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Dr. Wiwiek Mardawiyah Daryanto, SE-Ak., MM
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International Journal of Business Studies
Published by Sekolah Tinggi Manajemen IPMI
ISSN : 25800132     EISSN : 26224585     DOI : https://doi.org/10.32924/ijbs
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
International Journal of Business Studies (IJBS) is an international open access and peer-reviewed journal published tri-annually in February, June, and October by IPMI Research Center, Sekolah Tinggi Manajemen IPMI. IJBS aimed to provide research articles in order to have a significant implication on the world of business management studies. In addition, IJBS’s primary objective is to bridge the gap between theory and practice in business management. The journal covers a variety of business management topics and original researchers in the following areas such as: Business Economics, Business Ethics, Marketing Management, Finance Management, Operation Management, Strategic Management, Entrepreneurship, Innovation and Competitiveness, Sustainable Development, Human Resource Management, Leadership, Organizational Behavior, Change Management, Risk Management, e-Business, International Business, Knowledge Management, Management Accounting, Management Control System, Management Information System, and Supply Chain Management.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 175 Documents
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The Effects of Creative Visual Content, Affiliate Marketing, and Influencer Marketing on Consumer Purchase Intention Raehan Ferdian Putra; Erwin Permana
International Journal of Business Studies Vol. 10 No. 1 (2026): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v10i1.419

Abstract

This study aims to examine the influence of creative visual content, affiliate marketing collaboration, and influencer marketing on consumer purchase intention toward the Rucas.co brand. The research adopts a quantitative approach using a survey method with 100 respondents who are active social media users and have been exposed to creative content, affiliate promotions, or influencer endorsements related to the brand. Data were analyzed using multiple linear regression analysis to test both partial and simultaneous effects of the independent variables on purchase intention. The results reveal that creative visual content, affiliate marketing collaboration, and influencer marketing each have a positive and significant effect on consumer purchase intention. Simultaneously, the three variables significantly explain variations in purchase intention, with an Adjusted R² value of 0.781, indicating strong explanatory power. Among the independent variables, influencer marketing has the most dominant effect. These findings suggest that an integrated digital marketing strategy combining visually engaging content, credible influencers, and structured affiliate collaboration plays a crucial role in shaping consumer purchase intention. This study contributes to the digital marketing literature by providing empirical evidence on the effectiveness of social media-based promotional strategies for local fashion brands and offers practical insights for businesses in optimizing their online marketing efforts.
Women Entrepreneurship Orientation and Marketing Capability in Driving SME Performance: Empirical Evidence from Indonesia Nabila Kharimah Vedy
International Journal of Business Studies Vol. 10 No. 1 (2026): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v10i1.413

Abstract

Women entrepreneurs are crucial to economic growth and household poverty reduction. However, the effectiveness of entrepreneurial orientation (EO) in improving SME performance remains inconclusive. This study examines the direct effect of EO on SME performance and the mediating role of marketing capabilities among women entrepreneurs in Indonesia. Using survey data from 131 women-owned food and beverage SMEs and Partial Least Squares Structural Equation Modeling (PLS-SEM), this study analyzes both direct and indirect effects. The results indicate that EO does not have a significant direct effect on business performance. In contrast, marketing capabilities have a positive and significant effect on performance and fully mediate the relationship between EO and performance. Among the EO dimensions, innovation demonstrates the strongest influence. These findings suggest that SME performance is driven not only by entrepreneurial orientation but also by the ability to translate it into effective marketing capabilities, highlighting the critical role of capability-based strategies in women entrepreneurship.
The Effect of Hedonic Shopping Motivation and Fear of Missing Out (FOMO) on Impulsive Buying Behavior: A Study of Tiktok Shop Twin Date Sales Andre Bagus Pramudita; Popy Rufaidah
International Journal of Business Studies Vol. 10 No. 1 (2026): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v10i1.415

Abstract

This study explores how hedonic shopping motivation and fear of missing out influence impulsive buying during the Twin Date TikTok Shop event in Indonesia. Using the adapted dimensions of hedonic shopping motivation and fear of missing out (FOMO), this study examines the behavior of TikTok Shop consumers in Indonesia upon encountering this promotional event. The primary objective is to examine and analyze consumer hedonic shopping motivation and fear of missing out and their impact on impulsive buying during the Twin Date TikTok Shop Indonesia promotion, using a set of indicators adapted from previous research. Data were collected through a survey administered to 114 TikTok Shop consumers participating in the Twin Date event. This study used Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that fear of missing out significantly influences impulsive buying, while hedonic shopping motivation influences the effect, albeit in the opposite direction. However, a limitation of this study is its focus solely on hedonic shopping motivation and fear of missing out on impulsive buying. This study ignores other potential influencing variables, such as price, product quality, and consumer preferences. Therefore, this study shows that Hedonic Shopping Motivation and FOMO contribute to Impulsive Buying during the Twin Date event on TikTok Shop in Indonesia.
Developing a Community-Based Smart Edu-Tourism Model: Integrating Green Marketing and Artificial Intelligence for Urban Sustainability Indrajaya, Amelia Naim; Fairina Susanti, Yulita; Afriza, Eka Sri Dana; H. Kazeroony, Hamid
International Journal of Business Studies Vol. 10 No. 1 (2026): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v10i1.420

Abstract

Community-based edu-tourism in urban areas is a promising approach to sustainability, cultural preservation, and community empowerment, but many initiatives struggle with competitiveness and digital adaptation after the pandemic. While green marketing provides an ecological framework and smart tourism highlights the potential of AI and digital tools, their integration remains limited, particularly in urban edu-tourism. This paper proposes a conceptual framework combining the seven dimensions of green marketing with AI-enabled smart tourism to create smart, sustainable, and personalized edu-tourism experiences. The study contributes theoretically by extending sustainability marketing through technological enablers, and practically by offering guidance for policymakers, tourism managers, and communities to design competitive edu-tourism models aligned with the United Nations Sustainable Development Goals (SDGs).
An Analysis of Gamification in Boosting Training Effectiveness: The Mediating Role of Engagement Lukita, Paula; Margani, Edwin Ibnu; Vitriawaty; Abdullah, Tengku Mohd. Khairal
International Journal of Business Studies Vol. 10 No. 1 (2026): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v10i1.421

Abstract

This study explores how gamification influences the effectiveness of training in a corporate middle management program. Based on Social Cognitive Theory (SCT), it aims to fill the mechanistic gap by proposing and empirically testing a mediation model to understand how gamification works, focusing on whether its impact is mediated through participant engagement. The study used a quantitative, explanatory survey design. Data was gathered from 214 participants in the "Leading and Empowering Your Team" module, a key part of the Astra Middle Management Program (AMMP). The proposed mediation model was evaluated using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The model exhibited excellent predictive accuracy, accounting for 68.6% of the variance in Training Effectiveness and 56.4% in Engagement. Path analysis verified that all hypothesized relationships were strong and statistically significant. Gamification had a significant impact on training effectiveness ( β = 0.599, p < 0.001). Additionally, a notable indirect effect was observed (β = 0.209, p = 0.006), indicating that Engagement mediates this relationship (β for GAM -> ENG = 0.751; β for ENG -> TEF = 0.278). This study offers solid empirical evidence for the two main ways gamification functions. It shows that gamification is not merely a gimmick for "fun" (engagement), but also serves as a strong cognitive instrument that enhances learning directly. The research highlights Engagement as a crucial mechanism, providing T&D practitioners with a clearer understanding of how their gamified strategies accomplish their goals.

Page 18 of 18 | Total Record : 175

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