International Journal of Management Science and Application
type: channel
description: The aim is to publish empirical research that advances management theory by testing, improving, or augmenting it. All empirical techniques, such as mixed methods, meta-analytical techniques, field, laboratory, and qualitative and quantitative techniques, are welcome. Research should provide significant theoretical and empirical advances, and articles should emphasize how to put these findings into practice. The International Journal of Management Science and Application (IJMSA) publishes manuscripts in a variety of business-related fields, including entrepreneurship, human resource management, leadership, operations management, marketing, and finance. IJMSA has been accredited at SINTA 4 under ARJUNA, based on Decree No. 156/C/C3/KPT/2026 (April 7, 2026). Publisher: Sultan Publisher, Indonesia Published since 2022
publisher: Sultan Publisher
language: en
publication name: International Journal of Management Science and Application
issn: 2963-2056
items: The Plastic Bottle as a Market Device: A PRISMA Systematic Review of Sustainable Packaging, Environmental Awareness, and Consumer Purchase Intention
items: Brand Engagement as A Key Factor In The Success of MEME Marketing In Generation Z
items: The Role of Financial Behaviour in Improving Financial Literacy: A Study of Indonesian Students Abroad
items: Virtual Influencers and Consumer Engagement in Indonesia: Extending the Technology Acceptance Model
items: The Algorithmic Canvas: On the Autopoietic Redefinition of STP in the Age of Strategic Resilience
items: The Relational Algorithm: Axiomatizing the Divergent Social Calculus of Trust in Collectivist and Individualist Market Ontologies
items: The Cognitive Chrysalis: Engineering Metamorphic Resilience in Tourism Through Post-Outbreak Intelligence and Adaptive Design
items: The Enterprise Lingua Franca: A Foundational Framework for Semantic Interoperability and Cross-Functional Cognition
items: Systematic Analysis of IoT, AI, Active Packaging, and Blockchain for Food Waste Reduction across the Farm-to-Fork Supply Chain
items: The AI Co-pilot: Navigating Market Turbulence and Charting a Course for Sustainable Advantage
items: Enhancing Network Security and Performance using DNS Sinkhole and QoS: A Practical ISO/IEC 27001:2022 Implementation
items: The Effect of Product Quality, Product Price, Electronic Word of Mouth, and Brand Image on Purchase Decisions
items: The Effect of Social Interaction, Social Media on Brand Equity and Purchase Intention of Starbucks Brand
items: An Analysis of Capital and Pricing in Supporting Business Sustainability of Traditional Market Traders in Sudimampir, Banjarmasin
items: Strategic Scheduling of a Live Migration Virtual Machine using Machine Learning: A Review
items: The Relationship Between Entrepreneurship, Entrepreneur Background, and Future Market Anticipation
items: Cyber Resilience to Digital Threats for Education Institutions 4.0
items: Factors Affecting The Performance of Indonesian Specialty Food SMEs in South Tangerang
items: The Relation of T-Shirt Product Digital Marketing Model, Social Media Use, And Consumer Background
items: The Relationship Between Seller Ethical Habits, Customer Satisfaction, and Customer Trust and Loyalty
items: The Influence of Lifestyle, Product Quality, and Social Media Marketing Promotion on Purchase Decisions at Lain Hati Coffee Café
items: An Influence of Oil Prices and Inflation on Stock Price at Crude Oils Corp in 2012-2021
items: The Influence of Celebrity Endorsement, Brand Image and Brand Equity on Purchase Intention of Adidas Shoes
items: The Influence of brand image, consumer perception, and E-WOM on purchase intentions for product X in DKI Jakarta
items: Factors Influencing Purchase Intention for PIK House Properties in Jakarta
items: Determinants Of Entrepreneurial Intention in Student's Universities in West Jakarta
items: The impact of self-efficacy, entrepreneurial motivation, and entrepreneurship education on interest in entrepreneurship
items: The Influence of Social Media Marketing and Brand Awareness on Purchase Decisions for Make Over Beauty Products
items: The influence of Behavior, Attitude, and Entrepreneurial education on Entrepreneurial Interest among Students in West Jakarta
items: The Influence of Discount Cuts and Buzz Marketing Strategies on Live Sales Through E-commerce on Impulsive Buying Behavior

The Plastic Bottle as a Market Device: A PRISMA Systematic Review of Sustainable Packaging, Environmental Awareness, and Consumer Purchase Intention
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description: The single-use plastic water bottle represents a highly optimized market device that has successfully commodified a vital public resource. However, its immense convenience generates severe environmental externalities, leading to a corporate shift towards sustainable packaging alternatives. Although empirical studies on eco-friendly packaging are rapidly expanding, a comprehensive synthesis of how these material changes structurally activate consumer psychology is lacking. This systematic literature review employs the PRISMA guideline to evaluate and synthesize current academic evidence regarding the repercussion of sustainable packaging on consumers willingness to buy, specifically examining the mediating role of environmental awareness. A systematic search of major digital databases (including Scopus and Web of Science) was performed for peer-reviewed studies published between 2016 and 2026. Applying strict inclusion and exclusion criteria, a final pool of relevant empirical articles was selected and qualitatively synthesized. The synthesis reveals that while sustainable packaging changes (such as rPET and bioplastics) act as critical structural visual cues, their direct effect on purchase intention is highly volatile and bounded by price premiums. Importantly, the literature consistently identifies environmental awareness as a key psychological mediator; sustainable packaging attributes are most effective when they successfully trigger a consumer’s internal eco-consciousness and situational guilt. This research straddles the disciplines of economic sociology and green marketing, as it re-theorizes the sustainable bottle, not simply as a container, but as a pedagogical market device. The results offer managerial implications to beverage manufacturers for optimizing eco-branding strategies and policy-makers evidence to support extended producer responsibility frameworks.
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creator: Nunung Nurnilasari
creator: Annita Jannah
creator: Darwanto Darwanto
creator: Yuliana Saryip Wijayanti
rights: Copyright (c) 2026 Nunung Nurnilasari, Annita Jannah, Darwanto Darwanto, Yuliana Saryip Wijayanti https://creativecommons.org/licenses/by-sa/4.0/
date: 2026-07-14
publication date: 2026-07-14
starting page: 135
ending page: 149
doi: 10.58291/ijmsa.v5i1.616

