Article Per Year (5 Year)
p-Index From 2021 - 2026
4.08
P-Index
This Author published in this journals
All Journal JURNAL ECONOMIA International Journal of Artificial Intelligence Research Jurnal Benefita : Ekonomi Pembangunan, Manajemen Bisnis Dan Akuntansi JURNAL EKONOMI SAKTI (JES) JURNAL ADMINISTRASI NUSANTARA (JAN) International Journal of Business, Law, and Education Bussman Journal : Indonesian Journal of Business and Management Al Dzahab Journal of Business Studies and Management Review Journal of Scientific Research, Education, and Technology Sanskara Ekonomi dan Kewirausahaan Qawwam TOFEDU: The Future of Education Journal Economics, Business, Management, & Accounting Journal Journal of Innovative and Creativity International Journal of Business and Quality Research
Indra Budaya, Indra
STIE Sakti Alam Kerinci
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Social Sciences Other

Published : 30 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 30 Documents
Search

 1   2   3 
BRAND AMBASSADOR AND BRAND IMAGE ON PURCHASING DECISIONS WITH WOM AS AN INTERVENING VARIABLE IN ONLINE SHOP SHOPEE ON COLLEGE STUDENTS IN KERINCI DISTRICT AND SUNGAI PENUH CITY: INDRA BUDAYA Budaya, Indra
Qawwam : The Leader's Writing Vol. 5 No. 2 (2024): December
Publisher : Fakultas Ushuluddin Adab dan Dakwah Insitut Agama Islam Negeri Kerinci

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32939/qawwam.v5i2.387

Abstract

The aim of this research based on the problems above is to find out whether brand ambassadors and brand image have a positive and significant influence on e-WOM in decisions. The object of this research is all students in Sungai Banyak City and Kerinci Regency with a total of 50 respondents. The results of this research are that Brand Ambassadors have a direct influence on purchasing decisions as evidenced by the results of (0.001 < 0.05) and the calculated t value < t table (3.733 > 2.01063), Brand Image does not have a direct influence on purchasing decisions as evidenced by the results of 0.892 > 0.05 and t count < t table (0.137 < 2.01063), Brand Ambassador has no influence on WOM (Word Of Mouth) as evidenced by the results of 0.862 > 0.05 and t count < t table (0.345 < 2.01063), Brand Image has no influence on WOM (Word Of Mouth) as evidenced by the results 0.732> 0.05 and t count < t table (0.345 < 2.01063), WOM (Word of Mouth) has no influence on purchasing decisions as evidenced by the results of 0.140> 0.05 and t count < t table (1.503 < 2.01063).
The ROLE OF GREEN PRODUCT INNOVATION AS A MEDIATOR FOR GREEN CUSTOMER INTEGRATION ON ECONOMIC PERFORMANCE IN THE AGRO-FOOD AND BEVERAGE INDUSTRY IN JAMBI PROVINCE Budaya, Indra; Lova, Anggil Novra; Sarmigi, Elex
Journal of Business Studies and Management Review Vol. 7 No. 2 (2024): JBSMR, Vol 7 No.2 June 2024
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v7i2.33362

Abstract

This research aims to find out and explain how green customer integration on economic performance is mediated by green product innovation in agro-industry, both directly and indirectly. Background Problems: Green businesses refer to any business that adheres to environmental sustainability standards in its management, its efforts to use renewable resources, and its struggle to reduce the negative environmental impact of its actions in increasing its business income. Novelty: Green product innovation has an essential role in mediating the relationship between green customer integration and economic performance. Research Methods: This research is quantitative. The sampling method used was purposive sampling with a research instrument in the form of a questionnaire distributed to 240 respondents who were food and beverage agro-industry business actors in Jambi Province. Finding/Results: green customer integration has a direct effect on green product innovation and economic performance. Conclusion: These findings prove that Green Customer Integration determines economic performance. The better a company integrates environmentally friendly products with its consumers, it can increase environmentally friendly product innovation, which can influence economic performance or business profits.
The Green Marketing Mix as a Determinant of Green Purchase Decisions for Sustainability Based SME Products in Kerinci Regency Anggil Nopra Lova; Indra Budaya; Melifia Liantifa
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.8010

Abstract

ABSTRACT The study purpose was the effect of the green marketing mix comprising green product, green price, green placement, and green promotion on green purchase decisions for sustainability-based SME products in Kerinci Regency. Materials and methods. An explanatory quantitative approach was employed, with data collected through structured questionnaires from 190 purposively selected respondents. Multiple linear regression was applied for data analysis. Results. The results indicate that all dimensions of the green marketing mix have positive and significant effects on green purchase decisions, both partially and simultaneously. The coefficient of determination (R²) of 0.855 reveals that 85.5% of the variance in green purchase decisions is explained by the four independent variables, with green promotion emerging as the most dominant factor, followed by green placement, green price, and green product. Conclusions. These findings confirm that a comprehensive and consistent implementation of the green marketing mix plays a decisive role in shaping sustainable consumer purchasing behavior, particularly within the regional SME context.
OPTIMIZATION OF USER-GENERATED CONTENT AS A DIGITAL MARKETING STRATEGY FOR MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES) IN SUNGAI PENUH CITY Budaya, Indra; Santoni, Alvia; Sudirman
Journal of Business Studies and Management Review Vol. 9 No. 2 (2026): JBSMR, Vol 9 No.2 June 2026
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i2.55446

