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All Journal Journal Economics Technology and Entrepreneur PARADIGM : JOURNAL OF MULTIDISCIPLINARY RESEARCH AND INNOVATION HYPOTHESIS : MULTIDISCIPLINARY JOURNAL OF SOCIAL SCIENCES
Dzulfikri Azis Muthalib
Jurusan Manajemen Universitas Halu Oleo Kendari
Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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PENGARUH USER-GENERATED CONTENT DAN SOCIAL MEDIA ENGAGEMENT TERHADAP KEPUTUSAN PEMBELIAN PADA MAHASISWA JURUSAN MANAJEMEN FEB UHO Dzulfikri Azis Muthalib
HYPOTHESIS : Multidisciplinary Journal Of Social Sciences Vol 5 No 01 (2026): HYPOTHESIS : Multidisciplinary Journal Of Social Sciences
Publisher : Pusat Studi Ekonomi Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/hypothesis.v5i01.2661

Abstract

This study aims to examine the effect of user-generated content and social media engagement on purchase decisions among students of the Management Department, Faculty of Economics and Business, Halu Oleo University. A quantitative approach with an explanatory survey design was employed. Data were collected from 100 active students who had made online purchases influenced by social media content, selected through purposive sampling. Data were gathered using a structured questionnaire, and the research instrument was tested for validity and reliability prior to further analysis. Hypotheses were tested using multiple linear regression analysis with the assistance of SPSS software. The results show that both user-generated content and social media engagement have a positive and significant effect on purchase decisions, either partially or simultaneously, and together explain a substantial proportion of the variance in students' purchase decisions. These findings suggest that businesses targeting the student market need to encourage authentic user-generated content and design social media strategies that actively engage students in order to strengthen purchase decisions.
PENGARUH KEMUDAHAN TRANSAKSI DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE DI KALANGAN MAHASISWA JURUSAN MANAJEMEN FEB UHO Dzulfikri Azis Muthalib
HYPOTHESIS : Multidisciplinary Journal Of Social Sciences Vol 5 No 01 (2026): HYPOTHESIS : Multidisciplinary Journal Of Social Sciences
Publisher : Pusat Studi Ekonomi Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/hypothesis.v5i01.2662

Abstract

This study aims to examine the effect of transaction ease and trust on purchase decisions on marketplace platforms among Management students of the Faculty of Economics and Business, Halu Oleo University (FEB UHO). A quantitative approach with an explanatory survey design was employed. Data were collected from 100 active Management students who had made at least one purchase through a marketplace application within the last three months, selected through purposive sampling. Data were gathered using a structured questionnaire and analyzed through multiple linear regression with the assistance of SPSS software. The results show that transaction ease and trust each have a positive and significant effect on purchase decisions. Simultaneously, both variables significantly influence purchase decisions and account for a substantial proportion of its variance. These findings suggest that marketplace providers need to continuously enhance application usability and strengthen consumer trust in order to encourage purchase decisions among young, digitally literate consumers such as university students.
PENGARUH KEMUDAHAN TRANSAKSI DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE DI KALANGAN MAHASISWA JURUSAN MANAJEMEN FEB UHO Dzulfikri Azis Muthalib
PARADIGM : Journal Of Multidisciplinary Research and Innovation Vol 4 No 1 (2026): PARADIGM : Journal Of Multidisciplinary Research and Innovation
Publisher : Pusat Studi Ekonomi Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/paradigm.v4i1.2786

Abstract

This study aims to examine the effect of transaction ease and trust on purchase decisions on marketplace platforms among Management students of the Faculty of Economics and Business, Halu Oleo University (FEB UHO). A quantitative approach with an explanatory survey design was employed. Data were collected from 100 active Management students who had made at least one purchase through a marketplace application within the last three months, selected through purposive sampling. Data were gathered using a structured questionnaire and analyzed through multiple linear regression with the assistance of SPSS software. The results show that transaction ease and trust each have a positive and significant effect on purchase decisions. Simultaneously, both variables significantly influence purchase decisions and account for a substantial proportion of its variance. These findings suggest that marketplace providers need to continuously enhance application usability and strengthen consumer trust in order to encourage purchase decisions among young, digitally literate consumers such as university students.
PENGARUH DIGITAL MARKETING DAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN (STUDI PADA PARTNER PERCETAKAN) Dzulfikri Azis Muthalib
PARADIGM : Journal Of Multidisciplinary Research and Innovation Vol 4 No 1 (2026): PARADIGM : Journal Of Multidisciplinary Research and Innovation
Publisher : Pusat Studi Ekonomi Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/paradigm.v4i1.2787

