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All Journal JEBD Neraca Manajemen, Akuntansi, dan Ekonomi
Risma Indah Sari
Universitas Bhayangkara Jakarta Raya
Economics, Econometrics & Finance Engineering Environmental Science

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PENGAMBILAN KEPUTUSAN HUBUNGAN KERJA TERHADAP PERUSAHAAN SHOPEE INDONESIA Dian Sudiantini; Ananda Ummu Thoyibah; Awalia Romadon; Muhammad Fauzan Zaen; Risma Indah Sari; Yudho Hari Rahmat
Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi Vol. 1 No. 7 (2023): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi
Publisher : CV SWA Anugrah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/mnmae.v1i7.543

Abstract

Making employment decisions for a company is the process of selecting an alternative to ensure the sustainability of the company. In this process, the company must consider internal and external factors that influence decision making. Research objectives With this research, it is hoped that in the future the decision-making process of the decision-making board can be better and in accordance with existing concepts, based on the company's conditions, so that for the future the company can continue to develop. The research method uses a qualitative data approach. Data collection was carried out by analyzing available data from journals, websites and research articles. This data was analyzed comprehensively to gain an in-depth understanding of employment relationship decision making in this company. Good decisions on employee recruitment, retention, development and management contribute significantly to company performance and image. Making the right decisions will have positive impact on company and employee performance.
Pengaruh Digital Marketing dan Brand Awareness Terhadap Keputusan Pembelian Produk Skincare Somethinc pada Mahasiswa Universitas Bhayangkara Jakarta Raya Risma Indah Sari; Dody Kurniawan; Cahyadi Husadha
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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Abstract

This study aims to examine the effect of digital marketing and brand awareness on the purchase decision of Somethinc skincare products among students of Universitas Bhayangkara Jakarta Raya. A quantitative method with a causal-associative approach was employed. The population consisted of active students who had used or purchased Somethinc skincare products, with a sample of 94 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed with Structural Equation Modeling-Partial Least Squares (SEM-PLS) using SmartPLS 4.0. The results show that digital marketing has a positive and significant effect on purchase decision (β = 0.569; t = 5.422; p = 0.000), brand awareness has a positive and significant effect on purchase decision (β = 0.316; t = 3.043; p = 0.002), and both variables simultaneously explain 70.1% of the variance in purchase decision (R² = 0.701). These findings indicate that the more effective the digital marketing strategy implemented and the higher the level of brand awareness among consumers, the greater their tendency to decide to purchase Somethinc skincare products, with digital marketing acting as the more dominant predictor.
Co-Authors Ananda Ummu Thoyibah Awalia Romadon Cahyadi Husadha Dian Sudiantini Dody Kurniawan Muhammad Fauzan Zaen Yudho Hari Rahmat