Abstract:This study aims to describe the following variables: (1) digital technology adoption, (2) business resilience, (3) women’s empowerment, and (4) financial literacy, and to analyze the effect of digital technology adoption…
on on business resilience mediated by women’s empowerment and moderated by financial literacy. The research employed a quantitative explanatory design with structural model analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through an online questionnaire (Google Form). The population consisted of 1,556 women entrepreneurs who own Micro and Small Industry (MSI) units in the food subsector, with 359 respondents selected using proportionate allocation sampling and located in Tasikmalaya, Sukabumi, Bogor, and Bandung. The findings indicate that the level of digital technology adoption among women entrepreneurs is in the very high category, while business resilience, women’s empowerment, and financial literacy are in the high category with potential for further improvement. Digital technology adoption has a positive effect on business resilience and women’s empowerment, implying that higher levels of technology adoption are associated with stronger business resilience and greater women’s empowerment. Women’s empowerment also positively affects business resilience and mediates the relationship between digital technology adoption and business resilience. In addition, higher financial literacy strengthens the effect of digital technology adoption on business resilience, thus functioning as an enhancing moderator in this relationship. The results imply that strengthening business resilience among women entrepreneurs can be achieved by enhancing digital technology–based resources and strategies, integrated with women’s empowerment as a mediating mechanism and financial literacy as a moderating capability for the strategic use of digital technology. Practically, the findings underscore the importance of advanced training programs and an integrated digital ecosystem to reinforce digital technology adoption, women’s empowerment, and financial literacy, while simultaneously building a collaborative ecosystem and continuous interventions focused on sustainable business resilience.
Abstract:The issue of digitalization of education has led to the increased dependency on Information Systems (IS), especially Learning Management Systems (LMS), to provide continuity of learning after the COVID-19 pandemic situation.…
ion. At Edulab, as a large learning service provider in Indonesia, LMS works as a central of learning provision, evaluation, communication, and academic tracking. Despite the strategic role, there are still frequent problems like unreliable access, incomplete evaluation, flawed data, and deteriorated performance when the system is at its peak usage, and it interferes with the learning processes and lowers the level of user confidence. This paper discusses the effect of LMS quality on service delivery, satisfaction among users and effectiveness of the entire platform at the institution. It is being analyzed in terms of the DeLone and McLean Information System Success Model, which is being supplemented by the Technology-Organization-Environment (TOE) framework. The mixed method was used, which integrated a survey of 1,081 users of the LMS who were estimated through Structural Equation Modeling (SEM) and a semi-structured interview with key stakeholders of the management. The results suggest that system, information, and service quality are very powerful predictors of user satisfaction with service quality coming out as the most significant factor in LMS effectiveness in service-oriented institutions of learning.
Abstract:This study develops a practical framework for evaluating AI-generated brand visuals in a marketing communication context. Using a qualitative case study of an Indonesian sustainable startup (I-NewBee), the research employs…
ys photo-elicitation interviews to compare consumer evaluations of brand assets generated by three text-to-image tools (Midjourney, Neural Love AI, and Leonardo AI). Twelve target-market participants assessed anonymized visual sets (A/B/C) produced under a standardized prompt structure, using a semi-structured protocol informed by attention-stage cues from the AISAS model. Expert input from a visual communication design practitioner was used to triangulate judgments on visual quality and brand fit. Data were analyzed through iterative coding and thematic synthesis to identify recurring evaluation dimensions and decision cues. The findings suggest that perceived brand fit is shaped by visual realism, compositional clarity, brand-consistent signals, and message interpretability, while prompt ambiguity and inconsistent visual cues reduce credibility. The paper contributes an actionable evaluation framework expressed as evaluation dimensions and prompt-design considerations for startups seeking to deploy generative AI responsibly in brand communication
Abstract:This research aims to examine and analyze the influence of brand image on the purchasing decisions of students at the Faculty of Economics, Nias University, in the context of online shopping. The background of this study…
stems from the rapid growth of e-commerce in Indonesia, which has significantly changed consumer shopping behavior, particularly among students who are highly adaptive to digital technology. In online shopping situations, where consumers cannot physically assess the product, brand image becomes one of the main factors influencing consumer trust, perceived quality, and confidence in making purchasing decisions. The type of research employed is quantitative research with a survey approach. The study population consisted of 1,959 active students of the Faculty of Economics, Nias University, with a sample of 95 respondents determined using the Slovin formula. Data were collected using a Likert-scale questionnaire covering brand image indicators (strength, favorability, and uniqueness of brand association) as well as purchasing decision indicators (problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior). The data were analyzed using validity and reliability tests, simple linear regression analysis, t-test, and determination test with the aid of SPSS software. The results of the study indicate that brand image has a positive and significant effect on students' purchasing decisions in online shopping. This finding implies that the stronger the brand image, the higher the tendency of students to make online purchases. Therefore, companies or online businesses need to develop and strengthen their brand image through consistent marketing communication strategies, clear product information, and credible brand reputation to increase consumer loyalty and purchase intention.
