Jurnal terbitan UBD (Universitas Buddhi Dharma)
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The Influence of Self-Control, Social Pressure, and Promotional Strategies on the Consumer Behavior on Pay Later Consumer Behavior with Financial Literacy as a Moderation
Full text linkThe rapid development of financial technology has led to a significant increase in the use of pay-later services, in Indonesia, offering transactional convenience but also raising concerns over rising consumerist behavior. This study aims to analyze the influence of self-control, social pressure, and promotional strategies on the consumptive behavior of pay later users, with financial literacy serving as a moderating variable. A quantitative research approach was employed, using questionnaires distributed to active pay later users in West Jakarta. Data were analyzed using multiple linear regression and moderated regression analysis (MRA). The findings are expected to demonstrate that self-control negatively affects consumptive behavior, while social pressure and promotional strategies have a positive influence. Furthermore, financial literacy is predicted to moderate these relationships by weakening both the negative and positive effects. The study provides theoretical and practical insights into understanding consumer behavior in digital finance, emphasizing the importance of financial literacy in promoting responsible spending
The Role of Purchase Intent in the Relationship of Brand Awareness and Brand Loyalty in E-Wallet Users
Full text linkThe development of non-cash transactions in Indonesia shows significant growth in line with the increasing use of the internet and digital technology. One of the prominent innovations is digital wallet (e-wallet) services such as OVO, GO-PAY, and DANA which now dominate the national market. This study aims to analyze the impact of brand awareness on brand loyalty through purchase intentions in e-wallet users. The study used a quantitative approach with a survey method and the distribution of questionnaires to 120 respondents in Tangerang City. The data was analyzed using Structural Equation Modelling (SEM) based on Partial Least Square (PLS) by testing the outer model, inner model, and mediation analysis through the Variance Accounted For (VAF) method. The results of the study show that brand awareness has a significant effect on brand loyalty and purchase intent. Meanwhile, purchase intent acts as a partial mediating variable between brand awareness and brand loyalty. These findings reinforce the importance of e-wallet companies' strategies in building brand awareness to drive repeat purchase intent which ultimately increases brand loyalty. This research also provides practical implications for e-wallet providers to focus on consistent marketing communication strategies, as well as theoretical for the development of literature on consumer behavior in the digital age
The Influence Of Digital Culture And Digital Leadership On Innovation Capabilities With Digital Capabilities As A Mediation Variable
Full text linkMicro, Small, and Medium Enterprises (MSMEs) are productive business activities owned by individuals or business entities that meet certain criteria based on the amount of assets and annual turnover. MSMEs play a strategic role in the Indonesian economy because they absorb a large portion of the workforce and are the backbone of economic activity. This study aims to analyze the effect of digital culture, digital leadership, and innovation capabilities, with capabilities as a mediating variable. The sample size for this study was 200 respondents who were MSME actors. The method used was purposive sampling by distributing questionnaires online and offline. Data were analyzed using the SEM-PLS model through SmartPLS 4 software
REPRESENTASI STRATEGI MARKETING DALAM DRAMA KOREA “ITAEWON CLASS” (STUDI SEMIOTIKA ROLAND BARTHES TERHADAP KARAKTER JO YI SEO)
No full textPenelitian ini bertujuan untuk mengidentifikasi strategi pemasaran yang direpresentasikan oleh karakter Jo Yi Seo dalam drama Itaewon Class. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teori semiotika Roland Barthes yang menganalisis tanda melalui tiga tahapan, yaitu denotasi, konotasi, dan mitos. Drama Itaewon Class terdiri atas 16 episode, namun peneliti hanya memilih 9 adegan yang dianggap mampu memberikan gambaran yang representatif terkait strategi pemasaran yang dilakukan oleh karakter Jo Yi Seo. Hasil penelitian menunjukkan bahwa karakter Jo Yi Seo dalam drama Itaewon Class merepresentasikan berbagai strategi pemasaran, di antaranya pemasaran digital, peningkatan kualitas layanan, inovasi dan eksplorasi menu, serta promosi melalui media sosial
