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Journal : Bahtera Inovasi

Model niat berperilaku melibatkan citra merk dan kepercayaan  dalam niat pembelian produk fashion secara online pada Generasi Milenial di Kota Batam Asnani; Riki
Bahtera Inovasi Vol 8 No 1 (2024): Jurnal Bahtera Inovasi
Publisher : Program Studi Manajemen FEBM UMRAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31629/bp7wed47

Abstract

This study aims to analyze the role of brand image on purchase intention mediated by trust. This research uses quantitative research methods. The population used in this study is the millennial generation who have purchased fashion products online in Batam City. The technique used in sampling this research is purposive sampling, namely the selection of samples selected based on consideration of convenience sampling techniques, where the sampling technique by sampling by chance which is considered as a sample member is people who are easy to meet, are at the right time, and are easy to reach. The criteria are the millennial generation who have purchased fashion products through e-commerce platforms in Batam who were born around 1980 to 1995 when technology was advanced. Data analysis used descriptive analysis, outer model analysis, inner model, and mediating hypothesis testing through the SmartPLS programme. The results showed that brand image has a significant effect on trust, trust has a significant effect on purchase intention, while brand image has no significant effect on purchase intention, but trust is able to mediate between brand image and purchase intention
Transformasi SDM: Dampak Peningkatan Kompetensi Digital dan Penerapan Budaya Agile terhadap Produktivitas Kerja di Sektor Elektronik Batam Elbani, Iqrar; Riki
Bahtera Inovasi Vol 9 No 2 (2025): Jurnal Bahtera Inovasi
Publisher : Program Studi Manajemen FEBM UMRAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31629/bi.v9i2.8000

Abstract

This study aims to analyze the effect of digital competence and agile work culture on employee performance in the era of industrial transformation 4.0. The background of this research is driven by the phenomenon of technical skills gaps and cultural adaptation challenges in the electronic manufacturing sector in Batam City. The research method employed is quantitative, utilizing questionnaires distributed to 100 employees at the Batamindo Industrial Park. The data were analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS) with SmartPLS 3.0 software. The results indicate that: (1) Digital competence has a positive and significant effect on employee performance, and (2) Agile work culture has a positive and significant effect on employee performance. Simultaneously, both variables contribute an influence of 67.8% on employee performance. The conclusion of this study emphasizes that digital upskilling strategies combined with flexible cultural transformation are key determinants in increasing productivity in the modern manufacturing industry