Abstract

This study examines the optimization of User Generated Content (UGC) as a digital marketing strategy for Small and Medium Enterprises (SMEs) in Sungai Penuh City, Indonesia. Using quantitative analysis of secondary data from e-commerce platforms, including 1,250 consumer reviews and interaction data, this research evaluates the relationship between UGC engagement and consumer purchasing decisions. Sentiment analysis reveals that 78% of UGC related to local SMEs carries positive sentiment, while Structural Equation Modeling demonstrates significant relationships between UGC exposure, consumer trust (β=0.67, p<0.001), and purchase intention (β=0.58, p<0.001). The findings suggest that strategic UGC implementation can substantially enhance brand awareness and customer loyalty for regional SMEs with limited marketing resources. This study contributes to the growing literature on digital marketing strategies in emerging economies and provides practical recommendations for SME stakeholders in similar regional markets.
THE RELATIONSHIP BETWEEN EMPLOYEE ENGAGEMENT AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR ON EMPLOYEE RETENTION AMONG MILLENNIALS Emelinda; Budaya, Indra; Ikhsan, Mhd.
Qawwam : The Leader's Writing Vol. 7 No. 1 (2026): June
Publisher : Fakultas Ushuluddin Adab dan Dakwah Insitut Agama Islam Negeri Kerinci

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the relationship between employee engagement and organizational citizenship behavior (OCB) and their impact on the retention of millennial employees at PTPN VI Kayu Aro, Kerinci, Jambi. The high turnover rate among millennial employees poses a serious challenge for Indonesia s largest tea plantation company. The study employed a descriptive-associative quantitative approach with 120 millennial employee respondents selected through purposive sampling. The research instruments consisted of a structured questionnaire based on a 1 5 Likert scale adapted from the Utrecht Work Engagement Scale (UWES) for the employee engagement variable, Organ s (1988) scale for OCB, and a retention scale developed from the theory of Mathis and Jackson (2011). Data analysis was performed using multiple linear regression with SPSS version 26. The results of the study indicate that: (1) employee engagement has a positive and significant effect on millennial employee retention (β = 0.412; p < 0.05); (2) OCB has a positive and significant effect on millennial employee retention (β = 0.338; p < 0.05); (3) simultaneously, employee engagement and OCB have a significant effect on millennial employee retention, with an F-value of 47.821 and an R of 0.578. The managerial implications suggest that PTPN VI Kayu Aro needs to strengthen engagement programs based on local wisdom values and foster a culture of OCB as a long-term retention strategy.
Analysis of Factors Influencing Customer Behavioral Intentions to Use Mobile Banking Edwin Bustami; Indra Budaya; Ronal Regen; Masrida Zasriati
International Journal of Artificial Intelligence Research Vol 6, No 1.1 (2022)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v6i1.1.690

Abstract

This study aims to examine and investigate knowledge, beliefs, convenience, risk, and culture that directly and indirectly influence attitudes, convenience and usability regarding mobile banking and Behavioral Intention to use Jambi mobile banking services. This research uses survey and verification methods. The sample used is 400 units. Data analysis using Path Analysis. The results of the study show that knowledge, comfort, and risk have a direct and significant effect on attitudes; risk and culture have a direct and significant impact on convenience; risk and culture have a direct and significant effect on usability; knowledge, convenience, risk, cultural attitudes, convenience, and usability have a direct and significant impact on Behavioral Intention; knowledge, comfort, and risk have an indirect and significant effect on Behavioral Intention through attitudes; culture has an indirect and significant effect on Behavioral Intention through convenience; knowledge, comfort, and culture have an indirect and significant impact on Behavioral Intention through usability. The study results recommend that future management should increase and maintain customer knowledge, trust, convenience, risk, culture, attitudes, convenience, and usability of mobile banking utilizing direct or indirect education through multi-media.
Marketing Communication For Colleges Through The Word-Of-Mouth Method indra budaya; Gampo Haryono; Afdal Chatra Perdana; Dona Elvia Desi
International Journal of Artificial Intelligence Research Vol 6, No 1.2 (2022)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (140.775 KB) | DOI: 10.29099/ijair.v6i1.403

Abstract

Promotion of a university can be done using the Word-of-Mouth marketing communication method. This marketing method will use its consumers to promote its products to others. This promotion can be done using interpersonal communication. This study aims to find a model of word-of-mouth marketing communication that occurs at the STIE Sakti Alam Kerinci college. A qualitative approach through exploratory methods will be used in this study. This study then found that before deciding to go to college, the perpetrator of the communication would consider the situational and personal factors of the interlocutor. By using the communication model of Riley and Riley as its foundation, the word-of-mouth model is strongly influenced by the activities that occur between personal communication between its members.
Examining The Effects Of Green Advertising And Eco-Friendly Packaging On Green Purchase Intention For Sustainable Smes Products In Kerinci Regency Anggil Nopra Lova; Indra Budaya; Vivi Herlina
The Future of Education Journal Vol 5 No 2 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v5i2.2213

