Kontigensi : Jurnal Ilmiah Manajemen

Experiential Marketing's Impact on Visit Decisions: The Role of Visitor Satisfaction at Ullen Sentalu Museum

Yesa Ramadhani — Fri, 01 Dec 2023 06:35:39 -0500

This study aims to determine the effect of experiential marketing on visiting decisions through visitor satisfaction as an intervening variable (Case Study at the Ullen Sentalu Museum in Yogyakarta). The research methodology used uses quantitative methods. The population in this study is the population used is tourists who visit the Yogyakarta Ullen Sentalu Museum as many as 100 people. The sample used was 100 respondents using the Accidental sampling technique, which is a sample search based on chance, that is, anyone found by the researcher can be used as a sample, if it is deemed that the person met by chance is suitable as a data source. Methods of data analysis using Path Analysis (Path Analysis). The results of the study show that: (1) sense experience has a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (2) sense experience has a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta. (3) experiencing a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (4) experience experience has a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta. (5) think experience has a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (6) think experience has a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta. (7) act experience has a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (8) act experience has a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta. (9) linking experience to a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (10) associated experience with a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta

Factors that Influence Social Media Marketing Activity and the Effect on Business Performance of The SMEs in Bandung

Syafa Firsta Alika, Teguh Widodo — Fri, 01 Dec 2023 08:59:29 -0500

The extensive use of social media has prompted research on factors influencing its adoption for marketing among SMEs in Bandung and its impact on business performance. Social media has become pervasive and significantly shapes marketing strategies in the digital era. This study investigates factors influencing social media adoption and its effect on business performance. Key variables include perceived usefulness, ease of use, compatibility, cost, social media for marketing, and business performance. Quantitative data selected from 100 SMEs in Bandung. Data were collected via a survey and analyzed using SEM-PLS constructed by 26 questionaire items. A theoretical model has been created by combining elements from TAM and UTAUT2, with certain adaptations, to examine how this impact relates to business performance. Findings reveal that perceived usefulness, ease of use, compatibility, and cost positively influence SMEs' adoption of social media for marketing activities. The study also demonstrates that using social media for marketing positively impacts business performance. Ultimately, promoting sincerity in raising awareness about the benefits of SMM to Indonesian SMEs can encourage its adoption for their overall advantage.

Keywords: Perceived Usefulness, Ease of Use, Compatibility, Social Media Marketing, Business Performance

Implementation of Sentiment Analysis in HR Management and Development Planning Using Topic Modelling on Employee Review

Furqon Sandiva Utomo Putra, Ira Puspitasari — Mon, 04 Dec 2023 15:01:38 -0500

Employee satisfaction is a crucial factor in the workplace that affects motivation, performance, and overall well-being. Dissatisfaction can lead to high turnover and organizational disruption. Enhancing satisfaction is essential for maintaining productivity and retention. However, gathering accurate data is challenging due to employee hesitancy. Career websites offer a platform for anonymous reviews; however, analyzing vast amounts of textual data can be overwhelming. Moreover, management needs to identify which aspects require priority for improvement. This study proposes a data analytics approach using sentiment analysis and topic modelling to assess employee satisfaction and identify contributing aspects. The method was applied to 9,000 publicly available reviews of Accenture on Glassdoor. The proposed method can provide insights into the positive or negative perceptions of employees towards the company and categorize them based on common topics. Opportunity mapping was then applied to highlight the areas requiring improvement. This study provides insights into employee opinions and identifies aspects that are satisfactory, lacking, or highly satisfying. This approach offers a valuable framework for organizations seeking to enhance employee satisfaction based on comprehensive data analysis.

Analysis of Financial Performance, Efficiency, and Organizational Growth of Zakat Management Organizations on Zakat Collection in Indonesia

Firdha Amaliah — Mon, 04 Dec 2023 15:38:46 -0500

The purpose of this study is to analyze the financial performance, efficiency and growth of zakat management organizations with independent variables such as liquidity ratios, amil funds, activity, efficiency and growth in zakat payments. The dependent variable used is the zakat institution which can be seen on the website of each zakat institution. The population of this study is all zakat institutions registered at BAZNAS for the 2016-2020 period. Sampling using purposive sampling method. The number of samples used in this study were 8 zakat institutions with a research period of 5 years. The analytical method used was panel data regression processed with Eviews version 10. This research was conducted in several ways to determine the appropriate model, namely: Interaction Test, Fixed Effect Test, Random Effect Test, Chow Test, Housman's test. The appropriate model is obtained after classical assumptions and hypothesis testing. The results showed that the ratio of liquidity, amil wealth and activity did not affect the distribution of zakat. While the efficiency ratio and growth ratio on the control variable have a positive effect on the distribution of zakat.

The Role of Family Support in Enhancing Self-Confidence and Business Performance in Women Entrepreneurs

Muh. Arif, Rahmad Solling Hamid — Fri, 22 Dec 2023 11:56:30 -0500

The performance of businesses owned or operated by women entrepreneurs encompasses the results and accomplishments of these ventures. Evaluating the success and positive impact of women entrepreneurs' managed businesses involves using various metrics and indicators. Factors like self-confidence and family support are potential influencers in shaping women entrepreneurs' business performance. This study explores the interconnection between family support, self-confidence, and business performance among women entrepreneurs. The empirical analysis involved 197 women entrepreneurs surveyed online. After ensuring reliability and validity through tests, the data underwent analysis using partial least squares structural equation modeling. The research findings reveal a significant positive direct impact of family support on self-confidence. Additionally, family support exhibits a notable positive direct influence on business performance. Moreover, self-confidence emerges as a significant positive factor directly affecting business performance.

Understanding the Evolution of Entrepreneurial Learning: A Bibliometric Overview

Fadli Agus Triansyah, Hari Mulyadi, Endang Supardi, Baandaalr Lizein — Sat, 09 Dec 2023 00:00:00 -0500

This research aims to conduct a bibliometric analysis of "entrepreneurial learning." Using VosViewer software, we analyzed publication data related to this topic, including keywords, affiliation, country, and subject area, from a Scopus database containing 48 documents. The analysis results reveal that "entrepreneurial learning" is a topic that continues to grow in academic literature, focusing on the role of learning in the context of entrepreneurship. The United States dominates in the number of publications, but significant global contributions come from the United Kingdom, Canada, and other countries. Diverse subject areas, such as business management, social sciences, and economics, are involved in this research, reflecting a multidisciplinary approach to understanding this topic. In addition to the main keywords, such as "entrepreneurship" and "learning," several other interesting keywords, such as "cognition" and "curricula," were also identified. This analysis provides an in-depth look at the dynamics and diversity in entrepreneurship research and entrepreneurial learning, which can guide better entrepreneurship research and practice in the future.

