JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
type: channel
description: Jurnal Nusantara Aplikasi Manajemen Bisnis (NUSAMBA) is a peer-reviewed international journal that publishes original research papers and reviews the fields of strategy of management, financial management, operation management marketing management, HR Management, Financial Technology, Entrepreneur, Economic, Business Ethic, Organization Behavior and other problem-focused paradigms. The journal is dedicated to promoting the advancement of management and business science in the ASEAN region and beyond by providing a platform for researchers, scientists, and academics to publish their research findings and share their knowledge with the wider scientific community. NUSAMBA welcomes submissions from researchers, scientists, and academics in the ASEAN region and around the world on. Another characteristic of the Jurnal Nusantara Aplikasi Manajemen Bisnis is that of relevance. Articles will be more academically sophisticated than industry-targeted management journals but may share the objective of having a contribution that is relevant to a practitioner audience. Of course, relevant, and supportable managerial implications does not mean that the article needs to be written for a lay audience. Implications and writing style are two different issues. We strongly prefer papers that explain their main intuition, logic, and implications in clear and concise English. Importantly, papers must be written in a transparent and accessible manner and where necessary, we recommend authors use the services of a professional editor for English expression and grammar. If you have any queries you wish to direct to the Editor-in-Chief, please contact septifauji@unpkediri.ac.id in the first instance. All issues of Jurnal Nusantara Aplikasi Manajemen Bisnis are available online. ISSN 2528-0929 (Media Online) and ISSN 2549-5291 (Media Print)
publisher: UNIVERSITAS NUSANTARA PGRI KEDIRI
language: en
publication name: JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
issn: 2549-5291
copyright: Authors who publish with this journal agree to the following terms: Copyright on any article is retained by the author(s). The author grants the journal, the right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work. The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License
items: Analisis Preferensi Konsumen terhadap Sepatu Ramah Lingkungan: Studi Kasus di Kota Semarang
items: Pegawai Loyal Sebagai Pelaku Fraud : Perspektif Hexagonal
items: Implementasi Strategi Trading Cryptocurrency Menggunakan Indikator QMI: Perspektif Sebelas Tahun pada Bitcoin (2013–2024)
items: Investor Risk Behavior Moderation in Financial Literacy on Millennial Investment Decisions
items: The Effect Of Company Size And Profitability On Company Value, With Dividend Policy as Mediating
items: Meningkatkan Daya Saing UMK: Mengungkap Peran Kecepatan Inovasi dan Penciptaan Pengetahuan
items: Akreditasi sebagai Faktor Penentu dalam Keputusan Mahasiswa Masuk Perguruan Tinggi Muhammadiyah di Kalimantan Barat
items: Kepemimpinan Strategis Dan Keberlanjutan UKM: A Systematic Literature Review
items: Determinan Repurchase Intention Konsumen dalam Berbelanja Busana Muslim secara Online
items: Brand Loyalty-Building Strategy: Influence Product Quality, Perceived Experience Quality, And Brand Attitude Through Mediating Brand Trust
items: Analisis Pengaruh Pertumbuhan Penjualan, Profitabilitas, Risiko Pasar, dan Inflasi Terhadap Nilai Perusahaan Sektor Consumer Non-Cyclicals
items: Brand Image Memediasi Peran Content Marketing Dan Online Customer Review Terhadap Minat Beli Eatsambel
items: Improving E-Sport Player Loyalty: An Overview of the Game Industry in JABOTABEK, Indonesia
items: Pure-In: Exploring Customer Satisfaction Performance to Increase Repurchase Intentions
items: Strategi Pemasaran Usaha Kuliner di Kepulauan Seribu Utara, DKI Jakarta
items: Bagaimana Media Sosial dan Ekuitas Merek dapat Meningkatkan Minat Beli Produk Kopi Kenangan?
items: Analisis Perilaku Generasi Z dalam Mengadopsi Bank Digital : Pendekatan TAM dan S-O-R
items: Efisiensi Biaya Penugasan Karyawan Dengan Metode Hungarian : Studi Kasus pada Konveksi RAPPI
items: Analisis Path: Peran Live Streaming, Citra Merek, dan Kualitas terhadap Keputusan Pembelian Shopee dengan Mediasi Voucher
items: The Crafting Unforgettable Dining Moments: The Impact of Brand Love, Satisfaction, and Trust on Customer Experience
items: Analisis Nilai Perusahaan Menggunakan Model Tobins-Q untuk Menilai Kinerja Bank Rakyat Indonesia Tbk Periode 2013-2022
items: Analisis Keputusan Konsumen Dalam Membeli Minyak Goreng Di Kabupaten Nganjuk
items: Analisis Diskriminasi Kerja Karyawan Disabilitas Dengan Menggunakan Teknik Bibliometrik
items: Budaya Organisasi Terhadap Kepuasan Kerja Pegawai Dimediasi Motivasi
items: The Role of Big Data in Transforming HR Analytics and Talent Management Practices
items: Kolaborasi Content Marketing dan Event Marketing sebagai Strategi Meningkatkan Loyalitas Pelanggan Wisata Korea Fantasy
items: Penilaian Business Sustainability Menggunakan Model European Foundation for Quality Management pada Tenant Wirausaha Merdeka
items: Green Cosmetics : Sejauh Mana Tren Sustainable Beauty Mempengaruhi Niat Pembelian Generasi Muda?
items: Peran Mediasi Sikap dan Moderasi Kepedulian Lingkungan dalam Mempengaruhi Niat Pembelian Hijau
items: Analisis Laporan Pertanggungjawaban Realisasi Anggaran Pendapatan dan Belanja Desa di Kabupaten Biak Numfor

Analisis Preferensi Konsumen terhadap Sepatu Ramah Lingkungan: Studi Kasus di Kota Semarang
type: item
description: Research aim: This study aims to analyze consumer preferences toward eco-friendly shoes by identifying the most influential attributes affecting purchasing decisions, including price, recycled materials, durability, ecolabel, and recyclability. Design/Methode/Approach: A quantitative approach was employed using Choice-Based Conjoint Analysis (CBCA) to evaluate consumer preferences for sustainable footwear. Research Finding: Price emerged as the most influential attribute, with consumers preferring products priced between IDR 500,000–1,000,000. Recycled materials and product durability had significant positive utilities, indicating strong consumer preference for environmentally sustainable shoes. Ecolabels also played a key role, showing that certified products are more appealing. However, training shoes were less preferred compared to casual and running shoes. Theoretical contribution/Originality: This study contributes to sustainable fashion literature by empirically highlighting the relative importance of sustainability-related attributes in consumer purchasing behavior within the footwear industry. Practitioner/Policy implication: Manufacturers and marketers should emphasize affordable pricing, use of recycled materials, durability, and ecolabel visibility to align with consumer preferences and strengthen environmental positioning. Research limitation: This study focuses on Indonesian consumers; future research should include broader samples to enhance generalizability.
subject: Artikel
  topic: section
subject: Analisis Konjoin
  topic: keywords
subject: preferensi konsumen
  topic: keywords
subject: fashion berkelanjutan
  topic: keywords
subject: sepatu ramah lingkungan
  topic: keywords
creator: Sairul Alam
creator: Mujiya Ulkhaq
creator: Naniek Utami Handayani
rights: Copyright (c) 2025 Sairul Alam, Mujiya Ulkhaq, Naniek Utami Handayani https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-22
publication date: 2025-10-22
starting page: 622
ending page: 638
doi: 10.29407/nusamba.v10i2.25214

