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All Journal Enrichment : Journal of Management Global Academy of Business Studies
Eka Desy Purnama
Universitas Kristen Krida Wacana, Indonesia
Economics, Econometrics & Finance

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The effect of service quality in moderating the influence of brand image and marketing mix on consumer purchase decisions motorku multipurpose products Hastomo Nugroho; Rudy C. Tarumingkeng; Eka Desy Purnama
Enrichment : Journal of Management Vol. 13 No. 3 (2023): August: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i3.1538

Abstract

The development of the financing industry has increasingly created competition, especially during and after the Covid-19 pandemic. Sales data for the last four years of the multipurpose product MotorKu WOM Finance Purwokerto (2019-2022) recorded fluctuating numbers. In 2020 and 2021 there will be a decrease in sales compared to 2019, this indicates a decrease in purchasing decisions by consumers, one of which is due to the conditions of the Covid-19 pandemic crisis which has caused decreased income and people's purchasing power. However, sales profit from MotorKu product is the biggest contributor for branch profit. So, that is needed efforts to increase sales to boost profit growth in line with the post-Covid-19 economic improvement. This study aims to determine the effect of service quality in moderating the effect of brand image and the marketing mix on consumer purchasing decisions for PT MotorKu multipurpose products. WOM Finance Purwokerto Branch. The sample in this study was 140 respondents from a total population of 1338. The data were obtained through random distribution of questionnaires. Data analysis technique uses SmartPLS version 3.3.3 software. From the results of the analysis it was found that brand image and marketing mix each had a significant positive effect on consumer purchasing decisions, service quality had a negative significant effect in moderating the effect of brand image on consumer purchasing decisions, and service quality had a significant positive effect in moderating the effect
Towards the financial well-being of Gen-Z: A study at Tri Ratna School – Jakarta with Locus of Control as a mediation variable Liny Liny; Eka Desy Purnama
Global Academy of Business Studies Vol. 1 No. 2 (2024): October
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/gabs.v1i2.3390

Abstract

Purpose: This study aimed to analyze the influence of financial literacy and lifestyle on financial well-being among Generation Z (Gen-Z), with the locus of control as a mediating variable. In this study, the locus of control refers to an individual's belief in internal and external influences in decision-making or taking action, which is expected to mediate the relationship between financial literacy, lifestyle, and financial well-being. Research methodology: The data used in this study were collected through a survey of Gen-Z students, teachers, and staff members at Tri Ratna School-Jakarta, aged between 16 and 27 years. The analysis was conducted using Partial least squares structural equation modeling (PLS-SEM) was used to test the relationships between variables. Results: This study’s findings are expected to provide insights into the importance of financial literacy and the influence of lifestyle in shaping the financial well-being of Gen Z, as well as the role of locus of control in strengthening or weakening these influences. The findings are expected to serve as a reference for financial education and the development of more effective policies to improve the financial well-being of younger generations in Indonesia, particularly at Tri Ratna School-Jakarta. Conclusions: Financial well-being among Gen-Z is determined not only by literacy and lifestyle but also by the locus of control, which functions as a psychological driver of effective financial behavior. Integrating financial education with self-control and lifestyle management can improve financial resilience. Limitations: This study was limited to one institution in Jakarta, which may not represent a broader population. It also relies on self-reported data that may be biased. Contribution: This research contributes to financial education by highlighting the importance of the locus of control and lifestyle choices in shaping Gen’s financial well-being, providing insights for schools and policymakers.
Co-Authors Hastomo Nugroho Liny Liny Rudy C. Tarumingkeng