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All Journal Jurnal Ilmiah Manajemen Kesatuan International Journal of Applied Finance and Business Studies Research Horizon
Asraf Asraf
Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari, Indonesia
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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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.
Digital leadership, technological infrastructure, and digital readiness as determinants of employee performance in the telecommunications industry Andi M Budihard; Titien Rahayuningsih; Asraf Asraf
International Journal of Applied Finance and Business Studies Vol. 14 No. 1 (2026): June: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v14i1.484

Abstract

Digital transformation has intensified the need for high-performing employees in the telecommunications industry. This study examines the effects of digital leadership, technological infrastructure, and digital readiness on employee performance. A quantitative explanatory design was employed using survey data from 182 employees in the telecommunications sector. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that digital leadership, technological infrastructure, and digital readiness have positive and significant effects on employee performance. Among these predictors, digital readiness has the strongest effect, indicating that employees’ ability, confidence, and adaptability in using digital technologies are critical for improving performance in digitally intensive work environments. The study contributes to digital transformation and employee performance literature by offering a socio-technical explanation of how leadership capability, technological support, and individual digital readiness jointly shape employee performance. Practically, the findings suggest that telecommunications companies should not only invest in technological infrastructure but also strengthen digital leadership and continuously develop employees’ digital readiness through training, coaching, and adaptive digital work systems.
Quality, Affordability, and Perceived Value in Low-Income Consumers’ Daily Purchase Decisions Ayuningtyas Putri Mumpuni Halim Asy'ary; Wahyuni Rahmah; Abdul Syaban; Asraf Asraf
Research Horizon Vol. 6 No. 3 (2026): Research Horizon - Juni 2026
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.6.3.2026.1414

Abstract

Low-income consumers are often viewed as highly price-sensitive market actors; however, recent studies suggest that their purchasing decisions are shaped not only by affordability considerations but also by product quality and perceived value. This study aims to examine the effects of perceived price affordability and perceived product quality on purchase decisions, as well as the mediating role of perceived product value among low-income consumers. A quantitative cross-sectional survey design was employed, involving 160 low-income consumers selected through purposive sampling. Data were collected using a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that perceived price affordability positively affects perceived product value and purchase decision. Perceived product quality also has positive effects on perceived product value and purchase decision, and represents the strongest predictor of perceived product value. Furthermore, perceived product value positively influences purchase decisions. Mediation analysis reveals that perceived product value significantly mediates the relationship between perceived product quality and purchase decision, but does not mediate the relationship between perceived price affordability and purchase decision. The findings suggest that low-income consumers evaluate affordability and quality simultaneously, with product quality playing a central role in value formation and purchasing decisions.
Co-Authors Abdul Hakim Abdul Syaban Andi M Budihard Ayuningtyas Putri Mumpuni Halim Asy'Ary Ayuningtyas Putri Mumpuni Halim Asy’ary Laode Hamida Syamsir Nur Titien Rahayuningsih Wahyuni Rahmah Yusuf Yusuf