Jurnal Entrepreneur dan Manajemen Sains (JEMS)
The scopes of the journal include, but not limited to, the following areas: corporate governance, human resource management, strategic management, entrepreneurship, marketing, e-business, services, information technology management, production & operations management, financial management, decision analysis, management research methods and managerial economics. The journal is published annually 2 times every January and July. Accredited SINTA 5 based on the Decree of the Director General of Higher Education, Research, and Technology of the Ministry of Education, Culture, Research, and Technology of the Republic of Indonesia Number 177/E/Kpt/2024
PERAN SISTEM DIGITAL DALAM MENINGKATKAN KAPABILITAS MANAJERIAL TERHADAP EFEKTIVITAS MANAJEMEN STOK GUDANG BEKU IKAN
Digital transformation has become a strategic necessity in fisheries supply chain management, especially in frozen fish warehouses that demand data accuracy, decision speed, and quality control on an ongoing basis. This article aims to analyze the role of digital systems in improving managerial capabilities on the effectiveness of fish frozen warehouse stock management. This study uses a qualitative approach based on literature study and conceptual analysis enriched with a philosophical perspective of science, especially the ontological, epistemological, methodological, axiological, and praxis-teleological dimensions. The results of the study show that digital systems not only function as operational tools, but also form a new reality in managerial practices that are socio-technical in nature. Through warehouse information systems, real-time data-based recordings, and the integration of monitoring technology, managers gain more adaptive, accurate, and responsive capabilities in managing stock. Managerial capabilities strengthened by digital systems contribute directly to improving the effectiveness of stock management, reducing recording errors, minimizing losses, and improving cold supply chain resilience. Teleologically, this transformation is directed at the creation of a sustainable, transparent, and competitive management system. Thus, the digital system is an important foundation in building a modern and strategic fish frozen warehouse stock management model.
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PENGARUH BRAND IMAGE DAN FASHION LIFESTYLE THRIFT SHOP TERHADAP KEPUASAN KONSUMEN
This study aims to determine “The Influence of Brand Image and Fashion Lifestyle in Thrift Shops on Consumer Satisfaction (A Case Study of Students at Dehasen University Bengkulu)”. This research is a quantitative study, which focuses on the measurement of data and statistical analysis. The population in this study consisted of students of Dehasen University Bengkulu. The sampling technique used was purposive sampling, resulting in a total of 78 respondents. Data were collected through questionnaires and analyzed using SPSS version 25. The results of the study show that: (1) there is a positive influence of the Brand Image variable on Consumer Satisfaction. Based on the partial test, the t-value was 2.998 with a significance of 0.003 < 0.05; (2) there is a positive influence of the Fashion Lifestyle variable on Consumer Satisfaction. Based on the partial test, the t-value was 7.328 with a significance of 0.000 < 0.05; (3) the variables Brand Image and Fashion Lifestyle simultaneously have a positive influence on Consumer Satisfaction. This is evidenced by the F-test results, where the F-value was 57.196, greater than the F-table value of 3.09, with a significance of 0.000 < 0.05. Keywords: Brand Image, Fashion Lifestyle, Consumer Satisfaction
TANTANGAN EKSISTENSI PEMIMPIN DALAM MENGELOLA SDM DI ERA DIGITAL
Digital transformation in healthcare services demands leadership that is not only adaptive to technological change but also capable of integrating knowledge, ethical values, and humanistic dimensions in human resource management. This study aims to analyze the existence of digital leadership at MAS Clinic from the perspective of the philosophy of science, particularly through the ontological, epistemological, and axiological dimensions. The research employs a qualitative approach with a reflective case study design within an interpretive paradigm that views social reality as a construction of meaning shaped through interpersonal interactions. Data were collected through in-depth interviews with leaders and staff, participatory observation of work processes, and digital documentation capturing managerial dynamics and clinical service practices. The findings reveal that leadership at MAS Clinic, ontologically, perceives staff as meaningful subjects embedded within a collectivist socio-cultural context, thereby manifesting leadership presence in an authentic and participatory manner. Epistemologically, leaders facilitate the creation of collective knowledge through digital-based mentoring and the SECI process by integrating tacit knowledge, explicit knowledge, and real-time digital data. Axiologically, digital leadership is oriented toward strengthening ethical values, humanism, and patient safety as primary priorities, while fostering an innovation culture grounded in moral values. These findings affirm that effective digital leadership in local healthcare service contexts is inherently humanistic and contextual rather than purely technocratic. Theoretically, this study contributes to the discourse on digital leadership grounded in the philosophy of science, while practically offering strategic references for clinic managers in implementing ethical and human-centered digital transformation. Keywords: Digital Era, Leadership Existence, Healthcare Clinic, Human Resource Management, Leadership Challenges.
PENGARUH KONTEN MARKETING DAN INFLUENCER MARKETING TERHADAP MINAT BELI
This study aims to analyze the influence of content marketing and influencer marketing on consumers’ purchase intention at Flo Distro Bengkulu. This research employs a quantitative approach using a survey method, in which data were collected through the distribution of questionnaires to consumers of Flo Distro Bengkulu. The data analysis techniques used include validity testing, reliability testing, multiple linear regression analysis, t-test, and F-test with the assistance of statistical software. The results show that, partially, content marketing has a positive and significant effect on consumers’ purchase intention, as indicated by a significance value of 0.001 < 0.05 and a t-value greater than the t-table value. Influencer marketing also has a positive and significant effect on purchase intention, with a significance value of 0.004 < 0.05 and a t-value greater than the t-table value. Furthermore, simultaneously, content marketing and influencer marketing have a significant effect on consumers’ purchase intention, as indicated by the F-value being greater than the F-table value and a significance value of 0.000 < 0.05. These findings indicate that attractive, informative, and consistent marketing content, as well as the use of influencers with high credibility and congruence with the brand image, can increase consumers’ purchase intention. Therefore, based on the research results, it can be concluded that the implementation of content marketing and influencer marketing contributes to increasing consumers’ purchase intention at Flo Distro Bengkulu. Keywords: Content Marketing, Influencer Marketing, Purchase Intention, Social Media, Flo Distro Bengkulu.
