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All Journal Economics and Digital Business Review Vifada Management and Social Sciences
Fachmi , Muhammad
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Physics Social Sciences

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Keputusan Pembelian pada Produk Samsung yang Dipengaruhi Word of Mouth, Brand Ambassador, Dan Brand Image Fachmi , Muhammad; Mardiman , Mardiman
Economics and Digital Business Review Vol. 6 No. 2 (2025)
Publisher : STIE Amkop Makassar

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Abstract

Tentu saja, banyak perusahaan smartphone yang signifikan bersaing dengan konsumen di zaman modern ini dengan berbagai produk baru yang sering diperbarui. Tujuan penelitian ini tidak lain untuk menyelidiki dampak dari kata-kata dari mulut ke mulut, duta merek, dan citra merek pada merek Samsung utamanya pada produk smartphone. Jika pembeli memilih salah satu dari beberapa kemungkinan, mereka akan melanjutkan ke tahap berikutnya yaitu analisis keputusan pembelian, di mana mereka perlu menentukan barang seperti apa yang ingin dibeli setelah mereka membuat berbagai pilihan. Pelanggan yang pernah membeli produk Samsung dalam hal ini pada lini produk smartphonenya. Penelitian ini menggunakan metode kuantitatif dimana datanya dikumpulkan melalui kuesioner. Purposive sampling diaplikasikan tujuannya untuk menentukan sampel yang jumlahnya 100 responden. Menggunakan SmartPLS 4.0 sebagai alat uji instrumen, pengujian asumsi klasik, serta uji hipotesis yang parsial ataupun simultan. Menurut temuan penelitian tersebut, promosi dari mulut ke mulut, duta merek, dan citra merek memiliki pengaruh besar terhadap keputusan konsumen untuk membeli ponsel pintar Samsung, baik secara sendiri-sendiri maupun bersama-sama.
The Role of AI-Driven HR Analytics in Enhancing Employee Performance and Decision-Making in Retail Industries Syukur , Abdul; Fachmi , Muhammad
Vifada Management and Social Sciences Vol. 3 No. 1 (2025): January - June
Publisher : Yayasan Vifada Cendikia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70184/0n8fjw81

Abstract

Purpose: of this research is to analyze both the direct effect of AI-driven HR analytics on employee performance and its indirect effect through decision-making quality as a mediating mechanism Research Design and Methodology: Using a quantitative explanatory research design, data were collected through a structured questionnaire from retail employees and supervisors in organizations that utilize AI-supported HR systems. A purposive sampling technique was employed, and the data were analyzed using Structural Equation Modeling (SEM). Findings and Discussion: AI-driven HR analytics has a significant positive effect on employee performance and decision-making quality. Furthermore, decision-making quality significantly influences employee performance and partially mediates the relationship between AI-driven HR analytics and employee performance. These results suggest that the performance benefits of AI-driven HR analytics are realized primarily when analytics insights are effectively integrated into managerial decision-making processes. The study contributes to the growing literature on people analytics by highlighting the importance of decision quality as a key explanatory mechanism, particularly in retail contexts. Practically, the findings provide insights for retail managers and policymakers to strengthen analytical capability, managerial literacy, and governance frameworks to maximize the value of AI-driven HR analytics. Implications: Future research is recommended to explore longitudinal effects and additional contextual moderators.
Co-Authors Mardiman , Mardiman Syukur , Abdul