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All Journal International Journal of Management and Business Economics
Lili Karmela Fitriani
Program Magister Manajemen, Sekolah Pascasarjana, Universitas Kuningan, Jawa Barat, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Purchase Decisions: The Mediating Role Of Brand Image And Moderating Role Of Consumer References In Yamaha's At-LPM Segment In West Java Eko Wahono; Lili Karmela Fitriani; Odang Supriatna
International Journal of Management and Business Economics Vol. 4 No. 3 (2026): June
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v4i3.1669

Abstract

Intensifying competition in Indonesia's Automatic Low Premium Model (AT-LPM) motorcycle segment—where Honda's BeAT has consistently outsold Yamaha's Gear—has prompted strategic imperatives around digital engagement and customer relationship management. This study examines how digital marketing and relationship marketing shape consumer purchase decisions, mediated by brand image and moderated by consumer references, among Yamaha AT-LPM consumers at Arista Yamaha dealerships across West Java. A quantitative survey design was employed, with data gathered from 265 respondents selected via proportional probability sampling based on Slovin's formula (e = 5%). Structured questionnaires on a five-point Likert scale operationalized five latent constructs. Structural Equation Modeling–Partial Least Squares (SEM-PLS) via SmartPLS 4, with 5,000-resample bootstrapping, was used for hypothesis testing. Outer model results confirmed adequate convergent validity (AVE > 0.50), composite reliability (CR > 0.70), and discriminant validity (HTMT < 0.85). Inner model results show: digital marketing positively affects brand image (β = 0.512; t = 8.393; p < 0.001) and purchase decisions (β = 0.214; t = 3.963; p < 0.001); relationship marketing positively affects brand image (β = 0.401; t = 6.365; p < 0.001) and purchase decisions (β = 0.289; t = 4.898; p < 0.001); brand image significantly influences purchase decisions (β = 0.421; t = 6.284; p < 0.001) and fully mediates the paths from both digital marketing (indirect β = 0.215; p = 0.002) and relationship marketing (indirect β = 0.169; p = 0.004); and consumer references positively moderate the brand image–purchase decision relationship (β = 0.167; t = 3.408; p < 0.001). The R² for brand image is 0.614 and for purchase decisions is 0.721. These findings offer actionable guidance for Yamaha and its dealer networks to strengthen digital presence, cultivate relational bonds, and leverage social proof to elevate purchase conversion.
Abusive Supervision, Job Stress, and Cyberloafing in Hospital Settings: The Mediating Role of Job Stress and Moderating Role of Self-Control Deni Sugandi; Lili Karmela Fitriani; Yanneri Elfa Kiswara Rahmantya
International Journal of Management and Business Economics Vol. 4 No. 3 (2026): June
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v4i3.1704

Abstract

Cyberloafing the non-work-related personal use of organizational internet resources during working hours poses a particularly consequential threat in healthcare settings, where service quality and patient safety depend critically on sustained employee attention. This study examines an integrated moderated-mediation model in which abusive supervision predicts cyberloafing both directly and through the intermediary mechanism of job stress, with self-control serving as a boundary-condition moderator of both stress-generating and stress-translating pathways. The study was conducted at RSUD Linggarjati and RSU El-Syifa in Kuningan Regency, West Java, Indonesia. A quantitative causal-verificative design was employed, with data gathered from 218 respondents (stratified proportional random sampling; Slovin formula, e = 5%) using closed-ended Likert-scale questionnaires. Structural Equation Modeling–Partial Least Squares (SEM-PLS) via SmartPLS 4 was used for hypothesis testing. Outer model evaluation confirmed satisfactory validity (all loadings ≥ 0.70; AVE ≥ 0.50; HTMT < 0.90) and reliability (CR ≥ 0.70; α ≥ 0.70). Inner model results reveal strong predictive performance: R² (cyberloafing) = 0.919; R² (job stress) = 0.512; SRMR = 0.045–0.046. Abusive supervision exerts significant positive direct effects on both cyberloafing (β = 0.274; p < 0.05) and job stress (β = 0.715; p < 0.05). Job stress significantly predicts cyberloafing (β = 0.861; p < 0.05) and partially mediates the abusive supervision–cyberloafing relationship. Self-control significantly moderates both the abusive supervision–job stress pathway and the job stress–cyberloafing pathway (negative interaction coefficients; both p < 0.05), buffering the escalation of stress under abusive leadership and curtailing the stress-to-cyberloafing translation. PLS-Predict confirms strong out-of-sample predictive relevance for all endogenous indicators. Findings advance theory at the intersection of Social Exchange Theory.
Co-Authors Deni Sugandi Eko Wahono Odang Supriatna Yanneri Elfa Kiswara Rahmantya