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International Journal of Marketing and Human Resource Research
Published by Training & Research Institute Jeramba Ilmu Sukses
ISSN : -     EISSN : 27464040     DOI : 10.47747
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
International Journal of Marketing & Human Resource Research (IJMHRR) is a peer-reviewed and international marketing and human resource journal. The journal covers topics in the areas of human resource management, marketing, organizational behaviour, pricing, digital marketing, social marketing, consumer behaviour, and other related subjects. IJMHRR is open to various methodological approaches, including conceptual work, quantitative, qualitative, and mixed-methods. IJMHRR is published four times a year (January, April, July, and October). e-ISSN: 2746-4040. The Digital Object Identifier (DOI) is assigned to each published article and the journal is indexed by Crossref.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 148 Documents
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Business Planning for Men's Big Size Fashion: A Case of BIG SIZE BRO in Bandung Supriatna, Supriatna; Kaniawati, Keni
International Journal of Marketing & Human Resource Research Vol. 6 No. 2 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i2.2709

Abstract

Industry in Indonesia is experiencing significant growth over the last few decades, however, there are still untapped market segments that have not been optimally developed, one of which is big-sized fashion for men. This Research aims to compile planning for BIG SIZE BRO, a big men's fashion business in Bandung City. With the use of the Business Model Canvas (BMC) method, study the financial eligibility, SWOT analysis, research, and presentation planning strategies for an integrated business. The result shows that the market opportunity for men's big size fashion in Bandung is quite large. Big, with potential growth supported by social media trends, preferences of consumers, and the lack of local brand dominance in this segment. This study can become a guide for candidate entrepreneurs in designing competitive and sustainable businesses in the men's fashion sector
Audit Quality, Capital Intensity, Intellectual Capital, Tax Avoidance: Systematic Literature Review Yusnidar, Yusnidar; Mukhtaruddin, Mukhtaruddin
International Journal of Marketing & Human Resource Research Vol. 6 No. 2 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i2.2711

Abstract

Tax avoidance is one way to reduce the amount of tax paid by taxpayers by not violating or looking for loopholes in tax rules. With this Systematic Literature Review (SLR), researchers aim to explore trends in the influence of audit quality, capital intensity, and intellectual capital on tax avoidance and identify and analyze audit quality factors, capital intensity, and intellectual capital on tax avoidance by analyzing previous research from 2016 to 2025. The results show that audit quality has no effect on tax avoidance, capital intensity has a positive effect, and intellectual capital also has a positive effect. These findings are useful for policymakers for users who will carry out tax avoidance, and for academics, can be material to be developed in the following research.
The Effect of Green Packaging Perception on Green Customer Loyalty mediated by Green Customer Satisfaction on Avoskin Brand Cosmetic Products in Bandung City Mahendra, Serina Hesti; Putra, Hariyadi Triwahyu
International Journal of Marketing & Human Resource Research Vol. 6 No. 4 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i4.2754

Abstract

This research seeks to empirically investigate the extent to which perceptions of environmentally friendly packaging affect consumer loyalty toward Avoskin cosmetic products. Green customer satisfaction is positioned as an intervening variable within the context of Bandung-based Generation Z students. The measurement instruments employed in this study demonstrated adequate levels of validity and reliability, thereby justifying their use in data collection. A total of 120 respondents, all of whom had previously purchased Avoskin products, constituted the sample. The analytical approach comprised both simple and multiple regression models, supplemented with a Sobel test to evaluate mediating effects. Findings indicate that perceptions of green packaging positively and significantly affect customer satisfaction and loyalty, with satisfaction also emerging as a significant predictor and mediator in this relationship. However, future research is advised to explore alternative constructs that may more directly drive green customer loyalty. This finding also opens up opportunities for future researchers to explore other concepts that directly affect green customer loyalty. This research offers practical benefits to Avoskin in designing a marketing strategy to enhance product quality and attract more consumers from Generation Z
The Effects Of Non-Physical Work Environment, Motivation And Compensation On Employee Turnover Juliyanti, Julia; Rahmi , Palupi Permata
International Journal of Marketing & Human Resource Research Vol. 6 No. 3 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i3.2832

