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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 178 Documents
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Green Retail and Consumer Preferences for Sustainable Products Syam, Andi Wahyuni; HT, M Nur Rahmat Achdar HT; Nasaruddin, Nasaruddin; Anugrahwati, Anugrahwati; Andania, Ana
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): 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.v7i1.3058

Abstract

This study aims to examine consumers' knowledge, awareness, and behavior regarding green retail and sustainable products in Bone Regency. Using a qualitative approach through in-depth interviews with consumers in rural areas, the study found that consumer literacy regarding sustainable products remains very limited, and many do not even understand the specific meaning of environmentally friendly products. Consumer choices are generally based on price, practicality, and availability, whereas sustainability considerations or green labels are secondary. The influence of social factors, such as family, friends, and the media, on green consumption behavior remains weak. Additionally, access to environmentally friendly labeled products in local markets remains very limited, and higher prices often constitute the primary barrier to adopting sustainable consumption behavior. These findings highlight the need for more practical environmental education, the expansion of the distribution of green products to rural areas, and tangible incentives from the government and businesses to enhance the competitiveness of green products in the local market. This study also recommends collaboration among the government, producers, retailers, and local communities to accelerate changes in consumer behavior and strengthen the green retail ecosystem in rural Indonesia
Green Employee Behavior Model: Role of Green Attitude and Self-Efficacy Adhariani , Fadhillah; Gunarto, Muji
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): 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.v7i1.3244

Abstract

This study analyzes the effect of self-efficacy on green employee behavior mediated by green employee engagement and green attitude. This study is a survey of private lecturers in Indonesia who practice environmentally friendly living.  The sampling technique was purposive, with a sample of 123 respondents. Self-efficacy has a positive and significant influence on green employee behavior, mediated by green employer engagement and green attitude. This study highlights how environmentally friendly behavior, especially among lecturers, can be an essential step in addressing the problem of garbage. Teachers can serve as role models for students and staff and support sustainability initiatives on campus. Implementing Employee Green Behavior (EGB) practices within academic communities is essential to mitigate environmental impacts, as both individuals and institutions play crucial roles in sustainability. Based on this research, private colleges in Indonesia should consider implementing strategic measures to enhance faculty engagement in environmentally friendly practices. Second, green employee engagement should be improved through more structured sustainability initiatives to cultivate green attitudes, which significantly influence employees' green behavior. Third, universities need to implement environmental education programs, awareness campaigns, and incentives for environmentally friendly practices to develop pro-environmental attitudes that, in turn, encourage green employers' behavior.
Good Governance as a Mediator: Analyzing the Influence of Financial Governance and Internal Control on Performance Accountability Lisnawati, Lisnawati; Surwanti, Arni; Gunarto, Muji
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): 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.v7i1.3249

Abstract

Abstract This study aims to examine the relationship between financial governance and internal control, and to analyze how good governance mediates the relationship between these two constructs and performance accountability. The research employs a quantitative method in which financial governance and internal control serve as independent variables, performance accountability as the dependent variable, and good governance as the mediating variable. The population of this study comprises 239 employees of the BRPPUPP. Primary data were obtained from questionnaires distributed to respondents, and secondary data were collected from institutional records. The results indicate a significant and positive relationship between financial governance and internal control on performance accountability, and that the good governance variable mediates this relationship
The Influence of Customer Experience, Personalized Marketing, and Brand Trust on Fashion Purchase Decisions on Shopee among Consumers in Medan City Phannoto, Juliana; Jennsen, Jennsen; Fernando, Justin; Januardin, Januardin; Saragih, Rintan
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): 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.v7i1.3312

