Abstract:This study aims to analyze the implementation of Buddhist spiritual leadership in the Indonesian Buddhayana Council (MBI) of Lampung Province. Spiritual leadership in Buddhist teachings emphasizes the values of compassion,…
n, wisdom, exemplary behavior, and selfless service. The research method employed a qualitative approach, phenomenology, with data collection techniques through in-depth interviews, observation, and documentation studies. This research was conducted with the leadership of the MBI of Lampung Province. The results indicate that leadership in the MBI of Lampung Province, through an understanding of Buddhayana values and humanistic Buddhism, maintains internal organizational harmony, increases congregation participation, and strengthens the socio-religious role. However, challenges arise in the form of limited in-depth understanding of spiritual values and administrative pressures that can shift the focus of leadership. In conclusion, Buddhist spiritual leadership in the MBI of Lampung Province is relevant for adaptation as an organizational management model that combines spiritual values and managerial effectiveness.
Abstract:Cleaning service staff working in laboratories are at high risk of exposure to hazardous materials. The use of personal protective equipment (PPE) is a crucial step in preventing occupational accidents. However, the level…
l of compliance with PPE usage varies and is influenced by the knowledge and attitude of the staff. This issue highlights the need to understand the relationship between the knowledge and attitudes of cleaning service staff and their compliance with the use of PPE. This study employed an analytical design with a cross-sectional approach. A total of 58 cleaning service staff participated as respondents, selected through total sampling. Data were collected using a structured questionnaire and analyzed using the chi-square test. The results showed that 60.3% of respondents had good knowledge regarding the use of PPE, while 73% had a positive attitude toward its usage. The chi-square test revealed a p-value of 0.03 (<0.05), indicating a significant relationship between attitude and compliance with PPE usage among cleaning service staff. The chi-square test for the relationship between knowledge and compliance yielded a p-value of 0.01 (<0.05), indicating a significant relationship between knowledge and compliance. The findings indicate that the knowledge of cleaning service staff positively correlates with their compliance in using PPE. Staff members with good knowledge were more likely to comply with PPE usage. Adequate knowledge enables staff to understand laboratory risks and the benefits of PPE in preventing exposure to hazardous materials, thereby encouraging safer behavior, promoting communication among staff, reminding one another, and embedding safety values into daily work routines.
Abstract:This study aims to analyze the role of Instagram as a digital marketing communication medium in promoting the Tajur Katineung natural tourist attraction, and to identify the application of artificial intelligence (AI) in…
supporting this marketing strategy. The method used is descriptive qualitative with a case study approach. Data were collected through direct observation of the Instagram account @tajurkatineung, digital insight documentation, and literature studies related to digital marketing, social media, and AI. The results show that Instagram has a strategic role in increasing the visibility and appeal of Tajur Katineung through its feed, story, and reels features. However, its utilization is still less than optimal in terms of content strategy, branding consistency, and audience engagement. AI technology is considered to have great potential in analyzing audience behavior and content effectiveness in real-time. Unfortunately, the use of AI is still very limited due to the lack of digital literacy among managers. From a media communication perspective, the @tajurkatineung account shows potential as a two-way media that allows direct interaction with the audience and forms a positive perception of the local tourist destination. This study recommends increasing the digital capacity of managers through training in the use of AI and content strategy, as well as collaboration with influencers and the use of Instagram Ads. This research provides theoretical contributions to the study of digital communication and social media-based marketing, as well as practical benefits for tourism actors in optimizing destination promotion strategies with the support of digital technology.
Abstract:This study examines the impact of four key marketing variables product quality, price, persuasive communication, and incentives on brand image and purchasing decisions among medical practitioners in Cilegon, Indonesia. Drawing…
rawing on a sample of 225 physicians, dentists, and pharmacists, data were collected via an online Likert‐scale questionnaire and analyzed using confirmatory factor analysis and structural equation modeling (SEM). Results indicate that product quality and incentives exert statistically significant positive effects on brand image (β = 0.284, p = 0.011; β = 0.291, p = 0.003, respectively), while price and persuasive communication do not achieve significance. Furthermore, incentives also demonstrate a significant positive influence on purchase decisions (β = 0.206, p = 0.047), whereas other independent variables, including brand image, fail to show a direct effect. Model fit indices (CMIN/DF = 1.122; GFI = 0.90; RMSEA = 0.016; p = 0.061) confirm an overall good fit. These findings underscore the critical role of maintaining high product standards and ethical incentive programs in strengthening brand perception and stimulating purchase behavior in a competitive pharmaceutical landscape. Theoretical contributions include the integration of marketing, consumer behavior, and brand management theories within a single SEM framework. Practically, pharmaceutical firms operating in emerging markets should prioritize consistent quality assurance and transparent incentive mechanisms to enhance both brand equity and sales performance.
