Journal of Management and Bussines (JOMB)
Journal of Management and Bussines (JOMB) diterbitkan oleh Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE) sebagai media informasi dan komunikasi para praktisi, peneliti dan akademisi yang berkecimpung dan menaruh minat serta perhatian pada pengembangan ilmu Manajemen dan Bisnis. Journal of Management and Bussines terbit dalam dua versi, yakni online/OJS (e-ISSN 2684-8317) dan cetak (p-ISSN 2656-8918)
Pengaruh Harga, Kualitas Produk, Citra Merek dan Promosi terhadap Keputusan Pembelian Smartphone Merek Oppo dengan Kepuasan Konsumen sebagai variabel Mediasi(Studi Kasus pada Mahasiswa Universitas Nusa Bangsa)
This study aims to analyze the influence of price, product quality, brand image, and promotion on Oppo smartphone purchase decisions, with consumer satisfaction as a mediating variable among students at Nusa Bangsa University. The research method used a quantitative approach with a causal associative approach. The sample consisted of 147 respondents selected using purposive sampling. The research instrument, a Likert-scale questionnaire, was then tested for validity and reliability. Data analysis was performed using multiple linear regression and a mediation test using SPSS version 25. The results showed that price, product quality, brand image, and promotion had a positive and significant influence on purchase decisions. Furthermore, price, product quality, brand image, and promotion also significantly influenced consumer satisfaction. Furthermore, consumer satisfaction was shown to act as a mediating variable in strengthening the relationship between price, product quality, brand image, and promotion on purchase decisions. These findings confirm that a marketing strategy that emphasizes a combination of competitive pricing, superior quality, a strong brand image, and appropriate promotion can increase consumer satisfaction and purchase decisions. Keywords: Price, Product Quality, Brand Image, Promotion, Consumer Satisfaction
Copyright (c) 2025 Muhamad Riko Yanwar Saputra, Nia Sonani; Rumna Rumna http://creativecommons.org/licenses/by-nc/4.0
Digital Marketing Strategy Via Tiktok Social Media to Increase Brand Awareness in Friendzone Barbershop in Bulo Village Sidenreng Rappang District
This study aims to analyze digital marketing strategies through TikTok social media in increasing brand awareness at Friendzone Barbershop in Bulo Village, Sidenreng Rappang Regency. The research method used is a descriptive qualitative approach with data collection techniques through in-depth interviews, observation, and documentation of ten informants consisting of business owners, customers, youth leaders, and non-customers selected using purposive sampling techniques. The results of the study indicate that the use of TikTok as a digital marketing medium is able to increase brand awareness of Friendzone Barbershop through creative and interactive promotional content. The implemented digital marketing strategies, including providing incentives, digital displays (site design), cost management, and interactivity, have a positive contribution to brand awareness indicators, namely recall, recognition, purchase, and consumption, although there are still several aspects that need to be improved to encourage consistent purchases and consumption. The conclusion is that the digital marketing strategy through TikTok social media plays an important role in increasing brand awareness of Friendzone Barbershop and is an effective solution in expanding market reach and strengthening business competitiveness amidst the limitations of a less strategic location. Keywords: Digital Marketing, TikTok, Brand Awareness, Barbershop, Social Media
Copyright (c) 2025 Muh Erza Prayuga, Muhammad Rusdi, Andi Riska Andreani Syafaruddin, Pratiwi Ramlan http://creativecommons.org/licenses/by-nc/4.0
Implementasi Algoritma Decision Tree C4.5 untuk Klasifikasi Pengangkatan Karyawan Tetap (Studi Kasus) di PT Intinusa Teknik Sejahtera)
This study aims to implement the Decision Tree C4.5 algorithm in the classification of permanent employee appointments at PT Intinusa Teknik Sejahtera to support more objective, accurate, and transparent decision-making. The research method used is a quantitative data mining-based approach with the CRISP-DM framework, using an employee dataset from the HRD department consisting of 16 attributes related to profile and performance. The modeling process was performed using RapidMiner Studio software using the split validation method with a ratio of 80% training data and 20% test data. The results show that the Decision Tree C4.5 classification model has an accuracy of 89.25%, with recall for the Contract class of 91.14% and the Permanent class of 78.57%, and precision for the Contract class of 96.00% and the Permanent class of 61.11%. The conclusions of this study confirm that the attributes of Performance, Attendance, Loyalty, and Tenure are the main factors in permanent employee appointments, and the C4.5 algorithm can be utilized as an HRD decision support system, although further method development is needed to improve precision for the Permanent class. Keywords: Decision Tree C4.5, Classification, Permanent Employees, Human Resource Management