Brand Engagement as A Key Factor In The Success of MEME Marketing In Generation Z
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description: The development of digital technology and social media has driven significant changes in marketing strategies, especially in reaching Generation Z who have unique characteristics in consuming content. One of the fastest-growing strategies is meme marketing, which relies on humor, creativity, and cultural relevance. This study aims to analyze the role of brand involvement as a key factor in meme marketing success, as well as test the influence of customer attitudes and media distribution as supporting variables. The study used a quantitative approach with a survey method of 100 Generation Z respondents in Jakarta. The sampling technique used purposive sampling, with the criteria of active respondents using social media. Data were collected through a Likert scale-based questionnaire and analyzed using a multivariate statistical approach. The results showed that brand engagement had a positive and significant effect on the effectiveness of meme marketing, while customer attitudes and media distribution had no significant effect. These findings confirm that the success of meme marketing is determined more by emotional interaction and active consumer involvement than rational factors or distribution channels. This research contributes to the development of digital marketing literature as well as practical implications for companies in designing communication strategies that are more relevant to Generation Z.
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creator: Rodhiah Rodhiah
creator: Derizka Inva Jaswita
creator: Muhardi Muhardi
creator: Dede R Oktini
creator: Tasya Aspiranti
rights: Copyright (c) 2026 Rodhiah Rodhiah, Derizka Inva Jaswita, Muhardi Muhardi, Dede R Oktini, Tasya Aspiranti https://creativecommons.org/licenses/by-sa/4.0/
date: 2026-06-08
publication date: 2026-06-08
starting page: 123
ending page: 134
doi: 10.58291/ijmsa.v5i1.570

The Role of Financial Behaviour in Improving Financial Literacy: A Study of Indonesian Students Abroad
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description: Financial literacy is a crucial competence in navigating the increasing complexity of the modern global economy, particularly for students studying abroad who must manage their finances independently. This study aims to analyze the influence of financial knowledge, financial attitude, and financial behavior on the financial literacy of Indonesian students studying overseas. A quantitative approach was employed using a survey method involving 50 respondents selected through purposive sampling. Data were collected using a structured questionnaire based on a five-point Likert scale and analyzed using SEM-PLS. The results indicate that financial behavior has a positive and significant effect on financial literacy, whereas financial knowledge and financial attitude do not show significant effects. The coefficient of determination (R² = 0.818) suggests that the model has strong explanatory power. These findings highlight the importance of practical financial behavior over theoretical knowledge and attitudes in improving financial literacy. This study contributes to the literature by emphasizing the existence of a knowledge–behavior gap and underlining the need for practice-oriented financial education to enhance sustainable financial literacy among students.
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creator: Ardiansyah Rasyid
creator: Antonia Devina Natasha
creator: Ruth Serafina Dharmawan
creator: Richardo Tan
creator: Stevhen Tjiontara
rights: Copyright (c) 2026 Ardiansyah Rasyid , Antonia Devina Natasha, Ruth Serafina Dharmawan, Richardo Tan, Stevhen Tjiontara https://creativecommons.org/licenses/by-sa/4.0/
date: 2026-04-18
publication date: 2026-04-18
starting page: 97
ending page: 107
doi: 10.58291/ijmsa.v5i1.542

Virtual Influencers and Consumer Engagement in Indonesia: Extending the Technology Acceptance Model
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description: This research investigates the Indonesian consumers’ adoption of Virtual Influencers (VIs) by extending the technology acceptance model (TAM) through the integration of relational constructs. This study examined the effect of perceived usefulness (PU) and perceived ease of use (PEOU) on attitude, the effect of attitude on behavioural intention (BI) and the mediating role of trust in consumer engagement. Data were collected through an online survey from 500 Indonesian social media users aged 18–35 years old who actively follow VIs on Instagram or TikTok. The analysis used structural equation modeling (SEM) using SmartPLS and AMOS. Reliability and validity were measured by using Cronbach's alpha, composite reliability, AVE, and discriminant validity, while the mediation analysis was tested by bootstrapping with 5,000 resamples. The results show that PU and PEOU significantly affect attitudes, which in turn affect behavioral intention. Behavioral intention is also a significant factor in the development of trust, and trust is found to be the strongest predictor of engagement. In addition, cultural aspects such as collectivism and religiosity are discussed as contextual factors. The model has good explanatory power with R2 of 0.42-0.56. The results show that trust is a significant element in the intention-to-engagement process in the context of VIs. Practically, brands can prioritize transparency and cultural relevance when developing virtual influencers to increase engagement among Indonesian Millennials and Gen Z. This study contributes to the limited empirical literature on VIs in Southeast Asia by extending TAM with trust and engagement.
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creator: Agung Wijoyo
creator: Rodhiah Rodhiah
creator: Muhardi Muhardi
creator: Tasya Aspiranti
rights: Copyright (c) 2026 Agung Wijoyo, Rodhiah Rodhiah, Muhardi Muhardi, Tasya Aspiranti https://creativecommons.org/licenses/by-sa/4.0/
date: 2026-04-28
publication date: 2026-04-28
starting page: 108
ending page: 122
doi: 10.58291/ijmsa.v5i1.545