THE EFFECT AUDIT COMMITTEE AND INDEPENDENT COMMISSIONER ON EARNINGS MANAGEMENT
This study aimed to examine the effect of audit committee, independent commissioner on earnings management. The sample in this study are banking in Southeast Asia of period 2017- 2021. The data used in this study is secondary data obtained from the financial data at banking website. The number of samples in this study are 52 banks. Data analysis was performed with multiple regression analysis using SPSS version 23. The result showed that audit committee, independent commisioners has no effect on earnings management. Key Words: Earnings Management, Audit Comitte, Independent Commisioners
ANALISIS STRATEGI PEMASARAN TOMORO COFFEE DALAM MENINGKATKAN LOYALITAS PELANGGAN
This study aims to determine the marketing strategy implemented by Tomoro Coffee in increasing customer loyalty at Tomoro Coffee Ruko Mahakam, Bengkulu City using the 7P marketing mix approach (product, price, place, promotion, people, process, and physical evidence). This research is a qualitative study with a descriptive approach. The informants were determined using purposive sampling technique. Data collection methods were conducted through in-depth interviews, observation, and documentation. Meanwhile, the data analysis technique used an interactive analysis model which includes data reduction, data presentation, and drawing conclusions.The results of this study indicate Tomoro Coffee has implemented an integrated marketing strategy based on the 7P marketing mix to build customer loyalty. The product strategy is implemented through consistent coffee taste quality and innovative menu variations. The price strategy is implemented by setting competitive prices and in accordance with customer value perceptions. The place strategy is supported by a strategic and easily accessible location. The promotion strategy is carried out through digital media, especially social media and online ordering applications. In addition, the elements of people, process, and physical evidence also play an important role in creating a positive experience for customers. The implementation of this marketing strategy contributes to building customer satisfaction, trust, and experience which ultimately encourages customer loyalty at Tomoro Coffee Ruko Mahakam, Bengkulu City. Keywords: marketing strategy, 7P marketing mix, customer loyalty, coffee shop, Tomoro Coffee.
PENGEMBANGAN SUMBER DAYA MANUSIA DAN EFIKASI DIRI PENGARUHNYA TERHADAP KINERJA PEGAWAI DENGAN KEPUASAAN KERJA SEBAGAI VARIABLE INTERVENING
This study aims to determine the Effect of Human Resource Development and Self-Efficacy on Employee Performance with Job Satisfaction as an Intervening Variable (Case Study of the Public Works and Spatial Planning Agency of Mukomuko Regency). This study uses a quantitative approach. The total number of employees of the Public Works and Spatial Planning Agency of Mukomuko Regency is 91 people and all of them are used as samples in this study. There are several tests used in this study, namely Instrument Test (Validity Test and Reliability Test), Classical Assumption Test (Normality, Multicollinearity Test and Heteroscedasticity Test) and using Multiple Regression Analysis, Regression Equation Analysis and Determination Coefficient Analysis (R2) as well as using Hypothesis Test (Perial t-Test and Simultaneous F-Test). The results of this study indicate that Human Resource Development and Self-Efficacy have a significant effect on the Performance of Employees at the Mukomuko Regency Public Works Department, both directly and through Job Satisfaction as an intervening variable. Appropriate HR development improves competence and job satisfaction, while high self-efficacy strengthens employee confidence and work motivation. Job satisfaction has been shown to be an important link that strengthens the influence of both variables on performance, so that the overall findings emphasize the importance of increasing employee capacity, self-confidence, and work well-being to achieve optimal performance. Keywords: Self-Efficacy, Employee, Performance and Job Satisfaction
PENGARUH BRAND IMAGE DAN ENDORSEMENT SELEBRITAS TIKTOK TERHADAP MINAT BELI
This study aims to determine the influence of brand image and TikTok celebrity endorsements on purchase intention for Scarlett skincare products among Generation Z in Bengkulu City. This research is a quantitative descriptive study. The population of this study was Generation Z in Bengkulu City. Data collection techniques used were observation and questionnaires. The data analysis technique used was multiple linear regression. The results of this study indicate that brand image and TikTok celebrity endorsements have a positive and significant influence on purchase intention. This finding suggests that the higher the positive consumer perception of the brand image, and the more effective and credible the endorsement by TikTok celebrities, the higher the consumer's purchase intention for Scarlett skincare products. This research provides important implications for companies in designing more targeted and effective marketing strategies, particularly in utilizing social media as a primary promotional tool. Keywords: Brand Image, TikTok Celebrity Endorsement, Purchase Intention
PENGARUH JOB SATISFACTION DAN WORK LIFE BALANCE TERHADAP TURNOVER INTENTION
This study aims to determine the effect of job satisfaction and work-life balance on turnover intention among employees of PT Wahana Semesta Bengkulu Television. This study used a quantitative method with a sample of 55 respondents using a total sampling technique. Data collection techniques used a questionnaire. Data analysis techniques used multiple linear regression analysis, coefficient of determination (R2) analysis, and hypothesis testing. The results showed that job satisfaction did not have a positive and significant effect on turnover intention (Y) among employees of PT Wahana Semesta Bengkulu Television. The lower the level of employee satisfaction with their work, the more likely they were to leave the company. Work-life balance did not have a positive and significant effect on turnover intention (Y) among employees of PT Wahana Semesta Bengkulu Television. This means that when employees perceive a greater balance between their work and life, they are more likely to consider leaving the company. Job satisfaction (X1) and work-life balance (X2) had a positive and significant effect on turnover intention (Y) among employees of PT Wahana Semesta Bengkulu Television. This means that the more satisfied employees are with their jobs and have a better work-life balance, the more likely they are to leave the company. This is a step towards a good relationship. Keywords: Job Satisfaction, Work Life Balance, Turnover Intention
STRATEGI PENGMBANGAN OBJEK WISATA DI PANTAI PANJANG KOTA BENGKULU
Pantai Panjang has the main strength in the form of a vast and natural landscape, a strategic location in the center of Bengkulu City, easy accessibility, and its status as a regional tourism icon. In addition, the function of the area as an open public space and a center of community economic activity (local traders) is a significant social capital in the development of destinations. However, there are still several weaknesses, especially in terms of hygiene management, limited public facilities, non-optimal arrangement of traders, and cross-sector coordination that has not been fully integrated. These weaknesses have an impact on the quality of service and the comfort of visitors. Keyword: Attractions pantai panjang