Abstract:The growth of the cosmetics industry in Indonesia is influenced by the increasing demand for beauty products. One of the contributing factors to this trend is a common issue faced by women, especially Gen Z, which is dull…
l skin. One of the most purchased beauty products by Gen Z is facial serum. The aim of this research is to examine the influence of Negative EWOM (Electronic Word of Mouth) and variety seeking on brand switching behavior, with customer engagement as an intervening variable for Scarlett facial serum among Gen Z consumers. This study employs a quantitative approach with descriptive and causal research methods. Data collection is done through a questionnaire survey with 300 respondents who use Scarlett facial serum in Indonesia. The data analysis technique used is Structural Equation Modeling (SEM) using SmartPLS for research data analysis. The research findings indicate that Negative EWOM have a positive influence on brand switching behavior, Negative EWOM have a negative influence on customer engagement, variety seeking have a negative influence on customer engagement, variety seeking have a positive influence on brand switching behavior, customer engagement have a negative influence on brand switching behavior, Variety seeking on brand switching behavior through customer engagement as an intervening variable have a positive influence, Negative E-WOM on brand switching behavior through customer engagement as an intervening variable also have a positive influence.This research has implications for companies, including the need for companies to enhance product quality and their brand image in response to Negative E-WOM. Companies should also continue to innovate by improving product quality and uniqueness. Additionally, understanding customer preferences and market trends is crucial for competing in a market with many similar products. Maintaining customer interactions can also keep the company top of mind among customers, preventing them from switching to other brands. These actions are necessary to retain customers and prevent brand switching. Referring to several previous studies, research on negative word of mouth, brand switching behavior, variety seeking, and customer engagement has never been conducted simultaneously with the same variables and object.
Abstract:This study aims to determine the extent to which financial literacy affects the financial management behavior of MSME actors in DKI Jakarta, by considering the role of attitudes towards financial risk and the use of financial…
ncial technology as mediating variables. The background of this study comes from the fact that there are still many MSME players who are not able to manage their finances optimally, even though access to information and digital financial services is quite widespread. Using a quantitative approach, data were collected from 156 individual business owners and analyzed through the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results showed that financial literacy did not have a significant direct effect on financial management behavior. However, financial literacy has a positive and significant effect on financial risk attitudes and financial technology. These two variables directly influence financial management behavior, and act as mediators in the relationship between financial literacy and financial management behavior. These findings emphasize the importance of a financial literacy approach that not only focuses on increasing knowledge, but also includes the formation of rational risk attitudes and the practical use of financial technology. This kind of literacy strategy is considered more relevant and effective in improving the financial management of MSME actors, especially in the current digital era.
Abstract:Social media activities carried out by coffee brands are often used, especially to create loyalty among consumers, but challenges and effectiveness need to be considered to maximize the company's potential. This study aims…
ms to determine the brand experience created through social media marketing activities to build brand loyalty. This study will examine social media marketing on the Kopi Kenangan account, sensory brand experience, affective brand experience, behavioral brand experience, intellectual brand experience, value consciousness, brand consciousness, continued usage intention, and brand loyalty, based on the journal by Kumar & Hsieh (2024) titled “How do social media marketing activities affect brand loyalty?” The mediating role of brand experience and Ismail (2017) with the title “The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness.” The research method used is quantitative, conducting a survey using Google Forms with a sample size of 400 respondents, consisting of Kopi Kenangan consumers who consistently purchase Kopi Kenangan products and recommend Kopi Kenangan products. Descriptive analysis was then conducted based on structural equation modeling and partial least squares data using SmartPLS. The results showed that social media activities influence Kopi Kenangan brand loyalty through brand experience. The results were statistically analyzed using a significance level of 0.05. The researcher found that the calculated t-value was greater than the table t-value (7.577 > 1.65). In other words, social media activities influence brand loyalty. Kopi Kenangan can maximize strategies to enhance brand loyalty through social media activities, which can also serve as a reference for future strategic development.
