Articles

Marketing Communication and Use Intention in Cultural Facilities: Evidence from Jakarta Arts Building

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This study examines the effect of marketing communication on use intention in cultural facilities, focusing on the Jakarta Arts Building as a case study. The research is based on the assumption that marketing communication in cultural facilities functions not only to disseminate information but also to build positive perceptions, strengthen institutional appeal, and encourage audience engagement. A quantitative approach with an explanatory survey design was employed. Data were collected through structured questionnaires distributed to 119 respondents who had previously used or rented the Jakarta Arts Building, and were analyzed using simple linear regression. The results show that marketing communication has a positive and significant effect on use intention, with a significance value of 0.000 and a regression coefficient of 0.349. The R Square value of 0.489 indicates that 48.9% of the variation in use intention can be explained by marketing communication, while the remaining 51.1% is influenced by other factors outside the model. These findings confirm that marketing communication is a strategic factor in increasing the intention to use cultural facilities, particularly through clear promotional information, attractive messages, intensive digital communication, social media use, and the development of a positive institutional image.

The Analysis of the “Buy Now, Pay Later” Use Intention in Indonesia

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The Rapid technological and informational advancements have an effect on the financial industries. One of its offerings is financial technology, sometimes known as fintech. In 2018, a number of fintech startups introduced products that enable clients to make installment payments without credit cards. This is referred to as Buy Now, Pay Later (BNPL). Then, numerous technology firms, such as Traveloka, Shopee, and Gojek, embrace this approach to round out their payment alternatives. The market for BNPL in Indonesia is quite promising. Demand for BNPL is quite high, as seen by the rapid expansion of BNPL providers in Indonesia. Many companies, including Traveloka, Gojek, Shopee, and others, demonstrated a rise in BNPL product usage. Using the Technology Readiness and Acceptance Model, this study examines the Buy Now, Pay Later usage intent (TRAM). This study concludes that technology readiness, perceived usefulness, and perceived simplicity of use influence the intention to use a BNPL product, with perceived usefulness having the most direct impact on users’ intentions.