STRATEGI COPING PROBLEM-FOCUSED DALAM MENGATASI TINGKAT STRES PEGAWAI
The Problem-Focused Coping Strategy in Overcoming Employee Stress Levels in the Midst of Job Demands at the Seluma District Attorney's Office. This type of research uses qualitative descriptive with data collection techniques through observation, documentation, and interviews. Meanwhile, data analysis uses data reduction, data presentation, and conclusion drawn. The main findings of the study show that employees of the Seluma District Attorney's Office are indeed affected by work stress caused by various job demands ranging from high workloads, strict deadlines, lack of rest time, and large responsibilities that cause physical fatigue, emotional stress, and headaches. The problem-focused coping strategy that is often carried out by district attorney's employees usually starts from making work plans, grouping tasks according to priorities, arranging rest times, and seeking instrumental support from superiors or fellow colleagues who are more expert. Thus, overall, the results of the study show that the problem-focused coping strategy has been running effectively among employees of the Seluma District Attorney's Office in overcoming work stress stemming from job demands, and has been proven to help employees in controlling pressure, maintaining emotional balance, as well as maintaining the quality of performance at work. Keywords: Work Stress, Coping Problem-Focused
PENGARUH CUSTOMER REVIEW DAN CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN
This study aims to analyze the influence of Customer Reviews and Customer Ratings on the purchase decisions of women’s clothing at Juragan Mode Bengkulu. The research method used is quantitative, employing data collection through questionnaires distributed to 90 respondents who are consumers of Juragan Mode Bengkulu. Data analysis was conducted using multiple linear regression to test the impact of the two independent variables on the dependent variable. The results show that both customer reviews and customer ratings have a significant effect on purchase decisions. The coefficient of determination (R²) of 98.5% indicates that the variables Customer Review and Customer Rating can explain the majority of the variation in consumer purchase decisions. These findings provide important implications for Juragan Mode management to optimize digital marketing strategies through improvements in the quality of customer reviews and ratings to increase sales. Keywords: Customer Review, Customer Rating, Purchase Decision, Women’s Clothing, Juragan Mode Bengkulu.
PENGARUH MOTIVASI KERJA DAN DISIPLIN KERJA TERHADAP KINERJA KARYAWAN
This study aims to analyze the effect of work motivation and work discipline on employee performance at coffee shops in Bengkulu City. The research employed a quantitative method with a causal associative approach. The study population comprised operational employees at seven coffee shops in Bengkulu City, with a sample of 83 employees selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression, t-test, F-test, and coefficient of determination (R²) with IBM SPSS Statistics version 26. The results indicate that work motivation has a positive and significant effect on employee performance (t = 6.892; sig. = 0.000). Work discipline also exerts a positive and significant effect on employee performance (t = 6.466; sig. = 0.000). Simultaneously, both variables significantly affect employee performance (F = 42.157; sig. = 0.000). The coefficient of determination (R²) of 0.513 indicates that both variables explain 51.3% of the variation in employee performance, while the remaining 48.7% is attributed to other variables outside the scope of this study. These findings imply that coffee shop management should concurrently strengthen work motivation and enforce work discipline to sustain optimal employee performance. Keywords: Work Motivation, Work Discipline, Employee Performance, Coffee Shop
PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP MINAT BELI
This study aims to examine the influence of brand image and product quality on consumers’ purchase intention of iPhone at Pstore Bengkulu City. This research employed a quantitative survey method involving 150 respondents who directly visited the store. Data were analyzed using multiple linear regression with SPSS version 25. The instrument testing results indicated that all questionnaire items were valid (r-count > 0.381) and reliable, with Cronbach’s Alpha values of 0.852 for brand image, 0.739 for product quality, and 0.915 for purchase intention (α > 0.60). Hypothesis testing results revealed that brand image has a positive and significant effect on purchase intention, product quality also has a positive and significant effect on purchase intention, and simultaneously both variables significantly influence consumers’ purchase intention at a 0.05 significance level. Keywords: Brand Image, Product Quality, Purchase Intention
KINERJA DINAS PERTANIAN DALAM MENINGKATKAN BERAS LOKAL DI KABUPATEN BENGKULU SELATAN
The performance of an organization is the result of a combination of capabilities, efforts, and opportunities that can be evaluated through its work results. Optimal performance is achieved through a combination of various factors that support the achievement of goals, such as human resource management (HR). These factors include adequate capabilities, high work enthusiasm to achieve organizational targets, and the ability to utilize existing opportunities to increase the value of the work done. Rice as a source of rice is the staple food for the majority of Indonesian people. Although it can be replaced by other foodstuffs, rice has a special value for those who are accustomed to eating rice, making it difficult to replace. However, the availability of food every year shows an increasing gap between the growth of rice production and the increase in population, which is often not in line. The purpose of this study based on the formulation of the problem is to Analyze the Performance of the Agriculture Service in Increasing Local Rice in South Bengkulu Regency. The performance of the Agriculture Service refers to the success of the government agency in achieving the goals and objectives that have been set, especially in increasing agricultural production, farmer welfare and food security. This refers to various aspects, ranging from planning, implementation, to evaluation of programs and activities in the agricultural sector. In the context of the performance of the South Bengkulu Regency Agriculture Service, it cannot be said to be able to meet the existing indicators, this is because the performance of the South Bengkulu Agriculture Service has not been achieved perfectly, because there is still a decline in agricultural output due to the narrowing of agricultural land because it is used as a residential area, but when viewed from the area of ​​agricultural land and the results obtained, it can still be said to be good, but when compared to the results each year there is a decline, but apart from that the performance of the Agriculture Service can be said to be good. Keywords: Performance, Department of Agriculture, Local Rice
