JOURNAL OF BUSINESS STUDIES AND MANAGEMENT REVIEW
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PENGARUH SOCIAL MEDIA MARKETING DAN PROMOSI TERHADAP MINAT BELI KONSUMEN DITOKO ONOY BAKERY ARIZONA JAMBI
No full textThis study explores the influence of social media marketing and promotional strategies on consumer purchase intention at Onoy Bakery in Arizona, Jambi. In today’s highly competitive bakery industry, digital marketing plays a crucial role in attracting consumer interest. The research was conducted by gathering insights from consumers through questionnaires. The findings reveal that social media marketing has a strong impact on consumers' willingness to make a purchase, particularly through the use of engaging visual content, interactive communication, and platforms such as Instagram and TikTok. On the other hand, traditional promotional methods did not appear to significantly affect consumer interest. These results highlight that while social media marketing is an effective tool for increasing purchase intention, conventional promotional strategies may require further innovation to remain relevant. This study underscores the importance for businesses to adapt to digital trends in order to maintain consumer engagement and drive purchasing decisions.Penelitian ini mengeksplorasi pengaruh pemasaran media sosial dan strategi promosi terhadap minat beli konsumen di Onoy Bakery di Arizona, Jambi. Dalam industri roti yang sangat kompetitif saat ini, pemasaran digital memainkan peran penting dalam menarik minat konsumen. Penelitian ini dilakukan dengan mengumpulkan wawasan dari konsumen melalui kuesioner. Temuan tersebut mengungkapkan bahwa pemasaran media sosial memiliki dampak yang kuat terhadap kesediaan konsumen untuk melakukan pembelian, terutama melalui penggunaan konten visual yang menarik, komunikasi interaktif, dan platform seperti Instagram dan TikTok. Di sisi lain, metode promosi tradisional tampaknya tidak secara signifikan mempengaruhi minat konsumen. Hasil ini menyoroti bahwa meskipun pemasaran media sosial merupakan alat yang efektif untuk meningkatkan minat beli, strategi promosi konvensional mungkin memerlukan inovasi lebih lanjut agar tetap relevan. Studi ini menggarisbawahi pentingnya bagi bisnis untuk beradaptasi dengan tren digital untuk mempertahankan keterlibatan konsumen dan mendorong keputusan pembelian
PENGARUH STRATEGI SEGMENTING, TARGETING DAN POSITIONING (STP) TERHADAP VOLUME PENJUALAN PADA PT. BALIYONI SAGUNA DENPASAR
No full textThe purpose of this study was to determine the effect of segmenting, targeting and positioning strategies partially and simultaneously on sales volume at PT Baliyoni Saguna Denpasar which is an e-purchasing company, where the government of the island of Bali is a regular consumer of the company. This type of research is survey research with a quantitative research approach. The population in this study were employees of PT Baliyoni Saguna. This study used a sample of 30 respondents using purposive sampling technique, namely judgment sampling. The analysis techniques used are descriptive statistical analysis, multiple linear regression analysis, coefficient of determination, classical assumption test and hypothesis testing through t test and F test. The data collection technique was carried out by interview and distributing questionnaires via google form. The results showed that simultaneously segmenting, targeting and positioning strategies had a positive and significant effect on sales volume. Meanwhile, simultaneously segmenting and targeting strategies have a positive and significant effect on sales volume while positioning strategies have a negative and significant effect on sales volumeTujuan dari penelitian ini adalah untuk mengetahui pengaruh strategi segmenting, targeting dan positioning secara parsial dan simultan terhadap volume penjualan pada PT Baliyoni Saguna Denpasar yang merupakan perusahaan e-purchasing, dimana pemerintah pulau Bali menjadi konsumen tetap perusahaan tersebut. Jenis penelitian ini adalah penelitian survei dengan pendekatan penelitian kuantitatif. Populasi dalam penelitian ini adalah karyawan PT Baliyoni Saguna. Penelitian ini menggunakan sampel sebanyak 30 responden dengan menggunakan teknik purposive sampling yaitu judgement sampling. Teknik analisis yang digunakan adalah analisis statistik deskriptif, analisis regresi linier berganda, koefisien determinasi, uji asumsi klasik dan uji hipotesis melalui uji t dan uji F. Teknik pengumpulan data dilakukan dengan wawancara dan penyebaran kuesioner melalui google form. Hasil penelitian menunjukkan bahwa secara simultan strategi segmenting, targeting dan positioning berpengaruh positif dan signifikan terhadap volume penjualan. Sedangkan secara parsial strategi segmenting dan targeting berpengaruh positif dan signifikan terhadap volume penjualan sedangkan strategi positioning berpengaruh negatif dan signifikan terhadap volume penjualan
