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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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Cost of Good Manufactured (COGM) Calculation Using Activity-Based Costing Method in Manufacturing Companies: A Case Study of CV. YYY Prasetyo, Ikhsan; Pasya, Muhammad Rafie; Chaerunisa, Alya
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.v7i1.3367

Abstract

One of the most challenging issues faced by the manufacturing industry is managing production process costs, particularly in companies with a high variety of products. The use of conventional costing methods, which allocate overhead costs to a single cost driver, often fails to reflect actual production conditions, resulting in reduced accuracy in determining the Cost of Goods Manufactured (COGM). CV. YYY, as a multi-product manufacturing vendor, faces similar issues due to process complexity and the shared use of machinery, resulting in disproportionate cost calculations. This study applies the Activity-Based Costing (ABC) method to calculate COGM for eight product types. Data was obtained through observation, interviews, and documentation, then analyzed by six stages such as: identifying activities and activity cost pools, identifying direct and indirect costs, allocating indirect costs to each activity pool, determining cost drivers, calculating activity rates, and allocating costs to each product unit based on their respective cost drivers. The research results indicate that the ABC method provides more accurate and realistic cost calculations than the traditional method by allocating overhead costs proportionally based on actual activity consumption. Relying on traditional costing may distort unit production costs and pricing decisions; therefore, adopting ABC is essential for improved cost accuracy.
The Influence of Instagram on Patient Visits Through Brand Awareness as a Mediating Variable: An Explanatory Sequential Mixed Method Study at Aqidah Hospital, Tangerang City Budiono, Vica Claudia; Hidayat, Dasrun; Agung, Ign Wiseto P
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.v7i1.3369

Abstract

Instagram has emerged as a crucial communication platform for hospitals to disseminate information and build community engagement. This study analyzes the influence of Instagram on patient visits, with brand awareness serving as a mediating variable at Aqidah Hospital in Tangerang City. The research employed a mixed methods approach with an explanatory sequential design. The quantitative phase involved 70 respondents, while the qualitative phase consisted of six informants engaged in social media management and hospital services. Results reveal that Instagram significantly influences brand awareness (p < 0.001) with R² = 0.750, indicating that 75% of brand awareness variance is explained by Instagram usage. Instagram also demonstrates a significant direct effect on patient visits (p < 0.001). Brand awareness significantly affects patient visits and mediates the relationship between Instagram and patient visits with an indirect effect of 0.319 (95% CI [0.177-0.493]). Qualitative findings reinforce quantitative results, indicating that Aqidah Hospital's Instagram content including health education, service information, facility visuals, and consistent branding enhances public recognition and encourages visiting intentions. This study underscores that Instagram functions not only as a promotional tool but also plays a pivotal role in shaping brand awareness, ultimately contributing to increased patient visits at Aqidah Hospital.
The Relationship Between Dual Role Conflict, Self-Adjustment, and Stress Coping in Wives Who Work as Factory Workers Putri, Nadia; Sastri, Prinska Damara
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.v7i1.3375

Abstract

This study aims to examine the relationship between dual role conflict and self-adjustment with stress coping mechanisms in wives who work as factory workers. The study used a quantitative correlational design. Data collection was conducted on 60 factory worker wives selected through purposive sampling, with the criteria of being aged 25–40 years, having at least one child, having been married for at least 2 years, and residing in Cangkuang Wetan Village, Dayeuhkolot District, Bandung Regency. Variable measurements were conducted using three psychological scales that had been tested for validity, namely the dual role conflict scale, the self-adjustment scale, and the stress coping scale. Descriptive analysis results showed that most respondents (60%) were in the high dual role conflict category, while 50% were at a moderate level of self-adjustment. In addition, 51.6% of respondents showed high levels of stress coping. Regression analysis showed that self-adjustment had a positive and significant effect on stress coping, while dual role conflict did not show a significant partial effect. However, simultaneous testing showed that dual role conflict and self-adjustment together had a significant effect on stress coping, with an F value of 30.334. These findings indicate that greater dual-role conflict requires greater use of stress-coping strategies, while effective self-regulation skills contribute to greater stress-coping effectiveness
The Influence of the Shopee Live Feature, Shopee Tanam Gamification, and Personalized Product Recommendation on Impulse Buying among Shopee Consumers in Indonesia. Salim, Gabriela Amanda; kwok, Dave; Nasution, Isna Asdiani; Hasibuan, Melisa Zuriani
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.v7i1.3379

