Abstract:The purpose of this study is to examine how product quality influences consumers' decisions to buy electric cars in Makassar City, using brand image as a mediating factor. The swift expansion of electric vehicle adoption…
necessitates a comprehensive understanding of the factors influencing customer purchasing behavior in this nascent sector. A quantitative methodology utilizing an explanatory study design was implemented to examine the causal links among the variables. The population comprised consumers who had acquired or utilized electric vehicles in Makassar City, while the precise population size remained unspecified. A purposeful non-probability sampling strategy was employed, resulting in 105 respondents who completed a structured online questionnaire sent using Google Forms. The data were analyzed utilizing SEM-PLS with SmartPLS to investigate both direct and indirect effects among the constructs. The findings demonstrate that product quality positively and significantly impacts purchase decisions, product quality positively and significantly influences brand image, and brand image positively and significantly affects purchase decisions. Additionally, brand image serves as a partial mediator in the correlation between product quality and purchasing decisions. The findings indicate that superior product quality in electric vehicles is more influential in influencing purchasing decisions when it concurrently cultivates a favorable brand image in consumers' perceptions, thus offering strategic insights for manufacturers and distributors in formulating marketing strategies that enhance both product quality and brand image.
Abstract:The aviation sector is vital for improving national connections and influencing a nation's reputation. Garuda Indonesia is the national airline of Indonesia that faces the challenge of maintaining the corporate image amid…
d competition and rapid digital innovation. Social media, especially Instagram, has become an important medium to improve digital branding and interact with consumers. This study seeks to analyze the impact of brand performance, brand relationship, and brand personality on corporate image via Instagram as a digital branding platform. This research is using quantitative methodology with survey technique with purposive sampling. Multiple linear regression analysis wasperformed on data of 142 Instagram followers of Garuda Indonesia. The findings indicate that brand performance, brand relationship, and brand personality exert positive and significant influences on corporate image, both individually and collectively. Brand personality was the most influential of these elements. The coefficient of determination (R²) was 0.583, which means that the model explains 58.3% of the variance in corporate image. Results show the relevance of integrating functional, emotional and symbolic dimensions in digital branding, with brand personality being a central factor in shaping corporate image.
Abstract:This study aims to analyze the influence of electronic word of mouth (eWOM) on online purchase decisions on the Shopee platform through the Systematic Literature Review (SLR) approach combined with bibliometric analysis.…
This study systematically examined various relevant scientific articles from reputable databases over a period of time to identify research trends, collaboration patterns, and developments of eWOM concepts in the context of e-commerce. The literature selection process was carried out using strict inclusion and exclusion criteria to ensure the quality and relevance of the studies analyzed. Furthermore, bibliometric analysis is used to map influential keywords, authors, and citation networks in this topic. The results showed that eWOM had a positive and significant influence on online purchasing decisions, which were mediated by trust factors, risk perception, information quality, and source credibility. In addition, it was found that the trend of eWOM research on the Shopee platform has increased significantly in line with the development of digital commerce and online review-based consumer behavior. This research contributes to enriching the literature review related to eWOM and provides practical implications for business people in optimizing digital marketing strategies based on consumer reviews.
Abstract:The current study addresses the impact of entrepreneurial orientation, innovation capability, market orientation, and networking capability on business sustainability in small and medium enterprises (SMEs). The contribution…
ion of SMEs to economic development is important; however, sustainability in these entities can be threatened by resource scarcity and rapidly changing environments in markets. The current study adopts a quantitative approach that entails data collection using a structured questionnaire targeting owners and managers in SMEs. The collected data were analyzed through statistical methods to analyze the relationship among study variables. The results of this study indicate that entrepreneurial orientation, innovation capability, market orientation, and networking capability are positive and influential factors in improving business sustainability in SMEs. Market orientation and innovation capability have higher influences on sustainability in SMEs than other factors since customer-centric approaches and innovation have playing crucial roles in ensuring sustainability in business operations for these entities. This study is an important addition to existing theories since this research adopts an integrated approach within strategic capabilities for improved adaptability and sustainability of SMEs in competitive markets
Abstract:In recent years, the housing market has faced significant challenges, including fluctuating prices and declining sales. To solve this issue, there was an increasing need for more sophisticated methods to predict housing…
prices accurately. This study aimed to provide real estate marketers with a tool to enhance their pricing tactics and mitigate the decline in home sales by predicting house prices using machine learning techniques. Several parameters were considered in this study, such as location, number of bedrooms, number of bathrooms, land area, building area, and number of carports. Linear regression and neural network methods were used to develop predictive models. The findings showed that the neural network method was more accurate than linear regression, which made it a better tool for real estate pricing strategies, with land area and number of carports being the most influential aspects in house price prediction.
