Jurnal Entrepreneur dan Manajemen Sains (JEMS)

PEMODELAN EPS DAN ROE MENGGUNAKAN METODE REGRESI MULTIVARIAT MELALUI UJI MANOVA

2025-10-03T13:01:09+07:00

This study aims to analyze the simultaneous influence of financial and operational ratios on two main indicators of company performance, namely Earnings per Share (EPS) and Return on Equity (ROE), in the tourism and hospitality sectors. Using the multivariate regression approach and the MANOVA test, this study examines the financial data of a star hotel that listed its shares on the Indonesian stock exchange for the period 2010–2024. The variables analyzed included Occupancy Rate, ADR, Current Ratio, Gross Operating Profit (GOP), Net Operating Profit (NOP), Debt to Equity Ratio (DER), and Debt to Asset Ratio (DAR). The regression model was shown to meet all classical assumptions and had high predictive power (R² > 97%). The results of the MANOVA test showed that only Net Operating Profit (NOP) had a significant effect on EPS and ROE simultaneously (Wilks' Lambda = 0.0014; p = 0.0001). These findings confirm that operational profitability is a key determinant of shareholder value, especially in the context of post-crisis recovery. This research makes a strategic contribution to financial decision-making in tourism companies operating in a volatile economic environment.

Keywords: Earnings per Share (EPS), Return on Equity (ROE), Net Operating Profit (NOP), Financial Performance, Tourism Industry

PENGARUH GAYA KEPEMIMPINAN DAN KOMUNIKASI INTERPERSONALTERHADAP MOTIVASI KERJA KARYAWAN DI UPTD LABORATORIUM KONSTRUKSI DAN BANGUNAN DINAS PUPR PROVINSI BENGKULU

2025-11-12T11:43:33+07:00

This study aims to determine the "Influence of Leadership Style and Interpersonal Communication on Employee Work Motivation at the Construction and Building Laboratory Technical Implementation Unit (UPTD), Public Works and Housing Agency, Bengkulu Province," both partially and simultaneously. The type of research used is quantitative research. The population in this study amounted to 30 people, using the total side technique, which means the entire population is used as the research sample. Based on the t-test on the leadership style variable, it is known that the calculated t _value > t _table (5.535 > 1.697) with a probability of t sig 0.000 < 0.05. On the interpersonal communication variable, the calculated t _value > t _table (3.641 > 1.697) with a probability of t sig 0.001 < 0.05. So it can be concluded that both X variables, namely leadership style and interpersonal communication, partially influence employee performance. Based on the results of the f test, it is known that the calculated f _value > f _table (22,688 > 3.34) with a probability of f sig 0.000 < 0.05, which indicates that Ho is rejected and Ha is accepted, meaning that leadership style and interpersonal communication simultaneously have a positive effect on performance variables. The R square value obtained is 62.7%, which means it has a strong influence. This figure shows that employee performance can be explained by leadership style and interpersonal communication by 82.7%. The remaining 37.3% is influenced by other factors not examined or explained in this study.

Keywords: Compensation, Motivation and Employee Performance

PENGARUH ENDORSMENT DAN RATING REVIEW TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH MAKAN IBU YATI LINGKAR BARAT KOTA BENGKULU

2025-11-12T11:47:52+07:00

The marketing strategy that is implemented needs to be evaluated and developed in accordance with market developments and the market environment. The marketing strategy must be able to provide a clear and detailed description of how the business will take advantage of every opportunity and combination of several market targets. This study aims to determine the influence of endorsements and review ratings on purchasing decisions at Ibu Yati Lingkar Barat Restaurant in Bengkulu City. This study uses a quantitative approach based on the positivist paradigm. The quantitative approach examines a specific population or sample using data collection tools, which are then analyzed statistically to test the hypotheses that have been formulated. The sample size consists of 100 respondents. The data collection techniques used are observation and questionnaires. It can be concluded that there is a positive and significant influence of Endorsements (X1) on purchasing decisions (Y) at Ibu Yati Restaurant in Lingkar Barat, Bengkulu. Two: There is a positive and significant influence of Rating Review (X2) on the purchasing decision (Y) of Ibu Yati Lingkar Barat Bengkulu Restaurant. Three: Endorsement and Rating Review together influence the purchasing decision (Y) of Ibu Yati Lingkar Barat Bengkulu Restaurant.

Keywords: Endorsement, Rating Review, Purchasing Decision

PENGARUH DISIPLIN DAN PELATIHAN KERJA TERHADAP KINERJA PEGAWAI DINAS SOSIAL PROVINSI BENGKULU

2025-11-12T11:57:40+07:00

This study aims to determine the effect of work discipline and job training on employee
performance at the Social Service Office of Bengkulu Province. Issues related to discipline and
training effectiveness are a major concern as they affect the quality of public services. This
research employs an associative quantitative approach with a sample of 109 employees and uses
multiple linear regression analysis. Partial test results show that work discipline has a significant
effect on employee performance (t = 4.803; sig. = 0.000), while job training does not have a
significant effect (t = -0.813; sig. = 0.418). However, simultaneous testing indicates that
discipline and training together have a significant effect on employee performance (F = 54.712;
sig. = 0.000), with an Adjusted R² value of 0.501, meaning that 50.1% of the variation in
performance can be explained by both variables.
Keywords: Work Discipline, Job Training, Employee Performance

ANALISIS PERSEPSI KONSUMEN TERHADAP KUALITAS PENDAP DI USAHA PENDAP & PALAI CIK SUR KOTA BENGKULU

2025-11-12T12:10:01+07:00

This study aims to analyze consumer perceptions of the product quality of Pendap at Usaha
Pendap & Palai Cik Sur in Bengkulu City, identify the quality aspects that most influence
consumer evaluations, and understand their relationship with purchase intention and loyalty.
The research employs a qualitative method with a case study approach. Primary data were
obtained through observation, in-depth interviews with 10 consumers and the business owner,
as well as documentation. Data analysis was conducted using thematic analysis techniques to
identify patterns in consumer perceptions. The results show that, in general, consumers have a
positive perception of Pendap quality, particularly in terms of taste, texture, and cleanliness,
which are considered distinctive, authentic, and consistent. However, there are critical notes
regarding packaging and presentation aspects, which some consumers perceive as still simple,
less informative, and less visually appealing. These findings align with consumer perception
theory, which includes cognitive, affective, and conative dimensions, and emphasize the
importance of packaging innovation and enhancing visual appeal without eliminating the
product’s traditional values. This research is expected to contribute theoretically to the study of
traditional culinary marketing and provide practical insights for MSME actors to improve
competitiveness through product quality enhancement, particularly in visual and packaging
aspects.
Keywords: consumer perception, product quality, pendap, traditional food, Bengkulu

PENGARUH KEPEMIMPINAN DAN KEPUASAN KERJA TERHADAP MOTIVASI KERJA KARYAWAN PADA PDAM PERUMDA TIRTA HIDAYAH KOTA BENGKULU

2025-11-14T11:27:55+07:00

This study aims to determine the effect of leadership and job satisfaction on employee work motivation at PDAM Perumda Tirta Hidayah, Bengkulu City. This study used a quantitative method with a sample of 130 respondents, using a total sampling technique. The data collection technique used a questionnaire. Data analysis techniques used multiple linear regression analysis, coefficient of determination analysis, and hypothesis testing. The results show that leadership has a positive and significant effect on employee work motivation at PDAM Perumda Tirta Hidayah, Bengkulu City. This means that the higher the level of leadership, the more employee work motivation will increase. Job satisfaction has a positive and significant effect on employee work motivation at PDAM Perumda Tirta Hidayah, Bengkulu City. This means that the higher the level of employee job satisfaction, with things like salary, work relationships, opportunities for development, and recognition of work results, the higher the employee job satisfaction. And leadership and job satisfaction together have a positive and significant influence on employee work motivation at PDAM Perumda Tirta Hidayah, Bengkulu City. This means that with an effective leadership style and a high level of job satisfaction, work motivation will be more optimally increased. These two components work together and are very important to produce productive, loyal, and motivated employees.

Keywords : Leadership, Job Satisfaction, Employee Work Motivation

PENGARUH MEDIA SOSIAL DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN HP IPHONE SECOND DI MARKETPLACE FACEBOOK (STUDI KASUS MAHASISWA UMB)

2025-12-30T07:16:41+07:00

This study aims to analyze the influence of social media and brand trust on the purchasing decisions of second-hand mobile phones (HP)Iphone on the Facebook marketplace. The sampling method used in this research was proportional area random sampling. The study was conducted using a descriptive quantitative approach and involved a total of 69 respondents. Data were collected through the distribution of questionnaires. Data analysis was carried out using instrument testing, classical assumption testing, multiple linear regression analysis, the coefficient of determination (R²), and hypothesis testing (t-test). The results of the t-test for the social media variable showed that t calculated > t table (4.252 > 1.667) and sig (0.00 < 0.05). For the brand trust variable, the t-test also showed a significant result, with t calculated > t table (3.679 > 1.667). The results of the F-test indicated that the F calculated = 47.508 > F table = 3.13, and the significance value was 0.00 < 0.05. From these findings, it can be concluded that social media and brand trust have a significant and simultaneous influence on the purchasing decisions of second-hand mobile phones on the Facebook marketplace.

