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All Journal JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)
Alice Erni Husein
Universitas Putera Batam
Economics, Econometrics & Finance

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Pengaruh Digital Marketing, Electronic Word Of Mouth, dan Customer Satisfaction Terhadap Keputusan Pembelian Jasa Nail Art Pada D’Nails & Lash Studio di Kota Batam Elaine Elaine; Alice Erni Husein
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 2 (2026): April 2026
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i2.6203

Abstract

This study aims to analyze the influence of digital marketing, electronic word of mouth (e-WOM), and customer satisfaction on purchasing decisions for nail art services at D'Nails & Lash Studio in Batam City, both partially and simultaneously. This study uses a quantitative approach with a descriptive method, involving 100 respondents who have used nail art services with a purposive sampling technique referring to the Lemeshow approach. Data were collected through questionnaires and analyzed through validity and reliability tests, classical assumption tests, regression analysis, and hypothesis testing. The discussion of the research results shows that digital marketing has the most dominant influence on purchasing decisions at 38.9%, which indicates that digital marketing strategies can increase consumer interest and confidence in choosing nail art services. Electronic word of mouth has an influence of 19.4%, which indicates that consumer reviews and recommendations through online media play a role in shaping consumer perceptions and trust, while customer satisfaction has an influence of 24.6%, which reflects that consumer satisfaction is an important factor in driving purchasing decisions and repeat service use. Simultaneously, these three variables are able to explain 72.7% of the variation in consumer purchasing decisions, so it can be concluded that digital marketing, e-WOM, and customer satisfaction have a significant influence on purchasing decisions for nail art services at D'Nails & Lash Studio in Batam City.
Pengaruh Disiplin Kerja, Motivasi Kerja, dan Loyalitas Terhadap Kinerja Karyawan PT Multi Karya Bajatama di Kota Batam Edison Edison; Alice Erni Husein
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 2 (2026): April 2026
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i2.6205

Abstract

This study aims to analyze the influence of work discipline, work motivation, and loyalty on employee performance at PT Multi Karya Bajatama in Batam City using a descriptive quantitative approach. The study population consisted of 102 employees, with a sample of 81 respondents determined using the Slovin formula and simple random sampling techniques. Data were analyzed through validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing using t-tests and F-tests. The results of the multiple linear regression analysis indicate that work discipline has a positive and significant effect on employee performance with a contribution of 24.3%, work motivation also has a significant effect with a contribution of 27.0%, while loyalty has the most dominant influence of 35.1%. The coefficient of determination (R2) analysis confirms that overall, these three variables influence employee performance with a contribution value of 71.1%. Therefore, it can be concluded that improving employee performance is strongly influenced by the implementation of good work discipline, increased motivation, and strengthening employee loyalty on an ongoing basis. Statistical testing through t-tests and F-tests confirms that work discipline, work motivation, and loyalty have a positive and significant effect on employee performance, both individually and collectively.
Pengaruh Kualitas Produk, Promosi, dan E-WOM Terhadap Keputusan Pembelian Viva Cosmetics di Kota Batam Sherent Sherent; Alice Erni Husein
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 2 (2026): April 2026
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i2.6208

Abstract

This study was designed to examine the influence of product quality, promotional activities, and e-WOM on the formation of purchasing decisions for Viva Cosmetics products in Batam City. The research design used a descriptive quantitative approach that aims to describe the causal relationship between variables through objective measurements. The study involved 100 respondents who were users and buyers of Viva Cosmetics, with the sample selection technique being purposive sampling according to predetermined criteria and strengthened through Lemeshow calculations to ensure sample adequacy. The research data were analyzed through several statistical stages, including instrument feasibility testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing to determine the level of contribution of each independent variable to purchasing decisions. The findings from the multiple linear regression analysis showed that product quality contributed 19.1% to purchasing decisions. Furthermore, promotions contributed 24.0%, and e-WOM contributed 37.2%. The results of the coefficient of determination (R²) test indicate that a value of 83.7% reflects the ability of the product quality, promotion, and e-WOM variables simultaneously to explain the majority of changes in Viva Cosmetics purchasing decisions in Batam City. The results of the t-test and F-test can conclude that these three variables have a significant role, both individually and collectively, in influencing the purchasing decisions of Viva Cosmetics products in Batam City.
Co-Authors Edison Edison Elaine Elaine Sherent Sherent