Abstract:This research is motivated by the importance of building customer trust inencourage customer interest and decisions to save regularly at BPR Syariah, especially through strengthening personal selling marketing communication…
ion strategies and positive service experiences. The main theory underlying this research is the Theory of Planned Behavior (TPB). This research aims to analyze (1) the influence of personal selling on saving decisions, (2) the influence of customer experience on saving decisions, (3) to determine whether trust mediates the relationship between personal selling and saving decisions, (4) to determine whether trust mediates the relationship between customer experience and saving decisions at BPRS Baiturridha Pusaka-Bandung. This study uses a quantitative approach through the Structural Equation Modeling–Partial Least Squares (SEM–PLS) method. The sample consisted of 120 active customer respondents of BPRS Baiturridha Pusaka-Bandung selected using a probability sampling technique through a simple random sampling approach, where each member of the population has an equal chance of being selected as a respondent. Data collection was carried out through the distribution of structured questionnaires and analyzed using Smart PLS software version 3.0. The results of the study show that (1) Personal Selling does not influence the decision to save (2) Customer Experience has a positive and significant influence on the Decision to Save (3) Trust is not proven to significantly mediate the relationship between personal selling and the decision to save (4) Trust is proven to significantly mediate the relationship between customer experience and the decision to save. These findings confirm that in the context of BPR Syariah, positive customer experience is the main factor in forming trust and driving savings behavior
Abstract:This study aims to analyze human resource (HR) management planning, identify obstacles, and formulate efforts to support the digitalization of school management. The study used a qualitative descriptive approach with in-depth…
depth interviews, observation, and documentation techniques with the principal, vice principal, teachers, and administrative staff. The results showed that HR planning at SMK Negeri 2 Gunungsitoli was carried out through three main steps: (1) needs analysis and preparation of technology-based teacher formation, (2) competency mapping and identification of information and communication technology (ICT) training needs, and (3) empowerment of teachers and staff through workshops, mentoring, and discussion forums. Obstacles faced included limited digital literacy among teachers and staff, unequal network access, and resistance to changes in technology-based learning methods. Efforts made by the school included providing digital literacy training, optimizing available devices and networks, utilizing offline learning applications, and creating a work culture that is adaptive to innovation. This study concluded that targeted HR planning, infrastructure support, and continuous competency development are important factors in realizing effective digital transformation in schools. These findings are expected to be useful for SMK Negeri 2 Gunungsitoli, other educational institutions, and further researchers in developing digitalization strategies for school management.
