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All Journal MIX : Jurnal Ilmiah Manajemen Dinasti International Journal of Digital Business Management Jurnal Pengabdian Masyarakat Multi Disiplin Ilmu
Budiono, Nur Aktif
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Effect of Job Demand and Personal Resource on Employee Work Engagement with Burnout as a Mediating Variable Ratri, Dina Rahayuning; Budiono, Nur Aktif
Dinasti International Journal of Digital Business Management Vol. 4 No. 5 (2023): Dinasti International Journal of Digital Business Management (August - Septembe
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijdbm.v4i5.1993

Abstract

This study aims to examine the impact of Job Demand and personal resources on employees' Work Engagement at PT Pegadaian Head Office, with Burnout as a mediator. The researchers used a quantitative approach and hypothesis testing to investigate the relationships between independent variables (Job Demand and personal resources) and the dependent variable (Work Engagement) using the Partial Least Square-Structural Equation Model. They distributed questionnaires to 267 employees out of a total of 792 working at PT Pegadaian Head Office. Four out of seven hypotheses in this study were confirmed and accepted. The findings indicated that Job Demand and personal resources have a significant and positive direct influence on Work Engagement. However, the direct impact of personal resources on Work Engagement was not found to be significant. Interestingly, the study also revealed that Burnout acts as a mediator between personal resources and Work Engagement. In conclusion, this research sheds light on the interplay of Job Demand, personal resources, Burnout, and Work Engagement among employees at PT Pegadaian Head Office.
The Influence of Green Marketing Strategy on Customer Loyalty with Mediation Role of Brand Image Nurmahdi, Adi; Nardo, Ma Theresa Bringas; Budiono, Nur Aktif
MIX: JURNAL ILMIAH MANAJEMEN Vol 15, No 1 (2025): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2025.v15i1.012

Abstract

Objectives: The cosmetic industry has experienced significant growth, intensifying competition among beauty and personal care brands. As sustainability becomes a crucial business consideration, companies are increasingly adopting green marketing strategies to enhance their brand image and foster customer loyalty. This study examines the influence of green marketing strategies—specifically eco-labeling, sustainable packaging, green advertising, and corporate social responsibility (CSR)—on customer loyalty, with brand image serving as a mediating factor.Methodology: This study employs a quantitative approach, using survey data from 120 consumers of The Body Shop Indonesia in Jabodetabek areas. Structural equation modeling (SEM) is used to analyze the relationships between green marketing strategies, brand image, and customer loyalty.Finding: The results indicate that green marketing strategies positively influence customer loyalty, both directly and indirectly through brand image. Brand trust and perceived value play a significant role in mediating this relationship. Furthermore, authentic green marketing efforts contribute to stronger customer retention, whereas skepticism toward greenwashing diminishes brand credibility and loyalty.Practical implications of the findings provide actionable insights for brands aiming to enhance their sustainability-driven marketing efforts. Companies should focus on transparency, consistency, and consumer education to strengthen brand image and maintain long-term customer loyalty. Distinguishing authentic sustainability initiatives from greenwashing is critical in fostering trust and positive brand associations. This study contributes to the literature by providing an industry-specific analysis of the mediating role of brand image in green marketing, addressing research gaps in differentiating genuine sustainability efforts from misleading practices.Conclusion: Theoretical and practical implications underscore the importance of authenticity and transparency in green marketing communications to foster long-term customer relationships for sustainable brands.
Penguatan Ekonomi Hijau UMKM dengan Meningkatkan Kualitas Karakter Kewirausahaan UMKM Kelurahan Larangan Selatan soehari, Tjiptogoro Dinarjo; Djumarno; Budiono, Nur Aktif; Setyaningrum, Retno Purwani
Jurnal Pengabdian Masyarakat Disiplin Ilmu Vol. 2 No. 2 (2024): Jurnal Pengabdian Masyarakat Multi Disiplin Ilmu Juli 2024
Publisher : Yayasan Cita Cendikiawan Al Kharizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jpmasdi.v2i2.4247

Abstract

Kementrian Koperasi UKM (2023), mengemukakan bahwa kontribusi usaha bidang penyediaan akomodasi dan makanan minuman Rp116.267.405 Juta atau 4,67% dari PDB DKI Jakarta Th 2020s, laju petumbuhan kontribusi tahun 2020 sebesar -16,21% artinya sangat memprihatinkan sehingga perlu ditingkatkan kemamapuan bisnis UMKM. Tujuan PKM adalah memberikan pelatihan untuk mewujudkan penguatan ekonomi hijau berbasis karakter kewirausahaan UMKM mendukung program Pemerintah mengembangkan green economy. Metode PKM: pelatihan konsep-konsep penting untuk dimengerti dan dikuasai oleh peserta PKM yaitu pengetahuan ekonomi hijau dan karakter kewirausaha UMKM. Selain itu melakukan monitoring dan evaluasi sejauhmana perkembangan ekonomi hijau dan karakter kewirausahaan mendukung keberlangsungan bisansi peserta PKM secara berkelanjutan. Khalayak sasaran: Pelaku UMKM, Calon pelaku UMKM, Tokoh Masyarakat UMKM. Temuan dilapangan: suruh peserta pelatihan menganggap ekonomi hijau penting dengan nilai 4.327 dan karakter kewirausahaan penting dengan nilai 4.157. Seluruh instrumen: ekonomi hiujau 6 instrumen dan karakter kewirausahaan 5 instrumnen semua dinilai diatas 4 yang artinya penting dalam skala 5. Kontribusi PKM: pelaku UMKM memiliki kemampuan mewujudkan ekonomi hijau berbasis karakter kewirausahaan dalam menjalankan bisnis UMKM secara efektif, efisien, dan berkelanjutan yang diharapkan pada akhirnya meningkatkan pertumbuhan kontribusi UMK terhadap PDB Pemerintah.
Co-Authors Adi Nurmahdi, Adi Djumarno, Djumarno Nardo, Ma Theresa Bringas Ratri, Dina Rahayuning Retno Purwani Setyaningrum Tjiptogoro Dinarjo Soehari