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All Journal Cerdika: Jurnal Ilmiah Indonesia Growth: Journal Management and Business
Wenty Febrianti
Universitas Teknologi Muhammadiyah Jakarta
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Public Health Social Sciences

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Keputusan Pembelian UMKM: Peran Digital Marketing dan Brand Image (Studi Kasus: UMKM Maja Lebak, Banten) Wenty Febrianti; Ahmad Darda
Cerdika: Jurnal Ilmiah Indonesia Vol. 6 No. 1 (2026): Cerdika: Jurnal Ilmiah Indonesia
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/cerdika.v6i1.3167

Abstract

The development of digital technology encourages Micro, Small, and Medium Enterprises (MSMEs) to adapt their marketing strategies to improve their competitiveness and consumer purchasing decisions. This study aims to analyze the influence of digital marketing and brand image on MSME product purchasing decisions in Maja District, Lebak Regency, Banten. The research method used is a survey method with a descriptive and causal approach. Data were collected through questionnaires to 63 MSMEs from a total population of 70 MSMEs with probability sampling techniques. Data analysis was carried out using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method through reflective indicators in the SmartPLS 4 application. The results showed that digital marketing had no and insignificant effect on purchasing decisions, with a path coefficient value of -0.209 and a t-statistic value of 0.902 (<1.96). In contrast, brand image has a positive and significant effect on purchasing decisions, with a path coefficient of 0.388 and a t-statistic of 3.528 (> 1.96). This finding indicates that purchasing decisions for MSME products in Maja District are more influenced by consumer perceptions of brand image than by digital marketing activities. The managerial implications of this study emphasize the importance of strengthening brand image as a primary strategy in improving purchasing decisions, as well as the need to evaluate and optimize the implementation of digital marketing to be more effective and oriented towards building brand image. This study is expected to serve as a reference for MSME actors and future researchers in developing digital-based MSME marketing strategies.
Beyond Appreciation and Sanctions: Reward, Punishment, and Employee Performance in Banking Wenty Febrianti; Diyan Pertiwi
Growth: Journal Management and Business Vol. 4 No. 01 (2026): June 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/growth.v4i01.1506

Abstract

Reward is a form of appreciation provided by a company to recognize employees' work achievements, while punishment refers to sanctions imposed on employees who violate company regulations. These two variables are considered to play a significant role in improving employee performance, thereby enabling organizations to achieve their objectives more effectively. This study aims to analyze the effect of reward and punishment on employee performance at PT Bank UOB Indonesia, Imperium Office, South Jakarta. This study employed a quantitative approach with a causal research design. The research population consisted of all 85 employees of PT Bank UOB Indonesia, Imperium Office, South Jakarta. A saturated sampling technique was applied, in which all members of the population were selected as research respondents. Data were collected through a questionnaire using a five-point Likert scale. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), including the evaluation of the measurement model (outer model), structural model (inner model), and hypothesis testing. The findings indicate that reward has a positive and significant effect on employee performance. The more effective the company's reward system, the higher the level of employee performance. In addition, punishment also has a positive and significant effect on employee performance. The implementation of fair, consistent, and proportionate sanctions enhances employee discipline, which ultimately leads to improved employee performance. The findings imply that companies should implement a balanced reward and punishment system as a strategy to improve employee productivity and support the achievement of organizational goals.
Co-Authors Darda, Ahmad Diyan Pertiwi