Copyright (c) 2025 Untung Suropati, Deny Saputra http://creativecommons.org/licenses/by-nc/4.0
Pemanfaatan Business Intelligence sebagai Alat Pengambilan Keputusan dalam Kegiatan Trading Item In-Game pada Game Online
This study aims to explore the use of Business Intelligence (BI) in making decisions about trading digital items in online games and identifying profit opportunities through virtual market data analysis. The research methods used include collecting historical price and sales volume data from the official platform (Steam Community Market), selecting popular items using the elimination method, and analyzing trends using Tableau for data visualization and processing. The results show that most items experience a decrease in price and sales volume from month to month. However, several items, such as the Head Shot skin (Covert – StatTrak – Factory New), show a significant price increase trend over a certain period. The conclusion of this study is that although the in-game trading market tends to be volatile, the application of Business Intelligence can identify items with profit potential and support more accurate, data-driven decision-making. Keywords: Business Intelligence, In-Game Trading, Data-Driven Decision Making, Tableau
Copyright (c) 2025 Arzenico Apta Gustafausta, Emirul Bahar http://creativecommons.org/licenses/by-nc/4.0
From Scroll to Sale: How Social Media Marketing Builds Customer Equity Through Brand Experience at Creamsie Whimsie
This study aims to analyze the influence of Social Media Marketing Activities (SMMAs) on Customer Equity, with Brand Experience as a mediating variable among consumers of the premium vape product Creamsie Whimsie in Indonesia. The research method used is a quantitative explanatory approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis technique through SmartPLS 4, based on data obtained from 150 social media user respondents. The results show that SMMAs have a significant effect on Brand Experience and Customer Equity, and Brand Experience is proven to mediate the relationship between SMMAs and Customer Equity. The conclusion of this study confirms that an effective social media marketing strategy can build a strong brand experience and positively impact customer value in the context of the niche market for experience-based FMCG products. Keywords: Social Media Marketing, Brand Experience, Customer Equity, Premium Vape, PLS-SEM
Copyright (c) 2025 Garry Brumadyadisty Brumadyadisty, Edi Mulyadi, Erialdy, Teuku Fajar Shadiq http://creativecommons.org/licenses/by-nc/4.0
Pengaruh Harga dan Promosi Produk terhadap Minat Beli Konsumen melalui Media Sosial Instagram di Ria Asry Shop Kabupaten Sidenreng Rappang
Penelitian ini bertujuan untuk mengetahui pengaruh harga dan promosi terhadap minat beli konsumen pada Ria Asry Shop melalui media sosial Instagram. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan penyebaran kuesioner secara online kepada 93 responden yang merupakan pengikut akun Instagram Ria Asry Shop. Hasil penelitian menunjukkan bahwa baik variabel harga maupun promosi mempunyai pengaruh yang positif dan signifikan terhadap minat beli secara parsial maupun simultan, yang dibuktikan dengan hasil uji t dan uji F yang signifikan. Simpulan dari penelitian ini adalah bahwa strategi penetapan harga dan promosi yang tepat dapat meningkatkan minat beli konsumen secara efektif melalui platform media sosial. Kata Kunci: Harga, Promosi, Minat Beli, Instagram, Ria Asry Shop
Copyright (c) 2025 Nur Halisa, Pratiwi Ramlan, Andi Riska Andreani Syafaruddin, Haslindah Haslindah http://creativecommons.org/licenses/by-nc/4.0
Pengaruh Dividen Policy, Liquidity, Profitability dan Company Size pada Debt Policy dengan Financial Performance sebagai variabel intervening
This study aims to analyze the influence of dividend policy, liquidity, profitability, and firm size on debt policy, with financial performance as an intervening variable, in technology companies listed on the Indonesia Stock Exchange for the 2019–2023 period. This study uses a quantitative approach with path analysis and data processing using SPSS on 60 observations from 12 companies. The results show that only liquidity has a significant direct effect on debt policy, while dividend policy, profitability, and firm size do not. However, all independent variables have a significant indirect effect on debt policy through financial performance as an intervening variable. These findings support the perspectives of agency theory, trade-off theory, and pecking order theory in explaining the relationships between variables in the financial structure of technology companies. Keywords: Dividend Policy, Liquidity, Profitability, Firm Size, Debt Policy
Copyright (c) 2025 Ni Kadek Errika Sindy Septiani http://creativecommons.org/licenses/by-nc/4.0