Abstract:This study aims to determine the effect of Word of Mouth (WOM) and promotion on consumer purchasing decisions for Fore Coffee products at the Alauddin Makassar branch. In the current digital era, consumer behavior is heavily…
vily influenced by peer recommendations and digital promotional strategies. Using a quantitative research approach with stratified random sampling, data were collected from 100 respondents through a Likert-scale questionnaire. Multiple linear regression analysis was used to assess the impact of the two independent variables—WOM and promotion—on purchasing decisions. The results showed that WOM has a significant partial influence on purchasing decisions, indicating that peer communication, both traditional and electronic, is a dominant factor in shaping consumer perceptions and preferences. Promotion, on the other hand, did not show a significant partial effect, suggesting that price incentives alone may not be sufficient to influence purchasing behavior unless reinforced by social influence or trust. However, the simultaneous effect of WOM and promotion was statistically significant, emphasizing their combined role in consumer decision-making. The study concludes that WOM is a more dominant and effective marketing tool than standalone promotions and should be central to marketing strategies in the lifestyle-based coffee industry. These findings contribute to a deeper understanding of consumer behavior and offer practical implications for enhancing marketing effectiveness through integrated communication approaches.
Abstract:In an increasingly competitive business landscape, establishing a strong brand position is not merely an option but a necessity. Effective brand positioning not only helps brands differentiate themselves from competitors…
but also fosters a deeper emotional connection with customers. This study aims to analyze the relationship between brand positioning and customer loyalty using a Systematic Literature Review (SLR) approach. By reviewing previous research published in indexed journals, this study identifies key factors influencing the success of brand positioning, including product differentiation, customer perception, and brand communication consistency.
The findings indicate that brands with a clear and consistent position in customers' minds are more likely to build long-term loyalty. Customers who feel connected to a brand’s values and identity are more inclined to remain loyal and even recommend the brand to others. Furthermore, this study reveals that the transition to the digital era has significantly altered how brands establish and maintain their position, with digital marketing strategies and message personalization emerging as critical factors in sustaining customer loyalty.
This research underscores the importance of businesses not only in crafting a strong brand image but also in ensuring that customer experiences align with the brand’s promised values. By understanding and implementing effective brand positioning principles, companies can foster deeper and more sustainable relationships with their customers while enhancing their competitive edge in the market.
Abstract:This study aims to analyze human resource competencies in improving employee performance at the Communication and Information Agency of Gunungsitoli City. Employee competencies, both in terms of technical knowledge, communication…
unication skills, and work attitudes, are important factors in determining the success of implementing government duties, especially in the digital era and the implementation of the Electronic-Based Government System (SPBE). This study uses a qualitative approach with data collection techniques through in-depth interviews, observation, and documentation. The results show that most employees have adequate technical skills in operating information technology devices, and demonstrate discipline and responsibility in carrying out their duties. The Communication and Information Agency has also exceeded several strategic performance targets, including improving digital services, public participation, and increasing the SPBE index value. This study recommends the importance of increasing regular training, updating digital infrastructure, and strengthening the competency-based performance evaluation system. Overall findings indicate that the development of HR competencies has a significant contribution to achieving effective, efficient, and adaptive institutional performance to the demands of the digital era.
Abstract:Implementation of financial accounting systems is a complex process involving various factors, including organizational behavior. Organizational behavior factors play an important role in determining the success or failure…
re of system implementation. This abstract discusses the background of the problem regarding organizational behavior factors in the implementation of financial accounting systems. Problems that often arise related to organizational behavior factors in the implementation of financial accounting systems include resistance to change, lack of management support, lack of skills and knowledge, lack of communication and involvement, and an organizational culture that does not support change. Resistance to change can arise from discomfort with changes in usual work routines or uncertainty about the success of the new system. Inadequate management support can hinder employee participation and motivation in adopting the new system. Lack of skills and knowledge needed to operate the new system can hinder effective acceptance and use. Ineffective communication and lack of employee involvement in the implementation process can lead to ambiguity and resistance. An organizational culture that does not support change and innovation can be a serious obstacle to the implementation of financial accounting systems. In addressing organizational behavior factors, it is important to pay attention to employee attitudes and perceptions, management support, effective communication, training and learning, and an organizational culture that supports change. Involving employees in the planning and decision-making stages, providing adequate training, and creating a culture that is open to change can increase the success of implementing a financial accounting system.