Publikasi Universitas Mercu Buana
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The Role of Childhood Trauma in Marital Conflict: A Study on Wives
Get PDFThis study explores the role of childhood trauma in marital conflict among wives in Indonesia. Childhood trauma refers to negative experiences caused by physical or psychological abuse, neglect, or sexual assault. The primary objective of this study was to investigate how childhood trauma can predict marital conflict within households. A quantitative correlational design was used, involving 203 wives who had been married for at least one year, aged between 21 and 63 years. Data were collected using the Childhood Trauma Questionnaire and the Marital Conflict Questionnaire. Spearman’s rho correlation analysis revealed a significant positive relationship between childhood trauma and marital conflict. The more individuals experience childhood trauma, the higher the level of marital conflict. Significant correlations were found between childhood trauma and marital conflict frequency, conflict impact, and emotional impact, with emotional abuse being the strongest predictor. The findings also show that emotional abuse in childhood is the strongest predictor of emotional impact during marital conflicts. Therefore, this study emphasizes the importance of considering childhood trauma in understanding marital dynamics and its impact on conflict
DIGITAL MARKETING STRATEGY IN FENOMENA CAFE OF THEMED SPORTS AND MUSIC IN SUPPORTING LOCAL CREATIVITY
Get PDFDigital marketing plays a crucial role in integrating digital technologies to attract customers, especially through social media. This study aims to analyze the digital marketing strategy implemented by Fenomena Café, a café with a unique sports and music theme, in supporting local creativity. The research applies the RACE model by Dave Chaffey as the analytical framework and employs a constructivist paradigm with a qualitative descriptive method. Data were collected from three key informants (owner and social media officer) and three additional informants from the Fenomena Café community.The findings reveal that Fenomena Café successfully increased brand awareness (Reach) and audience engagement (Act) through creative content on social media platforms, such as Instagram and TikTok. However, the optimization of the conversion stage (Convert) and personalization of interactions remains a challenge. This study suggests implementing additional strategies, such as storytelling content, loyalty programs, and chatbot technology, to enhance the effectiveness of their digital marketing strategy. These strategies are expected to strengthen Fenomena Café’s position as a creative hub while fostering stronger relationships with local communities
AN EXPLORATION OF LOCAL BRAND DIGITAL COMMUNICATION STRATEGIES ON INSTAGRAM: A CASE STUDY OF @ERIGOSTORE’S USER ENGAGEMENT
Get PDFThis study analyzes the content strategy of the @erigostore Instagram account in increasing engagement on social media. In Indonesia's dynamic fashion industry, this research explores how Erigo utilizes Instagram to build relationships with consumers. A qualitative case study method is employed to explore visual communication strategies, audience interaction, and the utilization of Instagram features such as Stories, Reels, and influencer collaborations. The theoretical framework includes communication strategies, public relations, new media, and engagement concepts. Using a post-positivist paradigm, the findings indicate that creative and interactive content-based communication strategies significantly enhance Instagram engagement. Key contributing factors include consistent posting, the use of hashtags, and direct interaction, all of which help build a loyal digital community. Erigo implements its strategy through visual branding, captions, collaborations, and platform features. The discussion links findings with the AISAS model and Customer Engagement theory, analyzing how Erigo captures attention, builds interest, encourages search, triggers action, and facilitates experience sharing. The role of visual content, interaction, and collaboration in creating positive experiences and enhancing engagement is emphasized. The study concludes by providing insights into effective social media communication strategies in the local fashion industry and offers practical recommendations for brands to optimize digital communication.
