Garuda - Garba Rujukan Digital

HR Strategy in Strengthening Labor Unions as a Pillar of National Development Reza Afandy Ghulam; Fitri; Asriani
BJRM (Bongaya Journal of Research in Management) Vol. 9 No. 1 (2026): BJRM (Bongaya Journal of Research in Management)
Publisher : LPPM STIEM BONGAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37888/bjrm.v9i1.888

Penelitian ini menganalisis pengaruh strategi manajemen sumber daya manusia (MSDM) terhadap penguatan serikat buruh sebagai upaya mewujudkan buruh tangguh menuju Indonesia maju. Objek penelitian adalah Federasi Serikat Buruh Kamiparho-KSBI Kota Makassar dengan populasi 120 orang, di mana sampel ditentukan menggunakan rumus Slovin dengan tingkat kesalahan 5%. Metode yang digunakan adalah explanatory sequential mix-method dengan tahap kuantitatif diolah menggunakan SPSS 28 (uji validitas, reliabilitas, normalitas, asumsi klasik, korelasi, regresi linier sederhana, dan uji hipotesis), dilanjutkan tahap kualitatif melalui wawancara mendalam dan analisis thematic coding dengan ATLAS.ti 24. Hasil penelitian menunjukkan bahwa strategi MSDM berpengaruh signifikan terhadap penguatan serikat buruh dengan nilai R² sebesar 0,78. Analisis kualitatif memperkuat temuan tersebut dengan menyoroti tiga tema utama: solidaritas, kepemimpinan autentik, serta hambatan struktural. Temuan ini menegaskan bahwa strategi MSDM bukan hanya instrumen internal, tetapi juga fondasi politik organisasi buruh yang penting untuk meningkatkan kapasitas advokasi dan mendukung agenda kebijakan publik di era digital.Kata kunci: MSDM, Serikat Buruh, FSB Kamiparho, Mix Method, Indonesia Maju.

Alvajry Haris, Sultan, Fitri Alvajry Haris; Sultan; Fitri
BJRM (Bongaya Journal of Research in Management) Vol. 8 No. 1 (2025): BJRM (Bongaya Journal of Research in Management)
Publisher : LPPM STIEM BONGAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37888/bjrm.v8i1.892

This research is entitled "Marketing Strategy Analysis to Increase Indihome Sales at PT Alcom in the Makassar City Area." The purpose of this study is to analyze and implement marketing strategies using the Business Model Canvas (BMC) approach to increase Indihome service sales at PT Alcom in the Makassar City area. This study uses a qualitative approach with descriptive qualitative research. Data were collected through observation, interviews, and relevant documentation.The results of this study indicate that through the application of the Business Model Canvas, PT Alcom needs to strengthen several key elements such as customer segments, value propositions, channels, customer relationships, revenue sources, key resources, key activities, key partnerships, and cost structure to ensure efficient company operations.The key conclusions are to increase the sales force, improve the effectiveness of social media advertising, provide responsive customer service, and ensure optimal performance of installation technician partners. This strategy is expected to support increased sales and the company's competitiveness in the internet service market. Keywords: Marketing Strategy, Business Model Canvas, Indihome, PT Alcom, Sales.

Pengaruh Segmentasi Pasar Dan Perilaku Konsumen Terhadap Keputusan Pembelian Fitri; Fitri Fitri; Yusran Paris
BJRM (Bongaya Journal of Research in Management) Vol. 9 No. 1 (2026): BJRM (Bongaya Journal of Research in Management)
Publisher : LPPM STIEM BONGAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37888/bjrm.v9i1.836

This research utilizes a quantitative approach. The population in this research is consumers who carry out the purchase of motorcycles at PT Suracojaya Abadi Motor, Luwu Regency. The sampling technique was carried out using the Slovin formula and an error tolerance rate of 10%, so that the number of respondents was 95 people. Data was collected through questionnaires, then analyzed using multiple linear regression with the help of SPSS software version 25. The results of this research show that Market Segmentation has a Partial Significant Influence on Purchase Decisions with a t-value of 3.204. Consumer Behavior also has a Partial Significant Effect on Purchase Decisions with a t-value of 3.566. Simultaneously, these two independent variables affect the Purchase Decision, with an F-count value of 10.435. Keywords: Market Segmentation, Consumer Behavior, and Purchasing Decisions

