Journal Title : Jurnal Manajemen Language : Indonesia and English e-ISSN : 2809-8099 p-ISSN : 2810-0484 Frequency : 4 issues per year (January, April, July and October) DOI : doi.org/10.55123/mamen Editor-in-chief : Angelia Putriana Email : jurnal.mamen@gmail.com Publisher : Yayasan Literasi Sains Indonesia Citation Analysis : Google Scholar Jurnal Manajemen yang disingkat MAMEN merupakan Jurnal yang diterbitkan 4 (empat) kali dalam setahun, yaitu pada bulan Januari, April, Juli dan Oktober oleh Yayasan Literasi Sains Indonesia. Jurnal ini merupakan jurnal yang dapat akses secara terbuka bagi para Peneliti, Mahasiswa dan Dosen yang ingin mempublikasikan hasil penelitiannya pada bidang Manajemen. Jurnal Manajemen mempublikasikan artikel-artikel kajian empiris dan teoritis dalam bidang manajemen produksi dan operasional, keuangan, pemasaran, sumber daya manusia dan berbagai topik yang relevan.
Hak cipta pada setiap artikel adalah milik penulis. Penulis mengakui bahwa MAMEN (Jurnal Manajemen) sebagai publisher yang mempublikasikan pertama kali dengan lisensi Creative Commons Attribution 4.0 International License. Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini kedalam versi yang lain, seperti: dikirim ke respository institusi penulis, publikasi kedalam buku, dan lain-lain. Dengan mengakui bahwa naskah telah terbit pertama kali pada MAMEN (Jurnal Manajemen).
Determinansi Kepuasan Pasien Rawat Inap: Peran Dominan Kualitas Layanan Dokter dan Kompetensi Petugas
This study aimed to analyze the effect of service quality on inpatient satisfaction in a hospital setting. Service quality was assessed through several key dimensions, including fulfillment of patient needs, staff competence, physician service quality, and admission staff services. A quantitative observational analytic design was applied, and data were collected using structured questionnaires. Statistical analyses were performed using t-tests, chi-square tests, and linear regression to identify the most dominant influencing factor. The results demonstrated that all variables significantly affected patient satisfaction (p < 0.05). Physician services were identified as the most dominant factor in improving patient satisfaction (β = 0.379; p = 0.000). Fulfillment of patient needs, professional competence of staff, and efficient and friendly administrative services also played important roles in shaping positive perceptions of healthcare quality. The better the service quality provided, the higher the level of patient satisfaction during hospitalization. These findings emphasize the importance of continuous and comprehensive quality improvement to enhance patient trust and loyalty toward healthcare institutions.
Copyright (c) 2026 Andrew Santosa, Ahdun Trigono, Dicky Yulius Pangkey, Agustiawan Imron https://creativecommons.org/licenses/by/4.0
Menentukan Segmentasi dan Target Konsumen bagi Pembeli Marketplace Fashion Online Menggunakan Metode K-Means Clustering dan Analisis Etnografi
This study aims to determine consumer segmentation and targeting strategies for fashion buyers in online marketplaces using the K-Means Clustering method. In the rapidly evolving digital retail landscape, understanding heterogeneous consumer behaviour is essential for designing precise and effective marketing strategies. Using data from 204 respondents, the study incorporates demographic, psychographic, behavioural, and preference-based variables including fashion style orientation, purchasing behaviour, and platform usage to construct meaningful clusters. The analysis produced five distinct consumer segments: Functional Casual Buyers, Trend-Oriented Streetwear Males, Premium Classic Enthusiasts, Trendy Female Shoppers, and Mass-Market Casual–Sporty Consumers. Each segment was examined comprehensively to identify personas, core needs, pain points, and corresponding Online Value Propositions (OVPs). Furthermore, a Maintain–Stop–Start marketing mix strategy based on the 8P framework was developed to guide practical implementation for each cluster. The findings demonstrate that data-driven segmentation enhances targeting accuracy, personalization effectiveness, and strategic alignment in digital fashion commerce. Overall, this research highlights how K-Means Clustering serves as a robust analytical tool for improving competitive positioning and optimizing marketing strategies in increasingly fragmented online fashion markets.