Abstract

The rapid development of e-commerce in Indonesia has significantly transformed consumer purchasing behavior, particularly in online fashion shopping via Shopee, one of the country's most dominant e-commerce platforms. This study aims to analyze the influence of customer experience, personalized marketing, and brand trust on fashion product purchase decisions on Shopee among consumers in Medan City. This research employed a quantitative approach with a cross-sectional design. A total of 300 respondents were selected using non-probability sampling, defined as active Shopee users who had purchased fashion products within the last six months. Data were collected through a Likert-scale questionnaire, and data analysis was conducted using multiple linear regression with SPSS version 25.The results indicate that customer experience, personalized marketing, and brand trust each have a positive and significant effect on purchase decisions. Brand trust emerged as the most dominant variable, with the highest regression coefficient, suggesting that trust in the platform and sellers plays a crucial role in reducing perceived risk and enhancing consumer confidence in purchasing decisions. Simultaneously, the three independent variables significantly influence purchase decisions, with an R-square value of 0.256, indicating that the model explains 25.6% of the variance in consumer purchase decisions. These findings emphasize the importance of enhancing user experience, implementing personalized marketing strategies, and strengthening brand trust to stimulate purchase decisions on e-commerce platforms. This study contributes both theoretically and practically to the development of digital marketing strategies, particularly in the fashion sector within the Shopee marketplace
Digital Marketing Application Strategy for Textile MSMEs in Pasar Baru Bandung and Its Implication on Purchasing Decisions and Consumer Word of Mouth Muldiani, Nadia; Suryaningprang, Andre; Hamdani, Deni; Mubarok, Dadan Abdul Aziz
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): 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.v7i1.3313

Abstract

Textile MSMEs in the Pasar Baru area of Bandung are facing difficulties in maintaining their competitiveness as consumer behavior continues to shift toward relying on digital media as a key source of information and purchase consideration. The analysis focuses on how textile MSME owners apply digital marketing strategies and how these practices influence consumer purchasing decisions and the spread of word-of-mouth (WOM). A descriptive qualitative approach was applied, utilizing in-depth interviews, direct observation, and documentation analysis involving MSME owners and related consumers. The findings indicate that using social media, online marketplaces, and digital review platforms enhances business visibility, improves engagement with consumers, and builds favorable product perceptions. These factors collectively drive purchasing decisions and stimulate both traditional WOM and electronic WOM. Conversely, MSMEs that do not adopt digital strategies face limitations in market reach and dependency on traditional marketing methods. This study concludes that digital marketing is a strategic instrument that can increase the competitiveness of textile MSMEs in Pasar Baru Bandung, and the optimization of digital technology utilization becomes an important factor in strengthening marketing performance in the era of digital transformation.
The Relationship Between Social Identity and Individual Involvement in the Community Toward a Sense of Community: My Day Indonesia at the Day6 Forever Young 2025 Jakarta Concert Jauhary, Zakiyah Aulia Sabrina Hanifah; Akbar, Rifqi Farisan
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): 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.v7i1.3317

Abstract

This research investigates the psychosocial dynamics within the My day Indonesia fan community of Day6 triggered by widespread dissatisfaction with the "Day6 Forever Young 2025" concert promoter, a phenomenon feared to undermine internal cohesion. The study aims to examine the correlations among Social Identity, Individual Involvement, and Sense of Community in this challenging situation. Using a quantitative approach, the study surveyed 100 respondents selected via probability sampling (Slovin’s formula, 10% error margin) from a population of 8,469 participants in the Jakarta concert. Parametric statistical testing revealed that both independent variables were significantly positively associated with the dependent variable. Specifically, Social Identity showed a strong correlation with Sense of Community (r = 0.725; p < 0.05), whereas Individual Involvement showed a moderate correlation (r = 0.515; p < 0.05). The simultaneous analysis further confirmed a significant collective relationship (r = 0.730; p < 0.05). These findings emphasize that in times of crisis, a strong sense of identity and active individual engagement are pivotal in preserving the bond and togetherness of the My Day Indonesia community.
The Effect of Emotional Regulation and Social Support on Self-Efficacy Among Inmates with Drug Abuse Problems Undergoing Conditional Release Programs at Banceuy Class IIA Prison Putri, Fio Ananta; Akbar, Rifqi Farisan
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): 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.v7i1.3321

