Dr. Arya Pratama

Dr. Arya Pratama

Lecturer & Digital Marketing Researcher — Marketing, Consumer Behavior & Media Strategy

As a lecturer and researcher in marketing, Dr. Arya Pratama focuses on the intersection of consumer behavior, digital marketing, and marketing communication.

About

His work explores how Indonesian consumers interact with brands across digital platforms and how data-driven insights can be translated into more effective marketing strategies. Through teaching, research, and industry collaboration, Arya works with students, researchers, and marketing practitioners to understand the changing relationship between consumers, technology, and brands.

Pendidikan: Doctor of Philosophy (Ph.D.) in Marketing University of Melbourne

Experience

  • Lecturer — Faculty of Economics & Business — Universitas Indonesia — Depok

    2018 – Present

    Teaching and researching in digital marketing, consumer behavior, marketing communication, and advertising strategy. Digital Marketing Consumer Behavior Marketing Communication Media & Advertising Strategy

  • Digital Marketing & Consumer Insights — Research & Industry Consultant

    2021 – Present

    Advising brands and organizations on consumer insights, digital strategy, campaign effectiveness, and data-driven marketing decisions.

  • Assistant Lecturer & Junior Researcher — Assistant Lecturer & Junior Researcher - University of Indonesia

    2010 - 2020

    Assisted senior professors in qualitative and quantitative research on consumer psychology, managed database analysis, and facilitated undergraduate discussion groups.

Projects

  • Digital Consumer Behavior in Indonesia - UI

    Digital Behaviour

    INDUSTRY COLLABORATION

    Researcher

    Rapid digital adoption in Indonesia created a gap in understanding how local consumers synthesize multi-channel advertising signals into purchase decisions, leaving brands struggling with fragmented cross-platform strategies.

    Research examining the changing role of digital advertising, social media, and data-driven media planning in influencing consumer decision-making.

    Research on how Indonesian consumers discover, evaluate, and interact with brands through digital platforms.

    Tools: Consumer Behavior, Digital Marketing, Social Media, SPSS, NVivo

  • E-Commerce Impulse Buying in Southeast Asia

    Academic Research

    International Journal of Retailing

    Principal Investigator

    High shopping cart abandonment and unpredictable impulse buying triggers on live-stream shopping channels in Indonesia.

    Quantitative survey of 2,000+ active e-commerce users combined with structural equation modeling (SEM-PLS) to test the effect of real-time promotional triggers.

    Published peer-reviewed framework adopted by regional e-commerce vendors to structure live-shopping conversion strategies.

    Tools: AMOS, SmartPLS, Qualtrics

  • Digital Literacy & SME Transformation Program

    Community Service / Impact

    Ministry of Tourism & Creative Economy

    Lead Trainer & Academic Advisor

    Local MSMEs struggling to shift from traditional offline sales to performance marketing and social commerce.

    Designed a 6-week digital upskilling curriculum and evaluated the adoption rate across 150 local business owners.

    Increased average digital channel revenue by 35% among participating businesses within 3 months post-program.

    Tools: Meta Business Suite, Canva, Google Ads

  • Tech Rules 2.0 Engagement Day

  • Consumer Behaviour Week. JKT DAY GO

  • Techno Weeks Research

Contact