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All Journal International Journal of Economics Development Research (IJEDR) Jurnal Administrasi Bisnis
Eko Budiyono
Universitas Lampung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Social Sciences

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Determinasi Brand image terhadap Keputusan Pembelian: Perspektif Konsumen Produk POKKA Budiyono, Eko
Jurnal Administrasi Bisnis Vol. 1 No. 2 (2024): November
Publisher : Fakultas Ilmu Administrasi

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Abstract

Banyaknya peminat minuman teh dalam kemasan dan industri minuman yang semakin dinamis memicu persaingan ketat antar produsen, salah satunya yaitu minuman teh dalam kemasan. PT Esham Dima Mandiri merupakan salah satu perusahaan yang memproduksi minuman teh dalam kemasan dengan merek POKKA. Pada saat ini PT. Esham Dima Mandiri telah melakukan beberapa promosi untuk meningkatkan penjualan, salah satunya yaitu dengan menerapkan brand image. Faktor brand image adalah salah satu pengaruh keputusan untuk membeli barang. Penelitian ini bertujuan untuk mengetahui pengaruh brand image produk minuman teh dalam kemasan merek POKKA produksi PT Esham Dima Mandiri terhadap keputusan pembelian konsumen. Penelitian ini merupakan penelitian kuantitatif dengan desain kausal untuk menganalisis hubungan sebab-akibat antara dua kelompok variabel. Populasi penelitian ini adalah konsumen perseorangan yang membeli produk POKKA  yang berjumlah 38 orang, dengan teknik sampel jenuh. Tenik analisis data yang digunakan dalam penelitian ini adalah Regresi Linear dengan bantuan SPSS Versi 27. Hasil penelitian menunjukkan bahwa: Adanya pengaruh positif dan signifikan brand image terhadap keputusan pembelian POKKA, dan Koefisien determinasi menunjukkan bahwa 69.6% variasi dalam keputusan pembelian dapat dijelaskan oleh brand image, menegaskan pentingnya citra merek dalam mempengaruhi perilaku konsumen POKKA.
The Impact of Green Recruitment and Employee Empowerment on Organizational Culture and SDGs Achievement Damayant, Wiwit; Budiyono, Eko; Sumardi, Sumardi; Latuconsina, Abdul Samad; Pahala, Yosi
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 6 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i6.10567

Abstract

This study aims to analyze the effect of green recruitment and employee empowerment on the achievement of the Sustainable Development Goals (SDGs), with organizational culture serving as a mediating variable in companies in Indonesia. This research is grounded in Green Human Resource Management (GHRM) theory and organizational culture theory, which emphasize that green recruitment as an entry point and employee empowerment as a behavioral mechanism can strengthen the internalization of sustainability values within organizations. Organizational culture is viewed as a crucial bridge linking green HR policies to employees’ pro-environmental behavior and the company’s SDG achievements. The study employs a quantitative approach with an explanatory survey design. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) based on responses from 100 participants representing various company sectors in Indonesia that published Sustainability Reports for the 2023–2024 period. The research instrument was developed by adapting indicators from the GHRM, empowerment, organizational culture, and SDG literature. Validity, reliability, and goodness-of-fit tests were conducted to ensure the quality of the model. The findings reveal that green recruitment and employee empowerment significantly influence green organizational culture, while employee empowerment has the strongest direct effect on SDG achievement. Organizational culture is proven to mediate the relationship between green recruitment and employee empowerment and the achievement of SDGs. Practically, these findings highlight that corporate success in supporting the SDGs depends not only on administrative compliance, such as sustainability reporting, but also on transforming norms, values, and daily decision-making at the employee level. This study contributes practical insights for developing HR metrics directly linked to SDG indicators and supports policy transformation toward a green economy in Indonesia.
Co-Authors Damayant, Wiwit Latuconsina, Abdul Samad Sumardi . Yosi Pahala, Yosi