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All Journal ADI Pengabdian kepada Masyarakat Jurnal (ADIMAS Jurnal) Berajah Journal International Journal of Business and Quality Research
Eko Santoso
Universitas Tulungagung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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The Influence of Word of Mouth on Purchasing Decisions for Wardah Cosmetic Products with Communication Media as a Mediating Variable Eko Santoso; Desi Rahmawati
International Journal of Business and Quality Research Vol. 2 No. 04 (2024): October - December, International Journal of Business and Quality Research (IJ
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v2i04.1109

Abstract

This research aims to describe the influence of word of mouth on purchasing decisions for Wardah Cosmetic products with communication media as a mediating variable. The research method used in this research is a quantitative approach. Data processing in this research uses smartPLS SEM (Partial et al. - Structural Equation Modeling) software. PLS can explain the relationship between variables and the ability to conduct analyses in one test. To test the hypothesis using statistical values, for alpha 5%, the t-statistic value used is 1.96. Research results. The results of testing the first hypothesis were accepted that Media Communication (Z) affected buying decisions (Y). The results of testing the second hypothesis were accepted that Word of Mouth (X) had an effect on buying decisions (Y). The results of testing the third hypothesis are accepted that Word of Mouth (X) influences Media Communication (Z). The results of testing the fourth hypothesis were accepted. Word of Mouth (X) had a significant effect on buying decisions (Y) via Media Communication (Z).
Building Entrepreneurial Capabilities through Co-Creation Multiformat Branding and Omnichannel Marketing Denny Rakhmad Widi Ashari; Sawal Sartono; Bondan Subagyo; Gautama Sastra Waskita; Eko Santoso
ADI Pengabdian Kepada Masyarakat Vol 6 No 2 (2026): ADI Pengabdian Kepada Masyarakat
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/adimas.v6i2.1480

Abstract

Micro, Small, and Medium Enterprises (MSMEs) face increasing challenges in improving their competitiveness in the digital economy, particularly in marketing communication, brand consistency, and digital platform utilization. This community engagement program aimed to strengthen MSMEs’ entrepreneurial and digital marketing capabilities through training in copywriting, multi-format content branding, and omnichannel marketing strategies. The program was conducted at the Integrated Business Service Center (PLUT) of Tulungagung Regency and involved 30 MSMEs supported by Bank Negara Indonesia (BNI) and PLUT from the culinary, coffee, creative industry, service, and retail sectors. The methods included needs assessment, training based on the AIDA (Attention, Interest, Desire, Action), PAS (Problem, Agitate, Solution), dan FAB (Features, Advantages, Benefits). Data were collected through participant observation, documentation, participant-generated outputs, and feedback. The results demonstrated improved understanding of brand identity, persuasive communication, and omnichannel marketing. Participants successfully developed promotional content, marketplace product descriptions, and practical branding plans that could be directly implemented in their businesses. The program effectively enhanced MSMEs’ digital readiness, entrepreneurial capacity, and long term competitiveness in the digital economy
THE ROLE OF WORKPLACE FLEXIBILITY IN ENHANCING EMPLOYEE RETENTION AMONG GENERATION Z: A LITERATURE REVIEW Desi Rahmawati; Eko Santoso
Berajah Journal Vol. 6 No. 3 (2026): Berajah Journal
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/bj.v6i3.566

Abstract

Generation Z is increasingly dominating the labor market and bringing changes to employee expectations regarding the work environment. One of the factors considered important in retaining Generation Z employees is workplace flexibility. This study aims to analyze the role of workplace flexibility in enhancing employee retention among Generation Z through a qualitative approach using library research. Data were obtained from various academic sources, including books, scientific journal articles, research reports, and other relevant publications discussing workplace flexibility, employee retention, and Generation Z in the workplace. The collected data were analyzed using descriptive qualitative analysis to identify patterns, themes, and relationships among the concepts studied. The findings indicate that workplace flexibility, such as flexible working hours, remote working, and hybrid working, plays a significant role in improving employee retention among Generation Z. Furthermore, factors such as work-life balance, job satisfaction, employee well-being, organizational commitment, and employee engagement help explain the relationship between workplace flexibility and employee retention. The study also reveals that the successful implementation of workplace flexibility is influenced by organizational culture, leadership support, and technological readiness. This research contributes to the human resource management literature and provides practical implications for organizations in designing retention strategies that align with the characteristics and expectations of Generation Z.
THE ROLE OF EMPLOYEE WELL-BEING IN FOSTERING ORGANIZATIONAL CITIZENSHIP BEHAVIOR: A LITERATURE REVIEW Eko Santoso; Desi Rahmawati
Berajah Journal Vol. 6 No. 3 (2026): Berajah Journal
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/bj.v6i3.567

Abstract

Employee welfare is one of the important factors in human resource management that plays a role in shaping positive work attitudes and behaviors. One of the behaviors that has received attention in the organizational behavior literature is Organizational Citizenship Behavior (OCB), which is the voluntary behavior of employees that is carried out outside of formal duties and contributes to the effectiveness of the organization. This study aims to analyze the role of employee welfare in encouraging Organizational Citizenship Behavior and identify the factors that affect the relationship between the two. This research uses a library research method with a qualitative descriptive approach through the study of various relevant literature in the field of human resource management and organizational behavior. The results of the study show that employee welfare generally consists of psychological, emotional, social, and work environment dimensions that together affect employee work behavior. Various studies show that there is a positive relationship between employee well-being and Organizational Citizenship Behavior which is reflected through increased behavior of helping colleagues, concern for the organization, work responsibilities, and active participation in organizational activities. The study also found that job satisfaction, employee engagement, organizational commitment, organizational support, leadership support, and work-life balance are factors that can strengthen the relationship between employee well-being and Organizational Citizenship Behavior. Conversely, burnout and work stress have the potential to weaken those relationships. These findings confirm that employee well-being is a strategic resource that not only improves the quality of employees' working lives, but also encourages voluntary behaviors that support organizational effectiveness and sustainability.
Co-Authors Bondan Subagyo Denny Rakhmad Widi Ashari Desi Rahmawati Gautama Sastra Waskita Sawal Sartono