Horor sebagai Strategi Branding: Studi Semiotika pada Iklan Burger Bros
Get PDFPenelitian ini bertujuan untuk mengkaji konstruksi makna horor dalam iklan Burger Bros edisi Halloween 2021 melalui pendekatan semiotik model Charles Sanders Peirce. Iklan ini memanfaatkan elemen visual seperti sosok Mak Lampir, warna gelap, tipografi tajam, serta copywriting hiperbolik bertajuk “Enak Banget, Bikin Pengen Meninggal”, yang kemudian memicu diskursus publik di ruang digital. Dengan pendekatan kualitatif dan strategi studi kasus tunggal, data dikumpulkan melalui dokumentasi visual, observasi netnografi, dan wawancara semi-struktural dengan sepuluh informan. Analisis dilakukan dengan menelaah relasi representamen, objek, dan interpretan dari setiap elemen tanda.Hasil penelitian menunjukkan bahwa iklan ini membentuk lapisan makna horor yang bersifat ambivalen dan kontekstual, mulai dari nostalgia budaya lokal, humor gelap, hingga kritik etis. Keempat elemen iklan bekerja secara sinergis membangun atmosfer horor yang tidak hanya visual, tetapi juga simbolik. Temuan ini menegaskan bahwa iklan adalah ruang negosiasi makna yang dipengaruhi oleh pengalaman dan latar budaya audiens. Secara teoretis, studi ini memperluas aplikasi semiotika Peirce dalam komunikasi pemasaran, dan secara praktis memberikan masukan strategis bagi perancang iklan yang hendak mengeksplorasi tema-tema ekstrem secara sensitif dan kontekstual
The Behavioral Finance Perspective on MSMEs: Impact of Digital Finance, Financial Literacy, and Financial Inclusion
Get PDFThis study aims to analyze the influence of Digital Finance, Financial Literacy, and Financial Inclusion on the financial management behavior of MSME actors in Bandar Lampung City. The research method used is quantitative, with data collected through surveys using questionnaires as the research instrument. The population in this study includes all MSMEs in Bandar Lampung City, with a sample of 105 MSME actors who meet the criteria as recipients of People’s Business Credit (KUR) or members of savings and loan cooperatives, have been operating for at least one year, and reside in Bandar Lampung City. The sample was determined using Hair’s formula, with a sampling technique based on purposive sampling, which is part of Non-Probability Sampling. Data analysis was conducted using Partial Least Square (PLS).The results indicate that Digital Finance, Financial Literacy, and Financial Inclusion positively influence financial management behavior. Digital Finance enhances transaction efficiency and financial recording accuracy, Financial Literacy assists in budget management and investment planning, while Financial Inclusion expands access to formal financial services. The implications of this study emphasize the importance of financial education and broader access to digital financial services to enhance the sustainability of MSMEs
Driving Corporate Sustainability Through A Green HRM, Employee Engagement, and Green Innovation at PT GHP
Get PDFAchieving sustainable economic growth while reducing environmental damage presents a significant challenge in the era of globalization and technological advancements. As primary contributors to greenhouse gas emissions, industries hold a pivotal position in advancing global initiatives aimed at meeting Sustainable Development Goals (SDGs). This study investigates the influence of Green Human Resource Management (GHRM) and Employee Engagement on Corporate Sustainability, with Green Innovation serving as a mediating variable on PT GHP. In this study, the researcher used a quantitative research type. The research model was analyzed using partial least squares structural equation modeling (PLS-SEM) with the Smart-PLS software, based on a sample of 56 respondents. The findings of this study reveal that GHRM and Employee Engagement have a positive and significant influence on Corporate Sustainability and Green Innovation. Furthermore, Green Innovation mediates the relationship between GHRM and Corporate Sustainability, while its mediating role on Employee Engagement is not statistically significant
Rancang Bangun Website Knowledge Management System Akreditasi Dan Repository Dokumen Mutu Universitas Mercu Buana Menggunakan Metode SDLC