Copyright (c) 2026 Reviani Erlinda, Heru Prabowo, Triesna Ratulina, Jerry Heikal https://creativecommons.org/licenses/by/4.0
Pengaruh Citra Merek, Kualitas Produk, dan Harga Terhadap Loyalitas Generasi Z Pengguna Eiger di Bojonegoro
This study aims to examine the influence of brand image, product quality, and price on the loyalty of Generation Z consumers using Eiger products in Bojonegoro. The research applies a quantitative approach using a survey method involving 100 respondents who have previously purchased and used Eiger products. Primary data were collected through questionnaires distributed to respondents and then analyzed using multiple linear regression analysis. The findings reveal that brand image, product quality, and price simultaneously have a positive and significant effect on consumer loyalty. Partially, product quality shows the most dominant influence on loyalty, followed by brand image and price. These results indicate that Generation Z consumers tend to prioritize product durability, design, functionality, and overall quality when deciding to repurchase Eiger products. In addition, a strong brand image and competitive pricing also contribute significantly to maintaining customer loyalty. Therefore, improving product quality, strengthening brand perception, and setting prices that match consumer expectations are considered important strategic steps for increasing long-term loyalty among Generation Z consumers in Bojonegoro.
Copyright (c) 2026 M.Fatkhur Roziq, Martha Laila Arisandra https://creativecommons.org/licenses/by/4.0
Pengaruh Quiet Quitting Terhadap Kinerja Karyawan Generasi Z: Peran Mediasi Work Engagement di Kota Tasikmalaya
Quiet quitting the deliberate restriction of work effort to contractual minimums poses a growing threat to employee performance, particularly among Generation Z in MSMEs characterized by limited HR formalization and multi-tasking demands. This study investigates the effect of quiet quitting on job performance among Generation Z employees in micro, small, and medium enterprises (MSMEs) in Tasikmalaya City, West Java—a region with an open unemployment rate of 6.49% (BPS, 2024) that surpasses the national average, and whose MSME-dominated economy creates conditions where boundary-setting behavior is especially prevalent—with work engagement as a mediating variable. Using a quantitative-explanatory design, data were collected from 97 purposively sampled Gen Z MSME employees (minimum six months’ tenure, ensuring post-adaptation familiarity with organizational work culture) and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). All instruments adapted from English were subjected to back-translation procedures to ensure content validity. Results reveal that quiet quitting has no direct effect on job performance, yet exerts a significant positive effect on work engagement a counterintuitive finding explained through Conservation of Resources Theory. Work engagement, in turn, strongly predicts job performance and fully mediates the quiet quitting performance relationship. These findings challenge prevailing assumptions about quiet quitting as uniformly detrimental, suggesting that boundary-setting behavior may paradoxically sustain employee engagement in MSME settings. Organizations are advised to prioritize engagement-building interventions over punitive responses to quiet quitting.
Copyright (c) 2026 Laila Cahyani, Sri Sudiarti https://creativecommons.org/licenses/by/4.0
Pengaruh Literasi Keuangan, Kepercayaan dan Keamanan Terhadap Transaksi Pengguna QRIS pada Generasi Z di Desa Sukamulih Tasikmalaya
The advancement of digital technology has shifted the payment system toward cashless transactions, one of which is through the Quick Response Code Indonesian Standard (QRIS), with Generation Z representing the most potential user group. This study aims to determine the effect of digital financial literacy, trust, and security on QRIS usage among Generation Z in Sukamulih Village, Tasikmalaya. Using primary data gathered from questionnaires and observations, the research data was processed through multiple linear regression analysis using the SPSS application.The t-test results indicate that digital financial literacy has a positive and significant effect on QRIS usage (t = 6.056; sig. = 0.000). The security variable also shows a positive and significant influence (t = 6.717; sig. = 0.000). However, the trust variable surprisingly shows a negative and significant effect on the utilization of QRIS (t = -5.004 sig. = 0.000 ). Through the F-test, it is proven that digital financial literacy, trust, and security simultaneously have a significant effect on QRIS usage ( F = 48.201;sig. < 0.001). The coefficient of determination (R2) value of 0.515 indicates that 51.5% of the variation in QRIS usage is influenced by these three variables, while the remaining 48.5% is explained by other factors outside this study. These findings emphasize the importance of strengthening digital financial literacy and ensuring payment system security to optimize QRIS adoption among Generation Z.
