Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Manajemen Kesatuan
Asraf Asraf
Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari, Indonesia
Economics, Econometrics & Finance Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
The Effect of Digital Marketing and Brand Awareness on Purchase Decisions through Engagement with Promotion as Moderator Abdul Hakim; Ayuningtyas Putri Mumpuni Halim Asy’ary; Asraf Asraf; Laode Hamida
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 3 (2026): JIMKES Edisi Mei 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i3.5360

Abstract

This study is motivated by the rapid growth of e-commerce in Indonesia, where digital interactions increasingly shape consumer purchasing decisions, while prior findings regarding digital marketing, brand awareness, customer engagement, and promotion remain partially contradictory. The purpose of this study is to examine the effects of digital marketing and brand awareness on customer engagement and purchase decisions, as well as to test the mediating role of customer engagement and the moderating role of promotion. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with 234 respondents selected through purposive sampling. The results indicate that digital marketing and brand awareness have significant positive effects on both customer engagement and purchase decisions. Customer engagement is identified as the most dominant variable and partially mediates these relationships. In contrast, promotion shows no significant direct effect on purchase decisions and does not moderate the relationship between customer engagement and purchase decisions. The findings imply that e-commerce strategies should prioritize engagement-driven approaches and brand strengthening rather than relying heavily on promotional incentives. In conclusion, purchase decisions in digital marketplaces are more strongly driven by customer engagement and brand-related factors than by promotional stimuli.
The Effect of Public Investment and Governance in Enhancing MSME Growth through Investment Attractiveness Syamsir Nur; Yusuf Yusuf; Asraf Asraf
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 3 (2026): JIMKES Edisi Mei 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i3.5361

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in regional economic development and employment creation in Indonesia. This study examines how public investment influences MSME growth through investment attractiveness and governance. Using a quantitative explanatory design, data were collected from 336 MSME actors and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that public investment has a significant direct effect on MSME growth, but its strongest effect is on investment attractiveness. Investment attractiveness significantly enhances MSME growth and serves as the dominant mediating mechanism linking public investment to business growth. Governance also contributes directly to MSME growth. However, it does not moderate the relationship between public investment and MSME growth. These findings indicate that MSME growth is driven more strongly by the improvement of regional investment attractiveness than by direct public spending alone. The study contributes to MSME and regional development literature by positioning investment attractiveness as a key transmission mechanism and governance as an independent institutional driver.  The findings suggest that local governments should design public investment as an integrated regional competitiveness strategy to strengthen infrastructure, licensing efficiency, market access, and MSME development.
Co-Authors Abdul Hakim Ayuningtyas Putri Mumpuni Halim Asy’ary Laode Hamida Syamsir Nur Yusuf Yusuf