The Algorithmic Canvas: On the Autopoietic Redefinition of STP in the Age of Strategic Resilience
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description: Traditional Segmentation, Targeting, and Positioning (STP) frameworks demonstrate significant deficiencies in unstable markets, with actual data revealing a 67% decline after six months. This research redefines STP not as a structured process but as an autopoietic system—an entity that self-organizes and constantly redefines its limits. It presents the Algorithmic Canvas as the operational medium that facilitates this paradigm, in which segmentation, targeting, and positioning parameters dynamically evolve through human-AI collaboration. Using a sequential mixed-methods design that included a 6-month Fortune 500 lab ethnography (n=23), a computational analysis of 150 million customer interactions, and an empirically based agent-based simulation (ABS), the study shows that autopoietic STP implemented through the Canvas is 44% more resilient (p < 0.01) to market shocks and cuts strategic planning cycles by 90% compared to traditional models. Algorithmic co-creation methods enhanced the identification of substantial market fluctuations by a factor of 5.8. The study enhances the Autopoietic STP Framework and empirically substantiates Canvas Design Principles, effectively addressing algorithmic myopia and offering businesses a framework for improved adaptability and resource efficiency during turbulent conditions.
subject: Articles
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creator: Simon Suwanzy Dzreke
creator: Semefa Elikplim Dzreke
rights: Copyright (c) 2026 Simon Suwanzy Dzreke, Semefa Elikplim Dzreke https://creativecommons.org/licenses/by-sa/4.0/
date: 2026-03-15
publication date: 2026-03-15
starting page: 70
ending page: 96
doi: 10.58291/ijmsa.v5i1.501

The Relational Algorithm: Axiomatizing the Divergent Social Calculus of Trust in Collectivist and Individualist Market Ontologies
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description: Global brands incur annual losses of around $23 billion due to culturally incompatible trust practices, as demonstrated by Uber's contractual misalignment in China's guanxi-centric markets. This ongoing insufficiency highlights a significant theoretical void: cross-cultural marketing lacks a foundational framework that elucidates ontological differences in the formation of trust. This study employs ethnographic fieldwork (n = 42 industry experts), agent-based computer modelling, and discrete-choice experiments (DCEs; n = 1,200 participants across 4 markets) to address the issue. Findings indicate that trust functions through incommensurable cultural relational algorithms individualistic contractarian principles vs collectivist contextualist principles. Violating these ontological principles diminishes purchase intent by 38–61% (hierarchical Bayesian estimation, 95% HDI), highlighting the behavioral repercussions of infringing ontological expectations. This paper proposes a new axiomatic framework for market ontology that facilitates the algorithmic adaptation of trust methods across cultural barriers. The framework provides a theoretically informed method for mitigating relational friction in international trade, with clear implications for market entry strategy, partnership formation, and platform management.
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creator: Simon Suwanzy Dzreke
creator: Semefa Elikplim Dzreke
rights: Copyright (c) 2026 Simon Suwanzy Dzreke, Semefa Elikplim Dzreke https://creativecommons.org/licenses/by-sa/4.0/
date: 2026-03-13
publication date: 2026-03-13
starting page: 41
ending page: 69
doi: 10.58291/ijmsa.v5i1.500

The Cognitive Chrysalis: Engineering Metamorphic Resilience in Tourism Through Post-Outbreak Intelligence and Adaptive Design
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description: This work fills a major theoretical gap in tourist resilience: the systemic imbalance between cognitive processes and physical infrastructure, which increases susceptibility during hydrometeorological crises. Existing frameworks fail to explain why locations with similar hazard exposure display substantial outcome disparities, as seen by Venice's lengthy flood disruption against Singapore's predictive mitigation success. The study makes two major theoretical contributions: the Resilience Engineering Framework (REF), which combines cognitive load theory, behavioral intelligence, and AI-mediated feedback loops to model systemic brittleness; and the Adaptive Design Protocol (ADP), which applies REF principles to spatial, governance, and infrastructural interventions. The study takes a sequential mixed-methods approach, with (1) big data analytics across 20 destinations quantifying cognitive stressors (e.g., decision fatigue amplifying evacuation errors by 22%), (2) stakeholder surveys identifying governance misalignments, and (3) agent-based modeling validating REF dynamics. Empirical results show that ADP implementation reduces rebound time by 41% and infrastructure damage costs by 37% through metamorphic adaptation, as demonstrated by Bali's AI-driven crowd-flow systems, which speed up recovery by 58% through cognitive load optimization. The findings demonstrate that shifting fragility into anticipatory capacity necessitates cognitively grounded design, providing a reproducible approach for regenerative tourist ecosystems.
subject: Articles
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creator: Simon Suwanzy Dzreke
creator: Semefa Elikplim Dzreke
rights: Copyright (c) 2026 Simon Suwanzy Dzreke, Semefa Elikplim Dzreke https://creativecommons.org/licenses/by-sa/4.0/
date: 2026-01-11
publication date: 2026-01-11
starting page: 19
ending page: 40
doi: 10.58291/ijmsa.v5i1.468

The Enterprise Lingua Franca: A Foundational Framework for Semantic Interoperability and Cross-Functional Cognition
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description: Digital transformation often fails at the conceptual level: Seventy-three percent of cross-functional initiatives fail because the functional mental models don't match up, making it impossible to solve difficult problems like making sustainability profitable. This research identifies a significant deficiency in enterprise interoperability, wherein disparate departmental epistemologies manifested in conflicting interpretations of fundamental constructs such as "customer" or "value" among Marketing, Finance, and Operations—result in strategic incoherence despite technological integration. Technological solutions are inadequate in addressing these profound philosophical gaps. This paper introduces the Enterprise Lingua Franca, a new cognitive framework created through design science research that combines case studies, ontology engineering, and cognitive task analysis to make organizational intelligence more cohesive. It creates the first theory of Cross-Functional Cognition and gives tangible steps for semantic alignment that turn conceptual fragmentation into strategic coherence, which opens up new ways to solve problems.
subject: Articles
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creator: Simon Suwanzy Dzreke
creator: Semefa Elikplim Dzreke
rights: Copyright (c) 2026 Simon Suwanzy Dzreke, Semefa Elikplim Dzreke https://creativecommons.org/licenses/by-sa/4.0/
date: 2026-01-03
publication date: 2026-01-03
starting page: 1
ending page: 18
doi: 10.58291/ijmsa.v5i1.467