Pegawai Loyal Sebagai Pelaku Fraud : Perspektif Hexagonal
type: item
description: Research Objectives : This research focuses on the analysis of loyal employees as fraud perpetrators: a hexagonal perspective. Design / Method / Approach : A qualitative, case-study approach focused on a state-owned bank in East Java. Search results : The search results of 6 indicators are 4 indicators that affect the performance of loyal employees in committing fraudulent acts, namely pressure, ability, opportunities and rationalization. Theoretical contribution/originality : This study shows that employees who are loyal in committing fraud by utilizing their skills and experience on the job and the average employee who performs this action are employees of high standing such as managers and branch heads who have the ability to obtain higher education as they do by neglecting the duties and authority of management so that they do not work effectively in terms of combating fraud. Practical implications : This analysis is used to analyze fraud that occurs in loyal employees. Research limitations : The limitations of this study use the hexagonal perspective only.
subject: Artikel
  topic: section
subject: Loyalitas Pegawai
  topic: keywords
subject: Fraud
  topic: keywords
subject: Teori Hexagonal
  topic: keywords
creator: Ika Anggie Wiasti
creator: Driana Leniwati
creator: Ahmad Juanda
rights: Copyright (c) 2025 Ika Anggie Wiasti, Driana Leniwati, Ahmad Juanda https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-22
publication date: 2025-10-22
starting page: 333
ending page: 343
doi: 10.29407/nusamba.v10i2.25206

Implementasi Strategi Trading Cryptocurrency Menggunakan Indikator QMI: Perspektif Sebelas Tahun pada Bitcoin (2013–2024)
type: item
description: Research aim : This study aims to develop and test the effectiveness of a Quantitative Market Indicator (QMI)-based trading strategy to optimize Bitcoin investment returns while managing risk through controlled position allocation.. Design/Methode/Approach : The research follows five stages: data preprocessing, market indicator calculation, trading strategy design, performance analysis, and visualization. The QMI integrates three key indicators—Puell Multiple, Golden Fibonacci Index, and Pi Cycle—to identify market cycles and trend reversals. The systematic trading strategy applies buying rules when QMI < 20 and selling when QMI > 80, allocating 3% of capital for each transaction. Research Finding : The QMI strategy generated 1,101 transactions (479 buys, 622 sells), achieving a 12,670.71% return with an initial capital of USD 1,000 growing to USD 127,700.32. The maximum drawdown was 32.4%, the win rate 68.5%, and the Sharpe ratio 2.1, indicating strong performance with controlled risk. Theoretical contribution/Originality : This study introduces the integration of the Fibonacci sequence and the golden ratio in market cycle detection, enhancing prediction accuracy in volatile crypto markets. Practitioner/Policy implication : The QMI model provides a structured decision-making framework for crypto investors, emphasizing disciplined trading and adaptive risk management. Research limitation : Further development should integrate market sentiment and dynamic thresholds to refine model robustness.
subject: Artikel
  topic: section
subject: Bitcoin
  topic: keywords
subject: cryptocurrency
  topic: keywords
subject: Fibonacci
  topic: keywords
subject: Golden Ratio
  topic: keywords
subject: Golden Fibonacci Index
  topic: keywords
creator: Windra Swastika
creator: Tarsisius Renald Suganda
creator: Rino Tam Cahyadi
rights: Copyright (c) 2025 Windra Swastika, Tarsisius Renald Suganda, Rino Tam Cahyadi https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-22
publication date: 2025-10-22
starting page: 610
ending page: 621
doi: 10.29407/nusamba.v10i2.25032

Investor Risk Behavior Moderation in Financial Literacy on Millennial Investment Decisions
type: item
description: Research aim : This study examines the moderating role of investor risk behavior in the relationship between financial literacy and investment decisions among millennials. Design/Methode/Approach : A quantitative approach was employed, collecting data from 96 millennial investors through a structured survey. Structural Equation Modeling-Partial Least Squares (SEM-PLS) was utilized to analyze both direct and indirect relationships among variables. Research Finding : The findings indicate that financial literacy does not significantly influence investment decisions. However, financial literacy has a positive and significant impact on investor risk behavior, which, in turn, significantly influences investment decisions. Furthermore, investor risk behavior moderates the relationship between financial literacy and investment decisions in a positive and significant manner. Theoretical contribution/Originality : These results highlight the critical role of risk behavior as both a mediating and moderating mechanism in leveraging financial literacy for improved investment decision-making. Practitioner/Policy implication : The study's practical implications suggest that financial literacy programs should not only focus on enhancing knowledge but also on fostering risk management skills to support informed investment choices. Research limitation : This study is limited by its relatively small sample size and geographic focus on Makassar City, which may restrict the generalizability of the findings to broader populations. Additionally, the cross-sectional design captures only a snapshot of behavior, making it difficult to infer long-term patterns or causal relationships.
subject: Artikel
  topic: section
subject: Financial Literacy
  topic: keywords
subject: Investor Risk Behavior
  topic: keywords
subject: Investment Decisions
  topic: keywords
subject: Millennials
  topic: keywords
subject: SEM-PLS
  topic: keywords
creator: Claudio Julio Mongan
creator: Johannes Baptista Halik
creator: Kristian Hoegh Pride Lambe
creator: Irdawati
rights: Copyright (c) 2025 Claudio Julio Mongan, Johannes Baptista Halik, Kristian Hoegh Pride Lambe, Irdawati https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-22
publication date: 2025-10-22
starting page: 596
ending page: 609
doi: 10.29407/nusamba.v10i2.24968

The Effect Of Company Size And Profitability On Company Value, With Dividend Policy as Mediating
type: item
description: Research Aim: This study aims to analyze the factors that influence firm value in non-consumer cyclical industry sectors. Approach: The study employs a descriptive quantitative approach using Partial Least Squares (PLS) analysis with SmartPLS software. Secondary data were obtained from financial reports of companies in the non-consumer cyclical sector listed on the Indonesia Stock Exchange (IDX). The tested variables include profitability, liquidity, leverage, and dividend policy as determinants of firm value. Research Finding: The results show that only profitability has a significant and positive effect on firm value, while liquidity, leverage, and dividend policy do not have a significant influence. This finding emphasizes that investors still prioritize profitability as the main indicator of firm value. Theoretical Contribution/Originality: This study contributes to strengthening the empirical literature on firm value by highlighting the dominance of profitability as a determinant variable in the non-consumer cyclical sector. Practitioner/Policy Implication: The findings provide guidance for investors to assess firm value based on financial performance indicators, particularly profitability, when making investment decisions. Research Limitation: This study is limited to the non-consumer cyclical industry sector and does not include other industries that may show different determinant patterns of firm value.
subject: Artikel
  topic: section
subject: Company Size
  topic: keywords
subject: Profitability
  topic: keywords
subject: Company Value
  topic: keywords
subject: Dividend Policy
  topic: keywords
creator: Moch. Wahyu Widodo
creator: Rieska Maharani
creator: Makaryanawati
rights: Copyright (c) 2025 Moch. Wahyu Widodo, Rieska Maharani, Makaryanawati https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-22
publication date: 2025-10-22
starting page: 534
ending page: 544
doi: 10.29407/nusamba.v10i2.22656

