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STRATEGI PENCAPAIAN KINERJA PEMASARAN MELALUI KEPUASAN PELANGGAN YANG DIMODERASI PEMASARAN DIGITAL PADA INDUSTRI KOSMETIK JAWA TIMUR Johan Hari Sukwanto; Sukesi; Meithiana Indrasari
Media Bina Ilmiah Vol. 20 No. 2: September 2025
Publisher : LPSDI Bina Patria

The increasingly diverse development of cosmetic products is not fully followed by market growth, so companies need to understand the factors that influence marketing performance. This study aims to analyze the influence of market orientation, brand image, promotion, distribution, physical evidence, price, and product innovation on marketing performance through customer satisfaction, with digital marketing as a moderating variable. The study used a causal quantitative approach with a sample of 250 cosmetic consumers in East Java selected through purposive sampling. Data were collected using a questionnaire and analyzed using Partial Least Squares (PLS). The results show that market orientation, promotion, distribution, price, and product innovation have a significant influence on customer satisfaction, while brand image and physical evidence have no significant influence. Furthermore, brand image, physical evidence, and customer satisfaction have a significant influence on marketing performance, while the other variables do not show a direct effect. Customer satisfaction only mediates the relationship between product innovation and marketing performance, and digital marketing does not moderate the relationship between customer satisfaction and marketing performance

KEMAMPUAN SUMBER DAYA MANUSIA: PENDEKATAN TERINTEGRASI UNTUK KINERJA BISNIS BERKELANJUTAN Januarianto, Tri; Suryawan, Ryan Firdiansyah; Pahala, Yosi; Sukesi, Sukesi; Utomo, Bambang Raditya
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 1 (2026): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/np5zde91

Tujuan: Transformasi digital Usaha Mikro, Kecil, dan Menengah (UMKM) di Indonesia telah mengalami percepatan, namun tantangan dalam manajemen pajak, kemampuan sumber daya manusia, dan pertumbuhan berkelanjutan masih tetap ada. Studi ini meneliti pengaruh strategi manajemen pajak dan kemampuan sumber daya manusia terhadap kinerja bisnis berkelanjutan melalui pertumbuhan kewirausahaan di antara UMKM digital. Metodologi: Pendekatan kuantitatif dengan desain survei cross-sectional digunakan, mengumpulkan data dari 400 UMKM di platform seperti Tokopedia, Shopee, dan TikTok Shop. Hasil dan Diskusi: Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Temuan menunjukkan: 1) Strategi manajemen pajak secara signifikan memengaruhi pertumbuhan kewirausahaan, 2) Kemampuan sumber daya manusia sangat memengaruhi pertumbuhan kewirausahaan, 3) Pertumbuhan kewirausahaan memiliki dampak paling substansial terhadap kinerja bisnis berkelanjutan 4) Strategi manajemen pajak secara tidak langsung meningkatkan kinerja berkelanjutan melalui pertumbuhan kewirausahaan, dan 5) Kapabilitas sumber daya manusia juga secara tidak langsung meningkatkan keberlanjutan melalui pertumbuhan kewirausahaan. Kesimpulan: Studi ini menyoroti perlunya dukungan kebijakan terintegrasi dalam pendidikan pajak, pelatihan digital, dan pengembangan kewirausahaan untuk memperkuat ketahanan UMKM. Keterbatasan: Penelitian selanjutnya harus diperluas ke UMKM non-digital dan memasukkan variabel seperti inovasi digital dan komitmen lingkungan. Kontribusi: Artikel ini dapat menjadi referensi di masa mendatang bagi institusi kampus kami dan peneliti lain di masa depan.