Syahrul Hidayat dan Fitri: Pengaruh Endorstment Dan Live Streaming Terhadap Keputusan Pembelian Pada E-Commerce Lazada Di Kota Makassar Syahrul Hidayat; Fitri
BJRM (Bongaya Journal of Research in Management) Vol. 9 No. 1 (2026): BJRM (Bongaya Journal of Research in Management)
Publisher : LPPM STIEM BONGAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37888/bjrm.v9i1.850

“The Influence of Endorsement and Live streaming on Purchasing Decisions on Lazada E-commerce in Makassar City. Supervised by Jusri and Fitri. The purpose of this study was to determine and analyze, The influence of Endorsement on purchasing decisions on Lazada e-commerce, The influence of Live streaming on purchasing decisions on Lazada e-commerce, The influence of Endorsement and Live streaming on purchasing decisions on Lazada e-commerce, on Lazada consumer users in Makassar City. The method used in this study is quantitative. The population in this study were Lazada e-commerce users in Makassar City. The sampling technique in this study was by using the probability sampling technique with a sample size of 100 people with data analysis techniques using SPSS version 25 and using multiple linear regression analysis so that the relationship between variables could be determined. This study obtained the results that Endorsement (X1) had a positive and significant partial effect on purchasing decisions (Y), Live streaming (X2) had a positive and significant partial effect on purchasing decisions (Y). Endorsement (X1) and Live streaming (X2) have a positive and significant effect simultaneously on the purchase decision (Y) of e-commerce Lazada in Makassar City. Keywords: Endorsement; Live streaming; and Purchase Decision

Soft Skills and Self-Efficacy as Predictors of Employee Productivity Risman; Sundari Rahman; Jumardi; Fitri
BJRM (Bongaya Journal of Research in Management) Vol. 9 No. 1 (2026): BJRM (Bongaya Journal of Research in Management)
Publisher : LPPM STIEM BONGAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37888/bjrm.v9i1.882

Employee productivity is a strategic factor that determines organizational competitiveness, particularly amid digital transformation and the evolving demands of the modern labor market. This study aims to examine the influence of soft skills and self-efficacy on employee productivity at PT Megahputra Sejahtera. Soft skills refer to non-technical abilities related to communication, collaboration, adaptability, and problem-solving, while self-efficacy reflects an individual’s belief in their capability to accomplish tasks effectively. Using a quantitative approach, data were collected from 30 employees selected through purposive sampling. Data analysis included validity testing, reliability testing, and multiple regression to assess both partial and simultaneous effects. The findings indicate that soft skills and self-efficacy have a positive and significant influence on employee productivity. These results highlight that strengthening interpersonal competencies and work-related confidence not only enhances individual effectiveness but also contributes directly to organizational performance outcomes. The study recommends that the company implement structured soft-skills training programs and self-efficacy enhancement interventions through coaching and systematic feedback.

Wulan, Yusran, Fitri Wulan Muhassab; Yusran Paris; Fitri
BJRM (Bongaya Journal of Research in Management) Vol. 8 No. 2 (2025): BJRM (Bongaya Journal of Research in Management)
Publisher : LPPM STIEM BONGAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37888/bjrm.v8i2.891

Penelitian ini bertujuan untuk menganalisis secara empiris pengaruh promosi dan harga terhadap loyalitas konsumen pada HB Store di Kabupaten Luwu. Di era kompetitif saat ini, mempertahankan kesetiaan pelanggan menjadi tantangan besar bagi pelaku ritel lokal di daerah sub-urban. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 68 responden yang merupakan konsumen aktif HB Store Kabupaten Luwu, yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan menggunakan Regresi Linear Berganda melalui software SPSS. Hasil penelitian menunjukkan bahwa secara parsial, baik variabel promosi (t = 2,953; Sig = 0,004) maupun harga (t = 3,785; Sig = 0,000) berpengaruh positif dan signifikan terhadap loyalitas konsumen. Faktor harga ditemukan sebagai determinan yang paling dominan memengaruhi loyalitas. Secara simultan, promosi dan harga berpengaruh signifikan terhadap loyalitas konsumen (F = 12,914; Sig = 0,000). Nilai R-Square sebesar 0,284 menunjukkan bahwa kedua variabel tersebut berkontribusi sebesar 28,4% dalam menjelaskan variasi loyalitas konsumen, sedangkan 71,6% sisanya dipengaruhi oleh faktor lain di luar model penelitian ini. Implikasi manajerial dari penelitian ini menyarankan pihak HB Store untuk memprioritaskan stabilitas keadilan harga di samping mengoptimalkan efektivitas strategi promosi guna menghadapi persaingan ritel yang kian ketat di Kabupaten Luwu.