Copyright (c) 2026 Miranda Maryam, Heidi Siddiqa https://creativecommons.org/licenses/by/4.0
Pengaruh Literasi Keuangan dan Gaya Hidup Konsumtif Terhadap Penggunaan Kredit Online Gen Z di Kabupaten Tasikmalaya
This study investigates the influence of financial literacy and consumptive lifestyle on online credit usage decisions among Generation Z in Tasikmalaya Regency. Employing a quantitative research design with descriptive and verificative approaches, data were gathered from 105 respondents selected through purposive sampling. The collected data were analyzed using multiple linear regression techniques with the assistance of IBM SPSS Statistics version 31. The findings indicate that financial literacy has a positive and statistically significant partial effect on online credit usage decisions (p = 0.004 < 0.05; t = 2.952). Similarly, consumptive lifestyle also has a positive and significant effect, as evidenced by a significance value of 0.000 and a t-statistic of 8.162. Simultaneously, both independent variables significantly influence online credit usage decisions (p = 0.002). Based on the coefficient of determination (R²) value of 0.600, it can be concluded that financial literacy and consumptive lifestyle collectively explain 60.0% of the variance in online credit usage decisions, while the remaining 40.0% is influenced by other variables outside the scope of this study.
Copyright (c) 2026 Ai nurmala, Aldy Agustian https://creativecommons.org/licenses/by/4.0
Locus of attachment: peran identitas lokal terhadap work engagement dan turnover intention di wilayah kepulauan
High employee turnover rates in island regions like Ternate have become a strategic issue that can trigger brain drain and hinder regional development. This study aims to empirically examine the influence of work engagement and local identity on employee turnover rates among professionals in Ternate. The study involved 185 respondents selected using a purposive sampling technique. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results showed that the model explained 55.5% of the variance in employee turnover rates (R² = 0.555). Partially, local identity had a significant effect on employee turnover rates (P = 0.000), while work engagement showed no significant effect (P = 0.127). The results indicate that sociocultural attachment and regional identity are more dominant factors in shaping employee loyalty than individual psychological factors alone. Therefore, organizations operating in island regions should emphasize local wisdom and regional identity as part of their employee retention strategies to reduce employee turnover intentions and strengthen workforce stability.
Copyright (c) 2026 Putri Amalia, Putri Abdul Aziz, Ilda Italia Jabib, Rahmat Sabuhari, Muhammad Asril Arilaha https://creativecommons.org/licenses/by/4.0
Analisis Inovasi Produk di Graha Macarina Jember
Studi ini bertujuan untuk menganalisis inovasi produk di UMKM Graha Macarina dalam mendukung keberlanjutan bisnis, metode penelitian menggunakan penelitian deskriptif kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui observasi, wawancara, dan dokumentasi yang melibatkan pemilik usaha, staf produksi, dan konsumen. Studi ini berfokus pada kualitas produk, varian produk, serta gaya dan desain produk. Hasil penelitian menunjukkan bahwa Graha Macarina mempertahankan kualitas produk melalui bahan baku berkualitas, proses produksi yang terstandarisasi, peningkatan kebersihan, dan penggunaan teknologi mesin spinner untuk menghasilkan produk yang renyah dan rendah minyak. Inovasi produk juga dilakukan melalui pengembangan berbagai rasa dan produk baru seperti shake Macarina dan camilan campuran yang disesuaikan dengan preferensi konsumen, terutama mahasiswa, sementara desain kemasan dibuat lebih praktis, menarik, dan informatif. Studi ini menunjukkan bahwa kemampuan untuk memanfaatkan sumber daya internal, menjaga konsistensi produk, dan beradaptasi dengan tren pasar berkontribusi pada keunggulan kompetitif dan keberlanjutan bisnis. Namun, perbaikan masih diperlukan dalam hal kebersihan pekerja, fasilitas produksi, dan legalitas usaha untuk lebih mengoptimalkan kualitas produk dan daya saing.
Copyright (c) 2026 Agil Febriana, Sukidin, Irmadatus Sholekhah, SELA RACHMAWATI https://creativecommons.org/licenses/by/4.0
Digital Payment Paradox: Pengaruh Transaksi Non-Tunai Terhadap Pengelolaan Keuangan Mahasiswa Universitas Khairun Ternate
The rapid advancement of financial technology has altered college students' consumption patterns through the massive adoption of cashless transactions. However, this convenience often presents a paradox that deteriorates personal financial behavior control due to the reduction of the psychological sensation when spending money (low pain of payment). This study aims to analyze the influence of cashless transaction usage on the financial management of students at Universitas Khairun Ternate. An associative quantitative approach was employed using a survey method with structured questionnaires. Data were analyzed using the Simple Linear Regression technique after meeting the required classic assumption tests (normality and heteroscedasticity tests). The research findings reveal that cashless transactions have a significant negative effect on student financial management thitung = -2.446; Sig = 0.016 < 0.05. The R Square value of 5.8% indicates that although the effect is significant, the majority of the variation in tudents' financial management is driven by other factors outside this research model. These results confirm the existence of a digital payment paradox, wherein financial digitalization inadvertently diminishes the quality of students' financial governance due to the loss of physical budgetary control.