The INFLUENCE OF INFLUENCER MARKETING AND SOCIAL MEDIA MARKETING ON PURCHASE DECISIONS AT TEANOL CAFÉ, JELUTUNG BRANCH, JAMBI CITY
No full textThis study aims to determine the effect of Influencer Marketing and Social Media Marketing on Purchasing Decisions at Café Teanol, Jelutong Branch, Jambi City. This study uses quantitative methods and data collection techniques by distributing questionnaires using a Likert scale. The type of data used is primary data obtained from filling out questionnaires via Google Forms. The data analysis method used is multiple linear analysis using SPSS version 27. The sample in this study were consumers who made purchases at Café Teanol, Jelutung Branch, Jambi City, as many as 98 respondents with a purposive sampling method. The results show that Influencer Marketing and Social Media Marketing have a positive and significant effect on purchasing decisions both simultaneously and partially, and the variable that dominates in influencing is Influencer Marketing. Suggestions for Café Teanol Jelutung Branch are expected to improve and choose Influencers with more social media accounts to increase consumer trust, teanol is also expected to encourage consumers to share product posts on café teanol so that more people know about the posts, and teanol is expected to increase consumer satisfaction to have a good experience and will make consumers tell their experiences to potential consumers so that purchasing decisions occu
ENHANCING ENGAGEMENT IN QRIS ADOPTION: THE IMPACT OF EASE OF USE ON USAGE DECISIONS WITH TRUST AS A MEDIATING VARIABLE AMONG USERS IN JAMBI PROVINCE
No full textThis study examines the impact of ease of use on QRIS usage decisions, with trust as a mediating variable among users in Jambi Province. Employing a quantitative approach with a survey method, data were collected from 100 respondents and analyzed using Partial Least Squares (PLS). The findings reveal that ease of use has a positive and significant effect on user trust—individuals who perceive QRIS as easy to learn and operate tend to exhibit higher levels of trust. However, ease of use does not directly influence usage decisions. Instead, trust plays a crucial mediating role, significantly affecting users' decisions to adopt QRIS. These results highlight the necessity of enhancing usability and fostering trust to drive broader adoption.nThis study contributes to the existing literature by providing empirical evidence on the mediating role of trust in the relationship between ease of use and usage decisions in the context of digital payment adoption. The findings offer practical implications for policymakers, financial institutions, and QRIS developers in designing strategies that improve user experience and build trust to accelerate QRIS adoption. By addressing key factors influencing user decisions, this research supports the development of more effective digital payment ecosystems in Indonesia
PENGARUH EKSPEKTASI PENDAPATAN, PENGETAHUAN KEWIRAUSAHAAN DAN MINDSET WIRAUSAHA TERHADAP MINAT BERWIRAUSAHA PEGAWAI NEGERI SIPIL BADAN PENGELOLAAN KEUANGAN DAN PENDAPATAN DAERAH PROVINSI JAMBI
No full textThis study investigates the influence of income expectations, entrepreneurial knowledge, and entrepreneurial mindset on entrepreneurial intention among civil servants at the Regional Revenue and Financial Management Agency (BPKPD) of Jambi Province, Indonesia. Employing a quantitative approach with a descriptive-verificative design, the research utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis, processed using SmartPLS 3.0. Data were collected through structured questionnaires from a purposive sample of 156 respondents, determined using Slovin's formula from a total population of 296. The findings reveal that all three independent variables exert a statistically significant and positive effect on entrepreneurial intention. Income expectation (β = 0.302; t = 3.161; p < 0.01), entrepreneurial knowledge (β = 0.937; t = 9.754; p < 0.001), and entrepreneurial mindset (β = 0.347; t = 3.079; p < 0.01) significantly