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Analysis Of Segmentation, Targeting, And Positioning On Purchasing Decisions Through Digitalization In Nbl Mode Fashion Products Nabila Awani; Mesra B Mesra B; Yossie Rossanty
Social Sciences Journal Vol. 3 No. 2 (2026): August
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/sosj.v3i2.1851

Abstract

Digital transformation has changed how fashion consumers search for information, evaluate alternatives, and make purchases, requiring small and medium enterprises to align market strategy with digital channels. This study analyzes the effects of segmentation, targeting, and positioning on purchasing decisions, both directly and through digitalization, at NBL Mode in Medan. A quantitative associative design was applied to 168 consumers selected according to indicator-based sample adequacy. Data were collected using questionnaires and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that segmentation, targeting, and positioning positively and significantly affect both digitalization and purchasing decisions. Digitalization also has a positive and significant effect on purchasing decisions and significantly mediates the effects of all three marketing strategy variables. The model explains 39.8% of digitalization and 52.2% of purchasing decisions. These findings indicate that precise market selection, differentiated positioning, and stronger digital service quality should be integrated to increase purchase conversion and support sustainable competitiveness for fashion SMEs.
Analysis of Work Discipline, Organizational Justice, and Intrinsic Motivation for Employee Performance Through Job Satisfaction Ririn Pebrina Br Marpaung; Kiki Farida Ferine; Mesra B Mesra B
Jurnal Fokus Manajemen Vol 6 No 4 (2026): November
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v6i4.12860

Abstract

This study aims to test and analyze the influence of work discipline, organizational justice, and intrinsic motivation on employee performance with job satisfaction as an intervening variable in the Human Resources Bureau of the North Sumatra Police. This study uses a quantitative approach. The research population consists of all employees of the Human Resources Bureau of the North Sumatra Police which totals 115 people. The sampling technique uses saturated sampling so that all members of the population are used as research samples. Primary data was collected through the distribution of questionnaires on the Likert scale. The data analysis technique used Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the help of the SmartPLS 3.0 program. The results of the study show that work discipline, organizational fairness, and intrinsic motivation have a positive and significant effect on employee performance and job satisfaction, respectively. Job satisfaction also has a positive and significant effect on employee performance. The results of the indirect influence test showed that job satisfaction was able to positively and significantly mediate the influence of work discipline, organizational fairness, and intrinsic motivation on employee performance. The R-square value of job satisfaction of 0.386 indicates that work discipline, organizational fairness, and intrinsic motivation are able to explain job satisfaction by 38.6%, while the remaining 61.4% is explained by other variables outside the research model. The R-square value of employee performance of 0.509 indicates that work discipline, organizational fairness, intrinsic motivation, and job satisfaction are able to explain employee performance by 50.9%, while the remaining 49.1% is explained by other variables. The findings of the study confirm that improving employee performance can be done through strengthening work discipline, applying organizational justice, increasing intrinsic motivation, and establishing better job satisfaction.
Analysis of Work Environment and Organizational Culture on Organizational Commitment Mediated by Job Stress at BPJS Employment Regional Office Northern Sumatra Rianda Mauli Siregar; Erwansyah Erwansyah; Mesra B Mesra B
Jurnal Fokus Manajemen Vol 6 No 4 (2026): November
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v6i4.12862

Abstract

This study aims to analyze the effect of work environment and organizational culture on organizational commitment, with job stress as a mediating variable at the BPJS Employment Regional Office of Northern Sumatra. The study was motivated by the relatively low level of organizational commitment, suboptimal work environment and organizational culture, and high employee job stress. This research employed a quantitative approach with an associative design. The population consisted of 75 employees from the BPJS Employment Regional Office of Northern Sumatra, Medan Utara Branch Office, and Binjai Branch Office. A saturated sampling technique was used, involving all members of the population as respondents. Data were collected through questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that organizational culture has a positive and significant effect on organizational commitment and a negative and significant effect on job stress. The work environment has a negative and significant effect on job stress but does not have a significant direct effect on organizational commitment. Job stress has a negative and significant effect on organizational commitment. Furthermore, job stress significantly mediates the effects of organizational culture and work environment on organizational commitment. These findings indicate that strengthening organizational commitment requires not only a strong organizational culture and a supportive work environment but also effective management of employee job stress.