INTEGRATING GREEN HUMAN RESOURCE MANAGEMENT AND GREEN INNOVATION TO ENHANCE ENVIRONMENTAL SUSTAINABILITY AND EMPLOYEE PERFORMANCE THROUGH SUSTAINABLE COMPETITIVE ADVANTAGE Bambang Raditya Purnomo; Sukesi, Sukesi
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 14 No. 1S (2026): (International Conference ICEBEMA Dr. Soetomo University and ICEBesMA Prima I
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v14i1S.805

This study investigates the role of Green Human Resource Management (GHRM) and Green Innovation in improving employee performance and environmental sustainability through Sustainable Competitive Advantage (SCA) as an intervening variable. The study aims to bridge the gap between human resource management and environmental science by demonstrating how green-oriented HR practices and innovation contribute not only to organizational performance but also to ecological outcomes such as energy efficiency, waste reduction, and greenhouse gas (GHG) emission mitigation. Data were collected from 87 employees of PT Segar Murni Utama, a company implementing environmentally responsible operational practices. Partial Least Square–Structural Equation Modeling (PLS-SEM) was used to test the hypotheses. Results indicate that both GHRM and Green Innovation have significant direct effects on SCA and employee performance. Moreover, SCA mediates the relationship between GHRM, Green Innovation, and employee performance. These findings suggest that adopting GHRM and Green Innovation policies enhances not only human capital effectiveness but also the company’s contribution to Sustainable Development Goals (SDG 12 – Responsible Consumption and Production, and SDG 13 – Climate Action). The study highlights the strategic importance of aligning HR and innovation policies with environmental sustainability objectives to foster long-term competitive advantage and ecological resilience.

EDUKASI KADER TENTANG GIZI SEIMBANG CALON PENGANTIN SEBAGAI UPAYA PENCEGAHAN STUNTING Mairo, Queen Khoirun Nisa’; Alfiah, Siti; Sukesi, Sukesi; Kasiati, Kasiati; Munaf, Ade Zakiya Tasman; Sholichah, Agustina Mar’atus; Pipitcahyani, Tatarini Ika; Isfentiani, Dina; Rijanto, Rijanto
MAJU : Indonesian Journal of Community Empowerment Vol. 3 No. 2 (2026): MAJU : Indonesian Journal of Community Empowerment, Maret 2026
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/maju.v3i2.2404

Stunting remains a chronic nutritional problem that affects physical growth, cognitive development, and human resource quality. Prevention efforts should begin during the preconception period through improving nutritional knowledge among prospective brides and grooms. Community health cadres play a strategic role as health educators at the community level. This community service program aimed to enhance cadres’ awareness, commitment, and knowledge regarding balanced nutrition for prospective couples as a strategy to prevent stunting. A community-based participatory approach was employed through interactive education sessions, group discussions, case studies, demonstrations of balanced local food menus, and pre-test and post-test evaluations. A total of 35 health cadres participated in the program. Most participants were aged 31–50 years (57%) and had secondary education (66%). The proportion of cadres with good knowledge increased from 57% in the pre-test to 86% in the post-test. Qualitatively, cadres demonstrated improved awareness, active participation, and commitment to integrating nutrition education into routine posyandu activities and counseling for prospective couples. The program positively strengthened cadres’ capacity as health promotion agents and shows potential sustainability through community empowerment. Preconception nutrition education for cadres is recommended as a promotive and preventive strategy to accelerate stunting reduction at the community level.

The role of kyai leadership in preventing child marriage tradition to strengthen human resources in Madura Astutiek, Dwi; Sukesi, Sukesi
Annals of Human Resource Management Research Vol. 5 No. 2 (2025): June
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ahrmr.v5i2.3019

Purpose: Elaborating the leadership role of the kyai. Finding solutions to prevent the tradition of child marriage as an effort to strengthen human resources in Madura through an approach based on government policies and traditional practices in the community. Methodology: Using a descriptive qualitative approach, in-depth interviews with informants and key informants. Using an interview guide. Primary data was collected through in-depth interviews. Data were enriched with observation and review of relevant literature. Results: 1) Public policies are implemented in a structured, systematic and massive manner. 2) The implementation of the policy encountered several obstacles and obstacles related to the tradition of child marriage which is rooted because it is carried out for generations, 3) The role of kyai has the power to help overcome child marriage strategically and systematically, as an effort to help strengthen human resources in Madura. Kyai is very open, willing and easy to accept new knowledge related to the physical and psychological health impacts of child marriage. Conclusions: Kyai is a role model-teacher figure for Madurese people who should be obeyed and followed. The role of kyai leadership is a potential that can answer problems in Madura as an effort to strengthen human resources by not marrying off their children at an early age. Although the tradition of child marriage in Madura is very rooted. Limitations: This research is limited to providing awareness, solutions and proposals for strategic steps that must be taken for structural clerics, cultural clerics, communities and policy makers. Further research is needed regarding the application and evaluation of the implementation of the NU/MUI fatwa in preventing child marriage. Contribution: Contributing to the scientific field for scientists, policy makers, religious leaders and the community: realizing the leadership role of kyai, providing solutions to prevent child marriage. Kyai's fatwa can save the fate of the nation's children, provide access to higher education. This research is the basis for making policies and the next strategic steps.