Keywords: Social Media, Brand Trust, Purchase Decision

PENGARUH KOMPENSASI DAN MOTIVASI TERHADAP KINERJA

2025-11-14T11:37:40+07:00

This study aims to determine the "Effect of Compensation and Motivation on Employee Performance (Case Study at PT. Enseval Putera Megatrading Bengkulu", both partially and simultaneously. The type of research used is quantitative research. The population in this study amounted to 55 people, using the total side technique, which means that all populations are used as research samples.

Based on the t test (Partial) on the Compensation variable, it is known that the calculated t value is > t table (12.387 > 1.675) with a probability of t sig 0.000

< 0.05. On the Motivation variable, it is known that the calculated t value is > t table (15.636 > 1.675) with a probability of t sig 0.000 < 0.05. So it can be concluded that both X variables, namely Compensation and Motivation, partially influence employee performance.

Based on the results of the f test, it is known that the calculated f value > f table (129,375 > 2.78) with a probability of f sig 0.000 < 0.05, which indicates that Ho is rejected and Ha is accepted, meaning that Compensation and Motivation together (simultaneously) have a positive effect on the performance variable. The R square value obtained is 83.3%, which means it has a strong influence. This figure shows that employee performance can be explained by Compensation and Motivation by 83.3%. The remaining 16.7% is influenced by other factors that are not examined or explained in this study.

Keywords: Compensation, Motivation and Employee Performance

PENGARUH HEDONIC SHOPPING VALUE DAN SHOPPING LIFE STYLE TERHADAP IMPULSE BUYING PADA PELANGGAN TOKOPEDIA DI DESA TABA LAGAN BENGKULU TENGAH

2025-11-12T15:17:51+07:00

The research on Tokopedia customers in Taba Lagan Village, Central Bengkulu, addresses the problem formulation of the influence of Hedonic Shopping Value (X1) and Shopping Lifestyle (X2) on Impulse Buying (Y) among Tokopedia customers in Taba Lagan Village, Central Bengkulu. The objective of this research is to determine the influence of Hedonic Shopping Value and Shopping Lifestyle on Impulse Buying among Tokopedia customers in Taba Lagan Village, Central Bengkulu. The population used in this study consists of all Tokopedia customers in Taba Lagan Village, Central Bengkulu, totaling 140 respondents. The sampling technique used is (Hair, 2019) based on certain established criteria amounting to 140 respondents. Data collection techniques include observation, documentation, and questionnaires. The processed data was analyzed using the SPSS 24 formula. Based on the results of the research and the analysis of the influence of the Hedonic shopping value (X1) and Shopping lifestyle (X2) on Impulse Buying among Tokopedia customers in Taba Lagan Village, Central Bengkulu, the following conclusions can be drawn: Hedonic shopping value (X1) has a positive and significant effect on Impulse Buying (Y) of consumers at Tokopedia customers in Taba Lagan Village, Central Bengkulu, as evidenced by the hypothesis test with the t-test showing thitung > ttabel (2.509 > 1.977). Shopping lifestyle (X2) has a positive effect on Impulse Buying (Y) of consumers at Tokopedia customers in Taba Lagan Village, Central Bengkulu. This is evidenced by hypothesis testing using the t-test where the calculated t is greater than the table (2.673 > 1.977). Hedonic shopping value (X1), shopping lifestyle (X2), functional value (X3), and social value (X4) influence consumers' impulse buying (Y). This can be established from the simultaneous hypothesis test where the F table is greater than the calculated F (12.749 > 3.910). This is supported by a correlation analysis of R = 0.802 (80.2%), which is close to 1. Additionally, the coefficient of determination is R² = 0.643 or about 64.3%, while 35.7% is the contribution from other variables that are not studied.

Keywords: Hedonic Shopping Value and Shopping Lifestyle Impulse Buying.

PENGARUH SHOPING LIFESTYLE DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING

2025-11-14T11:42:40+07:00

This study aims to analyze the influence of Shopping Lifestyle and Store Atmosphere on Impulse Buying in clothing store consumers in Bengkulu City. The research method used is a quantitative method with a survey approach. Data were collected through observation, interviews, and questionnaires to 160 respondents who were selected using purposive sampling techniques. Data analysis was carried out through validity, reliability, classical assumptions, and multiple linear regression analysis with the help of SPSS software. The results of the study show that both Shopping Lifestyle and Store Atmosphere have a positive and significant effect on Impulse Buying, both partially and simultaneously. The t-value for Shopping Lifestyle is 12.306 and for Store Atmosphere is 7.613, both are larger than the t-table (1.975) with a significance value of < 0.05, so both variables have a partially significant effect. The F test showed an F value of 6414.348 which was much greater than the F of the table (3.05) with a significance of 0.000, so that both variables also had a simultaneous significant effect on Impulse Buying. A determination coefficient value (R²) of 0.988 indicates that 98.8% of the variation in Impulse Buying can be explained by these two independent variables, while the rest is influenced by other factors outside the study. These findings confirm the importance of marketing strategies that pay attention to consumers' shopping lifestyles and store atmosphere in encouraging impulse buying behavior.

Keyword : Shopping Lifestyle, Store Atmosphere, Impluse Buying

PENGARUH LINGKUNGAN KERJA TOXIC DAN KECERDASAN EMOSIONAL TERHADAP PRODUKTIVITAS KERJA KARYAWAN DI PDAM TIRTA HIDAYAH KOTA BENGKULU

2025-11-14T12:11:42+07:00

In a toxic work environment, employees' emotional intelligence is also an important factor in determining their ability to deal with the pressures of a non-conducive work environment. Emotional intelligence, which includes the ability to recognize, understand, and manage one's own and others' emotions, enables employees to remain productive despite challenging working conditions. This study aims to determine the effect of toxic work environment and emotional intelligence on employee productivity of PDAM Tirta Hidayah Bengkulu City. The type of research used is quantitative with descriptive methods. Data collection techniques are observation, interviews, and questionnaires. The number of samples used in this study amounted to 140 employees from a total population of 215 employees. The conclusions of this research analysis are 1). Toxic work environment has a significant negative effect on employee productivity at PDAM Tirta Hidayah Bengkulu. 2). Emotional intelligence has a significant effect on employee productivitya at PDAM Tirta Hidayah Bengkulu. 3). Toxic work environment and emotional intelligence have a significant effect on employee work productivity at PDAM Tirta Hidayah Bengkulu.

Keywords: Toxic Work Environment, Emotional Intelligence, Work Productivity.

PENGARUH BRAND PERSONALITY DAN BRAND AWARENESS TERHADAP LOYALITAS PENGGUNA IPHONE DI BENGKULU

2025-11-14T12:17:11+07:00

This study aims to analyze how Brand personality and Brand awareness affect the loyalty of iphone users among UMB management students. The research method used is quantitative with a multiple linear regression approach. Data was collected through a questionnaire that was distributed to respondents who were iphone users. The sample used was 120 respondents. The results of the study showed that there was a positive and significant influence of brand personality on user loyalty, with a t-value of 4.583 and a significance of 0.000. This shows that Brand Personality is in the good category. In addition, brand awareness also has a positive effect on user loyalty, with a t-value of 8.413 and a significance of 0.000 which shows that it is in the good category. Furthermore, the results of the simultaneous analysis (f-test) showed that Brand Personality (X1) and Brand Awareness (X2) together or simultaneously had a significant influence on User Loyalty, with a calculated f value of 130,288 and a significance of 0.000. This proves that these two variables complement each other in providing a better experience to users.

Keywords: Brand Personality and Brand Awareness, and Loyalty User

PENGARUH GREEN BRAND POSITIONING, ATTITUDE TOWARD PRODUK RAMAH LINGKUNGAN TERHADAP GREEN PURCHASE INTENTION PADA MOTOR LISTRIK BENGKULU

2025-11-14T12:25:41+07:00

This study aims to analyze the influence of Green Brand Positioning and Attitude Toward Eco-Friendly Products on Green Purchase Intention among consumers of electric motorcycles in Bengkulu. The case study was conducted at the Uwinfly Bengkulu Nandar Dealer with a total of 45 respondents. The analysis method used is multiple regression analysis to determine the extent to which the independent variables affect the dependent variable both simultaneously and partially. The results of the study indicate that Green Brand Positioning has a positive and significant influence on Green Purchase Intention, meaning that the stronger the environmentally-friendly brand positioning is embedded, the greater the consumers' intention to purchase the product. Additionally, Attitude Toward Eco-Friendly Products also has a positive and significant influence on Green Purchase Intention, showing that a positive consumer attitude towards eco-friendly products encourages an increase in purchase intention. Simultaneously, these two independent variables significantly influence Green Purchase Intention. These findings imply that companies need to strengthen their environmentally-based brand positioning strategies and build positive consumer perceptions regarding product sustainability.

