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All Journal Jurnal Publikasi Ilmu Manajemen Sanskara Manajemen dan Bisnis
Joshua Valerio
Universitas Pembangunan Jaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Produk terhadap Keputusan Pembelian Dimediasi Citra Merek (Studi Kasus Mie Gacoan di Tangerang Selatan) Joshua Valerio; Haikal Zakky Azizi; Sumando Magnus Siboro
Sanskara Manajemen Dan Bisnis Vol. 4 No. 01 (2025): Sanskara Manajemen dan Bisnis (SMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/smb.v4i01.682

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana citra merek mie gacoan di Tangerang Selatan memengaruhi keputusan pembelian pelanggan tentang kualitas produk. Penelitian ini menggunakan pendekatan kuantitatif. Jumlah sampel dalam penelitian ini adalah 110 responden, dan metode survei digunakan untuk mengumpulkan data. Kuesioner digunakan sebagai alat untuk menghitung skor jawaban responden. Untuk menguji model pengukuran dan struktural, analisis data SmartPLS digunakan. Hasil penelitian menunjukkan bahwa citra merek dan keputusan pembelian dipengaruhi secara signifikan oleh kualitas produk. Selain itu, telah terbukti bahwa citra merek berfungsi sebagai penghubung yang kuat antara keputusan pembelian dan kualitas produk. Hasil menunjukkan bahwa bisnis makanan dan minuman, terutama UMKM seperti Mie Gacoan, harus memastikan kualitas produk dan membangun citra merek yang kuat. Ini akan memengaruhi keputusan konsumen dan meningkatkan daya saing pasar.
Peran Media Sosial dalam Membangun Citra Merek Global pada Brand Adidas di Indonesia Joshua Valerio; Oktavian Tri Pandowo; Sumando Magnus Siboro
Jurnal Publikasi Ilmu Manajemen Vol. 4 No. 4 (2025): Desember: Jurnal Publikasi Ilmu Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v4i4.5728

Abstract

The rapid development of digital technology has significantly transformed how global brands communicate and build relationships with consumers. Social media has become a primary platform enabling interactive, personalized, and two-way communication, making it a strategic tool for shaping global brand image. This study analyzes the role of social media in constructing Adidas’ global brand image in Indonesia. Using a literature review method, the research synthesizes digital marketing theories, global brand image concepts, and empirical findings from national and international studies on social media strategies and consumer behavior. The findings show that social media plays a crucial role in strengthening Adidas’ global brand image in the Indonesian market. Global campaigns such as Impossible Is Nothing and Run for the Oceans effectively reinforce perceptions of Adidas as an innovative, modern, and premium brand. Consistent messaging, visual identity, and exposure to global content enhance brand equity among Indonesian consumers, aligning with Alalwan (2018) and Hidayat & Khairunnisa (2021). Moreover, glocalization emerges as a key strategy, enabling Adidas to integrate global brand values with local preferences. Collaborations with local influencers, engagement with the Adidas Runners community, and localized content strengthen emotional connections while preserving global identity. Overall, social media functions not merely as a promotional medium but as a strategic instrument for developing and sustaining Adidas’ global brand image in Indonesia.
Peran Human Capital dalam Meningkatkan Daya Saing Perusahaan di Era Digital Joshua Valerio; Aria Muhammad Dewantara; Rozaan Zhorif; Mohammad Zein Saleh
Jurnal Publikasi Ilmu Manajemen Vol. 4 No. 4 (2025): Desember: Jurnal Publikasi Ilmu Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v4i4.5754

Abstract

The rapid development of digital technology has significantly transformed business competition and requires companies to achieve sustainable competitive advantage. In this context, human capital has become a strategic factor that plays a crucial role in enhancing company competitiveness in the digital era. This study aims to analyze the role of human capital in improving corporate competitiveness through a literature review approach. Data were collected from various scientific sources, including academic journals, scholarly books, and reports from international organizations published between 2019 and 2025. The findings indicate that high-quality human capital, supported by strong digital competencies and continuous skill development, contributes significantly to improved organizational performance, innovation, and competitive advantage. Furthermore, effective human capital management through training, upskilling, and reskilling enhances a company’s adaptability to technological changes and dynamic market conditions. Therefore, this study concludes that human capital is a strategic asset and a key driver of sustainable competitiveness in the digital era.
Co-Authors Aria Muhammad Dewantara Haikal Zakky Azizi Mohammad Zein Saleh Oktavian Tri Pandowo Rozaan Zhorif Sumando Magnus Siboro