green marketing in shaping consumer awareness in the form of green consumption values and encouraging the consumption of environmentally friendly products.

Customer Satisfaction in Digital Railway Services: The Roles of Service Quality, Perceived Ease of Use, and User Trust

Vania Nuraini Mukarromah — 2025-06-29

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Social Commerce on TikTok: The Effects of User-Generated Content, Electronic Word-of-Mouth, and Consumer Engagement on Purchase Decisions

Desy Putri Utami — 2026-06-26

The rapid growth of TikTok as a social commerce platform has significantly influenced consumer behavior in how they seek information, access product reviews, and make purchasing decisions. This study aims to examine the effects of User-Generated Content (UGC), Electronic Word-of-Mouth (e-WOM), and Consumer Engagement on the purchase decisions of Umayumcha Dimsum consumers. A quantitative research approach was employed, involving 160 respondents who had previously purchased Umayumcha Dimsum products. Data were analyzed using multiple linear regression in SPSS. The findings reveal that both UGC and e-WOM have a positive and significant influence on consumers’ purchase decisions, while consumer engagement demonstrates a negative effect. Simultaneously, the three variables collectively exert a significant impact on purchase decisions. These findings highlight the critical role of digital consumer interactions on TikTok in shaping purchasing behavior within the local culinary industry and provide practical insights for businesses seeking to optimize their social commerce strategies.

Understanding QRIS Adoption in Indonesian Micro, Small, and Medium Enterprises through the UTAUT Lens

Lovena Dea Ossella — 2026-06-29

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Understanding Spotify Premium Subscription Intention Among Generation Z: The Moderating Role of Perceived Price in the Technology Acceptance Model

Muhamad Haikal Ali — 2026-06-29

This study is motivated by the relatively low conversion rate of users from free to premium music streaming services in Indonesia, despite Spotify's dominant position in the global music streaming market. The research examines the subscription behavior of Generation Z consumers in the Solo Raya region toward Spotify Premium. Specifically, this study aims to investigate the effects of perceived ease of use and perceived usefulness on subscription intention, with perceived price serving as a moderating variable. A quantitative research approach was employed using a survey of 210 respondents selected through purposive sampling. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The findings reveal that both perceived ease of use and perceived usefulness have positive and significant effects on subscription intention. However, the moderation analysis indicates that perceived price weakens the relationships between perceived ease of use and subscription intention as well as between perceived usefulness and subscription intention. These findings suggest that although users perceive Spotify Premium as easy to use and beneficial, a high or unfavorable price perception remains a significant barrier that diminishes Generation Z consumers' intention to subscribe. Therefore, adopting a more competitive pricing strategy is essential to maximize the effectiveness of the application's functional attributes in encouraging premium subscription adoption.