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All Journal Jurnal Ilmu Manajemen JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Jurnal Ekonomi & Keuangan Islam Telaah Bisnis Jurnal Ilmu Manajemen Cakrawangsa Bisnis
Alivia Meyrizka Utami
Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis Determinasi Keputusan Pembelian Balokarta: Peran Mediasi Brand Trust: Indonesia Utami, Alivia Meyrizka; Aresqi, Sevia Windia
Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa Vol. 7 No. 1 (2026): April
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/cb.v7i1.677

Abstract

This study aims to analyze the effect of content marketing, brand image, and electronic word of mouth (e-WOM) on purchase decisions at Balokarta, with brand trust as a mediating variable. This research employs a quantitative approach using non-probability sampling with the purposive sampling method. Data were collected through the distribution of questionnaires using Google Forms to 115 respondents. The data analysis method used in this study is path analysis with the assistance of Statistical Package for the Social Sciences (SPSS). The results indicate that content marketing, brand image, e-WOM, and brand trust have a positive and significant effect on purchase decisions. In addition, content marketing, brand image, and e-WOM have a positive and significant effect on brand trust. The mediation test results show that brand trust is able to mediate the relationship between content marketing, brand image, and e-WOM on purchase decisions at Balokarta.
Understanding MSMEs’ Intentions to Apply for Formal Loans Through Behavioral Perspectives: Memahami Niat UMKM untuk Mengajukan Pinjaman Formal melalui Perspektif Perilaku Prasetyo, Tri Utomo; Utami, Alivia Meyrizka; Resmi, Siti
JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Vol. 12 No. 1 (2026): April
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/jbmp.v12i1.2269

Abstract

This study explores the factors influencing Micro, Small, and Medium Enterprise (MSME) owners’ intentions to apply for formal loans in Indonesia by integrating financial literacy and perceived access to finance into the Theory of Planned Behavior. Using a quantitative approach, data was collected from 215 MSME owners and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that financial literacy, perceived access to finance, and attitudes toward formal loans significantly increase loan application intentions—indicating that more financially capable owners and those with positive perceptions of formal credit are more likely to apply. Interestingly, perceived difficulties in accessing finance actually increase intention, suggesting a need-driven response. In contrast, social norms and perceived behavioral control have negligible effects. These findings highlight the importance of strengthening financial education, reshaping perceptions of credit accessibility, and improving attitudes toward formal financing. The study recommends policy initiatives that simplify loan processes, expand inclusive financial programs, and enhance financial literacy to better support MSME growth in Indonesia.
Co-Authors Abadila Rakha Muqaddimah Aresqi, Sevia Windia Ayuni, Dania Dania Ayuni Desta Rahayu Faudji, Novayanti Kumalasari, Anika Lavendi Kurnia Utama Marta Sugiyanto, Elvina Adelia Mega Dwi Septivani Muqaddimah, Abadila Rakha Pangesti, Ervina Ninda Rahayu, Desta Siti Resmi Tri Utomo Prasetyo Utama, Lavendi Kurnia