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All Journal eCo-Buss International Journal of Digital Entrepreneurship and Business (IDEB)
Evien
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Journal : eCo-Buss

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The Effect of Product Diversification and Brand Equity on Purchase Decisions With Promotion Strategy as a Moderator Oliver Ignatius Tarunay; Yudha Sapta Pratama; Evien
eCo-Buss Vol. 6 No. 3 (2024): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v6i3.1170

Abstract

Product diversification and brand equity are two critical factors that can influence consumer purchasing decisions. Product diversification can expand the range of products and services available to consumers, while brand equity can create trust and consumer loyalty. Promotion strategies can also serve as a moderator in the relationship between product diversification and brand equity with purchasing decisions. This research aims to analyze the impact of product diversification, brand equity, and promotion strategies on purchasing decisions. This study uses the Structural Equation Modeling (SEM) method with the assistance of Smart PLS software. The Hair method is used to determine the sample size, resulting in 140 respondents. The research results show that product diversification and brand equity have a positive influence on purchasing decisions. Promotion strategies play a moderating role that strengthens the influence of product diversification and brand equity on purchasing decisions, with the coefficient of determination analysis showing a figure of 72.6%, while the remaining 27.4% is influenced by other unexamined factors. Implications for companies indicate that companies aiming to enhance consumer purchasing decisions need to pay attention to two aspects: product diversification and brand equity. Product diversification can be achieved by offering a variety of products that can meet the diverse needs and desires of consumers. Brand equity can be built by creating trust and consumer loyalty. Furthermore, companies also need to use appropriate promotion strategies to enhance consumer purchasing decisions. Promotion strategies can be used to influence consumer perceptions of the products or services offered.
Pengaruh Lingkungan Kerja, Pelatihan Kerja, dan Kecerdasan Emosional Terhadap Kinerja Guru Swasta dengan Motivasi Kerja sebagai Variabel Moderasi Evien; Priyowidodo, Agustinus
eCo-Buss Vol. 7 No. 3 (2025): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v7i3.2199

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh lingkungan kerja, pelatihan kerja, dan kecerdasan emosional terhadap kinerja guru swasta di Kota Tangerang dengan motivasi kerja sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, data dikumpulkan melalui kuesioner yang disebarkan kepada 310 guru swasta di Kota Tangerang. Tujuan penelitian adalah untuk mengidentifikasi seberapa besar pengaruh lingkungan kerja, pelatihan kerja, dan kecerdasan emosional terhadap kinerja guru serta peran motivasi kerja dalam memoderasi hubungan tersebut. Hasil penelitian menunjukkan lingkungan kerja, pelatihan kerja, dan kecerdasan emosional memiliki pengaruh positif dan signifikan terhadap kinerja guru, yang berarti peningkatan kualitas lingkungan kerja, pelatihan yang relevan, dan kecerdasan emosional yang baik dapat meningkatkan kinerja guru. Namun, motivasi kerja berpengaruh negatif terhadap kinerja guru, di mana motivasi yang terlalu tinggi dapat menurunkan efektivitas kerja guru karena menyebabkan stres. Selain itu, motivasi kerja juga memoderasi hubungan antara faktor-faktor tersebut dengan kinerja guru. Motivasi kerja yang berlebihan dapat melemahkan pengaruh positif lingkungan kerja terhadap kinerja guru, tetapi memperkuat hubungan antara pelatihan kerja dan kinerja guru. Penelitian ini menyarankan pihak sekolah meningkatkan kualitas lingkungan kerja, memberikan pelatihan yang sesuai dengan kebutuhan, dan mengelola motivasi kerja dengan baik agar dapat memaksimalkan kinerja guru, menghindari stres, serta menjaga kesejahteraan guru secara keseluruhan.
Co-Authors Aditiya Hermawan Oliver Ignatius Tarunay Priyowidodo, Agustinus Wicaksono, Baghas Budi Yudha Sapta Pratama