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All Journal Sains Manajemen:Jurnal Manajemen UNSERA Al-Muzara'ah Jurnal Manajemen KAIBON ABHINAYA : JURNAL PENGABDIAN MASYARAKAT ABDIKARYA: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal Valuasi : Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan Studi Akuntansi, Keuangan, dan Manajemen
Nafiudin Nafiudin, Nafiudin
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Veterinary Other

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The Negative Influence of Viral Marketing and Brand Awareness on Customer Trust and Purchase Decisions of Pro-Israel Products in Banten Province Huddin, Muhammad Nurhaula; Nafiudin, Nafiudin; Jadmiko, Purbo; Abduh, Muhamad; Saadah, Fitriatus
AL-MUZARA'AH Vol. 13 No. 1 (2025): AL-MUZARA'AH (June 2025)
Publisher : Department of Islamic Economics, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jam.13.1.77-94

Abstract

This study investigates the influence of viral marketing, brand awareness, and trust on the purchase decisions of pro-Israel products in Banten Province. Anchored in the Stimulus-Organism-Response (SOR) theory, the research conceptualizes viral marketing and brand awareness as external stimuli (S), consumer trust as the internal organismic state (O), and purchase decisions as the behavioural response (R). The study employs a purposive sampling technique targeting individuals who previously purchased pro-Israel products but have since discontinued or become more selective in their choices. Data were collected through an online survey involving 278 respondents and analyzed using Structural Equation Modelling (SEM) with AMOS 23. The results indicate that viral marketing and brand awareness have a significant negative effect on consumer trust. Furthermore, viral marketing, brand awareness, and trust each have a negative influence on purchase decisions regarding pro-Israel products. These findings underscore the mediating role of trust within the SOR framework, highlighting how consumer perceptions shaped by external marketing stimuli impact ethical decision-making. The study concludes that brands operating in sensitive socio-political contexts must carefully manage their marketing communications to maintain trust and consumer alignment. These insights provide valuable implications for marketers aiming to influence behaviour through ethical and culturally sensitive branding strategies.
Determinan Employee Engagement: Pengembangan Karir, Kompensasi, dan Lingkungan Kerja Nafiudin, Nafiudin; Chairani, Ayu; Andari, Andari; Huddin, M. Nurhaula
Studi Akuntansi, Keuangan, dan Manajemen Vol. 5 No. 1 (2025): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i1.3723

Abstract

Purpose: This study examines the impact of career development, compensation, and work environment on honorary employees’ engagement at the Civil Service Police Unit (Satpol PP) of Banten Province. Methodology/approach: Using a quantitative method, 58 respondents were selected from a population of 140 honorary employees through Slovin's formula with a 10% margin of error. Data were collected via an online survey and analyzed using PLS-SEM with SmartPLS 4. The analysis included both reflective (validity and reliability tests) and formative model assessments (multicollinearity and weight significance tests), followed by hypothesis testing using inner model evaluation. Results/findings: The bootstrapping results show that career development, compensation, and work environment each have a significant and positive effect on employee engagement. Conclusion: Structured career development fosters emotional commitment, fair compensation builds loyalty, and a supportive work environment enhances employee engagement. Institutions are encouraged to improve these aspects, along with promoting inclusive culture and effective communication. Limitations: Future studies should consider additional or mediating variables and involve larger samples for broader insights. Contribution: This study contributes to public sector HRM by identifying key drivers of engagement among honorary employees.
Co-Authors Andari Andari, Andari Chairani, Ayu Denny Kurnia, Denny Hermasnyah Andi Wibowo, Hermasnyah Andi Huddin, M. Nurhaula Huddin, Muhammad Nurhaula Isqodrin, Nurain Jadmiko, Purbo Juberry Marwan, Juberry karman karman Komala Sari, Ayu Muhamad Abduh, Muhamad Muhammad Johan Widikusyanto Rahmiyanti, Sev Saadah, Fitriatus Sukirno Sukirno Umdiana, Nana