Abstract

This study aims to analyze the effect of non-physical work environment, motivation, and compensation on employee turnover in service companies. The research was conducted at PT Permodalan with a quantitative approach and descriptive verification method. The research sample amounted to 35 respondents who were taken with saturated sample technique. Data collection was done through a closed questionnaire using a Likert scale. The data were analyzed using multiple linear regression preceded by validity, reliability, and classical assumption tests. The results show that motivation and compensation have a significant effect on employee turnover, while the non-physical work environment has a negative effect but is not statistically significant. Simultaneously, the three independent variables have a significant effect on turnover, with a contribution of 46% to the variability of turnover (R² = 0.460). This finding confirms the important role of fair compensation and strategic management of work motivation in reducing employee turnover. The managerial implications of this study suggest that companies balance the aspects of rewards, career development, and work climate to maintain workforce loyalty on an ongoing basis.
The Effect of Workload, Work Stress and Motivation on Employee Performance: The Case of Regional Secretariat Office at Ogan Komering Ulu Regency Lovita, Leshy; Rahayu, Sri; Asiati, Diah Isnaini
International Journal of Marketing & Human Resource Research Vol. 6 No. 3 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i3.2836

Abstract

This study aims to determine: 1) The effect of workload, work stress, and motivation on the performance of employees of the Regional Secretariat of Ogan Komering Ulu Regency; 2) The effect of workload on the performance of employees of the Regional Secretariat of Ogan Komering Ulu Regency; 3) The effect of work stress on the performance of employees of the Regional Secretariat of Ogan Komering Ulu Regency; and 4) The effect of motivation on the performance of employees of the Regional Secretariat of Ogan Komering Ulu Regency. This research is associative. The variables examined are workload, work stress, motivation, and employee performance. The sample consists of 107 employees of the Regional Secretariat of Ogan Komering Ulu Regency, selected through cluster sampling. Primary data were collected using a questionnaire. The data analysis technique employed was multiple linear regression using the SPSS program. The results indicate that (1) workload, work stress, and motivation collectively have a positive and significant effect on employee performance; (2) workload has a positive and significant effect on employee performance; (3) work stress has a positive and significant effect on employee performance; and (4) motivation has a positive and significant effect on employee performance. The coefficient of determination indicates that workload, work stress, and motivation collectively explain 54% of the variation in employee performance. The remaining 46% is attributed to other factors not included in the analysis.
A Comparative Study of Futsal Training Techniques on Concentration and Gross Motor Skills in New and Long-Term Students at MR Futsal Academy (Aged 4–7 Years) Febrianti, Talin Salma; Ekanesia, Pratidina
International Journal of Marketing & Human Resource Research Vol. 6 No. 3 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i3.2838

Abstract

This study aims to compare the effects of futsal training techniques on concentration and gross motor skills among early childhood students at MR Futsal Academy (ages 4–7). Using a quantitative comparative method, data were collected through observation and interviews with coaches and academy management. The research compared the abilities of new students and long-term students in terms of basic futsal techniques, concentration, and gross motor skills. The results showed that long-term students had significantly better gross motor abilities than new students, indicating a strong contribution of structured futsal training to physical coordination. However, no statistically significant difference was found in concentration, although descriptive data showed a positive trend. The correlation between futsal skills and both concentration and motor skills was positive but not statistically strong. These findings suggest that gross motor development benefits directly from physical training, while cognitive and psychological factors beyond the training environment may influence concentration.
The Correlation Between Self-Confidence and Emotion Regulation with Learning Motivation Among Bullying Victims Sasmita, Elsa Gita; Ekanesia, Pratidina
International Journal of Marketing & Human Resource Research Vol. 6 No. 3 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i3.2847