Manajemen Informasi Keuangan, Sentimen Pasar, dan Reputasi Emiten dalam Strategi Pengambilan Keputusan Investasi oleh Investor Institusional di Bursa Efek Indonesia
This study aims to understand the investment decision-making strategies of institutional investors on the Indonesia Stock Exchange, emphasizing three main aspects: financial information management, market sentiment, and issuer reputation. The research method used is a descriptive qualitative approach, with data collected through documentation and non-participatory observation from credible online sources, followed by thematic analysis. The results indicate that investment decisions are not solely determined by conventional financial indicators but are also significantly influenced by market perception and company reputation. Financial information serves as the basis for objective evaluation, market sentiment influences asset allocation preferences, and issuer reputation is a differentiating factor in assessing long-term investment viability. The study's conclusions confirm that these three factors form a complementary ecosystem of information and perception, making institutional investment decisions a complex process that demands data accuracy, responsiveness to sentiment, and reputation consistency. Keywords: Institutional Investment, Financial Information, Market Sentiment, Issuer Reputation
Copyright (c) 2025 Olivia Fernanda, Tasrim Tasrim http://creativecommons.org/licenses/by-nc/4.0
Segmentasi Pelanggan berdasarkan RFM sebagai Dasar Strategi Pemasaran Studi Kasus di PT Five Ocean Indonesia terhadap Permintaan Tenaga Kerja Maritim
This study aims to analyze PT Five Ocean Indonesia's partner segmentation in meeting maritime workforce needs as a basis for developing data-driven marketing strategies. The research method used a quantitative approach using the RFM (Recency, Frequency, Monetary) technique and data processing using SPSS. The results indicate that the company's partners can be categorized into three main segments: Best Customers, Potential Customers, and Potential Customers, based on their RFM scores. Most partners fall into the medium transaction value and medium request frequency categories, while only a small percentage consistently contribute high volumes. The study concludes that the RFM method is effective in identifying partner behavior and supporting the company in designing retention, reactivation, and market development strategies to increase competitiveness and business desirability in the maritime workforce industry. Keywords: Partner Segmentation, Maritime Workforce, Data-Driven Marketing Strategy
Copyright (c) 2025 Ahmad Ilham Bachrie Harahap, Ganang Kartiko Aji, Mufti Kusuma Firdaus, Jerry Heikal http://creativecommons.org/licenses/by-nc/4.0
Perubahan Perilaku Pola Pinjaman akibat Pinjaman Fintech Online Menggunakan Grounded Theory
This study aims to examine behavioral changes in people's borrowing patterns due to the use of fintech-based online lending services. The research method used was a qualitative approach with grounded theory techniques through in-depth interviews with six respondents consisting of online loan users, lenders, and financial experts, using a snowball sampling technique. The results indicate that behavioral changes are influenced by three main factors: mental health, social impact, and external factors, with external factors such as ease of access, dependency, and utilization of funds having the most dominant influence. The conclusion of this study is that fintech online lending services have shaped consumer behavior patterns and financial dependency in users, primarily due to easy access and minimal financial literacy. Therefore, stronger education and regulation are needed to minimize these negative impacts. Keywords: Fintech, Behavior Change, Online Lending, Grounded Theory
Copyright (c) 2025 Mufti Kusuma Firdaus, Ganang Kartiko Aji, Ahmad Ilham Bachrie Harahap, Jerry Heikal http://creativecommons.org/licenses/by-nc/4.0
Analisis Segmentasi untuk Menentukan Kebutuhan Sumber Daya Manusia Di Bidang Tenaga Kerja Outsourcing Industri Pengiriman dengan Menggunakan Metode K-MEANS
This study aims to identify the segmentation of outsourced workforce needs in the shipping industry to support a more effective recruitment strategy at PT FOC Indonesia. The research method used is K-Means Clustering, with a secondary data analysis approach from 120 workers categorized by age, marital status, job title, and country of employment. The results indicate seven main workforce clusters, each representing specific personas such as Experienced Captains, Engineers, and Electrical Specialists, as well as market preferences such as Korea, Japan, and China. The conclusion of this study is that data-driven workforce segmentation can assist companies in developing recruitment strategies, reducing turnover, and increasing the efficiency and competitiveness of the Indonesian workforce in the global market. Keywords: K-Means, Workforce Segmentation, Shipping Industry, Outsourcing, Manning Agency