Nurul Ilmi, Sultan, Adi, Fitri: ANALISIS PENGARUH HARGA, KUALITAS JASA, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN DALAM MENGGUNAKAN JASA LAUNDRYFREYA DI KECAMATAN BAJO KABUPATEN LUWU Nurul Ilmi; Sultan; Fitri; Adi
BJRM (Bongaya Journal of Research in Management) Vol. 8 No. 2 (2025): BJRM (Bongaya Journal of Research in Management)
Publisher : LPPM STIEM BONGAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37888/bjrm.v8i2.893

This study aims to assess the impact of pricing on customer satisfaction at Freya Laundry in Bajo District, Luwu Regency. To ascertain the impact of service quality on customer satisfaction at Freya Laundry, Bajo District, Luwu Regency. To ascertain the impact of promotion on customer satisfaction at Freya Laundry, Bajo District, Luwu Regency. To ascertain the concurrent impact of pricing, service quality, and promotion on customer satisfaction at Laundr Freya, Bajo District, Luwu Regency. This research employs a quantitative methodology. The study population comprises clients of Launder Freya, located in Bajo District, Luwu Regency. This survey comprised 94 respondents. The sampling technique use the Slovin formula. The employed instrument tests included validity tests, reliability tests, multiple linear regression tests, and classical assumption tests, specifically normality tests, multicollinearity tests, and heteroscedasticity tests. Hypothesis tests utilised comprised t tests (partial hypothesis tests), f tests (simultaneous hypothesis tests), and determination tests, all conducted using SPSS version 31. The findings of this study indicate that pricing directly affects customer satisfaction, evidenced by a t-value of 3.005 and a significance value of 0.003. The quality of service significantly influenced customer satisfaction, evidenced by a t count of 3.549 and a significance value of less than 0.001. Promotion does not influence customer satisfaction, evidenced by a t-value of -0.410 and a significance level of 0.683. These three independent factors concurrently influence customer satisfaction, yielding a F value of 40.547 with a significance level of less than 0.001. Keywords: Price, Service Quality, Promotion, and customer satisfaction

Esa Sania, Yusran Paris, Fitri: Pengaruh Testimoni Pelanggan Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Aulia House Cake Kabupaten Luwu Esa Sania; Yusran Paris; Fitri
BJRM (Bongaya Journal of Research in Management) Vol. 8 No. 1 (2025): BJRM (Bongaya Journal of Research in Management)
Publisher : LPPM STIEM BONGAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37888/bjrm.v8i1.908

The study aims to analyze the partial and simultaneous effects of customer testimonials and consumer trust on purchasing decisions at Aulia House Cake in Luwu Regency. A quantitative approach was applied involving 78 respondents through a questionnaire and the data were analyzed using multiple linear regression via SPPS version 25. The results show that customer testimonials have a positive and significant effect on purchasing significance of 0,030. Consumer trust also proves to have a poasitive and significant effect with a t-value of 2.847 and a significance of 0.006. The regression coefficients of 0.169 for consumer trust confirm that both simultaneously have a significant effect on purchasing decisions.The findings indicate that an increase in the number of positive testimonials and high levels of consumer trust can driver purchasing customer loyalty through buiding trust and optimizing testimonials-based marketing strategies.Keywords: customer testimonials, consumer trust, purchasing decisionss