Keywords: Green Brand Positioning, Attitude Toward Eco-Friendly Products, Green Purchase Intention, Electric Motorcycles

UPAYA MENINGKATKAN DAYA SAING PEDAGANG KAKI LIMA DIKAWASAN PARIWISATA PANTAI PANJANG KOTA BENGKULU

2025-12-23T11:08:45+07:00

This study aims to examine efforts to improve the competitiveness of street vendors (PKL) in the Panjang Beach tourism area, Bengkulu City, using a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis approach. Panjang Beach is a prime tourist destination frequented by both domestic and international tourists. However, street vendors in this area face various challenges such as limited facilities, intense competition, limited capital, and a lack of promotional skills and technology utilization. This study used a descriptive qualitative approach, collecting data through interviews with six informants: four street vendors and two tourists.

The analysis shows that the main strengths of street vendors are their strategic location, good product quality, and customer loyalty, while their weaknesses lie in limited capital, poor marketing knowledge, and suboptimal time management. Opportunities that can be exploited include evolving market trends and technological advances, while threats stem from intense competition, fluctuating raw material prices, and uncertain government policies. Based on the IFAS and EFAS Matrices, street vendors' strategic position is in quadrant II (diversification), with coordinates (0.65; -0.20), indicating the need to leverage internal strengths to address external threats.

Keywords: street vendors, competitiveness, diversification strategy, SWOT analysis

PENGARUH DISKON, FLASH SALE, DAN PENGGUNAAN SISTEM PEMBAYARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN DI TOKO I AM FASHION STORE BENGKULU

2025-12-23T11:19:18+07:00

The main objective of this study is to analyze how much the variables of promotion and digital payment systems influence consumer purchase decisions. This type of research is a quantitative research, this research is a buyer of products sold at I am Fashon store Bengkulu. The sample extraction method uses proportional sampling or balanced sampling techniques. The number of respondents in this study was 120 people. The data collection method used questionnaires. Data analysis techniques using multiple linear regression analysis tests, determination coefficient analysis, and hypothesis tests. Based on the results of data processing, from the computer calculation, namely using SPSS 25, the regression equation is Y = 1.230 + 0.178X1 + 0.381 X2 + 0.356X3 + ei with a value of R Square R2 = 0.562 this value means that independent contributes 56.2% in influencing the dependent variable. The results of the hypothesis test obtained Discounts, Flash Sale, and Digital Payment Systems together have a positive and significant effect on the Purchase decision.

Keywords: Discounts, Flash Sale, Digital Payment Systems, Purchase Decisions.

PENGARUH KONTEN MARKETING DAN ENDORSEMENT TERHADAP MINAT BELI KONSUMEN PADA PRODUK PANCONG LUMER ALBIM KOTA BENGKULU

2025-12-23T11:13:41+07:00

This study aims to determine which factors are most dominant in influencing consumer buying interest, the study was conducted from February to April 2025. The sample of this study was Pancong Lumer Albim Products in Bengkulu City. This study uses a quantitative method on 65 respondents. The sampling technique is probability sampling, the method used in this study is a quantitative method with Multiple Linear Regression analysis using SPSS 24 for windows.

Based on the results of multiple linear regression, the regression equation form is Y = 3.731 + 1.757 (X_1) + 1.423 (X2) and the coefficient of determination R Square (R2) is obtained at 0.732 or 73.2%. The results of the study and the hypothesis in this study indicate that the variables of marketing content and endorsement have a positive effect, both partially and simultaneously, on consumer purchasing interest in Pancong Lumer Albim Products in Bengkulu City.

Keywords: Marketing content, endorsement and purchasing interest.

PENGARUH FLASH SALE DAN GRATIS ONGKOS KIRIM TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA E-COMMERCE TIKTOK SHOP DI KOTA BENGKULU

2025-12-29T07:49:20+07:00

This study aims to analyze the influence of flash sales and free shipping on purchase decisions among TikTok Shop e-commerce users in Bengkulu City, with a particular focus on students at Muhammadiyah University of Bengkulu. As one of the emerging e-commerce platforms, TikTok Shop frequently offers promotional strategies such as flash sales and free shipping to attract consumers. In today's digital era, such marketing approaches are considered effective in encouraging quicker and more impulsive purchasing decisions. This research employs a quantitative method with an explanatory approach. Data were collected through questionnaires distributed to 120 student respondents who have made purchases on TikTok Shop. The data analysis techniques include validity and reliability tests, classical assumption tests, multiple linear regression analysis, and both partial and simultaneous hypothesis testing. The results indicate that both flash sales and free shipping have a positive and significant influence, both partially and simultaneously, on purchase decisions. These findings demonstrate that promotional strategies like limited-time discounts and free delivery effectively enhance consumer desire and confidence to shop online. This study contributes valuable insights for business practitioners, particularly e-commerce managers like those at TikTok Shop, in better understanding consumer behavior and developing effective promotional strategies to boost sales.

Keywords: Flash Sale, Free Shipping, Purchase Decision, TikTok Shop, E-Commerce

PENGARUH HEDONIC SHOPPING VALUE DAN SHOPPING LIFESTYLE TERHADAP IMPLUSE BUYING PADA PENGGUNA APLIKASI TIKTOK MAHASISWA MANAJEMEN UNIVERSITAS MUHAMMADIYAH BENGKULU

2025-12-29T07:56:40+07:00

This study aims to determine the influence of Hedonic Shopping Value and Shopping Lifestyle on Impulse Buying among TikTok application users who are Management Students at Muhammadiyah University of Bengkulu, both partially and simultaneously. There are several independent variables (x) to be discussed in this research, including Hedonic Shopping Value and Shopping Lifestyle. The research object is TikTok application users who are Management Students at Muhammadiyah University of Bengkulu, totaling 108 respondents. Several data analysis techniques are used in this study, including instrument testing, classical assumption testing, respondent response analysis, multiple linear regression analysis, and the coefficient of determination. also test the hypothesis. From the results of multiple linear regression tests, the regression equation obtained is as follows: 1. The research results indicate that the Hedonic shopping value variable significantly affects Impulse buying among TikTok application users at Muhammadiyah University of Bengkulu's Management students. 2. The research results indicate that the Shopping lifestyle variable significantly affects Impulse buying among TikTok application users at Muhammadiyah University of Bengkulu's Management students. 3. The research results indicate that the Hedonic shopping value and Shopping lifestyle variables significantly affect Impulse buying among TikTok application users at Muhammadiyah University of Bengkulu's Management students.

Keywords: : Hedonic shopping value , Shopping lifestyle , Customer Satisfaction

PENGARUH TOXIC LEADERSHIP, JOB STRESSDAN PERCEIVED ORGANIZATIONALSUPPORT TERHADAP TURNOVER INTENTION PADA KARYAWAN DI PT. KELAPA SAWIT GSB EMPAT LAWANG

2025-12-29T08:02:27+07:00

This study aims to analyze the influence of toxic leadership, job stress, and perceived organizational support on turnover intention in case study employees at PT galempa Sejahtera Bersama Simpang Perigi Empat Lawang Branch. This research uses quantitative methods with a survey approach, where data is obtained through questionnaires distributed to 60 respondents. The results of this study confirm that psychological, social and support factors have a significant influence on individual exit intentions. This underscores the importance of positive leaders and a healthy work environment as well as support from the company in maintaining employee engagement. Therefore, organizations need to implement policies to improve leadership quality, effectively manage work stress, and increase the level of support perceived by employees to lower high exit intentions. A decrease in exit intention can be achieved through improving a healthy and supportive work environment.