STRATEGI KOMUNIKASI PEMASARAN VARIASI 99 MOTOR DALAM MENINGKATKAN PENJUALAN MELALUI E-COMMERCE SHOPEE
Full text linkPenelitian ini membahas Strategi Komunikasi Pemasaran Variasi 99 Motor Dalam Meningkatkan Penjualan Melalui E-Commerce Shopee. Selama menggunakan Shopee, Variasi 99 Motor sempat mengalami penurunan penjualan yang diakibatkan oleh beberapa faktor. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan teknik analisis data berupa wawancara, observasi, dan dokumentasi. Teori yang penulis gunakan adalah Komunikasi Pemasaran, Bauran Pemasaran 4Ps, E-Commerce, Penjualan, dan AISAS. Hasil penelitian menunjukkan bahwa pemanfaatan fitur Shopee seperti Shopee Live dan Shopee Video, dan promosi penjualan memberikan voucher dan gratis ongkir berhasil meningkatkan penjualan
Dinamika Dinamika Persahabatan dan Konflik Karakter Utama Dalam Film Snowtime
No full textAvailable online 2025 This study analyzes how Sigmund Freud's concepts of Id, Ego, and Superego shape the personalities and actions of the main characters in the 2015 children's movie, Snowtime! Using a qualitative descriptive approach, the study explores the movie's narrative and dialogue, supported by secondary data the primary focus is on the character of Luke, whose obsession with winning a massive snowball battle reflects the struggle between his primitive Id and his developing Superego, mediated by his Ego. The findings demonstrate that this psychoanalytic framework not only shapes Luke's character arc transforming him from an impulsive child to a more morally conscious individual after he faces the consequences of his actions but also enriches our understanding of character complexity. Overall, this research confirms the continued relevance of Freudian theory in movie analysis and children's psychological development.Penelitian ini menganalisis bagaimana konsep Sigmund Freud tentang Id, Ego, dan Superego membentuk kepribadian dan tindakan karakter utama dalam film anak-anak tahun 2015, Snowtime! Menggunakan pendekatan deskriptif kualitatif, penelitian ini mengeksplorasi narasi dan dialog film, didukung oleh data sekunder. Fokus utama adalah pada karakter Luke, yang obsesinya untuk memenangkan pertempuran bola salju besar mencerminkan perjuangan antara Id primitifnya dan Superego-nya yang sedang berkembang, yang dimediasi oleh Ego-nya. Temuan menunjukkan bahwa kerangka kerja psikoanalitik ini tidak hanya membentuk alur karakter Luke mengubahnya dari anak yang impulsif menjadi individu yang lebih sadar moral setelah ia menghadapi konsekuensi dari tindakannya tetapi juga memperkaya pemahaman kita tentang kompleksitas karakter. Secara keseluruhan, penelitian ini menegaskan relevansi berkelanjutan dari teori Freudian dalam analisis film dan perkembangan psikologis anak
ANALISIS DIGITAL BRANDING PADA MEDIA SOSIAL INSTAGRAM @SAI.RAMEN
Full text linkPenelitian ini bertujuan untuk menganalisis strategi digital branding yang diterapkan oleh SAI Ramen melalui akun Instagram @sai.ramen dalam membangun identitas merek dan persepsi konsumen. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan paradigma konstruktivisme, serta memanfaatkan teori Uses and Gratifications dari McQuail dan konsep digital branding dari Rowley sebagai landasan teori. Data diperoleh melalui observasi konten, wawancara dengan pengelola akun dan pemilik merek, serta dokumentasi unggahan media sosial. Hasil penelitian menunjukkan bahwa SAI Ramen menerapkan gaya visual yang konsisten, komunikasi yang santai dan interaktif, serta memanfaatkan fitur Instagram seperti feed, reels, dan story untuk meningkatkan engagement dengan audiens. Strategi ini berhasil menciptakan citra brand yang kuat, modern, dan dekat dengan audiens muda urban. Kesimpulan dari penelitian ini menegaskan bahwa keberhasilan digital branding tidak hanya ditentukan oleh visual estetika, tetapi juga oleh kedekatan emosional yang dibangun melalui interaksi dua arah dan konsistensi pesan di media sosial
ANALISIS POLA KOMUNIKASI ORGANISASI PADA DIVISI ACCOUNTING TAX PT BORDEN EAGLE INDONESIA DALAM MENINGKATKAN KUALITAS KINERJA