contribute to shaping entrepreneurial interest among civil servants. The model demonstrates a high explanatory power with an R-squared value of 0.976, indicating that 97.6% of the variance in entrepreneurial intention is explained by the model. These results underscore the importance of fostering entrepreneurial literacy, realistic income expectations, and a proactive entrepreneurial mindset in encouraging civil servant engagement in entrepreneurship. The study contributes to the literature by addressing a research gap concerning public sector entrepreneurship and provides practical implications for policy formulation aimed at promoting entrepreneurial development among state employees.Penelitian ini bertujuan untuk mengetahui pengaruh ekspektasi pendapatan, pengetahuan kewirausahaan, dan pola pikir kewirausahaan terhadap minat berwirausaha pegawai negeri sipil di Badan Pendapatan dan Pengelolaan Keuangan Daerah (BPKPD) Provinsi Jambi. Penelitian ini menggunakan pendekatan kuantitatif dengan desain deskriptif-verifikatif. Analisis data menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) yang diolah menggunakan SmartPLS 3.0. Pengumpulan data dilakukan melalui kuesioner terstruktur dari sampel purposive sebanyak 156 responden yang ditentukan menggunakan rumus Slovin dari total populasi sebanyak 296. Hasil penelitian menunjukkan bahwa ketiga variabel independen memberikan pengaruh positif dan signifikan secara statistik terhadap minat berwirausaha. Harapan pendapatan (β = 0,302; t = 3,161; p < 0,01), pengetahuan kewirausahaan (β = 0,937; t = 9,754; p < 0,001), dan pola pikir kewirausahaan (β = 0,347; t = 3,079; p < 0,01) berkontribusi secara signifikan dalam membentuk minat kewirausahaan di kalangan pegawai negeri sipil. Model tersebut menunjukkan daya penjelasan yang tinggi dengan nilai R-kuadrat sebesar 0,976, yang menunjukkan bahwa 97,6% varians dalam niat kewirausahaan dijelaskan oleh model tersebut. Hasil-hasil ini menggarisbawahi pentingnya menumbuhkan literasi kewirausahaan, harapan pendapatan yang realistis, dan pola pikir kewirausahaan yang proaktif dalam mendorong keterlibatan pegawai negeri sipil dalam kewirausahaan. Studi ini berkontribusi pada literatur dengan mengatasi kesenjangan penelitian mengenai kewirausahaan sektor publik dan memberikan implikasi praktis untuk perumusan kebijakan yang ditujukan untuk mempromosikan pengembangan kewirausahaan di kalangan pegawai negeri
MAINTAINING THE WORK ENVIRONMENT TO IMPROVE EMPLOYEE PERFORMANCE
No full textThe purpose of this research is to determine and analyze the impact of employee skills on the performance of ASN employees through the work environment, using it as a mediating variable in Jambi Province. The population consists of employees who are permitted to pursue higher education, totaling 412 people. Using the Slovin method, the number of samples in this study was calculated to be 81 people. Data analysis was conducted using Partial Least Squares (PLS) techniques, with measurements of the outer model and inner model. The results of the study indicate that employee skill, organizational commitment, and work environment influence employee performance directly, while employee skill and organizational commitment also influence the work environment. Indirectly, it shows that employee skill and organizational commitment influence employee performance through the work environment as a mediating variable
english
No full textThis study aims to examine the influence of flash sales and discount programs on impulsive buying, with positive emotions as a mediating variable, in the Shopee marketplace in Jambi. A quantitative approach was employed, with data collected through questionnaires distributed to 96 Shopee users in Jambi. The data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results indicate that the flash sale program does not have a significant effect on impulsive buying or positive emotions. In contrast, discount programs significantly influence both impulsive buying and positive emotions. Additionally, positive emotions have a significant impact on impulsive buying. While flash sales do not indirectly affect impulsive buying through positive emotions, discount programs do. These findings suggest that discount-based promotional strategies are more effective in driving impulsive purchases than flash sales. This study provides valuable insights for e-commerce businesses in designing more effective marketing strategies to enhance consumer engagement and sales performance.