Systematic Analysis of IoT, AI, Active Packaging, and Blockchain for Food Waste Reduction across the Farm-to-Fork Supply Chain
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description: Global food waste (1.3 billion tons per year) is a major economic and environmental issue, contributing considerably to cash losses and greenhouse gas emissions. This study assesses the efficacy, limitations, and integration potential of four Industry 4.0 technologies—IoT sensors, AI/ML algorithms, advanced active packaging, and blockchain traceability—for waste reduction at key food supply chain stages (production, logistics, retail, and consumption). We show that each technology has different waste reduction advantages using a rigorous literature synthesis (2020-2025), techno-economic evaluation, and environmental impact analysis. Crucially, coordinated deployment unleashes synergistic potential, resulting in considerably larger systemic waste reduction than standalone applications. However, fulfilling this promise requires overcoming long-standing obstacles such as implementation costs, data needs, recyclability issues, and energy usage. The results highlight the need for coordinated policy frameworks that promote interoperable technology, standardized data protocols, and circular design principles. This study outlines a systematic approach for changing food waste from a systemic failure to a controllable engineering issue, resulting in more resilient and efficient food systems.
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creator: Simon Suwanzy Dzreke
rights: Copyright (c) 2025 Simon Suwanzy Dzreke https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-12-07
publication date: 2025-12-07
starting page: 95
ending page: 122
doi: 10.58291/ijmsa.v4i2.441

The AI Co-pilot: Navigating Market Turbulence and Charting a Course for Sustainable Advantage
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description: This study addresses the gap in frameworks for effective human-AI collaboration in strategic decision-making during turbulent market conditions. Using a mixed-methods approach (longitudinal case studies in manufacturing, finance, and logistics; large-scale executive surveys; computational simulations), we empirically evaluate the "AI co-pilot" model, where AI augments human strategic cognition. Results show AI co-pilots improve market disruption prediction accuracy by 30-50% and reduce strategic response latency. However, these benefits critically depend on governance frameworks ensuring algorithmic accountability, dynamic trust calibration, and human agency preservation. Case studies (e.g., AI-enabled semiconductor shortage detection enabling proactive diversification) demonstrate value, while instances of algorithmic opacity highlight the necessity of human oversight. Maintaining competitive advantage requires interfaces ("algorithmic diplomacy"), balancing AI's computational power with human judgment, wisdom, and ethics. Organizations achieving this symbiosis gain superior resilience, transforming volatility into adaptive innovation opportunities.
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creator: Simon Suwanzy Dzreke
rights: Copyright (c) 2025 Dr. Simon Suwanzy Dzreke https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-12-04
publication date: 2025-12-04
starting page: 67
ending page: 94
doi: 10.58291/ijmsa.v4i2.442

Enhancing Network Security and Performance using DNS Sinkhole and QoS: A Practical ISO/IEC 27001:2022 Implementation
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description: This study aims to design and validate a low-cost network security model based on open-source solutions by integrating Pi-hole and Quality of Service (QoS) as a technical implementation of ISO/IEC 27001:2022 controls for resource-constrained organizations. The implementation results demonstrate a significant improvement in security posture by blocking 14.1% of malicious and irrelevant DNS queries, while simultaneously enhancing network performance by reducing critical application latency by 45%. The key advantage of this model lies in its cost efficiency and its dual benefits of improved security and optimized performance within a single framework. However, the study also identifies limitations, particularly the potential for false positives that require manual whitelist management and reliance on trained personnel to ensure operational sustainability. The main contribution of this research is the provision of a simple, cost-effective, and standards-compliant technical framework, while also introducing a mathematical formulation to assess the trade-offs between security, performance, and cost. Future directions include integrating Intrusion Detection/Prevention Systems (IDS/IPS) for layered Defense and replicating the model into a turnkey security appliance that can be widely adopted by other organizations facing similar challenges.
subject: Articles
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creator: Budi Wibowo
creator: Taufik Hidayat
creator: Andrie Yuswanto
creator: Aji Nurrohman
rights: Copyright (c) 2025 Budi Wibowo, Taufik Hidayat, Andrie Yuswanto, Aji Nurrohman https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-11-20
publication date: 2025-11-20
starting page: 56
ending page: 66
doi: 10.58291/ijmsa.v4i2.421

The Effect of Product Quality, Product Price, Electronic Word of Mouth, and Brand Image on Purchase Decisions
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description: In a highly competitive automotive market like Jakarta, consumer purchasing decisions are influenced by various factors, including product quality, price, electronic word of mouth (e-WOM), and brand image. However, previous research has focused more on everyday consumer products, while studies on high-value products like motorcycles are still limited. This research aims to analyze the influence of product quality, price, e-WOM, and brand image on decisions to purchase Honda motorcycles in Jakarta. The research method used is a quantitative approach with a purposive sampling technique applied to 120 respondents. Data were analyzed using Partial Least Squares (SmartPLS)-based Structural Equation Modeling (SEM). The research results indicate that product quality, price, and e-WOM do not significantly influence purchase decisions, while brand image has a positive and significant effect. This finding confirms that brand image is a dominant factor in driving consumer purchasing decisions for automotive products. The implication of this research is the need for a marketing strategy that focuses on strengthening brand image through consistent brand communication, improved after-sales service, and product innovation to reinforce consumer perception.
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creator: Stevie Stevie
creator: Rodhiah Rodhiah
rights: Copyright (c) 2025 Stevie Stevie, Rodhiah Rodhiah https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-10-20
publication date: 2025-10-20
starting page: 40
ending page: 55
doi: 10.58291/ijmsa.v4i2.412

The Effect of Social Interaction, Social Media on Brand Equity and Purchase Intention of Starbucks Brand
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description: Building brand equity is extremely important because it serves the company's identity and is one of the main factors in consumer decision-making when purchasing a product. In the digital age, social interaction and social media are key factors that determine consumer perceptions of a brand. This study aims to examine the influence of social interaction and social media on brand equity and its impact on consumer purchase intention, using Starbucks in Jakarta as a case study. This study uses a non-probability sampling method with a purposive sampling technique on 120 respondents who are Starbucks customers. The research instrument was measured using a Likert scale with several indicators for the social interaction, social media, brand equity, and purchase intention variables. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The research results indicate that social media has a positive and significant influence on brand equity, and social interaction also has a positive and significant influence on brand equity, while brand equity is proven to have a positive and significant influence on consumer purchase intention. This finding confirms the importance of social media-based marketing strategies and social interaction in enhancing brand equity, which can ultimately drive consumer purchase intention. The implications of this research contribute theoretically to the digital marketing literature and have practical implications for companies in designing more effective brand communication strategies.
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creator: Arifin Djakasaputra
creator: M.Tony Nawawi
rights: Copyright (c) 2025 Arifin Djakasaputra, M.Tony Nawawi https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-08-18
publication date: 2025-08-18
starting page: 81
ending page: 93
doi: 10.58291/ijmsa.v4i1.413