Determinants of Emotional and Hedonic Factors in Unplanned Buying Behavior among Shopee Consumers in East Java Bilgies, Ana Fitriyatul; Sukesi, Sukesi; Assagaf, Aminullah; Soekiman, JFX. Susanto; Armanu, Armanu
Jurnal Mamangan Vol 14, No 2 (2025): Special Issue
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v14i2.10092

This study aims to examine the influence of Sales Promotion, Paylater Facility, Shopping Lifestyle, and Price on Positive Emotion, Hedonic Consumption, and Impulse Buying among Shopee app consumers in East Java. The phenomenon of increasing impulsive buying behavior in e-commerce is an important issue in understanding modern digital consumer behavior. This study uses a quantitative approach with the Partial Least Square–Structural Equation Modeling (PLS-SEM) method to analyze the relationship between variables based on data collected from 140 active Shopee user respondents in East Java. The results of the study indicate that sales promotions, paylater facilities, shopping lifestyle, and price significantly influence consumers' positive emotions. Furthermore, these four variables were also shown to significantly influence hedonic consumption and impulse buying. Furthermore, positive emotions and hedonic consumption were shown to be important determinants in increasing impulse buying among Shopee consumers. This means that attractive sales promotions, easy paylater facilities, a high-quality shopping lifestyle, and appropriate price perceptions simultaneously encourage positive emotions, hedonic consumption behavior, and impulsive buying decisions. The implications of this research suggest that e-commerce players need to continue developing emotion-based digital marketing strategies. Shopee and similar platforms are advised to focus innovation on personalized promotions, increased transaction convenience, and enjoyable shopping experiences to boost consumer loyalty and impulse buying behavior.

Perceived Value, Influencer Advertising, and Engagement for Enhanced Customer Loyalty and Advocacy Maianto, Teguh; Sukesi, Sukesi; Tampubolon, Liosten RR.Ully; Assagaf, Aminullah; Ryadi, Slamet
Jurnal Akuntansi, Keuangan, dan Manajemen Vol 7 No 2 (2026): Maret
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v7i2.5463

Purpose: This study examines how influencer marketing and customer engagement enhance loyalty and advocacy, with perceived value as a key mediator, to clarify the mechanisms behind these effects in a competitive digital landscape. Methodology: Using a quantitative survey of active online consumers, this study applied Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the direct effects of influencer-based advertising and customer engagement on perceived value, loyalty, and advocacy, as well as the mediating role of perceived value. Results: The findings demonstrate that both influencer-based advertising (? = 0.452, p < 0.001) and customer engagement (? = 0.384, p < 0.001) significantly boost perceived value. In turn, perceived value significantly mediates the impact of these antecedents on customer loyalty and advocacy, highlighting its critical intermediary role. Notably, while influencer marketing and engagement exert strong direct effects on loyalty, only customer engagement, and not influencer marketing, directly influences advocacy. Conclusions: Influencer-based advertising and customer engagement increase perceived value, strengthening loyalty and advocacy; however, only customer engagement directly influences advocacy. Limitations: This study's cross-sectional methodology records data at only one particular moment, making it more difficult to identify changes over time and to draw conclusions about causal linkages. Contributions: This research contributes to marketing theory and practice by pinpointing perceived value as the essential conduit linking marketing stimuli to lasting customer behaviors. It offers empirical evidence that both influencer strategies and engagement foster loyalty and advocacy principally by enhancing perceived value.