Keywords: Flash Sale, discount, impulsive buying, positive emotions, marketplace Shopee
COMPETITIVE ADVANTAGE IMPROVEMENT MODEL OF PT. BANK PEMBANGUNAN DERAH JAMBI THROUGH DIGITAL LEADERSHIP AND ORGANIZATIONAL CULTURE MEDIATED BY INNOVATIVE WORK BEHAVIOR
No full textThis research aims toanalyzing the influence of digital leadership and organizational culture on the competitive advantage of Bank Jambi, through innovative work behavior. The research sample used was 242 respondents, taken using a simple random sampling technique. The types of data collected include primary data in the form of questionnaires on digital leadership, organizational culture, innovative work behavior, and competitive advantage, as well as secondary data in the form of other publications such as; books, journals and other documents related to the topic of this research. The data that has been collected is then analyzed using descriptive statistical analysis methods and verification analysis in the form of Partial Least Square (PLS). The results of the direct effect analysis prove that; (1) digital leadership and organizational culture directly have a significant effect on innovative work behavior, (2) digital leadership, organizational culture, and innovative work behavior directly have a significant effect on competitive advantage, (3) digital leadership indirectly has a significant effect on competitive advantage, through innovative work behavior, and (4) organizational culture indirectly has a significant effect on competitive advantage, through innovative work behavior. The results of this study have implications for efforts to improve innovative work behavior and competitive advantage of Bank Jambi, through a more adaptive corporate culture, as well as improving the quality of digital leadership, especially in terms of change management competencyPenelitian ini bertujuan untuk menganalisis pengaruh kepemimpinan digital dan budaya organisasi terhadap keunggulan bersaing Bank Jambi, melalui perilaku kerja inovatif. Sampel penelitian yang digunakan sebanyak 242 orang responden, yang diambil dengan menggunakan teknik simple random sampling. Jenis data yang dikumpulkan meliputi data primer yang berupa hasil isian kuesioner kepemimpinan digital, budaya organisasi, perilaku kerja inovatif, dan keunggulan bersaing, serta data sekunder berupa hasil publikasi lainnya seperti; buku, jurnal-jurnal dan dokumen lainnya yang ada hubungannya dengan topik penelitian ini. Data yang telah dikumpulkan kemudian dianalisis dengan menggunakan metode analisis statistik deskriptif dan analisis verifikatif berupa Partial Least Square (PLS). Hasil analisis direct effect membuktikan bahwa; (1) kepemimpinan digital dan budaya organisasi secara langsung berpengaruh signifikan terhadap perilaku kerja inovatif, (2) kepemimpinan digital, budaya organisasi, dan perilaku kerja inovatif secara langsung berpengaruh signifikan terhadap keunggulan bersaing, (3) kepemimpinan digital secara tidak langsung berpengaruh signifikan terhadap keunggulan bersaing, melalui perilaku kerja inovatif, dan (4) budaya organisasi secara tidak langsung berpengaruh signifikan terhadap keunggulan bersaing, melalui perilaku kerja inovatif. Hasil penelitian ini berimplikasi terhadap upaya peningkatan perilaku kerja inovatif dan keunggulan bersaing Bank Jambi, melalui budaya perusahaan yang lebih adaptif, serta peningkatan kualitas kepemimpinan digital khususnya dalam hal kompetensi manajemen perubaha
DIGITAL CONTENT STRATEGY: HOW SOCIAL PROOF INFLUENCES PURCHASING DECISIONS