The Role of Firm Size as a Moderating Variable on Special Relationship Transactions, Modal Intensity, and Profitability Towards Effective Tax Rate

Lukman Hakim, Daljono Daljono — Sat, 09 Dec 2023 00:00:00 -0500

The purpose of this study is to examine the interactions between a number of variables that affect the effective corporate tax rate (ETR), including special transaction relationship—in this example, affiliate debt—modal intensity, and profitability—using the size of the company as a moderating variable. Panel data from 41 manufacturing businesses listed on the Indonesian Stock Exchange for the years 2017 through 2021 was used to implement the strategy. Our findings demonstrate that the impact of special relationship transactions on effective tax rates is neither affected nor changed by corporation size. According to data processing findings, a company's size can both adversely reduce the impact of modal intensity on the effective tax rate and positively moderate the impact of modal intensification on the effective tax rate. These results, in our opinion, will be helpful to governments when deciding on fiscal policies as well as to businesses when deciding where to locate and make investments in these nations. This study, in our opinion, is a significant contribution to the literature since it takes into account new factors, including institutional and business-related factors, that were not jointly taken into account in other studies on the determinant effective tax rate.

Dividend Policy Mediates the Effect of Financial Performance on Firm Value

Zessicha Belliana Putri, Khuzaini Khuzaini, Suhermin Suhermin — Sat, 09 Dec 2023 00:00:00 -0500

This study aimed to examine the effect of financial performance on firm value, with dividend policy as an intervening variable (A Study at Manufacturing Companies in Indonesia Stock Exchange). The population was manufacturing companies listed on Indonesia Stock Exchange from 2016-up to 2020. Furthermore, the data collection technique used purposive sampling with 72 companies as the sample. The data used were secondary, in companies’ annual reports. The data analysis technique used SEM-PLS with Smart PLS 3.0. The analysis result from measurement models (outer model) through internal consistency test, convergent and discriminant validity showed that all variables had fulfilled the testing requirements. Based on the model structure (inner model), path coefficient analysis with bootstrapping and determinant coefficient test was used to perceive either relation or ability of exogenous variables in describing endogen variables. In addition, the hypothesis test concluded that liquidity, leverage, activities, and profitability had a significantly positive effect on dividend policy. In contrast, liquidity and activities had a positive but insignificant effect on firm value. On the other hand, leverage, profitability, and dividend policy significantly positively impacted firm value. In brief, dividend policy could not mediate the effect of liquidity and leverage on firm value, yet it could judge the impact of activities and profitability on firm value.

Distribution of Garlic Marketing Margin in West Miomaffo District, North Central Timor Regency, East Nusa Tenggara

Sat, 09 Dec 2023 00:00:00 -0500

Garlic farming is the livelihood of the community in Fatuneno village, North Central Timor Regency, East Nusa Tenggara Province, to meet the needs of children's life and education. The income of garlic farmers is the marketing margin obtained by garlic postharvest actors. The purpose of this study is to find out 1). How much is the marketing margin receipt of postharvest actors? 2). Is there a marketing margin distribution gap between garlic postharvest actors? This research method is a survey, and data collected randomly stratified; respondents consist of 46 farmers, eight collecting traders and three intermediary traders. Analysis tools used:1). To determine the marketing margin received by postharvest actors, the Marketing Margin equation is used. 2) For marketing margin distribution, use Gini Coefficient. There are three postharvest actors in garlic marketing distribution: producer farmers, collecting traders, and intermediary traders. In all three garlic marketing channel models, a short marketing channel benefits all three garlic postharvest actors. The distribution of marketing margins in the first and second marketing channels is at moderate evenness, and the third marketing channel is at high evenness.

Consumer Reviews on TikTok and Their Impact on Millennial Saving Decisions

Shagi Aprilia Kurniawan, Tetty Rimenda, Agus Buntoro, R. Elly Mirati — Sat, 09 Dec 2023 00:00:00 -0500

The purpose of this study is to investigate customer reviews of banking advertisements onTikTok. The current phenomenon is the emergence of formal banking product advertisements on social media such as in Instagram, Twitter or FB. Another phenomenon that appears is the way customers make decisions has also changed. Before making a decision, customers prefer reviews given by customers uploaded on social media, Data collection was collected by survey method. Questionnaires distributed on Instagram. Respondents were screening only for those who had seen a review of a savings product ad on TikTok which consisted of 171 people. The findings show that positive reviews (P-Reviews) and negative reviews (N-Reviews) influence customers' saving decisions. However, our particular finding is that N-Review has a greater influence on customers' saving decisions than P-Review. The product weakness construct is the biggest determinant in deciding to buy a product. This concludes that customers are very careful about product deficiencies. N-Reviews published on social media make customers more careful when buying products because customers don't want to lose money. On the other hand, for a product that is considered good, the volume of (P-Reviews) must be high in order to create a positive impression on customers.

Analysis of Consumer Behavior Towards Product Groups at Indomaret Sudiang Raya

Paulus Djohan Lolo, Nurdiansyah Nurdiansyah — Sat, 23 Dec 2023 00:00:00 -0500

Effective marketing necessitates a profound understanding of consumer behavior, and the SOR Model (stimuli-organisms-response) stands out as a crucial theory in this domain. This model identifies three stages in the purchasing process: stimuli, organism (consumer's mind), and response. In this study, we explore consumer responses within various product categories, seeking to unveil patterns in decision-making processes. The experiment at Indomaret Sudiang Raya involved observing 146 randomly selected individuals, ensuring gender balance among respondents. The research encompassed three key sections: initial purchase goals and desires, observations of consumer behavior, and a survey on reasons for purchasing products. Our findings shed light on diverse consumer behaviors, encompassing immediate purchases, indecisiveness, analytical reviews, and non-stop behavior across different product categories. Certain product groups were less frequently purchased, suggesting dynamic shifts in consumer preferences over time. We delved into the cognitive and personal responses of Indomaret shoppers, revealing distinct patterns such as experiential behavior (purchasing known products) and analytical behavior (meticulously analyzing options before purchasing). The study identified nuances across product categories, providing valuable insights into the intricate landscape of consumer decision-making processes.

