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All Journal Jurnal Manajemen & Keuangan Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ekbis (Ekonomi & Bisnis) Brilliant International Journal of Management and Tourism
Erika Nurmartiani
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Religion Arts Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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The Influence of Managerial Roles and Empowerment on Innovations with Competitive Implications Sri Rochani Mulyani; Taufik Zulfikar; Sumeidi Kadasrisman; Erika Nurmartiani
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 4, No 4 (2021): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i4.2881

Abstract

Breakthrough innovations in service organizations can be realized through the development of new business models, new services, new customer interfaces, and administrative innovations involving managerial roles and empowerment, all of which will influence competitiveness. This study aimed to determine and analyze the influence of managerial roles on open innovation and its implications for competitiveness.  Purposive sampling of around 200 people was used to determine the population, which consisted of structural officials at universities in West Java. Path analysis was used as the analytical method. The findings of this study revealed that managerial roles and empowerment had a favorable and significant impact on innovation, either partially or simultaneously. Furthermore, innovation had a beneficial and considerable impact on competitiveness.
PENGARUH CITRA MEREK PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA KONSUMEN GEOFF MAX DI KOTA BANDUNG) Erika Nurmartiani; Muhammad Fahrulrozy
EKBIS (Ekonomi & Bisnis) Vol 12 No 1 (2024): Juni 2024
Publisher : POLITEKNIK PIKSI GANESHA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56689/ekbis.v12i1.1652

Abstract

The local fashion industry has faced increasingly intense competition post-pandemic, pushing players to innovate to maintain competitiveness. Geoff Max, a local fashion brand founded in Bandung in 2013 and focused on the youth market, has become one of the well-known brands in Indonesia. However, sales at its offline store in Bandung have declined over the past three years. This study aims to analyze the influence of brand image on purchasing decisions for Geoff Max products in Bandung. Involving 100 respondents through simple random sampling, this research uses quantitative methods, including validity, reliability, correlation, and linear regression tests. Brand image contributes 51.9% to purchasing decisions. Brand image has a significant positive influence on purchasing decisions with a significance level of 0.000 > 0.10. Keywords: Brand Image, Purchase Decision
The Influence of Digital Marketing, Product Value, and Green Innovation on The Development of Craft SMEs Aktris Monika Favorit Makbul; Erika Nurmartiani; Y Ony Djogo; Taufik Zulfikar; Vip Paramarta
Jurnal Manajemen dan Keuangan Vol 14 No 1 (2025): JURNAL MANAJEMEN DAN KEUANGAN
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jmk.v14i1.11378

Abstract

This research aims to determine the influence of digital marketing, product value and green innovation on the development of SMEs in West Lombok Regency. The research method used is a quantitative method with an exploratory approach. The data used in this research consists of primary data obtained through a questionnaire distributed online using Google Form, as well as secondary data obtained from the West Lombok Regency Cooperatives and UKM Service. The population in this research is all craft SMEs in West Lombok Regency that have been operating for at least one year and have marketing activities, both conventional and digital. The research sample was determined using a saturated sampling technique, where all members of the population of 113 SMEs were taken as samples. The data analysis technique used in this research is multiple linear regression analysis with the help of statistical software. The partial analysis results show that digital marketing, product value and green innovation have a significant influence on the development of SMEs in West Lombok Regency. The results of the F test show that simultaneously, the three independent variables have a significant effect on the dependent variable, namely the development of SMEs. It is hoped that the results of this research will provide insight for SMEs in optimizing digital marketing strategies, increasing product value, and implementing green innovation to strengthen the competitiveness of their businesses. Apart from that, this research can also be a reference for local governments in designing policies that support the growth of the SME sector in the region. Keyword: Digital Marketing, Product Value, Green Innovation, SME Development, West Lombok.
The Role of User Generated Content in Shaping Brand Perception and Purchase Intention Santo Dewatmoko; Erika Nurmartiani
Brilliant International Journal Of Management And Tourism Vol. 5 No. 3 (2025): October: Brilliant International Journal Of Management And Tourism
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/bijmt.v5i3.6108

Abstract

User-Generated Content (UGC) has become a central element of digital brand ecosystems, shaping how consumers evaluate products, form attitudes, and make purchase decisions. Despite its importance, existing studies often focus on a single content modality such as text or images resulting in incomplete explanations of how UGC influences consumer perceptions. This research addresses that gap by examining the multimodal characteristics of UGC, the problems arising from fragmented analytical approaches, and the need for a comprehensive model capable of capturing the combined effects of emotional tone, visual vividness, and social engagement intensity. The study aims to explain how these multimodal UGC features shape brand perception and purchase intention, and to provide a more integrated understanding of digital consumer behavior. A quantitative, explanatory methodology was proposed, combining UGC scraping from multiple platforms, multimodal feature extraction, and consumer surveys analyzed using Structural Equation Modeling. The findings show that UGC valence, vividness, and engagement intensity significantly influence brand perception, with valence emerging as the strongest driver. Brand perception subsequently demonstrates a robust mediating effect on purchase intention, confirming the theoretical expectation that consumers’ internal evaluations translate UGC exposure into behavioral outcomes. Comparisons with state-of-the-art research indicate that the proposed multimodal approach provides stronger explanatory power than single-modality models, advancing the conceptual and methodological understanding of UGC effects. The study concludes that UGC exerts both direct and indirect influence on consumer decisions through affective and cognitive pathways, offering substantive implications for digital marketing strategies while also highlighting opportunities for extending multimodal analysis through cross-cultural or longitudinal research designs.
Co-Authors Aktris Monika Favorit Makbul Djogo, Ony Muhammad Fahrulrozy Santo Dewatmoko Sri Rochani Mulyani Sumeidi Kadasrisman Taufik Zulfikar Vip Paramarta