Jurnal Entrepreneur dan Manajemen Sains (JEMS)

PENAKSIRAN EFISIENSI BIAYA DAN LABA TERHADAP FAKTOR PERSAINGAN DI PERUSAHAAN ASURANSI UMUM INDONESIA

2025-04-14T09:58:24+08:00

This study aims to assess the cost efficiency and profit of general insurance companies in Indonesia and analyze the influence of market competition factors on financial performance. The analysis methods used include logarithmic regression and the MANOVA test to test the simultaneous influence of independent variables on dependent variables. Market characteristics analysis is carried out to understand the market structure and distribution of companies based on asset categories and claims ratios. The results show that financial variables such as assets, leverage, and claims ratio have a significant influence on cost efficiency and profit. However, non-financial factors such as customer satisfaction, product innovation, and service quality have not been widely considered. Fierce market competition, as evidenced by the low value of the Herfindahl-Hirschman Index (IHH), has the potential to reduce profit efficiency as companies tend to lower premiums to attract customers. The influence of digitalization and the use of technology has not been analyzed in depth in this study, although it has great potential in improving cost efficiency and profits. The research gaps found include a lack of attention to non-financial factors, the impact of government regulations, market segmentation based on the type of insurance product, and the lack of international comparisons. Follow-up research can develop an analysis by considering non-financial factors, digital technology adoption, and regulatory influences more in-depth.

Keywords: cost efficiency, profit, competitive factors, general insurers, logarithmic regression, MANOVA

ANALISIS PENGARUH CURRENT RATIO (CR) TERHADAP DEBT TO ASSET RATIO (DAR) PADA PERUSAHAAN TRANSPORTASI DAN LOGISTIK YANG TERDAFTAR DI BEI

2025-04-14T09:57:07+08:00

The purpose of this study is to understand how liquidity as measured by Current Ratio (CR) and Debt to Assets Ratio (DAR) affects land transportation companies listed on the Indonesia Stock Exchange (IDX). This study uses a quantitative approach with a population that includes 37 companies in the transportation and logistics sector listed on the IDX. For sample selection, purposive sampling method was used so that 10 companies were selected as research subjects. Data analysis was carried out using the simple linear analysis method through SPSS software. The results showed that liquidity (CR) has a partially significant effect on Debt to Assets Ratio (DAR) in transportation and logistics companies listed on the Indonesia Stock Exchange during the period 2020-2023, with a significance level of 0.027 and a t value of 2.024. The relationship found between these two variables is negative. This indicates that the higher the CR value of a company, the lower its DAR value, which indicates that companies with high levels of liquidity tend to have lower dependence on debt

PENGARUH METODE PEMBAYARAN QRIS TERHADAP KEPUTUSAN PEMBELIAN PADA PARAGRAPH COFFEE AND EATERY

2025-04-21T21:13:54+08:00

Technological advances in digital payment systems are increasingly influencing the way consumers make transactions. In the culinary sector, the implementation of digital payment methods is becoming increasingly important because it offers convenience, efficiency in the transaction process, and reduces the risks arising from the use of cash transactions. One of the widely adopted payment methods is the Quick Response Code Indonesian Standard (QRIS), which allows customers to transact easily by scanning a QR code. The purpose of this study was to examine how Paragraph Coffee and Eatery customers' purchasing decisions are influenced by the use of QRIS. A total of 95 respondents were given a questionnaire to fill out as part of a quantitative descriptive research methodology. With a regression coefficient value of 0.717 and a significance level of less than 0.001, the findings of the regression analysis indicate that QRIS significantly influences purchasing decisions. In addition, the results of the Pearson correlation test indicate a very strong relationship between variables with a correlation value of 0.868. Meanwhile, the determination test (R²) shows that 75.4% of the variation in purchasing decisions can be explained by the QRIS variable. Based on the results of this study, it can be concluded that the implementation of the QRIS payment method has a positive contribution to customer purchasing decisions. These findings have strategic implications for business actors in optimizing the use of digital payment systems to increase business competitiveness and customer satisfaction.

Keywords: Digital Payment Method, QRIS, Purchasing Decisions

ANALISIS AKTIVITAS MEREK MELALUI PLATFORM INSTAGRAM UNTUK MENINGKATKAN KEPEKAAN MEREK SANTIZ MOTOGARAGE

2025-05-10T11:40:27+08:00

The objective of this study is to examine how brand activities on Instagram, using an approach that leverages contemporary digital technology, can enhance brand awareness for Santiz Motogarage, an SME engaged in buying and selling used cars in Bandung. A descriptive qualitative research method was employed, and data were collected through interviews, observations, and documentation. The study shows that Santiz Motogarage’s brand activities—such as uploading product catalogs and videos—have significantly increased brand awareness. This was particularly evident after one of their videos featuring the ZX250R motorcycle went viral, generating an additional 56,000 views and gaining 1,000 new followers.However, key obstacles include inconsistency in content uploads, a lack of human resources, and competition from rivals. The study concludes that well-planned and consistent brand activities, along with a deep understanding of digital marketing strategies, can strengthen Santiz Motogarage’s brand sensitivity. Recommendations include increasing content consistency, leveraging the automotive community, and adopting customer-centric marketing strategies to build emotional connections with customers.

Keywords: Brand Activity, Utilization of Contemporary Digital Technology, Brand Awareness, Digital Marketing

ANALISIS SISTEM KERJA DROPSHIPPING MARKETPLACE TOKOPEDIA: Studi Kasus Pada Toko Hypedunk23

2025-05-10T11:25:07+08:00

This study aims to analyze the dropshipping work system on the Tokopedia marketplace and the factors that influence the decline in sales at Hypedunk23 Store. The research method uses a qualitative approach with a case study type, with data collection techniques through interviews, observation, and documentation. The results showed that the dropshipping work system at Hypedunk23 includes: (1) supplier selection based on ratings, reviews, and experience in the marketplace; (2) uploading edited product content to increase attractiveness; (3) determining prices with a margin of 10-30% of the supplier's price; (4) order processing through confirmation to the supplier and shipping on behalf of the dropshipper; and (5) handling complaints with communication and compensation. Internal factors include delays in message response due to resource constraints, stock instability, and promotions limited to marketplace features. While external factors were caused by changes in consumer trends towards sporty shoe products as well as technical constraints in Tokopedia such as slow notifications and increased administrative costs.

Keywords: Dropshipping, Tokopedia Marketplace, Sales Decline, Internal and External Factors.

