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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Maria C.B Manteiro
Politeknik Negeri Kupang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGRAH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SKINDCARE DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERASI : (STUDI PADA PEGAWAI BANK NTT PUSAT CABANG KUPANG) Stella Sahetapy; Maria C.B Manteiro
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 15 No. 2 (2026): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v15i2.3787

Abstract

Introduction: This study aims to analyze the influence of brand image on skincare purchase decisions among employees of Bank NTT Kupang and how price discounts moderate the relationship between brand image and skincare purchase decisions among employees of Bank NTT Central Kota Kupang. Method: The study uses a quantitative method with multiple linear regression analysis techniques and Moderated Regression Analysis (MRA) with the assistance of SPSS. The research sample consists of 30 respondents from Bank NTT Kupang Branch employees with the following criteria: 1) women aged 25-50 years, 2) using skincare for daily facial care (active skincare product users), 3) having basic knowledge about skincare.Results: The research results show that brand image has a positive and significant effect on purchase decisions, meaning that the better the brand image of skincare products, the more likely consumers are to buy the product. Meanwhile, price discount moderates the relationship between brand image and purchase decisions positively and significantly, meaning that the higher the price discount of a product, the greater or stronger the positive influence of brand image on purchase decisions. In other words, price discount can increase the impact of brand image on purchase decisions. The suggestions given include improving the product's brand image, maximizing price discount programs, and strengthening the market segment. Keywords: Brand image, decision making, price discountConclusion of these findings shows that the better the brand image of a product, the higher the tendency of consumers to make a purchase. In addition, price discounts have been proven to be able to positively and significantly moderate the relationship between brand image and purchase decisions, so the presence of price discounts can strengthen the influence of brand image on purchase decisions. Keywords: Brand Image, Decision Making, Price Discount
CYBERLOAFING DAN KINERJA KARYAWAN : EFEK MODERASI SELF CONTROL: (STUDI PADA USAHA KECIL DAN MENENGAH KOTA KUPANG) Maria C.B Manteiro; Amram Rohi Bire
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 15 No. 2 (2026): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v15i2.3788

Abstract

Introduction: This study aims to analyze the effect of cyberloafing on the performance of MSME employees in Kupang City and how self-control moderates the relationship between cyberloafing and MSME employee performance in Kupang City. Method: The study uses a quantitative method with multiple linear regression analysis techniques and Moderated Regression Analysis (MRA) with the assistance of SPSS. The research sample consisted of 48 respondents from 12 MSMEs spread across 4 regional clusters in Kupang City, with the criteria of employees in MSMEs with top to middle-level positions, 2) having worked for more than 2 years, and 3) who usually work and can access the internet.Results: The research results show that cyberloafing has a negative and significant effect on employee performance, meaning that the more frequently employees engage in cyberloafing during working hours, the lower the performance produced. Meanwhile, self-control positively and significantly moderates the relationship between cyberloafing and employee performance, meaning that the higher the self-control ability of employees, the smaller the negative impact of cyberloafing on their performance. Conclusion:These findings are in line with the Conservation of Resources (COR) Theory, which explains that individuals try to preserve resources such as energy, time, and attention so that they are not wasted. Self-control acts as a psychological resource that enables employees to refrain from harmful behaviors and maintain performance even when facing the temptation of cyberloafing. Keywords: Cyberloafing, Employee Performance, Self-Control
Co-Authors Amram Rohi Bire Stella Sahetapy