Copyright (c) 2025 Ganang Kartiko Aji, Ahmad Ilham Bachrie Harahap, Mufti Kusuma Firdaus, Jerry Heikal http://creativecommons.org/licenses/by-nc/4.0
Keputusan Pendanaan Kembali Obligasi: Tinjauan Literatur dan Implikasi Manajerial
This study aims to examine the mechanisms, influencing factors, and implications of bond refinancing decisions in the context of corporate financial management, using a case study of PT Semen Indonesia (Persero) Tbk. The research method used is a literature review with a systematic and thematic approach, collecting and analyzing various empirical studies and secondary data from reputable journals between 2010 and 2025. The results indicate that bond refinancing decisions are influenced by financial factors, regulations, industry characteristics, and managerial aspects, and impact interest expense reduction, capital structure improvement, and company performance. This is evidenced by PT Semen Indonesia's success in reducing annual interest expense by Rp 69 billion through bond refinancing. In conclusion, bond refinancing is an effective financial strategy for improving capital efficiency and company profitability if implemented with careful planning and supported by conducive market conditions. Keywords: Bond Refinancing, Capital Structure, Interest Expense, Financial Management
Copyright (c) 2025 Saharani Dewi Safitri, Siska Amelia Tafsilatul Mufsida, Madinatul Munawaroh, Melani Putri Dewitasari, M. Angga Maulana, Romi Damar Zaenal Ma'ruf http://creativecommons.org/licenses/by-nc/4.0
Manajerial Mengimplementasikan dan Mengevaluasi Kebijakan dalam Penentuan Struktur Modal
Copyright (c) 2025 Putri Hikmatul Izza, Amirotun Nisya, Sophia Kumala Dewi, Mutammima Mutammima, Muhammad Ifan Wahyu Abdillah, Muhammad Inwan Rosyadi http://creativecommons.org/licenses/by-nc/4.0
Strategi Msdm dan Peran Motivasi Kerja dalam Meningkatkan Kinerja Pegawai Puskesmas: Literarure Review Manajemen SDM
This study aims to analyze the relationship between Human Resource Management (HRM) strategies and work motivation in improving employee performance at a Community Health Center (Puskesmas). The research method used was a literature review with a qualitative approach, examining various sources, such as national and international books and journals, related to HRM strategies, work motivation, and employee performance. The results indicate that implementing HRM strategies, including selective recruitment, continuous training, and fair performance appraisals, can create a work environment that supports employee work motivation. High work motivation, especially intrinsic motivation, has a positive impact on improving employee performance, loyalty, and engagement in achieving organizational goals. The conclusion of this study states that appropriate HRM strategies and the role of effective work motivation are key factors in creating optimal employee performance at Puskesmas. Therefore, it is important to continue developing innovative strategies and appropriate motivational programs to support public health services. Keywords: Human Resource Management, Work Motivation, Employee Performance
Sabita Hasna Alifianti Sabita Hasna Alifianti
Copyright (c) 2025 Sabita Hasna Alifianti Sabita Hasna Alifianti, Cecep Hermana http://creativecommons.org/licenses/by-nc/4.0
Efektivitas Bonus Insentif, Asuransi Kesehatan, dan Hak Cuti terhadap Kesejahteraan Karyawan di PT. KAI DAOP IV Semarang
This study aims to analyze the effect of incentive bonuses, health insurance, and leave entitlements on employee well-being at PT Kereta Api Indonesia DAOP IV Semarang. The research method used a quantitative approach, distributing questionnaires to 100 respondents using quota sampling. The data were then analyzed through validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression, F-test, and t-test. The results showed that incentive bonuses and leave entitlements had a positive and significant effect on employee well-being, while health insurance had a positive but insignificant effect. The conclusion of this study is that company policies emphasizing the provision of incentive bonuses and adequate leave entitlements have been proven to improve employee well-being, while health insurance has not had a significant impact. Keywords: Incentive Bonus, Health Insurance, Leave Entitlements, Employee Welfare
Copyright (c) 2025 Muhammad Alul Firnanda, Mochammad Eric Suryakencana Wibowo, Awanis Linati Haziroh, Hertiana Ikasari http://creativecommons.org/licenses/by-nc/4.0
Analisis Faktor yang Mempengaruhi Loyalitas Karyawan melalui Kepuasan Kerja sebagai Variabel Mediasi pada LYD Group Bali