Meningkatkan Daya Saing UMK: Mengungkap Peran Kecepatan Inovasi dan Penciptaan Pengetahuan
type: item
description: Research aim : This study investigates the critical role of innovation speed and knowledge creation as antecedents of the competitiveness of MSEs in the culinary industry. Design/Method/Approach : Employing a multiple regression analysis, this study analyze data from 110 MSEs in Sleman and Yogyakarta. Research Finding : Our findings reveal that both, innovation speed and knowledge creation are significant drivers of MSEs’ competitiveness. Theoretical contribution/Originality : Building on the concept of knowledge-based barriers to entry, this study succeeded in demonstrating that rapid innovation fosters the creation of unique competence and market-based knowledge. Practitioner/Policy implication : These results offer valuable insights for MSEs, highlighting the importance of fostering a culture of continuous innovation and knowledge creation to achieve a sustainable competitive advantage. Research limitation : This study has limitations in the context of the sample and location, which were specifically conducted in Yogyakarta and Sleman, which may limit the generalizability of the result of this study.
subject: Artikel
  topic: section
subject: MSEs
  topic: keywords
subject: Competitiveness
  topic: keywords
subject: Innovation Speed
  topic: keywords
subject: Knowledge Creation
  topic: keywords
subject: Culinary Industry
  topic: keywords
creator: Baziedy Aditya Darmawan
creator: Satya Laksana Firmansyah
rights: Copyright (c) 2025 Baziedy Aditya Darmawan, Satya Laksana Firmansyah https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-22
publication date: 2025-10-22
starting page: 492
ending page: 504
doi: 10.29407/nusamba.v10i2.22631

Akreditasi sebagai Faktor Penentu dalam Keputusan Mahasiswa Masuk Perguruan Tinggi Muhammadiyah di Kalimantan Barat
type: item
description: Research Aim: This study analyzes the factors influencing students' decisions to choose universities, specifically Muhammadiyah universities in West Kalimantan. The focus is on the role of accreditation in shaping students' choices. Method: Using correlation and multiple regression analysis, the study investigates the relationship between University accreditation and students' enrollment decisions. Data were collected from 100 active students in their early semesters across three Muhammadiyah universities for the 2022/2023 academic year. Research Finding: The results reveal a significant correlation between accreditation and students' decisions, showing that students prioritize accreditation when selecting a University. Multiple regression analysis indicates that accreditation directly influences students' choices, explaining approximately 80.5% of the variation in their decisions. Theoretical Contribution: This research contributes to understanding how University accreditation is a critical factor in prospective student decision-making, adding to the body of knowledge on higher education marketing strategies. Practical Implication: The findings highlight the importance of University management in maintaining and improving its accreditation status to attract potential students. Institutions must also consider other factors such as reputation, tuition fees, location, facilities, and offered programs to create effective and sustainable student recruitment strategies. Research Limitation: The study is limited to three Muhammadiyah universities in West Kalimantan, which may affect the generalizability of the findings to other regions or institutions
subject: Artikel
  topic: section
subject: Accreditation
  topic: keywords
subject: Enrollment
  topic: keywords
subject: Education
  topic: keywords
subject: Decision Making
  topic: keywords
creator: Fify Afriyanda
creator: Samsuddin
rights: Copyright (c) 2025 Fify Afriyanda, Samsuddin https://creativecommons.org/licenses/by-sa/4.0
date: 2025-05-06
publication date: 2025-05-06
starting page: 157
ending page: 165
doi: 10.29407/nusamba.v10i1.22279

Kepemimpinan Strategis Dan Keberlanjutan UKM: A Systematic Literature Review
type: item
description: Research aim: The purpose of this paper is to identify and analyze some of the key literature on strategic leadership and SME coaching Approach: This paper is a Systematic Literature Review using the Science Direct database. Based on several stages in the systematic review method using the SPAR-4-SLR Protocol, 94 key articles from the Q1 category were found based on the Scimago Journal Ranking (SJR) Research Finding: This study found that 8 scientific groups support research on strategic leadership and SME sustainability Theoretical contribution: Many studies on SME sustainability have been carried out, but studies that look at the direct relationship of strategic leadership to SME sustainability are still very rare. Practitioner implication: This research provides more systematic knowledge and understanding for SME managers and academicians regarding improving SME sustainability related to their strategic leadership roles. Research limitation: This study also has limitations on the journal database, which is only sourced from Science Direct. The next study is expected to be expanded with other database sources such as scopus, Emerald, springer, and others for a more comprehensive study.
subject: Artikel
  topic: section
subject: Strategic Leadership
  topic: keywords
subject: Sustainability
  topic: keywords
subject: SME’s
  topic: keywords
subject: Systematic Literature Review
  topic: keywords
creator: Resi Yulia
creator: Erni Masdupi
creator: Syahrizal
rights: Copyright (c) 2024 Resi Yulia, Erni Masdupi, Syahrizal
date: 2024-10-28
publication date: 2024-10-28
starting page: 555
ending page: 571
doi: 10.29407/nusamba.v9i2.21197

Determinan Repurchase Intention Konsumen dalam Berbelanja Busana Muslim secara Online
type: item
description: Research aim: To examine the determinants of consumer repurchase intention in shopping for Muslim fashion online. Methods: Explanatory research using the Structural Equation Modeling method with the SmartPLS3 program. Research Findings: The results show that consumer satisfaction significantly affects consumer loyalty, which in turn mediates the relationship between consumer satisfaction and repurchase intention. E-WOM does not show a significant effect on repurchase intention either directly or through mediation. Theoretical Contribution: This study contributes to the e-commerce literature by revealing the relationship dynamics between consumer satisfaction, electronic word of mouth (e-WOM), customer loyalty, and repurchase intention on online platforms. Practical Implications: The results of this study provide strategic guidance for e-commerce business actors to increase customer loyalty as an important step in encouraging repeat purchases Research Limitations: This study is limited to the context of Muslim fashion online stores, so the results may not be generalizable to other products or different e-commerce platforms. Further research is needed to explore additional factors that can more comprehensively explain the relationship between consumer satisfaction and repurchase intention.
subject: Artikel
  topic: section
subject: Electronic Word of Mouth
  topic: keywords
subject: Kepuasan Konsumen
  topic: keywords
subject: Loyalitas Pelanggan
  topic: keywords
subject: Repurchase Intention
  topic: keywords
creator: Lila Bismala
creator: Lailan Safina Hasibuan
creator: Susi Handayani
rights: Copyright (c) 2024 Lailan Safina Hasibuan, Lila Bismala, Susi Handayani
date: 2024-10-28
publication date: 2024-10-28
starting page: 540
ending page: 554
doi: 10.29407/nusamba.v9i2.20207

