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All Journal Journal Economics Technology and Entrepreneur JIM : Journal Of International Management JISEF : Journal Of International Sharia Economics And Financial
Dzulfikri Azis Muthalib
Jurusan Manajemen, Universitas Halu Oleo Kendari
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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PERAN BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL MEDIASI PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PROPERTI (STUDI KASUS PADA PERUMAHAN MARGAHAYU KENDARI) Nita Septiani Rachman; Alida Palilati; Juharsah; Dzulfikri Azis Muthalib
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.v5i01.2613

Abstract

This study aims to analyze the effect of digital marketing on property purchasing decisions, with brand image and Electronic e-WOM as mediating variables. The population of this study consisted of 302 consumers, with a sample of 172 respondents determined using the Slovin formula. The data analysis methods used were descriptive analysis and PLS with the assistance of the SmartPLS application. The results of the study indicate that digital marketing has a positive and significant effect on both brand image and e-WOM, but does not have a significant direct effect on purchasing decisions. Brand image also does not significantly affect purchasing decisions and is unable to act as a mediating variable in the relationship between digital marketing and purchasing decisions. In contrast, e-WOM is proven to have a positive and significant effect on purchasing decisions, and is able to act as a partial mediator in the relationship between digital marketing and purchasing decisions consumers. These findings indicate that digital marketing is more effective in influencing purchasing decisions indirectly through e-WOM rather than through brand image.
PENGARUH CUSTOMER EXPERIENCE TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN PADA UMKM KULINER DI KOTA KENDARI Dzulfikri Azis Muthalib; Nursaban Rommy Suleman; Wahyuniati Hamid; Rachmat Rialdy Hasan
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.v5i2.2816

Abstract

This study aims to analyze the effect of customer experience on consumer satisfaction and loyalty in culinary MSMEs in Kendari City. Using a quantitative approach with survey method, data were collected from 100 respondents who had visited culinary MSMEs in Kendari City. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that customer experience has a positive and significant effect on consumer satisfaction. Consumer satisfaction is proven to have a positive and significant effect on consumer loyalty. Furthermore, customer experience also has a direct positive and significant effect on consumer loyalty. Mediation analysis reveals that consumer satisfaction partially mediates the relationship between customer experience and consumer loyalty. These findings suggest that culinary MSMEs in Kendari City need to prioritize the creation of memorable and positive customer experiences, as these experiences not only enhance consumer satisfaction directly but also contribute to building long-term consumer loyalty both directly and indirect
PENGARUH KNOWLEDGE SHARING, KOMPETENSI, DAN MOTIVASI KERJA TERHADAP KINERJA KARYAWAN UMKM DI KOTA KENDARI Windayani; Triwulandari Nehru Putri; Dzulfikri Azis Muthalib
JISEF : Journal Of International Sharia Economics And Financial Vol 5 No 1 (2026): JISEF : Journal Of International Sharia Economics and Financial
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/jisef.v5i1.2824

Abstract

This study aims to analyze the effects of knowledge sharing, competence, and work motivation on employee performance in Micro, Small, and Medium Enterprises (MSMEs) in Kendari City. The study employed a quantitative approach with a causal research design. Data were collected through questionnaires using a five-point Likert scale from 99 MSME employees selected through purposive sampling. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 26. The results show that knowledge sharing has a positive and significant effect on employee performance and is the most dominant variable among the three predictors. Competence also has a positive and significant effect on employee performance. In addition, work motivation has a positive and significant effect on employee performance. Simultaneously, knowledge sharing, competence, and work motivation significantly affect employee performance. These findings indicate that enhancing knowledge sharing, developing employee competence, and strengthening work motivation are important factors in improving employee performance in MSMEs in Kendari City.
PENGARUH TRANSFORMASI DIGITAL, KOMPETENSI SDM, DAN MOTIVASI KERJA TERHADAP KINERJA KARYAWAN UMKM DI KOTA KENDARI Triwulandari Nehru Putri; Windayani; Dzulfikri Azis Muthalib
JISEF : Journal Of International Sharia Economics And Financial Vol 5 No 1 (2026): JISEF : Journal Of International Sharia Economics and Financial
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/jisef.v5i1.2825

Abstract

This study aims to analyze the effects of digital transformation, human resource competence, and work motivation on employee performance in Micro, Small, and Medium Enterprises (MSMEs).. The study employed a quantitative approach with a causal research design. Data were collected through questionnaires using a five-point Likert scale from 99 MSME employees selected through purposive sampling. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 26. The results show that digital transformation has a positive and significant effect on employee performance. Human resource competence also has a positive and significant effect on employee performance and is the most dominant variable among the three predictors. Work motivation likewise has a positive and significant effect on employee performance. Simultaneously, digital transformation, human resource competence, and work motivation significantly affect employee performance. These findings highlight the importance of utilizing digital technology, developing employee competencies, and strengthening work motivation to improve employee performance and enhance the competitiveness of MSMEs in Kendari City.
PERAN INOVASI PRODUK DALAM MEMEDIASI PENGARUH ORIENTASI PASAR TERHADAP KINERJA PEMASARAN UMKM DI KOTA KENDARI Dzulfikri Azis Muthalib; Juharsah; Laode Asfahyadin Aliddin
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.v5i01.2815

Abstract

This study aims to examine the role of product innovation in mediating the effect of market orientation on the marketing performance of Micro, Small, and Medium Enterprises (MSMEs). The study employed an explanatory quantitative approach involving 110 MSME owners and managers selected through purposive sampling. Data were collected using a structured questionnaire measuring customer orientation, competitor orientation, interfunctional coordination, product innovation, and marketing performance. Data analysis was conducted using Structural Equation Modeling with Partial Least Squares (SEM-PLS) to examine direct and indirect relationships among the variables. The results show that market orientation has a positive and significant effect on product innovation and marketing performance. Furthermore, product innovation significantly mediates the relationship between market orientation and marketing performance. These findings strengthen the literature on market orientation and product innovation and provide practical implications for MSMEs in developing market-based innovation strategies to improve marketing performance and competitiveness.
Co-Authors Alida Palilati Juharsah Laode Asfahyadin Aliddin Nita Septiani Rachman Nursaban Rommy Suleman Rachmat Rialdy Hasan Triwulandari Nehru Putri Wahyuniati Hamid Windayani