Entrepreneurial Resilience and Self Efficacy During the Covid-19

Mediany Kriseka Putri, Ramadhan Putra Lesmana — Sat, 09 Dec 2023 00:00:00 -0500

Throughout Indonesia, MSMEs reflect a national workforce of 97%, so this achievement makes MSMEs the pillars of the Indonesian state economy. The covid-19 pandemic is a major disaster for micro, small, and medium enterprises because it has resulted in a decline in the economic sector. Not only large companies that the covid-19 pandemic has impacted but also micro, small, and medium enterprises (MSMEs) have also experienced the impact. MSME actors must be able to keep up with changes in their business processes by digitizing. This study aims to determine the resilience of business entrepreneurs, namely the Modification of processes and products and business models—functional areas found in business environments such as HRM, Finance, and Marketing. Technology adaption is using technology to make sales reach a broader market. Other sources of business continuation and development will be carried out in the short and long term. This research uses a qualitative method with descriptive data presentation. It uses multiple cases to compare the similarities and differences in business resilience of the three businesses in the culinary sector in Bekasi City. The data sources in this study used interviews with the owners of Rumah Cinta Kue Cinta, Dapur Kyja, and MamdiBekasi.The analysis in this study uses the help of Nvivo software to help analyze interview documents with visualization results that are easy to understand. The results of this study can be concluded that the three business actors carried out various aspects to survive during the co-19 pandemic

Analysis of Service Science Design through Customer Experience to Increase PosAja Application User Satisfaction

Sukma Rukmana, Wiwik Handayani — Sat, 09 Dec 2023 00:00:00 -0500

The PosAja mobile application is a digital service owned by Pos Indonesia in the field of delivery. Despite being downloaded by more than 100K users, the PosAja application has experienced a decline in rating and application productivity. This research intends to represent user complaints through review data analysis and develop a more effective and efficient service science design based on user experience. The research method applied is descriptive quantitative with data analysis applying SVM to classify positive and negative sentiments from review data. Model evaluation was carried out by training the training and test data subsets 3 times with variations of k = 5, k = 7, and k = 10. The results showed that the best accuracy was obtained with an accuracy of 89.98% on the SVM_kernel Sigmoid parameter. Analysis of review data revealed that the sentiment of PosAja application users tends to be negative compared to positive sentiment on the Google Play Store. To improve user experience and satisfaction, service science design development should focus on continuous improvement and evaluation of the PosAja application.

The Effect of Social Media Marketing Activity on Consumer's Purchase Intention in Huitsportwear Products Mediated by Customer Trust

Teguh Widodo, Naufal Farras Rizqullah — Sat, 09 Dec 2023 00:00:00 -0500

The increasing number of social media users in Indonesia has made several companies in the textile industry use social media as a medium of communication, promotion and also provide information on a product, one of which is the Huitsportwear company. Huitsportwear does marketing through Instagram social media by creating information content about products with a total of 610 posts, but Huitsportwear experienced a decline in sales and received complaints from Instagram followers about information provided on Instagram social media that was considered less informative and trustworthy, causing followers to hesitate to make purchases on Huitsportwear products. This study aims to determine how much influence social media marketing and customer trust have on consumer purchase intentions in Huitsportwear products with customer trust as a mediation variable. In this study, the method used is a quantitative method with the purpose of research, which is casual. Data collection using non-probability sampling method with convenience sampling type as many as 400 follower respondents who have purchased Huitsportwear products. This study used questionnaire data collection techniques with ordinal scales and data analysis techniques using Partial Least Square Structural Equation Modeling (PLS-SEM) with the help of SmartPLS software. This study found that social media marketing affects intention of consumer purchases and customer trust. Furthermore, customer trust affects consumer purchase intentions. Customer trust mediates the relationship between social media marketing and consumer purchase intention. The suggestion in this study is that the Huitsportwear company can create interactive and informative content about the promotion of available products and services so as to increase consumer buying interest in Huitsportwear products.

Influence of the use of Instagram Media on the Decision to Purchase Sa'dan Weavings, North Toraja District

Sat, 09 Dec 2023 00:00:00 -0500

Kain hasil tenun Toraja pada awalnya dipergunakan hanya untuk acara tradisional dan acara ritual seperti perkawinan dan acara rambu solo. Sejalan dengan perkembangan waktu kain tenun ini bisa dibuat seperti dompet, tas, pakaian seragam kerja dan sebagainya, dan kain tenun ini salah satu kearifan lokal yang perlu dilestarikan dan sekaligus menjadi objek wisata yang sangat menarik sebagai oleh – oleh bagi wisatawan baik dalam negeri maupun mancanegara. Perajin kain tenun Toraja untuk memperluas daerah pemasarannya maka para perajin harus mengikuti perkembangan pasar modern seperti instagram, untuk mempromosikan produknya kepada masyarakat baik dalam negeri maupun mancanegara dan pada akhirnya bisa menimbulkan daya tarik untuk melakukan pembelian dan sekaligus bisa meningkatkan hasil penjualannya. Penelitian ini menggunakan jenis penelitian korelasional yang bertujuan untuk menganalisis hubungan antara dua variabel atau lebih. Metode pengumpulan data yang digunakan adalah metode survei dengan menggunakan kuesioner.

Hasil penelitian dari 100 responden rata – rata jawabannya 3, 435 yang artinya kecenderungan setuju. Kemampuan media sosial instagram berpengaruh sebesar 97 % terhadap naik turunnya nilai keputusan pembelian. Berdasarkan hasil uji t nilai signifikannya 0,000 < 0,05 yang berarti media sosial instagram (X) berpengaruh signifikan dan positif terhadap keputusan pembelian (Y).

The Influence of Operations Strategy, Innovation and it Readiness on Smart City Implementation in Serang City and its Impact on Public Organization Performance

Zakiyah Zakiyah, Furtasan Ali Yusuf, Uli Wildan — Sat, 09 Dec 2023 00:00:00 -0500

Globalization and an increase in population have changed urban demography in various countries in the world, including Banten Province, especially in Serang City as the capital of Banten Province. One of the variables that can drive this performance increase is the implementation of smart cities which are considered as a solution to solving current urban problems. The research was conducted on 15 public apparatus organizations using a purposive sampling technique and using as many as 50 indicators to measure each latent variable. The method of analysis in this study uses descriptive index numbers and SEM PLS as inferential analysis. The results showed that 8 hypotheses were accepted while 2 hypotheses were rejected. The operational strategy has a significant effect on the implementation of smart cities and the performance of public organizations.