An Analysis of Capital and Pricing in Supporting Business Sustainability of Traditional Market Traders in Sudimampir, Banjarmasin
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description: This study was conducted to examine the influence of business capital and pricing on the sustainability of traders operating in Sudimampir Market, Banjarmasin. The background of the research highlights the importance of financial strength and price competitiveness as key factors in ensuring the long-term viability of small traders in traditional markets. The study aims to determine whether these two variables capital and price significantly affect business sustainability. A quantitative approach with a causal associative method was applied, involving 40 traders as respondents. Data were analysed using multiple linear regression with SPSS version 22. The results show that both business capital and price have a positive and significant effect on business sustainability. Specifically, the significance values for capital and price were 0.034 and 0.001 respectively, indicating strong statistical relevance. The coefficient of determination (R²) was 0.357, meaning 35.7% of the variation in business sustainability can be explained by the two variables. The study contributes to the field by reinforcing the role of capital and pricing strategies in sustaining micro-enterprises and offers practical insights for traders and policymakers seeking to support traditional markets.
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creator: Hikmahwati Hikmahwati
creator: Nabila Almaida
creator: Naylia Nikmah
rights: Copyright (c) 2025 Hikmahwati Hikmahwati, Nabila Almaida, Naylia Nikmah https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-08-05
publication date: 2025-08-05
starting page: 55
ending page: 68
doi: 10.58291/ijmsa.v4i1.402

Strategic Scheduling of a Live Migration Virtual Machine using Machine Learning: A Review
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description: This paper discusses virtual machines (VM) and their use in server technology. This study focuses on the use of machine learning (ML) to schedule live migrations of VMs. The authors conducted a systematic literature review (SLR) to gather evidence of ML research in server migration. The study found that there is a lack of research in this area, and quantitative research can be conducted to explore the potential of ML in terms of server migration. The paper also presents a selection of paper criteria defined for the study, including the exclusion and inclusion criteria, quality assessment, and quantity assessment. The authors retrieved reliable and related papers using the definition of the paper selection criteria and keywords. The SLR method is not discussed in all papers, and the authors want to develop the title into SLR format to produce high-quality papers on live migration VM machine learning. The paper also includes a journal review that discusses the theory of graph team infra and the scheduling algorithm. The authors also present their research questions, which include the definition of virtual machine, live migration, and its application. The paper includes a list of references that discuss various aspects of VMs, including migration strategies, scheduling methods, and self- management of virtual network resources. The authors conclude that there is a need for further research in the area of ML in server migration, and quantitative research can be conducted to explore the potential of ML in this field.
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creator: Taufik Hidayat
creator: Parastoo Alaei Roozbahani
rights: Copyright (c) 2025 Taufik Hidayat, Parastoo Alaei Roozbahani https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-07-07
publication date: 2025-07-07
starting page: 46
ending page: 54
doi: 10.58291/ijmsa.v4i1.387

The Relationship Between Entrepreneurship, Entrepreneur Background, and Future Market Anticipation
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description: The rapid and competitive development of entrepreneurship demands that entrepreneurs become more creative and innovative in creating or designing their products and services to meet the increasingly diverse needs of society. To enhance the entrepreneurial spirit in business, market anticipation for the future is necessary so that the products produced can compete with other competitors and generate profits. The purpose of this research is to understand the relationship between entrepreneurship, the background of entrepreneurs, and future market anticipation. This research uses a sample, employing a purposive sampling technique. Data were collected through the distribution of questionnaires to respondents located in Tangerang who are members of the sample. This data analysis technique uses SEM with Smart PLS. The research results show entrepreneurship has a positive and significant impact on future market anticipation. Entrepreneurial background has a positive and significant impact on future market anticipation. Entrepreneurial background has an insignificant impact on entrepreneurship.
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creator: Rodhiah Rodhiah
creator: Nur Hidayah
rights: Copyright (c) 2025 Rodhiah Rodhiah, Nur Hidayah https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-09-15
publication date: 2025-09-15
starting page: 28
ending page: 39
doi: 10.58291/ijmsa.v4i2.386

Cyber Resilience to Digital Threats for Education Institutions 4.0
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description: The emergence of Education 4.0, characterized by personalized learning, smart technologies, and digital interconnectivity, has revolutionized academic environments. However, this digital transformation has simultaneously increased the exposure of educational institutions to sophisticated cyber threats. This research addresses the pressing need for a robust cyber resilience framework tailored to the education sector. Employing a qualitative descriptive methodology, supported by secondary data analysis and case study reviews, the study identifies core vulnerabilities in digital infrastructure, policy shortcomings, and a general lack of cybersecurity awareness among stakeholders. In response, the paper proposes a contextualized cyber resilience framework grounded in layered security principles, zero-trust architecture, and institution-wide digital hygiene initiatives. Key findings indicate that effective cyber resilience in Education 4.0 must be multidimensional, incorporating stringent policy enforcement, continuous digital skills training, and adaptive technological strategies. The primary contribution of this study lies in offering a practical, scalable framework that aligns cybersecurity practices with the evolving demands of digital education. Future research is encouraged to explore real-time implementation metrics, cross-institutional collaborations, and the integration of AI-driven threat detection systems to further strengthen educational cyber resilience.
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creator: Budi Wibowo
creator: Andrie Yuswanto
creator: Taufik Hidayat
creator: Nadim Ibrahim
rights: Copyright (c) 2025 Budi Wibowo, Andrie Yuswanto, Taufik Hidayat, Nadim Ibrahim https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-06-17
publication date: 2025-06-17
starting page: 35
ending page: 45
doi: 10.58291/ijmsa.v4i1.370