Keywords: Toxic Leadership, Job Stress, Perceived Organizational Support, Turnover Intention

PENGARUH KOREAN WAVE, BRAND AMBASSADOR, CITRA MEREK DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE WILAYAH KOTA BENGKULU

2025-12-29T10:16:06+07:00

This study aims to analyze the influence of Korea wave, Brand Ambassador, Brand Image, and Online Customer Review on Purchase Decisions among Shopee marketplace consumers in Bengkulu City. The research method used is quantitative with a multiple linear regression approach. Data were collected through questionnaires distributed to respondents who are active Shopee users in Bengkulu City. The results indicate that there is a positive and significant influence of Korea wave on Purchase Decisions, meaning that the stronger the influence of Korea wave, the higher the consumer's buying interest. Additionally, Brand Ambassador also has a positive impact on Purchase Decisions, indicating that the stronger the role of the Brand Ambassador, the higher the consumer's purchase decision. However, Brand Image does not have an influence on Purchase Decisions, despite marketing theories often associating brand image with customer loyalty. Meanwhile, Online Customer Review has been proven to have a positive impact on Purchase Decisions, showing that the more positive reviews, the higher the consumer's tendency to purchase products. Simultaneously, the variables Korea wave, Brand Ambassador, Brand Image, and Online Customer Review collectively influence Purchase Decisions with a significance value of F at 0.000 < 0.05. The findings of this study can serve as a reference for business practitioners in designing more effective marketing strategies to enhance consumer purchase decisions on the Shopee marketplace.

Keywords: Korean wave, Brand Ambassador, Citra Merek, Online Customer Review, purchase decision.

PENGARUH WORK LIFE BALANCE DAN GAYA KEPEMIMPINAN DEMOKRATIS TERHADAP KINERJA PEGAWAI DAMKAR BENGKULU SELATAN

2025-12-29T08:07:10+07:00

Performance is a very important part in achieving company goals. Employee performance is influenced by many factors including work life balance and leadership style. The purpose of this study was to determine the effect of work life balance and leadership style democratic on employee performance in the South Bengkulu Fire Department. This research was conducted at the South Bengkulu Fire Department. The type of research used in this study was quantitative descriptive. The sample in this study was 77 people with the sampling technique in this study was total sampling. Data collection techniques were observation, questionnaires and documentation. The data analysis technique used in this study was quantitative descriptive. The results showed that work life balance had a significant effect on employee performance in the South Bengkulu Fire Department with a calculated t value> t table (2.582> 1.66600) and (sig a = 0.012 <0.050). Leadership style had a significant effect on employee performance with a calculated t value> t table (3.368> 1.66600) and (sig a = 0.001 <0.050). The results of the F test show that the F count value is 44.376 > 3.12 with a significance value of 0.000 < 0.050, which means that there is a significant simultaneous influence of the work life balance and leadership style democratic variables on employee performance in the Bengkulu Selatan Fire Department environment. The R Square value is 0.545, 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 leadership style by 54.5%, while the remaining 45.5% is influenced by other variables.

Keywords: Work Life Balance and Leadership Style Democratic, Performance

PENGARUH PENGETAHUAN PRODUK DAN PEMASARAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU VENTELA PADA TIK-TOK SHOP

2025-12-29T08:11:52+07:00

This research aims to examine the influence of Product Knowledge and Pemasaran Media Sosial on Purchase Decisions of TikTok Shop products, using a case study of students at Universitas Muhammadiyah Bengkulu. The study involves 110 respondents from Bengkulu City who are active TikTok Shop customers. the results of simple regression analysis show that Product Knowledge significantly affects Purchase Decisions, with a regression coefficient of β = 0.472, t-value = 5.004 > t-table = 1.982, and a significance level of 0.000 < 0.05. Similarly, Social Media Marketing also has a significant effect on Purchase Decisions with β = 0.335, t-value = 3.401 > t-table, and a significance level of 0.001 < 0.05. Multiple linear regression analysis produced the equation Y = 6.574 + 0.472X₁ + 0.335X₂, with an F-value = 52.870 > F-table = 3.08 and a significance level of 0.000, indicating that both independent variables significantly influence Purchase Decisions simultaneously. The coefficient of determination (R²) is 0.495, meaning that 49.5% of the variation in Purchase Decisions can be explained by Product Knowledge and Social Media Marketing, while the remaining 50.5% is influenced by other factors outside the model. In conclusion, both consumer product knowledge and social media marketing strategies play a vital role in enhancing purchase decisions on the TikTok Shop platform.

Keywords: Product Knowledge, Social Media Marketings, Purchase Decision

PENGARUH WORK LIFE BALANCE, KOMPETENSI, DAN KOMITMEN TERHADAP KINERJA PEGAWAI DI PUSKESMAS PERAWATAN TES KABUPATEN LEBONG

2025-12-29T08:16:59+07:00

This study aims to analyze the influence of work life balance, competence, and commitment on employee performance at the Lebong Regency Test Care Health Center. The research has been carried out since December 2024 using quantitative methods and saturated sampling techniques, so that all employees totaling 50 people are used as samples. Data collection was carried out through a closed questionnaire with a Likert scale, documentation, and observation. The validity and reliability test of the instrument was carried out on 20 employees of the Talang Leak Health Center, while the data analysis used multiple linear regression assisted by SPSS 26.

The results showed that partially, work life balance (t count = 3.197; sig. = 0.003), competence (t count = 11.178; sig. = 0.000), and commitment (t count = 6.338; sig. = 0.000) had a positive and significant effect on employee performance. Simultaneously, these three variables also had a significant effect on performance (F count = 169.998; sig. = 0.000). The determination coefficient value (R²) of 0.917 indicates that 91.7% of the variation in employee performance can be explained by work life balance, competence, and commitment, while the rest is influenced by other factors outside the study. These findings affirm the importance of strengthening competencies, improving work-life balance, and employee commitment to support optimal performance in the Puskesmas.

Keywords: Work Life Balance, Competence, Commitment and Performance

PENGARUH SHIFT KERJA DAN LINGKUNGAN KERJA TERHADAP KINERJA KARYAWAN PT MAJU TAMBAK SUMUR DESA GENTING JUAR

2025-12-29T08:25:37+07:00

This study aims to determine whether work shifts and the work environment significantly influence employee performance at PT Maju Tambak Sumur, Genting Juar Village, both partially and simultaneously. This study employed quantitative research. The population comprised all employees at PT Maju Tambak Sumur, Genting Juar Village. Simple random sampling was used for sampling. Fifty-seven respondents were selected, and data were collected through questionnaires and analyzed using multiple linear regression analysis. The results of the study show that work shifts have a positive effect on the performance of employees of PT Maju Tambak Sumur, Genting Juar village, with the results of the t-test count> t-table (10,754> 2,004), then the work environment has a positive effect on the performance of employees of PT Maju Tambak Sumur, Genting Juar village, with the results of the t-test count> t-table (3,726> 2,004), then the results of the study show that work shifts and work environment have a positive and significant influence partially or simultaneously on employee performance with the results of the F-test count> F-table (91,552> 3,16).

Keywords: Work shifts, work environment, employee performance

PENGARUH FASILITAS DAN AKSESIBILITAS TERHADAP MINAT BERKUNJUNG WISATAWAN AIR TERJUN CURUG PAPAT KABUPATEN REJANG LEBONG

2025-12-29T08:34:21+07:00

This study aims to find out the Effect of Facilities and Accessibility on Tourists' Interest in Visiting Curug Papat Waterfall, Rejang Lebong Regency. This type of research is a quantitative descriptive study. The population of this study was visitors to the Curug Papat Waterfall in Rejang Lebong Regency as the research object. The data collection technique used observation, interview, and questionnaire. The data analysis technique used descriptive analysis, inferential analysis by using SPSS and analysis of the coefficient of determination (R2). The results of this study indicate that facilities have a positive effect on tourists' interest in visiting Curug Papat Waterfall, Rejang Lebong Regency. This means that the more optimal the facilities available at Curug Papat Waterfall, the higher the level of tourist interest in visiting. Accessibility has a positive effect on tourists’ interest in Visiting Curug Papat Waterfall, Rejang Lebong Regency. The higher the quality of accessibility perceived by tourists, the higher the level of interest in visiting. Facilities and accessibility simultaneously or together have a positive and significant effect on tourists’ interest in visiting Curug Papat Waterfall, Rejang Lebong Regency. This means that if the level of facilities and accessibility is high, it will increase tourists’ interest in visiting.

Keywords: accessibility, facilities, visiting interest

PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER SATISFACTION MATAHARI KOTA BENGKULU

2025-12-29T08:46:30+07:00

This study aims to determine the Influence of Customer Relationship Management and Customer Experience on Customer Satisfaction of Matahari Kota Bengkulu consumers. This type of research is a type of quantitative descriptive research, the population of this study is Matahari Kota Bengkulu consumers as the object of research. Data collection techniques used are observation, interviews, and questionnaires. While the data analysis technique uses descriptive analysis, inferential analysis using SPSS and analysis of the coefficient of determination (R2). The results of this study indicate that Customer Relationship Management has a positive effect on Customer Satisfaction at Matahari Kota Bengkulu. This means that the more optimal the Customer Relationship Management strategy is implemented, the higher the level of customer satisfaction felt by consumers. Customer Experience has a positive effect on Customer Satisfaction for Matahari Kota Bengkulu consumers. The higher the quality of customer experience felt by consumers, the higher the level of customer satisfaction. Customer Relationship Management and Customer Experience simultaneously or together have a positive and significant effect on Customer Satisfaction at Matahari Kota Bengkulu. This is if the level of customer relationship management and customer experience is high, it will increase Customer Satisfaction in the company.