Abstract:This study aims to analyze the role of Personal Innovativeness in influencing the actual use of the MyTelkomsel application through an extended Technology Acceptance Model (TAM). In this model, Personal Innovativeness is…
positioned as a core construct that influences three key user perceptions: Perceived Ease of Use, Perceived Usefulness, and Perceived Enjoyment. A total of 355 respondents participated in the study, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that seven out of eight hypothesized paths between constructs in the model demonstrate statistically significant effects. The only non-significant relationship is found between Perceived Ease of Use and Attitude Toward Use, suggesting that ease of use is no longer a major determinant of user attitudes toward digital applications, possibly because it is now perceived as a basic standard in technology usage. Conversely, Personal Innovativeness consistently exerts a significant influence on all three key perceptions, which in turn affect users’ attitudes, intentions, and actual behaviors. These results underscore the strategic role of innovative personal characteristics in driving adoption and active engagement with digital applications. The practical implications highlight the importance of user segmentation based on innovation levels, the development of enjoyable features, and the refinement of user experience to promote sustained engagement within digital ecosystems such as MyTelkomsel.
Abstract:Shopee, as one of the e-commerce establishments established in 2015 and part of the Sea Group in Southeast Asia, has succeeded in creating a safe, user-friendly and fast online shopping platform. With strong operations in…
n seven markets in Southeast Asia, Shopee not only provides a platform for buyers to find products, but also provides training and support to their sellers. The rapid growth of e-commerce in Indonesia is also influenced by factors such as the increase in population, increasing smartphone and internet users, and the development of financial technology companies. The convenience of online shopping encourages consumers to buy various desired products so that they are encouraged to behave consumptively. This then stimulates the phenomenon of impulse buying in consumers. Currently, economic activities are dominated by Generation Z's behavior to carry out activities such as scrolling, online shopping, and making transactions. Some marketplaces have not paid attention to the positive emotions of consumers with the Generation Z group in the target market, hedonic shopping motivation, fear of missing out, and shopping lifestyle that can trigger impulsive purchases which are part of the consideration of the preparation and strategy of innovative marketing targets according to the needs of market psychology. This study aims to find out how much respondents assess hedonic shopping motivation, fear of missing out, and shopping lifestyle, find out the influence of hedonic shopping motivation, fear of missing out, and shopping lifestyle on impulse buying generation Z, find out the influence of positive emotions on impulse buying generation Z, to know the influence of hedonic shopping motivation, fear of missing out and shopping lifestyle on impulse buying through positive emotions. This study uses a quantitative method. The sampling technique uses purposive sampling. The data obtained was 385 respondents by distributing questionnaires online. The respondents in this study are Generation Z Shopee users in Indonesia. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) which was then processed with SMARTPLS. The results of this study are hedonic shopping motivation, fear of missing out, shopping lifestyle, positive emotion have a significant positive effect on impulse buying.
Abstract:Indonesia is the world’s second-largest fish producer, yet national fish consumption remains relatively low. To address this gap, the Ministry of Marine Affairs and Fisheries launched the Gemarikan (Eat More Fish) campaign,…
aign, which has recently shifted to digital platforms such as Instagram, TikTok, and YouTube to reach wider and younger audiences. This study explores the digital communication strategies used in the Gemarikan campaign, employing a constructivist paradigm and descriptive qualitative approach. Data were gathered through interviews, observation of digital channels, and document analysis at the Directorate General of Strengthening the Competitiveness of Marine and Fishery Products. Findings show that the campaign relies on persuasive, visual, collaborative, and educational messaging. While digital media enables interactive and contextual communication, effectiveness is shaped by technical and cultural factors. The study highlights the need for data-driven, adaptive digital communication strategies to promote healthy and sustainable food consumption behavior.