Strategi Pemasaran Digital dalam Meningkatkan Brand Awareness (Study Kasus Bude Daster Fashion Kabupaten Luwu) Lala Marsanda; Sultan; Fitri
Jurnal E-bussiness Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar Vol 5 No 2 (2025): Jurnal E-bussiness Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar
Publisher : Pusat Penelitian dan Pengabdian Masyarakat ITBM Polman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59903/ebussiness.v5i2.222

Kajian ini bertujuan untuk menganalisis strategi pemasaran digital yang diterapkan oleh Toko Bude Daster Fashion dalam meningkatkan brand awareness di Kabupaten Luwu. Penelitian ini dilatarbelakangi oleh perkembangan teknologi informasi yang mendorong perubahan perilaku konsumen, sehingga media sosial menjadi saluran pemasaran yang strategis, khususnya dalam aktivitas belanja daring. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam dengan pemilik toko, karyawan, serta beberapa pelanggan aktif, didukung oleh observasi partisipatif terhadap interaksi di media sosial dan dokumentasi konten promosi pada platform Facebook. Hasil penelitian menunjukkan bahwa strategi pemasaran digital yang diterapkan berfokus pada pemanfaatan media sosial Facebook sebagai kanal utama promosi, melalui unggahan rutin berupa foto produk, video pendek, informasi promo, serta kegiatan siaran langsung (live streaming). Strategi ini terbukti efektif dalam meningkatkan kesadaran merek, ditandai dengan meningkatnya jumlah pelanggan yang mengenal Toko Bude Daster Fashion melalui media sosial, baik dari wilayah Kabupaten Luwu maupun luar daerah. Konsistensi penggunaan identitas visual seperti logo, warna khas, dan slogan dalam setiap unggahan turut memperkuat daya ingat konsumen terhadap merek. Selain itu, interaksi aktif dengan pelanggan melalui kolom komentar, pesan pribadi, dan aplikasi WhatsApp berkontribusi dalam membangun kedekatan serta kepercayaan pelanggan. Namun, penelitian ini juga menemukan sejumlah kendala, antara lain keterbatasan sumber daya dalam pengelolaan media sosial serta tingginya persaingan usaha sejenis. Oleh karena itu, diperlukan pengelolaan strategi pemasaran digital yang lebih sistematis, inovatif, dan adaptif terhadap tren pasar agar brand awareness Toko Bude Daster Fashion dapat terus meningkat secara berkelanjutan.

Pengaruh Media Sosial dan Influencer dalam Meningkatkan Brand Awareness Toko Citra Kosmetik Thariza Sakina Jufri; Sultan; Fitri
Jurnal E-bussiness Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar Vol 5 No 2 (2025): Jurnal E-bussiness Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar
Publisher : Pusat Penelitian dan Pengabdian Masyarakat ITBM Polman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59903/ebussiness.v5i2.223

Tujuan dari penelitian ini untuk mengetahui dan menganalisis 1) Pengaruh Media sosial dalam meningkatkan brand awareness 2) Pengaruh Influencer dalam meningkatkan brand awareness. 3) Pengaruh Media sosial dan Influencer dalam meningkatkan brand awareness toko citra kosmetik, pada konsumen yang mengetahui toko citra kosmetik dan pernah melakukan pembelian di marketplace shopee toko citra kosmetik. Metode yang digunakan dalam penelitian ini adalah kuantitatif. Populasi pada penelitian ini adalah individu yang berada di kota makassar mengetahui toko citra kosmetik dan pernah melakukan pembelanjaan di marketplace shopee toko citra kosmetik. Teknik penentuan sampel dalam penelitian ini adalah dengan menggunakan teknik probability sampling dengan jumlah sampel 100 orang dengan teknik analisis data menggunakan SPSS versi 25 dan menggunakan analisis regresi linear berganda sehingga dapat diketahui hubungan antar variabel. Penelitian ini memperoleh hasil bahwa Media sosial (X1) berpengaruh positif dan signifikan secara parsial dalam meningkatkan brand awareness(Y), Influencer (X2) berpengaruh positif dan signifikan secara parsial dalam meningkatkan brand awareness (Y).Media sosial (X1) dan Influencer (X2) berpengaruh positif dan signifikan secara simultan dalam meningkatkan brand awareness toko citra kosmetik(Y).

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