Co-Authors Agung Widyanarko Ahdatul Islamiah Ahsan, Mohammad Akbar Hidayat, Wanda Gema Prasidio Albab, Eric Ulul Ali muhajir, Ali Aminullah Aminullah, Aminullah Aminullah Assagaf Aminullah Assagaf Ana Fitriyatul Bilgies, Ana Fitriyatul Ani Intiyati Ario Agus Suyudanto Ario Agus Suyudanto Armanu Armanu, Armanu Asi, Yuli Sintha Asih Handayani Astuti Setiyani Astutiek, Dwi Balle, Elmi Bambang Raditya Purnomo Bilgies, Ana FIitriyatul Binti Yunariyah, Binti Bulan, Melkianus Teddison Cholichul Hadi Dwi Purwanti Eddy Yunus Eddy Yunus Eddy Yunus Erni Widiastuti Erni Widiastuti Ervi Husni, Ervi Evi Pratami Evi Yunita Nugrahini Firdaus, Ananda Nabillah Ginarsih, Yuni Gustaman, Indrarini Dasaad Handini, Sri Hapsari, Intan Nursini Hapsari, Intan Nursini Harumi, Ani Media Hermiyanti, Pratiwi Isfentiani, Dina Ishartiwi Ishartiwi Isroim Yunaidah Istanto, Wisnu Januarianto, Tri Johan Hari Sukwanto Kasiati Kasiati, ., Kasiati, Kasiati, K. Kasiati, Klanting khu, steven Luluk Widarti, Luluk M Nadjhan Maianto, Teguh Mairo, Queen Khoirun Nisa’ Mamik Martha Hendrati, Ignatia Meithiana Indrasari Meithiana Indrasari, Meithiana Mochammad Rian Dhewantara Mohammad Ahsan Muhamad Thohar Arifin Mujayanto Munaf, Ade Zakiya Tasman Nanik Prihartanti Nasikah, Dwi Nawari Nawari Nely Ni Ketut Sujati Novita Eka Kusuma Wardhani Nur Sayidah Olivia, Reta Pujaningsih Pusporani, Mina Queen Khoirun Nisa Mairo, Queen Khoirun Rekawati, Rekawati Rian Dhewantara, Mochammad Rijanto Rijanto, Rijanto Rinto Harno Rokhmalia, Fitri Rowi, Laily Alfajriatu Rudianto, Setiawan Eko Ryadi, Slamet S, Rekawati Sari, Ira Rahayu Tiyar Sarsiti . Setiawan Sherly Jeniawaty Sherly Jeniawaty, Sherly Sherly Natalia Dewi Sholichah, Agustina Mar’atus Sholikah, Siti Mar'atus Siswahyudianto Siti Alfiah Siti Marwiyah Slamet Riyadi Slamet Riyadi Soegiri, Hary Soekiman, JFX. Susanto Sri Utami SRI UTAMI ADY Sugiyanto Sugiyanto Sugiyanto Sugiyanto Sugiyanto Sugiyanto Sukiman, Susanto Sulistyowati, Dwi Wahyu Wulan Sumaningsih, Rahayu Sunaris Sunaris Sundari, Ariefah Supana, Supana suryawan, ryan firdiansyah Suyanto Suyanto Suyanto Suyanto Suyanto Syahida, Aruny Amalia Tampubolon, Liosten R. R. Ully Tampubolon, Liosten Rianna Roosida Ully Tampubolon, Liosten RR.Ully Titi Maharrani Titi Maharrani Triana, Wahyuningsih Untung Sujianto Utomo, Bambang Raditya wahid, Hasyim Wanda Gema Prasadio Akbar Hidayat Widyastuti, Dwi Utari Windi, Yohanes Kambaru Wisnu, Nurwening Tyas Yosi Pahala, Yosi Yuliansyah Yuliansyah Yunaidah, Isroim Yuyun Sumarlinah Yuyun Sumarlinah Zainal Muttaqin

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