Brand Loyalty-Building Strategy: Influence Product Quality, Perceived Experience Quality, And Brand Attitude Through Mediating Brand Trust
type: item
description: Research aim: This study aims to measure product quality, perceived experience quality, and brand attitude that can affect brand trust through brand loyalty to Janji Jiwa coffee products. Methode: Data will be collected using a survey method and questionnaires. This study used Structural Equation Modeling (SEM) data analysis techniques operated using the Smart-PLS program version 3.2.9 Theoretical contribution: This research also proves that product quality and perceived experience quality can affect brand trust, while brand attitude influences brand loyalty. It aims to create a sense that customers expect to be able to compete with other competitors in the future. Practitioner implication: Product quality, perceived experience quality, and brand attitude play an important role in increasing brand trust and brand loyalty, where good taste integrity and customer expectations will affect growing sales, so coffee shop entrepreneurs must provide innovation strategies in maintaining product quality to influence consumers to be loyal to their products. Research limitation: This study only focuses on three variables: product quality, perceived experience quality, and brand attitude
subject: Artikel
  topic: section
subject: Product Quality
  topic: keywords
subject: Perceived Experience Quality
  topic: keywords
subject: Brand Attitude
  topic: keywords
subject: Brand Trust
  topic: keywords
subject: Brand Loyalty
  topic: keywords
creator: Rindika Pramadanti
rights: Copyright (c) 2025 Rindika Pramadanti https://creativecommons.org/licenses/by-sa/4.0
date: 2025-05-06
publication date: 2025-05-06
starting page: 237
ending page: 253
doi: 10.29407/nusamba.v10i1.22384

Analisis Pengaruh Pertumbuhan Penjualan, Profitabilitas, Risiko Pasar, dan Inflasi Terhadap Nilai Perusahaan Sektor Consumer Non-Cyclicals
type: item
description: Research aim: This study aims to identify the effect of sales growth, profitability, market risk, and inflation on firm value. Method: This quantitative research study utilized purposive sampling to obtain a sample of 59 companies. The data analysis technique used was the Generalized Method of Moments in Eviews 12. Research Finding: The study found that sales growth does not significantly influence firm value. However, profitability positively impacts firm value, while market risk and inflation have negative impacts. Theoretical contribution: This study enriches the literature on the relationship between sales growth variables, profitability, market risk, and inflation on company value, especially in the consumer non-cyclical sector, using the Generalized Method of Moments (GMM). Practitioner implication: This study provides insights for non-cyclical consumer sector companies in Indonesia to focus on resource management efficiency and cost control strategies to increase profitability. Research limitation: This analysis does not include other internal company factors, such as management policies or product innovations that can affect company value. Further research is needed to explore additional factors that can provide a more comprehensive understanding.
subject: Artikel
  topic: section
subject: Generalized Method of Moments
  topic: keywords
subject: Value Company
  topic: keywords
subject: Sales Growth
  topic: keywords
subject: Profitability
  topic: keywords
subject: Market Risk
  topic: keywords
subject: Inflation
  topic: keywords
creator: Dewi Pangestuti
creator: Aldi Patria Said
rights: Copyright (c) 2024 Aldi Patria Said, Dewi Pangestuti
date: 2024-10-28
publication date: 2024-10-28
starting page: 521
ending page: 539
doi: 10.29407/nusamba.v9i2.20574

Brand Image Memediasi Peran Content Marketing Dan Online Customer Review Terhadap Minat Beli Eatsambel
type: item
description: Research aim : The purpose of this research is to identify the direct and indirect effects of content marketing and online customer reviews on purchase intention for Eatsambel Products on TikTok through brand image. Design/Methode/Approach : The method applied in this research is a quantitative approach that is associative in nature. Research Finding : The findings delineated within this investigation illustrate that content marketing exerts a discernible and affirmative influence on the brand image of Eatsambel Products on TikTok. Concurrently, online customer reviews similarly demonstrate a constructive and statistically significant impact on the aforementioned brand image. Furthermore, the study elucidates that content marketing significantly contributes to the augmentation of purchasing intent towards Eatsambel Products on TikTok. Conversely, the influence of online customer reviews on purchasing intent is not found to be statistically significant. Notably, brand image emerges as a pivotal determinant, exhibiting a positive and statistically significant association with purchasing intent concerning Eatsambel Products on TikTok, with brand image serving as an intermediary variable. Additionally, it is observed that content marketing, when considered alongside brand image as an intervening factor, does not exhibit a statistically significant impact on purchasing intent. Similarly, online customer reviews, when analyzed within the framework of brand image as an intervening variable, do not manifest a significant effect on purchasing intent regarding Eatsambel Products on TikTok. Theoretical contribution/Originality : This research proposes a conceptual model that investigates the interaction between content marketing, online customer reviews, and brand trust in influencing purchase intention of Eatsambel products holistically. Practitionel/Policy implication : This research provides valuable insights for Eatsambel to optimize content marketing strategies and online…
subject: Artikel
  topic: section
subject: Content marketing
  topic: keywords
subject: Online customer review
  topic: keywords
subject: Brand image
  topic: keywords
subject: Purchase intention
  topic: keywords
creator: Mar’atul Fahimah
creator: Umi Latifah
rights: Copyright (c) 2024 Mar’atul Fahimah,Umi Latifah
date: 2024-10-28
publication date: 2024-10-28
starting page: 505
ending page: 520
doi: 10.29407/nusamba.v9i2.22210

Improving E-Sport Player Loyalty: An Overview of the Game Industry in JABOTABEK, Indonesia
type: item
description: Research Aim: This study investigates the impact of experiential values ​​and promotional activities on player satisfaction, which affects player loyalty in the e-sports industry in the Jabodetabek area. Approach: This study uses the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach to test the proposed hypotheses and achieve the research objectives. Questionnaires were distributed to 100 respondents who identified as e-sports players in the Jabodetabek area. Research Findings: This study found that experiential values ​​have a positive and significant effect on player satisfaction in the e-sports industry in the Jabodetabek area. However, promotional activities do not significantly affect e-sports player satisfaction. This means that esports companies' promotional efforts may not significantly impact player satisfaction. Theoretical Contribution: This finding suggests that the theory of satisfaction on loyalty also applies to the Jabodetabek esports industry. Practical Implications: This study has significant practical implications for e-sports companies looking to enhance the value of the player experience by increasing the complexity of their games' features. Research Limitations: This study is limited to the Jabodetabek area and may not reflect the same conditions in other areas.
subject: Artikel
  topic: section
subject: e-sports
  topic: keywords
subject: experential value
  topic: keywords
subject: player loyalty
  topic: keywords
subject: player satisfaction
  topic: keywords
subject: promotion
  topic: keywords
creator: William Widjaja
creator: Andika Samudra
creator: Chairuddin
creator: Adryan Rachman
creator: Meilisa Alvita
rights: Copyright (c) 2024 William Widjaja , Andika Samudra, Chairuddin, Adryan Rachman, Meilisa Alvita
date: 2024-10-28
publication date: 2024-10-28
starting page: 471
ending page: 488
doi: 10.29407/nusamba.v9i2.21176