Factors Affecting The Performance of Indonesian Specialty Food SMEs in South Tangerang
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description: A common metric for assessing how a company's strategy affects competition is business performance. In contrast to their current competitors, businesses must highlight the competitive advantages of their products and pursue market orientation and innovation to boost performance. The goal of this study is to gain a thorough understanding of the factors that influence the performance of small and medium-sized businesses (SMEs) in the Tangerang Selatan region that produce speciality Indonesian goods. The purpose of this study is to ascertain if business strategy is influenced by entrepreneurial orientation and how environmental dynamics affect the performance of SMEs in South Tangerang that produce Indonesian specialty foods. Purposive sampling is the method used to select the sample for this study. Questionnaires were distributed to sample participants who were based in Tangerang to gather data. This method of data analysis combines Smart PLS with SEM. The study's findings indicate that, among small and medium-sized businesses in South Tangerang that produce Indonesian speciality foods, entrepreneurial orientation has a positive and significant impact on business performance, business strategy has a negative and negligible impact, and environmental dynamics have a positive and significant impact.
subject: Articles
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creator: Nur Hidayah
creator: Rodhiah Rodhiah
rights: Copyright (c) 2025 Nur Hidayah, Rodhiah Rodhiah https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-08-13
publication date: 2025-08-13
starting page: 69
ending page: 80
doi: 10.58291/ijmsa.v4i1.367

The Relation of T-Shirt Product Digital Marketing Model, Social Media Use, And Consumer Background
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description: Due to its adherence to international trends, fashion is developing at a quick pace these days. One of them is the t-shirt, which, to stay up with technological changes, is now sold through digital media like online stores. To maximize earnings, it is crucial to establish a digital marketing strategy that suits customer preferences. Thus, this study seeks to ascertain that consumer background positively influences social media usage by customers and that social media usage positively influences the digital marketing model of t-shirt items. The population of students attending private universities in West Jakarta is the focus of this study. Purposive sampling is the method used to select the sample for the study. A Google Form questionnaire was used to collect data, and 100 respondents were chosen as the sample size. SEM analysis using Smart PLS was the data analysis method employed. The findings of the study demonstrate that managerial skill significantly and favourably affects financial performance. Financial performance is positively and significantly impacted by operational capability. Although it is not statistically significant, sustainability strategy favourably moderates the association between managerial skill and financial performance. The relationship between financial performance and operational capabilities is strongly and negatively moderated by sustainability strategy.
subject: Articles
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creator: Rodhiah Rodhiah
creator: Nur Hidayah
rights: Copyright (c) 2025 Rodhiah Rodhiah, Nur Hidayah https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-09-14
publication date: 2025-09-14
starting page: 14
ending page: 27
doi: 10.58291/ijmsa.v4i2.366

The Relationship Between Seller Ethical Habits, Customer Satisfaction, and Customer Trust and Loyalty
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description: Customer loyalty is a crucial driver for expanding market networks and sustaining business growth. Both loyalty and satisfaction form the foundation of customer relationship management (CRM), which is widely regarded as a strategic tool for achieving competitive advantage. Ethical sales practices have also been identified as vital in establishing and maintaining long-term customer relationships. This study collected data from 112 sportswear consumers selected through purposive sampling techniques. Data were obtained using a structured questionnaire, and the analysis was conducted using Structural Equation Modeling (SEM) with the SmartPLS software. The findings reveal that ethical sales behavior exerts a positive influence on customer satisfaction. Although ethical behavior also shows a positive but insignificant effect on customer loyalty, it significantly enhances customer trust. Furthermore, customer satisfaction significantly and positively influences customer loyalty, and customer trust also emerges as a significant determinant of loyalty. These results highlight the importance of ethical practices in building sustainable customer relationships.
subject: Articles
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creator: Ardiansyah Rasyid
creator: Arifin Djakasaputra
rights: Copyright (c) 2025 Ardiansyah Rasyid , Arifin Djakasaputra https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-09-14
publication date: 2025-09-14
starting page: 1
ending page: 13
doi: 10.58291/ijmsa.v4i2.365

The Influence of Lifestyle, Product Quality, and Social Media Marketing Promotion on Purchase Decisions at Lain Hati Coffee Café
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description: This study aims to examine and analyze the Influence of Lifestyle, Product Quality, and Social Media Marketing Promotion on Purchasing Decisions at Cafe Kopi Lain Hati. The independent variables consist of Lifestyle, Product Quality, and Social Media Marketing Promotion. The dependent variable is Purchasing Decision of consumers of Kopi Lain Hati. The population in this study were consumers of Kopi Lain Hati in West Jakarta. The sample was 140 respondents. The data analysis technique used in this study was the Component or Variance Based Structural Equation Model. Hypothesis testing is shown from the inner model, where the instrument test was previously carried out. Data were collected by distributing questionnaires to consumers and processed using the Smart PLS 3.0 program. The results of this study are that Lifestyle has a positive and significant effect on purchasing decisions, Product Quality has a positive and significant effect on purchasing decisions, and Social Media Promotion has a positive and significant effect on purchasing decisions. The results of the study are used as a basis for compiling marketing strategies, especially at Cafe Kopi Lain Hati, as well as marketing strategies for similar companies.
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creator: Hukmu Adam Mulawarman
creator: Ririn Wulandari
rights: Copyright (c) 2025 Hukmu Adam Mulawarman , Ririn Wulandari https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-07-09
publication date: 2025-07-09
starting page: 55
ending page: 68
doi: 10.58291/ijmsa.v4i1.360

An Influence of Oil Prices and Inflation on Stock Price at Crude Oils Corp in 2012-2021
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description: The research aims to find out and empirical evidence whether the oil price and inflation affects the stock price at Crude Oils Corp. in 2012-2021 as simultaneously and partially. This study uses quantitative methodology, with causality type. The sample used includes data from 2012 to 2021 on oil prices, inflation, and stock market at crude oils Corp. Data analysis uses multiple linear regression techniques with the support of IBM SPSS Ver25 program. In this study, the proceeds is reinforced by the results of the joint test of the two variables producing significance and also a strong contribution to the variable with a determination score of 79.3 percent. The highest influence on stock prices at Crude Oils Corp. is the inflation variable with a t-count of 5,524 while the oil price variable only produces a t-count of 2,627. Both variables above have significant positive results from the proceeds of the regression test. Companies can make policies when facing falling oil prices so that companies can still make a profit, then potential investors should use other information that can be used as a reference in making investment decisions, especially about Stock Price of Crude Oils.
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creator: Andriyani Hapsari
creator: Luthfia Nurul Khumaidah
rights: Copyright (c) 2025 Andriyani Hapsari, Luthfia Nurul Khumaidah https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-04-02
publication date: 2025-04-02
starting page: 23
ending page: 34
doi: 10.58291/ijmsa.v4i1.359