Copyright (c) 2026 Kholifatus Saniyah, Nitika Florasita Bungan, Eka Susika Batawi, Fitriyani Abdurahman https://creativecommons.org/licenses/by/4.0
Pengaruh Promosi dan Harga di media Sosial Media Tiktok Terhadap Keputusan Pembelian
This study aims to analyze the influence of TikTok social media promotion and price on purchasing decisions of Kahf products among consumers in Tasikmalaya Regency. The rapid development of digital technology has changed marketing strategies, especially through social media platforms such as TikTok, which are considered effective in attracting consumer attention through creative and interactive content. In addition to promotional factors, price is also an important consideration in influencing consumer purchasing decisions. This research uses a quantitative approach with an associative research method. The population in this study consists of consumers who have purchased Kahf products online and actively use TikTok social media. Data collection was carried out through questionnaires distributed online. The collected data were analyzed using multiple linear regression analysis with the assistance of IBM SPSS Statistics version 31. The results of this study are expected to show that TikTok social media promotion and price have a positive and significant effect on purchasing decisions, both partially and simultaneously. This study is also expected to provide insights for companies in designing effective digital marketing strategies and determining appropriate pricing policies to increase consumer purchasing decisions toward Kahf products.
Copyright (c) 2026 Azis Rahman Hadi, Nurherawati https://creativecommons.org/licenses/by/4.0
Manajemen Manajemen Risiko Pembiayaan Bermasalah (NPF) pada BPRS Indonesia: Pendekatan Fiqih dan Regulasi
This study aims to analyze Non-Performing Financing (NPF) risk management in Sharia Rural Banks (BPRS) in Indonesia from the perspectives of fiqh muamalah (Islamic commercial jurisprudence) and regulatory frameworks. A qualitative approach was employed, utilizing a literature review method that analyzed OJK regulations, DSN-MUI fatwas (religious rulings), scholarly journals, and literature on Islamic banking. The findings indicate that NPF risk management in BPRS involves three primary stages: financing feasibility analysis, financing monitoring, and the handling of problematic financing through restructuring, collection, and collateral execution. However, practical implementation faces various challenges, such as the poor quality of financing analysis, limitations in monitoring systems, and the suboptimal application of risk-sharing principles within financing contracts. From the perspective of fiqh muamalah, NPF management must be grounded in the principles of justice (adl), mutual assistance (ta’awun), trustworthiness (amanah), and the prohibition of causing harm (la dharar wa la dhirar). Meanwhile, OJK regulations and DSN-MUI fatwas provide a comprehensive legal framework for financing risk management, although implementation requires further strengthening at the BPRS operational level. This study underscores the importance of integrating Sharia principles with regulatory requirements to bolster financing risk management and support the realization of maqashid sharia (the objectives of Sharia) within BPRS in Indonesia.
Copyright (c) 2026 Bunga Aulia Khafifa, Joko Setyono, Rafidah Rizky Nasution https://creativecommons.org/licenses/by/4.0
Pengaruh Gaya Kepemimpinan, Komunikasi, dan Keseimbangan Lingkungan Kerja terhadap Kinerja Pegawai Puskesmas Sumobito Jombang
The purpose of this research is to examine the impact of leadership style, communication, and work environment on employee performance at Sumobito Public Health Center, Jombang, both individually and in combination. Human resource management's foundational role in enhancing community healthcare service quality is the study's theoretical underpinning. The researchers used a quantitative method in this study by surveying workers and seeing them in action. Using a purposive sample approach, 62 respondents were chosen for the research. Multiple linear regression analysis was used to examine the data. There was no statistically significant relationship between leadership style and worker output. There was a substantial relationship between communication and employee performance, with communication playing a more central role. Workers are more likely to be productive and satisfied in their jobs when there is open communication and a positive work atmosphere. At the same time, the leadership style, communication, and work environment all had a big role in how well employees performed. According to the results, the two most important aspects of the work environment and communication at Sumobito Public Health Center that contribute to the enhancement and long-term management of employee performance are these two elements.