Abstract

This study aims to examine the effect of digital marketing and customer relationship management (CRM) on the loyalty of business partners of a printing company (percetakan) in Kendari. This research employs a quantitative approach with a causal research design. Data were collected through a questionnaire distributed to 85 active printing partners selected using purposive sampling, with criteria of having partnered with the company for at least six months and having placed a minimum of three printing orders during that period. The data were analyzed using multiple linear regression with the assistance of SPSS version 26. The results indicate that digital marketing has a positive and significant effect on partner loyalty. Customer relationship management also has a positive and significant effect on partner loyalty, with a more dominant influence than digital marketing. Simultaneously, digital marketing and CRM explain a substantial proportion of the variance in partner loyalty. These findings suggest that printing business partners evaluate their relationship with the company holistically, weighing both digital engagement and the quality of relational management they receive.
PENGARUH KUALITAS LAYANAN INTERNAL TERHADAP KEPUASAN KERJA DAN KINERJA PEGAWAI DENGAN KESEJAHTERAAN PEGAWAI SEBAGAI VARIABEL MEDIASI (STUDI PADA PERAWAT UPTD RUMAH SAKIT UMUM DAERAH KABUPATEN KONAWE KEPULAUAN) Loly Saputri Lirang; Sinarwaty; Wahyuniati Hamid; Dzulfikri Azis Muthalib
Journal Economics Technology And Entrepreneur Vol 5 No 2 (2026): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/ecotechnopreneur.v5i2.2788

Abstract

This research aims to understand and explain the Effect of Internal Service Quality on Employee Performance and Job Satisfaction with the Mediation of Employee Welfare at the Regional General Hospital of Kabupaten Konawe Kepulauan. The approach used in this research is a quantitative approach (positivism). The population in this study consisted of all nurses serving at the Regional General Hospital of Konawe Kepulauan Regency, totaling 50 people. Considering the limited population size, the entire population was used as respondents (census). Data processing and analysis in this research were carried out using the Partial Least Square (PLS) 4.0 software. The results of this study indicate that Internal Service Quality has a positive and significant effect on Job Satisfaction. Internal Service Quality has a positive and significant effect on Employee Welfare. Internal Service Quality has a positive and significant effect on Employee Performance. Employee Welfare has a positive and significant effect on Job Satisfaction. Employee Welfare has a positive and significant effect on Employee Performance. Employee Welfare acts as a partial mediation variable in the relationship between Internal Service Quality and Job Satisfaction. Furthermore, Employee Welfare also acts as a partial mediation variable in the relationship between Internal Service Quality and Employee Performance.
PENGARUH ADOPSI ARTIFICIAL INTELLIGENCE DALAM PROSES REKRUTMEN TERHADAP NIAT MELAMAR KERJA MELALUI EMPLOYER ATTRACTIVENEES PADA FRESH GRADUATE UNIVERSITAS HALU OLEO Rachmat Rialdy Hasan; Enny Wati; Sabri; Dzulfikri Azis Muthalib
Journal Economics Technology And Entrepreneur Vol 5 No 2 (2026): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/ecotechnopreneur.v5i2.2789

Abstract

This study aims to examine the effect of Artificial Intelligence (AI) adoption in recruitment on job application intention through employer attractiveness among fresh graduates of Universitas Halu Oleo. A quantitative approach was employed involving 120 respondents selected using purposive sampling. Data were collected through a questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that AI adoption in recruitment has a positive and significant effect on employer attractiveness and job application intention. Furthermore, employer attractiveness has a positive effect on job application intention and significantly mediates the relationship between AI adoption in recruitment and job application intention. These findings suggest that an effective and transparent AI-based recruitment process can strengthen employer attractiveness and encourage fresh graduates to apply for jobs.
Co-Authors Enny Wati Loly Saputri Lirang Rachmat Rialdy Hasan Sabri Sabri Sinarwaty Wahyuniati Hamid