The Influence of Celebrity Endorsement, Brand Image and Brand Equity on Purchase Intention of Adidas Shoes
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description: This research examines the influence of celebrity endorsements, brand image, and brand equity on the purchase intention of Adidas shoes. This research used a quantitative research method with a purposive sampling technique involving 92 respondents who had purchased Adidas shoes at least once. Data was collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with SmartPLS. The results indicate that celebrity endorsement does not have a significant effect on purchase intention (β = 0.149, p > 0.05). Brand image has been proven to have a positive and significant impact on purchase intention (β = 0.093, p < 0.001), whereas brand equity does not show a significant effect (β = 0.337, p > 0.05). The coefficient of determination shows that these three variables influence purchase intention by 22.1%, whereas 77.9% are influenced by other variables. These findings indicate that, in the Indonesian market, brand image plays a more significant role in influencing purchase intention than celebrity endorsement and brand equity for Adidas shoe products. The results of this research have important implications for Adidas’ marketing strategy in Indonesia, particularly in terms of resource allocation and brand image development.
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creator: Javier Goldin
creator: Rodhiah Rodhiah
rights: Copyright (c) 2025 Javier Goldin, Rodhiah Rodhiah https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-03-01
publication date: 2025-03-01
starting page: 11
ending page: 22
doi: 10.58291/ijmsa.v4i1.334

The Influence of brand image, consumer perception, and E-WOM on purchase intentions for product X in DKI Jakarta
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description: This study looks at how customer perception, brand image, and electronic word-of-mouth (e-WOM) affect consumers' inclinations to buy products. This study used a quantitative methodology, and 120 respondents were given an online questionnaire to complete in order to gather data. These responders are customers who are knowledgeable about a certain product. Through the use of SmartPLS software, structural equation modeling, or SEM, was used to analyze the data. The study's findings indicate that purchase intention is significantly influenced by e-WOM, customer perception, and brand image. Brand image has been shown to have the most influence on customer purchase choices out of these three elements. There are useful ramifications for marketing tactics from this result. Therefore, in order to draw in more customers, it is critical for businesses to improve their brand image. Enhancing e-WOM and preserving favorable customer views are also essential for raising purchase intentions. It is thus believed that this study would help businesses create more successful marketing plans in cutthroat marketplaces.
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creator: Richelle Valerie Tiofli
creator: Rodhiah Rodhiah
rights: Copyright (c) 2025 Richelle Valerie Tiofli, Rodhiah Rodhiah https://creativecommons.org/licenses/by-sa/4.0/
date: 2025-03-01
publication date: 2025-03-01
starting page: 1
ending page: 10
doi: 10.58291/ijmsa.v4i1.333

Factors Influencing Purchase Intention for PIK House Properties in Jakarta
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description: This study investigates the influence of relationship marketing, trust, and corporate image on purchase intention for PIK house properties in Jakarta during a period of economic challenges marked by inflation and declining property sales. The research employed a quantitative approach with data collected through online questionnaires from 173 respondents in June 2024, utilizing non-probability sampling and judgemental sampling techniques. Analysis was conducted using PLS-SEM with Smart-PLS 4.0 software. The findings revealed that relationship marketing (path coefficient = 0.470, p-value = 0.000) and corporate image (path coefficient = 0.369, p-value = 0.000) have significant positive influences on purchase intention. However, trust showed no significant impact on purchase intention (path coefficient = 0.019, p-value = 0.811), potentially due to the demographic composition of respondents being predominantly students (90.2%). The model demonstrated strong explanatory power with an R-square value of 0.647, indicating that 64.7% of purchase intention variance is explained by the studied variables. These findings provide valuable insights for property developers in formulating marketing strategies, particularly emphasizing the importance of relationship marketing and corporate image in driving purchase intention for high-value properties.
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creator: Billy Taniago
creator: Rodhiah Rodhiah
rights: Copyright (c) 2024 Billy Taniago, Rodhiah Rodhiah https://creativecommons.org/licenses/by-sa/4.0/
date: 2024-12-17
publication date: 2024-12-17
starting page: 157
ending page: 167
doi: 10.58291/ijmsa.v3i2.329

Determinants Of Entrepreneurial Intention in Student's Universities in West Jakarta
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description: : A person's achievements and experience in entrepreneurship can affect their decision to become an entrepreneur. Confidence is required, because every decision in entrepreneurship is accompanied by various risks. An important point in entrepreneurship is creating innovations to open new opportunities that have not existed previously. This study aimed to determine how achievement, confidence, and innovation affect entrepreneurial attitude. This research can enrich the knowledge sources that discuss individual attitudes and intentions toward entrepreneurship in developing countries. This study examined how achievement motivation, self-esteem, locus of control, and innovation influence entrepreneurial intention among university students in West Jakarta, Indonesia. Data were collected using Google Forms questionnaires from 80 university students in West Jakarta. The analysis was conducted using the Smart PLS-SEM. The findings reveal that achievement motivation and innovation have a positive and significant influence on entrepreneurial intention. Self-esteem showed a positive but insignificant influence, while locus of control demonstrated a negative and insignificant influence on entrepreneurial intention. The model explained (R-Square = 0.570 (57%)) 57% of the variance in entrepreneurial intention (R-square = 0.570, 57 %). These findings contribute to the understanding of the factors that shape entrepreneurial intention among university students in developing countries, particularly in the Indonesian context.
subject: Articles
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creator: Nur Hidayah
creator: Rodhiah Rodhiah
rights: Copyright (c) 2024 Nur Hidayah, Rodhiah Rodhiah https://creativecommons.org/licenses/by-sa/4.0/
date: 2024-11-10
publication date: 2024-11-10
starting page: 146
ending page: 156
doi: 10.58291/ijmsa.v3i2.328