Abstract

The drastic decline in SMEs units in Kerinci Regency from 12,400 to 7,468 within a single year signals a structural crisis requiring immediate evidence-based interventions. This study examines the effects of green advertising and eco-friendly packaging on green purchase intention for sustainable SME products in Kerinci Regency. Using an explanatory quantitative design with 130 respondents selected through purposive sampling, data were analyzed using multiple linear regression. The results reveal that green advertising and eco-friendly packaging each have a positive and significant partial effect on green purchase intention. Simultaneously, both variables significantly influence green purchase intention, though they explain only a limited portion of the variation. Notably, eco-friendly packaging demonstrates a stronger influence compared to green advertising, indicating that Kerinci consumers respond more to tangible physical evidence than abstract persuasive messages. These findings provide practical guidance for SMEs and policymakers in allocating limited resources toward green marketing strategies, emphasizing the prioritization of innovative and informative eco-friendly packaging development to enhance consumer purchase intentions. This research contributes to the green marketing literature by contextualizing consumer behavior theory within rural SME ecosystems undergoing structural pressure and economic contraction.  
Fostering Green Creativity in Public Organizations: The Mediating Role of Green Human Resource Management in the Relationship between Green Transformational Leadership and Green Servant Leadership Mualedy Ahmad; Anggil Nopra Lova; Alvia Santoni; Indra Budaya
The Future of Education Journal Vol 5 No 3 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v5i3.2273

Abstract

This study examines the mediating role of Green Human Resource Management (GHRM) in the relationship between green transformational leadership, green servant leadership, and green creativity within public sector organizations. Drawing upon the Ability, Motivation, and Opportunity (AMO) theory and Social Cognitive Theory, data were collected from 80 civil servants across government institutions in Sungai Penuh City, Jambi Province, using a purposive sampling technique. The collected data were analyzed using Structural Equation Modeling (SEM) with Amos 22. The findings reveal that both green transformational leadership and green servant leadership exert significant positive effects on GHRM and green creativity. Furthermore, GHRM was found to partially mediate the relationships between both leadership styles and green creativity. These results underscore the strategic importance of integrating leadership development and environmentally oriented HRM practices to cultivate green creativity in public organizations. The study offers theoretical contributions to the sustainability and public administration literature, while providing practical recommendations for policymakers and public managers to foster environmentally responsible behaviors and innovative solutions in addressing ecological challenges.
The Influence of Digital Capability and Human Capital on the Performance of Village Administrations through Innovative Work Behaviour in Sungai Penuh City Hendra; Efrianto; Indra Budaya
International Journal of Business and Quality Research Vol. 4 No. 03 (2026): July - September, International Journal of Business and Quality Research (IJBQ
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v4i03.6225

Abstract

This study examines the influence of Digital Capability and Human Capital on the Performance of Village Administrations through Innovative Work Behaviour (IWB) in Sungai Penuh City, Indonesia. The study employed a quantitative explanatory design with a cross-sectional approach and involved 100 village administration officials as respondents. Data were analysed using Structural Equation Modeling (SEM) with AMOS to evaluate both direct and indirect relationships among the constructs. The results demonstrate that the proposed structural model achieves a satisfactory goodness of fit, with CMIN/DF = 1.62, GFI = 0.93, AGFI = 0.90, CFI = 0.97, TLI = 0.96, and RMSEA = 0.054. Digital Capability and Human Capital have significant positive effects on Innovative Work Behaviour and directly contribute to Performance. Innovative Work Behaviour also has a significant positive effect on Performance. Furthermore, Innovative Work Behaviour mediates the effects of Digital Capability and Human Capital on Performance, with indirect effects of 0.202 and 0.168, respectively. These findings highlight that digital capability and human capital are complementary strategic resources whose performance effects are strengthened through innovative behaviour. The study implies that improving village administration performance requires integrated efforts to enhance digital competencies, develop employee knowledge and skills, and establish an organisational environment that encourages innovation. Such integration can support more adaptive, efficient, responsive, and high-quality village public services in the digital era.
Co-Authors Afdal Chatra Perdana Afdhal Chatra Alvia Santoni Anggil Nopra Lova Chrisinta, Debora Dona Elvia Desi Dona Elvia Desi Edwin Bustami EDWIN BUSTAMI Efrianto Efrianto Efrianto, Efrianto Emelinda Fatmasari, Dewi Kayanti Gampo Haryono Hargiani, Fransisca Xaveria Hendra Ikhsan, Mhd. Intan Sherlin Josua Sahala Judijanto, Loso Lestari, Anggia Ayu Liantifa, Melifia LilisSurya, Tiara Lova, Anggil Nopra Lova, Anggil Novra Masrida Zasriati Melifia Liantifa Mualedy Ahmad Nurul Ahdiani Regen, Ronal Santoni, Alvia Saprudin Saprudin, Saprudin Sudirman Tulus Martua Sihombing Vivi Herlina Vivi Herlina Yanita, Poni Yusnita, Ida Zela Sri Mayola