This study aims to analyze the effect of Person Job Fit, Person Organizational Fit, Perceived Supervisor Support, and Work Environment on Employee Royalty (employee loyalty) at LYD Group Bali, with Job Satisfaction as a mediating variable. Data were obtained from 89 employees through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with the PLS method and bootstrapping technique. The results showed that all independent variables had a positive and significant effect on Employee Royalty, both directly and indirectly through Job Satisfaction. These findings indicate that increasing job and organizational fit, supervisor support, and a conducive work environment, through job satisfaction, can strengthen employee loyalty. The practical implication is that companies need to maintain supervisor support and focus on improving Person Job Fit to increase employee retention and loyalty. Keywords: Employee Loyalty (Employee Royalty), Job Satisfaction, Person Job Fit, Person Organizational Fit, Perceived Supervisor Support
Copyright (c) 2025 Kadek Sri Anjivani http://creativecommons.org/licenses/by-nc/4.0
Pengaruh Net Profit Margin dan Ukuran Perusahaan dalam Memprediksi Financial Distress pada Perusahaan Transportasi dan Logistik yang terdaftar di BEI Periode 2020-2024
This study aims to analyze the effect of Net Profit Margin (NPM) and company size (Size) on financial distress in transportation and logistics sector companies listed on the Indonesia Stock Exchange for the period 2020–2024. The research method used is descriptive verification with a quantitative approach. The purposive sampling technique was used to determine a sample of 27 companies during five years of observation, resulting in 135 observation data, but 85 data were analyzed after eliminating outliers. Data were obtained from the company's financial statements and analyzed using multiple linear regression with two prediction models: Zmijewski and Grover. The results showed that NPM had a negative and significant effect on financial distress based on the Zmijewski model, but showed a positive and significant effect in the Grover model. Company size did not show a significant effect in both models. The conclusion of this study emphasizes the importance of selecting a bankruptcy prediction model that is appropriate to the characteristics of the data, considering that each model has a different analytical approach to the same variable. Keywords: Financial Distress, Net Profit Margin, Company Size
Copyright (c) 2025 Anastasia Puspitasari Andayani, Intan Pramesti Dewi http://creativecommons.org/licenses/by-nc/4.0
Pengaruh Beban Kerja dan Lingkungan Kerja terhadap Turnover Intention pada bagian Produksi Tripacific Electrindo
This study aims to determine the effect of workload and work environment on turnover intention in the production department of PT. Tripacific Electrindo. This research uses a quantitative method. The sample consists of 76 respondents, selected using random sampling technique and calculated using Slovin's formula. Data collection was done by distributing questionnaires to employees of PT. Tripacific Electrindo. Data analysis was performed using SPSS version 27. The results of this study show that workload has a positive and significant effect on turnover intention, with a t-value of 22.186 > t-table value of 1.993 and a significant value of 0.001 < 0.05. The work environment has a negative and significant effect on turnover intention, with a t-value of -1.343 < 1.993 and a significant value of 0.183 > 0.05. Simultaneously, workload and work environment have a positive and significant effect on turnover intention, as shown by an F-value of 254.683 > F-table value of 3.12. The coefficient of determination test shows a value of 87.5%, meaning that the contribution of the effect of workload and work environment on turnover intention is 87.5%, while 12.5% is influenced by other variables outside of the variables studied in this research. Keywords: Workload, Work Environment, Turnover Intention
Copyright (c) 2025 Maharrani Syifa Fauzia, Seleman Hardi Yahawi http://creativecommons.org/licenses/by-nc/4.0
Implementation of Green Human Resources Management (GHRM) at PT. Pertamina Patra Niaga Fuel Terminal Samarinda to Support Company Sustainability
This study aims to analyze the implementation of Green Human Resource Management (GHRM) at PT. Pertamina Patra Niaga Fuel Terminal Samarinda in supporting the company's aspirations. The research method used a descriptive qualitative approach, collecting data through interviews, observation, and documentation. The research also involved informants from the Community Development Officer (CDO) and HSSE Supervisors. The results indicate that the implementation of GHRM has been integrated into HR management practices through environmental training, energy efficiency, digitalization, and waste management, and is supported by a green organizational culture such as the Bank Ramli program, reforestation, and the Biodiversity (Kehati) program. The conclusion of this study is that GHRM has a positive impact on environmental compliance, increasing employee awareness, and achieving desired goals. Although its implementation still requires ongoing evaluation and monitoring to remain effective and relevant in the future. Keywords: Green Human Resource Management, Sustainability, Energy
Copyright (c) 2025 Isnawati Isnawati, Tuti Wediawati, Annisa Wahyuni Arsyad, Fareis Althalets http://creativecommons.org/licenses/by-nc/4.0