Abstract

Drug abuse, psychotropic drugs, and addictive substances are among the causes of the increasing number of inmates in Indonesia. The conditional release program at the Banceuy Class IIA Correctional Institution requires psychological support, such as emotional regulation skills, social support, and self-efficacy. This study aims to describe how inmates with a history of substance abuse regulate their emotions and obtain social support, as well as analyze the influence of these two factors on their level of self-efficacy. This study uses a quantitative method with a multiple linear regression design. Data were collected on December 2, 2025, from 50 inmates using the emotion regulation, social support, and self-efficacy scales. The results of the analysis show that emotion regulation and social support together have a significant effect on self-efficacy (F = 15.102; p < .001), accounting for 39.1% of the variance (R Square = 0.391). Individually, emotional regulation had a negative and significant effect on self-efficacy (B = –0.468, t = –3.374, p = .001), while social support had a positive and significant effect on self-efficacy (B = 0.767, t = 5.454, p < .001). These findings indicate that inappropriate regulation can reduce the self-efficacy of inmates, while strong social support actually increases their self-efficacy in undergoing the parole program.
The Influence of Peer Pressure and Perceived Benefits on Self-Control among Drug Abusers in Class II A Banceuy Prison, Bandung Rahmawati, Intan Nur; Akbar, Rifqi Farisan
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): 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.v7i1.3322

Abstract

Drug abuse is a problem related to self-control behavior among correctional inmates. Self-control is an important psychological construct in rehabilitation because it reflects an individual's ability to regulate impulses, respond to social pressures, and make sound behavioral decisions. The purpose of this study was to examine the influence of peer pressure and perceived benefits on self-control among inmates with a history of drug abuse. The study subjects consisted of 50 inmates. Data were collected using peer, perceived benefit, and self-control scales. Data analysis was performed using a discriminant analysis, yielding a discriminant function with a coefficient of 0.037, indicating that peer pressure and perceived benefits contribute 3.7% to self-control. The F test showed that the two independent variables did not have a significant effect on self-control (p > 0.05), peer pressure (p = 0.197), and perceived benefit (p = 0.912). These findings indicate that variations in self-control among correctional facility residents are more strongly influenced by factors other than peer pressure and perceived benefits, thereby necessitating a review of additional psychological and contextual variables in further research.
The Influence of Product Quality, Brand Image, and Perceived Overclaim on Consumer Trust in The Originote Skincare Products Fitria, Alya Napsi; Mubarok, Dadan Abdul Aziz
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): 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.v7i1.3328

Abstract

This study aims to investigate how consumer perceptions of exaggerated claims, brand image, and product quality influence consumer trust in skin care products. Purposive sampling was used to select 100 respondents for this quantitative descriptive study. This study aims to investigate how consumer perceptions of exaggerated claims, brand image, and product quality influence consumer trust in skin care products (β = 0.435; t = 5.512; Sig. = 0.000). In addition, brand image has a significant and favorable impact (β = 0.548; t = 5.232; Sig. = 0.000). However, the perception of exaggerated claims has no significant impact (β = 0.024; t = 1.032; Sig. = 0.305). Consumer confidence is significantly influenced by these three factors together (F = 125.658; Sig. = 0.000). Based on an R2 of 0.797, product quality, brand image, and perceived exaggeration accounted for 79.7% of the variance in customer trust. Variables not included in the research model impacted the remaining 20.3%. The results showed that perceived exaggeration did not necessarily reduce customer trust. Product quality and brand image significantly impacted consumer trust. By showing that exaggerated product claims do not damage brand credibility and that quality and brand image remain strong, our findings reinforce the ethical marketing paradigm.
The Effect of Advertising Credibility, Brand Trust, and Product Quality Perception on Consumer Repurchase Interest in Unitary Sunscreen Products Nurani, Aspi; Mubarok, Dadan Abdul Aziz
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): 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.v7i1.3329

Abstract

This study aims to analyze the effects of advertising credibility, brand trust, and perceived product quality on the repurchase intention of Sunscreen Unitary consumers. The study's background focuses on intensifying competition in the skincare industry and differences in consumer perceptions of promotional messages and product quality. This study employs a quantitative method, using a survey administered to 100 participants who have used Sunscreen Unitary products, with predetermined criteria. The results indicate that advertising credibility has a substantial impact on the desire to repurchase, such that the more credible the advertisement is to consumers, the greater their tendency to repurchase.  Repurchase intention is positively associated with perceived product quality. making product quality a dominant thing in encouraging clients to continue using the product. Meanwhile, brand trust did now not have a significant repurchase intention, indicating that trust in the brand was not a major factor in consumers' repurchase decisions in this study. However, the simultaneous test results indicated that the three variables collectively had a significant effect on repurchase intention. The research findings show that product quality and advertising credibility play a greater position in encouraging repeat purchases than brand trust. These results can be taken into consideration by companies in formulating marketing strategies and maintaining product quality.

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