Quality of Services at RSUD X, Emotions and Satisfaction of Covid-19 Patients

Sat, 09 Dec 2023 00:00:00 -0500

This research aims toto reveal the influence of service quality consisting of tangible, reliability, responsiveness, empathy, and assurance on the positive emotions of RSUD patientsX Solo Cityand its influence on satisfaction. The problem formulation in this research is related to the gap that will be discussed in this research. The gaps that will be discussed in this research relate to theoretical gaps, empirical gaps, and method gaps. The theoretical gap in this research is related to the basic theory that will be used in this research, namely service quality theory, emotion theory, and customer satisfaction theory. This research involved 300 respondents who were former Covid-19 patients who had been treated at referral hospitals in the cities of Semarang and Solo. Data collection uses a questionnaire with a survey method. The data analysis technique uses Structural Equation Modeling (SEM) with the help of the SMART PLS 3 application. The results of this study show that all dimensions of RSUD service quality have a positive and significant effect on patient emotions, and patient emotions have a positive effect on satisfaction. The limitations of this research are related to the scope of respondents and areas used as well as the variables contained in this research model.

Study of Minimum Service Standard Index in Public Transportation: Sample of Trans Pakuan Bogor

Octadian Pratiwanggono, Rima Febrina — Sat, 09 Dec 2023 00:00:00 -0500

Public transportation in Bogor City is one of the issues that is still a concern and needs to be studied. Urban transportation management involves many strategic aspects and issues, such as reducing gas emissions, multimodal integration, and increasing public awareness and convenience to change the habits for using mass transportation. Buy the service program from BPTJ Ministry of Transportation through Trans Pakuan has been operating since November 2021 and during the operational period studies are still needed to achieve and improve service standards. This study uses field survey methods and quantitative analysis of the 8 dimensions of minimum service standards for mass transportation. The result shows that the Public Perception Service Index (Trans-Pakuan) shows "good" conditions in each corridor. However, the Trans Pakuan operation is considered ineffective because the loading factor is dominated by students, not workers. There are still 61.6% distance from bus stops above 1 kilometer with travel time to the bus stop taking more than 10 minutes by 56.9%. Trans-Pakuan BTS users are expected to be shifted to communities with a higher economic level by conducting in-depth studies to find out the expectations of public transport standards desired by middle income to higher income.

Comparative Analysis of Financial Performance of Sharia Banks and Conventional Banks

Anton Priyo Nugroho — Sat, 09 Dec 2023 00:00:00 -0500

This research objective is to determine the comparison of the economic performance of Sharia Banks and Conventional Banks. This study was conducted at sharia banking and conventional banking institutions indexed on the Indonesia Stock Exchange in 2018-2022. This type of studies is quantitative, the type of information used is secondary data, the statistical collection method used is documentation strategies and the information analysis method is quantitative descriptive methods. The population used is all banks in Indonesia. Meanwhile, figuring out the sample used the purposive sampling method. The records evaluation method was done using the descriptive evaluation testing degree and unbiased pattern t-test evaluation. The research results show that there may be no big distinction between the financial performance of Sharia Banks and Conventional Banks within the 2018-2022 duration.

Analysis of Entrepreneurial Marketing Implementation in Beauty Clinics

Sat, 09 Dec 2023 00:00:00 -0500

The beauty industry in Indonesia is growing year by year. Day by day, the demand for beauty among Indonesian women is increasing. Especially in big cities like Jakarta, for example, many women prioritize their appearance to stand out from others. The proliferation of beauty clinics in various cities in Indonesia automatically intensifies business competition. One way to enhance business competitiveness is by improving entrepreneurial marketing. The findings of this research indicate the implementation of entrepreneurial marketing with dimensions such as the focus on opportunity, proactiveness, customer intensity, risk-taking, resource leveraging, value creation, and innovation. The main obstacles are customer intensity, risk-taking, and resource leveraging. The solutions given include creating continuous customer satisfaction questionnaires, delegating tasks, and expanding networking.

Financial Performance AnalysisBanking CompanyOn the Indonesian Stock Exchange

Sat, 09 Dec 2023 00:00:00 -0500

The success of a bank can be measured by the ability of the bank's fiscal work. By looking at the ability of a bank's fiscal work, it can be concluded whether the bank is in good condition or not. This research aims to dissect the fiscal work capabilities of banks listed on the Indonesia Stock Exchange for the 2019-2021 period based on the bank's liquidity level and solvency level. This research uses data analysis, a quantitative descriptive approach style and the data collection method used in this research is the validation method and the data studied is in the form of daily financial reports I-IV. The population used in this research is all banks registered on the IDX for the 2019-2021 period. The slice model used in this exploration is a deliberate slice system. The results of this research show that firstly, the fiscal work capacity of banks listed on the Indonesia Stock Exchange for the 2019-2021 period based on the level of liquidity as measured by the current ratio is good because it is suitable for paying current debts due to the minimum measurability of 2 times or 200. Second, The fiscal performance of banks listed on the Indonesia Stock Exchange for the 2019-2021 period based on the level of solvency as measured by the debt to equity ratio shows that the condition is not bad because the figure is above the minimum measure of 35.