Copyright (c) 2026 Fina Febriyanti, Lailatus Sa'adah, Akhmad Taqiyuddin https://creativecommons.org/licenses/by/4.0
Analisis Strategi Bauran Pemasaran 7p pada UMKM Labuqu di Desa Bulontala Timur, Provinsi Gorontalo
Labuqu MSME is a food-processing enterprise based on organic butternut squash (Cucurbita moschata) located in East Bulontala Village, Bone Bolango Regency, Gorontalo Province. This study aimed to analyze the implementation of the 7P marketing mix, consisting of product, price, place, promotion, people, process, and physical evidence, as well as to formulate marketing strategies based on SWOT analysis. A qualitative descriptive approach was employed, supported by in-depth interviews, Focus Group Discussions (FGDs), and observations. Data were analyzed using the IFES, EFES, IE, and SWOT matrices. The findings indicate that the overall implementation of the 7P marketing mix has been fairly effective, with the main strengths being product diversification based on locally sourced functional raw materials and affordable pricing. However, the place and people dimensions remain weaknesses that require improvement, particularly in terms of limited accessibility to the business location and team coordination. The results of the SWOT analysis show that Labuqu's marketing strategy is positioned in Quadrant I, indicating that the enterprise possesses stronger internal strengths and greater external opportunities than its weaknesses and threats. Under these conditions, an aggressive strategy (Growth-Oriented Strategy) is recommended to support business growth and development.
Copyright (c) 2026 Selviawati Herman, Ria Indriani, Asda Rauf https://creativecommons.org/licenses/by/4.0
Strategi Pengelolaan Konten Instagram Sekolah dalam Membangun Citra dan Reputasi Lembaga Pendidikan
Advances in digital technology have encouraged educational institutions to utilize social media as a means of communication, promotion, and institutional image building. Instagram has become one of the most widely used platforms due to its ability to reach broad audiences through engaging visual content. This study aims to analyze the role of Instagram as an educational marketing medium, the strategies for managing school Instagram content in building institutional image and reputation, as well as the supporting and inhibiting factors affecting its management. The study employed a Systematic Literature Review (SLR) method with a descriptive qualitative approach. Data were collected from relevant scientific articles, books, and academic documents and analyzed using content analysis techniques. The findings indicate that Instagram plays an effective role in increasing school visibility, expanding information dissemination, strengthening relationships with the community, and enhancing the image and reputation of educational institutions. Effective management strategies include content planning, publication scheduling, visual branding, and audience engagement. This study also proposes a conceptual model, namely the Synergistic Cycle of School Instagram Content Management, which demonstrates that these four strategies are interconnected and mutually reinforcing in building institutional image and reputation in a sustainable manner. Supporting factors include competent human resources, technological support, and institutional support, while inhibiting factors consist of limited human resources, inadequate content design skills, and inconsistent content publication. These findings highlight the importance of strategically managing digital resources to support effective educational branding in the digital era.
Copyright (c) 2026 Awaliyah Zuliatun Najah, Aulia Ainurrochmah, Vresty Nur Afina, Ziana Candra Fajera https://creativecommons.org/licenses/by/4.0
Pengaruh Service Quality in Glamping dan Sustainable Glamping Experiencescape Terhadap Behavioral Intention
The growth of the glamping industry has prompted destination managers to improve service quality and create sustainable lodging experiencescape to meet tourists’ needs and expectations. This study aims to analyze the influence of glamping service quality and the sustainable glamping experiencescape on tourists’ behavioral intentions at Bobocabin Cikole. This study employs a quantitative method with a explanatory approach. Data were collected through an online questionnaire distributed to 373 respondents who had previously stayed at Bobocabin Cikole. Data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of AMOS software. The results indicate that the research model exhibits a good level of goodness of fit. Partially, glamping service quality has a positive and significant effect on tourists’ behavioral intentions. Meanwhile, the sustainable glamping experiencescape does not have a significant direct effect on tourists’ behavioral intentions. These findings indicate that improving service quality is a key factor in driving tourists’ behavioral intentions, such as the desire to revisit, recommend the destination to others, and post positive reviews. Therefore, glamping operators need to continuously improve service quality to maintain competitiveness and enhance tourist satisfaction.