PERSEPSI KEPUASAN PASIEN TERHADAP KUALITAS PELAYANAN KESEHATAN DI PUSKESMAS CANGKUANG

2025-04-25T15:51:19+08:00

The quality of health services is an important factor in determining the level of patient satisfaction. This study aims to analyze the perception of patient satisfaction with the quality service at Cangkuang Health Center Bandung Regency using the SERVQUAL approach which includes five main dimensions, that is Tangibles, Reliability, Responsiveness, Assurance, Empathy. The research method used is descriptive qualitative, with data collection techniques through observation, interviews, and documentation. Respondents in this study were patients who received services at the Cangkuang Health Center. The research results show that in general patients are quite satisfied with the services provided, but there are also several aspects that need to be repaired and improved to achieve more optimal patient satisfaction.

Keywords: Patient Perception, Patient Satisfaction, Quality of Health Services

PENGARUH KUALITAS PRODUK DAN DESAIN TERHADAP KEPUTUSAN PEMBELIAN DI DUTA PHONECELL KOTA BENGKULU

2025-06-04T16:16:22+08:00

Consumer purchasing decisions are an integration process that combines knowledge to evaluate two or more alternative behaviors, and choose one of them. The purpose of this study is to find out the influence of product quality and design on purchase decisions at Duta Phonecell Bengkulu City. This type of research is a descriptive quantitative approach. The sample in this study is 50 consumers. The data collection techniques in this study are observation and questionnaire. The data analysis techniques used were multiple linear regression, determination coefficients, and hypothesis tests. It was obtained that there was an influence of product quality (X1) on the purchase decision (Y) of Duta Phoncell, where the value of sig < 0.05 (0.000<0.05) and the value of tcalcul>ttable (3.980> 1.666196) thus Ho was rejected and Ha was accepted. From the significance value obtained, the variable X1 has a positive effect on the purchase decision (Y). There is an influence of design (X2) on the purchase decision (Y) of Duta Phoncell where the value of sig < 0.05 (0.016<0.05) and the value of tcalcul>ttable (3,500>1.666196) thus Ho is rejected and Ha is accepted. From the significance value obtained, the variable X₂ has an effect on the purchase decision (Y). The significance F value is < 0.05, which is 0.000 < 0.05 and Fcalcul>Ftable (17.060>3.10) so that it can be concluded that together independent variables have an effect on dependent variables.

Keywords: Product Quality, Design, Purchase Decision

PENGARUH LOYALITAS DAN KOMPETENSI TERHADAP KINERJA KARYAWAN PT. BANK BENGKULU CABANGREJANG LEBONG

2025-06-04T16:18:13+08:00

This study entitled The Effect of Loyalty and Competence on Employee Performance at PT. Bank Bengkulu Chapter Rejang Lebong. The purpose of this study was to dtermine whether thres is an effect of Loyalty and Competence on Employee Performance at PT. Bank Bengkulu Chapter Rejang Lebong.

This study uses quantitative methods and data collection by means of observation, interviews and questionnaires. The population in this study were all employees of PT. Bank Bengkulu Chapter Rejang Lebong collected as many as 35 peopel and sampling using the total sampling method.

Based on the results of multiple linear regression, the regression equation form Y = 1.010 + 0.179 (X₁) + 0.580 (X₂). This equation can be explained by the positif influencer of each independent variabel, namely Loyalty (X₁) and Competence (X₂) on Employee Performance (Y) and the coefficient of determination R² = 0.992 or (99.2 %) through testing hypotheses together (Simultaneously) and individually (partial) in this study using the f test and t test, namely Loyalty (X₁) and Competence (X₂) = 0,000, meaning that f_sig value < 0,05 indicates significantly together and have a significant effect.

Keyword : Loyalty, Competence, Employee Performance

PENGARUH SELF-EFFICACY, SOFT SKILL DAN HARD SKILL TERHADAP KESIAPAN KERJA MAHASISWA SEBAGAI GENERASI Z DI ERA REVOLUSI INDUSTRI 4.0

2025-06-04T16:19:32+08:00

This study aims to determine the influence of self-efficacy, soft skills, and hard skills on the work readiness of Faculty of Economics and Business students, Class of 2022, at Universitas Muhammadiyah Bengkulu as Generation Z in the era of the Industrial Revolution 4.0. This research employs a descriptive quantitative approach, with the research subjects being FEB students from the 2022 cohort at Universitas Muhammadiyah Bengkulu. The study population consists of 288 students, and the sample size is determined using Slovin’s formula, resulting in 74 respondents. Data collection is conducted through questionnaires using an ordinal scale as the measurement tool. The data analysis techniques include multiple linear regression analysis and hypothesis testing. The research findings indicate that self-efficacy and soft skills have a positive but not significant influence on work readiness, while hard skills have a positive and significant influence on work readiness. The F-test (simultaneous test) results show that self-efficacy, soft skills, and hard skills collectively have a significant influence on the work readiness of Faculty of Economics and Business students, Class of 2022, at Universitas Muhammadiyah Bengkulu as Generation Z in the era of the Industrial Revolution 4.0..

Keywords: Self-efficacy, Soft Skills, Hard Skill, Work Readiness

PENGARUH WORD OF MOUTH DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI CAFÉ DAN RESTO SELEBAR JAYA

2025-06-04T16:20:33+08:00

Penelitian ini bertujuan untuk mengetahui Pengaruh (Word of Mouth) dan Kuliatas Pelayanan Terhadap Keputusan Pembelian di Cafe and Resto Selebar Jaya. Penelitian ini menggunakan metode penelitian kuantitatif. Populasi dalam penelitian ini adalah jumlah 110 orang. Dalam penelitian ini menggunakan metode pengumpulan data dengan cara observasi, wawancara, dan penyebaran kuesioner (angket). Analisis menggunakan regresi linier berganda, koefisien determinasi (R²). Hasil pengujian telah dilakukan sehingga dapat diketahui bahwa variabel Word of Mouth (X₁) memperoleh nilai t_hitungsebesar 3.764 > t_tabel 1.982 dengan signifikansi 0.002 < 0,05. Kualitas Pelayanan (X₂) memperoleh nilai t_hitungsebesar 4.240 > t_tabel 1.982 dengan signifikansi 0.001 < 0,05. Hasil uji F menunjukan f_hitung 72.876 > f_tabel 3.211 dan nilai signifikansi 0.003 < 0,05. Dari hasil olah data, maka dapat disimpulkan bahwa Word of Mouth dan Kualitas Pelayanan kerja secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan pembelian.