Abstract

Purpose – This study aims to analyze the influence of the Shopee Live Feature, Gamification (Shopee Tanam), and Personalized Product Recommendation on Impulse Buying behavior among Shopee consumers in Indonesia. The research focuses on young consumers as the dominant group within the digital e-commerce ecosystem. Novelty – The novelty of this study lies in the simultaneous examination of three interactive digital features—Shopee Live Feature, Gamification (Shopee Tanam), and Personalized Product Recommendation—which have rarely been investigated in an integrated manner within the context of Indonesian e-commerce. This study provides empirical insights into how the combination of digital interactivity and personalization influences impulsive purchasing behavior. Method – This study employs a quantitative approach using an online survey with 300 Shopee users aged 30 years or younger. All research instruments satisfied reliability tests and classical assumption requirements. Findings – The results indicate that the Shopee Live Feature (β = 0.431; Sig. = 0.000), Gamification (Shopee Tanam) (β = 0.332; Sig. = 0.000), and Personalized Product Recommendation (β = 0.296; Sig. = 0.000) have a positive and significant effect on Impulse Buying. Simultaneously, the three independent variables significantly influence Impulse Buying (F = 51.514; Sig. = 0.000), with an R² of 0.343, indicating that 34.3% of the variation in Impulse Buying behavior is explained by the research model. Limitations and Implications – This study is limited to young Shopee users in Indonesia; therefore, the findings cannot yet be generalized to other e-commerce platforms. The results have practical implications for e-commerce industry practitioners, suggesting that they optimize marketing strategies based on interactivity, gamification, and personalization to effectively stimulate consumers’ impulsive purchasing behavior
The Role of Shopping Experience in Mediating the Relationship between Sensory Marketing and Customer Satisfaction: Evidence from Gajua Kopi V1 Nabilah, Silmi; Zulganef, Zulganef
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.v7i1.3380

Abstract

This study examines the role of sensory marketing in shaping customer satisfaction, with the shopping experience serving as a mediating mechanism in a coffee shop context. As competition in the café industry increasingly relies on experiential value, understanding how sensory stimuli translate into customer satisfaction becomes essential. Using a quantitative explanatory approach, data were collected from 160 visitors of Gajua Kopi V1 through structured questionnaires and analyzed using multiple regression and mediation analysis. The findings reveal that sensory marketing exerts a significant direct influence on customer satisfaction, indicating that sensory stimuli function as immediate value signals perceived by customers during consumption. In addition, sensory marketing significantly enhances the shopping experience, thereby positively affecting customer satisfaction. The mediation analysis confirms that shopping experience partially mediates the relationship between sensory marketing and customer satisfaction, suggesting that sensory stimuli influence satisfaction both directly and indirectly through experiential consolidation. These results highlight that customer satisfaction is not solely determined by functional product and service quality, but also by sensory marketing's ability to create a coherent, emotionally engaging shopping experience. Theoretically, this study contributes to experiential marketing literature by positioning shopping experience as a key explanatory mechanism rather than merely an outcome of sensory marketing strategies. Practically, the findings suggest that café managers should integrate sensory marketing elements with holistic experience design to optimize customer satisfaction. Future research is encouraged to extend this model by incorporating variables such as customer loyalty or brand image and applying it across broader service contexts
The Influence of Shopee Instant Delivery Service, Cash on Delivery (COD), and Product Price on Purchase Decisions for Fashion Products in Medan City phannoto, Juliani; Ginting, Kristi Endah Ndilosa; Yunita, Mella
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.v7i1.3382