Keywords : customer relationship management, customer experience, customer satisfaction

PENGARUH SPIRITUAL LEADERSHIP DAN KECERDASAN INTELEKTUAL TERHADAP KINERJA KARYAWAN CV.SINAR DAYA ALAM (SDA)

2025-12-29T10:03:21+07:00

This study aims to determine the Influence of Spiritual Leadership and Intellectual Intelligence on CV. Sinar Daya Alam (SDA). This type of research is a type of quantitative descriptive research, The population of this study is CV. Sinar Daya Alam (SDA) as the object of research. The data collection techniques used were observation, interviews, and questionnaires. Meanwhile, the data analysis technique uses descriptive analysis, inferential analysis using SPSS and determination coefficient analysis (R2). The results of this study show that Spiritual Leadership has a positive and significant effect on Employee Performance. This means that the better the level of Spiritual Leadership the more it will increase the formation of employee performance. Intellectual Intelligence has a positive effect on Employee Performance but is not significant. The better the Intellectual Intelligence more positive it will be on Employee Performance. Spiritual Leadership and Intellectual Maturity together have a positive and significant effect on CV. Sinar Daya Alam (SDA). This is if the level of Spiritual Leadership and Intellectual Intelligence is high, it will improve the performance of employees in the company.

Keywords : Spiritual Leadership, Intellectual Intelligence, Employee Performance.

PENGARUH SPONSORSHIP, EVENT LOKAL, KEGIATAN EDUKASI DAN PENAWARAN TERHADAP PENINGKATAN PENJUALAN SARI ROTI DI KOTA BENGKULU

2025-12-29T10:09:08+07:00

This study aims to determine the influence of sponsorship, local events, educational activities, and offers on the increase in Sari Roti sales in Bengkulu City, both partially and simultaneously. Several factors will be discussed in this study, including sponsorship, local events, educational activities, and offers related to the increase in Sari Roti sales in Bengkulu City, with 170 respondents. In this research, the author uses data collection methods through observation, interviews, and questionnaires.

Several data analysis techniques are used in this study, including instrument tests such as validity test, reliability test, classical assumption test, coefficient of determination, and hypothesis testing. From the results of the multiple linear regression test, the regression equation obtained is as follows: Y = 0.105 + 0.016 (X1) + 0.085 (X2) + 0.447 (X3) + 0.454 (X4) + 0.174. Meanwhile, the hypothesis testing results show that the Sponsorship variable (X1) has a t-value of 1.676 (higher than the t-table value, or t-value > 1.654, as seen in the t-distribution table), with a significance level of 0.096 (significant > 0.05). The Local Event variable (X2) has a t-value of 2.660 (higher than the t-table value, or t-value > 1.654, as seen in the t-distribution table), with a significance level of 0.009 (significant < 0.05), and the Educational Activities variable (X3) has a t-value of 11.481 (higher than the t-table value, or t-value > 1.654, as seen in the t-distribution table), with a significance level of 0.0009 (significant < 0.05). The Offer variable (X4) has a t-value of 9.879 (higher than the t-table value, or t-value > 1.654, as seen in the t-distribution table), with a significance level of 0.000 (significant < 0.05). The F-test results show that (F-value > F-table), which is (17.778 > 2.42), and the significance level (sig < α = 0.000 < 0.05), so it can be concluded that H4 is accepted. This means that, simultaneously, the variables Sponsorship (X1), Local Events (X2), Educational Activities (X3), and Offers (X4) significantly influence the increase in Sari Roti sales (Y) in Bengkulu City.

Keywords: Sponsorship, Local Events, Educational Activities, Offers, Sales Increase..

PENGARUH COUNTRY OF ORIGIN DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN LAPTOP ACER

2025-12-29T10:34:08+07:00

Purchase decisions can be influenced by various factors, including country of origin and perceived quality. This study aims to determine the influence of country of origin and perceived quality on the purchase decision of Acer laptops at the Muhammadiyah University of Bengkulu Students both partially and simultaneously. This study uses a quantitative research method with data collection techniques through questionnaires filled out by 75 respondents and analyzed using multiple linear analysis techniques.The results of the study showed that the country of origin and perceived quality had a positive and significant influence partially or simultaneously on the purchase decision of Acer laptops with a t-value (2,922) < a table t-value (1,666) and a t-sig value (0.005) > α (0.05) on the county of origin variable, on the perceived quality t-value variable ( 3,352 ) > the value of the t table (1.666) and the value of t sig (0.001) < α (0.05) with the value of f value of the Fcalculate value of 65,348 > F of the table (3.13) and the significance value of F sig (0.000) < α (0.05). This means that consumers consider the country of origin of the product and the perceived quality of the product before making a purchase decision. This research can contribute to the development of marketing strategies and product promotion on acer laptops The influence of country of origin and perceived quality on the purchase decision of acer laptops at the Muhammadiyah University of Bengkulu Students by 0.645 or 64.5%

Key Words : Country Of Origin, Perceived Quality, Keputusan Pembelian

PENGARUH KNOWLEDGE SHARING DAN HARDSKILLTERHADAP KINERJA KARYAWAN PT. EJUKHA (PEMATANG GUBERNUR)

2025-12-29T10:41:10+07:00

Employee performance in companies operating in the contracting, construction, and property sectors is shaped by multiple factors, notably knowledge sharing and hard skills. This study investigates the influence of knowledge sharing and hard skills on employee performance at PT. Ejukha, Pematang Gubernur. A quantitative research design with a descriptive approach was employed. The population was all employees of PT. Ejukha, with a total sample of 25 respondents selected through a census technique. Data were collected via questionnaires and analyzed using multiple linear regression. The analysis produced the regression equation Y=1.074+ 0.172X Box+0.750X Box. Knowledge sharing showed a positive and significant effect on employee performance (11.743, p = 0.047 ) while hard skills also had a positive and significant effect underline ( t = 2.269 , p = 0.033 ) Simultaneously, both variables significantly affected performance ( F = 22.505 , p < 0.001). The findings confirm that enhancing knowledge-sharing practices and improving hard skills can significantly strengthen employee performance. It is recommended that PT. Ejukha continue developing structured knowledge-sharing initiatives and targeted skill enhancement programs to sustain optimal performance outcomes.

Keywords: employee performance, knowledge sharing, hard skills

THE INFLUENCE OF INFLUENCER MARKETING (X1), TIKTOK MEDIA EFFECTIVENESS (X2), AND BRAND AWARENESS (X3) ON PURCHASING DECISIONS AMONG GENERATION Z IN PONDOK KUBANG DISTRICT, CENTRAL BENGKULU REGENCY

2025-12-29T11:21:35+07:00

Research on Generation Z in Pondok Kubang District, Central Bengkulu Regency, with the following problem formulation: What is the influence of Influencer Marketing (X1), TikTok Media Effectiveness (X2), and Brand Awareness (X3) on Purchasing Decisions among Generation Z in Pondok Kubang District, Central Bengkulu Regency? and The purpose of this study is to find out how Influencer Marketing (X1), the Effectiveness of Tiktok Media (X2) and Brand Awareness (X3) on Purchasing Decisions on Generation Z in Pondok Kubang District, Central Bengkulu Regency. The population used in this study is Generation Z in Pondok Kubang District, Central Bengkulu Regency, totaling 120 respondents. The sampling technique used accidental sampling based on predetermined criteria totaling 120 respondents. Data collection techniques were observation, documentation and questionnaires. The processed data were analyzed using the SPSS 24 formula. Based on the results of the research and analysis of the influence of the variables Influencer Marketing (X1), the Effectiveness of Tiktok Media (X2) and Brand Awareness (X3) on Purchasing Decisions on Tiktok Media on Generation Z in Pondok Kubang District, Central Bengkulu Regency. The following conclusions can be drawn: Influencer Marketing (X1) has a positive effect on consumer purchasing decisions (Y) on Tiktok Media in Generation Z in Pondok Kubang District, Central Bengkulu Regency. This is proven by the hypothesis test with t-test obtained tcount> ttable (3.494>1.980), Effectiveness of Tiktok Media (X2) has a positive effect on consumer purchasing decisions (Y) on Tiktok Media in Generation Z in Pondok Kubang District, Central Bengkulu Regency. This is proven by the hypothesis test with t-test obtained tcount> ttable (13.546>1.980), Brand Awareness (X2) has a positive effect on consumer purchasing decisions (Y) on Tiktok Media in Generation Z in Pondok Kubang District, Central Bengkulu Regency. This is proven by the hypothesis test with t-test obtained tcount> ttable (4.365>1.080), Influencer Marketing (X1), Effectiveness of Media TikTok (X2), Brand Awareness (X3), and Social Values (X4) influence consumer purchasing decisions (Y). This can be seen from the simultaneous hypothesis test: Ftable > Fcount (162.613 > 3.920). This is evidenced by the correlation analysis, R = 0.899 (89.9%), which is close to 1. The coefficient of determination is R2 = 0.808, or approximately 80.8%, with the remaining 19.2% contributed by other variables not examined.