PENGARUH SOSIAL PROOF DAN PUBLIC RELATION TERHADAP CUSTOMER RETENTION
This study analyzes the influence of social proof and public relations on customer retention in Mobile Heloo Coffee MSMEs in Bengkulu City. This study uses a quantitative approach and the research population is all active customers of Mobile Heloo Coffee MSMEs in Bengkulu City, with a sample of 110 respondents who were selected purposively. Primary data was collected through a Likert scale-based questionnaire instrument which was distributed directly to respondents. Data analysis was carried out using the SPSS version 26 device with multiple linear regression method. The results showed that social proof and public relations had a positive and significant effect on customer retention, explaining 76,0% of the variation (the remaining 24,0% by other factors). The implications of the study show that Kopi Heloo Keliling MSMEs need to optimize social proof strategies through attractive social media content and strengthen public relations with excellent service through mobile cart mobility to increase customer loyalty in a sustainable manner. Keywords: Social proof, Public relations, Customer Retentio
PENGARUH BEBAN KERJA DAN BURNOUT TERHADAP TURNOVER INTENTION
This study aims to analyze the influence of workload and burnout on employee turnover intention at PT. Sinar Niaga Sejahtera Bengkulu. This research uses a quantitative approach with a survey method, where data is obtained through distributing questionnaires to employees of PT. Sinar Niaga Sejahtera Bengkulu. Data analysis techniques used include validity test, reliability test, multiple linear regression test, t-test, and F-test with the help of statistical software. The results showed that partially workload has a positive and significant effect on employee turnover intention, as evidenced by a significance value of 0.000 < 0.05 and t-value greater than t-table. Burnout also has a positive and significant effect on employee turnover intention with a significance value of 0.002 < 0.05 and t-value > t-table. Furthermore, simultaneously workload and burnout have a significant effect on employee turnover intention, as indicated by F-value > F-table and a significance value of 0.000 < 0.05. The findings of this study indicate that an unbalanced workload and high burnout can increase employee intention to leave the organization. Therefore, based on the results of the study, it can be concluded that workload management and burnout prevention contribute to reducing employee turnover intention at PT. Sinar Niaga Sejahtera Bengkulu. Keywords: Workload, Burnout, Turnover Intention
RELIGIUSITAS, KESADARAN HALAL, DAN KEPERCAYAAN PRODUK DALAM MEMBENTUK KEPUTUSAN PEMBELIAN
This study aims to analyze the influence of religiosity and halal awareness on halal cosmetic purchase decisions through the mediation of product trust in 385 Muslim consumers in Bengkulu. The type of quantitative research with the Partial Least Square Structural Equation Modeling (PLS-SEM) approach using SmartPLS 4.0, primary data was obtained through online and face-to-face questionnaires with purposive sampling, bootstrapping analysis of 5000 subsamples for hypothesis test at a significance level of α=0.05. The results showed that all hypotheses were significantly accepted (p<0.001, T-statistic>3.80) with religiosity having a significant positive effect directly on purchase decisions with a value of β=0.253 T=3.80, halal awareness of purchase decisions with a value of β=0.288 T=4.10, strong lines of product trust in purchase decisions with a value of β=0.484 T=7.20, the dominant effect of indirect religiosity through product trust with a value of β=0.17 T=3.50 and halal awareness indirectly through product trust with a value of β=0.20 T=4.02. Robust structural model with R² purchase decision 56% (substantial), AVE>0.70, composite reliability >0.90, meets convergent/discriminant validity and reliability. Keywords: religiosity, halal awareness, product trust, purchase decision.
KOMODIFIKASI FOMO DALAM STRATEGI PEMASARAN DIGITAL
This study aims to analyze the practice of commodifying Fear of Missing Out (FOMO) in the digital marketing strategies of Somtam Bengkulu MSMEs. The phenomenon of FOMO, defined as consumers' anxiety about missing out on experiences or benefits, has been utilized as an economic tool through tactics of scarcity, urgency, exclusivity, and social proof. This research employs a qualitative approach using the netnography method developed by Kozinets, which allows researchers to naturally observe interactions and culture in digital spaces. Data collection was conducted through online participatory observation, digital content analysis, and documentation on three social media platforms (Instagram, Facebook, and TikTok) over a two-month period, with data analysis using the interactive model of Miles, Huberman, and Saldaña, assisted by NVivo 12 Plus software. The findings reveal that Somtam Bengkulu implements all four dimensions of FOMO commodification in an integrated manner, with manifestations contextually adapted across platforms: TikTok effectively generates purchase intention based on scarcity, Instagram excels in building recommendations based on social proof, and Facebook functions as a transactional space. The psychological mechanism of FOMO operates through three continuous stages: generating curiosity, reinforcement through social proof, and conversion into purchase intention. Another significant finding is the seamless and internalized integration of FOMO strategies with local cultural values, reflected in collective- oriented FOMO, trust-based pre-order systems, and the use of Bengkulu's distinctive dialect in digital interactions. This study offers a Contextual FOMO Commodification Model that integrates strategic, psychological, and cultural dimensions, and introduces the concepts of Cross-Platform FOMO Spiral, Participatory FOMO Commodification, and Hybrid FOMO. Practically, MSMEs can optimize FOMO strategies by considering the unique characteristics of each platform and local values as sources of ethical and sustainable competitive advantage. Keywords: FOMO Commodification, Digital Marketing, Netnography, MSMEs, Local Branding, Somtam Bengkulu
PENGARUH SERVANT LEADERSHIP DAN TEAMWORK TERHADAP KEPUASAN KERJA