Pengaruh Beban Kerja dan Organizational Citizenship Behavior (OCB) terhadap Produktivitas Kerja Karyawan di PT. Hankook Ceramic Indonesia
This study aims to determine the effect of workload and Organizational Citizenship behavior (OCB) on employee work productivity at PT. Hankook Ceramic Indonesia both partially and simultaneously. In this study, the method used is a quantitative method. This study uses Statistical Product and Service Solutions (SPSS) version 29. Sampling uses a purposive sampling technique using a questionnaire instrument as a tool to obtain data. The results of this study indicate that: 1). Workload has a negative and significant effect on Employee Work Productivity 2). Organizational Citizenship Behavior (OCB) has a positive and significant effect on Employee Work Productivity 3). Workload and Organizational Citizenship Behavior (OCB) have a simultaneous or joint effect on Employee Work Productivity. The conclusion is that Workload and Organizational Citizenship Behavior (OCB) have an effect on Employee Work Productivity at PT. Hankook Ceramic Indonesia. Keywords: Workload, Organizational Citizenship Behavior, Work Productivity
Copyright (c) 2025 Dewi Kusuma Wardhani, Mikrad Mikrad http://creativecommons.org/licenses/by-nc/4.0
Kepuasan Kerja dan Motivasi Kerja terhadap Produktivitas Karyawan pada PT. Inoac Polytechno Indonesia
This study aims to determine the effect of job satisfaction and work motivation on employee productivity partially and simultaneously. This study was conducted on employees of PT. Inoac Polytechno Indonesia. This study is a quantitative study with a descriptive approach. A sample of 127 respondents was obtained using the slovin technique. Data were obtained using a questionnaire and analyzed using two analysis methods, namely quantitative descriptive analysis. The results of this study show that job satisfaction has a positive and significant effect on employee productivity, as evidenced by the t-count value > t-table (3.363 > 1.979) and a significance value < from the alpha value (0.02 < 0.05), work motivation has a positive and significant effect on employee productivity, as evidenced by the t-count > t-table (2.343 > 1.979) and a significance value < from the alpha value (0.02 < 0.05), job satisfaction and work motivation simultaneously have a positive and significant effect on employee productivity, as evidenced by the alpha value of 5% (0.00 < 0.1), and fcount > ftable (17.589 > 3.069). The conclusion is that job satisfaction and work motivation have a positive effect on employee productivity, both partially and simultaneously. Keywords: Job Satisfaction, Work Motivation, Employee Productivity
Copyright (c) 2025 Anggraeni Eva Novianti, Masturo Masturo http://creativecommons.org/licenses/by-nc/4.0
Penetapan Target Kinerja dan Prokrastinasi terhadap Kinerja Karyawan PT. Permodalan Nasional Madani Area Tangerang 1
This study aims to determine the effect of performance target setting and procrastination on employee performance at PT. Permodalan Nasional Madani Pasar Kemis. The research method used is a quantitative method with data collection techniques through questionnaires distributed to 50 respondents using saturated sampling techniques. Data were analyzed using validity, reliability, classical assumptions, multiple linear regression, t-test, and F-test. The results of the study indicate that partially, performance target setting (X1) has a positive and significant effect on employee performance, with a t-count of 3.670> t-table 2.012 and a significance of 0.001 <0.05. Likewise, procrastination (X2) also has a positive and significant effect on employee performance with a t-count of 7.723> t-table and a significance of 0.000 <0.05. Simultaneously, both variables have a significant effect on employee performance, as evidenced by the F test with an F-count value of 105.948 > F-table 3.195 and a significance of 0.000 < 0.05. Thus, performance target setting and procrastination together contribute to improving employee performance. Keywords: Employee Performance, Performance Target Setting, Procrastination
Copyright (c) 2025 Lestrika Gulo, Siska Mayratih http://creativecommons.org/licenses/by-nc/4.0
Pengaruh Seo dan Content Marketing terhadap Brand Awareness Melalui Customer Engagement (Studi pada Brand Iqos)
This study aims to examine the impact of Search Engine Optimization (SEO) and content marketing on brand awareness, with customer engagement serving as a mediating variable, focusing on the IQOS brand in Indonesia. SEO and content marketing are two integral components of digital marketing, both designed to enhance brand visibility and foster consumer interaction. Data for this study were collected digitally through questionnaires distributed to active IQOS consumers who participate in the digital space and represent specific demographic segments. The relationships between variables were analyzed in two stages using Structural Equation Modeling with Partial Least Squares (SEM-PLS), both for path analysis and to measure the direct and indirect effects among variables. The findings indicate a positive and significant influence of both SEO and content marketing on customer engagement, which in turn significantly contributes to brand awareness. These results reinforce the importance of optimizing content through SEO to increase market visibility and brand recognition for IQOS. Practically, the findings suggest that SEO and content marketing should be strategically integrated into digital marketing efforts to maximize their effectiveness. Keywords: Search Engine Optimization (SEO), Content Marketing, Brand Awareness