Copyright (c) 2026 Juliana Dian Astari, Oce Ridwanudin, Yeni Yuniawati https://creativecommons.org/licenses/by/4.0
Pitching sebagai Kompetensi Komunikasi Strategis SDM untuk Membangun Kepercayaan dalam Negosiasi Bisnis Digital
Abstract The growth of the digital business landscape requires human resources to possess strategic communication skills that enable them to convey ideas, business values, and competitive advantages in a convincing manner. One form of communication that is becoming increasingly relevant in this context is pitching. Pitching is understood as a brief presentation activity and a strategic HR competency in building trust, shaping perceptions, and strengthening bargaining positions in digital business negotiations. The purpose of this study is to analyze pitching as a strategic communication competency of HR in building trust during digital business negotiation processes. This study employs a qualitative approach using a literature review method. Data were obtained from various scholarly sources, including scientific journals, books, and academic articles relevant to the topics of pitching, strategic communication, HR competencies, trust, negotiation, and digital business. Data analysis was conducted using a descriptive-analytical approach through the processes of identification, classification, synthesis, and interpretation of the literature. The results of the study indicate that pitching plays a crucial role in conveying value propositions, establishing the communicator’s credibility, creating initial trust, and opening avenues for dialogue in digital business negotiations. The effectiveness of pitching is influenced by message clarity, a systematic delivery structure, understanding the audience, emphasizing benefits, and the appropriate use of digital media. This study makes a conceptual contribution by positioning pitching as a strategic communication competency for human resources—not merely a presentation tool, but a crucial instrument for building trust and supporting the success of digital business negotiations. Keywords: Pitching, Strategic Communication Competency, Human Resources, Trust, Digital Business Negotiations Abstrak Perkembangan bisnis digital menuntut sumber daya manusia memiliki kompetensi komunikasi strategis yang mampu menyampaikan ide, nilai bisnis, dan keunggulan kompetitif secara meyakinkan. Salah satu bentuk komunikasi yang semakin relevan dalam konteks tersebut adalah pitching. Pitching dipahami sebagai aktivitas presentasi singkat, kemampuan strategis SDM dalam membangun kepercayaan, membentuk persepsi, dan memperkuat posisi tawar dalam negosiasi bisnis digital. Tujuan penelitian untuk menganalisis pitching sebagai kompetensi komunikasi strategis SDM dalam membangun kepercayaan pada proses negosiasi bisnis digital. Penelitian ini menggunakan pendekatan kualitatif dengan metode literature review. Data diperoleh dari berbagai sumber pustaka berupa jurnal ilmiah, buku, dan artikel akademik yang relevan dengan topik pitching, komunikasi strategis, kompetensi SDM, kepercayaan, negosiasi, dan bisnis digital. Analisis data dilakukan secara deskriptif analitis melalui proses identifikasi, klasifikasi, sintesis, dan interpretasi literatur. Hasil kajian menunjukkan bahwa pitching berperan penting dalam menyampaikan proposisi nilai, membangun kredibilitas komunikator, menciptakan kepercayaan awal, serta membuka ruang dialog dalam negosiasi bisnis digital. Efektivitas pitching dipengaruhi oleh kejelasan pesan, struktur penyampaian yang sistematis, pemahaman terhadap audiens, penekanan pada manfaat, serta pemanfaatan media digital secara tepat. Penelitian ini memberikan kontribusi konseptual dengan menempatkan pitching sebagai kompetensi komunikasi strategis SDM, bukan sekadar alat presentasi, melainkan instrumen penting dalam membangun kepercayaan dan mendukung keberhasilan negosiasi bisnis digital. Kata kunci: Pitching, Kompetensi Komunikasi Strategis, Sumber Daya Manusia, Kepercayaan, Negosiasi Bisnis Digital
Copyright (c) 2026 Refania Hafifah, Selvy Afrioza https://creativecommons.org/licenses/by/4.0
Pengaruh Scarcity Marketing dan Emotional Branding Terhadap Perilaku Impulse Buying Merchandise Seventeen di Kota Makassar
Penelitian ini bertujuan untuk menganalisis pengaruh scarcity marketing dan emotional branding terhadap perilaku impulse buying merchandise Seventeen di Kota Makassar. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif. Data diperoleh melalui penyebaran kuesioner kepada 96 responden yang merupakan penggemar Seventeen dan pernah membeli merchandise official melalui Weverse atau Pop-Up Store. Teknik pengambilan sampel menggunakan purposive sampling, sedangkan analisis data dilakukan meggunakan regresi linear berganda dengan bantuan IBM SPSS. Hasil penelitian ini menunjukkan bahwa scarcity marketing berpengaruh positif dan signifikan terhadap perilaku impulse buying dengan nilai signifikansi 0,000 dan t hitung sebesar 6,897. Emotional branding juga berpengaruh positif dan signifikan terhadap perilaku impulse buying dengan nilai signifikansi 0,000 dan t hitung 5,051. Secara simultan, scarcity marketing dan emotional branding berpengaruh signifikan terhadap perilaku impulse buying dengan nilai F hitung sebesar 64,924 dan signifikansi 0,000. Nilai adjusted R Square sebesar 0,574 menunjukkan bahwa kedua variabel mampu menjelaskan perilaku impulse buying sebesar 57,4%, sedangkan sisanya dipengaruhi oleh faktor lain diluar penelitian. Temuan ini menunjukkan bahwa persepsi kelangkaan dan keterikatan emosional terhadap merek merupakan faktor penting yang mendorong impulse buying merchandise K-Pop, khususnya pada penggermar Seventeen di Kota Makassar.