Keywords: Influencer Marketing, TikTok Media Effectiveness, Brand Awareness, Purchasing Decise

PENGARUH PERCEIVED QUALITY DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH DI TOKO MY LOVA BENGKULU

2025-12-29T11:30:20+07:00

The purpose of this research is based on the identification of the problems stated above, the purpose of this research is to identify whether perceived quality affects the purchase decision of cosmetics in consumers at the My Lova Bengkulu store To identify whether the credibility of the advertisement affects the decision to purchase Wardah cosmetics at the My Lova Bengkulu store. To identify whether the store atmosphere affects the purchase decision of Waedah cosmetics at the My Lova Bengkulu store. This type of research is a quantitative approach. The method used in this study is a descriptive method.

Based on the results of this study and the analysis of the data that has been described above, it can be concluded that there is an influence of perceived quality (X2) on the purchase decision of cosmetics (Y) at the My Lova Shop in Bengkulu City, meaning that the higher the perceived quality, the higher the purchase decision. There is an influence of store atmosphere (X2) on the purchase decision of Wardah (Y) cosmetics at Toko My Lova Kota Bengkulu, meaning that the higher the store atmosphere, the higher the purchase decision. There is an effect of perceived quality (X1) and store atmosphere (X2) together or simultaneously on cosmetic purchase decisions (Y).

Keywords : Perceived Quality, Store Atmosphere, Purchase Decision.

PENGARUH JOB INSECURITY DAN STRES KERJA KARYAWAN TERHADAP KOMITMEN ORGANISASI PADA KARYAWAN PT. INDOMARCO ADI PRIMA CABANG BENGKULU

2025-12-29T12:32:16+07:00

The purpose of this study is to analyze the influence of Job Insecurity (X₁) and Work Stress (X₂) on Organizational Commitment (Y) in employees of PT Indomarco Adi Prima Bengkulu Branch. The type of research uses a descriptive quantitative approach with a survey method. The research sample consisted of the entire employee population (42 people) through total sampling techniques. Data were collected through questionnaires, observations, and interviews, and then analyzed by multiple linear regression using SPSS. The results of the study showed that Job Insecurity had a significant effect on Organizational Commitment (tcal = 5,040 > ttₐbₑl = 1,684; Sig. 0.000 < 0.05). Work Stress had a significant effect (tcount = 13,047 > ttₐbₑl = 1,684; Sig. 0.000 < 0.05). Job Insecurity and Work Stress together have a significant effect on Organizational Commitment (Fcal = 95,168 > Ftₐbₑl = 3.24; Sig. 0.000 < 0.05). The Coefficient of Determination (R²) of 0.830 indicates that 83% of the variation in Organizational Commitment is explained by Job Insecurity and Work Stress, while 17% is influenced by other variables outside the model. This research shows that the increase in Job Insecurity and Work Stress significantly decreases Organizational Commitment. The practical implication is that companies need to manage job insecurity and workloads to strengthen employee loyalty.

Keywords: Job Insecurity, Work Stress, Organizational Commitment

PENGARUH PERILAKU INOVATIF DAN KOHESIVITAS KELOMPOK KERJA TERHADAP KINERJA PEGAWAI

2025-12-30T07:06:30+07:00

This study aims to determine the innovative behavior and work group cohesiveness on employee performance in the Seluma regional government. This type of research is quantitative descriptive research. The population in this study were all Seluma regional government employees, with a sample of 64 respondents determined through proportionate stratified random sampling techniques. Data collection techniques were carried out through the distribution of questionnaires using a Likert scale. Data analysis techniques used include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, hypothesis tests, and R2 determination coefficient tests, which were processed using the SPSS program.

The results of this study indicate that innovative behavior has a positive and significant effect on employee performance. Workgroup cohesiveness also has a positive and significant effect on employee performance. Simultaneously, both have a positive and significant effect. This means that the better the innovative behavior and workgroup cohesiveness possessed by employees, the better the resulting performance. Thus, improved employee performance can be achieved by strengthening individual innovative behavior and building cohesive group collaboration within the organizational work environment.

Kata Kunci : Innovative Behavior, Workgroup Cohesiveness, Employee

Performance.

PENGARUH WORK STRESS DAN BURNOUT TERHADAP TURNOVER INTENTION KARYAWAN

2025-12-30T07:12:26+07:00

This research is motivated by the fact that studies on the influence of Work Stress and Burnout on Turnover intention in PT (GSB) have not been widely conducted, so it is important to explore the relationship between these three variables. By understanding the factors that cause turnover intention, companies can create a healthier and more conducive work environment, as well as increase employee loyalty. This research is expected to contribute to PT (GSB) in developing more effective human resource policies to overcome work stress and burnout, as well as reduce the level of turnover intention in the company. The importance of understanding the relationship between work stress, burnout, and employees' intention to leave the company, especially in the context of organizations that operate in certain regions with unique work dynamics. By studying these factors, the research is expected to provide input for PT GSB's management in designing a more effective HR management strategy, creating a supportive work environment and reducing the level of turnover intention. The purpose of this study was to determine work stress on employee turnover intention, the effect of burnout on employee turnover intention, and the effect of work stress and burnout on employee turnover intention at PT Galempa Sejahtera Bersama (GSB) Empat Lawang.

The type of research used is quantitative research using a descriptive approach. The subjects in this study are employees of PT Galempa Sejahtera Bersama (GSB) Empat Lawang. The data collection techniques used are observation, documentation and questionnaires. Meanwhile, data analysis uses descriptive analysis, inferential analysis uses SPSS and determination coefficient analysis (R2).

The results of this study show that Work stress has a positive effect on employee turnover intention at PT. Galempa Sejahtera Bersama (GSB) Four Lawang. This means that the higher the work stress, the higher the turnoven intention rate. Burnout has a positive effect on employee turnover intention at PT Galempa Sejahtera Bersama (GSB) Empat Lawang. This indicates that the higher the burnout, the higher the employee turnover intention. Work stress and burnout simultaneously or together have a positive and significant effect on employee turnover intention at PT. Galempa Sejahtera Bersama (GSB) Four Lawang. This means that if employees experience high stress and fatigue, it will affect the company

Kata Kunci: Work stress, turnoven intention, burnout

ANALISIS SWOT PT. ALCYFA FAMILY GROUP GUNA MENINGKATKAN PENJUALAN

2025-12-30T07:21:26+07:00

The rapid development of the business world today is evident from the increasing number of new entrepreneurs. These fast changes create uncertainty that affects company operations. In such a highly competitive business environment, entrepreneurs constantly strive to sustain their businesses and compete to achieve their expected goals. Various approaches are used to ensure that their businesses can survive amid existing competition. This study aims to develop effective online and offline marketing strategies to improve sales at PT ALCYFA FAMILY GROUP. By integrating online marketing strategies such as social media, email marketing, and websites with offline marketing strategies such as on-location promotions, partnerships with stores, and promotional events, the company can enhance its visibility, boost sales, and strengthen relationships with customers.

The findings of this study provide recommendations for marketing strategies that can be implemented by PT ALCYFA FAMILY GROUP to increase its sales and reinforce its position in the market. This research is descriptive, focusing on identifying and describing online and offline marketing strategies and formulating a marketing strategy plan for PT ALCYFA FAMILY GROUP. The plan is based on the company's internal strengths and weaknesses, as well as external opportunities and threats. SWOT Analysis of PT. ALCYFA FAMILY GROUP to increase sales in an effort to enhance sales performance, in accordance with its internal strengths and weaknesses as well as external opportunities and threats.

Keywords: online marketing strategy, offline marketing strategy.

PENGARUH BUDAYA ORGANISASI DAN KEPEMIMPINAN TRANSFORMASIONAL TERHADAP KINERJA KARYAWAN PADA PT. SANDABI INDAH LESTARI – PKS KETAHUN BENGKULU UTARA

2025-12-30T07:43:01+07:00

In general, human resources are one of the most important factors and cannot be separated from an organization, both institutions and companies. This study aims to determine how organizational culture and transformational leadership influence employee performance at PT. Sandabi Indah Lestari-PKS, Ketahun. The type of research used is a quantitative method. The sample of this study was all employees at PT Sandabi Indah Lestari-PKS, Ketahun, North Bengkulu, totaling 120 people. The data analysis techniques used were quantitative descriptive analysis and inferential analysis. Based on the results of the study, it is known that 1). Organizational culture has a significant effect on employee performance at PT.Sandabi Indah Lestari PKS, Ketahun, North Bengkulu. 2). Transformational leadership style has a significant effect on employee performance, PT. Sandabi3). Organizational culture and transformational leadership have a significant influence on employee performance at PT. Sandabi Indah Lestari - PKS, Ketahun, North Bengkulu.