Application of technology acceptance model (TAM) through the concept of Perceived Usefulness in the BRIguna Digital marketing program

Sonia Anuar Sonia, Endy Gunanto Marsasi — Sat, 09 Dec 2023 00:00:00 -0500

Researchers examined a company engaged in banking that generally provides service products where this company does several services to market its products. This study aims to evaluate the services provided through marketing media companies use in Mobile Banking, namely BRIguna Digital, to make it easier for product users to carry out activities online. This study used descriptive qualitative research methods and data collection through observation, in-depth interviews, company secondary data, and documentation collection. This research evaluates marketing services used through the BRIMO application to facilitate the systems and services provided to customers to minimize the failure of online transactions so that BRIMO users are increasingly spreading, especially in the BRIguna Digital program, which is not widely known. This evaluation is carried out to improve the existing system and introduce BRIMO, especially in the digital BRIguna program, so that it is better known and has many users. The evaluation of this program uses the theory of the Technology Acceptance Model with the concept of Perceived Usefulness which will be implemented to support the PT. Bank Rakyat Indonesia in evaluating the BRIguna Digital program

The Influence of Social Environment and Financial Literacy on Students' Financial Behavior With Fintech as a Moderation

Muhammad Saddam, Tsamarah Az Zahra, Muhammad Rifais — Sat, 09 Dec 2023 00:00:00 -0500

This research aims to determine the influence of the social environment and financial literacy on student financial behavior and financial technology as a moderating variable. This research is a type of quantitative research with a total of 105 students at STIE Hidayatullah Depok as respondents. Data was obtained by distributing questionnaires using Google Form media. The sample was selected using criteria with a random sampling technique calculated using the Slovin formula. The data used is primary data in the form of respondents' answers and processed using SPSS version 26. The results of this research show that the social environment and financial literacy have a positive and significant effect on student financial behavior at STIE Hidayatullah Depok with financial technology as a moderating variable.

Analysis of Investment Feasibility for the Wonderlife Hotel Development Project in Pangandaran Based on Financial Aspect

Dede Hilman, Kharisya Ayu Effendi — Sat, 09 Dec 2023 00:00:00 -0500

The increasing tourism activities in Pangandaran Tourist Destination must be supported by adequate facilities and infrastructure, particularly accommodation. Pondok Seni Pangandaran, owned by the Department of Culture and Tourism of West Java Province, needs to be revitalized to compete with other hotels. Through the Build Operate Transfer (BOT) cooperation scheme, private sector involvement is expected in investing in the revitalization of Pondok Seni Pangandaran. However, a feasibility study is required to determine the financial viability of the investment, including calculations of NPV, Profitability Index, Payback Period, and IRR. From the feasibility analysis, the investment shows a cash inflow of Rp. 555,712,698,655.00; projected profit and loss of Rp. 45,026,582,596.00 over a 30-year operating period; NPV of IDR 17,962,228,160.00; Profitability Index of 2.53; Payback Period of 10 years from the construction period and 8 years from the operational period; and IRR of 13.17%. In conclusion, the investment in the Wonderlife Hotel development project in Pangandaran is deemed feasible.

Understanding Restaurant Customers' Environmental Behavior in the Social Media Context: An Application of Theory of Planned Behavior

Unggul Kustiawan, Laksmi Pandansari — Sat, 09 Dec 2023 00:00:00 -0500

Social media users are now increasing, this makes social media to become an effective tool for companies to foster intentional consumer intentional behavior. This study uses the model of the theory of planned behavior to see its effect on intentional behavior on social media and also the moderating effect of economic rewards and social rewards and their effect on consumer offilne behavior. This quantitative research using the Structural Equation Model (SEM) method begins in 2023 by focusing on Z generation consumers in the food and beverage industry, especially franchise fast food restaurants in Indonesia. Data collection was carried out by distributing questionnaires online using Google Forms, which resulted in 166 respondents. Data analysis and processing using SmartPLS 3 software. The findings of this study indicate that, the planned behavior theory model consisting of attitude, subjective norm, and Perceived behavioral control can influence consumer intentional behavior even though attitude is proven not to have a significant effect. Economic reward and social reward are also proven to moderate the relationship between intentional behavior and offline consumer behavior. This research provides managerial implications for companies engaged in food and beverage, especially fast food restaurants, that want to contribute to making good changes to the world through the creation of certain activities or regulations published through social media.

Implementation of Digital Campaign in Ranca Upas for Sustainable Tourism

Desy Oktaviani, Keni Kaniawati, Andhi Sukma — Sat, 09 Dec 2023 00:00:00 -0500

The concept of a sustainable tourism campaign has the content of environmental awareness activities that are made in such a way as to attract tourists as well as content to promote the sustainability of a tourist destination. With today's lifestyle that cannot be separated from technology, the campaign concept involves a lot of digital media to contribute to the wider community. One of the tourism sites that has the potential to develop sustainable tourism is Ranca Upas. The purpose of this study is to find out the application of digital campaigns and their benefits for sustainable tourism in Ranca Upas. This study utilizes qualitative analysis by using the construction of basic dimensions from previous researchers regarding digital campaigns and sustainable tourism. The results of the study show that the implementation of digital campaigns in Ranca Upas has not been maximized, but tourists' awareness of the benefits and existence of digital campaigns in Ranca Upas and its sustainable tourism program has a very good view. The implication of the research is expected to increase the effectiveness of the digital campaign structure in Ranca Upas which is expected to have an impact on tourists' awareness of the organized digital campaign and the importance of sustainable tourism.

The Effect Of Human Resources Development On Employee Performance At Government Office In South Sumatra

Sat, 09 Dec 2023 00:00:00 -0500

The purpose of this research is to analyze and test the effect of human resource development as a proxy for education & job training and promotion on employee performance in the South Sumatra Provincial Government Office. The population in this study were all employees in the South Sumatra Provincial Government Office. Samples were taken by accidental sampling so that a total of 100 people were obtained based on the Slovin method. Data were analyzed using IBM SPSS version 26 and data analysis through several tests, namely: validity test, reliability test, classical assumption test, multiple linear regression analysis and coefficient of determination test. The results showed that the development of human resources proxied by education & job training and promotions either partially or simultaneously had an influence on employee performance in the South Sumatra Provincial Government Office.

The Influence of Work Environment and Work Motivation on Employee Performance at PT. Valdo International Central Jakarta

Suwanto Suwanto — Sat, 09 Dec 2023 00:00:00 -0500

The purpose of this study was to determine the effect of work environment and work motivation on employee performance at PT. Valdo International in Central Jakarta. The method used is quantitative. The sampling technique used saturated sampling and obtained a sample of 90 respondents. Data analysis using validity test, reliability test, classical assumption test, regression analysis, correlation coefficient, coefficient of determination and hypothesis testing. The results of this study are that the work environment has a significant effect on employee performance with a determination coefficient value of 50.8% and the hypothesis test is obtained t count > t table or (9.525 > 1.987). Work motivation has a significant effect on employee performance with a determination coefficient value of 37.9% and hypothesis testing obtained t count > t table or (7.334 > 1.987). Work environment and work motivation simultaneously have a significant effect on employee performance with the regression equation Y = 6.538 + 0.492X1 + 0.345X2. The coefficient of determination is 58.6% while the remaining 41.4% is influenced by other factors. Hypothesis testing obtained F count > F table or (61.475 > 2.710).