Copyright (c) 2026 Asmiati Dahlan, Asmiati Asmiati, Mario Roberto Labetubun, Putri Minggu https://creativecommons.org/licenses/by/4.0
Pengaruh Live Shopping, Influencer Marketing, dan Online Review terhadap Proses Pengambilan Keputusan Pembelian Brand Wardah pada Generasi Z
The development of digital technology has changed consumer behavior in the purchasing decision-making process, especially in Generation Z, who tend to utilize various sources of digital information before purchasing products. This research aims to analyze the influence of live shopping, influencer marketing, and online reviews on the decision-making process of purchasing Wardah products in generation Z in Bandung City. This research uses quantitative shorts with a survey method. Data collection was carried out through the distribution of questionnaires to 100 selected respondents using the purposive sampling technique. Data analysis was carried out using IBM SPSS Statistics 27 through validity test, reliability, classical assumption, multiple linear regression, t test, F test, and determination coefficient. Research results show that live shopping, influencer marketing, and online review have a positive and significant effect on the purchase decision-making process. In addition, the three variables also have a significant effect simultaneously on the purchase decision-making process. Influencer marketing variable is the variable that has the most dominant influence compared to other variables. The value of the determination coefficient (R²) of 0.734 shows that 73.4% of the variation in the purchase decision-making process can be explained by live shopping, influencer marketing, and online review, while the remaining 26.6% is influenced by other factors outside the research model. The research results confirm that the synergy between live shopping, influencer marketing, and online review is able to increase the effectiveness of digital marketing and strengthen the purchase decision-making process for Generation Z consumers.
Copyright (c) 2026 Meli Agustin, Anna Nurwalidaini, Ripa Nuraini, Dwi Indah, Zaskia Dwi Aulia Putri Cahya https://creativecommons.org/licenses/by/4.0
Pengaruh Content Marketing Tiktok dan Brand Awareness Terhadap Minat Beli Konsumen UMKM Pride Chicken di Kota Bandung
Penelitian ini bertujuan untuk mengukur Minat Beli Konsumen yang dipengaruhi oleh Content Marketing Tiktok dan Brand Awareness UMKM Pride Chicken di Kota Bandung, setelah mengetahui bahwa konten – konten viral yang dibuat oleh Pride Chicken tidak berbanding lurus terhadap peningkatan penjualan. Metode penelitian menggunakan pendekatan kuantitatif dengan sampel sebanyak 100 responden. Data diolah dengan menggunakan Method of Successive Interval (MSI) dan diuji dengan analisis regresi linear berganda melalui software SPSS for Windows versi 31. Hasil penelitian menunjukkan bahwa Brand Awareness dan Content Marketing Tiktok berpengaruh positif terhadap minat beli. Secara parsial, Brand Awareness merupakan variabel yang paling dominan dengan Standardized Coefficient Beta sebesar 0,620 sedangkan Content Marketing Tiktok sebesar 0,238. Kesimpulan penelitian ini menunjukkan bahwa penguatan identitas merek lebih efektif dalam mendorong minat beli dibandingkan sekedar kualitas konten. UMKM Pride Chicken disarankan untuk lebih fokus pada strategi peningkatan kesadaran merek.
Copyright (c) 2026 Salamatur Robiah, Harry Nugraha https://creativecommons.org/licenses/by/4.0
Analisis Burnout terhadap Kinerja Karyawan Berdasarkan Systematic Literature
Burnout refers to a state of prolonged physical, emotional, and psychological exhaustion that may adversely influence employees’ productivity and overall job performance. This study seeks to examine the factors contributing to burnout, explore its effects on employee performance, and identify effective strategies for its prevention through a Systematic Literature Review (SLR). The study was conducted following the PRISMA 2020 framework by reviewing relevant scholarly publications indexed in Scopus and other supporting academic sources that fulfilled the established inclusion criteria. The review findings reveal that burnout is associated with several factors, including excessive workload, inadequate organizational support, leadership practices, individual attributes, and conflicts between work and personal life. Furthermore, burnout contributes to decreased productivity, lower work motivation, reduced quality of performance, and weakened organizational commitment, while simultaneously increasing absenteeism and turnover intentions. Preventive efforts can be enhanced through stronger organizational support, the implementation of work–life balance initiatives, supportive leadership, and the development of personal resources such as emotional intelligence, resilience, and self-efficacy. The results provide useful insights for organizations in designing human resource management strategies aimed at improving employee well-being and organizational effectiveness.
