Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Interdisciplinary Social Studies Journal Research of Social Science, Economics, and Management Journal of Business Innovation and Accounting Research
Misbak Misbak
Universitas Swadaya Gunung Jati
Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

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The Effect of Variety Seeking and Price Perception on Brand Switching Among Consumers on Hijab Products (Elzatta Case Study) Nihayah Yustika Sari; Misbak Misbak; Soesanty Maulany
Journal Research of Social Science, Economics, and Management Vol. 5 No. 11 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i11.1479

Abstract

The Indonesian hijab industry has experienced significant growth due to the increasing number of Muslim women wearing hijabs and the rapid development of modest fashion trends. This dynamic market environment has intensified competition among hijab brands, prompting consumers to frequently switch brands based on changing preferences and evaluations. This study examines the effects of variety seeking and price perception on brand switching behavior among consumers of Elzatta hijab products in Cirebon City. A quantitative associative research design was employed using a survey method. Data were collected from 218 female respondents who had purchased Elzatta hijabs as well as competing hijab brands. The analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to test the proposed hypotheses. The findings indicate that variety seeking has a positive and significant effect on brand switching, suggesting that consumers with a stronger desire for novelty and product variation are more likely to switch brands. In addition, price perception also has a positive and significant influence on brand switching and emerges as the dominant factor affecting consumer decisions. Consumers are more inclined to switch brands when they perceive that product prices do not align with the quality and value received. The model explains 48.1% of the variance in brand switching behavior. In conclusion, both psychological factors, represented by variety seeking, and economic considerations, reflected in price perception, significantly influence brand switching among Elzatta hijab consumers, with price perception playing a more substantial role in shaping switching behavior.
The Impact of Work Discipline and Competency on Production Employees' Performance Indonesian Dharliana Hardjowikarto; Misbak Misbak; Lia Yulia; Moh Muklis Sulaeman; Julia Verboeket
Journal of Business Innovation and Accounting Research Vol. 1 No. 1 (2024): Journal of Business Innovation and Accounting Research
Publisher : PT. BATARI EDU CALYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/r2pxkt32

Abstract

The dynamic landscape of the automotive industry positions organizations such as PT Adient Automotive Indonesia as strategic suppliers of essential spare parts. The sustainability and competitive advantage of such firms are largely determined by the performance and quality of their human resources. Maintaining consistent production outcomes requires continuous attention to employee competence and work discipline as key determinants of performance. This study aims to: (1) analyze the effect of competence on the performance of production employees at PT Adient Automotive Indonesia; (2) examine the influence of work discipline on employee performance; and (3) assess the simultaneous effect of competence and work discipline on employee performance. A quantitative approach was employed using a sample of 88 production employees. The findings indicate that competence has a positive and statistically significant effect on employee performance. Similarly, work discipline exerts a positive and significant influence on performance. Furthermore, competence and work discipline simultaneously have a substantial and significant effect on production employee performance. These results highlight the importance of adopting a comprehensive human resource management strategy that integrates competency development and disciplinary reinforcement to enhance organizational productivity.
The Influence of Product Innovation on Marketing Performance through Competitive Advantage in Rattan MSMEs in Cirebon Regency Yuli Indriyani; Misbak Misbak; Soesanty Maulany
Interdisciplinary Social Studies Vol. 5 No. 4 (2026): Interdisciplinary Social Studies
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v5i4.1117

Abstract

Rattan MSMEs in Cirebon Regency play a significant role in supporting Indonesia’s handicraft industry and contributing to national export performance. However, increasing global competition, changing consumer preferences, and market uncertainty continue to challenge the ability of these enterprises to maintain sustainable marketing performance. Therefore, this study aims to analyze the influence of product innovation on marketing performance with competitive advantage as a mediating variable. A quantitative approach with a causal associative research design was employed. The study involved 102 rattan MSMEs selected from a population of 136 business units using the Slovin sampling technique. Data were collected through structured questionnaires using a five-point Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software. The findings indicate that product innovation has a positive and significant effect on both competitive advantage and marketing performance. In addition, competitive advantage significantly influences marketing performance and serves as a mediating variable in the relationship between product innovation and marketing performance. These results suggest that continuous product innovation can strengthen the competitive position of rattan MSMEs, which in turn improves their marketing performance. The study provides practical implications for MSME managers in developing innovation-driven strategies to achieve sustainable competitiveness and business growth.
Co-Authors Dharliana Hardjowikarto Julia Verboeket Lia Yulia Moh Muklis Sulaeman Nihayah Yustika Sari Soesanty Maulany Yuli Indriyani