The impact of self-efficacy, entrepreneurial motivation, and entrepreneurship education on interest in entrepreneurship
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description: Entrepreneurial interest in entrepreneurs is important because it can influence and impact several aspects, especially the economic aspects of oneself, other people, and the country. Entrepreneurship education, self-efficacy, and motivation can influence a person’s interest in entrepreneurship. The purpose of this research is to identify and understand the factors that can affect the entrepreneurial interest of students at the Faculty of Economics and Business, Tarumanagara University. This research uses quantitative methods. The sample selection technique used a non-probability sampling method. The population and sample were all students from the Faculty of Economics and Business, Tarumanagara University, totalling 100 respondents. The data collection method used an online questionnaire via the Google platform. The scale used is the Likert Scale. The testing of the data analysis technique is Partial Least Square-Structural Equation Modelling (PLS-SEM), which consists of two analyses, namely the outer model, which consists of validity and reliability, and an inner model for data analysis. The results of this study indicate that entrepreneurship education, self-efficacy, and motivation can influence students' interest in entrepreneurship. The results of the entrepreneurship education analysis show a T-statistic value of 3.724 and p-value of 0.000. The results of the self-efficacy analysis show a T-statistic value of 2.157 and p-value of 0.031, indicating that self-efficacy can increase interest in entrepreneurship. The results of the analysis of entrepreneurial motivation showed a T-statistic value of 2.761 and a p-value of 0.000.
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creator: Reinaldi William
creator: Rodhiah Rodhiah
rights: Copyright (c) 2024 Reinaldi William, Rodhiah Rodhiah https://creativecommons.org/licenses/by-sa/4.0/
date: 2024-12-12
publication date: 2024-12-12
starting page: 132
ending page: 145
doi: 10.58291/ijmsa.v3i2.327

The Influence of Social Media Marketing and Brand Awareness on Purchase Decisions for Make Over Beauty Products
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description: The purpose of this research is to determine whether or not Make Over beauty product sales are affected by social media marketing and consumer familiarity with the brand. Using a purposive sample methodology, 59 Gen Z respondents who had bought Make Over items were surveyed using Google Forms. Validity, reliability, multiple linear regression, t-test, F-test, and classical assumption test are some of the statistical tests used in this research, all conducted using SPSS 26. The findings demonstrated that compared to brand awareness, social media marketing significantly affects purchase choices. This finding is derived from the fact that brand awareness has a significant value of 0.112, which is higher than 0.05, and social media marketing has a significant value of 0.045, which is lower than 0.05. The significance of social media marketing tactics in the regional cosmetics sector is further explored in this research. If future studies want to get to the bottom of what factors influence consumers' choices to buy, they should use a bigger and more varied sample, according to this study's recommendations.
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creator: Salma Aulia Nur Rahman
creator: Agus Aribowo
rights: Copyright (c) 2024 Salma Aulia Nur Rahman, Agus Aribowo https://creativecommons.org/licenses/by-sa/4.0/
date: 2024-09-25
publication date: 2024-09-25
starting page: 121
ending page: 131
doi: 10.58291/ijmsa.v3i2.291

The influence of Behavior, Attitude, and Entrepreneurial education on Entrepreneurial Interest among Students in West Jakarta
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description: Interest in entrepreneurship is an individual choice due to their courage to take risks in building, developing, and facing challenges in business. This research examines the influence of behaviour, attitudes, and entrepreneurship education on entrepreneurial interest among students. Related to several previous studies, various internal and external factors that influence an individual's entrepreneurial intention have been identified. Internal factors may include an individual's attitudes and behaviours, while external factors encompass the entrepreneurial education that a person receives. The respondents in this study are fifth-semester students in West Jakarta, specifically from the Faculty of Economics and Business. The sampling technique is purposive sampling. The data collection used is a survey accompanied by an open-ended questionnaire as the instrument. The distribution of the questionnaire can be conducted both online and offline—with a quantitative descriptive analysis technique using regression analysis and Partial Least Square (PLS) program analysis version 3.00. The results indicate that behavioural control has a negative and insignificant effect on entrepreneurial interest. Attitude has a positive but not significant influence on interest in entrepreneurship. Entrepreneurship education has a positive and significant impact on entrepreneurial interest among students.
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creator: Rodhiah Rodhiah
creator: Nur Hidayah
rights: Copyright (c) 2024 Rodhiah Rodhiah, Nur Hidayah https://creativecommons.org/licenses/by-sa/4.0/
date: 2024-10-12
publication date: 2024-10-12
starting page: 84
ending page: 97
doi: 10.58291/ijmsa.v3i2.295

The Influence of Discount Cuts and Buzz Marketing Strategies on Live Sales Through E-commerce on Impulsive Buying Behavior
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description: The level of internet usage in Indonesia is considered very high, encouraging the community to continuously adapt to using technology as a medium for business creation. The utilization of technology in the business field requires business actors to enhance creativity and strategies to influence and attract consumer purchasing interest. This research will explain the influence of discounts and buzz marketing strategies on live sales through e-commerce on impulsive buying behavior, with respondents aged 15-29 who reside in Jakarta. The technique used in the research for sample selection is non-probability sampling with purposive sampling. Data collection in this research was conducted by distributing questionnaires. The research analysis technique used is Smart PLS. Ultimately, the results of this study show that discounts on live sales through e-commerce have a positive but insignificant effect on impulsive buying behavior. Meanwhile, buzz marketing in live sales through e-commerce has a significant positive effect on impulsive buying behavior.
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creator: Ardiansyah Rasyid
creator: Arifin Djakasaputra
rights: Copyright (c) 2024 Ardiansyah Rasyid , Arifin Djakasaputra https://creativecommons.org/licenses/by-sa/4.0/
date: 2024-11-18
publication date: 2024-11-18
starting page: 110
ending page: 120
doi: 10.58291/ijmsa.v3i2.298