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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development) Advances in Human Resource Management Research
Gema Merdeka Goeyardi
Management Study Program, Faculty Of Economics And Business, Narotama University Surabaya, Indonesia
Economics, Econometrics & Finance

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Market Penetration Strategy through Social Media Marketing to Create Consumer Loyalty Gema Merdeka Goeyardi; Dessy Rahayu Ramadhasari; Arasy Alimudin
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 5 No 6 (2022): November 2022
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v5i6.2065

Abstract

Purpose: To analyze how much influence price, sales discount and brand awareness have on consumer loyalty at Rustic Market Café Surabaya, either partially or simultaneously. Design/methodology/approach: In this study using a quantitative research approach. The sample used in this study were 100 respondents who had visited the Rustic Market Café Surabaya. The sampling technique used is non-probability sampling (purposive sampling). The data collection tool uses a questionnaire. Analysis of the data used is Multiple Linear Regression Test and Hypothesis Testing using SPSS 18. Findings: The results of the partial study, the data showed that there was a partially insignificant effect between the price variable (X1) on Consumer Loyalty (Y) with a significance value of 0.068. The Sales Discount Variable (X2) on Consumer Loyalty (Y) shows a partially significant effect with a significance value of 0.003. The Brand Awareness (X3) variable on Consumer Loyalty (Y) shows a partially significant effect with a significance value of 0.000. Simultaneous research results, the data shows a significant effect simultaneously with a significance value of 0.000. Thus it can be concluded that the variables consisting of Price (X1), Sales Discounts (X2), and Brand Awareness (X3) have a significant simultaneous effect on the Consumer Loyalty variable (Y). Paper type: Research paper
Procedural Ease, Interest Rates, and Trust as Drivers of Credit Decision-Making, Evidence from Bank BRI Customers in Bawean Island Pahrudin Pahrudin; Amrun Rosyid; Gema Merdeka Goeyardi
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 8 No 6 (2025): November 2025
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v8i6.1265

Abstract

Purpose: This study aims to analyze the influence of perceived procedural ease, interest rates, and trust on the decision-making process of Bank BRI customers in Pulau Bawean when applying for credit. The research addresses gaps in prior studies by integrating these three variables simultaneously in the context of a remote island community. Design/methodology/approach: A quantitative approach was employed using survey data collected from BRI customers in Bawean Island who have taken credit. The study applied descriptive analysis, validity and reliability testing, and multiple linear regression to examine the relationships among variables. Findings: The results indicate that perceived procedural ease, interest rates, and trust each have a significant effect on credit decision-making. Furthermore, these variables collectively exert a strong influence on customers’ willingness to take credit Research limitations/implications: The study is limited to BRI customers in Pulau Bawean and focuses only on three independent variables, excluding other potential factors such as promotion, service quality, or income levels. Practical implications: Findings provide insights for Bank BRI to simplify procedures, set competitive interest rates, and strengthen customer trust, thereby enhancing credit uptake in remote regions. Originality/value: This research contributes by integrating operational, economic, and psychological factors into one model, specifically within the unique context of a geographically isolated island community, which has been underexplored in prior studies. Paper type: Research paper
The Effect of Global Interest Rates on ASEAN Credit Disbursement: ARDL Analysis and Bounds Test Gema Merdeka Goeyardi; Arasy Alimudin; Yulianah Yulianah
Advances in Human Resource Management Research Vol. 4 No. 3 (2026)
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/ahrmr.v4i3.1117

Abstract

Purpose: This study examines the short- and long-run effects of global interest rates on bank lending across ASEAN-5 countries and evaluates cross-country differences in credit responses to global financial shocks. It further assesses the Global Interest Rate (GIR) hypothesis and the concept of Regional Structured Financial Equilibrium within ASEAN financial systems. Research Method: The study employs the Autoregressive Distributed Lag (ARDL) Bounds Testing approach to identify short- and long-run relationships between global interest rates, bank lending, and macroeconomic conditions. Country-level analysis is conducted across ASEAN-5 economies to capture heterogeneous responses within regional credit systems. Results and Discussion: The findings indicate heterogeneous responses of banks to global interest-rate shocks across ASEAN-5 countries. While global interest-rate movements may constrain credit conditions in the short run, bank lending demonstrates more favorable long-run dynamics alongside expected economic growth. The results support the relevance of the GIR hypothesis and regional financial-equilibrium perspective. Implications: Policymakers should consider country-specific credit responses when designing monetary policy, financial-stability policy, and regional coordination policies. Originality: This study integrates global interest-rate transmission, ASEAN-5 credit heterogeneity, and Regional Structured Financial Equilibrium within a unified analytical framework.
Co-Authors Amrun Rosyid Arasy Alimudin Dessy Rahayu Ramadhasari Pahrudin Pahrudin Yulianah Yulianah