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All Journal MIX : Jurnal Ilmiah Manajemen Journal of Management and Leadership Jurnal Ilmiah Manajemen Kesatuan Sekretari & Administrasi (Serasi) Jurnal Ilmu Manajemen Terapan (JIMT) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Indo-MathEdu Intellectuals Journal Maneggio Green Economics: International Journal of Islamic and Economic Education Maneggio
Panca Maulana Firdaus
Universitas Budi Luhur
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Social Media as a Digital Showcase: Brand Awareness and Its Implications for the Purchasing Decisions of MSME Products in Jakarta Firdaus, Panca Maulana; Muhdaliha, Eryco
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 1 (2026): Dinasti International Journal of Economics, Finance & Accounting (March-April 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i1.6286

Abstract

The growth of social media has driven shifts in the marketing strategies of Micro, Small, and Medium Enterprises (MSMEs), particularly in urban areas like Jakarta. Here, social media no longer functions merely as a promotional tool but also serves as a digital showcase for displaying products and building brand perception. This research aims to analyze the influence of social media utilization on the purchasing decisions of MSME products in Jakarta, with brand awareness as the mediating variable. This study employs a quantitative approach using a survey method targeting 120 culinary-sector MSME actors who actively utilize social media in their marketing activities. The research data were analyzed using Partial Least Squares-based Structural Equation Modeling (SEM) with the assistance of the SmartPLS 3.0 software. The results indicate that social media utilization has a positive and significant influence on brand awareness and also has a direct effect on purchasing decisions. Furthermore, brand awareness is proven to act as a mediating variable in the relationship between social media utilization and purchasing decisions. These findings suggest that social media, as a digital showcase, plays a strategic role in building brand awareness and driving the purchase decisions for MSME products. This research is expected to provide a theoretical contribution to the development of digital marketing studies for MSMEs, as well as practical implications for MSME actors in designing effective social media-based marketing strategies.
Viral Marketing, Fear of Missing Out and Impulsive Buying Behavior Among Gen Z in Jakarta Zulvia Khalid; Thilini De Silva; Panca Maulana; Iis Torisa Utami
MIX: JURNAL ILMIAH MANAJEMEN Vol. 15 No. 3 (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.v15i3.016

Abstract

Objectives: This study is aimed at investigating the effects of viral marketing) on impulsive buying behavior mediated by fear of missing out (FoMO) among Gen Z customers in Indonesia.Methodology: This study adopts a quantitative method with cross-sectional design, including 209 Gen Z students from universities in Jakarta which were gathered using Purposive snowball sampling. Data were analyzed using structural equation modeling (SEM) with Partial Least Squares method to evaluate the validity of theoretical framework and to examine the proposed hypotheses.Finding: The findings demonstrate that viral marketing significantly affects the emergence of FoMO which mediates the relationship between viral marketing and impulsive buying behavior.Conclusion: The results are beneficial for marketers who aim to reach Gen Z and deal with the social and economic effects of inappropriate customer behavior that can happen when viral marketing campaigns are used too much. Gen Z will also become more aware and conscious if they learn these facts. This will help them resist the desire to buy things on impulse that viral marketing campaigns use to get customers to buy things.
Qualitative Empirical Analysis of IT Talent Provider Customer Satisfaction in Indonesia Ravindra Safitra Hidayat; Panca Maulana; Eryco Muhdaliha
Green Economics: International Journal of Islamic and Economic Education Vol. 2 No. 1 (2025): January: Green Economics: International Journal of Islamic and Economic Educati
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/greeneconomics.v2i1.89

Abstract

This study explores the factors influencing customer satisfaction in Indonesia's IT talent provider industry through a qualitative empirical analysis. Employing secondary data sources such as academic literature, industry reports, and customer feedback, the research identifies key drivers of satisfaction, including project-based work setups, client involvement, teamwork dynamics, the nature of work, and employee engagement. Findings suggest that customer satisfaction is a multifaceted concept influenced by effective communication, cohesive teamwork, and robust talent management strategies. The study underscores the need for IT talent providers to adopt comprehensive approaches to enhance service quality, retain skilled professionals, and meet evolving client demands, thereby strengthening their competitive position.
WORK-LIFE BALANCE, LINGKUNGAN KERJA, DAN MOTIVASI SEBAGAI PREDIKTOR PERILAKU KEWARGAAN ORGANISASI Zulvia Khalid; Panca Maulana; Farah Isnaini Apriliyana
Jurnal Serasi Vol 23, No 2 (2025): Jurnal Serasi Vol 23 No 2 Oktober 2025
Publisher : Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/js.v23i2.4317

Abstract

Dalam era digitalisasi dan persaingan global yang semakin dinamis, perilaku sukarela karyawan di luar tugas formal atau Perilaku Kewargaan Organisasi (Organizational Citizenship Behavior-OCB) menjadi faktor penting dalam mendukung efektivitas organisasi. Penelitian ini bertujuan untuk menganalisis pengaruh work-life balance, lingkungan kerja, dan motivasi kerja terhadap OCB pada karyawan PT Gogomedia Visindo. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan desain cross-sectional, melibatkan 100 responden yang dipilih melalui teknik snowball sampling. Data dikumpulkan menggunakan kuesioner tertutup skala Likert dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa ketiga variabel independen memiliki pengaruh positif dan signifikan terhadap OCB, baik secara parsial maupun simultan. Motivasi kerja memiliki pengaruh paling dominan dengan koefisien regresi sebesar 0,375 (p = 0,000), diikuti oleh work-life balance sebesar 0,298 (p = 0,000), dan lingkungan kerja sebesar 0,158 (p = 0,020). Nilai Adjusted R² sebesar 0,920 menunjukkan bahwa 92% variasi OCB dapat dijelaskan oleh ketiga variabel tersebut, sementara sisanya sebesar 8% dipengaruhi oleh faktor lain yang tidak diteliti. Simpulan dari penelitian ini adalah bahwa keseimbangan hidup, kondisi kerja yang mendukung, dan motivasi kerja yang tinggi berkontribusi secara nyata terhadap peningkatan perilaku OCB karyawan. Oleh karena itu, perusahaan disarankan untuk memperkuat motivasi intrinsik, mengelola beban kerja secara proporsional, serta menciptakan lingkungan kerja yang aman dan kolaboratif guna mendorong perilaku OCB secara berkelanjutan
Co-Authors Abdul Rohman Dadet Sugiarto Eryco Muhdaliha Eryco Muhdaliha Farah Isnaini Apriliyana Heru Nugroho Heru Nugroho Hidayat, Ravindra Safitra Iis Torisa Utami Iswati, Heni Jemmy Jemmy* Jemmy, Jemmy Khalid, Zulvia Lestari, Setyani Dwi Mudjijah, Slamet Ravindra Safitra Safitra, Ravindra Selamet Riyadi Selamet Riyadi Setyani Dwi Lestari Silva, Thilini De Sugiarto, Dadet Thilini De Silva