This study aims to determine the influence of servant leadership and teamwork on employee job satisfaction at coffee shops in Bengkulu City. The research was conducted from December 2025 until completion. This type of research is quantitative research with a causal associative approach. The population of this study consists of operational employees at coffee shops in Bengkulu City. Data collection techniques used were observation, interviews, and questionnaires. While data analysis techniques used descriptive analysis, multiple linear regression analysis using SPSS, and coefficient of determination analysis. The results of this study indicate that servant leadership has a positive and significant effect on employee job satisfaction at coffee shops in Bengkulu City. This means that the higher the level of servant leadership applied by managers, the higher the employee job satisfaction will be. In addition, teamwork also has a positive and significant effect on employee job satisfaction at coffee shops in Bengkulu City. This shows that good teamwork will create a harmonious work environment that has a positive impact on employee job satisfaction. Servant leadership and teamwork simultaneously have a positive and significant effect on employee job satisfaction at coffee shops in Bengkulu City. This means that both factors play an important role in creating employee job satisfaction within the scope of the coffee shop industry. Keywords: Servant leadership, Teamwork, Job Satisfaction
PENGARUH KOMPENSASI, DISIPLIN KERJA DAN PENGEMBANGAN KARIER TERHADAP KINERJA KARYAWAN
The research is based on the persistence of differences in employee perceptions of compensation, the suboptimal implementation of work discipline, and the unequal distribution of career development opportunities that impact employee performance. This study aims to analyze the influence of compensation, work discipline, and career development on employee performance at PT. Daria Dharma Pratama Mukomuko, both partially and simultaneously. The research method used is a quantitative method with a survey approach. Data were collected through questionnaires and analyzed using multiple linear regression analysis, validity tests, reliability tests, classical assumption tests, t-tests, F-tests, and coefficients of determination (R²). The results of the study indicate that partially compensation, work discipline, and career development have a positive and significant effect on employee performance. Simultaneously, the three independent variables also have a significant effect on employee performance at PT. Daria Dharma Pratama Mukomuko. This indicates that increasing fair compensation, implementing consistent work discipline, and planned career development can improve employee performance optimally. The conclusion of this study is that compensation, work discipline, and career development are important factors that must be considered by companies in an effort to improve employee performance. Therefore, companies are advised to continue to improve the compensation system, improve work discipline, and provide equal career development opportunities to support the achievement of company goals. Keywords: Compensation, Work Discipline, Career Development and Employee Performance
REBRANDING SEBAGAI PROSES PERUBAHAN ORGANISASI
This study aims to analyze rebranding as a process of organizational change using a narrative inquiry approach in the food and beverage industry, specifically at Trilogi Coffee and Eatery in Bengkulu City, which experienced a brand identity crisis. This study employed a qualitative approach with a narrative inquiry strategy. The research subjects consisted of 6–8 internal organizational actors, including owners and frontline employees, and approximately 20 consumers as supporting informants for data triangulation. Data collection techniques included in-depth interviews, participant observation, and organizational document analysis. Data analysis used thematic narrative analysis through transcription, narrative coding, plot construction, theme identification, and interpretation of organizational change meanings. The results indicate that rebranding is not merely a change in visual identity but a holistic organizational change process. The rebranding process began with the unfreezing stage marked by awareness of brand identity crisis, followed by the changing stage involving implementation of a new identity, operational restructuring, and organizational culture transformation, and the refreezing stage through internalization of new values and identity by internal actors. Rebranding was interpreted as a strategic effort to rebuild organizational legitimacy, strengthen brand identity, and ensure business sustainability. Internal actors’ narratives revealed that rebranding success was strongly influenced by internal communication, employee involvement, and alignment between organizational identity and the new brand identity. Keywords: Rebranding, organizational change, brand identity, narrative inquiry, food and beverage industry.
PENGARUH LIVE STREAMING DAN FLASH SALE TERHADAP PERILAKU IMPULSE BUYING
The development of digital technology and social media has led to significant changes in consumer behavior, particularly among Generation Z. TikTok Shop, as a social commerce platform, utilizes live streaming and flash sale features as major marketing strategies to attract consumers’ attention. These features are considered capable of creating emotional stimulation and a sense of urgency that can trigger impulse buying behavior. This study aims to analyze the effect of live streaming and flash sale on impulse buying behavior on TikTok Shop (A Study on Generation Z at Universitas Muhammadiyah Bengkulu). This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to Generation Z students at Universitas Muhammadiyah Bengkulu and analyzed using statistical tests, including t-tests and F-tests, to determine the partial and simultaneous effects among variables. The method used was proven to be effective in measuring the relationship between live streaming, flash sale, and impulse buying behavior. The results show that the live streaming variable (X1) has a positive and significant effect on impulse buying behavior with a significance value of 0.002 < 0.05, indicating that Ha is accepted and Ho is rejected. The flash sale variable (X2) also has a positive and significant effect on impulse buying behavior with a significance value of 0.000 < 0.05, indicating that Ha is accepted and Ho is rejected. Simultaneously, live streaming and flash sale have a significant combined effect on impulse buying behavior on TikTok Shop. This indicates that the combination of real-time interaction, attractive product visualization, limited- time promotions, and exclusive offers encourages consumers to make spontaneous purchases without prior planning. The conclusion of this study confirms that marketing strategies through live streaming and flash sale are proven to be successful, effective, and play an important role in increasing impulse buying behavior among Generation Z at Universitas Muhammadiyah Bengkulu. Therefore, this study provides empirical evidence that the integration of live streaming and flash sale is a key factor in shaping impulsive buying behavior in the digital era. Keywords: live streaming, flash sale, impulse buying, TikTok Shop, Generation Z
ANALISIS PENGARUH ARTIFICIAL INTELLIGENCE (AI) DAN KOMPETENSI DOSEN TERHADAP PROSES PEMBELAJARAN