Kata Kunci : Word of Mouth, Kualitas Pelayanan, Keputusan Pembelian

PENGARUH CUSTOMER EXPERIENCE DAN CUSTOMER SATISFACTION TERHADAP MINAT MENGGUNAKAN JASA SALON CLEOPATRA KOTA BENGKULU

2025-06-04T16:21:50+08:00

Marketers must create an effective marketing strategy, that is, they need to first understand what business they are running because service or goods businesses are different businesses. The aim of the research is to determine the influence of customer experience on interest in using Cleopatra salon services in Bengkulu City. To determine the influence of customer satisfaction on interest in using Cleopatra salon services in Bengkulu City. To determine the influence of customer experience and customer satisfaction on interest in using Cleopatra salon services in Bengkulu City. This type of research is correlational, namely research to determine the influence and level of influence between two or more variables without any attempt to influence these variables. Customer experience (X1) has a positive and significant effect on interest in using services (Y) at Salon Cleopatra Bengkulu. Customer satisfaction (X2) influences interest in using services (Y) at Salon Cleopatra Bengkulu. Customer experience (X1) and customer satisfaction (X2) influence interest in using services (Y) at Salon Cleopatra Bengkulu.

Keywords: Influence of customer experience, customer satisfaction

PENGARUH DESKRIPSI PEKERJAAN DAN PENEMPATAN KERJA TERHADAP KEPUASAN KERJA KARYAWAN KONTRAK DI PERUMDA TIRTA HIDAYAH KOTA BENGKULU

2025-06-04T16:25:04+08:00

The problem of research is that Perumda Tirta Hidayah often faces various challenges in managing human resources, especially in terms of managing contract employees. Contract employees at Perumda Tirta Hidayah are often faced with different work situations than permanent employees, both in terms of job stability and opportunities for development. The purpose of the study was to determine the effect of job description and job placement on the job satisfaction of contract employees in the Tirta Hidayah Regional Public Company, Bengkulu City. This research can be classified as causal associative quantitative research, the respondents are all contract employees of Perumda Tirta Hidayah Bengkulu City totaling 75 people. Data collection was done using questionnaires, data analysis was carried out statistically descriptive and multiple linear regression models. The results of the study show that job descriptions have an effect on the job satisfaction of contract employees, where a good job description will increase the job satisfaction of contract employees. Then job placement affects the job satisfaction of contract employees, where appropriate placement will increase employee job satisfaction. Furthermore, job descriptions and job placement affect the job satisfaction of contract employees. This explains that when job descriptions and job placements are well designed and implemented, they both have a positive impact on employee satisfaction levels.

Keywords: Job Description, Job Placement, Job Satisfaction

PENGARUH PERILAKU PEMIMPIN DAN KOMITMEN KARYAWAN TERHADAP PRESTASI KERJA KARYAWAN PADA PT. META TANI PALMA ABADI

2025-06-04T16:26:06+08:00

Considering the importance of employee work performance, employee commitment is one of the factors that needs to be paid attention to by company leaders. Problem formulation 1) Does leader behavior influence employee work performance at PT. Meta Tani Palma Abadi? 2) Does employee commitment influence employee work performance at PT. Meta Tani Palma Abadi? 3) Does leader behavior and employee commitment simultaneously influence employee work performance at PT. Meta Tani Palma Abadi? This research aims 1) To find out how leader behavior influences employee work performance at PT. Meta Tani Palma Abadi. 2) To find out how employee commitment influences employee work performance at PT. Meta Tani Palma Abadi. 3) To find out how leader behavior and employee commitment simultaneously influence employee work performance at PT. Meta Tani Palma Abadi. This type of research is a quantitative approach. The method used in this research is a descriptive method. The population of this research is the entire number of employees of PT. Meta Tani Palma Abadi, totaling 134 people. The sample consisted of 134 employees of PT. Meta Tani Palma Abadi. Based on the results of research regarding leader behavior (X1) which influences employee performance (Y) at PT Meta Tani Palma Abadi, this means that if work commitment increases, employee performance will also increase. Commitment (X2) influences employee performance (Y) PT Meta Tani Palma Abadi meaning that if the personality is good then employee performance is also good Employee performance (Y) on employee performance PT Meta Tani Palma Abadi means that if employee commitment increases then employee performance also increases .

Keywords: Leader behavior, employee commitment, work performance,

PENGARUH BURNOUT, WORK FAMILY CONFLICT DAN LINGKUNGAN KERJA TERHADAP TURNOVER INTENTION PT. BANK SYARIAH INDONESIA

2025-06-04T16:27:33+08:00

A phenomenon that often occurs is that organizations have such good performance that they can be damaged, either directly or indirectly by various employee behaviors that are difficult to prevent. One form of this behavior is the desire to move (turnover intention) which leads to the employee's decision to leave his or her job. The purpose of this study is to find out burnout, work family conflict and work environment towards turnover intentionPT. Bank Syariah Indonesia Bengkulu (BSI).This type of research is a descriptive quantitative approach. The population in this study is 42 employees. The data collection techniques in this study are observation and questionnaires. The data analysis techniques used were multiple linear regression, determination coefficient, and hypothesis test. It was found that bornout (X1) had a positive effect on the Turnover Intention (Y) of PT. Bank Syariah Indonesia Bengkulu. This is proven from the hypothesis test with the t-test obtained t-> ttable (3,058,>1,977). Work Family Conflict (X2) has a positive effect on the Turnover Intention (Y) of PT. Bank Syariah Indonesia Bengkulu. This is proven from the hypothesis test with the t-test obtained t-> ttable (-.060>1.977). The Work Environment (X2) has a positive effect on the Turnover Intention (Y) of PT. Bank Syariah Indonesia Bengkulu. This is proven from the hypothesis test with the t-test obtained tcal> ttable (2,908>1,977).Bornout (X1), Work Family Conflict (X2), and Work Environment (X3) have an effect on consumer Turnover Intention (Y). This can be seen from the hypothesis test jointly (Simultaneous) Ftable> Fcal (175,214 > 3,940). This is evidenced by the correlation analysis R = 0.949 (94.9%) and is almost close to 1. As well as the determination coefficient of R2 = 0.949 or around 94.9% while 5.1%

Keywords :Burnout, work family conflict, work environment, turnover

PENGARUH BUDAYA KERJA, KEPUASAN KERJA DAN FASILITAS KERJA TERHADAP KUALITAS PELAYANAN PT. BORNEO AUTO CEMERLANG CABANG BENGKULU (ISUZU)

2025-06-04T16:29:43+08:00

This research aims to find out which factors most dominantly influence service quality. The sample for this research is employees of PT. Borneo Auto Cemerlang Bengkulu Branch (ISUZU). This research used quantitative methods on 35 respondents. The method used in this research is a quantitative method with Multiple Linear Regression analysis using SPSS 24 for Windows. The research results and hypotheses in this study show that the variables of work culture, job satisfaction and work facilities have a partial or simultaneous positive effect on the quality of service at PT. Borneo Auto Cemerlang Bengkulu Branch (ISUZU).

Keywords: Work Culture, Job Satisfaction, Work Facilities and Service Quality.