Keywords : Employee Performance, Organizational Culture, Transformational Leadership.

HUBUNGAN ANTARA WORK STRESS, WORK LOAD, DAN SELF EFFICACY TERHADAP KINERJA PEGAWAI KANTOR KOMISI PEMILIHAN UMUM KOTA PAGARALAM

2025-12-30T07:48:49+07:00

This study aims to analyze the relationship between work stress, workload, and self-efficacy on the performance of employees at the Pagaralam City General Election Commission (KPU) office. This research is a quantitative descriptive study, with the population being employees at the Pagaralam City General Election Commission (KPU) office. Data collection techniques used were observation and questionnaires. Data analysis techniques included descriptive analysis, inferential analysis using SPSS, and coefficient of determination (R2) analysis.

The results of this study indicate that work stress has no relationship to the performance of employees at the Pagaralam City General Election Commission (KPU) office. This means that the level of work stress experienced by employees is not directly related to their performance. Workload has no relationship to the performance of employees at the Pagaralam City General Election Commission (KPU) office. This means that the workload experienced does not directly affect employee performance. Self-efficacy has a positive relationship to the performance of employees at the Pagaralam City General Election Commission (KPU) office. This indicates that self-efficacy is very important for an employee in carrying out their work. Work stress, I, and self-efficacy simultaneously or together have a positive and significant relationship to employee performance at the Pagaralam City General Election Commission (KPU) office. This means that if the employee's Work Stress, Work Load, and Self-Efficacy are positive, their performance will be better and optimal.

Keywords : work stress, work load, self efficacy.

PENGARUH CITRA MEREK DAN LOKASI TERHADAP MINAT BELI KONSUMEN COFFE CAPPUCINO SRIBU COFFE DI KOTA BENGKULU

2025-12-30T07:53:47+07:00

This study aims to determine the Influence of Brand Image and Location on Consumer Purchase Interest of Cappuccino Coffee at Sribu Coffee. This study uses a quantitative research type with a survey approach involving consumers of Cappuccino Coffee at Sribu Coffee who were selected using a survey method. Data collection through questionnaires that have been tested for validity and reliability, measuring the dimensions of Brand Image, Location and Purchase Interest indicators. Data analysis was carried out using descriptive statistics and multiple linear regression with the help of statistical software.

The results show that there is no partial influence of Brand Image on Purchase Interest. In the Location Variable, a partial influence on Purchase Interest was found. Thus, Brand Image can only have a significant positive influence on Purchase Interest if combined simultaneously with Location. The implications of this finding provide insight for Sribu Coffee to develop more innovative flavors and develop product quality, as well as provide comfort and security for consumers.

Key Words : Brand Image, Location, Buying Interest

PENGARUH TALENT MANAGEMENT DAN PENGEMBANGAN KARIR TERHADAP KINERJA KARYAWAN PT. AGRO MUKO BUNGA TANJUNG ESTATE

2025-12-30T07:59:45+07:00

This study aims to determine the effect of Talent Management and Career Development on Employee Performance at PT. Agro Muko Bunga Tanjung Estate. This study uses a quantitative approach with a survey method. The sample consisted of 154 respondents who are employees of PT. Agro Muko Bunga Tanjung Estate. Data collection was conducted through the distribution of questionnaires and analyzed using SPSS, including instrument testing, classical assumption testing, multiple linear regression, t-test, F-test, and determination coefficient.

The results of the t-test hypothesis on the Talent Management variable showed t-calculated > t-table (14.922 > 1.976) and sig < a (0.00 < 0.05), the Career Development variable showed t calculated > t table (3.355 > 1.976) and sig < a (0.00 < 0.05). The results of the F test show that the calculated F value is 126.252 > F table 3.06 and sig 0.00 < 0.05. From the results of the study, it can be concluded that Talent Management and Career Development have a partial and simultaneous effect on the performance of employees at PT. Agro Muko Bunga Tanjung Estate.

Keywords : Talent Management, Career Development, Employee Performance

PENGARUH KONTEN MARKETING, INFLUENCER MARKETING, CUSTOMER REVIEW TERHADAP MINAT BELI PRODUK MAKEUP DAN SKINCARE SKINTIFIC PADA TOKO MISSGLAM KOTA BENGKULU

2025-12-30T08:46:29+07:00

Public interest in beauty products, particularly makeup and skincare, continues to grow alongside technological advancements and the increasing use of social media. This study aims to analyze the influence of content marketing, influencer marketing, and customer reviews on purchase intention for Skintific products at MissGlam Store in Bengkulu City. Data were collected from 180 consumers through a questionnaire and analyzed using multiple linear regression. The results show that content marketing has a positive and significant effect on purchase intention. This means that the more attractive, informative, and relevant the content, the higher the consumer's interest in purchasing the product. Influencer marketing also has a positive and significant impact, indicating that the credibility and appeal of influencers play a role in driving purchase decisions. In contrast, customer reviews do not have a significant effect on purchase intention, suggesting that a large number of positive reviews does not necessarily increase consumers' desire to buy the product. These findings indicate that content-based marketing strategies and the use of influencers are more effective in increasing purchase intention. Therefore, businesses should manage customer reviews more strategically to enhance their impact on consumer purchasing decisions.

Keywords: Content Marketing, Influencer Marketing, Online Customer Review, Purchase Intention

PENGARUH INFLUENCER MARKETING RATING DAN KEMUDAHAN TRANSAKSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE WARDAH

2025-12-30T08:50:46+07:00

This study aims to analyze the influence of influencer marketing, product ratings, and transaction convenience on purchasing decisions for Wardah skincare products in Bengkulu City. With the rise of digital marketing, influencer-based promotions have become increasingly popular, while product ratings and transaction convenience also play a role in shaping consumer behavior in online shopping. This research employs a quantitative approach using a survey method, with data collected through questionnaires from 105 respondents who are Wardah consumers. Data analysis was conducted using multiple linear regression to examine the relationship between independent and dependent variables. The findings reveal that influencer marketing and transaction convenience significantly influence purchasing decisions, whereas product ratings do not have a significant effect. Partially, influencer marketing has the most dominant impact on consumer purchasing decisions, followed by transaction convenience. These findings highlight that marketing strategies involving credible influencers and seamless transaction processes can enhance consumer trust and purchasing decisions, even though product ratings are not a primary factor in consumer choices. Therefore, this study recommends that companies optimize their digital marketing strategies to increase product appeal and competitiveness in the market.

Keywords: Influencer Marketing, Product Ratings, Transaction Convenience, Purchasing Decisions, Wardah Skincare.

PENGARUH KUALITAS PRODUK, BRANDING DAN INFLUENCER MARKETING, TERHADAP MINAT BELI KOSMETIK PADA KONSUMEN PRODUK MISS GLAM DI KOTA BENGKULU

2025-12-30T08:54:48+07:00

This study aims to determine the effect of product quality, branding and influencer marketing, on buying interest in cosmetics for consumers of Miss Glam products in Bengkulu City. This type of research is a quantitative approach. The method used in this research is descriptive method. This study uses incidental sampling techniques with a sample size of 120 respondents. The data collection techniques used are interviews, observations, literature studies, and questionnaires. Based on the results of this study and the data analysis described above, it can be concluded that: 1). There is an effect of product quality (X1) on buying interest in cosmetics (Y) at Miss glam Shop Bengkulu City, meaning that the higher the product quality, the higher the buying interest, 2). There is an influence of branding (X2) on buying interest in cosmetics (Y) at Miss glam Shop Bengkulu City, meaning that the higher the perceived quaity, the more buying interest, 3). There is an influence of influencer marketing (X3) on buying interest in cosmetics (Y) at Miss glam Shop Bengkulu City, meaning that the higher the influencer marketing, the more buying interest. 4). There is an effect of product quality (X1), branding (X2) and influencer marketing (X3) together or simultaneously on buying interest in cosmetics (Y).