Copyright (c) 2025 Ahmad Gozi, Ita Prihatining Wilujeng, Ely Siswanto http://creativecommons.org/licenses/by-nc/4.0
Humor, Identitas, dan Keterlibatan: Dampak Meme Marketing dan Representasi Maskulinitas Merek terhadap Customer Engagement
This study aims to analyze the influence of meme marketing and brand representation (masculinity) on customer engagement of followers of humor Instagram accounts in Indonesia. The research method used is a quantitative approach with descriptive and explanatory design. Data were collected by distributing questionnaires using a Likert scale to 206 respondents selected using purposive sampling techniques. Data analysis was carried out using the Partial Least Square (PLS) method with the help of WarpPLS 7.0 software. The results of the study indicate that both meme marketing and brand representation have a positive and significant effect on customer engagement. Specifically, meme marketing has a slightly stronger influence than brand representation. This finding confirms the importance of humor-based content strategies and masculine representations that are in accordance with the cultural identity of the target audience in increasing user engagement. The conclusion of this study is that the combination of meme marketing strategies and masculine brand representations synergistically creates strong and sustainable engagement on social media, especially Instagram. Keywords: Meme Marketing, Brand Representation, Brand Masculinity, Customer Engagement
Copyright (c) 2025 Aditya Putra Wardanu http://creativecommons.org/licenses/by-nc/4.0
Pengaruh Fasilitas Kerja dan Lingkungan Kerja terhadap Kinerja Pegawai Kantor Pemadam Karawang
This study aims to explain the influence of Facilities and Work Environment on the Performance of Employees at the Karawang Fire Department. This study uses Verification, the sample in this study was 42 respondents, a saturated sample type, taking all populations as samples. Data were obtained using a liket-scale questionnaire distributed using Google Form. The data analysis method used Multiple Linear Regression Analysis using the SPSS V16 tool. The results of this study indicate that the Facility Variable partially has a positive and significant effect on Employee Performance and the Work Environment partially has a positive and significant effect on Employee Performance. Work Facilities and Work Environment simultaneously have a positive and significant effect on Employee Performance at the Karawang Fire Department. Keywords : Facilities, Environment, Performance, Office
Copyright (c) 2025 Heryanto Heryanto, Suroso Suroso, Maman Mulya Karnama http://creativecommons.org/licenses/by-nc/4.0
Analisis Blue Ocean Leadership Perusahaan Penanaman Modal Asing (PMA) di Indonesia
This study aims to evaluate the leadership practices carried out by expatriate leaders in PMA companies in Indonesia and to formulate a new leadership model using the Blue Ocean Leadership (BOL) approach. The research method is a descriptive survey with a Likert scale questionnaire instrument and additional data from in-depth interviews with leaders and key staff. The findings show that current practices are still not optimal and have not fully focused on key leadership activities according to BOL, so that several problems such as SOP violations, distrust, and lack of transparency still often occur. Based on this analysis, three main strategies are proposed within the BOL framework: eliminating excessive intervention in operations, improving vision communication and cross-cultural training, and developing a daily performance-based reward system to increase motivation and transparency. The implications of this study provide practical recommendations for PMA companies in maximizing the effectiveness of cross-cultural leadership and creating an innovative work environment to improve the performance and engagement of local employees. Keywords: Blue Ocean Leadership, Cross-Cultural Leadership, Expatriate Leadership
Copyright (c) 2025 Kemal Al Kindi Mulya, Muhamad Raykhan Rahmatullah http://creativecommons.org/licenses/by-nc/4.0
Pengaruh Search Engine Optimization dan Content Marketing terhadap Minat Beli Produk Missilshop