PENGARUH SELF EFFICACY DAN LOCUS OF CONTROL TERHADAP KINERJA KARYAWAN PT. SINAR NIAGA SEJAHTERA

2025-06-04T16:28:34+08:00

Human resources must be managed properly to increase effectiveness and efficiency in the organization, for this reason it is necessary to have good human resource management to support the achievement of organizational goals. The purpose of this study is to analyze whether self-efficacy and locus of control simultaneously have a significant effect on employee performance at PT Sinar Niaga Sejahtera. This type of research is a descriptive quantitative approach. The population in this study were 55 employees. The data collection techniques in this study were observation and questionnaires. The data analysis techniques used are multiple linear regression, the coefficient of determination, and hypothesis testing. It was found that Self Efficacy has a significant effect on employee performance at PT. Sinar Niaga Sejahtera Locus Of Control has a significant effect on employee performance at PT Sinar Niaga Sejahtera, Self Efficacy (X₁) and Locus Of Control (X₂) together have a significant effect on employee performance (Y) at PT. Sinar Niaga Sejahtera. Based on the correlation coefficient test, the value of R = 0.952 and the coefficient of determination = 0.906 means that Self Efficacy (X₁) and Locus Of Control (X₂) contribute an influence of 0.906 or 58.1% to Employee Performance (Y) at PT. Sinar Niaga Sejahtera while the remaining 0.419 or 41.9% is influenced by other variables that are not included in this research.

Keywords: Self efficacy, Locus of control, Employee Performance

PENGARUH CUSTOMER EXPERIENCE DAN HEDONIC SHOPPING VALUE TERHADAP IMPULSE BUYING PADA APLIKASI SHOPEE

2025-06-04T16:33:44+08:00

This study aims to determine the effect of Customer Experience and Hedonic Shopping Value on Impulse Buying on the Shopee Application (Case Study of FEB Students Class of 2021, University of Muhammadiyah Bengkulu). This type of research is a type of quantitative descriptive research, the object of this research is FEB Students Class of 2021, Universitas Muhammadiyah Bengkulu. The population in the study were Shopee Application Consumers in the Muhammadiyah Bengkulu University environment with a research focus on 2021 Faculty of Economics and Business Students as the object of research. In determining the number of samples used in this study using the formula n x 10 observed variables (indicators) with 150 respondents. The data collection method uses a questionnaire that uses a Likert scale measuring instrument. Data analysis techniques using Multiple Linear Regression Analysis Tests and Hypothesis Tests.

Research results in the t test (partial) that the Customer Experience and Hedonic Shopping Value variables have a positive and significant effect on Impulse Buying. In the f test (Simultaneously) the variables Customer Experience and Hedonic Shopping Value together have a significant influence on Impulse Buying in the Shopee application on FEB Students, Class of 2021, Universitas Muhammadiyah Bengkulu.

Keywords: Customer Experience. Hedonic Shopping Value, Impulse Buying

PENGARUH DESAIN PRODUK DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PADA MARKET PLACE SHOPEE

2025-06-04T16:34:40+08:00

This study aims to determine the effect of product design on purchasing decisions for Ventela brand shoe customers in Bengkulu City. To determine the effect of Online Customer Rating on Purchasing Decisions for Ventela brand shoe customers in Bengkulu City. To find out the influence between Product Design and Online Customer Rating on Purchasing Decisions for Ventela brand shoe customers in Bengkulu City. This type of research is research using a quantitative approach. "Quantitative methods are used to examine specific populations and samples. Based on the results of research on the effect of Product Design and Online Customer Rating simultaneously on Purchasing Decisions for Ventela Brand shoe customers in Bengkulu City, the following conclusions can be made: There is a positive and significant effect of Product Design (X1) on Purchasing Decisions (Y) at Market Place Shopee on Ventela brand shoe customers in Bengkulu City, which means that the higher the Product Design, the more the Purchasing Decision increases. There is an influence of Customer Online Rating (X2) on Purchasing Decisions (Y) in the Shopee market place for Ventela brand shoe customers in Bengkulu City. This means that the higher the Online Customer Rating, the more the Purchasing Decision increases. There is an effect of Product Design and Online Customer Rating together on Purchasing Decisions at the Shopee market place for Ventela brand shoe customers in Bengkulu City with an Fsiq value of 0.000 <0.05.

Keywords: Product Design, Online Customer Rating, Purchase Decision

PENGARUH KEMUDAHAN DAN KEAMANAN TERHADAP KEPERCAYAAN GUNA MENINGKATKAN KEPUTUSAN PENGGUNA QRIS BRI

2025-06-04T16:35:31+08:00

This study aims to analyze the influence of ease of use and security on trust to enhance the decision to use QRIS BRI among Generation Z users in the Gading Cempaka District, Bengkulu City. The data were analyzed using path analysis to examine both the direct and indirect relationships between the independent variables (ease of use and security), the mediating variable (trust), and the dependent variable (QRIS BRI user decisions). The study identifies several issues, including the low adoption rate of QRIS BRI among Generation Z due to users’ limited understanding of the payment system, concerns about data security, and a lack of transparency regarding transaction fees, which potentially reduces user trust. The results indicate that ease of use and security have a positive and significant effect on user trust, with path coefficients of 0.511 and 0.525, respectively. Furthermore, trust acts as a significant mediating variable in enhancing the decision to use QRIS BRI, with an influence coefficient of 0.624. Ease of use and security also have an indirect effect on user decisions through trust, with coefficients of 0.563 and 0.633, respectively. The impact of trust on QRIS BRI user decisions among Generation Z users in Gading Cempaka District, Bengkulu City, is reflected in the β coefficient of 0.383 (38.3%), with a significance level of 0.000 < 0.050, leading to the rejection of H0. This indicates a positive and significant effect of ease of use on QRIS BRI user decisions.

Keywords: Ease of Use, Security, Trust, User Decisions, QRIS BRI

STUDI SEMIOTIKA TENTANG STRATEGI BRAND STORYTELLING DALAM MEMBANGUN BRAND IMAGE DAN BRAND EQUITY PADA INDUSTRI SKINCARE

2025-06-04T16:38:03+08:00

This study aims to analyze how the brand storytelling strategy employed by the skincare brand Wardah influences brand image and the formation of brand equity. The research adopts a qualitative descriptive method, utilizing Roland Barthes' semiotic analysis to examine the denotative and connotative meanings in advertisements. The study focuses on how visual, verbal, and narrative signs used in brand storytelling strategies shape consumer perceptions of skincare brands. The findings indicate that semiotic elements such as colors, symbols, language, and narratives play a crucial role in creating a strong brand image and enhancing brand equity. This research also reveals that storytelling aligned with relevant values can strengthen the emotional bond between the brand and consumers, positively impacting consumer loyalty. Additionally, the advertisements emphasize that beauty comes from within-not only in terms of physical appearance but also in the form of self-confidence and personal comfort.

