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:This study aims to map the research landscape on green marketing, brand trust, and purchase decisions using a bibliometric approach and systematic review using the Scopus database. This study identifies research trends,…
scholarly contributions, and gaps in the literature. Using VOSviewer software, this study processed data from 61 articles published between 2019-2024. The analysis results show that most articles with the theme of green marketing brand trust and purchase decision were published in 2023 (14 documents), while the most published journal was the Journal of Retailing and Consumer Services. The most journal affiliations are from Harbin Institute of Technology (3 documents), the most journals published from Indonesia are 18 documents, the most subjects are Business, Management, and Accounting areas with a percentage of 46.2%, keywords related to themes include purchase intention, product quality, consumer behavior, marketing, brand image, sales, green brand trust, e-commerce.
Abstract:Competence and work discipline are seen as important factors for improving the performance of educational staff in higher education. The purpose of this study was to determine the effect of work competence and discipline…
on the performance of educational staff at the Main Office of Makassar State University. Data collection using a questionnaire to 132 respondents. At the 0.05 significance level, the results of multiple linear regression analysis prove that competence and work discipline have an effect on the performance of educational staff. These results indicate that competence and work discipline are explanatory factors that can encourage educational staff to achieve the expected performance. The results of this study are expected to provide an understanding of human behavior in organizations, so that it can be useful for self-development and the ability of educational staff to achieve the expected performance.
Abstract:The issue of environmental sustainability for the UMKM sector is new considering that the emphasis on green accounting practices has focused on large companies that are listed as publicly listed companies. In the context…
of sustainable business practices, policies that specifically promote the implementation of green accounting among UMKM are still limited. The purpose of this study is to identify and examine the determinants of behavioural aspects in encouraging awareness of UMKM green accounting practices in West Sulawesi from the perspective of spirituality and Kalindaqdaq Mandar culture. The research method used in this research is a mix method with a concurrent model to analyse quantitatively and qualitatively simultaneously. The quantitative method with the Partial Least Square (PLS) approach was conducted to test the Theory of Planned Behaviour (TPB) in green accounting practices. The results of this study indicate that UMKM players in West Sulawesi have not yet carried out green accounting practices but in general they already have the intention to practice green accounting. Another finding is that government policies can encourage green accounting practices so that the government needs to pay attention to the importance of regulations governing the obligation of UMKM players to carry out green accounting practices, awareness of green accounting practices that are early owned by UMKM can encourage the practice of awareness of green accounting practices in the future
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.
Abstract:In the growing world of e-commerce, product promotion and marketing via digital platforms is becoming increasingly important. One strategy that has become a trend in an effort to increase product sales is collaborating with…
ith influencers in live sessions on the Shopee platform. This research focuses on analyzing consumer decision strategies to make impulse purchases of products in collaboration with influencers on Shopee Live. SEM-PLS method is used to identify and understand the factors that influence consumer impulse purchasing decisions in the context of products collaborating with influencers. By collecting data through questionnaires from 100 active respondents on the Shopee Live Indonesia platform, this research aims to provide in-depth insight into how influencers influence impulse buying decisions and how live streaming interactions can influence consumer behavior. The findings from this research are expected to provide guidance for e-commerce and marketing industry players to improve promotional strategies and maximize sales potential through live-streaming platforms.
Abstract:The study concludes that taxpayer compliance is driven by various economic, social-psychological, and demographic factors. Economic factors, such as reasonable tax rates and the enforcement of effective penalties, play a…
significant role in improving compliance. Additionally, social-psychological aspects, including increased tax awareness, trust in government, and social norms, are critical in influencing taxpayer behavior. Demographic characteristics, such as age, education, and income levels, also affect compliance likelihood. To foster higher tax compliance, governments must adopt a comprehensive strategy that combines economic incentives, social influence, and educational initiatives. Addressing these diverse factors can lead to a more efficient tax system and encourage voluntary compliance among taxpayers.
Abstract:Artificial intelligence is likely to have a significant impact on marketing strategies and customer behaviors in the years ahead. Research in this field has grown considerably, demonstrating AI's ability to simulate human…
n behavior and perform tasks intelligently. With growing interest among marketing researchers and practitioners, this research aims to provide an overview of the evolution of both marketing and AI research fields. This paper explores the emerging role of artificial intelligence in personalized engagement marketing, which focuses on creating, communicating, and delivering customized offerings to customers. Utilizing the Systematic Literature Review technique, we examined over 300 academic articles to uncover prevalent themes and gain a deeper understanding of current AI utilization in marketing. We then propose a plan for future research that examines potential changes in marketing strategies and customer behaviors while emphasizing critical policy considerations related to privacy, bias, and ethics. The implications for marketing managers are discussed along with predictions about how AI will impact branding and customer management practices going forward. Our research highlighted several benefits of integrating AI into marketing such as improved customer interactions, increased revenue, reduced expenses, and enhanced overall efficiency. However, this research also pointed out areas requiring further investigation including challenges posed by AI integration like shortage of skilled personnel and data privacy concerns.
Abstract:The contribution of MSMEs to the Indonesian economy is large, but this sector still has obstacles in obtaining capital. Therefore, referring to Indonesian Capital Market regulations, the government, through the OJK (Financial…
ncial Services Authority), issued Regulation Number 37/POJK.04/2018 concerning Crowdfunding Services through information technology-based share offerings (Equity Crowdfunding). LandX is an organizer registered with ALUDI which already has OJK permission. The average level of funds collected by LandX for each project is up to 4 billion. The population in this study is 88,572 investors who have registered with LandX as of December 2022. The sample was taken using purposive sampling. The conclusion of this research is that Brand trust has a significant effect on investors' investment interest, Brand value co-creation engagement attitude has no significant effect on investors' interest in investing in LandX through e-WOM, Brand value co-creation engagement behavior has a significant effect on investors' investment interest in LandX through e-WOM, Perceived ease of use has a significant effect on investors' interest in investing in LandX through e-WOM and E-WOM has a significant effect on investors' interest in investing in LandX
Abstract:This study purpose to support the Indonesia’s government program to become a developed and prosperous country. The sample for this study the millennial generation and Z generation who live Makassar City and have total wealth…
l wealth or investment around IDR 70 million. We use this generations because the next generation has an important role to build and develop the finance sector in Indonesia and will support to become a developed country. The results show that financial literacy, income and financial behavior significantly positive with investment decisions. It is mean that good financial literacy, higher income, and the well financial behaviour will improve the quality of investment decisions.