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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) JIM : Journal Of International Management
Rahmawati
Universitas Mulawarman
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing 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.
Co-Authors Alifia Dilla Sastaviyana Heni Rahayu Rahmawati Indah Dwi Lestari Jemsi Silaban Yuliati Yuliati