Keywords: Semiotic Study, Brand Storytelling, Brand Image, and Brand Equity

PENGARUH PERENCANAAN SDM, REKRUTMEN, SELEKSI DAN PENEMPATAN TERHADAP KINERJA KARYAWAN PADA PT. EJUKHA KOTA BENGKULU

2025-06-04T16:39:40+08:00

Employee performance in companies operating in the contracting, construction and property sectors is influenced by various factors, including HR planning, recruitment, selection and placement. This research aims to analyze the influence of HR planning, recruitment, selection and placement on employee performance at PT. Ejukha, Bengkulu City. The research method is quantitative with a survey approach. The research population was all employees of PT. Ejukha, Bengkulu City. The total sample was 40 people. Data was collected through questionnaires distributed to company employees using t-test technique variable Human Resource Planning t-value = 4.104> t-table value = 1.688 or Sig = 0.000 <α value = 0.05. Recruitment t-value = 4,000> t-table value = 1,688 or Sig = 0.000 <α value = 0.05. Selection t-value = -8.872> t-table value = 1.688 or Sig = 0.000 <α value = 0.05. Placement t-value = 19.784> t-table value = 1.688 or Sig = 0.000 <α value = 0.05. The research results show that the influence of HR planning, recruitment, placement has a positive and significant effect on employee performance. This means that the higher the HR planning, recruitment and placement, the more employee performance will improve. Meanwhile, selection has a negative and significant effect on employee performance, which means that increasing company selection will have an impact on decreasing employee performance. This research confirms that to improve HR planning, recruitment, selection and placement of employee performance in order to achieve company success.

Keywords: HR Planning, Recruitment, Selection, Placement, Employee Performance

PENGARUH SHOPEE PAYLATER DAN FLASH SALE TERHADAP IMPLUSE BUYING MAHASISWA DI MARKETPLACE SHOPEE

2025-06-04T16:32:50+08:00

The study aims to examine the effect of shopee PayLater on students’ impluse buying among Management students at Universitas Muhammadiyah Bengkulu in the Shopee marketplace. It also seeks to determine the effect of flash sale on students’impluse buying and to analyze the combined influence of Shopee PayLater and flash sale on students’ impluse buying behavior. This reserch employed a quantitative approach, which was used to study a specific population and sample. Based on the findings, the simultaneous effect of Shopee PayLater and flash sale on the students’ impluse buying in the Shopee marketplace among Management students at Universitas Muhammadiyah Bengkulu can be concluded as follows:1. Shopee PayLater (X₁) has a positive and significant effect on impluse buying (Y) in the Shopee marketplace among Management students at Universitas Muhammadiyah Bengkulu. This means that the higher the use of Shopee PayLater, the greater the tendency for impluse buying. 2. Flash sale (X₂) have an effect on impluse buying (Y) in the Shopee marketplace among Management students at Universitas Muhammadiyah Bengkulu. This indicates that the higher the frequency of flash sale, the more it increases impluse buying behavior. 3. Shopee PayLater and flash sale jointly influence impluse buying in the Shopee marketplace among Management students at Universitas Muhammadiyah Bengkulu, With an F significance value of 0.000<0.05, confirming a significant combined effect.

Keywords: Shopee Paylater, Flash Sale, Impluse Buying

PENGARUH SELEBRITI ENDORSE DAN ISLAMI BRANDING TERHADAP LOYALITAS KONSUMEN DI 212 MART KOTA BENGKULU

2025-06-04T16:36:26+08:00

The increasing competition in the business world compels producers to develop more effective marketing strategies to attract and maintain consumer loyalty to their products. Producers are not only required to produce high-quality products but are also expected to meet consumer needs and preferences by offering various relevant product choices. This study aims to determine the influence of celebrity endorsers and Islamic branding on consumer loyalty at 212 Mart in Bengkulu City.This research adopts a descriptive quantitative approach and is conducted at 212 Mart in Bengkulu City. The sampling method used was accidental sampling, with a total of 100 respondents. The data collection was carried out through questionnaires. The data analysis techniques included the multiple linear regression analysis, determination coefficient analysis, and hypothesis testing. Based on the processed data, the regression equation obtained through SPSS computation is Y = 3.064+0.302 X1 +0.440 X2 + e, with an R Square (R²) value of 0.669, indicating that the independent variables contribute 66.9% to the dependent variable. The hypothesis test results show that celebrity endorsers and Islamic branding together have a positive and significant influence on consumer loyalty at 212 Mart in Bengkulu City.

Keywords: Celebrity Endorser, Islamic Branding, and Consumer Loyalty

PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE

2025-06-04T16:37:14+08:00

In today's evolving era, many changes occur with various products emerging to meet market demands, leadi ng many women to enhance their beauty by caring for their skin and face. One common way women take care of their skin and face is by using skincare and body care products. The use of these products can boost women's self-confidence, as they help maintain healthy and well-cared- for skin and facesThis study aims to examine the influence of celebrity testimonials in live streaming and brand image on purchase decisions on Shopee E-commerce, with a case study on Scarlett Whitening products in Cempaka Permai Village, Gading Cempaka District, Bengkulu City This research is a quantitative descriptive study, with the population consisting of Scarlett Whitening product users in the area. The sampling method used was proportional sampling, with a total of 110 respondents. Data collection was carried out using questionnaires Data analysis techniques included multiple linear regression analysis, the coefficient of determination, and hypothesis testing. Based on the processed data, the regression equation obtained using SPSS 25 is: Y2389 0.216 X1 +0.770 X2 ei, with an R Square (R³) value of 0.878. This value indicates that the independent variables contribute 87 8% to influencing the dependent variable. The hypothesis test results show that live streaming and brand image together have a positive and significant effect on purchase decisions for Scarlett Whitening users in Cempaka Permai Village, Gading Cempaka District, Bengkulu City.

Keywords: Live Streaming, Brand Image, and Purchase Decision.

PENGARUH KEMUDAHAN PENGGUNAAN DAN RISIKO TERHADAP MINAT MENGGUNAKAN LAYANAN MOBILE BANKING

2025-06-04T16:38:50+08:00

Public interest in using mobile banking services is influenced by various factors, including ease of use and risk. This study aims to analyze the influence of ease of use and risk on the interest in using mobile banking services among customers of BRI Bank Kota Manna Branch, South Bengkulu Regency. The research method is quantitative with a survey approach. The population of the study consists of all customers of BRI Bank Kota Manna Branch, South Bengkulu Regency. The sample size is 77 respondents. Data were collected through questionnaires distributed to customers and then analyzed using multiple linear regression techniques. The results showed that ease of use has a positive and significant influence on the interest in using mobile banking services. This means that the easier the mobile banking service is to use, the higher the customers' interest in using it. Meanwhile, risk has a negative and significant influence on the interest in using mobile banking services, indicating that the higher the perceived risk, the lower the customers' interest in using the service. This study confirms that to increase interest in using mobile banking services, BRI Bank needs to ensure ease of access and use while minimizing risks by enhancing system security and educating customers about data protection and digital transactions.