This study aims to analyze the influence of Artificial Intelligence (AI) and Lecturer Competence on the Learning Process of Students at the Faculty of Economics and Business, Muhammadiyah University of Bengkulu. This research is quantitative. The population of this study was 1,054 active students at the Faculty of Economics and Business. The sampling technique used was Proportionate Stratified Random Sampling, meaning the total sample for each class was determined proportionally. Therefore, the sample size for this study was 200 students. Based on the t-test, the calculated t-value for the Artificial Intelligence (AI) variable was 3.777, which was greater than the t-table value of 1.960, with a t-probability of 0.000, which is less than the significance limit of 0.05. Based on the test results, the Artificial Intelligence (AI) variable has a positive and significant effect on the learning process. For the Lecturer Competence variable, the calculated value is 4.493, which is greater than the t-table value of 1.960, with a t-probability of 0.000, which is less than the significance limit of 0.05. Based on these test results, the lecturer competency variable has a positive and significant effect on the learning process. Based on the F-test results, the calculated F-value is 56.107, which is greater than the F-table value of 2.65, with a sig value of 0.000, which is less than 0.05. This indicates that Ho is rejected and Ha is accepted. This means that Artificial Intelligence (AI) and Lecturer Competence simultaneously have a positive and simultaneous effect on the learning process variable. Keywords: Artificial Intelligence (AI), Lecturer Competence, and Learning Process
PENGARUH CUSTOMER EXPERIENCE DAN BRAND TRUST TERHADAP CUSTOMER LOYALTY
This study aims to analyze the influence of customer experience and brand trust on customer loyalty toward Kahf skincare products among Generation Z on TikTok Shop. The research employed a quantitative approach using a survey of 120 respondents who had purchased Kahf products through TikTok Shop. The data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that customer experience and brand trust partially and simultaneously have a positive and significant effect on customer loyalty. These findings confirm that a positive shopping experience and strong brand trust are key factors in building customer loyalty among Generation Z in e-commerce platforms. Keywords: Customer Experience, Brand Trust, Customer Loyalty.
ANALISIS KINERJA BAWASLU KOTA BENGKULU DALAM PENYELESAIAN LAPORAN SENGKETA
Regional head elections are a means of realizing people’s sovereignty in Indonesia’s democratic system, and therefore must be conducted in a fair, honest, and transparent manner. In the electoral process, disputes between parties often arise and require the role of the Election Supervisory Body (Bawaslu) as both a supervisory institution and a dispute resolution body. This study aims to analyze the performance of Bawaslu of Bengkulu City in resolving dispute reports involving Bengkulu mayoral candidate Ariyono Gumay. This research employs a qualitative approach with a case study method. Data were collected through observation, interviews, and documentation, while data validity was tested using triangulation. Performance analysis was conducted based on indicators of quality, quantity, and cooperation. The results show that the performance of Bawaslu of Bengkulu City in resolving disputes is relatively good. In terms of quality, Bawaslu has carried out the dispute resolution process in accordance with applicable procedures and regulations. In terms of quantity, dispute reports were handled systematically and in a timely manner. In terms of cooperation, Bawaslu established coordination with the KPU, law enforcement agencies, and the community. However, greater public outreach is still needed regarding electoral dispute resolution mechanisms. Overall, Bawaslu’s performance contributes to maintaining the integrity and credibility of the regional election process in Bengkulu City. Keywords: performance, Bawaslu, electoral disputes, regional elections, election supervision.
PENGARUH CONTENT MARKETING DAN BRAND AWARENESS TERHADAP KEPERCAYAAN GUNA MENINGKATKAN KEPUTUSAN PEMBELIAN
This study aims to analyze the influence of content marketing and brand awareness on trust in order to increase purchasing decisions for Skintific skincare among Generation Z. Case study: Pematang Gubernur sub-district. Data was analyzed using path analysis to test the direct and indirect relationships between the independent variables (content marketing and brand awareness), the mediating variable (trust), and the dependent variable (purchase decision). The problems found in this study are consumer dissatisfaction with Skintific products due to overly high expectations from content marketing promotions on social media, product incompatibility with some consumers causing irritation, relatively higher product prices compared to other brands, and fierce competition in the skincare industry. Although Skintific's brand awareness is quite strong, it has not been able to fully increase the trust and purchasing decisions of Generation Z consumers. The results show that Content Marketing and Brand Awareness have a positive and significant effect on trust, with path coefficients of 0.880 and 0.815, respectively. Additionally, trust acts as a significant mediating variable in increasing the purchase decision for Skintific skincare. Content Marketing and Brand Awareness have also been proven to have an indirect influence on purchasing decisions through trust, with coefficients of 0.879 and 0.801, respectively. Trust in skincare skintific purchasing decisions among Generation Z in Pematang Gubernur Village has a coefficient of 0.890 or 89% with a significance level of 0.000 < 0.050, so Ho is rejected. Keywords: Content Marketing, Brand Awareness, Trust, Purchase Decision
TRANSFORMASI DIGITAL DAN PERUBAHAN PERAN AKUNTAN DI ERA MODERN: A SYSTEMATIC LITERATURE REVIEW DENGAN PENDEKATAN PRISMA
Technological advances are radically changing accounting. Yet, there is no integrated overview of how digital tools impact accountants’ roles and competencies. Objectives: This study provides a systematic review of literature (SLR/PRISMA) on digital transformation in accounting (2019–2025), synthesizing trends and identifying research gaps. Methods: Using PRISMA guidelines, 42 relevant Scopus-indexed articles were analyzed to extract insights on technologies (AI, big data, cloud, fintech, etc.), effects on accounting processes, and implications for the profession. Results: The analysis shows that automation and analytics enhance efficiency (reducing manual work) and elevate accountants into strategic advisors and data analysts. Key findings include the emergence of the “augmented accountant” concept, the crucial role of new competencies (data literacy, IT skills, critical thinking), and heightened stakeholder demands for real-time, transparent reporting. However, studies also note challenges: skill gaps in graduates, organizational resistance, and data security concerns. Conclusions: Digital transformation substantially redefines accounting practice. The review highlights theoretical contributions (integrative frameworks of technology and accounting roles) and practical implications (curriculum redesign, workforce upskilling). We outline clear future research directions, such as empirical validation of the proposed framework across diverse contexts and exploration of under-studied areas (e.g., blockchain’s impact, ethical considerations).
