BEMJ : Business, Entrepreneurship, and Management Journal

THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE AND BRAND AWARENESS ON PURCHASE DECISIONS CONSUMERS OF SHOPEE MARKETPLACE

2025-09-17T20:16:14+07:00

Globalization and the development of science and technology have changed the lifestyle and needs of people around the world. Technology, especially information and communication via the internet, facilitates human activities. Social media plays an important role in education, entertainment, and business. In Indonesia, many people have switched from conventional shopping to online shopping, especially in the Marketplace. Reviews on the internet also influence purchasing decisions. This study analyzes the influence of Brand Ambassador, Brand Image, and Brand Awareness on consumer purchasing decisions in the Shopee Marketplace. The object of this study is Shopee Marketplace consumers related to Brand Ambassador, Brand Image, Brand Awareness, and purchasing decisions. This study uses a quantitative approach, the type of research is positivism philosophy, the sample in this study uses the purposive sampling method and data collection using the questionnaire method, literature study, and observation. The results show that all variables have a significant effect on purchasing decisions, different from previous studies

THE INFLUENCE OF GREEN TRANSFORMATIONAL LEADERSHIP AND ORGANIZATIONAL CULTURE ON EMPLOYEE PERFORMANCE AT FODDMART SAMARINDA

2025-09-17T20:15:52+07:00

This study aims to analyze the influence of green transformational leadership and organizational culture on the performance of Foodmart Samarinda employees. In the context of increasingly fierce retail business competition, companies are required not only to improve efficiency and productivity but also environmental awareness. Foodmart Samarinda faces challenges in maintaining and improving employee performance amidst operational demands and sustainability requirements. The research employed a quantitative method with a causal associative approach, using the entire population of Foodmart Samarinda employees, totaling 34 people, as a saturated sample. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results show that green transformational leadership has a positive and significant influence on employee performance, evidenced by a positive beta coefficient and a significance value of 0.006 (< 0.05). Meanwhile, organizational culture also shows a significant influence on employee performance, but with a negative beta coefficient and a significance of 0.006 (< 0.05), indicating aspects of the culture that need improvement. These two variables simultaneously explain 33.9% of the variation in employee performance, with the remainder explained by other variables outside the model. Therefore, it is recommended for Foodmart Samarinda management to strengthen green transformational leadership and evaluate and adjust relevant organizational culture elements to support optimal employee performance improvement.

CONSUMER CHARACTERISTICS AND FACTORS THAT INFLUENCE CONSUMER DECISIONS AT KOPIXEL IN JEMBER REGENCY

2025-09-17T20:15:30+07:00

This study is motivated by the rise of coffee shops as part of a growing co fee consumption Lifestyle trend. In Jember Regency, Kopixel stands out as the most favored co fee shop among consumers. The objectives of this research are to identify: (1) the characteristics of Kopixel consumers and (2) the factors influencing their purchasing decisions. The study uses a descriptive-analytic method, with data collected through interviews and documentation. Analysis techniques include descriptive statistics and multiple linear regression. The results show that Kopixel consumers are 51.04% female and 48.96% male, with the majority aged 20-24 (63.54%) and earning over IDR 4,000,000 (21.88%). Most drink ccjfee 2-3 times a week (44.79%) but rarely visit Kcpixel (33.33%). Arabica is preferred (67%), with Kopixel late as the favorite variant (24.21%). The main reason for visiting is socializing with friends (37.50%), with typical spending of IDR 25,000-40,000 (32.29%). Six factors influence purchase decisions: Product, Place, Promotion, People, Process, and Physical Evidence. The results highlight the importance of product innovation, service quality, and atmosphere in shaping consumer behavior and sustaining competitiveness in the dynamic coffee shop industry.