The Influence of Individual Creativity and Product Innovation on Coffee Shop Barista Career Development in Pekanbaru

Kiki Joesyiana, Arie Rifa'i Harahap, Rofiq Noorman Haryadi — Sat, 09 Dec 2023 00:00:00 -0500

This research is a follow-up research that was previously carried out by the author, the difference lies in the research object. If the object of the previous research was coffee shops in the city of Pekanbaru by analyzing the creativity and innovation that coffee shop entrepreneurs must have, while in this research the object is the baristas owned by coffee shops. Individual creativity, product innovation and barista career development are very important aspects to be the main focus for coffee shops in Pekanbaru city for the continuity of the business they run. In order for the career development of coffee shop baristas to be maximized and make the baristas proud of themselves because their skills are recognized by coffee shop businesses, it is necessary to increase individual creativity so that they can produce product innovations that are getting better over time. Good career development for coffee shop baristas is one that can provide high self-confidence and ultimately be able to compete with international and global baristas, thus automatically having a very positive impact on the coffee shop business itself. To be able to realize good career development for coffee shop baristas in the city of Pekanbaru, special attention is also needed regarding how to increase individual creativity which will then be able to give birth to product innovations that better suit the needs and desires of consumers from time to time. From the results of these thoughts, researchers are interested in discussing and finding out how and to what extent individual creativity and product innovation can influence the career development of a coffee shop barista. The analysis in this research uses the multiple linear regression method, from the results of SPSS data processing the coefficient of determination value in the strong category is 0.706, which means that individual creativity and product innovation have a 70.6% influence on the career development of coffee shop baristas in the city of Pekanbaru.

The Important Role of Academic Supervision in Improving the Quality of Education

HM Usman, Mudhofir Mudhofir, Islah Gusmian — Sat, 09 Dec 2023 00:00:00 -0500

This article discusses the important role of academic supervision in improving the quality of education. Education has a key role in the development of a nation. Through education, the country can create a competent generation and have a positive impact on its future. Academic supervision is an important element in improving the quality of education. Supervision is not only concerned with teachers, but also pays attention to students, helping to build an efficient learning atmosphere. motivate students. This article explores various aspects of educational supervision, including the basic concept, meaning, scope, role, function, characteristics, objectives, principles and steps of educational supervision. This information can be an important guide in overcoming issues related to educational supervision and is useful as a reference for all people involved in the educational realm. By increasing understanding of educational supervision, it is hoped that it can strengthen the educational system and its contribution to achieving educational goals. holistically, in line with Law Number 20 of 2003 concerning the National Education System, emphasizing that educational supervision has an important role in improving the quality of education and stimulating sustainable growth.

Analysis of Leverage, Profitability and Interest Rate Ratio on Company Value With Size as an Intervening Variable

Mohamad Ibnussoim, Suyanto Suyanto — Fri, 29 Dec 2023 00:00:00 -0500

The Indonesia Stock Exchange (IDX) is a place for transactions of shares of companies that have met the requirements. The incident of the spread of Covid-19 has an impact on stock market instability which also has an impact on company value. Investors are cautious in investing in the IDX including considering the value of the company. According to a number of studies, firm value (PBV) is influenced by leverage (DER), profitability (ROE), interest rates (BI Rate), and company size (SIZE) but inconsistently (positively or negatively). There are other studies that show an inconsistent relationship between DER, ROE, BI Rate and SIZE. Therefore, it is necessary to analyze DER, ROE, and BI Rate on PBV with SIZE as an intervening variable. The research was conducted on companies listed in LQ45 for the 2019-2022 Period using purposive sampling method and based on their annual financial statements. Other data is obtained from the Central Bureau of Statistics, and Yahoo Finance. Data processing using SmartPLS with the PLS-SEM method with a 95% confidence level reinforced by the Sobel Test. The results of the study are based on direct influence, namely: 1) Leverage (DER) has a significant positive effect on firm value (PBV), 2) Profitability (ROE) has no effect on firm value (PBV), 3) Interest Rate (BI Rate) has no effect on firm value (PBV), 4) Firm size (SIZE) has a significant negative effect on firm value (PBV), 5) Leverage (DER) has a significant positive effect on firm size (SIZE ), 6) Profitability (ROE) has no effect on firm size (SIZE), 7) Interest rate (BI Rate) has no effect on company size (SIZE). Based on the indirect effect, the results are: 1) Leverage (DER) has a significant negative effect on firm value (PBV) through firm size (SIZE), 2) Profitability (ROE) has no effect on firm value (PBV) through firm size (SIZE), and 3) Interest rates (BI Rate) have no effect on firm value (PBV) through company size (SIZE). Based on this research, companies need to be wise in managing debt in connection with the significant positive leverage (debt) on firm value. Likewise, with the effect of profitability (ROE) on firm value negatively although not significant, companies need to anticipate/be careful because in real conditions profitability should have a positive effect on firm value. This anomalous condition can occur during Covid-19 and therefore companies must be wiser in running their business effectively and efficiently in order to achieve high profitability and firm value.

Determinants of Patient Loyalty at the Pratama Clinic Kota Tua Padang

Hilda Aripin, Oscar Jayanagara — Thu, 28 Dec 2023 00:00:00 -0500

The purpose of this study is to examine direct effect of patient trust and effective physician patient communication to patient loyalty and indirect effect of patient trust, doctor empathy, effective physician patient communication of patient loyalty mediated by patient satisfaction at Kota Tua Padang’s primary health care. This study used a quantitative research design. The data collection technique methods use non-probability sampling with a purposive sampling method. Data was collected through google forms and paper questionnaires distributed directly to 223 respondents BPJS users. The analytical methods used in this study are PLS-SEM. The results of this study show that patient trust, doctor empathy, effective physician patient communication have a positive effect on patient satisfaction; data didn’t confirm that greater patient trust and effective physician patient communication would increase patient loyalty but patient trust, doctor empathy and effective doctor-patient communication have a indirect effect on patient loyalty through the effect on patient satisfaction.