Keywords: Ease of Use, Risk, Interest in Using

EFEKTIVITAS LAYANAN KELUHAN DAN RATING KONSUMEN TERHADAP KEPUASAN PELANGGAN SHOPEE INDONESIA

2025-06-04T16:40:33+08:00

This study aims to analyze the influence of complaint services and consumer ratings on customer satisfaction by considering the mediating role of affective commitment. Data were obtained from respondents in Bengkulu Province and analyzed using the Structural Equation Modeling (SEM) method with AMOS software. The results of the study showed that the complaint service had a positive but not significant influence on customer satisfaction. This means that these service improvements do not directly improve customer satisfaction. In contrast, consumer ratings have a negative but significant influence, indicating that a less transparent rating system can lower customer satisfaction. Affective commitment has been shown to have a significant effect on customer satisfaction, but does not mediate the relationship between complaint service and consumer ratings on customer satisfaction. These findings indicate that Shopee needs to improve the transparency and reliability of its rating system, as well as improve its complaint service to be more responsive and effective. With a better strategy, Shopee can increase customer satisfaction and strengthen user loyalty.

Keywords: Customer Satisfaction, Complaint Service, Consumer Rating, Affective Commitment, Shopee.

PENGARUH WORK LIFE BALANCE DAN LOCUS OF CONTROL TERHADAP KINERJA KARYAWAN PADA PT. BENGKULU SAMUDERA TEHNIK

2025-06-05T12:02:48+08:00

This study aims to analyze the influence of work life balance and locus of control on employee performance at PT. Bengkulu Samudera Tehnik, both individually ( partial) and simultaneously. Several key factors examined in reserch include work life balance and locus of control. The research subjects consist 70 employees from Bengkulu Samudera Tehnik. In data collection, this study employs observation, questionnarire distribution, and interviews.

There are several data analysis techniques used in this study, including using instrument tests, classical assumption tests, respondent response analysis, multiple linear regression analysis, coefficient of determination, and hypothesis testing. From the results of multiple linear regression tests, the regression equation is obtained as follows: Y = 0.552 X1 +0.100 X2.

The results of the t hypothesis test on the work life balance variable show t _count > t _table(40.62> 1.667) and sig (0.00 < 0.05), the locus of control variable shows t _count < t _table (0.759 < 1.667). The f test results show the value of f _count 11.790> f _table3.13 and sig 0.00 < 0.05. So it can be concluded that work life balance and locus of control have a simultaneous and significant effect on employee performance at PT Bengkulu Samudera Tehnik.

Keywords: work life balance, locus of control and employee performance

PENGARUH SERVICE RECOVERY TERHADAP KEPUASAN NASABAH PT. BSI CABANG BENGKULU

2025-06-05T12:05:35+08:00

The development of the business world today is accelerating rapidly, intense competition is a challenge and threat for business actors to be able to win the competition, maintain their market and seize existing markets. The aim of the research is to determine the effect of service recovery on customer satisfaction at PT. BSI Bengkulu Branch. This research is a type of quantitative research according to Sugiyono, namely systematic scientific research on parts and phenomena and the causality of their relationships. The conclusions from this research are as follows: There is a positive influence of service recovery (X) on customer satisfaction (Y) of PT products. BSI Bengkulu Branch, meaning that the higher the service recovery, the greater the customer satisfaction of PT products. BSI Bengkulu Branch.

Keywords: Influence, Customer Satisfaction

ANALISIS WORK LIFE BALANCE DAN GAYA KEPEMIMPINAN DEMOKRATIS TERHADAP KINERJA PEGAWAI ASN DI LINGKUNGAN SATPOL PP BENGKULU SELATAN

2025-06-05T11:54:15+08:00

Performance is a very important part in achieving company goals. Employee performance is influenced by many factors, including work life balance and democratic leadership style. The aim of this research is to determine work life balance and democratic leadership style on the performance of ASN employees in the South Bengkulu Satpol PP environment. This research was carried out at the South Bengkulu Satpol PP office. The type of research used in this research is quantitative descriptive. The sample in this study was 73 people with the sampling technique in this study being total sampling. Data collection techniques are observation, questionnaires and documentation. The data analysis technique used in this research is quantitative descriptive.The results show that work life balance has a significant effect on the performance of ASN employees at the South Bengkulu Satpol PP with tcount > ttable (3,769 > 1,9944) and (sig a = 0.000 < 0.050). The democratic leadership style has a significant effect on the performance of ASN employees at the South Bengkulu Satpol PP with tcount > ttable (3,616 > 1,9944) and (sig a = 0.001 < 0.050). The results of the F test show that the calculated F value is 34,770 > 3,13 with a significance value of 0.000 < 0.005, which means that there is a simultaneous significant influence of the work life balance variable and democratic leadership style on the performance of ASN employees at the South Bengkulu Civil Service Police Unit. The R Square value is 0.106, this means that the rise and fall of the dependent variable, namely employee performance, is influenced by the independent variables, namely work life balance and democratic leadership style, by 49,8%. Meanwhile, the remaining 50,2% is influenced by other variables.

Keywords: Work Life Balance, Democratic Leadership Style, Performance

PENGARUH BRAND PERSONALITY DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE DI QUEEN IPHONE KOTA BENGKULU

2025-06-05T11:52:29+08:00

The purpose of this study is to determine the influence of Brand Personality on product purchasing decisions at the Queen iPhone Store in Bengkulu City. To determine the influence of lifestyle on product purchasing decisions at the Queen iPhone Store in Bengkulu City To determine the influence of Brand Personality and lifestyle on product purchasing decisions at the Queen iPhone Store in Bengkulu City. This type of research is a quantitative approach. The method used in this study is a descriptive method. The population in this study were all consumers of the Queen iPhone Store in Bengkulu City, Bengkulu, whose number is unknown. the sample in the study was 140 people. Based on the results of the study and discussion on the Influence of Brand personality and Lifestyle on purchasing decisions for Queen Iphone in Bengkulu City, it has been described previously, it can be concluded that the tSig value for the Brand personality variable (X1) is 0.000. So it can be concluded that tSig <Sig (0.000 <0.050) means that Ha is accepted and H0 is rejected, that the Brand personality variable influences the purchasing decision for Queen Iphone in Bengkulu City. The tSig value for the Lifestyle variable (X2) is 0.000. So it can be concluded that tSig <Sig (0.000 <0.050) means that Ha is accepted and H0 is rejected, that the Lifestyle variable influences the purchasing decision for Queen Iphone in Bengkulu City. The hypothesis test above can be seen for the Brand personality variable (X1), and Lifestyle (X2) the Fsig value = 0.000. So it can be concluded that FSig<Sig (0.000<0.050) means Ha is accepted and H0 is rejected, that each variable has a significant influence on purchasing decisions (Y) at Queen Iphone, Bengkulu City.