No full textThe growth of the creative industry in Indonesia has become a pillar in the economy, this phenomenon has illustrated that human resources have the potential to be ready for competitiveness towards foreign countries. Marketing through online media has become an idol for business actors, in addition to being very easy to use, it is supported by small promotional costs. Managing information content on social media is very important, in addition to creating attraction, it also fosters consumer trust to choose to transact to buy a product. The objectives of this study are (1) To examine the influence of smart digital content marketing on purchasing decisions; (2) To examine the influence of smart digital content marketing on social proof; (3) To examine the influence of social proof on purchasing decisions; (4) To examine the role of social proof in mediating the influence of smart digital content marketing on purchasing decisions. The data analysis method used is Structural Equation Modeling (SEM) measurement using SmartPLS software. The results of the analysis show that Smart Digital Content Marketing has a positive and significant effect on Purchasing Decisions. In addition, Social Proof also has a significant effect on Purchasing Decisions and mediates the relationship between Smart Digital Content Marketing and Purchasing Decisions. This finding confirms the importance of the presence of social proof as a reinforcement of the effectiveness of digital marketing strategies in driving consumer purchasing decisions
English
No full textIn the present era, there has been a widespread global adoption of environmental consciousness, leading to a swift transformation in people's actions and attitudes. Observing this occurrence, companies are starting to adjust and incorporate environmental considerations into account by creating and producing environmentally sustainable products or services. One of the ways of contributing is by providing sustainable packaging options for their products. This article aims to examine the influence of green packaging and branding on the intention of Generation Z consumers in West Java to purchase Love Beauty and Planet items that are environmentally friendly. A digital survey was undertaken to gather data from 255 individuals. Subsequently, the questionnaire data was analyzed using Structural Equation Modelling (SEM) employing the Partial Least Squares (PLS) technique through SmartPLS 4. In the end, this study found that Gen Z in West Java sees green packaging and branding as a significant direct force towards green purchase invention. This study also found that green brand image is an important factor in driving green purchase intention. However, this study concentrates on a particular brand and customer profile. Therefore, future research can investigate different brands or specialized markets as the primary subject.Di era sekarang, kesadaran lingkungan telah diadopsi secara global yang mengarah pada transformasi cepat dalam tindakan dan sikap masyarakat. Melihat kejadian ini, perusahaan mulai menyesuaikan dan mempertimbangkan aspek lingkungan dengan menciptakan dan memproduksi produk atau jasa yang ramah lingkungan. Salah satu cara perusahaan berkontribusi adalah dengan memberikan pilihan kemasan berkelanjutan pada produknya. Artikel ini bertujuan untuk mengkaji pengaruh green packaging and branding terhadap niat konsumen Generasi Z di Jawa Barat untuk membeli produk Love Beauty and Planet yang ramah lingkungan. Survei digital dilakukan untuk mengumpulkan data dari 255 orang. Selanjutnya data kuesioner dianalisis menggunakan Structural Equation Modeling (SEM) dengan teknik Partial Least Squares (PLS) melalui SmartPLS 4. Penelitian ini menemukan bahwa Gen Z di Jawa Barat melihat green packaging and branding sebagai dorongan langsung signifikan terhadap green purchase intention. Studi ini juga menemukan bahwa green brand image merupakan faktor penting dalam mendorong green purchase intention. Namun, penelitian ini berkonsentrasi pada merek dan profil pelanggan tertentu. Oleh karena itu, penelitian di masa depan dapat menyelidiki berbagai merek atau pasar khusus lainnya sebagai subjek utama