Abstract:This study aims to examine the influence of marketing content dimensions—namely product content, service content, advertising content, and brand culture—on customer loyalty toward Spotify, which encompasses cognitive, affective,…
, affective, conative, and action loyalty. A quantitative research approach was employed, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) and bootstrapping techniques, with data collected from 145 Spotify users through an online survey. The findings reveal that not all marketing content dimensions exert a significant impact on every facet of customer loyalty. Service content and brand culture emerged as the most influential factors in driving action and conative loyalty, whereas product content predominantly affected cognitive and affective loyalty. This research underscores the critical need for tailored content strategies to effectively foster specific types of customer loyalty within the digital streaming service context. The managerial implications of these results provide a foundation for developing more effective, user experience-oriented marketing content strategies.
Abstract:This study aims to determine and analyze employee work motivation at PT Bumi Karsa Makassar In connection with this, how employees can work as well as possible and employees have high motivation in completing work with the…
he provision of compensation. So against this, this study aims to show the significance of the effect of compensation on employee work motivation. The population in this study were all employees of PT Bumi Karsa Makassar who received compensation in the form of salary, bonuses, and health benefits, totaling 60 people. The number of samples used was 60 people using saturated sampling theory. Data collection was carried out using questionnaire and documentation methods. The data analysis technique used is multiple linear regression analysis using Statistical Product and Service Solution (SPSS). The multiple linear regression equation produces the equation Y = 0.165 + 0.032X1 + 0.961X2. The results of this study found that compensation variables (financial and non-financial compensation) simultaneously affect work motivation and the F-Count value (4566,330) > F-Table (3.16). The results of the correlation analysis of determination (R Square) of 0.994 which shows that the compensation variable is able to contribute 99.4%. 0.6% is influenced by other variables not examined. The most dominant variable affecting motivation is the non-financial compensation variable among the two compensation variables with a t-count value (48.056) > t-table (1.672). While the financial compensation variable is influential but not significant with a t-count value (1.205) < t-table (1.672).
Abstract:Development is a continuous process of qualitative change towards maturity, marked by increased organ function, cognitive, emotional, motoric, and behavioral abilities. Early adulthood is a period of human development from…
om adolescence to adulthood. Early adulthood begins between the ages of 16 and 40. In the human lifespan, adulthood plays an important role as a phase in which individuals experience various changes and adjustments. In this developmental process, several possible behavioral changes are very influential, including hedonism. The view of hedonism is often associated with consumptive and hedonistic behavior. People who adhere to hedonism will always seek ways to obtain pleasure, whether material, physical, or spiritual pleasure. Related to the increasingly advanced world of education, various learning models are implemented as an effort to adapt to the times. One of them is the deep learning learning model, deep learning is a pedagogical approach that focuses on understanding substantial concepts in depth, not just the breadth of material, through meaningful, conscious, and enjoyable (holistic) learning experiences. This study aims to analyze how hedonism in the application of the deep learning learning model influences the development of students' early adulthood, using qualitative descriptive methods. The research results show a significant influence between hedonistic attitudes in the application of deep learning and early adulthood development, as seen through observations and interviews conducted directly during the learning process. One observation revealed that students appeared relaxed and enjoyed group assignments, as some paid to be relieved of responsibility for completing them.
Abstract:This study explores the role of brand image, price, promotion, and distribution channels in shaping consumer purchasing decisions for domestically produced industrial LED lighting products. A quantitative research approach…
ch was employed using a survey method, with data analyzed through multiple linear regression. The findings indicate that the proposed model is statistically significant, demonstrating that all marketing mix elements jointly influence purchasing decisions. Each variable also shows a positive and significant individual effect, with distribution channels emerging as the most influential factor in driving consumer decisions. This suggests that ease of access, product availability, and effective distribution play a critical role in the adoption of industrial LED products. The novelty of this research lies in empirically integrating marketing mix factors within the context of domestically manufactured LED products, an area that has received limited scholarly attention. The study offers practical implications for manufacturers, emphasizing the importance of strengthening distribution strategies and aligning pricing and promotional efforts to enhance consumer purchasing decisions
Abstract:The topic of this research is Human Resources. This study aims to determine the effect of job engagement (X1), job satisfaction (X2), and work motivation (X3) on employee performance (Y) at PT. AJS Indoraya Nusantara in…
Balikpapan. Data were collected using a questionnaire administered to all 34 employees. The analysis tool used was multiple linear regression with the help of SPSS software.All questions were found to be valid and reliable. A multiple regression analysis was then conducted, and the results showed that X1, X2, and X3 had a significant effect, both partially and simultaneously.
From the resulting regression equation, Y = 5.528 + 0.475 X1 + 0.278 X2 + 0.225 X3, it can be seen that the independent variable, work engagement (X1), is the most influential variable on employee performance (Y) compared to job satisfaction (X2) and work motivation (X3).