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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Journal of Novel Engineering Science and Technology JIM : Journal Of International Management
Rahmawati
Universitas Mulawarman
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences

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PENGARUH KOMPETENSI SUMBER DAYA MANUSIA TERHADAP KINERJA PEMASARAN DENGAN PENGELOLAAN MODAL KERJA SEBAGAI VARIABEL MEDIASI PADA UMKM DI KOTA BONTANG Yuliati Yuliati; Alifia Dilla Sastaviyana; Jemsi Silaban; Rahmawati
JIM : Journal Of International Management Vol 5 No 01 (2026): JIM : Journal Of International Management
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/jim.v5i01.2436

Abstract

This study aims to analyze the effect of Human Resource (HR) Competence on Marketing Performance with Working Capital Management as a mediating variable in Small and Medium Enterprises (SMEs) in Bontang City, East Kalimantan. The study employed a quantitative approach using Partial Least Squares-based Structural Equation Modeling (PLS-SEM) with SmartPLS software. Data were collected from 75 respondents using purposive sampling technique. The research instrument consisted of 13 valid indicators after the elimination process. The analysis results show that: (1) HR Competence does not directly and significantly influence Marketing Performance (path coefficient = 0.103; T-statistic = 1.022; p = 0.307); (2) HR Competence positively and significantly influences Working Capital Management (path coefficient = 0.598; T-statistic = 8.390; p = 0.000); (3) Working Capital Management positively and significantly influences Marketing Performance (path coefficient = 0.624; T-statistic = 8.095; p = 0.000); and (4) HR Competence positively and significantly influences Marketing Performance through Working Capital Management as full mediation (indirect coefficient = 0.373; T-statistic = 5.830; p = 0.000). The R-Square value for Marketing Performance is 0.477 and for Working Capital Management is 0.358. This study confirms that Working Capital Management fully mediates the relationship between HR Competence and Marketing Performance in Bontang City SMEs.
THE INFLUENCE OF SOCIAL MEDIA ON RUNNING OUTFIT PURCHASING DECISIONS WITH FEAR OF MISSING OUT (FOMO) AS A MEDIATING VARIABLE Indah Dwi Lestari; Rahmawati; Heni Rahayu Rahmawati
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 7 (2026): JUNE
Publisher : RADJA PUBLIKA

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Abstract

This study investigates the influence of social media on purchasing decisions for running outfits, with Fear of Missing Out (FOMO) as a mediating variable, among running community members in Sangatta, East Kutai Regency. The rapid advancement of digital technology has transformed consumer behavior, particularly through intensive use of social media platforms such as Instagram, TikTok, and Facebook, which serve as primary channels for product information and marketing promotion. In the context of running sports, social media not only shapes consumer preferences but also triggers the psychological phenomenon of FOMO the anxiety of being left behind in terms of trends and community experiences which may further drive purchasing behavior. This research employs a quantitative approach with purposive sampling. Data were collected through structured questionnaires distributed to one hundred and thirty active running outfit consumers aged eighteen to thirty-five years residing in Sangatta. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software, grounded in the Stimulus-Organism-Response (SOR) theoretical framework. The results confirm all four hypotheses. Social media has a positive and significant direct effect on purchasing decisions. Social media also positively and significantly influences the level of FOMO experienced by consumers. FOMO, in turn, has a positive and significant effect on purchasing decisions and emerges as the most dominant predictor in the model. Finally, FOMO significantly mediates the relationship between social media and purchasing decisions, indicating that social media influences purchasing behavior not only directly but also through the psychological mechanism of FOMO. These findings contribute to the digital marketing literature in developing regions of Eastern Indonesia and provide practical insights for sportswear businesses in leveraging social media content strategies effectively.
BRAND TRUST AND PERCEIVED QUALITY AS DETERMINANTS OF SKINCARE PRODUCT PURCHASE DECISIONS : THE MEDIATING ROLE OF CONSUMER ATTITUDES Aurelia Salsabilla Almirah; Rahmawati; Yana Ulfah
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June
Publisher : CV. Radja Publika

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Abstract

The growth of the global skincare industry demonstrates a shift in consumer behavior that increasingly relies on safety evaluations and user experience in forming long-term decisions. Current literature indicates that the relationship between product perceptions and consumer loyalty remains unclear due to limitations in uncovering the underlying psychological mechanisms (Nguyen et al., 2022; Wang et al., 2023). This study aims to analyze the influence of product safety perceptions and user experience on consumer loyalty, with consumer satisfaction as the mediator. A quantitative explanatory approach was used, involving 180 respondents who used Skintific skincare products in Samarinda City, and analyzed using PLS-SEM (Hair et al., 2024). The results showed that product safety perceptions and user experience have a positive and significant effect on consumer satisfaction and loyalty. Consumer satisfaction was also shown to significantly mediate this relationship. These findings confirm that loyalty is formed through an internal evaluation mechanism that integrates cognitive and affective aspects. This study contributes by strengthening the role of satisfaction as a primary causal mechanism in explaining loyalty formation for high-risk products such as skincare.
Data-Driven Marketing Management Competencies: Strategies for Performance Optimization in the Big Data Era Safitri Nurhidayati; Tamam Rosid; Rahmawati
Journal of Novel Engineering Science and Technology Vol. 5 No. 02 (2026): Journal of Novel Engineering Science and Technology
Publisher : The Indonesian Institute of Science and Technology Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56741/jnest.v5i02.1467

Abstract

The proliferation of big data technology has fundamentally changed the paradigm of marketing management, requiring a new competency framework for optimal performance outcomes. Despite extensive technological advances, significant gaps remain in understanding how data analytic competencies translate into measurable improvements in marketing performance. This study investigates the relationship between data-analytic-based marketing management competencies and performance optimization strategies in contemporary business environments, with particular emphasis on identifying critical competency dimensions and their impact on organizational marketing effectiveness. A mixed-methods approach was used, combining quantitative analysis of 847 marketing professionals from 156 Indonesian companies with qualitative interviews of senior marketing executives. Data collection employed validated instruments measuring analytic competencies, technology adoption, and performance metrics in Q2–Q4 2024. Findings revealed four critical competency dimensions: technical analytic proficiency (β=0.43, p<0.001), strategic data interpretation (β=0.38, p<0.001), cross-functional collaboration (β=0.32, p<0.01), and ethical data governance (β=0.28, p<0.01). Organizations with high analytic competency scores reported 34% higher marketing ROI and 28% greater efficiency in customer acquisition compared to low-competency counterparts. Data analytic competencies significantly influence marketing performance outcomes, with technical proficiency and strategic interpretation serving as primary drivers. This study provides empirical evidence supporting the adoption of competency-based frameworks in marketing management practice.
Co-Authors Alifia Dilla Sastaviyana Aurelia Salsabilla Almirah Heni Rahayu Rahmawati Indah Dwi Lestari Jemsi Silaban SAFITRI NURHIDAYATI Tamam Rosid Yana Ulfah Yuliati Yuliati