Pure-In: Exploring Customer Satisfaction Performance to Increase Repurchase Intentions
type: item
description: Research Aim: This study analyzes the influence of trust, promotion, e-service quality, and convenience on repurchase intention, with consumer satisfaction as an intervening variable. Approach: This study uses a quantitative method with path analysis analysis techniques. Samples were taken using purposive sampling techniques of 100 consumers. Research Findings: The results of the first part of the analysis show that Trust, Promotion, E-Service Quality, and Convenience have a positive and significant effect on customer satisfaction. The second part of the study, namely Trust, Promotion, E-Service Quality, and Convenience, has a large and positive effect on repurchase intention. Consumer satisfaction has a significant and positive effect on repurchase intention. Theoretical Contribution: This article is very relevant for future research that focuses on optimizing consumer experience in e-commerce, especially in integrating psychological, technological, and marketing aspects to create consumer satisfaction and loyalty. Practical Implications: E-commerce can prioritize the factors in this study to increase consumer satisfaction and repurchase intention. Research Limitations: This study only focuses on certain variables, so future research can add external variables such as economic conditions, etc.
subject: Artikel
  topic: section
subject: trust
  topic: keywords
subject: promotion
  topic: keywords
subject: e-service quality
  topic: keywords
subject: easiness
  topic: keywords
subject: customer satisfaction
  topic: keywords
subject: repurchase intention
  topic: keywords
creator: Mahmud
creator: Febrianur Ibnu Fitroh Sukono Putra
creator: Tri Esti Rahayuningtyas
rights: Copyright (c) 2024 Mahmud, Febrianur Ibnu Fitroh Sukono Putra, Tri Esti Rahayuningtyas
date: 2024-10-28
publication date: 2024-10-28
starting page: 489
ending page: 504
doi: 10.29407/nusamba.v9i2.21457

Strategi Pemasaran Usaha Kuliner di Kepulauan Seribu Utara, DKI Jakarta
type: item
description: Research aim : The purpose of this research is to find out the marketing strategies carried out by culinary entrepreneurs in the North Thousand Islands. Design/Methode/Approach : This research uses a qualitative approach with descriptive methods. Data collection by field survey methods, documentation, interviews. The research was located on three islands in the North Thousand Islands, namely Kelapa Island, Harapan Island and Pramuka Island, with research time from June to September 2022. Research Finding : The results of the research obtained culinary business marketing strategies which are 1) the target market for consumers is determined, tourists who come to visit the Island, and the surrounding community, 2) culinary product planning includes product types, product processing, packaging and ways of offering to consumers, 3) pricing set by culinary business actors based on production costs which often increase in line with the increase in fuel prices for ships transporting foodstuffs, 4) distribution systems for culinary and catering businesses mostly through intermediaries of tour or travel agents and government officials, 5) general marketing communications conducted conventionally such as direct sales where selling directly to consumers Theoretical contribution/Originality : This research describes the marketing strategy carried out by culinary entrepreneurs in the North Seribu Islands so far where there are still business problems, with this research it can be used as a reference to improve the marketing strategy that has been carried out to increase business. Practitionel/Policy implication : Become a reference in improving the marketing strategy that has been carried out in order to increase business. Research limitation : Limited time for interviews with informants who have busy trading while taking care of the household. Research Contributions: This research can contribute to marketing theory in tourist destinations, local marketing and digital marketing.
subject: Artikel
  topic: section
subject: strategy
  topic: keywords
subject: marketing
  topic: keywords
subject: MSMe
  topic: keywords
subject: culinary
  topic: keywords
subject: food
  topic: keywords
creator: Dewi Kusumaningrum
creator: Ramon Hurdawaty
creator: Vera Clara Simanjuntak
rights: Copyright (c) 2024 Dewi Kusumaningrum, Ramon Hurdawaty, Vera Clara Simanjuntak
date: 2024-10-28
publication date: 2024-10-28
starting page: 456
ending page: 470
doi: 10.29407/nusamba.v9i2.19883

Bagaimana Media Sosial dan Ekuitas Merek dapat Meningkatkan Minat Beli Produk Kopi Kenangan?
type: item
description: Research aim : This study investigates the influence of social media marketing and brand equity on consumer purchase intention toward Kopi Kenangan, a leading Indonesian coffee brand and the first New Retail F&B Unicorn in Southeast Asia. Approach : A quantitative descriptive approach was employed, collecting data from 400 Kopi Kenangan Instagram followers. Multiple linear regression analysis was used to assess both partial and simultaneous effects of social media marketing and brand equity on purchase intention. Research Finding: The results show that social media marketing has a positive partial effect on purchase intention, while brand equity demonstrates a stronger partial . When analyzed simultaneously, both variables explain confirming a significant combined impact. Theoretical contribution/Originality : This research enriches existing literature by emphasizing the role of social media marketing and brand equity in shaping consumer behavior in the digital era. Practitioner/Policy implication : The findings suggest that F&B businesses should strengthen their brand equity and leverage social media marketing strategies Research limitation :. he study focuses solely on followers of a single brand’s social media platform, which may limit the generalizability of results across other consumer groups or industries.
subject: Artikel
  topic: section
subject: Social Media Marketing
  topic: keywords
subject: Brand Equity
  topic: keywords
subject: Purchase Interest
  topic: keywords
creator: Anggi Pasca Arnu
creator: Vanessa Gaffar
creator: Meta Arief
rights: Copyright (c) 2025 Anggi Pasca Arnu, Vanessa Gaffar , Meta Arief https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-22
publication date: 2025-10-22
starting page: 317
ending page: 332
doi: 10.29407/nusamba.v10i2.23971

Analisis Perilaku Generasi Z dalam Mengadopsi Bank Digital : Pendekatan TAM dan S-O-R
type: item
description: Research aim: The purpose of this study is to determine the factors that influence the adoption of digital banks based on the concept of the Technology Acceptance Model (TAM) in gen-Z. Methods: The data analysis technique uses Structural Equation Modeling (SEM) inferential analysis with WarpPLS 8.0. Research Finding: The results of this study revealed that perceived ease of use (PEOU) and perceived usefulness (PU) have a positive and significant on attitudes (ATT). PEOU indirectly has a positive and significant on PU. PU has a positive and significant effect on behavioral intention (BI). ATT directly has a positive and significant on BI in digital bank adoption. Theoretical contribution: TAM can be applied to measure gen-Z behavior in digital bank adoptions. Practitioner/Policy implication: Digital bank management should consider usability and user-friendliness factors as stimuli for attitudes that generate behavioral intentions towards digital bank adoption, specifically among Gen-Z. This generation serves as a potential target market for digital banking services marketing. The results of this study can drive innovation in digital banking products and services, enhancing operational efficiency for banks. Research limitation: The results of this study are only specific to gen-Z and cannot be generalized
subject: Artikel
  topic: section
subject: Bank Digital, Gen-Z, TAM
  topic: keywords
creator: Teuku Muhammad Rizki Ilham
creator: Ellen Theresia Sihotang
rights: Copyright (c) 2024 Teuku Muhammad Rizki Ilham, Ellen Theresia Sihotang
date: 2024-10-28
publication date: 2024-10-28
starting page: 438
ending page: 455
doi: 10.29407/nusamba.v9i2.20879

Efisiensi Biaya Penugasan Karyawan Dengan Metode Hungarian : Studi Kasus pada Konveksi RAPPI
type: item
description: Research aim: This study aims to analyze the efficiency of employee assignment costs at Rappi Convection Company. Design/Methode/Approach: The research design is descriptive qualitative. The analysis technique is the Hungarian method, which consists of 9 completion steps. Research Finding : The results of this study indicate that by using the Hungarian Method, the Rappi convection company can save its employee assignment costs to Rp. 18,000 per piece of clothing. Theoretical contribution/Originality : This research provides new insights and valuable information to improve production cost efficiency, especially in employee assignment costs. Practitioner/Policy implication : The Hungarian method proves to be a very useful method in relation to production cost efficiency, especially in MSME-scale companies. Research limitation : although the results showed cost efficiency after being calculated using the Hungarian method, this research still cannot cover the cost efficiency of other components so that further research must be carried out in order to increase production cost efficiency in the Rappi convection company.
subject: Artikel
  topic: section
subject: Hungarian Method, Efficiency, Employee Assignment Costs
  topic: keywords
creator: Lilia Pasca Riani
creator: Khesya Duhitawangi Laharjingga
rights: Copyright (c) 2024 Lilia Pasca Riani, Khesya Duhitawangi Laharjingga
date: 2024-10-28
publication date: 2024-10-28
starting page: 344
ending page: 355
doi: 10.29407/nusamba.v9i2.22205