Keywords: Influence of Brand Personality, Lifestyle, Purchasing Decisions

PENGARUH VIRAL MARKETING, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN THRIFTING DI KOTA BENGKULU

2025-06-05T11:30:27+08:00

This study aims to determine the effect of Viral marketing, product quality, and price on Thrifting purchasing decisions in Bengkulu city (Case study on UMB students of the faculty of economics and business). This research was conducted in January 2025 until completion. The method used in this research is quantitative method. The sample in this study amounted to 78 respondents. Sampling in this study using Purposive Cluster Random Sampling. With multiple linear regression data analysis.

Based on the results of this study, it shows that viral marketing variables have a positive and significant effect on purchasing decisions, product quality variables have a positive and significant effect on purchasing decisions and prices have a positive and significant effect on Thrifting purchasing decisions in Bengkulu city for UMB students, faculty of economics and business.

Keywords: Viral Marketing, Product Quality, Price, and Purchasing Decisions

PENGARUH DIGITAL MARKETING, ELECTRONIC WORD OF MOUTH, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE GLAD2GLOW PADA TOKO MY LOVA BENGKULU

2025-06-05T10:53:04+08:00

This study aims to analyze the influence of digital marketing, electronic word of mouth (e-WOM), and lifestyle on the purchase decision of Glad2Glow skincare products at the My Lova Bengkulu Store. In addition, this study also seeks to identify the most dominant factors in influencing consumer purchase decisions. This research was conducted from November to December 2024 with a quantitative approach. The sample of this study is 170 consumers of Glad2Glow skincare products who shop at the My Lova Bengkulu Shop. The sampling technique used is probability sampling, so that every individual in the population has an equal opportunity to be selected as a respondent. Data analysis was carried out using the Multiple Linear Regression method processed through the SPSS 24 for Windows software.

Based on the results of multiple linear regression, the regression equation form Y = 3.584 + 0.779 () + 0.171 (X₂) + 0.285 (X3), where Y is the purchase decision, X₁ is digital marketing, X₂ is electronic word of mouth, and X₃ is lifestyle. In addition, the results of the analysis showed that the value of the determination coefficient (R Square, R²) was 0.858 or 85.8%, which means that the three independent variables together were able to explain 85.8% of the variability of the purchase decision, while the remaining 14.2% was influenced by other factors not included in this study. Based on the results of the research, it can be concluded that digital marketing, electronic word of mouth, and lifestyle have a positive and significant influence both partially and simultaneously on the purchase decision of Glad2Glow skincare products at the My Lova Bengkulu Store. Digital marketing is the most dominant factor in influencing consumer purchase decisions. These findings show that an effective digital marketing strategy, support from a good e-WOM, and the suitability of consumers' lifestyles with the products offered can improve skincare product purchase decisions.

Keywords: Digital Marketing, Electronic Word Of Mouth, Lifestyle and Purchase Decisions.

PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SEPATU MEREK SKECHERS

2025-06-04T17:21:57+08:00

Consumer purchase decisions are influenced by various factors, including brand awareness and brand image. This study aims to analyze the influence of brand awareness and brand image on the purchase decisions of Skechers shoes at the Sport Station shoe store in Bencoolen Mall, Bengkulu City. This research employs a quantitative method with a survey approach. The study's respondents consisted of 84 consumers of the Sport Station store. Data were collected through questionnaires and analyzed using multiple linear regression techniques. The results show that brand awareness has a positive and significant effect on purchase decisions. This means that the higher the consumer awareness of the Skechers brand, the greater the likelihood of purchasing the product. Additionally, brand image also has a positive and significant impact on purchase decisions, indicating that a strong brand image can enhance consumer interest and trust in choosing Skechers products. This study confirms that brand awareness and brand image are crucial factors in influencing consumer purchase decisions. Therefore, marketing strategies that strengthen brand awareness and build a positive image of Skechers should be continuously optimized to increase consumer purchases.

Keywords: Brand Awareness, Brand Image, Purchase Decision

PENGARUH BEBAN KERJA DAN LINGKUNGAN TERHADAP PRILAKU CYBERLOAFING KARYAWAN (Studi Kasus pada PT. Telkom Indonesia Witel Bengkulu)

2025-06-05T11:58:33+08:00

This study aims to determine the effect of workload and work environment on cyberloafing behavior of employees at PT Telkom Indonesia Witel Bengkulu. The independent variables in this study are workload (X1) and work environment (X2), while the dependent variable is cyberloafing (Y). This study uses a quantitative method with a multiple linear regression approach. Data were collected through questionnaires distributed to 50 respondents, and data analysis was carried out using SPSS. There are several data analysis techniques used in this study, including using multiple linear regression analysis, determinant coefficients, and also hypothesis testing. Based on the results of the study, it can be concluded that workload (X1) and work environment (X2) have a positive effect on cyberloafing behavior (Y). with the results of multiple linear regression analysis obtained the equation Y = 8.894 + 0.580 (X1) + 0.587 (X2) and the determination coefficient (R²) of 0.356 or 35.6%. Based on the hypothesis test, namely the t test (partial) and the f test (simultaneous) with the F-count value (12.983)> F-table (3.18) and the significance value (0.003) <0.05, then together these variables have a positive and significant effect on cyberloafing.

Keywords: workload, work environment and employee cyberloafing

PENGARUH KONTEN PEMASARAN DAN LIVE STREAMING TERHADAP KEPUASAN KONSUMEN UNTUK MENINGKATKAN KEPUTUSAN PEMBELIAN DI TIKTOK SHOP (STUDI KASUS PRODUK FASHION DI BENGKULU)

2025-06-05T11:56:48+08:00

The development of social media today makes it very easy for people to carry out their daily activities, starting from finding information, communicating media, to shopping can now be done with the help of social media. The use of social media has a major contribution to online sellers because through social media it can have an impact on consumer buying interest. One of the social media that is being discussed is tiktok. This study aims to analyze the effect of content marketing and live streaming on customer satisfaction in order to increase purchasing decisions on the tiktok shop (case study of fashion products in Bengkulu), The data were analyzed using path analysis to test the direct and indirect relationships between independent variables (content marketing and live streaming), mediating variables (customer satisfaction), and the dependent variable (purchase decisions on tiktokshop). The number of respondents in this study were 140 people. Based on the results of the analysis, it is found that there is a relationship between content marketing (X1) affects customer satisfaction (Z), live streaming (X2) affects customer satisfaction (Z), customer satisfaction (Z) affects purchasing decisions (Y), content marketing (X1) has an indirect effect on purchasing decisions (Y), live streaming (X2) has an indirect effect on purchasing decisions (Y), and customer satisfaction (Z) on Tiktok Shop Purchasing Decisions (Y) at TrifthBerkah11 Figures in Bengkulu.