PENGARUH CUSTOMER VALUE, CUSTOMER EXPERIENCE, DAN KEPERCAYAAN PELANGGAN TERHADAP LOYALITAS PELANGGAN
Customer loyalty is one of the key elements in business sustainability in an increasingly competitive and dynamic market. The aim of this study is to determine whether Customer Value, Customer Experience, and Customer Trust have a positive effect on Customer Loyalty (Case Study on Consumers of Jhon Motor Workshop Padang Jati, Bengkulu City). This research uses a quantitative approach. The sampling in this study was carried out using a total sampling method with a sample size of 95 customers. The researcher used questionnaire and documentation data collection techniques. The results of the study show that (1) Customer Value has a positive effect on customer loyalty at Jhon Motor Workshop Padang Jati with a significance value of 0.000 < 0.05 and t count > t table or 6.635 > 1.669; (2) Customer experience has a negative effect on customer loyalty at Jhon Motor Padang Jati workshop with a significance value of 0.005 < 0.05 and calculated t > table t or 4.490 > 1.669; (3) Customer trust has a negative effect on customer loyalty at Jhon Motor Padang Jati workshop with a significance value of 0.002 < 0.05 and calculated t > table t or 4.415 > 1.669; (4) Customer Value, Customer experience, and Customer trust have a positive effect on customer loyalty at Jhon Motor Padang Jati workshop with a significance value of 0.000 < 0.05. These research results can provide input for service business actors, such as workshops, in improving service quality through understanding customer behavior. Keywords: Customer Loyalty, Customer Value, Customer Experience, and Customer Trust
PENGARUH E-SERVICE QUALITY DAN E-SATISFACTION TERHADAP REPURCHASE INTENTION
Repurchase Intention refers to consumers’ behavioral tendency to make repeat purchases after gaining prior shopping experience. In the context of e-commerce, Repurchase Intention is influenced by perceived electronic service quality (E-Service Quality) and electronic customer satisfaction (E-Satisfaction). TikTok Shop, as a social commerce–based e-commerce platform, is required to deliver high-quality services and create user satisfaction in order to maintain consumers’ repurchase interest. This study aims to examine the effect of E-Service Quality and E-Satisfaction on Repurchase Intention among student users of TikTok Shop at the Faculty of Economics and Business, Universitas Muhammadiyah Bengkulu. This research is a quantitative study with a descriptive approach. The population of this study consisted of 328 undergraduate students (cohort 2022) of the Faculty of Economics and Business, Universitas Muhammadiyah Bengkulu, who use TikTok Shop. The sampling technique used was a census, in which all 328 students were included as the sample. Data were collected through questionnaires, and data analysis was conducted using multiple linear regression analysis, accompanied by classical assumption tests, partial tests (t-test), and simultaneous tests (F-test). The results show that E-Service Quality and E-Satisfaction have a positive and significant effect on Repurchase Intention. Partially, E-Service Quality has a significant effect on Repurchase Intention, and E-Satisfaction also shows a significant effect on Repurchase Intention. Simultaneously, E-Service Quality and E-Satisfaction significantly influence Repurchase Intention among student users of TikTok Shop at the Faculty of Economics and Business, Universitas Muhammadiyah Bengkulu. Based on these findings, it can be concluded that E-Service Quality and E-Satisfaction, both partially and simultaneously, have a positive and significant effect on Repurchase Intention among student users of TikTok Shop at the Faculty of Economics and Business, Universitas Muhammadiyah Bengkulu.. Keywords: E-Service Quality, E-Satisfaction, Repurchase Intention, TikTok Shop
PENGARUH GREEN PACKAGING TERHADAP GREEN BRAND LOVE DI MODERASI PERCEIVED ETHICAL QUALITY
This study aims to analyze the Effect of Green Packaging on Green Brand Love in Moderation of Perceived Ethical Quality on Wardah Consumers in Bengkulu City. This study uses a quantitative approach with a survey method, where data is obtained through distributing questionnaires to Wardah consumers in Bengkulu City. Data analysis techniques used include SEM-PLS analysis with the help of statistical programs. Based on the results of the SEM-PLS analysis, it shows that green packaging has a positive and significant effect on green brand love on Wardah consumers in Bengkulu City with a path coefficient value of 0.462, a t-statistic value of 5.214 (>1.96) and a p-value of 0.000 (<0.05). These results indicate that the better consumer perception of environmentally friendly packaging used by Wardah products, the higher the level of consumer love for the brand. The results of the study indicate that perceived ethical quality has a positive and significant effect on green brand love with a path coefficient value of 0.389, a t-statistic of 4.103 (>1.96) and a p-value of 0.000 (<0.05). This indicates that the higher the consumer perception of the ethical quality of a product, the higher the level of consumer love for the Wardah brand. Based on the results of the moderation test, it shows that perceived ethical quality is able to moderate the relationship between green packaging and green brand love with an interaction coefficient value of 0.214, a t-statistic of 2.487 (>1.96) and a p-value of 0.013 (<0.05). This indicates that perceived ethical quality strengthens the influence of green packaging on green brand love among Wardah consumers in Bengkulu City. Keywords: Green Packaging, Green Brand Love, Perceived Ethical Quality, Wardah
PENGARUH BRAND AMBASSADOR HEARTS2HEARTS DAN KOMUNIKASI PERSUASIF BEAUTY ADVISOR TERHADAP KEPUTUSAN PEMBELIAN
