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All Journal Celt: A Journal of Culture, English Language Teaching & Literature Management Studies and Entrepreneurship Journal (MSEJ) Golden Ratio of Marketing and Applied Psychology of Business
Agustini, M.Y. Dwi Hayu
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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Analisis Pengaruh Brand Image dan Brand Trust Terhadap Keputusan Pembelian Sepatu Nike Sutanto, Farrel Yustinus; Agustini, M.Y. Dwi Hayu
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 2 (2024): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v5i2.4464

Abstract

Nike is a leading sports shoe brand that very popular and in high demand in Indonesia. However, Nike ranks second among the top five footwear brands in the country. This study aims to investigate how brand image affects the act of buying Nike shoes and to evaluate the role of brand trust in moderating the relationship between brand image and purchase decision. This study was conducted on Nike shoe wearers in Semarang City. The sample for this study was selected using snowball sampling, starting from friends and acquaintances who also wear Nike shoes. Questionnaires were used to collect data, and partial least squares structural equation modelling (PLS-SEM) was used to analyse the results. The results show that brand image, through brand trust, has a positive and significant effect on purchasing decisions. Nike footwear manufacturers need to use various marketing techniques to increase customer trust and strengthen Nike's brand identity through information transparency and consumer engagement.
Preseving Batik Based on Buying Intention, Concern on the Environment and Self-Expressive Benefits Ramadi, Nadya; Agustini, M.Y. Dwi Hayu
Celt: A Journal of Culture, English Language Teaching & Literature Vol 22, No 2: December 2022, Nationally Accredited
Publisher : Soegijapranata Catholic University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24167/celt.v22i2.4880

Abstract

Batik reaches its international popularity since it is awarded as the Indonesian cultural heritage. Batik craftsmen innitiate to produce natural dyed batik as the response to the envionmental issues resulted to batik production. Consumers’ intention on green product has been increasing along the time. They are willing to pay higher price for green product since they can get psychological benefits in expressing their green orientation. Such consumers usually show awareness and show concern toward the environment. The study aims to analyze concern toward the environment, self-expressive benefits, and intention to buy green product of natural dyed batik Siputri as the approach to determine ways in preserving batik. Survey using questionnaire was conducted to the customers of batik Siputri. The questionnaire was distributed using Google form and the data was analyzed using descriptive supported by linier regression. The result indicates that intention to buy Siputri’s batik is influenced by self-expressive benefits and concern toward the environment. The management of Siputri must innovate the product and do marketing communication intended to leverage customers self-expressive benefits and increase positive attitude toward the environment.
Customer Engagement Levels: Analysis of Behaviour, Emotional, and Cognitive Dimensions Santoso, Gilbert Moro; Agustini, M.Y. Dwi Hayu
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i1.1286

Abstract

Customer engagement is vital in fostering long-term relationships between businesses and their customers, particularly in the café industry, where personal interaction and atmosphere are essential to the experience. While existing studies have explored customer engagement in large-scale or digital settings, limited attention has been given to small, service-based businesses like independent cafés. This study addresses that gap by examining the level of customer engagement at Gerbang Coffee Culture, a local café known for its cozy environment but lacking a formal system to evaluate customer involvement. Using a quantitative approach, data were collected through questionnaires distributed to café visitors. Customer engagement was measured across three core dimensions: cognitive, affective, and behavioral. The results provide a comprehensive overview of how customers engage mentally, emotionally, and behaviorally with the café. The findings are expected to assist the café in designing more personalized and targeted marketing strategies based on customer interaction patterns. The study also contributes to the academic discourse by applying a multidimensional engagement framework in a real-world small business context. By integrating systematic measurement, cafés like Gerbang Coffee Culture can better understand their customers and strengthen relationships that support sustainable business growth.
Peran HRM dalam Menangani Sexual Harassment di Tempat Kerja Jelalu, Immaculata Wheny; Ferijani, Agatha; Agustini, M.Y. Dwi Hayu
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 3 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i3.10189

Abstract

Pelecehan seksual di tempat kerja masih menjadi permasalahan serius, meskipun telah diatur dalam UU No. 12 tahun 2022 tentang Tindak Pidana Kekerasan Seksual (TPKS), karena berdampak pada kerentanan pekerja terhadap tekanan psikologis, rasa tidak aman, serta gangguan terhadap kenyamanan mereka dalam menjalankan aktivitas kerja. Oleh karena itu, peran HRM menjadi penting dalam mencegah dan menangani kasus pelecehan seksual di sektor Jasa dan Manufaktur. Metode kualitatif diterapkan melalui wawancara mendalam semi-terstruktur dengan 4 staf HRM berpengalaman (2 dari Jasa, 2 dari Manufaktur), dengan analisis tematik menggunakan bantuan NVivo, termasuk Cluster Analysis. Hasilnya, perusahaan sektor jasa cenderung menerapkan kebijakan yang kurang tegas, sosialisasi terbatas, saluran pelaporan informal, serta dukungan bagi korban yang bersifat kasuistik. Sebaliknya, perusahaan manufaktur lebih terstruktur dengan kebijakan formal, beragam saluran pelaporan, dan dorongan kepatuhan dari standar global. Meski demikian, kedua sektor masih menghadapi tantangan budaya serta sosialisasi UU TPKS yang lemah, sehingga penguatan kebijakan dan edukasi tetap sangat dibutuhkan.
Co-Authors Ferijani, Agatha Jelalu, Immaculata Wheny Ramadi, Nadya Santoso, Gilbert Moro Sutanto, Farrel Yustinus