Analisis Path: Peran Live Streaming, Citra Merek, dan Kualitas terhadap Keputusan Pembelian Shopee dengan Mediasi Voucher
type: item
description: Research aims: This study aims to determine the role of brand image, product quality, and live streaming in buying decisions on Shopee to profound marketing strategy optimization, implementing voucher promotion strategies, developing live services, and understanding consumer trends in the e-commerce industry with discount voucher as the intervening variable. Methods: This research used quantitative associative methods with data collection based on online questionnaires and analyzing data through path analysis. Research Finding: Based on the results of this study, it can be concluded that brand image and live streaming have a significant effect on discount vouchers, which in turn influence purchase decisions, with a significant indirect impact primarily through live streaming.. Theoretical contribution/Originality: This study enriches the literature by confirming that these factors significantly influence purchasing decisions, particularly on e-commerce platforms like Shopee, and highlights the importance of social media and digital promotions in influencing consumer behaviour. Practitioner/Policy implication: An e-commerce company should prioritize marketing strategies that involve a strong brand image, guaranteed product quality, and live streaming as an interactive medium to attract consumer interest. Research limitation: The research results cannot be generalised to the entire population because data collection uses the SEM (Structural Equation Modeling) method with limited respondents.
subject: Artikel
  topic: section
subject: e-commerce
  topic: keywords
subject: brand image
  topic: keywords
subject: live streaming
  topic: keywords
subject: quality
  topic: keywords
subject: buying decision
  topic: keywords
subject: voucher
  topic: keywords
creator: Arihta Tarigan
creator: Laili Savitri Noor
creator: Keythline Priscilla Putri Maharani
rights: Copyright (c) 2024 Arihta Tarigan,Laili Savitri Noor,Keythline Priscilla Putri Maharani
date: 2024-10-28
publication date: 2024-10-28
starting page: 421
ending page: 437
doi: 10.29407/nusamba.v9i2.21791

The Crafting Unforgettable Dining Moments: The Impact of Brand Love, Satisfaction, and Trust on Customer Experience
type: item
description: Research aim: The purpose of this research is to determine the influence of brand experience on brand love, brand satisfaction, and brand trust, the impact of brand satisfaction on brand love and brand trust, and the influence of brand satisfaction, brand love, and brand trust on brand loyalty. Methods: The research method used was descriptive quantitative with a sample of 160 people. The sampling technique used purposive sampling, using the criteria of individuals who had dined at XYZ restaurant in Jakarta. The data analysis technique uses SmartPLS SEM. Research Finding: This research found that brand experience has a positive effect on brand love, brand satisfaction, and brand trust; brand satisfaction affects brand trust, and brand love affects brand loyalty. Theoretical contribution/Originality: The contribution of this research to academics is that brand experience plays an essential role in brand love, and brand love plays an essential role in customer loyalty. Practitioner/Policy implication: This research contributes to business people in the restaurant industry, who believe there is still a need for a good customer experience amidst post-pandemic conditions and digitalization. Research limitation: Only researched XYZ restaurants in Jakarta
subject: Artikel
  topic: section
subject: Brand Love
  topic: keywords
subject: Satisfaction
  topic: keywords
subject: Trust
  topic: keywords
subject: Customer Experience
  topic: keywords
creator: Stephen Sugiarto Prasetyo
creator: Margaretha Pink Berlianto
creator: Ardi Kho
rights: Copyright (c) 2024 Stephen Sugiarto Prasetyo, Margaretha Pink Berlianto, Ardi Kho
date: 2024-10-04
publication date: 2024-10-04
starting page: 290
ending page: 301
doi: 10.29407/nusamba.v9i2.21523

Analisis Nilai Perusahaan Menggunakan Model Tobins-Q untuk Menilai Kinerja Bank Rakyat Indonesia Tbk Periode 2013-2022
type: item
description: Research aim : This study aims to analyze the company value and financial performance of PT Bank Rakyat Indonesia Tbk. for the 2013–2022 period using Tobin’s Q and Return on Assets (ROA) indicators. Design/Methode/Approach : The research employs a quantitative descriptive approach by analyzing secondary data obtained from BRI’s annual financial statements. Tobin’s Q is calculated to measure market-based firm value, while ROA is used to assess financial performance and profitability. Research Finding : The results show that the Tobin’s Q ratio during 2013–2022 consistently exceeded one (Q > 1), indicating that BRI was in an overvalued condition, reflecting strong investor confidence and effective asset management. Meanwhile, the average ROA was 2.522%, categorized as very healthy according to Bank Indonesia standards, demonstrating the company’s consistent profitability despite a temporary decline in 2020 due to the COVID-19 pandemic. Theoretical contribution/Originality : This study strengthens empirical evidence that integrating market-based (Tobin’s Q) and accounting-based (ROA) indicators provides a more comprehensive assessment of firm performance. Practitionel/Policy implication : The findings suggest that BRI’s management should continue enhancing digital transformation, operational efficiency, and financial transparency to maintain long-term competitiveness. Research limitation : This study is limited to one state-owned bank; future research may compare multiple banks or add governance and risk management variables.
subject: Artikel
  topic: section
subject: Company Value
  topic: keywords
subject: Return on Assets
  topic: keywords
subject: Tobins-Q
  topic: keywords
creator: Jamaludin
rights: Copyright (c) 2025 Jamaludin https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-22
publication date: 2025-10-22
starting page: 477
ending page: 491
doi: 10.29407/nusamba.v10i2.22397

Analisis Keputusan Konsumen Dalam Membeli Minyak Goreng Di Kabupaten Nganjuk
type: item
description: Research aim: This research analyzed the variables that influence the buying decision of cooking oil in Nganjuk Regency. Methods: The method used is quantitative analysis. Research Finding: The study's results show that the only variables significantly affecting purchasing decisions are price and personal factors, while product, promotion, and social factors do not. Personal factors, including age, occupation, economic situation, lifestyle, and personality, have the most dominant influence on the decision to buy cooking oil in Nganjuk Regency. Theoretical contribution/Originality: This study's results strengthen the consumer behavior theory by providing examples of how it is implemented in buying cooking oil in Nganjuk Regency. Practitioner implication: It can be the basis for policy-making to shift people's purchasing interest from bulk cooking oil to packaged cooking oil and can be the basis for determining cooking oil marketing strategies according to consumer behavior. Research limitation: Analysis of factors that influence buying decisions for cooking oil in the Nganjuk district in this study is limited to only product variables, price, promotion, personal factors, and social factors
subject: Artikel
  topic: section
subject: product
  topic: keywords
subject: price
  topic: keywords
subject: promotion
  topic: keywords
subject: personal factors
  topic: keywords
subject: social factors
  topic: keywords
subject: purchasing decisions
  topic: keywords
creator: Sigit Wisnu Setya Bhirawa
creator: Dyah Siti Ayu Larasati
creator: Elvika Nungki Chintia Putri
creator: Bela Kusuma
creator: Silvia Anitasari
creator: Restin Meilina
rights: Copyright (c) 2024 Sigit Wisnu Setya Bhirawa, Dyah Siti Ayu Larasati, Elvika Nungki Chintia Putri, Bela Kusuma, Silvia Anitasari, Restin Meilina
date: 2024-10-28
publication date: 2024-10-28
starting page: 410
ending page: 420
doi: 10.29407/nusamba.v9i2.19895