Keywords: Content Marketing, Live Streaming, Purchasing Decisions, Consumer Satisfaction

PENGARUH PENGALAMAN PELANGGAN DAN KETERIKATAN EMOSIONAL TERHADAP LOYALITAS KONSUMEN PADA PENGGUNA APLIKASI SHOPEE (Studi Kasus Mahasiswa Universitas Muhammadiyah Bengkulu)

2025-06-05T11:57:42+08:00

This study aims to analyze the influence of customer experience and emotional attachment on consumer loyalty in Shopee application users among students of the University of Muhammadiyah Bengkulu. With the increasing use of e-commerce, understanding the factors that affect consumer loyalty has become crucial to marketing strategies. The research method uses a quantitative survey with a questionnaire distributed to 110 respondents. The questionnaire is designed to measure the variables of customer experience (X1), emotional attachment (X2), and consumer loyalty (Y). Data analysis was carried out using multiple linear regression.

The results showed that customer experience had a significant influence on consumer loyalty (t-count = 8.891; p < 0.001), which means that the better the user experience, the higher their loyalty. In contrast, emotional attachment did not show any significant influence individually, although it remained positive. Simultaneously, these two variables had a significant effect on consumer loyalty (F-count = 287.420; p < 0.001). These findings emphasize the importance of improving the customer experience to strengthen loyalty, as well as considering the emotional aspects of the consumer relationship.

Keywords : Costumer experience, Emotional attachment, Consumer loyality

PENGARUH DIGITALISASI SDM DAN KEBERAGAMAN GENERASI TERHADAP PRODUKTIVITAS KARYAWAN DI CV. DINAMIKA MITRA NUSANTRA

2025-06-05T11:59:31+08:00

This study aims to determine the Influence of HR Digitalization and Generational Diversity on Employee Productivity at CV. Dinamika Mitra Nusantra, both partially and simultaneously. There are several factors that will be discussed in this study, the Influence of HR Digitalization, Generational Diversity and Employee Productivity. The object of this study is employees at CV. Dinamika Mitra Nusantra, totaling 42 people. In this study, the author used data collection methods by means of observation, distributing questionnaires or questionnaires via google form and interviews.

There are several data analysis techniques used in this study, including using instrument tests, classical assumption tests, respondent response analysis, multiple linear regression analysis, determinant coefficients, and also hypothesis tests. From the results of the multiple linear regression test, the regression equation is as follows: Y= 16.063+ 0. 536 X1 + 0. 472 X2 + e

The results of the hypothesis test F 10.833˃ the value of f table 4.073 and significance 0.000˂ 0.05 H3 is accepted H0 is rejected it can be concluded together that the variables of HR Digitalization and Generational Diversity have a significant effect on Employee Productivity at CV. Dinamika Mitra Nusantra and iika seen from the R-Square value which is 0.357 means, HR Digitalization and Generational Diversity, have a proportion of influence on Employee Productivity at CV. Dinamika Mitra Nusantra of 35.7% while the rest, namely 64.3% (100% - 35.7%) is influenced by other variables that are not in this linear regression model.

Keywords: HR Digitalization, Generational Diversity and Productivity

PERAN NANO DAN MICRO INFLUENCER DALAM MEMBANGUN CITRA POSITIF KULINER DI KOTA BENGKULU

2025-06-05T12:01:29+08:00

This research aims to analvze the role of nano and micro influencers in building a positive image of culinary in Bengkulu City. With the development of social media, influencers have become an important element in marketing strategies, especially in the culinary sector. This research uses a qualitative approach with a comparative study method, which involves in-depth interviews and content analysis of various social media platforms. The results show that both nano and micro influencers have a significant influence in shaping people's perception of culinary in Bengkulu. Nano influencers, with fewer followers but closer to the audience, tend to create a more personalized and authentic relationship, thus building high trust.

Keyword: Influencer, citra positf kuliner

PENGARUH BRAND IMAGE, VOUCHER DISCOUNT DAN KEAMANAN TERHADAP KEPUTUSAN PENGGUNA JASA ONLINE GRAB PADA FAKULTAS EKONOMI DAN BISNIS DI KOTA BENGKULU

2025-06-05T12:04:13+08:00

The purpose of the study was to determine the effect of brand image, discount vouchers, and security on user decisions for grab online services at the faculty of economics and business in the city of Bengkulu. And to find out which factors are most dominant in influencing online service user decisions. This study uses quantitative methods on 160 respondents. The population used in this study were consumers of Grab Online Service Users at the Faculty of Economics and Business in Bengkuludan City and the sampling in this study was non probability sampling technique. Based on the results of multiple linear regression, the regression equation Y = 1.294 + 1.001 (X_1) + 0.276 (X2) + 0.200 (X3) is obtained. The research results and hypotheses show that brand image, discount vouchers, and security have a positive effect partially or simultaneously on service user decisions.

Keywords: Brand Image, Discount Voucher, Security and Service User Decisions.

FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN GENERASI Z PADA APLIKASI SHOPPE ERA DIGITAL

2025-06-04T17:18:53+08:00

The title of this research is factors that influence Generation Z's purchasing decisions on the Shopee application in the digital era. This research is based on the importance of the influence of purchasing decisions on the Shopee application. Purchase decisions can be influenced by several factors. These factors are thought to be price, product quality and promotion. This research aims to analyze the influence of price, product quality and promotion on purchasing decisions of Generation Z consumers on the Shopee application.

The object of this research is Generation Z in Bengkulu City. This research uses survey methods to obtain data from certain places and uses questionnaires as a data mining tool. The number of respondents in this research was 97 people. By using multiple regression data analysis techniques, the results of this research can be concluded that the price variable partially has no positive influence on purchasing decisions, product quality partially has a positive and significant influence on purchasing decisions, promotion partially has a positive and significant influence on purchasing decisions, while simultaneously price, product quality and promotion have an influence on purchasing decisions by 66.7%.

Keywords: Price, Product Quality, Promotion and Purchasing Decisions.