EXPLORING GEN Z'S INTEREST IN START-UPS: THE ROLE OF EMPLOYER BRANDING AND CORPORATE REPUTATION, WITH INNOVATIVE WORK BEHAVIOR AS A MODERATOR

2025-09-17T20:15:09+07:00

This study aims to identify the job preferences of Generation Z in Samarinda and the factors that influence their interest in working for start-up companies. The research focuses on analyzing the influence of employer branding and corporate reputation on intention to apply, with innovative work behavior considered as a moderating variable. A quantitative approach was employed, using a questionnaire distributed to 105 Gen Z respondents in Samarinda. The results indicate that both employer branding and corporate reputation have a positive and significant effect on intention to apply. However, innovative work behavior does not moderate the relationship between employer branding and intention to apply. These findings highlight that a company's image and reputation play a crucial role in attracting Generation Z to job opportunities, particularly in the start-up sector. Therefore, companies are encouraged to develop appropriate strategies by understanding the work preferences of Generation Z, who are expected to dominate the labor market in the near future.

THE INFLUENCE OF ADVERTISING FREQUENCY ON CONSUMER PURCHASE INTENTION OF YOUTUBE PLATFORM THROUGH BRAND AWARENESS AND BRAND TRUST AS INTERVINING VARIABLES

2025-09-17T20:14:48+07:00

This study examines the influence of YouTube advertising frequency on consumer purchase intention for Traveloka, mediated by brand awareness and brand trust. With Indonesia’s internet penetration reaching 79.5% and YouTube attracting over 139 million users, digital platforms have become central to marketing strategies. Traveloka, the most visited online travel agent in Indonesia, leverages YouTube ads to enhance consumer engagement. Using a quantitative approach, 164 purposively sampled respondents who had been exposed to Traveloka’s YouTube advertisements were surveyed. Data were analyzed using SEM-PLS to assess measurement and structural models. Results indicate that advertising frequency significantly increases both brand awareness and brand trust, with brand trust exerting a stronger effect on purchase intention. Specifically, advertising frequency showed moderate effects on brand awareness (f²=0.319) and brand trust (f²=0.343), while brand trust had a large effect on purchase intention (f²=0.452) compared to brand awareness’s small effect (f²=0.231). R² values revealed that brand awareness and trust jointly explained 70.4% of purchase intention variance. All hypothesized relationships were statistically significant (p<0.05). The study concludes that optimal ad frequency fosters trust and awareness, enhancing purchase intentions, and recommends maintaining ad consistency while avoiding consumer fatigue. Future research should incorporate additional variables such as brand image, e-WOM, and customer satisfaction, alongside broader demographic sampling to improve generalizability.

DETERMINAN’S OF PURCHASING INTENTION IN TIKTOK SHOP E-COMMERCE: THE ROLE OF DIGITAL MARKETING AND FINANCIAL LITERACY IN SAMARINDA

2025-09-17T20:14:25+07:00

This study investigates the influence of Affiliate Marketing, Financial Literacy, and Online Customer Ratings on consumers’ Purchase Intention within the TikTok Shop e- commerce platform in Samarinda, Indonesia. Amidst the rapid growth of online shopping behavior through social media, TikTok Shop has emerged as a prominent platform, particularly among younger demographics. Employing a quantitative research approach, data were collected from 100 active TikTok Shop users via an online questionnaire. The analysis was conducted using SPSS version 22 and applied multiple linear regression techniques. The findings reveal that, individually, both Affiliate Marketing and Online Customer Ratings exert a positive and statistically significant impact on consumers’ Purchase Intention. Conversely, Financial Literacy does not exhibit a significant partial effect. However, when analyzed simultaneously, all three variables Affiliate Marketing, Financial Literacy, and Online Customer Ratings demonstrate a significant collective influence on Purchase Intention. These results underscore the strategic importance of digital marketing content and credible customer feedback in enhancing consumer engagement and purchase decision-making on social commerce platforms like TikTok Shop. This research contributes to the growing literature on digital consumer behavior and offers practical insights for e-commerce practitioners aiming to optimize affiliate-based marketing strategies and manage user-generated reviews effectively to align with evolving consumer expectations.