Abstract

Bullying, both verbal and nonverbal, can negatively impact students’ psychological well-being and academic engagement. This study examined the influence of self-confidence and emotion regulation on learning motivation among junior high school students who have experienced bullying. Using a quantitative correlational design, data were collected from 35 students selected through purposive sampling at a public school in Bandung Regency. Three validated psychological scales were used to assess self-confidence, emotion regulation, and learning motivation. Descriptive findings revealed that 97.2% of students had low self-confidence, and 54.29% had low learning motivation. Meanwhile, 57.14% of respondents demonstrated relatively high levels of emotion regulation. The regression analysis showed that self-confidence had a significant positive effect on learning motivation, while emotion regulation did not show a statistically significant influence when tested individually. However, when analyzed simultaneously, both variables contributed to 80.7% of the variance in learning motivation, indicating a strong joint influence. These findings suggest that psychological factors, particularly self-confidence, are crucial in shaping students’ academic motivation. Students with low confidence tend to avoid academic challenges and are less persistent, especially after experiencing bullying. Although emotion regulation alone was not a strong predictor, it supports emotional stability, which may indirectly affect learning behaviors. The study recommends school-based programs that focus on rebuilding students’ confidence and enhancing their ability to manage emotions. Providing a safe, supportive school environment is essential to prevent further psychological distress and to help students regain their motivation to learn.
The Influence of Social Support and Subjective Well- Being on Student Engagement among Working Students at INABA University Nurlela, Siti Agustin; Ekanesia, Pratidina
International Journal of Marketing & Human Resource Research Vol. 6 No. 3 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i3.2848

Abstract

This research seeks to explore how social support and subjective well-being contribute to student engagement among university students who balance academic responsibilities with part-time or full-time employment. Using a quantitative correlational design, the study involved 101 working students from the University Indonesia Membangun (INABA) as participants. Data were collected through standardized instruments : the Social Provisions Scale (SPS), the Satisfaction with Life Scale (SWLS), and the Student Engagement Scale (SES). Descriptive statistics revealed that more than half of the respondents experienced low levels of social support (52.5%) and subjective well-being (64.4%), while 51.5% reported low student engagement. Multiple linear regression analysis showed that both social support and subjective well-being significantly predicted student engagement, accounting for 40.4% of the variance. These findings underscore the significance of psychosocial resources in promoting academic engagement, particularly for students with dual roles. The results underscore the need for institutions to develop holistic strategies that not only enhance academic capacity but also nurture emotional well-being and supportive environments
Marketing Strategy Using SWOT Analysis and the Marketing Trifecta at PO Damar Laksana Gustiana, Jedi; Jaya, Rama Chandra
International Journal of Marketing & Human Resource Research Vol. 6 No. 3 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i3.2851

Abstract

To address the challenges of competition in the digital era, this study formulates a comprehensive marketing strategy for PO Damar Laksana, a tourism transportation MSME. The background of the problem lies in the limited adoption of technology, such as minimal digital promotion and the absence of an online booking system, which hinders competitiveness. This research uses a descriptive qualitative method with data collected through interviews, observations, and literature studies. SWOT analysis identifies core strengths in service quality and business legality but also reveals weaknesses in physical infrastructure and digitalization. Key opportunities arise from domestic tourism trends, while threats stem from intense competition. The Marketing Trifecta framework (owned, earned, and paid media) has proven effective in increasing brand visibility and lead acquisition. It is concluded that integWeight SWOT analysis with the Marketing Trifecta can produce an adaptive marketing strategy model to support sustainable business growth.
Digital Transformation in Local Trade: A Study of Perceptions among E-Commerce Sellers and Consumers Andania, Ana; Irmawati, Irmawati; Nasaruddin, Nasaruddin; Syam, Andi Wahyuni; Anugrahwati, Anugrahwati
International Journal of Marketing & Human Resource Research Vol. 6 No. 3 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i3.2899

Abstract

Digital transformation has brought significant changes to the local trade ecosystem in Indonesia, including Bone Regency. This study aims to explore the readiness of MSME sellers and consumer perceptions of empowerment features in e-commerce platforms, using a phenomenological qualitative approach. A total of 10 sellers and 10 consumers who are active on the Shopee, Tokopedia, and TikTok Shop platforms were interviewed in depth, supported by virtual observation and document analysis. The results of the study indicate that the digital readiness of sellers is influenced not only by the availability of devices and networks but also by digital literacy, innovative promotional strategies, self-learning, and support from family and community. Sellers who can adapt creatively and actively across platforms are more likely to thrive in the competitive digital market. On the consumer side, features such as promotions, free shipping, ratings, reviews, and ease of returns are key factors in empowering and building trust. A preference for local products also grows stronger when supported by a good digital reputation and responsive customer service. However, there are challenges in the form of unequal access to digital training and the need for platform policy innovations that are more friendly to local MSMEs. This study emphasizes the importance of strengthening digital literacy, cross-actor collaboration, and inclusive strategies to ensure that digital transformation is effective, inclusive, and sustainable at the local level.

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