Copyright (c) 2026 Djaharani Djaneta, Jupita Mawardini, Andini Amalia Putri https://creativecommons.org/licenses/by/4.0
The Consumer Journey from Purchase Decision to Word of Mouth at Esperto Cafe
This study examines the influence of product quality on word of mouth (WOM) through the mediating roles of purchase decision and customer satisfaction at Esperto Cafe, Jakarta. Drawing on Watson’s Stimulus-Response (S-R) Theory and the Customer Satisfaction Model, this study employs a quantitative approach. Data were collected in December 2025 from 150 customers selected through purposive sampling and analyzed using SmartPLS 3. The findings indicate that product quality has a positive and significant effect on purchase decision, customer satisfaction, and WOM. Product quality also indirectly influences WOM through purchase decision, which emerges as the strongest mediating mechanism. However, customer satisfaction does not significantly affect WOM and fails to mediate the relationship between product quality and WOM. These findings suggest that, in the context of Jakarta’s urban specialty cafes, consumers’ recommendation behavior is driven more by actual purchasing experiences and repeated transactional behavior than by post-consumption satisfaction alone. The study contributes to the consumer behavior literature by extending Watson’s S-R Theory through a dual-mediation framework that simultaneously compares purchase decision and customer satisfaction as alternative pathways linking product quality to WOM. Managerially, the findings highlight the importance of maintaining consistent product quality and strengthening factors that encourage purchase decisions to stimulate positive consumer recommendations.
Copyright (c) 2026 Revalino Tigor Hasudungan, Rusman Efendi Sihombing, Wulandari Asri, Masrina Gultom https://creativecommons.org/licenses/by/4.0
Pengaruh Work Life Balance dan Perceived Organizational Support terhadap Kinerja Karyawan Generasi Z Kabupaten Batang
This study aims to analyze the influencework life balance, And perceived organizational supporton the performance of Gen Z employees in Batang Regency. This study uses a quantitative research method. The population in this study is Generation Z who are entering the productive age of the active workforce working in companies around Batang Regency. In this study, the number of samples used is 100 respondents. Based on the results of data processing using the SPSS program, the Adjusted R Square value is 0.540. This value indicates that 54.0% of the variation in Employee Performance can be explained by the variableWork Life Balance And Perceived Organizational SupportThe remaining 46.0% is influenced by other variables outside the research model, such as work motivation, job satisfaction, work environment, leadership, compensation, organizational culture, and other factors not examined in this study. Based on the results of the hypothesis test, the variableWork life balancehas a positive and significant impact on employee performance. When work and personal life balance are balanced, it will have an impact on improving employee performance.Perceived organizational supportIt also has a positive and significant impact on employee performance. This is proven by the fact that greater organizational or company support will motivate employees to improve their performance.
Copyright (c) 2026 Inka Nuromavita, Luthfi Arie Widzayanto https://creativecommons.org/licenses/by/4.0
Determinasi Profitabilitas Perbankan Swasta di Indonesia: Peran CAR, NPL, Inflasi, dan BI Rate
This study examines the influence of internal and external factors on the profitability of private commercial banks listed on the Indonesia Stock Exchange (IDX) during the 2019–2023 period. Internal factors include the Capital Adequacy Ratio (CAR) and Non-Performing Loans (NPL), while external factors consist of inflation and the benchmark interest rate (BI Rate). Profitability is measured using Return on Assets (ROA) to reflect asset management efficiency. Using a purposive sampling method, a sample of 7 banks under the KBMI 3 category was selected. Data were analyzed using panel data regression via the Panel Least Squares (PLS) approach. The findings reveal that CAR has a significant positive effect on ROA, whereas NPL exhibits a significant negative impact. Conversely, inflation and BI Rate show no significant partial effect on ROA. Simultaneously, all four independent variables significantly affect ROA, accounting for 85.67% of the variance. The study's novelty lies in evaluating these combined determinants within private banking post-pandemic. Strategically, banks must optimize capital structure and manage credit risk to sustain long-term profitability.
Copyright (c) 2026 Putri Marsella Zalianti, Lailatus Sa'adah https://creativecommons.org/licenses/by/4.0