This study aims to analyze the influence of Hearts2Hearts Brand Ambassadors and Beauty Advisor Persuasive Communication on Barenbliss Cosmetics Purchase Decisions among Faculty of Economics and Business, Muhammadiyah University of Bengkulu. The research method used was quantitative with a multiple linear regression approach. Data were collected through questionnaires distributed to 141 respondents, who were Barenbliss Cosmetics consumers and undergraduate students from the 2022-2024 intake at Faculty of Economics and Business, Muhammadiyah University of Bengkulu. The results showed a positive and significant influence of Hearts2Hearts Brand Ambassadors on Purchase Decisions, indicating that the stronger the Brand Ambassador's role, the higher the consumer's purchase decision. Furthermore, Beauty Advisor Persuasive Communication also positively influenced Purchase Decisions, indicating that the better the communication from the Beauty Advisor, the higher the consumer's purchase decision. Simultaneously, the Hearts2Hearts Brand Ambassadorand Beauty Advisor Persuasive Communication jointly influenced Purchase Decisions, with a significance value of F-value of 0.000 < 0.05. The results of this study conclude that Hearts2Hearts Brand Ambassadorand Beauty Advisor Persuasive Communication have a partial and simultaneous influence on Purchase Decisions among FEB students at Barenbliss Muhammadiyah University of Bengkulu. Keywords: Hearts2Hearts Brand Ambassador, Persuasive Communication, Beauty Advisor, Purchase Decision, Barenbliss
PENGARUH STORE ATMOSPHERE DAN BRAND EXPERIENCE TERHADAP MINAT BELI
This study aims to determine the effect of store atmosphere and brand experience on purchase intention for Mie Gacoan in Bengkulu City. This research is a quantitative descriptive study. The population was Mie Gacoan consumers in Bengkulu City, with a total sampling technique used. The data collection technique used was a questionnaire. Data analysis techniques included descriptive analysis, inferential analysis using SPSS, multiple linear regression analysis, and coefficient of determination (R2) analysis. The results of this study indicate that store atmosphere has a positive effect on purchase intention for Mie Gacoan in Bengkulu City. This means that the better the store atmosphere, the higher the consumer's purchase intention. Brand experience has a positive effect on purchase intention for Mie Gacoan in Bengkulu City. The better the brand experience perceived by consumers, the higher the purchase intention. Store atmosphere and brand experience simultaneously or together have a positive and significant effect on purchase intention for Mie Gacoan in Bengkulu City, indicating that both independent variables play a significant role in increasing consumer purchase intention. Keywords: Purchase Intention, Store Atmosphere, and Brand Experience.
PENGARUH PELATIHAN TERHADAP KINERJA KARYAWAN DIMODERASI OLEH LINGKUNGAN KERJA
This study aims to determine the effect of training on employee performance, moderation by the work environment, among employees of CV Yahyo (a palm oil seed producer). This research is quantitative, using an explanatory approach. The population was all employees of CV Yahyo (a palm oil seed producer). The total sampling method was used, comprising all 70 employees of CV Yahyo (a palm oil seed producer). Data collection techniques used were observation, documentation, and questionnaires. Data analysis techniques used were descriptive analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the study show that training has a positive and significant effect on employee performance, the work environment has a positive effect on employee performance, and the work environment weakens the relationship between training and employee performance. Keywords : Training, Employee Performance, and Work Environment.
PENGARUH INTEGRASI ENVIRONMENTAL SOCIAL GOVERNANCE TERHADAP ORGANIZATIONAL CITIZENSHIP BEHAVIOR DENGAN PSYCHOLOGICAL SAFETY SEBAGAI MEDIATOR
This study examines the effect of Environmental Social Governance (ESG) integration on Organizational Citizenship Behavior (OCB), with Psychological Safety serving as a mediating variable at PDAM Tirta Manna Bengkulu Selatan. A quantitative research design was employed in this study. The population comprised all employees of PDAM Tirta Manna Bengkulu Selatan, and a total of 77 respondents were selected using a saturated sampling technique. Data were collected through structured questionnaires and analyzed using linear regression analysis, t-tests, coefficient of determination (R²), and mediation analysis using the Sobel test with the assistance of SPSS software. The findings reveal that ESG integration has a positive and statistically significant effect on Psychological Safety. Furthermore, ESG integration significantly influences OCB, and Psychological Safety also exerts a positive and significant effect on OCB. The mediation analysis demonstrates that Psychological Safety partially mediates the relationship between ESG integration and OCB. These results suggest that effective ESG implementation not only contributes to organizational sustainability but also fosters a psychologically safe work environment, which subsequently enhances employees’ voluntary and extra-role behaviors reflected in Organizational Citizenship Behavior. Keywords: Integration Environmental Social Governance, Organizational Citizenship Behavior, Psychological Safety
PENGARUH KECERDASAN INTELEKTUAL, KECERDASAN EMOSIONAL, DAN KECERDASAN SPIRITUAL TERHADAP KINERJA KARYAWAN
This study aims to determine the influence of intellectual intelligence, emotional intellegence, and spiritual intelligence on the performance of my lova Bengkulu employees. This type oof research is a quantitative tipe of research, the population of this research is MY Lova Bengkulu employees as the research object. The data collection techniques used are observasition, interviews and questionnaires. Meanwhile, the data analysis technique uses descriptive analysis, multiple linear regression analysis wiith hipothesis testing. The results of this study indicatethat intellectual inteligence has a positive effect oon the performance of My Lova Bengkulu. This means that the higher the level of intellectual intelligence of employees, the higher the level of employee performance. Emtional intelligence has a positive influence on the performance of My Lova Bengkulu emplloyees. The better the level of emotional intelligence of employees, the highr the level of emloyee performance. Spiritual intelligence has a positive influence on the performance of My Lova Bengkulu employees. The better the level ofemployee spiritual intelligence, the higher the employee performance. Intellctual intelligence, emotional intelligence, and spiritual intelligence simultaneously or together have a positive and significant influence on the performance of My Lova Bengkulu employees. This means that if the level of intellectual intelligence, emotionlintelligence, and spiritual intelligence of My Lova Bengkulu employees is high, it will improve the performance of My Lova Bengkulu employees. Keywords : intellectual intelligence, emotional intelligence, spiritual intelligence, employee performance