Full text linkPenelitian ini bertujuan untuk menganalisis Pola Komunikasi organisasi di Divisi Akuntansi Pajak PT. Borden Eagle Indonesia dan perannya dalam meningkatkan kualitas kinerja. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif, menggunakan wawancara mendalam dan observasi yang dilakukan selama magang. Temuan penelitian mengungkapkan bahwa pola komunikasi dalam divisi tersebut fleksibel, adaptif, dan selaras dengan kebutuhan kerja, meskipun tidak terikat oleh prosedur formal yang kaku. Pola komunikasi yang diterapkan adalah pola bintang, yang memungkinkan setiap anggota memiliki akses yang sama dalam bertukar informasi. Faktor pendukung utama meliputi keterbukaan, kenyamanan, dan hubungan kerja yang harmonis, sedangkan hambatannya terdiri dari perbedaan persepsi, gaya komunikasi individu, dan potensi kesalahpahaman antar-divisi. Penelitian ini menekankan bahwa komunikasi yang intensif dan efektif meningkatkan koordinasi, mempercepat penyelesaian masalah, dan mendukung pencapaian kinerja yang optimal. Oleh karena itu, pola komunikasi organisasi memainkan peran strategis dalam menciptakan lingkungan kerja yang kolaboratif, responsif, dan produktif
Design and Implementation of an Integrated Internal Collaboration and Communication Platform Using the SDLC Waterfall Method
Full text linkCollaboration and communication platforms play a critical role in supporting modern organizations, particularly those operating in hybrid and remote working environments. These platforms enhance workflow efficiency, improve coordination across teams, and facilitate seamless information exchange. This study aims to design and implement an integrated internal collaboration and communication system that unifies chat, discussion forums, file sharing, and internal video conferencing within a single platform. The system was developed using the Software Development Life Cycle (SDLC) with the Waterfall model, which includes requirement analysis, system design, implementation, and testing phases. Data collection was conducted through direct observation and structured interviews to identify user needs and determine system requirements. Functional testing was carried out to assess system performance, interface responsiveness, and feature reliability. The results indicate that all major functionalities work effectively, including real-time messaging, collaborative document editing, centralized file management, and virtual meeting capabilities. Overall, the proposed platform enhances coordination efficiency, reduces data fragmentation, and minimizes reliance on external third-party applications. This research provides a comprehensive and structured blueprint for developing integrated internal collaboration systems that support effective communication and centralized information management within organizational environments
Machine Learning Approaches to Workplace Mental Health: Predicting Treatment-Seeking Behavior Using the OSMI Dataset
Full text linkEmployee mental health is increasingly recognized as essential for sustainable organizational performance, particularly in technology sectors where work intensity and psychological strain are prevalent. This study leverages machine learning to identify predictors of treatment-seeking behavior using the Open Sourcing Mental Illness (OSMI) dataset, which includes 1,387 anonymized responses from the 2014 OSMI survey. The survey examines employees’ experiences and perceptions of mental health in the global tech industry. Through data cleaning and encoding, key factors influencing help-seeking behavior were identified, including family history of mental illness and work interference due to psychological distress. Two machine learning models, Decision Tree and K-Nearest Neighbour (KNN), were employed for prediction. The Decision Tree model achieved an accuracy of 73%, while KNN attained 100%, suggesting high predictive power, albeit with potential overfitting risks. These findings align with recent studies promoting the integration of AI-driven analytics in workplace wellness programs to detect hidden behavioral trends and enable early interventions. The results demonstrate that machine learning models can offer valuable insights into employee well-being and preventative strategies. Future research should focus on incorporating larger, more diverse datasets and adopting explainable AI (XAI) techniques to enhance interpretability, fairness, and trust in predictive systems for mental health in the workplace