Get PDFPendidikan tinggi di Indonesia mengalami transformasi dan peningkatan kualitas sebagai respons terhadap tuntutan global. Fokus utama adalah pada akreditasi perguruan tinggi sebagai penilaian formal terhadap mutu pendidikan. Akreditasi menjadi kunci dalam memastikan bahwa lembaga pendidikan memenuhi standar tertentu dan memberikan kontribusi signifikan. Universitas Mercu Buana, sebagai universitas swasta terakreditasi unggul, bertanggung jawab menjaga dan meningkatkan kualitas pendidikan dengan mempertahankan tingkat akreditasi pada semua program studi. Proses akreditasi melibatkan pengumpulan, penyusunan, dan pemeliharaan informasi terkait kriteria akreditasi. Oleh karena itu, diperlukan sistem manajemen pengetahuan yang efisien dan repository dokumen mutu untuk mendokumentasikan informasi secara terstruktur. Keberhasilan perguruan tinggi tidak hanya bergantung pada akreditasi, tetapi juga pada kemampuan dalam mengelola pengetahuan secara efektif. Penerapan metode SDLC dalam pembangunan website Knowledge Management System menjadi penting untuk memastikan pengembangan sistem yang terorganisir, efisien, dan sesuai dengan kebutuhan pengguna. Penelitian ini bertujuan untuk merancang dan membangun website Knowledge Management System dan repository dokumen mutu yang mendukung proses akreditasi di Universitas Mercu Buana, dengan memanfaatkan metode SDLC sebagai landasan pengembangan sistem yang terstruktur dan efektif. Implementasi sistem ini diharapkan dapat meningkatkan efisiensi, akurasi, dan kehandalan dalam pengelolaan informasi terkait akreditasi
Analysis of PT. Siantar Top, Tbk Financial Statements for The Period 2021-2023 as an Effort To Measure Company Financial Performance
Get PDFIncreasingly fierce competition in the snack food industry is driving companies to continuously improve their financial performance. One important indicator in evaluating a company's performance is the financial statement, which contains information about the company's financial position, operational performance, and changes in financial condition. This research aims to assess the financial performance development of PT. Siantar Top, Tbk during the period from 2021 to 2023, focusing on profit growth and the analysis of four types of financial ratios: liquidity, solvency, activity, and profitability ratios. The method used in this study is qualitative descriptive analysis using secondary data obtained from the company's financial statements over the past three years. The research results indicate that PT Siantar Top demonstrates excellent financial performance with sustainable growth in assets, equity, and profits. Prudent liquidity and debt management, combined with improved profitability, position the company well to face industry challenges and compete with other players in the snack food sector
Comparison of Capital Structure Between Multinational and Domestic Company in The Fast-Moving Consumer Goods Sector For The Period 2020-2022
Get PDFThis study aims to analyze the capital structure and capital budgeting of two companies, namely UNVR and INDF, in the context of investment decisions during the period 2020-2022. The analysis methods used include normality tests, homogeneity tests, and t-tests to compare financial variables, namely Debt to Equity Ratio (DER), Debt Ratio (DR), Equity Ratio (ER), and Dividend Yield (DY). The normality test results show that all variables are normally distributed. The homogeneity test indicates that the variances between groups are homogeneous. The t-test results indicate that there are significant differences between the DER, DR, and ER of the two companies, with UNVR having higher DER and DR, while INDF has a better ER. However, there is no significant difference for DY, despite INDF's higher dividend yield. These findings offer substantial assistance to investors in considering investment decisions based on the capital structure and dividend policies of both companies
The Influence of Free Cash Flow and Firm Size on Firm Value: Mediation of Debt Policy
Get PDFFirm value is defined as the investor's view of the company's level of success in managing company resources. This research was conducted to analyze the influence of free cash flow and company size on company value with debt policy as an intervening variable. The population in this study was transportation and logistics sector companies registered on the IDX using purposive sampling. The sample used in this research was 17 companies. The way to test the influence between variables is to test panel data regression analysis and path analysis. The research results show that free cash flow and company size do not affect company value. Free cash flow and company size do not affect debt policy. The intervening variable, debt policy, cannot mediate the influence of free cash flow and company size on debt policy. Companies in the transportation and logistics sector need to increase their free cash flow and optimize their asset numbers to attract investors' attention, which can influence investment decisions and indicate an increase in company value