Key Words: Product Quality, Branding, Influencer Marketing, Purchase Interest, Consumers

PENGARUH WORK LIFE BALANCE DAN BURNOUT TERHADAP KEPUASAN KERJA PERAWAT RSUD M. YUNUS KOTA BENGKULU

2025-12-30T09:00:10+07:00

The purpose of this study was to determine the effect of work-life balance and burnout on job satisfaction among nurses at M. Yunus Regional General Hospital, Bengkulu. This study was a quantitative descriptive study, with all nurses at M. Yunus Regional General Hospital as the research subjects. Data collection techniques used were observation, interviews, and questionnaires. Data analysis techniques used descriptive analysis, inferential analysis using SPSS, and coefficient of determination (R2) analysis. The results showed that work-life balance significantly influenced job satisfaction among nurses at M. Yunus Regional General Hospital, Bengkulu. The better the work-life balance, the higher the nurses' job satisfaction. Burnout had a positive and significant effect on job satisfaction among nurses at M. Yunus Regional General Hospital, Bengkulu. Emotional, mental, and physical fatigue conditions that can be managed well will have an impact on increasing job satisfaction. Work life balance and burnout simultaneously or together have a positive and significant effect on job satisfaction of nurses at M.YUNUS Bengkulu Regional Hospital. This shows that the balance between nurses' personal life and work not only affects job satisfaction, but also the nurses' ability to manage physical, emotional, and mental fatigue..

Kelywords: Work Lifel Balancel, Burnout, Job satisfacation

KEPEMIMPINAN TRANSFORMASIONAL DAN EMPLOYEE WELL-BEING: PERAN MEDIASI KEMAMPUAN BERADAPTASI DAN MENCIPTAKAN LINGKUNGAN KERJA POSITIF

2025-12-30T09:04:10+07:00

Employee performance is a crucial factor in determining the success of a banking organization, especially in the midst of increasingly fierce industry competition and rapid digital transformation. Transformational leadership is considered very important to encourage innovation and improve employee well-being. Previous research focused on mediation only on organizational fairness and job satisfaction, without examining the role of adaptability and positive work environment as mediators, especially in the banking industry facing multigenerational challenges and complex change. This study aims to fill this gap by analyzing the influence of occupational health and safety insurance and transformational leadership on employee performance, with employee well-being as the main variable and examining the mediating role of adaptability and a positive work environment. This study used a quantitative method with a sample population of 76 people. The data was analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS 4.0 software. The results of the structural model test showed that employee well-being had a positive and significant effect on adaptability (path coefficient = 0.394; p = 0.001; t = 3.327) and positive work environment (path coefficient = 0.230; p = 0.047; t = 1.985). Adaptability also had a significant effect on a positive work environment (pathway coefficient = 0.444; p = 0.000; t = 3.501) and acted as a significant partial mediator in the relationship between employee well-being and positive work environment (p = 0.034). However, transformational leadership did not have a significant effect on adaptability (p = 0.349) or a positive work environment (p = 0.218). These findings underscore the importance of improving employee well-being and developing adaptability to create a positive work environment and improve employee performance, especially amid the ever-changing dynamics of the banking industry. The management of Bank BTN KC Bengkulu is advised to focus on employee welfare programs and adaptability development as the main strategy, as well as re-evaluate the transformational leadership approach to be more effective in facing local challenges and digital transformation.

Keywords: Transformational Leadership, Employye Well Being, Adaptability, Positive Work Environment

PENGARUH SHOPPING LIFESTYLE DAN FASHION INVOLVEMENT TERHADAP IMPULSE BUYING PADA KONSUMEN GALERY RJ BENGKULU

2025-12-30T09:08:23+07:00

This study aims to analyze the influence of shopping lifestyle and fashion involvement on impulse buying among consumers at Galery RJ Store in Bengkulu. The research method used is quantitative with a survey approach. Data were collected through questionnaires distributed to 100 respondents who are active customers of the store. The data were analyzed using multiple linear regression. The results show that both shopping lifestyle and fashion involvement have a positive and significant effect on impulse buying. These findings indicate that the higher the shopping lifestyle and fashion involvement, the more likely consumers are to engage in impulse buying. This study provides important implications for fashion business actors in designing more effective marketing strategies.

Keywords: Shopping Lifestyle, Fashion Involvement, Impulse Buying

INTERACTIVE CONTENT DI INSTAGRAM STORIES DAN BRAND RECALL: PERAN MEDIASI CUSTOMER ENGAGEMENT PADA BRAND KULINER LOKAL SYARAH BAKERY DI KOTA BENGKULU

2025-12-30T09:15:16+07:00

This study aims to analyze the influence of interactive content in Instagram Stories on brand recall with the role of customer engagement mediation in local culinary brand Syarah Bakery in Bengkulu City. The type of research used is quantitative research with accidental sampling techniques. The research sample consisted of 100 Syarah Bakery consumers in Bengkulu City. Data was collected through questionnaires using the Likert scale and analyzed using the Partial Least Square (PLS) method. The results showed that interactive content in Instagram Stories had a significant positive effect on brand recall (path coefficient = 5.389; p-value = 0.0000,). Interactive content on customer engagement was not significant (path coefficient = 269; t-statistic = 2.169; p-value = 0.030). The mediation of customer engagement between interactive content and brand recall was not shown to be significant (t-statistic = 3.483 and p-value 0.000. This research suggests that Syarah Bakery continues to develop engaging interactive content and build communication strategies that can increase customer engagement to strengthen brand recall and grow customer buying interest.

Kata Kunci: Interactive Content, Brand Recall, Customer Engagement

PENGARUH KEPUASAN PRODUK, KEPUASAN LAYANAN, DAN PENGALAMAN BERBELANJA TERHADAP LOYALITAS PELANGGAN MIE GACOAN KOTA SUNGAILIAT, KABUPATEN BANGKA

2026-01-22T16:13:58+07:00

This study analyzes the effect of product satisfaction, service satisfaction, and shopping experience on customer loyalty at Mie Gacoan Sungailiat. Using a quantitative approach, 50 respondents were surveyed and analyzed via multiple linear regression in SPSS. The results show that while simultaneously significant, partially only product satisfaction and shopping experience significantly affect loyalty, whereas service satisfaction does not. These variables explain 63.1% of loyalty variance. Despite sample limitations, this study contributes by suggesting management prioritize product quality and store atmosphere over service interactions to maintain loyalty.

Kata Kunci: product satisfaction, service satisfaction, shopping experience, customer loyalty.

ANALISIS PENGEMBANGAN SUMBER DAYA MANUSIA PADA RUMAH YATIM DAN TAHFIDZ QUR’AN MADANI

2026-01-26T20:55:32+07:00

This study discusses the analysis of human resource management (HR) in the institution of Rumah Tahfidz Qur'an Madani, including knowing the problems and impacts of human resource development in the Rumah Yatim and Tahfidz Qur'an Madani. The research method used is a qualitative descriptive method, the stages of research are by conducting field observations, interviews and documentation. The results of the research obtained are that the development of human resources at the Madani Orphanage and Qur'an is quite good, the Madani Orphanage and Qur'an Madani institution provides development training to teaching staff, namely by holding soft skills and hard skills development training such as public speaking training, writing training, English courses and others. The impact obtained from the results of the analysis are: Improving the Quality of Teaching, Developing Soft Skills. The challenges faced when providing development training include: Limited resources, need for continuous training and financial limitations.

Keywords: development, HR.

ANALISIS STRATEGI PROMOSI UNTUK MENINGKATKAN KUNJUNGAN WISATAWAN PADA DINAS PARIWISATA PROVINSI BENGKULU

2026-01-17T07:58:09+07:00

Tourism is a strategic sector that plays an important role in driving regional economic growth and improving community welfare. Bengkulu Province has diverse tourism potential, including natural, cultural, and historical attractions; however, tourist visit levels have not yet reached optimal conditions. This situation requires effective and well-planned promotional strategies implemented by the Bengkulu Province Tourism Office. This study aims to analyze tourism promotion strategies in increasing tourist visits through the marketing mix (4P) approach, consisting of product, price, place, and promotion. This research employs a descriptive

qualitative approach and was conducted at the Bengkulu Province Tourism Office. Data were collected through in-depth interviews with officials and staff of the Tourism Office, field observations, and documentation. Research informants were selected using snowball sampling techniques. Data analysis was carried out using the interactive model of Miles and Huberman, which includes data reduction, data display, and conclusion drawing. Data validity was ensured through source and method triangulation. The results indicate that the implementation of the tourism marketing mix in Bengkulu Province has generally been carried out fairly well. In the product aspect, Bengkulu offers diverse tourism attractions; however, product packaging and supporting facilities at several destinations still require improvement. The price aspect shows that pricing is relatively affordable and in accordance with regulations, although it is not yet fully proportional to service quality at some locations. The place aspect indicates that accessibility remains a major constraint, particularly for nature-based tourism destinations located in regency areas. Meanwhile, the promotion aspect emerges as the most effective component through the use of digital media, the organization of cultural events, and collaboration with tourism stakeholders. The study concludes that tourism promotion strategies in Bengkulu Province have positively contributed to increasing exposure and tourist interest, yet further strengthening is needed in product development, accessibility improvement, price consistency, and the integration of promotion with destination readiness.

Keywords: promotion strategy, marketing mix, tourism, tourist visits, Bengkulu.