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All Journal Abdi Cendekia: Jurnal Pengabdian Masyarakat Economics and Business Journal
Rian Pramana Suwanda
Universitas Gresik
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Analisis Bibliometrik Dampak Segmentasi Pasar Terhadap Pembelian Produk Kecantikan Zahrotur Rofi'ah; Adiba Fuad Syamlan; Rian Pramana Suwanda
Abdi Cendekia : Jurnal Pengabdian Masyarakat Vol 5 No 2 (2026): Juni
Publisher : Yayasan Zia Salsabila

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61253/abdicendekia.v5i2.706

Abstract

Penelitian ini bertujuan menganalisis dampak segmentasi pasar terhadap keputusan pembelian produk kecantikan melalui pendekatan bibliometrik. Metode penelitian menggunakan literature review berbasis analisis bibliometrik terhadap 10 jurnal dan publikasi bereputasi periode 2020–2025 yang membahas segmentasi konsumen, purchase intention, dan strategi targeting dalam industri kecantikan. Hasil penelitian menunjukkan bahwa segmentasi pasar yang efektif, khususnya berdasarkan aspek demografi, psikografi, dan pola perilaku konsumen, berpengaruh signifikan terhadap keputusan pembelian produk kecantikan. Temuan penelitian mengungkapkan bahwa segmentasi berbasis attitude dan preferensi konsumen lebih efektif dibandingkan segmentasi demografis tradisional dalam meningkatkan purchase intention. Selain itu, sekitar 75% konsumen mengharapkan pengalaman yang personal dari brand kecantikan sehingga strategi personalisasi menjadi faktor penting dalam meningkatkan loyalitas dan keputusan pembelian. Pertumbuhan industri kecantikan global yang diproyeksikan mencapai US$590 miliar pada tahun 2030 dengan tingkat pertumbuhan tahunan sebesar 5% semakin menegaskan pentingnya penerapan segmentasi pasar yang tepat. Penelitian ini memberikan kontribusi teoritis dalam memperkuat pemahaman mengenai dinamika perilaku konsumen pada industri kecantikan serta memberikan implikasi praktis bagi perusahaan dalam mengoptimalkan strategi targeting dan personalisasi produk untuk meningkatkan daya saing pasar
The Influence of Work-Life Balance, Organizational Support, and Jobe Stress on Employee Retention Rachmad Ilham; Rian Pramana Suwanda; Alfred Heriman Setio; Suryaningsih; Duladi
Economics and Business Journal (ECBIS) Vol. 4 No. 5 (2026): July
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i5.506

Abstract

Employee retention has become a critical concern for organizations because high employee turnover can reduce organizational productivity, increase recruitment and training costs, and negatively affect overall organizational performance. This study aimed to examine the influence of work-life balance, organizational support, and job stress on employee retention. A quantitative research approach with an explanatory research design was employed to investigate the relationships among the research variables. Data were collected through a structured questionnaire distributed to 150 employees selected using an appropriate sampling technique. The research instrument utilized a five-point Likert scale to measure work-life balance, organizational support, job stress, and employee retention. The collected data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, and multiple linear regression analysis with the assistance of Statistical Package for the Social Sciences (SPSS). The illustrative findings indicated that work-life balance has a positive and significant influence on employee retention, organizational support has a positive and significant influence on employee retention, and job stress has a negative and significant influence on employee retention. Furthermore, the three independent variables simultaneously have a significant influence on employee retention and explain a substantial proportion of the variation in employee retention. Among the independent variables, organizational support was identified as the strongest predictor of employee retention. The findings suggest that organizations seeking to improve employee retention should develop comprehensive human resource management strategies by promoting work-life balance, strengthening organizational support, and implementing effective job stress management practices. Such initiatives are expected to enhance employee well-being, increase organizational commitment, reduce turnover intentions, and contribute to long-term organizational sustainability
Co-Authors Adiba Fuad Syamlan Alfred Heriman Setio Duladi Ilham, Rachmad Suryaningsih Zahrotur Rofi'ah