Influence of Promotional Strategies Through Social Media on The Purchase Decision of The Garskin Dimediate Word of Marketing

Thu, 28 Dec 2023 00:00:00 -0500

This study aims to determine: (1) The effect of promotional strategies through social media on purchasing decisions for Garskin products, (2) The effects of promotion strategies through social media on word of mouth marketing for Garskin products, (3) The influence of word of mouth marketing on product purchasing decisions for garskin, and (4) the effect of promotional strategies through social media mediated by word of mouth marketing on purchasing decisions for garskin products. The research design is a survey research. The sampling technique in this study used purposive sampling with a total sample of 145. Data analysis techniques were used to answer the research hypothesis were regression tests, path analysis (path analysis), and sobel tests. The results of this study indicate that: (1) There is a positive influence of promotional strategies through social media on purchasing decisions for Garskin products. This is evidenced by the t count of 8.664 with a significant value of 0.000 which is less than 0.05, and the regression coefficient has a positive value of 0.792, (2) There is a positive influence of promotional strategies through social media on word of mouth marketing for Garskin products. This is evidenced by the t count of 4.395 with a significant value of 0.000 which is less than 0.05, and the regression coefficient has a positive value of 0.395, (3) There is a positive influence of word of mouth marketing on purchasing decisions for Garskin products. This is evidenced by the t count of 4.821 with a significance value of 0.000 less than 0.05, and the regression coefficient has a positive value of 0.440 (4) There is an influence of promotion strategies through social media on purchasing decisions mediated by word of mouth marketing on Garskin products. This is evidenced by the mediation coefficient of 0.0906 which is positive and has a significance of 0.0217, less than 0.05.

Measuring the Root Determinants of Profitability Based on Murabahah Margins and Musyarakah Profit Sharing

Fri, 29 Dec 2023 00:00:00 -0500

The purpose of this research is to analyze and test the factors that can affect Return on Equity atPT. Bukopin Sharia Bank.These factors include murabahah margin and musharakah profit sharing. This research is included in the category of quantitative descriptive research type with numerical model amd the data sourced from financial reports of PT. Bank Syariah Bukopin from the 2016-2023 period. The data were analyzed with IBM SPSS version 22 and analysis was carried out by several tests such as validity test, reliability test, classic assumption test, linear regression analysis and coefficient of determination test. The results of this study indicate that murabahah margin and musharakah profit sharing have a significant effect on ROE at PT. Bukopin Sharia Bank. The high margin and profit sharing provided by PT. Bank Syariah Bukopin can increase ROE and achieve optimal performance. The findings can be a reference in making policies for companies to increase margin and profit sharing so that customer satisfaction increases.

Micro, Small and Medium Enterprise Development (MSMEs) Strategies Through Business Digitalization in The Face Of Global Competition

Bambang Riyadi, Giyah Yuliari, Putra Perdana — Fri, 15 Dec 2023 00:00:00 -0500

In the era of globalization, every country will try to win the competition in various ways. The development of digital technology is a way and opportunity for Micro, Small and Medium Enterprises (MSMEs.) However, not all MSME players are ready to do business digitally, both in marketing and finance. The phenomenon that has occurred lately is evidence that the drastic decline in sales turnover of MSME products is due to one of them shifting the offline sales system to online sales. MSMEs must be able to adapt to technological changes, which cannot be stopped. The most important change is to provide human resources engaged in MSMEs with understanding, knowledge and skills to use digital systems. Through collaboration between MSME actors, government authorities and academics, technical guidance and training can be carried out massively and systematically, so that these activities can answer the needs of MSMEs to compete not only in the local market but also in the global market. This writing begins with research that uses qualitative descriptive research methods. Data collection techniques used interviews, observation, document analysis, case studies and focus group discussions. The data used qualitative data analyzed using approaches such as content analysis, narrative analysis.

The Role of Social Responsibility of Sharia Financial Institution on Customer Loyalty

Sandra Dewi, Yaswirman Yaswirman, Rudi Febriamansyah, Henmaidi Henmaidi — Sat, 30 Dec 2023 00:00:00 -0500

The form of customer support for Islamic financial services is very important to create resilience and competitiveness in the Islamic Financial Institution industry. By highlighting social activities, this paper tries to see the role of CSR of Islamic banks in influencing customer loyalty , both individually and through image, trust and service satisfaction. This path explores how CSR makes customers impressed, convinced, satisfied, amazed, and ultimately loyal to Islamic banks. Quantitative descriptive analysis shows that a) the role of CSR gives a positive perspective on customer loyalty, b) Corporate image does not have a significant effect on customer loyalty, c) Trust has a significant positive effect on customer loyalty, d) service satisfaction has a positive effect on service, e) simultaneously CSR, image, trust and service satisfaction have a significant effect on customer loyalty. Indirectly, CSR and loyalty have an interrelated and mutually beneficial relationship between financial institutions and customers. This research has resulted in a new study of the form of the role of CSR on customer loyalty to these financial institutions. The practical implication lies in the importance of developing CSR to generate trust and reputation which in turn increases customer loyalty to Islamic banks

Modeling of a Business Incubator Program for Islamic Youth Organizations for the Development of Superior Rural Products

Mawi Khusni Albar, Khairunnisa Dwinalida, Yuliana Yuliana — Sat, 30 Dec 2023 00:00:00 -0500

By raising research questions about What is an effective business incubator strategy in developing superior products in rural areas? and How effective is the Business Incubator Program Modeling for Islamic Youth Organizations for Developing Superior Rural Products in Cilacap Regency, this study focuses on looking at the effectiveness of business incubators as well as the role of Islamic youth organizations in cultivating village potential so that they are able to drive the economy of their region. A qualitative descriptive approach carried out for 3 months was chosen as a technique for obtaining data. Research was conducted in sub-districts/villages that have superior products that can be developed through business incubators implemented by Islamic youth organizations in the village under the guidance of the village/sub-district. Furthermore, in determining informants a purposive sampling technique was used. Primary data (Interviews and Observations) and secondary data (Documentation and Literature) were extracted from research subjects to answer research questions. Furthermore, to describe the findings of this research, Donald Van Metter and Carl Van Horn's model is used with six variables that influence policy performance to analyze the effectiveness of OKp. Field findings provide an illustration that in simple terms, business incubation that can be carried out by Islamic Youth Organizations is a community empowerment strategy. This strategy is considered effective, especially since youth organizations have strength, namely a mass base, as well as organizational skills. The business incubation model with a rural community empowerment strategy leads to the classic model, namely joint discussions, joint deliberations. This model is effective, besides being easy and affordable.

