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All Journal Jurnal Ilmiah Akuntansi dan Bisnis Eduvest - Journal of Universal Studies
Fahrul Riza
Universitas Ciputra Surabaya, Indonesia
Aerospace Engineering Computer Science & IT Economics, Econometrics & Finance Health Professions Neuroscience Social Sciences

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The Impact of Social Media Marketing on Celkeku Purchase Decision Through Brand Image and Brand Awareness Sherina Eklezia; Fahrul Riza; Endi Sarwoko
Eduvest - Journal of Universal Studies Vol. 5 No. 5 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i5.51238

Abstract

With the rapid growth of digital business, Micro, Small, and Medium Enterprises (MSMEs) must adapt their marketing strategies, particularly through Social Media Marketing (SMM), to remain competitive and increase market visibility. Despite their significant contribution to Indonesia’s economy, many MSMEs face challenges in effectively leveraging SMM. This study examines the impact of SMM on Brand Image (BI), Brand Awareness (BA), and Purchase Decision (KP) using Celkeku, an online cake shop, as the research object. Data were collected via a survey of 150 Celkeku customers and analyzed using Structural Equation Modeling (SEM) to evaluate relationships among variables. The findings show that SMM positively influences BI and BA, but BA does not significantly affect KP. Instead, BI serves as a mediating variable that strengthens the influence of SMM on KP, highlighting the crucial role of brand image in consumers’ purchase decisions. This study supports the Theory of Planned Behavior and Consumer Decision-Making Theory within the context of digital marketing for MSMEs. Moreover, the results suggest that enhancing brand awareness alone is insufficient; MSMEs must prioritize strengthening brand image and delivering quality customer experiences to build trust, satisfaction, and product differentiation, which subsequently impact purchase decisions. Limitations include the cross-sectional design, a sample limited to Celkeku customers, and potential respondent bias. Future research is recommended to adopt mixed methods to explore psychological and emotional factors influencing purchasing decisions in digital businesses.
Menantea's Strategy to Attract Gen-Z: The Influence of Brand Image, EWOM, and Lifestyle on Repurchase Intention Erika Verdiana; Fahrul Riza; Endi Sarwoko
Eduvest - Journal of Universal Studies Vol. 5 No. 6 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i6.51434

Abstract

This research aims to analyze the influence of brand image, EWOM, and lifestyle on repurchase intention for Menantea brand among Generation Z in Java Island. The study is motivated by the decline in purchases of Menantea products which has led to the closure of many outlets in a relatively short time. The research uses the Theory of planned behavior, which explains that a person's behavior is influenced by their intention to perform that behavior. This intention is determined by three main factors: Theory of planned behavior, subjective norms, and perceived behavioral control. The methodology employed in this study is quantitative descriptive research using questionnaires as research instruments. The targeted respondents are Gen-Z individuals born between 1997-2012, residing in Java Island, who have previously purchased Menantea products. The sample size consists of 100 respondents. This research is expected to provide valuable contributions to Menantea's marketing and branding teams as well as other companies across various business sectors in formulating more effective strategies to enhance repurchase intention. The results indicate that brand image does not significantly affect Menantea's repurchase intention, while EWOM and lifestyle show significant positive influences on repurchase intention among Generation Z consumers of Menantea in Java Island.
The Effect of Emotional Labor and Emotional Exhaustion on Turnover Intention, Mediated by Job Satisfaction in the Healthcare Sector in Ubud, Bali I Gusti Ayu Agung Silvia Wulan Dewi; Liem Bambang Sugiyanto; Fahrul Riza; Romauli Nainggolan; Ida Bagus Gde Agung Yoga Pramana
Jurnal Ilmiah Akuntansi & Bisnis Vol 11 No 1 (2026)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/jiab.v11i1.7703

Abstract

Hospitals are service-oriented industries that involve intensive interaction between staff and patients. Emotional exhaustion resulting from the demands of constant interaction can reduce organisational commitment, which in turn drives staff to consider leaving their jobs. This study aims to analyse the influence of Emotional Labour and Emotional Exhaustion on Turnover Intention, with Job Satisfaction acting as a mediating variable. The method used in this study is quantitative, employing SEM-PLS data analysis. The study sample comprised 107 respondents, consisting entirely of non-medical staff. Data collection utilised a questionnaire distributed via Google Forms. The results of this study indicate that job satisfaction is the key factor in explaining the relationship between Emotional Labour, Emotional Exhaustion, and Turnover Intention. Job satisfaction is a factor contributing to high turnover intentions in healthcare organisations operating in the service sector, such as hospitals. The practical implications of these findings can be utilised by healthcare organisations in hospital management to formulate more effective employee retention strategies.
Co-Authors Endi Sarwoko Erika Verdiana I Gusti Ayu Agung Silvia Wulan Dewi Liem Bambang Sugiyanto Pramana, Ida Bagus Gde Agung Yoga Romauli Nainggolan Sherina Eklezia