Analisis Diskriminasi Kerja Karyawan Disabilitas Dengan Menggunakan Teknik Bibliometrik
type: item
description: Aim: This article aims to provide a comprehensive bibliometric analysis of the literature on workplace discrimination against employees with disabilities over the last ten years and to identify recent research trends. Methods: This study employs a descriptive bibliometric analysis using data from 2012-2022. Data were collected from the Google Scholar database with the keyword employment discrimination of employees with disabilities, processed using Publish or Perish software, and filtered to obtain 183 relevant journals. After data processing, the researchers used VOSviewer to categorize and visualize co-authorship, co-occurrence, and citations. Findings: The results indicate shifts in research trends on workplace discrimination over the past decade, reflected in co-authorship patterns, co-occurrence, and citation networks within the literature. Originality: This article provides a foundation for future studies on workplace discrimination against disabled employees. Practical Implications: Companies offering employment opportunities for disabled employees must provide inclusive work facilities to foster a diverse work culture that benefits both disabled and non-disabled employees. Additionally, governments should establish regulations to protect the rights of disabled employees. Research Limitations: This study is limited to ten years, using only one database (Google Scholar), excluding books as references, including only English-language articles, and utilizing a single keyword. Future research is encouraged to expand the scope of years, databases, and languages used in analysis.
subject: Artikel
  topic: section
subject: Analisis bibliometrik, diskriminasi pekerjaan karyawan penyandang disabilitas
  topic: keywords
creator: Lukas Greddyansyah Tani
creator: Arief Noviarakhman Zagladi
rights: Copyright (c) 2024 Lukas Greddyansyah Tani, Arief Noviarakhman Zagladi
date: 2024-10-28
publication date: 2024-10-28
starting page: 396
ending page: 409
doi: 10.29407/nusamba.v9i2.19980

Budaya Organisasi Terhadap Kepuasan Kerja Pegawai Dimediasi Motivasi
type: item
description: Research aims: This study investigates the effect of organizational culture on job satisfaction, which is mediated by motivation. Design/ Method/ Approach: The data is analyzed with path analysis through Partial Least Square and processed with Smart PLS software. Research Findings: The results of the study show that organizational culture and motivation have a positive effect on job satisfaction, Theoretical Contribution/ Originality: This research enriches the understanding that awareness of organizational culture can increase the willingness to behave voluntarily in the workplace, generating motivation and job satisfaction. Although motivation is not the only cause of job satisfaction, when budget constraints reduce employee income, motivation is the most important factor and quickly results in job satisfaction. Practical Implications: Organizational culture is applied to help work processes and achieve organizational targets. Strong synergy between employees needs to be used as a force to produce job satisfaction, even though they are in a situation of limited budgets Research Limitations: The limitation of this research is only one mediating variable, the variable of motivation
subject: Artikel
  topic: section
subject: Organizational Culture, Motivation, Job Satisfaction
  topic: keywords
creator: Timotius Duha
creator: Yohanes Dakhi
rights: Copyright (c) 2024 Timotius Duha, Yohanes Dakhi
date: 2024-10-04
publication date: 2024-10-04
starting page: 379
ending page: 395
doi: 10.29407/nusamba.v9i2.19065

The Role of Big Data in Transforming HR Analytics and Talent Management Practices
type: item
description: Research Objective: This study aims to reveal the use of BD in the technological development of HRA applications for TM management. Approach: This study uses quantitative and qualitative methods. The quantitative method uses a differential test on the variable of BD usage. Furthermore, using the HRA system, the qualitative method uses descriptive analysis to manage TM. Research Findings: The study's results indicate differences in HRA management before and after using BD. Through BD, HR can analyze data from work performance, feedback, supervision, and talent profiles filled out by employees. This can help HRA identify hidden skills and abilities of employees and help develop them. Employees who can develop their talents well can be valuable company assets. Originality: This study is expected to empirically test the implications of using BD in HRA to manage TM in the company. Implications for practitioners: This study can encourage companies that have not used BD to consider using it to manage their HR. Research limitations: This study does not quantitatively test the effect of HRA on company performance but only uses the best practices of the companies that are respondents.
subject: Artikel
  topic: section
subject: Analytical Tools
  topic: keywords
subject: Big Data
  topic: keywords
subject: Screening
  topic: keywords
subject: Talent Management
  topic: keywords
subject: Human Resources
  topic: keywords
creator: Umari Abdurrahim Abi Anwar
creator: Syamsul Hadi Senen
creator: Rofi Rofaida
creator: Sri Suwarsi
rights: Copyright (c) 2024 Umari Abdurrahim Abi Anwar, Syamsul Hadi Senen, Rofi Rofaida, Sri Suwarsi
date: 2024-10-28
publication date: 2024-10-28
starting page: 368
ending page: 378
doi: 10.29407/nusamba.v9i2.19964

Kolaborasi Content Marketing dan Event Marketing sebagai Strategi Meningkatkan Loyalitas Pelanggan Wisata Korea Fantasy
type: item
description: Research aim: Determine the collaboration of content marketing and event marketing as a strategy to increase customer loyalty of Korea Fantasy Kediri Tourism. The research approach uses qualitative with case studies. Approach: Data collection techniques include interviews, observations, and online and offline documentation. Data validation uses data source triangulation. Research Finding: The results of the study: (1) Content marketing through content creation begins with conceptualizing and sharing ideas, photos and videos uploaded at any time and does not yet have a special team. Content sharing uses social media and TikTok as superior media, connecting through the government, hotels, restaurants, universities/schools, and communities and for community buildings using social media and meetings. (2) Event marketing through the enterprise by creating events that are in accordance with the event and attractive, entertainment by inviting popular artists and creating events that have value benefits, excitement through events that create happiness, pride, and satisfaction. Originality: This research shows content and event marketing collaboration can create a more immersive customer experience. Companies can significantly increase customer engagement by combining engaging content and interactive events. Practitioner implication: Social media is important for promoting events and content. Companies can use these platforms to invite participation, spread information, and build momentum. Research limitation: The rapidly changing marketing environment may affect the relevance of the strategies proposed in this study. Trends or consumer preferences could make the strategy less effective over time.
subject: Artikel
  topic: section
subject: Content Marketing
  topic: keywords
subject: Event Marketing
  topic: keywords
subject: Customer Loyalty
  topic: keywords
creator: Mochamad Oktian Desta Skadinavion
creator: Sri Aliami
rights: Copyright (c) 2024 Mochamad Oktian Desta Skadinavion, Sri Aliami
date: 2024-10-28
publication date: 2024-10-28
starting page: 356
ending page: 367
doi: 10.29407/nusamba.v9i2.19485