The Effect of Social Media Marketing and Brand Image on Purchase Decisions in Somethinc Products

Ismi Avia Febriyanti, Imanuddin Hasbi — Sat, 09 Dec 2023 00:00:00 -0500

This study aims to examine and analyze the influence of social media marketing and brand image on purchasing decisions on somethink products. This study used data collection techniques with questionnaires distributed via the Google Form platform with a sample of 108 people as research respondents. The analytical method used is multiple linear regression analysis. The software used in this research is SPSS version 25. The results showed that social media marketing and brand image had a positive and significant effect on somethink products. The results of data processing show that social media marketing and brand image (X) have an influence on the purchasing decision variable (Y) of 58.5% while the remaining 41.5% is influenced by other variables not examined in this study.

Influence of Financial Literacy, Risk Tolerance, Financial Efficacy on Investment Decisions and Financial Management Behavior

Firda Nisafera Ulfa, Supramono Supramono, Ardiani Ika Sulistyawati — Sat, 09 Dec 2023 00:00:00 -0500

The problem in this study lies in the development of financial literacy in the age range of 18-25 years which has continued to decrease by 3 times in a row since the SNLIK (National Survey of Financial Literacy and Inclusion) was conducted. This age range is included in the Z generation category. SNLIK was first conducted in 2013, and the survey is conducted every 3 years by the OJK (Financial Services Authority). From this phenomenon, it can be a reference that there are many Generation Z people who are afraid or fail or have not made an investment decision. This study aims to determine how understandable and effective financial literacy, risk tolerance, financial efficacy are in making investment decisions and financial management behavior.The population of this study is generation Z of Indonesia with birth ranges from 1996 to 2009. The sampling technique was purposive sampling with a total sampling of 200 respondents. The type of data used is primary data and secondary data. The data collection method used is through an online questionnaire (google form). The analysis technique used is SEM with Smart pls 3.0 software. The results showed that: financial literacy has an effect on financial management behavior, risk tolerance has no effect on financial management behavior, financial efficacy has had an effect on financial management behavior, financial literacy has had an effect on investment decisions, risk tolerance has had an effect on investment decisions, financial efficacy has no effect on decisions Investment and financial management behavior influence investment decisions.

The Role of Physical and Non-Physical Programs in Enhancing Community Well-being Through the Leadership Style of Village Government

Andi Nadirah M. — Wed, 07 Feb 2024 09:59:27 -0500

Community welfare is a key indicator of a nation's progress. To achieve sustainable welfare, a holistic approach involving various factors is necessary, including physical and non-physical programs implemented through effective leadership styles, encompassing sports, training, education, and skills development. This research aims to identify the influence of physical and non-physical programs on community welfare through the leadership style of village government in Pongo Village, Masamba District, North Luwu Regency. The research method used is explanatory research with data collection through questionnaires, which were validated and tested for reliability before distribution. The population and sample of this study are the residents of Pongo Village selected through purposive sampling, with 102 respondents chosen according to the Moe formula for sampling determination. The collected data are analyzed using the SmartPLS statistical tool. The results indicate a significant impact of physical and non-physical programs on leadership style and community welfare. Additionally, leadership style has a significant influence on community welfare. Both physical and non-physical programs also directly contribute significantly to community welfare. The research further reveals an indirect influence, where physical programs significantly affect community welfare through leadership style.

The Impact of ESG Disclosure, Liquidity, and Leverage on Firm Value Mediated by Profitability Performance

Nur Hikmah, Daljono Daljono — Sun, 31 Dec 2023 00:00:00 -0500

The focus of this research is to see how the influence of ESG Disclosure, Liquidity, and Leverage on Firm Value of various companies listed on the Indonesia Stock Exchange. This research is categorized as quantitative research with data collected through Bloomberg Database Terminal. Where the sample in this study were 15 companies listed on the Indonesia Stock Exchange in 2012 to 2021 period. The collected data was processed with the help of Eviews 12 application. Based on the Eviews processing, it was found that ESG Disclosure and DER had a significant effect on Firm Value of various companies listed on the Indonesia Stock Exchange in 2012-2021 with a positive direction. Instead of it, Quick Ratio had a significant effect on Firm Value of various companies listed on the Indonesia Stock Exchange in 2012-2021 with a negative direction. The direction of positive influence means that publishing an ESG Score will increase the firm value of the company. The higher ratio of DER of the company, the more positive firm value will be for Indonesia Stock Exchange listed companies. While, the direction of negative influence means the higher ratio of liquidity of the company, the more negative firm value will be for the company.

Analysis of the Influence of Media Context and Advertising Creativity on Consumer Attitudes in Brand Selection through the Effectiveness of Prepaid Sim Card Advertising

Prista Tarigan , Jeffry H. Sinaulan, Yoga Fortuna — Wed, 27 Dec 2023 00:00:00 -0500

Sell phone industries have become more competitive, it helps the providers communicate their products and services more intensively. Consumers face many brand choices. This research aims to analyze the influence of advertising effectiveness which can improve the attitude toward the brand of prepaid Sim Card. The advertising effectiveness can be enhanced by selecting the appropriate media contexts and creative advertising. The research problem is to know how to improve the advertising effectiveness from the media context and creativity point of view that influences the attitude toward the brand. Based on this case, a theoretical model and six hypotheses were completed to be tested using the Structural Equation Model (SEM). The sample of this research is consumers of prepaid SimCard to wokers in the industrial area of Cikarang, Bekasi Regency, West Java Province. From the result of this analysis, the Structural Equation Model has fulfilled the Gooness of Fix Index criteria; Chi Square 51.310 (< 53.38) GFI= 0.516 (>0.9) RMSEA =0.059 (<0.08) CFI =0.892 (limit margin from 0.95). CNIM/DF=1.350, Probability =0.073 >(0.05). The results show that the attitude toward the brand can be enhanced by improving the advertising effectiveness. Factors that affect the advertising effectiveness are media context and creativity. The theoretical implication from this research is that media context and influence creativity, advertising effectiveness and attitude toward the brand. Managerial implications suggest that brand choice, brand recognition, informative media context and original advertising are important factors to be considered