Abstract

The rapid expansion of e-commerce in Indonesia has significantly reshaped consumer purchasing behavior, particularly in the fashion sector. This study examines how Shopee’s Instant Delivery Service, Cash on Delivery (COD), and product pricing influence purchase decisions among fashion consumers in Medan City. A quantitative research design was employed, using a survey, with data collected from 300 Shopee users selected through purposive sampling. The results indicate that Shopee Instant Delivery Service, COD, and product price each exert a positive and significant effect on purchase decisions. Among these factors, product price exerts the strongest influence, underscoring consumers’ high sensitivity to price in online fashion transactions. Simultaneously, all three variables significantly explain variations in purchase decisions, with a coefficient of determination (R²) of 0.490. These findings underscore the strategic importance of integrating fast delivery services, secure and flexible payment options, and competitive pricing strategies to strengthen consumer purchase decisions on e-commerce platforms. This study contributes to the e-commerce literature by providing empirical evidence from a metropolitan area outside Java, where consumer behavior remains relatively underexplored
The Effect of Economic Value Added, Financial Value Added, and Market Value Added on Stock Returns (Case Study of the Technology Sector Listed on the IDX for the 2021-2024 Period) Rahman, Muhammad Taufik; Hertina, Dede
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.v7i1.3384

Abstract

This study examines the effect of value-based performance measures, namely Economic Value Added (EVA), Financial Value Added (FVA), and Market Value Added (MVA), on stock returns of technology sector firms listed on the Indonesia Stock Exchange over the 2021–2024 period. The motivation of this study arises from the growing dominance of technology firms in capital markets, where traditional accounting-based performance indicators are increasingly questioned due to high innovation intensity, reliance on intangible assets, and volatile valuation dynamics. Using a quantitative explanatory approach, this study analyzes panel data comprising 17 technology firms, yielding 68 firm-year observations. The empirical analysis employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the relationships between value-based performance indicators and stock returns. EVA, FVA, and MVA are used as proxies for firm-level value creation, while stock return represents market-based performance. The empirical results reveal that none of the proposed hypotheses is statistically supported. EVA shows a positive but insignificant association with stock returns, whereas FVA and MVA exhibit negative, insignificant effects. Furthermore, the model demonstrates extremely low explanatory and predictive power, indicating that value-based performance measures explain only a negligible portion of stock return variation in the technology sector. These findings suggest that stock returns of technology firms are largely driven by factors beyond accounting- and value-based performance indicators, such as investor sentiment, growth expectations, and market narratives. The study contributes to the literature by highlighting the limited ability of traditional value-based metrics to explain short-term stock returns in technology-intensive industries, particularly in emerging markets. Practical implications are provided for managers and investors in aligning performance evaluation and investment decisions with sector-specific characteristics.
Reframing Digital Business Training as a Capability-Building Mechanism for SMEs: A Case-Based Analytical Study Abdusalam, Ahmad; Kaniawati, Keni
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.v7i1.3385

Abstract

Digital transformation has become a strategic imperative for small and medium-sized enterprises (SMEs), yet many digital training initiatives fail to produce sustained business impact. Existing studies often conceptualize training as a mechanism for skill acquisition or technology adoption, offering limited insight into how learning processes translate into strategic capability development. Addressing this gap, this study examines how result-oriented digital business training functions as a capability-building mechanism for SMEs. Using a qualitative case-based analytical approach, the study investigates a structured digital business training program that integrates milestone-based learning design, intensive mentoring, business model experimentation, and financial feasibility analysis. Data were drawn from training modules, mentoring records, iterative business model artifacts, and financial feasibility worksheets. The analysis focuses on identifying learning mechanisms and processual dynamics rather than measuring performance outcomes. The findings reveal that SME capability development emerges through the interaction of multiple learning mechanisms. Result-oriented training design aligns learning activities with real business constraints; mentoring intensity facilitates experiential and adaptive learning; business model experimentation functions as a structured learning process; and financial feasibility analysis serves as a learning artifact that disciplines strategic decision-making. Rather than producing linear outcomes, capabilities develop cumulatively through iterative learning cycles. This study contributes to entrepreneurship and SME literature by reframing digital business training as a strategic learning architecture rather than a skill-transfer intervention. In practice, it offers policymakers and training providers insights into designing digital training programs that foster sustainable capability development. By grounding digital transformation in observable learning processes, the study bridges theory and practice in SME development.

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