Penilaian Business Sustainability Menggunakan Model European Foundation for Quality Management pada Tenant Wirausaha Merdeka
type: item
description: Research aim: Analyzing the impact of the EFQM 2020 model on assessing business sustainability and business orientation categories of Wirausaha Merdeka tenants using Structural Equation Modeling and EFQM self-assessment. Method: The research uses quantitative data, the SEM (Structural Equation Modeling) method, and EFQM self-assessment. Research Finding: The results of the SEM analysis reveal that organizational culture and leadership, driving performance and transformation, and strategic and operational performance positively influence business sustainability. On the other hand, purpose, vision, and strategy, creating sustainable value, and stakeholder perceptions negatively influence business sustainability. Additionally, engaging stakeholders does not influence business sustainability. Meanwhile, based on the EFQM self-assessment results, it is found that 5 tenants are product-oriented, 16 tenants are process-oriented, and 2 tenants are system-oriented. Theoretical contribution/Originality: This research extends the application of EFQM to more specifically measure the sustainability level of vocational tenant startups, mainly focusing on the specific dimensions of business sustainability. Practitioner/Policy implication: This study adopts the EFQM Model to assess the sustainability of vocational tenant businesses. This study will thoroughly analyze the scores obtained for each EFQM criterion and identify the critical factors contributing to business sustainability. The results of this evaluation will serve as a basis for formulating more targeted recommendations for improvement and development. Research limitation: The EFQM self-assessment focused solely on obtaining the business orientation category through questionnaire responses, lacking in-depth evaluation through interviews.
subject: Artikel
  topic: section
subject: European Foundation for Quality Management
  topic: keywords
subject: Business Sustainability
  topic: keywords
subject: Structural Equation Modeling
  topic: keywords
subject: Self-Assessment EFQM
  topic: keywords
subject: Wirausaha Merdeka
  topic: keywords
creator: Danis Maulana
creator: Nur Lailany Fenny Beauty
creator: Farizi Rachman
creator: Ristanti Akseptori
rights: Copyright (c) 2024 Danis Maulana, Nur Lailany Fenny Beauty, Farizi Rachman, Ristanti Akseptori
date: 2024-10-08
publication date: 2024-10-08
starting page: 327
ending page: 343
doi: 10.29407/nusamba.v9i2.21002

Green Cosmetics : Sejauh Mana Tren Sustainable Beauty Mempengaruhi Niat Pembelian Generasi Muda?
type: item
description: Research aim: This study was conducted to determine the effect of environmental concern, attitude towards green products, and willingness to pay from users of beauty products from the younger generation in Indonesia on the intention to buy environmentally friendly beauty products. Approach: This research uses a quantitative approach. Data collection was carried out using an online questionnaire on users of beauty products through the beauty community on social media. The research data was analyzed using SEM-PLS using the Warp PLS 7.0 application. Research Finding: The results showed a significant positive effect between environmental concern and attitude towards green products. However, the results are not significant in the influence of environmental concern and green purchase intention. This study also found a significant positive effect between attitude towards green product and willingness to pay, the relationship between attitude towards green product and green purchase intention, and the relationship between willingness to pay and green purchase intention. Theoretical contribution/Originality: This research provides a theoretical contribution through the utilization of sustainable beauty trends in the younger generation who are starting to show increased environmental awareness. Practitioner/Policy implication: This research contributes to the beauty industry to focus on creating products that have minimal environmental impact, especially for the younger generation target market. Research limitation: This research is limited to young generation consumers (millennials and generation Z) and the research only focuses on beauty products.
subject: Artikel
  topic: section
subject: Green Cosmetic
  topic: keywords
subject: Business Sustainability
  topic: keywords
subject: Sustainability
  topic: keywords
subject: Intention
  topic: keywords
creator: Novita Novita
creator: Imori Kamul
rights: Copyright (c) 2025 Novita Novita, Imori Kamul https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-22
publication date: 2025-10-22
starting page: 370
ending page: 405
doi: 10.29407/nusamba.v10i2.23554

Peran Mediasi Sikap dan Moderasi Kepedulian Lingkungan dalam Mempengaruhi Niat Pembelian Hijau
type: item
description: Research aim : This study aims to determine what factors will influence the intention of the people of Surabaya to buy green products of the The Body Shop brand, by analyzing the constructs of environmental concern, environmental knowledge, green advertising, and green packaging. Design/Methode/Approach : This quantitative study uses primary data with a purposive sampling technique. Data to test the conceptual model were collected through an online survey targeting people in Surabaya who know about The Body Shop brand. A total of 150 responses were received and processed. The analysis tool used was partial least squares (PLS)–structural equality modeling (SEM). Research Finding : The results of this study indicate that environmental knowledge, green advertising, and green packaging have a significant correlation with the green purchase intention. In addition, it was found that the green packaging variable is the strongest factor in influencing people's intention to purchase green products compared to other determinants. Theoretical contribution/Originality : The unique contribution of this study is that this study is one of the first studies to investigate the combination of environmental motivation factors and green marketing elements on the green purchase intention. Practitioner/Policy implication : This study is very important for business, economics, and the government as a whole because it produces empirical evidence on how to develop green purchase intentions in the society. Research limitation : Further research should focus more on specific generations, such as gen Z, in an effort to examine their shopping behavior, and should be conducted in cities other than Surabaya to better represent consumer behavior in Indonesia.
subject: Artikel
  topic: section
subject: environmental concern
  topic: keywords
subject: environmental knowledge
  topic: keywords
subject: green advertising
  topic: keywords
subject: green packaging
  topic: keywords
creator: Deatri Arumsari Agung
creator: Evelyn Winarto
creator: Marliana Junaedi
rights: Copyright (c) 2025 Deatri Arumsari Agung, Evelyn Winarto, Marliana Junaedi https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-22
publication date: 2025-10-22
starting page: 406
ending page: 424
doi: 10.29407/nusamba.v10i2.23502

Analisis Laporan Pertanggungjawaban Realisasi Anggaran Pendapatan dan Belanja Desa di Kabupaten Biak Numfor
type: item
description: Research Objectives: This study aims to determine the factors that are a weakness for the Village Government in making accountability reports for the realization of the APBDes in Biak Numfor Regency. Method: The research method used in this research is Descriptive Qualitative. The sampling techniques used are population and area sampling techniques. The data collection techniques used are based on primary and secondary data. Findings: Accountability of village financial reports depends on the level of understanding of the community and the competence of human resources owned by the village. Theoretical Contribution/Originality: This study can provide valuable insights for local governments, and the community that the importance to pay attention to and overseeing the accountability of village financial management carried out by the Village Government. This article highlights the importance of local governments being able to pay attention to factors that become weaknesses in the accountability report for the realization of village revenue and expenditure budgets in Biak Numfor Regency. Practical Implications: This study provides insights for the Local Government and the community so that it can be followed up by paying more attention and supervising village financial management up to the village financial accountability report conducted by the Village Government. Research Limitations: This research only focuses on accountability for the realization of APBDes implementation in Biak Numfor Regency.
subject: Artikel
  topic: section
subject: Accountability
  topic: keywords
subject: Revenue
  topic: keywords
subject: Finance
  topic: keywords
subject: Village
  topic: keywords
subject: Papua
  topic: keywords
creator: Laura Claudia Christine Maran
creator: Sarah Usman
creator: Lucky Natalia A. Lotte
rights: Copyright (c) 2025 Laura Claudia Christine Maran, Sarah Usman, Lucky Natalia A. Lotte https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-22
publication date: 2025-10-22
starting page: 562
ending page: 579
doi: 10.29407/nusamba.v10i2.23240