This study aims to analyze the influence of Search Engine Optimization (SEO) and Content Marketing on consumer purchasing interest at the Missilshop store. This study uses a quantitative approach with a population of 1,355 people and a sample of 93 respondents determined using the Slovin formula. The independent variables in this study are SEO and Content Marketing, while the dependent variable is purchasing interest. The data analysis technique uses validity, reliability, normality, and multicollinearity tests with the help of SPSS. The results of the validity test show that all statement items in the variables are declared valid with a calculated r value > r table. The results of the reliability test show that all variables have a Cronbach's Alpha value > 0.60, which means that the research instrument is reliable. The normality test shows that the data is normally distributed with a significance value of 0.243 (> 0.05). The multicollinearity test shows that there is no multicollinearity between the independent variables because the Tolerance value is > 0.1 and VIF < 10. Thus, SEO and Content Marketing can be used as factors that significantly influence consumer purchasing interest. Keywords: Search Engine Optimization, Content Marketing, Purchase Interest, SPSS
Copyright (c) 2025 Muhammad Tri Wahyudi, Alfifto Alfifto, Nindya Yunita, Muthya Rahmi Darmansyah http://creativecommons.org/licenses/by-nc/4.0
Faktor-Faktor yang mempengaruhi Pendapatan Petani Gula Aren di Desa Lubuk Bondar Kecamatan Batang Natal Kabupaten Mandailing Natal
This study aims to analyze the cost and income structure of palm sugar farming in Lubuk Bondar Village, Batang Natal District, Mandailing Natal Regency. Data were collected from March to April 2023 using a survey method on 28 palm sugar farmers selected through a simple random sampling technique. Data collection methods include questionnaires, direct observation, and in-depth interviews, as well as secondary data collection from literature and BPS publications. Data analysis was carried out using multiple linear regression, F test, t test, and coefficient of determination (R²), as well as income analysis covering production costs, income, and farmer profits. The results showed that the majority of farmers were of productive age (31–40 years), had a high school education, had an average land area of ​​3 hectares, and had more than five years of farming experience. The average total production cost per hectare reached IDR 27,247,500.00, with income of IDR 60,625,000.00, resulting in an average income of IDR 33,377,500.00 per hectare per planting season. Conclusion, that palm sugar farming in the area is classified as profitable and worthy of further development. Keywords: Farmer Income, Business Experience, Labor, Production Amount
Copyright (c) 2025 Heri Kurniawan, Hermanto Hermanto http://creativecommons.org/licenses/by-nc/4.0
Pengaruh Social Influence, Product Quality, dan Environmental Awareness terhadap Keputusan Pembelian Ecobag
This study aims to analyze the influence of social influence, product quality, and environmental awareness on eco bag purchasing decisions among students of the Faculty of Law, Universitas Prima Indonesia. Using a quantitative approach with the SEM-PLS method, this study involved 100 respondents selected through purposive sampling. The results showed that social influence and environmental awareness had a positive and significant influence on purchasing decisions, with environmental awareness as the dominant factor. Meanwhile, product quality did not have a significant influence. Simultaneously, the three variables had a significant influence with an R-square value of 0.817, indicating that the model has good predictive power. This finding implies the importance of a marketing strategy that emphasizes social aspects and environmental awareness in promoting environmentally friendly products to improve consumer purchasing decisions, especially among students. Keywords: Product Quality, Environmental Awareness, Purchasing Decision, Social Influence
Copyright (c) 2025 Eta Utopia Karosekali, Esther Praja Anggriany Panggabean, Yohana Manullang, Renny Lubis http://creativecommons.org/licenses/by-nc/4.0
Pengaruh Pelatihan dan Manajemen Talenta terhadap Efektivitas Kerja Karyawan pada PT. Pos Indonesia Cabang Tangerang
This study aims to determine the effect of training and talent management on employee work effectiveness at PT. Pos Indonesia Tangerang Branch. The research method used is a survey by distributing questionnaires online to 71 respondents selected using nonprobability sampling techniques and the Slovin formula. Data analysis techniques include validity, reliability, normality, multiple linear regression, t-test, f-test, and coefficient of determination. The results of the study indicate that training and talent management partially and simultaneously have a positive and significant effect on employee work effectiveness. The determination coefficient of 82.7% indicates that work effectiveness is influenced by training and talent management, while the rest is influenced by other factors. The conclusion is that training and talent management are important factors in increasing employee work effectiveness. Keywords: Work Effectiveness, Talent Management, Training
Copyright (c) 2025 Nuphika Sukma Dwi Anti, Mikrad Mikrad http://creativecommons.org/licenses/by-nc/4.0